Digital Traffic and Guest Profile Analysis of a Rural Accommodation: An Exploratory Case Study from Győr–Moson–Sopron County

The digital transformation of the tourism sector, coupled with the proliferation of automated data reporting systems, has rendered precise, data-driven guest analysis accessible even to small, rural lodging businesses. The present study examines visitor behaviour and consumer habits through an embedded case study in Győr–Moson–Sopron County. The objective of the research is to explore the demographic characteristics, the purpose of travel, and stay habits of rural tourism consumers, with a view to laying the groundwork for a more effective, segment-specific marketing strategy. The research also highlights aspects of sustainable tourism management and sustainable consumer behaviour. The methodological framework of the study was provided by primary data from the National Tourism Data Centre (NTAK) for the year 2025. The empirical research employed a quantitative, cross-sectional approach; the analysis was based on a sample of 250 valid cases, representing the total annual revenue of a small rural business. In the statistical analysis, descriptive methods, cross-tabulation, and the chi-square test were utilised. The findings underscore substantial intercorrelations among the indicators examined, with a pronounced correlation evident between guests’ gender and the purpose of their trip. Furthermore, a moderate correlation was identified between the guests’ purpose of travel and their length of stay, as well as between the guests’ region of origin and the purpose of their trip. In addition, a fourth hypothesis was subjected to testing using binary logistic regression, which revealed a highly significant predictive relationship between the age of guests, the purpose of their travel, and the length of their stay (1–2 vs. 3+ nights). Concurrently, cross-tabulation revealed that there was no association between trip purpose and weekend arrivals, thereby establishing a clear temporal distinction between weekday-dominated business trips and weekend-concentrated leisure visits. The study’s findings offer direct, practical guidance for the development of communication strategies tailored to specific target groups. These recommendations facilitate the optimisation of capacity utilisation and the enhancement of the competitiveness of rural accommodation providers in the digital market. In doing so, this paper provides a rigorous framework for analysing sustainable tourism outcomes from an operational and economic perspective. It also establishes methods through which data-driven segment management can be used to mitigate rural seasonality, maximise capacity optimisation, and strengthen local economic resilience. This can be achieved by securing steady tourism cash flow during the traditional business off-season.