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Cdn Council for Small Business & Entrepreneurship- Mtn Bike Tourism Benefits for Communities in BC


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Mountain bike tourism may provide significant benefit to communities, as shown by economic impacts of $38 (CDN) million realized in the Sea to Sky Corridor region of British Columbia, Canada in 2006. This outcome originated with regional stakeholder collaboration and community mountain bike trail planning dating back to the early 1990’s. Despite the growth in mountain bike tourism, formal research into community mountain bike tourism development is still in its infancy. To explore the critical success factors necessary to build sustainable tourism capacity for the development of mountain bike tourism, industry expert analysis of a modified Delphi method was utilized in this empirical study. A literature review, followed by online surveys of selected experts led to the creation of a framework for community-based mountain bike tourism development to support sustainable community mountain bike tourism development strategies. Community planners need to be cognizant of applicable critical success factors necessary to ensure the execution of a sustainable tourism development strategy, which meets visitor expectations and reflects community values to ultimately achieve desired. Potential benefits to those communities that get the mix and application of critical success factors correct may include: efficient allocation of resources, increased recreational opportunities for locals and visitors, increased visitation and taxation revenues, and regional entrepreneurial opportunities. Negative impacts of inaction or inefficient collaboration may include: constraints on tourism development opportunities, stakeholder conflict, and environmental degradation. This framework may be beneficial to clusters of tourism stakeholders for mapping-out long-term objectives and to achieve planning and operational efficacy. Use of the framework may assist in nurturing community development through efficient planning, investment, and allocation of resources towards building sustainable tourism capacity and creating a diversity of product appealing to a wide range of potential consumers, locally and globally.

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Cdn Council for Small Business & Entrepreneurship- Mtn Bike Tourism Benefits for Communities in BC

  1. 1. MOUNTAIN BIKE TOURISMAND COMMUNITY DEVELOPMENTIN BRITISH COLUMBIA:BENEFITS OF COLLABORATIONMay 3, 2013Ray FreemanSchool of Tourism and Hospitality ManagementRoyal Roads University
  2. 2. COLLABORATION• “creating new value together.”(Kanter, 1994)
  3. 3. WHY MOUNTAIN BIKETOURISM?• gaining critical-mass globally• cost-effective for communities• leverages partnerships• community benefits
  4. 4. COMMUNITY BENEFITS OFCOLLABORATION• new opportunities for visitors and locals• destination awareness• tourism revenue, taxation revenue• community infrastructure• spin-offs for direct and indirect businesses• social capital...between collaborators
  7. 7. GLENDALE
  9. 9. Timur and Getz (2008)StakeholderAnalysis
  10. 10. BENEFITS OF FOSTERINGCOLLABORATION• Sharing of ideas leads to innovative policies• Collaboration can overcome powerimbalances• Collaborative efforts may also promote ashared ownership of the results
  11. 11. SUCCESS requires gaining TRUST…through planning, strong facilitation andeffective collaboration
  13. 13. SEA TO SKY ECONOMIC IMPACT STUDY• Visitors to the North Shore, Squamish, Whistler, Pemberton corridor• $10.3 M revenue (June 4 to September 16, 2006)• Whistler Mountain Bike Park $16.2 M• Crankworx Mountain Bike Festival $11.5 M• $38 M cumulatively• Whistler: 1 millionth rider in 2011 (over 12 yrs)Source: Mountain Bike Tourism Association, 2006
  14. 14. SCOTLAND• Mountain biking generates $119 million poundsper year in Scotland...with the potential for another $36 million poundsSource: Highlands and Islands Enterprise, 2013
  15. 15. Contingent Factors(Emerging Clusters)Framework for Community-Based Mountain BikeTourism DevelopmentCommunityChampions /Stakeholders/ Political WillPhysicalGeography /Terrain /TrailsFundingSources(Public /Private / In-Kind)Legislation /RegulatoryFrameworks
  16. 16. Non-Contingent Factors(Maturing Clusters)Mountain BikeClubs / Schools /Camps /ProgramsInfrastructure/SupportingServicesMountain BikeCulture /Lifestyle /EventsDestinationMarketing /Mgmt
  17. 17. • Successful derived from Community Champions & Partnerships• Conversations & Partnerships...can reveal hidden resources & opportunities (Outliers)• Strategic Planning...requires a collective vision, and consideration ofCritical Success Factors• It’s been done before…you don’t need to reinvent the wheel!How to Plan for Collaboration
  18. 18. Questions?Ray.1Freeman@RoyalRoads.caRay@LeftCoastInsights.comThank you!