Introduction

In this chapter, we address how tourism may have an impact on both the physicality of the rural landscape as well as the social and psychological experience of place. In particular, we discuss important and interrelated notions of tourism-related gentrification and the growing tendency to create themed and branded spaces in many rural areas. More broadly, we draw attention to the implications of the tendency to position rural areas as 'playgrounds' for the ever-expanding urban population. While some of these impacts certainly include positive benefits, for example, property refurbishment can visually improve the aesthetics of an area, our collective research in various parts of Canada suggests that tourism can alter the 'face' and nature of traditional rural landscapes and negatively affect those living there. The aim of this chapter is to look more closely at tourism and its influence on rural areas. As Shaw and Williams (2004) note, tourism places are constantly being created and re-created; we seek both to better comprehend how this phenomenon is changing the rural landscape and to set out ways to ensure that the community stays in control of these processes.

Key Theoretical Concepts: Gentrification; Branding and Image

What is Gentrification?

Generally, the literature on gentrification (Glass, 1964; Smith, 1979b, 1996; Hamnett, 1984, 2000; Slater, 2002a, 2002b; Kennedy & Leonard, 2001; Lees, 1999, 2000; Ley, 1981; Wyly & Hammel, 2001; Wetzel, 2004) has focussed on cities and more specifically on neighbourhoods within these cities. Gentrification is frequently theorized as a development strategy for urban renewal and revitalization in many larger cities where core areas have been negatively affected by various impacts of urban sprawl, for instance, the loss of core shopping areas and the corresponding reduction of the tax base.