{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,11]],"date-time":"2026-04-11T18:48:41Z","timestamp":1775933321203,"version":"3.50.1"},"reference-count":92,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2023,2,2]],"date-time":"2023-02-02T00:00:00Z","timestamp":1675296000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001871","name":"Funda\u00e7\u00e3o para a Ci\u00eancia e a Tecnologia (FCT)","doi-asserted-by":"publisher","award":["LA\/P\/0063\/2020"],"award-info":[{"award-number":["LA\/P\/0063\/2020"]}],"id":[{"id":"10.13039\/501100001871","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Sustainability"],"abstract":"<jats:p>The relevance of the tourism industry to the overall sustainability of rural territories grows along with the demand for rural tourism destinations. Likewise, as the digital transition of rural tour operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is crucial to comprehend how the overall calibre of these activities might affect the perception of rural places, while also motivating tourists\u2019 travel intentions and, as a result, promoting the general sustainability of the destination. Thus, in this paper, we propose a novel conceptual model based on Delone and McLean\u2019s representative model of Information Systems Success Model, on Tan and Wu\u2019s arguments on tourism destinations\u2019 image relationship with tourists\u2019 visit intentions, and also on Verma\u2019s tourism destination brand equity concept. To validate the proposed model, an online focus group was developed involving several specialists whose opinions and perspectives corroborated the potential adequacy of the proposed artefact and, consequently, assumed its contribution and value. From this validation process, it was possible to highlight that digital marketing initiatives\u2019 overall quality influences both rural destinations\u2019 image and tourists\u2019 intention to visit these territories, that a positive image will trigger tourists\u2019 visit behaviour, and that these behaviours represent a valuable asset to rural destinations\u2019 global sustainability.<\/jats:p>","DOI":"10.3390\/su15032683","type":"journal-article","created":{"date-parts":[[2023,2,2]],"date-time":"2023-02-02T02:21:12Z","timestamp":1675304472000},"page":"2683","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":33,"title":["Digital Marketing\u2019s Impact on Rural Destinations\u2019 Image, Intention to Visit, and Destination Sustainability"],"prefix":"10.3390","volume":"15","author":[{"given":"S\u00f3nia","family":"Rodrigues","sequence":"first","affiliation":[{"name":"Instituto Polit\u00e9cnico de Bragan\u00e7a, Campus de Santa Apol\u00f3nia, 5300-253 Bragan\u00e7a, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0132-4002","authenticated-orcid":false,"given":"Ricardo","family":"Correia","sequence":"additional","affiliation":[{"name":"Instituto Polit\u00e9cnico de Bragan\u00e7a, Campus de Santa Apol\u00f3nia, 5300-253 Bragan\u00e7a, Portugal"},{"name":"CiTUR Guarda\u2014Centro de Investiga\u00e7\u00e3o, Desenvolvimento e Inova\u00e7\u00e3o em Turismo, 6270-372 Guarda, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8698-866X","authenticated-orcid":false,"given":"Ramiro","family":"Gon\u00e7alves","sequence":"additional","affiliation":[{"name":"AquaValor\u2014Centro de Valoriza\u00e7\u00e3o e Transfer\u00eancia de Tecnologia da \u00c1gua, 5400-342 Chaves, Portugal"},{"name":"INESC TEC\u2014Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal"},{"name":"Department of Engineering, School of Sciences and Technology, University of Tr\u00e1s-os-Montes e Alto Douro, 5000-801 Vila Real, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8434-4887","authenticated-orcid":false,"given":"Frederico","family":"Branco","sequence":"additional","affiliation":[{"name":"INESC TEC\u2014Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal"},{"name":"Department of Engineering, School of Sciences and Technology, University of Tr\u00e1s-os-Montes e Alto Douro, 5000-801 Vila Real, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7787-6305","authenticated-orcid":false,"given":"Jos\u00e9","family":"Martins","sequence":"additional","affiliation":[{"name":"Instituto Polit\u00e9cnico de Bragan\u00e7a, Campus de Santa Apol\u00f3nia, 5300-253 Bragan\u00e7a, Portugal"},{"name":"AquaValor\u2014Centro de Valoriza\u00e7\u00e3o e Transfer\u00eancia de Tecnologia da \u00c1gua, 5400-342 Chaves, Portugal"},{"name":"INESC TEC\u2014Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2023,2,2]]},"reference":[{"key":"ref_1","first-page":"61","article-title":"Territorial Inequalities: Depopulation and Local Development Policies in the Portuguese Rural World","volume":"22","year":"2017","journal-title":"Territ. 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