putting history to work in georgia. what is heritage and cultural tourism? heritage and cultural...
TRANSCRIPT
Putting History to Work in Georgia
What is Heritage and Cultural Tourism? Heritage and Cultural Tourism is
travel directed toward experiencing the arts, history and special character of a place in and exciting, informative way.
Benefits of Heritage Tourism Revitalization Tourism Economic Development Education
Product Developmentin Heritage Tourism
Overview
Program development has three elements•Audience•Resources •Evaluation
Your Audience
Rising educational levels Increasing age Less leisure time Importance of quality Advances in global
communication Travel options growing International
Tourism/Global Economy
Trends, Facts, and Figures
Traveler Demographics 2004
77% of Trips taken were destination overnight trips
The average travel party size was 2.1 persons
27% of the trips included children The average expenditures on an overnight
trip in the state was $311 26% of people shopped while on their trip 80% of visitors traveled by automobile*Information from the TIA Preliminary Economic Impact Numbers 2004
Why is heritage tourism important?
Historic sites: connect Americans with their heritage
unlike anything else can. connect with people around the world. generate an emotional response. make visitors feel enriched and
enthralled. have unparalleled credibility as a
source of information.
So why is historic site visitation down?
Baby boomers want: to relax, have less stress, spa atmosphere, night activities
Baby boomers have less time to spend visiting sites
Paradoxical Situation According to the 2003 TIA heritage tourism
is booming with a 13% increase between 1996 and 2003
81% of travelers included a historic site on their travel itinerary
However, directors of historic places like Monticello, Mt. Vernon, and Colonial Williamsburg have noticed significant decline in visitors since 2000
So how can museums re-invent themselves?
Factors Contributing to Decline in Visitation
The effect of national events such as the tragedy of September 11th, anthrax scare, and war in Iraq
A struggling economy Record amounts of snow, ice, and rain A season of hurricanes Exorbitant gas prices
A Plethora of Choices Heritage sites must recognize time
constraints and the competition for peoples’ time.
There are thousands of heritage sites across the country, which leaves sites to compete with other leisure activities in the area such as beaches and theme parks.
The hard truth: We are just another attraction to many travelers. We must make ourselves distinctive, alluring , and yet still authentic.
Changes in Travel Patterns Half of all travel now takes place on the weekends American’s planning time for vacations has
diminished rapidly. Joan Mercuri, president and CEO of the Frank
Lloyd Wright Preservation Trust in Chicago, noted that at the Frank Lloyd Wright Home and Studio and the Robie House 40% of visitors planned their visit the same day or one or two days ahead.
Making historic sites accessible when travelers decide they want to visit is challenging for sites that rely on volunteers or have limited hours of operation.
Forming Partnerships and Alliances
“A rising tide lifts all boats.”
--John F. Kennedy--Ronald Reagan
Resources
How to make the most of your resources Focus on authenticity and quality Preserve and protect your community’s
resources Make sites come alive through their stories Find a fit between your community and its
tourism needs Collaborate
Authenticity
The real stories of your area are worth telling and decidedly better than most any fiction!
Black History Civil War Performance, Tullie Smith House,Atlanta History Center
Community Focused
Expose the wonderful and complement the resources.
Swamp Gravy, Colquitt County
Needs Based
Tourism is about doing what is best for your community. Work together to find out what works best!
Historic TrainDepot, Thomson
Learning and your resources
What is experiential learning? What are the types of learning styles? What are some themes that can be used?
e.g, Architecture Military Agriculture Ethnicity
Collaboration Work together to
develop an attractive package that brings in both new and existing audiences.
Callaway Gardens
FDR State Park
Planning
Little White House
FDR Institute for rehabilitation
Meriwether-Pike Scenic Byway
First step in planningis determining the community’s needs and resources.
Purposeful Programming The goals of your
program should be a synthesis of learning and relaxing, all structured around your mission.
Timing A heritage and cultural
tourism market will take 3-5 years to develop and produce results
Evaluating the Program
Gather information to feed back into the planning process
Meet regularly with attractions and anchor organization to get feedback
Include a comment card in the program packet or a self-mailer survey
Using a BLOG to collect comments.
Summary Add value to the site by creating a new
exhibit, new program or new event that may bring in new visitors or bring back old visitors.
Stress cooperation not competition.. Creating partnerships is essential for
increasing revenue, enhancing marketing programs, and reaching new audiences. Historic sites must keep reinventing and accessing.