This project seeks to analyse the possible content of and strategies for a more economically and socially robust and environmentally sustainable second generation rural tourism in Norway.
Nationally as internationally, rural tourism is in a transition phase moving from first generation rural tourism, characterized by relatively little professionalisation and cooperation, to what we will define as second generation rural tourism.
Rural tourism faces strong competition, domestically and internationally, from lower cost providers, cruise tourism and city based tourism. Furthermore, as tourism in general, rural tourism faces the challenge of becoming more environmentally sustainable, including the quest of becoming, at least in principle, "carbon free". Second generation rural tourism seeks to increase professional skills, to create cooperation and partnership skills, and allow rural tourism to become more competitive and to contribute to more sustainable economies, services, environment, culture and communities in rural Norway.