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Host community tourism narrative

The promotional discourse of the county Jardins-de-Napierville presents the Parc Safari as a major tourist attraction and a structuring pole, while the rest of the discourse is radically different from the park, depicting a rural, authentic destination with a focus on active tourism, cycling and hiking.

The dominant tourism narrative of Jardins-de-Napierville County is that of rural life, with its share of rural images and references to land, ter- roir and expertise. It is a discourse that is based on historical land use and the authenticity of the products of farming. This discourse places particular value on vineyards and cider houses, even while they remain economically marginal in production compared to intensive agriculture - especially vegetables and cereals - in the region.

The other narrative discourse is that of active tourism, mainly cycling and hiking. These activities are presented as an escape from the urban metropolis that is Montreal. This is a getaway for a day or two, in a bucolic setting. These activities can be combined with agritourism site visits. This discourse is complementary to that of the local terroir and agriculture because they happen around the same sites in the rustic nature of the countryside.

 
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