In rural destinations different programmes coexist to promote tourism which involves many organizations and relationships. The complexity of stakeholder networks in some cases implies that the result of the application of the programmes is not efficient enough. This paper aims to explore some of these challenges regarding destinations located in rural areas taking the case study of Castilla-La Mancha (Spain). While much of the literature focuses on pinpointing the factors that have a bearing on destination governance, this research attempts to sort the importance of each factor. Structured qualitative questionnaires have been held with rural tourism suppliers (n = 52). The findings highlight that public-private partnerships, coordination on both horizontal and vertical levels, marketing management skills and integration of local activities are shown as priorities according to supply-based stakeholders’ opinions. A consolidation of a neoliberal approach of tourism governance is necessary, in which local governments assume a secondary role, and management is decentralised through community-based public-private partnerships.

在乡村目的地，不同的计划共存以促进旅游业，这涉及许多组织和关系。在某些情况下，利益相关者网络的复杂性意味着应用程序的结果不够有效。本文旨在通过对卡斯蒂利亚-拉曼恰（西班牙）的案例研究，探索与农村地区目的地相关的一些挑战。尽管许多文献集中在查明与目的地治理有关的因素，但本研究试图对每个因素的重要性进行分类。已与乡村旅游供应商（n = 52）进行了结构化的定性问卷调查。调查结果突出表明，公私合作伙伴关系在横向和纵向上都得到了协调，根据基于供应商的利益相关者的意见，将营销管理技能和本地活动的整合列为优先事项。必须整合新自由主义的旅游业治理方法，在这种方法中，地方政府应发挥次要作用，而管理则通过基于社区的公私伙伴关系来下放权力。