The Scottish Government identified collaboration between rural tourism businesses as a sub-measure for increasing collaboration in rural areas (The Scottish Government, 2014). Similarly, Scotland’s current tourism strategy has “collaboration at its heart”, to achieve “long-term, economic sustainability” (The Scottish Tourism Alliance, 2012:18). Applying SS to the study of STBs has revealed that STBs may differ in their collaboration with other tourism businesses, which has several ramifications for policy.
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In particular, it emphasises the need to consider the differences in STB OMs’ views and understandings in the design of policy instruments. For instance, Community-Oriented OMs may respond particularly well to initiatives that are framed in terms of benefits for the LC, as these OMs seemed to be driven to engage with the LC mainly by a personal interest in it, and a desire to contribute to it. Independent OMs, on the other hand, may be receptive to initiatives that are framed in terms of the benefits for their business. In contrast, Disconnected OMs may not respond to initiatives aimed at increasing collaboration, due to their apparent lack of commercial and personal interest in the LC. Instead, it may be valuable to target this particular group with initiatives aimed at enhancing their understanding of how the success of their business relates to and depends on other actors in the LC, and how the wellbeing of the LC may be conducive to their business’ economic success. Increased awareness of their business’ and LC’s interdependence may increase their interest in collaborating with other businesses, and hence their responsiveness to relevant policy initiatives.
The findings may also have ramifications for efforts to engage STBs in tourism partnerships between the public and private sector, which Thomas (2007) observes as being problematic. In particular, he argues that the dominant orientation towards competitiveness within policy has thwarted efforts to involve STBs in tourism partnerships, as OMs of these businesses are generally not driven by profit-maximising motives to run their business. Indeed, this research suggests that only Independent STB OMs were driven by the anticipation of commercial benefits for their business to engage with the LC. The research findings show that STBs differ in their relationship with their LC and their interest to engage with it, and suggest that the success of policy initiatives seeking to encourage STB participation in partnerships can be enhanced by considering differences in STB OMs’ views and understandings.
The findings imply further that initiatives aimed at increasing collaboration between STBs may vary geographically in their success. If the spatial variation of STB OM types is confirmed through future research (see 7.2), this would highlight the usefulness of
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regional policies that are tailored according to the dominant STB type in an area. At the same time, this reveals possible implications for the sustainability of tourism destinations and reveals a need for policymakers to understand which type of STB OM is attracted to what location. Disconnected STB OMs, for instance, were largely located in LLTNP. The research findings suggest that these OMs may present a self- perpetuating negative force on local SC, with implications for local social cohesion and economic development (see chapter 6.1), which may hamper local SS in LLTNP.
The research findings may have implications for policy’s orientation towards competitiveness, which is also criticised by Thomas (2007). The focus on competitiveness is evident in the new tourism strategy for DG, for example, which explicitly prioritises growth-orientated tourism businesses (Dumfries and Galloway Council, 2016:4). However, this research has shown that Community-Oriented STB OMs, who tended to predominate in DG and were generally not motivated to grow their business, may play a vital role in DG’s rural economy through their relationship with the LC and ties with actors outside it (see chapter 6.1). As a result of the focus on growth-related tourism businesses in DG’s tourism strategy, however, Community- Oriented OMs’ potential to contribute to economic development in DG may remain untapped, and highlights the dangers of conceptualising STBs exclusively based on their OMs’ profit orientation. Instead, the current research indicates that recognising the differences between STBs’ relationship with their LC, and the potential within it reveals further opportunities for STBs to contribute to the growth of their local economies. Rather than funding initiatives to support OMs to grow their business regarding turnover, employees and service offering, policy that aims to encourage positive interaction between STB OMs and their local communities and OMs’ integration in it might be more effective at increasing STBs’ contribution to tourism growth.
It is anticipated that employing the inductive typology of Community-Oriented, Independent and Disconnected STB OMs to identify what types of STB OMs prevail in
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which locations can increase the success of policy initiatives aimed at encouraging collaboration between STBs in rural Scotland outlined in the Scottish Rural Development Programme (The Scottish Government, 2014), promote their participation in tourism partnerships, and support holistic tourism strategies that acknowledge and utilise STBs’ potential to contribute to a more sustainable form of tourism.
178
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