1 utah state university’s institute for outdoor recreation and tourism opportunities and...

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Utah State University’sInstitute for Outdoor

Recreation and Tourism

Opportunities and Challenges in Resource-Based

Tourism Development

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Utah State University’sInstitute for Outdoor Recreation and Tourism

Opportunities and Challenges in Resource-Based Tourism Development

Utah Tourism at a Glance--1999

Tourism as a Community Development Industry

Tourism Development and Change

Community Tourism Development

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Utah State University’sInstitute for Outdoor Recreation and Tourism

Opportunities and Challenges in Resource-Based Tourism Development

USU’s Institute for Outdoor Recreation and Tourism

• Mission

• Program Framework

• Program Functions

• Research and Extension Focus

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Utah State University’sInstitute for Outdoor Recreation and Tourism

Opportunities and Challenges in Resource-Based Tourism Development

Amenity Resources and Natural Amenities

Resource-Based Tourism

Marketing Utah’s Tourism Product

Opportunities and Challenges

Statistics from Utah Division of Travel Development

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UTAH TOURISM AT A GLANCE--1999

Estimated 18.2 million non-resident person-trips to Utah

700,000 international visits (3.8% of total non-resident visitation)

Utah residents are also “tourists.”

Statistics from Utah Division of Travel Development

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UTAH TOURISM AT A GLANCE--1999

Tourism is among Utah’s “Top 5” economic activities. (manufacturing, trade, services, government)

$4.2 billion in traveler spending for Utah’s economy

Over 7% of Utah’s Gross State Product

Statistics from Utah Division of Travel Development

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UTAH TOURISM AT A GLANCE--1999

$336 million generated in state and local taxes

$158 per Utah resident generated by out-of-state tourists

These taxes help pay for services and infrastructure that residents enjoy.

Statistics from Utah Division of Travel Development

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UTAH TOURISM AT A GLANCE--1999

119,500 total jobs in travel and tourism related industries• 67,000 direct jobs• 52,500 indirect and induced jobs

11.4% of total non-agricultural employment

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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY

Creates recreational uses for natural and human-made amenity resources and converts these into income producing assets. (Siehl 1990; Willits 1992)

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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY

Tourism is generally perceived as a “clean industry” with few serious environmental impacts.

(Grambling & Freudenburg 1990; Marchak 1990; McCool 1992; Weeks 1990)

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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY

Creates a “new sense” of community pride among local residents.

(Willits 1992)

Plays an important part in the process of community development, helping to ensure the protection and preservation of environmental and community amenities. (McCool 1987)

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TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY

Offers key opportunities for developing interactions within a community, leading to relationships between and among community members and allowing for the natural emergence of other community networks.

(Burr & Walsh 1994; Wilkinson 1992)

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TOURISM DEVELOPMENT

BRINGS CHANGE!!!

Associated Impacts

Positives & Negatives

Benefits & Costs

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TOURISM DEVELOPMENT

BRINGS CHANGE!!!

Benefits & Costs

•To the local society•To the economy•To the environment

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COMMUNITY TOURISM DEVELOPMENT

Important to weigh benefits and costs. What will the benefits and costs be for a

community? Who benefits? Who shares the costs? Are the associated costs acceptable? Can costs be minimized…

...while maximizing benefits?

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IMPORTANT QUESTIONS

In 1998, Utah State Legislature approved Senate Bill 35.

To provide continuing funding to Utah State University

To establish and support an interdisciplinary program of research, extension, and teaching

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A BETTER UNDERSTANDING

To better understand the relationships between:

• outdoor recreation and tourism

• natural resources management

• community economic vitality

• quality of life issues for the citizens of Utah

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Institute for Outdoor Recreation and Tourism

College of Natural ResourcesUtah State University

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Mission of the Institute

The Institute for Outdoor Recreation and Tourism (IORT) conducts a program of research,

extension, and teaching for the benefit of the people of Utah, our country, and the world,

directed at improving our understanding of the relationships between outdoor recreation and

tourism, natural resources management, community economic vitality, and quality of life.

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Institute for Outdoor Recreation and Tourism

Statewide collaboration and cooperation

Source for the creation, communication, and transfer of knowledge

On natural resource-based recreation and tourism issues affecting social, economic, and environmental systems

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Institute for Outdoor Recreation and Tourism

To assist Utah’s citizens in making decisions that enhance both community and resource sustainability

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A PROGRAM FRAMEWORK FOR IORT

USU/IORT Functions

Research Extension Teaching

Statewide Collaboration and Coordination

Research/Extension Topics

Outdoor Recreation/Tourism Issues

Community Sustainability (Social

& Economic)

Environmental Sustainability

(Environmental & Economic)

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IORT Program Functions

Research Function

Extension Function

Teaching Function

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Research Function

Identify research needs in outdoor recreation and tourism for local communities, counties, travel regions, and natural resource management agencies in Utah.

Define relevant issues and help coordinate public and private sector efforts to study and solve problems.

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Research Function

Identify and generate supplemental research funds from state, federal, and private sources.

Provide a clearinghouse for research data, publications, and reports.

Collaborate with scientists and professional to develop and report related research.

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Extension Function

Provide an Extension Specialist in Outdoor Recreation and Tourism.

Offer consulting and training sessions in outdoor recreation and tourism development.

Maintain mailing lists of scientists, professionals, public officials, and organizations in affiliated fields.

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Extension Function

Publish and distribute Extension and Research Reports.

Work with Extension Specialists.

Work with County Extension Agents.

Utilize Extension’s network to reach a diverse public.

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Teaching Function

Offer courses in continuing education for outdoor recreation and tourism professionals.

Offer courses and advise under- graduate and graduate students at USU in outdoor recreation and tourism, economic valuation, and community development.

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Teaching Function

Coordinate programs with other state instructional programs to meet needs and avoid redundancy.

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A Research and Extension Focus

Studies of social, economic, and environmental benefits and costs of outdoor recreation and tourism for travel regions, counties, and local communities in Utah.

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A Research and Extension Focus

Goal: To understand these benefits and costs to help:

• maximize positive aspects of outdoor recreation and tourism development;

• minimize potential negative aspects;

• and mitigate unavoidable social, economic, and environmental impacts.

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A Research and Extension Focus

Focus on the role outdoor recreation and tourism play in local community development.

Generate empirical data useful for decision making and policy formulation and implementation.

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Specific Areas of Focus

Role of outdoor recreation and tourism in economic diversification

Social, economic, and environmental effects of outdoor recreation and tourism in resource-dependent communities

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Specific Areas of Focus

Identifying potential opportunities for synergistic approaches between traditional commodity-oriented uses of public lands and newer pressures for outdoor recreation and tourism

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Specific Areas of Focus

Relationships between outdoor recreation-related public land management policies and local economic development

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HELP COMMUNITIESbetter understand and deal with

Economic development opportunities resulting from growth in outdoor recreation and tourism

Collaborative decision making between local residents and public and private recreation providers

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HELP COMMUNITIESbetter understand and deal with

Developing other funding sources for defraying costs resulting from growth in outdoor recreation and tourism

Reducing conflict between local residents, outdoor recreationists, and tourists

Integrating recreational opportunities and other resource uses in rural areas

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SPRING 2000 SPEAKER SERIESOn Resource-Based

Recreation and Tourism

Dr. Thomas M. Power University of Montana “The Economic Role of Natural Amenities: Escaping the Tourist Trap”

Dr. Hal K. Rothman University of Nevada—Las Vegas “Recreational Tourism and the American West: How I Learned to Stop Worrying and Love Winnebagos and Mountain Bikes”

Jared Farmer Author of Glen Canyon Dammed “Why Does Lake Powell Matter?”

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SPRING 2000 SPEAKER SERIESOn Resource-Based

Recreation and Tourism

Dr. David Scott Texas A&M University “An Exploration of Birdwatching as a Mechanism for Nature Tourism Development”

Mr. Brooke Williams Environmental Consultant, Confluence Associates “Recreation, Tourism, and Economic Development in Rural Southern Utah Communities”

Mr. Dean Reeder Director, Utah Division of Travel Development “Economic Contribution of Tourism in Utah”

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SPRING 2000 SPEAKER SERIESOn Resource-Based

Recreation and Tourism

Mr. Brad Barber Deputy Director, Governor’s Office of Planning and Budget “Public Lands Management for the Next Millennium”

Mr. Courtland Nelson Director, Utah DNR Division of Parks and Recreation “The Role of State Parks in Resource-Based Tourism in Utah”

Dr. Steve Burr Director, USU Institute for Outdoor Recreation and Tourism “USU’s Institute for Outdoor Recreation and Tourism: Opportunities and Challenges in Resource-Based Tourism Development in Utah”

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AMENITY RESOURCES

Local non-transportable goods/services that include natural, cultural, institutional, commercial, economic features

Natural amenities becoming more and more valuable

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NATURAL AMENITIES

Many Utahns are asking that public lands be managed for recreational, scenic, wildlife, and other amenity values.

Different values of open space--sacrosanct/sacred space

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NATURAL AMENITIES

People valuing different places, different experiences, in different ways

People using the “hinterlands” as playgrounds

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NATURAL AMENITIES

Attract new residents, businesses, and economic activity

Need for collaborative and cooperative approaches in order to produce “win-win” situations in preserving and protecting Utah’s natural amenities.

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NATURAL AMENITIES

Contribute to quality of life in Utah

• Socially

• Economically

• Environmentally

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RESOURCE-BASED TOURISM

Based on Utah’s natural resources and natural amenities

Good news--bright future for tourism!

Short term looks good.

Tourism economic growth rate of 8% is outpacing the rest of the service sector.

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RESOURCE-BASED TOURISM

Rural communities have attractive natural resources and amenities.

Opportunities exist for a variety of tourism related businesses.

Dollars spent by visitors can help diversify local economies.

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ECONOMIC IMPACT

Potential for economic development, both from resource development and resource-based tourism

• Creation of numerous jobs and incomes

• Additional tax revenues generated

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RESOURCE-BASED TOURISM MARKET

Effective marketing is essential to managing and promoting quality tourism development.

Marketing the Tourism Product • Identification • Positioning• Targeting• Maximizing utilization of capacity

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UTAH’S TOURISM PRODUCT

Natural Amenities and …• Western Experience & Values• Pioneer & Ranching Heritage• Mormon Heritage• Native American Heritage• Wildlife & Wildlands• Landscape Diversity• “World Class Alpine & Redrock”

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UTAH’S TOURISM PRODUCT

The people of Utah...

•friendly•neighborly•caring•strong family values•diverse

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PRODUCT DEVELOPMENT AND MARKETING

To maximize potential economic impact, communities need to develop products and marketing strategies based on knowledge of different market segments.

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WHO DO YOU WANT TO ATTRACT?

Visitors spending maximum time and money

In-State, National, International Draw

Visitors sensitive to local values and viewpoints as socially responsible tourists

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CHANGES IN VISITOR ATTITUDES

Better Informed

Higher Expectations

Want Convenience

Demand Value

Expect Quality

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WHAT DO YOUR VISITORS WANT?

Visitors want quality goods and services, and are willing to pay.

Visitors want opportunities to experience variety and develop a sense of place.

Visitors want a “package” of opportunities, experiences, activities.

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OPPORTUNITIES AND CHALLENGES

Different sectors will collide and create new forms of and challenges for tourism.

People in southern/rural Utah don’t like tourism!

Ambivalent/Negative local reaction to an “invasion of tourists”

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OPPORTUNITIES AND CHALLENGES

Bad News--difficult transformation!

• changing demography

• infusion of outside capital

• need for hospitality services

• a permanent service mode

• social and environmental impact from all these visitors

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OPPORTUNITIES AND CHALLENGES

With tourism development, change is going to happen!

Challenge: How to turn this change to your advantage…

locally, regionally, statewide.

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OPPORTUNITIES AND CHALLENGES

Can Utah’s communities handle more tourism?

Yes, but depends on what people want…

...a question of values.

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OPPORTUNITIES AND CHALLENGES

Growth --more of the same...

versus

Development --quality growth...

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OPPORTUNITIES AND CHALLENGES

Need to educate Utah’s citizens about the importance of tourism.

Need to demonstrate opportunity in outdoor recreation and tourism.

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OPPORTUNITIES AND CHALLENGES

Entrepreneurial spirit--involves risk

• Neo-natives who are entrepreneurs

• Rural youth and the future

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OPPORTUNITIES AND CHALLENGES

Key element is local hospitality at a high level.

Need to sensitize visitors to viewpoints of local residents.

Need to base decision-making on what is real.

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OPPORTUNITIES AND CHALLENGES

Tourism can be part of the “economic mix” without poisoning it.

Maintain tourism at an appropriate scale; an appropriate part of overall economic activity.

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OPPORTUNITIES AND CHALLENGES

Focus on development of “compatible, dispersed tourist businesses” that help vitalize the local economy.

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FOR THE FUTURE

Must continue to nourish a healthy economy for future generations.

For sustainability, must strive to achieve and maintain balance.

Must do things smarter in order to provide this balance.

Better technology, better tools, and better information!

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FOR THE FUTURE

Means partnerships-- working together at all levels.

• energy and time heavy, but very worthwhile and rewarding

• total consensus is not always possible

Must have the courage to do what’s right, despite opposition.

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FOR THE FUTURE

Throughout Utah, need to work with future generations to enhance their knowledge and skills for opportunities in the future.

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Institute for Outdoor Recreation and Tourism

Dr. Steve BurrAssociate Professor of Recreation Resources

Extension Specialist in Outdoor Recreation and TourismDirector, Institute for Outdoor Recreation and Tourism

Institute for Outdoor Recreation and Tourism Utah State University

5215 Old Main HillLogan, Utah 84322-5215Office: (435) 797-7094FAX: (435) 797-4040

E-mail: swburr@cc.usu.eduIORT Website under Interdisciplinary Programs at

www.cnr.usu.edu