Cross-case analysis of family businesses in rural tourism
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
Research into family businesses in tourism is absent from the tourism and hospitality literature, despite the predominance of these businesses, particularly in rural areas. While no data exists, it is estimated that 90% of businesses in rural areas are small businesses (less than 100 employees) and that as many as half of these are family owned/operated (at least two members of the same family involved in operating the business). This implies that about half of all tourism businesses in some regions are family owned/operated. Yet there is little understanding of the business issues and family issues confronting this significant group of tourism operators in rural Australia. The paper uses a cross-case analysis approach to identify the business goals and the operations of family businesses in rural tourism. Case studies illustrate the findings of the previous research into family businesses in rural tourism. It is intended to promote greater awareness of the goals and objectives of this important but overlooked aspect of regional tourism.