This study examines how tourists perceive authenticity in rural areas and introduces a fuzzy logic method to measure it more accurately. Unlike traditional surveys that force people to choose a fixed number, fuzzy logic allows visitors to express uncertainty or mixed feelings, which better reflects how they actually experience rural places. The model evaluates nine elements that shape authenticity: the rural landscape, traditional architecture, traditional furniture and objects, local food, participation in customs and folk traditions, craft workshops, household activities, display of regional costumes, and on-site cultural circuits.
The results show that visitors are most influenced by sensory experiences. Natural scenery, traditional architecture, and authentic local dishes received the highest importance scores. These elements are noticed immediately and often create a strong emotional connection. Activities that require deeper involvement, such as craft workshops or household tasks, were appreciated but scored lower. The fuzzy approach helped capture these nuances, revealing shades of hesitation and partial agreement that standard scales usually miss.
The Authenticity Index can help rural guesthouses understand what matters most to their guests and where improvements could enhance the overall experience. Focusing on landscape, traditional design, and genuine local cuisine may have the greatest impact. At the same time, the study shows that authenticity is not a fixed concept but a blend of emotions, traditions, and personal reactions. By translating these perceptions into clear insights, the fuzzy model supports more thoughtful and sustainable development in rural tourism.
Read more about the case study here: https://www.mdpi.com/2071-1050/17/15/6667
Case study authors: Carina Dobre, Elena Toma, Andreea-Cristiana Linca, Adina Magdalena Iorga, Iuliana Zaharia, Gina Fîntîneru, Paula Stoicea, Irina Chiurciu
Faculty of Management and Rural Development, University of Agronomic Sciences and Veterinary Medicine of Bucharest
