Glennallen Tourism and Trends

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Glennallen Community Workshop Public Image
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External and Internal Audiences
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External Audiences

• Potential Clients/Visitors
• Travel Trade
• Travel Agents

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External Audiences

• Media Relations
• Press Kits/Press Releases
• Interesting stories to potential clients
• Familiarization Tours
• Packaging unique and authentic experiences
• Internet Site/Links

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Key Findings

• Alaska features differentiated, high quality
  visitor experiences
• Visitor distribution challenges affect industry
  management
• Resident rebellion must be avoided

Source Nichols Gilstrap, Inc.
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Chilly reception
Going north to Alaska? Expect to cruise into
fears that if tourism thrives, the wild won't
survive.
http//www.usatoday.com/life/travel/leisure/2000/l
tl308.htm
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Media Affects Perceptions

• Quality of visitor experience
• Sustainability of industry
• Resident perceptions of impact of visitation

Source Nichols Gilstrap, Inc.
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The Grand Canyon Experience
Negative characterizations have dramatically
impacted both business at one of the worlds
seven natural wonders and efforts to preserve its
environment.
Source Nichols Gilstrap, Inc.
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Negative Publicity

• The Grand Canyon is running out of room, The
  New York Times, 9/3/95.
• Crunch Time at the Canyon - Overflow crowds,
  antiquated facilities and a budget crisis
  threaten the crown jewel of national parks, Time
  Magazine 7/3/95.
• Ahead at national parks more crowds and
  blight, US News World Reports, 12/25/96.
• The Grand Canyon should be a place of
  mesmerizing beauty. Instead, it is a tourist
  free-for-all. The Economist, 8/31/96.
• On an average summer day, 6,500 cars show up at
  the South Rim . . . there are only 2,400 parking
  spaces. Consumer Reports, 6/97.

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GCNP Visitation Trends
Source Nichols Gilstrap, Inc.
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Sustainability
Sustainability No Growth
Source Nichols Gilstrap, Inc.
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Other Public Image Tools for External Audiences

• Hospitality and quality service.
• Business/Gateway Beautification

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Hospitality and Quality Service

• Attract high-end travelers (spending more and
  staying longer).
• Help visitors establish an affinity for a place.
• Encourage repeat visitation.

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Hospitality and Higher EarningsWhen visitors
are satisfied that they are receiving quality for
their money, they are willing to pay more for
their experiences.
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Hospitality Can Lead to Repeat VisitationVisitor
s who are treated hospitably develop a propensity
for repeat visitation as they begin to feel
comfortable in a strange place. The visitor will
often feel encouraged to return for other
activities or in different seasons of the year.
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Repeat Visitation Can Lead to Increased
ProfitabilityA five-percent increase in good
customer retention can increase profitability by
twenty-five to eighty-five percent.Source
Harvard Business Journal
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Business/Gateway Beautification Our overall
travel experience is highly influenced by our
first impressions as we enter through a
communities gateway or entry corridor for the
first time.Heidi Brett, Swaner Memorial Park,
Park City, Utah
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Business/Gateway Beautification The economy in
gateway communities is very dependent upon
protecting the local scenery, quality of life,
and outdoor recreation opportunities.Luther
Propst, Executive Director, Sonoran Institute
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How can a community enjoy the benefits of tourism
without sacrificing its character? ...Preserve
authentic aspects of local heritage and culture.
Ensure that buildings and shops fit in with the
surroundings.Balancing Nature and Commerce in
Gateway Communities
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Internal Audiences

• No external public relations program can be
  expected to be fully successful without a fully
  developed internal relations effort.
• --Nichols Gilstrap, Inc.

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Internal Audiences

• Residents
• Government
• Other Tourism Businesses
• Local Media

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Generating Local Support

• Communicate Economic and Social Benefits of
  tourism to the Community.
• How does or will your business contribute to
  your communities economic well-being?

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Generating Local Support

• Establish and Communicate, and Adhere to Good
  Neighbor Policies.

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Generating Local Support

• Community Appreciation Day

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Generating Local Support

• Community Service
• Charitable Contributions

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Technical Assistance
Our office offers technical assistance as you
start or expand your business. Please feel free
to contact us anytime. Phone 907
465-2012 Email GoNorth_at_dced.state.ak.us Website
http//www.dced.state.ak.us/tourism/