Farm attractions, networks, and destination development : a case study of Sussex, England

Purpose The paper seeks to provide insights into network-based perspectives of farm attractions, evaluating their effectiveness for destination development. The specific purpose is to uncover relationships between entrepreneurship, network marketing and management strategies, and sustainable tourism policies.

Design/methodology/approach Qualitative case-study method generates holistic understanding of complex networks and networking activities. In-depth interviews allow exploration of entrepreneurial processes.

Findings Cross-comparisons reveal network effectiveness related to common goals shared among network members. Benefits such as problem solving, information dissemination, and opportunities to learn were important for members of a specific network, but may be undermined by individual entrepreneurial aims and differences.

Research limitations/implications The results concern a mature destination but the approach might be used for similar work in other sectors and settings. The network models should be assessed for destination planning in other parts of Europe, especially emerging tourism regions.

Practical implications Identified patterns and issues generate ideas for policy makers for current practice; with the need for public policy to work with, seek to build on, and support existing enterprise initiatives, rather than developing new collaborations.

Originality/value The paper contributes to debates on visitor attraction marketing with a focus on a theory of co-operation in marketing networks. Many studies focus on specific types of attractions or tourist destinations, or specific strategic approaches.