2021 research showcase slide deck - mn.gov

9/8/2021

© 2020 Regents of the University of Minnesota. All rights reserved. 1

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© 2021 Regents of the University of Minnesota. All rights reserved.

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© 2021 Regents of the University of Minnesota. All rights reserved.© 2021 Regents of the University of Minnesota. All rights reserved.

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Welcome to the 2021

Tourism Center Research Showcase

This event will be recorded.

The slides will be shared.

Submit questions in the chat box

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Empowers, prepares and supports the tourism industry and communities engaging in tourism for

success and sustainability

tourism.umn.edu

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● Chat box: Briefly introduce yourself

● Each presenter: 4 slides in 4 minutes

● 3 clusters of presenters

● 2 - 3 presenters in each cluster

● 6-minute breakout rooms to interact with presenters after each cluster

● 3-question evaluation at the end

Today’s Flow

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Our First Cluster

▪ DeeDee LeMier: Agritourism Network Mapping

▪ Brigid Tuck: Economic Contribution of Minnesota’s Craft Brewing Industry

▪ DeeDee LeMier: Emerging Tool – Mobile Analytics Pathing

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Agritourism Network Mapping

Research conducted October 2020 – March 2021

Scott Chazdon, Evaluation & Research SpecialistXinyi Qian, Interim Director, Tourism CenterJennifer Hawkins, Extension EducatorDeeDee LeMier, Extension Educator

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What is social network analysis?

• A network is made up of “nodes” (people, organizations, etc) and “connections” (lines, edges, etc) between them.

• A relationship defines the connection – for this project, the options were:

• 1=One way sharing of information• 2=Reciprocal sharing of information• 3=Worked together on a single project• 4=Worked together on an ongoing basis

• This is a baseline measurement. We will bedoing this again to document changes in connectivity.

• 26 people responded with a total of 144 connections reported.

• Helpful video: https://www.youtube.com/watch?v=xiZQkRSyiAQ

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Agritourism SNA – baseline network diagram

Node colors and labels are organization types

Teal Farm

Red Non-profit organization

Purple Federal agency

Green Farm supplier

Brown Non-farm business

Blue Higher education

Orange State agency

Dark blue

Industry association

Olive Other

Line thicknesses are depth of relationship – thickest lines represent working together on an ongoing basis

Node size is based on betweenness centrality and labels displayed are those with the highest betweenness centrality in the network ‐ betweenness centrality quantifies the number of times a node acts as a bridge along the shortest path between two other nodes. So these are the key connectors in the network as of this measurement.

Agritourism activities

Number of connections (out of

135 reported)Percent of

connectionsEducation 58 43.0%More than one activity 58 43.0%Hospitality 9 6.7%Direct sales 6 4.4%Entertainment 4 3.0%

Next steps

• Research confirmed social infrastructure as key part of capacity in sector.

• Continue supporting connections between agritourism sector participants through programming and partnerships.

• Remeasure in 18 months to see what relationships exist and show change.

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Economic Contribution of Minnesota’s Craft Brewing IndustryBrigid Tuck

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Craft breweries need their communities

Onsite73%

Restaurants6%

Wholesale13%

Liquor stores8%

Other0%

Craft Brewery Respondents Percent of Beer Sales by Marketing Channel

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And their communities need them

0 10 20 30 40 50 60 70 80 90

Begin distribution

Prepare food on-site

New market/expand

Host food trucks

Capital investments

Host events

Support local charities/communities

Craft Brewery Respondents Activities in 2019

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Craft breweries generate economic activity

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The COVID pandemic hit the industry

$-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

$200,000

2018Q1

2018Q2

2018Q3

2018Q4

2019Q1

2019Q2

2019Q3

2019Q4

2020Q1

2020Q2

2020Q3

2020Q4

Personal Consumption Expenditures, United States, Alcohol-Related

Alcohol with meals Alcohol for offsite consumption

• Margins were impacted

• Capital investments dropped


Emerging Tool -Mobile Analytics PathingSeptember 8, 2021DeeDee LeMier, Extension EducatorTourism Center & Community Economics

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Pathing

Description:Pathing visualizes where a property’s visitors are seen 30 minutes before and after a visit. This highlights the location’s position in the customer’s purchase journey.

Methodology:Pull observation points 30 minutes before and after a visit to the property.

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Study Location

UPS/Walgreens

Local Coffeeshop

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UPS/Walgreens

Local Coffeeshop

Study Location

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Cluster 1 Breakout Rooms

Time to ask your questions!

Your choice: either or both!

#1: DeeDee LeMier

#2: Brigid Tuck

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Our Second Cluster

Brigid Tuck: Tourism, the Economy, and a Pandemic

Adeel Lari & Frank Douma: Telecommuting Impacts of COVID-19

Xinyi Qian & Neil Linscheid: Telecommuting During COVID-19

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Tourism, the economy, and a pandemic

Brigid Tuck

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Impact varied by tourism-sector

-100%

-50%

0%

50%

100%

150%

2019 Q1-Q2 2019 Q2-Q3 2019 Q3-Q4 2019 Q4 - 2020 Q1 2020 Q1-Q2 2020 Q2-Q4 2020 Q3-Q4 2020 Q4- 2021 Q1 2021 Q1-Q2

Personal Consumption Expenditures, Major Tourism-Related Categories, United States

Tourism-related goods Transportation-related Membership & recreational services Food & accommodations

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Recreation-related goods saw a boost

-10%

-5%

0%

5%

10%

15%

20%


Personal Consumption Expenditures, Tourism-Related Goods, United States

Sporting equipment & supplies Sports & recreational vehicles Games, toys, hobbies

$299 billion$206 billion

45% increase

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Activities & services hit harder

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%


Personal Consumption Expenditures, Recreation-related Activities, United States

Membership clubs Amusement parks, campgrounds, & related

Admissions to spectator amusements Museums & libraries

$216 billion $109 billion

50% decrease

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How do we think about the future of tourism?

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TELECOMMUTING IMPACTS OF COVID‐19

Adeel Lari & Frank Douma, Institute for Urban and Regional Infrastructure Finance

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Income makes the difference

Race

• White 29.9%

• Asian 37.0%

• Black 19.7%

• Hispanic 16.2%

Educational Attainment

• Less than High School 4.2%

• High school graduates 12.6%

• Some college or associate degree 24.2%

• Bachelor’s degree or higher 51.9%

Gender

• More women can work from home

• But more women dropping out of workforce

Working from home is not for everyone

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• Long lasting change depends upon how we respond

– 1973 Oil Embargo• 6 months

• CAFÉ Standards, 55 mph speed limit, alternative modes promoted

– I‐35W Bridge Collapse• 14 months

• Traffic pattens reverted to status quo

– There are differences in these examples, but the point remains: without long‐term responses, behavior reverts to status quo, vulnerabilities remain, and gains from innovation may be lost

“Don’t Let A Good Crisis Go To Waste”

THANK YOU! Questions?

• Adeel Lari– [email protected]

– 612‐860‐1672

• Frank Douma– [email protected]

– 612‐626‐9946

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2021 Tourism Center Research Showcase

Telecommuting During COVID-19

Xinyi Qian, Ph.D.

Interim Director, UofMN Tourism Center

Neil Linscheid

Educator, Extension Center for Community Vitality

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Project Purpose

To assess the impact of temporarily shifting the workforce to telecommuting on:–Workforce policy changes and support

–Employees’ experience

–Differences among geography,

employer size, industry type

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Telecommuting Policy Change

Formal: Have a policy for the 1st time

Customer-designed

Simplified

Informal: No formal policy

Blanket approval

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Flexibility –biggest

opportunity

Talent pool Increased productivity &

efficiency

Changing leadership’s

mindset

Opportunities Telecommuting Brings

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Future Telecommuting Policy

Hybrid:– For an individual employee

– Team-based

– Organization-wide

Flexible scheduling

Customized

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© 2021 Regents of the University of Minnesota. All rights reserved.The University of Minnesota is an equal opportunity educator and employer. This PowerPoint is available in alternative formats upon request at 612-624-4947.

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Thank you!Xinyi Qian: [email protected] Linscheid: [email protected]

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Your choice: any or all three!

#1: Brigid Tuck

#2: Frank Douma

#3: Xinyi Qian

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Our Third Cluster

Rani Bhattacharyya: Tourism Entrepreneurship: An Opportunity for Regenerative Economic Development?

Ben Winchester: Rewriting the Rural Narrative: Tourism and Resident Recruitment

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Tourism Entrepreneurship: An Opportunity for Regenerative Economic Development?

R. Bhattacharyya, Community Economics Extension Educator

UMN Tourism Center Research Showcase

Sept. 8, 2021

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Touch points between tourism enterprises and communities during business development (Russell & Faulkner 2004)

1. Triggering Circumstances ->Changes in Self-Efficacy

2. Deregulated Chaos-> Changes in Required Skill Set

3. Positive Feedback /Self-Healing Enablers-> Changes in Entrepreneurial Networks

4. Transition to a new phase that reflects the old-> Changes in Entrepreneurial Climate

5. Regulated chaos at renewed tenuous conditional equilibrium -> Changes to a Community’s Economics

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A New Framework for Community

Business Development

Values of Marginalized Community Business Entrepreneurs (Johnstone and Lionais, 2009) Markets- p.229 Individuals who are determined to engage inenterprising behavior within the context of a depleted community will adapt and find appropriate tools for business development. ….adaptations that modified the entrepreneurial process included:(1) identifying and gaining access to new sources of capital;(2) tapping into the significant value-added contributions of volunteers, and(3) modifying the business structure to ensure pursuit of community benefit over personal gain.

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Community Business Development as part of

RegenerativeEconomics

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Thank You! Rani [email protected]

218-275-3444

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Rewriting the Rural Narrative

Tourism and Resident Recruitment

Benjamin WinchesterRural Sociology EducatorExtension Center for Community Vitality

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Simpler pace of lifeSafety and Security

Low Housing Cost

Source: 2020 University of Minnesota Extension Center for Community Vitality. Rural workforce movers study. Funded by the U. S. Department of Agriculture.

Move Preferences Percent

Take advantage of the slower pace of life 71To live closer to relatives 70To find a less congested place to live 69To live among people with similar values 68To find lower priced housing 67To find a safer place to live 67

31% moved primarily for a job

The Rural Brain Gain

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The coordinated economic and community development actions needed to identify, attract, and invite new residents moving to the region.

• Complement the industrial recruitment model of economic development.

• Many of the factors newcomers cite for choosing are also reasons people love to visit the area - tourism!

• Tourism assets are not unique to tourists

• Article forthcoming in DEED Trends journal

Community Development, Economic Development & Tourism

Resident Recruitment

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Halo Effect: Visitation and Image

https://longwoods-intl.com/the-halo-effect-of-tourism

Minnesota Resident Recruitment Initiatives

Source: 2020 University of Minnesota Extension Center for Community Vitality. Rural workforce movers study. Funded by the U. S. Department of Agriculture.

https://extension.umn.edu/vital-connections/get-know-minnesotas-rural-resident-recruitment-initiatives

Invitations, Economic Supports, Welcoming, Involving

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Your choice: either or both!

#1: Rani Bhattacharyya

#2: Ben Winchester

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Evaluation

Please complete the 3-question evaluation survey that pops up when you sign off!

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DeeDee LeMier, MBA

Extension Educator

[email protected]

Xinyi Qian, Ph.D.

Interim Director

[email protected]

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Thank you!

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2021 research showcase slide deck - mn.gov

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