ABSTRACT
This research identifies how action-based participant observation supports experience-led entrepreneurs in demonstrating ways in which contemporary practices in the field can support new ways of ensuring sustainable growth through the provision of consumer-led tourism services in communities. The tourism industry, comprised largely of small businesses in the setting for this research, makes an important contribution to the Peak District’s economy. In fact tourism employs nearly 30,000 people and contributes in excess of £1.5 billion to the local economy and is recognised by the Visit Peak District and Derbyshire Destination Management Partnership through 3,000 business owners, entrepreneurs and investors. Tourism has been charged to manage in excess of 32 million day visitors per annum to the Peak District as well as lead the charge on regeneration and renewal through a contribution to the social and cultural economy of the sub-region. A model exploring the background to success in consumer-driven small business is discussed.
