Factors to Revitalize the Social Economy of Rural Tourism: Focusing on Advanced Cases by Business Operation Type

Purpose: This study aims to clarify the social and economic significance of rural tourism and analyze the key social and economic factors, characteristics, and outcomes across major development stages. By examining advanced case studies based on different operational models, the study seeks to propose strategies that enhance the rural tourism industry with an emphasis on social value. Research design, data, and methodology: A case study approach was used, selecting six research sites representing different operational models. Key factors and evaluation criteria for the social economy were identified through a literature review, which guided semi-structured interviews with rural tourism project representatives. The data were analyzed chronologically through cross-case comparison to explore social and economic factors and their impact on commercial and public-interest outcomes. Results: The analysis revealed 12 key sub-factors across six main categories: leadership capability, business strategy, operational management, business environment, policy support, and social networks. For individual enterprises, proximity to metropolitan areas emerged as a crucial factor, while for community-based operations, accounting transparency was a key element. The study also identified variations in the key factors and characteristics across different development stages, suggesting that the influence of social economy factors is contingent upon the specific context and characteristics of each operational model. Implications: The results of the study confirm that the social economic factors of rural tourism business differ by operating model and development stage. This indicates that a tailored strategic approach is needed for the successful development of rural tourism. An in-depth understanding of the social economic factors at each development stage will provide valuable insights into efforts to promote rural tourism and create social value in the future.