1 Utah State University’s Institute for Outdoor Recreation and Tourism Opportunities and Challenges in Resource-Based Tourism Development

2 Utah State University’s Institute for Outdoor Recreation and Tourism Opportunities and Challenges in Resource-Based Tourism Development l Utah Tourism at a Glance l Tourism as a Community Development Industry l Tourism Development and Change l Community Tourism Development

3 Utah State University’s Institute for Outdoor Recreation and Tourism Opportunities and Challenges in Resource-Based Tourism Development l USU’s Institute for Outdoor Recreation and Tourism Mission Program Framework Program Functions Research and Extension Focus

4 Utah State University’s Institute for Outdoor Recreation and Tourism Opportunities and Challenges in Resource-Based Tourism Development l Amenity Resources and Natural Amenities l Resource-Based Tourism l Marketing Utah’s Tourism Product l Opportunities and Challenges

Statistics from Utah Division of Travel Development5 UTAH TOURISM AT A GLANCE l Estimated 18.2 million non-resident person-trips to Utah l 700,000 international visits (3.8% of total non-resident visitation) l Utah residents are also “tourists.”

Statistics from Utah Division of Travel Development6 UTAH TOURISM AT A GLANCE l Tourism is among Utah’s “Top 5” economic activities. (manufacturing, trade, services, government) l $4.2 billion in traveler spending for Utah’s economy l Over 7% of Utah’s Gross State Product

Statistics from Utah Division of Travel Development7 UTAH TOURISM AT A GLANCE l $336 million generated in state and local taxes l $158 per Utah resident generated by out-of-state tourists l These taxes help pay for services and infrastructure that residents enjoy.

Statistics from Utah Division of Travel Development8 UTAH TOURISM AT A GLANCE l 119,500 total jobs in travel and tourism related industries 67,000 direct jobs 52,500 indirect and induced jobs l 11.4% of total non-agricultural employment

9 TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY l Creates recreational uses for natural and human-made amenity resources and converts these into income producing assets. (Siehl 1990; Willits 1992)

10 TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY  Tourism is generally perceived as a “clean industry” with few serious environmental impacts. (Grambling & Freudenburg 1990; Marchak 1990; McCool 1992; Weeks 1990)

11 TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY l Creates a “new sense” of community pride among local residents. (Willits 1992) l Plays an important part in the process of community development, helping to ensure the protection and preservation of environmental and community amenities. (McCool 1987)

12 TOURISM AS A COMMUNITY DEVELOPMENT INDUSTRY l Offers key opportunities for developing interactions within a community, leading to relationships between and among community members and allowing for the natural emergence of other community networks. (Burr & Walsh 1994; Wilkinson 1992)

13 TOURISM DEVELOPMENT BRINGS CHANGE!!! Associated Impacts Positives & Negatives Benefits & Costs

14 TOURISM DEVELOPMENT BRINGS CHANGE!!! Benefits & Costs To the local society To the economy To the environment

15 COMMUNITY TOURISM DEVELOPMENT l Important to weigh benefits and costs. l What will the benefits and costs be for a community? l Who benefits? Who shares the costs? l Are the associated costs acceptable? l Can costs be minimized…...while maximizing benefits?

16 IMPORTANT QUESTIONS l In 1998, Utah State Legislature approved Senate Bill 35. l To provide continuing funding to Utah State University l To establish and support an interdisciplinary program of research, extension, and teaching

17 A BETTER UNDERSTANDING l To better understand the relationships between: outdoor recreation and tourism natural resources management community economic vitality quality of life issues for the citizens of Utah

18 Institute for Outdoor Recreation and Tourism College of Natural Resources Utah State University

19 Mission of the Institute The Institute for Outdoor Recreation and Tourism (IORT) conducts a program of research, extension, and teaching for the benefit of the people of Utah, our country, and the world, directed at improving our understanding of the relationships between outdoor recreation and tourism, natural resources management, community economic vitality, and quality of life.

20 Institute for Outdoor Recreation and Tourism l Statewide collaboration and cooperation l Source for the creation, communication, and transfer of knowledge l On natural resource-based recreation and tourism issues affecting social, economic, and environmental systems

21 Institute for Outdoor Recreation and Tourism l To assist Utah’s citizens in making decisions that enhance both community and resource sustainability

22 A PROGRAM FRAMEWORK FOR IORT USU/IORT Functions Research Extension Teaching Statewide Collaboration and Coordination Research/Extension Topics Outdoor Recreation/Tourism Issues Community Sustainability (Social & Economic) Environmental Sustainability (Environmental & Economic)

23 IORT Program Functions l Research Function l Extension Function l Teaching Function

24 Research Function l Identify research needs in outdoor recreation and tourism for local communities, counties, travel regions, and natural resource management agencies in Utah. l Define relevant issues and help coordinate public and private sector efforts to study and solve problems.

25 Research Function l Identify and generate supplemental research funds from state, federal, and private sources. l Provide a clearinghouse for research data, publications, and reports. l Collaborate with scientists and professional to develop and report related research.

26 Extension Function l Provide an Extension Specialist in Outdoor Recreation and Tourism. l Offer consulting and training sessions in outdoor recreation and tourism development. l Maintain mailing lists of scientists, professionals, public officials, and organizations in affiliated fields.

27 Extension Function l Publish and distribute Extension and Research Reports. l Work with Extension Specialists. l Work with County Extension Agents. l Utilize Extension’s network to reach a diverse public.

28 Teaching Function l Offer courses in continuing education for outdoor recreation and tourism professionals. l Offer courses and advise under- graduate and graduate students at USU in outdoor recreation and tourism, economic valuation, and community development.

29 Teaching Function l Coordinate programs with other state instructional programs to meet needs and avoid redundancy.

30 A Research and Extension Focus l Studies of social, economic, and environmental benefits and costs of outdoor recreation and tourism for travel regions, counties, and local communities in Utah.

31 A Research and Extension Focus l Goal: To understand these benefits and costs to help: maximize positive aspects of outdoor recreation and tourism development; minimize potential negative aspects; and mitigate unavoidable social, economic, and environmental impacts.

32 A Research and Extension Focus l Focus on the role outdoor recreation and tourism play in local community development. l Generate empirical data useful for decision making and policy formulation and implementation.

33 Specific Areas of Focus l Role of outdoor recreation and tourism in economic diversification l Social, economic, and environmental effects of outdoor recreation and tourism in resource-dependent communities

34 Specific Areas of Focus l Identifying potential opportunities for synergistic approaches between traditional commodity-oriented uses of public lands and newer pressures for outdoor recreation and tourism

35 Specific Areas of Focus l Relationships between outdoor recreation-related public land management policies and local economic development

36 HELP COMMUNITIES better understand and deal with l Economic development opportunities resulting from growth in outdoor recreation and tourism l Collaborative decision making between local residents and public and private recreation providers

37 HELP COMMUNITIES better understand and deal with l Developing other funding sources for defraying costs resulting from growth in outdoor recreation and tourism l Reducing conflict between local residents, outdoor recreationists, and tourists l Integrating recreational opportunities and other resource uses in rural areas

38 SPRING 2000 SPEAKER SERIES On Resource-Based Recreation and Tourism l Dr. Thomas M. Power University of Montana “The Economic Role of Natural Amenities: Escaping the Tourist Trap” l Dr. Hal K. Rothman University of Nevada—Las Vegas “Recreational Tourism and the American West: How I Learned to Stop Worrying and Love Winnebagos and Mountain Bikes” l Jared Farmer Author of Glen Canyon Dammed “Why Does Lake Powell Matter?”

39 SPRING 2000 SPEAKER SERIES On Resource-Based Recreation and Tourism l Dr. David Scott Texas A&M University “An Exploration of Birdwatching as a Mechanism for Nature Tourism Development” l Mr. Brooke Williams Environmental Consultant, Confluence Associates “Recreation, Tourism, and Economic Development in Rural Southern Utah Communities” l Mr. Dean Reeder Director, Utah Division of Travel Development “Economic Contribution of Tourism in Utah”

40 SPRING 2000 SPEAKER SERIES On Resource-Based Recreation and Tourism l Mr. Brad Barber Deputy Director, Governor’s Office of Planning and Budget “Public Lands Management for the Next Millennium” l Mr. Courtland Nelson Director, Utah DNR Division of Parks and Recreation “The Role of State Parks in Resource-Based Tourism in Utah” l Dr. Steve Burr Director, USU Institute for Outdoor Recreation and Tourism “USU’s Institute for Outdoor Recreation and Tourism: Opportunities and Challenges in Resource-Based Tourism Development in Utah”

41 AMENITY RESOURCES l Local non-transportable goods/services that include natural, cultural, institutional, commercial, economic features l Natural amenities becoming more and more valuable

42 NATURAL AMENITIES l Many Utahns are asking that public lands be managed for recreational, scenic, wildlife, and other amenity values. l Different values of open space-- sacrosanct/sacred space

43 NATURAL AMENITIES l People valuing different places, different experiences, in different ways l People using the “hinterlands” as playgrounds

44 NATURAL AMENITIES l Attract new residents, businesses, and economic activity l Need for collaborative and cooperative approaches in order to produce “win-win” situations in preserving and protecting Utah’s natural amenities.

45 NATURAL AMENITIES l Contribute to quality of life in Utah Socially Economically Environmentally

46 RESOURCE-BASED TOURISM l Based on Utah’s natural resources and natural amenities l Good news--bright future for tourism! l Short term looks good. l Tourism economic growth rate of 8% is outpacing the rest of the service sector.

47 RESOURCE-BASED TOURISM l Rural communities have attractive natural resources and amenities. l Opportunities exist for a variety of tourism related businesses. l Dollars spent by visitors can help diversify local economies.

48 ECONOMIC IMPACT l Potential for economic development, both from resource development and resource-based tourism Creation of numerous jobs and incomes Additional tax revenues generated

49 RESOURCE-BASED TOURISM MARKET l Effective marketing is essential to managing and promoting quality tourism development. l Marketing the Tourism Product Identification Positioning Targeting Maximizing utilization of capacity

50 UTAH’S TOURISM PRODUCT l Natural Amenities and … Western Experience & Values Pioneer & Ranching Heritage Mormon Heritage Native American Heritage Wildlife & Wildlands Landscape Diversity “World Class Alpine & Redrock”

51 UTAH’S TOURISM PRODUCT l The people of Utah... friendly neighborly caring strong family values diverse

52 PRODUCT DEVELOPMENT AND MARKETING l To maximize potential economic impact, communities need to develop products and marketing strategies based on knowledge of different market segments.

53 WHO DO YOU WANT TO ATTRACT? l Visitors spending maximum time and money l In-State, National, International Draw l Visitors sensitive to local values and viewpoints as socially responsible tourists

54 CHANGES IN VISITOR ATTITUDES l Better Informed l Higher Expectations l Want Convenience l Demand Value l Expect Quality

55 WHAT DO YOUR VISITORS WANT? l Visitors want quality goods and services, and are willing to pay. l Visitors want opportunities to experience variety and develop a sense of place. l Visitors want a “package” of opportunities, experiences, activities.

56 OPPORTUNITIES AND CHALLENGES l Different sectors will collide and create new forms of and challenges for tourism. l People in southern/rural Utah don’t like tourism! l Ambivalent/Negative local reaction to an “invasion of tourists”

57 OPPORTUNITIES AND CHALLENGES l Bad News--difficult transformation! changing demography infusion of outside capital need for hospitality services a permanent service mode social and environmental impact from all these visitors

58 OPPORTUNITIES AND CHALLENGES l With tourism development, change is going to happen! l Challenge: How to turn this change to your advantage… locally, regionally, statewide.

59 OPPORTUNITIES AND CHALLENGES l Can Utah’s communities handle more tourism? l Yes, but depends on what people want…...a question of values.

60 OPPORTUNITIES AND CHALLENGES l Growth --more of the same... versus l Development --quality growth...

61 OPPORTUNITIES AND CHALLENGES l Need to educate Utah’s citizens about the importance of tourism. l Need to demonstrate opportunity in outdoor recreation and tourism.

62 OPPORTUNITIES AND CHALLENGES l Entrepreneurial spirit--involves risk Neo-natives who are entrepreneurs Rural youth and the future

63 OPPORTUNITIES AND CHALLENGES l Key element is local hospitality at a high level. l Need to sensitize visitors to viewpoints of local residents. l Need to base decision-making on what is real.

64 OPPORTUNITIES AND CHALLENGES l Tourism can be part of the “economic mix” without poisoning it. l Maintain tourism at an appropriate scale; an appropriate part of overall economic activity.

65 OPPORTUNITIES AND CHALLENGES l Focus on development of “compatible, dispersed tourist businesses” that help vitalize the local economy.

66 FOR THE FUTURE l Must continue to nourish a healthy economy for future generations. l For sustainability, must strive to achieve and maintain balance. l Must do things smarter in order to provide this balance. l Better technology, better tools, and better information!

67 FOR THE FUTURE l Means partnerships-- working together at all levels. energy and time heavy, but very worthwhile and rewarding total consensus is not always possible l Must have the courage to do what’s right, despite opposition.

68 FOR THE FUTURE l Throughout Utah, need to work with future generations to enhance their knowledge and skills for opportunities in the future.

69 Institute for Outdoor Recreation and Tourism Dr. Steve Burr Associate Professor of Recreation Resources Extension Specialist in Outdoor Recreation and Tourism Director, Institute for Outdoor Recreation and Tourism Institute for Outdoor Recreation and Tourism Utah State University 5215 Old Main Hill Logan, Utah Office: (435) FAX: (435) IORT Website under Interdisciplinary Programs at