Understanding the Complexity of Rural Tourism Business: Scholarly Perspective

The aim of this paper is to identify and analyze the four core driving forces that shaped complex picture rural tourist businesses. These are marketability, participatory, crisis mitigation sustainability. This study focused on scholarly perspective tourism businesses’ literature its link with these forces. By using bibliometric analysis technique VosViewer as a visualization tool, results revealed less than 50% was concerned local Regarding forces, sustainability most linked force scientific production. Contrarily, relatively small body discussed participatory mitigation, despite their significant role in development In addition, showed interest articles pillar, especially recently after COVID-19 pandemic.