Company activity and perceptions results beyond economic rationality: Rural Tourism Case

Existing research on rural tourism in Spain mostly stems from the fields of geography, sociology, economy and marketing, and analyses the influence of rural tourism on developing rural areas, keeping residents in the area, developing the area's potential, consumer satisfaction, service quality and/or tourist destinations. The present paper complements them, as it analyses company performance in terms of the perception of performance, employing both objective and subjective factors in a specific environment, rural tourism establishments in Galicia (Spain). Traditional elements and factors in company literature, are examined. The findings suggest that size, family nature of the company, the creation of a new company and the owners' previous experience in management have a positive influence on perception of subjective and objective results of company activity.