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Implementing Heritage Tourism Some tips for going to market…

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Implementing Heritage Tourism Some tips for going to market…

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  1. Heritage Tourism encompasses elements of living culture, history, and natural history of place that communities value and steward for the future. These elements are very specific to a community or region and can contribute to pride, stability, growth, and economic development. The role of heritage and culture are especially critical in rural settings.

  2. Implementing Heritage TourismSome tips for going to market… 6th Webinar in the Heritage Tourism Initiative North Central Regional Center for Rural Development

  3. Jonathon Day • Purdue University | Purdue Tourism and Hospitality Research Center – Tourism Marketing / Sustainable Tourism Heritage Tourism Resources Julie Avery - Michigan State University Museum, Curator/Rural Life & Culture, - Extension Specialist/Cultural Community & Economic Development Introductions

  4. Approach • Introduction What is it? Importance Regionalism • A Fit for your Community Community Building Economic Strategies • Initiating Assessing Community Engagement • Organizing Partnering • Planning Strategic & Action Planning • Implementing Products, Marketing, Hospitality, Resources • Evaluation & Renewing Life Cycle,

  5. Making it Happen : Heritage Tourism • Two Perspectives of Products/Services and Experiences • Going to Market • Tips on Making Change Happen • Experimentation and Innovation Big Ideas Experiences Bundling

  6. Heritage Tourism Products Your Perspective Visitors Perspective Experiences Sets of benefits Future memories ? • Products • Hotels • Museums with collections • Attractions • Economic development

  7. The Experience Economy • Coffee Beans • Less than $1 /pound wholesale • A couple of cents/cup.

  8. The Experience Economy • Some processing and ready to drink. • A couple of cents a cup…

  9. The Experience Economy • HTM Café • $1.65 per 16 oz

  10. The Experience Economy • Starbucks The third place • Triple Grande non fat no whip mocha $4.49

  11. The Experience Economy • Café Florian St Mark’s Square Venice Italy • More than $15 cup… • Plus airfare and hotel…

  12. Thinking About Experiences Your Disney Wedding

  13. Or….

  14. What is your Heritage Tourism Experience ?

  15. Heritage Tourism Products Your Perspective: The value of Bundling • Partners in Marketing • Filling Gaps • A way to capture attention in a competitive marketplace • An example of bundling

  16. The competition ?

  17. Going to Market • Understand how your consumers find you… • Don’t overlook “low hanging” fruit…

  18. Making Change Happen … • Establish a sense of urgency • Create a guiding coalition • Developing a vision and strategy • Communicating the change vision • Empower broad based action • Generate short term wins • Consolidate gains and produce more change • Anchor new approaches

  19. Yes ….. Experimentation and Innovation But • Stops the conversations • Show you aren’t listening And • Opens conversation to new directions • Encourages collaboration

  20. Thanks! . . . And questions? Jonathon Day Purdue University | Purdue Tourism and Hospitality Research Center jonday@purdue.edu

  21. Heritage Tourism for the North Central Region http://connect.msu.edu/heritagetourism Join our group Heritage Tourism Initiative

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