Development of rural-tourism experiences through networking: An example from Gudbrandsdalen, Norway

Abstract

Tourism has been cited as an economic alternative in rural areas where traditional primary occupations are in decline. The article examines how networking and collaboration between small rural-tourism firms may contribute to the development of rural-tourism experiences. Networking and collaboration may be a means of overcoming lack of resources faced by small firms when it comes to innovation. Interviews were undertaken with four members and the project manager of a network of rural-tourism firms located in Gudbrandsdalen, Norway. The analysis indicates that networking was beneficial for the firms, for several reasons. An economic benefit in the initial phase of the firms and of the network resulted from joint marketing. As the firms increased their market shares, the benefits of friendship and fellowship become more important than the economic benefits of the network.