Journal of Tourism Research & HospitalityISSN: 2324-8807

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Opinion Article, J Tourism Res Vol: 12 Issue: 1

Role of Rural Tourism in Promoting Sustainable Travel

Hui Jierong*

1Department of Tourism, Fudan University, Shanghai, China

*Corresponding Author: Hui Jierong
Department of Tourism, Fudan University, Shanghai, China

Received date: 14 February, 2023, Manuscript No. JTRH-23-95835;

Editor assigned date: 16 February, 2023, PreQC No. JTRH-23-95835 (PQ);

Reviewed date: 03 March, 2023, QC No. JTRH-23-95835;

Revised date: 10 March, 2023, Manuscript No. JTRH-23-95835 (R);

Published date: 20 March, 2023 DOI: 10.4172/2324-9110.10001011.

Citation: Jierong H (2023) Role of Rural Tourism in Promoting Sustainable Travel. J Tourism Res 12:1.




Tourism largely relies on non-renewable resources. Due to the mass tourist travel destinations, the environment suffers negative consequences of such development. All of these factors contribute to the development of sustainable forms of tourism that do not pollute nature and its resources. The implementation of the concept of rural tourism's sustainable development has ensured that this type of tourism has now become a specific market niche that attracts tourists to spend time in rural environments. Rural tourism contributes to the revitalization of the village through the involvement of rural households in the provision of services to tourists, the marketing of agricultural products on the tourist market, and the promotion of the cultural heritage and traditions of the village. The potential of rural tourism is also reflected in the preservation of natural resources. Rural tourism can take many forms, including agro tourism, ecotourism, adventure tourism, and cultural tourism. Agrotourism involves visiting and staying on farms or ranches to experience the local agricultural practices and traditions. Eco-tourism involves visiting natural areas with a focus on conservation and sustainability. Adventure tourism involves engaging in outdoor activities such as hiking, camping, or water sports, while cultural tourism involves experiencing local art, music, food, and other cultural practices. The long-term successful development of rural tourism depends on the quality and availability of natural resources. Sustainable travel is a concept that emphasizes responsible travel practices, which aim to minimise the negative impact of tourism on the environment and local communities. As a result, the idea of sustainable development constitutes an essential part of the growth of tourism in rural areas.

Sustainable rural tourism is an activity that does not harm the social or natural environment while also promoting the economic and social advancement of rural communities. There are numerous connections between rural tourism and sustainable development. In the first place, tourism in rural areas supports local residents' livelihoods by generating jobs, fostering public-private partnerships, and increasing agricultural output. Tourism development in rural areas improves relationships between people with different demographic characteristics, namely those from urban and rural areas. This increases the attractiveness of local culture and traditions, in which tourists are particularly interested. The interpretation of the environment is used to implement benefits for rural areas. This is an activity in which tourists walk or drive along roads that are marked by information boards and signs, often with environmental information, in order for tourists to gain some knowledge about the natural and cultural resources. However, the idea of sustainability in rural tourism helps to achieve a number of goals, including the preservation of local culture and character of the local community, the protection of natural landscapes and habitat the long-term sustainability of the rural economy, the long-term sustainability of the tourism industry, and the development of understanding, leadership, and vision among decision makers in the areas they perceive as being dangerous for tourism. Moreover, rural tourism can also help reduce over-tourism in popular destinations. Over-tourism can lead to overcrowding, environmental degradation, and cultural erosion. By promoting rural tourism, travellers can spread tourism demand to lesser-known destinations and help reduce the negative impacts of over-tourism on popular destinations.


Rural tourism provides a unique and authentic travel experience that allows visitors to connect with nature, learn about local cultures, and support sustainable tourism practises. By promoting responsible and sustainable tourism development, rural tourism can provide economic benefits while preserving and promoting the natural and cultural heritage of rural communities. Furthermore, by promoting sustainable transportation and reducing over-tourism, rural tourism can help minimise the environmental impact of travel. However, there are also challenges that need to be addressed, including the lack of infrastructure and amenities in rural areas and the need for education and awareness-raising among travellers.

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