Facilitating Meaningful & Sustainable Experiences Personal Connection with Place The International Ecotourism Society
North American Ecotourism Conference 2007
Kim Whytock & Associates Inc.
Parks Canada Canadian Tourism Commission Environics Research
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It is not what we are But who we are That guides our travel experiences & Sensitive Appreciation of
Special Places
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Experiential Tourism Operations Moving from
Passive provision of Facilities & Services to
Proactive Facilitation of Experiences
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“Lonely Planet” - it’s all about Connection • About discovering more authentic travel experiences • Ones that will challenge, change and inspire us • And it’s about making connections in a sustainable way. So that the same opportunities will be there for the future. Kim Whytock & Associates Inc.
Sustainable Tourism Parks Canada / TIAC Definition
Fosters appreciation and stewardship of natural, cultural and historic resources and places by residents, the tourism industry governments and visitors. &
Results in a long term net benefit for the social, economic, natural and cultural environments of the area in which it takes place.
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Personal Experiences Each visitor perceives their own experience Most influenced by : • One’s own beliefs, attitudes & social values • also by previous knowledge and experiences Can be influenced by: • Host’s information, guidance and special opportunities
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Environics Social Values Mapping Authority Obedience to Traditional Structures & Norms
Well-being, Harmony, Responsibility
Comfort & Familiarity
Safe Connections
Survival
Fulfillment Seeking Stimulus
Global Exploration Personal Control –Flexibility
Good Times / In Things
Discovery & Self-discovery
Individuality
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Environics Key Travel Values Authority Status & Security
Survival
• Comfort Seeking • Luxury Travel • Reluctant Travel • Personal Roots Travel • Sampling
• Shared Experiences • Group Travel • Free & Easy • Escape • Hobbies
Exclusion & Intensity • Check List Travel • Exhibitionism • Comparison Travel • Constant Travel
Authority & Responsibility
Idealism & Autonomy • Nature Travel • Historical Travel • Cultural Travel
Individuality Kim Whytock & Associates Inc.
Fulfillment
Travel Values Potential Identifying Parks Canada Explorers Value
Seeking
•
Nature Travel
understanding of nature and environment
•
Historical Travel
understanding of people and heritage
•
Cultural Immersion
discovery new and different culture, communities
•
Check-List Travel
iconic places, highly recognized destinations
•
Gentle Exploration
packaged programs, led experiences, supported
•
Shared Experiences
family or affiliated group experiences
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Nine CTC Explorer Types Authority Virtual Travelers
No Hassle Travelers
Personal History Explorers Rejeuvenators
Survival
Fulfillment Gentle Explorers
Authentic Experiencers
Free Spirits
Cultural History Buffs Cultural Explorers
Individuality Kim Whytock & Associates Inc.
Nine CTC Explorer Types • Based upon Environics Social Values • Uses 25 statement questionnaire • Tested in US, UK and Canada
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www.eq.canada.travel/
Kim Whytock & Associates Inc.
Primary Parks Canada / Ecotourism Explorer Types • Authentic Experiencers • Cultural Explorers • Cultural History Buffs • Free Spirits
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Authentic Experiencers Social Values
Travel Lifestyles
•
Ecologically concerned, sensitive, responsible - caring
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Globally aware – open to unknown
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Spontaneous / creative – opportunistic
Integrates into Cultural Lifestyles
•
Targeted traveler - strategic
• •
Knowledge seeker – before, during, after Oriented to life long learning
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Learn through Experience
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Seeks road less traveled
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Control important – both self and situation
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Rugged comfort – related to experience
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Not rules bound – seeks freedom
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Social, independent, self-reliant
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Supportive, assimilative, cooperative
• •
Natural Landscape Wanderer At ease & harmony with nature
• •
Links nature & culture for understanding Seek biotic understanding
•
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Cultural Explorers Social Values
Travel Lifestyles
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Globally Aware
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Explorer of what is different, unique,
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Ecologically Sensitive
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Flexible, Adaptive, Creative
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Reasoned-risk Taker
Devises own programs or requests customized ones
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Self-willed / ordered – organized
Comfort discretionary – fit experience
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Positive Perspective
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Supportive, assimilative, cooperative
•
Social, Independent, Self-reliant
• •
Lesser known cultural experiences / discovery Freedom from norms, known environments
• •
Culturally different situations – growth Integrates history and current culture
• •
Seeks perception sharing with informed people Engages in social norms different from own
• •
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Cultural History Buffs Social Values
Travel Lifestyles • • • •
Oriented to engaging learning adventures Not adverse to the unpredicted, less known Seek History & Modern Context Cultural Immersion – connection with people
• •
Link nature and culture to understand Learning customs and values
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Self-discovery in foreign context
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Comfort discretionary – fit experience
•
Independent - unstructured travel – not packaged
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Open Minded – change oriented
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Culturally Sensitive – welcoming
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Ecologically Sensitive – responsible
•
Social, independent, self-reliant
•
Supportive, cooperative – engaging
•
Personal control a strength
•
Positive Minded – not overwhelmed
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Free Spirits Travel Lifestyles
•
Social Values
Life is more exotic abroad, so travel is continuous and exciting. New destinations: Always looking for someplace new
•
Strong sense of Personal Challenge
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Need for Status Recognition Technophiles
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See all the main attractions, but do not need to go into depth with any.
•
•
Luxury/Comfort: most luxurious venues
Social Lives Rule: Craves Social Intimacy, Celebrating Passages and Attraction to Crowds.
•
Attracted to groups and shared experiences.
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Fun Events: Travel to spend time with friends, celebrate events
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Wants some structure and planning. Packages should include planned activities
•
Travel in organized groups, luxury hotels or hostels.
•
All types of trips, more weekends
•
•
Exhibitionists: Want to be the centre of attention.
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Inform, Influence, Involve (Focus on the Mind, not the Body)
• Engage Senses • Spark imaginations • Challenge intellects • Ignite self-discovery
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Individualized Explorations
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Must Sees
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Meaningful Outcomes of Ecotourism • Connection – identification with place • Growth – knowledge / perspective • Achievement – personal best • Contribution – legacy by contributing
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Key to Success Matching Visitor values and Interests with “Opportunities to Connect” & “Create Meaningful Experiences”
Kim Whytock & Associates Inc.