“…In this context, young people categorized as millennials, who were born between 1980 and 2000, and who are considered in the literature as technological natives; can help improve the competitiveness levels of rural enterprises, since they have the advantage of easily adopting changes (Jingting Liu, Zhu, Serapio, & Cavusgil, 2019), are prone to entrepreneurship, creative and also frequently seek to innovate (Koe, Sa'ari, Majid, & Ismail, 2012); Therefore, a counter-urbanization strategy of urban youth that promotes migration to rural areas for the creation of businesses (Anthopoulou, Kaberis, & Petrou, 2017) could generate conditions to revitalize rurality (Tunberg, 2014).…”