This editorial presents an overview of studies contained in this special issue. Recognising that destination management and marketing remains a key field of academic study and as an issue of importance to the tourism industry. The collection of papers in this issue explore the rapid and expansive technological enhancement and innovations in destination management. Whilst not attempting to provide full coverage of emerging technologies, the issue has succeeded in identifying some key issues for future practice and research

This chapter illustrates the importance of identifying the rural tourist profiles to boost business operations in this field and to support the rural tourism economy at large in developed countries. In this vein, profile characteristics, traits and other psychographic elements are presented according to the relevant rural tourist profiles and any changes throughout the years are provided; additionally, a comparison between urban and rural tourists is offered. The factors shaping rural tourists' motivations are established to categorize distinctive needs and wants. To assist the development of successful marketing strategies, a segmentation of the rural tourists is demonstrated. Marketing tools available to managers and the development of an integrated marketing communications mix are also discussed. The supply side of rural services is considered to offer a complete idea of the interactions between rural businesses and consumers.