School of Business and Economics
UiT The Arctic University of Norway, Tromsø, Norway
Department of Education, Cultural Heritage and Tourism
University of Macerata, Macerata, Italy
FROM SHARECROPPERS TO “FLYING FARMERS”: NEW FORMS OF TOURISM ENTREPRENEURSHIP IN RURAL AREAS
The purpose of this study is to challenge the view of the rural environment as a static environment and the view of farmers as conservative actors. The focus is on mobile innovative practices by rural entrepreneurs who bring to life some of the features of the experience economy. An exploratory study concerning an association of rural entrepreneurs in the Italian region of Marche and a specific project of this association is conducted. The findings suggest that sociality and sense of belonging embedded in local rural communities can become a tool for promoting rural tourism through entrepreneurial mobile practices.
Keywords: rural entrepreneurship, mobility, experience economy, practice
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