Managing Parks for People

Objectives Describe resource protection vs. public use dilemma in Canadas National Parks system Describe National Park system visitor use trends and implications Describe emerging park system product- market matching research

Parks Protection and Public Use Dilemma Canadian National Parks Roots –Natural resource protection and tourism mandate Embedded ecological integrity > visitor orientation –legislation, staff, management plans, etc. Increasing political influence –accountability, awareness and use Emerging program diversity –optimum protection - public use balance

Parks Public Use Challenges Growing (1980s), slowing (1990s), declining (2000s) of public visitation Visitation constrained by shifting socio- demographic, urbanization and competitive product experience forces Diminished awareness and connection with publics leading to diminished budgets to protect resource integrity (National Parks)

Travel Markets and Parks Management Globalization and Visitor Demand Competition Diversification of Visitor Types Niche/Specialty Market Demand Socio-Cultural and Environmental Pressures Segment-based Visitor Development Policy Development Communication Impact Management Park Implications Product Development

COMPETITIVE POSITIONING ON PRODUCT DIMENSIONS MarketOutdoorsNatureLuxury / PamperingCulture FranceUNCHALLENGED LEADER UNDISTINGUISHED JapanUNCHALLENGED LEADER UNDISTINGUISHEDLAGGARD GermanyUNCHALLENGED LEADERCHALLENGED LEADERUNDISTINGUISHED AustraliaCHALLENGED LEADERUNCHALLENGED LEADERUNDISTINGUISHEDLAGGARD MexicoLEADERSHIP OPPORTUNITYUNCHALLENGED LEADERUNDISTINGUISHED USUNCHALLENGED LEADER LEADERSHIP OPPORTUNITY UNDISTINGUISHEDLAGGARD UKCHALLENGED LEADER LEADERSHIP OPPORTUNITY UNDISTINGUISHEDLAGGARD KoreaLEADERSHIP OPPORTUNITY UNDISTINGUISHEDLAGGARD

Parks Based Travel Market Characteristics

International Market Case Study What are the travel characteristics of overseas visitors interested in experiencing Canadas National Parks? - Parks Oriented Travellers -

An Example: U.K. vs South Korea Travelers Interested in visiting National Parks /Forests while on trip to Canada in the next three years -United Kingdom: 54% -South Korea: 59%

Travel Philosophy How people think about travel in an overall sense How people prefer to travel

Travel Philosophies of Park-Oriented Travelers UNITED KINGDOM –Travel money priority –Value for money –Pre-arranged travel –Touring –Short trips SOUTH KOREA –Inexpensive travel –New destinations –Pre-arranged travel –Reduced air fares –Touring

Travel Benefits Reasons people might want to go on vacation The kind of experiences they might be looking for

Most Important Travel Benefits: Park-Oriented Travellers UNITED KINGDOM –Foreign places –Different lifestyles –Seeing as much as possible –Learning new things –Acting how I feel SOUTH KOREA –Learning new things –Different lifestyles –Seeing as much as possible –Foreign places –Historical places

Least Important Travel Benefits: Park-Oriented Travellers UNITED KINGDOM –Roughing it –Sports participation –Different places than friends –Doing nothing –Sports spectating SOUTH KOREA –Indulging in luxury –Sports participation –Family places –Trip bragging –Sports spectating

Product Attributes Preferred activities, features and amenities that influence destination selection

Most Important Travel Product Attributes: Park-Oriented Travelers UNITED KINGDOM –Outstanding scenery –Interesting/friendly locals –Warm/sunny climate –Reliable weather –Personal safety SOUTH KOREA –Personal safety –Increased knowledge –Outstanding scenery –Reliable weather –Hygiene/cleanliness

Travel Patterns Trip Type Party Composition Activities Pursued Length of Trip

Most Frequent Activities Pursued: Nature-Oriented Travellers UNITED KINGDOM –Photography –Shopping –Dining out –City sightseeing –Sampling local food SOUTH KOREA –City sightseeing –Sampling local food –Shopping –Dining out –Photography

Least Frequent Activities Pursued: Park-Oriented Travellers UNITED KINGDOM –Hunting –Snow-skiing –Horse-riding –Overnight cruising –Visiting health spas SOUTH KOREA –Hunting –Horse-riding –Snow-skiing –Overnight cruising –Visiting health spas

The Visitor Explorer Approach to Park Experiences Individualized values based segments –Parks product-market matching strategies – Parks Explorer experiences – Who are you? – What Parks Canada experience can we offer? –

Thank You!