Understanding the motivations for more responsible behavior in lake

destinations

12th INTERNATIONAL CONFERENCE ON RESPONSIBLE TOURISM IN DESTINATIONS IN 9-10 JUNE, 2016

Professor Rachel DoddsTed Rogers School of Hospitality and Tourism Management,

Ryerson University

Responsible tourism in lake destinations

• Lakes are also popular tourist destinations, placing significant stress on the quality of the habitats and natural resources of the lakes

(Government of Ontario, 2009; Lake Simcoe Science Committee, 2012).

• In order to address how lake destinations can better address seasonality, they must first manage resource use in the area.

Issue

“Recreational activities have the potential to impact water quality, water quantity, aquatic life and the spread of invasive species. A major challenge for the Lake Simcoe area is how to continue to provide quality recreation opportunities while minimizing congestion, conflict between users, and impacts to the natural environment”

(Province of Ontario, 2009: 66)

PurposeTo gain a better understanding of the current recreation visitors to the Lake Simcoe watershed.

5

Lake Simcoe

Market segmentation

• Market segmentation can be used to differentiate between tourists in terms of their level of engagement in ecofriendly, sustainable or responsible tourism.

Wight (1996); Collins-Kreiner (2010), Luzar et al., (1998); Luo & Deng (2008); Curtain (2013)

Methods

• 575 surveys resulting in 475 useable surveys• Collected face to face at consumer trade

shows and transportation stations:– Boat Show, Cycle Show, Cottage Life Show,

Outdoor Show, Golf and Travel Show, Sportsman Show

– Outdoor gear venues – Train stations

Findings

Profile of the watershed visitor• Income over $100,000 (54%)• University educated (53%)• Primarily male (62%)

Primary motivation for visit:

Visiting Friends and Family34 %

Low impact outdoor recreation

30 %

Fishing19 %

Cottage17 %

Satisfaction /5

Importance of responsible tourism

Outdoor Recreation Visitor Profile• Visitors are well educated with above

average income and mainly travels with family or friends– average group size of 5.5

• The majority of visitors come to the region for a day trip (55%) or 1-2 nights (27%)

• 46% of respondents visited the area within the last 12 months

Implications

• If tourism locations or destinations can showcase their responsible tourism initiatives and promote the natural landscape, they may be able to improve the satisfaction levels of their patrons, however, ONLY if they can meet or exceed expectations.

Effects on seasonality

• Summer season activities have greater benefit to the local economy as winter activities did not rank highly as motivators

• Operators as well as destination marketers should promote responsible tourism efforts if they wish to increase satisfaction… as increased satisfaction leads to repeat visitation

Conclusion

By better understanding the tourist who visits their area, tourism mangers and operators can better determine what kind of tourist they wish to attract to a particular destination and how to best go about inciting those tourists to visit their destination. This will also improve marketing and development of the location’s brand image to highlight unique attributes of the area, which may also help to improve the tourists overall experience