Abstract
In the present postmodern era, where tourists are looking for multiple experiences that embrace different and sometimes conflicting values, rural tourism is becoming increasingly heterogeneous, offering, in addition to relaxation and sport activities, nature –in terms of aesthetics and landscape–, and culture –rooted in history, traditions, food and wine, events, and sites of archaeological, geological and historical interest. Rural destinations are able to counteract the stress of everyday life to tourists spending their holiday in the countryside in search of a holistic well-being of mind, body and spirit. The aesthetic peculiarities and cultural uniqueness of rural destinations play an important role in the creation of a competitive tourist offer.