The Phenomenon of Rural Tourism and the Participation of the Diversification Strategy: The Case of Recanto dos Pomares

Objective: To analyze the rural diversification strategy through the exploration of tourism in rural areas. Theoretical Framework: The diversification strategy in the context of rural tourism involves expanding offerings and services to attract different tourist profiles, aiming to reduce dependence on a single market segment and increase competitiveness. This approach can be applied in various ways, such as introducing new activities, enhancing local products, and offering immersive experiences that promote the development of rural areas. Method: In order to achieve the objectives of this study, a qualitative and exploratory approach was adopted. The study was developed based on responses collected through a questionnaire sent to the surveyed property owner. Results and Discussion: The results indicated that among the factors influencing the choice of the diversification strategy through rural tourism exploration and access to available resources are the expansion of income sources, the encouragement to be part of a route that values rural business, the continuation of the work of ancestors, and the improvement of the family unit's quality of life. Research Implications: The practical and theoretical implications provide insights into how the results can be applied or influence practices in the field of livelihood diversification strategy, including the exploration of tourism in rural areas. Originality/Value: In this sense, the rural diversification strategy enhances the quality of life in rural areas, thus boosting the development of these areas both economically and in terms of environmental preservation.