Tourism Collaboration Among Rural Entrepreneurs in Rural Areas: Case Studies of Matakana in New Zealand and Pustertal in Italy

Abstract

Tourism in rural areas is a complex phenomenon with multifaced outcomes and has gained ground in terms of demand and attention from scholars in social science as well as in agricultural, environmental and food science. Tourism has a direct influence on the local economy, contributing to the entrepreneurial activity, which is essential for the sustainability of rural areas as it plays a vital role in its development, by leveraging resources and creating tourism offerings. Literature emphasises the importance of collaboration for both tourism providers and the broader entrepreneurial ecosystem in rural areas. Although the impact of tourism collaboration on rural development has been studied, further research is needed to understand how rural entrepreneurs perceive such collaboration.

This thesis aims to investigate rural entrepreneurs’ point of view on tourism collaboration and to provide a deep comprehension of the intangible assets that can be mobilised in rural areas through collaboration. This research is underpinned by an interpretative research paradigm and adopts a qualitative case study approach in two distinct rural settings: Matakana (New Zealand) and Pustertal (Italy). The research design employs semi-structured in-depth interviews and the integration of a scenario cards game as a tool of elicitation. Twenty-seven respondents have participated to this research, 12 in Matakana and 15 in Pustertal. Findings of this thesis define the significant roles and multifaceted values of collaboration in rural settings, showcasing the roles of support, sharing, synergies, promotion and connections perceived by participants. The findings reveal also a number of challenges in achieving and maintaining tourism collaboration. The investigation of rural entrepreneurs’ experiences provides valuable insights on the development of a representative model for assets mobilisation through tourism collaboration in rural areas. Tourism collaboration does not only directly benefits rural entrepreneurs who participate in it, but also contributes to rural development by mobilising a variety of assets. The thesis concludes by emphasising the importance of re-thinking the role of collaboration in developing rural tourism destinations.