The consumer of rural and farm tourism has evolved in the direction of being associated with types of fun and educational leisure activities. Tourism consumers search for new types of tourism, such as: farming entertainment. The aim of an educational trip in the rural areas is: to know the life and activity of the farmers, to create a positive image of the agriculture in the eyes of the next generations/ urban resident consumers. The educational rural tourism has various activities, i.e.: basic classes/ full courses/ short term workshops on the school farms. The educational activities for children include: floral arrangements, cooking classes on the farm, preparing natural herbal remedies, demonstrations of traditional ways of obtaining beer and wine, experience historical reconstruction of the traditional villages, etc. The recreational rural tourism includes: art of the plants, agricultural labyrinths, wine tasting tourism, vegetable picking, identification of spontaneous plant and wildlife species, etc. The authors present the steps have to be followed in order to develop new brand tourism products that meet the requirements for consumer’s education.
Understanding the reasons for which consumers behave the way they do, i.e.: the factors that influence their behaviour – helps us determine their purchasing and consumption behaviour function to their education. Traditionally, it is believed that the factors that influence consumers’ behaviour are the following: environment, education level (culture) and psychological profile (Parsons et al: 2009; Pender and Sharpley, 2005; Robert and Hall, 2001; Momir et al, 2014; Petroman et al. 2014). Everything around us determines everything we do, including the purchases we make and the way in which we do these shopping: we buy or consume the same things as our favourite people, in the desire to identify ourselves with them, even if it is in this way only. We always buy and consume a product because it satisfied us, it is a family tradition, the product has an affordable price, as far as quality price ratio is concerned or simply because someone recommended it. Nowadays, “in the globalization age, interculturality has undeniably become a political, educative, social and geographical issue (Constantin & Lungu Badea, 2013, p.3548). The culture (education) is what defines a specific group of people in a particular moment in time and in a particular place. Culture is the total sum of knowledge, values and beliefs that people irrespective of the age have in common, and therefore is in a constant state of evolution and change. It is a fact that: “The rational tendencies, immanent to values and culture norms too, vary function to the country category, its mentality” (Constantin & Lungu Badea, 2013, p.3549) and that each country has its own culture and subcultures, ethnic cultures; the demographic and social cultures have a significant impact on what we are, on what we believe in and how we act or react.