Abstract
ABSTRACT The Scottish Highlands tourism industry has grown significantly due to the successful launch of the North Coast 500 route. This study investigates the perceived tourism impact on rural communities based on a survey and semi-structured interviews conducted in Elphin and Ullapool in 2021. By approaching community identity as a combination of emotional identity, functional identity, and community participation, the paper identifies key differences in the identities of two communities usually framed as belonging to one homogenous region. This provides host community perspectives on which aspects of their identities may be targeted to support effective tourism developments. We conclude that although the overall strength of both communities identities seem unaffected by growing tourism levels, they do shape their nature, particularly when different concerns intersect such as environmental degradation and limited affordable housing. Addressing resident concerns through meaningful contributions to decision-making processes is key to the success of regional tourism policies.
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