This paper considers small tourism business relations within a rural tourism destination. They are examined within the context of small business (predominantly hospitality-based) networks and their contribution to destination development. A cultural understanding of relations is presented through a qualitative research framework. Findings highlight the concept of differentiation at individual, business community and destinations levels. This ideal is discussed as a means for maintaining harmony within the business and wider social community through social network norms, which are reinforced at all levels of society.
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