A study of western Canadian market potential to visit the Canadian Badlands: Exploratory qualitative research

Alberta Tourism, Parks, Recreation and Culture November 30, 2007

408 Lessard Drive Edmonton Alberta Canada T6M 1A7 Telephone: (780) 487-3682 Fax: (780) 484-9813 emarkus@infactresearch.com

INFORMATION PLANNING EVALUATION

A study of western Canadian market potential to visit the Canadian Badlands: Exploratory qualitative research

Alberta Tourism, Parks, Recreation and Culture November 30, 2007

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Table of Contents

INTRODUCTION ............................................................................................................... 1

Purpose and objectives............................................................................................................2

Methodology .............................................................................................................................2 Geographic, demographic and psychographic segments ...................................................................................... 2 Sample size and distribution.................................................................................................................................................. 2 Approach to the report........................................................................................................................................................... 3

SUMMARY OF FINDINGS .................................................................................................. 4

Best trip destinations ...............................................................................................................4 Location............................................................................................................................................................................................. 4 What made these trips special?........................................................................................................................................... 5 The term “Canadian Badlands”..............................................................................................8 Awareness ....................................................................................................................................................................................... 8 Associations .................................................................................................................................................................................... 8 Knowledge of the full Canadian Badlands region....................................................................................................10 Interest in signature attractions ......................................................................................... 15 Alberta Prairie Railway............................................................................................................................................................16 Cypress Hills Provincial Park................................................................................................................................................16 Tyrrell Museum...........................................................................................................................................................................17 Dinosaur Provincial Park........................................................................................................................................................17 Rosebud Theatre .......................................................................................................................................................................18 Writing on Stone Provincial Park .....................................................................................................................................19 Atlas Coal Mine ..........................................................................................................................................................................19 Blackfoot Crossing.....................................................................................................................................................................19 Is there a critical mass?............................................................................................................................................................20 Touring route guides ............................................................................................................ 21 Common elements of the guides.....................................................................................................................................22

General appearance and “feel”................................................................................................................................. 22 Design elements ............................................................................................................................................................... 23 Images .................................................................................................................................................................................. 25 Fonts and text.................................................................................................................................................................... 26 Maps .................................................................................................................................................................................. 28 Information .......................................................................................................................................................................... 31 Format of the guides...................................................................................................................................................... 34

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Content of individual guides ...............................................................................................................................................36 Homesteads, Bonebeds & Coalbeds Driving Tour (Regional Driving Tour) .................................36 Red Coats & Coulees Driving Tour (Regional Driving Tour).................................................................36 Coal Mines and Dinosaur Finds Driving Tour (Local Driving Tour) ...................................................37 Mormon Tales and Historic Rails Tour (Local Walking Tour)...............................................................38 Prairie Studios (Specialty Theme Tour)...............................................................................................................39

Familiarity with touring guides and likelihood of use.............................................................................................41 Previous use of touring guides ..................................................................................................................................41 Interest in using a touring guide ...............................................................................................................................41 Interest in escorted tours.............................................................................................................................................42

Information sources .............................................................................................................. 42 APPENDIX I: PSYCHOGRAPHIC SEGMENTS APPENDIX II: TOURING ROUTES

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Introduction Alberta Tourism, Parks, Recreation and Culture (TPRC) has been actively pursuing a vision of developing a major new destination in Alberta to complement what is offered by the Canadian Rockies. Work on the concept started six years ago, spearheaded by the Town of Drumheller, Travel Alberta In-Province and Alberta Economic Development (now TPRC) with a vision for the destination being developed in 2001 as, “A quality, year-round, branded, international, national and local tourism destination for all ages – a new Alberta destination icon.” A considerable amount of work has been done since 2003 relating to identification and delineation of the region, naming and branding of the Canadian Badlands, building partnerships with many of the communities located in it and investigation of opportunities to enhance the tourism experience. In 2004 a Marketing Committee was struck and prepared a marketing strategy. In 2006 this grew into Canadian Badlands Ltd., which has municipal membership. Provincial government support for the Canadian Badlands continues, and the region is included in the Ministry's Business Plan 2007-2010 under the heading Significant Opportunities and Challenges, as follows:

Alberta is a world-class tourism destination attracting visitors from across Canada and beyond. Rising demand for tourism experiences including Aboriginal, agri- and eco-tourism creates diverse opportunities for the province. Rural areas in the province, such as the Canadian Badlands, continue to develop as new tourism destinations and are becoming increasingly appealing to visitors from around the world.

More specifically, Goal 3, Strategy 3.4 is to, "Support the expansion of the tourism industry through development of new and enhanced destinations and products particularly in rural areas (including the Canadian Badlands, Tracking Alberta Dinosaurs, heritage tourism, experience-based tourism, sport tourism, learning/enrichment tourism, Aboriginal tourism and film tourism)." The present study begins to address the marketing side of the equation, with exploratory qualitative research conducted to identify and understand segments in the western Canadian market that will be attracted to the new region and provide economic benefits to it and the province. The region extends across a swath of the SE corner of Alberta, east of Highway 2 and south of Stettler, extending to the Saskatchewan and Montana borders. Current marketing addresses four primary themes – Natural History (geological, palaeontological, archeological), Industrial/Historical (rail history, mining, oil, clay, aboriginal influence), Western Lives (ranching and farming history, rural communities) and Arts, Culture and Recreation. These themes allow equal weight to be given to promoting all parts of the region. The Canadian Badlands website is functional and a dozen touring routes are available. Six new routes are being prepared.

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Purpose and objectives

The primary purpose of the research is to provide an in-depth and comprehensive understanding of Canadian regional market travelers who might visit the Canadian Badlands. An important focus is on understanding the travel patterns and behaviors of Travel Alberta In-Province's four psychographic segments as they relate to this destination, in addition to the target geographic market and two demographic segments, Young Families and Mature Families/Singles. The objectives of the study are to investigate: 1. Leisure/vacation trip behavior and rationale 2. Vacation planning 3. Travel patterns in western Canada 4. Perceptions of the Canadian Badlands 5. Reactions to attractions/experiences and tours/touring routes in the Canadian Badlands 6. Experiences of past Canadian Badlands visitors (Quantitative survey only) Recommendations on target segment/s, media and messages will be made on completion of Phase II of the study.

Methodology

GEOGRAPHIC, DEMOGRAPHIC AND PSYCHOGRAPHIC SEGMENTS

The market covered by this stage of the research was defined geographically as including residents of the metropolitan areas of Edmonton, Calgary, Kamloops, Kelowna, Regina and Winnipeg. Two focus groups were conducted in each city, for a total of twelve. Two demographic groups were targeted:

Young Families: Household heads aged 25 to 49 with at least one child in the household under the age of 18.

Mature Families: Household heads aged 50 to 69 with or without children in the household. Four psychographic segments are of interest: Accomplishers, Urban Explorers, Comfort Seekers and Real Relaxers. Participants were not recruited by segment, but completed a short form classification questionnaire prior to the focus group.

SAMPLE SIZE AND DISTRIBUTION

Two 1½ to 2 hour focus groups were conducted in each geographic market, one in each of the target demographic segments. All participants had taken a discretionary pleasure trip in Canada or the USA in the previous 3 years.

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Recruiting guides were prepared to ensure that a good cross-section of the population would be represented in the focus groups. 10 people were recruited for six to eight to show. In all, 102 people participated, an average of 8 per focus group. The focus groups were conducted in September/October 2007 and had the following profile. Location Gender Psychographic segment*Edmonton 18 Female 51 Accomplishers 31 Calgary 16 Male 51 Urban Explorers 34 Kamloops 14 Comfort Seekers 16 Kelowna 17 Demographic segment Real Relaxers 15 Regina 17 Young families 52 Winnipeg 20 Mature families 50

* Based on those who provided sufficient information to be classified

A diverse range of occupations was represented in each community, covering trades/technical and clerical workers, business owners and professionals, along with homemakers and retired people. The detailed distribution of participants by psychographic segment is shown in Appendix I.

APPROACH TO THE REPORT

As with all qualitative investigations, the results of these discussions cannot reflect precisely how many people feel a particular way. The strength of qualitative methods lies in providing an excellent perspective of the range of attitudes, opinions and beliefs held by the groups that are included in the consultation. These form an solid base for the development of the questionnaire to be used in the survey that will form the second stage of this study. Comparison of the views expressed in different locations and by visitor profile provides some insight into areas where there was substantial agreement on the product, as well as areas where different groups expressed noticeably different opinions. The findings which follow clearly identify where opinions diverge from one group to another. Where no distinction is drawn, assumptions about inter-group differences cannot be made.

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Summary of Findings Best trip destinations

LOCATION

Participants described their best overnight vacation or leisure trip in the past three years in Canada or the USA. The destinations mentioned spanned both countries from the west coast to the east coast, from northern Canada to the southern US and included non-contiguous states. Most frequently mentioned were US destinations, notably Disneyland/Disney World among both the younger family and mature groups (sometimes travelling with their grandchildren). Multiple mentions of the following areas were made: Florida (sometimes as extensions to cruises departing Miami), Hawaii, Nevada and adjacent Arizona locations (Las Vegas, Reno, Virginia City, Tombstone) and landform rich areas in Utah along with the Grand Canyon. A couple of avid motorcyclists mentioned major rally sites like Sturgis and Daytona. Large cities were other memorable US destinations (New York, Boston, Chicago, San Francisco, San Diego). Some snowbirds described lengthy trips with multiple stops along the way to their destinations that made the trip special. US destinations were described most often by the Alberta focus groups and almost as frequently by participants in Regina/Winnipeg. In Canada, the most frequently described province was British Columbia (BC), especially destinations on or near Vancouver Island (including Victoria, the Gulf Islands and Queen Charlotte Islands), the city of Vancouver and interior BC (Kootenays, Okanagan). BC destinations were mentioned almost as often as all US destinations combined. BC destinations were far more likely to be selected by BC residents, though they were the second most popular cluster in Edmonton/Calgary and Regina/Winnipeg. Other Canadian destinations included the east coast provinces (Maritimes), large cities (Toronto/Montreal) and northern territories (Yukon/NWT). They appeared slightly more likely to be selected in the BC focus groups. Alberta destinations were rarely mentioned in BC, a little more often in Edmonton/Calgary and Regina/Winnipeg. Calgary and Edmonton/West Edmonton Mall were the most memorable vacation locations, followed by Kananaskis/Canmore. BC eclipsed Alberta by an order of magnitude of almost 3 to 1 in generating recent best trip recollections.

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WHAT MADE THESE TRIPS SPECIAL?

There were a number of criteria that distinguished these trips from others. In no particular order, these included:

Destination attributes:

Novelty of the destination (e.g., rainforests on the Queen Charlottes, volcano in Maui, seeing the mountains and coast for the first time), exciting to discover new places and things, to experience different cultures, to avoid not living up to the first experience.

Familiar destination – provides the opportunity to reminisce, to again do the things that you enjoyed doing, is stress free (e.g., feels comfortable, no surprises, know what to expect, don’t have to think about, plan or worry about where you’re going, know the people, where to eat, know it will run smoothly) and efficient, especially on a short trip (e.g., know your way around, know where the good fishing spots are, which hotel is best).

Seeing new things at familiar destinations, playing tourist where you once lived, finding something new to do where you had a good time before.

Pretty, beautiful, gorgeous, spectacular, breathtaking scenery (e.g., fall colors, Cypress Hills).

Geophysical features, like miles of beaches (e.g., Kelowna, Shuswaps), watching the tide come in (e.g., Vancouver Island), wonderful natural sculptures (e.g., Zion Canyon, Rice Canyon, Arches National Park), rugged coastal terrain (e.g., Cape Breton) and lakes (Ontario).

Quiet, silence, no horns, isolated, away from people, solitude, hearing the sounds of nature (e.g., the roar of the ocean).

Learning the history (e.g., Fort Steele).

Unusual events that occurred (e.g., 12 feet of snow, escaping Hurricane Katrina).

Warm weather.

People

Relatives who were on the trip (e.g., reconnecting with one’s spouse without the kids, enjoying grandchildren’s excitement, exposing children to new places or experiences like catching their first fish).

Friends who were on the trip (e.g., sharing the experience and socializing with friends living elsewhere, women traveling with girlfriends)1.

People being visited (e.g., children living elsewhere, family reunions, reconnecting with a relative not seen for decades, school reunions, reminiscences and laughter).

1. On trips with friends, destination decisions appeared to be made by mutual agreement and were often selected

because no one had visited that place previously.

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People living at the destination (e.g., Newfoundlanders were described as unique, friendly and warm, Vancouver Islanders as mellow/laid back, relaxed and talkative).

Activities and attractions

Opportunity for relaxation, just sitting or laying around at a campsite or lake, slow pace.

Unusual activities (e.g., whale watching, helicopter tour, seeing large trees on Vancouver Island).

Opportunities to do favorite activities2 (listed from more to less frequent mention):

• Fishing • Watching, coaching or playing sports – mainly football, hockey, baseball; also tennis,

soccer, volleyball, curling • Golf • Hiking, walking, running, participating in marathons • Other outdoor activities like cycling, dirt biking, quadding, 4-wheel driving • Camping, generally with an RV/trailer • Water based activities such as boating, sailing, kayaking and canoeing, scuba diving and

swimming • Reading • Going to shows/movies, restaurants, dancing, karaoke • Socializing with friends or family, spending time with grandchildren • Playing games like bridge, poker, pool, lawn bowling • Collecting antique cars, antique furniture, stamps • Hunting • Working out, gym, yoga/meditation • Skiing, snowboarding • Motorbiking • Photography

Opportunity to do novel activities (e.g., collecting rocks, beachcombing, whitewater rafting, deep sea fishing, attend a concert).

Unusual attractions (e.g., “western” towns, ghost towns, old saloons, graveyards (e.g., Virginia City, Tombstone); hear stories of outlaws (e.g., Black Hills); visit towns that were film locations).

Sightseeing opportunities, visits to nearby attractions (e.g., tour of Hoover Dam when visiting Las Vegas, Banff Hotsprings when visiting Calgary, Columbia Icefields en route between Vancouver and Calgary).

2. The list which follows reflects, in part, activities that people enjoy doing in their leisure time that may also be

pursued while on a pleasure trip. Not listed were extensive mentions of hobbies in the arts (playing music, stained glass, drawing, sculpture/metalwork) and crafts (sew, quilt, knit, scrapbook, beadwork, cross-stitch); cooking, baking and candy making; gardening; restoring, rebuilding and fixing old cars and furniture, doing woodwork and home renovation. These could link to shopping and viewing activities while on a trip. Additional leisure activities included community volunteering and travel.

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Sighting wildlife (en route north).

Nightlife (e.g., Las Vegas, bars, theatre).

Visit theme and amusement parks (e.g., Disneyland/Disney World, WEM, Epcot, Six Flags, Enchanted Forest, Canada’s Wonderland).

Services

Pampering/good service (e.g., at a spa, a resort, Disneyland); no kids, no dishes.

A top line hotel; accessible downtown hotel; hotel with waterpark/slides.

Five star condo.

RV/trailer camping.

A resort with organized activities.

Fresh seafood, restaurants with novel/local cuisine, drinking copious amounts of beer or enjoying good wine.

New transportation mode experiences (e.g., rail, flying, a ferry (car on a boat)).

One recurring term used to describe the best trip was “fun” and this was often associated with “adventure”. It really didn’t matter whether the experience was something challenging like riding a mule down the Grand Canyon, something novel like a cross-Canada rail trip, a 6,000 km road trip with children or exploring a new destination, doing something relaxing like camping with friends or reminiscing and laughing with siblings, or something from the entertainment industry like a theme park – all were described as “fun” on the best trip.

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The term “Canadian Badlands”

AWARENESS

The term “Canadian Badlands” was displayed and focus group participants were asked whether they had heard of it. In all groups held in Alberta and BC, the first person to respond said “Drumheller”. This was usually followed by agreement from other members, some of whom went on to say they had been there on one or more occasions. However, there were people in the Young Families groups that didn’t recognize the term, even in Calgary, while others knew of Drumheller, but not of the Badlands. In Regina “Canadian Badlands” was associated with a region of southwestern Saskatchewan near the US border including Coronach, Wood Mountain and the Big Muddy, and with Avonlea, Saskatchewan. However, while some had visited these areas or had children who had been there on school trips, others had never heard of them. Only one person in Regina thought of Alberta as the location of the Canadian Badlands. In Winnipeg there were two schools of thought as to whether the Canadian Badlands referred to Drumheller/Eastern Alberta or to a location in Manitoba like Carberry (a desert) or western Saskatchewan. The badlands areas best known in Winnipeg may be in the Dakotas. Use of the term “Canadian” to describe an area in Alberta caused some discomfort outside the province. It was felt the name could be claimed by other places and it made it difficult to know just where it was.

ASSOCIATIONS

Spontaneous thoughts or associations generated by the term Canadian Badlands centered almost exclusively around Drumheller and included:

In Drumheller … dinosaurs

Dinosaurs, fossils and dinosaur bones, the dinosaur museum/Tyrrell Museum – fabulous, interesting, the highlight, the reason for going; best facility of its kind anywhere in the world, world renowned (“It is quite a feather in Alberta’s cap, yet when you live in Alberta you just don’t take advantage of it”); have tours and camps for kids; went for the kids, adults enjoyed it as much as the kids did, kids liked it, visiting relatives and friends love it.

Fossil hunting, excavations you can dig, you can find fossils but can’t keep them.

The big dinosaur, dinosaur breaking out of a building, dinosaurs all over town (neat).

Entire area takes you back in time, it’s the history of the world, a huge subject, it’s educational.

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… geophysical attributes

Spectacular scenery, landscape, unique rock formations, a mini Grand Canyon.

Horseshoe Canyon (the best known geographic feature).

The desert – loved it; dry and desert like.

Hoodoos – now roped off, have eroded away/deteriorated/been destroyed, very few left so it’s difficult to see them (not everyone knew what a hoodoo was).

The sudden entry into Drumheller: “It was farm land and flat and you see the sign Drumheller 2.5 km and you cannot see it and you go down in the coulee and the terrain is totally different from the rest of Alberta. It is amazing. You almost expect to see a real dinosaur”, “You are waiting for all these mountains to come up and nothing is coming and you turn the corner and go down and there it is”, “You have to have good brakes going down the hill”.

You go there for [its] nothing, it is isolated, dinosaur country not forest and trees, barren.

Felt claustrophobic – felt closed in, like down a well.

… attractions and activities

Lots of coal mines, shut down – history/reason Drumheller founded.

Swinging bridge/bridge across the gorge, cross a river on bridges 15 times to an old mining town/11 bridges to get to Wayne, littlest church, ferry ride, Reptile World.

Kayaking, canoeing in the river, good fishing, swimming.

Helicopter ride/over Horsethief Canyon, walking tours.

Passion Play at Easter.

Not a lot to do within walking distance.

There are little things to do along the way.

An interesting golf course – old 9 normal with trees and grass, back 9 high up, desert, like night and day.

… services

Campground, lots of camping, great camping.

“Not a soul smiled … it was really odd” (a person who had considered the town as a retirement location).

“Beautiful downtown Drumheller. I was there for a month one day”.

“Once you hit 4 or 5 p.m. in the afternoon, someone turned off the lights and there was suddenly nothing else to do”.

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“They are content with the number of people that go there. I cannot see them putting in a casino or something. It is an educational place”.

Other locations

Dinosaur Provincial Park – amazing, neat, really good.

Begins in Drumheller and extends all the way to the Dakotas.

Wayne (where family member born).

Lethbridge where the glaciers carved out the hoodoos and canyons.

Other associations/comments

Historic stuff like old forts.

Where the bad guys/cowboys hung out.

Fantastic place to visit, great for a family.

Intended to spend a few hours in Drumheller and ended up spending two days.

Very hot, too hot to do anything in the afternoon, hot summers.

Never heard it called the Canadian Badlands, just the Badlands.

Think of a bad travel experience, rolling hills, dry and rocky terrain.

Close to Calgary – always in a hurry to press on to get there.

Just a dirt/gravel road from Hwy 1.

Very boring to get there and thought we were lost.

Frank Slide (a 10 minute drive – Edmonton respondent).

Note: There is a Drumheller Overlook in Washington State and it is possible that there was some confusion in BC where one person mentioned a brewery tour.

KNOWLEDGE OF THE FULL CANADIAN BADLANDS REGION

A map of Alberta with the region’s boundaries marked on it was displayed and a detailed map handed out for comment on other parts of the region. One of the most striking things was how place of residence affected level of knowledge of the region. Calgary and Edmonton residents had greatest familiarity with it, with almost everyone having visited at one time or another. Edmontonians were the only ones to comment on its large size (“It looks like quite the drive”, “That is a big place”, “It is too much”). Calgarians, in contrast, tended to view locations in the region as destinations on a day trip.

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Kamloops and Kelowna residents who had not previously lived in Alberta singled out only the major centers and provincial parks as places they had heard of or visited and, while only a minority had been to Drumheller, many had been somewhere in the region. In Winnipeg and Regina the region has been experienced more as a place to go through on the way to Calgary (and BC) or Edmonton, than as a place to stop. A high proportion had not been there at all and some comments were based on conjecture or association with other parts of Alberta. Discussions about the land in the region and the appropriateness of, or reason for the name “Canadian Badlands” were held in many groups. At issue

was a perceptual conflict which will either be resolved with exposure over time or more immediately with active awareness creation efforts. The specific issues that need to be addressed include: The region is known to have a flat prairie landscape and the prairies are known for farming

and ranching – productive land where crops can be seen to grow, grassland without trees that is used to support lots of cattle (“I have problems with the prairies being called the badlands”, “I have been to most of those towns and it strikes me as odd that they would be in a badlands region … it’s rolling prairie”). Similarly, one would not expect to find a “sanctuary” like Cypress Hills (as depicted in the poster) in the middle of a badlands environment.

The region is known to be dry (and windy and dusty) or was perceived that way from the map because there is so little water shown. Some were aware of the extensive irrigation

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needed. There was speculation that although it isn’t the desolate desert they associate with the term “badlands”, perhaps the dryness is what qualifies it for the name.

The moderator explained in virtually every group that rock formations typical of badlands regions are found in pockets throughout the region. Outside of the Mature Calgary group, the explanation usually “plopped” as most participants had no mental map to link to the area outside of Drumheller.

The term “Badlands” is tightly intertwined with the prevailing knowledge and image of Drumheller.

It is a very diverse area. For example, it was a stretch to think of Calgary as being part of the Canadian Badlands.

Places other than Drumheller that had been visited or sounded of interest (from the map) were either provincial parks or larger centers. A few small towns also had some profile. Memorable associations with each place are summarized below. These places and associated observations are as useful for what they don’t include or say as for what they do, since they reflect unaided awareness, knowledge and exposure. Cypress Hills – camping/nice campsite, has a lake; unexpected elevation in the prairies,

topography changes quickly, older than any other part because the ice age skirted them, pretty/beautiful with lots of green rolling hills and valleys, things grow there that are prehistoric; desert climate, part is badlands with similar terrain to Drumheller; Saskatchewan side more familiar in Winnipeg and Regina.

Writing-On-Stone Provincial Park – is old, interesting, pictographs carved in the rocks are different/unique, graffiti from before it was protected, amazing what the natives drew and the stories they are telling; sounds exciting, various guided tours you can do, educational and fun, hard to keep the kids interested; gorgeous valley by the river, can ride tubes on the river.

Dinosaur Provincial Park – where dinosaurs/fossils are found, fairly interactive, kids love it, disappointed you can’t pick up fossils anymore (but many who had “heard of it” knew nothing about it).

Dry Island Buffalo Jump – fantastic3.

Bow River – main stream that runs through Calgary.

Lake Newell.

Medicine Hat – visit family/friends, driven through on way to Calgary, a place to stay

between Calgary and Winnipeg; a growing place/the economy seems good there; a beautiful city, like the scenery and river, lots of pronghorn sheep (sic), good biking, lots of hills … but dry and dusty with tumble weeds, always get lost driving around.

Lethbridge – have family there, nice places to see, beautiful golf course, university built into the side of a hill, very dry and windy, lots of irrigation.

3 Some people mentioning this site may have confused it with Head-Smashed-In Buffalo Jump.

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Red Deer – have family, grew up there/nearby.

Brooks – family there; has a big meat packing plant, a slaughter town, it smelled horrible,

you have to hold your breath as you go through.

Taber – school shooting, corn, potatoes, Canadian Idol Kalan Porter, buffalo farmers, have driven through.

Big Valley/Stettler – Prairie Railway, an old steam engine train trip on which you get robbed for charity.

Milk River – campground with a teepee and flags representing the eight countries that owned the area is interesting.

Rosebud theatre is special, murder mystery plays, lots of history.

Walsh – old RCMP museum, visited because that’s our family name.

Oyen – has bike runs [motorcycle rallies].

Consort – attended a teachers workshop.

Vulcan – camping.

Siksika Reserve.

Redcliff – weird, they are the greenhouse capital of the world.

Beiseker – most boring two weeks of my 12 year old life.

Activities associated with or relevant to the area, not mentioned elsewhere, form another group of comments. Have a mine museum, world’s largest teepee.

Lots of colonies in the area [but of little interest].

Homesteader history, western heritage, small towns with lots of history – interesting, but only if properly done/well presented/grabs your attention.

Provincial Parks have exciting shows in their amphitheatres that are a lot of fun and educational for kids.

Interpretation of irrigation can be interesting (example on irrigation and water conservation given from a tour of a university’s experimental farm in California).

It would be fun to ride the water from a dam.

Lots of small towns and ranches – of little interest to those who grew up in small towns themselves; would not go specifically for this, would look for larger centers with lots to do or big attractions.

Good hunting for pronghorn, white tail deer.

Lots of wildlife – deer, wild turkeys, pheasant, snakes.

Little to offer someone who is not a hiker.

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Accommodation was another topic addressed, with many people talking about camping. A minimum need for campsites with flushing toilets, running water sinks and showers was expressed, along with a desire for more trees like in BC, or more amenities (27 hole miniature golf course, go carts, boat rentals, horseback riding, hikes, theatres with shows, children’s programs) like in Saskatchewan. Fixed roof accommodation generated the following observations: Drumheller – couldn’t get a room for under $200 a night, need more B&Bs and

accommodation priced for a family.

Lethbridge – hotels fully booked a couple of different times.

Southern Alberta – not unusual to not to be able to find accommodations due to oil patch pressures.

Cypress Hills – hard to find accommodation and restaurants to stop at for a family.

Would want a cabin, not a hotel or motel.

Expect a lot of little B&Bs and a lot of quaint little accommodations without bells and whistles.

During a further discussion in Kelowna, the point was made by several women that after a day exploring outdoors in an inhospitable badlands environment, the suffering should end when you return to a luxurious home base, whether a hotel, cabin or resort, perhaps with access to a nearby spa – at your price point. Driving through: Since many of the respondents in Regina and Winnipeg had driven through the region, their behavior and perceptions were explored. Most drive through without stopping, heading for their destination. The desire is to spend

as much time as possible at their destination, so they don’t stop en route to look around.

Some indicated that they had not paid much attention to the surrounding land or hadn’t noticed anything about it [suggesting there is nothing special to see]; others found Southern Alberta boring and dry.

One older person indicated that she and her husband meander around, taking side trips and doing things as the urge takes them; another mentioned driving two-thirds of each day and sightseeing or doing things the rest of the time.

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Interest in signature attractions

24” x 36” posters depicting eight signature attractions were displayed. Initially, when attention was drawn to the poster wall, no explanation was provided and participants were asked which caught their attention based only on what they could see.

Based on the pictures alone, the most frequently mentioned attraction was the Prairie Railway, which appealed to Mature and Young Families alike. However, it was not always the train or the train hold up that was the draw. The horses and the idea of riding oneself were what appealed to many. Cypress Hills was mentioned next most often, especially by the Mature groups, with the lake being the key attraction. People like lakes, camping and the types of outdoor recreational activities they could see or imagine there.

The dinosaurs of the Tyrrell Museum were selected next most often, with a lot of the spontaneous discussion relating to taking children or grandchildren.

Creating less immediate interest were the pictures of the remaining attractions – Dinosaur Provincial Park, Rosebud Theatre, Writing on Stone Provincial Park and Atlas Coal Mine – with no one selecting Blackfoot Crossing at all. These pictures were less likely to “speak for themselves”.

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Following the initial discussion, key information about each attraction was provided verbally by the moderator and interest in visiting assessed on “full” knowledge.

ALBERTA PRAIRIE RAILWAY

People who had been on the Alberta Prairie Railway excursion, or who knew someone who had been, were uniformly enthusiastic about the experience. They mentioned enjoying touring Big Valley, the delicious roast beef dinner provided there and the train robbery with money going to charity. On the other hand it was also branded as “a fake robbery on a train, like Prairie Dog Central in Alberta”4 by one not so enthused Winnipegger whose then 6 year old brother had been “terrified” by the hold up. For those not familiar with the attraction, the “old fashioned train” and bandits brought associations with the old west and “re-enacting the wild west”, scenery from an old movie and thoughts of Butch Cassidy and the Sundance Kid. The experience was thought to be “cool” and “fun” for kids and adults alike, but was not well known, even in Calgary. There is a similar attraction in Kamloops with Billy Miner and his outlaws showing up to meet the Kamloops Heritage Steam Train, so the appeal there is limited because it is “only fun once”. Even in the area where there appeared to be most enthusiasm (Edmonton), this attraction was viewed as something to do on the way. Those interested in horse riding were disappointed and had to be assured that the opportunity to ride was also available in the region. Advantage could be taken of the interest in horses both in association with this photograph and perhaps in an activity themed touring guide.5

CYPRESS HILLS PROVINCIAL PARK

Even though Cypress Hills is arguably the best known attraction in the region outside Drumheller, the picture of Cypress Hills was successful because it appeared relaxing and fitted well within most people’s comfort zone, rather than because people knew where the photo had been taken. It reflected places they like to visit (scenery, water) and things they like to do when on a trip. For example, “that looks so tranquil and you just want to be out there fishing … it looks like a nice place to be camping … especially when you find out that is Cypress Hills and there is so much more thrown in”. Specifically mentioned was an interest in camping (in particular) or renting a cabin there, the calm atmosphere which suggests relaxation, the water and chance for water-based activities (fishing in particular, canoes rather than equipment like noisy power boats and waterskis), the

3. Prairie Dog Central Railway, run by the Vintage Locomotive Society, is located in Winnipeg, Manitoba. While

not mentioned in the focus groups as such, it may be assumed to be a competitive attraction for Winnipeg residents.

4. After reviewing the four touring guides, one respondent expressed disappointment at the lack of profile given to cowboy history. The fun approach used in Saskatchewan, where there are tours of caves in the badlands where gangsters hid out, was held up as an example of what could be done.

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beauty of the area and the likelihood of finding lots of birds. On the other hand, it was also interpreted as chilly and damp, with the sun going down. There was relatively limited interest in opportunities to stargaze or enjoy sunrises/sunsets because of the park’s designation as a dark sky preserve, with some claiming they could easily do this just as well outside their own cities or anywhere in the badlands. However, those with an interest were intrigued. Some would just lie back and enjoy the view; others were interested in having a guide and equipment and a theme for the kids, who love “space” as much as they love dinosaurs (and water slides). Sunrises/sunsets were thought of more as an accessory for romance. The picture was surprising to Winnipeggers who associate beautiful lakes with their own province, not Alberta, and the attraction was not of interest for the same reason. On the other hand, when driving through on the way to BC, this was seen as a potential stopping point: “After traveling through Saskatchewan where it is all flat land, that is a nice focal point to stop and see the water”. While this attraction hit all the right buttons, it did not appear strong enough on its own to be a destination draw among Mature Families, but more as a side trip or an extra day when in the area, for example, when visiting Medicine Hat or on the way to central Canada. The additional information provided, however, did catch the attention of some young families, whether they knew of Cypress Hills previously or not.

TYRRELL MUSEUM

The most common refrain about the Tyrrell Museum was that they had been there, sometimes recently, sometimes 25 years previously when they had taken their children there. Although almost everyone also stated with a fair degree of sincerity that they would like to go back again, unless it was to take pre-teen children (Young Families), grandchildren (Mature Families) or visiting friends or relatives there (Calgary and to some degree Edmonton), such a trip was clearly not a priority, despite the fact that the attraction is enjoyed by both adults and children. New exhibits were of interest, but they too did not appear to provide enough of an incentive to revisit. Awareness of the “dinosaur museum” or Tyrrell Museum was high everywhere except Regina, where half had never heard of it. In Kelowna, it was pointed out that BC has its own dinosaur displays. Not one of the Winnipeg Young Family group members had been there, though most had heard of it. In contrast, Calgarians appeared to be most likely to have made multiple visits to the Tyrrell Museum.

DINOSAUR PROVINCIAL PARK

The picture of Dinosaur Provincial Park focused on a family digging for fossils and this activity was the key feature that people responded to. As a result, reactions in the Mature groups tended to be that it is a place to take children/grandchildren. Sitting on the ground and digging themselves had limited appeal in this age group, particularly if it is not a real dig where one can find fossils. There were a few people who would pay for the experience of working on a real

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site for a few hours to learn about it and for the thrill of the hunt (similar to beachcombing). Those who had been there talked about the hard work involved, the heat and the relief from the heat provided by the air conditioned buses and water spray. In the Mature segment, there was greater interest in the less well defined scenery in the picture and the hikes in the hills described by the moderator, since these were within their physical capabilities and would be interesting too. In the Young Families groups, interest in Dinosaur Provincial Park was somewhat higher, both for the enjoyment of watching their kids at a dig, and for some, doing it themselves. Several people expressed concerns about snakes, the heat and facilities to stay other than campgrounds. Interest was virtually non-existent in the Regina focus groups.

ROSEBUD THEATRE

Rosebud Theatre attracted a very enthusiastic, primarily female market, with a high level of interest in the arts. Reactions to the picture therefore included responses that ran the gamut from “interesting” to “boring”. A striking number of men indicated that it would appeal to their wives and so they would visit too, while women said it would appeal to them but not their husbands, so they would not go! People who had visited Rosebud themselves, or knew someone who had, were generally enthusiastic as a result of what they had experienced or heard. They described it as well priced as it includes dinner. Others were intrigued by its uniqueness and it was seen as a nice break from driving, provided that it was available when one chose to visit the area. There were a number of misconceptions raised by the picture. The name on the building is Rosebud Opera House and this tended to be a deterrent since fewer people like opera than theatre. In a few groups, there were people who thought the costumed characters were interpreters in a museum village rather than actors and so completely misunderstood what was being portrayed.6 After the verbal description was provided, assumptions were made that since a meal was included, it was an interactive dinner theatre; when that was clarified, the number interested declined. This attraction was viewed as one for adults, not children and not for people who like roughing it rather than knick-knack shopping. In Kamloops it reminded participants of the nearby Ashcroft Opera House and so was a familiar concept.

6 Costumed interpreters were well liked at historic locations as long as they were able to play the role in an unforced manner and to step out of character when the visitor wished to have a comparative discussion.

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WRITING ON STONE PROVINCIAL PARK

The picture of Writing on Stone Provincial Park was immediately recognized as a rugged or mountainous badlands area and associated with regions like Drumheller, Phoenix and canyons in the US. The scenery alone had considerable appeal. Relatively few had heard of it before, even among Alberta residents. The description of the park and hike to see the pictographs/petroglyphs was of interest to many participants, though not sufficiently to draw most people specifically to visit for that reason (except a few from Regina)– rather something to do en route elsewhere, perhaps into the US. Not everyone was interested in hiking and there are limits for small children, so there was interest in knowing how long the hike was. Unlike some of the other attractions, there was little discussion beyond an expression of interest, revealing a somewhat muted level of enthusiasm.

ATLAS COAL MINE

While one person recognized the Atlas Coal Mine as being located near Drumheller, most who had visited the area did not. As it transpired, several had been to the mine and participated in the tour and described it as extremely interesting and educational. Even without this knowledge, the site was considered to be part of Canada’s rich history and so was expected to provide a story that would be educational for kids about the town, its people and about coal. There was also a perception that the mine would offer a trip down memory lane for older people who used to heat their homes with coal. While it was of interest to many, there were others who were not engaged by historic attractions, even landmark ones. Furthermore, most of the participants who would like to visit it made a point of saying that would be in combination with other attractions or as a side trip on the way elsewhere. Visually, Atlas Coal mine appears to be easy to miss or dismiss and requires some explanation to arouse enthusiasm. As one respondent put it, “a lot of these things you need a tour guide or you wouldn’t know what you were looking at anyway”.

BLACKFOOT CROSSING

Part of the reason that Blackfoot Crossing was not initially selected as a place of interest from its picture alone was that the picture was hard to interpret. Participants in several focus groups asked what it was. Usually there was someone in the group who understood it to be a teepee, but the picture required a lot of explanation. It was also criticized as “sterile”, with people sitting on benches watching a TV. With some eager exceptions, interest in the site remained modest after it had been described. There were questions in Calgary why they had not heard about the opening of the facility and a discussion ensued about American superiority in promoting their aboriginal history and showing respect for their native people.

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Greatest interest was shown in Calgary as it is a comfortable day trip. Positive responses were primarily to learning the history (including the dancing, beadwork and costumes) and seeing how they lived by staying in a teepee and eating the food. However, a Kelowna respondent who had grown up on a reserve felt it was “fake” and “compromised” and “a theatre presentation” – it doesn’t show native upbringing, it is not true life, it is not real sleeping on a bed in a teepee, it is not the real food. Other than Calgarians, people who were visiting the area anyway were likely to be interested for themselves, for kids and for international visitors, as was one woman who explained that her husband was Cree and they like to do anything associated with native culture. On the other hand, there were those who felt it looked boring, low budget, not fun and of no interest to children or themselves.

IS THERE A CRITICAL MASS?

It was evident that none of the attractions on their own would be sufficient to influence many people to visit them as a primary destination. However, most people could identify one or more that were of interest and could spark a side trip or trip extension on the way elsewhere, or in the case of Calgary, a day trip, or for both Edmonton and Calgary a weekend trip in the region. Side trips “depend on what the attraction is” and how much total time is available for the trip, but distances of 50 km or an hour – but probably not two hours – from the main highway were mentioned. Discussion in a few focus groups captured the need …

to learn about the variety of attractions available,

to learn where they are located (especially those between the origin and the destination),

to remember all this while en route, or have a map or roadside billboard that identifies approaching points of interest, and/or

to plan and allow time for the visits

… if the potential is to be realized.

It was evident that these eight attractions alone offered more than what most people knew about for tourists in the region. This was especially true in Regina and Winnipeg, whose residents appear to just rush through the area, stopping only for gas and food. The discussions in Winnipeg and Regina suggested that, time permitting, the attractions most likely to draw visitors for an extra day would be in the hills of the Medicine Hat area, rather than pushing on to Calgary. There was also latent demand for the Drumheller area, to see the museum. One further observation worth noting about the eight selected attractions was the perception that one could not visit the region for a week or two because there would be “information overload” and not enough “fun stuff”. Educational or historic attractions, as interesting as they might be, clearly need to be balanced with the need for relaxation (“boating and parks and camping and stuff like that”).

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Touring route guides

Four touring route guides (see Appendix II) were shown to respondents. One was reviewed in depth on a rotated basis, and the other three were then reviewed more quickly and compared. They were:

Regional Driving Tour: Homesteads, Bonebeds & Coalbeds Driving Tour (entry point Calgary, tested in AB/BC)

or Red Coats & Coulees Driving Tour (entry point Walsh/Medicine Hat, tested in SK/MN)

Local Driving Tour: Coal Mines and Dinosaur Finds Driving Tour (Drumheller)

Local Walking Tour: Mormon Tales and Historic Rails Tour (Stirling)

and Historic Rails Tour (Stirling)

Specialty Theme Tour: Prairie Studios (Medicine Hat)

The classification above was used for the focus groups to ensure that the distinctive approaches would be understood. However, the local walking tour and specialty theme tour are actually conceptualized and classified as local driving tours on the Canadian Badlands website. The guides are designed to shorten the apparent distance between destination points in the Canadian Badlands by offering things to see and do along the way, and to provide suggestions

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for tours from different points of entry into the region. This marketing strategy was never explained to respondents, nor was it apparent to them from the materials they reviewed. The reasons will become clear during the discussion of results.

COMMON ELEMENTS OF THE GUIDES

Since the general layout of the guides is the same, the observations made about the elements they have in common are described first.

General appearance and “feel”

The paper used contributed to the general “feel” of the guides. It was considered to be a higher quality, heavier weight paper one would keep, and likely to be durable while on a trip. However, the glossy surface created a glare which caused some people to have difficulty reading. The guide was described by one person this way: “I think it is a typical government effort. You know it is not [going to be] flashy and it is not”. While others did not express themselves this way, it was evident from the lack of criticism of excess that a balance between attractiveness and apparent cost has been struck (“The whole thing looks interesting and attractive”). On the other hand, nothing was said to suggest that the guides are striking or

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have a “wow” factor (“It lacks a bit of kick”). The brown color scheme came up for discussion in many groups. Brown was generally not considered an appealing or eye-catching color choice (“It’s just kind of blah”, “It’s old looking”, “It doesn’t say pick me up and read me”), but it was understood by many that the color was meant to reflect the nature of the badlands (“It feels western”). However, with an array of four leaflets in front of them and knowing the full set was much larger, there was concern that they all looked the same, especially when placed in brochure display units that show only a small portion of the top section. Because of the dull color they might not attract attention (“If I was going into a hotel and there were a hundred of them to choose from, they would not catch my eye. I wouldn’t grab them”) and it would be difficult to

distinguish the difference between them. The title does not stand out and the main pictures might not show in the rack, and even if they did, they were thought to be too small. On the other hand, the guides do have the appearance of a series from the same region and that should be maintained. Many suggestions for color coding each one individually by changing the color band at the top, fully or partially (e.g., using a slash separating the brown theme and individual route colors), were made.

Design elements

On the brown band topping each page of the guide, the header “Canadian Badlands Touring Routes” is found. At least one

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person misunderstood what the guide was about, thinking it was an escorted tour. It was pointed out to her by another participant that this is a self-guided tour, a term that could be usefully introduced. A series of activity symbols are also on this band, as well as elsewhere in the guide. Not everyone noticed them, but those who did generally found them useful, especially when looking for activities of interest (“It’s nice to know what you are able to do in each area”, “The icons at the top attracted me because it showed me there was lots to do”). Symbols on the pages with detailed descriptions (p. 3 on), could be used to establish interest and make a decision whether to read the section. It was also pointed out that when the guides are all arrayed together, it might be one way of identifying which one to choose for one’s preferred activity. With one mystifying exception (the symbol “M”) the symbols could usually be understood. However, it was repeatedly suggested that a legend or key should be included. The key should provide enough detail that, for example, the difference in distance or exertion between a walk and a hike (man and man with backpack/stick) is clear, or what is meant by the binoculars is explained. The titles rarely generated spontaneous comment and may lack visibility. However, when attention was drawn to them, comments varied widely. Most people were neutral; some loved them: “It’s informative and at the same time it has a bit of mystery to it that makes you want to read it (Homesteads, Bonebeds & Coalbeds), “Catchy, kind of rhymes” (Mormon Tales and Historic Rails), “I am interested in trains so the rail part got my interest” (Mormon Tales and Historic Rails). While the title “tells you what it’s about”, a few were less enthused: “I don’t think the title grabs you. It sounds like all they have there is coal mines”, “The titles are boring. I don’t know if a lot of people will want to drive that far to see coal mines … Homesteads, Bonebeds, Coalbeds they are kind of weird descriptions of where they are going” (Edmonton) and “I just think they are too long”. At the same time, they were pleasantly surprised to find other things to do in the guide (e.g., a waterpark in Coalmines and Dinosaur Finds), so the title was also incomplete! In some cases terms were used that were unfamiliar or required guesswork to understand. Most notable were “Red Coats” which were not automatically associated with Mounties/the NWMP (one person associated that with British soldiers), “coulees” which were either totally mystifying concepts or assumed to be “slaves back in the 1800s”, and hoodoos, somewhat better known, but they still had to be explained in a number of groups. In a different way, the title terms “Mormon Tales” and “Prairie Studios” were complete turn-offs for people who had no interest in the subject matter. Some said they had read the subtitle featuring the locations covered, but the link between this list and leaflet contents was either missed, or made far less impression than the summary in the shaded box. Since many of the place names proved to be unknown to participants, it is understandable that the list made less impression than the highlighted and content rich summary. It appeared that most people read the summary and realized that it described the tour. Their attention was drawn by the shading. Some thought of it as a Table of Contents or point form

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roadmap of what to do and what to see. It was a quick to scan reference guide on which interest in the tour, or components of the tour, was established and led to further reading (“If that intrigues me I will read the novel about it” (Mormon Tales and Historic Rails), “It told me there were fun things to do” (Coal Mines and Dinosaur Finds)). For the multi-day regional guides, it also captured at a glance what one could comfortably do each day. The summary is probably the most important written element in the entire guide and the only one judged to have “no wasted words here”. However, it is also clear that many viewed each guide as a list of things to do in an area; a list from which they would pick and choose, just as they might do with other travel materials, rather than as a complete tour to be followed.

Images

Images in the guides were deliberately kept small. Since the primary distribution point is expected to be from the Canadian Badlands website, consideration for potential visitor’s printing costs and the possibility that the guide might not be printed if too much space is devoted to pictures influenced this decision. The importance of the images depends on the marketing purpose of the guides. In one focus group there was direct discussion of this topic – is the guide designed to attract attention and interest and stimulate travel to the region, or is it a planning tool to be used before or while traveling? Since all the pictures were routinely criticized as being too small to catch attention and to clearly see what is going on (“They may be great photos but they are so small I cannot see them very well”, “The pictures … could be a smidgeon bigger so you can see it and say, ‘Yes, I want to see that or I am going to skip to … because it looks more spectacular’”), the role of the guides as lure pieces is constrained. Given the limited or even very limited amount of knowledge about the region, even about the prime Drumheller area, and given the positive response to the learnings from the materials presented in the focus groups, it is suggested that the role of the guides as a lure piece either needs to be improved or complementary lure literature is required. People are attracted first by pictures and do read the captions below them (“I like the pictures, I look for photographs”, “They give you an idea of what you are going to see”). If they are too small they may not catch one’s attention at all. If there are no pictures, insufficient pictures (“I need more pictures and more things to see”), or the picture and its explanation are not of interest, the surrounding text is not read (“It is helpful to keep your interest”, “If there is too much writing and not enough pictures it will not get attention. People will pass it up because there is too much reading”). To allow people to make their own choices about printing, it is suggested that two versions of the guides be made available online, a version with larger pictures and a “print” version, either text only or with smaller images. Larger (and more) pictures will also help alleviate the prevailing impression that the guides are text heavy. Specific reactions to the images in each guide will be discussed under those sections.

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Fonts and text

Participants were asked what they had read in the guides. Starting on page 1, it was evident that the two generic introductory paragraphs below the main picture were all too easy to dismiss. The reasons were: The font, which is too small, too light and too difficult to focus on and read. The font for

the same section in the two regional tours is much bolder; it drew more attention and was more likely to be read all the way through.

The amount of reading required. It was described as “hard to absorb”, a “heavy read” and “only for when you are sitting on a plane and have nothing else to do”. Most people only “started to read it”.

The realization that what was written there captured “everything in the region” and may have had no bearing on the topic of the guide: “They really seem to talk about the Badlands as a whole and not focus on the art, so you get excited about dinosaurs and there is nothing about that in it” (Prairie Studios). It was felt this information might be better placed at the end to let people know there are other things available and be replaced with information specific to that guide (“I took it as an explanation of what the contents of this brochure are. For each one you would have to read that”).

At least one person noticed the reference to the website and so skipped the text since she could find answers to any questions she had online.

The text surrounding the page 1 map was read by some and thought to be a well written and informative description of the tour. From the feedback, it is not clear whether the information was seen to be repetitive or to complement the summary in the shaded box alongside, as most groups provided little comment about this component. In the route descriptions on page 3 and subsequent pages: Titles were read. “I really like the opener where it has the symbols and Stirling and blue

colour. The rest I cannot get through but that at least calls to me”.

The introductory text in light blue may have been read, but was hard to see because of the light font and soft color. It was seen as an invitation to participate, and an introduction to the material that followed (“It is a good blurb. You can read that and based on that paragraph decide whether you want it or not”).

Highlighted words in brown in the main text caught attention despite being somewhat difficult to see because of the color itself. A bolder font or brighter color was suggested.

These highlighted words were scanned to try to capture what was being said more quickly than reading the black text. Since the they were generally highway numbers or road names, they did not fill the expected function.

On the other hand, there were a few people who liked the fact that they could pick out directions from these words and found it easier than following a map (“I get stressed out when I feel I am lost, so this eases that stress”). At the same time, a more concise list of

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directions which the driver rather than a passenger could quickly refer to would be preferred.

Many read portions of the main body of text and described it as interesting. For these people, what they read here was often the reason for later stating an interest in visiting. They had no issues with the amount of text (“I’d like that amount of information if I was going there”, “What I like about all of them is that if I went and I didn’t have brochures like this, I would miss a lot. This is fascinating”).

Some thought the descriptions would be ideal to keep children engaged in the car: “The kids look at the map and figure out

where we are going to stop and where we are going to stay and it keeps them interested in the trip”. Inclusion of a quiz for children, like finding things on a map, would give them something related to the trip to do.

However, there were many others who felt that despite being well written, there was far too much to read or that the same information could be captured in point form or another succinct way that could be scanned more easily than reading an essay. The font was also criticized as being too small.

In some cases reading was a chore and did not hold them, especially if they were not interested in the topic or found factual information heavy going (“National Geographic … too much information. When I looked at it, it seemed like too much work”, “There is an awful lot of writing you have to get through” and, “The whole thing was like a medical textbook”). Many of these people were action oriented or wanted to relax while on a

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leisure trip and a little learning was felt to go a long way (“When I go away I want things to do, not to see. I am not a museum type of person”).

In other cases the format of the material as a touring guide was not really appreciated and it was regarded like any other piece of tourism literature – something to use decide where to go and then pick up more information on site (“It has to attract your attention in a smaller space”, “You will learn about the history when you are there so maybe briefer on the history and more important to me to see the other information”). These types of observations continue to make it clear what role the material was actually playing, as opposed to the one for which the guides were designed.

Useful tips are shown in a light brown font preceded by a light bulb. While these paragraphs drew attention because of their color, not everyone noticed or understood the meaning of the light bulb (“I like this little light bulb with the jet coming out to the left of it. It doesn’t explain to me but I guess I can assume what it means”). The tips were thought to be a good idea, especially when they contained really important information (e.g., to take water and sunscreen when in Drumheller).

Side trips were identified in blue shaded blocks. Everyone liked the side trips: “Side trips are things you wouldn’t necessarily know about the area so it brings your attention to [them]”. Side trips help to contribute to a sense of adventure along the way. In a number of cases the side trips were more interesting than the feature tour (e.g., the temple in Cardston or Devil’s Coulee Dinosaur Heritage Museum in Mormon Tales and Historic Rails).

The shaded areas were more likely to draw attention and to be read in full than the main text as they were “short and sweet and less wordy”. Not everyone realized that they could miss the main attractions when they scanned the material this way and at least one person thought they contained highlights of the area.

Participants liked the fact that the text was broken up by different fonts, colors and highlights as it made it easier to read (some guides more so than others). As one person described it: “I like the idea that there are certain parts that are shaded and different colors. The rest is just filler. It is kind of like reading the paper. You read the big bold part on the side and if it grabs you then you are going to read the whole article. So if that part grabs me then I will read on but if I am not interested in the brown or blue stuff then next …”.

Maps

Each guide contains two maps. The small map on page 1 provides a tour overview and acts as a locator for the tour within Alberta. These maps were shown earlier. The map on page 2 is larger and focuses more closely on the route. Although each map is different, certain principles emerged that may be helpful for any future redesign. The page 1 locator maps served their function reasonably well as most people could identify a larger city and major highway they were familiar with to provide perspective on the general area of the province covered. Because of the size of the maps, they also provided the impression you could go to one location and be within driving distance of all the others.

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However, many improvements could be made that would offer consistency between the routes and add useful information: For the regional driving tours, the routes are clearly demarcated in blue. None of the local

tours actually showed a route and they should do so.

At the very least, maps should have a scale to give an idea of distance: “Put the distances on it. This looks fairly close together”, “Add a legend to say a quarter inch is so many miles. You don’t know if that is 20 or 100 miles”.

Starting points need to be clearly identified as such: “And if you are coming from the south, this is how you go, and if you are coming from the west this is where you go”. While the regional routes are designed in this manner, it was not obvious to most participants (“It doesn’t say where you are coming from” – Coal Mines and Dinosaur Finds).

The maps need a compass showing where north is.

A larger map: “Where is the rest of the map. Why are you showing me this little window. In that tiny bit of a map I am not going to see anything. What is the point of the map if it is that small?”, “There is so many little lines on there. In that tiny map I am not going to see anything there. I am not going to be able to pull anything out of that map”.

Out of province visitors (BC, SK and MN) appeared to need to see their link to the highways and gateway cities and the distance back to their own locations, not just from the closest Alberta gateway: “Make this a very clear regional map so if you are coming in from a different direction … it can guide you into the area” (Regina).

Calgary – and the distance to Calgary – appeared to be the most useful reference point as that was the most familiar Alberta destination (“My first thought was it is missing Calgary … or even the Trans-Canada Highway, that is missing … where are you?” – Kamloops re Prairie Studios). Even among Edmonton residents, distances to Calgary and Red Deer are known, but not necessarily to Lethbridge and Medicine Hat.

More detail is needed. In Coal Mines and Dinosaur Finds the impression was “Drumheller is the center of the universe” and the same could be said for the Mormon Tales and Historic Rails map. The reference to Calgary and nearby location of Lethbridge was not immediately apparent, though most people did seem to find them.

The page 2 maps (see over) were referenced when people were interested in the tour. They were liked for the following: The correspondence of the numbers on the attractions in the list above with the numbers

on the map.

Clarity of layout for most (Coal Mines and Dinosaur Finds being a partial exception) in showing which roads to use. It is likely that the omission of secondary roads in the local tours contributes to this clarity.

Usefulness because of the greater level of detail than the page 1 map.

However, the page 2 maps could be improved by:

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Embedding information on the map that would help people understand at a glance what distances are involved. This type of comment was particularly associated with Coal Mines and Dinosaur Finds (“Is it a one day walk or a three day drive?”), but also applied to the regional tours and Prairie Studios. For example: “It’s a well laid out route and looks like a route you could take in half a day and come right back to where you started” (Red Coats & Coulees).

Irritation was caused by the note that the maps are not intended for navigation. People did not see why the leaflet could not be fully inclusive; they did not want to track down or simultaneously have to use a road map.

Greater integration of maps with the main body of text – essentially being placed on the same page as the locations described – because the current layout requires a great deal of page flipping. Side trips should be shown on the map, preferably on that page, as they require a lot of work to locate if a separate map has to be consulted.

Cross-referencing between the map and main text, for example having a page number on the map showing where one can read about the site, or putting the same attraction number as on the map into the text.

The map should show the location of rest areas, washrooms and identify scenic viewpoints.

A larger map.

Map directions that show how to follow the route that are logical. On the Coal Mines and Dinosaur Finds map in particular, it appeared that the attractions on Dinosaur Trail were arrayed 8-1-3-4-2 (“I’m assuming one starts the tour at number 1. Is number 2 the next step or number 3 … it isn’t clear to me from the map. When I am driving a car I want things to be really simple”).

Questions were also raised repeatedly why Reptile World, which appeared to be on Dinosaur Trail from its coloring, was listed after the Hoodoo Trail attractions rather than with the other green numbers.

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In principle, there was a more positive response to the circle tours, “so you don’t have to go back the same way”. That is more efficient, since you can see more in the same amount of time. Finally, there were requests for a master reference guide of sorts. This would allow people to quickly see all options that are available and reduce confusion about which one to choose: “I would want them to have something to relate to the other 18 tour guides so that the map would show the whole picture of everything in the region”. Color coding of the routes that corresponds to the band color of the guide would make route selection simple. Some people would prefer a single publication that contains information

about everything in the region; others preferred a much larger and more comprehensive one-page reference map, perhaps on the back of the leaflet.

Information

Page 2 provides important and useful travel planning information relating to visitor information centers, accommodations, events, attractions and distances/ driving times along with the detailed map. Reactions to these elements were generally positive (“It has all the information you require to do this with all the numbers on it”, “It lets you know how much there is to do and lets you plan a short trip”). However, improvements were suggested.

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As a general observation, headings on this page were found not to stand out and there were frequently occasions when people only realized during the discussion that something they wanted was already included on the page. Having a location or contact information for visitor information centers was considered useful to those who look for detailed information at the destination, generally from a visitor information center. Those who do not use the Internet for planning, tend to call for information, so the phone number would be used. It was anticipated that the agent would be in a position to help the visitor put a “package” (where to go, what to do) together. However, there was resistance to making calls to 403 numbers, both since they would cost money and because they suggested a lack of professionalism at a time when toll free numbers are inexpensive to acquire. Information on accommodation was generally welcomed as it is handy to have it in the same document. However, it was found puzzling when specific campsites were identified, whereas only a general web address and 1-800 reference was provided for fixed roof accommodation. A full listing or recommendations regarding facilities was preferred. Camping information should specify where the RV parks are, as not all campsites have RV facilities. The same observation regarding 403 numbers was made with regard to accomodation. There were also objections from people who do all their bookings over the Internet to having to phone a 1-800 number. One issue was that many call centers employ immigrants who are not easy to understand and are not trusted “to know what they are talking about”. A number of people indicated they would like to be shown the accommodation options at the end of each leg of the tour – at the end of each day or for each location. This would be more convenient. Similarly, they wanted to know where “nice” restaurants, rest stops and gas stations are available during that day’s outing. Another element that was suggested was to include costs, to identify whether there are fees, to help identify the affordability of the options and to avoid a surprise after a two hour drive (“Most of this you do on your own and it is free rather than paying to go to the museum. Is there a charge for the bridge? What do you have to pay?”) Similarly, information on seasonality and hours of operation of attractions would be helpful. The event calendar drew attention in virtually all of the guides and was considered useful because you would know what to see at different times and seasons. Events were sometimes the only item that appealed (e.g., music festivals in Prairie Studios). If the event was of sufficient interest or the person was planning sufficiently in advance, people would plan their trip around it. This gave rise to requests that the actual dates be published here – or at least the established cycle (e.g., the second weekend in August). Not everyone was prepared to hunt for the information, though it was evident they knew they could find it by phoning or going to the web addresses provided. It was suggested that should be made explicit: “At the bottom say ‘Check the internet site to get exact dates and times’” and a 1-800 number should be provided. Events that appeared to catch attention were those that were unexpected or unusual, like a bird count, the Passion Play and for those so inclined, Beethoven in the Badlands.

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Already mentioned was the positive feedback on the numbering system used for attractions. They ensure that one knows what the high points are and having them on the map helps to ensure that one doesn’t miss them. There was some demand for more information on this page about the attractions – a short description and perhaps a thumbnail picture – to assess interest (“I didn’t get a lot out of looking at No. 1. Esplanade Arts and Heritage Centre doesn’t say a thing about what it is” and “Just seeing the location doesn’t mean a lot” - Prairie Studios). The same picture could be used in the main text, later allowing them to find the detailed description easily. There was a school of thought that wanted to see comprehensive information on attractions and activities at the place being visited, rather than fragmentary pieces, “what you can do and what is neat about the place” – hence comments like, “Golf courses are not even listed as attractions” (Drumheller Coal Mines and Dinosaur Finds) and “Medicine Hat is a beautiful city and they should show that. It’s not complete … they could have better pictures [of the river and the city]” (Prairie Studios). This again reflects the perceived and perhaps needed role of the literature, as opposed to the purpose for which it was designed. Similarly, activities for children like waterslides, kiting, rock climbing or bumper boats need be made more apparent: “You have to look at all this from the eyes of a child. It is too adult. There is nothing for kids to say I would like to go and see this … you should have the last page for something that would be interesting to kids because this is a long drive”. The lack of fun things for children to do was one of the key weaknesses identified about the guides – and by implication about the Canadian Badlands – in the Young Families groups. Distances/driving times are essential pieces of information when planning a trip, so the availability of this information was much appreciated. In the case of walking tours, information is needed on how much walking is involved and in the case of driving tours, what the distance is between two points. The driving distances provided were considered useful for understanding how much further than Calgary one had to drive to get there, and for deciding where to go while visiting friends or relatives. The distances/driving times section requires greater visibility and would benefit from being embedded right on the map (“I thought it might be a bit dragged out but I missed the distances I would have to go”). As mentioned earlier, out of province visitors wanted similar information from their point of origin and when it was not there, often dismissed what was: “Distances and driving times are less helpful to me. Coming from BC, none of this addresses that information”. Another piece of information that would be useful on page 2 is the climate, so that one can bring appropriate clothing.

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Format of the guides

The two regional guides were presented as multi-day tours, with the activities for each day clearly identified in the page 1 summary block and the detailed description. The local tours, if broken up at all, were divided by location. While those who saw a regional guide first made general comments like, “It’s really well organized”, the difference between the two formats became very apparent when the group reviewed a local tour first and the regional tour afterwards. There was virtual consensus that the regional format was superior since, “That makes it really easy for me, not to have to plan it”, “It is laid out for you, Day 1, Day 2 and Day 3.” It provided both immediate and credible information (“realistic”, “achievable”) on how long one would need for the trip and would prevent one from trying to do it with too little time: “It helped you see the time frame. This is what you can do in one day”. It seemed to be easier to understand too. The day by day layout appeared to be as appealing to people who like to gather information and plan their days before leaving on a trip as to those don’t have time to plan. It also gave substance to the word “tour”. Comments were made that although one doesn’t have to follow the trip exactly, that one can choose what one wants and do other things too, it provides an outline or reference point for sequencing and timing. When the review of the guides had been completed, participants were asked to vote for the type of tour they preferred most. The four approaches defined at the start of this section were the categories used. Participants were asked to consider that a specialty theme tour could be one centered on physical activities like golf or fishing, not just arts. The results suggested that preferences may be influenced by location and age.

Format Preferred by:

A longer multi-day regional tour Mature Families 1st choice; Young Families 2nd choice; AB most interested

A small local area driving tour Young Families 1st choice; Mature Families 2nd choice; SK/MN most interested

A walking tour in one town BC most interested; low overall preference

A specialty activity theme tour Young Families in AB more interested; low overall preference

While respondents were not asked to explain their choices, other information gathered during the focus group could suggest explanations for these results. Mature families, many of whom were retired or semi-retired, may have more time available

to take a multi-day trip; Albertans, because of their proximity to the region may be prepared to spend more time driving around in it.

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Young families want to minimize the amount of time their children need to spend in the car and may prefer a fixed local base. They are more attracted by physical activity and less by historic/educational attractions.

Saskatchewan/Manitoba residents take lengthy drives through Alberta and may be more attracted by the idea of a side trip to one area.

No information on why BC residents may be more drawn to walking tours.

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CONTENT OF INDIVIDUAL GUIDES

Homesteads, Bonebeds & Coalbeds Driving Tour (Regional Driving Tour)

Red Coats & Coulees Driving Tour (Regional Driving Tour)

Content: The regional driving tours were seen to provide lots of information. For out of province visitors, they supplied new information about Alberta (“I didn’t know about the RCMP [that they were] sent to stop the whisky trade”). They also provided new ideas for previous visitors: “There are some little things here that I probably wouldn’t have thought to do, like Atlas Coal Mine. I’ve never heard of it and I’ve been all over the region for work and pleasure”. In both markets there was a sense that there is a lot to see and do that they had not known before: “I never knew there was this much in the area. I’ve been through there and have relatives in the area and I never knew this was there. Now I have the guide, I think I will see more”, “I learned about the Brooks area and the Red Coats. It is unbelievable how much is there”. The regional driving tours were felt to offer a plethora of choices from which one could pick: “It gives you all kinds of ideas and places to go. You can go to places you are interested in, not necessarily everything”. The reason for being selective was not necessarily because the nature of a circle tour was not understood, but more a response to time availability and the apparent major patterns of travel to or through the region (a day or weekend trip for Albertans, a stopover or side trip for out of province visitors heading through the province to destinations elsewhere). In the case of Red Coats & Coulees, it was also a response to the fact that history does not interest everyone. The outdoor orientated Red Coats & Coulees tour was preferred for being more representative of a badlands region than some of the other guides reviewed: “Red Coats and Coulees would give you a better idea of the badlands than staying in Medicine Hat and touring the museum or the music hall or an opera or whatever the case might be. This is what the Canadian Badlands is”. This suggests that badlands features act as the lure and other attractions and activities are supplementary. The main pictures on these guides caused somewhat different reactions. Horseshoe Canyon on the Homesteads, Bonebeds & Coalbeds guide was consistently admired for its breathtaking scenery, but should be made larger. The view from Cypress Hills in the Red Coats & Coulees guide, however, generated reactions ranging from “fantastic” and “pretty” to “too bland, blah, it doesn’t catch my eye”. The contrast between the hills and prairies didn’t quite come across in this picture. Furthermore, the older couple featured did not strike the right note among Young Family members who assumed the location was for someone older. Other pictures in the guide, however, were appreciated for showing people of all ages. One of the criticisms of this guide – and also several of the others – was that the main picture did not support the title. In this case, “Red Coats” caught the imagination and interest more than “coulees” (which is not a well understood term) and so respondents expected the main picture to

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feature Mounties … and if not the main picture, a smaller one: “One thing they talk about red coats which are RCMP’s obviously, but I don’t see one picture of an RCMP Officer. Maybe put one in it. To me that is [about] Canadian history and yet there is no picture to show it. To me that would be a perfect front page picture”. The smaller pictures in the detailed information section played a critical role in judging interest. For example, “I would like to see the coulees now that I’ve seen a picture of them”. The pictures could be off-putting too, like the seemingly artificial sky in the picture of Writing on Stone Provincial Park and the excursion into Dinosaur Provincial Park that “looks almost like a border scene from a movie, like a bunch of Mexicans crossing”. In this regard, the small pictures in the Homesteads, Bonebeds & Coalbeds guide compared unfavorably to Coal Mines and Dinosaur Finds, which it duplicates in large part. Pictures were also felt to be useful for helping to find and identify the attractions when one actually gets there, “like the Atlas Coal Mine. I would not know what a coal mine looks like”.

Coal Mines and Dinosaur Finds Driving Tour (Local Driving Tour)

Content: The Coal Mines & Dinosaur Finds tour was viewed as covering an authentic experience relating to Canadian, Alberta and earth history and really appealed to people interested in history and science. For those less interested in learning, dinosaurs proved to be the big attraction (“everyone is interested in dinosaurs”). In Winnipeg there were people who were most surprised to find that Alberta can offer what they associate with the Dakotas: “It is so not what I think of. I don’t think of this when I think of Alberta. How similar this is going to South Dakota where I have been a couple of times. In the City of Drumheller they even have the live reptile museum which they have in Rapid City. They have Reptile Gardens.” The interesting thing about this comment is that half of the discussion preceding exposure to guide had been about the Canadian Badlands, including seeing posters of the signature attractions. But it was only here, reading the detail and seeing more pictures, that what was on offer actually became real. A similar comment was made in Kelowna: “A lot of people wouldn’t think that [main hoodoos picture] was Canada”. Coal Mines & Dinosaur Finds was deemed quite comprehensive: “It dealt with each of the things that are there”. The area was appreciated as having “enough in it” to support a trip there and the guide as having enough information to plan your trip. Different people were attracted by different attractions – the ghost town “where you have to cross all the bridges to get to” was one (something that had proved memorable in the earlier discussion of what was known about the region, and might deserve “higher billing” in the form of a picture). A golfer wanted to see what the badlands golf course looked like. The main picture, while eye-catching and involving (“people having fun”), was considered too small and faulted for showing neither coal mines nor dinosaurs. It gave the impression that the site was accessible and not overrun with tourists; however, several people familiar with the Drumheller hoodoos were highly critical of the image since they were aware that one can no longer climb around them (“When I was in Drumheller you couldn’t get close to a hoodoo. There were signs

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and it was roped off. So it gives a false impression. How disappointing is that when you get down there”). The caption of the main picture was deemed too generic – people want to know exactly where to go to see this. Since not everyone knows what hoodoos are, a different caption right up front could play an additional educational role. On the whole, the small pictures in this guide were found to be very interesting – if not the most interesting of all the guides – colorful and attractive. The picture of the Little Church was quite intriguing (“very adorable”) and brought back memories for those who had visited before or of their own childhood experiences. The rock layers in Horsethief Canyon and Atlas Coal Mine attracted attention. The view from the dinosaur jaw and East Coulee School Museum suggested fun things for kids to do, something that was missing in most other guides. Aside from picture size, the main issue is that once interested, the reader needs to be able to quickly locate written information about the attraction. Preference was expressed for the dinosaur featured in the signature attraction poster over the image shown from the Tyrrell Museum. The importance of having people in the pictures was emphasized by questions regarding accessibility of the attractions and whether pictures had been taken from a helicopter. Overall, this was the most preferred tour of all because there seemed to be so much do for all ages in a small area, but the guide could benefit from being formatted with a day by day itinerary.

Mormon Tales and Historic Rails Tour (Local Walking Tour)

Overall, this guide was of limited interest for a number of reasons: The primary topics addressed were agriculture, history and Mormons. There were many

people who expressed disinterest in each one:

• People who had grown up on a farm or in a rural area were generally not interested in revisiting the experience (“I come from the farm. My parents come from the farm and I have seen old buildings before”, “I grew up in an agricultural community. It is not where I want to go on vacation”) while those who travel or work in rural areas found it too familiar and not intriguing.

• “It’s not my kind of trip. I wouldn’t do a tour of a historic town”, “There is really nothing to see. If you go to Drumheller you see the land and it is totally different, whereas this you can watch on TV”.

• Some people feel and express discomfort and unease with non-mainstream cultures. These types of misgivings affected interest in a Mormon-centered attraction too.

Cardston is a well known Mormon location and was expected to be a focus of a Mormon-centered tour in southern Alberta, rather than a sidebar (“When I saw Mormon I was looking for Cardston”). The temple held more interest than an agricultural village.

The title features “Historic Rails”, but the content relating to trains, which could have been of interest to some, was quite minor and not supported visually: “They should have a picture of a train”.

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The pictures were almost all of old houses and buildings that could be seen anywhere (“To my mind it is what I see every day when I drive out of Calgary”) resulting in the impression that it is “too modern”. The few pictures that made any impression were the Hogenson House because of the caption indicating that it had been ordered out of an Eaton’s Catalogue and the first picture below the title, which was characterized as “a classic old house”.

The pictures were virtually devoid of people, which suggested there was no one there to talk to (“I found the absence of people concerning”). When there are people in the pictures, “You can picture yourself there and things you can do … it is inviting”. The only exception was the barn, which drew attention for this reason. However, people were curious about what the man was pointing to and wanted to see more of the barn, but couldn’t see anything because the image is so dark.

It looked boring, was less engaging than other opportunities and of little interest to kids (“It’s not something that I think would be high on my priority list”, “You see a barn, but there is nothing interesting about it. It could be any barn. Not a historic one. It just looks dull”).

In Winnipeg, Stirling was dismissed as being of interest because “basically the same thing” is available in Steinbach MN (a Mennonite town with a heritage village).

Distinct among the minority who were enthused, was affiliation with or family connections to LDS (Latter Day Saints) and people who were interested in history who learned something new from what they had read in the guide (“I like historical tours. I think this would be interesting”, “I think there is a deep history there … I would like to go and see it and feel it”). For birders, Michaelsons’ Marsh was of interest. Some people expected that the experience would be authentic (“It would be fun just to go and see their way of life and it wouldn’t be like Fort Edmonton with the acting. It is like real and you are seeing what is happening … it is very traditional and all the places you eat at it is what they have provided with their cows or whatever. It is a neat experience”). Others thought it was a historical village (“To me it is just like Heritage Park”) and some would visit it if they were in the region anyway; yet others viewed it as a history tour.

Prairie Studios (Specialty Theme Tour)

Content: Opinions were even more polarized about Prairie Studios. It had great appeal to people who were interested in the arts (“I would go on a tour of art galleries. I like the theme because I would be interested in seeing this. I’m not as crazy about the other ones”, “Personally the one I would be most interested in doing would be Prairie Studios with some friends. It’s the theme that appeals to me”) and came as a refreshing surprise compared to the others: “It [the series] is pushing outdoors and badlands and seeing the artwork is reassuring that that is not all it is … I wouldn’t have pictured this”. It was a “civilized” change and “even the artwork is soft watercolors. It captures your imagination. It’s not harsh like the badlands”. The theme was also the only one that appealed to avowed urbanites: “I like this because I am a city girl and would rather do that than camp in the badlands”. Prairie Studios had pretty much zero appeal to those who were not interested in the arts, since that was its sole focus. This was sometimes expressed rather colorfully: “This brochure looks too artsy

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fartsy and I would dismiss this whole brochure. There is nothing to draw me to say this is also about Medicine Hat”, “It would be a terrible vacation”. Other reasons put forward for not being interested in the tour included: A location too far away from Calgary (Kelowna participant) and its focus entirely along the

eastern border. The question was raised whether the area is famous for arts, or whether the artists are particularly well known.

It was not something to base an entire holiday around, perhaps just one day.

It was perceived as something other people might like – older people, parents, grandparents, aunts, bus tours from an ‘old folks home’, wives and “someone who is really into the arts”.

It was perceived by a few as “very commercial”, “they are promoting art”.

There might be more interest in crafts, music/dance festivals and performing arts.

Few who were interested would make a special trip for this, but might follow the route if they were in the area. Pictures of the paintings were the primary attention grabbers in this guide. The main picture, in particular, was of interest because it represented art for those who were interested in art and it represented the locale for those who were not (“It’s a good reflection of the prairie and cattle and kind of makes you want to see it … cattle and horses, same difference”). However, it also gave the impression that the guide would include horse riding, and there was disappointment when that proved not to be the case. In fact, the entire tour was criticized by the naysayers as being too sedentary and dull, since none of the activities were participatory; all were just things to look at (“Nothing to get your adrenalin running or to try something new”). While the guide did say that others were available featuring different activities, “if I am actually wanting to do a bit of horseback riding, I am not going to wait until the last page to read that”. The diversity represented by the small pictures was important, since people who like or do different types of crafts (e.g., stained glass, furniture) were drawn to them. In general, scenic pictures predominated and gave the impression that “they capture the area”, though they did not necessarily appeal to everyone. Other specialty themes: It was pointed out to participants that a series of guides based on activities like golfing, fishing and canoeing are being prepared which also constitute specialty themes. While there was some interest, mostly from enthusiasts (“If you had one on motorcycles that would be the first one I would pick up”) the idea was not received with a whole lot of keenness. Spontaneous mentions of themes that would be of interest were trail riding, aboriginal attractions and guided tours of historic sites.

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FAMILIARITY WITH TOURING GUIDES AND LIKELIHOOD OF USE

Previous use of touring guides

Participants were asked whether they had ever used a touring guide like this while on vacation and whether they would use these guides. Most people did not feel that they had ever used a similar driving or walking tour guide. Those who had, sometimes referred to in-car audio guides which require you to travel at a certain speed to keep up with the information. These were considered quite restricting. One person had followed The Trail of the Great Bear. Other similar concepts were AAA/CAA TripTiks which provide a paper route map and accompanying information about the area one is passing through. Some people prepare their own information by printing material from the Internet and then reading about the location or what they can do once there. Other similar guides were downtown or historic area walking tours and art walks taken in cities. Less similar were audio tours of attractions, where the similarity lay in the richness of information being provided while moving in a defined area, and the use of mile markers. In several focus groups where an auto audio guide was mentioned, the concept of a CD guide for the region was explored and met with interest (“That would be cool, a tour in the privacy of your car”, “I’d rather listen to the CD than … listen to 20 other people’s questions”). Many people had not seen anything like these guides before. One felt the term could be misleading: “Driving Tour makes it sound like you are driving through one of those jungle things where you see the animals while you are in your vehicle. That’s what comes to mind. You are driving along and you look at the things along the road from your vehicle”.

Interest in using a touring guide

There was definite interest in using the guides. In just about every focus group the moderator was asked if participants could keep the guides. The response was always yes, but if they didn’t want a guide, to leave it behind because it could be reused. Counts showed that of 102 participants, between 67 and 77 took copies of each guide and the map, with the regional and Drumheller guides proving to be more popular. There was slightly lower take up in the Young Families groups overall, though not at every location. The particular strength of the guides is in introducing people to things they do not know about an area: “What I like about all of them is if I went to a place like that and didn’t have brochures like this I would miss a lot”, “This is a good indication of how little we know without being handed something like this. It would be nice to have insight into the next little town you pass” and “I learned there is a lot more to see than just driving down the highway”. Evidence of the power of the information shared during the focus groups was the number of people who passed remarks about now considering a trip or stop in an area they didn’t know of before.

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It was also evident that if the guides are to play a marketing role and introduce people to what is available in the area or en route through it, it needs to be read while still at home. Any later and there may not be enough time available to stop to see and do the things of interest: “I have never seen a guide like this … The problem is you jump in the car and … when you get there then maybe look through a guide. That is a problem because you don’t get a chance to think, ‘Well I like this Writing on Stone place, maybe I will make a detour and go there’”. There was also agreement that they would take the guides along on the trip, that they might be used en route for planning (by those who don’t preplan) and would be followed to the extent that they were of interest.

Interest in escorted tours

Participants were asked whether they might be interested in taking an escorted or guided tour. Some were very interested in the idea, particularly in the Mature Families groups. Interest in a bus tour starting in the city of residence was lower than in a day or half-day tour starting in the region. A local tour provides greater flexibility to do things one wants rather than follow a tour schedule and would be cheaper. For out of province visitors, the tour might start in Calgary or Medicine Hat. Also of interest, particularly to Young Families, was a guided tour around an attraction like Writing on Stone Provincial Park. Of greatest importance was the quality of the tour, which depends in large part on the genuine knowledgeability of the guide. Young Families were cautious about being with “the grey hair society” and wanted an experience that was not only educational, but fun too. Spontaneously mentioned themes of interest were aboriginals, ruins/historic sites, and ghost stories.

Information sources

A variety of places were mentioned as sources where this information should be found for use either for planning before leaving on a trip or while away. These included: A tourist bureau when entering the province or along the highway.

The AMA/BCAA.

The Internet, the Travel Alberta website7 (and to follow up on advertising).

A 1-800 number (and to follow up on advertising).

Road signs/billboards that catch your attention or act as reminders.

Hotels/motels, campgrounds, stores/malls, gas stations, restaurants, rest stops, major attractions in the region.

Airport, bus depot.

Home and garden shows.

5. Two-thirds of participants used the internet regularly at home, with e-mail and research being the most popular

activities. About one quarter of this group said specifically that they use it for travel planning and/or bookings.

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TV and newspaper advertising.

Dropped in a magazine/travel magazine, Travel Alberta flyer/magazine.

Travel agents.

A suggestion was put forward for a tool that would allow one to select attractions of interest and prepare a customized tour and road map on the website. When asked what might be missing in the Canadian Badlands, a common response was promotion. People were surprised at how much they didn’t know, including the name and size of the region and what the draws are outside of Drumheller/the Tyrrell Museum and Cypress Hills. They felt that it requires more exposure and advertising, including promotion to schools and to clubs and associations for specialty themes.

Appendix I: Psychographic segments

31 5 4 8 6 4 4 12 1932.3% 31.3% 25.0% 53.3% 37.5% 28.6% 21.1% 26.1% 38.0%

34 3 5 3 8 5 10 20 1435.4% 18.8% 31.3% 20.0% 50.0% 35.7% 52.6% 43.5% 28.0%

16 3 4 3 2 2 2 9 716.7% 18.8% 25.0% 20.0% 12.5% 14.3% 10.5% 19.6% 14.0%

15 5 3 1 0 3 3 5 1015.6% 31.3% 18.8% 6.7% .0% 21.4% 15.8% 10.9% 20.0%

96 16 16 15 16 14 19 46 50100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

AccomplishersUrbanExplorersComfortSeekersReal Relaxers

Segment

Totalclassified

Total Calgary Edmonton Kamloops Kelowna Regina WinnipegCity

Families MatureConsumer Group

Canadian Badlands Focus Groups, Sept/Oct 2007.Segment Classification

Infact Research and Consulting Inc. 1

31 2 3 0 4 3 5 2 432.3% 25.0% 37.5% .0% 57.1% 42.9% 62.5% 28.6% 44.4%

34 2 1 4 1 2 1 5 335.4% 25.0% 12.5% 44.4% 14.3% 28.6% 12.5% 71.4% 33.3%

16 2 1 4 0 2 1 0 216.7% 25.0% 12.5% 44.4% .0% 28.6% 12.5% .0% 22.2%

15 2 3 1 2 0 1 0 015.6% 25.0% 37.5% 11.1% 28.6% .0% 12.5% .0% .0%

96 8 8 9 7 7 8 7 9100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

Accomplishers

UrbanExplorersComfortSeekersReal Relaxers

Segment

Total classified

Total Families MatureConsumer Group

Calgary

Families MatureConsumer Group

Edmonton

Families MatureConsumer Group

Kamloops

Families MatureConsumer Group

KelownaCity

3 1 2 250.0% 12.5% 22.2% 20.0%

2 3 5 533.3% 37.5% 55.6% 50.0%

1 1 0 216.7% 12.5% .0% 20.0%

0 3 2 1.0% 37.5% 22.2% 10.0%

6 8 9 10100.0% 100.0% 100.0% 100.0%

Accomplishers

UrbanExplorersComfortSeekersReal Relaxers

Segment

Total classified

Families MatureConsumer Group

Regina

Families MatureConsumer Group

WinnipegCity

Canadian Badlands Focus Groups, Sept/Oct 2007.Segment Classification

Infact Research and Consulting Inc. 2

Appendix II: Touring routes