RURAL TOURISM OFFER AND LOCAL COMMUNITY PARTICIPATION IN THE GAMBIA

Abstract

Locals have been objects rather than drivers of rural tourism development in The Gambia and therefore have no direct benefits from tourism. This study used indepth and focus group interviews to identify and analyse the internal and external driving forces that influence rural tourism development in The Gambia. Rural tourism development in The Gambia will require a clear value position, operational excellence and strong customer relations to gain a market leadership that offers the nation a competitive advantage. The results can be used to help rural tourism stakeholders with locals at the core, to collaborate and manage this development proactively and retain revenue generated from tourism within rural communities. One suggestion made from the results of this study is to encourage locals to stage events that will lead to establish unique rural tourism experience which could in turn lead to securing a brand identity in the rural tourism marketplace.