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Increasing Visitor Attendance at the Parque Natural Metropolitano Through the Use of a Promotional Brochure

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Increasing Visitor Attendance at the Parque Natural Metropolitano Through the Use of a Promotional Brochure I Increasing visitor attendance at the Parque Natural Metropolitano through the use of a promotional brochure Host Institution: Parque Natural Metropolitano, Panamá Supervisor: Roxana Segundo Submitted by: Stephanie Bohdanow Myriam Broué To: Profesor Roberto Ibañéz ENVR-451: Research in Panama McGill University April 23rd, 2004 I Acknowledgements We would like to extend our gratitude to Roxana Segundo, director of the Parque Natural Metropolitano, for all of her help and precious time. A very warm thank you as well to Jane Christyson, director of marketing at Cleveland Metroparks, for all of her advice, as well to Thomas Stanley, chief of natural resources, for taking the time to meet with us and for providing us with very useful resources. Roxana Segunda, Director Parque Natural Metropolitano Avenida Juan Pablo II Final Apartado 5499 Balboa, Ancon Panamá, República de Panamá Telephone: (507) 232-5516 or (507) 232-5552 Fax: (507) 232-5615 E-mail: [email protected] or [email protected] Jane Christyson, Director of marketing Cleveland Metroparks 4101 Fulton Parkway Cleveland, Ohio, USA 44144 Telephone: (216) 351-6300 Fax : (216) 635-3286 E-mail: [email protected] Thomas Stanley, Chief of Natural Resources Cleveland Metroparks 4101 Fulton Parkway Cleveland, Ohio, USA 44144 Telephone: (216) 351-6300 Fax : (216) 635-3286 E-mail: [email protected] II Executive summary Increasing visitor attendance at the Parque Natural Metropolitano through the use of a promotional brochure By Stephanie Bohdanow and Myriam Broué As the population continues to grow, protected areas throughout Panama will be increasingly affected by demand for resources and space. Urban parks are very vulnerable to development pressure because of their location in metropolitan areas. Since its creation in 1985, the Parque Natural Metropolitano (PNM) has been relatively helpless in the face of development pressure mainly because of a lack of public support, as was made evident with the construction of the Corredor Norte in 1995. To tackle this deficiency in public support, we attempted to increase the awareness and appreciation of the PNM by creating promotion material aiming to attract more visitors to the park, as various past studies on the PNM have recommended. Foreign tourists have been determined as the target audience because of their lower attendance to the PNM compared to Panamanians, and the brochure has been chosen as the best means of communication to reach this audience. After studying tourist trends in Panama, different aspects of the PNM were chosen to be included in the publicity item such as its proximity to the capital, the fact that it is a perfect park for a short day trip, the presence of migratory birds, and its sister relation with a park in the United States. Finally, based on recommendations from representatives from the Instituto Panameño de Turismo (IPAT) as well as a United States metropolitan park marketing director, we compiled a list of locations where the brochure should be displayed, such as the most popular hotels in Panama City, the Panama Canal locks, and the IPAT offices. We also assembled a list of various tour companies to which PNM should distribute the brochure to entice them to bring their clients to visit the park. We anticipate that the distribution of this brochure will attract more foreign tourists to the PNM and that this increase in international visibility will open new funding opportunities for the park. We recommend that the park increase international publicity because we found that the PNM offers great potential for this type of tourist. To do so, it should develop a better relationship with IPAT, maintain its website and follow up on the distribution of the brochures to make sure that supplies are always full. We suggest also to the park to invest in local publicity through television and radio when it will obtain more capital and to use these media of communication to promote park activities. This last recommendation is very important if the PNM wants to obtain more local support to fight against development projects that are threatening the conservation of the rich biodiversity encountered in the park. III Resumen Ejecutivo Aumentar la asistencia de Visitantes al Parque Natural Metropolitano por la utilización de un folleto promocional Por Stephanie Bohdanow y Myriam Broué Los parques urbanos son muy vulnerables a la presión de desarrollo debido a su posición en áreas metropolitanas. Cuando la población sigue creciendo, las áreas protegidas en todas partes de Panamá serán cada vez más afectadas por la demanda de recursos y espacio. Desde su creación en 1985, el PNM es relativamente indefenso frente a las presiones de desarrollo como durante la construcción del Corredor Norte en 1995, principalmente debido a una carencia del apoyo público. Para abordar esta deficiencia en el apoyo del público, tratamos de aumentar la conciencia y la apreciación del PNM creando material promocional para atraer más visitantes al parque, como muchos estudios sobre el PNM propuesto. Los turistas extranjeros han sido determinados como la audiencia a la que nos dirigimos debido a su asistencia inferior al PNM en comparación con los panameños, y el folleto ha sido elegido como el mejor medio de comunicación para alcanzar este tipo de turista. Después de estudiar tendencias turísticas en Panamá, diferentes aspectos del PNM han sido elegidos para ir en la publicidad como su cercanía a la capital, el hecho que el parque es perfecto para una excursión de un día corta, la presencia de aves migratorias, y su estrecha relación con un parque de los Estados Unidos. Finalmente, hemos hablando con la gente que trabaja en la industria de turismo en Panamá y con una directora de marketing en un parque metropolitano de los Estados Unidos, hicimos una lista de lugares donde el folleto debería ser distribuido como los hoteles más populares de la ciudad de Panamá, en las esclusas del Canal de Panamá, en las oficinas de IPAT (Instituto Panameño de Turismo) y a algunas compañías de giras. Esperamos que la distribución de este folleto atraerá más turistas extranjeros al PNM y que este aumento de la visibilidad internacional abrirá nuevas oportunidades de financiamiento para el parque. Recomendamos al parque de trabajar más en el aumento de la publicidad internacional porque encontramos que el PNM tiene un gran potencial para este tipo de turista. Para hacer lo, debería desarrollar más su relación con IPAT, mantener su sitio Web y seguir la distribución de los folletos para asegurarse que las pilas son siempre llenas. Sugerimos también al parque de invertir en la publicidad local por televisión y radio cuando obtendrá más capital y de usar estos medios de comunicación para promover las actividades del parque. Esta última recomendación es realmente importante si el PNM quiere obtener más apoyo local para luchar contra proyectos de desarrollo que amenazan la conservación de la diversidad biológica encontrada en el parque. IV Table of contents Acknowledgements............................................................................................................. I Executive summary...........................................................................................................II Resumen Ejecutivo.......................................................................................................... III Table of contents............................................................................................................. IV General information about host institution ...................................................................... 1 Time dedicated to the project ........................................................................................... 3 Introduction ...................................................................................................................... 4 Creating a promotional item for the PNM ....................................................................... 6 Step 1: Who is the target audience? ............................................................................ 6 Step 2: What aspects of PNM should the promotional material focus on? ................. 8 Step 3: What type of promotional item would best access target audience?............. 13 Step 4: What are the best locations to access the target audience? ........................... 14 Step 5: Finding sources of financing for printing the brochure................................. 15 Discussion....................................................................................................................... 17 Recommendations........................................................................................................... 22 References....................................................................................................................... 24 Justification of Appendices I and II................................................................................ 27 Appendix I..................................................................................................................... 28 Appendix II ................................................................................................................... 33 References of Appendices I and II ................................................................................. 45 Appendix III.................................................................................................................. 47 1 General information
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