ABSTRACT
This chapter examines the role of drivers in the transformation process from an agricultural region that typically focuses on the production and sale of agricultural products to external markets to an agricultural region that also promotes the consumption of agricultural products within the region by tourists. It investigates the process of transformation, an explanatory model was developed to identify the range of processes that influence the development of tourism in agricultural regions (TAR). The grey literature was an invaluable aid in the search for understanding the role of many of the factors that impacted on the development of Margaret River. The analysis of the interviews identified a number of barriers to tourism development, which can be grouped into six main categories: economic, environmental, sociocultural, regulatory, administrative and product-based. The chapter adopts a holistic approach for understanding the structure and operation of the tourism phenomenon in agricultural regions.
