Nature-based Tourism…
the Delta’s Diamond
in the Rough
Cynthia Pilcher, Ed.D.
Kay Lynn Tettleton, Ed.D.
Louisiana State University Agricultural Center
What?
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Alternative land use
Natural resource-based enterprises
Agri-tourism
Agritainment
Nature-based tourism
The role of nature-based tourism
in rural economic development:
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Definition of economic development
Amenities available
Local buy-in
New strategies for rural communities:
Research suggests:
 Enhance human capital resources
 Create entrepreneurial spirit
 Expand civic engagement
 Promote natural resources and local
amenities
 Build digital capacity
Tourismisnowhere.
U.S. Wildlife-Related Recreation
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82 million people
$108 billion
50% - equipment purchases
24%- trip costs (food, lodging, transportation)
12%- leases/ownership of land
*U.S. Fish & Wildlife Service, 2001 survey
Wildlife-Associated Recreation
in Louisiana
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1.6 million people
$1.6 billion
$933 million- equipment purchases
$575 million- trip related expenditures
$100 million- land ownership/leases, licenses
* U.S. Fish & Wildlife Service, 2001 survey
Current situation:
declining profitability from traditional
agriculture
 expanding urban development
 growing demands for recreational opportunities
 fading rural economies
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Discover Northeast Louisiana Outdoors
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Serves as an economic development initiative
Targets 12 parishes in northeastern Louisiana
Promotes economic diversification through
recreation and conservation
Purpose of this initiative:
economic diversification
 environmental-resource sustainability
 economic revitalization
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LSU AgCenter’s Role:
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Alternative land use
Employment of farm labor year round
Economic diversification
Regional initiative
Civic engagement
Cooperative effort
Landowner Association
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Delta Outdoors and Wildlife Association
Created at the grassroots level in November 2001
Mission: education and marketing
www.deltaoutdoors.com
Delta Outdoors and Wildlife
Association
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50 members representing 10 parishes and the state
of Mississippi
Hunting enterprises, restaurants, bed & breakfasts,
RV parks, banks, realtors and economic
development groups
Nature-based tourism… So what?
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Is the community ready?
Is the business community ready?
Is “high service” a good fit?
Before starting a nature-based
business, consider:
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Do you like meeting and working with all
kinds of people?
Do you like to serve and entertain strangers?
Are you willing to work long hours and in
difficult environments/circumstances?
Do you have in-depth outdoor skills?
Do you have the stamina and vigor to serve the
nature traveler?
Amenities
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Is the community ready to share? their
amenities? culture? lifestyle? infrastructure?
Is the workforce ready to change? to hone
service skills? to become ambassadors for the
region and its amenities?
Are the merchants ready to adjust? inventory?
hours? to become customer centric?
Amenities in northeast Louisiana:
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More than 1.6 million acres of agricultural lands, plus
200,000 acres in conservation programs
Upland forests and hardwood bottomland
12 state wildlife management areas (250,000 acres)
6 national wildlife refuges (128,000 acres)
3 state parks
Poverty Point state historic site
For additional information:
www.lsuagcenter.com/outdoors
 www.deltaoutdoors.com
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Customer Relations Skills
An Avenue for
Economic Growth
Customer Relations:
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Definition – the art and practice of attracting and
retaining customers through successful human
relations
Purpose: to increase shopping at home and retain
local businesses
Impact: potential to increase tax base, improve
community communications, and promote tourism
and income from outside sources
A tourist…
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is the most important person in our business.
does not depend on us- we depend on the tourist.
does not interrupt our work, but is the purpose of it.
is a person with feelings, emotions, likes and dislikes.
is not someone with whom to argue or match wits.
will bring us specific wants; it is our job to fulfill them.
is deserving of the most courteous and attentive service
we can provide.
is the life blood of our business.
Current Trends in Retail Trade:
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Customers desire the authenticity of
experiences and service found in small
businesses.
With trends towards e-commerce, customer
service skills become even more crucial for
brick and mortar businesses.
Over 65% of people who leave a business do
so because they encounter poor service or
perceive an attitude of indifference.
Economic Impact
and Business Retention
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Research shows that service is more important than
price to 66% of consumers.
40% of consumers say service is poor, which reflects
a need for improved customer relations.
Businesses spend 6 times as much time and money on
potential customers as they do on repeat sales, even
though established business makes long-term profits
possible.
Employee Influence on
Tourism:
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Makes the first impression
Seizes the opportunity to inform the visitor
Shares the community amenities
Promotes other businesses
Develops community leaderships
Attracts visitors to return for business or
pleasure
Goals of this Curriculum:
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Entrepreneurs and their front-line employees
will acquire knowledge and improve skills in
customer retention and community pride.
Empowerment of small business owners to
increase customer satisfaction which leads to
increased profits.
Customer Relations Workshop:
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Understanding tourism
Communication skills
LAST method of customer service
Working with difficult people
Business etiquette
Ethics in the workplace
Team synergy
Community asset mapping
FAM tour
Businesses and communities may need:
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Customer relations skills
Marketing savvy
Entrepreneurial know-how
Knowledge of regional history
Coming or Going?
According to the tourism industry:
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71% of employers desire employees fluent in a
second language
81% of companies realize the value of good
communications skills
83% of business owners support a part-time degree
program in tourism management
Community College Tourism Education…
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Link to rural economic development
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59 million jobs and $84 billion in salaries from
tourism
75% of U.S. jobs are in the service sector
Aspects to consider:
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Need consistent requirements
Requires understanding of tourism
Works well in geography curriculum
Credit or non-credit courses
Intensive weekend courses
Language skills important
Appropriate for high school and post-secondary
Educational research emerges. . .
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Population of 205 college programs in tourism
education
50% placed programs in business department;
recreation/hospitality department, geography
department
Vision for tourism education:
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Develop curriculum guide
Establish committee of tourism industry
representatives and educators
Conduct brainstorming session
List skills needed to work at entry level:
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Career exploration
Management of self and business
Sanitation, safety and hygiene
Customer service
Geography
Progress A - Z
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Five areas aligned with National Standards for
Family & Consumer Sciences Education
State social studies framework
Contents of curriculum guide:
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List of resources
List of activities
Target 10th – 11th grades
The $$$ and $ense
of tourism education…
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Money…state tourism board dollars
Money…tech prep grants
Money…work-study opportunities for students
Questions?
References
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Goodenough, R.A. and Page, S. Planning for tourism education and training in the
1990s: bridging the gap between industry and education. J.Journal of Geograpy in
Higher Education, 1993, vol. 17, issue 1, p57-73.
Henderson, Jason. Wildlife Recreation: Rural America’s Newest Billion Dollar
Industry, The Main Street Economist, April 2004
Hem, Leif E., Iverson, Nina M., and Gronhaug, Kjell. Scandinavian Journal of
Hospitality and Tourism, vol.3, No. 1, 2003, p.48-67.
McGregor, J., Salter, C., Conley, L, Haley, F., Sacks, D., Prospero, M. 2004
Customers First. Fast Company, October 2004, Issue 87, p 79, 10p, 1c.
McGovern, T. and P.J.. The human side of customer relationship management.
Benefits Quarterly, 3rd quarter, 2004, p26-33.
New curriculum gets New Hampshire students interested in tourism. Vocational
Training News, Feb 2003, p. 8.
Schulman, Stuart A. and Greenberg, Joseph A. Community college tourism
education: a study of institutional linkages. Community College Review, Fall 1994,
Vol. 22, Issue 2, p.55.
Texas Parks and Wildlife, Making Nature Your Business
U.S. Fish and Wildlife Service, 2001 National Survey of Fishing, Hunting, and
Wildlife-Associated Recreation
Walmsley, D.J. Rural tourism: a case of lifestyle-led opportunities. Australian
Geographer, Vol. 34, no. 1, pp61-72, 2003.
Cynthia Pilcher, Ed.D.
Area Agent
Community Economic Development
Kay Lynn Tettleton, Ed.D.
Area Agent
Community Economic Development