CENTRE FOR TOURISM
POLICY AND RESEARCH
SIMON FRASER UNIVERSITY
Presented By
Dr. Peter W. Williams, Director
Centre for Tourism Policy and Research Simon Fraser University
Research And Its Influence on ‘Policy Wonks’
Research And Its Influence on ‘Policy Wonks’
Research’s Troubling Policy Influence
• “…well established, unambiguous findings from impeccably designed scientific studies are, regularly ignored by policy makers.”
• “… the quality of the research, including the reliability of its methods did not have an important bearing on its credibility and impact.”
• ‘… the direct influence of research evidence on decision making was tempered by such factors as … and decision makers own experiential knowledge.”
• “The implicit assumption of a linear relation between research evidence and policy should be replaced….”
The Calculus of Policy Making
Policy Decisions
Research Evidence!!!
Socio -political Pressures
Budget Realities
Legal and Regulatory Regimes
Personal experience and local knowledge
Why Research Is Problematic For Policy Wonks
• Potential MISALIGNMENT with political ideologies
• Potential CONFLICT with political stakeholder priorities
• Potential ‘ACTION PARALYSIS’ due to uncertainty, limited consensus and complexity of findings
• Potential DISTORTION and alternative interpretation by competing groups
• Potential DISTRACTION and CRITICISM by media
• Potential OBSOLESENCE and IRRELEVANCE due to scoping and timing
An Emerging Good News Research Story
The Emergence of Aboriginal Tourism In British Columbia: Policy and Research
In Partnership
Aboriginal Tourism’s First Research Steps
First Clues: 1990s Consumer Research
• Canadian Tourism Commission
• U.S. Travel and Tourism Administration
• Mexico Secretaria de Tourismo
Aboriginal Tourism Market Definition
“to see or experience unique aboriginal or indigenous people” when selecting a holiday destination.
Aboriginal Tourism Market Niches:Domestic and International
Cautious Naturalists (46% market share)
– outstanding natural and environmental quality
– safe destinations
Organized Culturalists (54% market share)
– planned trips
– focus on:• people
• cultural landscape
• art and handicraft
Germans
Research’s Early Impact on Policy and Programs
- Spawning of regional Aboriginal tourism associations
- Emergent financial support for capacity building
- Promotion of Aboriginal imagery in mainstream marketing
- Integration of ‘icon’ Aboriginal elements into niche tour operator packages
- Increased awareness of Aboriginal tourism opportunity
Momentum Loss 1998-2002
- Aboriginal leadership turbulence
- Government leadership shifts
- Broader economic turmoil
- Supreme court rulings
Revival In B.C. : 2002-2007
Aboriginal Tourism Policy Forces
Research!!
Aboriginal Socio-Demographics
Legal Rulings
Economic Opportunity Political
Ideology
Aboriginal TourismProduct-Market Match Factors
Product-Market Assessment
Factors
Aboriginal Community-Values-Economic goals-Personnel capacity
Consumer Market Support (interest, importance, performance)
Export Ready Product Capability(access, abundance,literature support)
Travel Trade Compatibility-Package presence-Access to supply-Importance for tour packages-Competitive advantages
Aboriginal Tourism Market
"Two Thumbs Up"
• View and/or purchase Aboriginal crafts / handiwork
• Tour Aboriginal museums / art galleries
"Two Thumbs Down"• Enough Opportunities
to experience:• Authentic activities• Performing arts• Cuisine • Natural environments• Sporting events• Aboriginal guides
Blueprint Strategy Elements
• Tourism Product Development
• Tourism Protocols and Standards
• Community Capacity Development
• Branding and Positioning
• Olympic Legacy Leveraging
Aboriginal Tourism Branding Wordmark
Kla-how-yaA generic Pacific Northwest Aboriginal trading language
term used to welcome visitors to …“the land of
“many nations”
Aboriginal Tourism 2010 Olympics Strategy Goals
• Maximize awareness and respect for First Nations’ cultures and rights
• Position Aboriginal tourism in marketplace as integral part of Canada’s tourism portfolio
• Capitalize on all Games tourism related economic opportunities (development, marketing, management, delivery)
• Accelerate growth and use of Aboriginal tourism products, services, human capacity
Research Most Influential On Policy Makers
- Intersecting with policy maker’s agenda and issues
- Providing ‘good news’ - Resolving rather than complicating - Encouraging rather than impeding action- Addressing rather than avoiding issues
- Building confidence for decisions- Establishing consensus rather than uncertainty - Triangulating findings with stakeholders
Research Most Influential On Policy Makers
- Recommending actions that work- Reducing risk of failure
- Identifying benefits of taking action - Pinpointing what and how stakeholders are ‘winners’
- Highlighting costs of taking action - Flagging fixed and on-going budgetary
requirements
Research Most Influential On Policy Makers
- Offering timely results - Providing current interim and final evidence
- Presenting user-friendly results - Communicating clearly, leanly and simply
Research Most Influential On Policy Makers
- Offering timely results - Providing current interim and final evidence
Policy Research Engagement Models
Policy Research Approaches
Dialogical Model
On-going research
interaction with policy
makers
‘Inside the fence’
Rational Model
Basic research
drives policy
‘Outside the fence’
Enlightenment Model
Cumulative research evidence permeates
policy
‘Reaching through the fence’