2007 Scottish Tourism Society Annual Conference. Slides to accompany the keynote address by Nancy Arsenault on creating a learning destination on a federal heritage site.

1. 1
Future Access to
Special Places
Creating a Learning
Destination
The Scottish Tourism Society Annual Conference
16 May 2007: Aviemore Scotland
Dr. Nancy Arsenault, Dean
Faculty of Tourism & Hotel Management
www.royalroads.ca www.hatleypark.ca
A Precious Gift of Time
… here in Aviemore and with our visitors

2. 2
L t t th Current $1 1 Million
Times
are
changing Lost to the
Elements
Current $1.1 Million
Restoration Project
changing
We have preserved the past,
but can we survive in the future?
Our visitors have changed and
continue to change
Technology has impacted all
generations.
Hearing
Aid
911: Family time911: Family time
Multi-task
generation
Goggle vacation planning
Strolling the heritage
gardens

3. 3
A place we call home
Ancient forests, Edwardian gardens, and a Castle by the sea...
Tips from the Turret!
1. Know the business you are in
2 Understand the visitor experience2. Understand the visitor experience
3. Decide if you are selling the stuff or the stories
4. Set the stage
5. Think niche and profile your ideal guests
6. Dare to be different
7 Focus on what you do best partner the rest7. Focus on what you do best, partner the rest
8. Celebrate success and have fun!

4. 4
Tip # 1
Know what business
you are in
A tourism educator
+
= a learning destination
and stewards of a
national historic site
Tip # 2
Understand the
visitor experience
Student experience: Quality
programs, small classes, facilitated
learning, build professional
networks, continue to work while
studying
Traveler experience: Quality
programs, small tours, 1st person
interpretation, diversified ‘things
to do’ at the site

5. 5
Close your eyes and remember …
Ice fishing in Newfoundand
Trying ‘crawdads’ in Louisiana
Visiting a heritage site
in Canada (Bellville
House in Ontario)
Parks Canada:
Defining Physical and Emotional
Physical
Build on tangibles
Emotional
Build on tangibles
Information
Programs and services
Staff
Facilities
Heritage is real & authentic
Safe and clean
Quality standards
• Engages all the senses
• Personalize
• An escape from the ordinary
• Connect with staff, community
• Sense of personal growth and
accomplishment
• Value proposition on theQuality standards
Visitor commitment of time and
money
• Value proposition on the
experience
• Memorable

6. 6
The Canadian Tourism Commission
Today’s Curious Traveler
Toda ’s t a ele is c io s the a e seekingToday’s traveler is curious – they are seeking
A sense of adventure
To experience life in a new way
Enjoy the unexpected
Get away from routine
It’s no longer just about place and activity,
it’s about the EQ of Travel
“The Experience Quotient”
Tip # 3
Decide is it the stuff
or the stories you are selling?
Halifax Citadel National Historic Site of Canada
“Soldier for a Day Program”Self Discovery Tours

7. 7
Tip # 4Tip # 4
Set the stage
Tip # 5
Think niche & profile your customers
It’s all about “Life-caching” shared life experiences to
talk about when you get home.
Mass market thinking alone won’t cut it any longer.
Geocaching Film Tourism Alternative Uses

8. 8
Niche Sells –
Thanks to the Internet
Niche
products
Mass
travel
Market
Segments
Tweak the thinking to
heritage tourism
Tip # 6
Dare to be different
Dennis Campbell,
President of
Ambassatours
S

9. 9
Houses
in
‘Weird Places’
Who said
“It can’t
be done”

10. 10
Shift the
Paradigm of
your thinking
And see what
can be done!

11. 11

12. 12
Tip # 7
Focus on what you
do best, partner the rest
Corporate Quest & Earth Rhythms
Vintage Woodworks Inc
Johnathan Yardley, Heritage Architect
The Gros Morne Institute for Sustainable Tourism
Dr. Hal Kalman, Conservation Expert
Parks Canada
… and the list
goes on …
Tip # 8
Celebrate success and have fun!

13. 13
Copies of the presentation:
nancy.arsenault@royalroads.ca
Thank you!
www.royalroads.ca
Hatley Castle, Victoria BC, Canada
www.hatleypark.ca