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Critical Success Factors In The Promotion Of Sustainable Rural Tourism By Destination Marketing Organisations: A Study Of Ballyhoura Fáilte, Louise Nugent, Siobhán Lynch
Critical Success Factors In The Promotion Of Sustainable Rural Tourism By Destination Marketing Organisations: A Study Of Ballyhoura Fáilte, Louise Nugent, Siobhán Lynch
Irish Business Journal
With the Irish tourism industry maturing, destination marketing organisations (DMOs) must meet tourists’ changing expectations. For rural tourism destinations, the challenge lies in ensuring that they obtain a position of sustainability in the Irish tourism industry (Department of Arts, Heritage and Gaeltacht, 2011). Due to the highly volatile nature of the Irish rural tourism industry, treating rural tourism like any other product does not comply with the new approach to destination marketing management, which considers the resources available, the environment, the tourist, and the residents themselves (Buhalis, 2000; Pike, 2008). The aim of this study is to carry out a …