The development of rural tourism was followed by the changes on tourist’s demands and behavior. Tourism in rural areas offers the potentials for alternative, individual and more authentic tourism experiences satisfying the needs of the experienced and highly demanded “new” tourists. The local of this research is a peripheral area of Greece, called Prefecture of Lassithi. It is located in the Eastern part of the biggest island of Greece, the Cretan island. Even though that rural tourism is in its infancy in the region, prefecture of Lassithi provides a unique opportunity for the study of rural tourism for the purposes of this research.