Winter tourism is increasingly influenced by changing socio-demographic dynamics, climate change, and evolving leisure preferences. While prior research has examined winter tourist motivations, sustainability strategies and climate change adoption, less attention has been paid to differences between urban and rural residents in their attitudes toward domestic winter leisure tourism. This study addresses this gap by exploring variations in participation patterns, service evaluations, and overall tourism experiences among urban and rural Bulgarian residents. Drawing on a quantitative survey of urban and rural residents (n = 1003), the research systematizes the general characteristics of domestic winter leisure tourism practices and evaluates key tourism service dimensions, including accessibility, accommodation, pricing, infrastructure, and environmental quality. Descriptive statistics and inferential analyses were applied to identify statistically significant differences between groups. The findings reveal distinct behavioural and perceptual patterns: urban residents demonstrate higher participation frequency and place greater emphasis on service quality and diversified amenities, whereas rural residents show stronger sensitivity to pricing and accessibility factors. Differences are also observed in the overall evaluation of the tourism experience, reflecting structural and socio-economic disparities. The study contributes to winter tourism literature by integrating spatial residence into the analysis of domestic tourism demand and experience assessment. The results provide practical implications for destination managers and policymakers seeking to design differentiated marketing strategies and improve service provision in line with the needs of diverse domestic segments.
Naumov et al. (Fri,) studied this question.