Cultural Resource Management Program, University of Victoria
"Cultural Tourism: Planning and Partnership"
There are two spaces available in the following immersion course for
museum, cultural heritage, and tourism professionals involved with
cultural tourism initiatives. The course will run from May 4 - 9 in
Victoria, British Columbia. Below is a course description, as well as
learning outcomes and a summary of the outline. Please let us know if
you are interested, and contact us before making any travel
arrangements to ensure there is a space available.
Course Description
-----------------------
As increasing numbers of travellers seek unique and distinctive
heritage and cultural experiences, both cultural communities and the
tourism industry are recognizing the significant mutual benefits of
planned and partnered approaches to cultural tourism development. In
this six-day immersion course you will work with participants from
both sectors as you develop your ability to:
* relate the concept of modern tourism to culture, landscape and
places
* recognize international and local trends, issues, and
policy directions
* identify cultural and heritage resources that have both local
and widespread appeal for tourism development
* balance issues of cultural and historic integrity, authenticity
and preservation with issues of marketing and public access
* build community support
* build partnerships among tourism and cultural agencies
* develop "products" and approaches to marketing and promotions
* plan, manage, and evaluate cultural tourism initiatives and
strategies
* recognize unique First Nations issues in development, marketing,
and partnership
Instructor: Brian White draws on his extensive teaching, consulting,
and research experience in tourism issues. He is convenor of
senior-level courses for the Tourism Program at Capilano College in
Vancouver, British Columbia, and consults internationally on a range
of tourism initiatives and issues.
Dates: May 4 - 9, 1998
Fee: $589 (Canadian funds, credit or non-credit options)
Travel: Victoria is easily accessible by air or ferry from both
Vancouver and Seattle
Accommodation: Program staff are pleased to provide you with
information on on-campus and off-campus alternatives
Comments from past course participants:
"This course was very interesting as it combined theory and practice
in a very balanced way. I enjoyed every minute of it."
"Very cutting-edge material and hands-on application. It was great
having an action-oriented environment - a great change from the
traditional classroom atmosphere."
"Excellent instructor. Well-planned and executed . . . it was
useful for me in the present and will . . . have greater resonance
as time goes by."
"The strengths of this course included its practicality, its
relevance to the current economy, future; the need for strategic
planning."
"Very, very good -- met all my expectations."
Learning Outcomes:
-----------------------
Upon completion of this course, you will be able to:
* Describe key cultural and heritage tourism planning concepts and
contemporary issues.
* Use the key terminology of cultural and heritage tourism
appropriately.
* Demonstrate understanding of major ethical issues in cultural and
heritage tourism.
* Describe global tourism, demographic trends and the positioning of
cultural and heritage tourism in British Columbia.
* Describe appropriate strategies and techniques for bridging to
community stakeholders.
* Identify planning methods for cultural and heritage tourism,
including volunteer participation and partnerships.
* Define ways of reconciling conservation goals and tourist marketing
goals for heritage/cultural properties.
* Establish a marketing approach for heritage and cultural
products.
* Undertake a product product/market matching exercise for a
particular heritage attraction.
* Identify the main elements in team-building, and leadership for
cultural and heritage tourism.
* Define key elements and issues in planning urban heritage
districts.
* Describe key considerations in planning cultural and heritage
interpretation programs.
Note: a preparatory readings and assignment package is mailed out
prior to the commencement of the on-campus component of this course.
Course Content
Monday, May 4 -- Tourism, Culture, Heritage, Planning: An Overview
* Introductions to the course and participants
* Language and sociology of tourism
* Cultural and heritage tourism: concepts and ethical issues (video)
* Tourism planning
- global trends
- British Columbia and the new economic realities
* Short presentations by course participants on the background and
issues addressed in their preparatory assignments
* Discussion of course assignments
Tuesday, May 5 -- Cultural Tourism: Bridging to the Community
Stakeholders
* Planning for community tourism: participation, 'NIMBY', and
partnerships
* Planning for the two solitudes: heritage conservation and tourist
marketing
* Site Visit: Craigdarroch Castle field trip, presentation Guest
Speaker: Trish Chan
Wednesday, May 6 -- Tourism, Culture, Heritage, Planning: An Overview
* Case studies:
- Site: Granville Island, Vancouver
- Town: Antigua, Guatemala
- Country: Czech Republic
* Tools of the Trade I: product-market matching and the marketing
plan
* Tools of the Trade II: team-building and leadership
* Site Visit: Butchart Gardens Guest Speaker: Roger Wheelock;
Presentation, Tour of gardens
Thursday, May 7 -- Heritage Tourism in the City
* Guest Speaker: Steve Barber, City of Victoria Heritage Planner -
Planning Heritage districts
* Guest Speaker: Catherine Umland, Director, Victoria Civic Trust -
Cultural and heritage tourism
- approaches and methods
- partnerships
* Tour of heritage district of Victoria with Steve Barber and
Catherine Umland
Friday, May 8 -- The Maritime Theme in Victoria / Planning Exercise
* Maritime Museum presentation: Guy Mathias, Director
* The Heritage Harbour Project presentation
* Guest Speaker: Collin Crisp, former City Administrator, City of
Victoria
* The Maritime Museum and Heritage Harbour Project
* Heritage/cultural tourism planning exercise
Saturday, May 9 -- Conclusions
* Testing Your Knowledge: Open book essay
* Participant presentations of case study exercise
* Course summary and evaluation
For more information on this course and others offered in 1998,
please contact:
Joy Davis, Program Director
Brenda Weatherston, Program Coordinator
Cultural Resource Management
Division of Continuing Studies
University of Victoria
PO Box 3030 Victoria, BC V8W 3N6 CANADA
Telephone (250) 721-8462 Fax: (250) 721-8774
E-mail: [log in to unmask]
Website: http://www.uvcs.uvic.ca/crmp
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