Rural Tourism: A Hybrid Review and Future Research Agenda

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ABSTRACTRural tourism (RT) is a fast‐growing sector that scholars believe is an effective strategy for sustainable development of rural areas. This study aims to review the extant literature on RT in developed and developing economies. No study till date has attempted to compare and contrast the key areas and current dynamics of RT in developed and developing economies. To address this important gap, this study adopts a hybrid review of bibliometric analysis and ADO‐TCM framework to (i) provide a comprehensive and retrospective overview of RT literature, (ii) compare the state of existing RT research in developed and developing economies, (iii) integrate various associations such as antecedents, decisions, and outcomes into an integrated conceptual framework, (iv) synthesize foundational theories, contextual factors and methodological approaches that have influenced and shaped RT, and (v) explore the multifaceted implications of RT on tourists, local community and tourism practitioners. This study investigates 454 studies, comprising 266 from developed and 188 from developing economies, to identify patterns in research in each from 1973 to 2023. This study reveals (i) productivity trend of RT literature and its foremost contributors (countries, authors, journals), (ii) important thematic cluster of RT research in both economies, and (iii) key factors influencing decisions and subsequent outcomes in RT domain. Additionally, the article identifies the significant gaps in the RT literature and offers specific recommendations for future investigation for researchers and practitioners. This review has numerous implications that can promote more sustainable ways of tourism by offering insights from the perspectives of various stakeholders.