1 utah state university’s institute for outdoor recreation and tourism opportunities and...
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Utah State University’sInstitute for Outdoor
Recreation and Tourism
Opportunities and Challenges in Resource-Based
Tourism Development
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Utah State University’sInstitute for Outdoor Recreation and Tourism
Opportunities and Challenges in Resource-Based Tourism Development
Utah Tourism at a Glance--1999
Tourism as a Community Development Industry
Tourism Development and Change
Community Tourism Development
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Utah State University’sInstitute for Outdoor Recreation and Tourism
Opportunities and Challenges in Resource-Based Tourism Development
USU’s Institute for Outdoor Recreation and Tourism
• Mission
• Program Framework
• Program Functions
• Research and Extension Focus
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Utah State University’sInstitute for Outdoor Recreation and Tourism
Opportunities and Challenges in Resource-Based Tourism Development
Amenity Resources and Natural Amenities
Resource-Based Tourism
Marketing Utah’s Tourism Product
Opportunities and Challenges
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Statistics from Utah Division of Travel Development
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UTAH TOURISM AT A GLANCE--1999
Estimated 18.2 million non-resident person-trips to Utah
700,000 international visits (3.8% of total non-resident visitation)
Utah residents are also “tourists.”
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Statistics from Utah Division of Travel Development
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UTAH TOURISM AT A GLANCE--1999
Tourism is among Utah’s “Top 5” economic activities. (manufacturing, trade, services, government)
$4.2 billion in traveler spending for Utah’s economy
Over 7% of Utah’s Gross State Product
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Statistics from Utah Division of Travel Development
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UTAH TOURISM AT A GLANCE--1999
$336 million generated in state and local taxes
$158 per Utah resident generated by out-of-state tourists
These taxes help pay for services and infrastructure that residents enjoy.
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Statistics from Utah Division of Travel Development
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UTAH TOURISM AT A GLANCE--1999
119,500 total jobs in travel and tourism related industries• 67,000 direct jobs• 52,500 indirect and induced jobs
11.4% of total non-agricultural employment
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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY
Creates recreational uses for natural and human-made amenity resources and converts these into income producing assets. (Siehl 1990; Willits 1992)
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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY
Tourism is generally perceived as a “clean industry” with few serious environmental impacts.
(Grambling & Freudenburg 1990; Marchak 1990; McCool 1992; Weeks 1990)
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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY
Creates a “new sense” of community pride among local residents.
(Willits 1992)
Plays an important part in the process of community development, helping to ensure the protection and preservation of environmental and community amenities. (McCool 1987)
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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY
Offers key opportunities for developing interactions within a community, leading to relationships between and among community members and allowing for the natural emergence of other community networks.
(Burr & Walsh 1994; Wilkinson 1992)
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TOURISM DEVELOPMENT
BRINGS CHANGE!!!
Associated Impacts
Positives & Negatives
Benefits & Costs
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TOURISM DEVELOPMENT
BRINGS CHANGE!!!
Benefits & Costs
•To the local society•To the economy•To the environment
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COMMUNITY TOURISM DEVELOPMENT
Important to weigh benefits and costs. What will the benefits and costs be for a
community? Who benefits? Who shares the costs? Are the associated costs acceptable? Can costs be minimized…
...while maximizing benefits?
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IMPORTANT QUESTIONS
In 1998, Utah State Legislature approved Senate Bill 35.
To provide continuing funding to Utah State University
To establish and support an interdisciplinary program of research, extension, and teaching
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A BETTER UNDERSTANDING
To better understand the relationships between:
• outdoor recreation and tourism
• natural resources management
• community economic vitality
• quality of life issues for the citizens of Utah
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Institute for Outdoor Recreation and Tourism
College of Natural ResourcesUtah State University
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Mission of the Institute
The Institute for Outdoor Recreation and Tourism (IORT) conducts a program of research,
extension, and teaching for the benefit of the people of Utah, our country, and the world,
directed at improving our understanding of the relationships between outdoor recreation and
tourism, natural resources management, community economic vitality, and quality of life.
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Institute for Outdoor Recreation and Tourism
Statewide collaboration and cooperation
Source for the creation, communication, and transfer of knowledge
On natural resource-based recreation and tourism issues affecting social, economic, and environmental systems
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Institute for Outdoor Recreation and Tourism
To assist Utah’s citizens in making decisions that enhance both community and resource sustainability
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A PROGRAM FRAMEWORK FOR IORT
USU/IORT Functions
Research Extension Teaching
Statewide Collaboration and Coordination
Research/Extension Topics
Outdoor Recreation/Tourism Issues
Community Sustainability (Social
& Economic)
Environmental Sustainability
(Environmental & Economic)
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IORT Program Functions
Research Function
Extension Function
Teaching Function
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Research Function
Identify research needs in outdoor recreation and tourism for local communities, counties, travel regions, and natural resource management agencies in Utah.
Define relevant issues and help coordinate public and private sector efforts to study and solve problems.
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Research Function
Identify and generate supplemental research funds from state, federal, and private sources.
Provide a clearinghouse for research data, publications, and reports.
Collaborate with scientists and professional to develop and report related research.
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Extension Function
Provide an Extension Specialist in Outdoor Recreation and Tourism.
Offer consulting and training sessions in outdoor recreation and tourism development.
Maintain mailing lists of scientists, professionals, public officials, and organizations in affiliated fields.
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Extension Function
Publish and distribute Extension and Research Reports.
Work with Extension Specialists.
Work with County Extension Agents.
Utilize Extension’s network to reach a diverse public.
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Teaching Function
Offer courses in continuing education for outdoor recreation and tourism professionals.
Offer courses and advise under- graduate and graduate students at USU in outdoor recreation and tourism, economic valuation, and community development.
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Teaching Function
Coordinate programs with other state instructional programs to meet needs and avoid redundancy.
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A Research and Extension Focus
Studies of social, economic, and environmental benefits and costs of outdoor recreation and tourism for travel regions, counties, and local communities in Utah.
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A Research and Extension Focus
Goal: To understand these benefits and costs to help:
• maximize positive aspects of outdoor recreation and tourism development;
• minimize potential negative aspects;
• and mitigate unavoidable social, economic, and environmental impacts.
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A Research and Extension Focus
Focus on the role outdoor recreation and tourism play in local community development.
Generate empirical data useful for decision making and policy formulation and implementation.
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Specific Areas of Focus
Role of outdoor recreation and tourism in economic diversification
Social, economic, and environmental effects of outdoor recreation and tourism in resource-dependent communities
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Specific Areas of Focus
Identifying potential opportunities for synergistic approaches between traditional commodity-oriented uses of public lands and newer pressures for outdoor recreation and tourism
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Specific Areas of Focus
Relationships between outdoor recreation-related public land management policies and local economic development
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HELP COMMUNITIESbetter understand and deal with
Economic development opportunities resulting from growth in outdoor recreation and tourism
Collaborative decision making between local residents and public and private recreation providers
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HELP COMMUNITIESbetter understand and deal with
Developing other funding sources for defraying costs resulting from growth in outdoor recreation and tourism
Reducing conflict between local residents, outdoor recreationists, and tourists
Integrating recreational opportunities and other resource uses in rural areas
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SPRING 2000 SPEAKER SERIESOn Resource-Based
Recreation and Tourism
Dr. Thomas M. Power University of Montana “The Economic Role of Natural Amenities: Escaping the Tourist Trap”
Dr. Hal K. Rothman University of Nevada—Las Vegas “Recreational Tourism and the American West: How I Learned to Stop Worrying and Love Winnebagos and Mountain Bikes”
Jared Farmer Author of Glen Canyon Dammed “Why Does Lake Powell Matter?”
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SPRING 2000 SPEAKER SERIESOn Resource-Based
Recreation and Tourism
Dr. David Scott Texas A&M University “An Exploration of Birdwatching as a Mechanism for Nature Tourism Development”
Mr. Brooke Williams Environmental Consultant, Confluence Associates “Recreation, Tourism, and Economic Development in Rural Southern Utah Communities”
Mr. Dean Reeder Director, Utah Division of Travel Development “Economic Contribution of Tourism in Utah”
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SPRING 2000 SPEAKER SERIESOn Resource-Based
Recreation and Tourism
Mr. Brad Barber Deputy Director, Governor’s Office of Planning and Budget “Public Lands Management for the Next Millennium”
Mr. Courtland Nelson Director, Utah DNR Division of Parks and Recreation “The Role of State Parks in Resource-Based Tourism in Utah”
Dr. Steve Burr Director, USU Institute for Outdoor Recreation and Tourism “USU’s Institute for Outdoor Recreation and Tourism: Opportunities and Challenges in Resource-Based Tourism Development in Utah”
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AMENITY RESOURCES
Local non-transportable goods/services that include natural, cultural, institutional, commercial, economic features
Natural amenities becoming more and more valuable
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NATURAL AMENITIES
Many Utahns are asking that public lands be managed for recreational, scenic, wildlife, and other amenity values.
Different values of open space--sacrosanct/sacred space
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NATURAL AMENITIES
People valuing different places, different experiences, in different ways
People using the “hinterlands” as playgrounds
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NATURAL AMENITIES
Attract new residents, businesses, and economic activity
Need for collaborative and cooperative approaches in order to produce “win-win” situations in preserving and protecting Utah’s natural amenities.
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NATURAL AMENITIES
Contribute to quality of life in Utah
• Socially
• Economically
• Environmentally
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RESOURCE-BASED TOURISM
Based on Utah’s natural resources and natural amenities
Good news--bright future for tourism!
Short term looks good.
Tourism economic growth rate of 8% is outpacing the rest of the service sector.
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RESOURCE-BASED TOURISM
Rural communities have attractive natural resources and amenities.
Opportunities exist for a variety of tourism related businesses.
Dollars spent by visitors can help diversify local economies.
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ECONOMIC IMPACT
Potential for economic development, both from resource development and resource-based tourism
• Creation of numerous jobs and incomes
• Additional tax revenues generated
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RESOURCE-BASED TOURISM MARKET
Effective marketing is essential to managing and promoting quality tourism development.
Marketing the Tourism Product • Identification • Positioning• Targeting• Maximizing utilization of capacity
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UTAH’S TOURISM PRODUCT
Natural Amenities and …• Western Experience & Values• Pioneer & Ranching Heritage• Mormon Heritage• Native American Heritage• Wildlife & Wildlands• Landscape Diversity• “World Class Alpine & Redrock”
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UTAH’S TOURISM PRODUCT
The people of Utah...
•friendly•neighborly•caring•strong family values•diverse
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PRODUCT DEVELOPMENT AND MARKETING
To maximize potential economic impact, communities need to develop products and marketing strategies based on knowledge of different market segments.
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WHO DO YOU WANT TO ATTRACT?
Visitors spending maximum time and money
In-State, National, International Draw
Visitors sensitive to local values and viewpoints as socially responsible tourists
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CHANGES IN VISITOR ATTITUDES
Better Informed
Higher Expectations
Want Convenience
Demand Value
Expect Quality
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WHAT DO YOUR VISITORS WANT?
Visitors want quality goods and services, and are willing to pay.
Visitors want opportunities to experience variety and develop a sense of place.
Visitors want a “package” of opportunities, experiences, activities.
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OPPORTUNITIES AND CHALLENGES
Different sectors will collide and create new forms of and challenges for tourism.
People in southern/rural Utah don’t like tourism!
Ambivalent/Negative local reaction to an “invasion of tourists”
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OPPORTUNITIES AND CHALLENGES
Bad News--difficult transformation!
• changing demography
• infusion of outside capital
• need for hospitality services
• a permanent service mode
• social and environmental impact from all these visitors
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OPPORTUNITIES AND CHALLENGES
With tourism development, change is going to happen!
Challenge: How to turn this change to your advantage…
locally, regionally, statewide.
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OPPORTUNITIES AND CHALLENGES
Can Utah’s communities handle more tourism?
Yes, but depends on what people want…
...a question of values.
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OPPORTUNITIES AND CHALLENGES
Growth --more of the same...
versus
Development --quality growth...
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OPPORTUNITIES AND CHALLENGES
Need to educate Utah’s citizens about the importance of tourism.
Need to demonstrate opportunity in outdoor recreation and tourism.
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OPPORTUNITIES AND CHALLENGES
Entrepreneurial spirit--involves risk
• Neo-natives who are entrepreneurs
• Rural youth and the future
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OPPORTUNITIES AND CHALLENGES
Key element is local hospitality at a high level.
Need to sensitize visitors to viewpoints of local residents.
Need to base decision-making on what is real.
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OPPORTUNITIES AND CHALLENGES
Tourism can be part of the “economic mix” without poisoning it.
Maintain tourism at an appropriate scale; an appropriate part of overall economic activity.
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OPPORTUNITIES AND CHALLENGES
Focus on development of “compatible, dispersed tourist businesses” that help vitalize the local economy.
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FOR THE FUTURE
Must continue to nourish a healthy economy for future generations.
For sustainability, must strive to achieve and maintain balance.
Must do things smarter in order to provide this balance.
Better technology, better tools, and better information!
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FOR THE FUTURE
Means partnerships-- working together at all levels.
• energy and time heavy, but very worthwhile and rewarding
• total consensus is not always possible
Must have the courage to do what’s right, despite opposition.
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FOR THE FUTURE
Throughout Utah, need to work with future generations to enhance their knowledge and skills for opportunities in the future.
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Institute for Outdoor Recreation and Tourism
Dr. Steve BurrAssociate Professor of Recreation Resources
Extension Specialist in Outdoor Recreation and TourismDirector, Institute for Outdoor Recreation and Tourism
Institute for Outdoor Recreation and Tourism Utah State University
5215 Old Main HillLogan, Utah 84322-5215Office: (435) 797-7094FAX: (435) 797-4040
E-mail: [email protected] Website under Interdisciplinary Programs at
www.cnr.usu.edu