Search results

People, in general, seem to maintain a rather elementary meaning of rural marketing. Although there exists certain common features of rural marketing, there does not exist as yet, a reliable published work on this concept. The methods of rural marketing are very different from marketing in urban areas. These differences have usually occurred for a variety of reasons especially (a) paying careful attention to the development of urban markets and (b) a development in the marketing sector in the urban areas would be more visible than what they might be in the rural areas.

However, rural marketing stands for developing a form of marketing suitable for the rural areas. In this process of marketing, the marketeers and promoters will be required to consider the rural prejudices of the inhabitants therein, including those of the women consumers too. These markets also lack infrastructures, goods on demand are often different from those of the urban markets and lack of facilities proves to be a hazard for the suppliers of products. Nevertheless, it has been maintained in this work that rural marketing can be developed when it becomes a policy issues.

This is an elementary and yet important chapter. In this chapter, the most important hindrances to rural development have been identified and how they usually hinder development has been explained. Various forms of bias that adversely affect a rural development process, namely, spatial bias, person bias, elite bias, male bias, user and adopter bias, and active present and living biases have also been briefly discussed.

This study aims to conduct a geographical analysis of the distribution and type of activities developed by social enterprises in rural and urban areas of Ireland.

The study analyses data of more than 4,000 social enterprises against a six-tier rural/urban typology, using descriptive statistics and non-parametric tests to test six hypotheses.

The study shows a geographical rural–urban pattern in the distribution of social enterprises in Ireland, with a positive association between the remoteness of an area and the ratio of social enterprises, and a lack of capital-city effect related to the density of social enterprises. The analysis also shows a statistically significant geographical rural–urban pattern for the types of activities developed by social enterprises. The authors observe a positive association between the remoteness of the areas and the presence of social enterprises operating in the community and local development sector whereas the association is not significant for social enterprises developing welfare services.

The paper shows the potential of using recently developed rural–urban typologies and tools such as geographical information systems for conducting geographical research on social enterprises. The findings also have implications for informing spatially sensitive policymaking on social enterprises.

The merging of a large national data set of social enterprises with geographical tools and data at subregional level contributes to the methodological advancement of the field of social enterprises, providing tools and frameworks for a nuanced and spatially sensitive analysis of these organisations.

This paper aims to investigate the impact of digital inclusive finance on entrepreneurial activities in rural areas, as well as the underlying mechanisms and the variations of this impact across regions and household characteristics.

Utilizing the China Household Finance Survey Data, this paper applies the Two-Stage Least Squares with instrumental variables to assess the effect of digital inclusive finance on rural entrepreneurship.

The empirical findings indicate that digital inclusive finance significantly promotes entrepreneurial activities in rural areas by alleviating credit constraints, reducing financial information barriers, and altering risk attitudes for rural households. Additionally, this effect is more pronounced in the eastern region of China and for the “opportunity entrepreneurial activities.” Furthermore, the impact varies across rural households' income and consumption status, as well as the personal characteristics of household heads.

Firstly, this study broadens our understanding of the mechanisms through which digital inclusive finance influences entrepreneurial activities, thereby filling a gap in existing entrepreneurship research. Secondly, the study's findings affirm the inclusive nature of digital finance, contributing significantly to the literature on regional equality and illuminating potential pathways toward achieving “common prosperity.”

Ever since China’s implementation of the open-door policy in 1978, there has been a remarkable transformation in the nation’s economic landscape. Undesirably, amidst the rapid urban development, the importance of prioritising and nurturing rural development in China has not received unwavering attention. Nevertheless, the Chinese government has embarked on many ventures to bridge the disparities existing amidst urban and rural areas, revitalise the rural economy, and enhance overall productivity. This paper enunciates the role of the Chinese government in prospering rural areas by implementing policies that align with the Sustainable Developmental Goals (SDGs)- 1, 2 and 12.

This study employed a comprehensive methodology encompassing both primary and secondary research techniques to procure valuable insights and reviewed various Chinese government policies pertaining to rural revitalisation.

The study results demonstrate that throughout the policy implementation, China has contributed to the livelihoods of the rural communities and achieved SDG-1 (ending poverty) by 2030, ten years ahead of Agenda (2030). The country has also substantially improved its rural agricultural system by integrating modern science and technology and aiming to achieve SDG-2 (ensure food security) with the alignment of SDG-12 (sustainable production and consumption). The findings of this research indicate that despite some limitations in China’s rural revitalisation strategy, overall progress is seen in many aspects, particularly in achieving SDG-1, 2, and 12.

The Chinese government has made significant efforts to promote ecological, social, and economic development in rural areas through various national initiatives such as the “New Countryside” and “Rural Revitalisation” strategies. These initiatives have successfully alleviated poverty, increased food production, and ensured sustainable production and consumption. The discoveries presented within this article possess immense value, as they provide profound insights for policymakers, rural planners, and researchers who are fervently searching for viable solutions to tackle the intricate interplay between rural development and sustainability. Therefore, this study has the potential to greatly benefit policymakers from various nations, as they can adopt China’s rural revitalisation model as a means to successfully achieve SDGs 1, 2, and 12.

This study found that despite numerous initiatives to improve rural landscapes, China’s rural revitalisation approach still poses concerns as local governments are likely to focus on increasing income capacity rather than concentrating on establishing environmental governance.

This chapter in its first part analyzes the Leader approach in terms of concept, constituent elements, application, and its contribution to rural development and rural entrepreneurship. In the continuation of the text, authors analyze the application of this approach in Serbia, looking at the activities of the ministry in charge and the views of local action groups (LAGs)’ managers on this matter. The aim of this chapter is to present the results and problems Serbia has seen so far in the implementation of the Leader approach for development of rural areas on a local level. The results indicate that the lack of systemic and continuous state support resulting, among other things, in the lack of a financial portfolio for the LAGs, is the main cause of low local entrepreneurial initiatives and projects implemented within the Leader approach. Future steps in the implementation of this approach in Serbia will depend on financial support for the LAGs from all levels of government, as well as from the possibility of using funds within the EU pre-accession assistance for rural development. Also, it will be necessary to launch larger innovative and entrepreneurial initiatives both by LAGs’ managers and all stakeholders involved in local rural development.

For the last three decades, due to socio-economic and political processes such as Europeanisation and globalisation, Croatia has faced a population decline, leading to an increased number of abandoned settlements. During the COVID-19 crisis, rural areas in Croatia became areas of interest and rural tourism increased. However, the increased interest did not result in the revival of abandoned settlements but rather just in the construction of new facilities. According to statistical data, the majority of abandoned settlements are in regions with the highest tourist traffic or along the traffic corridor from continental Croatia to the Adriatic Sea. The superponing of statistical demographic data, tourism data, the spatial distribution of abandoned rural settlements, sectoral development plans, regional spatial characteristics, and types of construction related to tourism resulted in a proposal of a conceptual model for the reconstruction and inclusion of abandoned rural architecture and infrastructure settlements in the development of rural tourism.

Concerning the growth of certain tourist regions in Croatia, to achieve sustainability and resilience in managing territory, abandoned rural locations and infrastructure should be included in sectoral regional development plans in order to strengthen rural identity by preserving architectural heritage, landscape attractions, symbols, and all other identity contributors.

In this chapter, the most important regulatory measures required for rural marketing and sales have been identified – why protection of consumers' interests should be maintained; why rural development is important; the role of Code of Conduct, particularly on Advertising and Marketing Communication Practice 2011, and the role of Codes, in general, but in particular, International Code of Advertising Practice 1986, the Code of Marketing Practice, the International Code of Sales Promotion 1987, etc. have received attention.

In this article, the authors analyse a complex social process affecting historic public paths in rural areas in southern Spain. Despite the fact that urban populations are demanding the enhancement of this type of natural heritage for tourism, sports and recreational use, some parts of the network have been abandoned or usurped.

The study is multidisciplinary, comprising three interlinked studies. The cartographic study comprises an inventory of public paths in rural areas based on administrative sources. The legal study analyses local, regional and national regulations governing agricultural, environmental, heritage, sports and tourism uses of the infrastructure. The sociological study analyses social discourses on the uses of public paths, and identifies conflicts between farmers, landowners, environmentalists, sportspeople and tourists.

The preliminary results identified an important public paths network in Andalusia, approximately 160,000 km. The legal study found that there are laws regulating use, although local authorities do not monitor compliance or provide solutions to enhance management. The sociological study determined the attribution of environmental, cultural and economic value to public paths, but also the existence of conflicts between rural and urban populations.

Given that this is ongoing research, only state of the art and some preliminary albeit sufficiently consistent results are presented.

The results could help to guide public policy and governance of public paths.

Public paths promote rural development and a green/sustainable economy.

The research results and conclusions are original.

This article examines challenges and strategies related to police relationships and engagement with rural communities in England and Wales, Australia and France. It aims to bridge a gap in knowledge around how police balance public demands with organisational and contextual constraints, exploring the role of communication technology in overcoming geographical and cultural barriers in rural policing.

The research draws upon 121 semi-structured interviews conducted across three distinct jurisdictions. In the United Kingdom and Australia, interviews were conducted via Microsoft Teams, while face-to-face interviews were conducted in France. Participants were recruited through the purposive sampling of police working in rural areas. The data were thematically analysed using NVivo Software.

Rural communities have low expectations of policing services, a consequence of geography, organisational structures and limited resource allocation. Building relationships can be challenging owing to isolation and terrain, the need for officers to have local and cultural knowledge, and difficulties in recruiting officers in rural posts. Technology-mediated communication has played a part in the solutions (e.g. social media). However, this may not always be suitable owing to limited connectivity, citizen and police preferences for communication and engagement, and the institutional and cultural nuances surrounding the application of technology.

This article provides empirical insights into the attitudes and experiences of rural police officers, highlighting the distinctive policing context and engagement needs of rural communities. The research underscores the necessity for contextually aware engagement. It suggests that while technology-mediated communication offers some solutions to spatial challenges, its effectiveness may be limited by access, generational preferences and the adaptability of police institutions and cultures.