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Mountain Bike Tourism Development Under the Midnight Sun: Capitalizing on Destination Attributes to Maximize Tourism Potential in the Yukon Territory, Canada

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Mountain Bike Tourism Development Under the Midnight Sun: Capitalizing on Destination Attributes to Maximize Tourism Potential in the Yukon Territory, Canada MOUNTAIN BIKE TOURISM DEVELOPMENT UNDER THE MIDNIGHT SUN: CAPITALIZING ON DESTINATION ATTRIBUTES TO MAXIMIZE TOURISM POTENTIAL IN THE YUKON TERRITORY, CANADA by Blake Rowsell BGS, Simon Fraser University, 2005 BEd, Trent University, 2006 THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF ARTS IN NATURAL RESOURCES AND ENVIRONMENTAL STUDIES (TOURISM) UNIVERSITY OF NORTHERN BRITISH COLUMBIA April 2013 © Blake Rowsell, 2013 Library and Archives Bibliotheque et Canada Archives Canada Published Heritage Direction du 1+1 Branch Patrimoine de I'edition 395 Wellington Street 395, rue Wellington Ottawa ON K1A0N4 Ottawa ON K1A 0N4 Canada Canada Your file Votre reference ISBN: 978-0-494-94141-6 Our file Notre reference ISBN: 978-0-494-94141-6 NOTICE: AVIS: The author has granted a non­ L'auteur a accorde une licence non exclusive exclusive license allowing Library and permettant a la Bibliotheque et Archives Archives Canada to reproduce, Canada de reproduire, publier, archiver, publish, archive, preserve, conserve, sauvegarder, conserver, transmettre au public communicate to the public by par telecommunication ou par I'lnternet, preter, telecommunication or on the Internet, distribuer et vendre des theses partout dans le loan, distrbute and sell theses monde, a des fins commerciales ou autres, sur worldwide, for commercial or non­ support microforme, papier, electronique et/ou commercial purposes, in microform, autres formats. paper, electronic and/or any other formats. The author retains copyright L'auteur conserve la propriete du droit d'auteur ownership and moral rights in this et des droits moraux qui protege cette these. Ni thesis. Neither the thesis nor la these ni des extraits substantiels de celle-ci substantial extracts from it may be ne doivent etre imprimes ou autrement printed or otherwise reproduced reproduits sans son autorisation. without the author's permission. In compliance with the Canadian Conformement a la loi canadienne sur la Privacy Act some supporting forms protection de la vie privee, quelques may have been removed from this formulaires secondaires ont ete enleves de thesis. cette these. While these forms may be included Bien que ces formulaires aient inclus dans in the document page count, their la pagination, il n'y aura aucun contenu removal does not represent any loss manquant. of content from the thesis. Canada 2 Abstract The Yukon Territory, in Canada’s Arctic, has tremendous potential for mountain bike tourism development. The territory has abundant natural beauty; an excellent trail system; committed advocates at the small business, municipal, and territorial levels; and a mystique that naturally draws people there. The Yukon has already established itself as an adventure tourism destination for activities such as paddling and dog-sledding. However, the mountain bike segment of the Yukon tourism industry remains very small. By investigating the destination attributes that draw riders to the Yukon, the local mountain bike tour operator industry and the broader mountain bike tourism community will be able to capitalize on an ever-expanding tourist market as other destinations have done. Destination attributes are defined as the natural and physically constructed characteristics of a specific location that would draw a tourist to travel to an area. The main findings of the study were that the three attributes that were highlighted in previous studies—scenery, trail quality, and trail variety—were also the three most desired attributes in this study. In addition, participants indicated that they would like to experience a different trail each day that they are on a vacation. Finally, throughout the study it was highlighted that the uniqueness of a destination is very important to trip satisfaction. The underlying question is how the mountain bike tourism “product”—and its perception by the tourists that visit—can be better understood; the answer can provide insight to be capitalized on in order to grow the industry effectively. 3 Table of Contents Abstract...................................................................................................................................................2 Table of Contents...................................................................................................................................3 List of Tables......................................................................................................................................... 7 List of Figures........................................................................................................................................ 8 Acknowledgements................................................................................................................................9 Acknowledgements................................................................................................................................9 Chapter 1: Introduction........................................................................................................................12 1.1 Background................................................................................................................................ 12 1.2 Summary of Chapters ............................................................................................................... 13 1.3 Purpose of the Study and Overview of Methods and Methodology......................................14 1.4 Statement of Research Problem............................................................................................... 14 Chapter 2: Literature Review.............................................................................................................. 16 2.1 Mountain Bike Literature Introduction....................................................................................16 2.2 Demographics of Mountain Biking......................................................................................... 17 2.3 Categories of Mountain Biking................................................................................................ 18 2.4 Mountain Bike Tourism Defined.............................................................................................20 2.5 Destination Attributes Defined................................................................................................ 24 2.6 How Destination Attributes Impact Mountain Biking........................................................... 27 2.7 How to Capitalize on Destination Attributes.......................................................................... 31 2.8 Summary....................................................................................................................................32 Chapter 3: Methods and Methodology..............................................................................................34 3.1 Introduction..............................................................................................................................34 4 3.2 Research Design and Rationale...............................................................................................35 3.3 Objectivity and Subjectivity.................................................................................................... 40 3.4 Theoretical Approach................................................................................................................42 3.5 Research Site ............................................................................................................................. 44 3.5.1 Location............................................................................................................................. 44 3.5.2 Boreale Mountain Biking..................................................................................................45 3.5.3 Additional Research Locations.........................................................................................46 3.6 Demographic Information........................................................................................................ 47 3.7 Data Collection.........................................................................................................................49 3.8 Rigour........................................................................................................................................52 3.9 Data Analysis............................................................................................................................ 54 3.10 Summary ..................................................................................................................................56 Chapter 4: Results............................................................................................................................... 58 4.1 Introduction............................................................................................................................... 58 4.2 Results of In-Depth Interviews................................................................................................58 4.2.1 Place Attachment...............................................................................................................58 4.2.2 Scenic Appeal....................................................................................................................60 4.2.3 Trail Quality .......................................................................................................................66
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