Abstract
Purpose – This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences. Design/methodology/approach – The empirical study adopts a survey data-based approach relying on a questionnaire data collection technique. Findings – The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings. Research limitations/implications – The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects. Originality/value – This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism.