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  • Management and Sustainability x
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Gunjan Saxena

Chapter 5 looks at the role of tourists in the co-creation of a place and, taking stock of their agency, illustrates how they engage with various elements of rurality in the process of meaning-making through experiential consumption. The emphasis is on exploring dimensions of visitors’ experience of rurality in an intimate and imaginative fashion as in their quest for authentic experiences, and how elements of people’s real and daily lives transform into objects of desire.
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Gunjan Saxena

Chapter 6 examines multiple narratives tied to the identity and the agency of rural communities and the role they have in place-making processes. Broadly, the discussion engages with the different frames of reference communities apply in crafting their own place identity that can subvert the marketing processes conceived and executed by agencies. Further, given the fluid identities of rural residents, it emerges that the notion of ‘host’ and ‘guest’ as discrete categories is no longer tenable.
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Gunjan Saxena

Chapter 4 explores the business dynamics of rural firms as they (re)create and enliven a place through their narrative performances in the marketplace. Aspects of the unique individualism of firm owner-managers unfold in the particular meanings they ascribe to the place and appropriate for commerce, and the socio-cultural interface with other firms. The emphasis is on illustrating how from the available ensemble of services, amenities and other place elements (such as experiences) offered, they ultimately produce and market their own piece of place.
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Gunjan Saxena

Chapter 2 examines the different levels at which rural and rurality is being (re)imagined by actors’ overlapping identities and their creative practices. Focusing on rural place marketing efforts in different contexts, the chapter prepares a defence for realising the potential for rural tourism in unusual places such as the fringe areas and slums.
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Gunjan Saxena

Chapter 3 focuses on different narratives operating at varied spatial scales geared towards bringing the tourist experientially closer to the place. A key challenge lies in approaching place marketing from the angle of either informal discourses (i.e. subjective) or official discourses that objectify the place. The discussion underlines how multiple/overlapping place narratives add vibrancy to sites and bestow unique uses and meanings on them.
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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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Gunjan Saxena

Chapter 1 sets the scene for Marketing Rural Tourism: Experience and Enterprise. The emphasis is on placing individual narratives within collective stories with a view to illustrating the ingenuity and sociality of actors involved in selling and performing rurality. The focus is on how rurality is experienced dialectically as a resonance between past life stories (through shared memory) and present life stories that hint at the creative tactics employed by actors in (re)working the place to generate custom and fuel tourists’ imagination.
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Gunjan Saxena

Chapter 7 brings the discussion to a close by calling for attention in marketing texts to the (re)telling/(re)making of rurality, and for an understanding of place and space via the intimate, existential experiences and the creative imaginings of consumers and providers who draw upon their emotions and aesthetics to make sense of, articulate, express and attribute their own meanings. Overall, the emphasis of the text is on informing marketing theory and practice by centralising actors’ enterprise and sense-making processes, using narrative analysis as an investigative tool to help in understanding how experiences develop into stories that are not only told but lived and consumed as symbols.
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  • New Horizons in International Business series

Sanjay K. Jain and Parul Goel

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  • New Horizons in International Business series

Minakshi, Anil K. Swain and Amrita Kaur