Market-Driven Management in Community Events

In last years leisure activities have been widely promoted as a means of counteracting social and economic problems in rural areas. In particular, rural communities are frequently identified as an appropriate location, given their strong natural and cultural heritage. However, they are normally characterised by a weak economy and significant depopulation. The potential of tourism-based activities to help achieve environmental preservation and conservation has been recognised (Bramwell and Lane, 1993; Mathieson and Wall, 1982; Stewart, 1998). Ensuring a critical mass of attractions is also important in a rural context, in order to encourage tourist demand (Sharpley, 2002) and obtain positive externalities (Fleischer & Tchetchik, 2005). Moreover, there is a growing demand for recreational activities that help establish a spiritual relationship with landscape and nature. Events are frequently identified in plans for destination development and promoted as an attractor for leisure activity visitors. Benefits from hosting events include fostering the place image, invigorating remote areas, reducin