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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.

The chapter identifies key components of the new patterns of farming and rural livelihoods emerging in Latin America in the twenty-first century. By the beginning of the millennium, most rural areas of Latin America had become integrated into global agricultural commodity networks that curtail the opportunities for small-scale, family-based farming and result in two predominant types of production, the corporate large-scale enterprise suited to oils seeds and their derivatives, cattle or vegetables for processing and the smaller commercially oriented farm producing market garden products, fruits and wine. Both types of farms often form part of commodity networks organized by domestic intermediaries, large-scale supermarket chains, such as Wal-Mart and Carrefour, and foreign food marketers. In addition to the multiplication of external commercial linkages, high levels of urbanization have increasingly blurred the distinction between the rural and the urban. Off-farm work, including international labor migration, is now an important source of rural livelihoods. This context means that research needs to address the multiple interfaces that now connect the different types of rural inhabitants with a wide range of external actors.

The purpose of this paper is to examine how rural entrepreneurship is discussed by analyzing articles in the leading journals of the two main research fields, entrepreneurship studies, and rural studies, through the concept of rural proofing.

The systematic literature review centers on the two main fields where rural entrepreneurship is studied and covers papers in nine leading journals in entrepreneurship studies and two leading journals in rural studies, between the years 1989 and 2020. In total, 97 papers were reviewed and we utilize and operationalize the rural proofing concept based on Fahmy et al.'s (2004) 3 characteristics of rural: remoteness, accessibility, and rural locale and sense of place. The authors take stock of the dimensions of rural proofing addressed within each of the research fields to find similarities and differences; that is, if articles are rural proofed (or not) when discussing rural entrepreneurship.

The classification of articles across the three dimensions of rural proofing shows that the field of rural entrepreneurship is being addressed mainly in the dimensions of remoteness and accessibility, while few authors in rural studies journals give priority to the rural locale and sense of place dimension. The results of the authors' review reveal that out of a total of 97 articles on rural entrepreneurship, 56 articles address at least one dimension of rural proofing and 41 articles do not address any dimension. Among the 41 articles not rural proofed, rurality is not problematized when discussing rural entrepreneurship. Instead, the authors focus on specific topics such as social capital, community entrepreneurship/networks, entrepreneurs'/farmers' identity, illegality in rural areas, and institutional framework. The number of non-rural-proofed articles in entrepreneurship journals is almost double that in rural studies journals. This means that authors in entrepreneurship journals do not problematize rurality to the same extent as authors in rural studies journals when addressing rural entrepreneurship.

The authors emphasize the need for increased cross-fertilization between the fields of entrepreneurship and rural studies as an avenue to develop the entrepreneurship field in the direction towards rural proofing. A close collaboration with academia and policymakers is essential to promote interdisciplinary research in order to make a distinctive contribution to rural development. Scholars in either of the two fields will benefit from our review and identification of similarities and differences in the research. The review is one step towards promoting a closer dialog between the two fields.

Previous reviews have focused mainly on what rural entrepreneurship entails (e.g. what topics are discussed) rather than how rural entrepreneurship is discussed. This paper centers on the differences and similarities of the two main fields and provides an in-depth qualitative analysis of how rural entrepreneurship is discussed by utilizing the rural proofing concept.

The community can be considered as an empirical category of thought and hope. This is how various understandings of real, imagined, invented, local, and global communities are created. Sociological studies give meaning to this heuristic category and its historical representations and its values centered around a world of proximity, primordial loyalties, solidarity, face-to-face communication, production, reproduction, knowledge, and environmental preservation. Community equally expresses the existence of a territory where populations reproduce; a place for a convivial exchange among generations, traditions, and respect to cultural heritages and ethnic boundaries. The rural community is seen as the guardian of present and past histories of groups identified by struggles for subsistence, resistance, and celebration of memories from ancestors. Community provides the foundation for sociability and sustainability. In the context of a fluxional, risky, and individualized society, community members are becoming more vulnerable as their pleas for solidarity and safety are unheard. Although the rural community described here has been an object of speculation and violence that affect our world, the concept of community is still desired. Accordingly, its relevance is renewed for a prosperous rural future in a globalizing world.

The differences of urban and rural as social spaces, their functions in society, as well as their mutual dependence have been a subject of scientific thinking since the antique times. This chapter revisits the topic from a sociological point of view, studying the evolution of the functions of rural in relation to urban, and how this evolution was reflected in the basic streams of rural research. The text ends by discussing rural research in relation to present social, economic and ecological tendencies. It is argued that the post-productionist phase of rural studies is losing its plausibility, because of the return of material functions for the countryside, during such recent trends as the global food crises and the greenhouse effect. This chapter discusses the prognosis made by the three founding fathers of rural sociology, Pitirim Sorokin, Carle C. Zimmerman and Charles J. Galpin (1932) that the society is melting together into a ‘rurban’ society, and takes distance from this prognosis for several reasons, for example because ecological tendencies seem to renew rather than diminish the differences between rural and urban. It is further argued that ecosystems have increasing impacts on societies in the form of adapted ‘greenhouse rationalism’. Such changes place rural research in a crossroads, posing the question whether to pay attention to increasingly important impacts of ecosystems on society, or not.

This chapter brings new knowledge on the effects of transformation in metropolitan and urban ruralities, as well as focus on social sustainability in these localities. The case study Sundom, Vaasa, Finland, highlights areas under pressure of transformation. ‘Metropolitan ruralities’ is used here as an umbrella concept, subdivided into metropolitan ruralities and smaller (non-metropolitan) urban ruralities. Qualitative and quantitative research methods are combined in a triangular study. An octagon figure (Fig. 4), including the main variables of the triangular study, is configured, to visualize different variables as a whole. The statistical material is more limited in urban ruralities – for example fewer property trades, less inhabitants and fewer voters – which make these case studies more vulnerable for the impact of extremes. The core of the chapter is to study how and if current global trends in metropolitan ruralities are visible in localities further down the urban scale. A stricter rural gentrification is expected in metropolitan ruralities than in urban ruralities, as the Sundom case exemplifies transformation with mild gentrification. Both metropolitan and urban ruralities are considered ‘breeding grounds’ for new rurban identities, with variations on an urban-rural scale. Metropolitan ruralities are expected to attract more exurbanite migrants, and urban ruralities attract more ‘exruralite’ migrants. This chapter also outlines some practical and social implications, argues for strengthening social sustainability in metropolitan ruralities and puts some much needed focus on transformation in metropolitan as well as non-metropolitan urban ruralities.

A series of changes have taken place over the past 20 years that have transformed the face of rural Greece. At the heart of these changes have been the rural farm household and the European agricultural and rural development policies.The processes of de-agriculturalization and rural restructuring in the early 1990s have been accompanied by ‘rurbanization’ and socio-economic integration of rural populations. These interrelated processes have internally transformed the rural areas, thus forming a ‘new rurality’ characterized by contraction of agriculture, expansion of tourism and construction, increased pluriactivity, increased employment of international migrant labour and the reorganization of farm family labour and operation. However, in the environment of economic crisis, the conditions of the ‘new rurality’ have been affected by falling incomes, contraction of public services and by a ‘back to the land’ movement. This ‘reverse mobility’ has the elements of both modernity and tradition: engagement with new methods of organization and work and rediscovery of traditional crops, products and cultures.The chapter will discuss the characteristics and dynamics of the changing physiognomy of rural Greece in the past 20 years focusing upon three paths: the de-agriculturalization of the countryside, the perplexity of rural mobilities and rural resilience during the economic crisis. The chapter moves from a theoretical analysis of these paths to a detailed account of secondary sources on the transformation of agriculture and the countryside in Greece before it discusses the implications of the crisis upon the population movements and the ‘rediscovery’ of the economic, social and cultural values of rurality.

Rural tourism agents and operators occupy a central role in the use and diffusion of certain social representations of rurality through the mobilization and utilization of specific (yet increasingly global) signs and symbols that, in the urban imaginary, characterize typical and traditional rural settings. Rural tourism promotional materials may contribute to the reconfiguration of the countryside more in accordance with an idealized rural than with the reality of local features. This chapter examines how rural areas and rurality are presented and commodified, using an exploratory content analysis of online and offline materials combined with a survey directed at rural tourism entrepreneurs in five municipalities of two different Italian regions – Campania and Tuscany. Evidence strongly suggests a discrepancy between the real and the portrayed rurality, pointing at the emergence or reinforcement of rural reconfiguration processes, shaped by external and often global images and imaginaries.

Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this relationship was to use a number of qualitative techniques including participant observation and unstructured interviews. The study revealed two groupings of entrepreneurs – the locals and the cosmopolitans who operated in contrasting marketing landscapes thus questioning the universal application of a marketing theory which is not context specific.