Nature-based Tourism…Nature-based Tourism…thethe Delta’s Diamond Delta’s Diamond

in the Roughin the Rough

Cynthia Pilcher, Ed.D.Cynthia Pilcher, Ed.D.

Kay Lynn Tettleton, Ed.D.Kay Lynn Tettleton, Ed.D.

Louisiana State University Agricultural CenterLouisiana State University Agricultural Center

What?What?

Alternative land useAlternative land use Natural resource-based enterprisesNatural resource-based enterprises Agri-tourismAgri-tourism AgritainmentAgritainment Nature-based tourismNature-based tourism

The role of nature-based tourism The role of nature-based tourism in rural economic development:in rural economic development:

Definition of economic developmentDefinition of economic development Amenities availableAmenities available Local buy-inLocal buy-in

New strategies for rural communities:New strategies for rural communities:

Research suggests:Research suggests: Enhance human capital resourcesEnhance human capital resources Create entrepreneurial spiritCreate entrepreneurial spirit Expand civic engagementExpand civic engagement Promote natural resources and local Promote natural resources and local

amenitiesamenities Build digital capacityBuild digital capacity

Tourismisnowhere.Tourismisnowhere.

U.S. Wildlife-Related RecreationU.S. Wildlife-Related Recreation

82 million people 82 million people $108 billion$108 billion 50% - equipment purchases50% - equipment purchases 24%- trip costs (food, lodging, transportation)24%- trip costs (food, lodging, transportation) 12%- leases/ownership of land12%- leases/ownership of land

*U.S. Fish & Wildlife Service, 2001 survey *U.S. Fish & Wildlife Service, 2001 survey

Wildlife-Associated RecreationWildlife-Associated Recreation in Louisiana in Louisiana

1.6 million people1.6 million people $1.6 billion $1.6 billion $933 million- equipment purchases$933 million- equipment purchases $575 million- trip related expenditures$575 million- trip related expenditures $100 million- land ownership/leases, licenses$100 million- land ownership/leases, licenses

* U.S. Fish & Wildlife Service, 2001 survey* U.S. Fish & Wildlife Service, 2001 survey

Current situation:Current situation:

declining profitability from traditional declining profitability from traditional agricultureagriculture

expanding urban developmentexpanding urban development growing demands for recreational opportunitiesgrowing demands for recreational opportunities fading rural economiesfading rural economies

Discover Northeast Louisiana OutdoorsDiscover Northeast Louisiana Outdoors

Serves as an economic development initiativeServes as an economic development initiative Targets 12 parishes in northeastern LouisianaTargets 12 parishes in northeastern Louisiana Promotes economic diversification through Promotes economic diversification through

recreation and conservationrecreation and conservation

Purpose of this initiative:Purpose of this initiative:

economic diversificationeconomic diversification environmental-resource sustainabilityenvironmental-resource sustainability economic revitalizationeconomic revitalization

LSU AgCenter’s Role:LSU AgCenter’s Role:

Alternative land useAlternative land use Employment of farm labor year roundEmployment of farm labor year round Economic diversificationEconomic diversification Regional initiativeRegional initiative Civic engagementCivic engagement Cooperative effortCooperative effort

Landowner AssociationLandowner Association

Delta Outdoors and Wildlife AssociationDelta Outdoors and Wildlife Association Created at the grassroots level in November 2001Created at the grassroots level in November 2001 Mission: education and marketingMission: education and marketing www.deltaoutdoors.comwww.deltaoutdoors.com

Delta Outdoors and Wildlife Delta Outdoors and Wildlife AssociationAssociation

50 members representing 10 parishes and the state 50 members representing 10 parishes and the state of Mississippiof Mississippi

Hunting enterprises, restaurants, bed & breakfasts, Hunting enterprises, restaurants, bed & breakfasts, RV parks, banks, realtors and economic RV parks, banks, realtors and economic development groupsdevelopment groups

Nature-based tourism… So what?Nature-based tourism… So what?

Is the community ready?Is the community ready? Is the business community ready?Is the business community ready? Is “high service” a good fit?Is “high service” a good fit?

Before starting a nature-based Before starting a nature-based business, consider:business, consider:

Do you like meeting and working with all Do you like meeting and working with all kinds of people?kinds of people?

Do you like to serve and entertain strangers?Do you like to serve and entertain strangers? Are you willing to work long hours and in Are you willing to work long hours and in

difficult environments/circumstances?difficult environments/circumstances? Do you have in-depth outdoor skills?Do you have in-depth outdoor skills? Do you have the stamina and vigor to serve the Do you have the stamina and vigor to serve the

nature traveler?nature traveler?

AmenitiesAmenities

Is the community ready to share? their Is the community ready to share? their amenities? culture? lifestyle? infrastructure?amenities? culture? lifestyle? infrastructure?

Is the workforce ready to change? to hone Is the workforce ready to change? to hone service skills? to become ambassadors for the service skills? to become ambassadors for the region and its amenities?region and its amenities?

Are the merchants ready to adjust? inventory? Are the merchants ready to adjust? inventory? hours? to become customer centric?hours? to become customer centric?

Amenities in northeast Louisiana:Amenities in northeast Louisiana:

More than 1.6 million acres of agricultural lands, plus More than 1.6 million acres of agricultural lands, plus 200,000 acres in conservation programs200,000 acres in conservation programs

Upland forests and hardwood bottomlandUpland forests and hardwood bottomland 12 state wildlife management areas (250,000 acres)12 state wildlife management areas (250,000 acres) 6 national wildlife refuges (128,000 acres)6 national wildlife refuges (128,000 acres) 3 state parks3 state parks Poverty Point state historic sitePoverty Point state historic site

For additional information:For additional information:

www.lsuagcenter.com/outdoorswww.lsuagcenter.com/outdoors www.deltaoutdoors.comwww.deltaoutdoors.com

Customer Relations SkillsCustomer Relations Skills

An Avenue for An Avenue for

Economic GrowthEconomic Growth

Customer Relations:Customer Relations:

Definition – the art and practice of attracting and Definition – the art and practice of attracting and retaining customers through successful human retaining customers through successful human relationsrelations

Purpose: to increase shopping at home and retain Purpose: to increase shopping at home and retain local businesseslocal businesses

Impact: potential to increase tax base, improve Impact: potential to increase tax base, improve community communications, and promote tourism community communications, and promote tourism and income from outside sourcesand income from outside sources

A tourist…A tourist…

is the most important person in our business.is the most important person in our business. does not depend on us- we depend on the tourist.does not depend on us- we depend on the tourist. does not interrupt our work, but is the purpose of it.does not interrupt our work, but is the purpose of it. is a person with feelings, emotions, likes and dislikes.is a person with feelings, emotions, likes and dislikes. is not someone with whom to argue or match wits.is not someone with whom to argue or match wits. will bring us specific wants; it is our job to fulfill them.will bring us specific wants; it is our job to fulfill them. is deserving of the most courteous and attentive service is deserving of the most courteous and attentive service

we can provide.we can provide. is the life blood of our business.is the life blood of our business.

Current Trends in Retail Trade:Current Trends in Retail Trade:

Customers desire the authenticity of Customers desire the authenticity of experiences and service found in small experiences and service found in small businesses.businesses.

With trends towards e-commerce, customer With trends towards e-commerce, customer service skills become even more crucial for service skills become even more crucial for brick and mortar businesses.brick and mortar businesses.

Over 65% of people who leave a business do Over 65% of people who leave a business do so because they encounter poor service or so because they encounter poor service or perceive an attitude of indifference.perceive an attitude of indifference.

Economic Impact Economic Impact and Business Retentionand Business Retention

Research shows that service is more important than Research shows that service is more important than price to 66% of consumers.price to 66% of consumers.

40% of consumers say service is poor, which reflects 40% of consumers say service is poor, which reflects a need for improved customer relations.a need for improved customer relations.

Businesses spend 6 times as much time and money on Businesses spend 6 times as much time and money on potential customers as they do on repeat sales, even potential customers as they do on repeat sales, even though established business makes long-term profits though established business makes long-term profits possible.possible.

Employee Influence on Employee Influence on Tourism:Tourism:

Makes the first impressionMakes the first impression Seizes the opportunity to inform the visitorSeizes the opportunity to inform the visitor Shares the community amenitiesShares the community amenities Promotes other businessesPromotes other businesses Develops community leadershipsDevelops community leaderships Attracts visitors to return for business or Attracts visitors to return for business or

pleasurepleasure

Goals of this Curriculum:Goals of this Curriculum:

Entrepreneurs and their front-line employees Entrepreneurs and their front-line employees will acquire knowledge and improve skills in will acquire knowledge and improve skills in customer retention and community pride.customer retention and community pride.

Empowerment of small business owners to Empowerment of small business owners to increase customer satisfaction which leads to increase customer satisfaction which leads to increased profits.increased profits.

Customer Relations Workshop:Customer Relations Workshop:

Understanding tourismUnderstanding tourism Communication skillsCommunication skills LAST method of customer serviceLAST method of customer service Working with difficult peopleWorking with difficult people Business etiquetteBusiness etiquette Ethics in the workplaceEthics in the workplace Team synergyTeam synergy Community asset mappingCommunity asset mapping FAM tourFAM tour

Businesses and communities may need:Businesses and communities may need:

Customer relations skillsCustomer relations skills Marketing savvyMarketing savvy Entrepreneurial know-howEntrepreneurial know-how Knowledge of regional historyKnowledge of regional history

Coming or Going?Coming or Going?

According to the tourism industry:According to the tourism industry:

71% of employers desire employees fluent in a 71% of employers desire employees fluent in a second languagesecond language

81% of companies realize the value of good 81% of companies realize the value of good communications skillscommunications skills

83% of business owners support a part-time degree 83% of business owners support a part-time degree program in tourism managementprogram in tourism management

Community College Tourism Education…Community College Tourism Education…

Link to rural economic developmentLink to rural economic development 59 million jobs and $84 billion in salaries from 59 million jobs and $84 billion in salaries from

tourismtourism 75% of U.S. jobs are in the service sector75% of U.S. jobs are in the service sector

Aspects to consider:Aspects to consider:

Need consistent requirementsNeed consistent requirements Requires understanding of tourismRequires understanding of tourism Works well in geography curriculumWorks well in geography curriculum Credit or non-credit coursesCredit or non-credit courses Intensive weekend coursesIntensive weekend courses Language skills importantLanguage skills important Appropriate for high school and post-secondaryAppropriate for high school and post-secondary

Educational research emerges. . .Educational research emerges. . .

Population of 205 college programs in tourism Population of 205 college programs in tourism educationeducation

50% placed programs in business department; 50% placed programs in business department; recreation/hospitality department, geography recreation/hospitality department, geography departmentdepartment

Vision for tourism education:Vision for tourism education:

Develop curriculum guide Develop curriculum guide Establish committee of tourism industry Establish committee of tourism industry

representatives and educatorsrepresentatives and educators Conduct brainstorming sessionConduct brainstorming session List skills needed to work at entry level:List skills needed to work at entry level:

Career explorationCareer exploration Management of self and businessManagement of self and business Sanitation, safety and hygieneSanitation, safety and hygiene Customer serviceCustomer service Geography Geography

Progress A - ZProgress A - Z

Five areas aligned with National Standards for Five areas aligned with National Standards for Family & Consumer Sciences EducationFamily & Consumer Sciences Education

State social studies frameworkState social studies framework Contents of curriculum guide:Contents of curriculum guide:

List of resourcesList of resources List of activitiesList of activities Target 10Target 10thth – 11 – 11thth grades grades

The $$$ and $enseThe $$$ and $ense of tourism education… of tourism education…

Money…state tourism board dollars Money…state tourism board dollars Money…tech prep grantsMoney…tech prep grants Money…work-study opportunities for studentsMoney…work-study opportunities for students

Questions?Questions?

ReferencesReferences Goodenough, R.A. and Page, S. Planning for tourism education and training in the 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 1990s: bridging the gap between industry and education. J.Journal of Geograpy in Higher Education, 1993, vol. 17, issue 1, p57-73. Higher Education, 1993, vol. 17, issue 1, p57-73.

Henderson, Jason. Wildlife Recreation: Rural America’s Newest Billion Dollar Henderson, Jason. Wildlife Recreation: Rural America’s Newest Billion Dollar Industry, The Main Street Economist, April 2004Industry, The Main Street Economist, April 2004

Hem, Leif E., Iverson, Nina M., and Gronhaug, Kjell. Scandinavian Journal of Hem, Leif E., Iverson, Nina M., and Gronhaug, Kjell. Scandinavian Journal of Hospitality and Tourism, vol.3, No. 1, 2003, p.48-67.Hospitality and Tourism, vol.3, No. 1, 2003, p.48-67.

McGregor, J., Salter, C., Conley, L, Haley, F., Sacks, D., Prospero, M. 2004 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.Customers First. Fast Company, October 2004, Issue 87, p 79, 10p, 1c.

McGovern, T. and P.J.. The human side of customer relationship management. McGovern, T. and P.J.. The human side of customer relationship management. Benefits Quarterly, 3Benefits Quarterly, 3rdrd quarter, 2004, p26-33. quarter, 2004, p26-33.

New curriculum gets New Hampshire students interested in tourism. Vocational New curriculum gets New Hampshire students interested in tourism. Vocational Training News, Feb 2003, p. 8.Training News, Feb 2003, p. 8.

Schulman, Stuart A. and Greenberg, Joseph A. Community college tourism Schulman, Stuart A. and Greenberg, Joseph A. Community college tourism education: a study of institutional linkages. Community College Review, Fall 1994, education: a study of institutional linkages. Community College Review, Fall 1994, Vol. 22, Issue 2, p.55.Vol. 22, Issue 2, p.55.

Texas Parks and Wildlife, Making Nature Your BusinessTexas Parks and Wildlife, Making Nature Your Business U.S. Fish and Wildlife Service, 2001 National Survey of Fishing, Hunting, and U.S. Fish and Wildlife Service, 2001 National Survey of Fishing, Hunting, and

Wildlife-Associated RecreationWildlife-Associated Recreation Walmsley, D.J. Rural tourism: a case of lifestyle-led opportunities. Australian Walmsley, D.J. Rural tourism: a case of lifestyle-led opportunities. Australian

Geographer, Vol. 34, no. 1, pp61-72, 2003.Geographer, Vol. 34, no. 1, pp61-72, 2003.

Cynthia Pilcher, Ed.D.Cynthia Pilcher, Ed.D.Area AgentArea Agent

Community Economic DevelopmentCommunity Economic Development

Kay Lynn Tettleton, Ed.D.Kay Lynn Tettleton, Ed.D.Area AgentArea Agent

Community Economic DevelopmentCommunity Economic Development