A Scoping Review of Big Data Application in Assessing Rural Tourism Destination

Abstract

This scoping review explores the application of big data in assessing rural tourism destinations, with a focus on how AI-driven analytics, smart tourism tools, and digital platforms contribute to planning, management, and sustainability. Although digital innovation has advanced rapidly in urban tourism contexts, a significant research gap exists regarding its application in rural areas. Addressing this gap, the review synthesises recent empirical literature to provide thematic insights, and a conceptual understanding of how big data informs rural tourism development. Guided by the PRISMA-ScR framework, the study examines 11 articles sourced from Scopus and Web of Science. Three major themes emerged: (1) Technological Integration and Infrastructure Challenges, (2) Economic and Social Impacts, and (3) Policy and Governance. This review contributes to the discourse by mapping the digital transformation landscape in rural tourism and highlighting both opportunities and barriers. Future research directions and practical recommendations for policymakers and stakeholders are discussed to support inclusive and sustainable tourism development.