A Presentation to the Western North Carolina

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A Presentation to the Western North Carolina
Wine Conference
Dr. Michael Evans Director and Professor of
Hospitality Tourism Management The John A.
Walker College of Business Appalachian State
University Boone, NC
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What is a National Heritage Area? A Place Where
Natural, Cultural, Historic and Recreational
Resources Combine to Form a Cohesive Nationally
Distinctive Landscape. That is A Competitive
Advantage in Tourism!
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The North Carolina Blue Ridge National Heritage
Area A Truly Special Place in the World that
can Offer the Most Sophisticated Guests a
Complete Travel Experience
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A Strategic Vision And Real Opportunity to
Brand the NC Mountain Region in A Changing
Leisure Based/Global Economy .Like the National
Parks Have Done!
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The Heritage Tourism Products Include
Clean Pristine Mountains Charming Small Towns
Villages Great Arts, Crafts, with the
Opportunity to Shop Great Music Arts Events
Special Heritage Festivals Events Leisure
Recreational Opportunities Leisure Spiritual
Opportunities Leisure Educational
Opportunities The Culinary Arts Blended With
Traditional Foods Fun Interesting People
Finally Fine Regional Wines
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Who is the Heritage Tourism Consumer And Who is
the Wine Tourism Consumer? Are they the Same
Person? Yesto the Boomers Yesto the Echo
Boomers Yesto the International
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The Artful Traveler Cultural Tourism in the
State of North Carolina
Principal Investigators Dr. Mike Evans Director
Professor of Hospitality Tourism
Management Department of Management John A.
Walker College of Business Appalachian State
University Boone, North Carolina 28608 Phone
[phone] email evansmr_at_appstate.edu Dr.
Dinesh Dave, Professor Department of Information
Technology Operations Management John A. Walker
College of Business Appalachian State
University Boone, North Carolina 28608 Phone
[phone] email daveds_at_appstate.edu
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Figure 3 Amount Spent by Tourists in Local Area
Specifically for Typical Arts Event
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Figure 5 Type of Lodging Used by Tourists
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Figure 6 Other Activities/Events Visited by
Tourists
Note Combined arts venues (theatre, festivals,
galleries, concerts, museums) plus historical
venues equal 34.81 of tourist activity.
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Summary

• What do we need to do?
• Cooperate Sell the Destination First
• Sell the Complete Destination Product Brand
  Package
• Plan and Manage the Product Preserve, Conserve,
  Educate
• Sustain the Unique Products Assets
• Free Research for Partners