There is a consensus about the beneficial effects of the applications of information and communication technologies (ICT) in several business contexts. Rural tourism companies have embraced these technological advances that have made a positive contribution to their quick expansion in recent years. Nevertheless, some technologies have received scarce attention from rural accommodation managers. The aim of this paper is to generate a conceptual framework on ICT development in the tourism market and, in particular, in rural accommodations. Thus, we aim at providing an overview of the main technological developments applied in this sector, analysing the level of ICT implementation in Spanish rural accommodation and identifying the opportunities and challenges for the sector regarding the use of these technologies.
Keywords: rural tourism, sustainability, ICT, information technology, communications technology, hospitality, CRM, customer relationship management, opportunities, challenges, rural hotels, Spain, rural accommodation, sustainable development