Exploring cultural connectedness in the sustainability of rural community tourism development in Jamaica

The focus of research into the sustainability of rural community tourism in Jamaica often gravitates toward the economic, environmental, political and management components. This ethnographic study explores how two distinctive groups ‑ the Charles Town Maroons, descendants of slavery resistance fighters and the Seaford Town Germans, descendants of indentured labourers from Germany ‑ are exploiting their culture by way of rural community tourism to fashion new livelihood streams. The discussion offers unique insights into how the concept of horizontal and vertical cultural connectedness can add to an understanding of how locals are drawing on their past to generate intangible and tangible cultural tourism products. It further highlights the meanings culture holds for rural inhabitants in relation to sense of place, identity and the development of sustainable rural community tourism.