Crossover Paths for Peri-Urban Markets in Tourism Planning and Development: Mobility Motivations, Career Stage, Life Stage, and Desired Characteristics

This study is a case examination of multiple types of resident and visitor markets of a county that can be described as a fringe community, having both rural and urban amenities and characteristics. It is part of a larger economic development study examining perceptions towards a fringe community seeking to encourage additional company relocation to the county, entrepreneurial activity, and attraction of new residents and visitors. This research is supported by data collected from an online survey, six focus groups, a “speed survey” of business managers, and secondary data. The various markets examined were visitors, relocates, returnees, retirees, “outsiders”, entrepreneurs, young professionals, and long-time residents; however, the critical findings lie in the overlap of these markets, and how these markets may transition from—or “crossover to”—one to another. The study revealed economic development markets evolving over time, possessing multiple characteristics that are not mutually exclusive; tourism functions as a significant driver along varied dynamic paths. Therefore, the industry’s influence on economic growth should be considered beyond its short-term economics to its role in resident migration. Implications for destination leaders to identify and plan for markets over a lifetime are discussed including those associated with entrepreneurial amenity migration in fringe communities.