"Tourism, Culture, and the Arts: Partnerships for the New Economy"
Cultural Resource Management Program, University of Victoria, Canada
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As our May offering of this course is full, we are investigating a second
offering from June 5-10 to meet the registration requests we have been
receiving. If you are interested in participating, please contact us as soon
as possible. Thanks!
Brenda Weatherston
Program Coordinator
Cultural Resource Management Program
Continuing Studies, University of Victoria
PO Box 3030 STN CSC
Victoria, BC V8W 3N6 Canada
Tel: (250) 721-6119
Fax: (250) 721-8774
Email: [log in to unmask] <mailto:[log in to unmask]>
Visit our Website! http://www.uvcs.uvic.ca/crmp
COURSE DESCRIPTION
Cultural sector partnerships with the tourism industry are emerging as a key
feature of the new knowledge-based economy as visitors seek more diverse
cultural experiences, and the complex range of tourism organizations seek
competitive advantage and market share. Museums, heritage sites and
attractions, and performing and visual arts organizations are recognized as
central players, although there are few guidelines for communicating between
the tourism industry and the cultural organizations involved in forming
working partnerships. By examining case studies and identifying practical
strategies for creating mutually beneficial partnerships and cultural
tourism products, this course develops your ability to:
* recognize cultural, arts, and heritage tourism issues and opportunities in
the information economy
* anticipate the influence of changing tourism demographics on cultural,
arts, and heritage tourism in BC and beyond
* recognize major ethical issues
* address key marketing and competition analysis issues
* develop appropriate strategies and techniques for communicating and
negotiating
* undertake product/market matching
* identify the main elements in team-building and leadership for cultural
tourism partnerships
* define elements and issues in planning for cultural tourism in urban
heritage districts
* consider key issues in planning and repositioning cultural events for the
tourism market
Instructor: Dr. 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 development
initiatives and issues.
Dates: June 5-10, 2000 with a preparatory assignment
Please register by: May 12
Fee: $589 (Canadian funds, credit or non-credit options)
Travel: Victoria is easily accessible from Seattle and Vancouver
Accommodation: Program staff are pleased to provide information on local
B&B, hotel, and on-campus options
Comments from past participants:
"Brian is an incredibly knowledgeable instructor with so much diverse,
applicable experience. He has tremendous enthusiasm for the subject."
"The diverse backgrounds of classmates stimulated conversation and
creativity."
LEARNING OUTCOMES
Upon completion of this course, participants will be able to:
* recognize cultural, arts, and heritage tourism issues and opportunities in
the information economy,
* anticipate the influence of changing tourism demographics on cultural,
arts, and heritage tourism in BC and beyond,
* recognize major ethical issues,
* address key marketing and competition analysis issues,
* develop appropriate strategies and techniques for communicating and
negotiating agreements,
* undertake product/market matching,
* identify the main elements in team-building and leadership for cultural
tourism partnerships,
* define elements and issues in planning for cultural tourism in urban
heritage districts,
* consider key issues in planning and repositioning cultural events for the
tourism market.
DRAFT OUTLINE
Monday May 8th
Culture, the arts, and tourism: The view from the new economy
* Introductions; Language and sociology of tourism
* Cultural and heritage tourism: concepts and issues
* Tourism planning: global trends, BC and the new economic realities
* Short presentations by course participants on their interests, Discussion
of course assignments, critique developed from learning outcomes and
pre-reading package
Tuesday, May 9th
Cultural tourism: bridging to the community stakeholders
* Planning for community tourism: perceptions and priorities
* Bridging strategies for the tourism, heritage, and arts communities
* Events planning, cultural tourism, community development
* Discussion of course assignments, group planning exercise
* optional dinner
Wednesday, May 10th
Issues of the arts, heritage and culture as product
* Community case studies (TBA)
* Tools of the trade I: product-market matching and the marketing plan
* The tools of the trade II: team-building and leadership
* Case study
Thursday, May 11th
Heritage, arts, and culture in the city: renewal and development
* Cultural and heritage tourism, approaches and methods: international case
studies
* Planning partnerships: visual arts in Victoria
* Downtown field trip: The arts in a heritage district
* Learning from "HuupuKwanum/Tupaat: Out of the Mist: Treasures of the
Nuu-chah-nulth Chiefs" exhibit (Royal British Columbia Museum)
Friday, May 12th
From principles to practice
* Aboriginal culture and tourism approaches
* Packaging cultural experiences: what we've learned
* Community/cultural group planning exercise
Saturday, May 13th
Conclusions
* Debrief
* Participants' presentations
* Course summary
For more information, please contact:
Joy Davis, Program Director
Cultural Resource Management Program
Division of Continuing Studies, University of Victoria
Phone 250-721-8462
FAX 250-721-8774
E-mail [log in to unmask]
Visit our website! www.uvcs.uvic.ca/crmp
To receive e-mail updates, please e-mail [log in to unmask]
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