Exploring tourists and gatekeepers' attitudes towards integrated rural tourism in the England- Wales border region

Brian Ilbery, Gunjan Saxena, Moya Kneafsey

    Research output: Contribution to journalArticle

    28 Citations (Scopus)

    Abstract

    This paper investigates the perceptions of tourists and gatekeepers (such as tour operators and destination marketing organizations) on integrated rural tourism (IRT), noting their role in consuming and marketing the more recently acknowledged qualities of rurality, such as food processing, creativity and the arts, heritage and outdoor recreation. The focus is on the potential for IRT development in the England-Wales border region, an atypical tourist destination, peripheral in character and lacking a consolidated tradition of well-established destinations. Results from tourist questionnaires suggest that their overall experience in the region is positive, but one that can improve further with progress on the key dimensions of IRT. Findings also indicate that, while the national border presents a unique opportunity for cooperative branding and marketing efforts, only a few gatekeepers are capitalizing on the brand of the 'Marches' (the border) to promote the market and visual presence of the region, both nationally and internationally.

    Original languageEnglish
    Pages (from-to)441-468
    Number of pages28
    JournalTourism Geographies
    Volume9
    Issue number4
    DOIs
    Publication statusPublished - 30 Oct 2007

    Keywords

    • Border region
    • England
    • Gatekeepers
    • IRT
    • Tourists
    • Wales

    ASJC Scopus subject areas

    • Geography, Planning and Development
    • Tourism, Leisure and Hospitality Management

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