ray freeman aus mtn bike tourism conference presentation - critical success factors - feb-2-2012
DESCRIPTION
Mountain Bike Tourism and Community Development in British Columbia, Canada:Critical Success Factorsfor the Future. A presentation for the 5th Australian Cycle Tourism Conference, Canberra, February 2nd, 2012.TRANSCRIPT
Mountain Bike Tourism
Mountain Bike Tourism and Community Development
in British Columbia, Canada:
Critical Success Factorsfor the Future
Presented by:
Ray Freeman
Royal Roads University
Australian Cycle Tourism ConferenceCanberra - February 2nd, 2012
Mountain Bike Tourism
Purpose
An Enquiry of:
• Critical Success Factors
• Conceptual Framework for Community-Based Mountain Bike Tourism Development
• to support sustainable planning and implementation
Mountain Bike Tourism
Overview
• Why Mountain Bike Tourism?
• Community Benefits
• How to get there…building blocks
• Research Findings
• Recommendations for Practice
• Questions
• Appendix: Methodology
Mountain Bike Tourism
Kalamalka Lake, Cosen’s Bay Trail, Okanagan Valley, Vernon, BC
Mountain Bike Tourism
Why Mountain Bike Tourism?
• gaining critical-mass globally
• fast growing segment in adventure tourism
• business/govt & social media momentum
• cost-effective for communities (however, must leverage partnerships: Peter Drucker, 1973; Michael Porter, 1998)
• multiple potential benefits
(Gajda, 2008; Koepke, 2005…see Blake Roswell SMBDC, 2009; Tourism BC, 2008)
Mountain Bike Tourism
Hornby Island, BC
Mountain Bike Tourism
Potential Community Benefits
• recreational opportunities• youth / community social / health
• destination awareness
• tourism revenue, taxation revenue
• community infrastructure
• spin-offs for direct and indirect businesses
• social capital
• this list is NOT comprehensive
Mountain Bike Tourism
Mountain Bike Tourism
British Columbia: Cluster Example
Source: http://www.th.gov.bc.ca/seatosky/RFQ/maps/Corridor_Map.pdf
Vancouver Island is 460 Km in length
Mountain Bike Tourism
Sea to Sky Corridor (Cluster)
Source: http://www.sitesandtrailsbc.ca/documents/sea-to-sky-trail-strategy.pdf
Mountain Bike Tourism
Sea to Sky Economic Impact Study
• Sea to Sky Mountain Biking Economic Impact Study
• Outside visitors to the North Shore, Squamish, Whistler, Pemberton corridor
• $10.3 m revenue (June 4 to September 16)
• Whistler Mountain Bike Park $16.2 m
• Crankworx Mountain Bike Festival $11.5 m
• $38 m cumulatively
• Whistler: 1 millionth rider in 2011 (over 12 yrs)
Source: MBTA, 2006
Mountain Bike Tourism
How to get there?
Critical Success Factors:
• Community Champions / Stakeholders / Political Will
• Infrastructure / Amenities / Supporting Services
• Legislation / Regulatory Frameworks
• Destination Marketing / Management
• Physical Geography / Terrain / Trails
• Funding Sources (Private / Public / In-Kind)
• Mtn Bike Clubs / Schools / Camps / Programs
• Mtn Bike Culture / Lifestyle / Events
(APEC, 2010; BCMTCA, 2005, LinkBC, 2009; Rockart & Bullen, 1981; Wilson, Fesenmaier,
Fesenmaier, & van Es, 2001)
Mountain Bike Tourism
Critical Success Factors
Community Champions / Stakeholders / Political Will:
• Mountain Bike Resorts • Commercial Tour Operators • Destination Marketing Organizations • First Nations • Industry Groups (Mountain Bike Clubs) • Mountain Bike Tourism Services (Accommodation, food, rental, transport) • Provincial Government Agencies • Regional & Municipal Governments • Trail Stewardship Groups • Private & Public-Sector Landowners • Event Organizers (Festivals/Races) • Educational Institutions • Mountain Bike Consultants • Insurance Experts • Athletes & Professional Mountain Bikers
Source: Tourism BC, 2010
Mountain Bike Tourism
Diversity of Tourism Product
Mountain Biking Product:
• Bike Parks/lift accessed biking
• Local trails for freeriding & cross-country biking
• Touring and family trails (ie: rails-to-trails)
• Epic Rides
• Races, Festivals & Events
• Mountain Bike Camps
• Community-based programs
(APEC, 2010; MTBA, 2010)
Mountain Bike Tourism
Integration Process
Stakeholder Integration:
• Identify salient stakeholders
• Inclusive yet selective process
• Strong leadership / facilitation / champions
• Community vision / strategic planning
• Build social capital / collaborative experience
• Participant / visitor experience-orientation
(Hawkins, 2002; Lord & Elmendorf, 2008; Mitchell, Agle, & Wood,1997; Savage, Nix, Whitehead, & Blair, 1991; Scott, Baggio, & Cooper, 2008; Wagener & Fernandez-Gimenez, 2008)
Mountain Bike Tourism
Integration Process Strategy
Example:
• Develop regional cycling tourism initiative
• ie: Touring and family trails (rails-to-trails)
• Communications with regional partners
• Identify Critical Success Factors
• Identify collaborative opportunities
• Seek external knowledge / resources
• Implementation and periodic evaluation of plan
Mountain Bike TourismTransporters (2008) By Chris PaulTsartlip First Nations Artist
Mt. Seymour, North Shore of Vancouver, B.C.
Mountain Bike Tourism
Conceptual Framework for Community-Based
Mountain Bike Tourism Development
Critical Success Factors (Wilson, et al, 2001; etc...)
Basic Elements for Mtn Bike Tourism (MTBA, 2010)
BC Community Development Assessment Framework (Tourism BC, 2008)
Delphi study (Freeman, 2011)
*Data derived from Graduate Paper submitted in partial fulfillment of the requirements for the Degree of Master of Arts in Tourism Management at Royal Roads University
Mountain Bike Tourism
Contingent Factors (Emerging Clusters)
Non-Contingent Factors (Maturing Clusters)
Innovation / Outlier Strategies / Alternative Factors and Approaches
Mountain Bike Tourism
Contingent Factors
(Emerging Cluster)
Mountain Bike Tourism
Non-Contingent Factors
(Maturing Cluster)
Transporters (2008) By Chris PaulTsartlip First Nations Artist
Mountain Bike Tourism
(Davies , 2003; Jiang, Sui, and Cao, 2008; Patterson, 2000)
Mountain Bike Tourism
Teachers Drum (2004) By Chris PaulTsartlip First Nations ArtistPainted deer hide drum
Shuttle Run, Mt. Prevost, Duncan / North Cowichan, B.C.
Mountain Bike Tourism
Case-Study Research Example
• Identify bike-related activities currently in the region
• Current issues / challenges / demographics / trends
• Range of potential opportunities & impacts
• Create awareness among stakeholders
• Alignment with OCP and Community Vision
• Encourage Spin-Off benefits
• Compare with other community (cycling) plans
(per Municipality of North Cowichan Case-Study)
Mountain Bike Tourism
CSF: Examples of Funding Sources(Public / Private / In-Kind)
• Municipality trails development / maintenance• Bike clubs / volunteers• IMBA Canada
http://www.imbacanada.com/resources/fundraising/canadian-grants• Community Futures• BC Provincial Government (program examples)
Bike BCACT Now BCLocalMotion
• Island Coastal Economic Trust• Cowichan Valley Regional District• Cowichan Tribes• Other Government (Health Authority)• Corporate Sponsors• Trans Canada Trail• Other NGO’s• Service Clubs
CSF example from Municipality of North Cowichan Case Study, Appendix “O”
Mountain Bike Tourism
Whale Paddle (2005) By Chris PaulTsartlip First Nations ArtistPainted ash
Burnt Bridge, Cowichan Lake, B.C.
Mountain Bike Tourism
Summary
• Framework may be applicable to other tourism product
• Successful integration is all about Partnerships
• Conversations can reveal hidden resources (Outliers)
• Strategic planning with a collective vision
• It’s been done before!
Conservation Drum (2006) By Chris PaulTsartlip First Nations ArtistPainted deer hide drum
Mountain Bike Tourism
Super-D Race, Hartland, Victoria, BC
Mountain Bike Tourism
Questions?
Ray Freeman
+001.250.744.5653+001.250.893.3191
Twitter: @LeftCoastInsite
http://ca.LinkedIn.com/in/rayfreeman
www.Facebook.com/rayrfreeman
Skype: ray.freeman.ism
Graduate Paper: http://t.co/3ZZWPJ3
Mountain Bike Tourism
Methodology
• Delphi Study
• Purposive Sample
• Survey Plan & Instrument
• Research Process
• Interactive Data Collection & Analysis
Mountain Bike Tourism
Delphi Technique
• “…for forecasting and planning by analyzing the collective responses of a select group of experts” Linstone & Turoff (1975)
• “…obtain the most reliable consensus of opinion of a group of experts by a series of intensive questionnaires interspersed with controlled opinion feedback…” du Plessis & Human (2007)
Mountain Bike Tourism
Purposive Selection Criteria
• Position power: in a position to influence and build the commitment of colleagues • Expertise: to ensure different relevant points of view are adequately reflected • Credibility: essential so that any decisions are taken seriously
Adapted from: Wilson & Moffat (2010)
Mountain Bike Tourism
Sample Frame1. Mountain Bike Resorts 2. Commercial Tour Operators 3. Destination Marketing Organizations 4. First Nations 5. Industry Groups (Mountain Bike Clubs) 6. Mountain Bike Tourism Services (accommodation, food retail, rental, transport) 7. Provincial Government Agencies 8. Regional & Municipal Governments 9. Trail Stewardship Groups 10. Private Landowners 11. Event Organizers (festivals/races) 12. Educational Institutions 13. Mountain Bike Consultants 14. Insurance Experts 15. Athletes and Professional Mountain Bikers
Source: Tourism British Columbia (2010)
Mountain Bike Tourism
Survey…Instrument
• three rounds of online survey questions
• mixed quantitative & qualitative analysis
• facilitates exploratory research
Mountain Bike Tourism
Circular Model of Mixed Research
Source: Veal (2006)
Mountain Bike Tourism
Collection & Analysis
• Round 1: data reduction
• Round 2: identify recurring themes
• Round 3: correlation
Mountain Bike Tourism
Population Behaviour
• 51 informants initially identified…41 responses
• Round One: 27 response completions (65% response rate)
• Round Two: 26 response completions (63% response rate)
• Round Three: 19 response completions (46% response rate)
Mountain Bike Tourism
Round One
• Open commentary: identified CSF’s based upon respondents’ respective perspectives
• identified respondents’ initial priorities of CSF’s
• corroborated the CSF’s identified in the literature
• also identified several Outlier factorsMountain Bike Culture / Lifestyle / and Events; Funding Sources (Private / Public / In-Kind); and, Mountain Bike Clubs / Schools / Camps / Programs
(Davies, 2003; Jiang, Sui, and Cao, 2008; Patterson, 2000)
Mountain Bike Tourism
Round Two
• shared collective responses with group
• prioritization of collective CSF’s
• responses linked to CSF’s usingsummated rating Likert scale
• analysis for this phase was quantitative only
Mountain Bike Tourism
Round Three
• Open commentary
• again, responses linked to CSF’s (key words / theme search / weighting of responses)
• respondents stated that the list is comprehensive
• Outlier responses highlight unique approaches and individual perspectives
(Davies, 2003; Jiang, Sui, and Cao, 2008; Patterson, 2000)
Mountain Bike Tourism
Summary of Methodological Findings
• Value of Expert Consensus
• Framework provides a tangible application model
• Comprehensive model supports sustainability of initiatives
• Outliers identify unique approaches(Davies, 2003; Jiang, Sui, and Cao, 2008; Patterson, 2000)
• CSF’s may support universality across geography and sectors
Mountain Bike Tourism
Questions?
Ray Freeman
+001.250.744.5653+001.250.893.3191
Twitter: @LeftCoastInsite
http://ca.LinkedIn.com/in/rayfreeman
www.Facebook.com/rayrfreeman
Skype: ray.freeman.ism
Graduate Paper: http://t.co/3ZZWPJ3