Entrepreneurial Approaches to Rural Tourism in the Netherlands: Distinct Differences

Abstract

Rural entrepreneurship is a nebulous concept, due in part to minimal research and primary focus on inherent lifestyle characteristics of rural entrepreneurs. Set in a context of wellness tourism in rural areas of the Netherlands, our research examined a nascent farm spa franchise, currently operating on three farms, to illustrate three different dimensions of entrepreneurship. We employed the anthropological concept of liminality to frame the pull of wellness tourism itself and its application to the three identified forms of entrepreneurship—imitation, liminal entrepreneurship and visionary entrepreneurship, each of which were evident by different individuals within the farm spa franchise.