Abstract

This paper delves into the transformative impact of digital innovation on rural entrepreneurship, highlighting the opportunities, barriers and challenges rural entrepreneurs face. Digital technologies, including e-commerce platforms, mobile applications, and social media, enable rural entrepreneurs to reach broader markets, enhance operational efficiencies, and develop innovative business models. Despite these benefits, the digital divide—characterised by inadequate technological infrastructure and low digital literacy—presents substantial barriers to these digital advancements. Further complicating the adoption of digital technologies are challenges such as a lack of technological expertise and financial constraints, which impede the full realisation of digital innovation in rural areas. This paper discusses various strategies to overcome the barriers to digital transformation in rural entrepreneurship. The key point among these strategies is the implementation of supportive policies encouraging digital adoption. Investment in digital infrastructure is crucial to bridge the technological gap and provide rural areas with the necessary tools to compete in the digital economy. Additionally, targeted educational programs are essential to improve digital literacy and provide rural entrepreneurs with the skills to effectively leverage digital technologies. The paper underscores the importance of a holistic approach, combining policy support, infrastructure development and education to empower rural entrepreneurs. By adopting these strategies, rural communities can achieve sustainable economic growth, enhance their competitiveness, and improve the quality of life for their residents. Ultimately, this paper aimed to provide a comprehensive understanding of the role of digital innovation in transforming rural entrepreneurship and offered practical solutions to foster inclusive and sustainable economic development.

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