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Abstract
This paper charts the evolution of rural tourism in the developed world as an alternative tourism form, popular since the 1970s with the market and with policy makers as a rural regeneration and conservation tool. It outlines parallels with the Butler tourism area life cycle: emergence; volume growth, complexity and geographical spread; followed by problems arising from increasing competition, lack of governance and leadership, societal change and technical developments. Research responses to rural tourism's growth and change are examined, analysing 1848 articles published since 2000 by interrogating Scopus to reveal responses by subject category and geographic distribution. The papers in the Journal of Sustainable Tourism’s new rural tourism Special Issue are discussed, noting how researchers have explored the conversion of rural tourism from sightseeing to numerous experiential activities, together with papers discussing governance, leadership, networking, product development and marketing. The paper concludes by calling for the research-led creation of a New Generation Rural Tourism, based on informed destination development and management, better understanding of markets and modern marketing, and professional approaches to holistic and sustainability enhancing management. The formation of an international rural tourism research group to explore, assist and assess New Generation Rural Tourism is suggested.
乡村旅游：实践与研究方法的发展演变 - 迈向新一代概念？摘要
本文图表展示了在发达国家乡村旅游作为一种替代的旅游形式，自20世纪17年代以来在市场和政策制定者的作用下成为一种农村重建和保护的流行工具的演变。它并列概述了巴特勒旅游地区的生命周期：出现；量的增长，复杂性和地理分布；紧接着是日益激烈的竞争中因缺乏管理和领导而在社会变革和技术发展中产生的问题。研究回应调查了乡村旅游的发展和变化，通过Scopus数据库分析了自2000年以来出版的1848篇文章，揭示主题类别和地理分布的回应。对《可持续旅游》杂志的新农村旅游特刊的论文进行了讨论，并指出了研究人员如何探索乡村旅游从观光向众多体验活动的转变，连同论文一起讨论了管理、领导、网络、产品开发和营销。文章最后呼吁新一代乡村旅游创建以研究为主导模式，这要建立在明智的目的地开发和管理、更好地了解市场和现代市场营销，以及专业的方法来全面和可持续发展加强管理。并建议形成国际乡村旅游调研组，发掘、协助和评估新一代乡村旅游。
Acknowledgements
The authors thank Bill Bramwell, co-editor of the Journal of Sustainable Tourism, for his advice on the development and refinement of this paper.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes
1. As time has passed, the all-encompassing word rural tourism has tended to outperform agri-tourism and farm tourism. Visitors might stay overnight in farms, but much of their time is spent away from farms, exploring the countryside in general, and villages and country towns in particular. Many smaller farms are opting out of agriculture, and becoming full time tourism enterprises. There has been a surge in accommodation and attraction development in villages and small country towns. For a fuller discussion of this, see Barbieri (Citation2013) and Lane et al. (Citation2013, p. 28).
Rural tourism can also include ecotourism. However, that term tends to be used for rural tourism in developing world situations. Its generally accepted definition comes from Hector Ceballos-Lascurain (Citation1996, p.14), as
environmentally responsible travel and visitation to relatively undisturbed natural areas, in order to enjoy and appreciate nature (and any accompanying cultural features – both past and present), that promotes conservation, has low visitor impact, and provides for beneficially active socio-economic involvement of local populations.
In many ways, ecotourism is a very special form of rural tourism. This paper concentrates on rural tourism that does not see itself as primarily ecotourism.
2. The authors recognise that this analysis is limited to articles published in the journals available on this platform, and that it does not include book chapters nor other documents. However, Scopus is an increasingly used platform for bibliometric analysis in tourism, with relatively broad journal coverage and increasing use for research output assessment (Hall, Citation2011).
3. Discussed in some earlier conference presentations as Second Generation Rural Tourism.
4. The Executive Director of Austrian Farm Holidays is a tourism graduate from the University of Surrey, UK.
Additional information
Notes on contributors
Bernard Lane
Bernard Lane has 50 years of global experience in rural tourism, sustainable tourism, heritage conservation, and rural development. He founded and co-edits the Journal of Sustainable Tourism. He is a visiting professor at Leeds Beckett University, and an associate of Red Kite Environment, a consultancy group linking sustainable tourism to heritage management, and rural development. He has worked with communities, agencies, governments, universities and companies across the UK, and in Australia, Austria, Canada, Chile, Dominica, Egypt, Finland, Germany, Ireland, Japan, Korea, New Zealand, Norway, Poland, Portugal, Romania, Taiwan and the USA, together with the OECD, the European Commission, the European Parliament, and the World Bank.
Elisabeth Kastenholz
Elisabeth Kastenholz is an associate professor in the Department of Economics, Management and Industrial Engineering at the University of Aveiro (Portugal), a researcher at the GOVCOPP Research Unit, and was the coordinator of the ORTE project on the Overall Rural Tourism Experience (2010–2013). She holds a degree in tourism management and planning, an MBA and a PhD in tourism. Her research focuses on rural tourism, consumer behaviour in tourism, the overall tourism experience, destination marketing and sustainable destination development, and has published papers related to rural tourism in many international journals.