Nature Trails and Mixed Routes - Tourism and Trails: Cultural, Ecological and Management Issues - page 85

2003). Second was the emergence of 'themed driving routes' and associated
programs (Olsen, 2003; Sivijs, 2003), and third was the development of a set
of factors necessary for the development of iconic self-drive touring routes
(Hardy, 2003). Hardy suggested that self-drive trails had the capacity to link
regional communities together, and encourage tourism development along
traveled routes that had high traffic volumes. Factors for success in the devel-
opment of an iconic self-drive route included the involvement of communities
along the way, an understanding of the drive tourist, as well as the develop-
ment of attractions, effective interpretation, signage and infrastructure. To
understand the self-drive tourism market better, Prideaux and Carson (2003a)
developed a useful framework wherein attention should be paid to factors
including location, visitor characteristics, access, nature of visitor flows, expen-
diture patterns, attractions, accommodation, promotion, cooperation between
stakeholders, level of public sector involvement and economic impacts of
innovation. Recently, Denstadli and Jacobsen (2011) noted the relationship
between motivation for driving scenic routes and the level of satisfaction visi-
tors derived and their loyalty toward scenic roads. The following case study
of the Causeway Coastal Route (CCR) is used to illustrate many of the above
findings in the extant literature on self-drive tourism and scenic byways.
Case Study: Causeway Coastal Route (CCR), Northern
Ireland
The CCR is an apt example for threading together a number of the key
points previously addressed - the importance of the VFR market to drive
tourism, as well as the factors needed to develop a successful scenic route.
Northern Ireland enjoys a higher than average VFR market, which
accounts for 46% of all visitors from outside the province and 34% of all
domestic overnight trips. Part of the appeal of Northern Ireland has been
the North Coast 'pleasure periphery' with its Victorian and Edwardian
seaside resorts, as well as the striking coastal scenery. For decades visitors
have journeyed along this coastal road/route to take in its scenery, heri-
tage and culture. Over the past few years as part of efforts to develop
tourism in the area further, the coastal drive has been officially designated
and marked by scenic signs and given the label Causeway Coastal Route.
It is officially labeled a general sightseeing tour circuit, but it is also an
opportunity to experience one of the most dramatic routes in the world
(Boyd, 2013). The 129 km CCR is, according to the Northern Ireland
Tourist Board, 'the essential Irish journey' with panoramic views of
windswept cliffs, spectacular scenery, relatively unspoilt beaches, historic
castles, resort communities, coastal villages, churches, heritage centers
( Continued )