1 / 24

Managing Parks for People

Managing Parks for People. Objectives. Describe resource protection vs. public use dilemma in Canada’s National Parks system Describe National Park system visitor use trends and implications Describe emerging park system product-market matching research.

khanh
Download Presentation

Managing Parks for People

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Managing Parks for People

  2. Objectives • Describe resource protection vs. public use dilemma in Canada’s National Parks system • Describe National Park system visitor use trends and implications • Describe emerging park system product-market matching research

  3. Parks Protection and Public Use Dilemma • Canadian National Parks “Roots’ • Natural resource protection and tourism mandate • Embedded ecological integrity > visitor orientation • legislation, staff, management plans, etc. • Increasing political influence • accountability, awareness and use • Emerging program diversity • optimum protection - public use balance

  4. Parks Public Use Challenges • Growing (1980s), slowing (1990s), declining (2000s) of public visitation • Visitation constrained by shifting socio-demographic, urbanization and competitive product experience forces • Diminished awareness and connection with publics leading to diminished budgets to protect resource integrity (National Parks)

  5. Travel Markets and Parks Management Globalization and Visitor Demand Competition Socio-Cultural and Environmental Pressures Diversification of Visitor Types Niche/Specialty Market Demand Segment-based Visitor Development Park Implications Policy Development ProductDevelopment Impact Management Communication

  6. COMPETITIVE POSITIONING ON PRODUCT DIMENSIONS

  7. Parks Based Travel Market Characteristics

  8. International Market Case Study What are the travel characteristics of overseas visitors interested in experiencing Canada’s National Parks? - Parks Oriented Travellers -

  9. An Example: U.K. vs South Korea Travelers “Interested in visiting National Parks /Forests while on trip to Canada in the next three years” -United Kingdom: 54% -South Korea: 59%

  10. Travel Philosophy • How people think about travel in an overall sense • How people prefer to travel

  11. UNITED KINGDOM Travel money priority Value for money Pre-arranged travel Touring Short trips SOUTH KOREA Inexpensive travel New destinations Pre-arranged travel Reduced air fares Touring Travel Philosophies of Park-Oriented Travelers

  12. Travel Benefits • Reasons people might want to go on vacation • The kind of experiences they might be looking for

  13. Most Important Travel Benefits: Park-Oriented Travellers • UNITED KINGDOM • Foreign places • Different lifestyles • Seeing as much as possible • Learning new things • Acting how I feel • SOUTH KOREA • Learning new things • Different lifestyles • Seeing as much as possible • Foreign places • Historical places

  14. Least Important Travel Benefits: Park-Oriented Travellers • UNITED KINGDOM • Roughing it • Sports participation • Different places than friends • Doing nothing • Sports spectating • SOUTH KOREA • Indulging in luxury • Sports participation • Family places • Trip “bragging” • Sports spectating

  15. Product Attributes • Preferred activities, features and amenities that influence destination selection

  16. Most Important Travel Product Attributes: Park-Oriented Travelers • UNITED KINGDOM • Outstanding scenery • Interesting/friendly locals • Warm/sunny climate • Reliable weather • Personal safety • SOUTH KOREA • Personal safety • Increased knowledge • Outstanding scenery • Reliable weather • Hygiene/cleanliness

  17. Travel Patterns • Trip Type • Party Composition • Activities Pursued • Length of Trip

  18. Most Frequent Activities Pursued: Nature-Oriented Travellers • UNITED KINGDOM • Photography • Shopping • Dining out • City sightseeing • Sampling local food • SOUTH KOREA • City sightseeing • Sampling local food • Shopping • Dining out • Photography

  19. Least Frequent Activities Pursued: Park-Oriented Travellers • UNITED KINGDOM • Hunting • Snow-skiing • Horse-riding • Overnight cruising • Visiting health spas • SOUTH KOREA • Hunting • Horse-riding • Snow-skiing • Overnight cruising • Visiting health spas

  20. The Visitor Explorer Approach to Park Experiences Individualized “values” based segments Parks product-market matching strategies http://www.georgewright.org/272jager.pdf Parks “Explorer” experiences Who are you? http://quiz.canada.travel/ What Parks Canada experience can we offer? http://www.pc.gc.ca/pn-np/bc/gulf/visit/eq.aspx

  21. Thank You!

More Related