RESIDENTIAL TOURISM IN RURAL AREAS FROM THE PERSPECTIVE OF SUSTAINABLE DESTINATION MARKETING

Abstract

Residential tourism can generate positive impacts in rural areas, through the definition of integrated strategies for sustainable development and geared towards the promotion and revitalization of the territory. Particularly in rural areas, which are more fragile and sensitive to the impacts generated by tourism activities, special attention should be paid to the promotion of sustainable tourism development. It needs to be well planned and integrative of the local people?s needs and of the interests of economic actors and other stakeholders of the destination, as well as integrative of tourist resources, which constitute important assets that should be preserved.

Currently, second homes are considered as opportunities for regional development and may boost the local economy, contributing to the upgrading of rural areas. On the other hand, they might cause challenges to regional planning, through the increasing multifunctionality of rural areas, making their management process more complex and difficult. This paper discusses the concept of residential tourism in rural areas and the potential contribution of integrated destination marketing for enhancing sustainable planning and management of a destination, through a careful development of second homes in rural areas.