top 3 reasons why tourism has a significant role in...

Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction and Economic Development in a Community

Dr. Steve Morse, EconomistHospitality and Tourism Mgt., College of Business

Western Carolina University, E-mail: [email protected]

Steve Morse, Ph.D.Director & Economist, Hospitality and Tourism Mgt. College of Business

Western Carolina University; Ph: (828) 227-3386; [email protected]

1

Steve Morse, Ph.D.

Director & Economist, Hospitality and Tourism Mgt. College of BusinessWestern Carolina University; Ph: (828) 227-3386; [email protected]

Top 3 Reasons Why Tourism Has a Significant Role in Retirement Attraction & Econ Development

Tourism’s Role in Retirement Attraction

Steve Morse, Ph.D.Economist & Director

Hospitality & Tourism Mgt

College of Business

Western Carolina University

Cullowhee, NC

Ph: (828) 227-3386

E-mail: [email protected] OF BUSINESS

Presentation Agenda – 3 Topics

Your tourism brand is also retirees’ brand & image of your community

1.

Tourism is potential retirees’ First Date with a community2.

3. Retirees’ new role in economic development

Does tourism have a role helping attract retirees to your community?

Presentation Agenda – 3 TopicsYour community’stourism brand is also retirees’ brand & image of your community

1.

2.

3.

Your tourism brand & image of your

community to tourists …

is also your brand image to potential

reitrees

Is your tourism brand a good fit for attracting investors & retirees?

Square peg –round hole?

mailto:[email protected]






2

Steve Morse, Ph.D.


Logos & slogans are not brands

They are just marketing messages to

support the brand

Kids & Family

Disneyworld / Disneyland

Country Music Capital

Nashville

Graceland / Elvis

Memphis

Hershey, PA

Chocolate

Your Community & Town

?






3

Steve Morse, Ph.D.



1.

Tourism is potential retirees’ First Date with a community2.

3.

Tourism is often a potential business owner or retiree’s First Date with a community

Tourism’s Halo Effect

First Impressions

Last

“A Good Place to Retire”Percent Image Lift

79%

69%

164%

0% 40% 80% 120% 160% 200%

Advertisingonly

Visitationonly

Advertising+ Visitation

Source: Longwoods International

“A Good Place to Purchase a Second Home”

Percent Image Lift

90%

86%

201%

0% 50% 100% 150% 200% 250%

Advertisingonly

Visitationonly



“A Good Place to Start a Business”Percent Image Lift

79%

96%

194%

0% 50% 100% 150% 200% 250%

Advertisingonly

Visitationonly








4

Steve Morse, Ph.D.


Today’s Visitor

could be ….

Tomorrow’s Business Investor

In your community …

Macon County, NC140 miles North of AtlantaDrake Tax Software Corp.App Trail passes throughFranklin & Highlands, NC

Available workforce& quality of life!

Video Link (3:30 min video)

“Why I located my business to Macon County, North Carolina”

(video linking tourism, the next creative class of business owners and entrepreneurs, and economic development in Macon Co., NC)

Go to this website or Click here: https://vimeo.com/143051904


1.

2.

3. Retirees’ new role in economic development

Measures of “Quality of Life” attracting next generation of retirees

Last Retirement Generation’s

Quality of LifeLow Home Prices

Good Health Care

Low Tax Rates

Low Crime Rate

Available Transp

Next Retirement Generation’s

Quality of LifeDiverse Cultures

Reliable Broadband

Volunteer: Local Sense of Community

Open Space & Greenways

Natural Resources

+ Plus

+ Plus

+ Plus

https://vimeo.com/143051904






5

Steve Morse, Ph.D.


The next generation of retirees & creative class workers and entrepreneurs are

attracted to locations that offer:(the same characteristics that make a great tourism destination)

26

Music ArtsHistory & Heritage

Nature & Outdoors

ShoppingAgri-

tourism

Food AttractionsSports & Recreation

How do you know when you have attracted the

next group of retirees to your town?

When the price of beer and coffee

doubles!

TourismRetirement &

Econ Dev

Main Message - Perfect Fit:Tourism and

Retirement Communities

Thank You for Inviting me!Steve Morse, Ph.D.

Economist, Western Carolina UniversityPh: (828) 227-3386

Email: [email protected]

mailto:[email protected]

top 3 reasons why tourism has a significant role in...

Documents