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 language | English |
|---|---|
| Pages (from-to) | 441-468 |
| Number of pages | 28 |
| Journal | Tourism Geographies |
| Volume | 9 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 30 Oct 2007 |
Funding
European sources (Obj 5b and 2b); Rural Regeneration Zone Funding; private sector subscriptions and support from the Council European sources; Regional Development Agency; District and County Councils, private sector subscription and sales of advertisements Objective 2 money initially but now mainly supported by the local council and businesses European sources initially but is now generating money through sale of goods and small grants from Powys County Council. Millennium festival initially but is also supported by the Arts Council and Powys County Council. This paper is based on a collaborative programme of research funded under the EU’s Quality of Life and Management of Living Resources programme (QLK5-CT-2000-01211 – SPRITE) and undertaken by the Universities of Wales (Aberystwyth) (coordinator), Caen, Patras, Ireland (Galway), Valencia, Lancaster and Coventry, together with the Institute of Landscape Ecology (Cˇ eské Budeˇjovice), CEMAGREF (Clermont Ferrand) and Teagasc (Dublin). The authors particularly wish to thank Gordon Clark (Lancaster University) for his valuable contributions towards revision and editing of this paper.
Keywords
- Border region
- England
- Gatekeepers
- IRT
- Tourists
- Wales
ASJC Scopus subject areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management