MAGR GOVS MN 2500 CDMI-5668 Rural TOUl!ism Development Minnesota Extension service· p . r: University of Minnesota L I r CD-EP-5666 CD-Ml-5668 1991 A Training Guide for Rural Touristn Developtnent . > ~ ,': . ,- ·:-~ ~ • ; . ~,i tft ,. ,.I,~ ; 108 CINTIR Minnesota Extension $ervice University of Minnesota Rural Tourism Development Project Project Manager: John Sem Authors: Barbara Koth, Glenn Kreag, John Sem Research Assistant: Kathy Kjolhaug Funding: Economic Development Administration, U.S. Dept. of Commerce Northeast and North Central Regional Centers for Rural Development Southern and Western Rural Development Centers MINNESOTA EXTENSION SERVICE UNIVERSITY OF MINNESOTA This training guide is a publication of the University of Minnesota Tourism Center. It is ~ of an educational training package which includes a video highlighting the case study communities of San Luis, Colorado; Dahlonega, Georgia; Sandpoint, Idaho; and the Villages of Van Buren, Iowa. Additional copies of the video, the training guide and the training package are available through the Minnesota Extension Setvice Distribution Center (see order form on page vi or call 612/625-8173). Printed on recycled paper. 0 The University of Minnesota, including the Minnesota Extension Service, is committed to the policy that all persons shall have equal access to its programs,facilities, and employment wilhout regard to race, religion, color, sex, national origin, handicap, age, veteran status, or sexual orientation. Rural Tourism Development TRAINING GUIDE AUGUST, 1991 Authors: Barbara Koth Glenn Kreag John Sem Kathy Kjolhaug, Research Assistant Tourism Center and Sea Grant Minnesota Extension Service &Jitors: Nancy Goodman Louise Jones Art: Sue LeMay Graphics: Nancy Goodman Additional Support: Joyce DeBoe Phyllis Jenks Dave McAllister Pat Roth Educational Development System Minnesota Extension Service Program Leader: Beth Honadle, Community Resources Minnesota Extension Service Funding: Economic Development Administration, U.S. Department of Commerce Northeast and North Central Regional Centers for Rural Development Southern and Western Rural Development Centers Co-sponsorship: Extension Service, U.S. Department of Agriculture Tourism and Travel Administration, U.S. Department of Commerce Small Business Administration Sea Grant, Minnesota Extension Service Rural Tourism Development VIDEO AUGUST, 1991 Executive Producer: Rich Reardon Scriptwriter: Susan Steger Welsh Content: Kathy Kjolhaug Barbara Koth Glenn Kreag John Sem Field Producers: Dave Berliner Barbara Jabaily Kevin Kelley Dee Malassigne Videographers: Kevin Galligan Juli Manser Field Audio: Ed Dally Ken O'Brien Doug Lee Karla Rydrych Na"ator: Randolph Cantrell Editors: Juli Manser Rich Reardon Videotape: Jim Goodchild Jerry Sexton Film Archivists: Bob DeFlores Jay Hopkins Original Music: Tom Lindquist Graphics: Jim Erickson Computer Cartography: Don Pirius Additional Footage: Barbara Jabaily, Georgia Power Co., Daniel Salazar, Midcoast Communications Centre, Mountain Pacific Productions, NBC News, Pacific Power Co., Reverend Patrick Valdez, Sandpoint Resort Association. 11 Rural Tourism Advisory Committee The authors would like to thank the national rural tourism advisory committee for their advice and assistance during this project. They contributed time, energy and expertise that has greatly improved the quality of this training package. Marion Clarke, University of Florida Pat Corcoran, Oregon State University David Geddes, Economic Development Administration Richard Gittelson, University of Pennsylvania Lawrence Kasperbauer, University of Guam Peter Korshing, North Central Regional Center for Rural Development, Iowa State University Mike Liffman, Louisiana State University Douglas Lipton, University of Maryland Pat Long, lJniversity of Colorado, Boulder Pat Manheim, Johnson and Wales University William Mclaughlin, University of Idaho Donald Nelson, Extension Service, United States Department of Agriculture Susan Sadowske, University of Wisconsin iii CONTENTS Training Others Tab 1 • The national rural tourism development project • Rural tourism development model • The training package • Training program outline • Effective training • Steps to effective training • An effective leader • An effective trainer • Project management • Tourism development checklist• Tourism development meeting and agenda records• Tourism project evaluation Introduction Tab 2 • The changing tourism environment• Value system for rural tourism development• Obstacles to rural tourism development • Major challenges to the tourism and travel industry Organization Tab 3 • What needs to be done • Establishing a tourism organization • Creating a vision of the future • Situation analysis • Leadership • Funding • Evaluation • Action Steps Local Involvement Tab 4 • What needs to be done • Government support • Citizen support • Tips for encouraging involvement• Organizing for community involvement• Using volunteers• Volunteer management • Recruitment • Recognition • Orientation and training • Supervision • Evaluation • Action steps Attractions Development Tab 5 • What needs to be done• What are attractions• Attractions development• Examples of small town attractions• Attraction mixes• Action steps• The future of attractions• Attractions inventory and assessment worksheets Community Appearance Tab 6 • What needs to be done • Getting started on beautification • Prioritizing and taking action • Scenic highway program • Community appearance checklist Tourist Services Tab 7 • What needs to be done • Example of business development • Business retention and expansion program • Encouraging entrepreneurship • Estimating market potential • Customer service• Action steps• How to explore and develop tourism business ideas• Tourism economic development surveys • Business inventory and development worksheets iv (Contents, continued) Public Services Tab 8 • What needs to be done• Traffic considerations • Information, direction and interpretation • Funding for public services • Community hospitality • Action steps Marketing Tab 9 • What needs to be done • Developing the marketing plan • Analyze the situation • Identify your product • Select the target market • Set marketing objectives • Carry out promotion strategies • Evaluate tourism advertising • Marketing and promotion examples • Advertising media • Public relations • Personal selling • Sales promotions • Practical market research • Action steps • Marketing worksheets • Marketing evaluation worksheet Funding Tab 10 • What needs to be done • Funding tourism organizations • Funding major project development • Financing small businesses • Funding festivals and events • Funding strategy worksheet • Project funding checklist • Festival budget and fundraising worksheets Issues Tab 11 • Labor shortages • Crisis management • International visitors • Limits to tourism development • Tourism marketing trends Bibliography Tab 12 • Annotated bibliography of tourism development resources • Bibliography of tourism resource documents and videos Appendices Tab 13 • Appendix A: Case studies• Appendix B: Professional travel/tourism associations and organizations • Appendix C: Group processes • Appendix D: Articles on tourism issues V ORDER FORM RURAL TOURISM DEVELOPMENT TRAINING PACKAGE If you are a rural community leader, volunteer, extension or public agency staff interested in rural tourism development, this training package is for you! Training package includes training guide with: Activities • Marketing information • Evaluation materials • Training tools • Tourism resources plus one-hour video with rural tourism development successes featuring: San Luis, Colorado • Dahlonega, Georgia • Villages of Van Buren, Iowa • Sandpoint, Idaho Make checks payable to the Universuy of Minnesota Send order form and check to: Distribution Center, Minnesota Extension Service 3 Coffey Hall, 1420 Eckles Avenue University of Minnesota St. Paul, MN 55108 ---------------------------------------------------------------------------·----------------- Please send me: Quantity Training Package (Guide and Video)@ $55 (Minnesota residents add 6½ % sales tax) Order# CD-EP-~S Video only @ $45 (Minnesota residents add 6½ % sales tax) Order # CD-VH-5667-S Training Guide only @ $30 (Minnesota residents add 6½ % sales tax) Order # CD-MI-5668-S Name: Address:----------------------- City, State Zip: -----------------------­ Phone: VI :;I !!. :I 5· IC g J CD.. Ill :i i C (') -s· :I 0 cg.. :I ;;:r a s· :I TRAINING OTHERS CHAPTER 1 The National Rural Tourism Rural communities have a rich heritage Development Project and unique tourism resources to share with people throughout the world. Local volunteers The National Rural Tourism Develop­ and leaders who have strong tourism devel­ ment ~ro~ect (RTDP) was designed to provide opment skills will be able to compete effec­ organmttions and individuals with a develop­ tively in a regional, national or even global ment process and self-help materials to help tourism market, create jobs and income, and communities develop and expand their tourism maintain important local community values. industry. The specific program objective is to This training package provides basic informa­ establish a network of trainers, each of whom tion to help interested rural communities can work with rural communities on an ongo­ develop their own tourism program through an ing basis as a resource person for establishing organized planning process. improving and/ or expanding a travel and ' tourism industry. How to use this training