Territorial Marketing Based on Community Participation and Its Contribution to Sustainable Tourism in Rural Areas

Rural and low-density areas possess endogenous resources that can support more sustainable, inclusive, and resilient development pathways. Although tourism is often promoted as a driver of economic revitalization, approaches focused primarily on demand growth and external promotion may reinforce social, cultural, and environmental vulnerabilities. Recent research highlights the importance of territorial identity, stakeholder participation, collaborative governance, and sustainable tourism in fostering sustainable territorial development. Based on an integrative literature review, this chapter examines major theoretical trends, convergences, and research gaps across these domains. It proposes a conceptual framework that links territorial capital, community participation, governance, place branding, and sustainable tourism, offering an integrated perspective on how sustainable development can be achieved in rural and low-density territories. The framework contributes to future research and more context-sensitive territorial policies.