Review article
https://doi.org/10.31784/zvr.14.1.22
Digital transformation of small and medium enterprises in rural tourism: A systematic bibliometric review
Ivona Vrdoljak Raguž
orcid.org/0000-0002-3237-4694
; University of Dubrovnik, Faculty of Economics and Business, Dubrovnik, Croatia
Monika Hordov
orcid.org/0000-0002-3836-3478
; University of Zadar, Department of Economics, Zadar, Croatia
*
Aleksandra Krajnović
orcid.org/0000-0003-0553-2690
; University of Zadar, Department of Economics, Zadar, Croatia
* Corresponding author.
Abstract
Digital transformation has become a strategic driver of competitiveness, innovation, and sustainability in rural tourism, particularly for small and medium enterprises (SMEs) that constitute the backbone of this sector. Although growing academic attention has focused on the role of digitalization in rural tourism, a comprehensive and structured understanding of existing research remains limited. This study conducts a bibliometric analysis of 44 scientific articles retrieved from established academic databases, with the aim of examining the development, key themes, and intellectual structure of research on digital transformation in rural tourism SMEs. The analysis identifies dominant research streams, influential authors, institutions, and collaboration networks, as well as key thematic clusters related to technology adoption, digital policy support, innovation capacity, and strategic development. Based on these findings, the study proposes a conceptual framework that explains the relationship between digital transformation, SME competitiveness, and rural tourism development. In addition, it highlights key internal and external determinants of digital transformation in SMEs, including organizational readiness, infrastructure, stakeholder networks, and public-sector support. The study also identifies existing research gaps and suggests directions for future research, particularly the need for more empirical and longitudinal studies, as well as policy-oriented approaches. Overall, the findings contribute to a clearer understanding of the role of digital transformation in shaping SME performance and rural tourism development, while also offering practical implications for researchers, policymakers, and tourism professionals.
Keywords
rural tourism; digital transformation; small and medium enterprises; bibliometric analysis
Hrčak ID:
348174
URI
Publication date:
3.7.2026.
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