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USING Toljrism & TRAVEL AS a C:OMMUNITY ANID RURAL R EVI·R MAGR ~~d. GOVS .------.--~.._.........~~~~ MN 2500 CDBU-3822(1989) USING TOlJRISM & TRAVEL AS A c:OMMUNITY ANID RURAL R EVI·rALIZATION ST.RATEGY t t: ' National Extension Workshop May 10-12, 1989 Minneapolis, Minnesota CD-BU-3822 The University of Minnesota Is committed to the policy that all persons shall have equal access to its programs, facilities, and employment without regard to race, religion, color, sex, national origin, handicap, age, vetran status, or sexual orientation. MINNESOTA EXTENSION SERVICE UNIVERSITY OF MINNESOTA USING TOURISM AND TRAVEL ASA COMMUNITY AND RURAL REVITALIZATION STRATEGY Edited and Printed by John Sem Tourism Center Minnesota Extension Service University of Minnesota St. Paul, Minnesota 55108 612-624-4947 August, 1989 Proceedings of the National Extension Workshop The Registry Hotel Minneapolis, Minnesota May 10- 12, 1989 Acknowledgments The editors would like to thank the following organizations and individuals for their financial assistance and support in sponsoring and planning the national tourism and travel workshop. The editors would also like to thank the many authors whose contribution made this publication possible. Sponsored and Financially Supported by: The Tourism Center, Minnesota Extension Service, University of Minnesota, St. Paul, Minnesota Extension Service, USDA, Washington D. C. The North Central Regional Center for Rural Development, Iowa State University, Ames, Iowa The Farm Foundation, Washington, D. C. United States Tourism and Travel Administration, U. S. Department of Commerce, Washington, D. C. Planning Committee: John Sem, Chair, Tourism Center, Minnesota Extension Service, University of Minnesota Patrick Boyle, Advisor, Cooperative Extension Service, Wisconsin Don Nelson, Extension Service- U.S.D.A., Washington, D. C. Marion Bentley, Utah State University Thomas Brown, Cornell University Robert Espeseth, University of Illinois, Champaign Denver Hospodarsky, Oregon State University Barbara Koth, Tourism Center, Minnesota Extension Service, University of Minnesota Glenn Kreag, Tourism Center, Minnesota Extension Service, University of Minnesota David Lime, Tourism Center, Minnesota Extension Service, University of Minnesota Peter Korsching, North Central Regional Center for Rural Development, Iowa State University Kenneth Pigg, University of Missouri Larry Simonson, Tourism Center, Minnesota Extension Service, University of Minnesota Carson Watt, Texas A&M Alan Worms, University of Kentucky ii Table of Contents Issues Programming for Extension Tourism-Cooperative Extension's New Direction Pat Barich . 1 The Role of the University in the Tourism and Travel Industry John Sem ..................................................... 2 What's Happening with Centers in the U.S.A.? Richard Gitelson ................................................ 9 Planning a Tourism Strategy for the Year 2000 Clare Gunn . 18 Tourism Research- Role of State Tourism Office and University Extension Services Linda Limback ................................................ 24 National Tourism Industry Issues Allan J. Worms ................................................ 30 Cooperative Extension and Tourism Development: A National Perspective Beth Walter Honadle . 45 Using Secondary Employment Data as an Economic Impact and Trend Indicator for Tourism Tommy L. Brown and Nancy A. Connelly ............................. 51 Extension Programs in Tourism: A State Perspective R. Warren McCord ............................................. 58 Tourism - One of the Winning Strategies for Rural Communities Arlen G. Leholm ............................................... 61 Local Tourism Development- The Planning Process Thomas J. Wood ............................................... 67 Developing a Touristic Image William C. Gartner . ............................................. 71 Rural Tourism Development: The University Research Connection Dr. Richard Howell . 7 4 For Tourism Management Dr. Richard Howell . 78 Tourism Programming James Huss .................................................. 79 iii Community Tourism Development Glenn Weaver . 83 Rural and Community Tourism Development: An Advisory Services Approach for Coastal Louisiana Mike Littman . 86 Developing Your Community for Tourism: The Role of Awareness Workshops Larry Simonson . 93 Tourism Marketing for Communities: Moving from Hype to Strategy Sue Sadowske ................................................ 97 Minnesota Extension's Tourism Brochure Critique Service Don Breneman . 105 Developing and Working with Tourism Trade Groups Allan J. Worms . 107 l- Ag-Tourism-- How To Get It Started in Your State Harriett Moyer . 116 Rural, Industrial Tourism Larry Simonson . 120 Rural and Community Tourism Development: A Market Information System Demonstration Project Carson E. Watt and Sherman Frost . 125 Developing the Bed and Breakfast Industry Robert D. Espeseth . 134 Bed and Breakfasts: Marketing to Guests and Extension Clientele Barbara A. Koth . 137 New York State's Bed and Breakfast Programming: How Successful Was It? Chad P. Dawson and Tommy L. Brown ............................. 147 Courtesy is Contagious: Hospitality Skills Training in New York State Chad P. Dawson . 153 Organizing Hospitality Training Via Satellite Teleconference Glenn Kreag . 157 Interactive Video Disk Training for the Hospitality Industry Robert H. Borgatti and Daniel F. Nicolette ........................... 161 iv A Description of the Texas Experience in Organizing and Working with Festival_and Event Clientele and the Texas Festivals Association Carson E. Watt . 166 Developing a ·Festival and Event Initiative Larry Simonson . 174 The Forest Service's Role in National Resource Management for Tourism Bruce Hronek . 177 Partnership in Interpretation on the Superior and National Forest Barbara Soderberg . 180 Increasing Opportunities for Tourists to Encounter Wildlife: Enhancing Partnerships between Public Resource Managers and the Tourism Industry David W. Lime . 188 The Public Sector Role in Natural Resource Management for Tourism Priscilla R. Baker . 192 Community Enhancement of a Great Lakes Charterboat in Grand Haven, Ml Charles Pistis . 196 Remarks Don Nelson . 203 Participant List . 206 v Summary of Proceedings Tourism and travel is a major component of the United States economy, generating over $300 billion annually. A sizable portion of this industry is based on the attractions of our vast and beautiful natural resources, much of it accessed through the many small rural communities of our nation. The purpose of the National Tourism Workshop and the proceedings was to document ideas and resources that small rural communities can use in developing and expanding business and services for tourists and travellers. These ideas can be used to expand the economic benefits from individuals willing to travel and experience rural communities, natural resources, and businesses serving the traveller. The tourism and travel sector can be an important component of rural development if it is approached carefully with a planned approach to development. This material was developed to help economic practitioners and the cooperative extension system assist local individuals and communities in using tourism and development as an economics development tool and utilize the resources of the land grant system more effectively. The opinions expressed in this publication reflect those of the author(s) and do not necessarily reflect those of the Cooperative Extension Service or the Land Grant College System. Copyright 1989, Tourism Center, Minnesota Extension Service, University of Minnesota, St. Paul, Minnesota, 55108. August, 1989. vi Conference Videotapes The following conference videotapes are available through the Tourism Center, University of Minnesota. Managing Events and Festivals - featuring Carson Watt, Glen Weaver, and Larry Simonson Basic Tourism Marketing- featuring Sue Sadowske, Jack Gray, and Harriet Moyer Wildlife as a Tourism Attraction- featuring Barbara Soderberg, David Lime Local Tourism Attraction Development - featuring Tom Woods and William Gartner Developing a Bed and Breakfast - featuring Chad Dawson, Barbara Koth, Bob Espeseth, and Bob Buchanan Rural and Community Tourism Development - featuring Carson Watt, Mike Liffman, and Larry Simonson Hospitality Training - featuring Chad Dawson, Bill Bordeau, Glenn Kreag Waterfront Revitalization for Tourism Development - featuring Glenn Kreag, Chuck Pistis, and Ken Pagans Additional conference proceedings will be available through the Distribution Center, Minnesota Extension Service, University of Minnesota for $20.00. Checks should be made payable to the University of Minnesota (Minnesota residents add 6% sales tax) and mailed to the Distribution Center, Minnesota Extension Service, University of Minnesota, 3 Coffey Hall, 1420 Eckles Avenue, St. Paul, MN 55108. For additional order information call (612) 625-8173. vii ISSUES PROGRAMMING FOR EXTENSION TOURISM • COOPERATIVE EXTENSION'S NEW DIRECTION Synopsis of Address by Pat Borich Dean and Director Minnesota Extension Service Within the last two years, the national Cooperative Extension Services (CES) has begun directing effort and resources toward nine broad-based issues of national concern. Regarding this shift, Barich noted, "Extension needs to focus attention on a select number of important national issues for which education is important and for which we have expertise to share." He stated that CES needs to be recognized as a progressive, visionary organization that truly
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