Notably, that alteration of service quality can be more rapid, when the profitability of rural tourism farmstead is growing, and the competing farmsteads can extremely change the content, price or staff experience of services. It means that consumers immediately react at changes of service quality, and only 15 percent of consumers are irrelevant to service quality perception (Thompson, 1988, p. 20–25). Such a conclusion provides an idea that changes of service quality play a great role as a new purchase decision or conversion of consumer loyalty.