Gender Differences in Rural Tourists' Motivation and Activity Participation

ABSTRACT This study explored gender differences in motivation and activity participation among rural tourists to Potter County, Pennsylvania. Mail survey data from a sample of 343 visitors to the region revealed that females were more motivated by family bonding and natural and rural exploration. Female tourists were also more inclined to shop, eat in local restaurants and attend festivals and events, while male tourists were more inclined to fish and hunt. Social role theory was used to explain the observed gender differences. Contrasts between these and previously reported findings reinforce the importance of considering that gender roles and gendered tourist behavior are relative and ever-evolving.