2013 Extension Tourism Conference

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Keynote presentation for the 2013 Extension Tourism Conference in Detroit, MI
7 August 2013

Published in: Education, Travel, Business
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2013 Extension Tourism Conference

  1. 1. space for place Ted Lee Eubanks Founder & President
  2. 2. I like to see a man proud of the place in which he lives. I like to see a man live so that his place will be proud of him. Abraham Lincoln
  3. 3. What begins as undifferentiated space becomes place as we get to know it better and endow it with value…Yi-Fu Tuan
  4. 4. The human being, by his mere presence, imposes a schema on space…Yi-Fu Tuan
  5. 5. Place involves meanings and values that facilitate intimate connections with particular geographical areas.
  6. 6. …the visitor’s chief interest is in whatever touches his personality, his experiences, and his ideals…Freeman Tilden
  7. 7. Experiences are as distinct from services as services are from goods…Joseph Pine & James Gilmore
  8. 8. Consumers (tourists) favor consuming experiences over traditional goods and services. Anticipation is often more important than the actual consumption of the travel experience . Experiences are memorable. The Experience Economy
  9. 9. “Do What You Can With What You Have Where You Are.” Theodore Roosevelt
  10. 10. Inherited Experiences
  11. 11. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  12. 12. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  13. 13. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  14. 14. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  15. 15. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  16. 16. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  17. 17. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  18. 18. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  19. 19. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  20. 20. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  21. 21. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  22. 22. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  23. 23. Inherited Experiences • Nature • History • Culture – Food – Music – Art
  24. 24. “…to reveal the beautiful truths that lie behind the appearances…” The Interpretive Sense Freeman Tilden
  25. 25. How Do You Choose?
  26. 26. Passion Power Proficiency Profit
  27. 27. Experiential travel – Shared elements • Placed • Real – Depends on inherited resources • Benefits locality • Enlightening (transformational) • Experience, rather than price, driven • Sustainable
  28. 28. 1. Delineate Zone of Influence. 2. Identify natural, cultural, and historical resources within the region (ZOI). 3. Identify products and services that authentically reflect the nature, culture, and history of the region. Matrix of Opportunity
  29. 29. 4. Develop thematic structure and interpretive plan. 5. Use travel trails to shape, fashion, direct, inform, and qualify travel to and within the region. Matrix of Opportunity
  30. 30. 6. Use experiential travel as an identity (brand) builder for the region. 7. Develop travel and tourism marketing strategy to move specific markets to these destinations, products, and services via trails (initial push). 8. Use trails as a marketing platform for goods and services from the region, particularly post-travel. Matrix of Opportunity
  31. 31. 9. Formulate strategy to enhance and develop broader array of destinations and events to offer the traveling public. 10.Formulate strategy to enhance and develop broader array of goods and services to offer the traveling public. Matrix of Opportunity
  32. 32. 11) Use new brand or identity in expanding products and services beyond local distribution to a broader market (exportables).
  33. 33. Wrap products and services in an experiential brand.
  34. 34. The Connection of Place and Product • Door County Cherries • Suffolk Peanuts • Fredicksburg Peaches • Hatch Chiles • Vermont Maple Syrup • Sonoma Wines • Vidalia Onions • Gee’s Bend Quilts
  35. 35. 12) Use expanded amenity base (quality of life) to reposition the community or state to attract compatible industries and jobs.
  36. 36. Model Projects • Pennsylvania WILDS and CLIs • Sandhills Journey SB • Kansas Flint Hills • Kansas Wetlands and Wildlife • Kansas Byways
  37. 37. "Unless we respond and react, the capacity of rural America and its power and its reach will continue to decline," Agriculture Secretary Vilsack said. "Rural America, with a shrinking population, is becoming less and less relevant to the politics of this country, and we better recognize that, and we had better begin to reverse it."
  38. 38. Fermata Inc. Ted Lee Eubanks, Founder and President PO 5485 Austin, Texas 78763-5485 (512) 391-0095 www.fermatainc.com tedleeeubanks@fermatainc.com

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