Marketing Rural Tourism

Experience and Enterprise

Gunjan Saxena,赫尔想ty 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.

‘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