Relationships, networks and the learning regions: case evidence from the Peak District National Park

This paper constructs a relational framework using principles of relationship marketing and the networks approach to examine the nature of exchange structure in the three case study areas-Casteton, Bakewell and Tideswell in the Peak District National Park (PDNP)-which are conceptualised as the learning regions. It examines different attitudes of actors towards partnership building and their perception of cross-sector networks. It is argued that sustainable tourism product is 'territorially embedded' in ongoing social networks and relationships. The paper illustrates how interactions amongst actors provide a context for learning. It highlights how complex web of relations provide relational capital for different actors to enable greater learning and co-operation in the future. Thus it is guided by an overall aim of investigating the implications of consciously accommodating shared concerns about local environment and collectively selling the destination. (C) 2004 Elsevier Ltd. All rights reserved.