In global tourism, rural tourism is a relatively new phenomenon, which contributes to the fact that domestic and foreign tourists learn and better understand a particular country, support its culture and traditions, respect for nature. The study of the role and opportunities of rural tourism is becoming increasingly important in scientific research and in discussions of professional communities. In many countries, rural tourism is recognized as an effective catalyst for the socio-economic development of rural areas. This article aims to explore the consumer value of rural tourism in Europe and Southeast Asia, in regions with different geographical and cultural characteristics. The goal is to determine how consumer attitudes to the values of rural tourism are shaped in these diametrically opposite regions, which factors are more / less important and attractive
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