Heritage Tourism encompasses elements of living culture, history, and natural history of place that...
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Transcript of Heritage Tourism encompasses elements of living culture, history, and natural history of place that...
Heritage Tourism encompasses elements of living culture, history, and natural history of place that communities value and
steward for the future. These elements are very specific to a community or region and can contribute to pride, stability, growth,
and economic development. The role of heritage and culture are especially critical in rural settings.
Implementing Heritage TourismSome tips for going to market…
6th Webinar in the Heritage Tourism InitiativeNorth Central Regional Center for Rural Development
Heritage Tourism ResourcesIntroductions
Jonathon Day-Purdue University | Purdue Tourism and Hospitality Research Center
– Tourism Marketing / Sustainable Tourism
Julie Avery - Michigan State University Museum, Curator/Rural Life & Culture,
- Extension Specialist/Cultural Community & Economic Development
Approach• Introduction What is it? Importance Regionalism
• A Fit for your Community Community Building Economic Strategies
• Initiating Assessing Community Engagement
• Organizing Partnering
• Planning Strategic & Action Planning
• Implementing Products, Marketing, Hospitality, Resources
• Evaluation & Renewing Life Cycle,
Making it Happen : Heritage Tourism
• Two Perspectives of Products/Services and Experiences
• Going to Market• Tips on Making Change Happen• Experimentation and Innovation
Big IdeasExperiencesBundling
Heritage Tourism Products
Your Perspective
• Products – Hotels – Museums with collections– Attractions
• Economic development
Visitors Perspective
• Experiences• Sets of benefits • Future memories ?
The Experience Economy
• Coffee Beans• Less than $1 /pound
wholesale • A couple of cents/cup.
The Experience Economy
• Some processing and ready to drink.
• A couple of cents a cup…
The Experience Economy
• HTM Café
• $1.65 per 16 oz
The Experience Economy
• Starbucks The third place
• Triple Grande non fat no whip mocha $4.49
The Experience Economy
• Café FlorianSt Mark’s Square Venice Italy
• More than $15 cup…
• Plus airfare and hotel…
Thinking About Experiences Your Disney Wedding
Or….
What is your Heritage Tourism Experience ?
Heritage Tourism Products Your Perspective: The value of Bundling
• Partners in Marketing • Filling Gaps• A way to capture attention in
a competitive marketplace• An example of bundling
The competition ?
Going to Market
• Understand how your consumers find you…
• Don’t overlook “low hanging” fruit…
Making Change Happen …
1. Establish a sense of urgency2. Create a guiding coalition3. Developing a vision and strategy4. Communicating the change vision 5. Empower broad based action6. Generate short term wins7. Consolidate gains and produce more change8. Anchor new approaches
Yes …..But
• Stops the conversations• Show you aren’t
listening
And • Opens conversation to
new directions • Encourages
collaboration
Experimentation and Innovation
Thanks! . . . And questions?
Jonathon Day Purdue University | Purdue Tourism and
Hospitality Research Center [email protected]
Heritage Tourism for the North Central Regionhttp://connect.msu.edu/heritagetourism
Join our group
Heritage Tourism Initiative