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Challenges and Development Opportunities for Tourism in Rural Areas

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A special issue of Tourism and Hospitality (ISSN 2673-5768).

Deadline for manuscript submissions: 1 June 2026 | Viewed by 11503

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Dr. Anita Silvana Ilak Peršurić

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Guest Editor

Department Economics and Agricultural Development, Institute of Agriculture and Tourism, K. Hugues, 52440 Poreč, Croatia
Interests: tourism in rural areas; agritourism; wine tourism; olive oil tourism; development strategies; challenges and problems; multiple effects of tourism on the local economy; gentrification and immigration in rural areas; pressure of over tourism

Special Issue Information

Dear Colleagues,

As a concept, sustainable development very often refers to the development of rural areas. This includes several aspects of the economy, comprising different kinds of activities such as agriculture, crafts, catering and hospitality services.

These economic activities create income and contribute to sustainable livelihoods in rural areas.

As one of the most ancient forms of economy, agriculture still has a vigorous and important role in rural economies worldwide, but tourism has become more important, especially close to the coastal areas in Europe.

In recent decades, farm activities have shifted from primary production and producers to new income forms such as agritourism, wine tourism and other activities.

Such developments have turned agriculture into an attractive business, especially in the Mediterranean regions of Europe.

Furthermore, new problems and challenges have arisen; e.g., the pressure of building new housing in rural areas and the migration of retirees or foreign citizens have increased the need for land.

The consequences included exaggerated prices of agricultural land, the transfer of agricultural to building plots and marginal profits for agriculture.

Therefore, new strategies for development on the national and local levels and new forms of income activities in farms and rural areas were created, whereas tourism was the most frequent choice.

Dr. Anita Silvana Ilak Peršurić
Guest Editor

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Keywords

rural areas
rural tourism
wine tourism
challenges
development

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Published Papers (10 papers)

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Research

13 pages, 291 KB

Open AccessArticle

Motorhome Tourism and Rural Revitalization: An Empirical Assessment of Socioeconomic Impact and Infrastructure in Empty Spain

by Pedro Fernández Carrasco, Clara Matutano Molina and Alicia García Galiana

Tour. Hosp. 2026, 7(6), 155; https://doi.org/10.3390/tourhosp7060155 - 26 May 2026

Viewed by 133

Abstract

This study evaluates the potential of motorhome tourism to catalyze socioeconomic development in rural municipalities of southeastern Spain (provinces of Jaén, Granada, and Almería). Addressing the critical challenge of rural depopulation in “Empty Spain” (España Vaciada), the research employs a mixed-methods approach covering the period 2022–2024. The methodology is centered on a two-tier empirical design: (i) a provincial-level analysis of eight municipalities, and (ii) an in-depth case study of Vélez-Blanco. A fundamental component of the research was the direct ethnographic validation and field audit conducted by the Fernández-Dutto family during an extensive journey from March to September 2025. By staying two to three nights at each location, the researchers performed in situ assessments of infrastructure quality and bioclimatic efficiency, providing a primary “ground-truth” dataset. These observations calibrate the longitudinal data obtained from the National Statistics Institute (INE) and digital platforms, which were utilized strictly as secondary screening tools for site selection. The results indicate statistically significant correlations between infrastructure quality, proximity to heritage attractions, and increases in local tourism-related expenditure. The study highlights how experiential fieldwork captures nuances in traveler behavior and site functionality that official records often overlook. The paper concludes by identifying strategic investment opportunities, specifically recommending the development of a motorhome service area in the municipality of María (María-Los Vélez area). This intervention is proposed as a vital catalyst to complete the regional tourism circuit and foster economic resilience in the heart of Almería’s rural landscape. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

17 pages, 1283 KB

Open AccessArticle

The International Retirement Migration and Migration-Development Nexus: The Case of Lake Balaton

by Dóra Gábriel and Bálint Koós

Tour. Hosp. 2026, 7(5), 122; https://doi.org/10.3390/tourhosp7050122 - 28 Apr 2026

Viewed by 285

Abstract

This study examines the transformation of the Balaton region in Hungary from a traditional tourist destination into an international retirement migration destination for older adults from Western Europe. Migration theories and models are applied to illustrate the relationships between migration and development and to explore how tourism, lifestyle aspirations, and socio-economic factors influence the settlement decisions of older migrants. Empirical findings suggest that prior tourism experience can mitigate the uncertainty associated with migration and foster belonging. However, many retirees move to Hungary with limited knowledge of the country, relying on social networks and real estate agents for information. These retired migrants also utilize local services and infrastructure, including healthcare and community spaces, which shape their daily lives and help them integrate into the community. The migration of older adults stimulates the development of peripheral rural areas through real estate purchases, renovations, and small-scale entrepreneurial activities, particularly in the accommodation sector. This challenges the traditional perception of older-age migrants as inactive. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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16 pages, 1488 KB

Open AccessArticle

From Battlefield Tourism to Military Cultural Tourism as a Catalyst for Rural Development: A Case Study of Cultural Heritage in Extremadura (Spain)

by Ignacio Ruiz Guerra, Santos Manuel Cavero López and Rodolfo Arroyo de la Rosa

Tour. Hosp. 2026, 7(4), 90; https://doi.org/10.3390/tourhosp7040090 - 25 Mar 2026

Viewed by 580

Abstract

This research examines the potential of Battlefield Tourism as a strategic tool for rural development, focusing on the cultural heritage of Extremadura, Spain. Given the specific nature of the regional tourism offer, this paper is presented as a case study to analyze how military historical resources can be integrated into sustainable tourism models. The study employs a mixed-methodology approach, combining a quantitative cross-sectional survey with complementary qualitative analysis of open-ended responses. A sample of 149 municipal managers was analyzed to evaluate their institutional perceptions of military cultural tourism and its potential integration into regional strategic initiatives. Results, supported by χ² tests and Cronbach’s α reliability analysis, suggest that the use of specific terminology associated with cultural heritage, rather than ‘war’ or ‘dark’ tourism, is perceived by local stakeholders as more socially and politically acceptable for rural development plans. Given the sample size and self-selection bias, these perception-based findings highlight the importance of terminological sensitivity for local leaders exploring new tourism offerings. The study concludes that, from an institutional standpoint, framing Battlefield Tourism through professional heritage protocols may facilitate its acceptance as a potential tool for economic diversification in inland destinations facing challenges of depopulation. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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13 pages, 778 KB

Open AccessArticle

Digital Transformation and Environmental Responsibility as Pillars of Destination Quality and Competitiveness in Developing Economies

by Tünde Dzurov Vargová

Tour. Hosp. 2026, 7(3), 80; https://doi.org/10.3390/tourhosp7030080 - 10 Mar 2026

Cited by 1 | Viewed by 692

Abstract

Digital transformation is increasingly reshaping how tourism destinations manage quality, sustainability, and competitiveness. This study examines these relationships in the context of a developing European economy (Slovakia), focusing on the mechanisms through which digital technologies enhance destination performance. The empirical research was conducted at the national level within the Slovak Republic. Using a quantitative research design, data were collected through a survey of 276 key tourism stakeholders. The analysis applies reliability testing, regression analysis, variance analysis, and an indirect-effect analytical framework to examine the proposed relationships. Digital Transformation (DT) does not generate competitiveness in isolation but acts as a strategic catalyst that enhances destination competitiveness primarily through improvements in Quality and Environmental Responsibility (QTS). Additional findings reveal significant differences in Quality and Environmental Responsibility (QTS) across destinations with varying levels of digital maturity within the examined national context. The study contributes to tourism research by integrating digital transformation and environmental responsibility into a unified framework of destination competitiveness, using Slovakia as a representative case of a transitional European economy. While the findings may offer indicative insights for similar transitional contexts, the study primarily reflects the structural specificities of the Slovak tourism sector. From a practical perspective, the findings emphasize the need for strategic alignment between digital investments, quality management, and sustainability objectives to achieve long-term competitive advantage. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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24 pages, 309 KB

Open AccessArticle

Direct Sales Approaches, Visitors, and Profitability of Agritourism Operations in the U.S.

by Prem Bhandari, Erinn Tucker-Oluwole, Lila Karki, Enrique N. Escobar and Moses T. Kairo

Tour. Hosp. 2026, 7(3), 72; https://doi.org/10.3390/tourhosp7030072 - 6 Mar 2026

Viewed by 755

Abstract

This paper empirically investigates the influence of specific direct sales approaches in attracting visitors to an agritourism operation and its profitability using survey data from the U.S. This study further examines the mediating role of the number of visits to a farm in the relationships between specific direct sales approaches and profitability. Agritourism operations enhance economic viability and sustain the business by opening farms to visitors for education, recreation, entertainment, and direct sales of farm products and services. The goal is to invite visitors to a farm and enhance income. Previous studies in the U.S. show that on-farm direct sales, in general, show a positive association, whereas off-farm direct sales show a negative association with the profitability of agritourism operations, along with many other factors. Farmers consider U-pick, sales through a farm stand/store, and subscription farming or community-supported agriculture (CSA) (on-farm pick-up) as on-farm, and CSA (off-farm delivery) and selling at a farmers’ market as off-farm direct sales approaches. However, which specific approach attracts visitors to a farm and generates profitability is not known. Multivariate analysis using the recently collected data from a U.S. national survey of operators reveals that on-farm direct sales such as a U-pick and a farm stand/store attracted significantly more visits to an agritourism operation, which ultimately yielded higher profitability. In contrast, the selling of produce at farmers’ markets attracted significantly fewer visits to the farm and reportedly reduced profitability. These results are adjusted for other factors including various agritourism experiences offered to the visitors. Moreover, as theoretically expected, the number of visits mediated the effects of specific direct sales (particularly a U-pick and farm stand sales) on profitability. This evidence has implications for agritourism operators, policymakers, and extension educators engaged in starting, expanding, and promoting direct sales via agritourism operations for their economic viability and sustainability. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

41 pages, 2764 KB

Open AccessArticle

Rural Tourism Development Under Weak Governance in Lebanon: Challenges and Opportunities

by Farah Mohamad and Liliane Buccianti-Barakat

Tour. Hosp. 2026, 7(2), 56; https://doi.org/10.3390/tourhosp7020056 - 21 Feb 2026

Viewed by 963

Abstract

Rural tourism has been regarded as a vital approach for the development of marginalized rural regions. Against the backdrop of Lebanon’s ongoing crisis, there is a significant and increasing interest in the tourism sector that can advance key SDGs by creating decent jobs, building sustainable communities, promoting responsible resource consumption, and conserving the environment. Nevertheless, the promise of this approach is endangered by the current situation of weak governance and institutional deficiencies. This paper examines the role of tourism governance in shaping the development of sustainable rural tourism in Shouf El-Souayjani, a rural area in Lebanon. The study adopts a sequential explanatory design to integrate quantitative and qualitative viewpoints, with a quantitative survey consisting of 388 respondents for collecting data, which is further enriched by 43 interviews with different stakeholders. Quantitative results indicate statistically significant relationships between governance dimensions, participation, knowledge sharing, empowerment, community knowledge, and legislative adequacy with perceived sustainability outcomes in Lebanon. Qualitative findings show major governance gaps, balanced by rural strengths like entrepreneurship and resilience. The study proposes a comprehensive governance model that highlights how a particular governance mechanism shapes rural tourism sustainability, particularly in a country affected by successive crises like Lebanon. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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22 pages, 2087 KB

Open AccessArticle

Folk Culture Tourism Development Strategies Based on RMP Analysis in Traditional Villages: Evidence from Xidi Village, China

by Lan Zhang, Nor Ashikin Mohd Nor and Asmahany Ramely

Tour. Hosp. 2026, 7(2), 29; https://doi.org/10.3390/tourhosp7020029 - 23 Jan 2026

Viewed by 1501

Abstract

Folk culture is an important asset for rural tourism and is crucial for maintaining the vitality of traditional villages. However, many traditional villages face underutilized folk cultural resources, inadequate systematic analysis, and mismatches between resources and markets, which impede the sustainability of rural tourism. To address this gap, this study applies the Resource–Market–Product (RMP) framework to systematically analyze the development of folk culture tourism. The aims are to identify the gaps among resources, markets, and products in folk culture tourism in Xidi Village and propose effective development strategies. This study integrates multiple data sources, including a local chronicle, a pilot survey, and online content analysis. The results reveal that the three core dimensions are generally consistent, but significant gaps exist. Participants identify key strategies to promote folk culture tourism in Xidi Village, including developing a material product system that highlights local characteristics, innovating diversified nonmaterial folk cultural tourism experiences, designing attractive folk culture tourism routes and scenic spot tour lines, and addressing the importance of differentiated tourist demands. This study systematically identifies the challenges and opportunities associated with folk culture tourism in traditional villages in rural areas. It provides feasible insights for promoting sustainable rural tourism and revitalizing traditional culture. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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25 pages, 1022 KB

Open AccessArticle

Travel Behaviour and Tourists’ Motivations for Visiting Heritage Tourism Attractions in a Rural Municipality

by Madiseng M. Phori, Uwe P. Hermann and Leane Grobbelaar

Tour. Hosp. 2025, 6(5), 260; https://doi.org/10.3390/tourhosp6050260 - 1 Dec 2025

Viewed by 2175

Abstract

This study examines the travel behaviour and motivations of tourists visiting heritage attractions in the Sekhukhune District Municipality (SDM) in South Africa, as part of the sustainable development of rural heritage tourism. A quantitative approach through a means of a questionnaire was used to collect data from a sample size of 208 respondents at major heritage attractions in the study area. The results indicate that the respondents are primarily motivated by cultural performances, historical stories and sites associated with mining and agricultural heritage. This study identified that tourists are more concerned about the level of crime and environmental degradation as inhibiting factors to their attitudes and behaviours of participation. This study also demonstrates the socio-economic and environmental barriers rural municipalities deal with. This study provides practical recommendations for enhancing cultural engagement, addressing safety concerns, and promoting local economic development, thereby fostering a more sustainable and inclusive approach to heritage tourism in the SDM. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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21 pages, 690 KB

Open AccessEditor’s ChoiceArticle

Determinants of Perceived Value in Wine Tourism in Spain: The Dominant Role of Motivations

by Laura Ortega-Pérez, María del Rosario Ruiz-Robles, Jesús Heredia-Carroza and Miguel Fuentes-Collado

Tour. Hosp. 2025, 6(5), 254; https://doi.org/10.3390/tourhosp6050254 - 21 Nov 2025

Cited by 2 | Viewed by 1168

Abstract

Wine tourism has become a key element for the economic and cultural development of Spanish rural areas, traditionally excluded from major tourist flows. This study analyzes the motivations of wine tourists in Spain and their influence on perceived value while also considering the moderating role of perceptions generated during the visit. A total of 357 valid questionnaires were collected between October and December 2022 and analyzed using structural equation modelling (PLS-SEM). Of the two hypotheses proposed, the positive influence of motivations on perceived value was confirmed, while the expected influence of perceptions on perceived value was not supported. The results highlight the importance of motivations as a determining factor for enhancing tourists’ perceived value and, therefore, their satisfaction and loyalty. These findings can be of great help to cooperatives and small wineries when designing wine tourism strategies and wine festivals that enrich the tourist experience and strengthen the positioning of destinations in the Spanish wine sector. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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20 pages, 4280 KB

Open AccessArticle

Constraints of Rural Tourism’s Contribution to Local Economic Development and Intervention Mechanisms—Evidence from Shandong Province, China

by Amare Nega Wondirad, Yuanqi Cui, Yue Ma and Jingya Wang

Tour. Hosp. 2025, 6(5), 223; https://doi.org/10.3390/tourhosp6050223 - 24 Oct 2025

Viewed by 2227

Abstract

For visitors who live in the modern, hectic, and bustling city life, rural destinations provide an alternative to escape in a serene environment. Rural tourism also promotes community development, rural restructuring, and capital redistribution. Prior studies paid little attention to the role that rural tourism plays in local economic development. Particularly, what hinders rural tourism’s contribution to sustainable local economic development is inadequately examined. To address this gap in the literature, the current study explores the contribution of rural tourism to local economic development, using Shandong Province as a context. Research participants perceive that rural tourism makes positive contributions to sustainable local economic development by increasing household income, facilitating capital redistribution, and promoting rural entrepreneurship. However, its contribution has been constrained by financial, structural, marketing, and technological factors. Research implications are discussed, and avenues for future research are suggested. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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