The periphery as a tourism market?

Most tourism research examines peripheral areas as destinations that are often exploited by the dominant, urban core. Little, if any research has considered peripheral areas as potential source markets. Yet, in Australia, some 30% of the population live outside of major urban centres. This study determined that residents of regional centres and rural communities have as much interest in travel as their urban cousins, have similar attitudes to and motivations for travel and moreover travel at the same level of propensity and intensity. Differences are noted in destination choice, though, suggesting an opportunity exists to better market a wider variety of tourism products in peripheral areas.