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9781784710873

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'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

'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

`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

Author Information

Gunjan Saxena, Hull University Business School, UK

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