Even though being perceived as a novel approach, multiple authors claim that the digital transition of all sectors in society started when information and communication technologies (ICT) started to be an integral part of our daily lives. The education sector currently represents one of the contexts where the use of ICT is more promising and allows to reach greater benefits, mostly due to the wide range of tools, applications, and management and methodological approaches that are associated with e-learning. With the above in mind, a bibliometric analysis of the e-learning adoption topic has been performed, aiming on delivering a detailed analysis of the status of the topic. This analysis was carried out by analyzing the scientific literature indexed in the Scopus database that addressed the multiple stages of the e-learning adoption process (i.e., acceptance, adoption, and use). Our study analyzed 896 documents published between 1989 and 2021, of which 98.3% represented papers published in journals and conference proceedings.

The relevance of the tourism industry to the overall sustainability of rural territories grows along with the demand for rural tourism destinations. Likewise, as the digital transition of rural tour operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is crucial to comprehend how the overall calibre of these activities might affect the perception of rural places, while also motivating tourists’ travel intentions and, as a result, promoting the general sustainability of the destination. Thus, in this paper, we propose a novel conceptual model based on Delone and McLean’s representative model of Information Systems Success Model, on Tan and Wu’s arguments on tourism destinations’ image relationship with tourists’ visit intentions, and also on Verma’s tourism destination brand equity concept. To validate the proposed model, an online focus group was developed involving several specialists whose opinions and perspectives corroborated the potential adequacy of the proposed artefact and, consequently, assumed its contribution and value. From this validation process, it was possible to highlight that digital marketing initiatives’ overall quality influences both rural destinations’ image and tourists’ intention to visit these territories, that a positive image will trigger tourists’ visit behaviour, and that these behaviours represent a valuable asset to rural destinations’ global sustainability.