Evaluating achievements, challenges and future avenues for research, this book explores how new dimensions of knowledge and practice contest, reshape and advance traditional understandings of sustainable consumption governance.
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Edited by Oksana Mont
Edited by Stephen F. McCool and Keith Bosak
Exploring tourism in an increasingly valuable landscape, this forward-looking book examines the importance of the sustainability of global travel. Leading authors in the field outline the major trajectories for research helpful in developing a sustainable and environmentally-minded industry.
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.
Experience and Enterprise
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.
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.
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.
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.
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.
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.