Rural and traditional cafes and restaurants: a new emerging trend in domestic tourism

Purpose 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? Design/methodology/approach 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. Findings 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. Research limitations/implications Taking into consideration the exploratory nature of this study, a small convenience sample was used. Originality/value 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.