Inventing lively rural areas: Characteristics, motivations, and regional triggers of young in-migrant tourism entrepreneurs in South Korea

In the context of planetary urbanization, the South Korean government has sought to revitalize rural areas through policies aimed at encouraging urban-to-rural migration of young so-called ‘local creators.’ These policies, combined with rural post-productivism, have attracted young tourism entrepreneurs to rural areas. This study aims to investigate the counter-urbanization of Young in-Migrant Tourism Entrepreneurs (YMTEs), who are drivers of the transition towards post-productivism and potential catalysts for rural revitalization. Using an analytical framework combining in-Migrant Tourism Entrepreneurs (MTE) research and Creative Class theory, this study analyzes interviews with 20 YMTEs, revealing their characteristics, motivations, and rural regional triggers. This research not only broadens MTE research but also extends the application of Creative Class theory—originally developed for metropolitan contexts—to the case of YMTEs in rural areas. Moreover, it presents a comprehensive framework for understanding the spatial mobility patterns of YMTEs in South Korea. The insights from this study not only deepen academic understanding of global rural transitions but also offer practical guidance for rural development through counter-urbanization and tourism. • This paper explores counter-urbanization of Young In-migrant Tourism Entrepreneurs (YMTEs) in South Korea. • Counter-urbanization of YMTEs relates to rural post-productivism and government support. • Using a framework combining MTE research and Creative Class theory, this study analyses YMTEs' profiles and spatial mobility. • The findings deepen understanding of global rural transitions and tourism-led development driven by young in-migrants.