Rural Tourism: current challenges in constructing the Rural Tourism and Hospitality Experience in Northumberland

This conceptual, review-based paper includes examples and short, mini case-studies from the Northeast of England. The aims are: • To provide a review of rural tourism and leisure development, focusing on England • To examine the entrepreneurial responses of tourism businesses to the changing landscape of rural tourism, namely the formalisation, gentrification, and the development of experience-led tourism • Centring on the example of the Northeast of England, to offer comment on the status of rural tourism in marginal destinations In addition, the paper will develop discussion around the paradoxes that increasing formalisation brings to rural tourism and leisure providers who would otherwise trade on their uniqueness and small-scale appeal. The paper combines a review of recent secondary literature and conceptual discussion with qualitative mini case study. Based in Northeast England, the primary data for the case study was acquired through a series of workshops created through a rural tourism network over the Winter season (2022-23) to capture snapshots of the current challenges faced by the sector. Follow up detailed semi-structured interviews will take place to focus upon entrepreneurial responses to the changing face of rural tourism provision. The rural visitor economy is increasingly formalised, requiring a level of professionalism and commitment from small businesses that was not as evident 20 years ago. The market is increasingly diverse, consumers are more interested in quality products and services and there is increasing demand for a luxury rural tourism product. While traditional rural leisure activities, such as walking or hiking, remain popular there is now much more choice of ways to spend leisure time. Technological developments in booking, promoting, and managing rural tourism facilities have helped to drive changes. Small business owners and entrepreneurs in the sector need support to improve their technological skills, understand the changing market and work together with other small businesses. The sector needs to be ready to host a wider range of tourists and leisure visitors with diverse needs and demands, and with varying levels of understanding and attachment to the countryside. Local Government support such as the recently published Rural England Prosperity Fund - https://www.gov.uk/government/publications/rural-england-prosperity-fund-prospectus aims to support new and existing rural businesses, including farm businesses looking to diversify income streams. This case study research will examine the challenges rural tourism businesses identify within the Northeast of England and provide an indication of support required by those businesses. The paper concludes by commenting on the outlook for the future of rural tourism in Northeast England and in other similar regions, noting how marginality (in tourism development terms), growing business expertise and collaboration in the sector, and the demands of a diverse tourist body are beginning to interact in the present day