OSU Sea Grant Extension Sustainable TourismCan We Carve Another Lake Erie?

My goals for tonight• Better understanding of the role of perception • Better understanding of tourism industry • Dialogue about communications/marketing challenges• Identify several OSU Sea Grant Extension tourism programs to

address these challenges

Overview• Destination Image• Perception of Lake Erie• Tourism in Ohio• Why OSU Sea Grant Extension is Involved in Tourism• OSU Sea Grant Extension Activities• Ohio Tourism Leadership Academy

Destination Image• A mental construct chosen from a flood of information.

– Controlled • Promotional brochures, literature

– Uncontrolled• Opinions of others• Media

Where does social media fit within this system?

Destination ImageMental image

Modify that image through

more information

Decision to travel

Travel to Destination

Modify image upon return

Mental image

Modify that image through

more information

Decision to travelTravel to Destination

Modify image upon return

For most products and services, information sources for this stage are primarily controlled and commercially driven – rarely influenced by media, movies, education

For tourism destinations, information sources for this stage are primarily uncontrolled sources

Why?

PRODUCTS & SERVICES DESTINATION

Attributes Attributes

Cold, bubbly, keeps me going, refreshing

Affordable, fun, good for children, good for adults, friendly, weather is good

Holistic / Overall Image

Historical, environmental quality, economic stability, political unrest, civil rights issues

How does this compare with the image process of choosing a university or your program?

What Travelers are SeekingTrips to destinations I’ve been before 75%

Destinations where I can experience the outdoors but still have comfortable accommodations

68%

Trips where I can walk around in historic and charming towns and locations

67%

Trips to family-friendly destinations 67%

Trips to small towns, rural areas and countrysides 60%

Trips to destinations with authentic historic or archaeological buildings and sites

53%

“Geotourism,” National Geographic Travel & Travel Industry Association of America, 2003

Destinations offering wide variety of cultural/arts events and attractions 52%

Trips with purpose to see, tour and learn about a place 52%

Destinations offering many forms of entertainment – nightlife, dining, shows

47%

Trips to large cities 43%

Travel to remote locales 35%

Outdoor adventure travel involving personal challenge and risk 25%

Trips to go hunting and/or fishing 25%

Primitive travel (roughing it) in wilderness undisturbed by people 20%

What Travelers are Seeking

Perception is REALITY

Let’s play a game

Iraq

Perceptions of Ohio

Perceptions of Ohio

Still primarily industrialAmericans are geographically challengedWater quality is perceived as poor

What Messages are we Sending?

http://youtu.be/bZ8Sj-ow_wI

Why is OSU Sea Grant Extension Involved?• Tourism is a huge economic sector

• $10.7 billion spent within Ohio’s coastal counties

• More than 114,000 jobs are supported by these dollars

• More than $430 million tax dollars are generated for state revenues

• More than $320 million in tax dollars are generated for local communities

Why is OSU Sea Grant Extension Involved?• There is an opportunity & need for education

– Low education barriers to entry– Fragmented with unique market characteristics– Education & training focused on marketing and sector specific

• Current structure is boundary specific– Few regional mechanisms to create new products

• Tourism is linked to environmental quality– Impacted by (and impacts) the environment

Mental image

Modify that image through

more information

Decision to travelTravel to Destination

Modify image upon return

Something old

Something new

Something blue

Why is OSU Sea Grant Extension Involved?• There is an opportunity & need for education

– Fragmented with unique market characteristics– Education & training focused on marketing and sector specific

• Current structure is boundary specific– Few regional mechanisms to create new products

• Tourism is linked to environmental quality– Impacted by (and impacts) the environment

• Tourism as a Public Good with positive externalities

What Matters Most?

SecurityBasic Services

LeadershipOpennessAesthetics

What Matters Most?

• Beauty and physical setting• Outdoor parks,

playgrounds trails• Air quality• Climate

So What about Aesthetics?

BOTTOM STATES ECONOMIC HEALTH ENVIRONMENT QUALITY TOP STATES ECONOMIC HEALTH ENVIRONMENT QUALITY

Texas 40 49 Hawaii 1 4

Alabama 46 46 Minnesota 2 7

West Virginia 48 45 Vermont 3 1

Mississippi 49 43 New Hampshire 6 2

Louisiana 50 50 Wisconsin 9 6

"Better Not Bigger: How to Take Control of Urban Growth and Improve your Community" by Eben Foder

Environmental Quality or Economic Health?

“America’s brightest people are attracted by America’s most beautiful places.” - Colorado Governor Roy Romer

OSU Sea Grant Extension ActivitiesIncrease economic impact

Research

Education

Communications & Outreach

Recognize and protect intrinsic qualities that attract

jobs and visitors

Research

Education

Communications & Outreach

OSU Sea Grant Extension Activities• Increase economic contributions

– Research• BGSU birding study• Glenn School hotel taxation study

OSU Sea Grant Extension Activities• Increase economic contributions

– Education• Ohio Tourism Leadership Academy thru

the Ohio Travel Association• Ohio Tourism Toolbox• Tourism Industry Needs Assessment

OSU Sea Grant Extension Activities• Increase economic

contributions– Communications & Outreach

• National Park Service Civic Engagement Facilitation

• Creating new regional products

• http://www.dnr.state.oh.us/Home/LakeErieBirdTrailIndex/tabid/21961/Default.aspx

• Community facilitations

Lake Erie Birding Trail

OSU Sea Grant Extension Activities• Protecting qualities that attract

visitors– Research

• Climate Change Research with Michigan partners

OSU Sea Grant Extension Activities• Protecting qualities that

attract visitors– Education

• Birding Workshops for Resource Managers

OSU Sea Grant Extension Activities• Protecting qualities that attract

visitors– Communications & Outreach

• Conservation assistance• Clean Marina Program

Ohio Tourism Leadership Academy

ContextFragmentation means associations are key

players in policy decisions

Board composition and functionality, therefore, become vital

Purpose• Difficult to fill leadership

nomination ballots• Learning curve for new board

members creates adjustment period

• Inability to actively engage industry members in advocacy

• Difficulty in crossing borders

Survey says . . . • Lack of confidence in their

abilities• Lack of knowledge about

what to do and how to do it• Not apathy

How it came to be

• Partnership with the Ohio Travel Association

• Industry Network• State association

president• 10-year board member• Co-chair of legislative

committee

Goals1. Increase representation of the tourism industry

in policy-shaping behaviors2. Increase skills, knowledge, and understanding of

tourism issues and democratic process3. Foster and encourage traditional and

nontraditional industry innovation, partnerships, and leadership

Year-long• Economic Development• Arts and Humanities• Natural Resources and Outdoor Recreation• Legislative Advocacy• Media and Communications• Historic Preservation and Heritage

Legislative Advocacy

• Advocacy Tips• One-on-one meetings with

key elected officials• Tour of the statehouse• Meeting with state tourism

association executives

Media and Communications

• Meeting with Columbus Dispatch Editor

• Meeting with ONN and WTVN10 Station Managers

• Tour of Station

• Hands-on Experiences

Value

Can-do Attitude

My efforts will make a difference

Lessons Learned• Integrate real-life stories• Back up what you communicate with reality• Go outside the choir• Get to the root of the problem

Questions