MARKETING IN RURAL TOURISM: A SYSTEMATIC REVIEW ON THE APPLICABILITY OF STRATEGIES
DOI:
https://doi.org/10.56238/rcsv16n6-002Keywords:
Rural Tourism, Systematic Literature Review, Marketing Strategies, Market SegmentationAbstract
Rural tourism has increasingly gained prominence as a sustainable alternative, as it often promotes economic development and the preservation of rural areas, while also serving as a diversification strategy for rural properties. The maximization of its potential can be achieved through the effective application of marketing strategies. This systematic literature review aimed to understand the relationship between marketing strategies and on-farm actions and was conducted through the selection of scientific articles from the Scopus, SciELO, and Web of Science databases. The analysis of the selected studies revealed the main strategies aimed at rural tourism, as well as the possibility of intersections between two distinct strategies, in addition to enabling a deeper understanding of the underlying focus of each strategy. In summary, the systematic literature review presents different marketing strategies that can be applied to rural tourism; however, the implementation of these strategies must be carefully planned and tailored to meet the specific characteristics of each property.
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