CONTRIBUTION OF NETWORKING AND CLUSTERING IN RURAL TOURISM BUSINESS
Main Article Content
Keywords
Clusters & networks, Rural tourism business, Greece, Case study
Abstract
The tourism industry is characterised by a highly competitive global market. Research suggests networks and clusters are efficient tools providing a framework for small and medium-sized tourism enterprises with opportunities to operate in this competitive environment. The purpose of this paper is to explore the potential contribution of clusters and networks in the field of rural tourism business. A review of the literature on the contribution of clusters to tourism destination and tourism business management and marketing is followed by three case studies of rural tourism-related projects in Greece. These case studies focus on the main management and marketing issues. Various management and marketing issues are investigated; the achievements and problems are stressed, and the factors crucial to the success of these rural tourism business clusters are identified. The paper provides recommendations for local planners and destination managers to enable them to successfully operate such alliances.