Abstract
Using a case study approach, this paper analyses the leadership role of Adventa, Monmouthshire's LEADER+ programme, in promoting followership amongst rural tourism small-scale businesses in Monmouthshire. Adventa is identified as a best practice example of leadership for rural tourism development as a result of their approach to creating competitive advantage for Monmouthshire by working with local rural tourism businesses to promote grassroots rural tourism. This paper focuses on Adventa's leadership role in relation to various tourism projects, through which they promote authenticity and the use of local producers; raise awareness of food miles; attempt to increase linkages to other sectors in the local rural economy and endeavour to promote followership amongst local rural tourism small-scale businesses.
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