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Future Access to Special Places

Creating a Learning Destination

The Scottish Tourism Society Annual Conference

16 May 2007: Aviemore Scotland

Dr. Nancy Arsenault, DeanFaculty of Tourism & Hotel Management

www.royalroads.ca www.hatleypark.ca

A Precious Gift of Time… here in Aviemore and with our visitors

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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

Aid911: Family time911: Family time

Multi-task generation

Goggle vacation planning

Strolling the heritage gardens

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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 in2 Understand the visitor experience2. Understand the visitor experience3. Decide if you are selling the stuff or the stories 4. Set the stage 5. Think niche and profile your ideal guests6. Dare to be different 7 Focus on what you do best partner the rest 7. Focus on what you do best, partner the rest 8. Celebrate success and have fun!

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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

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Close your eyes and remember …

Ice fishing in NewfoundandTrying ‘crawdads’ in Louisiana

Visiting a heritage site in Canada (Bellville House in Ontario)

Parks Canada: Defining Physical and Emotional

PhysicalBuild on tangibles

Emotional Build on tangibles

InformationPrograms and servicesStaffFacilities

Heritage is real & authenticSafe and cleanQuality 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

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The Canadian Tourism CommissionToday’s Curious Traveler

Toda ’s t a ele is c io s the a e seekingToday’s traveler is curious – they are seekingA sense of adventureTo experience life in a new wayEnjoy the unexpectedGet 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 stuffor the stories you are selling?

Halifax Citadel National Historic Site of Canada

“Soldier for a Day Program”Self Discovery Tours

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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

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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

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Houses

in

‘Weird Places’

Who said

“It can’t be done”

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Shift the Paradigm of your thinking

And see what can be done!

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Tip # 7

Focus on what you do best, partner the rest

Corporate Quest & Earth Rhythms

Vintage Woodworks IncJohnathan 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!

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Copies of the presentation:

nancy.arsenault@royalroads.ca

Thank you!

www.royalroads.ca

Hatley Castle, Victoria BC, Canada

www.hatleypark.ca