Advancing Rural Tourism: A Framework-Based Review and Empirical Insights

This paper aims to systematically review rural tourism(RT) literature and comprehensively analyze research in this domain through a framework-based review followed by empirical examination of the proposed framework. Study I represent initial attempt to integrate RT literature using framework-based SLR approach, aiming to address questions regarding “How do we know” and “What do we know?” about RT. Accordingly, this paper synthesizes the literature on RT research in terms of TCCM-framework (Theories-Context-Characteristics- Methodology). 99 articles from 24 countries published in 37 academic journals between 1973 and 2024 are reviewed. The literature review proposes a outline of a structured framework by integrating key determinants identified in RT literature, including memorable-tourism experiences (MTE), destination image, community support, and tourist segments. Building on conceptual framework developed in Study I, Study II empirically tests this conceptual model to address the identified research gaps across methodological, theoretical, and contextual dimensions. Contextually, this study shifts the focus to a developing economy such as India, contributing to RT literature that has mostly examined in developed economies. It also combines CB-SEM with machine-learning for methodological innovation and employs the S-O-R framework to test proposed model. Lastly, the key findings reveal that MTE and destination image influence tourists’ intentions to visit RT destinations.