Can We Carve Another Lake Erie?
OSU Sea Grant Extension Sustainable Tourism
My goals for tonight
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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
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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 Image
Mental image
Modify image
upon return
Travel to
Destination
Modify that
image through
more information
Decision to travel
Mental image
Modify image
upon return
Travel to
Destination
Modify that
image through
more information
Decision to travel
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 Seeking
Trips 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
What Travelers are Seeking
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%
Perception is REALITY
Let’s play a game
Iraq
Perceptions of Ohio
Perceptions of Ohio
Still primarily industrial
Americans are geographically challenged
Water 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 image
upon return
Travel to
Destination
Modify that
image through
more information
Something old
Decision to travel
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?
Security
Basic Services
Leadership
Openness
Aesthetics
What Matters Most?
So What about
Aesthetics?
• Beauty and physical setting
• Outdoor parks,
playgrounds trails
• Air quality
• Climate
Environmental Quality or Economic Health?
ECONOMIC HEALTH
ENVIRONMENT
QUALITY
Texas
40
49
Alabama
46
West Virginia
BOTTOM STATES
TOP STATES
ECONOMIC HEALTH
ENVIRONMENT
QUALITY
Hawaii
1
4
46
Minnesota
2
7
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
“America’s brightest
people are attracted by
America’s most
beautiful places.”
- Colorado Governor Roy Romer
OSU Sea Grant Extension Activities
Increase economic impact
Recognize and protect intrinsic
qualities that attract
jobs and visitors
Research
Research
Education
Education
Communications &
Outreach
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/H
ome/LakeErieBirdTrailIndex/ta
bid/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
Context
Fragmentation 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
Goals
1. Increase representation of the tourism industry in policyshaping behaviors
2. Increase skills, knowledge, and understanding of tourism
issues and democratic process
3. Foster and encourage traditional and nontraditional industry
innovation, partnerships, and leadership
Year-long
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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
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Integrate real-life stories
Back up what you communicate with reality
Go outside the choir
Get to the root of the problem
Questions