“…The very nature of the rural environment impedes access to market information, and this information is of even greater importance for enterprises located in small communities (e.g. Elliott and Boshoff, ; Stare et al ., ), in emerging areas, or in areas with lower economic development and with limited services (Vermeulen et al ., ; Rodríguez et al ., ). In such circumstances, the learning derived from a process of imitation among firms in the sector represents an accessible medium, indeed sometimes the only medium, with which RTEs can to learning about the ‘mechanics’ of the tourist market (Polo‐Peña et al ., ).- Re‐training in a new profession.
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