Rural Tourism and EnterpriseManagement, Marketing and

Sustainability

Edited byADE ORIADE AND

PETER ROBINSON

COMPLIMENTARY TEACHING MATERIALS

C A B I TO U R I S M T E X T S

CHAPTER 2

Selling to Consumers

C A B I TO U R I S M T E X T S

LEARNING OBJECTIVES

To recognize the unique characteristics of rural tourism in the contemporary context

To classify the market segments of rural tourists

To identify the typology of rural tourism products

To evaluate the challenges of selling to consumers in a rural environment

C A B I TO U R I S M T E X T S

C A B I TO U R I S M T E X T S

SELLING RURALNESS

Discussion: why are tourists attracted to• a beach in Antigua & Barbuda, or• a café inside the Arctic Circle in Finland

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Photo credits : Dr Sammy C.H. Li

C A B I TO U R I S M T E X T S

OUR URBANIZING WORLD2

0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

1950

1955

1960

1965

1970

1975

1980

1985

1990

1995

2000

2005

2010

2015

2020

2025

2030

2035

2040

2045

2050

WORLD

AFRICA

ASIA

EUROPE

LATIN AMERICA AND THECARIBBEAN

NORTHERN AMERICA

OCEANIA

Perc

enta

ge

Year

Percentage of Population at Mid-Year Residing in Urban Areas, 1950-2050

Source: United Nations’ World Urbanization Prospects: The 2014 Revision

Urban Tourists Rural TouristsNight-lifeVibrancyArtificialness TechnologyFestivityExcitement ModernityHistoryRound-the-clock

Quiet-lifePeacefulnessNaturalnessSimplicityAuthenticityWell-beingEscapismHeritageTraditions

C A B I TO U R I S M T E X T S

URBAN TOURISTS vs RURAL TOURISTS3

ExamplesHard rural activities Soft rural activities Other rural activitiesCavingMountain / Rock / Ice climbingTrekking

Archaeological expeditionsBackpackingBird watchingCampingCanoeingCyclingEco-tourismFishing / Fly fishingGolfingHikingHorseback ridingHuntingOrienteeringRaftingResearch expeditionsSafarisSea / Whitewater kayakingScuba divingSkiing / SnowboardingSnorkellingSurfingWhale watchingZip lining

Agri-tourismAttending local festivals/fairsCooking classesCruisingCultural activitiesEducational programsGetting to know the localsLearning a new languageStar gazingVisiting friends & relativesVisiting historical sitesVolunteer tourismWalking toursWellness programs

C A B I TO U R I S M T E X T S

SELLING RURAL TOURISM TO CONSUMERS4

C A B I TO U R I S M T E X T S

CONTRIBUTIONS OF RURAL TOURISM TO LOCAL ECONOMIES

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Areas within EU where rural tourism accounts for over 90 per cent of overnight stays

(Province of ) Luxembourg, Belgium

Zeeland, Netherlands

Highlands and Islands, Scotland

Cumbria, England

Burgenland, Austria

Source: European Commission

C A B I TO U R I S M T E X T S

RURAL TOURISM JOBS6

0

100000

200000

300000

400000

500000

600000

2009 2010 2011 2012 2013 2014

Accommodation for Visitors

Food and beverage servingactivities

Passenger transport, travelagencies, vehicle hire etc.

Cultural, sports, recreation andconference activities

All tourism related industries

Perc

enta

ge

Year

Rural tourism jobs by English region and industry sector, 2009-2014

Source: Office for National Statistics, UK Government

C A B I TO U R I S M T E X T S

BARRIERS TO SELLING RURAL TOURISM TO CONSUMERSDiscussion: what are the implications of the following factors to rural businesses that are selling to consumers?• scale of operations• market access• technology• capability• weather and seasonality• uniqueness

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C A B I TO U R I S M T E X T S

CASE STUDY: SAINT HELENA

Developing rural tourism on the world’s most remote inhabited islandQuick factsLocation: 15°56′S 005°43′W, South Atlantic Ocean Size: 121 km2

Population: 4300Famous visitors: Charles Darwin, NapoleonAccess: 5-day voyage on RMS Saint Helena from

Cape Town (until airport opens)Air Safety Support International (ASSI) endorsed certification of Air Traffic Services at Saint Helena Airport for 12 month period from 3 April 2017.

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0

200

400

600

800

1000

1200

Holiday

Business

Transit

C A B I TO U R I S M T E X T S

DEVELOPING RURAL TOURISM ON SAINT HELENA9Pe

rson

s

Year

International arrivals on RMS St Helena

Source: Immigration Section, Police Directorate and Solomons Shipping Office, Saint Helena Government

C A B I TO U R I S M T E X T S

DEVELOPING RURAL TOURISM ON SAINT HELENA

Potential rural tourism segmentsDark sky tourismDiving tourismGolf tourismBird watching tourismSport fishing tourismWellness tourismNapoleonic heritage tourismSlave trade (dark tourism)

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C A B I TO U R I S M T E X T S

DEVELOPING RURAL TOURISM ON SAINT HELENA

Questions:Please conduct an online research to explore the tourism resources of Saint Helena and answer the following questions.1. What rural tourism products can be realistically

introduced to Saint Helena?2. Which tourist source markets and particular

segments shall be targeted by Saint Helena?3. What are the possible obstacles faced by Saint

Helena in its attempt to develop tourism on the world’s most remote inhabited island?

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