Dublin Core
Title
Marketing horti-tourism and rural development for leveraging tourism agenda 2030: a perspective article
Creator
Robert Ebo Hinson
Description
Purpose – This paper aims to draw the attention of the academic scholars to how marketing of hortitourism can take action to contribute to tourism agenda 2030.
Design/methodology/approach – Reviewing literature on tourism, this paper builds a case for
marketing horti-tourism based on the research gaps in literature, and future research directions are
proposed to aid in the achievement of tourism agenda 2030.
Findings – Scholarly research on horti-tourism remains scarce, and more research attention is
suggested on this subject matter. The tourism sector produced varied forms of tourism where hortitourism is associated with horticulture farms, vegetable gardens and flower gardens which provide direct
gains such as employment creation, foreign currency earnings, income generation source, poverty
reduction and other gainful commercial activities. Despite the importance attached to this form of tourism
in literature, less research has been conducted to market its relevance to nations and businesses. Much
academic studies are needed to project this form of tourism.
Originality/value – This perspective paper serves as a call for tourism firms, governments and other
stakeholders within and outside to make theoretical and practical contributions by marketing hortitourism destinations to visitors which aid in the UN Tourism Agenda of 2030.
Keywords Horti-tourism, Marketing, SDGs
Paper type Viewpoint
Design/methodology/approach – Reviewing literature on tourism, this paper builds a case for
marketing horti-tourism based on the research gaps in literature, and future research directions are
proposed to aid in the achievement of tourism agenda 2030.
Findings – Scholarly research on horti-tourism remains scarce, and more research attention is
suggested on this subject matter. The tourism sector produced varied forms of tourism where hortitourism is associated with horticulture farms, vegetable gardens and flower gardens which provide direct
gains such as employment creation, foreign currency earnings, income generation source, poverty
reduction and other gainful commercial activities. Despite the importance attached to this form of tourism
in literature, less research has been conducted to market its relevance to nations and businesses. Much
academic studies are needed to project this form of tourism.
Originality/value – This perspective paper serves as a call for tourism firms, governments and other
stakeholders within and outside to make theoretical and practical contributions by marketing hortitourism destinations to visitors which aid in the UN Tourism Agenda of 2030.
Keywords Horti-tourism, Marketing, SDGs
Paper type Viewpoint
Publisher
© Emerald Publishing Limited, ISSN 1660-537
Date
202