Online from: 1946
Subject Area: Tourism and Hospitality
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|Title:||Farm attractions, networks, and destination development: a case study of Sussex, England|
|Author(s):||Antonella Capriello, (Assistant Professor of Marketing, University of Eastern Piedmont, Department of Business Studies and Environment, Novara, Italy), Ian D. Rotherham, (Reader and Director of Tourism and Environmental Change Research Unit, Sheffield Hallam University, Sheffield, UK)|
|Citation:||Antonella Capriello, Ian D. Rotherham, (2008) "Farm attractions, networks, and destination development: a case study of Sussex, England", Tourism Review, Vol. 63 Iss: 2, pp.59 - 71|
|Keywords:||Entrepreneurialism, Farms, Marketing systems, Tourism management|
|Article type:||Case study|
|DOI:||10.1108/16605370810883950 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The working paper results from an international research programme between the University of Eastern Piedmont and Sheffield Hallam University. In particular, the authors are grateful to those institutions for their support. They also thank Sussex Top Attractions, South Down Conservation Board, Sussex Tourist Offices' managers, the Rural East Sussex Transport Partnership, and all the farm managers who actively took part in the field research for their co-operation. Finally, they thank Luisa Andreu, Juergen Gnoth, Metin Kozak, Co-Chairs of the 2007 Advances in Tourism Marketing Conference, and the two anonymous reviewers of the conference for their suggestions on a preliminary version of this paper.|
Purpose – The paper seeks to provide insights into network-based perspectives of farm attractions, evaluating their effectiveness for destination development. The specific purpose is to uncover relationships between entrepreneurship, network marketing and management strategies, and sustainable tourism policies.
Design/methodology/approach – Qualitative case-study method generates holistic understanding of complex networks and networking activities. In-depth interviews allow exploration of entrepreneurial processes.
Findings – Cross-comparisons reveal network effectiveness related to common goals shared among network members. Benefits such as problem solving, information dissemination, and opportunities to learn were important for members of a specific network, but may be undermined by individual entrepreneurial aims and differences.
Research limitations/implications – The results concern a mature destination but the approach might be used for similar work in other sectors and settings. The network models should be assessed for destination planning in other parts of Europe, especially emerging tourism regions.
Practical implications – Identified patterns and issues generate ideas for policy makers for current practice; with the need for public policy to work with, seek to build on, and support existing enterprise initiatives, rather than developing new collaborations.
Originality/value – The paper contributes to debates on visitor attraction marketing with a focus on a theory of co-operation in marketing networks. Many studies focus on specific types of attractions or tourist destinations, or specific strategic approaches.
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