Entrepreneurship has become a dynamic field of research in the last two decades. However, 'rural entrepreneurship' has been largely overlooked. It seems therefore timely to present a quantitative survey of the literature in this particular area. Based on 181 articles on rural entrepreneurship published in journals indexed in Scopus, we found that rural entrepreneurship is an essentially European concern, whose most prolific authors are affiliated with institutions in the UK and Spain. Organisational characteristics, policy measures and institutional frameworks and governance have attracted considerable attention in recent years, being considered emergent topics of research. In contrast, theory building has not attracted much research over the period in analysis, which suggests that the theoretical body of rural entrepreneurship is still incipient, hindering the establishment of its boundaries and of a suitable research agenda. Empirical literature on rural entrepreneurship has focused mainly on developed countries, most notably, the UK, the USA, Spain, Finland and Greece. Given the potential rural entrepreneurship represents for less developed and underdeveloped countries, more research on the topic targeting these countries is an imperative.

Purpose The purpose of this study is to determine whether new rural ventures represent effective rural entrepreneurship or are just entrepreneurial ventures located in rural settings. Design\methodology\approach Data were collected from a direct questionnaire involving 408 new ventures headquartered in Portuguese business incubators and science parks, of which 142 are located in rural areas. To analyse data, the authors performed a preliminary and exploratory statistical analysis. Findings The authors demonstrate that only a small percentage of ventures operating in rural areas constitute examples of effective “rural entrepreneurship”, with the bulk of them being just enterprises located in rural settings. Rural new ventures tend to be small (in terms of employees and turnover), rely mainly on the internal market and lag behind other new ventures (located in both rural and urban municipalities) in terms of performance. Research limitations/implications The study only includes new knowledge-intensive ventures, that is, those headquartered in business incubators and science parks. Therefore, it cannot be generalised to other new ventures located in rural settings. Originality/value The extant literature on entrepreneurship has neglected the empirical implications of mixing, confounding and/or merging the concepts of “rural entrepreneurship” and “entrepreneurship activities in rural areas”. In this study, the authors discuss and analyse the empirical boundaries of such concepts and uncover the magnitude of pure “rural entrepreneurship”.

Purpose The purpose of this paper is to investigate the marketing actions developed for rural tourism lodgings and the effect of these actions on lodgings’ performance. Design/methodology/approach Data were collected with a questionnaire-based survey, addressing promoters of rural tourism supply in Portugal and were analysed using SPSS. Descriptive analysis was undertaken along with a cluster analysis aimed at identifying groups of suppliers according to the types marketing activities they carried out. Findings Results show that the majority of the suppliers are engaged in other professional activities, aside from running a tourist lodging. These “other activities” provide the bulk of lodging suppliers’ household income. Moreover, they dedicate very little of their time to managing the tourism lodging and develop few marketing activities. Despite this, there is a small group of lodging suppliers who, even though in minority, show a more entrepreneurial and professional attitude regarding marketing actions. They are correspondingly more successful and more satisfied with the performance of their business. Research limitations/implications A more qualitative in-depth case study approach with a systematic triangulation of findings from diverse sources and approaches might have permitted an even deeper understanding of some of the results, such as the reasons for the identified passivity of suppliers or their lack of marketing initiatives, as well as possible solutions to overcome these identified barriers. Originality/value This study is important, as there is little existing work connecting rural tourism and marketing. Apart from providing knowledge from theory, the empirical results indicate from a practical perspective some of the potential benefits of assuming a marketing perspective in rural tourism.

Based on an exploratory research, this study highlights the role of pure rural entrepreneurship towards rural development of an inland and mountainous area of Portugal—Montemuro. Thanks to the Institute of Cultural Affairs and the energy of the rural communities, some people of the rural area have been stimulated thirty years ago to develop endogenous, entrepreneurial and innovative initiatives in the countryside. The benefits of all these rural entrepreneurial and endogenous initiatives are visible nowadays. Some villages of the rural area have more people, socio-economic dynamics were revitalized, and some job opportunities were created. Therefore, in a context of depopulation and crisis of peripheral and interior areas, our study demonstrates that rural entrepreneurship and innovation based on endogenous resources are key for the welfare of the rural society.