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Marketing Rural Tourism

Experience and Enterprise Gunjan Saxena, Hull University Business School, UK
Gunjan Saxena seeks to encourage a fuller understanding of rural tourism marketing by uncovering the lived experiences and enterprise of different actor groups as they respond to the impact of tourism on their communities and cultural identities. In so doing, the author makes a key contribution to the wider marketing discourse that circulates around place marketing and rural destinations.
Extent: 200 pp
Hardback Price: $110.00 Web: $99.00
Publication Date: 2016
ISBN: 978 1 78471 087 3
Availability: In Stock
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  • Business and Management
  • Management and Sustainability
  • Marketing
  • Organisational Behaviour
  • Development Studies
  • Development Studies
  • Tourism
  • Geography
  • Tourism
Rural tourism marketing is a subject that remains significantly under-researched. Gunjan Saxena seeks to encourage a fuller understanding of rural tourism marketing by uncovering the lived experiences and enterprise of different actor groups as they respond to the impact of tourism on their communities and cultural identities.

Marketing Rural Tourism presents actor narratives to reveal nuances inherent in their practices and perceptions as they develop, support or oppose tourism in their locality. By focusing on actors’ experience and enterprise involved in the ongoing production, consumption and marketing of rural landscapes for tourism, this book enables an insight into varied storylines that underlie the processes of place-making.

Academics in the area of marketing and tourism, as well as development studies, will appreciate the contribution this book will make to the wider marketing discourse that circulates about rural destinations. The book will also be a valuable resource to undergraduate students looking to incorporate fresh conceptual insights into their projects, as well as postgraduate students looking to apply newer approaches to conceptualising tourism or place marketing.
‘This unique, challenging and thoroughly refreshing book offers a welcome new perspective on the marketing of rural tourism. Drawing on research in sometimes novel contexts around the world, it explores the stories and experiences of those who co-create the rural tourism experience – local residents, tourism businesses and tourists themselves – to provide a richly informed foundation for understanding how rural places may be better promoted for tourism. A fascinating read.’
– Richard Sharpley, University of Central Lancashire, UK

‘Saxena offers a refreshingly innovative and critical take on rural tourism and marketing. Her provision of a novel conceptual lens to interrogate (and reject) the formulaic approaches that typify so many marketing campaigns, alongside original qualitative data, combine to provide a thoroughly stimulating read.’
– Rhodri Thomas, Leeds Beckett University, UK

‘At a time when rural areas continue to face enormous socio-economic and environmental pressures, as well as the vagaries of tourism, this consequential volume is a judicious contribution to tourism studies. It provides an exceptionally comprehensive assessment of rural tourism marketing from a multi-stakeholder perspective and is global in its reach and appeal. Kudos to Saxena for providing an empirically compelling and conceptually robust masterpiece that efficaciously incorporates theoretical discourse and practical management implications.’
– Dallen J. Timothy, Arizona State University, US
Contents: Preface 1. Marketing Rural Tourism: Experience and Enterprise 2. Re-imagining Rurality 3. The Politics of Place Marketing 4. Rural Firms 5. Tourists in Rural Settings 6. Rural Residents and Tourism 7. Evaluating the Future References Index