BC Alberta Extension Tour-2005
During May of 2005, a study team from the Department of Recreation and Tourism Management at Malaspina University-College embarked on a three week study tour throughout rural Alberta and British Columbia to: 1) explore the extent that rural communities were diversifying through tourism development, 2) determine information and resource needs required to assist in the transition, and 3) to ascertain how the academic community could assist rural communities to develop sustainable tourism. This research agenda provides a summary of the questions and informational needs of individuals in rural communities encountered on the study tour. To simplify the abundance of information gathered, the research agenda prioritizes topics in seven categories.
Information gaps:
The first information gap that rural community leaders recognized as a challenge was the need for knowledge on policy and planning strategies. The specific areas where more information is needed include:
Education in policy/planning for rural community leaders
Policy and planning to properly protect natural and cultural resources
How to assess the readiness of communities for rural tourism
How to measuring the impacts of tourism development
User-friendly community tourism planning tools; a basic template that is transferable to all rural communities, but not a cookie-cutter
Strategies for gaining community support for rural tourism development
Roles and responsibilities of local government in tourism planning
Methods to engage in participatory planning processes to ensure all community voices are heard
How to create partnerships with other communities to market the region; collaboration, instead of competition
Land use conflict that may arise from upcoming leisure trends (I.e., mountain biking vs. walking trails vs. horseback riding trails)
There was also a strong need for information on how to integrate tourism development within the existing social and economic fabric of communities.
Stronger understanding of the potential role of tourism in rural development strategies
The ability to assess tourism resources within the community; and adapt these resources to be attractive to visitors
Templates or case studies that depict the successful integration of tourism in other rural communities
The link and relationship between rural and urban tourism
Development and maintenance of collaborative partnerships between government, other formalized organizations, and other rural communities to achieve sustainable tourism development
Strategies on how aboriginal/indigenous communities can become engaged in the development and delivery of tourism products
Beyond planning and integrating tourism into existing community foundations, many communities seek guidance on how to effectively market tourism products and services.
Approaches to identifying rural community uniqueness in order to be successful in the rural tourism industry
Templates and assistance with the creation of strategic plans that are developed to attract domestic and international visitors
The ability to identify potential markets and motivations for travel
Baseline data on visitors to assist in business planning and marketing decisions
Research on the actual market niche (supply and demand; target markets) for aboriginal/indigenous tourism
As tourism is often a new industry for business owners, there are strong resource needs for small business management.
Strategies of recruiting and retaining tourism employees to the community
Strategies for subsidizing operational costs associated with isolation and staff accommodation
While many communities were not short on unique ideas for tourism development, they often lacked the financial resources to make them become a reality.
Resources related to grant proposal writing, and a list of potential organizations that would fund rural tourism projects
How to attract and retain suitable investors and community conscious tourism developers
Finally, there is a growing emphasis on sustainable tourism development in academic institutions, however the study team noted little take up of this knowledge within the rural communities visited.
Principles and tenets of sustainable tourism development
Developmental tactics for meeting the needs of tourists while maintaining the integrity of the rural communities culture
Methods of creating a balance between the desire to restrict tourism growth with the desire to re-develop the economy through rural tourism development
How to establish balance between resident perspectives and visitor preferences?
Knowledge transfer
The study also determined the best methods to make information accessible for those engaged in rural tourism development. The following section outlines how research and resources need to be packaged and distributed for maximum benefit in rural areas.
Utilize extension methods - or take information out "on the road" to those in rural communities
Package the information in digestible "sound bites" in user friendly language
Limit dependence on internet sources as many rural communities are disadvantaged with limited access to the world wide web
Provide manuals with "how to steps" that community leaders can access and use to start planning
Develop relationships with rural communities to support development vs. a one time visit or study "be there throughout the process"
Assist in educating the general public about the role of tourism in community economic development through the media
Place students out in rural communities to assist with projects, write proposals, and provide education opportunities
Host regional workshops and opportunities for skill development among community leaders
Conclusion and Recommendations
Rural tourism does not just happen. While tourism is often viewed as a viable means to diversify rural economies, those charged with making it happen are without a clear source of information and support to do so. In this climate, academics can play a vital role to assist rural businesses and communities to approach rural tourism development with the kind of capacities needed to make sustainable tourism occur. While this research agenda has identified eight areas where further research is needed, the map is only as useful as people make it. To continue rural tourism development academics need to research the agenda and foster partnerships with rural communities to ensure that the information reaches the people who need it the most.
