JDRT Cultural Heritage Tourism

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JDRT Cultural Heritage Tourism

  1. 1. Cultural Heritage Tourism Fall 2010
  2. 2. INTRODUCTIONS•Name•Organization•Why you are here today• What is your FavoriteCultural Heritage TourismExperience? Why?
  3. 3. RDI builds leadership networks and ruralcommunities by working in 5 Areas of Services•Economic Vitality•Community Building•Organizational Development•Leadership Development•Networking & PolicySpecial Emphasis on Youth, Tribal and LatinoServices
  4. 4. AGENDA am• Define Cultural Heritage Tourism• Benefits and Trends• Review the Five Principles of Cultural Heritage Tourism• Introduce the Four Steps of Cultural Heritage Tourism• Work in depth on Step 1: Assessing the Potential
  5. 5. AGENDA pmTHIS AFTERNOON: from 1:00 to 4:00 pm• Select a few Cultural Heritage Tourism projects to develop further• Discus Interpretation• Group work on Step 2: Planning and Organization• Next Steps and Wrap Up
  6. 6. GROUP NORMSBe open: mind, ears & heartBe comfortableBe respectful:Mix it up!Be preparedSessions and breaks will start and end on timeHave fun!!! (most importantly)
  7. 7. CULTURAL HERITAGE TOURISMThe National Trust for Historic Preservation’s definition of cultural heritage tourism is: Traveling to experience the places and activities that authentically represent the stories and people of the past and present. It includes historic, cultural and natural resources.
  8. 8. CULTURAL TOURISMHistorical & Archaeological Resources Cultural Resources Museums traditions, indigenous and artistic• Historic properties products presented by:• Historic neighborhoods, districts, or • Artists even entire towns or villages • Craftspeople• Depots, county courthouses, or other • Folklorists buildings that have historic significance • Other entertainers, like singers and because of their architecture or storytellers engineering features, the people • Museums associated with them, their contribution to historic events. • Galleries• Bridges, barns, battlefields and parks • Theaters• Fountains, sculptures and monuments • Special events—like reenactments, festivals, and craft fairs• Archaeological sites • Farming, commercial fishing and other traditional lifestyles
  9. 9. WHO ARE THESE TRAVELERS?78% of leisure travelers! – 118.3 million adults – $994 per trip
  10. 10. CULTURAL TOURISTS•40.3%
  11. 11. 29.1%
  12. 12. 24.1%
  13. 13. 21.8%
  14. 14. 21.2%
  15. 15. 20.4%
  16. 16. 9.8%
  17. 17. DISCUSSION1. What are some of the benefits of including cultural and heritage sites?2. Why do you think travel to experience Cultural Heritage Tourism sites and events is on the rise?
  18. 18. FIVE PRINCIPLES1. Collaborate with Partners2. Find the Right Fit3. Make Tourism Sites Come Alive4. Focus on Authenticity and Quality5. Preserve and Protect Your Resources
  19. 19. COLLABORATE WITH PARTNERS
  20. 20. COLLABORATE WITH PARTNERS
  21. 21. FIND THE RIGHT FIT
  22. 22. FIND THE RIGHT FIT
  23. 23. Hood River County Fruit Loop Heirloom Apple Celebration Tasty classic apple varieties­many now quite rare­are at the center of this festival, along with delicious fresh cider, gourmet food, country fun, and lots more. "Heirloom" or "classic" apples can trace their heritage back 100 years or more and their individual flavors and aromas have been compared to different vintages of wine. This is the perfect weekend to discover and taste some of the old apple varieties that have all but disappeared from commercial American orchards.
  24. 24. MAKE TOURISM SITES COME ALIVE
  25. 25. MAKE TOURISM SITES COME ALIVE
  26. 26. MAKE TOURISM SITES COME ALIVE
  27. 27. MAKE TOURISM SITES COME ALIVE
  28. 28. FOCUS ON AUTHENTICITY AND QUALITY
  29. 29. FOCUS ON AUTHENTICITY AND QUALITY
  30. 30. FOCUS ON AUTHENTICITY AND QUALITY
  31. 31. PRESERVE AND PROTECT YOUR RESOURCES
  32. 32. PRESERVE AND PROTECT YOUR RESOURCES
  33. 33. PRESERVE AND PROTECT YOUR RESOURCES
  34. 34. PRESERVE AND PROTECT YOUR RESOURCES
  35. 35. PRESERVE AND PROTECT YOUR RESOURCES
  36. 36. Four Steps1. Assess the potential2. Plan and organize3. Prepare, Protect and Manage4. Market for success
  37. 37. 1. ASSESS THE POTENTIAL• What are the sites, experiences and attractions?• What condition are they in?• Are there themes that connect these experiences…how do we make them come to life?
  38. 38. 1. ASSESS THE POTENTIALHistorical & Archaeological Resources Cultural Resources Museums traditions, indigenous and artistic• Historic properties products presented by:• Historic neighborhoods, districts, or • Artists even entire towns or villages • Craftspeople• Depots, county courthouses, or other • Folklorists buildings that have historic significance • Other entertainers, like singers and because of their architecture or storytellers engineering features, the people • Museums associated with them, their contribution to historic events. • Galleries• Bridges, barns, battlefields and parks • Theaters• Fountains, sculptures and monuments • Special events—like reenactments, festivals, and craft fairs • Farming, commercial fishing and other traditional lifestyles
  39. 39. 1. ASSESS THE POTENTIALGREEN: Site or experience is ready  (TODAY OR  for visitors TOMORROW) YELLOW: Site or experience needs  (1‐12 months) slight tweaks to be ready  for visitors RED: Site or Experience needs  (1+ year) lots of investment to be  ready for visitors
  40. 40. WHAT MAKES A SITE COME ALIVE? Storytelling! Visitors remember: 10% of what they HEAR 30% of what they READ 50% of what they SEE 90% of what they DO
  41. 41. INTERPRETATIONNational Association for Interpretation says interpretation is: “A communication process that forges emotional and intellectual connections between the interests of the audience and the meanings in the resource.”
  42. 42. INTERPRETATIONEnhances visitor experience by:• Being relevant and interactive• Fulfilling curiosity• Creating meaning• Entertaining• Thought provoking
  43. 43. INTERPRETATIONBenefits to operators:• Promotion through word of mouth• Creates repeat business• Purchase something as a memory• Stay longer
  44. 44. EFFECTIVE INTERPRETATIONPleasurable
  45. 45. EFFECTIVE INTERPRETATIONRelevant
  46. 46. EFFECTIVE INTERPRETATIONOrganized
  47. 47. EFFECTIVE INTERPRETATIONThematic
  48. 48. DIFFERENT TYPES OF INTERPRETATION• Guided Tour • Exhibit• Roving Interpretation • Visitor Center• Presentations • Plaque• Demonstrations • Video• Living History • Digital Video• Interactive • Information Pole• Lecture • Recordings• Play, Drama• Self Guided Tour
  49. 49. INTERPRETATIONThrough interpretation, understanding;through understanding, appreciation;through appreciation, protection.-Tilden (1977, Interpreting our Heritage)
  50. 50. PLANNING1. Choose a topic that you would like to work on this afternoon and develop in the future.2. Would like about 5 people per group, so if your group is large and you are on the fence, switch groups.3. Complete Worksheet 1 defining the theme (15 minutes).4. Report out .
  51. 51. PLANNING• Worksheet 2• Worksheet 3
  52. 52. Prepare, Protect, ManageLots of material in your handout!
  53. 53. RTS WRAP UP & CLOSINGThank you and Good Luck! Laurel MacMillan Economic Vitality Program Manager Rural Development Initiatives 503-803-8260 www.rdiinc.org ...builds leadership networks and rural communities
  54. 54. TOURISM IS ECONOMIC DEVELOPMENT• Tourism Development is a form of EconomicDevelopment•Economic developers often refer to themselves asproduct developers• Tourism development and tourism promotionare the same things for promotion is an element ofmarketing.• Tourism developers are marketers
  55. 55. TOURIST PRODUCTS1. Events: current, historic or cultural2. Locations: man-made and natural environments3. Properties: sites and facilities4. Materials: guides, books, maps (fulfillment pieces and promotional give-away)5. Operations: controlled functions and activities that attract and/or accommodate people

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