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Towns and cities across Canada face rapidly changing economic circumstances and many are turning to a variety of strategies, including tourism, to provide stability in their communities. Community Economic Development (CED) has become an accepted form of economic development, with recognition that such planning benefits from a more holistic approach and community participation. However, much of why particular strategies are chosen, what process the community undertakes to implement those choices and how success is measured is not fully understood. Furthermore, CED lacks a developed theoretical basis from which to examine these questions. By investigating communities that have chosen to develop their tourism potential through the use of murals, these various themes can be explored. There are three purposes to this research: (1) to acquire an understanding of the “how” and the “why” behind the adoption and diffusion of mural-based tourism as a CED strategy in rural communities; (2) to contribute to the emerging theory of CED by linking together theories of rural geography, rural change and sustainability, and rural tourism; and (3) to contribute to the development of a framework for evaluating the potential and success of tourism development within a CED process.

Two levels of data collection and analysis were employed in this research. Initially, a survey of Canadian provincial tourism guides was conducted to determine the number of communities in Canada that market themselves as having a mural-based tourism attraction (N=32). A survey was sent to these communities, resulting in 31 responses suitable for descriptive statistical analysis, using Statistical Package for the Social Sciences (SPSS). A case study analysis of the 6 Saskatchewan communities was conducted through in-depth, in person interviews with 40 participants. These interviews were subsequently analyzed utilizing a combined Grounded Theory (GT) and Content Analysis approach.

The surveys indicated that mural development spread within a relatively short time period across Canada from Chemainus, British Columbia. Although tourism is often the reason behind mural development, increasing community spirit and beautification were also cited. This research demonstrates that the reasons this choice is made and the successful outcome of that choice is often dependent upon factors related to community size, proximity to larger populations and the economic (re)stability of existing industry. Analysis also determined that theories of institutional thickness, governance, embeddedness and conceptualizations of leadership provide a body of literature that offers an opportunity to theorize the process and outcomes of CED in rural places while at the same time aiding our understanding of the relationship between tourism and its possible contribution to rural sustainability within a Canadian context. Finally, this research revealed that both the CED process undertaken and the measurement of success are dependent upon the desired outcomes of mural development. Furthermore, particular attributes of rural places play a critical role in how CED is understood, defined and carried out, and how successes, both tangible and intangible, are measured.

Rural community tourism (RCT) represents an experience of community-based tourism where local population retains control over the process and the bulk of benefits. The purpose of this paper is to focus on the study of successful RCT experiences in Nicaragua to enlarge the literature of tourism sustainability.

Applying the resource-based theory of the firm to tourism, the paper defines a theoretical framework where local resources and capabilities combined through organization and strategic actions result in competitive advantages at the community level reinforcing its sustainable dimension. The model is tested empirically through Structural Equation Modelling-Partial Least Squares (SEM-PLS) modelling for Nicaraguan RCT experiences.

Main findings show a good performance of empirical results, with the community dimension representing the cornerstone of the RCT project. Results remark how the presence of community tangible and intangible resources and capabilities are combined and exploited in tourism initiatives through strategies that put the preservation of the community as the central objective. This process leads to the emergence of competitive advantages that promote the sustainability of the community lifestyle, ensuring a durable approach of the rural tourism initiatives. Other interesting findings show how this type of RCT projects also promote the integration of weak rural collectives, like women and young people, or the pivotal cooperation emerging between public and private actors.

The paper provides a novel framework to better understand some of the key pieces ensuring the sustainability of tourism initiatives. This theoretical setting has been applied to the case of rural areas at developing countries but could be enlarged to other contexts at developed countries having to deal with mass tourism and important related negative impacts of these activities. In sum, the main value of the paper is to provide a framework helping to identify the context that is needed to implement successful sustainable tourism experiences.

The purpose of this paper is to analyze the latest phenomenon emerging from rural towns and villages, where a surge in traditional cafes and restaurants has spurred a new trend in sustainable tourism development. This phenomenon is linked to local efforts to mitigate the socio-economic impact of the COVID-19 pandemic and the series of lockdowns that accompanied it. This paper focuses on two critical lines of inquiry: (1) Where did the idea stem from? and (2) How has it developed to the extent that it now constitutes one of the few primary sources of income for underdeveloped communities?

Exploratory research was conducted in rural and urban areas where tourism is still developing. In depth, semi-structured interviews were conducted with a sample consisting of ten owners of rural and traditional cafes who consented to their participation in the study.

Emerging trends such as rural and traditional cafes and restaurants can be a stable source of income for underserved communities in uncertain times. Local entrepreneurs often play a critical role in the development of sustainable rural tourism efforts as they have a better understanding of the needs of their own local community. Furthermore, their projects typically carry higher levels of authenticity and innovation with a greater ability to attract both local and international travelers.

Taking into consideration the exploratory nature of this study, a small convenience sample was used.

This study highlights the importance of innovation in the tourism industry during precarious times, the most recent example of which was the global COVID-19 pandemic. This paper suggests that the industry can rely on new emerging trends to mitigate the loss of revenue from previous sources of tourism. Furthermore, the study showcases the importance of domestic tourism trends and how it can lead to an expansion in international tourism resources.

This paper aims to describe the transdisciplinary, multiphase, mixed methods, generative design research, participatory planning and social design activities developed and implemented by the West Virginia University Rural Tourism Design Team and associated outcomes.

The multiphase methodology included quantitative and qualitative research in initial stages of the study (key informant interviews, resident attitudes toward tourism survey, visitor preferences survey, economic impact analysis) which informed social design activities at latter stages (asset mapping, landscape design/visualization of opportunities and sites targeted for development and cultural identity design) using generative design tools facilitating co-design with the communities and helping the destination take sequential steps toward achieving their goals and objectives.

Opportunities and challenges identified through multiple methods were triangulated and pointed to the same conclusions including the need for long term planning and managed growth; protecting community values; underutilized natural, cultural and historic assets; the opportunity to develop nature-based, cultural and historical attractions; and the need for a common vision and collective identity.

This study makes a unique contribution to literature on sustainable tourism planning by incorporating social design activities to visualize findings of more traditional planning methods and provide tangible, visible outcomes of planning activities which can guide local stakeholders in rural destinations more directly to funding for planning recommendations and project implementation.

The transdisciplinary and social/generative/participatory approach provided a scaffolding of outputs to the community with citizen control and active involvement throughout the planning and design process. The incorporation of social design provided tangible outcomes including site designs and a cultural identity. Generative design research gives people a language with which they can imagine and express their ideas and dreams for future experiences.

This paper investigates the role of social design in a transdisciplinary, multiphase project to support sustainable tourism planning.

This paper aims to study organisations involved in rural tourism during the COVID-19 crisis and draw out lessons for similar organisations.

A qualitative approach has been adopted to develop the case studies for the three organisations, and the popular crisis management model has been used to analyse their responses.

The three organisations studied responded well to survive the COVID-19 crisis, and, the responses were grouped into three broad themes, namely importance of a good team supporting the business, increased digital engagements and the need to diversify their customer bases.

Organisations working in tourism sector have been facing several crises concurrently. The findings of this study on rural tourism should hopefully provide feedback and guidance to face the future challenges that might emerge in the tourism sector.

This study would perhaps be one of the first to map the responses of organisations working in India during the COVID crisis, where rural tourism has slowly started to become a significant rural development strategy.

The purpose of this paper is to determine the potential of rural and ethnographic tourism for the sustainable socio-economic development of Russian regions.

A system approach was used as a method to study this problem, which allowed the authors to identify the main trends in the development of rural and ethnographic tourism in Russian regions.

The research results were obtained using predictive analysis and by determining the prospects for the further development of recreational services and the forms of their territorial organization. The paper claims that it is viable to use the sites famous for traditional folk crafts in combination with rural tourism when creating tourist clusters as this is beneficial for promising large-scale tourism investment projects.

The relevance of the problem stems from the fact that the comprehensive interaction of rural and ethnographic tourism can become an additional “growth area” of domestic travel in Russian regions. This may be possible because of a certain combination of conditions and factors on the territory of the region, the availability of natural, recreational and ethno-cultural resources.

Two major obstacles to tourism development in India have been identified as shortage of skilled manpower and dearth of rural tourism projects. Through the provisions under Section 135 of the new Companies Act 2013, the Indian government has initiated a reform process on how private companies, including leading hospitality businesses, should conduct their corporate social responsibility (CSR) activities. Recognizing this opportunity for action, this paper looks at the opportunity for tourism growth under the new CSR regime by reviewing the barriers for hospitality companies falling under the ambit of Section 135 to make CSR investments toward tourism development. Upon establishing these barriers, the argument reviews the current CSR trends and the absence of diversification in spending CSR funds. Finally, the paper discusses the need for enhancing the capacity of tourism NGOs in India and for developing strategic partnerships between these institutions and hospitality companies.

This concluding paper summarizes the articles presented in this issue and the significant themes that emerged from the authors' contributions. The main objective of this theme issue on rural tourism is to examine different facets of rural tourism that are critical to short-term recovery as well as long-term sustainable development.

This article draws on the findings of the papers and revisits the question: how could rural tourism provide better support for well-being and socioeconomic development?

The papers in this issue can be classified into one of three clusters: (1) cultural traditions; (2) support for rural tourism service providers and (3) embracing new technologies. In addition to classifying these papers, the authors propose a conceptual framework to achieve sustainable rural tourism and development comprising four critical success factors for sustainable rural tourism and development.

The main objective of this theme issue is to examine different facets of rural tourism that are critical to short-term recovery as well as long-term sustainable development. Here the authors summarize the findings and propose a conceptual model for the benefit of managers. The authors think that the model could be helpful in designing a strategy for developing sustainable rural tourism projects. It includes reference to (1) stakeholder engagement and support for capacity-building, (2) gradual and organic growth processes, (3) valorization of sociocultural traditions and preservation of cultural heritage and (4) leveraging digital technology in marketing strategy.

In this viewpoint, the theme editors provide an overview of the theme issue that aims to address the role of rural tourism in supporting the wellbeing and socio-economic development of local stakeholders.

The paper covers different facets of rural tourism in promoting the socio-economic development of rural communities. Specifically, the articles in this issue capture the nuances of how local stakeholders in rural tourism in different geographical regions use various strategies to promote the well-being and socio-economic development of local communities.

The papers in this theme issue demonstrate the potential role of rural tourism in promoting the socio-economic development of rural communities. These papers make an important contribution to the theory and practice of rural tourism by providing in-depth insight into the recovery and growth strategies adopted by stakeholders in diverse rural tourism destinations, especially in the wake of turbulent times such as the recent coronavirus disease 2019 (COVID-19) pandemic. These papers suggest frameworks for further research and provide case studies of innovation and adaptation.

This theme issue analyses stories of innovation, adaptation, and growth of rural tourism in various destinations that presented the industry with unique challenges in the wake of the COVID-19 pandemic. The discussion provides some lessons and charts direction for the industry. The significance is greater when stakeholders of rural tourism and policymakers view rural tourism as an engine for the recovery and growth of the rural and national economy.

This chapter is a qualitative exploration of consumer experiences into rural tourism initiatives in Japan. Rural tourism initiatives have been on the rise in Japan in recent times due to the need to rejuvenate the local economies, arts and cultural heritage. These initiatives aim to mobilise tourist attention to the countryside and create a bridge between urban tourists and rural tourism. Using theories of cultural encounters and cultural consumption, the research investigates rural tourism initiatives in two regions – Tateyama and Hirakawa. The narrative data provide insights into the motivations of the respondents to be part of the initiative and their experiences. It indicates how the process of cultural consumption leads to cultural appreciation. The study also serves as an example of how rural tourism can be implemented by other countries where rural economic mobilisation and empowerment is critical.