Tourism development increasingly is used to enhance rural and regional economies. However, a number of key actors are involved in the process of developing this industry that hold varying viewpoints with regard to the viability of the industry. This study presents the results of using an attitudinal scale to survey 13 cities and six counties within the Columbia River Gorge region of Oregon and Washington. The key actors involved are not in agreement with the role of rural regional tourism and recreation development. The article concludes with recommendations for further research related to congruency and public policy in tourism development.
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