An Exploration of Place-Building and An Exploration of Place-Building and Civic Tourism in Northern ColoradoCivic Tourism in Northern Colorado

Civic Tourism II ConferenceProvidence, Rhode Island

October 2008

Diane Gaede, Ph.D. Recreation and TourismRichard R. Jurin, Ph.D. Environmental StudiesDrew Strickert, Graduate student, Environmental StudiesDavid Thomas, Ph.D., Management and Marketing

University of Northern ColoradoGreeley, CO 80639

Community leaders struggle with Community leaders struggle with integrating businesses into community integrating businesses into community

place buildingplace building

Communities may lack vision in strategic tourism/business planning and community development because of:

Limited awareness of the value of planning for tourism

Limited interest in cooperative strategic planning among business owners

Limited knowledge of place-building characteristics

The nature of tourism promotion itself

Sense of Place (SOP)Sense of Place (SOP)

Place is defined as both environmental (geophysical & location) and social (community and culture)

Place is organized around meanings individuals and groups give to a setting and the quality of that setting.

Place takes on meaning through events that occur as part of everyday life and experience within a community.

Organizations show patterns of intention toward their community through the economic and built environment, the natural environment, and the social environment

There are two principles viewpoints, regarding place, that organizations operate from:

Interdependence and Independence

Place InteractionPlace Interaction

IndependentIndependent organizations

See themselves as occupants of place

Focus on satisfying corporate goals

View resources to satisfy corporate needs

Primary responsibility is to shareholders, use place to generate jobs and tax revenues

Maintain community relationships to benefit shareholders and corporate needs, not community needs

Place InteractionPlace Interaction

Interdependent Interdependent organizations

Include themselves as members of the community

Are responsible for all three realms of place (economic, natural, and social)

Actively seek a variety of opportunities to invest in and

contribute to the community

Have a corporate mission that uses integrative strategies to improve the place where they are located

Place InteractionPlace Interaction

Organizations as Place BuildersOrganizations as Place BuildersPlace Building is a way of describing and evaluating how Place Building is a way of describing and evaluating how

organizations values placeorganizations values place

-Contributions are limited and are required by law

-Values the community primarily for its economic and political assets

-Isolated from the community’s business group

-Engaged in ways that satisfy a certain outcome

-Contributions focused on what they will gain

-Values the community primarily for its geographic and economic assets

-Adopts strategies that help them fit into the community

-Values the community primarily as a social network

-Cooperative efforts to improve the community and its influence

-Invests in activities that help build a more ethical business place

-Generates new learning and advances mutual goals

-Committed to building and sustaining community

Transformational ContributiveContingentExploitive

ExploitativeExploitative Organizations Organizations

Are IndependentAre Independent on all aspects of place

Emphasize achieving organizational goals and profits irrespective of the impact on the community

May intentionally harm, and avoid responsibility for their actions

Occupy place but are not engaged or invested in place

ContingentContingent Organizations Organizations

Focused on the organization’s needs – independentindependent in community with some interdependencyinterdependency on environment

Contribute in ways to get return or benefit to the organization

Respect local laws, regulations, and ethical codes without pro-actively investing resources or assets

May enhance or damage place depending on the scope of laws and local ethical codes

View the community and place for its geographic and economic assets

Contributive Contributive OrganizationsOrganizations

View themselves as key members of place, yet in a mixed independent/independent/interdependentinterdependent way on both environment and community

Engage in business practices that benefit a community

Focus on “giving back” to place, but only to fit in as advocates and participants

Vail Resort Vail Resort

Largest on-mountain recycling program of any ski resort in North America – 70%

Snowmaking machines have 33% more output

capacity, use 25% less electricity, and 50% less water

Transitioning to organic, hormone-free meat, for its 2.5 million lunches

TransformationalTransformational Organizations Organizations

View themselves as interdependentinterdependent with place View place in an holistic manner by promoting ‘good’

business practices

View their role as a ‘change agent’ investing personal and organization resources that improve the community and the organization

Research in Summer of 2008Research in Summer of 2008

A pilot Qualitative study was initiated to assess the environmental ethics of nature-based tourism organizations

Seven organizations were selected, and 6 of 7 were locally owned and operated – companies that provided nature-based guide services for monetary profits

Guide services ranged from nature hikes at an RV park, to fly fishing trips, to hot air balloon rides

Interview questions fell into two broad categories: 1) inquiry into the environmental ethics of the organization and 2) how the organization conveys its ethics with clients

Interviews were recorded, and lasted between 30 – 45 minutes

Results of ResearchResults of Research

How does your company practice environmental ethics? 6 of 7 said “picking up trash” – conveyed to customers

as “leading by example”. 5 of 7 had an in-house recycling program. 2 companies

went to nearby towns to recycle cardboard and paper In-house energy efficiency, mainly through the use of

energy efficient light bulbs, was also deemed important by 3 of the 7

5 of the 7 were product vendors, and stressed the importance of carrying products that met their standard of environmental stewardship. 5 of 7 carried Patagonia (1% program) – and one company used recycled products

Cost was the biggest factor hindering progression of environmental ethics

CONCLUSIONSCONCLUSIONS

The tourism industry, and heritage and eco tourism in particular, are destination and image conscious.

Trend toward sustainable integration of the tourism industry within a community without destroying the unique physical, cultural/social, and material environment

Important for community leaders to understand where business and non-profit organizations stand and which partnerships and alliances benefit the community long-term.

Questions?

Comments?