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Aspects of Tourism , Rural Tourism and Sustainable Business.[Hall Rural Tourism and Sustainable Business ASPECTS OF TOURISM Series Editors: Professor Chris Cooper, University of Queensland, Australia Dr C. Michael Hall, University of Otago, Dunedin, New Zealand Dr Dallen Timothy, Arizona State University, Tempe, USA Aspects of Tourism is an innovative, multifaceted series which will comprise authoritative reference handbooks on global tourism regions, research volumes, texts and monographs. It is designed to provide readers with the latest thinking on tourism world-wide and in so doing will push back the frontiers of tourism knowledge. The series will also introduce a new generation of international tourism authors, writing on leading edge topics. The volumes will be readable and user-friendly, providing accessible sources for further research. The list will be underpinned by an annual authoritative tourism research volume. Books in the series will be commissioned that probe the relationship between tourism and cognate subject areas such as strategy, development, retailing, sport and environmental studies. The publisher and series editors welcome proposals from writers with projects on these topics. Other Books in the Series Recreational Tourism: Demand and Impacts Chris Ryan Coastal Mass Tourism: Diversification and Sustainable Development in Southern Europe Bill Bramwell (ed.) Sport Tourism Development Thomas Hinch and James Higham Sport Tourism: Interrelationships, Impact and Issues Brent Ritchie and Daryl Adair (eds) Tourism, Mobility and Second Homes C. Michael Hall and Dieter Müller Strategic Management for Tourism Communities: Bridging the Gaps Peter E. Murphy and Ann E. Murphy Oceania: A Tourism Handbook Chris Cooper and C. Michael Hall (eds) Tourism Marketing: A Collaborative Approach Alan Fyall and Brian Garrod Music and Tourism: On the Road Again Chris Gibson and John Connell Tourism Development: Issues for a Vulnerable Industry Julio Aramberri and Richard Butler (eds) Nature-Based Tourism in Peripheral Areas: Development or Disaster? C. Michael Hall and Stephen Boyd (eds) Tourism, Recreation and Climate Change C. Michael Hall and James Higham (eds) Shopping Tourism, Retailing and Leisure Dallen J. Timothy Wildlife Tourism David Newsome, Ross Dowling and Susan Moore Film-Induced Tourism Sue Beeton For more details of these or any other of our publications, please contact: Channel View Publications, Frankfurt Lodge, Clevedon Hall, Victoria Road, Clevedon, BS21 7HH, England http://www.channelviewpublications.com ASPECTS OF TOURISM 26 Series Editors: Chris Cooper (University of Queensland, Australia), C. Michael Hall (University of Otago, New Zealand) and Dallen Timothy (Arizona State University, USA) Rural Tourism and Sustainable Business Edited by Derek Hall, Irene Kirkpatrick and Morag Mitchell CHANNEL VIEW PUBLICATIONS Clevedon • Buffalo • Toronto Library of Congress Cataloging in Publication Data Rural Tourism and Sustainable Business/Edited by Derek Hall, Irene Kirkpatrick and Morag Mitchell. Aspects of Tourism: 26 Includes bibliographical references and index. 1. Tourism. 2. Rural development. I. Hall, Derek R. II. Kirkpatrick, Irene. III. Mitchell, Morag. IV. Series. G155.A1R84 2004 338.4'791'091734–dc22 2004026438 British Library Cataloguing in Publication Data A catalogue entry for this book is available from the British Library. ISBN 1-84541-012-2 (hbk) ISBN 1-84541-011-4 (pbk) Channel View Publications An imprint of Multilingual Matters Ltd UK: Frankfurt Lodge, Clevedon Hall, Victoria Road, Clevedon BS21 7HH. USA: 2250 Military Road, Tonawanda, NY 14150, USA. Canada: 5201 Dufferin Street, North York, Ontario, Canada M3H 5T8. Copyright © 2005 D. Hall, I. Kirkpatrick and M. Mitchell and the authors of individual chapters. All rights reserved. No part of this work may be reproduced in any form or by any means without permission in writing from the publisher. Typeset by Techset Ltd. Printed and bound in Great Britain by the Cromwell Press. Contents Preface ............................................. vii The Contributors ...................................... viii Abbreviations . ...................................... xi Part 1: Introduction 1 Rural Tourism as Sustainable Business: Key Themes and Issues Morag Mitchell and Derek Hall .......................... 3 Part 2: Strategic Considerations 2 Rural Tourism Policy: European Perspectives Mirja Nylander and Derek Hall .......................... 17 3 Rural Tourism Business: A North American Overview Dallen J. Timothy.................................... 41 4 Legislative Frameworks for Rural Tourism: Comparative Studies from Spain Gerda K. Priestley, Gemma Ca´noves, Miquel Seguı´ and Montserrat Villarino .............................. 63 5 Effective Marketing for Rural Tourism Jackie Clarke ....................................... 87 6 Exploitation of ICT for Rural Tourism Enterprises: The Case of Aragon, Spain Graeme Evans and Paola Parravicini ...................... 103 Part 3: Networks, Partnerships and Community Support 7 Co-operative Marketing Structures in Rural Tourism: The Irish Case Catherine Gorman ................................... 121 8 Regional Co-operation in Rural Theme Trails Kim Meyer-Cech .................................... 137 9 Rural Wine and Food Tourism Cluster and Network Development C. Michael Hall ..................................... 149 10 Globalisation, Rural Tourism and Community Power Heather Mair, Donald G. Reid and Wanda George ............. 165 v vi Rural Tourism and Sustainable Business 11 The Development of Tourism Businesses in Rural Communities: The Case of the Maroons of Jamaica Donna Chambers .................................... 180 12 Farm Tourism Co-operation in Taiwan Ming-Huang Lee .................................... 201 Part 4: Quality Sustainable Business 13 Quality as a Key Driver in Sustainable Rural Tourism Businesses Ray Youell and Roz Wornell ............................ 227 14 Rural Tourism Businesses and Environmental Management Systems David Leslie ....................................... 249 15 Researching the Links Between Environmental Quality Kite Marks and Local Tourism Business Performance: A Discourse Analysis of the Welsh Rural Beach Quality ‘Green Coast Award’ David Botterill and Cliff Nelson ......................... 268 16 Entrepreneurial Personality Traits in Managing Rural Tourism and Sustainable Business Walter Schiebel ..................................... 287 17 Business Development, Rural Tourism and the Implications of Milieu Fiona Williams and Andrew Copus ....................... 305 18 Sustainable Rural Tourism Business Practice: Progress and Policy in South East Cornwall Jon Vernon, Stephen Essex and Kaja Curry .................. 323 Part 5: Conclusion 19 Rural Tourism Business as Sustained and Sustainable Development? Derek Hall and Morag Mitchell .......................... 353 Index . ..................................... 365 Preface This volume contributes both to a continuing debate on the nature and role of rural tourism, and towards filling a gap in the accessible literature on tourism business and sustainability. The importance of rural tourism and recreation and its role within rural development processes has never been more self-evident, and there is a clear need in many countries for an acknowledgement of this and of appropriate policy integration in order to sustain rural tourism businesses and the environments in which they operate. It is often the case that small-scale rural tourism businesses find it more difficult to sustain themselves than those of other sectors or contexts. Warmest thanks are therefore extended to all the contributors to this volume for providing a stimulating range and balance of expertise, enthu- siam and reflection upon rural tourism and sustainable business in the chapters that follow. We have been able to draw on experience from Austria, Canada, Finland, Ireland, Jamaica, New Zealand, Spain, Taiwan and the United States, as well as from Britain – from Cornwall in southwest England to western Wales and northeast Scotland. We also thank our editorial and production colleagues at Channel View who have encouraged and supported this publication. When this book was conceived, all three editors were part of the Scot- tish Agricultural College’s Leisure and Tourism Management Depart- ment. The range of contributors to this volume partly reflects the local and global partnerships and networks that the Department had forged. We therefore would like to acknowledge all those who contributed to the Department’s development and strength during its eight years’ exist- ence: James Adams, Ronnie Ballantyne, Alison Beeho/Mackintosh, Moira Birtwistle, Steven Boyne, Mike Burr, Fiona Carswell, Andrew Copus, Rachel Darling, Chris Doyle, Roger Evans, Isabelle Frochot, Claire Gallagher, Joy Gladstone, Deborah Gourlay, David Grant, Jacqui Greener, David Hume, Jim Kean, Richard Kelly, Lennox Lindsay, Yvonne Loughrey, Marsaili MacLeod, Pamela Marr, Joanne McDowell, Stephen Miles, Linsey O’Hanlon/Hunter, Scott Petrie, Robert Rawlings, Lesley Roberts, Fiona Simpson, Stephen Smith, Nick Tzamarias and Fiona Williams. Derek Hall, Irene Kirkpatrick and Morag Mitchell Maidens, Failford and Insch April 2004 vii The Contributors David Botterill, Welsh School of Hospitality, Tourism and Leisure Management, University of Wales Institute Cardiff, Wales, UK ([email protected]) Gemma Ca´noves, Department of Geography, Autonomous University of Barcelona, Catalonia, Spain ([email protected]) Donna Chambers, School of Marketing and Tourism, Napier
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