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Rural tourism facilities in Poland were very keen on amateur websites to promote their hospitality services from 2000 to 2018. In most cases, the websites were nonprofessional, hosted on free servers and made by family members or friends of the holding. After search engine algorithms changed in 2015–2019, the websites started to go extinct on a large scale; they were deleted and often replaced with a more modern design and a commercial domain. These resources offered a rare opportunity to gain insight into rural tourism, rural changes and socioeconomic and cultural phenomena.

The paper’s objective is to demonstrate with an analysis of archived Polish rural tourism websites that digital cultural artefacts are generated in rural areas. The study was an analysis of selected development attributes of rural tourism websites found in the Internet Archive. The analysis involved those attributes that are important for determining whether a website or content can be considered digital cultural heritage assets.

The conclusions demonstrate that rural digital cultural heritage is a set of digital artefacts created in rural areas with their characteristics. Rural digital artefacts are records of ICT, infrastructure, environmental, cultural and socioeconomic changes.

The “digital assets” of rural areas are yet to be discussed in the context of rural cultural heritage, as a set of artefacts created in these areas and characteristic of them.

This study aims to draw observations on the current status and potentials of the Philippines as a farm tourism destination and identify the underlying factors that inhibit farm tourism development. It intends to gauge the challenges that Filipino farmers face in diversifying farms and operating farm sites and uses these challenges in crafting strategies and policies for relevant stakeholders. It also provides Philippine farm tourism literature to address the limitations of references in the topic.

The study adopts an exploratory type of inquiry method and secondary data collection from various sources, such as published journal articles, news articles and reports, to gain insights and relevant information on farm tourism. The study also uses a threats, opportunities, weaknesses and strengths analysis approach to develop competitive farm tourism strategies.

The Philippines, with vast agricultural land, has the necessary base for farm tourism, and the enactment of the Farm Tourism Development Act of 2016 bridges this potential. With low agricultural outputs, the country draws relevance for farm tourism as a farm diversification strategy to supplement income in rural communities. While having these potentials, crucial initiatives in physical characteristics, product development, education and training, management and entrepreneurship, marketing and customer relations and government support must be implemented. Farmers' lack of skills, training and capital investment potential to convert their farms into farm tourism sites serves as the major drawback. Thus, developing entrepreneurial and hospitality skills is crucial.

This work presents a historical narrative of initiatives and measures of the Philippine farm tourism sector. It also provides a holistic discussion and in-depth analysis of the current state, potentials, strategies and forward insights for farm tourism development.

This study aims to clarify the impact of agriculture–tourism integration (ATI) on in situ urbanization (ISURB) of rural residents, to highlight the role of industrial integration in the process of China's ISURB and to provide industrial integration suggestions for promoting urbanization quality in Chinese counties.

By sorting out the panel data of China's 1868 counties, the evaluation index system of ISURB was constructed. Difference in difference (DID) and spatial Durbin-difference in difference (SDM-DID) model is used for estimate the relationship between ATI and ISURB.

First, ATI can improve ISURB by 11.4% higher than other regions. Second, theoretical analysis model of ATI on ISURB is constructed from four aspects of “drive–push–pull–block.” The results show that ATI can promote ISURB by increasing upgrading of rural industries, rural employment demand and income capacity, whereas ATI may inhibit ISURB by reducing farmland. Third, considering changes in institutional, hard and soft factors, rural collective economy, information infrastructure and digital finance all promote positive impact of ATI on ISURB. Fourth, ATI will produce spillover effects on ISURB in neighboring regions, which is more pronounced in the central and western regions.

This study lacks quantification of ATI, so future studies are encouraged to further quantify ATI at the county level.

This study has policy significance for constructing ATI demonstration counties and promoting ISURB in China's counties.

It is of great practical value to promote China's ISURB. By stimulating ATI, it can improve income and employment capacity of rural residents and stimulate ISURB of China.

This study enriches the theoretical and practical research on industrial integration behaviors during the process of ISURB.

1. Use county data to measure in situ urbanization (ISURB)

2. Agriculture–tourism integration (ATI) can increase ISURB

3. Constructs a “drive-push-pull-block” model to explain the influence mechanism

4. Use spatial Durbin-difference in difference (SDM-DID) models

5. Consider collective economy, rural information infrastructure and digital finance

Use county data to measure in situ urbanization (ISURB)

Agriculture–tourism integration (ATI) can increase ISURB

Constructs a “drive-push-pull-block” model to explain the influence mechanism

Use spatial Durbin-difference in difference (SDM-DID) models

Consider collective economy, rural information infrastructure and digital finance

This study aims to examine Musina municipality’s tourism development status and plans with existing documents and respondents’ responses on their envisaged implications on tourism development and sustainability initiatives in Vhembe District, Limpopo Province, South Africa.

Surveys, interviews and focus group discussions, supplemented by field observation and document reviews, gray literature alongside published literature, were applied. Subsequently, Microsoft Excel and cross-tabulation analysis orchestrated the analysis of the data.

The policy and strategy aspects contributing to the previous and actual tourism statuses in Musina municipality are defined. The study concludes that Musina Municipality has rich tourism possibilities but lacks a better tourism strategy to empower local communities. Nonetheless, it dwells in the most tourism-based landscape within the Vhembe District of Limpopo.

Musina Municipality is one of the driest areas in the north of Limpopo Province in South Africa. It is also marked by impoverished rural communities. Studies on sustainable tourism and development have increased in recent years. However, rare studies specialize in synergies within various forms of tourism. Also, significant resources to advance local communities in rural areas are not sufficiently appreciated.

The current study aims to examine if the internal marketing and employees’ personal traits can predict their green innovative behavior at the workplace.

A survey was conducted with 683 frontline employees working in four- and five-star hotels in Serbia. Zero-order bivariate correlations among variables and linear multiple regression were conducted to predict green innovative behavior based on internal marketing, personality traits and psychological capital. Binary genetic algorithms were used to segregate the subset of predictors that would be most suitable to describe variance in the outcome.

The results showed that internal communication, incentive and reward systems, work support, work environment, openness and creative self-efficacy were the most important predictors of almost all the phases of green innovative behavior.

The research showed that a multidimensional approach in analyzing green innovative behavior is necessary as some factors can be significant or not so significant predictors. Acknowledging that innovation is a multistage process, entailing distinct activities and requiring varied individual behaviors to accomplish each task, amplifies the importance of this inquiry. Employees’ personal characteristics have direct impact on green innovative behavior in hospitality. Further, the results gave an insight into the possible mix of elements of internal marketing that can be used for boosting employees’ green innovative behavior in hospitality. This is important as implementing effective internal marketing practices empowers organizations to motivate employees to invest discretionary efforts.

本研究旨在探讨内部营销和员工个人特质是否能预测他们在工作场所的绿色创新行为。

在塞尔维亚的四星和五星级酒店中, 对683名一线员工进行了调查。在变量之间进行了零阶双变量相关性和线性多元回归, 以预测基于内部营销、个性特质和心理资本的绿色创新行为。使用二元遗传算法(GAs)将适用于描述结果变异性的预测子集进行分离。

结果显示, 内部沟通、激励和奖励制度、工作支持、工作环境、开放性和创造力自效能是几乎所有绿色创新行为阶段的最重要的预测因素。

研究表明, 分析绿色创新行为需要采用多维度的方法, 因为某些因素可能是更或更少决定性的预测因素。承认创新是一个多阶段的过程, 涉及到不同的活动, 并要求采用不同的个体行为来完成每个任务, 这加强了对这一调查的重要性。员工的个人特征直接影响了酒店业的绿色创新行为。此外, 结果揭示了可以用于促进酒店业员工绿色创新行为的内部营销元素可能的混合。这是重要的, 因为实施有效的内部营销实践使组织能够激励员工投入可自由支配的努力。

El presente estudio examina si el marketing interno y los rasgos de personalidad de los empleados pueden predecir su comportamiento innovador ecológico en el lugar de trabajo.

Se realizó una encuesta a 683 empleados de primera línea que trabajan en hoteles de cuatro y cinco estrellas en Serbia. Se llevaron a cabo correlaciones bivariadas de orden cero y regresiones lineales múltiples (LM) para predecir el comportamiento innovador ecológico en función del marketing interno, los rasgos de personalidad y el capital psicológico. Se utilizaron algoritmos genéticos binarios (AGs) para segregar el subconjunto de predictores más adecuado para describir la variabilidad en el resultado.

Los resultados mostraron que la comunicación interna, los sistemas de incentivos y recompensas, el apoyo en el trabajo, el entorno laboral, la apertura y la autoeficacia creativa eran los predictores más importantes en casi todas las fases del comportamiento innovador ecológico.

La investigación demostró que es necesario un enfoque multidimensional para analizar el comportamiento innovador ecológico, ya que algunos factores pueden o no ser predictores significativos. Reconocer que la innovación es un proceso de múltiples etapas, que implica actividades distintas y requiere comportamientos individuales variados para realizar cada tarea, amplifica la importancia de esta investigación. Las características personales de los empleados influyen directamente en el comportamiento innovador ecológico en la industria hotelera. Además, los resultados ofrecen una visión de la posible combinación de elementos de marketing interno que se pueden utilizar para impulsar el comportamiento innovador ecológico de los empleados en la hotelería. Esto es importante ya que la implementación de prácticas eficaces de marketing interno permite a las organizaciones motivar a los empleados para que inviertan esfuerzos discrecionales.

The purpose of this study is to address the challenges faced by rural areas and promote their sustainable development. It emphasizes the importance of re-establishing connections and cultivating a sense of belonging within rural communities, while safeguarding their cultural heritage. The study explores the potential of digital and creative tools in enhancing learning, supporting food production and tourism, facilitating research and providing engaging experiences. It also examines the economic condition of rural areas and the potential for their contribution to the national economy. Additionally, the study highlights the significance of sustainable community development, the role of rural areas in resilience and climate change adaptation and the complexities surrounding rural migration. The aim is to provide insights and recommendations for policymakers and stakeholders involved in rural development initiatives, focusing on the Mediterranean region.

This study develops an understanding of the role of digital and creative strategies in rural communities, highlighting their significance in preserving food heritage, culture and community capital while driving economic development. It specifically focuses on the Unesco Intangible Mediterranean Diet (UIMD) as a potential catalyst for regeneration through the integration of creative and digital tools and three cases are presented. The first is the impact of the Future Food Institute (FFI) ecosystem in the Living Lab in Pollica (Salerno, Italy); the second focuses on the digital tools provided by the CKF to support rural areas; and the third is a new identity and promotion of territorial development, co-designed in the Val di Vara (VdV) a rural region of the Ligurian inland in Italy, through digital strategies, heritage preservation and slow tourism development. The three cases highlight different ways of enhancing environmental and cultural heritage and demonstrate how collaborative creativity and digital tools contribute to the co-construction of knowledge and addressing critical issues to promote sustainable growth in rural areas.

The findings of this study indicate that re-establishing connections and fostering a sense of belonging within rural communities is crucial for their sustainable development. The use of digital and creative tools presents significant opportunities in enhancing various aspects such as learning, food production, tourism and research in rural areas. The study also reveals the potential economic contributions of rural areas to the national economy. It emphasizes the importance of sustainable community development and highlights the role of rural areas in resilience and climate change adaptation. Additionally, the study addresses the complexities surrounding rural migration and emphasizes the need for comprehensive policies to ensure the well-being and rights of migrant workers. The insights and recommendations provided in this study aim to guide policymakers and stakeholders involved in rural development initiatives, particularly in the Mediterranean region.

Nonetheless, it is imperative to acknowledge certain limitations within the scope of this study, primarily associated with the specific sample selection, potentially influencing the broader applicability of the findings. There is potential to explore a wider geographic area in future research. Additionally, the research underscores the importance of conducting further inquiries into certain aspects that have received limited attention. Living labs are a relatively recent phenomenon, warranting further in-depth scientific research. Additionally, the existing literature on this subject is often limited in scope.

The study and project aim to illustrate the feasibility of initiating a transformative process, centered on a visionary approach with a core focus on creative knowledge and the Mediterranean diet as a way of life, to revitalize marginalized communities. Furthermore, it seeks to emphasize that these neglected regions possess untapped potential for innovative ideas and opportunities. Rural communities, in their role as farmers of primary goods, are the ones who nurture the environment, and the landscape, and are the true protagonists of every era. Rurality is the place that preserves the most resources and potential in terms of biodiversity and rural knowledge. Every territory, like every human being, has its own characteristics and vocations to pursue. The existing Genius Loci is already an existing value that requires policies and governance to rediscover roots, identity and worth. The stratification of existing collective intelligence must become central and must be individually assessed and enhanced, also taking advantage of new digital technologies.

The social implications of this study are significant. By emphasizing the importance of re-establishing connections and cultivating a sense of belonging within rural communities, the study recognizes the social value of strong community ties. This can lead to increased social cohesion, a sense of identity and improved overall well-being within rural areas. The study also highlights the potential of digital and creative tools in enhancing learning, which can contribute to the empowerment and educational opportunities of individuals in rural communities. Furthermore, by promoting sustainable community development and addressing the complexities surrounding rural migration, the study acknowledges the social impact of inclusive policies that protect the rights and well-being of both local populations and migrant workers. Overall, the study's recommendations have the potential to foster social resilience, equity and a more vibrant social fabric within rural areas.

This study can offer valuable insights and recommendations for policymakers and stakeholders involved in rural development initiatives, particularly those focused on preserving food and cultural heritage in rural areas. By analyzing real-life examples, it bridges the gap between theory and practice, illustrating how these ideas have been effectively applied in specific contexts. This paper emphasizes the potential of the Mediterranean Diet as a sustainable and nutritious model with sociocultural, health, economic and environmental benefits, highlighting the importance of bottom-up approaches that empower local communities as custodians of knowledge and culture. It also provides practical strategies, such as investments in educational programs, the establishment of international campuses and the use of multichannel platforms for immersive experiences, which can be adapted for broader rural development initiatives, promoting sustainability and community engagement.

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a destination implies involving tourists, stakeholders and organisers in creating value for a product or service. The innovative strategy of co-creating experiences encourages tourists' engagement, leading to destination promotion. Some notable examples of co-creation in tourism are gastronomic tours, virtual tours and travel guides. This chapter aims at the significance of co-creating experiences at events that lead to destination promotion. Co-creation of experiences at events brings the spotlight from the stage to the audience and is considered the future of the experience economy. The study presents a case study of Jal Mahotsav in Madhya Pradesh, India. The study highlights the multi-stakeholder approach adopted by the authorities to co-create the event experience.

Rural development programs are widely used policy instruments mitigating rural-urban economic disparities. Yet, little research has examined their effect on rural labor. This study fills this knowledge gap by quantifying the causal impact of such programs on the labor allocation of farm households in Taiwan.

A theoretical framework based on the agricultural household model is constructed to guide the empirical specification. A unique dataset compiles administrative data on the program’s subsidies with farm household surveys across seven years. To cope with endogeneity bias, an instrumental variables model is applied. The eligibility rule for a township to participate in the program is used as the instrument.

We find that the program increases the labor supply of farm household members. These effects are more pronounced for off-farm work, particularly non-heads of farm households. The program’s subsidies supporting culture and promotion-related activities have larger effects. Finally, females benefited more from the program.

We focus on farm households since this group is the target of place-based rural development programs. In addition, we identify the causal impact of place-based development programs on rural labor. Finally, this study is relevant to the literature on intra-household models by demonstrating that place-based rural development programs can affect the labor supply of farm household members.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The aim of this research is to explore the relationship between destination supply-side factors, visitor demand-side factors and the role of local government authorities in supporting the drive tourism market with effective interventions. A mixed methods approach was used to gather qualitative data from 14 destination stakeholders, which informed the development of a survey of 397 drive tourists to the Atherton Tablelands, in the far north of Australia. The findings identified stakeholder concerns about fragmented regional promotions by different regional entities, weakened destination branding and infrastructure needs. Drive tourist surveys indicated that although the destination provides a competitive tourism experience, there were concerns about the availability of information. This research highlights the danger of destination disunity, and the theoretical and practical contributions of the learning destination concept to understanding the importance of destination-wide, stakeholder collaboration, although it may be difficult to implement.