Bundling attractions for rural tourism development

Wei-Jue Huang, J. Adam Beeco, Jeffrey C. Hallo, William C. Norman

Research output: Journal article publicationJournal articleAcademic researchpeer-review

53 Citations (Scopus)


Tourism is often regarded as a viable solution to economic crisis, especially for remote areas without many development options. While many tourism destinations have strong cultural or heritage assets, not all destinations have primary attractions that can bring visitors to the region. Rather than developing special interest “themes”, rural areas that do not have enough of any one type of tourism resource to act as a primary draw may consider bundling different attraction types to increase visitation. The purpose of this study is to investigate the preferences of visitors to secondary heritage sites and explore the relationship between heritage tourism and alternative, non-heritage activities in rural areas. Findings revealed that motivation to visit small-scale heritage sites consisted of two dimensions: learning and recreation. The two motivational dimensions influenced visitors’ interest in different heritage attractions and likelihood of visiting heritage tourism “scenarios”. As for alternative activities, there was a cluster of “popular” activities that were enjoyed by both learning-oriented and recreation-oriented respondents, but recreation-oriented visitors were more interested in nature-based activities and sport-related activities than learning-oriented visitors. Findings can help rural communities improve secondary attractions and diversify their tourism product by bundling heritage attractions with non-heritage activities.
Original languageEnglish
Pages (from-to)1387-1402
Number of pages16
JournalJournal of Sustainable Tourism
Issue number10
Publication statusPublished - 2 Oct 2016


  • attractions
  • bundling
  • heritage tourism
  • motivation
  • Rural tourism
  • special interest tourism

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


Dive into the research topics of 'Bundling attractions for rural tourism development'. Together they form a unique fingerprint.

Cite this