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Innovative Marketing Approaches as Triggers to Rural Tourism Sustainability: An In-Depth Analysis to Existing Literature

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Advanced Research in Technologies, Information, Innovation and Sustainability (ARTIIS 2021)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1485))

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Abstract

Rural tourism has become a truly relevant economic activity, with visible impacts (social and economic) to regional and national development and overall sustainability. The sole characteristics of rural destinations make them extremely attractive to tourists that search for experiences away from the massified and more urban areas. Despite this increase in the demand, in order to remain competitive and trigger its development and ensure sustainability, rural destinations need to ensure a twofold approach, first continuously create innovative and engaging tourism experiences, and secondly implement continuously innovative marketing approaches. Hence, to fully understand the state of the art in what concerns the incorporation of innovation by rural tourism marketeers, a systematic literature review focused on that same topic has been performed, the achieved set of 66 articles has been thoroughly analysed, and multiple results of this procedure are presented.

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Author information

Authors and Affiliations

  1. Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253, Bragança, Portugal

    Sónia Rodrigues, Ricardo Correia & José Martins

  2. AquaValor – Centro de Valorização e Transferência de Tecnologia da Água, Chaves, Portugal

    Ramiro Gonçalves & José Martins

  3. INESC TEC, Porto, Portugal

    Ramiro Gonçalves & José Martins

  4. CiTUR Guarda – Centro de Investigação, Desenvolvimento e Inovação em Turismo, Guarda, Portugal

    Ricardo Correia

Authors
  1. Sónia Rodrigues
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  2. Ricardo Correia
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  3. Ramiro Gonçalves
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  4. José Martins
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Corresponding author

Correspondence to Sónia Rodrigues .

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Editors and Affiliations

  1. Universidad Estatal Península de Santa Elena, La Libertad, Ecuador

    Teresa Guarda

  2. Universidade do Minho, Guimarães, Portugal

    Filipe Portela

  3. Universidade do Minho, Guimarães, Portugal

    Manuel Filipe Santos

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Rodrigues, S., Correia, R., Gonçalves, R., Martins, J. (2021). Innovative Marketing Approaches as Triggers to Rural Tourism Sustainability: An In-Depth Analysis to Existing Literature. In: Guarda, T., Portela, F., Santos, M.F. (eds) Advanced Research in Technologies, Information, Innovation and Sustainability. ARTIIS 2021. Communications in Computer and Information Science, vol 1485. Springer, Cham. https://doi.org/10.1007/978-3-030-90241-4_50

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  • DOI: https://doi.org/10.1007/978-3-030-90241-4_50

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