01787nas a2200133   4500000000100000008004100001260001200042100001800054700001600072245008800088300001600176520143900192020002201631       2021                            d  c2021///1 aMihaela Stroe1 aOana Enache00aAn overview on rural tourism and consumer behavior: particularities in Transylvania  a1237-1248, 3 aDuring the last decades the rural tourism has greatly enhanced associated with rural entrepreneurship and new models of rural development in which concerns the new demand and need of the modern costumer connected to new technology and information.The tourism industry is related to the service industry, so there can be found certain specific characteristics of consumer behavior and particularities of rural tourism consumption can be identified having into consideration the way information is presented related to the needs of the consumer and the environmental characteristics. This, also, refers to aspects of rural tourism, when it comes to tangible inheritance, for example, tourist objectives or intangible heritage such as customs, traditions that may be the basis of an interesting analysis for a special model of tourism consumption in rural areas or can outline specific characteristics of a certain rurality. The tourism market can serve as an important model in terms of specific needs, intangibility seen as a main source of local authenticity that can create links between different cultures.The paper aims to create a framework about particularities in rural tourism, models of tourism that can be developed in the rural area and good practices based on public policy, innovation models and multiculturalism aspects that are in connection with consumer behavior leading to the development of new rural tourism models.  a978-3-653-06574-9