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Marketing Rural Tourism

Experience and Enterprise

Gunjan Saxena

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.
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Edited by Gry Agnete Alsos, Dorthe Eide and Einar Lier Madsen

The tourism sector – already one of the fastest growing industries in the world – is currently undergoing extensive change thanks to strong market growth and a transition to more experience-based products. The capacity for firms to innovate and adapt to market developments is crucial to their success, but research-based knowledge on innovation strategies in tourism remains scarce. This pioneering Handbook offers timely, original research on innovation within the tourism industry from a number of interdisciplinary and global perspectives.
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Susanne Becken

This research review is a unique analysis of important academic contributions made in the field of tourism and the environment in the last 30 years. Dr Becken has carefully analysed seminal articles which together represent a wide range of theoretical and applied pieces of research and offer detailed examples from different geographical areas.