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Discussions on tourism development address the urgent need to reduce the negative impacts of tourism on tourist destinations. Despite decades of trying to find potential ways to foster sustainability, however, current tourism development is still mainly driven by political interests and growth agendas. In spite of concepts intending to improve sustainable tourism development, negative dynamics, such as over-tourism and the exploitation of nature and local communities, dominate the current reality of tourism. This article focuses on the concept of degrowth as a potential solution for rethinking tourism policy and practices to ensure greater sustainability. Its aim is to explore the gap between these policies and the academic theories on instigating sustainable change, and the actual reality of the tourism industry, which is primarily driven by economic motivations such as growth.

To explore this dichotomy, this paper investigates the values of tourism lifestyle entrepreneurs. Small businesses are the most dominant group in the industry in terms of numbers. I contend that researching their viewpoint on current developmental trends could lead to valuable insights into how to tackle this gap between theory and reality. This paper also explores how the degrowth paradigm may promote sustainability in tourism, as well as the potential role that tourism lifestyle entrepreneurs could play in this development. The discussion is illustrated by a case study based on interviews with tourism entrepreneurs in Iceland.

The findings indicate that various tourism stakeholders have different approaches to growth, with many tourism lifestyle entrepreneurs tending to embrace degrowth practices by acting according to their value base, albeit sometimes unconsciously. This focus on aspects other than growth could potentially encourage tourism lifestyle entrepreneurs to contribute to sustainable development.

The examples discussed in this paper are locally limited and cannot be generalized due to the small size of the interviewed sample group. The scalability of individual entrepreneurs’ impact is limited due to their small size.

The actions and values applied by these tourism lifestyle entrepreneurs demonstrate how degrowth can be manifest on a small scale: growth is only embraced up to a certain limit, so it oes not exceed social and environmental capacities; from that point on, community well-being plays the key role. This study demonstrates the untapped knowledge tourism lifestyle entrepreneurs could provide to rethinking the tourism industry.

This study demonstrates the importance of shedding more light on ethical issues and values beyond growth in both academic and political discussions. Addressing tourism lifestyle entrepreneurs as smaller-scale actors of tourism degrowth could be a meaningful starting point for holistically rethinking tourism and give them a voice.

This research emphasizes untapped knowledge by acknowledging entrepreneurs and their potential for rethinking tourism development, concluding with recommendations for practice and policy.

Alpaca ownership in New Zealand has been developing in recent years. However, very little academic research has been conducted in this area, particularly from alpaca owners' points of view. This exploratory study attempts to close some of the knowledge gaps in this area.

Between April and June 2006, a total of 233 alpaca owners located in both the North and South Islands of New Zealand participated in the study by completing a questionnaire.

While the overall results confirm the importance of the lifestyle dimension among New Zealand alpaca owners, the existence of many respondents whose operations are open to the public and who own a larger number of alpacas suggests more than just lifestyle motivations, but rather an intention to exploit commercial opportunities in this activity.

There is an acknowledged limitation regarding the quantitative approach used here. Such an approach may have limited the ability to capture insightful perspectives, for example, in the form of respondents' experiences that are unique to qualitative research.

Implications for New Zealand's alpaca ownership include the need for operators and industry bodies to increase their knowledge, particularly their marketing knowledge, in view of the growing volume of alpaca‐related products, such as their fleece.

The study presents insights into a rural activity in New Zealand that so far has received very limited attention from academic research. The exploratory nature of the study also provides an avenue for future studies to further explore small and medium rural enterprises that, as in the case of the alpaca industry, are currently emerging industries.

The purpose of this study is to address the challenges faced by rural areas and promote their sustainable development. It emphasizes the importance of re-establishing connections and cultivating a sense of belonging within rural communities, while safeguarding their cultural heritage. The study explores the potential of digital and creative tools in enhancing learning, supporting food production and tourism, facilitating research and providing engaging experiences. It also examines the economic condition of rural areas and the potential for their contribution to the national economy. Additionally, the study highlights the significance of sustainable community development, the role of rural areas in resilience and climate change adaptation and the complexities surrounding rural migration. The aim is to provide insights and recommendations for policymakers and stakeholders involved in rural development initiatives, focusing on the Mediterranean region.

This study develops an understanding of the role of digital and creative strategies in rural communities, highlighting their significance in preserving food heritage, culture and community capital while driving economic development. It specifically focuses on the Unesco Intangible Mediterranean Diet (UIMD) as a potential catalyst for regeneration through the integration of creative and digital tools and three cases are presented. The first is the impact of the Future Food Institute (FFI) ecosystem in the Living Lab in Pollica (Salerno, Italy); the second focuses on the digital tools provided by the CKF to support rural areas; and the third is a new identity and promotion of territorial development, co-designed in the Val di Vara (VdV) a rural region of the Ligurian inland in Italy, through digital strategies, heritage preservation and slow tourism development. The three cases highlight different ways of enhancing environmental and cultural heritage and demonstrate how collaborative creativity and digital tools contribute to the co-construction of knowledge and addressing critical issues to promote sustainable growth in rural areas.

The findings of this study indicate that re-establishing connections and fostering a sense of belonging within rural communities is crucial for their sustainable development. The use of digital and creative tools presents significant opportunities in enhancing various aspects such as learning, food production, tourism and research in rural areas. The study also reveals the potential economic contributions of rural areas to the national economy. It emphasizes the importance of sustainable community development and highlights the role of rural areas in resilience and climate change adaptation. Additionally, the study addresses the complexities surrounding rural migration and emphasizes the need for comprehensive policies to ensure the well-being and rights of migrant workers. The insights and recommendations provided in this study aim to guide policymakers and stakeholders involved in rural development initiatives, particularly in the Mediterranean region.

Nonetheless, it is imperative to acknowledge certain limitations within the scope of this study, primarily associated with the specific sample selection, potentially influencing the broader applicability of the findings. There is potential to explore a wider geographic area in future research. Additionally, the research underscores the importance of conducting further inquiries into certain aspects that have received limited attention. Living labs are a relatively recent phenomenon, warranting further in-depth scientific research. Additionally, the existing literature on this subject is often limited in scope.

The study and project aim to illustrate the feasibility of initiating a transformative process, centered on a visionary approach with a core focus on creative knowledge and the Mediterranean diet as a way of life, to revitalize marginalized communities. Furthermore, it seeks to emphasize that these neglected regions possess untapped potential for innovative ideas and opportunities. Rural communities, in their role as farmers of primary goods, are the ones who nurture the environment, and the landscape, and are the true protagonists of every era. Rurality is the place that preserves the most resources and potential in terms of biodiversity and rural knowledge. Every territory, like every human being, has its own characteristics and vocations to pursue. The existing Genius Loci is already an existing value that requires policies and governance to rediscover roots, identity and worth. The stratification of existing collective intelligence must become central and must be individually assessed and enhanced, also taking advantage of new digital technologies.

The social implications of this study are significant. By emphasizing the importance of re-establishing connections and cultivating a sense of belonging within rural communities, the study recognizes the social value of strong community ties. This can lead to increased social cohesion, a sense of identity and improved overall well-being within rural areas. The study also highlights the potential of digital and creative tools in enhancing learning, which can contribute to the empowerment and educational opportunities of individuals in rural communities. Furthermore, by promoting sustainable community development and addressing the complexities surrounding rural migration, the study acknowledges the social impact of inclusive policies that protect the rights and well-being of both local populations and migrant workers. Overall, the study's recommendations have the potential to foster social resilience, equity and a more vibrant social fabric within rural areas.

This study can offer valuable insights and recommendations for policymakers and stakeholders involved in rural development initiatives, particularly those focused on preserving food and cultural heritage in rural areas. By analyzing real-life examples, it bridges the gap between theory and practice, illustrating how these ideas have been effectively applied in specific contexts. This paper emphasizes the potential of the Mediterranean Diet as a sustainable and nutritious model with sociocultural, health, economic and environmental benefits, highlighting the importance of bottom-up approaches that empower local communities as custodians of knowledge and culture. It also provides practical strategies, such as investments in educational programs, the establishment of international campuses and the use of multichannel platforms for immersive experiences, which can be adapted for broader rural development initiatives, promoting sustainability and community engagement.

This chapter evaluates the effects of second-home phenomena in several cities which, due to their unique spatial characteristics, are the target destination for the people who wish to escape routine life. The study setting, the Caspian Sea coastal zone, is endowed with natural comparative advantages due to its lush and green landscape, as well as sun, sea, and sand tourism, and has been experiencing high growth of second homes and village tourism during recent decades. Social exchange and stakeholder theories within the context of sustainable development compose the frame on which this study is based. The findings are discussed and followed with implications and hints for future research.

This chapter contributes to addressing the gap in the literature on entrepreneurs and enterprise in island and remote rural environments.

The research, policy and practice literature on island enterprises and entrepreneurs is reviewed, taking Scotland as a focus within wider international contexts. Islands – as spaces and cultural places – are recognised in terms of ‘otherness’ and difference, not least in respect of tourism and culture. The importance of distance, isolation and peripherality is discussed as social constructions – myths and narratives – as well as in their mainstream measured equivalences. Agencies and policies are introduced at different levels and given significance reflecting their particular relevance in remote and isolated communities. The significance of the dominant paradigm founded on agglomeration, clusters, connectivity, proximity and competitiveness in the peripheralisation of those establishing and running businesses on islands is explored critically. This is contrasted with experiences from comparative northern European locations of smart specialisation, innovation and resilience, and the underpinning key roles of social capital, relationships and cultural values and norms are identified. Sectoral case studies and enterprise are offered to examine these issues in context.

As this is an exploratory study, results are neither comprehensive nor definitive. However, they are indicative of how forces and obstacles apply in island and remote rural environments.

The study confirms the need to recognise social relations locally, and for policies and strategies to be proofed for locational differences.

The purpose of this paper is to identify the challenges when recruiting and retaining rural physicians and to ascertain methods that make rural physician recruitment and retention successful. There are studies that suggest rural roots is an important factor in recruiting rural physicians, while others look at rural health exposure in medical school curricula, self-actualization, community sense and spousal perspectives in the decision to practice rural medicine.

An extensive literature review was performed using Academic Search Complete, PubMed and The Cochrane Collaboration. Key words were rural, rural health, community hospital(s), healthcare, physicians, recruitment, recruiting, retention, retaining, physician(s) and primary care physician(s). Inclusion criteria were peer-reviewed full-text articles written in English, published from 1997 and those limited to USA and Canada. Articles from foreign countries were excluded owing to their unique healthcare systems.

While there are numerous articles that call for special measures to recruit and retain physicians in rural areas, there is an overall dearth. This review identifies several articles that suggest recruitment and retention techniques. There is a need for a research agenda that includes valid, reliable and rigorous analysis regarding formulating and implementing these strategies.

Rural Americans are under-represented when it comes to healthcare and what research there is to assist recruitment and retention is difficult to find. This paper identify the relevant research and highlights key strategies.

The purpose of this paper is to investigate how rural entrepreneurship engages with place and space. It explores the concept of “rural” as a socio-spatial concept in rural entrepreneurship and illustrates the importance of distinguishing between ideal types of rural entrepreneurship.

The paper uses concepts from human geography to develop two ideal types of entrepreneurship in rural areas. Ideal types constitute powerful heuristics for research and are used here to review and link existing literature on rural entrepreneurship and rural development as well as to develop new research avenues.

Two ideal types are developed: first, entrepreneurship in the rural and second, rural entrepreneurship. The former represents entrepreneurial activities with limited embeddedness enacting a profit-oriented and mobile logic of space. The latter represents entrepreneurial activities that leverage local resources to re-connect place to space. While both types contribute to local development, the latter holds the potential for an optimized use of the resources in the rural area, and these ventures are unlikely to relocate even if economic rationality would suggest it.

The conceptual distinction allows for engaging more deeply with the diversity of entrepreneurial activities in rural areas. It increases our understanding of localized entrepreneurial processes and their impact on local economic development.

This study contributes to the understanding of the localized processes of entrepreneurship and how these processes are enabled and constrained by the immediate context or “place”. The paper weaves space and place in order to show the importance of context for entrepreneurship, which responds to the recent calls for contextualizing entrepreneurship research and theories. In addition ideal types can be a useful device for further research and serve as a platform for developing rural policies.

The aim of this research is to explore how and why different migrant groups see different values in places they move to. Understanding these values and also the conditions in which these values are shaped will help in targeting marketing effort.

The hierarchical and K‐means cluster analyses were instrumental in identifying different migrant clusters. Planned contrasts were employed to compare related pairs of clusters. The logistic regression analysis identified several determinants of cluster membership likelihood.

Four different internal migrant clusters are identified in the Hawke's Bay region of New Zealand. These are Material Success Seekers, Community/Environment Folks, Apathetics, and All‐rounders. The former two express a fragmentalist lifestyle. Material Success Seekers emphasise regional business opportunities while being indifferent to social and natural resources. In contrast, Community/Environment Folks emphasise social and natural resources while maintaining indifference to business opportunities. In turn, the latter two clusters make up a holistic lifestyle: All‐rounders consider all three major characteristics of the region to be important while apathetics totally deemphasise these characteristics. The planned contrasts show that demographics are instrumental in predicting differences between related clusters but not helpful in distinguishing the identified lifestyles.

The limitation of this investigation is that the important constructs used to cluster migrants are not well calibrated, although the reliability scores appear to be satisfactory. Moreover, the use of four‐point importance scales does not allow attaining a greater level of construct sensitivity. The research method is unique in a sense that the cluster analysis and the planned contrasts are applied to examine contrasting values of migrant collectivities.

A number of specific practical challenges need to be resolved by the regional decision makers in order to enhance place satisfaction by internal migrant collectivities. First, the regional and city councils will need to tailor different services, facilities, and public spaces to appeal to different requirements of migrant clusters. Second, the region's settlement support agency should provide migrants with relevant, focused, and differentiated information about available services and resources to suit their various life goals, aspirations, and values.

This investigation tackles the problem of lacking theoretical and empirical research foundation on internal migration as a marketing phenomenon. Moreover, it is unique in its approach of conceptualising migrant segments as cultural phenomena, that is, interdependent collectivities that form on the basis of contrasting values.

The study aims to investigate the differences among urban and rural consumers in terms of their energy and water sustainable consumption behaviour levels and drivers and also empirically blueprint conceptual frameworks highlighting urban and rural consumer drivers to consume sustainably.

This research follows an exploratory design using a qualitative approach; 14 in-depth interviews followed by one focus group were conducted with urban consumers; on the other hand, 18 in-depth interviews followed by one focus group were conducted with rural consumers.

The findings show that no differences exist among urban and rural consumers in terms of both their sustainable consumption levels and their drivers to consume sustainably; such findings were encapsulated in the form of one conceptual framework pertinent to both urban and rural consumers; it has the following relevant factors: consumers’ attitudes toward conservation, subjective norms, perceived behavioural control, self-preference, public media influence, perceived economic value and perceived moral obligation to be relevant antecedents of conservation behaviour, which – in turn – drives sustainable purchase behaviours with the moderating effect of socio-demographic variables.

This paper contributes to extant literature as it provides evidence for the drivers of sustainable consumption behaviours of urban versus rural consumers in emerging countries; it also tentatively answers the question of whether the socio-demographic variables infer a difference in consumers’ sustainable consumption; finally, it studies sustainable consumption from a novel perspective with a focus on the relationship between its two pillars.

The authors investigate cocoa farmers' willingness and motivation to participate in agritourism entrepreneurship in Ghana.

Primary data were obtained from 583 cocoa farmers. Contingent valuation method, ordered probit and truncated regressions were employed.

Cocoa farmers' willingness to participate in agritourism was high. The minimum fee farmers were willing to charge per tourist per day ranged from US$0.870 to US$6.957. Agritourism products farmers were willing to offer to tourists are interaction with rural folks, indigenous cuisine, quality locally stored drinking water, indigenous primary healthcare and on-site restrooms. Cocoa farmers' motivations to participate in agritourism are income generation, alternative livelihood strategy and education. Education, being a native, farm size, motorable roads to farm, and distance to farm influence minimum fee farmers were willing to accept to participate in agritourism.

Agritourism could be considered in rural and tourism development policies of developing countries.

The authors investigate cocoa farmers' participation in agritourism, motivations and determinants of willingness to participate.