Resident-Centred Rural Development Through Place Marketing: Complexity, Sustainability, and Economic Indicators

Despite the growing importance of rural development, research on place marketing remains fragmented, with no comprehensive systematic literature review (SLR) addressing this field with such focus and detail. The study aims to systematically map scientific publications on place marketing, with a particular focus on the perspectives of the general public in Central and Eastern Europe (CEE). The research design follows the PRISMA 2020 (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines to ensure transparency and reproducibility of the search process. Using VOSviewer and complementary content analysis, we identified conceptual clusters and traced major thematic trends, revealing the persistent marginalisation of residents’ perspectives and the dominance of competitiveness-oriented approaches. The findings highlight underexplored areas such as community participation, social well-being, and governance mechanisms. Building on these insights, we propose a resident-centred decision-support framework that integrates economic indicators, stakeholder engagement, and sustainability dimensions into rural governance. This framework not only advances theoretical understanding but also provides practical guidance for policymakers and local leaders seeking more resilient, inclusive, and adaptive rural development pathways—particularly within the underrepresented contexts of Central and Eastern Europe.