Heritage Tourism encompasses elements of living culture, history, and natural history of place that communities value and

steward for the future. These elements are very specific to a community or region and can contribute to pride, stability, growth,

and economic development. The role of heritage and culture are especially critical in rural settings.

Implementing Heritage TourismSome tips for going to market…

6th Webinar in the Heritage Tourism InitiativeNorth Central Regional Center for Rural Development

Heritage Tourism ResourcesIntroductions

Jonathon Day-Purdue University | Purdue Tourism and Hospitality Research Center

– Tourism Marketing / Sustainable Tourism

Julie Avery - Michigan State University Museum, Curator/Rural Life & Culture,

- Extension Specialist/Cultural Community & Economic Development

Approach• Introduction What is it? Importance Regionalism

• A Fit for your Community Community Building Economic Strategies

• Initiating Assessing Community Engagement

• Organizing Partnering

• Planning Strategic & Action Planning

• Implementing Products, Marketing, Hospitality, Resources

• Evaluation & Renewing Life Cycle,

Making it Happen : Heritage Tourism

• Two Perspectives of Products/Services and Experiences

• Going to Market• Tips on Making Change Happen• Experimentation and Innovation

Big IdeasExperiencesBundling

Heritage Tourism Products

Your Perspective

• Products – Hotels – Museums with collections– Attractions

• Economic development

Visitors Perspective

• Experiences• Sets of benefits • Future memories ?

The Experience Economy

• Coffee Beans• Less than $1 /pound

wholesale • A couple of cents/cup.

The Experience Economy

• Some processing and ready to drink.

• A couple of cents a cup…

The Experience Economy

• HTM Café

• $1.65 per 16 oz

The Experience Economy

• Starbucks The third place

• Triple Grande non fat no whip mocha $4.49

The Experience Economy

• Café FlorianSt Mark’s Square Venice Italy

• More than $15 cup…

• Plus airfare and hotel…

Thinking About Experiences Your Disney Wedding

Or….

What is your Heritage Tourism Experience ?

Heritage Tourism Products Your Perspective: The value of Bundling

• Partners in Marketing • Filling Gaps• A way to capture attention in

a competitive marketplace• An example of bundling

The competition ?

Going to Market

• Understand how your consumers find you…

• Don’t overlook “low hanging” fruit…

Making Change Happen …

1. Establish a sense of urgency2. Create a guiding coalition3. Developing a vision and strategy4. Communicating the change vision 5. Empower broad based action6. Generate short term wins7. Consolidate gains and produce more change8. Anchor new approaches

Yes …..But

• Stops the conversations• Show you aren’t

listening

And • Opens conversation to

new directions • Encourages

collaboration

Experimentation and Innovation

Thanks! . . . And questions?

Jonathon Day Purdue University | Purdue Tourism and

Hospitality Research Center jonday@purdue.edu

Heritage Tourism for the North Central Regionhttp://connect.msu.edu/heritagetourism

Join our group

Heritage Tourism Initiative