Rurbanization: Effects and Challenges on Small and Medium-Sized Cities

Rurbanization, characterized by the integration of rural and urban attributes, holds significant implications for the development and marketing of small and medium-sized cities. This study investigates the effects of rurbanization on city marketing strategies and urban growth through a comprehensive review of recent literature. Key factors influencing rurbanization are identified, along with their impacts on city marketing practices.The findings indicate that rurbanization enhances city branding, attracts new residents and businesses, and promotes sustainable urban development. However, the phenomenon also presents challenges, including infrastructural strain and socio-cultural integration issues. Furthermore, rurbanization influences the socio-economic dynamics of cities, resulting in both opportunities and inequalities that require careful management.The study concludes with actionable recommendations for leveraging rurbanization to achieve positive city marketing outcomes while addressing associated challenges. This research aims to deepen the understanding of rurbanization and provide practical insights for policymakers, urban planners, and marketers in small and medium-sized cities, enabling them to optimize their growth strategies effectively.