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Rural Community Tourism Assessment & Indicator Development
Dr. Kristin Lamoureux, Executive Director, International Institute of Tourism Studies,
George Washington University
Understanding Tourism
"Tell me and I will forget.Show me and I may remember.Involve me and I will
understand." ~Chinese Proverb
Purpose of Indicators
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Assessment & Indicator Development Objectives
1. Promoting sustainable development
2. Creating products for specific visitor market segments
3. Gaining and maintaining competitiveness4. Enhancing the visitor experience5. Preserving local resources6. Improving the quality of life of residents
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How Can the Community Reach These?
1. By understanding where it is now
2. By creating a Destination Development Strategy tied to indicators of success (tangible indicators)
3. Implementing that Strategy4. Monitoring progress and making adjustments
Tourism Assessment Toolkit
Project Phases
Destination Review
Assessment Process & Stakeholder Engagement
Visioning & Strategic Planning
Recommendations, Next Steps & Implementation
Crow Territory
Objective Engaging local stakeholders to
indentify indicators for community tourism, collect data & develop a comprehensive strategy for tourism that promotes the natural and cultural assets of the Crow Nation while maximizing the benefits to its people.
Analysis of the physical, social, policy and tourism industry situation. Governance Economic Social Environmental Market Structure
Destination Review
Assessment Process• Attractions Inventory• Site & Infrastructure Analysis• Market Demand Analysis• Supply & Competitive Analysis• Socio-Cultural & Natural Resource Use • Human & Institutional Capacity Assessment• Environmental Footprint• Cost Benefit Analysis
Inventory of available resources for tourism development within the Crow Nation (including cultural, heritage, natural, and festivals, etc.).
Analysis of “readiness” of the resource & tourism draw.
Review of potential markets and recommendations for enhancement
Assessment Process & Stakeholder Engagement
Preliminary Findings Destination Crow DMO Workforce Development Support
Business Skills Tourism, Event, Hospitality Training Entrepreneurship
Product Development Support Access to Financing
At the end of the process, the plan developed: Recommended actions Recommended responsible parties Project next steps Implementation strategies Strategies for monitoring and evaluating
tourism development
After the Assessment…
Student Support for Community Tourism: GW Consulting Practicum
Focused knowledge and capacity of a consulting team with diverse background and experience in business, management, marketing, sustainable tourism, etc.
Engage public, private sectors & civil society
Adopted by partner countries/universities
Building of local capacity through partnership with local academic institution (future industry leaders)
Previous PracticumBulgaria – 2001Dominica – 2002Honduras – 2003Morocco 2004Panama – 2005Montenegro – 2006West Virginia - 2006Turkey – 2007Guatemala – 2008Dominican Rep. - 2009Portugal - 2010Belize – 2011Peru – 2012
Mexico – 2013 Spain – 2014 Myanmar - 2015
Dominican Republic Consulting Practicum
Resources
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Tourism, Conservation and Communities: A Tourism Assessment Process: www.gwu.edu/~iits/Sustainable_Tourism_Online_Learning/Gutierrez/Tourism_Assessment_Process_Manual.pdf
Tool: Tourism Destination Visioning Exercise: www.gwu.edu/~iits/Sustainable_Tourism_Online_Learning/Gutierrez/Tool_Tourism_Destination_Visioning_Exercise.doc
Tool: SWOT Analysis: www.gwu.edu/~iits/Sustainable_Tourism_Online_Learning/Gutierrez/Tool_SWOT_Analysis.doc
Tool: How to Conduct Community Mapping: www.gwu.edu/~iits/Sustainable_Tourism_Online_Learning/Gutierrez/Tool_How_to_Conduct_Community_Mapping.doc
Tool: How to Conduct a Stakeholder Focus Group: www.gwu.edu/~iits/Sustainable_Tourism_Online_Learning/Gutierrez/Tool_How_to_Conduct_a_Stakeholder_Focus_Group.doc
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Thank You!Dr. Kristin Lamoureux
Executive Director, International Institute of Tourism Studies
The George Washington UniversityEmail [email protected]