CHAPTER THIRTEEN SPECIALTY RESORTS Copyright © 2012 John Wiley & Sons, Inc. Photograph Courtesy of SuperStock CHAPTER THIRTEEN SPECIALTY RESORTS

Copyright © 2012 John Wiley & Sons, Inc. Learning Objectives Identify the changing trends in and demographic profiles of the market for specialty resorts. Compare and contrast traditional lodges and ecolodges. Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Identify the changing trends in and demographic profiles of the market for specialty resorts. Nature Based Environmental Activities The goal is to learn about the interdependence of living organisms or to learn how to behave in the environment Growth in this area has meant that programs are taking on increasingly complex issues; covering economic as well as technological aspects and their impact Americans are rediscovering nature Copyright © 2012 John Wiley & Sons, Inc.

Changing Trends (cont.) Ecotourism An enthusiastic form of nature-based tourism Ecotourism areas should: Minimize negative effects on the local and natural environment Contribute to the management of protected areas Produce economic and social benefits Promote genuine interaction between hosts and guests Should supplement and complement traditional activities of the area Copyright © 2012 John Wiley & Sons, Inc.

Changing Trends (cont.) Ecolodge A specialized form of resort lodge Defined as a “nature-based tourist lodge that meets the philosophy and principles of ecotourism” Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Demographic Profiles 27 percent between the ages of 25 and 44 25 percent aged 55 plus 42 percent female 65 percent married 23 percent have children in the household 68 percent with household income of $75,000 + They plan their trips using: search engines: 76 percent magazines: 66 percent guidebooks: 65 percent advice from friends and family: 65 percent Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Demographic Profiles Budget Youngsters Young and single with a fairly low income Prefers to travel with friends around America Soft Moderates Highly educated, middle-aged women with low incomes Unlikely to have children under the age of 12 Prefers soft adventure Desires familiarity, not risk-taking Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Demographic Profiles Upper High Naturalists Members are mostly middle-aged, married and earn high wages Prefer both soft and rugged adventures Likes to travel with family and friends Seeks novelty trips and exotic destinations Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Demographic Profiles Family Vacationers Married males in this category are not usually very excited about their vacations Family vacationers have generally completed some college and have two incomes in the household to support their children, at least one of which is under age 12 This group likes to have some help in planning their vacations Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Demographic Profiles Active Soloists Composed mostly of well-educated middle-income-earners without children under 12 Prefers high-risk, high-adventure activities Prefer to travel alone or in an organized group This group seems to rely on tourist infrastructure the most when making travel arrangements Copyright © 2012 John Wiley & Sons, Inc.

Compare and contrast traditional lodges and ecolodges. Traditional lodge description Luxury Generic style Relaxation focus Facility-based activities Enclave development Group/consortium ownership common Ecolodge description Comfortable basic needs Unique character style Activity/educational focus Nature/recreation based activities Development integrated with local environment Individual ownership common Copyright © 2012 John Wiley & Sons, Inc.

Traditional Lodge Description (cont.) Profit maximization based on high guest capacity, services and prices High investment Key attractions are facility and surroundings Ecolodge Description Profit maximization based on strategic design, location, low capacity, services and prices Moderate/low investment Key attractions are surroundings and facility Copyright © 2012 John Wiley & Sons, Inc.

Copyright © 2012 John Wiley & Sons, Inc. Ecolodge description Traditional Lodge Description Gourmet meals, service and presentation Marketed within chain Guides and nature interpreters minor feature or nonexistent Ecolodge Description Good/hearty meals and service, cultural influence Marketed independently Guides and interpreters focus of operation Copyright © 2012 John Wiley & Sons, Inc.

Adventure Tourism Development Index Safe and welcoming Readiness Adventure Copyright © 2012 John Wiley & Sons, Inc.