Abstract
This paper proposes an alternative approach to rural tourism that returns to a more traditional model of development: large, flagship attractions that act as a ‘growth pole’ for the local economy and community. It questions some of the accepted beliefs about sustainable rural tourism development current in recent years. It is based on a case study of Alnwick Garden in Northumberland, England. It suggests that, under certain circumstances, flagship or mega-attractions can not only increase substantially the number of visitors to rural areas but also, through appropriate policies and processes, can underpin the longer-term, sustainable development of those areas.
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