market analysis

Mi’kmaq Association For Cultural Studies

Mi’kmaq Cultural Tourism Network

Market Analysis

Saint Mary‟s University Business Development Centre i

Disclaimer

This report has been prepared in conjunction with the Mi‟kmaq Association for Cultural

Studies on a best-effort basis and reflects the conditions prevailing at the time of the

analysis completed on March 31, 2008.

The projections, recommendations, and conclusions contained in this report are, to some

degree, based on opinions and assumptions that are subject to variation depending upon

evolving events. Therefore, we cannot represent them as results that will necessarily be

achieved but only as those that could be attained provided the opinions and assumptions

relied upon remain valid.

Saint Mary‟s University Business Development Centre

March 31, 2008

Saint Mary‟s University Business Development Centre ii

This report was produced as part of the multi-year strategy developed by the Mi‟kmaq

Cultural Tourism Network (MCTN).

Saint Mary‟s University Business Development Centre iii

Executive Summary

A number of First Nation communities across Nova Scotia are developing a tourism

product that is market ready and/or has the potential for market readiness. The need to

bring the product together and brand the “experience” for visitors has been identified as a

gap that must be bridged so that the product/services offered can be sustained. The

Mi‟kmaq Association for Cultural Studies (MACS) engaged the Saint Mary‟s University

Business Development Centre (SMUBDC) to assist in the creation and implementation of a

market analysis to identify the primary target markets and preferences for the “Ideal

Mi‟kmaq Heritage Experience”.

Although the growing Aboriginal cultural tourism industry in Canada has prompted a

good deal of research in this area, the research conducted for this project is unique in a

number of ways. For example, many studies have looked at what people do or have done,

the present study examines what people would like to see or do without limiting

responses to what is currently available. Information was gathered on what would attract

people who have not yet visited Atlantic Canada, as well as past visitors. Most

importantly, the research was tailored to benefit Atlantic Canadian Aboriginal peoples by

asking questions specific to Atlantic Canada.

The research conducted for this study consisted of focus groups and best practice

interviews conducted in key cities in the United States (US) and Canada. An online

survey was also conducted, collecting information from over 1,100 individuals in select

European countries and across North America.

Some of the key findings from the research include a strong preference for hands on

experiences; overall respondents want to be active participants in learning about

Aboriginal culture. Nature Tours, History, Archeological Sites, Traditional Arts, Cuisine

and Legends/Stories are the themes that individuals are most interested in experiencing in

Aboriginal tourism attractions. A preference for pre-packaged travel options was also

clear. Packaged vacation deals are especially popular among French and German

travellers. Specific to Nova Scotia, respondents indicated an interest in experiencing

multiple cultures on a single trip. One of the most astonishing findings was the lack of

Saint Mary‟s University Business Development Centre iv

awareness revealed by the survey results. In Canada 63% of respondents were not aware

that Aboriginal cultural tourism products existed in Atlantic Canada (In only those

provinces outside of Atlantic Canada, 66% were unaware). Of respondents outside of

Canada, 80% were unaware of Aboriginal cultural tourism product and services in

Atlantic Canada, 61% were not even aware of the presence of Aboriginal peoples in

Atlantic Canada.

In addition to traveller preferences, research was also conducted to identify potential

challenges in the development of Aboriginal cultural tourism in Nova Scotia and

solutions. Through best practice interviews six key challenges were identified as hurdles

in the development of Aboriginal cultural tourism:

1. Lack of resources: Both human and financial.

2. Government instability: Changes in government can interrupt momentum. Support is

can be temporary and uncertain making it difficult to implement long term strategies.

3. Fragmentation: Many individuals and groups are working toward similar goals in

isolation; this creates inconsistency and openings for the repetition of mistakes.

4. Consistency: It is difficult to maintain consistency in program implementation, levels

of customer service and the „image‟ presented to potential and past visitors.

5. Reaching the People: A lack of resources or simply „not knowing how‟ can prevent

Aboriginal business owners from reaching their intended audience.

6. Avoiding Exploitation: Using cultural tourism to preserve culture, tradition and

history without distorting or exploiting Mi‟kmaq values and heritage and ensuring the

authenticity of Aboriginal cultural tourism product/services is an immense challenge.

It is important to avoid misrepresentation by non-Aboriginal tourism operators

presenting Aboriginal themed product and services.

These potential challenges in the development of an Aboriginal tourism product underlie

the need for sustained activity in Aboriginal cultural tourism in Nova Scotia. To address

the identified challenges and to utilize the information gained from the primary and

secondary research conducted for this study, the following recommendations were made:

Primarily, a strategy for how the Mi‟kmaq of Nova Scotia wish to present themselves to

target markets is an essential first step toward developing Aboriginal cultural tourism in

the province. In addition to providing guidance around what should be communicated in

Saint Mary‟s University Business Development Centre v

promoting and raising awareness, a strategy also proactively addresses many of the

potential challenges identified above. In addition to developing a strategy for how the

Mi‟kmaq of Nova Scotia wish to present themselves, other recommendations that are

outlined in the following report are to communicate, unify, develop, partner and evaluate.

Below is a brief description of each of these recommendations.

Strategy: As mentioned, a strategy which would build consensus around how the

Mi‟kmaq of Nova Scotia want to be seen would provide guideposts to help prevent

misrepresentation and ensure that tourism offerings promoted as Aboriginal cultural

tourism product/services in Nova Scotia represent the Mi‟kmaq in a way that is reflective

of the people.

Communicate: Increased communication is needed to address the general lack of

awareness of Aboriginal cultural tourism products and services in Nova Scotia. Research

identified lack of awareness as a barrier in participating in Aboriginal tourism.

Unify: Connecting Aboriginal cultural businesses is of value to Aboriginal cultural

tourism in Nova Scotia for two reasons: 1. Bringing business owners together to work

toward the same goals will contribute to the development of individual businesses and 2.

Linking Aboriginal cultural tourism offerings through a map or guide may be a bigger

draw for travellers who would be hesitant to travel to see a single attraction.

Develop: Providing resources, training and assisting in identifying funding opportunities

to move businesses to a market ready stage will enrich Nova Scotia‟s Aboriginal cultural

tourism.

Partner: Partnering with non-Aboriginal organizations and tourism operators is

beneficial for improving visibility and awareness of products/services. Partnerships may

also enable smaller businesses to work with accommodation and dining establishments to

make packaging more feasible.

Evaluate: An evaluation of Aboriginal cultural tourism product/services will serve as a

check that initiatives are achieving desired goals. Evaluation is a good way to keep track

of progress and to identify issues and next steps.

Saint Mary‟s University Business Development Centre vi

Table of Contents Executive Summary ........................................................................................................... iii

1.0 Project Background .................................................................................................. 1

1.1 Study Approach and Methodology ...................................................................... 2

1.2 Focus Groups........................................................................................................ 2

1.3 Best Practice Interviews ....................................................................................... 3

1.4 Online Survey ....................................................................................................... 3

2.0 Situational Analysis ................................................................................................. 5

2.1 Industry Analysis.................................................................................................. 5

2.1.1 Visitors to Nova Scotia ................................................................................. 5

2.1.2 Aboriginal Culture Tourism .......................................................................... 6

2.2 Asset Inventory for Nova Scotia .......................................................................... 6

2.2.1 Mi‟kmaq Culturally Significant Site Inventory ............................................ 6

2.2.2 Mi‟kmaq Cultural Knowledge Inventory...................................................... 7

2.2.3 Mi‟kmaq Cultural Businesses ....................................................................... 8

2.3 Market Readiness ................................................................................................. 9

2.3.1 Comparison of Nova Scotia Market Ready Product to Promoted Aboriginal

tourism Products ....................................................................................................... 12

2.4 SWOT of Aboriginal Tourism in Nova Scotia................................................... 13

2.5 Best Practices in Cultural and Heritage Tourism ............................................... 14

2.5.1 Challenges ................................................................................................... 14

3.0 Unique Value Proposition ...................................................................................... 18

4.0 Marketing Program ................................................................................................ 20

4.1 Target Markets ................................................................................................... 20

4.1.1 Target Markets Summary ........................................................................... 20

4.1.2 North America ............................................................................................ 20

4.1.3 Overseas ...................................................................................................... 22

5.0 Market Research .................................................................................................... 26

5.1 Level of Awareness ............................................................................................ 26

5.2 Factors Affecting Activity Selection .................................................................. 27

5.3 Ideal Travel Experience ..................................................................................... 28

5.3.1 Packaging .................................................................................................... 28

5.3.2 Cost ............................................................................................................. 30

5.3.3 Length of Participation ............................................................................... 32

5.3.4 Location/Distribution of Activities ............................................................. 34

Saint Mary‟s University Business Development Centre vii

5.4 Themes That Generated the Most Interest ......................................................... 35

5.5 Presentation Preference ...................................................................................... 37

5.6 Authenticity ........................................................................................................ 38

5.7 Barriers ............................................................................................................... 39

6.0 Marketing Recommendations ................................................................................ 40

6.1 Strategy............................................................................................................... 41

6.2 Communicate ..................................................................................................... 41

6.2.1 Overall Promotional Material ..................................................................... 42

6.2.2 Reaching Heritage Tourism Enthusiasts ..................................................... 43

6.2.3 Overseas market .......................................................................................... 44

6.3 Unify................................................................................................................... 45

6.3.1 Unifying the people..................................................................................... 45

6.3.2 Unifying the product ................................................................................... 45

6.4 Develop .............................................................................................................. 46

6.4.1 Theme Preferences and Presentation .......................................................... 46

6.4.2 Packaging .................................................................................................... 47

6.4.3 Pricing ......................................................................................................... 47

6.5 Partner ................................................................................................................ 48

6.6 Evaluate .............................................................................................................. 48

7.0 Appendices – Available Upon Request From MACS ........................................... 49

Saint Mary‟s University Business Development Centre 1

1.0 Project Background

The Mi‟kmaq Association for Cultural Studies (MACS) is a not-for-profit organization

representing the interests of all thirteen (13) First Nation communities in Nova Scotia

with a mandate to promote and preserve the culture of the Mi‟kmaq people.

MACS has taken a lead role to unite Nova Scotia‟s First Nation communities in tourism

and cultural initiatives. MACS recognizes that the link between the tourism and culture

sectors is strong and is one that should be nurtured as visitors are being drawn to Nova

Scotia for an authentic experience, an experience that is an integral part of the diverse

cultural fabric of this province and in particular, Mi‟kmaq culture.

To respond to the demand for authentic experiences, First Nation communities across

Nova Scotia are now developing a tourism product that is market ready and/or has the

potential for market readiness. The need to bring the product together and brand the

“experience” for visitors has been identified as a gap that must be bridged so that the

products/services offered can be sustained. The Mi‟kmaq Association for Cultural Studies

engaged the Saint Mary‟s University Business Development Centre to assist in the creation

and implementation of a market analysis to identify the primary target markets and

preferences for the “Ideal Mi‟kmaq Heritage Experience”.

The overall goals of the project include the exploration of what visitors would consider to be

an ideal Mi‟kmaq experience, and determining what would encourage their participation;

what themes, programming styles, products and services are most attractive. In addition, the

assessment of visitors appeal for potential participation in various proposed offerings, how

best to reach this market and an exploration of Mi‟kmaq traditions and culture to identify

those most reflective of Mi‟kmaq heritage.


1.1 Study Approach and Methodology

Although existing research and literature on Aboriginal cultural tourism in Canada was

reviewed to compile the results included in this report, it was also necessary to conduct

primary research that specifically considered the First Nation peoples of Atlantic Canada.1

The primary research included in this report was conducted throughout the months of March

and April of 2008, and incorporated focus groups, interviews and online surveys which are

described in more detail in the following sections.

1.2 Focus Groups

Focus groups are discussions, guided by a facilitator with the goal of gathering

information on a given topic. The focus groups conducted for the purposes of this

analysis were intended to gather information on past and potential travellers‟ level of

awareness, and preferences pertaining to Aboriginal cultural tourism and Aboriginal

cultural tourism specific to Atlantic Canada. Focus groups were conducted by SMUBDC

in the Canadian cities of Halifax, Montreal and Toronto, and the cities of Boston and

New York in the United States. A focus group guide was developed by SMUBDC with

participation and feedback from MACS and The Department of Canadian Heritage to

maintain consistency in how the discussions were facilitated across various locations

(Appendix A). To achieve objectivity in participant selection, professional recruiting

firms were contracted to recruit focus group participants in each city where a focus group

was held. Twelve individuals were recruited for each focus group, of those recruited

between 8 and 12 individuals were present for each session. Individual participants were

compensated for their time and participation in the project. Note summaries from each

focus group can be found in Appendix B. Individuals with some past experience with

Aboriginal tourism in Atlantic Canada were invited to participate in the focus groups

labelled „Past Visitors‟, those with an interest in participating in Aboriginal cultural

tourism in Atlantic Canada but no past experience were invited to participate in the focus

groups labelled „.Non-Visitors‟.

1 To maintain consistency with the terminology used in the research conducted for this study and with

tourism strategies throughout Canada the term „Aboriginal‟ is used in this paper to refer to the Mi‟kmaq

and First Nation peoples of Atlantic Canada.


1.3 Best Practice Interviews

In addition to a review of secondary research, information on best practices in Aboriginal

cultural tourism development was gathered by conducting best practice interviews

(Appendix C). The best practice interview utilized in this study was adapted in part, from

the findings of the National Survey of Aboriginal Cultural Tourism Experiences.2

Individuals representing provincial/state business development departments, federal

regional development agencies, provincial/state tourism departments, provincial/state

Aboriginal departments, provincial/state heritage departments, travel and tourism

associations, Aboriginal marketing associations, Aboriginal communities and successful

Aboriginal run businesses or cultural centers were contacted to participate in best practice

interviews in the Canadian provinces of Alberta and British Columbia, and the city of

Phoenix located in the state of Arizona, United States of America. Locations from which

the best practice interview contacts were selected were chosen because of the presence of

established Aboriginal cultural tourism products/services and/or strategies in the selected

areas. Interviews were conducted via telephone and focused on obtaining information that

could be used to identify challenges and opportunities faced in the development of

Aboriginal cultural tourism, as well as tried solutions that could be taken into advisement

in the development of Aboriginal cultural tourism offerings in Nova Scotia (Complete

interview responses broken down by location can be found in Appendix D).

1.4 Online Survey

An online survey (The Atlantic Aboriginal Cultural Tourism Survey) was developed by

SMUBDC with participation and feedback from MACS and The Department of Canadian

Heritage to confirm and add to information obtained through the focus groups and

secondary research (Appendix E). A professional market research company with access

to a panel of 2.5 million individuals worldwide was contracted to distribute the survey via

e-mail. A response rate for this data is difficult to estimate due to the type of distribution

system used and time constraints which limited the amount of time the survey was active,

so results from the survey should be interpreted with caution. The Atlantic Aboriginal

2 Turtle Island Tourism, C. (2006). Aboriginal Tourism and Cross-Cultural Understanding Project. Quebec: Canadian

Heritage.


Cultural Tourism Survey was distributed in North America, Germany, France and the

United Kingdom. Past research has shown that these geographic regions have a high level

of interest in Aboriginal cultural tourism.3 A total of 1176 individuals completed the

survey. Twenty-six responses were removed after data was reviewed for errors and

response bias, leaving 1150 cases (524 Male, 622 Female), included in the analysis. The

table below displays the number of respondents included in the analysis by country.4

Figure 1. Survey Respondents by Country

Country Number of Responses

North America 523

Canada 295

United States 228

France 205

Germany 198

United Kingdom 224

Total 1150

3 Canadian Tourism Commission (2005). International Travel Survey: Overseas Resident Trips to Canada. 4 Further demographic information and survey results can be found in Appendix F


2.0 Situational Analysis

2.1 Industry Analysis

The tourism sector in Nova Scotia is estimated to have generated $1.33 billion in 2007

(this figure includes provincial residents traveling within NS and out-of-province

visitors). An estimated 32,700 people in Nova Scotia are employed in tourism, garnishing

$519 million in direct and indirect wages and salaries.5

2.1.1 Visitors to Nova Scotia

There has been an average of 2.14 million non-resident visitors to Nova Scotia in the past

five years. The number of non-resident visitors to Nova Scotia has remained relatively

stable with an average change of only 2% per year for the period of 2003 to 2007. The

following graph depicts the visitation trend in Nova Scotia from 2003 to 2007.5

Graph 1. Nova Scotia Visitation trend 2003 – 2007. The following graph depicts

visitation of non-residents. The graph does not include the near 2 million over night trips

and 4 millions same-day trips made annually by residences of Nova Scotia.

5 NS Tourism, Culture and Heritage (2007). Tourism Industry Facts.

http://www.gov.ns.ca/tch/pubs/insights/AbsPage.aspx?siteid=1&lang=1&id=6 2004 Tourism Industry Facts.

(000’s)

2010

2060

2110

2160

2210

2260

2003 2004 2005 2006 2007

Visitors by the 1,000,000's


2.1.2 Aboriginal Culture Tourism

Aboriginal cultural tourism has experienced significant growth in recent years. This

growth is due in part to the recognition of tourisms potential role in the preservation of

culture and sustainable economic development6. In 2005 and 2006, over 2 million adult

Canadians and 14 million adult Americans participated in Aboriginal-related activities in

Canada while on an over night or out of town trip. In 2001, the total economic impact of

tourism spending on Aboriginal businesses, goods and services (excluding casinos), was

$862 million, with paid employment of 11,000 full-time equivalent jobs.

2.2 Asset Inventory for Nova Scotia

An inventory of assets, or currently existing Aboriginal cultural tourism product or

services in Nova Scotia, is important in determining the current state of Aboriginal

cultural tourism in the province. Identifying the current state of Aboriginal cultural

tourism in Nova Scotia will help in determining the direction of next steps toward

Aboriginal cultural tourism development.

MACS has initiated the development of a series of inventories that will catalogue

Mi‟kmaq cultural business, Mi‟kmaq cultural knowledge and Mi‟kmaq culturally

significant sites or locations in Nova Scotia. Not all information contained in the

inventories will be useful in the promotion of cultural tourism, or shared with the public

at large. These inventories were initiated to serve as a record of culturally relevant

information that can be used for a wide variety of purposes, from the protection of culture

and heritage to the development and promotion of cultural tourism. The following

sections outline brief descriptions of the initial inventory.

2.2.1 Mi’kmaq Culturally Significant Site Inventory

The initial Mi‟kmaq Culturally Significant Site Inventory defines four site types to

categorize locations of cultural importance, the definitions are listed on the following

page:

6 Bearing Point LP, Gross Gilroy Inc. & Associates (2003). Aboriginal Tourism in Canada, Part 1: Economic Impact

Analysis.


Figure 2. Definitions for Culturally Significant Site Inventory categories.

Category Definition

Historic Site Site that has had some importance or impact on

Mi'kmaq history.

Spiritual Site Site that is connected to sacred things or matters;

religious; devotional etc.

Traditional/Cultural

Activity Site

Part or location of ceremony, traditional or cultural

activities.

Archeological Site

Site that has been identified or used in recovery of

material evidence of past Mi'kmaq life such as

graves, buildings, tools, and pottery.

Two Traditional/Cultural Activity Sites, eight historic sites, three spiritual sites and

numerous archeological sites were identified in the initial inventory of Mi‟kmaq

culturally significant sites (Appendix G - The collection of information for the

inventories is in progress, please contact MACS to obtain more information). Many of

the sites were not primarily recognized or promoted as Mi‟kmaq sites, most were owned

by the crown and operated by Parks Canada. Those locations not operated by Parks

Canada were not identified as easily accessible or clearly marked. The initial inventory of

Mi‟kmaq culturally significant sites found in Appendix G (available upon request from

MACS) is not exhaustive or final, it must be continually expanded and updated through

the collection and recording of the oral history of the Mi‟kmaq and as areas are protected,

become more clearly marked or as ownership of land changes.

2.2.2 Mi’kmaq Cultural Knowledge Inventory

Similar to the inventory described above, the Mi‟kmaq Cultural Knowledge Inventory

uses knowledge types to categorize the information. The definitions of the five

knowledge types are listed on the following page:


Figure 3. Definitions for Cultural Knowledge Inventory categories.

Category Definition

Art and Craft Any knowledge pertaining to the making of Mi'kmaq

arts and crafts.

Cultural

Cultural Knowledge: Any knowledge pertaining to

Mi'kmaq culture, traditions, way of life. This would

include traditional ecological knowledge.

Language Any knowledge relating to Mi'kmaq language.

Medicinal Any knowledge pertaining to traditional Mi'kmaq

medicines.

Spiritual Any knowledge related to scared, religious ceremony,

beliefs or practices.

Most of the knowledge recorded in the initial Mi‟kmaq cultural knowledge inventory

falls into the spiritual or cultural categories. Almost all of the knowledge in the initial

inventory is currently held by individuals and is preserved and passed on through oral

tradition. The initial Mi‟kmaq Cultural Knowledge Inventory found in Appendix H

(available upon request from MACS) is not exhaustive or final, it must be continually

updated as knowledge is shared, changes format and is passed on.

2.2.3 Mi’kmaq Cultural Businesses

Following the same format as the previously described inventories, the initial Mi‟kmaq

Cultural Business Inventory uses categories to classify types of Aboriginal cultural

tourism business. The definitions of the six cultural tourism business types are listed on

the following page:


Figure 4. Mi’kmaq Cultural Business Inventory categories.

Category Definition

Accommodations Lodging of any kind, cabins, camp sites, hotels.

Attractions Activity or workshop centered on Aboriginal culture.

Dining Aboriginal cuisine options, traditional food, feasts.

Art and Craft Any craft person/artist/shop that produces or sells

traditional or modern Aboriginal art and craft.

Festivals and Events Any knowledge related to sacred, religious ceremony,

beliefs or practices.

Tour Guided or self-guided tours by foot or bus.

A review of the information gathered for the initial Mi‟kmaq Cultural Business Inventory

indicates that while Nova Scotia has a great deal to offer in terms of Aboriginal art and

craft and some attractions (the majority of which are cultural centres) there are far fewer

Aboriginal cultural tourism offerings that fit into the other categories. The Mi‟kmaq

Cultural Business Inventory found in Appendix I (available upon request from MACS) is

not exhaustive or final; it must be continually updated as new business is initiated and as

existing business grows and develops.

The next section will review the market readiness of the businesses identified in the

initial Mi‟kmaq Cultural Business Inventory.

2.3 Market Readiness

To determine the product development and marketing capability of Mi‟kmaq tourism

enterprises across Nova Scotia, all operations can be separated into three development

stages: Start-up product stage, Existing but not market ready product, and Market ready.

The following descriptions of these stages are used by Aboriginal Tourism British

Columbia.7

7 www.aboriginalbc.com


Start-up product stage (Tier I) - where Aboriginal cultural tourism businesses, potential

start-ups and product are undeveloped but have an interest in exploring cultural tourism

as an economic development activity. Activities under this tier are those that encourage

communities and entrepreneurs with an interest in cultural tourism, to develop products

and help them understand tourism‟s working environment.

Existing but not market ready product (Tier II) - where Aboriginal businesses are

operating but do not have market ready products and there are clear gaps in terms of

market ready industry standards, hospitality, service levels and other shortfalls; and

Market ready (Tier III) - where tourism products that satisfy market ready standards are

fully integrated into local, regional and provincial destination marketing programs.

Based on these definitions, the Mi‟kmaq tourism operations that have been collected so

far for the initial Mi‟kmaq Cultural Business Inventory are divided up as follows:

Tier 1 - Start-Up Product Stage

Attractions

Mi‟kmawey Debert Cultural Centre – Debert

Membertou Heritage Centre

Tier II - Existing But Not Market Ready Product

Art/Craft:

A.M. Products – A Touch of Nature - Acadia

Aboriginal Originals Customized – Glooscap

Autumn Leaf Productions – Brookfield

Bear Town Baskets – Bear River

Dozay‟s Native Art Gallery – Membertou

First Chief Trading Post – Wagmatcook

Glassy Lady – Pictou Landing

Indian Lake Handcraft & Variety – Chapel Island

Kinoway Kisitagn – Sydney

Little Arrow‟s Porcupine Quill Jewelry – Lunenburg

Madeline‟s Wooden Flowers – New Glasgow

Margaret‟s Glassworks and Quillwork – Pictou Landing

Metis Centre Crafts – Bear River

Mi‟kmaq Creations by Marlene – My. Uniacke

Mi‟kmaq Dream Quilts – Eskasoni

Mi‟kmaq Wooden Flowers – Eskasoni

Minuitagn – Eskasoni


Muin Claw Enterprises – Eskasoni

Negemow Basket Shop – Waycobah

Three Thumbs First Nation – Annapolis Valley

Waterdancer Mi‟kmaq Arts – Brookfield

Wild Eagle Spirit - Eskasoni

Tours

Native Trail Tours – Wagmatcook

Other

Sarah Denny Cultural Centre – Eskasoni

Spirit Wind Stables – Hebbs Cross

Tier III - Market Ready

Attractions

Glooscap Heritage Centre – Millbrook

Bear River First Nation Heritage and Cultural Centre – Bear River

Wagmatcook Culture and Heritage Centre – Wagmatcook

Dining

Mescalero‟s Open Grill Steak House - Membertou

Tours

Stone Bear Tracks and Trails – Bear River

Other

Membertou Trade and Convention Centre (Gift Shop/Artifacts) – Membertou

The following table provides a quick summary of how many Aboriginal tourism

businesses from each category are represented in each market readiness Tier.

Figure 5. Market readiness summary count8

Market Readiness

Product Summary Art/Craft Attractions Tours Dining Other

Tier 1 - 2 - - -

Tier II 22 - 1 - 2

Tier III - 3 1 1 1

8 Numbers are based on the initial Mi‟kmaq Cultural Business inventory and may underestimate total

participation of NS Mi‟kmaq business in each sector.


2.3.1 Comparison of Nova Scotia Market Ready Product to Promoted

Aboriginal tourism Products

The following table is a summary of the main Aboriginal tourism product/service

offerings that are currently being promoted in a sample of areas with established

Aboriginal tourism product/services and/or strategies.

Figure 6. Summary count of market ready Aboriginal tourism offerings in Nova Scotia

and those currently being promoted in Arizona, British Columbia and Alberta.

Aboriginal Tourism Product

Type

Promoted Aboriginal Tourism

Products Available, Market

Ready Product in

Nova Scotia Arizona British

Columbia Alberta

Attractions * * * *

Tours * * *

Historic/Archeological Sites * * * *

Art and Craft * * * *

Festivals / Performances or

Events * * *

Dining (Cuisine) *

Accommodations * *

* Indicates product/service for which information was easily accessible from state/province tourism

website at the time this study was conducted.

As the table above highlights, some Aboriginal tourism product/service offerings are

currently being promoted on the provincial tourism website. The Aboriginal tourism

product/service offerings are a small sample of what is currently available in the

province.


2.4 SWOT of Aboriginal Tourism in Nova Scotia

Figure 7. SWOT analysis of Aboriginal Tourism in Nova Scotia.

STRENGTHS WEAKNESSES

Some market ready products (tour operators,

cultural centers)

Not overdeveloped province

Artisans and crafters

Access – roads, airport

Attractive scenery (old highway routes)

Unique offerings, over 11, 000 years of

history

Lack of coordination between communities/

local authorities, tourism groups/tourism

providers

Signage – welcoming, identifying attractions,

Lack of tourism leadership (tourism officer –

regional tourism development)

Awareness – general lack of awareness of

Aboriginal presence in Atlantic Canada

Perception that tourist are unwelcome

„negative image in media‟

Many smaller attractions spread out over a

wide geographic area

Resources

The majority of current Aboriginal tourism

offerings are not at a market ready stage

(Tier III)

OPPORTUNITIES THREATS

Networking - tourism

industry/agencies/local authorities

Tourism committee

Coordinated planning

Coordinated marketing (united front)

Leverage 2010 Olympic games in British

Columbia to create awareness of Aboriginal

tourism offerings in Atlantic Canada

Determine how the Mi‟kmaq want to be

viewed

Strong competition with Aboriginal tourism

in Western Canada

Financial restraints

Exploitation/misrepresentation of culture


2.5 Best Practices in Cultural and Heritage Tourism

Information on best practices was obtained from interviews conducted in the Canadian

provinces of Alberta and British Columbia and in Phoenix, Arizona in the United States

of America (For more detail on interview process see section 1.3). Full interviews by

question can be found in Appendix D.

2.5.1 Challenges

Based on information gathered from the best practice interviews, six key challenges were

identified as hurdles in the development of Aboriginal Tourism:

Figure 8. Challenges identified by review of best practice in Aboriginal tourism.

The following section details the six challenges highlighted above as well as potential

solutions and recommendations for how the potential solutions identified could be

utilized in Nova Scotia.


1. Lack of Resources

“…lack of funding for organizations, staffing.”9

Challenge: Lack of resources both in the retention of staff and the education and training

of Aboriginal individuals to participate in the tourism industry. Insufficient funding is

also an issue in terms of the ability to conduct necessary research and to maintain

momentum in implementing strategies.

Potential Solutions: To overcome this challenge organizations have initiated:

Raising funds through government programs

Obtaining financing from bands

Conducting research (feasibility studies)

Developing for profit tourism offerings

Hosting events that generate revenue (fundraisers)

Recommendations: Promoting community awareness of available funding and providing

support in obtaining funding will increase individual and business owner access to

government financing and initiatives. Attention must also be given to motivating

Mi‟kmaq youth to participate in education opportunities and the tourism industry.

Mapping out business opportunities and developing a staffing plan is an opportunity to

proactively address staffing issues. ……………………………………………..

Making market information available to communities in a way that is clear and easy to

understand will help guide individuals who wish to pursue for-profit tourism offerings.

Resources may also be increased through creating partnerships among Aboriginal

organizations to share resources, and through partnering with private tourism businesses

or non-Aboriginal foundations that have similar mandates.10

2. Government Instability

“Stability of the governmental structures…when the government

leadership changes then the department heads change. There is a

large disruption in the flow of activities.”

9 Quotes illustrating each of the 6 challenges are taken from the Best Practice Interviews found in

Appendix D. 10

Aboriginal Tourism Canada (2004). Best Practices in Aboriginal Tourism.


Challenge: Momentum in tourism development is interrupted by changes in government.

Support can be temporary and uncertain which can make it difficult to implement long

term strategies.


Involving community members in development to obtain political support.

Developing for-profit tourism offerings.

Recommendations: Promotion of for profit tourism offerings that may be more resilient

to changes in government could positively contribute to the progression of Aboriginal

tourism development in Atlantic Canada on the whole. Implementing a long term

strategic approach and obtaining community support may also help maintain government

support through leadership changes.

3. Fragmentation

“Fragmentation, people working in isolation, there needs to be

volume; there are remote communities in province…,

transportation, support [is needed] in making linkages.”

Challenge: Many Aboriginal communities are not located near major centers. Distance

between tourism products and services and poor communication make it challenging for

industry participants to work together. Organizations, business operators, government and

individuals are all working toward similar goals in isolation; this creates inconsistency

and openings for the repetition of mistakes.


Efforts to improve communication

The bringing together of artisans at different events

The development of an inventory of Aboriginal tourism offerings

Efforts to promote sharing, working together

Recommendations: A communication strategy would tie Aboriginal tourism operators

together and increase sharing. An inventory of Aboriginal tourism offerings and services

mapped out or offered in a guide would link tourism offerings across the province. Rather

than being promoted individually, Aboriginal cultural tourism offerings could be

promoted as pieces of a complete Atlantic Canadian Aboriginal experience or as part of a

journey or tour.


4. Consistency

“Many Tribes don’t have a Tourism Department and have one

person doing multiple tasks. If you don’t have the consistency,

sometimes you won’t be successful.”

Challenge: Difficulty maintaining consistency in program implementation, levels of

customer services and the „image‟ presented to potential and past visitors. Government

instability, poor communication and non-native individuals operating Aboriginal themed

tourism products and services, make maintaining consistency especially challenging.


Cultural committees, everything in print is reviewed and approved

Efforts to improve communication

Addressing program elements by hiring a professional firm

Engaging in a strategic approach

Education, offering customer service training cd

Recommendations: Joining together through a committee or tourism organization and

developing a strategy would help unite and guide individual tourism development efforts.

Promoting training and communicating best practices in customer service may help

operators of Aboriginal tourism product/services work towards meeting visitor

expectation and industry standards.

5. Reaching the People

“Biggest [challenge] besides building... is reaching the audience.”

“Communication is key. They need to partner with people outside of

community (hotels, convention centers) to bring tourists to their

attractions.”

Challenge: Raising awareness of the existence of Aboriginal tourism offerings. A lack of

resources or simply not knowing how, can prevent operators of Aboriginal tourism

products and services from reaching their intended audience.


Building relationships, partnerships with non-Aboriginal tourism operators

Utilizing professional marketing materials (photographer/cd for trade shows)


Recommendations: Building relationships and partnerships with tourism operators and

branding Aboriginal tourism in Atlantic Canada will facilitate raising the awareness of

the existence of Aboriginal tourism offerings in Nova Scotia. Tourism operators may be

encouraged to promote Aboriginal tourism if there was a greater presence in the media, at

trade shows and more opportunities to experience tourism products first hand. A central

website with easily accessible information, as well as booking and reservation options

may also increase support from tourism operators and awareness in general11

.

5. Avoiding Exploitation

“There is a fine line that we as Native American individuals have to

walk, to what end of the culture do you want to promote without

exploiting.”

Challenge: Using cultural tourism to preserve culture, tradition and history without

distorting or exploiting Mi‟kmaq values and heritage, and ensuring the authenticity of

Aboriginal cultural tourism product/services is an immense challenge. It is important to

avoid misrepresentation by non-Aboriginal tourism operators presenting Aboriginal

themed tourism product and services.


Forming a cultural committee

Open communication and consultation with the community

Recommendations: Building capacity within the Mi‟kmaq Nation to manage their own

cultural affairs and an agreement to a policy on standards of appropriate use of cultural

knowledge may be an effective way to avoid exploitation. A structured decision making

process and community consultation is imperative to keep developments in check. A

definition of cultural authenticity may reduce misrepresentation by non-Aboriginal

tourism operators.

3.0 Unique Value Proposition

A Unique Value Proposition (UVP) will be the attraction to draw tourists and to create

awareness about Aboriginal cultural tourism in Nova Scotia. The UVP will centre on the

11

BearingPoint LP and Goss Gilroy and Associates. (2003). Aboriginal Tourism in

Canada - Final Report - Part II: Trends, Issues, Constraints and Opportunities. Ottawa: Aboriginal

Tourism Team Canada.


rich culture and tradition of the Mi‟kmaq people to promote Nova Scotia as a choice

Aboriginal destination. Although it is recommended that a public relations professional

complete the UVP wording, a sample is as follows:

For thousands of years before European settlers arrived on Canada’s

eastern shores, Nova Scotia was home to the Mi’kmaq of Atlantic

Canada. The history, heritage and values of the Mi’kmaq peoples are

inseparable from Nova Scotia’s scenic natural landscape and the history

of this province, from its birth to the present.

The culture of the Mi’kmaq; the skills, traditions, oral histories and

values have endured for generations. Throughout the First Nation

communities of Nova Scotia, Mi’kmaq traditions are practiced,

remembered and preserved in a blend of modern and traditional ways of

life. Each community has its own unique story but they tell it with one

voice, the voice of the Mi’kmaq.

Using a tag line to promote Aboriginal cultural tourism in Nova Scotia will require

joining together what Aboriginal tourism in Nova Scotia has to offer with what people

are looking for. Research indicates that in general, travellers are looking for an authentic

Aboriginal culture experience as well as learning opportunities. Sample tag lines are as

follows:

Explore Aboriginal Culture and Heritage in Nova Scotia with the Mi’kmaq people.

Aboriginal Culture and Heritage in Nova Scotia - Experience over 11,000 years of

history and tradition with the Mi’kmaq.12

Discover true heritage with Nova Scotia’s first people, the Mi’kmaq - over 11,000

years of history and tradition.12

These tag lines fit well with how the Aboriginal communities of Nova Scotia feel

Mi‟kmaq tourism should be presented. When the Aboriginal communities throughout

Nova Scotia were asked to define „Mi‟kmaq tourism‟, the common threads were that the

Mi‟kmaq were the first people of Nova Scotia and that there is a desire to educate and

share the rich culture and traditions of the Mi‟kmaq. Through continued community

involvement, worldwide marketing, developing current and creating new business

opportunities, Nova Scotia will be able to educate both tourists and Atlantic Canadians

about the presence, history and rich culture of the Mi‟kmaq people.13

12

Davis, S., A. (1991). Two concentrations of Palaeo-Indian Occupations in the far Northeast. Journal of

American Archaeology, No. 3, 31-56.

13

Lafford Business Consulting (2006). Report on Nova Scotia First Nation Community Tourism

Information Sessions.


4.0 Marketing Program

4.1 Target Markets

4.1.1 Target Markets Summary

The primary target markets for Nova Scotia Aboriginal cultural tourism consists of the

North American Heritage Tourism Enthusiasts (HTE‟s) and Overseas travellers with an

interest in Aboriginal cultural tourism, specifically in Atlantic Canada. Short term

estimates of the primary and secondary overseas markets indicate an expected 140,562

potential travellers to Nova Scotia with an interest in Aboriginal cultural tourism by

2009. Long term projections of the North American markets show that the Canadian

HTE‟s in Atlantic Canada are expected to grow to 1 million by 2026. The growth for the

American HTE‟s market visiting Atlantic Canada is expected to reach 1.8 million by

2025.15

4.1.2 North America

The North American Market consists of tourists from the United States and within

Canada. Survey findings show that a total of 52% of Canadians and 26% of Americans

indicated they were likely or very likely to visit Atlantic Canada in the next 10 years.

Heritage Tourism Enthusiasts, as identified by the TAMS study are the key participants

in Aboriginal tourism in this market.14

HTEs are generally, in their forties, well-educated,

and have a higher household income than typical North American travellers, which

allows greater discretionary income for travel. The following are characteristics of the

Primary North American market travellers:

Age: On average these travellers are in their 40‟s

Income: Average yearly household income of $71,000

Education: 34% have a university degree, 49% have some post secondary education

Family Status: Most live in households with no young children

4.1.2.1 Canadian Heritage Tourism Enthusiasts

In 2000, the domestic market size of Canadian Heritage Tourism Enthusiasts was 2.2

million. Canadian HTEs have an average age of 45 years and income of $60,000.

14

Canadian Tourism Commission, (2002) U.S. and Canada Heritage Tourism Enthusiasts – A Special Analysis of the

Travel Activities and Motivations Survey,


However, 32% of Canadian THE‟s have a household income of under $40,000,

suggesting tourism activities appealing to this group should have fees that are not too

expensive. Forty-two percent of Canadian HTEs have attained some post-secondary

education and the majority live in adults-only households.

Two relevant sub-segments exist for the Canadian Heritage Tourism Enthusiasts, the

Heritage Activities used to define the market sub-segments are as follows:

Aboriginal Attractions

Aboriginal Cultural Experiences in Remote or Rural Setting

Participation in these sub-segments activities was not mutually exclusive. Based on HTE

visitation to Atlantic Canada, estimates for the number of tourists by country within each

segment is provided below.

Figure 9. Sub-Segments of Canadian Heritage Tourism Enthusiasts

Heritage Activities Used to Define

Market Segment

Number of Canadian Tourists within each

Segment who Visited Atlantic Canada15

Aboriginal Attractions 98,560

Aboriginal Cultural Experiences

in Remote or Rural Setting 110,880

Although Atlantic Canada is home to only 8% of Canadian HTEs, the region has a high

attraction rate, luring a total of 616,500 Canadian HTE‟s in 1999 and 2000. The domestic

market for Canadian HTEs is expected to grow to 3.7 million by 2026 with 28% visiting

Atlantic Canada (1 million).16

4.1.2.2 US Heritage Tourism Enthusiasts

In 2000, 17% of American adults were Heritage Tourism Enthusiasts (2.6 million) with

almost 25% taking a leisure trip within Canada in the past two years. Therefore, the

Canadian market for HTEs is about 8.3 million. Canada attracted 28% of its American

HTEs from Tier I (border) states, 33% from Tier II states, and 40% from Tier III states

(please see Appendix J for geographical distribution). Atlantic Canada attracted 15

percent of American HTEs (1.25 million tourists).

16

Canadian Tourism Commission. Canada‟s Heritage Tourism Enthusiasts: A Special Analysis of the

Travel Activities and Motivation Survey (TAMS). Research Resolutions & Consulting Ltd.


The relevant sub-segments that exist for the American Heritage Tourism Enthusiasts are

the same as those defined above for the Canadian Heritage Tourism Enthusiasts. The

Heritage Activities used to define the market sub-segments for the American Heritage

Tourism Enthusiasts are:

Aboriginal Attractions

Aboriginal Cultural Experiences in Remote or Rural Setting

Participation in these sub-segments activities was not mutually exclusive. Based on HTE

visitation to Atlantic Canada, estimates for the number of tourists by country within each

segment is provided on the following page.

Figure 10. Sub-Segments of US Heritage Tourism Enthusiasts

Heritage Activities Used to Define

Market Segment

Number of US Tourists within each

Segment who Visited Atlantic Canada17

Aboriginal Attractions 348,600

Aboriginal Cultural Experiences

in Remote or Rural Setting 286,350

The Canadian market for American Heritage Tourism Enthusiasts is expected to grow to

12.3 million by 2025 with 15% expected to visit Atlantic Canada (1.8 million).

4.1.3 Overseas

Travellers from the United Kingdom, France and Germany make up the largest portion of

the overseas target market and represent the primary European market for Nova Scotia.

The total number of person-trips to Nova Scotia in 2007 from these three countries was

39,748, which represented 77% of the European travellers visiting Nova Scotia.

The following are characteristics of the Primary European market travellers:

Age: On average these travellers are in their 40‟s

Income: Approximately half have a yearly income of $50,000 or more

Education: 20% - 39% have a college or university degree

Family Status: Approximately half are married, most live in households with no

young children

European travellers may be responsive to environmental and social concerns

17 Equals 1,245,000 (US HTEs who visited Atlantic Canada) multiplied by percent of HTEs who participated in each

activity.


The secondary overseas market is comprised of person-trips from European countries

(Netherlands, Switzerland, Italy, and Ireland) and Japan. The following graphs depict

visitation to Canada and Nova Scotia by overseas country of origin in 2005.18

Graph 2. Visitation to Canada by Overseas origin countries.

Graph 3. Visitation to Nova Scotia by Overseas origin countries.

The secondary market, comprised of person-trips from The Netherlands, Switzerland,

Italy, Ireland and Japan represented 6,261 tourists to Nova Scotia in 2007.

18 International Travel Survey: Overseas Residents 2005, from Europe and selected countries, Canadian Tourism

Commission. [Japan excluded as graphs depict visitation based on European countries only.]

Other19%

Italy4%

Switzerland4%

Netherlands5%

Ireland2%

UK38%

France15%

Germany13%

GermanyFrance

UK66%

Other

Italy

Switzerland

Netherlands

Ireland

UK

France

Germany

UK44%

Germany24%

France8%

Netherlands4%

Switzerland4%

Ireland4%

Italy1%

Other11% UK

GermanyFranceNetherlandsSwitzerlandIrelandItalyOther


The Alberta Aboriginal Tourism Product Opportunity Analysis (2002) defined the

Aboriginal Culture Segment for the long-haul overseas market as “travellers who „saw

or experienced unique Aboriginal or native groups‟ on their most recent (long-haul)

trip.” The analysis also provided the long-haul overseas market potential for the

Aboriginal Culture Traveller segment, in terms of number of tourists interested in visiting

Canada by 2007. Using these projections of interest in Aboriginal Cultural Tourism and

in travel to Canada applied to travel trends from 2007 Nova Scotia visitation data, the

market potential of the Aboriginal Culture Traveller segment expected to visit Nova

Scotia by 2009 was estimated at 140,562 travellers (detailed calculations are found in

Appendix K).

4.1.3.1 Primary Overseas Market

United Kingdom

A total of 26% of online survey respondents from the United Kingdom indicated they

were likely to visit Atlantic Canada in the next 10 years. 19

With close to 1 million

travellers from the UK visiting Canada in 2007 it is estimated that a potential 30,162

Aboriginal Culture Travellers will visit Nova Scotia in 2009.

France

A total of 24% of online survey respondents from France indicated they were likely to

visit Atlantic Canada in the next 10 years.19

Total trips to Canada from France equaled

379,268 travellers in 2007. With an estimated 1.46 million Aboriginal culture travellers

in France, it is estimated that a potential 42,017 Aboriginal culture travellers will show an

interest in visiting Nova Scotia by 2009.

Germany

A total of 25% of survey respondents from Germany indicated they were likely to visit

Atlantic Canada in the next 10 years. 19

Total trips to Canada from Germany equaled

318,165 travellers in 2007. With an estimated 2.33 million Aboriginal culture travellers

in Germany it is estimated that 42,017 Aboriginal Culture Travellers will show an interest

in visiting Nova Scotia by 2009.

19

Data obtained from results of the Atlantic Canada Aboriginal Tourism conducted for the Mi‟kmaq

Association for Cultural Studies Market Analysis.


4.1.3.2 Secondary Overseas Target Market

The secondary overseas target market includes Switzerland, Italy, Ireland, the

Netherlands, and Japan. The four European countries (Switzerland, Italy, Ireland and the

Netherlands) were either identified as having strong Aboriginal culture traveller

populations or as having strong prior visitation to Nova Scotia. Although Nova Scotia

currently attracts only a small percentage of Japanese travellers to Canada (0.03% in

2007), Japan was identified as having significant market potential, with an estimated

1,045,000 Aboriginal culture travellers and 343,451 travellers visiting Canada in 2007.

Total market potential for secondary overseas markets for 2009 is 6,924.

Figure 11. Summary of Overseas Target Market Tourists

Origin Country Estimate of Aboriginal culture travellers

interested in visiting NS by 200920

Primary Market

UK 30,162

France 42,017

Germany 61,459

Total Primary Market 133,638

Secondary Market

Netherlands 3,706

Switzerland 1,836

Italy 427

Ireland 413

Japan 542

Total Secondary Market 6,924

Total Overseas Market 140,562

20

Adjusted to account for 2006 tourism activity changes. Detailed calculations found in Appendix K.


5.0 Market Research

5.1 Level of Awareness

There is a general lack of knowledge, even in Canada, around who the Aboriginal people

of Nova Scotia are. Most international respondents were unaware of the presence of

Aboriginal peoples in Atlantic Canada. Germany (34% unaware) and France (56%

unaware) were more informed about the presence of Aboriginal peoples in Atlantic

Canada than the United States (75% unaware) and the United Kingdom (74% unaware).

Canadian (20% unaware) respondents had the highest level of awareness of the presence

of Aboriginal peoples in Atlantic Canada. Not surprisingly, there is also a lack of

awareness that Aboriginal tourism products and services exist in Atlantic Canada.

The following graph represents responses to the question „Were you aware that there are

Aboriginal tourism products and services in Atlantic Canada?‟

Graph 4. Awareness of Aboriginal tourism products and services in Atlantic Canada21

Older individuals may be more aware of the existence of Aboriginal tourism offerings in

Atlantic Canada. Results of the online survey indicated that individuals over 40 years of

age had a higher awareness of both the existence of Aboriginal peoples in Atlantic

21

How to read Graph 4: The blue section represents the percentage of respondents who were aware of

Aboriginal tourism products and services in Atlantic Canada, the red section represents the percentage of

respondents who were unaware.

0% 20% 40% 60% 80% 100%

Canada

USA

UK

Germany

France

Yes

No


Canada and the existence of Aboriginal tourism offerings, than individuals under 40

years of age.

Graph 5. Awareness of Aboriginal peoples in Atlantic Canada broken down by over and

under 40 years of age22

Graph 6. Awareness of Aboriginal tourism product/services in Atlantic Canada broken

down by over and under 40 years of age23

Information gathered from focus group discussions indicated lack of awareness as a main

barrier to participating in Aboriginal tourism in Atlantic Canada (See section 5.6).

5.2 Factors Affecting Activity Selection

The most notable factors considered when selecting vacation activities, were the value

(cost and quality) of the activity, the availability of information, the availability of

activities themselves, personal safety and location.

Some differences were evident between the United States and Canadian focus groups in

the discussion around factors that affect activity selection. The following table lists the

22

How to read Graph 5&6: The blue section represents the percentage of respondents who were aware of

Aboriginal tourism products and services in Atlantic Canada, the red section represents the percentage of

respondents who were unaware.

0% 20% 40% 60% 80% 100%

Under 40 Years

Over 40 Years

Yes

No

0% 20% 40% 60% 80% 100%

Under 40 Years

Over 40 Years

Yes

No


factors discussed by country in order of importance, as determined by group agreement

and how often a factor was brought up across focus groups.

Figure 12. Factors affecting activity selection for Canada and USA.

Canada USA

Cost

Information

Location

What is available

Safety

Authenticity

Time

Reviews

Cost

What is available

Safety

Value

Transportation

Quality

Cultural element

5.3 Ideal Travel Experience

5.3.1 Packaging

There is a clear preference for all inclusive travel packages among international

travellers. Germany and France were especially strong in their preference for travel

packages in planning a trip to Atlantic Canada to experience Aboriginal culture. All

inclusive packages for the purposes of this report include trips of any length for which a

single cost encompasses accommodation, food and activity. The following graph depicts

packaging preferences broken down by country.

Graph 5. Packaging preferences by country.


Individuals who indicated an interest in purchasing a travel package were willing to

travel farther from their accommodations for an Aboriginal cultural tourism experience,

and were willing to dedicate more days to Aboriginal cultural tourism on a 7 day trip.

Individuals who indicated an interest in purchasing a travel package were also willing to

spend more time per individual Aboriginal experience, than those who preferred no

planning or to self plan their trip.

Although focus group discussions indicated that pre-packaging was considered very

appealing, individuals still placed a great deal of importance on the availability of options

within a package (e.g. packages varying in length, price, and choice of activities etc.).

Focus group discussions indicated some interest in travel packages focused exclusively

on Aboriginal cultural tourism activities, however, 61% of respondents indicated a desire

to experience a mix of culture on a trip to Atlantic Canada. The following graph depicts

survey respondents‟ level of interest in experiencing the four cultures present in Atlantic

Canada. The strongest interest in Aboriginal culture was present in Germany and France.

Graph 8. Overall interest in experiencing cultures present in Atlantic Canada.

Survey respondents over 40 years of age had a stronger interest in Aboriginal culture

(71% were somewhat interested or very interested in Aboriginal culture) than survey

respondents under 40 years of age (61% of respondents were somewhat interested or very

interested in Aboriginal culture).

2.8

3.0

3.2

3.4

3.6

3.8

Aboriginal African Acadian Celtic


0%5%

10%15%20%25%30%35%

5.3.2 Cost

5.3.2.1 Full Trip Costing Expectations

Although there were variations around cost expectations for an Aboriginal tourism

experience in Atlantic Canada, a preference for packaged tour options was clear in both

the focus group discussions and the online survey data. There is a desire for costing to be

visible up front. All inclusive packages allow you to see exactly what a vacation will cost.

Individuals expect an all inclusive Atlantic Canadian Aboriginal experience to be similar

in cost to other alternative all inclusive trips. For example, it was suggested that trips

would need to be competitive with all inclusive island trips, which generally cost from

$800 - $3000 for an individual per week for accommodation, food and activities. $350

per day ($2,450 for 7 days) was a common expectation of an all inclusive price.24

5.3.2.2 Activity Costing Expectations

Information collected from the focus groups suggest that for an Atlantic Canadian

Aboriginal activity that might engage a person for an afternoon, costing expectations

range from $15 - $30. An example given of a half day activity is visiting a historical site

or replica village. Costing expectations for a day long activity ranged from $30 - $100.

The online survey found similar results with 54% indicating they would participate in day

long activities at a cost of between $10 and $50 per individual.

Graph 7. Expected cost for day long activity focused on Aboriginal cultural tourism in

Atlantic Canada.

24

All inclusive packages for the purposes of this report includes trips for which a single cost encompasses

accommodation, food and activity.


5.3.2.3 Product Costing Expectations

Survey results indicated that 55% of individuals had some interest (37% Somewhat

interested, 18% Very interested) in purchasing authentic hand made Aboriginal products

on a trip to Atlantic Canada. Focus group responses indicated that on average individuals

expect to pay between $50 and $100 when purchasing an Aboriginal product. In addition

to purchasing pre-made handmade items at shops, focus group participants indicated an

interest in participating in workshops where they were able to take something away. The

following graph depicts prices individuals are willing to pay for different products.25

How to read the below graph: Each price point is represented by a color on the graph. The

amount of color in each bar represents the percentage of respondents who choose the

corresponding price point. For example, a large amount of a color indicates that a large

percentage of respondents selected a given price point)

Graph 8. Pricing expectations for various Aboriginal product categories.

25

The graph illustrates responses for only those individuals who indicated some interest in purchasing

Aboriginal product on a trip to Atlantic Canada.

0% 20% 40% 60% 80% 100%

Jewelry

Traditional …

Book (Factual)

Book …

Musical …

Wood Carving

Basket

Modern Art

Traditional Art

Up tp $20 Up to $50 Up to $100 Up to $150 Up to $200 Up to $300


5.3.2.4 Accommodation

Focus group participants indicated interest in a variety of accommodation types ranging

from luxury all amenity resorts to traditional or „authentic‟ accommodations.

Although an „authentic‟ experience was a key theme in most of the focus groups, there

seems to exist a general lack of awareness as to what that authentic experience might be.

For example, there was considerable interest in the option of staying in a traditional

accommodation, it was suggested that this might include staying in a „log house‟ or a

„teepee‟.

Most were interested in accommodations that were either near desired vacation activities

or that were a part of the experience, for example, a traditional accommodation that was

either within a replica village, or a part of a tour teaching about traditional ways of life.

5.3.3 Length of Participation

5.3.3.1 Combined Activities

Information gathered from the focus groups indicated that for individuals who prefer

packaged vacations, trip package length options of a weekend or week were most

attractive.

Results from the survey indicated that on a 7 day trip to Atlantic Canada most individuals

would dedicate 3 days or less to Aboriginal tourism experiences. Although travellers with

children still fall into the 3 days or less range, overall individuals with children are

willing to dedicate more days to Aboriginal tourism on a trip to Atlantic Canada than

those who travel without children.

When examined by country, respondents from France indicated a greater degree of

interest in dedicating more days to Aboriginal activities. The difference is evident in the

percentage of individuals who indicated interest in dedicating 5 or more days of a 7 day

trip to Aboriginal tourism experiences in Atlantic Canada, 18% of respondents from the

France sample selected the „5 days of more‟ option when asked „how many days they

would dedicate to Aboriginal tourism on a 7 day trip to Atlantic Canada‟.

The following graph compares the percentage of individuals who indicated interest in

dedicating more than 5 days to Aboriginal tourism on a 7 day trip to Atlantic Canada

broken down by country.


2%4%6%8%

10%12%14%16%18%

5 days or more

0%5%

10%15%20%25%30%35%

1/2 hour 1 hour 2 hour Half Day Whole DayMore Than 1 Day

Graph 9. Breakdown by country of individuals interested in dedicating more than 5 days

to Aboriginal tourism on a 7 day tip.

5.3.3.2 Single Activities

The graph below depicts length of time preferences for single activities focused on

Aboriginal tourism in Atlantic Canada. Results from the online survey indicate that 77%

of respondents are looking for an activity length of a half day or more.

Graph 10. Length of participation, single activities focused on Aboriginal tourism.

Results from the online survey indicate that individuals who are 40 years of age or older

may dedicate more time to a single activity than individuals under 40 years of age.


Respondents from Germany and France indicated a stronger preference for single

activities, with a length of a whole day or more than the North America and UK

respondents.

Graph 11. Germany/France and Canada/USA/UK comparison for length of participation

preferences for single activities focused on Aboriginal tourism.

5.3.4 Location/Distribution of Activities

Information gathered from the focus groups indicated that most individuals prefer

attractions close to their accommodations where possible. For those who did not consider

travel to be an issue, 2 to 3 hours was the maximum travel distance that individuals were

willing to venture from their accommodations for an activity. Generally, close and

convenient was indicated as more desirable. It was suggested that a big draw was needed

to entice travellers to go out of the way or a series of smaller attractions that would allow

for multiple stops on a path.

The online survey showed a similar pattern with 80% of respondents falling below 3

hours for the maximum distance they would travel from their accommodations for an

Aboriginal tourism experience. The graph on the following page depicts the response

distribution for the maximum distance respondents would travel from their

accommodations for an Aboriginal tourism experience in Atlantic Canada.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1/2 hour 1 hour 2 hour Half Day Whole Day

More Than 1

Day

Germany/France

Canada/USA/UK


Graph 12. Maximum distance respondents would travel from their accommodation for an

Aboriginal tourism experience in Atlantic Canada.

Distance was less of an issue on guided tours or if you were following a trail and staying

at multiple locations through the duration of your trip. Focus group participants also

indicated they would be more likely to travel farther for a larger attraction or a site with

multiple activities.

5.4 Themes That Generated the Most Interest

Overall guided nature tours and historical themes like Aboriginal history, archeological

sites, traditional arts, legend and stories and cuisine generated the most interest.

For the most part interest in the themes listed above was reflected in the focus group

discussions where food, culture and storytelling were key interest points. Music festivals,

spirituality and medicine were also commonly preferred themes among focus group

participants, however, when rated in the online survey‟s the interest they generated was

not as strong among respondents as some of the other themes. It is important to keep in

mind that the focus group information only took into account the North American market

which is a likely cause of the discrepancy between some of the preferred themes that

emerged in the focus groups and those that were evident in the online survey.

1%

6%

11%

16%

21%

26%

1/2 hour 1 hour 2 hour 3 hour 1/2 day Whole day More than 1 day


The following diagram depicts overall theme preferences in order of level of interest.

Highest interest is represented in the red and orange sections, those themes that generated

less interest are represented in the lower yellow to green sections. Ratings for themes that

are grouped together in a single color were not rated significantly different from each

other and are therefore assumed to generate an equal level of interest for potential

travellers.

Figure 13. Atlantic Canadian Aboriginal tourism product/services theme preferences

Guided Nature Tours

History / Archeological Sites / Traditional ArtsCuisine / Legend & Stories

Festivals / Present Day Life

Modern Art / Living off the Land

Music & Dance / Medicine / Role of Women Language / Spirituality

Hunting / Fishing


Figure 13. Atlantic Canadian Aboriginal tourism top six theme preferences by Country.

Canada USA UK France Germany

History Food/Cuisine History Guided Nature Tours Guided Nature Tours

Archaeological Sites Festivals Legend/Storytelling Present Day Life History

Legend/Storytelling Legend/Storytelling Guided Nature Tours Archaeological Sites Food/Cuisine

Traditional Arts/Craft Traditional Arts/Craft Food/Cuisine Food/Cuisine Archaeological Sites

Guided Nature Tours Archaeological Sites Archaeological Sites Traditional Arts/Craft Legend/Storytelling

Food Guided Nature Tours Traditional Arts/Craft Legend/Storytelling Living off the Land

5.5 Presentation Preference

Overall, the most attractive Aboriginal tourism offerings are hands on activities that

allow individuals to be a participant in what is going on around them. Focus group

participants expressed a desire to interact with people from the community, learn skills

and „experience‟ rather than just learn about culture and traditions through more passive

observation. The preference for active hands on experience was evident from the online

survey results as well. The graph below depicts overall presentation preferences. Hands

on activities (both indoor and outdoor) and exhibits with art and text were the top three

presentation preferences indicated in the online survey.

Graph 13. Overall presentation preferences.

These specific presentation types can be fit into the following broader categories:


Hands On Presentation Types: which encompasses hands on outside activities and

hands on inside activities

Hands Off Presentation Types: which includes exhibits with art and text, oral

storytelling, film and video and audio.

Performance Presentation Types: which includes dance, musical and theater

performances

When presentation preferences were examined by country, it is German, French and

Canadian respondents that show the strongest interest in Hands On activities.

Presentation preferences among respondents from the United States and the United

Kingdom were more balanced between the three presentation types. The graph below

depicts these broader presentation preference categories by country.

Graph 14. Presentation preference broken down by country.

Survey results suggest that individuals who indicate a preference for hands on activities

are willing to spend more time on a single aboriginal tourism activity than an individual

who indicates more of a preference for Hands Off or Performance based presentations.

5.6 Authenticity

Focus group discussions on a variety of topics around Aboriginal cultural tourism often

came back to the issue of Authenticity. The value of authenticity was stressed,

particularity in the Canadian focus groups. The majority of participants indicated a desire


to purchase or experience Aboriginal products and services created or owned by an

Aboriginal individual. Most respondents felt that tourism offerings should adequately

reflect the culture and should not be „cheesy‟ or exploitative. Participants showed

considerable concern for ensuring that any money spent on an Aboriginal tourism

experience would go back to the community.

5.7 Barriers

Information gathered from the focus group discussions indicates that some of the main

barriers to participating in Aboriginal tourism in Atlantic Canada are:

Cost - One of the biggest barriers to participation in Aboriginal cultural tourism in

Atlantic Canada is cost. The price of activities can be prohibiting for some individuals.

Lack of Awareness/Information - Individuals in many cases are simply unaware of

opportunities to participate in Aboriginal cultural tourism product/services in Atlantic

Canada. A lack of information on cost, hours of operation and what to expect (e.g.

appropriate clothing, details about the activity such as how long it might take) may deter

potential visitors.

Not feeling welcome - A sense of being an outsider, not welcome in communities at

festivals or events is a barrier to participation in Aboriginal cultural tourism offerings.

Safety - Individuals place high value on personal safety and are less likely to participate

in a tourism offering where they do not feel safe.

Weather - Poor weather is another factor that was indicated as a potential barrier that

may keep travellers from participating in Aboriginal cultural tourism offerings.

Commercialization - Most focus group participants indicated that a lack of authenticity

would discourage them from participating in Aboriginal tourism activities. Individuals

indicated strong feelings that tourism attractions should not be exploitive or seem

„cheesy‟.

Level of Service - Poor quality customer service, for example, attractions being closed

during posted operating hours were a deterrent for potential travellers.

Bad Publicity - Hearing negative stories in the news and stereotypes to some degree may

discourage participation in Aboriginal cultural tourism.


Size - Smaller attractions or a perception that there are not enough activities or „things to

do‟ may be a barrier to participating in Aboriginal tourism activities in Atlantic Canada.

Survey respondents who have visited Atlantic Canada in the past but did not participate

in Aboriginal tourism offerings indicated a lack of awareness as the most common reason

for not including an Aboriginal tourism activity on their trip.

6.0 Marketing Recommendations

The key marketing recommendation for MACS to move forward in promoting Mi‟kmaq

cultural tourism in Nova Scotia is outlined below. The recommendation includes the

basic pieces depicted below in Figure 14., communicate, unify, develop, partner and

evaluate. In order to initiate these five pieces, a strategy for how the Mi‟kmaq of Nova

Scotia as a people want to promote themselves is needed to provide direction and keep

the pieces together.

Figure 14.Marketing recommendations

STRATEGYHow do the Mi'kmaq of Nova Scotia want to be

viewed?

Communicate

Raise awareness &

visibility

Unify

Link Aboriginal cultural business

Develop

Tools to progress

businesses

PartnerLink with

non-Aboriginal operators

Evaluate

Implement a common

tracking tool


6.1 Strategy

A strategy for how the Mi‟kmaq of Nova Scotia wish to present themselves to target

markets is an essential first step to developing Aboriginal cultural tourism in Nova

Scotia. In addition to providing guidance around what should be communicated in

promoting and raising awareness, a strategy also proactively addresses three of the six

challenges identified through the best practice interviews.

Consistency – A strategy would help unite Aboriginal tourism operators and provide

direction around what image operators should be striving to present.

Reaching the people – Clarification of „the message‟ is important in effective

communication. A strategy for how the Mi‟kmaq wish to present themselves would

provide something clear to communicate in promotional materials. Additionally, a

strategy would allow the promotion of Aboriginal tourism in Nova Scotia as a whole,

united rather than individually.

Avoiding exploitation – Building consensus around how the Mi‟kmaq of Nova Scotia

want to be seen will help set boundaries for what is not acceptable as well. It would

provide guideposts to help prevent misrepresentation and ensure that tourism offerings

promoted as Aboriginal cultural tourism product/services in Nova Scotia represent the

Mi‟kmaq in a way that is reflective of the people.

6.2 Communicate

Increased communication is needed to address the general lack of awareness of

Aboriginal tourism products and services in Nova Scotia. The survey results, information

gathered from focus groups and best practice interviews all revealed a lack of awareness

of Aboriginal tourism in offerings in Nova Scotia as a barrier, a current state or a

challenge (reaching the people). Below are some recommendations around

communicating to the identified target markets.


6.2.1 Overall Promotional Material

Press release: A press release regarding the development of Mi‟kmaq cultural tourism

offerings in Nova Scotia would be a cost effective way to increase awareness of

attractions and reach a large audience. A press release can be completed for about $300,

and can be published in Canadian newspapers through the Canadian Press and in

newspapers worldwide through the Associated Press. This channel will effectively reach

the North American Heritage Tourists Enthusiasts (avid newspaper readers) and the

Aboriginal culture traveller, with no subsequent cost.

Website: The development of an attractive website is a valuable tool of communication

since many potential tourists will discover Aboriginal cultural tourism attractions in

Atlantic Canada through the internet. A website connecting Aboriginal tourism product

and services throughout Nova Scotia could be linked to other high traffic sites to increase

visibility (e.g. www.aboriginaltourism.ca).

Canada’s Virtual Aboriginal Trade Show: There is also an aboriginal specific, and free

of charge, website on which products can be marketed. Canada‟s Virtual Aboriginal

Trade Show (http://www.vats.ca/abdt/apps/vats2.nsf/splash.html) is available in several

languages and showcases all types of aboriginal businesses in Canada. A specific

Aboriginal Tourism category links website visitors to The Virtual Tour of Aboriginal

Canada. Here, Aboriginal communities are listed by province, with a direct link to

individual websites.

Travel Trade Shows: A variety of travel trade shows are hosted annually, throughout

North America and Europe. Many of the trade shows are attended by the Canadian

Tourism Commission and NS Department of Tourism, and are featured on the

CanadaEastCoast.com website for potential visitors. Although not a travel show,

attending the Canadian Aboriginal Festival could help create awareness of developments

in Aboriginal cultural tourism in Nova Scotia within the domestic market.


Travel Guides: Print and online travel guides, such as Fodor‟s or Lonely Planet Travel

Guides, are a consultation source for North American travellers interested in Aboriginal

Tourism.26

Contacting travel guide companies to invite them to participate or experience

established attractions for a free trip to review the attraction and/or to apply for inclusion

within their print and online publications provides an opportunity to raise awareness and

reach travellers who use these guides as a travel resource.

6.2.2 Reaching Heritage Tourism Enthusiasts

The TAMS study identifies several ways of reaching the Canadian and American

Heritage Tourism Enthusiasts (HTEs), through print, television, and club/association

memberships. Print media is more effective than television and HTE‟s generally consult a

large number of sources to plan brief and lengthy vacations.

6.2.2.1 Canadian Heritage Tourism Enthusiasts

Print

Canadian Heritage Tourism Enthusiasts are avid local newspaper readers (84%), with 50

% and 59% reading the travel sections of the weekday and weekend edition, respectively.

While 91 % of Canadian HTEs read magazines, 42 % read travel magazines habitually

(specifically, Canadian or National Geographic), suggesting this magazine type would be

efficient at reaching this market. In addition, Canadian Geographic Travel is a full-sized

issue of Canadian Geographic, whose readership identifies with the target market.

Television Programming

As for television programming, the TAMS study stated newspapers may have better

reach among HTEs than any specific program. However, 63% watch the early evening

news and 67 % watch nature shows. These areas could be reached through documentary

production and news report, rather than substantially investing into creating a television

commercial.

26

Travel Activities & Motivation Survey – Aboriginal Tourism Report. Lang Research.


Auto Clubs

Forty-five percent of Canadian HTEs belong to an auto club, such as CAA, which can be

a feasible marketing channel since most people drive to Canadian destinations.27

For

example, offering discounts for auto club members or CAA‟s Explore Our Canada

tourism website may be an effective way to attract HTE members of such clubs.

6.2.2.2 US Heritage Tourism Enthusiasts

Print

American Heritage Tourism Enthusiasts are avid local newspaper readers (92 %), with 63

% and 76 % reading the travel sections of the weekday and weekend edition,

respectively. Ninety-five percent of US HTEs read magazines, with 56 % reading travel

magazines habitually and 46 % reading National Geographic regularly, suggesting this

magazine type would be the most efficient at reaching this market.

Television Programming

Similar to Canadian HTEs, newspapers may have better reach among American HTEs

than any specific television programming. However, 64 % watch the early evening news

and 63 % watch nature shows. As with the Canadian market, these areas could be reached

through the documentary production and news report, rather than creating a television

commercial.

Auto Clubs

Fifty-nine percent of American HTEs belong to an auto club, such as AAA, which can be

a feasible marketing channel since most Americans drive to Canadian destinations.28

Offering discounts for auto club members may be an effective way to attract HTE

members of such clubs.

6.2.3 Overseas market

Advertising through the Nova Scotia Department of Tourism may be an effective way to

reach the Aboriginal Culture Traveller market overseas. The Department promotes

27

Canada’s Heritage Tourism Enthusiasts – A Special Analysis of the Travel Activities and Motivation Survey. 28

U.S. Heritage Tourism Enthusiasts – A Special Analysis of the Travel Activities and Motivation Survey.


Atlantic Canada as a destination region and a total experience to European markets and

Japan. This segment will also be reached through targeting receptive tour operators.

6.3 Unify

Connecting Aboriginal cultural businesses is of value to Aboriginal tourism in Nova

Scotia for two reasons: 1. Unifying the people - bringing business owners together to

work toward the same goals will contribute to the development of individual businesses

and 2. Unifying the physical location - more literal linkages, by mapped out routes or a

guide of different attractions in Nova Scotia will provide more of a draw for travellers.

6.3.1 Unifying the people

Linking operators of Aboriginal tourism product/services provides the opportunity for

business owners to learn from each other and benefit from each others experience.

Connections will also allow businesses to work together to compliment each other rather

than compete. For example, multiple cultural sites could focus on different aspects of

culture, or present information in a different way so that travellers would be interested in

visiting multiple sites rather than choosing just one.

6.3.2 Unifying the product

Focus group participants identified attraction size as a barrier to participating in

Aboriginal cultural tourism offerings in Atlantic Canada. Travellers wanted to know that

there would be enough to do to keep them entertained. A potential strategy for combating

this barrier that came out of the focus groups was an Aboriginal guide to Nova Scotia,

similar to the tourism routes outlined in the doers and dreamers guide. Linking smaller

individual attractions together creates a „journey‟ or an „area‟ that travellers are interested

in visiting rather than relying on a single product/service to attract visitors.

Two things that could impact the effectiveness of a Mi‟kmaq guide are Travel – the ease

of which an individual can travel to and through the route, and Roadway Signage – how

easily an individual can find attractions indicated on the route.


Travel: To encourage travellers to participate in Aboriginal tourism offerings activities

that are more spread out, it is recommended that the following be provided within

promotional products:29

Clear directions and maps

Travel time estimates and distances from key cities, locations and markets

Direct and scenic travel route recommendations

Identification of attractions and support facilities located along various travel

routes

Alternative travel methods (i.e. airlines, railroads, bus lines)

Roadway Signage: Utilizing Department of Tourism signage on highways and near local

Provincial Parks is recommended. These signs vary according to the type of attraction

being promoted, but are strategically placed for maximizing tourist volumes and they will

help direct travellers from main roadways to various attractions.

6.4 Develop

A number of Aboriginal cultural businesses that are not yet market ready have been

identified. Providing resources, training and assisting in identifying funding opportunities

to move these businesses to a market ready stage will enrich the Aboriginal tourism

product in Nova Scotia.

In developing new product and services and adapting existing product and services to

reach a market ready state, the following should be taken into consideration.

6.4.1 Theme Preferences and Presentation

In general, hands on activities focused on Guided Nature Tours, History, Archeological

Sites, Traditional Arts, Cuisine and Legends and Stories are what individuals are most

interested in experiencing in an Aboriginal cultural tourism attraction.

Although Individuals from the United Kingdom and the United States were still

interested in hands on activities, they showed less interest than Germany, France and

29

Tourism Marketing, E. Mahoney & G. Warnell, Michigan State University, 1987.


Canada. Presentation preferences among United Kingdom and United States respondents

were more evenly spread between hands on, hands off and performance presentation

options.

6.4.2 Packaging

There is a clear preference for pre-packaged travel options. Tours that structure vacations

for travellers and packaged vacation deals are especially popular among the French and

German respondents. The popularity of pre-packaged vacations among French and

German travellers may be because of the language barrier in visiting a primarily English

speaking province. Packaged vacations and tours would ensure a degree of comfort as

food, accommodations and often transportation to and from activities or a site is taken

care of for you.

Individuals are interested in experiencing multiple cultures on a trip to Nova Scotia. Next

to Aboriginal culture, Celtic culture is of the most interest to travellers. There may be

benefit in packaging tours that include both Aboriginal and Celtic tourism offerings.

6.4.3 Pricing

Pricing for Aboriginal cultural tourism offerings should be competitive and should take

into account consumer expectations outlined in section 5.3.2. Pricing should be

comparable to other tourism offerings in Atlantic Canada of similar length and structure.

Summary regarding pricing preferences:

Information about costing available up front (e.g. in pamphlets or on website).

Discounts available for families and groups.

Packages that allow bundled activities or bundles that include accommodation,

food and entertainment or activities (through partnerships with Aboriginal and

non-Aboriginal business).

Prices comparable to other activities or vacation packages of similar length.

General pricing expectations are $50 - $100 for a product, $15 - $30 for an

afternoon activity, $30 - $100 for a day long activity.


6.5 Partner

Partnering with non-Aboriginal organizations and tourism operators is beneficial for

improving visibility and awareness of products. Partnerships may also enable smaller

businesses to work with accommodation and dining establishments to make packaging

feasible.

6.6 Evaluate

An evaluation of Aboriginal cultural tourism product/services will serve as a check that

initiatives are achieving desired goals. Surveys should be created to be given to visiting

tourists. These short surveys would ask visitors their opinions regarding their

experiences. Evaluation is a good way to keep track of progress and to identify issues and

next steps.


7.0 Appendices – Available Upon Request From MACS

market analysis

Documents

atlantic canada

aboriginal tourism attractions

aboriginal culture

presence of aboriginal

cultural studies macs

mikmaq association

mikmaq values

nova scotia