3. Swatch: Psychographic Segmentation 6-10: Consider it "cool", because big kids have it (42% awareness!) 11 –15: ("teeny boppers") provides sense of identity 11 –15: ("young rockers") high awareness, but represents t.b. lifestyle 11-15: ("students") Swatch too wild for them, but they might buy it to fit in 16 –22: ("rockers") like the price, but dislike the male model geeks 16 –22: ("preppies") prefer a dressier watch 16- 22: ("trendies") hate it; "fast food of time pieces" (73% wear no watch) 22 –32: ("transitionaries") like its durability, disposability, price 22 –43: ("older casuals") watches used to tell time (4% awareness!) • 33-43: ("weekend hippies") teen image (high awareness, but 43% have never seen a Swatch in real life
4. Japan Psychographic Segmentation Integrators Innovators/Adopters Display, daring, exciting Rykoshiki Home, career, status Traditional Traditional dress, customs, cooperative Pragmatics Few commitments, uninformed Sustainers Lack money, education, sustain the past
13. Know Your Product What makes your product special? Why should tourists come to visit? What is the unique selling point? In what ways is it ecofriendly, responsible, sustainable or pro-poor? Is it easy to access for visitors? Is it good value for money?
14. Know Your Competition Who offers similar products in your country and region? How do they compare with your product? Are they good value for money? What is the experiential value on offer? Are they easy to access?
15. Know Your Market Is the business aimed at domestic or international visitors? Is the business aimed at long-term travellers or short-term tourists? Be realistic about this based on ease of access for the visitor, the experience for the visitor and value for money.
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17. is constantly recreated by communities and groups in response to their environment, their interaction with nature and their history;
21. meets requirements of mutual respect among communities, groups and individuals, and of sustainable development. Dr. Elizabeth Robles University of Puerto Rico 9 Intangible Cultural Heritage
24. Spending Power When traveling alone the GLBT Market spends more in each category than do Heterosexuals: Gay = $800 Lesbian = $570 Bi = $690 Hetero = $540 Japanese In Alaska $1002 In Hawaii $ 240 a day In
26. Japanese Motivators and preferences for travel purposes The top five purposes: 1) Nature and scenery 2) Visiting historical sites and architecture 3) Healing and relaxation 4) Tasting local cuisine a/o favorite foods 5) Shopping Increased niche markets: 1) Experience in different cultures – 24.4% 2) Visiting art galleries and museums – 20.4% 3) Meeting local people – 14.3% 4) Seeing concerts a/o other music entertainments – 5.2% 5) Learning/experience in the latest fashions/lifestyle trends – 4.8% 6) Gambling and seeing shows – 3%
27. Top Activities for US Domestic Travelers Shopping 30% Attend a social/family event 27% Outdoor Activities 11% City/Urban Sightseeing 10% Rural Sightseeing 10% Beach Activities 10% Historic Places, Museums 8% Gambling 7% Theme/Amusement Park 7% National/State Park 7%
28. US Trip Experiences Attributes Considered Extremely/Very Desirable 2003 %2004 % Experimentation/Fantasy/Ambiance Beautiful Scenery 84 86 A place I have never visited 75 81 A beach experience 63 66 An opportunity to eat different cuisines 52 59 A hotel with casually elegant ambiance 49 52 Nightlife and live entertainment 47 52 Option of scheduling vacation activities prior to arrival 47 52 A hotel with an historical ambiance 40 46
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30. Strengths Weaknesses Physical beauty and varietyIntact natural systemsProximity to US market (northeast)Picturesque houses and boatsLow Canadian dollar valueCultural distinctnessFriendliness of communityPresence of formally protected land Short summer season Position at “end of line” Lack of some infrastructure /services Image as drive-by destination High turnover rate/retention of staff For ecotourism, lack of longer, more challenging, hiking trails Lack of directed tourism management plans Opportunities Threats Integrated marketing of sustainable product(s) Better coordination of planning, marketing, product development Lengthening of the season and length of stay of visitors Coordinated protection of key assets to mutual benefit Uncontrolled influx of more tourists or tourists seeking inappropriate experiences Damage to ecosystem from misuse Resentment from communities due to lack of benefits or due to impact on key community values Deterioration of key infrastructure SWOT Analysis
31. SWOT Analysis – cont. Strengths Physical beauty and variety Intact natural systems Proximity to US market (northeast) Picturesque houses and boats Low Canadian dollar value Cultural distinctness Friendliness of communityPresence of formally protected land
32. SWOT Analysis – cont. Weaknesses Short summer season Position at “end of line” Lack of some infrastructure /services Image as drive-by destination High turnover rate/retention of staff For ecotourism, lack of longer, more challenging, hiking trails Lack of directed tourism management plans
33. SWOT Analysis – cont. Opportunities Integrated marketing of sustainable product(s); Better coordination of planning, marketing, product development; Lengthening of the season and length of stay of visitors; Coordinated protection of key assets to mutual benefit
34. SWOT Analysis – cont. Threats Uncontrolled influx of more tourists or tourists seeking inappropriate experiences Damage to ecosystem from misuse Resentment from communities due to lack of benefits or due to impact on key community values Deterioration of key infrastructure
35. Key Issues and Indicators for North Cape Breton (NCB) A) Control of Environmental Impacts: Perception of level of cleanliness of areas frequented by tourists (measure: survey of tourists and locals’ perception of beach contamination); Clean image of the region (measure: exit questionnaires) Water quality in beach/river/stream areas (measure: laboratory analysis by sampling); Environmental practices and attitudes of tourists (measure: entrance or exit surveys).
36. Key Issues and Indicators for North Cape Breton (NCB) B) Economic Benefits to the Region: Employment Statistics (measure: total number and the % from census and EI sources); Amount spent per day per tourist (by season as well) (measure: exit questionnaires). C) Marketing the Region: Opinion of quality/value (measure: survey of tourists re:quality of accommodation); Price of accommodation (measure: average cost/night); Repeat visits to same accommodation (measure: numbers and %)
37. Key Issues and Indicators for North Cape Breton (NCB) D) Community Impacts: Local attitudes and perception on tourism benefits or non-benefits) (measure: survey of residents-specific questions re: attitude towards tourists); E) Infrastructure: Road condition; Percentage of pull-offs per km of highway; Length of maintained trail system
38. Effectiveness of Indicators Selection Process Partially successful Did not succeed in focusing on clarifying the difference between ecotourism and sustainable tourism No focus on indicators of environmental awareness or education Indicators linked to priority regional issue areas Focused on ecological and economic aspects Need locally-based, specific management objectives to guide indicator selection process
39. Success of Pilot Pre-workshop meetings Combination of plenary plus small working group sessions Expertise & experience of third party consultants Location/participation of stakeholders Discovery of common objectives by disparate groups Provides a basis for park management plan update and tourism regional strategic plan
40. Task Seven: Recommendations Agreement on 7 Keys Issue Areas: Control of environmental impact Economic benefits to region Marketing the region Stability and Seasonality Community Impacts Planning and Control Infrastructure
41. Task Seven: Recommendations – cont. Coordinating body representing stakeholders from Northern Cape Breton required that could lead to: - tourism strategy development - improved interagency coordination and cooperation - integrated management - reconciling of conflicting resource issues ( UNEP Principles for Sustainable Tourism)
42. Task Seven: Conclusion The relationship between ecotourism and sustainable tourism is difficult to define; There is little agreement on the exact definitions and applications of these terms. The United Nations Environmental Programme (UNEP) argues that all forms of tourism and related activities should incorporate the principles of sustainable development (economic, environmental and social)
