This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-21st. Organized by The International Ecotourism Society (TIES), the

ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

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Krisztian Vas Dr. Paul Eagleskvas@uwaterloo.ca eagles@uwaterloo.ca Masters Candidate Professor and ChairTourism Policy & Planning Department of Recreation & Leisure StudiesFaculty of Environment Director,Department of Geography Master’s Program in Tourism Policy & PlanningUniversity of Waterloo University of Waterloo

Presentation Outline Introduction Background Research Gaps Research Questions Literature Review Methodology Results Implications and Future Direction

Introduction Tourism is a vital part of the world economy that continues

to grow. It is estimated to grow 3-4% annually and reach 1.5 billion

international arrivals by 2020 (WTO, 2010). Ecotourism is rising in popularity and is one of the fastest

growing subsectors of tourism (TIES, 2010). Wildlife tourism is also on the rise, especially non-

consumptive forms (Newsome, Dowling & Moore, 2005). Bird-watching is also fast growing and thought to be the

dominant activity in wildlife tourism (Blondel, 2004). As a result bird-watching tourism ventures (birding trails &

birding festivals) can significantly boost regional tourism development and regional economies (Colby & Smith-Incer, 2005 & McKay, 2007).

Research Gaps There are several well known birding trails within North

America such as: North Carolina Birding Trail Great Florida Birding Trail Maine Birding Trail Great Texas Birding Trail

However, none describe or make clear how they were planned or what criteria was used to decide how and where to implement such trails.

There is a lack of academic insight regarding the planning, implementation and management procedures of birding trails.

Lastly, none of the trails provide clear figures that can demonstrate the success of the trail, such as a before and after comparison of visitor numbers and revenues.

Research Questions1) How can birding tourism substitute the

existing local economy and develop more environmentally sustainable industries?

2) How would a birding trail fit in with linking different tourism and business elements together for economic growth?

3) How should a birding trail be planned, including:

1) What are the criteria for selecting bird-watching sites for tourism purposes?

2) What are the components of a birding trail?3) What is involved in the planning of a birding trail?4) What are the necessary elements of a product club

as one element of a birding trail?5) How will the birding trail product club be managed,

monitored and evaluated to ensure success?

Literature Review Over 250 books, scientific journals and various academic

documents were reviewed on the topics of : Birding Tourism Bird-watching Wildlife Tourism Birding Trails Tourism Trails Ecotourism Planning Local Economic Development Tourism Management Destination Marketing

Methodology Four separate phases to methodology:

1) Examination and Analysis of Birding Blogs

2) Interviewing Existing Tourism Trails

3) Choosing a Case Study Location

4) Planning and Implementation

PHASE 1-Examination & Analysis of Birding Blogs Qualitative and Quantitative Approach To find out what birders look for on their

trips. Examination of 25 blogs from 5 different

sites. Qualitative: Content Analysis

Initial coding, axial coding, theme categorization, forming answers.

Quantitative: Word Frequencies Using software scanned over 50 key works for #

of times it appeared in text, then combined them into categories and themes.

Findings of Blog Analysis Bird-watching tourism is much more complicated

then initially thought. There are different needs for different

birdwatchers, often dictated by the characteristics of the birder (i.e. Individual vs. Family Birders)

This study found that approximately 30 percent of bird-watching was done as a family activity.

About 70 percent of birdwatchers never really travel far for bird-watching, such as out of state or province.

Study also discovered previously overlooked aspects of birding tourism, such as the roles of price and affordability and perceived value.

Hierarchical Theory of Bird-Watching Tourism Components

Expert Birdwatcher

Expert Birdwatcher

Novice Birdwatcher

Novice Birdwatcher

Family Birdwatcher

Family Birdwatcher

Individual BirdwatcherIndividual

Birdwatcher

PHASE 2-Interviewing Existing Tourism

Trails 5 Existing Birding trails were interviewed 5 other types of tourism trails were

interviewed, including winery trails, culinary trails and cultural tourism trails.

They were all administered the following 5 open ended questions regarding trail design, planning and management.

Administered Interview Questions1.) What specific criteria or methodology was used in the selection

of sites?

2.) What and who was involved with the planning of the trail, including which stakeholders?

3.) What is included in the trail beyond the sites such as Accommodation providers Transportation routes and companies Restaurants and food providers Waste management Specialized stores Guides or interpreters Internet access

4.) Who or what organization is involved with the management and oversight of trail operations?

5.) What tools are used to evaluate the trail and sites, how and what exactly is evaluated?

Results of Interviews Site Selection Criteria: Sites are usually selected based on popularity,

stakeholder or community interests and appearance; rather than form, function, practicality or accessibility.

Often times most communities or sites want to me included in the trail regardless if they are really suited for the purpose of the trail.

Some trails, such as the Great Florida Birding Trail to use a 7 step criteria system to access sites, which include:

Results of Interview Continued

I. Ecological significance

II. Birding characteristics

III. Site resilience

IV. Physical and legal access

V. Economic significance

VI. Maintenance support

VII.Educational significance.

Results of Interview Continued Most trails are planned through a

partnership of stakeholders, which usually include:

I. State or provincial tourism boards

II. Regional or county tourism boards

III.National, state or provincial parks

IV.Federal agencies, i.e. U.S. Fish & Wildlife

V. Special interest groups-birders, winery

VI.Conservation organizations

VII.Local Businesses

Results of Interview Continued The same entities are usually entrusted in

managing such tourism trails, however few have a formal or regularly occurring monitoring system that can illustrate trail performance, i.e. annual or semi-annual monitoring.

Most trails have a website and provide free maps and directions, however few are directly linked with hotels, restaurants, guiding services or transportation companies.

Some have gift stores and merchandise for sale.

Conclusion to Interviews Very few trails are developed and managed

from a tourism planners perspective and none utilize formal planning knowledge or principles; rather it is often wildlife biologists, conservation agencies or state or provincial agencies or enthusiasts who come up with the idea and plan such trails.

If and when tourism professional or consultants are hired to develop such trails, they very much treat the project as a business and are reluctant to disclose how they planned the trail.

PHASE 3-Case Study Area: Counties of

Essex and Chatham Kent

Case Study Background Economy mostly reliant on agriculture

and manufacturing industry. Area hard hit by recent economic

turndown, especially by the collapse and restructuring of the automobile industry (i.e. Chrysler, GM).

Area prone to flooding due to being below lake level.

Agriculture often suffers and needs government subsidies to survive.

Example of Pelee Agriculture

Case Study Background Mature birding destination, but declining

birder numbers over recent years. Point Pelee National Park and the

surrounding area is very unique area within Canada, due to:Unique flora and faunaThe most Northern Extension of the Carolinian

ForestExistence of over 400 species of birdsMany endemic and rare species nowhere else

found in Canada.

PHASE 4-Planning and Implementation

Formulation of an Advisory Committee to assist in the planning and implementation process, with the following stakeholders:

• Tourism Windsor, Essex, Pelee Island• Tourism Chatham-Kent• Essex Region Conservation Authority• Lower Thames Valley Conservation Authority• Point Pelee National Park• Rondeau Provincial Park• Ontario Field Ornithologists• Essex County Field Naturalists’ Club• Sydenham Field Naturalists• Point Pelee Tours (or other guide companies)• Local Hospitality Expert• Local Transportation and Infrastructure Expert • Internet, GIS and Electronic Information Expert

Planning and Implementation Cont’d Advisory Committee will assist with the following

decisions:1) Size and scope of the activity2) Selection of sites3) Choosing accessory institutions to be associated with the birding

trail, such as accommodation providers, transportation routes, transportation companies, restaurant and food provision facilities, and specialist stores.

4) Developing a Product club organization to oversee trail, including issues of structure and funding apparatus.

5) Marketing of the Product Club, through such things as a trail map, a web site, a birding trail passport, and a communication hub.

6) the issue of management, evaluation and monitoring the operation of the trail and product club.

Final Composition of Trail 12 proposed birding sites, 6 within each

county. 10 accommodation providers 10 food providers 3 transportation companies 3 specialty stores 5 birding guide service providers with

various spoken languages.

Trail Management and Structure

Overseen by the Windsor, Essex and Pelee Island Tourism Board.

Regular quarterly meetings of members. Quarterly evaluation and monitoring. Each member pays a membership fee

based on desired advertising exposure and voting power.$300-full member$200 associate member$100 partner organization

References List of references available upon

request.

Questions & Comments

Magnolia Warbler

(Dendroica magnolia)