ABORIGINAL ECOTOURISM IN ONTARIO Dr. Sonya Graci Natalie Thiesen Ted Rogers School of Hospitality and Tourism Management, Ryerson University
Ecotourism & Sustainable Tourism Conference 2008 October 27-28, 2008
Outline
Question Background Research Methods Findings Recommendations Conclusion
Why? ƒ To determine the current state and potential of Aboriginal ecotourism in Ontario ƒ To determine the barriers to development of this form of tourism.
Background 3.8 percent of the Canadian population is Aboriginal, including First nations, Inuit and Métis (Statistics Canada, 2006). 1 in 10 Aboriginal people live in Ontario and in the western provinces (Statistics Canada, 2006).
Aboriginal Tourism ƒ Currently, it is estimated that Aboriginal tourism represents 0.5 percent of Canadian tourism
Aboriginal Ecotourism ƒ Aboriginal ecotourism is one of the most unknown concepts or ideas in the industry and is vaguely regarded by tourists, tourism marketing agencies, members of the government and aboriginal communities themselves.
Research Method ƒ 18 semi-structured, key informant interviews ƒ Various stakeholders such as academics, Chiefs, government, tourism operators and aboriginal associations
Major Findings 6 main barriers were identified
No agreed upon definition Inadequate resources Lack of education and training Poor product development and marketing Resistance to sharing culture Bureaucracy
Definition No universal, cohesive definition of Aboriginal Ecotourism Components of the definition
Being owned and operated by Aboriginals Being nature based Well being of the community Preservation of local culture Education and sharing of Aboriginal life
Definition of Aboriginal Ecotourism 90%
80% 78% 70%
% favourable
60% 56% 50% 50% 40%
30%
33%
20%
22%
10%
0% Owned and operated by Aboriginals (at least 51%)
Focus on nature & environment
Focus on maximizing community benefits & well being Common Themes
Local culture history Education & sharing of & traditions preservation aboriginal life
Inadequate Resources Lack of:
Funding Skilled employees Leadership Expertise
Inadequate Resources Many Aboriginals do not see tourism as a lucrative industry Seasonality Lack of exposure to best practices
Lack of Education/Training A need to develop business skills
Business plans Proposal development Marketing strategies Maintenance of financial records
Need for extensive service training
Poor Product Development Marketing
Lack of market ready products Service standards not met Authenticity of the product must be maintained
Poor Product Development Marketing Significant Aboriginal Tourism Experiences Canada’s Significant 29
Canadian Cultural Tours Cree Village Eco-Lodge Great Spirit Trail
Resistance to Sharing Culture Sacredness of traditions Selling spirituality as a tourism product Commoditization Resistance from communities
Bureaucracy
Bureaucratic procedures Community approval Government bureaucracy
Aboriginal Ecotourism Development Focused on sustainability Increasing economic development Reducing reliance on government assistance Preservation of culture, heritage and natural environments Increasing community capacity Knowledge, skills and training
Recommendations ƒ Multi-stakeholder partnership that incorporates all stakeholders with a clear vision and roles and responsibilities.
Multi-stakeholder Partnerships
Aboriginal communities Investors Levels of government National and regional tourism associations Aboriginal tourism associations Employees
Multi-Stakeholder Partnership Guidance, education and training Increased marketing efforts Support and recognition from funding agencies Knowledge exchange Sharing of best practices Opportunities for leadership
Conclusion
Contact Information
Dr. Sonya Graci sgraci@ryerson.ca www.accommodatinggreen.com www.theicarusfoundation.com