Aim: To understand the reasons why rural and coastal areas need to re-brand
Urban re-branding is needed due to loss of function e.g. docks or mining. Cycle of poverty leading to deprivation, unemployment, poor housing and social problems
Read the Guardian article ‘Weathering the storm’ and mindmap some of the reasons why coastal areas on in decline
Think about what you have learnt so far about rebranding. How could these places be rebranded for the twenty-first century?
Exploration: A small number of tourists explore a new location, for personal adventure.
Involvement: Acceptance by the locals increases then the destination becomes more popular. Travel and accommodation facilities are improved.
Development: Local people become more involved and the area becomes established as a tourist destination, with a defined market. Package holidays begin.
Consolidation: Tourism has become an important economic and social activity. Resentment occurs. Numbers of tourists continue to rise but rate of increase slows down.
Stagnation: Increased local opposition to tourism, plus a growing awareness of environmental, social and economic problems, prevents further growth.
Rejuvenation: A secondary growth spurt brought about by a new impetus.
Model of tourism development
Coastal decline of traditional fishing industry
competition from overseas holiday
Remoteness and inaccessibility
Challenges of high concentrations of migrant labour
High concentration of elderly
High cost of housing
Loss of young blood for other opportunities
(loss of schools, etc. — spiral of decline)
Down in the country
Reasons for re-branding: Rural Declining population Ageing society Limited employment opportunities (low paid, long travel distances) Agriculture in decline (low milk prices, bovine TB, etc.) Limited availability of public transport Lack of low-order retail services.