Book reviews

academics might use the book for spe- cific articles for insights on particular places or problems. Generally the contributors undertake useful reviews of the literature, and the biblio- graphies are thus valuable. On the other hand, for such a reader much of the material is familiar in its findings and techniques, and the benefits are marginal rather than substantial. What of students? If they persevere through all the chapters they will by the end have a good idea of the types of issues and methodologies being used currently, but they will have to provide their own synthesis of the material, and in that respect the book is not perhaps appropriate for those just beginning in their studies. For final-year undergraduate and post- graduate students, it might be indi- vidual articles that will attract, rather than the total book.

So why do publishers publish such a book? As noted, there is no synthesis of the ideas, issues, concepts and methodologies. Students are left to draw their own conclusions as to why the researcher has used a particular methodology, or why the topic is im- portant. Certainly the book is not a textbook. Publishers produce such books because it is cheap to do so - there are no royalties to be paid and the typesetting has already been done. And if libraries do not subscribe to the journal in question, there is the chance of additional sales, thereby generating marginal revenue greater than the marginal costs of production. All quite understandable reasons. On balance, in this particular case, the contents of the collection of articles do possess some value as a possible source of reference material for those seeking information on the issues and cases contained within it - but if the journal is already purchased by your library then a duplicate of the journal for reference might be cheaper.

Chris Ryan Department o f Management Systems

Massey University Private Bag 11-222

Palmerston North New Zealand

National and Regional Tourism Plan- ning - Methodologies and Case Studies Edward Inskeep Routledge London (1994) £'15.99

This is a useful textbook, which should be of considerable value to students. It starts from the premise that tourism needs to be properly planned for, not only in developing countries, where many of the case studies come from, but also in established tourism des- tinations looking to secure their future in a changing and increasingly com- petitive world.

Just under a third of the book deals with methodologies: plans should be developed as a guide to detailed deci- sion making, but they should be suffi- ciently flexible to take account of changing circumstances; the objective should be to build on natural strengths, respecting cultural differ- ences and being sensitive to local cus- toms and values; the plans should decide on the level of tourism which can be sustained long term, without damage to the environment, and de- termine the scale and pace of develop- ment. This will generally mean going for quality - not necessarily the same as high price - and ensuring that appropriate standards are maintained.

In developing countries in particu- lar, without experience of internation- al tourism, training will be a key ele- ment in any plan, and the case study of Oman is typical of the lengths to which governments and tourism planners may need to go to ensure that a suffi- cient supply of appropriately trained managers and staff is available to match the growth in demand pro- jected.

Planning is the agreement of objec- tives and the resolution of potential conflict, and it is tacitly understood throughout that governments will play an active part both in the formulation of the plan and in its implementation. 'The government should assume the lead role in deciding tourism policy', balancing economic, environmental and social concerns. 'National and re- gional objectives should prevail over individual, group or sector interests. However, the policy should provide a framework within which the private sector and other special interest

groups can effectively function.' And a legislative and administrative struc- ture needs to be set up to ensure that adequate controls are in place.

Case studies take up two-thirds of the book and are taken from all over the world, dating mainly from the 1980s. Examples are as diverse as Mongolia (where tourists are being encouraged in limited numbers, and where accommodation is provided in specially adapted 'gers' - traditional tented homes - at low cost, making use of local materials), to Malta (where the aim is to raise standards, and to encourage higher-spending tourists year round). The list includes Oman, Goa, Zanzibar, Bhutan (in the Eastern Himalayas, where tourist numbers are tightly controlled so as not to prejudice the traditional ways of life and religious beliefs), Bangla- desh, Cyprus, Uganda (where tourism is still very much in its infancy in a country recovering from war and de- vastation), the Philippines, Mexico (one of the first examples of a large- scale resort development strategy, dating back to the 1960s), Senegal, Tibet, the Maldives, Nusa Tenggara (Indonesia), Sri Lanka, Belize and Ethiopia. Many of these countries have suffered from war and civil strife in recent years. Some are environmen- tally fragile. Others have very strong religious beliefs and customs which tourism, unless properly planned and controlled, could offend. Quite a trip around the world.

Many lessons have been learned over the past 10 years. Some of the plans will be implemented in full; others will be knocked off course by change of government, local pressures for development on an inappropriate scale, or international events beyond the control of planners. But at least they are a framework within which decisions can be made.

Most of these plans are presumably funded by the United Nations or World Bank. They provide a great deal of work for consultants, but as tourists worldwide become ever more mobile and ever more adventurous, spreading into even the most inac- cessible areas of the world, it is even more important than ever before that tourism should be properly planned.

328 Tourism Management 1995 Volume 16 Number 4

This book is a useful addition to the literature on the subject.

Stephen Mills ETB

Thames Tower Black's Road

London W6 9EL

Rural Tourism and Sustainable Rural Development B Bramwell and B Lane (eds) Channel View Publications (1994) 129 pp £34.00 hardback ISBN 1 873150- 02-4

This book forms a collection of papers which examine the wider issues sur- rounding rural tourism in the de- veloped nations of Western Europe. These papers were originally pre- sented at the 2nd International School on Rural Development held at Uni- versity College Galway, Ireland, in July 1993.

Bill Bramwell sets the scene for the

theme and provides a brief synopsis of the papers overall.

Defining terminology is undertaken by all authors. The concept of rurality is examined and various definitions are offered for "new rural tourism' as opposed to 'rural tourism' as a result of changes in demand and supply, concepts which may also vary between regions.

It is suggested that tourism supply in rural areas is very much affected by factors such as the type and availabil- ity of accommodation and the range of additional services offered. This raises the issue of the role of the authorities and the need to design strategies to meet the requirements of different regions whilst considering consumer needs.

Guidelines are offered for designing sustainable rural development strategies which resemble a triangular relationship between host community, holidaymakers and the tourism indus- try. The final paper provides examples of some new concepts and methods

Book reviews

used in planning, interpreting and marketing of heritage-based rural tourism in Ireland such as geographic information systems, digital techni- ques and networked interactive com- puter multimedia systems for market- ing.

In conclusion, the collection of nine papers will certainly interest those concerned more generally with the theory and practice of sustainable rural development. The issues raised will interest administrators, politicians and entrepreneurs.

The book is also recommended f o r both academics in the educational sec- tor and students at the third level of first degrees and higher degrees, who already have prior knowledge of the theme and who may wish to analyse the broader issues addressed, to meet changing demand.

Adrienne E Sweeney University o f Wales"

67 Park Place Cardiff CFI 3AS, UK

Tourism Management 1995 Volume 16 Number 4 329