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Tony Nakazawa

UAF Cooperative Extension Service

1675 C Street #100

Anchorage, Alaska

907-460-0825 or 786-6300

[email protected]

I will put you in contact with a local guide or local resident that can help you with your travel arrangements to this community.

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Service Design for Art, Crafts and Tourism in Dillingham

Steve H. Wang, Edgar Blatchford, H Matsuura,

and Tony NakazawaUniversity of Alaska

Today’s Talk

• Technology & Strategy• Marketing • Tourism• Service center

Strategy

• Intelligence• Focus• Commitment• Readiness• Empowerment

• Marketing: Price, People, Place, and Promotion

• The attainment of knowledge and expertise to foster innovation and networking in rural areas

• Schemes to build support systems in thin rural networks to facilitate a local manufacturing base and value chain

• Originate and sustain paths to innovate within the context of globalization

Commentary theoretical basis

• Evolutionary innovation theory – how innovation builds upon itself and matures in a feedback cycle

• Network theory – analysis of connections established and multiplied

• Clustering concept – units of cooperation and knowledge exchange

• Localized learning – founding training programs in close proximity to the peripheral area

Key concepts

• Innovation process• Networks• Value Chain • Knowledge acquisition• Proximity

• Upgrade local worker skills and technical prowess

• Focus on the intermediate positions in the value chain

• Introduce a research and development sector after value chain establishment

• Use business/management analysis and market study to maintain and expand outward on the positions in the value chain

ALASKA NOWUNIVERSITY OF ALASKA

Prepared by: Hsueh-Ming Steve Wang, Ph.D.

Anthony Nakazawa, Ph.D.Edgar Blatchford, Ph.D.

Luisa Vallejo, ESM Graduate Student

December 7, 2013

OBJECTIVES:§ Identify how the University of Alaska can be

more actively involved in further developing

the Alaska Tourism Industry, specifically more

around Capability Development and

Engineering Services.

§ Engage all the different stakeholders inside

and out UAA to unify efforts towards the

same goal.

§ Build and manage the “Alaska Now” short

term and long term plan, including finding the

resources to support the implementation of

the various initiatives.

ALASKA NOW

But first, let’s understand the potential of the Tourism Cluster in Alaska. In the following slides a preliminary analysis of the POTENTIAL and where to start.University of Alaska Anchorage, October 2013 1

ALASKA NOW

University of Alaska Anchorage, October 2013 2

Tourism Development and MarketingTourism Marketing Programs

Official State Vacation PlannerMagazine Advertising / MediaTravelalaska.comDirect Marketing LeadsInternational / Domestic TradeMarketing Plan and Quarterly Reports

Marketing Program ResearchAlaska Visitors Statistics ProgramEconomic of Alaska Visitor IndustryFocus Studies

Training and Business AssistanceBusiness Assistance

Resources for Business PlansLicenses and PermitsSector-Specific ResourcesVisitor Industry Taxes and Fees

Marketing AssistanceAlaska Host ProgramCultural Host Program (Alaska Native Culture)Alaska Tour Guide Training Program

Alaska Host Program§ Customer Service Essentials (4 h)§ Cultural Host (4 h)§ Serving Customers with Disabilities (1 h)§ Telephone Customer Service (1 h)§ Alaska in your Backyard: Learn about the “Last Frontier” (1 h)§ Serving International Visitors (2 h)

TOURISM POTENTIAL

Alaska is already focused on the Tourism Cluster development by the establishment of different programsby the…

ALASKA DEPARTMENT OF COMMERCE, COMMUNITY & ECONOMIC DEVELOPMENT

ALASKA NOW


TOURISM POTENTIAL

Alaska Visitor Volume, Summers 2006-2011, By MarketSource: Alaska Visitor Statistics Program VI – Summer 2011

Alaska Travel Industry Association

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2

4

6

8

10

12

Number of Tourists in 2011: 1,556,800

Shifts from 2006:§ Vacation/pleasure: -5%§ Visit Friends/Relatives VFR: +5% § Shifts more pronounced among air

visitors

Alaska Summer 2012 Tourism DataSource: State Department of Commerce by McDowell

Group

Out-of-State Summer Visitors (5 months)~ 1.59 million

Out-of-State Slow Season Visitors (7 months)

~ 2 million

Tourism Visitors Increase – Summer 20122%

Tourism the 3rd income for the state

ALASKA NOW


Alaska Visitor Trip Purpose, Summer 2011Source: Alaska Visitor Statistics Program VI – Summer 2011


Alaska Summer 2012 - Travel MethodSource: State Department of Commerce by McDowell Group

§ Cruise Ships: Volume has increased for two consecutive years, but is still 9% lower than the peak of over one million passengers in 2008.

§ Air Travel: It decreased 4% last year, overall air travel is 15% higher than the low seen in 2009.

§ Highway/Ferry: 19% lower than the recent high in 2006.

§ Cruise ship visitors increased by 6%, while air travelers decreased by 4% and highway/ferry traffic was flat.

0 2 4 6 8 10 12

TOURISM POTENTIAL

ALASKA NOW


Alaska Regions Visited, Summer 2011Source: Alaska Visitor Statistics Program VI – Summer 2011


TOURISM POTENTIAL

§ Southeast overall visitation down 71% in 2006 to 68% in 2011

§ All other visitation rates by region stayed the same or were up/down 1%

ALASKA NOW


AK Total Visitor Expenditures ($M), Summer 2006 & 2011Source: Alaska Visitor Statistics Program VI – Summer 2011


TOURISM POTENTIAL

Alaska Summer 2012 - State Taxes Revenue

Source: State Department of Commerce by McDowell Group

§ Total Spending by Visitors: $3.72 billion in 2011-2012 year.

§ Bed taxes were up in every community survey. Collections increased 6% in Anchorage, 17% in the Fairbanks North Star Borough, 10% in the Mat-Su and 9% in Juneau. This statistic will also include taxes generated by resident travelers and can be impacted by changes in room rates.

§ Despite increase in bed tax collections, vehicle rental tax revenues were down in Anchorage by 6%. The report hypothesizes that cruise travelers transiting through Anchorage are not as likely to rent a car as independent air travelers. RV rental taxes also declined by 5% last year.

Total Spending down 13% (Inflation-adjusted)

ALASKA NOW


Other Alaska Tourism Data, Summer 2011Source: Alaska Visitor Statistics Program VI – Summer 2011


TOURISM POTENTIAL

Most Popular Activities

Compared to 2006…§ Fishing lodge -2%§ Wilderness lodge +3%§ Motor-coach +5%§ Rental car/RV package new in 2011

Package Type Base (Non-Cruise)

ALASKA NOW


TOURISM POTENTIAL

Top 15 Alaska Destinations Percent Very Satisfied, By Category, 2006 and 2011

Other Alaska Tourism Data, Summer 2011Source: Alaska Visitor Statistics Program VI – Summer 2011


ALASKA NOWAlaska Partnership for Economic Development

Alaska Tourism Cluster – Jobs by Region Source: Economic Impact of Alaska’s Visitor Industry 2011-12 Report, by McDowell Group


TOURISMEMPLOYMENT

Tourism Employment DataSource: Economic Impact of Alaska’s Visitor Industry 2011-12 Report, by McDowell Group

Full & Part Time Jobs (2011-2012) : 37,800 jobs (8% of statewide employment). § These jobs are supported directly and

indirectly by visitor spending, calculated to be 3.72 billion dollars for the 2011-2012 year.

§ The strength of the industry is not evenly distributed throughout the state; South-central, South-east, and Anchorage see the most benefit from jobs and spending due to ease of access and cruise ship passenger spending.

§ Leisure and hospitality industry in Anchorage (accommodation, food services, arts, entertainment, and recreation) gets a big boost each year from tourism. Food Service represents two-thirds of the industry employment.

ALASKA NOW


TOURISMEMPLOYMENT

Alaska Forward Visitor Industry Survey - Hiring And Training Needs (2012)By Alaska Forward Initiative

Assumptions Proven with the Survey:1. A high percentage of tourism employees are non-Alaskan2. Importing non-Alaskan employees is expensive for employers3. Employers have trouble finding qualified employees

Front Line Employees: § 80% consider that

Inadequate skills is a severe and moderate problem

§ Training Needs: Customer Service Training, Marketing/Sales, Communication Skills

Preferred Methods of Training Delivery 1. On-site training at business 2. Webinar/Online/Distance delivery 3. Off-site training at trainer’s location

Management Employees:§ 62% consider that

inadequate skills is a severe and moderate problem

§ Training Needs: Marketing, Personnel Management/Human Resources, and Computer Applications

Alaska Labor Pool Perception

ALASKA NOW


By Other University Programs

TOURISMBENCHMARK

Best Schools in the U.S. with Tourism Degrees (20) - Not in a particular order§ Arizona State University, W.P. Carey School of Business(Phoenix, AZ)

§ Brigham Young University Hawaii (Laie, HI) § Drexel University, Goodwin College School of Technology and Professional Studies (Philadelphia, PA)§ Florida International University, Chaplin School of Hospitality & Tourism Management (University Park, FL)§ George Mason University (Fairfax, VA)§ George Washington University (Washington, DC)§ Indiana University (Bloomington, IN)§ Johnson & Wales University (Providence, RI)§ New York University (New York, NY)§ Purdue University (West Lafayette, IN)§ Rochester Institute of Technology (Henrietta, NY)§ Saint Leo University (St. Leo, FL)§ Temple University, School of Tourism and Hospitality Management (Philadelphia, PA)§ Texas A&M University (College Station, TX)§ University of Hawaii (Honolulu, HI)§ University of Central Florida (Orlando, FL)§ University of Massachusetts (Amherst, MA)§ University of New Hampshire (Durham, NH)§ University of North Texas, College of Merchandising, Hospitality, & Tourism (Denton, TX)§ University of Southern Maine (Portland, ME)

ALASKA NOW

Bachelor in Tourism Industry Management Focuses on strategic issues and applications of theory related to transportation systems and tourism destination management.

Core Courses:Travel and transportation distribution systemsTour operationsCultural aspects of tourismCultural destination managementAirline managementDistribution and industry trendsInternational air and marine transportationTourism and transportation policy

Internship (800 hours of work experience).University of Alaska Anchorage, October 2013 12

By Other University Programs

TOURISMBENCHMARK

Master of Science in Travel Industry Management (36 credits)Introductory Courses (6)Introductory Economics, Introductory Financial and Managerial Accounting, Introductory Statistics.Required core courses (6)TIM 601 Research Applications in TIMTIM 602 Strategic Travel MarketingTIM 603 Information Technology, E-Commerce in the Travel IndustryTIM 605 Hospitality ManagementTIM 606 Transportation Systems ManagementTIM 607 Global Tourism AnalysisTIM 695 Seminar: Travel Industry Management PolicyElectives (9)Thesis (6) or Project (3)

ALASKA NOWBy Other State Programs

Montana Tourism & Recreation Strategic Plan 2013 – 2017§ Strategy 1: Communicate and deliver Montana’s

“spectacular unspoiled nature” in a way that makes it real, tangible, and accessible to the visitor

§ Strategy 2: Highlight and help develop “vibrant and charming small towns” throughout Montana

§ Strategy 3: Integrate nature and towns to offer and deliver a balance of “breathtaking experiences” and “relaxing hospitality”

§ Strategy 4: Serve the information and infrastructure needs of Montana’s visitors

§ Strategy 5: Provide support for Montana’s tourism industry

Partnership for Tourism Cluster Development§ Government§ Industry § University§ Community


TOURISMBENCHMARK

Montana Programs:§ Brand Development Program§ Public Information Program§ Electronic Marketing§ Visitor Services Program§ Film Industry§ Overseas Marketing§ U.S. & Canadian Group Travel§ Consumer Publications§ Industry Services§ Domestic and International Publicity§ Tourism Development & Education§ Montana Superhost Program§ Consumer Marketing§ eLearningU

ALASKA NOW

Highlights§ Promotes Danish way with

emphasis in lifestyle and green living.

§ MICE Tourism (Meetings, Incentives, Conferencing, & Exhibitions) new program: Meetovation© = meeting design.

§ Green tourism – CO2 neutral hotels.

Highlights:§ Slogan: Travel & Leisure, Experience

something totally different.§ Adventure or Specialist Tourism§ MICE – Sustainable Meetings§ Cultural City - Reykjavík§ Food & Gastronomy Tourism§ Health & Wellness Tourism§ Use of Sustainable Tourism Model


By Other Countries Programs(Geographically related)

TOURISMBENCHMARK

ALASKA NOW

Highlights§ Research shows that affluent travelers

increasingly want Geotourism. § “Tourism that sustains or enhances the

geographical character of a place, its environment, culture, aesthetics, heritage, and the well-being of its residents.”

§ 154 Million travelled in the last 3 years.

Sightseeing

Local Cuisin

e

Cultural

Tourism ECOTOURISM

:NatureHeritag

e Tourism

Indigenous

Tourism

Agri-Tourism

Suggested Strategy by § Identify, Sustain, Develop and Market Geotourism assets. § Network of local Geotourism Stewardship Councils§ Launch a Collaborative Catalytic Project

National Geographic:§ Center for Sustainable Destinations§ Geotourism Goals:

Use tourism to sustain or enhance the character of a place. Increase number of Geotourism chapters.


By Other Tourism Promotion Programs

TOURISMBENCHMARK

Source: Jonathan B. Tourtellot, Tourism Consultant

ALASKA NOW


TOURISMBENCHMARK

http://sustainabletravel.org/

Support Programs:Sustainable DestinationsStrategic PartnershipsSustainable Tourism Education Program (STEP)Sector Specific StandardsSustainability Management FrameworkEco-CertificationMulti-site Operations and DestinationsCarbon Emissions and OffsetsEducation and TrainingMarketing and Communications

By Other Tourism Promotion Programs

http://sustainabletravel.org/

ALASKA NOW


By Use of Technology

TOURISMBENCHMARK

Technology in Tourism along these phases:

Sharing, Experiencing, Booking, Researching, Dreaming.

Cases of Success:1. Schönbrunn Palace (Austria) - Reaching out to

visitors with social networks2. CICtourGUNE - How to raise competitiveness

through technology and innovation3. THOFU - Technology for the hotels of the future4. 'VENICE CONNECT‘ - Managing the city’s tourism

Online5. CITY OF BATH - How to achieve success in

destination management and marketing?6. Cloud Destination7. AMADEUS - Using Technology and Tourism to

boost development in disadvantaged communities

Tourism Sociabilities and Place:Challenges and Opportunities for DesignMads Bødker and David Browning

§ Re-envisioning the use of technology for designers of technologies such as mobile and place-based technologies.

§ Tourism is increasingly concerned with making “connections with [rather] than escape from, social relations.

§ Tourist sites as socially and culturally Interactive places.


THANK YOU!!

ALASKA NOW


SWOTANALYSIS

Strengths:§ Alaska stunning and varied landscape and natural

environment, including the many glaciers and national parks.

§ Alaska sense of peace and stillness. § Specialist tourism highly appreciated by Alaska

tourists (skiing to para-skiing and other winter sports, as well as softer high-value niches such as fishing, bird and whale watching, wildlife viewing, hiking to horse riding, diving, etc.).

§ Strong native culture and history. § Alaska as a melting pot with people from different

U.S. states and international cultures proud of living in Alaska that make them the best Alaskan ambassadors.

§ High level of awareness and positive perception of Alaska generally as evidenced by high level of visitor satisfaction.

§ Safe and clean destination with good level of service in Southeast, Southcentral and Interior.

§ Easy access and direct flights to Alaska.§ Alaska tourism the 3rd income for the state.§ State government committed to tourism

development.§ Tourism provides 8% of the jobs statewide.§ Standard of living has increased because of

tourism.§ Many industry stakeholders large and small

committed to sustainability.§ Unemployment rates (6.5%) below national

average (12%).§ American homes watching reality TV shows about

Alaska.

ALASKA NOW


SWOTANALYSIS

Weaknesses:§ Lack of an integrated strategic approach to

tourism planning and infrastructure development.

§ Poor tourism infrastructure, starting from lack of diversity in accommodation and roads.

§ Marketing and brand messages are inconsistent, lacking detailed market intelligence.

§ Poor use of state-of-the-art technologies to connect better with tourist before, during, and after the whole experience.

§ Local residents suffer from living in a tourist destination area.

§ Tourism results in overcrowded lakes, hiking trails, parks, and other outdoor places for locals.

§ Tourists add greatly to traffic congestion, noise.§ Destination geared towards summer season .§ Shortage of service/know-how/employees .§ Employers have trouble finding qualified

employees and pay high recruitment costs.§ In-state training options limited and expensive.§ Land management and poor site planning and

layout of visitor facilities and accommodation in rural and natural areas could potentially destroy the overall appeal of the destination as natural environment.

§ Poor telecommunication network and use of technology to facilitate accessibility to remote areas of Alaska.

ALASKA NOW


SWOTANALYSIS

Opportunities:§ Consolidate sector and provide one coherent

strategy for all stakeholders and create a support eco-system for further sustainable development of the Tourism Cluster in Alaska.

§ Improve Alaska road infrastructure and service infrastructure, including better accommodation and visitor facilities statewide.

§ Promotion and cultivation of a well trained Alaskan workforce will go a long way toward lowering operational costs and increasing the profitability and value of Alaska’s visitor industry.

§ Promote a change in attitude towards Alaska Tourism open for business 24-7-365 days a year by creative product development and selective marketing and promotion strategies that include winter tourism, in order to encourage higher spends and visitation outside peak.

§ Take advantage of Alaska’s landscape access to promote Geotourism , Adventure & Specialist Tourism, MICE, among other programs to attract high-spending visitors.

§ Create alternative year-round destinations inside Alaska to distribute visitor flows and economic benefits.

§ Develop Cultural Tourism linked to Alaska Natives. § Enhance the opportunities to continue providing

economic development in rural areas of Alaska.§ Attract more investment to Alaska in tourism.§ Many blockbuster films have been shot in Alaska,

opportunity to do joint promotion with film companies.

§ Promote the use of technology in the process of developing Alaskan tourism capability.

ALASKA NOW


SWOTANALYSIS

Threats:§ Risk of negative environmental impacts due to

tourism. § Perception of Alaska as a expensive place

compared with many destinations, and may be perceived as not offering value for money.

§ Other destinations are making significant progress towards adopting sustainability criteria and towards targeting specific tourism segments (adventures, luxury, geotourists, etc).

§ Holes of the intellectual property rights (IPR) regime. The goal is to protect intellectual property of indigenous peoples: use of cultural images in industry marketing, staging of performances for tourists, maintenance of collective property generically labeled as "folklore“, sacred elements of indigenous knowledge and practices.

§ International tourism policy on tourism developments and standard settings.

§ Unexpected changes coming from other tourism industry players such as: Hospitality, Airlines, Railways, Road Networks, Tour Operators and Government.

§ National economic recession/unemployment impacting AK opportunities for further tourism development & investment.

§ Out of control sudden threats to the U.S. or Alaska such as terrorist attack to the North Slope’s oil & gas fields, a natural disaster (earthquake/tsunami/storm), or a war (including the impact of the deployment of local troops).

ALASKA NOW


POTENTIALUNIVERSITY OF

ALASKAINITIATIVES

CENTER OF EXCELLENCE FOR ALASKA TOURISM The “ONE STOP RESOURCE” for Alaska Tourism Capability Development

GOAL 1: Sustainable Tourism§ Sustainable Tourism Practices Development§ Tourism Quality, Efficiency & Standards Settings § Geotourism Chapter (Collaborating with National

Geographic)§ Consulting services to tourism business

GOAL 2: Tourism Service Engineering and Marketing§ Market Intelligence program.§ Product/Service Development (experience design)§ Marketing Development Services to Tier 1

Segments: Destination Managers, Businesses, Travelers, & Community.

§ Tourism Technology Hub (website and apps development applying interactive design technologies).

GOAL 3: Tourism Education & Research/Innovation Services§ UAA In-State Curriculum Development at various

levels:o Short Courses/Advanced Educationo Methodology: Train-the-trainer, Virtual/Local

Courses targeting businesses, state, travelers, youth & community.

o Current Potential Courses Inventory: Customer Service / Communications, Cultural Awareness & Sensitivity, Alaska History & Geography, Alaska Guiding, Wilderness First Responder / Safety., Flight Schools, Restaurant / Hospitality, Holistic Tourism Programs, Commercial Boating)

§ Tourism research in key areas.

IDEAS - How the University of Alaska can be further involved in the Alaska Tourism

Cluster Development:


CENTER OF EXCELLENCE FOR ALASKA TOURISM

The “ONE STOP RESOURCE” for Alaska Tourism Capability Development

Potential University of Alaska Partnerships: ALASKA NOWInside University of Alaska:Outside University of Alaska:

POTENTIALUNIVERSITY OF

ALASKAINITIATIVES


Next Steps:1. Share this presentation with other University

of Alaska stakeholders to receive feedback, gain support, generate consensus and identify resources available around potential areas of involvement pro Alaska Tourism Development.

2. Engage with all the different stakeholders inside and out the University of Alaska to unify efforts towards the same goal. This means to connect with the identified potential partners and any other important player to build a common agenda.

3. Build and manage the “Alaska Now” short term and long term plan, including finding the resources to support the implementation of the various initiatives.

ALASKA NOW

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