Dream or opportunity? Urban–rural migration and rural tourism entrepreneurship through the lens of Istanbul’s tourism workforce

Abstract

The rising challenges of urban life have led to a surge in migration from cities to rural areas. This research aimed to investigate the potential for migration to rural areas and for rural tourism entrepreneurship among individuals working in Istanbul’s tourism sector, one of Türkiye’s major cities. Using a qualitative approach, data were gathered from 105 participants through a semi-structured questionnaire. In addition, thematic analysis examined how push–pull–mooring factors, entrepreneurial ecosystem, entrepreneurial capital, perceived opportunities, and barriers influenced participants’ decisions regarding urban-to-rural migration and rural tourism entrepreneurship. The findings indicate that motivations were mainly driven by opportunity- and lifestyle-focused perspectives rather than necessity. The study highlights urban identity as an anchor and offers a valuable theoretical contribution that sets this research apart from purely economic analyses. As a result, tourism professionals with entrepreneurial capital (human, cultural, economic, social, and symbolic) present a significant opportunity for rural revitalization and tourism development in the areas to which they relocate.