Abstract
Previous research into farm tourism and promotion has focused on the individual farm and on a limited number of communication tools. Acknowledging the importance of cooperation for small tourism businesses, this paper examines primary research into communication as conducted by the three levels of a consortium for farm accommodation in the United Kingdom. The findings show that different communication techniques are used by different levels in the consortium, thus capitalizing on existing skills and strengths. ∗ ∗ A comparative case study was carried out on communication and farm accommodation in New Zealand using the equivalent organization, the New Zealand Association of Farm and Home Hosts. The results are presented in Clarke, J ‘The effective marketing of small-scale tourism enterprises through national structures: lessons from a two-way comparative study of farm tourist accommodation in the United Kingdom and New Zealand’ J Vacation Marketing 1995 1 (2) 137–153. Insights are offered for other small tourism businesses in a similar position of apparent isolation.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
