BENEFITS OF BEING A CRUISE SHIP DESTINATION TO HUMBOLDT BAY
STAKEHOLDERS
By
Eamon A. Daly
A Project Presented to
The Faculty of Humboldt State University
In Partial Fulfillment of the Requirements for the Degree
Master of Business Administration
Committee Membership
Dr. Michelle D. Lane, Committee Chair
Dr. David Sleeth-Keppler, Committee Member
Dr. David Sleeth-Keppler, Program Graduate Coordinator
July 2016
ABSTRACT
BENEFITS OF BEING A CRUISE SHIP DESTINATION TO HUMBOLDT BAY STAKEHOLDERS
Eamon A. Daly
Humboldt Bay is a natural deep water port located in Eureka, California and is the
gateway to the ecotourism opportunities available in the Humboldt region. As a port
on the United States west coast the Port of Humboldt is along the route taken by
cruise ships as they transit from southern California ports to Alaska. This creates the
opportunity for Humboldt Bay to serve as a port-of-call during repositioning voyages.
The research question that this paper sought to answer was - does cruise tourism
represent a viable source for tourism development for Humboldt Bay stakeholders?
This was investigated by synthesizing secondary sources which provided a review of
the current state of the cruise industry, development of a cruise passenger profile, and
the creation of a prospectus of potential excursion activities. The activities chosen
were then coded based on the three basic dimensions of ecotourism and cruise
passenger market segments. The research found that the ecotourism opportunities
available in the Humboldt region would be appealing to cruise passengers. Therefore,
cruise tourism does represent a viable source for tourism development for Humboldt
Bay stakeholders.
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ACKNOWLEDGEMENTS
“The redwoods, once seen, leave a mark or create a vision that
stays with you always. No one has ever successfully painted or
photographed a redwood tree. The feeling they produce is not transferable.
From them comes silence and awe. It's not only their unbelievable stature,
nor the color which seems to shift and vary under your eyes, no, they are
not like any trees we know, they are ambassadors from another time.” –
John Steinbeck, Travels with Charley: In Search of America
The experience of living behind the redwood curtain while attending Humboldt State
University truly cannot be put into words and must be experienced firsthand.
I would like to thank Dr. Michelle Lane for agreeing to be my advisor for this project, it has been a joy to work with her and I truly appreciate the guidance she has provided. This experience could not have happened without the love and support of my family and friends. Thank you for understanding my absence from so many celebrations, gatherings, and life events, however I was there in spirit. To my mom and pops your unconditional support has empowered me to become the best person that I can be. To my cheerleaders in life Joel & Brian and Ann & Amee your unconditional love has provided me with the inspiration to begin and the drive to complete this journey.
To all the friends that I have made here in Humboldt thank you for keeping me safe, sane, and true to my goals. A-A-ron thank you for your editorial review and guidance, I look forward to reading your doctoral dissertation in a few years. iii
To my colleagues with the ITS department thank you for making sure that I
always made being a student my first priority. Also to all of the HSU staff and
administrators that I have had the privilege to get to know in various capacities, thank
you for your encouragement.
A special thank you to Mr. Thomas Boyd (Class of ‘72) for the generous financial contribution which sponsored my research and allowed for me to focus on completing this project. I am glad that we share the same enthusiasm for tourism and cruise ships attending Humboldt Bay.
Finally, I want to express to my fellow MBA cohort members, group team members, and to this program’s faculty how grateful I am to have shared this experience with you. I wish everyone fantastic, prosperous and exciting futures!
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Table of Contents
Abstract ...... ii
Acknowledgements ...... iii
List of Tables ...... vi
List of Figures ...... vii
List of Appendices ...... viii
Introduction ...... 1
Research Question ...... 3
Cruise Industry ...... 4
Cruise Tourism History ...... 4
Growth of the Cruise Industry ...... 5
Cruise Destinations, Themes, and Value ...... 9
Cruise Passengers ...... 12
Humboldt Bay Region ...... 15
Overview ...... 15
What is Ecotourism? ...... 17
Ecotourism Opportunities ...... 19
Conclusions ...... 27
References ...... 29
Appendices ...... 38
v
LIST OF TABLES
Table 1 Cruise market segment...... 14
Table 2 Vessel operating in Alaska in 2016 that are ≤ 850 feet ...... 16
Table 3 Cruise passenger market segments ...... 18
Table 4 Mean anticipated spending for market segments ...... 19
Table 5 Excursion prospectus for Humboldt Bay region ...... 21
vi
LIST OF FIGURES
Figure 1 Number of cruise passengers carried globally 2011 through 2016 ...... 5
Figure 2 Occupancy percentage 2011 - 2015 ...... 7
Figure 3 Annual growth of onboard revenues – Source: (Mergent, 2016) ...... 8
Figure 4 Global vessel deployment in 2016 by available lower berth days ...... 10
Figure 5 Count of “market segment appeal” combinations ...... 26
vii
LIST OF APPENDICES
APPENDIX A ...... 38
APPENDIX B ...... 39
APPENDIX C ...... 41
viii
1
INTRODUCTION
For centuries Humboldt Bay lay hidden from European explorers of the California
coastline. Its entrance undiscernible to notable navigators such as Sir Francis Drake, in
the late 1500s, and George Vancouver, in the 1700s, due to its geography obscuring the
entrance to this magnificent port (Heckrotte, 1973). The secretive Humboldt Bay entrance was discovered by Russian fur traders in the early 1800s. However, its documented discovery remained undeclared until the middle of that century when in St.
Petersburg in 1852 the location of the Bay of Indians had been recorded in the Atlas of the Northwest Shores of America by Captain M.D. Tebienkov based on visits he made prior to 1848 (Heckrotte, 1973). In the period of time between the activities of the
Russian fur traders and the publishing of its location the Bay was rediscovered by
American merchants in 1849 with continued access to it solidified by the California Gold
Rush and the need to access the gold mines of the Trinity mountain range ("Historic
Humboldt Bay | Humboldt Bay Harbor District," 2016). Since its discovery Humboldt
Bay has been the gateway for commerce and development for the region.
The goals that this paper seeks to achieve are twofold – provide a context for cruise tourism as a viable modality of tourism development for the Humboldt Bay region and identify the current tourism opportunities that the region has to offer to the cruise tourism industry. These goals will be achieved through the research, analysis, and presentation of secondary sources such as academic publications, industry literature, regulatory filings, and web resources. A brief history of the cruise industry will be
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presented as a means to illustrate how this industry has developed. Followed by an
examination of the growth that this tourism sector has been experiencing globally and
particularly in the North American market. Through the synthetization of sources this
paper will develop a relevant cruise passenger demographic profile inclusive of their
propensity to explore and learn while in port.
Due to the predominant presence of nature in the region the paper will further
develop a prospectus of potential excursion activities available in the Humboldt Bay
region utilizing the three basic dimensions of ecotourism as defined by Blamey (2001).
These dimensions are:
• nature based – offerings dependent on the natural environment
• environmentally educated – programs that fulfill a desire for knowledge
about the environment
• sustainably managed – experiences that encompass the natural and cultural
environment.
Blamey’s dimensions of ecotourism were selected as the framework for identifying
excursion opportunities in the Humboldt Bay region because their underlying
sustainability principle is the support of local economies (R. K. Blamey, 2001) and they
also represent a trend for cruise passengers’ desired types of activities identified in much of the literature reviewed (Brida & Zapata, 2009; Business Research & Economic
Advisors, 2014; Cruise Lines International Association, 2015; Dowling, 2006; Dwyer,
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Douglas, & Livaic, 2004; Gabe, 2006; B. Thurau, Seekamp, Carver, & Lee, 2015; B. B.
Thurau, Carver, Mangun, Basman, & Bauer, 2007).
Research Question
The research question that this paper seeks to answer is as follows:
• Does cruise tourism represent a viable source for tourism development for
Humboldt Bay stakeholders?
4
CRUISE INDUSTRY
Cruise Tourism History
The cruise tourism industry has grown quite substantially from Samuel Cunard’s modest first cruise voyage with 63 passengers aboard the steamship Britannia in 1840
(Gulliksen, 2008). Early cruise voyages had a duration of several weeks to months and were a means of long distance transportation linking travelers to coastal destinations across the globe (Dowling, 2006; Ward & Berlitz Publishing, 2016), a task which is now achieved in hours by modern aircraft. Initial long haul cruise voyages were aboard vessels designed more for their utility than the comfort and entertainment of all the passengers who were treated as cargo, divided by social class with the quality of accommodations determined by their ability to pay. Accommodations ranged from opulent first-class suites to the overcrowded confines of the steerage class below deck.
During World Wars I and II cruise ships were appropriated by the military, taken away from performing their immigrant transport duties, to becoming troop transport vessels bringing soldiers to the theater of war (Gulliksen, 2008). The post-world war era propagated the rise of the middle classes in the industrialized world however the cruise vacation concept was still seen as an older wealthy person’s prerogative (Gulliksen,
2008). The trips of the cruise industry as we know it today, is composed of roundtrip voyages averaging 7 days which depart from embarkation points, usually strategically located near major airports, then visiting several ports-of-call began in 1972 with
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Carnival Cruise Lines “Fun ship” concept (Brida & Zapata, 2009). No longer would
cruising be relegated to the oceanic passenger trade as grand casinos and discos became
generators of onboard revenues (Klein, 2009). Leading to the creation of the cruise vacation and a global industry projected to carry more than 24 million passengers in 2016
(CLIA, 2016) this is illustrated in Figure 1 below.
Cruise Passengers Carried - Industry Global
24,000,000 23,500,000 23,000,000 22,500,000 22,000,000 21,500,000 21,000,000 # OF CRUISE PASSENGERS 20,500,000 20,000,000 2011 2012 2013 2014 2015 2016 (projected)
Figure 1 Number of cruise passengers carried globally 2011 through 2016
Growth of the Cruise Industry
The industry has grown from a mode of transportation connecting passengers to far-off locations to the newest vessels becoming destination unto themselves (CLIA,
2016; Dowling, 2006; Gulliksen, 2008; Ward & Berlitz Publishing, 2016). They take passengers on roundtrip voyages from strategically located embarkation points to ports-
6
of-call clustered in the Caribbean, Mediterranean, Europe/Scandinavia, and Alaska representing the top four global regions (Rodrigue & Notteboom, 2012). Increases in
vessel capacity will continue to drive growth in the cruise industry. Orders booked for new ocean rated cruise vessels are currently at 52 vessels for delivery in 2016 through
2022 and will join the 471 cruise vessels currently in service (CLIA, 2016). In the 1970s through 1980s the number of cruise passengers grew from half a million to 1.4 million.
Then significantly increasing by 63% to 3.8 million passengers in 1990 (Brida & Zapata,
2009). In 2016 the industry projection is 24 million passengers creating an industry valued at over $119 billion (CLIA, 2016). As the number of passengers and revenues increased so has the selection of vessels, itineraries, and destinations. Figure 2 illustrates the occupancy percentage for the cruise brands owned whole or in part by Carnival
Corporation, Royal Caribbean Cruises Ltd, and Norwegian Cruise Line Holdings for fiscal years 2011 through 2015, as reported in the firm’s 10-K report filing with the
United States Securities and Exchange Commission. Percentages are based on double occupancy of available lower berth days (ALBD)1 with values over 100% indicating that
on average some cabins were occupied by more than two passengers (Carnival
Corporation, 2013). This data is representative of an industry with strong demand and
has the ability to scale supply in order to accommodate the demand.
1 available lower berth days (ALBD): The standard industry measurement of a cruise vessel’s passenger capacity; calculated by “multiplying passenger capacity by revenue-producing ship operating days” (CSIMarket, 2016).
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110.0% 109.1% 109.0% 109.0% 109.0% 108.2% 108.0% 107.6%
107.0% 106.2% 106.0% 105.5% 105.6% 105.1% 105.1% 105.0% 104.8% 104.0% 104.8% 104.7% 104.4% 104.1% 103.0% 2011 2012 2013 2014 2015
Carnival Corporation (CCL) Royal Caribbean Cruises Ltd (RCL) Norwegian Cruise Line Holdings (NCLH)
Figure 2 Occupancy percentage 2011 - 2015
Today’s vessels such as Royal Caribbean’s Harmony of the Seas, currently the largest class of cruise ship in service, has a passenger capacity of 5,496 (Ward & Berlitz
Publishing, 2016) was placed into service in May 2016. It would be hard to have a dull moment aboard the Harmony of the Seas with amenities such as a central park, 37 bars including the Bionic Bar with robotic mixologists, waterslides, an outdoor AquaTheater, skydiving and surfing simulators in addition to the shops, casinos, swimming pools, and indoor theaters available on most modern cruise ships (Dowling, 2006; "Harmony of the
Seas | Royal Caribbean International," 2016; Rodrigue & Notteboom, 2012; Ward &
Berlitz Publishing, 2016; Yarnal, 2005). Cruise lines have used their vessel offerings as a means of differentiation in an industry where competition is high and the ports-of-call are often common between carriers making onboard revenues and repeat cruisers even more
8 important. Figure 3 below illustrates the growth of onboard revenue streams as reported by Royal Caribbean Cruises Ltd.2 and Carnival Corp.3 in fiscal years 2006 through 2015.
Growth of Onboard Revenues $4,000,000
$3,500,000
$3,000,000
$2,500,000
$2,000,000
(In Thousands) (In $1,500,000
$1,000,000
$500,000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Fiscal Year
Royal Caribbean Cruises Ltd (NYS: RCL) Carnival Corp (NYS: CCL)
Figure 3 Annual growth of onboard revenues – Source: (Mergent, 2016)
Growth in the industry is promoted by the Cruise Line International Association
(CLIA), an organization that represents 95% of global cruise capacity created by its 62 member cruise lines aboard their 471 cruise ships (CLIA, 2016). It has the mission of
“advocating, educating, and promoting for the common interest of the cruise community”
("About CLIA," 2016). Data provided by the CLIA is highly cited, this is due to its mission to promote the cruise industry, in the available literature and textbook regarding the cruise industry and represents a potential source of bias for some of the statistics
2 Stock symbol – NYS: RCL 3 Stock symbol – NYS: CCL
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provided in this report but lacking alternatives it is the most logical reference for industry
data (Brida & Zapata, 2009; Dowling, 2006; Dwyer et al., 2004; Hritz & Cecil, 2008;
Jainchill, 2009; Klein, 2011; Ringer, 2006; Rodrigue & Notteboom, 2012; Yarnal, 2005).
The United States cruise industry has an oligopolic structure dominated by five cruise
brands – Carnival Cruise Lines, Royal Caribbean International, Celebrity Cruises,
Holland America Line, and Princess Cruises representing 75% of non-wage operating
and administrative expenses in 2013 (Business Research & Economic Advisors, 2014).
Cruise Destinations, Themes, and Value
The next factor in the cruise industry profile mix are destinations. By offering diverse itineraries cruisers have the choice of selecting a pre-established list of ports-of- call for which they are able to book excursions and activities in advance of arrival to the port or even several weeks in advance of departing for their trip. It is undeniable that the
Caribbean region is the top destination for cruise tourist (Adams, 2010; Brida & Zapata,
2009; Carrier, 2004; Cruise Lines International Association, 2015; Dowling, 2006;
Dwyer et al., 2004; Gulliksen, 2008; Hall, 2001; Hritz & Cecil, 2008; Johnson, 2006;
Klein, 2009, 2011; Lacher, 2012; Mak, 2008; Ringer, 2006; Terrero, 2013; B. Thurau et al., 2015; Timothy, 2014; Tyrrell, Paris, & Biaett, 2012; Yarnal, 2005) receiving on average over 30% of ALBD. Followed by the Mediterranean with 18.7%, Europe4 with
11.7%, and Alaska at 4.1% as illustrated in Figure 4 below.
4 Excluding Mediterranean
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Industry Regional Deployments 2016 Alaska South America 4.1% 2.7% Australia / NZ / Pacific 6.1%
Asia Caribbean 9.2% 33.7%
Europe - w/o Med 11.7%
All Other Mediterranean 13.8% 18.7%
Figure 4 Global vessel deployment in 2016 by available lower berth days
In a 2014 survey of 1,600 residents of the United States and Canada performed on behalf of the CLIA by a third party research firm found that when asked the destination of their next cruise that 32% identified the Caribbean/Eastern Mexico, 20% Alaska, 16%
Hawaii, 11% Mexico, 8% Domestic North America, and 8% Coastal United States
(Cruise Lines International Association, 2015). This survey also revealed that 42% of cruisers returned to an itinerated destination after a cruise visit (Cruise Lines International
Association, 2015; CSIMarket, 2016).
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Themed cruises are also a part of the mix and have been a staple offering in the
industry for several decades (Dowling, 2006). Cruise themes have included adventure/exploration, gay & lesbian, murder mystery5, food & wine, health & well- being, sporting destinations6, nudism, music and dance. The cruise industry is also experiencing increased interest from the convention and incentive marketing industry
(2006). Theme cruises offer passengers the opportunity to experience a voyage with
likeminded passengers and to destinations that are relevant to the theme.
Value is the last component, economies of scale in the cruise industry are being
achieved through the building of larger capacity vessels. Cruise lines are realizing
additional onboard revenues from the increase in passenger load (Rodrigue &
Notteboom, 2012). The additions to the cruise lines fleet allow them to position vessels
according to seasonal demand. This creates the opportunity for repositioning itineraries
that occur as vessels shift to their new seasonal regions, allowing cruise lines to offer
unique itineraries at bargain prices often offsets the higher air travel costs passengers
incur due to return flights home departing from a different city than which they had
arrived at for embarkation (2012). An example of a cruise ship repositioning would be a
vessel changing from the Caribbean theater of operation to the United States west coast
port of Long Beach via the Panama Canal in order to serve the Alaskan cruise market.
The cruise passengers’ perception of value has been identified by Petrick and Li (2006)
as being two dimensional “perceived price” and “give”. The “perceived price” dimension
5 Usually short cruises of 1-3 nights 6 Such as golfing or surfing
12 relates to how cruise passengers perceive the financial cost for the cruise that was incurred. While the “give” dimension represents the non-monetary costs that cruise passengers experience while seeking a cruise vacations, the image of the cruise brand they select, and the convenience of the booking process (2006). The passenger’s perception of value is the balance between the two dimensions versus the cruise experience, onboard services, amenities (onboard and ashore). This is weighed against the utility of not taking the cruise versus the overall benefits they received taking the cruise (Petrick, 2004). Satisfaction within these dimensions has been identified as one of the leading factors for a cruise passenger’s propensity to book future cruises (Petrick,
2004; Petrick & Li, 2006; Yarnal, 2005).
Cruise Passengers
Much like the cruise industry, the global profile of the average cruise passenger is in a state of continuous evolution. In 1995 the average age of a cruise passenger was 69 years old (Rodrigue & Notteboom, 2012) however by 2014 the average age had fallen to
49 years old (Cruise Lines International Association, 2015). During that same period,
1995 to 2014, average incomes grew from $50,000 (Dowling, 2006) to $114,000. The cruise passengers of today are 72% employed, 21% retired, and 7% not employed. The profile also indicates that 84% of these passengers are married and 69% have college or post-college education levels (Cruise Lines International Association, 2015). The CLIA
2014 consumer profile (2015) further identified that when asked the “benefits of cruising versus other vacations” 70% felt it was a “chance to visit several locations” while 59%
13 sought to “explore vacation area/return later”, 52% are seeking adventure and excitement, and 40% would like a cultural learning experience. On average these passengers spent
$565 for onboard and shore expenses (2015). Miller and Grazer (2006) further develop the cruise passenger profile with a focus on the North American market stating that 85% of North Americans have not cruised indicating “vast market potential”. Additional highlights from the Miller and Grazer (2006) profile indicate that cruise passengers can be segmented into six categories as presented in Table 1 below (see Appendix A for definitions). These market segments are representative of the diversification of the cruise passenger profile and are subject to evolve over time. It has been identified that 70% of cruise passengers booked their cruise vacation through a travel agent while 67% used an agent to plan their cruise (Cruise Lines International Association, 2015). The literature also indicates that one of the cruise passengers top concerns when selecting which ports to disembark at is the concern for their own safety while ashore (Fanning & James, 2006;
Klein, 2009; Petrick & Li, 2006).
In a study of cruise passengers in Australia, Fanning and James (2006) found that cruise passengers sought to have experiences that were perceived to be of the highest quality and value for money. They further build the passenger profile by stating that passengers desire to feel special, seek attractions that are not overcrowded, and do not want to feel like they are being herded through a site or activity. Additionally, they found that the passengers who had attended excursions had a strong desire to feel a ‘sense of place’ by visiting the central business district either before or after the excursion. This study provided little demographic data on respondents however it was identified that their
14 origins were as follows - 50% USA, 17% UK, 6% Germany, and 15% Australia (Fanning
& James, 2006).
Table 1 Cruise market segment
Segment % Characteristics Restless baby boomers 33 Cost of is a factor in vacation selection Enthusiastic about cruising; seek escape from Enthusiastic baby boomers 20 stressful life; vacations are coveted Money is not an issue when it comes to Luxury seeking boomers 14 vacation selection; seek luxury and pampering Avid cruisers who seek best value for their Consummate shoppers 16 money Highly education and experienced travelers; Explorers 11 interested in diverse destinations; seek to learn and explore Extensive cruisers; vessel selection trumps Ship buffs 6 other considerations
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HUMBOLDT BAY REGION
Overview
Humboldt Bay is the gateway to adventure amongst the majestic redwoods of
Northern California. This isolated region 271 miles north of San Francisco is nestled in a narrow corridor often considered difficult to access from a traditional traveler’s perspective. Situated in a natural deep water bay with a depth ranging from 38 to 48 feet is maintained annually through dredging by the United States Army Corp of Engineers
(Simeone, 2015). The Humboldt Bay Harbor District has designated Schneider Dock for the reception of cruise vessels (Conner, 2015) with its 400 foot pier located at 990 W.
Waterfront Drive, Eureka California and is able to accommodate vessels with a length of up to 850 feet ("Schneider Dock," 2016). Table 2 below lists the cruise vessels positioned in Alaska for the 2016 season and are under 850 in length which Schneider
Dock could accommodate ("Alaska Cruises | Alaska Vacation Packages | Norwegian
Cruise Line," 2016; "Alaska Cruises | Oceania Cruises," 2016; "All-Inclusive Alaska
Cruises | Alaska Cruise Luxury Vacations | Regent Seven Seas Cruises," 2016; "Cruise
Ships Database ::: TrueCruise.com," 2016; "Cruises to Alaska & Alaskan Cruise
Vacations - Holland America Line," 2016; "Crystal Cruises," 2016; "Experience the Best
Alaskan Luxury Cruises | Silversea," 2016; "Ultra-Luxury Cruises to Alaska | Alaskan
Vacations - Seabourn Cruises," 2016).
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Length in Vessel Name Cruise Line feet ≤ 850 Passengers Crew Crystal Serenity Crystal Cruises 820.2 1090 650 Amsterdam Holland America 780.8 1380 600 Maasdam Holland America 719.3 1266 557 Norwegian Sun Norwegian Cruise Line 848.0 1963 916 Regatta Oceania Cruises 593.7 684 386 Seven Seas Mariner Regent Seven Seas Cruises 713.0 708 445 Seven Seas Navigator Regent Seven Seas Cruises 559.7 490 325 Seabourn Sojourn Seabourn 650.0 450 330 Silver Discoverer Silversea Cruises 337.9 124 52 Silver Shadow Silversea Cruises 610.2 388 295 Table 2 Vessel operating in Alaska in 2016 that are ≤ 850 feet
The dock is a 1.1 mile walk to the shops, restaurants, and activities available in
the historic Old Town district of Eureka. While the Wharfinger Building located at 1
Marina Way, Eureka California is a shorter walking distance from the dock, 0.4 miles,
and it presents a potential use as a welcome center which then can be used as the
departure and/or return point for excursions booked by cruise passengers. As a focal
point for engaging with cruise passengers, the Wharfinger Building also provides a
location for the sale of locally produced crafts, merchandise, food and beverage
sampling, as well as educational and cultural programming (see Appendix B for relative locations).
Nestled between 110 miles of Pacific Ocean coastline and the majestic redwood curtain ("California Coastal Trail," 2016) Humboldt County California has a population
of 135,727 (County Populations, 2015) concentrated in the cities of Eureka, Arcata, and
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Fortuna. It is home to the largest concentration of old growth coastal redwood forests
almost all of which are protected (Bolsinger & Waddell, 1993) for future generations to
explore and study. It is also host to numerous seasonal countywide art and cultural events such as art walks, galleries, architectural tours, and festivals ("Redwood Coast,"
2016). Most significantly the county is home to several national and state parks, a
UNESCO World Heritage Site, and the world’s tallest trees. This provides the perfect
environmental mix required for the development and pursuit of ecotourism as well as
traditional tourism opportunities. For the purpose of clarity this paper will focus on the
ecotourism opportunities available in the Humboldt region, although traditional activities
will be identified when possible.
What is Ecotourism?
Ecotourism can be broadly defined as “travel with substance” (Williams, 1992).
The focus of ecotourism participants is to experience natural areas that are undisturbed for the purpose of enjoying the scenery inclusive of its wild animals and foliage (1992).
The definition is further developed in the literature as the concept of experiencing “the natural environment in a way that has minimal negative consequences for the environment” (Carrier, 2004). Additionally, The International Ecotourism Society
(TIES) provides the following definition of ecotourism “responsible travel to natural areas that conserves the environment and improves the well-being of local people” (B.
Thurau et al., 2015). A common component in the literature investigated is that of ecotourism’s inclusion of cultural experiences (R. Blamey, 2001; Carrier, 2004; B.
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Thurau et al., 2015; Williams, 1992) which refers to programming that is interactive,
educational and experientially positive for the guests as well as the hosts.
Ecotourism as a travel sector complements the growth experienced in the cruise industry and has been identified as one of the fastest growing sectors of the tourism industry (R. Blamey, 2001; Carrier, 2004; Johnson, 2006; B. Thurau et al., 2015;
Williams, 1992). Tourist who seek ecotourism opportunities are found to be, in
comparison to other tourists, more affluent, better educated, and have a heightened
awareness of the environment (B. Thurau et al., 2015; Weaver & Lawton, 2007). Thurau
et al. (2007) identified that cruise passengers can be segmented into four categories, as
presented in Table 3. It was found that ecotourism opportunities would appeal to passengers that fall into three of the segments – cultural discovery, action adventure, and natural discovery.
Table 3 Cruise passenger market segments
Segment Motivation Cultural discovery tourists cultural and historical learning opportunities Action adventure tourists outdoor sporting and local culinary experiences Natural discovery tourists seek wildlife viewing and escaping daily routines Conventional tourists safety, security, cleanliness, and family travel
A study conducted by Thurau et al. (2015) surveyed 181 passengers from
American and British based cruise lines calling on two ports in the Panama Canal
Watershed (PCW), Colon and Cristobal. Of the 181 passengers surveyed 110 passengers
were able to be segmented into the four passenger market segment categories provided in
Table 3. This study further identified the expenditure patterns of these passengers based
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on their respective market segment category. This data from Thurau et al. (2015) is
reproduced, in its entirety in Table 4 below. It should be noted that this information is
anecdotal however due to a lack of alternative data sources it provides a representative
indication of potential spending by cruise passengers who can be segmented as
ecotourists. This data does indicate that passengers in all of the ecotourist market
segments are highly likely to spend more than the conventional tourist segment.
Table 4 Mean anticipated spending for market segments
Standard Market Segments Mean Deviation n Ecotourist (combined) $128.13 151.38 80 Cultural discovery tourists $106.11 119.47 18 Action adventure tourist $146.35 196.57 26 Natural discovery tourists $125.97 129.20 36 Conventional tourists $85.17 58.67 30 Note: Standard deviations are truncated at $0.00. Reported estimates of expenditures range from a minimum of $0.00 to a maximum of $1,000.00. Source: Thurau, B., et al. (2015)
Ecotourism Opportunities
In 1980, the United Nations added the 42,400 hectares of California’s Redwood
National and State Parks to the UNESCO World Heritage list (UNESCO World Heritage
Centre, 2016) becoming the first in California7 (Appendix C). It is representative of the one of the many opportunities for ecotourism that the Humboldt Bay region has to offer.
Utilizing Blamey’s (2001) three basis dimensions of ecotourism and the market segments identified by Thoreau et al. (2015) this section will develop a prospectus of the excursion
7 Yosemite was added to the list in 1984
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activities available to cruise passengers calling on Humboldt Bay. The prospectus will be
developed by providing a description of the individual activities then coded by
identifying the dimensions using the following scale – (N) nature based, (E)
environmentally educated, and (S) sustainably managed. The activities will also be coded
for their appeal to the cruise passenger marketing segments as follows – (CD) cultural discovery, (AA) action adventure, (ND) natural discovery, and (CT) conventional tourists. All relevant segments and dimension will be coded as it is possible for activities
to fall into multiple dimensions and appeal to multiple marketing segments. This data is
presented in Table 5 Excursion prospectus for Humboldt Bay region below.
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Table 5 Excursion prospectus for Humboldt Bay region
Market Ecotourism Segment Destination Description/Activity Dimension Appeal Arcata Community created walking tours that S CD, CT Architectural highlight the historic and eclectic Homes Tour architecture of the town. Arcata Considered a model for sustainable N, E, S AA, ND Community community owned forests. Offers a network of maintained hiking, biking, Forest and horse riding trails. Arcata Marsh The Arcata Marsh Interpretive Center N, E, S AA, ND and Wildlife provides exhibits, bookstore, bird checklist and guided tours. Tours take Sanctuary you around the 307-acre wildlife sanctuary with many bird watching opportunities. Has 5 miles of hiking and biking trails. Avenue of the 32-mile drive amongst the trees with N, E CD, ND, CT Giants opportunities to shop, dine, and explore. Bergeron Winery Experience the ambiance of the tasting S CD, CT room with views of the redwoods while enjoying pairings of wine, cheese, and breads. Blue Lake Housed in the historic Arcata & Mad S CD, CT Museum River Railroad depot this museum displays artifacts from the regions indigenous, mining, and forestry roots. Blue Ox Features demonstrations of Victorian era S CD, CT Millworks & tools, a fully functional wood mill creates authentic period works. Historic Park Briceland Learn the story of handmade small lot S CD, CT Vineyards vintages. Features winery tours and a tasting patio in southern Humboldt. Winery Chapman’s Gem Local family owned gem store and S CT & Mineral Shop museum. Contains extensive collection of gemological artifacts. and Museum City of Arcata Home to Humboldt State University this S CD, CT historic gold rush town offers antique shops, museums, and architectural diversity. A variety of restaurants, coffee shops, and bookstores can satisfy any craving. City of Eureka & Stroll along Humboldt Bay, stop by the N CD, AA, ND, Waterfront shops or grab a bight to eat in Old Town. CT Where you can even take a self-guided
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Market Ecotourism Segment Destination Description/Activity Dimension Appeal walking tour of the historic district. Visit the Humboldt Bay Aquatic Center to rent a stand-up paddle board or kayak then relax on the calm waters of the bay. City of Ferndale Identified by Forbes as one of “America’s S CD, CT Prettiest Towns”, this preserved Victorian era village takes you back in time to discover this hidden treasure. City of Fortuna The “Friendly City” of Fortuna is home S CD, CT to many antique shops, historic sawmills, and the Depot Museum. City of Trinidad One of the oldest incorporated cities in N, E, S CD, ND, CT California, this seaside village offers amazing views of the Pacific Ocean from is cliff top vantage point. Numerous activities for all levels of interests and activeness are available. Clarke Historical Located in the historic Bank of Eureka S CD, ND, CT Museum building in Old Town Eureka. Displays a diverse exhibit of the regions past. Discovery Children’s museum offers exhibits and S CD, CT Museum programs promoting hands-on, open- ended discovery in the areas of science, art, culture and technology. Elk Meadow Picnic while watching Roosevelt Elk in N, E ND their natural environment. Fern Canyon Featured in the film Jurassic Park II, this N, E AA, ND, CT one mile canyon offers hiking along a canyon with walls covered in 5 varieties of ferns. Fern Cottage Home to settlers Joseph & Zipporah Russ S CD, CT exhibits the history of the Eel valley and the region. Celebrating 150 years in 2016. Ferndale Features the history of the region with S CD, CT Museum artifacts of the last 140 years. This includes am operational blacksmith shop. Fire & Light: “See how the artisans at Fire & Light S, E CD, CT Hot Glass Tours have transformed 9 million recycled bottles and jars into a line of beautiful hand-made glass tableware.” Fort Humboldt Established in 1853 and was once home N, E CD, ND, CT State Historic to Capt. Ulysses S. Grant. Learn about the history of the Humboldt region and its Park indigenous past. Fortuna Depot Housed in the former Northwestern S CD, CT Museum Pacific Railroad depot it displays artifacts of the regions past.
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Market Ecotourism Segment Destination Description/Activity Dimension Appeal Humboldt Bay Collection of artifacts, photographs, S CD, CT Maritime archives and materials relating to the rich maritime history of California's North Museum Coast. Humboldt Bay Protecting habitats for native species of N, E, S CD, ND National birds, plants, mammals, and invertebrates since 1971. This refuge is a birdwatchers Wildlife Refuge nirvana. Humboldt Bay "Wind in your hair, mud in your eye, and N, E, S CD, AA, ND Oyster Tours tasty Bucksport oysters in your belly." Humboldt Bay Experience the tastes of Humboldt, S CD, CT Tourism Center featuring local beer, wine, cider, cheese, and more. Humboldt Beer Explore the history and hand-crafted S CD, CT Tours beers of Humboldt County. Humboldt 44.5-acre world-class living museum N, E, S CD, ND, CT Botanical featuring a wide variety of native and exotic plants overlooking Humboldt Bay Garden and the Pacific Ocean. Humboldt Learn about the diverse habitats of the N, E, S ND, CT Coastal Nature Humboldt region through exhibits, interpretive trails, and hands on Center conservation activities. Humboldt Hike the California Coastal Trail and N, S AA, ND Lagoons State paddle (boat rentals available), swim, and fish at the lagoons. See wildlife in the Park ocean and along the shoreline. Humboldt Drive or walk through living redwood N, E, S CD, AA, ND, Redwoods State trees. Experience the beauty of Founder’s CT Grove. Opportunities to visit historic and
Park cultural sites, participate in environmental interpretive guided tours. Julia Morgan Tour Redwood Grove and the estate S CD, CT Historic Estate & designed by architect Julia Morgan. Garden Tours Kinetic Museum “Glorious Home for the History of S CD, CT Eureka Human Powered Art Racing.” Lady Bird Level hiking through the grove designed N AA, ND, CT Johnson Trail for the dedication of Redwood NP. Loleta Cheese Real California cheese maker producing S CD, CT Factory more than 34 varieties of cheese offers tastings and viewing of old-fashioned cheese making techniques. Mad River Fish Guided and self-guided tours of this N, E, S ND Hatchery steelhead hatchery are available. It is
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Market Ecotourism Segment Destination Description/Activity Dimension Appeal located in beautiful Blue Lake which has breathe taking views. Madaket Cruise Offers a variety of topical tours around N, S CD, ND, CT Humboldt Bay including historical, wildlife, and cocktail cruises. Morris Graves Inspiring art collection dedicated to the S CD, CT Museum of Art arts and artists of the Pacific Northwest. Natural History Humboldt State University’s collection of N, S CD, ND, CT Museum artifacts of prehistoric to modern plant and animal history. Old Town Take in the sights of Historic Old Town S CD, CT Carriage Co. Eureka while riding in a horse drawn carriage. Patrick’s Point This one square mile park offers a variety N, E, S CD, AA, ND State Park of activities for all levels of experience. Go agate hunting, discover tide pools, and stroll through a jungle of shrubs and trees as you peek out at sea lions, seals, and amazing migrating whales. Prairie Creek Information, park film, passport stamps, N, E, S CD, ND, CT Visitor Center bookstore, exhibits, picnic area, trailheads, also ranger-led activities and programs (seasonal). Redwood Coast Guided fishing trips on the regions rivers N, E AA, ND Fishing catching striped bass and spring chinook salmon in the spring. Then steelhead and coastal salmon in the fall. Redwood Creek Horseback tours of Redwood National & N, E, S AA, ND Buckarettes State Parks. The trail takes you through the variety of ecosystems in the redwood forest. Redwood California’s 1st UNESCO World Heritage N, E, S AA, ND, CT National & State Site. The tallest trees on earth live here and are accessible by hiking trails aimed at
Parks novice to advance hikers. Opportunities for animal viewing including Roosevelt Elk Redwood Region Community led bird watching tours. N, E, S ND Audubon Bird Learn about native and migratory bird Walks species. Riverbend European style hand-crafted artisan S CD, CT Cellars winery located on the Avenue of the Giants. Rockefeller 10,000 acre preserve of old growth forest. N, E, S AA, ND, CT Forest Step back in time on the loop trail hiking through some of the oldest trees on Earth.
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Market Ecotourism Segment Destination Description/Activity Dimension Appeal Scotia Logging Step back in time when visiting this 19th S CD, CT Museum century logging town. Experience exhibits and architecture that express its history. Sequoia Park & The oldest zoo in California features N, E, S CD, ND, CT Zoo exhibits of endangered Red pandas. Located next to an old growth redwood forest. Sumeg Village Recreated Yurok village located at S CD, ND, CT Patrick’s Point in Trinidad. Experience the cultural traditions of the Yurok tribe. Tall Trees Grove Hike to trees as tall as a 35 story building, N, E, S AA, ND home to the famous 368 feet Libby Tree- once the tallest tree in the world. Telonicher Humboldt State University’s marine lab N, E, S ND, CT Marine is open to the public for tours and provides hands-on experiences with their Laboratory touch-tank. Trees of Mystery Offers a variety of attractions including N, E, S CD, ND, CT an interpretive walking trail, museum and Sky Trail taking along the tree canopy. Trinidad Trinidad’s rich cultural and natural S CD, ND, CT Museum history, with emphasis on indigenous traditions, the Gold Rush, whaling, and features historic and native gardens. Trinidad State Relax, picnic and search for sand dollars N ND Beach on this secluded yet relaxing beach. Key – Ecotourism Dimension: (N) nature based; (E) environmentally educated; (S) sustainably managed. Market Segment Appeal: (CD) cultural discovery; (AA) action adventure; (ND) natural discovery; (CT) conventional tourist This table contains 57 destinations which is a sampling of the activities available in the
Humboldt region. The table identified that 86% of the destinations fall into the (S) sustainably managed dimension, with 53% being (N) nature based, and 44% (E)
26 environmentally educated8. The market segment appeal of these destinations denote ten unique combinations of potential appeal which are illustrated in Figure 5 below.
25 23
20
15 12
10
6 5 4 4 2 2 2 1 1 0 AA, ND AA, ND, CD, AA, CD, AA, CD, CT CD, ND CD, ND, CT ND ND, CT CT ND ND, CT CT
Figure 5 Count of “market segment appeal” combinations
8 sum of the percentages is more that 100% due to destinations meeting criteria for multiple dimensions
27
CONCLUSIONS
The congruence of interests discussed in this paper creates an opportunity for the development of Humboldt Bay as a cruise tourism destination. This potential is supported by factors which have been presented in this paper. One factor to support this conclusion is the cruise passenger profile which has been developed. The profile indicates that the average cruise passengers’ age is decreasing while their income and desire for alternative types of excursions are increasing. They are highly educated and have a desire to seek adventure and excitement. A cruise represents the chance to experience many locations in a short amount of time. It is an opportunity for them to scope out what different locales have to offer. A good experience while attending Humboldt Bay has the ability to entice the passengers to return either on another cruise or on their own accord.
The Humboldt Bay region has the excursion elements that are becoming
increasingly attractive to cruise tourist. The majority of the 57 destinations identified in
the prospectus of Table 5 are a complimentary mix of environmentally educative and
natured based activities combined with action adventure and natural discovery. These are
components of the desired types of excursion opportunities developed in the cruise
passenger profile. Overtime investment in the development and marketing of additional
action adventure types of activities (i.e. zip lining, hiking tours) will further add to the
appeal of the region. Cultural discovery destinations represent the greatest market
segment offering in the region. These signify the potential for the development of
numerous combinations of excursion packages that can be offered.
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The development of Humboldt Bay as a cruise port destination could further be
facilitated by being included on repositioning itineraries. Repositioning cruises offer
passengers additional value through discounted booking costs. As the cruise passenger
profile identified, value to them includes the non-monetary benefits they receive from the
overall experience. The ecotourism forms of excursions available in the region have the
ability to fulfill the desires of a variety of types of cruise passengers. Another
opportunity for cruise port development is partnering with other west coast ports. This
has the potential to create a new selection of destinations that can be included in themed
itineraries based on the gold rush history of the coast, the ecotourism attributes of the
variety of excursions available, or even coastal epicurean tours featuring the food, wine,
beer, and spirits of each port.
The currently proposed Schneider Dock facility presents a potential barrier to
Humboldt Bay’s wider acceptance by the cruise industry due to the vessel size restriction.
This restriction on the length of the vessel of ≤ 850 feet limits the number of vessels able
to call on the port, of the cruise ships calling on Alaskan ports in the 2016 season only 10
meet the criteria, see Table 2. Due to their ships not meeting the criteria, leads to the
exclusion of major cruise lines such as Royal Caribbean, Carnival, and Princes Cruises.
Further research on this topic would benefit from engagement with local and industry stakeholders. Local stakeholders will be able to further develop the profile of
Humboldt Bay and the excursion possibilities of the region. Industry stakeholders would be able to provide a perspective on their needs for a viable port-of-call as well as the needs of their passengers.
29
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APPENDICES
APPENDIX A
Cruise market segment definitions (Willis, 2009) –
. Restless baby boomers: o are in their 40s & 50s, family oriented, looking for value, thrifty and likes the cost saving value of a cruise . Enthusiastic baby boomers: o A little younger (early 40s) than the above category, adventurous, fun loving & family-oriented, the romantic experience appeals to them, see cruises as an entertaining way to meet many people . Luxury seeking boomers: o Values ships that offer fine dining, pampering, money is not an issue as long as they perceive good value, cultured, well educated, experienced and active, average age – 52 . Consummate shoppers: o Well-travelled, 55 and above, like the pampering and the fine dining, the ship is as important to them as the destination, thrifty and looking for best deal for their money . Explorers: o They see a cruise as a means to discover the world, destinations are far more important than the ship itself, well-educated and use their sightseeing to learn more, older (average 64) but still active, plans their cruise well ahead of time- not for the “early bird” discount but to make sure they have the desired cruise . Ship buffs: o Most cruise savvy, they have an unusual knowledge of ships and itineraries, like longer cruises, average age is 68
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APPENDIX B
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APPENDIX C