Reframing Rural Tourism in Rural Studies: A Bibliometric Analysis and Recent Trends of Two Decades of Research

Rural tourism, science mapping, sustainable tourism, community development, Tourism Management

Rural tourism is an important subject of tourism research in that it not only brings socio-cultural enrichment but also economic benefit to rural communities and brings authentic experience of heritage and nature to urban visitors. Despite the increasing importance of it, the literature is fragmented, and there have been few attempts to draw the different perspectives into an integrated conception. This study attempts to examine and synthesize the existing research on rural tourism to map its intellectual journey, thematic trajectory and future paths. A PRISMA-registered bibliometric review was completed alongside science mapping and qualitative content analysis. Bibliometric methods were used to investigate scientific output, most influential journals, co-citation and co-occurrence of keywords and international co-authorship networks. Theme synthesis was further carried out for the purpose of making a more comprehensive understanding of dominant research clusters and conceptual gaps. Findings reveal six key thematic areas consisting of ethnicity, ecology, communal, growth, strategy and intervention that reflect the multidisciplinary and dynamic character of rural tourism scholarship. The review also highlights a rising interest in sustainability, entrepreneurship and technological innovation, while identifying gaps in longitudinal studies, governance perspectives and integration of smart tourism practices. Overall, this study contributes because it brings together two decades of rural tourism literature into a comprehensive framework from which theory can be informed, policy can be guided, and sustainable development in rural destinations can be supported.