Who from their labours rest? Conflict and practice in rural tourism

Abstract

Entrepreneurial turns, serendipitous events, entrepreneurial skills and values are critical to the success of rural SMEs. Likewise, ‘Resource Orchestration’ is an important element of strategic, entrepreneurial activities. An analysis of a case study of a rural family farm business in Italy is provided demonstrating an innovative model of ‘rural entrepreneurship’ focused on farm diversification to valorise full employment of family members and increased productivity as a direct response to rural policy. The analysis shows how collective family entrepreneurship can exploit ‘clusters of opportunities’ through updating entrepreneurial skills. ‘Serendipitous acts’ are integrated into localised diversification strategies.