Guide to Cultural and Heritage Tourism Development

Total Page:16

File Type:pdf, Size:1020Kb

Guide to Cultural and Heritage Tourism Development T OURISM BUSINESS ESSENTIALS CULTURAL AND HERITAGE TOURISM DEVELOPMENT The essential guide for BC tourism businesses interested in developing a cultural or heritage tourism operation. Cultural and Heritage Tourism Development Guide This guide provides background about the importance of cultural and heritage tourism and the opportunities it presents for tourism operators in British Columbia. Through descriptions of many different types of cultural and heritage tourism ventures, operators will discover the many advantages of developing a cultural and heritage tourism product in BC. Copyright First Edition, January 2014 © 2014 – Destination BC Corp. All rights reserved. No part of this guide may be reproduced in any form or by any means, electronic or mechanical, without permission in writing from Destination BC. This guide is produced to provide information to assist tourism operators in British Columbia. Destination BC Corp. does not endorse, recommend or assume any liability for any of the operations or organizations referenced in this guide. Super, Natural; Super, Natural British Columbia; HelloBC and Visitor Centre and all associated logos/ trade-marks are trade-marks or Official Marks belonging to Destination BC Corp. Contributors We would like to acknowledge the Ministry of Community, Sport and Cultural Development (Arts, Culture, Gaming Grants and Sport Division). As well, we are very grateful for the contri- butions of the following British Columbia tourism educators. Bruce Whyte, PhD (cand.), was cultural recreation, pedagogy, and environmental tourism advisor, Arts & Culture Branch, problem-solving and is exploring the Ministry of Community, Sport and concept of “place” in adventure travel. Cultural Development (Victoria), at the time of writing, and is now Senior Tourism Dr. Nancy Arsenault, tourism educator, Development Officer, Tourism Branch, operator, and researcher. As CEO of Ministry of Jobs, Tourism and Skills Training. Arsenault Project Solutions (View Royal), A former newspaper journalist with more and co-founder of The Tourism Cafe, Nancy than 20 years’ tourism development experi- is one of Canada’s experiential travel and ence in government and as a consultant, product-market development experts. She has Bruce is exploring tourism authenticity issues led major tourism projects for agencies such with Leeds Metropolitan University’s Centre as Parks Canada, the Gros Morne Institute for Tourism and Cultural Change. for Sustainable Tourism and Royal Roads University. Dr. Brian P. White, Director, School of Tourism and Hospitality Management, Royal Laura Shaw, MA, Tourism and Recreation Roads University (Colwood). An educator Management Program, College of the Rockies with more than 30 years’ experience, Brian (Golden). Given her location in the Rocky founded one of the province’s first post- Mountains it is no surprise Laura is a secondary programs in tourism at Capilano specialist in outdoor tourism products with College (now University), and was named a keen interest in environmental and Canada’s Tourism Educator of the Year in community development issues. 2004 before moving over to head the tourism program at Royal Roads. Sydney Johnsen, MRM, project coordinator and sessional faculty, Tourism Management Dr. Nicole Vaugeois, Department of Department, Thompson Rivers University Recreation and Tourism Management, (Kamloops). Sydney is a resource planning Vancouver Island University (Nanaimo). specialist with a focus on sustainability issues Nicole is a leading contributor to rural in tourism. tourism development in the province as BC Regional Innovation Chair in Tourism Ursula Pfahler, MA, School of Business and Sustainable Rural Development. Administration – Tourism Management Option, Camosun College (Victoria). An Dr. Robert Hood, School of Tourism, instructor since 2006, Ursula earned a Thompson Rivers University (Kamloops). sterling reputation as a tourism consultant Rob is a leading authority in tourism and working on product development, training land use issues, with a focus on the issues and marketing projects with businesses and of BC’s Interior region. First Nations. She subsequently joined the Heritage Branch of the Ministry of Forests, Dr. Philip M. Mullins, Assistant Professor Lands and Natural Resource Operations in in Outdoor Recreation and Tourism early 2011 as a community heritage planner Management, University of Northern BC with special responsibilities for heritage (Prince George). Phil works in outdoor tourism and economic development. i Case Study Contributors Additionally, we gratefully acknowledge the contributions of, and research carried out by, the following people. Greg Simmonds, Tourism Management Department student, Thompson Rivers University (Kamloops). Martin LeClerc, International Tourism Management MBA student, University of Quebec at Montreal and Paris Dauphine (Victoria). Martin is also General Manager of the Fairmont Empress Hotel. Pat Moser, Adventure Tourism Business Operations student, College of the Rockies (Golden). Chris Bryson, Shannon Bence, Emily Nicholson, Britta Guillon, Vancouver Island University Students (Nanaimo). Nate Bird, Royal Roads University MA Tourism student and graduate of Camosun College tourism management program. Pascale Knoglinger, BA, CED, Project Manager, Société de développement économique de la Colombie-Britannique (Victoria). ii Cultural and Heritage Tourism Development Guide Table of Contents Introduction .......................................................................................................................................1 1 Cultural and Heritage Tourism, and Why It Matters .......................................2 The History of Cultural and Heritage Tourism ........................................................................ 2 Defining Cultural and Heritage Tourism ...............................................................................................3 Case Study: U’Mista Cultural Centre .......................................................................................................4 The Popularity of Cultural and Heritage Tourism ................................................................................5 Case Study: The Economuseum Story .....................................................................................................7 Benefits of Cultural and Heritage Tourism ............................................................................................8 2 Partnerships: The Foundation of Success .................................................................13 Strong Partnerships: The Foundation of Cultural and Heritage Tourism .......................................13 Strengths of Each Sector ..........................................................................................................................14 Challenges of Cultural Heritage and Tourism Partnerships ..............................................................15 Benefits of Partnerships ...........................................................................................................................16 Case Study: Wells – A Creative Arts Community Destination ..........................................................17 Identifying Stakeholders ..........................................................................................................................18 How to Create Successful Partnerships .................................................................................................20 Reshaping Your Organization for Cultural Partnerships ...................................................................22 Case Study: Culture Kicks in Golden.....................................................................................................23 Cultural Heritage in Transitional Times ...............................................................................................25 3 Using Heritage Values to Enhance Your Business ............................................26 What are Heritage Values? ......................................................................................................................26 How to Identify Historic Places..............................................................................................................27 Examples of Heritage Planning ..............................................................................................................28 How Tourism Benefits from Heritage Values ......................................................................................29 Case Study: Living Heritage at the Heart of a Lifestyle .......................................................................30 4 Developing Cultural and Heritage Experiences ..................................................32 Developing Cultural and Heritage Experiences ...................................................................................32 Case Study: Victoria Heritage Tourism Alliance and Emily Carr House .........................................33 Identifying Cultural and Heritage Tourism Experiences ...................................................................34 Case Study: The Fairmont Empress Hotel ............................................................................................36 Product Development Tools ...................................................................................................................37 iii Cultural and Heritage Tourism Development Guide Table of Contents Targeting Your Ideal
Recommended publications
  • A Toolkit for Partners of the CTC 2Nd Edition
    Experiences A toolkit for partners of the CTC Kraus Hotspring, Nahanni, Northwest Territories © Noel Hendrickson 2nd edition October 2011 1 Experiences October 2011 © Canadian Tourism Commission 2011. All rights reserved. Dear Colleagues I’m delighted to present Experiences – A toolkit for partners of the CTC (2nd Ed.) for industry. The release coincides with the launch of our new Signature Experiences Collection® and our deeper knowledge of the values, attitudes and behaviours of travellers to Canada based on our Explorer Quotient® (EQ®) research. Travellers around the world are telling We proudly support Canada’s small and We look forward to the innovation this us that they want to explore the unique, medium enterprises (SMEs) with tools, Toolkit stimulates, the current practices the exotic and the unexpected. We’ve research, digital asset sharing, programs it validates and the creative product promised them that Canada is the place and marketing campaigns. Our Brand development that will emerge. Together we where they can fulfill this dream. Our Experiences unit works directly with industry can welcome the world, increase demand tourism businesses are key to delivering on to support your product development, for travel to Canada, and strengthen our that promise. marketing and market development national brand: Canada. Keep Exploring. activities. Memorable and engaging visitor Sincerely yours experiences in Canada bring our brand to The Experiences - A toolkit for partners life. They also strengthen the perception of the CTC (2nd Ed.) for industry provides of Canada as an all-season, premier travel updated information that we hope clearly destination. explains experiential travel and the business Library and Archives Canada Cataloguing in Publication Our goal at the Canadian Tourism opportunity it represents.
    [Show full text]
  • The Needle Art of Kathleen O'reilly
    Volume 35, No. 4 BRITISH COLUMBIA Fall 2002 $5.00 HISTORICAL NEWS ISSN 1195-8294 Journal of the British Columbia Historical Federation Womanly Arts Expressions of and creations by women in Victorian British Columbia. Left: Kathleen O’Reilly, age 21, December of 1888. Photo taken at the studio of Lambert Weston & Sons, Folkestone, England. See “How Shall I Frame Myself?” by Liberty Walton in this issue. BC Archives Archives HP50082 BC Our Web site <bchistory.ca> is hosted by Selkirk College in Castlegar, BC British Columbia Historical News British Columbia Historical Federation Journal of the PO Box 5254, Station B., Victoria BC V8R 6N4 British Columbia Historical Federation Under the Distinguished Patronage of Her Honour Published Winter, Spring, Summer, and Fall. The Honourable Iona Campagnolo. PC, CM, OBC Lieutenant-Governor of British Columbia Editor: Fred Braches PO Box 130 Honorary President: Helen B. Akrigg, Whonnock BC, V2W 1V9 Phone 604.462.8942 Officers [email protected] President: Wayne Desrochers Book Review Editor: 13346 57th Avenue, Surrey BC V3X 2W8 Anne Yandle Phone 604. 599.4206 Fax. 604.507.4202 [email protected] 3450 West 20th Avenue First Vice President: Jacqueline Gresko Vancouver BC, V6S 1E4 5931 Sandpiper Court, Richmond BC V7E 3P8 Phone 604.733.6484 Phone 604.274.4383 [email protected] [email protected] Second Vice President: Roy J.V. Pallant Subscription Secretary: 1541 Merlynn Crescent, North Vancouver BC V7J 2X9 Joel Vinge Phone 604.986.8969 [email protected] 561 Woodland Drive Secretary: Ron Hyde Cranbrook BC V1C 6V2 #20 12880 Railway Ave., Richmond BC V7E 6G2 Phone/Fax 250.489.2490 Phone: 604.277.2627 Fax 604.277.2657 [email protected] [email protected] Recording Secretary: Gordon Miller 1126 Morell Circle, Nanaimo BC V9R 6K6 Publishing Committee: Phone 250.756.7071 [email protected] Tony Farr Treasurer: Ron Greene 125 Castle Cross Road, PO Box 1351, Victoria BC V8W 2W7 Salt Spring Island BC V8K 2G1 Phone 250.
    [Show full text]
  • The Big Marketing Guide an Introductory Guide for Queensland Tourism Businesses
    INTRODUCTION | WRITING YOUR MARKETING PLAN The Big Marketing Guide An introductory guide for Queensland tourism businesses teq.queensland.com/bigmarketingguide The BIG Marketing Guide 1 Section 1 Introduction 1 Contents Writing your marketing plan Section 2 Experience Development 22 Delivering world-class experiences Section 3 Branding 36 Brand development to build business Including target markets and imagery Section 4 Domestic Marketing 47 Becoming domestic ready Including packaging, price, distribution and promotion Section 5 Digital Marketing 74 Making the most of your online marketing Section 6 International Marketing 101 Setting your sight on the global stage Section 7 Trade and Media Familiarisations 119 Familiarity creates buyers and bookings Section 8 Media and Publicity 127 Making media work for you Section 9 Working With Events 149 How working with events can benefit your business Section 10 Low-Cost Marketing Ideas 159 Great promotional ideas on a budget Section 11 Tourism Industry Terms 165 Section 12 References 169 Introduction Writing Your Marketing Plan Takeaways • Understanding of the tourism network in Australia • Why you need a marketing plan and how to prepare one • Why accessing the right research is invaluable to your business The BIG Marketing Guide 1 INTRODUCTION | WRITING YOUR MARKETING PLAN Introduction As a Queensland tourism operator, you’re part of one of the state’s largest and most diverse industries. Our industry is vibrant and dynamic and its strength lies in the success of operators like you. How you develop and market your business is important, not only to you personally, but to the government and industry bodies that represent your interests.
    [Show full text]
  • Fabuleux Ouest Canadien
    1 Watson Lake YUKON 1 Grand Lac Fort Liard des Esclaves TERRITOIRES DU NUNAVUT Ouest canadien Dease Lake Liard River Fort Resolution Juneau Hot Springs NORD-OUEST À ne pas manquer Provincial Park Muncho Lake Telegraph Provincial Park Vaut le détour Creek 37 Fort Smith Baie 97 Intéressantd’Hudson Stone Mountain Fort Nelson Provincial Park Churchill Wildlife Mount Edziza Rainbow Churchill Management Area Northern Rocky Parc national Lac Athabasca Provincial Park M Lake 35 Mountains Wood Buffalo Parc national Provincial Park Wapusk and Protected Area High Level o Baie Fort d’Huson ALASKA Stewart Vermilion (É.-U.) COLOMBIE- n Kaskatamagan BRITANNIQUE Wildlife Management Area Nisga’a Memorial t ALBERTA Lava Bed Park Hazelton Fort Lynn Lake Gillam a St. John Prince Driftwood Canyon Peace 6 Rupert Terrace Provincial Park River Fort La Loche g Dawson Hudson’s Creek McMurray 16 Smithers Hope Dunvegan Thompson Kitimat Lakelse Lake n McLennan Provincial Park Fort St. James Lac La Ronge Archipel e Grande Provincial Park Prairie Valleyview Haida Gwaii Lac La Biche La Ronge Flin Flon Prince s MANITOBA George 16 Athabasca Tweedsmuir Cold Lake Bowron Lake SASKATCHEWAN Provincial Park 97 Smoky Provincial Park Lake Meadow Cumberland House Bella Quesnel Fort Saskatchewan St. Paul Lake Provincial Historic Park Coola Pinnacles McBride The Pas Hinton St. Albert Parc national ONTARIO Provincial Park Barkerville 11 Vegreville OCÉAN PACIFIQUE Jasper de Prince Albert Narrow Hills 20 Mt. Robson Prov. Park Edmonton R Parc national 4 Provincial Park and Protected
    [Show full text]
  • Report Template Normal Planning Appeal
    Inspector’s Report 300440-17 Development The construction of a single storey discount foodstore (to include off licence use). The development includes the erection of signage. The proposed development will be served by 112 no. car parking spaces with vehicular/pedestrian access will be provided from the Strand Road. The proposed development includes the construction of a single storey ESB sub station, lighting, all landscaping, boundary treatment and site development works. Location Strand Road, Tramore, County Waterford. Planning Authority Waterford City and County Council. Planning Authority Reg. Ref. 17/697. Applicant Aldi Stores Ltd. Type of Application Permission. Planning Authority Decision Refusal of permission. ABP300440-17 Inspector’s Report Page 1 of 35 Type of Appeal First Party Appellant Aldi Stores Ltd. Observer Leefield Ltd. Date of Site Inspection 21st August 2018. Inspector Derek Daly. ABP300440-17 Inspector’s Report Page 2 of 35 1.0 Site Location and Description 1.1. The appeal site is within the built up area of the town of Tramore in relative close proximity to both the town centre and the beachfront. The site is currently vacant with no active use on the site. 1.2. The site has a stated area of 1.02 hectares and is irregular in configuration. The site has road frontage onto Strand Road to the south and southwest. The site also incorporates a roadway off Strand Road referred to as Crescent Road which loops in a semi circular manner around the rear of a number of properties fronting onto Strand Road. This roadway provides access for the site.
    [Show full text]
  • Trends & Statistics 2017
    The Case for Responsible Travel: Center for Responsible Travel Transforming the Way the World Travels Trends & Statistics 2017 ***Special edition in recognition of the UN’s International Year of Sustainable Tourism for Development The United Nations designated 2017 as the International Year of Sustainable Tourism for Development, recognizing, in its resolution, “the important role of sustainable tourism as a positive instrument towards the eradication of poverty, the protection of the environment, the improvement of quality of life and the economic empowerment of women and youth and its contribution to… sustainable development, especially in developing countries.”1 This International Year (IY2017, as it is known) comes 15 years after the UN’s designation of the International Year of Ecotourism in 2002. Responsible travel has come a long way, from its original roots in small-scale, nature- and culture-based ecotourism. Today sustainability – environmental, social, and economic – is increasingly recognized as the benchmark for all tourism business, of all sizes, in all destinations, and across all sectors of the industry. In addition, the UN’s 2017 International Year clearly recognizes that sustainable tourism is an important tool for development, most importantly in poor communities and countries. As noted by the UN World Tourism Organization, 57% of international tourist arrivals in 2030 will be in emerging economies.2 And in 2017 and 2018, emerging and developing economies are forecast to grow 4.5 and 4.8% respectively, outpacing the
    [Show full text]
  • THE EXPERIENCE REVOLUTION WHAT MATTERS for the FUTURE of TOURISM ABOUT OLIVER WYMAN Oliver Wyman Is a Global Executive Management Consulting Firm
    THE EXPERIENCE REVOLUTION WHAT MATTERS FOR THE FUTURE OF TOURISM ABOUT OLIVER WYMAN Oliver Wyman is a global executive management consulting firm. With offices in more than 50 cities across 30 countries, Oliver Wyman combines in-depth knowledge across business lines with recognized expertise in strategy, operations, risk management, and organizational transformation. Its 4,700 professionals help their clients optimize their business, improve their operations and their risk profile and accelerate their organizational performance in order to seize the most attractive opportunities. Oliver Wyman is a subsidiary of the Marsh & McLennan Companies Group [NYSE: MMC]. For more information, visit www.oliverwyman.com. Follow Oliver Wyman on Twitter @OliverWyman. AMERICAS EMEA ASIA PACIFIC +1 212 541 8100 +44 20 7333 8333 +65 6510 9700 AUTHORS MATTHIEU DE CLERCQ GUILLAUME THIBAULT ADAM HJIEJ Partner Partner Associate [email protected] [email protected] [email protected] ANSHU VATS BRUNO DESPUJOL Partner Partner [email protected] [email protected] www.oliverwyman.com Copyright © 2019 Oliver Wyman All rights reserved. This report may not be reproduced or communicated, in whole or in part, without the written consent of Oliver Wyman and Oliver Wyman can not be held responsible for any reason whatsoever for the acts of third persons resulting therefrom. The information and opinions contained in this report were prepared by Oliver Wyman. This report is no substitute for individualized advice from professionals on how a particular financial institution should perform its strategy. This report is not investment advice and should not be used for the purposes of such investment advice or as an investment substitute for consulting professional accountants or for tax, legal or financial advice.
    [Show full text]
  • Experiential Travel
    JANUARY 2015 IN FOCUS: EXPERIENTIAL TRAVEL Ezio Poinelli Director www.hvs.com HVS ATHENS | 17 Posidonos Ave. 5th Floor, 17455 Alimos, Athens, GREECE HVS MILAN | c/o Hemera Ventures, Blend Tower, Piazza 4 Novembre, 7, 20124 Milan, ITALY This article provides an overview of trends in luxury leisure travel, showcases Luxury Frontiers’ business model, and highlights the rationale behind Luxury Frontiers’ global partnership with HVS’s Athens and Milan offices. Contemporary Luxury Over the past several years, and particularly after the 2008 global recession, there has been a notable shift in the preferences of buyers of luxury goods and services. Gone are the days of opulent excess as research has repeatedly shown “a shifting tendency among the affluent to seek and discover authentic experiences as opposed to purchasing and owning physical luxury items” (2014 MasterCard Affluent Report). For instance, over 72% of respondents in a 2013 American Express survey said they would rather spend money on experiences than material goods. Moreover, luxury consumers desire bespoke and personalized products and services, and nowhere is this truer than in luxury travel. Luxury Leisure Travel In 2013, the Boston Consulting Group estimated the luxury leisure travel market’s overall value at $460 billion, and it has been growing by an average of 11% each year. According to the 2011 Howarth HTL report on the Future of Luxury Travel, “Luxury travellers today are…no longer drawn by ostentatious services, they have moved towards a quieter, understated luxury, and plan their trips with a focus on authenticity and experiential travel”. They do so by choosing travel products that allow them to experience local cuisine, art and culture, off-the-beaten-track destinations, spectacular scenery and nature reserves.
    [Show full text]
  • Cultural & Heritagetourism
    Cultural & HeritageTourism a Handbook for Community Champions A publication of: The Federal-Provincial-Territorial Ministers’ Table on Culture and Heritage (FPT) Table of Contents The views presented here reflect the Acknowledgements 2 Section B – Planning for Cultural/Heritage Tourism 32 opinions of the authors, and do not How to Use this Handbook 3 5. Plan for a Community-Based Cultural/Heritage Tourism Destination ������������������������������������������������ 32 necessarily represent the official posi- 5�1 Understand the Planning Process ������������������������������������������������������������������������������� 32 tion of the Provinces and Territories Developed for Community “Champions” ��������������������������������������� 3 which supported the project: Handbook Organization ����������������������������������������������������� 3 5�2 Get Ready for Visitors ����������������������������������������������������������������������������������������� 33 Showcase Studies ���������������������������������������������������������� 4 Alberta Showcase: Head-Smashed-In Buffalo Jump and the Fort Museum of the NWMP Develop Aboriginal Partnerships ��� 34 Learn More… �������������������������������������������������������������� 4 5�3 Assess Your Potential (Baseline Surveys and Inventory) ������������������������������������������������������������� 37 6. Prepare Your People �������������������������������������������������������������������������������������������� 41 Section A – Why Cultural/Heritage Tourism is Important 5 6�1 Welcome
    [Show full text]
  • Futurecast's Millennial Brief on Travel & Lodging
    OCTOBER 2016 THE MILLENNIAL BRIEF ON TRAVEL & LODGING TRENDS REPORT ALL OF THE MATERIAL IN THIS DOCUMENT IS COPYRIGHTED AND MAY NOT BE REPRODUCED IN WHOLE OR IN PART WITHOUT EXPRESS WRITTEN PERMISSION. FOR PERMISSION, PLEASE CONTACT JEFF FROMM, [email protected]. NO DISTRIBUTION OR REPRODUCTION WITHOUT PERMISSION. COPYRIGHT © 2016 BARKLEY, INC. AND FUTURECAST, LLC. ALL RIGHTS RESERVED. 1 TABLE OF CONTENTS Introduction .........................................................................2 Travel for a New Generation ................................................3 Who are Millennials Travelers? ............................................5 Experience Pioneers ....................................................... 6 Digital Functionalists ..................................................... 8 Travel Day Traders .......................................................... 9 Spontaneous Planners ...................................................11 Social Validators ........................................................... 12 Expert Opinion: Q&A with Vicki Poulos, Global Brand Director - Moxy Hotels ................................. 14 The Future of Traditional Lodging .......................................17 Conclusion ........................................................................ 18 Contact ............................................................................. 19 Sources ..............................................................................20 NO DISTRIBUTION OR REPRODUCTION WITHOUT PERMISSION. COPYRIGHT
    [Show full text]
  • Cross-Province Key Ferry Routes Airports RV Parks
    Cross-Province Visitor Information Centres, including the Peace Arch Border Crossing Key Ferry Routes BC Ferries - Victoria - Vancouver Nanaimo - Vancouver Sunshine Coast - Vancouver Vancouver Gulf Islands North Inside Passage (Port Hardy/Prince Rupert) Comox Powell River Nanaimo -Tsawwassen Coho Ferry Program (Port Angeles) Seattle Seattle Cruise Vancouver Vancouver Cruise Ship Terminals Airports Abbotsford Abbotsford Airport Comox Valley Comox Valley Airport Prince George Prince George Airport Prince Rupert Prince Rupert Airport Seattle Seattle Airport Program (6 ) Vancouver Vancouver International Airport, 3 terminals Victoria Victoria Airport RV Parks Coquitlam Go West Campers International Vancouver The Vancouver Trolly Company Delta Canadream Inc Burnaby Cariboo Road RV Park USA & Other Provinces Alberta Ponoka Visitor Information Centre Port Angeles Port Angeles Visitor Info Centre Seattle Seattle Airport Program (6 ) Seattle WSF Seattle Terminal Seattle Seattle Cruise Seattle Boeing Tour Centre Spokane The Northwest Museum of Arts and Culture (The MAC) Stony Plain Stony Plain & District Chamber of Commerce Distribution by Region & Community Cariboo Chilcotin Coast Barkerville Historic Barkerville Info Centre Quesnel Quesnel Visitor Info Centre Wells Wells & District Chamber of Commerce Williams Lake Williams Lake Visitor Info Centre Kootenay Rockies Cranbrook Best Western Cranbrook Hotel Cranbrook Cranbrook Visitor Info Centre Creston Creston Visitor Info Centre Field Yoho National Park Visitor Centre Golden Golden Visitor Centre Invermere Invermere Visitor Info Centre Kimberley Kimberley Visitor Info Centre Nelson Nelson Kootenay Lakr Tourism Centre Revelstoke Revelstoke Arts Council Revelstoke Revelstoke Visitor Info Centre Northern BC Chetwynd Chetwynd Visitor Info Centre Dawson Creek Dawson Creek Visitor Centre Fort Nelson Northern Rockies Regional Municipality & Tourism Fort St. John North Peace Regional Airport ( Fort St.
    [Show full text]
  • Marketing the Authentic Experience
    Marketing The Authentic Experience Hailey Post Graduate Student Parks, Recreation and Tourism Management North Carolina State University An Evolving Market Tourism is rapidly changing. In the landscape of advancing technology, expanding globalization, and a shift in generational attitudes, tourism is seeing an evolution of market desires. Gradually the age of familiar travel itineraries is fading, making way for a new generation filled with wanderlust and hungry for adventure. As the world continues to connect through the internet and social media, destination tourism marketing professionals have an exciting amount of work ahead of them. So long as professionals properly evaluate and remain ahead of trends for the coming years, the industry can continue to flourish. Over the next 20 years, destinations will see the rise of an experiential travel trend motivated by the interests of Millennial and Generation Z travelers. These increasingly globalized generations are more interested in unique travel experiences than generations before them. Luckily for destination marketing professionals, not only do young travelers desire life-changing experiences, but they also want to share their transformative adventures with their followers on social media. The increase in social media popularity is advantageous for destinations. Tourists are looking for ways to connect with and positively contribute to the local community they are visiting. They are looking for opportunities to create a narrative of adventure to share with others through photos, videos, blogs, etc. In addition to sharing their experiences through social media, tourists provide a source of marketing for destinations. But how do marketing professionals bring the tourists to the destination in the first place? The biggest challenge for tourism marketers is determining how to strategically communicate their destination’s unique authentic experience to tourists.
    [Show full text]