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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

Kim Whytock & Associates Inc.

It is not what we are But who we are That guides our travel experiences & Sensitive Appreciation of

Special Places

Kim Whytock & Associates Inc.

Experiential Tourism Operations Moving from

Passive provision of Facilities & Services to

Proactive Facilitation of Experiences

Kim Whytock & Associates Inc.

“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.

Kim Whytock & Associates Inc.

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

Kim Whytock & Associates Inc.

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

Kim Whytock & Associates Inc.

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

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Nature Travel

understanding of nature and environment

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Historical Travel

understanding of people and heritage

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Cultural Immersion

discovery new and different culture, communities

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Check-List Travel

iconic places, highly recognized destinations

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Gentle Exploration

packaged programs, led experiences, supported

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Shared Experiences

family or affiliated group experiences

Kim Whytock & Associates Inc.

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

Kim Whytock & Associates Inc.

www.eq.canada.travel/

Kim Whytock & Associates Inc.

Primary Parks Canada / Ecotourism Explorer Types • Authentic Experiencers • Cultural Explorers • Cultural History Buffs • Free Spirits

Kim Whytock & Associates Inc.

Authentic Experiencers Social Values

Travel Lifestyles

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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

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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

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Natural Landscape Wanderer At ease & harmony with nature

• •

Links nature & culture for understanding Seek biotic understanding

•

Kim Whytock & Associates Inc.

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

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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

• •

Kim Whytock & Associates Inc.

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

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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

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Social, independent, self-reliant

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Supportive, cooperative – engaging

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Personal control a strength

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Positive Minded – not overwhelmed

Kim Whytock & Associates Inc.

Free Spirits Travel Lifestyles

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Social Values

Life is more exotic abroad, so travel is continuous and exciting.

New destinations: Always looking for someplace new

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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.

•

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Luxury/Comfort: most luxurious venues

Social Lives Rule: Craves Social Intimacy, Celebrating Passages and Attraction to Crowds.

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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

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Travel in organized groups, luxury hotels or hostels.

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All types of trips, more weekends

•

•

Exhibitionists: Want to be the centre of attention.

.

Kim Whytock & Associates Inc.

Inform, Influence, Involve (Focus on the Mind, not the Body)

• Engage Senses • Spark imaginations • Challenge intellects • Ignite self-discovery

Kim Whytock & Associates Inc.

Individualized Explorations

Kim Whytock & Associates Inc.

Must Sees

Kim Whytock & Associates Inc.

Meaningful Outcomes of Ecotourism • Connection – identification with place • Growth – knowledge / perspective • Achievement – personal best • Contribution – legacy by contributing

Kim Whytock & Associates Inc.

Key to Success Matching Visitor values and Interests with “Opportunities to Connect” & “Create Meaningful Experiences”

Kim Whytock & Associates Inc.