future access to special places
DESCRIPTION
2007 Scottish Tourism Society Annual Conference. Slides to accompany the keynote address by Nancy Arsenault on creating a learning destination on a federal heritage site.TRANSCRIPT
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Future Access to Special Places
Creating a Learning Destination
The Scottish Tourism Society Annual Conference
16 May 2007: Aviemore Scotland
Dr. Nancy Arsenault, DeanFaculty of Tourism & Hotel Management
www.royalroads.ca www.hatleypark.ca
A Precious Gift of Time… here in Aviemore and with our visitors
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L t t th Current $1 1 Million
Times are
changing Lost to the Elements
Current $1.1 Million Restoration Project
changing
We have preserved the past,
but can we survive in the future?
Our visitors have changed and continue to change
Technology has impacted all generations. Hearing
Aid911: Family time911: Family time
Multi-task generation
Goggle vacation planning
Strolling the heritage gardens
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A place we call home
Ancient forests, Edwardian gardens, and a Castle by the sea...
Tips from the Turret!
1. Know the business you are in2 Understand the visitor experience2. Understand the visitor experience3. Decide if you are selling the stuff or the stories 4. Set the stage 5. Think niche and profile your ideal guests6. Dare to be different 7 Focus on what you do best partner the rest 7. Focus on what you do best, partner the rest 8. Celebrate success and have fun!
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Tip # 1
Know what business you are in
A tourism educator
+
= a learning destination
and stewards of a national historic site
Tip # 2
Understand the visitor experience
Student experience: Quality programs, small classes, facilitated learning, build professional networks, continue to work while studying
Traveler experience: Quality programs, small tours, 1st person interpretation, diversified ‘things to do’ at the site
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Close your eyes and remember …
Ice fishing in NewfoundandTrying ‘crawdads’ in Louisiana
Visiting a heritage site in Canada (Bellville House in Ontario)
Parks Canada: Defining Physical and Emotional
PhysicalBuild on tangibles
Emotional Build on tangibles
InformationPrograms and servicesStaffFacilities
Heritage is real & authenticSafe and cleanQuality standards
• Engages all the senses• Personalize• An escape from the ordinary• Connect with staff, community• Sense of personal growth and accomplishment• Value proposition on theQuality standards
Visitor commitment of time and money
• Value proposition on the experience• Memorable
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The Canadian Tourism CommissionToday’s Curious Traveler
Toda ’s t a ele is c io s the a e seekingToday’s traveler is curious – they are seekingA sense of adventureTo experience life in a new wayEnjoy the unexpectedGet away from routine
It’s no longer just about place and activity, it’s about the EQ of Travel“The Experience Quotient”
Tip # 3
Decide is it the stuffor the stories you are selling?
Halifax Citadel National Historic Site of Canada
“Soldier for a Day Program”Self Discovery Tours
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Tip # 4Tip # 4
Set the stage
Tip # 5
Think niche & profile your customers
It’s all about “Life-caching” shared life experiences to talk about when you get home.
Mass market thinking alone won’t cut it any longer.
Geocaching Film Tourism Alternative Uses
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Niche Sells –
Thanks to the Internet
Niche products
Mass travel
Market Segments
Tweak the thinking to heritage tourism
Tip # 6
Dare to be different
Dennis Campbell, President of
Ambassatours
S
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Houses
in
‘Weird Places’
Who said
“It can’t be done”
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Shift the Paradigm of your thinking
And see what can be done!
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Tip # 7
Focus on what you do best, partner the rest
Corporate Quest & Earth Rhythms
Vintage Woodworks IncJohnathan Yardley, Heritage Architect
The Gros Morne Institute for Sustainable Tourism
Dr. Hal Kalman, Conservation Expert
Parks Canada
… and the list goes on …
Tip # 8
Celebrate success and have fun!
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Copies of the presentation:
Thank you!
www.royalroads.ca
Hatley Castle, Victoria BC, Canada
www.hatleypark.ca