2011 case competition: capilano university (diploma team)

Cat LapointeTaran De Ronov

Jack Zhong Monica Cok Tam

Tourism Management Diploma Program

Northern BC Parks: Working with Visitor

Information Centres and Tourism Operators as

Marketing Partners and a Source of Referrals

Photo: BC Parks

Atlin Park and Recreation Area

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Where is Northern BC?

Mt. Seymour Provincial Park

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

What Parks & Products exist?

Over 100 BC Parks in Northern BC

Main Parks

Activities

Facilities

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

What is the special appeal of visitors?

Wildly Unique Experience from the Mainstream

Appeals to mature adventure travellersRange of activities IsolationWildlifeDiverse LandscapeEstablished Operators

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

What is the current network of Visitor

Information Centres?23 Centres

Clustered in main transportation hubs of:Prince GeorgePrince Rupert

Provide information, book accommodations and tours, promoting approved operators/ companies

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

Who are the key marketing partners that

support BC Parks?BC Ferries Vacations

Lodges

Operators

First Nations

Associations

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

What is our vision for strengthened relationship

with key marketing partners?

Visitors Information Centres will act as intermediary wholesalers for operators within BC Parks

Organizations will offer targeted marketing material to help promote the range of activities within BC Parks

Tourism Operators will promote and protect the resources within BC Parks

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Visitor Information Centres

Encourage companies and communities to work with Visitor Information Centres

Expand operations of the Visitor Information Centres

Service Oriented Architecture (SOA Model)

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Organizations

Marketing Material

Accommodations

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

Tourism Operators

Promote and Protect Resources within BC Parks

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

Evaluation

Visitor Information Centre

Organizations

Tourism Operators

Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Cathedral Grove Provincial Park

In Closing