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At the beginning of the third millennium we can see that the desire for experiences and intellectual challenges is strengthening and becoming more and more intertwined with the shifting of consumer behaviour from material values towards ethical and intellectual values. The travellers' expectations of touristic value and adventure have also significantly transformed. This book contains a research work, highlighting the theoretical issues of competitiveness of rural tourism, with a focus on value creation and consumer value analysis, assuring a proper analytical framework for the question "What is value for tourists in rural tourism?" The primary aim of the investigation was to conduct a niche survey in rural tourism, which can contribute to the better understanding of the demand side of the market and crystallise the factors with value to tourists.