Marketing, People, and Place in Rural Tourism: A Systematic Literature Review of Development Strategies

Abstract

This systematic literature review of 195 empirical studies (2014–2024) reveals how rural tourism strategies have evolved from traditional models toward integrated frameworks emphasizing sustainability and community empowerment. The analysis demonstrates a fundamental reimagining of rural destinations as dynamic cultural landscapes where local identity, environmental stewardship, and inclusive growth converge, with micro, small, and medium enterprises (MSMEs) serving dual roles as economic catalysts and cultural ambassadors through ecotourism initiatives, product development, and community-based entrepreneurship. Parallel transformations in marketing show a shift toward digital engagement through immersive technologies, emotional storytelling, and social media strategies that enhance global visibility while preserving authentic place narratives. Crucially, the findings highlight human capital development—particularly through targeted education, skills training, and inclusive capacity-building programs—as the foundation for professionalized services, local leadership, and long-term destination resilience. The study reveals three critical contributions to rural tourism scholarship: first, it identifies the convergence of digital marketing innovations with traditional place-based authenticity as a key success factor; second, it demonstrates that MSME empowerment functions as both an economic and cultural preservation mechanism; and third, it establishes human capital development as the foundational enabler of all other strategic dimensions. The study advocates for holistic strategies that synchronize sustainable planning, innovative marketing, MSME support, and workforce development, stressing that multi-stakeholder collaboration and evidence-based policies are essential to address systemic challenges. By framing rural tourism as a balanced ecosystem of cultural preservation, technological innovation, and community agency, this research positions it as a transformative vehicle for equitable regional development.