Case Studies
There are many successful strategies being employed to develop tourism in rural areas of the province. The TRIP team is documenting some of these case studies in more depth so that others can learn what process was used and what lessons were learned elsewhere.
- Gem of the Gulf: Community based tourism on Hornby Island, British Columbia
Introduction
This case study will outline how one island community in British Columbia’s Gulf Islands is attempting to manage the impacts associated to tourism growth. The findings have been obtained using participatory action research where residents of Hornby Island have been working with faculty and students from Malaspina University-College to assess the impacts of tourism on the island and identify potential strategies to manage growth for the social, environmental and economic health of the island.
- Blazing New Trails: Mountain Biking in Williams Lake, BC
IntroductionMountain biking in Williams Lake, British Columbia has developed from a few trails blazed by motorcycles in recent years to a current network of over 100 trails. As the bikes developed, so did the riding and many mountain bike films have used the trails surrounding Williams Lake as a backdrop for their extreme stunts. The quality and variety of riding also attracts visitors from the nearby towns of Quesnel and Prince George and for some, has even influenced decision to relocate because of the quality of riding. The increasing number of users has created a myriad of problems for local stakeholders. Ranchers have seen their herds disrupted and harassed, government officials have liability concerns, and residents are concerned for their children’s safety. Most of the trail system is built on crown land, with patches on private and city land. This case will attempt to outline the development of mountain biking in Williams Lake from the mid- 1980’s to present, documenting what actions each of the various stakeholders has taken.
- Incorporating Tourism Into the Local Economy Without Sacrificing Character: The Case of Oliver, BC
Introduction
This case study explores how a community can incorporate tourism development to help diversify the economy without losing the community’s rural character. Oliver, in the lower Okanagan Valley, is well known for wine tourism and other forms of agricultural tourism are also increasing. Oliver, like most communities, must manage its land carefully as tourism development has placed pressure on the existing land base. How can visitor services be of high quality without infringing upon Oliver’s working farmlands? Can tourism be developed without significant land development?
In order to address these questions, Oliver formed an economic development society, which was responsible for creating a branding image for the community. Once Oliver’s image as the “Wine Capital of Canada” was established, the economic development society began to create tourism economic development strategies that complemented the town’s rural, agricultural character. It was understood that tourism was not to overshadow Oliver’s existing nature, but rather to highlight it. Tourism has been used as a vehicle to allow visitors to experience Oliver as the community it has always been: one based on farming and agriculture.
- Understanding Self Drive Tourism (Rubber Tire Traffic): A Case Study of Bella Coola, BC
Introduction:Self drive tourism (also known as rubber tire traffic) represents a significant market sector within Canada and North America. Marketing campaigns promoting the ideal of independent travel in vehicles with names such as the Ford Escape, Nissan Pathfinder, Subaru Outback, and Jeep Liberty are now commonly used. In addition, factors such as increased car ownership, retiring baby boomers, and the development of larger and more powerful vehicles have arguably facilitated the growth of this market, despite global events such as rising oil prices and depressed exchange rates (Tourism BC, 2005).
Self drive tourism includes those people who hire or travel in their own vehicle, as well as those who hire or travel in their own recreational vehicle (including fifth wheels, motor homes, campers and camper trailers). In Canada alone, it has been suggested that 13% of the population now own an RV, compared to 10% in the USA (Go RVing, 2004). This high level of use is also apparent in British Columbia- the most recent travel figures for the province suggest that in 1996, 21 million people took overnight holidays in British Columbia, and of these, approximately 86% of residents and 79% of non BC residents took a holiday in their own or hired vehicle (Tourism BC, 1998). Moreover, 440,000 BC residents and 800,000 non BC residents used an RV (Tourism BC, 1998). Consequently, self drive tourism may be regarded as the “bread and butter” of tourism in British Columbia.
The aim of this research was to explore whether the self drive market is heterogeneous in its behaviour, by exploring the psychographic preferences and behaviour of self drive travellers in British Columbia. For this research, Bella Coola was used as a case study. In recognition of the significance of this research, funding was provided to this project by BC Ferries, the BC Real Estate Partnering Fund and the University of Northern British Columbia.
- Rapid Rural Appraisal of Taylor, BC: Where Peace and Prosperity Meet
IntroductionIn April 2006, a research team of seven senior students and two faculty members from the Department of Recreation and Tourism at Malaspina University-College undertook a three week research extension tour through northern Alberta, British Columbia and the Northwest Territories to study rural tourism development. From April 16-20, 2006 the research team conducted a pilot study using the Rapid Rural Appraisal method to identify potential tourism opportunities in the District of Taylor, British Columbia and thus determine its utility in supporting tourism planning in rural areas. The team coordinated a series of twenty in-depth interviews with community leaders, business operators, not for profit groups, District staff and residents during the four day assessment. Findings revealed that the resources within Taylor place the community in a strong position to integrate tourism into its economic development priorities. The findings also suggest that Rapid Rural Appraisal may have future implications for assessment of tourism development in rural areas.
- Can do! Will do! Done! A Case Study on Community Tourism Development in Likely, BC
IntroductionThis case study highlights the accomplishments of a small rural community in the Cariboo Mountain region of British Columbia called Likely. The economy of Likely has historically been dependent on resource industries such as gold, logging and mining. Over the years its population and economy have experienced a number of boom and bust periods. Along with a group of committed partners, a humble community leader has been on a mission to diversify the local economy to create a more resilient community, partly through tourism. By using a combination of their community forest revenues and grants, the community has recreated historical sites around the community to encourage tourists to visit. This case highlights the importance of identifying and supporting "Tourism Champions", developing First Nations partnerships, working with resource based industries like forestry. But mostly, this case exemplifies the impact that a "can do" attitude combined with commitment to action can make on a rural community intent on survival. This case study highlights the accomplishments of a small rural community in the Cariboo Mountain region of British Columbia called Likely. The economy of Likely has historically been dependent on resource industries such as gold, logging and mining. Over the years its population and economy have experienced a number of boom and bust periods. Along with a group of committed partners, a humble community leader has been on a mission to diversify the local economy to create a more resilient community, partly through tourism. By using a combination of their community forest revenues and grants, the community has recreated historical sites around the community to encourage tourists to visit. This case highlights the importance of identifying and supporting "Tourism Champions", developing First Nations partnerships, working with resource based industries like forestry. But mostly, this case exemplifies the impact that a "can do" attitude combined with commitment to action can make on a rural community intent on survival.
- The Evolution of Chemainus, BC: Importance of Community Driven Planning in Tourism Development
Introduction
Many communities in British Columbia are dealing with the harsh reality of the failure of long term sustainability of primary resource industries such as logging, fishing and mining. Communities around the province must realize the importance of diversifying their local economy regardless of the level of success or failure of any given industry.
Chemainus, British Columbia, was once a primary resource-based community that learned the importance of a diversified economy. This case study looks at the evolution of community-driven tourism development and the progression of planning processes used. The case also highlights Chemainus's need for value-added tourism and strategic long-term community planning as the tourism industry grew. Additionally, this study emphasises the need for community-driven development to ensure that the requirements of the local population were met. Finally, the study examines future plans for growth and discusses how even the most strategic planning processes can be in conflict due to unforeseen future developments.
- Malaspina Ucluelet Research Alliance: A Best Case Example
Introduction
Successful planning to accommodate changes associated to tourism development does not just happen. This case study looks at the community of Ucluelet and the process that has taken place to develop its current Official Community Plan. Ucluelet partnered with Malaspina University-College to form a Research Alliance to ensure that all citizens of the district had a voice in the community's planning process. Ucluelet has received international recognition for its environmentally sensitive practices and grass roots approach to community planning and should be acknowledged as a best practice. Resort communities that are pursuing amenity based industries like tourism can learn from the strategies used in this case to embed citizen engagement and community based planning in designing a sustainable future.
