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.