Future Access to Special Places

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2007 Scottish Tourism Society Annual Conference. Slides to accompany the keynote address by Nancy Arsenault on creating a learning destination on a federal heritage site.

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Future Access to Special Places

  1. 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
  2. 2. 2 L t t th Current $1 1 Million Times are changing Lost to the Elements Current $1.1 Million Restoration Project changing We have preserved the past, but can we survive in the future? Our visitors have changed and continue to change Technology has impacted all generations. Hearing Aid 911: Family time911: Family time Multi-task generation Goggle vacation planning Strolling the heritage gardens
  3. 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 Understand the visitor experience2. 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 Focus on what you do best partner the rest7. Focus on what you do best, partner the rest 8. Celebrate success and have fun!
  4. 4. 4 Tip # 1 Know what business you are in A tourism educator + = a learning destination and stewards of a national historic site Tip # 2 Understand the visitor experience Student experience: Quality programs, small classes, facilitated learning, build professional networks, continue to work while studying Traveler experience: Quality programs, small tours, 1st person interpretation, diversified ‘things to do’ at the site
  5. 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 Build on tangibles Emotional Build on tangibles Information Programs and services Staff Facilities Heritage is real & authentic Safe and clean Quality standards • Engages all the senses • Personalize • An escape from the ordinary • Connect with staff, community • Sense of personal growth and accomplishment • Value proposition on theQuality standards Visitor commitment of time and money • Value proposition on the experience • Memorable
  6. 6. 6 The Canadian Tourism Commission Today’s Curious Traveler Toda ’s t a ele is c io s the a e seekingToday’s traveler is curious – they are seeking 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 “Soldier for a Day Program”Self Discovery Tours
  7. 7. 7 Tip # 4Tip # 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
  8. 8. 8 Niche Sells – Thanks to the Internet Niche products Mass travel Market Segments Tweak the thinking to heritage tourism Tip # 6 Dare to be different Dennis Campbell, President of Ambassatours S
  9. 9. 9 Houses in ‘Weird Places’ Who said “It can’t be done”
  10. 10. 10 Shift the Paradigm of your thinking And see what can be done!
  11. 11. 11
  12. 12. 12 Tip # 7 Focus on what you do best, partner the rest Corporate Quest & Earth Rhythms Vintage Woodworks Inc Johnathan Yardley, Heritage Architect The Gros Morne Institute for Sustainable Tourism Dr. Hal Kalman, Conservation Expert Parks Canada … and the list goes on … Tip # 8 Celebrate success and have fun!
  13. 13. 13 Copies of the presentation: nancy.arsenault@royalroads.ca Thank you! www.royalroads.ca Hatley Castle, Victoria BC, Canada www.hatleypark.ca

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