University Report: Contemporary Issues in Tourism and Rural Tourism

This report examines the emergence and significance of rural tourism as a contemporary issue within the tourism industry, focusing on the application of the policy cycle to analyze the development and policy-making processes of rural tourism. It addresses existing challenges in rural tourism and potential future policies to enhance the concept. The report also analyzes strategies for attracting tourists to rural tourism ventures, aiming to stimulate rural economies and promote sustainable development. The analysis includes case studies of Eurobodalla Shire and Alpine Shire in Australia, comparing and contrasting their approaches to rural tourism development, considering factors such as economic conditions, cultural preservation, and the implementation of agri-tourism. The report highlights key issues like the clash between agricultural practices and tourism, water supply challenges, and the importance of training and awareness programs. Furthermore, it assesses the impact of rural tourism on job creation, migration, and the promotion of local products, offering insights into how rural tourism can contribute to economic growth and sustainable practices in diverse rural settings.

Running head: CONTEMPORARY ISSUES IN TOURISM
Contemporary Issues in Tourism
Name of the Student:
Name of the University:
Author’s Note:

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Executive summary
The aim of this paper is to study the emergence and importance of rural tourism as one of the
important contemporary issues of the tourism industry. There has been the usage of the policy
cycle in order to analyze the different stages involved in the analysis and the policy making of
the rural tourism. This paper will also be directed towards the existing issues in the field of rural
tourism and the different plan and policies that can be formulated in future in order to uplift this
concept. Apart from this, there is also an attempt made to analyze the various ways in which the
rural tourism undertakings can attract a number of tourists and develop not only the rural
economy but also take a step ahead towards sustainable development.

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Table of Contents
Introduction......................................................................................................................................2
part1.................................................................................................................................................2
part2.................................................................................................................................................5
part3.................................................................................................................................................9
Conclusion.....................................................................................................................................10
Reference list.................................................................................................................................12

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Introduction
The main purpose of these two discussion papers is to recognize and analyze the
importance of rural tourism in two different areas and to see what are the similarities and the
differences in the path of the propagation of the same in both the areas. It is seen from the two
discussion papers that rural tourism is one of the most rather the most important activity for
promoting economic development on the rural regions, it not only encourages the development
of the rural economy but also the using up of the lost working places. There are usually several
links that one can find between ecotourism and rural tourism as the main purpose is to uplift the
rural areas economically, socially and culturally also keeping in mind the environmental aspects
of the rural regions.

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part1
Figure1: The Policy Cycle
(Source: bizmanualz.com.2015)

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Problem definition- The main problem that were identified was the poor economic
condition of the rural areas and also the loss of the cultural heritage, the natural uplifting of the
rural regions and the different challenges that might be faced in developing the rural areas
through rural tourism.
Agenda setting- It is the first step where issues come before the eyes of the Government and
are also labelled as matters of utmost importance that are in need of government attention. This
can be linked easily to the issue of the development of rural tourism as well. (Saarinen & Lenao
2014, p.363-372).

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Figure2: objective behind rural tourism is sustainable development
(Source: esc.nsw.gov.au.2015)

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Policy formulation- The finding out of several alternative measures that could deal with
the problem of sustainable development existing in the rural areas. (Komppula 2014, p.361-371).
Hence, attempts were made in order to frame and formulate policies for the sustainable rural
development and rural tourism.
Decision making-Government took the necessary decisions that are essential for the
purpose of solving the problems that are persistent in the rural economies, and finding out the
solutions and the process in which those solutions must be implemented.

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Policy implementation-
Figure3: policy implementation in rural tourism
(Source: planning.org.au.2016)
Policy evaluation
It includes conducting interviews with the local people including the villager’s and also
the farm owners about the changes that they have faced recently or the advantages and
disadvantages that they have to come across from this rural tourism development in their areas.

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Discussion paper1
Barry G, 'A DISCUSSION PAPER TO GUIDE THE EUROBODALLA SHIRE
COUNCIL RURAL STRATEGY' (2015) DISCUSSION PAPER 8
figure4: Eurobodalla Shire
(Source: eurobodalla.com.au.2016)
Eurobodalla Shire, known as the land of many seas richly adorned with the coastal beauty
of oysters, orchids, sea creatures and the pure sea breeze is a local eco tourist spot located in

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NSW region of Australia. As records suggest, the urbanization rate has increased a lot during the
past few years and it is mainly because of the lack of proper educational and employment
opportunities.
Hence, in order to solve this problem, the agenda set was to train the local people about
the usefulness of this project and also providing them with better employment opportunities so
that the chances of migration is reduced.
Several policies were made for the proper implementation of the rural development
methods, some of it was exercised but it was seen from the policy evaluation system that there
were still chances of migration due to the lack of proper training and awareness and rural tourism
developmental activities often clashed with the local agricultural practices.
Discussion paper 2
'Alpine Shire Rural Land Strategy' (2017) Discussion Paper 2 Rural Based Toursim
Alpine Shire also is a new endeavor made towards the development of the rural tourism.
It has been recognized as the most versatile and valuable cultivable land of the NSW region of
Australia. The agenda set to develop this place as a rural tourist spot was almost similar to that of
Eurobodalla Shire, but the policy setting and policy implementation has been done in a better
way and is seen to be much more successful. It has used Agri Tourism as one of its main

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promotional activity which has not only attracted a huge number of customers but also has
created a good market for the local products.

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part2
Comparing and Contrasting
To begin with both Alpine Shire and Eurobodalla Shire mainly attract the tourists based on the
scenic beauties and the view of the beautiful rural landscape. As is seen from both the discussion
papers, rural tourism is a very modern concept that has emerged in the recent times that is over
the past few years with a very positive approach. It is so because the main motto of rural tourism
development is to promote sustainable economic growth in the remote, rural and economically
backward regions. Rural tourism brings along with it a huge scope for opening up many new job
opportunities for the rural local people (Randelli, Romei & Tortora 2014, p.276-281).
. As it was decided that the rural tourism development project will be undertaken in these
regions, a large number of villagers had to be trained and properly educated so that they have no
difficulty in understanding the whole area of changers that would be taking place around them
(Rid, Ezeuduji & Pröbstl-Haider 2014, p.102-116). As there are very frequent cases of sudden
closure of the mining and other factories, the villagers often lose their jobs and are forced to
leave and migrate from the villages, but with the arrival of this project of rural development,
these villagers once again got several new employment opportunities (Saarinen & Lenao 2014, p.
363-372).
A group of the local villagers were trained with a special art of tree cutting which was
needed to create the exteriors and the surrounding gardens of the tourist lodges and the resorts, as
a result of which these localities got appointed in a new job role and they could in turn train more
number of villagers to work with them but even after promoting these employment opportunities,

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there have been several cases of migration because many villagers were unable to understand this
whole new concept and lacked the patience and the will to adapt to these changes(Jepson &
Sharpley 2015, p.1157-1178).
They have also made sure that there is a strong market that promotes and sells the local
handmade products to the tourists (Calabrò & Della Spina 2014, p.43-48) similar strategies have
also been undertaken in Eurobodalla Shire as well, but still many villagers have left the village,
perhaps because of the lack of a strong market and also because of the lack of proper training
programs to inculcate among them the usefulness of the rural tourism.
On contrary, Alpine Shire has a different picture. It not only conducts several training and
awareness programs but also a large number of events like annual fairs where many people
gather in order to by the local products, thus giving a boost to the rural economy and giving them
a global platform to expand (Hernández-Maestro & González-Benito 2014,p.83-95).

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Figure5: Alpine Shire Market Event
(Source: alpineshire.vic.gov.au.2015)
At the same time there has been the identification of some issues in the Eurobodalla
Shire, like there has been a clash between the agricultural activities and the tourism
developmental activities (Jepson & Sharpley 2015, p.1157-1178). As there are many cultivable
lands located in and around the tourist spot, the local farmers fear that their farmlands might be
harmed due to the tourist spot developmental activities (Cornet, 2015,p.29-43.).

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Figure6: Water supply related issues in Eurobodalla Shire
(Source: eurobodalla.com.au.2016)

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On contrary, one can notice that Alpine Shire has promoted Agri-Tourism, by the means
of which, they have opened a new and unique arena for the visitors to develop a keen interest in
visiting those places from where their food comes and also see the processes involved in the food
production.
Figure7: Agri Tourism in Alpine Shire, Australia.
(Source: alpineshire.vic.gov.au.2016)

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Moreover, Alpine Shire has an additional advantage as it has been identified as the most
versatile agricultural lands of Australia, with fertile soil, moderate rainfall, and fresh air
altogether making it a refreshing and ideal place for the tourists. Now coming back to
Eurobodalla Shire, another challenge faced is the waterway maintenance and the supply of clear
potable water to the local residents and the tourists. As ecotourism is mainly based on the
preservation of the cultural heritage, there must be the proper maintenance of the Shire’s heritage
as well, particularly in the rural areas which in turn will increase the opportunities for tourism.
Figure8: Alpine Shire Valley Agri Food and farmlands.
(Source: alpineshire.vic.gov.au.2015)

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Alpine Shire on one hand has promoted rural tourism and on the other hand has also
opened for many new job and education opportunities for the villagers, as it conducts many
seminars and education programs for the local people to develop knowledge on the production of
new innovative products.
Figure9: Alpine Shire promoting and selling the local products
(Source: alpineshire.vic.gov.au.2015)

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Similarly, both these places have been successful in providing the tourists with all the
necessary facilities related to their accommodation and the site seeing as well. A large number of
natural sites seeing like parks, national parks, bird watching, horse riding etc have been set up.
But it is also evident from the two discussion papers that, there are still some areas of
improvement on which the endeavors of rural tourism have to work upon in the future days.
Figure10: Horse riding; an important aspect of ecotourism
(Source: horsetreks.com.au.2015)

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part3
I have been able to enrich my knowledge a great deal through this analysis regarding the
ecotourism and also the different steps involved in preserving and improving the social, cultural
and the ecological aspects of the rural tourist spots. Being a part of the tourism industry, this
research has helped me immensely to understand about the two beautiful ecotourism spots of
Eurobodalla and Alpine Shires which are gradually becoming the favorite ecotourism spots. I
find that this present scenario is the scenario of change and diversity (Phillips et al., 2013, p.93-
104).
It is a time when the customers are more inclined towards something new and something very
unique, in other words, they like to think our of the box. In order to spend their holidays, most of
the customers are looking for a calm, quiet, peaceful and refreshing place. This analysis of the
rural tourism will now help me to easily reach out to my targeted customers and thus develop a
strong customer base.

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Conclusion
These regions might be rural in terms of economy and their geographic locations but at
the same time; they are richly adorned with natural beauty. In other words, these regions have a
great potential for economic development if they are given proper financial aids and are properly
managed through the proper channels. As tourism industry is a labor intensive industry, hence it
can at once open a huge plethora of opportunities for these economically weak backward
regions. Though it is a very newly emerging concept at the same time, it is a plethora of
opportunities. The Government must be more active towards the uplifting of the rural tourist
spots with new and helpful laws and policies.

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Reference list
Butler, R., 2014. RURAL RECREATIQN AND TQURISM. The geography of rural change,
p.211.
Calabrò, F. and Della Spina, L., 2014. The Cultural and Environmental Resources for
Sustainable Development of Rural Areas in Economically Disadvantaged Contexts-Economic-
Appraisals Issues of a Model of Management for the Valorisation of Public Assets. In Advanced
Materials Research (Vol. 869, pp. 43-48). Trans Tech Publications.
Cornet, C., 2015. Tourism development and resistance in China. Annals of Tourism
Research, 52, pp.29-43.
Garau, C., 2015. Perspectives on cultural and sustainable rural tourism in a smart region: The
case study of marmilla in Sardinia (Italy). Sustainability, 7(6), pp.6412-6434.
Hernández-Maestro, R.M. and González-Benito, Ó., 2014. Rural lodging establishments as
drivers of rural development. Journal of Travel Research, 53(1), pp.83-95.
Jepson, D. and Sharpley, R., 2015. More than sense of place? Exploring the emotional dimension
of rural tourism experiences. Journal of Sustainable Tourism, 23(8-9), pp.1157-1178.
Komppula, R., 2014. The role of individual entrepreneurs in the development of competitiveness
for a rural tourism destination–A case study. Tourism Management, 40, pp.361-371.
Phillips, W.J., Wolfe, K., Hodur, N. and Leistritz, F.L., 2013. Tourist word of mouth and revisit
intentions to rural tourism destinations: A case of North Dakota, USA. International journal of
tourism research, 15(1), pp.93-104.

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Pröbstl-Haider, U., Pröbstl-Haider, U., Melzer, V., Melzer, V., Jiricka, A. and Jiricka, A., 2014.
Rural tourism opportunities: strategies and requirements for destination leadership in peripheral
areas. Tourism Review, 69(3), pp.216-228.
Randelli, F., Romei, P. and Tortora, M., 2014. An evolutionary approach to the study of rural
tourism: The case of Tuscany. Land Use Policy, 38, pp.276-281.
Rid, W., Ezeuduji, I.O. and Pröbstl-Haider, U., 2014. Segmentation by motivation for rural
tourism activities in The Gambia. Tourism Management, 40, pp.102-116.
Saarinen, J. and Lenao, M., 2014. Integrating tourism to rural development and planning in the
developing world. Development Southern Africa, 31(3), pp.363-372.