top 3 reasons why tourism has a significant role in...
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Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction and Economic Development in a Community
Dr. Steve Morse, EconomistHospitality and Tourism Mgt., College of Business
Western Carolina University, E-mail: [email protected]
Steve Morse, Ph.D.Director & Economist, Hospitality and Tourism Mgt. College of Business
Western Carolina University; Ph: (828) 227-3386; [email protected]
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Steve Morse, Ph.D.
Director & Economist, Hospitality and Tourism Mgt. College of BusinessWestern Carolina University; Ph: (828) 227-3386; [email protected]
Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction & Econ Development
Tourism’s Role in Retirement Attraction
Steve Morse, Ph.D.Economist & Director
Hospitality & Tourism Mgt
College of Business
Western Carolina University
Cullowhee, NC
Ph: (828) 227-3386
E-mail: [email protected] OF BUSINESS
Presentation Agenda – 3 Topics
Your tourism brand is also retirees’ brand & image of your community
1.
Tourism is potential retirees’ First Date with a community2.
3. Retirees’ new role in economic development
Does tourism have a role helping attract retirees to your community?
Presentation Agenda – 3 TopicsYour community’stourism brand is also retirees’ brand & image of your community
1.
2.
3.
Your tourism brand & image of your
community to tourists …
is also your brand image to potential
reitrees
Is your tourism brand a good fit for attracting investors & retirees?
Square peg –round hole?
Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction and Economic Development in a Community
Dr. Steve Morse, EconomistHospitality and Tourism Mgt., College of Business
Western Carolina University, E-mail: [email protected]
Steve Morse, Ph.D.Director & Economist, Hospitality and Tourism Mgt. College of Business
Western Carolina University; Ph: (828) 227-3386; [email protected]
2
Steve Morse, Ph.D.
Director & Economist, Hospitality and Tourism Mgt. College of BusinessWestern Carolina University; Ph: (828) 227-3386; [email protected]
Logos & slogans are not brands
They are just marketing messages to
support the brand
Kids & Family
Disneyworld / Disneyland
Country Music Capital
Nashville
Graceland / Elvis
Memphis
Hershey, PA
Chocolate
Your Community & Town
?
Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction and Economic Development in a Community
Dr. Steve Morse, EconomistHospitality and Tourism Mgt., College of Business
Western Carolina University, E-mail: [email protected]
Steve Morse, Ph.D.Director & Economist, Hospitality and Tourism Mgt. College of Business
Western Carolina University; Ph: (828) 227-3386; [email protected]
3
Steve Morse, Ph.D.
Director & Economist, Hospitality and Tourism Mgt. College of BusinessWestern Carolina University; Ph: (828) 227-3386; [email protected]
Presentation Agenda – 3 Topics
1.
Tourism is potential retirees’ First Date with a community2.
3.
Tourism is often a potential business owner or retiree’s First Date with a community
Tourism’s Halo Effect
First Impressions
Last
“A Good Place to Retire”Percent Image Lift
79%
69%
164%
0% 40% 80% 120% 160% 200%
Advertisingonly
Visitationonly
Advertising+ Visitation
Source: Longwoods International
“A Good Place to Purchase a Second Home”
Percent Image Lift
90%
86%
201%
0% 50% 100% 150% 200% 250%
Advertisingonly
Visitationonly
Advertising+ Visitation
Source: Longwoods International
“A Good Place to Start a Business”Percent Image Lift
79%
96%
194%
0% 50% 100% 150% 200% 250%
Advertisingonly
Visitationonly
Advertising+ Visitation
Source: Longwoods International
Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction and Economic Development in a Community
Dr. Steve Morse, EconomistHospitality and Tourism Mgt., College of Business
Western Carolina University, E-mail: [email protected]
Steve Morse, Ph.D.Director & Economist, Hospitality and Tourism Mgt. College of Business
Western Carolina University; Ph: (828) 227-3386; [email protected]
4
Steve Morse, Ph.D.
Director & Economist, Hospitality and Tourism Mgt. College of BusinessWestern Carolina University; Ph: (828) 227-3386; [email protected]
Today’s Visitor
could be ….
Tomorrow’s Business Investor
In your community …
Macon County, NC140 miles North of AtlantaDrake Tax Software Corp.App Trail passes throughFranklin & Highlands, NC
Available workforce& quality of life!
Video Link (3:30 min video)
“Why I located my business to Macon County, North Carolina”
(video linking tourism, the next creative class of business owners and entrepreneurs, and economic development in Macon Co., NC)
Go to this website or Click here: https://vimeo.com/143051904
Presentation Agenda – 3 Topics
1.
2.
3. Retirees’ new role in economic development
Measures of “Quality of Life” attracting next generation of retirees
Last Retirement Generation’s
Quality of LifeLow Home Prices
Good Health Care
Low Tax Rates
Low Crime Rate
Available Transp
Next Retirement Generation’s
Quality of LifeDiverse Cultures
Reliable Broadband
Volunteer: Local Sense of Community
Open Space & Greenways
Natural Resources
+ Plus
+ Plus
+ Plus
Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction and Economic Development in a Community
Dr. Steve Morse, EconomistHospitality and Tourism Mgt., College of Business
Western Carolina University, E-mail: [email protected]
Steve Morse, Ph.D.Director & Economist, Hospitality and Tourism Mgt. College of Business
Western Carolina University; Ph: (828) 227-3386; [email protected]
5
Steve Morse, Ph.D.
Director & Economist, Hospitality and Tourism Mgt. College of BusinessWestern Carolina University; Ph: (828) 227-3386; [email protected]
The next generation of retirees & creative class workers and entrepreneurs are
attracted to locations that offer:(the same characteristics that make a great tourism destination)
26
Music ArtsHistory & Heritage
Nature & Outdoors
ShoppingAgri-
tourism
Food AttractionsSports & Recreation
How do you know when you have attracted the
next group of retirees to your town?
When the price of beer and coffee
doubles!
TourismRetirement &
Econ Dev
Main Message - Perfect Fit:Tourism and
Retirement Communities
Thank You for Inviting me!Steve Morse, Ph.D.
Economist, Western Carolina UniversityPh: (828) 227-3386
Email: [email protected]