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This paper explores the key differences between traditional marketing and destination marketing, particularly pertaining to rural destinations. Through an analysis of the distinct challenges rural destination marketing presents and a synthesis of current literature on the topic, a Comprehensive Rural Destination Marketing Model has been developed. This model uniquely combines the heretofore disconnected practices of destination marketing organization establishment, asset identification, destination personality development, target market selection, destination branding, and destination promotion into a user-friendly, start-to-finish model that can be implemented by rural destination marketers. Finally, the model is applied to a case study of Gunnison County, Colorado to illustrate its usefulness.
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