Trends and Extending Strategies for Tourism in Our Welcome Appalachia 2 Trends and Strategies for Tourism in Appalachia Wes Hicks / Unsplash.com Hicks Wes Participant Quotes The research team made considerable efforts to engage both visitors and stakeholders in the research process. This engagement was conducted both directly, though focus groups and interviews, and indirectly, through open- ended survey questions and comments. In order to allow for free and open discussion, participants were promised anonymity. As such, many quotes in this study are unattributed. Charts and Graphs Data labels in charts and graphs have been rounded to the nearest whole numbers. Figures of less than 1%, but more than zero, have been rounded to 1%. As a result, sums for these charts may not equal 100%. Photographs Cover photo by Wes Hicks / Unsplash.com. Thanks to Unsplash.com photographers for sharing their work throughout this report. All other photographs, unless otherwise noted, are by the authors. The Appalachian Region The Appalachian Region, as defined by this study, is limited to the 420 counties in the Appalachian Regional Commission’s service area. This study does not assess trends or conditions in areas of Northern New York and New England that are part of the Appalachian Mountain chain. These areas, however, may find this study’s findings both familiar and useful. The University of Tennessee 3 Trends and Extending Strategies for Tourism in Our Welcome Appalachia Tim Ezzell, Ph.D. University of Tennessee Stefanie Benjamin, Ph.D. University of Tennessee Catherine Wilt University of Tennessee Bruce Decker Collective Impact, LLC Rachel Chen, Ph.D. University of Tennessee Emily Isaacs University of Tennessee Contributing Student Authors Grace Medley Alex Moore Jamie Wilkerson Creative Director Bonnie Morris 4 Trends and Strategies for Tourism in Appalachia Foreword This report represents two years of work by a team of researchers from the University of Tennessee and Collective Impact, LLC. During this time, team members surveyed more than 500 visitors to Appalachia and over 700 regional tourism stakeholders. Team members also visited more than a dozen communities across eight states. Along the way, we stood with the Mothman, laughed with Lucy, dined in Pikeville, admired luxury RVs, and savored beer from an Eternal Tap. Outsiders, and some insiders, sometimes view our region as “poor.” This study proves otherwise. Appalachia is a wealthy region—rich in resources, history, creativity, kindness, understanding, and hospitality. The Region has much to share, and our visitors, we have found, gain much from their time here. Our team would like to express our appreciation to the Appalachian Regional Commission (ARC) for their support and enthusiasm for this project. We are especially grateful to Kostas Skordas and Logan Thomas for their guidance and assistance. We would also like to thank the members of this project’s advisory group for their informed guidance. Lastly, we want to state our gratitude to all the people we met and talked with in our travels. Many scholars conduct research about Appalachia. Too few perform their research in partnership with the region and its people. From the outset, our research team sought to include our fellow Appalachians in our work. We did this not just to learn from them, but to also give them a voice in this process. Their thoughts, hopes, experiences, and frustrations are found throughout this work. We are grateful for their contributions and are humbled by their dedication to both their communities and their visitors. Tim Ezzell, Ph.D. Knoxville March 2020 The University of Tennessee 5 Contents Executive Summary . 6 1 Introduction . 12 2 A Brief History of Appalachian Tourism . 22 3 Literature Review. 28 4 The Appalachian Travel Economy . 38 5 The Appalachian Visitor . 46 Case Study: Erwin, Tennessee . 52 Case Study: Red Bay, Alabama . 56 6 Internet, Media, and Social Media Use . 60 Case Study: Point Pleasant, West Virginia . 70 7 Creating Quality Tourism Services . 76 Case Study: Pikeville, Kentucky . 92 8 Improving Infrastructure and the Built Environment . 96 Case Study: Marietta, Ohio. 114 9 Promoting and Protecting Natural Assets . 118 Case Study: Coudersport, Pennsylvania. 134 10 Promoting Appalachia’s Cultural Heritage . 138 Case Study: Berea, Kentucky . 148 Case Study: Iuka, Mississippi and the Natchez Trace Parkway . 152 11 Building a Culture of Tourism . 156 Case Study: Boone, North Carolina . 168 Case Study: St. Marys, Pennsylvania . 172 12 The Appalachian Tourism Workforce . 176 Case Study: Jamestown, New York . 190 Case Study: Williamson, West Virginia . 194 13 Measuring Tourism’s Success. 198 14 Conclusions and Recommendations . 204 The University of Tennessee 6 Trends and Strategies for Tourism in Appalachia Executive Summary Tourism and travel are among the oldest and most significant out, visiting a museum, or purchasing local art. As such, many industries in the Appalachian Region (the Region). Its vast conclusions we make about tourism, including those in this resources, have attracted visitors since colonial times. Today, report, also apply to travel in general. travel is a $60 billion industry in the 420 counties that make up the Region. Yet, while this industry is profoundly important Travel (and tourism) are difficult to measure. and impactful, it also faces significant challenges, changes, Travel makes use of a wide range of goods and services. and limitations. This report notes the opportunities and Some, like theme parks, airlines, or souvenir shops, are—for challenges that currently confront the industry in the Region. the most part—closely related to tourism and travel. In other Among these findings are the following: cases, however, discerning travel impacts from local benefits can be difficult. How does one, for example, determine Tourism is travel, but not all travel is tourism. the travel impacts of gasoline or fast-food sales? What Economists generally refer to tourism as part of the travel percentage of the local workforce can be attributed to the industry. That is because it is virtually impossible, even spending of travelers? among skilled economists, to reliably differentiate between the two activities on a large scale. Travel includes tourism, but To determine these impacts, most states and communities it also includes travel for other reasons—business, healthcare, rely on estimates derived from sophisticated economic family needs, and so forth. Many times, these activities also models. In most cases, these statistics are calculated by overlap with things we associate with tourism—such as dining consultants who specialize in the economics of travel. Yet, even among experts, there is no consensus on how to measure travel impacts. Consultants, states, and communities use different and often proprietary models. Appalachia, and the As a result, there is little consistency in tourism statistics across the region. travelling public, have The United Nations recently helped create a global standard never been more diverse. for measuring tourism impacts, the Tourism Satellite Appalachian communities Account. This methodology, if applied correctly, has the potential to create a reliable and uniform system for should embrace this change. measuring tourism benefits. States and communities across Appalachia should adopt this standard for evaluating their tourism and travel industries. The University of Tennessee 7 Executive Summary MJ Tangonan / Unsplash.com MJ Tangonan Public lands are the foundation for Appalachian tourism. Stewardship of these areas is vital to this industry. 8 Trends and Strategies for Tourism in Appalachia Travel is a major industry across the Region, but it occurs at The travel industry is in the midst of a massive and different levels, in different places, with different impacts. unprecedented change. Communities, and their leaders, Travel generates about $60 billion in direct sales across the must adapt to these changes or risk getting left behind. Appalachian Region and employs about 577,000 people. As The way people travel has changed fundamentally in just such, it is one of the Region’s largest industries. Yet, while its two decades. Smartphones and apps now guide travelers economic contributions are significant, they are not evenly to destinations and post reviews of local venues. Shared distributed. Half of the region’s travel impacts, in terms of economy services like Uber and Airbnb provide important sales and employment, takes place in less than 10% of services while disrupting long-established industries. the Region’s 420 counties. Most of this activity takes place Emerging technologies like electric vehicles and self-driving in Appalachia’s large urban centers, like Pittsburgh and cars promise even more changes in the next decade. Birmingham. A handful of smaller communities, such as those in the Great Smoky Mountains or the Poconos, also have high Communities that wish to remain competitive in this level of activity. environment must enter the marketplace with necessary training and infrastructure. Local tourism workers, tourism Most Appalachian counties, however, experience more officials, and other local leaders must understand social modest levels of tourism. Yet, while these communities media and use it responsibly. Communities must also invest may not see the direct impacts of tourism seen in high-level in tourism agencies and infrastructure—including affordable areas, they may experience proportionately higher indirect and accessible