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With the need to increase tourism demand by focusing on alternative forms of tourism, rural tourism has gained significant attention in recent years, providing rural development with new tourism opportunities and policies in accordance with demand. This study presents a marketing view of a specific area of rural tourism, marketing mix strategies utilized by antique stores, as means of promoting tourism, and offers insight into differences in marketing strategies in a comparison format of antique stores, operating in the rural touristic regions of the northern sections of the state of New York, United States and the southern regions of the Quebec province of Canada.

Antique Shops’ Marketing Strategies in Rural Tourism Destinations: A Comparative Exploratory Study in the U.S. and Canada