Consumer behavior plays an important role in establishing the marketing strategies of a tourism destination. Analysis of traveling motivation offers valuable information regarding the characteristics and trends of tourism demand. In this context, the aim of this paper is to determine tourists’ preferences regarding rural tourism destinations. To achieve the purpose of the paper, a survey was conducted among tourists from rural areas of Cluj County. The data were analyzed using descriptive statistics and statistical tests were applied to determine if there were any significant differences among different groups. The results revealed that the respondents prefer to travel in small groups, especially during summer. They are concerned about the security and safety of the destination, and the price also plays an important role in choosing a tourism destination. Cultural attractions and adventure tourism possibilities are more appreciated by younger respondents. Future research should focus on post-pandemic tourist behavior and new tourist products should be developed to fulfill tourists’ expectations.
