Future Access to Special Places: Creating a Learning Destination


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A keynote address delivered in May 2007 at the Scottish Tourism Society Annual Confernence in Aviemore Scotland

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Future Access to Special Places: Creating a Learning Destination

  1. 1. Future Access to Special Places Creating a Learning Destination The Scottish Tourism Society Annual Conference 16 May 2007: Aviemore Scotland Dr. Nancy Arsenault, Dean Faculty of Tourism & Hotel Management www.royalroads.ca www.hatleypark.ca A Precious Gift of Time … here in Aviemore and with our visitors 1
  2. 2. Times are changing Lost to th L t t the Current $1 1 Million $1.1 Restoration Project Elements We have preserved the past, but can we survive in the future? Our visitors have changed and continue to change Technology has impacted all Hearing generations. Aid 911: Family time Strolling the heritage gardens Goggle vacation planning Multi-task generation 2
  3. 3. A place we call home Ancient forests, Edwardian gardens, and a Castle by the sea... Tips from the Turret! 1. Know the business you are in 2. 2 Understand the visitor experience 3. Decide if you are selling the stuff or the stories 4. Set the stage 5. Think niche and profile your ideal guests 6. Dare to be different 7. 7 Focus on what you do best partner the rest best, 8. Celebrate success and have fun! 3
  4. 4. A tourism educator Tip # 1 Know what business you are in + and stewards of a national historic site = a learning destination Tip # 2 Understand the visitor experience Student experience: Quality Traveler experience: Quality programs, small classes, facilitated programs, small tours, 1st person learning, build professional interpretation, diversified ‘things networks, continue to work while to do’ at the site studying 4
  5. 5. Close your eyes and remember … Ice fishing in Newfoundand Trying ‘crawdads’ in Louisiana Visiting a heritage site in Canada (Bellville House in Ontario) Parks Canada: Defining Physical and Emotional Physical Emotional Build on tangibles • Engages all the senses Information Programs and services • Personalize Staff • An escape from the ordinary Facilities • Connect with staff, community Heritage is real & authentic • Sense of personal growth and Safe and clean accomplishment Quality standards • Value proposition on the Visitor commitment of time and experience money • Memorable 5
  6. 6. The Canadian Tourism Commission Today’s Curious Traveler Today’s t a ele Toda ’s traveler is curious – the a e seeking c io s they are A sense of adventure To experience life in a new way Enjoy the unexpected Get away from routine It’s no longer just about place and activity, it’s about the EQ of Travel “The Experience Quotient” Tip # 3 Decide is it the stuff or the stories you are selling? Halifax Citadel National Historic Site of Canada Self Discovery Tours “Soldier for a Day Program” 6
  7. 7. Tip # 4 Set the stage Tip # 5 Think niche & profile your customers It’s all about “Life-caching” shared life experiences to talk about when you get home. Mass market thinking alone won’t cut it any longer. Geocaching Film Tourism Alternative Uses 7
  8. 8. Niche Sells – Thanks to the Internet Tweak the thinking to heritage tourism Mass Niche Market travel Segments products Tip # 6 Dare to be different Dennis Campbell, President of Ambassatours S 8
  9. 9. Houses in ‘Weird Places’ Who said “It can’t be done” 9
  10. 10. Shift the Paradigm of your thinking And see what can be done! 10
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  12. 12. Tip # 7 Focus on what you do best, partner the rest Corporate Quest & Earth Rhythms Parks Canada Vintage Woodworks Inc Johnathan Yardley, Heritage Architect Dr. Hal Kalman, Conservation Expert … and the list The Gros Morne Institute for Sustainable Tourism goes on … Tip # 8 Celebrate success and have fun! 12
  13. 13. Copies of the presentation: nancy.arsenault@royalroads.ca Thank you! www.royalroads.ca www.hatleypark.ca Hatley Castle, Victoria BC, Canada 13