RURAL COMMUNITY DEVELOPMENT
TOURISM TIP SHEET
Three Faces of Tourism: Maximizing Rural Resources To Increase Tourism Revenues . .
The basic “Golden Rule” rule applies here--if you want to increase tourism revenues you need
places where people can spend their money!!!
A second basic “Golden Rule” also applies here—if you damage or destroy the resource,
attraction, or service that draws people you’ll lose your ability to increase revenues!!!
The third basic “Golden Rule” that applies is that tourism should be a portion of your overall
economic activity, not a single dominant industry susceptible to a changing travel marketplace!!!
Some Thoughts . . .
“. . . the rural areas of the US are badly in need of economic revitalization, yet these same areas
have an abundance of cultural, historical and natural resource amenities around which to expand
or build a tourism economy.” (National Policy Study on Rural Tourism and Small Business
Development).
“The economy of rural America has shifted over the years from a dependence on agriculture,
forestry, and mining, to the provision of services including tourism and recreation, retirement,
financial, insurance, real estate and retail.” (Understanding Rural America EDA #710).
“There are two rural Americas—one real and the other imagined. The imagined one is a product
of images, some based on experience, some created, and some based on selective perception and
nostalgia. Both are important because both are exerting an influence on today’s farm policy and
rural development agenda.” (Why Save Rural America).
Rural Tourism Development . . .
Must not be viewed simply as an economic development strategy, but also as a modus operandi
related to broader aspects of community development.
Must mesh with the values, opinions, and ideas of local community residents who ultimately
must live with the inevitable positive and negative changes to their environment and quality of
life.
Must be guided by strong and representative local leadership, be well-planned, and include
access to outside expertise and resources to achieve success and mitigate the negative effects.
Dr. Patrick Long, ECU Center for Sustainable Tourism
May 2009
Some general factors affecting tourism development in rural areas . . .
General health of the national, state and local economy;
Changing demographic patterns;
Travel and tourism trends; and,
Weather and natural factors.
Some management issues for rural tourism businesses . . .
Need for basic business skills;
Location and/or access to markets;
Personal and company liability;
Level/type of taxation;
Government regulation(s);
Attracting, training and retaining employees;
Ability to work effectively with regional competition;
Financing and access to capital; and,
Personal satisfaction and financial rewards.
Some obstacles to rural tourism development . . .
Lack of a comprehensive and coordinated Federal Policy on rural tourism development;
State tourism offices are authorized to promote tourism not to develop tourism products;
The strong emotional attachment among rural residents to the economies of the past;
Transportation access to rural areas is not complete;
Access to capital for tourism ventures and small businesses is limited;
There is a lack of trained, competent technical assistance providers; and,
Lack of research and proven models in rural tourism.
Trends specific to tourism development in rural areas of the US . . .
Rapid expansion of tourism in rural communities rich in natural amenities;
Advances in communication technology applicable to tourism;
Growth of niche travel markets;
Improvements in accessing information about tourism products and services;
Growing interest in unique cultural groups;
Concern by travelers for personal and family safety; and,
Impact of the overuse of major attractions.
Dr. Patrick Long, ECU Center for Sustainable Tourism
May 2009