MRV Nature Based Presentation

Rural Tourism StudioNature-based Tourism Development Workshop

Travel Oregon

9:00am to 4:00pmTuesday, March 15, 2011

McKenzie River Mountain Resort, Oregon

Agenda9:00-10:00am Overview of Nature-based Tourism10:00-10:15am Break10:15-11:10am Case Studies11:10-11:45pm Nature-based Tourism Potential

Working with the Public Lands Agencies 11:45-12:45pm Lunch12:45-1:45pm Gap Analysis and Nature-based Tourism Inventory1:45-2:15pm Discuss Nature-based Tourism Potential based on

Gap Analysis2:15-2:30pm Break2:30-3:35pm Information Analysis and Evaluation3:00-3:45pm Ideas for Increasing Nature-based Tourism3:45-4:00pm Evaluation and Wrap-up

Introductions1. Name2. Organization3. What you hope to get out of the Nature-based

Tourism Workshop. 4. Bonus: Favorite Nature-based Tourism

experience and why?

DefinitionsNature-based tourism is travel to fragile, pristine, and usually protected areas that strive to be low impact and oftentimes small scale.

DefinitionsAdventure travel and may be any tourist activity, including two of the following three components:

1.a physical activity, 2.a cultural exchange, and / or 3.interaction and engagement with nature.

DefinitionsEcotourism is responsible travel to natural areas which conserves the environment and improves the well-being of local people.

DefinitionsSustainable Tourism is a level of tourism activity that can be maintained over the long term because it results in a net benefit for the socio-cultural, economic, and natural environments of the area in which it takes place.

Commonalities• Promote conservation• Provide jobs• Focus on tourism to natural attractions• Main attractions include local culture, flora and fauna

Travel Oregon Principles of Sustainable Tourism

1. Is integrated with respect of the culture, homeland, heritage, and people of a place

2. Provides a unique and authentic experience for the visitor3. Generates localized economic development benefits4. Generates development that has a balanced and beneficial impact on

the environment5. Generates revenue that is invested in conserving and enhancing the

unique features of the community6. Provides an educational experience for the visitor that leaves them

enriched and inspired7. Serves target markets that are profitable, with promising long term

viability8. Encourages diverse parties to work together to create new

opportunities and to address common challenges

Market Segmentation and Trends

• Fishing, Hunting and Wildlife• Eco-travelers• Adventure Travelers

Market Segmentation –Fishing, Hunting and Wildlife

• 87.5 million U.S. residents• Wildlife recreation1.Hunting2.Fishing 3.Wildlife viewing • Considerable overlap

Source: 2006 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation

Market Segmentation –Fishing, Hunting and Wildlife

• 2.8 million Oregon residents and nonresidents• Wildlife recreation expenditures1. Travel-Generated2. Local Recreation (less than 50 miles from home)3. Equipment Purchases (includes boats and recreation vehicles)

Source: Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon 2008 State and County Expenditure Estimates

Market Segmentation –Eco-travelers

• 55 million U.S. residents • Affluent• Educated• Well traveled

Sources: 2002-2003 TIA - National Geographic Geotourism Study, 2010 CMIGreen Traveler Study Report

Market Trends –Adventure travel

• Resilient market• Trending upward• High spend per trip

Source: Adventure Tourism Market Report, 2010

Market Segmentation –Adventure traveler

• 35-37 years old• Affluent • Educated • Focus on new experiences


Marketing the Outdoors• 41.1% - Search engine• 41.1% - Destination’s official website• 12.3% - Read a blog account of the destination• 8.7% - Viewed friends photos• 6.4% - Visited a meta-search site


Questions?

The Opportunity• Benefits all citizens in participating communities• Job creation• Economic development• Few barriers to entry• Clean industry• Promotes conservation, preservation and pride• Increases local recreational opportunities

The Primary Motivators• Sales and room tax• Permits and licenses• Food and accommodations• Guided services• Improved quality of life

Case Studies – “Vacationland”

Nature-based Tourism Challenges• Summer congestion along the coast• Lack of rural destination drivers


Nature-based Tourism Opportunities• Spreading best management practices• Strengthening linkages to local industry• Improving transportation• Developing a regional brand• Building a world-class destination• Effectively promoting the destination


Nature-based Tourism Initiative1. Recreational master plan2. Green lodging certification3. Integrating natural attractions4. Luring visitors with events


Nature-based Tourism Initiative•Multi-stakeholder engagement•Capacity development•Branding and promotions•Strengthening linkages

Case Studies – Southeast Alaska

Key Findings• Region’s specialization is Nature-based Tourism• Creates jobs through an economic ripple effect• High quality experiences attract a premium• Overnight trips generate more profitability

Case Studies – Southeast Alaska

Key Findings• Internet, word of mouth, and repeat business paramount to success• Wildlife viewing is gaining in popularity• Private / public partnerships are important in smaller communities

Case Studies - Fishing• Creates an economic ripple effect• Provides economic benefits • Supports habitat protection and restoration

Case Studies - River Recreation

• Benefits rural regions• Provides off-season income• Supports local businesses

Case Studies - Mountain Biking• Volunteers building trails with the BLM • Supported the local economy • Evolved into a world-class mountain bike destination

Discussion and Reflection• What lessons from the case studies are relevant to the McKenzie River Valley?• What mix and types of nature-based tourism activities will benefit the greatest number of residents? • What do you think your strengths are and how can you best leverage them?

Public Lands Management

• Nature-based Tourism Opportunities• Trails and Infrastructure • Permits and Licenses• Moratoriums and Restricted Use• Land-use Issues

Group Activity - Interactive Gap Analysis

1. What are the region’s natural features? 2. What are the region’s manmade and

enhanced natural attractions? 3. What are the region’s main natural

attractions? 4. What nature-based tourism activities exist? 5. What tourist services and amenities are

available?

Group Activity – Summary and Evaluation of the Results

• Overall Ratings

Group Activity – Evaluating the Results

• SWOT Analysis

Developing Your Theme

• Set the Region Apart • Increase Visibility• Improve Recognition• Establish a Brand Image

Development Strategies• Establish partnerships

• Regional and local tour operators• State and federal agencies • Private businesses

• Create a sense of welcome and belonging• Provide amenities• Create a must-see “destination”

Marketing Strategies• Establish partnerships• Maximize existing opportunities • Develop and disseminate information• Host outdoor recreation-oriented festivals and events• Information centers • Take a holistic approach• Expand market reach

Marketing Tools• Rack card or brochure• Websites and web content• Press releases

Action Plan - Next Steps• Develop a committee• Identify members• Identify potential goals• Prioritize actions

Wrap up• Q&A• One impression about today• Evaluations• Group Notes• Presentation download http://industry.traveloregon.com/McKenzie

Credits and Sources• Adventure Tourism Market Report, 2010, The George Washington University, School of Business, The Adventure Travel Trade Association, and Xola Consulting • Community Nature-Based Tourism Development, Utah Recreation and Tourism Matters, Institute for Outdoor Recreation and Tourism, January 2010, Steven W. Burr and Jascha M. Zeitlin• Connecting People with America’s Great Outdoors: A Framework for Sustainable Recreation, United States Forest Service, USDA, Recreation, Heritage and Volunteer Resources, June 25, 2010• Developing Naturally: An Exploratory Process for Nature-based Community Tourism, Clemson University, Thomas D. Potts, Ph.D and Allan P.C. Marsinko, Ph.D.• Fishing, Hunting, Wildlife Viewing, and Shellfishing in Oregon 2008 State and County Expenditure Estimates• National Survey of Fishing, Hunting, and Wildlife-Associated Recreation (FHWAR) National Report 2006• Nature-based Tourism: Guidelines for Success, Clemson University, Thomas D. Potts, Ph.D., Thomas A. Rourke, and Strom Thurmond Institute• Planning and Developing a Nature Tourism Enterprise, Texas Parks and Wildlife, www.tpwd.state.tx.us/landwater/land/programs/tourism/your_business/planning/• Sustainable Tourism in Biosphere Reserves in Central and Eastern Europe, Sustainable Tourism: Training the Trainers Programme, Ecologicial Tourism in Europe

MRV Nature Based Presentation

Documents

MRV Nature Based Presentation