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Rural Tourism Partnerships & Sustainable Economic Development. Sharon A. Liggett. FOUR MODELS . Their Story, Their Approaches. The Original Florida Marketing Task Force Regional Planning Council Study Interlocal Agreement-Governmental Marketing Prior to Product Development
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Sharon A. Liggett
Their Story, Their Approaches
Their goal is to market the region as one product to increase visibility and increase visitor offerings.
The mission of the task force is to enhance tourism yet preserve the historical, cultural and natural assets of North Central Florida.
Natural North Florida
Industry Conference Participation
Definition and Examples
Product development is the integration of similarly themed amenities in each county resulting in a visitor experience such as a tour/trip, guide or map.
Subject Matter: Focus on Culture, Heritage, Nature-based amenities
Sustainability: Promote visitation while preserving local culture
Past: Geocaching 1, Springs, Romantic, North Florida Black Heritage Trail, Agri-tourism, Suwannee River Trail Guide, Big Bend Scenic Byway, North Florida Art Trail, One Tank Trips
Future: Equestrian, Geocaching 2, Spanish Heritage, Civil War Anniversary (2011), Bed & Breakfast Trail, One Tank Trips, Locally Grown
Experience Natural North Florida
Typically a group of 5-8 travel
writers that participate in a
specialized guided tour of the
region featuring targeted amenities
and attractions which are
represented by a marketing theme:
On the Road
Cooking Light, Sweet Tea Journal,
Atlanta Journal Constitution,
Florida Monthly Magazine
It Does Not Happen Overnight!
The Florida Scenic Highway designation of the Big Bend Scenic Byway is a nine-year public participation process, beginning in 2001, that involved hundreds of hours of public meetings, working groups, field trips, workshops, and presentations.
Explore Undiscovered North Florida!
The Big Bend Scenic Byway will Transport You to a Different Time and Place through its Wildlife, Waterways, Woods and Way of Life.
The Big Bend Scenic Byway was designated as a National Scenic Byway by the Federal Highway Administration in 2009.
Best Mix of Stakeholders
US Forest Service
National Wildlife Refuge
Small Business Owners
Tourist Development Councils
Greenways & Trails
Department of Transportation
Chambers of Commerce
Economic Development Councils
Regional Planning Organizations
The purpose of RiverWay
The purpose of RiverWay South is to preserve, protect and promote the unique heritage of communities within the Apalachicola, Chattahoochee and Flint (ACF)
The Alabama Mountain Lakes Tourist Association
The Alabama Mountain Lakes Tourist Association was formed in 1964 for the express purpose of developing North Alabama’s travel industry and marketing the region to the traveling public. Originally, there were only eight counties and very few members. Today, AMLA serves sixteen counties with an ever-expanding membership base representing progressive travel-regulated businesses and associations as well as various levels of government.
Tourism is Economic Development!
Visitors will support local small businesses and generate not only bed tax revenue but sales and sales tax revenue and green jobs through shopping at the convenience store, buying gas, eating out, renting recreation equipment, buying t-shirts, concert tickets, antique shopping and more.
Sometimes the Hard Way!
Tell Your Story to Your Stakeholders!
For Rural Marketing Organizations*