Richard Voase provides an interesting collection of case studies regarding Western European tourism advancement. The case studies are well organized in three thematic areas based on politics, economic and socio-cultural contexts. The collection of stories communicates changes in tourism development and practices plus reflects how tourism development seeks for new ways of tourism thinking. Voase concludes that tourism experiences, for travelers, show signs of active decision making with passive consumption. This point requests the reader to think that tourists choose “canned” experiences that are creatively built, however accessed through extensive info search and decision-making.
The case research are authored by a variety of writers with strong local ties towards the place they write about which enables extraordinary insight into issues the travel and leisure industry faces in Europe plus North America (although North America is not the focus of this book). This book can be used inside a tourism development course to help learners identify current issues in tourism (e. g., environmental challenges, durability, conservation approaches) and build upon definitions and theoretical models within tourism.
In his introduction, Voase delivers that the analysis or interpretation from the cases is based on political, economic, socio-cultural and technological environments. The analysis captures the multidimensionality of the tourism product and the cultural and interpersonal factors that relate to current ideologies, which affect how tourism advances. Such ideologies are relating to widespread postmodernism approaches that seem to affect those consumer behaviors, which capture experiential consumption rather than production procedures of products or services.
The book contains eleven chapters. The first four chapters are approached under the lenses of the political context analysis. The first chapter, by Meethan, presents the function of tourism marketing and public policy in the counties of Devon and Cornwall, England. Meethan concludes that will for these two counties “marketing has been one aspect of a wider integrated policy which aims to incorporate tourism more fully into the regional economy” and these programs would not have been possible with no funding from the European Union (EU). “The cases of Devon and Cornwall also demonstrate how new organizational forms emerge as a response to wider structural changes”.
Chapter 2, by Morpeth, focuses on the role of leisure and tourism as politics instruments in Britain during the eighties. Central and local governments used leisure and recreation policies as an extension of urban policy in order to balance the negative effects of unemployment and structural problems evident in the uk in the 1980s. Morpeth discusses the situation of the city of Middlesbrough and the function of Thatcherism policies on the town, which focused on the generation associated with inner cities and the use of tourism as a tool for regeneration.
Section 3, by Voase, discusses the influence of political, economic and social change in a mature tourist destination; the Isle of Thanet in southeast England. Voase proves that the process of policy, planning plus development of tourism in a mature destination is not always straightforward. The fierce politics among the stakeholders involved in tourism development led to inconsistencies regarding the progress the destination. Chapter 4, by Robledo and Batle, focuses on Mallorca as a case study for replanting travel and leisure development for a mature destination making use of Butler’s (1980) product life cycle idea. As a mature destination, Mallorca needs a sustainable development strategy to survive later on. This acknowledgement led the Travel and leisure Ministry of the Balearics Island Government to establish a tourism supply-side rules to protect the environment. This plan however , as Robledo and Bade identified, is definitely an interesting case of struggle among different groups (i. e., authorities, ecological groups, councils, hoteliers, construction industry) defending their interests within tourism development.
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Voase identifies these first four chapters having 3 common factors: the role plus interplay of local tiers of government in the formulation and execution of policy, the role associated with politics as a vehicle for the advertising and management of economic passions, and the powerful influence of socio-cultural factors. While these common elements are not directly evident in the displayed case studies, Voase fills that gap with his writings. These typical factors can stimulate further debate as to what is the role of national politics in tourism and how policy can affect researchers and practitioners in the field.
The 2nd part of the book focuses on the economic context of tourism and its make use of as a regeneration and wealth creation tool. Chapter 5, by Lewis, focuses on two agri-environmental schemes, Tir Cymen and Tir Gofal, and exactly how they affected recreational access within rural Wales. This chapter presents how these schemes caused a lot of changes in the agricultural practices in Wales. These changes positively effected entertainment opportunities in Wale’s agricultural scenery and changed relationships between “rural and urban and new needs for rural access, all of which at this point reflect the interdependence of environmental health, local social and economic needs, and access to land for recreation”.
Chapter 6, by Lindroth and Soisalon-Soinimen, discusses how a historical tourist product was developed in Loviisa, Finland. The goal of the tourism advancement was to create an image of Loviisa as a historic tourist destination and also to create new products in alignment with the historic theme. Lindroth and Soisalon-Soinimen identified that without the support from the tourist office, as well as the National Table of Antiquities, development would not have got progressed significantly. Also, the European Union funding helped with training and expert assist. The professionals and project leaders active in the process shaped the project by means of their enthusiastic actions described in more detail in the case study.
Chapter 7, by Bohn and Elbe, describes the story of one man and how his eyesight for the municipality of Alvdalen, Sweden transformed the town into tourist location. The most important element in this story is that this man created a destination without being an expert in the field of tourism development. He or she used the current notion of relationship marketing to achieve successful development not knowing its full value as a promotion. This chapter underlines also the importance of cooperation among stakeholders involved in travel and leisure. Voase identifies factors that these three cases share: the role individuals entrepreneur in developing the product, the consumption of natural resources, and tourism focusing on past heritage.