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Frontmatter -- Contents -- Preface -- The Contributors -- Abbreviations -- Part 1. Introduction -- Chapter 1. Rural Tourism as Sustainable Business: Key Themes and Issues / Mitchell, Morag / Hall, Derek -- Part 2. Strategic Considerations -- Chapter 2. Rural Tourism Policy: European Perspectives / Nylander, Mirja / Hall, Derek -- Chapter 3. Rural Tourism Business: A North American Overview / Timothy, Dallen J. -- Chapter 4. Legislative Frameworks for Rural Tourism: Comparative Studies from Spain / Priestley, Gerda K. / Cánoves, Gemma / Segui, Miquel / Villarino, Montserrat -- Chapter 5. Effective Marketing for Rural Tourism / Clarke, Jackie -- Chapter 6. Exploitation of ICT for Rural Tourism Enterprises: The Case of Aragon, Spain / Evans, Graeme / Parravicini, Paola -- Part 3. Networks, Partnerships and Community Support -- Chapter 7. Cooperative Marketing Structures in Rural Tourism: The Irish Case / Gorman, Catherine -- Chapter 8. Regional Cooperation in Rural Theme Trails / Meyer-Cech, Kim -- Chapter 9. Rural Wine and Food Tourism Cluster and Network Development / Hall, C. Michael -- Chapter 10. Globalisation, Rural Tourism and Community Power / Mair, Heather / Reid, Donald G. / George, Wanda -- Chapter 11. The Development of Tourism Businesses in Rural Communities: The Case of the Maroons of Jamaica / Chambers, Donna -- Chapter 12. Farm Tourism Cooperation in Taiwan / Lee, Ming-Huang -- Part 4. Quality Sustainable Business -- Chapter 13. Quality as a Key Driver in Sustainable Rural Tourism Businesses / Youell, Ray / Wornell, Roz -- Chapter 14 Rural Tourism Businesses and Environmental Management Systems / Leslie, David -- Chapter 15. Researching the Links Between Environmental Quality Kite Marks and Local Tourism Business Performance: A Discourse Analysis of the Welsh Rural Beach Quality 'Green Coast Award' / Botterill, David / Nelson, Cliff -- Chapter 16. Entrepreneurial Personality Traits in Managing Rural Tourism and Sustainable Business / Schiebel, Walter -- Chapter 17. Business Development, Rural Tourism, and the Implications of Milieu / Williams, Fiona / Copus, Andrew -- Chapter 18. Sustainable Rural Tourism Business Practice: Progress and Policy in South East Cornwall / Vernon, Jon / Essex, Stephen / Curry, Kaja -- Part 5. Conclusion -- Chapter 19. Rural Tourism Business as Sustained and Sustainable Development? / Hall, Derek / Mitchell, Morag -- Index