Moscardo, Gianna (2023) Tourism governance for rural community wellbeing: Challenges and creative opportunities. In: Mair, Heather, (ed.) Handbook on Tourism and Rural Community Development. Research Handbooks in Tourism . Edward Elgar, Cheltenham, UK, pp. 286-300.

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Abstract

Governments often propose tourism as a tool for rural or peripheral community development based on assumptions about its expected benefits for community well-being. Despite tourism’s potential to support community development there is little systematic evidence that it achieves these goals. Several analyses of existing approaches to tourism governance have identified major challenges for the effective use of tourism as a rural community development tool. This chapter briefly reviews these challenges and argues that they all connect to two core problems – a failure to see tourism as a tool for the rural community and focusing on the rural community as a resource for tourism, and an inability to engage and empower rural community residents in both tourism planning and practice. Alternative story-based approaches for addressing these challenges are proposed and exemplified through case studies of tourism activities and initiatives from different rural communities around the globe.

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