The Berkshires (pronounce as /ˈbɹkʃɹs/ or /ˈbɹkʃɪɹs/) located in the western parts of Massachusetts and Connecticut, is both a specific highland geologic region and a broader associated cultural region. The region is also referred to as the Berkshire Hills, Berkshire Mountains, and, with regard to its physiography, Berkshire Plateau. Sir Francis Bernard, the Royal Governor, named the area "Berkshire," to honor of his home county in England. Tourism is a principal industry, relying heavily on cultural art attractions and recreation.