2011 sts marketing college travel green presentation part 2
Marketing Geotourism Assets To ensure sustained demand and a sustainable place, plan not for “tourism,” but for the best tourists.Geotourism Principle 3 • Market selectivity: Concentrate on geotourism segments
SEGMENT SIZEPercent of 154million who traveledin past 3 years Urban Sophisticates 13% Good Citizens 11% Geo-Savvys 11% Traditionalists 11% Self-Indulgents 13% Wishful Thinkers 14% Outdoor Sportsmen 14% Apathetics 13%
18 $80 $76.1 $70.3 HH INCOME 16 $70 $67.9 $68.5 $63.8 $63.2 $60 14 $53.8 $53.2 $53.0Trips in past 3 yrs $50 12 $40 10 HH$000 $30 8 NUMBER OF TRIPS $20 6 $10 4 $0 URBAN SELF- n s s SOPHIS- INDUL- ts rs ics ea s es y en en t vv en ke lis at TICATES GENTS M et m tiz Sa na lg hin tic th rts Ci du o- itio a his lT o Ap d In Ge Sp oo ad op fu lf-
New Trends in Travel• TIA-National Geographic Study in 2002 – 73% want clean, unpolluted environment – 80% want outstanding scenery – 61% believe their trip is better if it preserves natural, historic, and cultural sites – 62% (95M) key to learn about other cultures – 54% want places off the beaten track, local places – 41% want an authentic travel experience 5
The July 2009 travelhorizons, the quarterly consumer survey co-authored by the U.S. Travel Association and Ypartnership states:• U.S. travelers are more familiar with sustainable travel terminology than they were two years ago but remain unwilling to pay more for eco-friendly travel options• Although consumers are reluctant to pay more to support green travel service suppliers they are definitely paying attention to those who are green, even in this down economy. Travel service suppliers should therefore continue to adopt green practices that have a minimum impact on consumers’ wallets.• Awareness of the term “green travel” improved from 9 percent in July 2007 to 22 percent in July 2009.• The majority (51 percent) of consumers will continue to patronize “green” travel service suppliers regardless of an economic downturn.• Greater than two-third (71 percent) say it is hard to find out about environmental policies and initiatives of travel service suppliers.
Treehugger.com by Discovery Attracts ecologically-engaged, creative, urban professionals who are willing to pay a premium for nicely designed goods and services made with the environment in mind.Our largest group of readers:• Are in their 20s and 30s (47% are 21-30 years old; 31% are 31-40 years old)• Are students, designers, technologists and journalists• Are either men or women (50/50)• Are comfortable financially (25% earn over 90K annually, over 60% earn over 45K)• Are looking for green products and services (85% report that they will spend “somewhat more” to “a great deal more” on green goods and services)• TreeHuggers are a young, influential, and affluent demographic who make significant purchases online and turn to TreeHugger to find products and services they can trust.
• Reader base is largely female, aged 25 - 54.• Very well educated (88% with college or university education)• They have a high average household income (37% earn $100k+).• Internet savvy and considered the expert on green issues and tips among their social circles.• Research their purchases online, even if they may eventually make that purchase offline.
Norway’s Queen Sonja at final signing of theNorwegian Geotourism Charter at NGS
a historic inn, an unusual bird, a spectacular view, aforest, a type of local beer, an adventurous hike, aprogram for spending time with a local family, a placewhere local musicians play traditional music, etc.
The Geotourism Principles1. Integrity of place 8. Protection and enhancement2. International codes of destination appeal3. Market selectivity 9. Land use4. Market diversity 10. Conservation of resources5. Tourist enthusiasm 11. Planning6. Community involvement 12. Interactive interpretation7. Community benefit 13. Evaluation
Tourists— Residents—How to get more out of my trip; How tourism can help us,how to be a good visitor. enrich our lives. TourismTourism promoters—businesses— stewardship How we canHow we can grow claim success.and thrive. Presevationist/conservationists— Politicians— How tourism can protect (not How we can create prosperity, boost our destroy) our distinctive assets. govt’s popularity. A constituency of stewardship
West Virginia Sustainable Tourism Coalition• Travel Green Appalachia – Program coordination and facilitation• West Virginia Community Development Hub – Fiscal agent, identify target communities, promotion, staff and logistical support• WVU Department of Recreation, Parks, and Tourism Resources – Faculty and student research, applied course work, GIS database, resource mapping, survey development and administration• WVU Extension Director of Community, Economic Development, and Workforce Dev. – Faculty expertise in research and teaching – First Impressions Program – Focus Group Planning• West Virginia Division of Tourism – Tourism development planning, marketing, industry communications• George Washington University Department of Hospitality and Tourism Management – Tourism strategy development, planning and implementation, faculty research and technical assistance, graduate student internships• Bridgemont Community and Technical College – Workforce training• Collaborative for 21st Century Appalachia – Training module, cultural asset map template, cultural-heritage foods identification• The Preservation Alliance of West Virginia – Cultural heritage tourism advisory council• Tamarack Foundation – Local artist network• Natural Capital Investment Fund – Financial support for sustainable small businesses
From eco- to geo- GEOTOURISM Cultural Sightseeing tourism Culinary Nature-based tourism tourism Heritage tourism Agri- Green tourismAll place-based tourismtypes of tourism =the ENTIRE destination
Greater Yellowstone Geotourism PartnersWith support from the:•United States Forest Service•Bureau of Land Management•National Park Service
Stewardship Councils• Coordinate geotourism strategy and Charterprograms• Promote the virtuous circle• Gather content for Geotourism sites• Advise on threats to geotourism assets andopportunities for enhancement• Work with tourism office to promote and protectthose assets• Evaluate progress
Stewardship CouncilsPublic/private representatives for. . . • historic preservation • nature & ecotourism • farm/restaurant programs • beautification • traditional performing arts, artisanry • indigenous and minority groups • urban renewal • local government • tourism and local business expertise • tourism promotion • other characteristics of the place
“The internet is the #1source of travel planning information and purchasing.”Source: Randall Travel Marketing, 2008 Without rich information about travel options, tourists will rely on price alone to make decisions. Source: Forrester Research, 2008
OnlineGeotourism MapGuide Site nominations Businesses andthe public can fill out and upload online sitenomination forms
GeoConsensus System OverviewContent Contributors Destination’s Portal Site Visitors Geotourism editor and Subscribers Website Geotourism qualified NatGeo Stewarship Council Education determines content model 14M/month
• You need a Leader• Know your Facts and Don’t Fake It• Foster Collaboration – Create a Constituency• Determine Your Focus Region• Regional Stewardship Councils• Get a Formal Commitment• Educate, Educate, Educate• Promote – use technology and social media to identify, promote, and share• Assess – bring in outsiders for a different perspective• Plan – Fill In The Gaps• Funding – Be Creative• Monitor and Evaluate
The geotourism equation: Environment + culture + history + aesthetics + people = sustainable economic benefit
Supporting Destinations who seek Sustainable Solutions
www.scenic.org• The National Trust for Historic Preservation http://www.preservationnation.org• The National Sustainable Lodging Network http://sustainablelodging.org/