policy frameworks for rural tourism

Policy Frameworks for Rural Tourism BAM313: Rural Tourism

Learning Outcomes

Aims

To cri'cally evaluate the key elements/features of rural tourism policy

To examine frameworks for rural tourism policy, and assess the role, nature and impact of rural tourism strategies

To chronologically outline the legisla've framework for rural recrea'on

To assess recent government approaches to rural tourism policy, and outline key changes rela'ng to the delivery of rural policy frameworks

To consider the impact and importance of related policy areas, and related stakeholders

Rural Tourism

1. Why is a specific rural tourism policy required?

2. What are the key features/cri'cal elements of a rural tourism policy?

Ac:vity 1:

Policy Frameworks for Rural Tourism

Key Features of Rural Tourism Policy

Define rural tourism, incorpora'ng various components of natural facili'es, ac'vi'es and services

Develop a specific sta's'cal database for rural tourism to help establish product availability, development possibili'es and market informa'on

Propose a strategic plan, which should set clear objec'ves and targets for rural tourism development and marke'ng



Overcome any duplica'on of effort or clarity of message; factors oJen seen as a reason for poor marke'ng results

Address key issues of research, training provision, networking, quality product development, innova'on and standards, to maintain compe''veness

Develop func'onal links with key players in the marketplace and ensure measurable results from marke'ng efforts in rural tourism



Theme: Structure and Func'on [aims, objec'ves, ac'ons and outcomes that relate to the structure and func'on of the tourism industry]

Products -‐ research into, quality of, changing fashions in, and promo'on of them

Training and professionalism -‐ raising the quality of service and adding value to industry human resources

Markets -‐ research into changing nature and demands of, and ability to respond to them



Theme: Structure and Func'on [aims, objec'ves, ac'ons and outcomes that relate to the structure and func'on of the tourism industry]

Co-‐ordina'on, co-‐opera'on and integra'on -‐ the development, opera'onalisa'on and sustaining of collabora've partnerships and networks

Values and ideologies -‐ underlying any policy formula'on process



Theme: Rela'onship with Place [the nature of, rela'onships with, and promo'on of the place context within which the structure of tourism is func'oning]

Tourism’s role in local and regional economic diversifica'on and rejuvena'on

The spa'al emphasis of tourism ac'vity

The importance of local cultures, iden'ty, representa'on and image

Issues of local resource u'lisa'on and environmental management


Key Considera:ons:

Policies towards rural tourism have been notably ad-‐hoc and reac've, reflec'ng a perceived low importance of the rural sector in terms of income and addi'onal employment genera'on

Des'na'on marke'ng and branding is becoming more difficult because of the growing range of stakeholders and ac'vi'es within any given des'na'on

Greater emphasis on niche markets and the promo'on of specific ac'vi'es (e.g. walking/riding) rather than on place

Frameworks for Rural Tourism Policy

The Role of Rural Tourism Policy



Dimensions of Policy:

• The scale of implementa9on – local, regional to na9onal

• The level of strategy detail, ranging from low to high, depending on strategic objec9ves


The Role of Rural Tourism Policy:

Facilita-ng: Policy is focused at the na'onal or higher regional scale; generally focusing on overall strategy it will generally contain a low level of detail, which will need to be completed at a lower level of policy formula'on

Constraining: Policy is focused at the higher scale but entails a high level of detail. Results in a prescrip've framework approach which my be suscep'ble to cri'cism of being too insensi've to local area characteris'cs


The Role of Rural Tourism Policy:

Enabling: Policy has a local focus with a degree of detail enabling direc'on and support for local development. It will complement and feed into a wider strategic overview, which it will be unable to provide alone

Vacuous: Policy has a local focus but contains li\le detail to respond to either local or strategic needs




• The level of integra9on of the components of the strategy, which may range from low to high

• The level of emphasis on product quality



Undifferen-ated: a high level of integra'on within the policy is combined with a low emphasis on product quality

Sophis-cated: a policy both highly integrated and emphasising product quality

Isolated: a policy emphasising product quality but which is poorly integrated

Fragmented: a policy where poor integra'on is matched by a low emphasis on product quality




• The level of integra9on of stakeholders, which may range from high integra9on of different groups to isola9on of groups and individuals

• The temporal dimension, extending from the present into the medium-‐ and long-‐term future



Sustainability: a high level of group integra'on in contribu'ng to and par'cipa'ng in the policy formula'on process, but with no guarantee of this con'nuing in the long-‐term

Apparent Sustainability: where a high level of integra'on can be projected into the future with some degree of confidence



Limited Sustainability: where the present context for strategy development is one of isolated groups and individuals

Non-‐Sustainability: where stakeholder isola'on within the strategy development process is likely to be the norm for the foreseeable future


Roberts and Hall (2001) -‐ Cri-cal Factors in Shaping Rural Tourism Policy:

The oJ-‐cited paradox of the need for effec've management and planning of tourism and recrea'on in rural areas, but the frequent absence or poorly developed nature of strategy

The importance of integra'on, both ver'cal and horizontal, between the various stakeholders and strategic bodies with an ac've interest and role in policy formula'on

The need for integrated thinking and ac'ons in terms of the way in which tourism and recrea'on are managed within processes of rural development


Roberts and Hall (2001) -‐ Cri-cal Factors in Shaping Rural Tourism Policy:

The requirement for planning and management to recognise and respond to the fact that much rural tourism ac'vity may be mass, rather than niche, with consequent impacts

Overcoming poten'al ‘implementa'on gaps’ -‐ mo'va'ons of micro-‐businesses/resource base/limited knowledge of the rural tourism sector and requirements of guests/low levels of informa'on about tourism ac'vi'es and opportuni'es/limited networking and contact with key agencies/stakeholders


Curry and RavenscroL (2001) -‐ State Approaches to Recrea-on Provision

Approach 1: Ci-zens’ Rights of Access over Private Property

Prevalent in the 1930s in the wake of confronta'onal public protest over access to moorland (Kinderscout Mass Trespass)

Instrumental in establishing the statutory rights of way system under the 1949 Na'onal Parks and Access to the Countryside Act



Approach 1: Ci-zens’ Rights of Access over Private Property

Part of a ‘welfarist’ Labour government a\emp'ng to create a ‘land fit for heroes’ as part of post-‐war reconstruc'on

Found contemporary renewal of interest and poli'cal deposi'on through the 2000 CROW Act

A response to pressure groups rather than a response to what was desired by the wider public



Approach 2: Supply-‐Led Policy Regimes

Post war bureaucracy gave public bodies par'al responsibili'es for countryside recrea'on in their porfolios, designed to give the public what policymakers felt they ought to have

Increased access resources has been beneficial for the policy community, as they present a visible measure of success



Approach 3: Damage Limita-on

Tempered provision to minimise the impact of a ‘recrea'on explosion’ (in the light of supply-‐led policies)

Country Parks in the 1970s, were designed as a way of keeping people away from the deeper countryside -‐ designed to ‘contain’ and ‘filter’ the recrea'ng public at large rather than to maximise public enjoyment



Approach 4: Community-‐Led Provision

Provision of recrea'on and access in partnership with the local popula'on, acknowledging community aspira'ons

Also influenced by the ability of individuals to tap into government finances, than to no'ons of a wider public interest

Examples of Rural Tourism Strategies


English Tourism Council (2001), Working for the Countryside -‐ A Strategy for Rural Tourism in England 2001-‐2005

Working for the Countryside

Key Principles

Relate supply to market demand

Gain more value form tourism

Provide a consistent yet dis'nc've quality of experience

Maintain an a\rac've countryside in its own right and as a basis for rural tourism

Take decisions locally based on partnership


Strategic Aims for Rural Tourism

To maintain and increase the availability and quality of employment in rural tourism enterprises

To ensure that a high quality visitor experience in the countryside is available to everyone

To maintain and enhance the quality of the rural environment

To spread the benefits of tourism throughout rural communi'es



To maintain and increase the availability and quality of employment in rural tourism enterprises

To increase the total amount of tourism spending in the countryside

To improve business performance and viability of rural tourism enterprises

To reduce seasonality of visits, where locally appropriate



To ensure that a high quality visitor experience in the countryside is available to everyone

To understand and meet the needs of different market segments

To ensure a high quality of service throughout rural England

To increase apprecia'on of local dis'nc'veness

To ensure best possible access for all visitors, irrespec've of physical of social need



To maintain and enhance the quality of the rural environment

To strengthen all ini'a'ves aimed at maintaining and improving landscape quality, countryside character, biodiversity and cultural heritage

To increase investment and visitor spending in forms of tourism that support conserva'on and preserva'on of landscape

To reduce the nega've impacts of visitor movements and use of resources by tourism enterprises



To spread the benefits of tourism throughout rural communi-es

To maximise the propor'on of visitor spending retained in local communi'es

To increase the use and viability of local services

To ensure that local people appreciate the benefits of tourism

To ensure that local people are involved in the management of tourism in their area


Priori-es for Ac-on

Influencing and Enabling Visits

Strengthening the marke'ng of rural products and des'na'ons

Increasing the local impact of visitor informa'on

Improving the access for all visitors


Priori-es for Ac-on

Enriching the Rural Tourism Experience

Providing a wide range of quality accommoda'on

Bringing out local dis'nc'veness, culture and heritage

Promo'ng local produce and gastronomy

Making more of ac'vity-‐based tourism


Priori-es for Ac-on

Fostering Rural Tourism Enterprises

Providing more focused business support

Rela'ng planning decisions to economic, social and environmental benefits

Increased networking between rural tourism businesses

Improving the impact of businesses on the local environment and community


Priori-es for Ac-on

Improving the Management of Rural Des-na-ons

Iden'fying rural tourism des'na'ons for integrated quality management

Strengthening the role of market towns in tourism

Improving visitor and traffic management

Suppor'ng the conversa'on of landscapes and biodiversity

Involving local communi'es in tourism management


South East England Development Agency (2002), Rural Tourism in the South East -‐ A Strategy for Future Ac-on, SEEDA


Countryside Agency (2001), Sustainable Tourism Management in the New Forest


Forest of Bowland (2010), A Strategy for Sustainable Tourism 2010-‐2015

Current Policy Support for Rural Tourism

Visit England – Rural Tourism Ac-on Plan

Rural Tourism Ac:on Plan

Key Objec-ves

Objec-ve 1: To diversify and modernise rural tourism products to generate business opportuni'es suited to local environments and communi'es and develop a year around visitor offer

Objec-ve 2: To increase consumer awareness, understanding and enjoyment of the products and experiences available in rural areas

Objec-ve 3: To encourage rural communi'es and economies to benefit from the value of rural tourism by taking ownership of the development, management, protec'on and conserva'on of rural assets and loca'ons

The Wider Policy Context

The Wider Policy Context for Rural Tourism

The Rural White Paper -‐ ‘Our Countryside: The Future, A Fair Deal for Rural England’ (2000)

Key Themes:

A living countryside -‐ rural services, housing and local transport

A working countryside -‐ market towns, rural economies and farming

A protected countryside -‐ conserva'on, wildlife diversity and the natural environment

A vibrant countryside -‐ community involvement in the planning process, ‘thinking rural’ greater apprecia'on of the rural dimension in planning policies -‐ ‘rural proofing’


DEFRA -‐ England Rural Development Programme 2000-‐2006

Schemes to conserve and improve the rural environment, or Land-‐based schemes (including agri-‐environment schemes); and

Schemes to help farming, forestry and other rural businesses and communi'es to adapt to changing circumstances and to develop, or

Project-‐based schemes are not based on par'cular areas of land. They are focused around individual developments and projects, and aim to promote imagina've and varied schemes within rural areas.

Total of £1.6bn of EU and Government money allocated between 2000 and 2006


DEFRA -‐ Rural Development Programme for England 2007-‐2013

Budget of £3.9bn between 2007 and 2013

The RDPE is built around 4 ‘Axes’ or objec'ves:

Axis 1 – improving the compe''veness of the agricultural and forestry sector

Axis 2 – improving the environment and the countryside

Axis 3 – quality of life in rural areas and diversifica'on of the rural economy

RDPE Network

The Legisla-ve Framework for Rural Tourism and Recrea-on

The Legisla:ve Framework for Rural Tourism

1949 Na-onal Parks and Access to the Countryside Act

Na-onal Parks Commission

Responsible for exercising func'ons outlined in the act

Controlled under the Minister for Town and Country Planning (later Department of the Environment)

Na-onal Parks

By 1955, 10 Na'onal Parks designated

‘to preserve and enhance the natural beauty of the areas specified and for the purpose of promo'ng their enjoyment by the public’



Nature Conserva-on

Crea'on of Nature Conservancy (English Nature)

Nature Reserves

Management agreements with the landowner or through purchase and management by the conservancy.

Local authori'es were empowered to designate local nature reserves and introduce bye-‐laws to protect them



Sites of Special Scien-fic Interest

Public Rights of Way

Local highway authori'es were duty bound to prepare a draJ map showing all public footpaths, bridleways and roads used as public paths -‐ leading to the publica'on of the defini've map

Areas of Natural Outstanding Beauty


1968 Countryside Act

Extend the principles of the 1949 Act to a larger and wider area of the countryside.

Widened the remit of the Na'onal Park Commission by changing it to the Countryside Commission

‘conserva'on and enhancement, of the natural beauty and amenity of the countryside, and encouraging the provision and improvement for persons resor'ng to the countryside of facili'es for the enjoyment of the countryside and of open air recrea'on in the countryside’



Crea-on of Country Parks

Allow opportuni'es for enjoying the countryside, while also having regard to the ‘loca'on of an urban or built up area’

Emphasis not on agriculture but promo'ng the recrea'onal opportuni'es of the countryside

Local authori'es given powers to develop facili'es on publicly accessible common land and to create picnic sites and camping sites



Rights of Way

Signpos'ng and maintenance of public rights of way


1981 Wildlife and Countryside Act

Improved protec-on and conserva-on of the landscape

Protec-on of birds

Conserva-on of specific habitats

Grant aid for conserva-on in SSSIs

Farmer receives the income he forgoes in not developing the land, designated within an SSSI.

Public Rights of Way

Con'nuous review of the ‘defini've map’


1986 Agricultural Act

‘Greening of Agricultural Policy’

Environmentally Sensi've Areas

Farm Diversifica'on Grant Scheme


1990 Rights of Way Act

Restora'on of footpaths and bridalways aJer ploughing


2000 Countryside and Rights of Way Act

Aims of the Act

Statutory right of access on foot to certain types of open land

Modernise the public rights of way system

Strengthen nature conserva'on legisla'on

Facilitate be\er management of AONBs



Access to the Countryside

New right of access on foot to areas of open land comprising: mountain, moorland, heath, downland, registered commonland

Access based on extensive mapping exercise to be conducted by the Countryside Agency to iden'fy qualifying land



Public Rights of Way and Road Traffic

Highway authori'es charged with producing a Rights of Way Improvement Plan within 5 years

Defini've map closed to claims for historical rights of way in 2026

Par'cular a\en'on required to the needs of less able people



Areas of Outstanding Natural Beauty

Local Authori'es to produce AONB management plan (reviewing or adop'ng new ones if already in existence)

Con'nued emphasis towards conserving and enhancing the natural beauty of AONB areas

Scope for larger AONB areas allowing several local authori'es to set up a Conserva'on Board taking over certain agreed func'ons from the local authority

Learning Outcomes

By the end of this session, you should be able to:

To cri'cally evaluate the key elements/features of rural tourism policy

To examine frameworks for rural tourism policy, and assess the role, nature and impact of rural tourism strategies

To chronologically outline the legisla've framework for rural recrea'on

To assess recent government approaches to rural tourism policy, and outline key changes rela'ng to the delivery of rural policy frameworks

To consider the impact and importance of related policy areas, and related stakeholders

policy frameworks for rural tourism

Documents

rural tourism development

specic rural tourism

rural tourism bam313

rural tourism key considera

structure of tourism

rural sector

rural recreaon

markeng policy frameworks