2011 Case Competition: Capilano University (diploma team)

1. Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals Cat Lapointe Taran De Ronov Jack Zhong Monica Cok Tam Atlin Park and Recreation Area Tourism Management Diploma Program Photo: BC Parks

2. Where is Northern BC? Mt. Seymour Provincial Park Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

3. What Parks & Products exist? Cathedral Grove Provincial Park Over 100 BC Parks in Northern BC Main Parks Activities Facilities Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

4. What is the special appeal of visitors? Cathedral Grove Provincial Park  Wildly Unique Experience from the Mainstream  Appeals to mature adventure travellers  Range of activities  Isolation  Wildlife  Diverse Landscape  Established Operators Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

5. What is the current network of Visitor Information Centres? Cathedral Grove Provincial Park  23 Centres  Clustered in main transportation hubs of:  Prince George  Prince Rupert  Provide information, book accommodations and tours, promoting approved operators/ companies Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

6. Who are the key marketing partners that support BC Parks? Cathedral Grove Provincial Park  BC Ferries Vacations  Lodges  Operators  First Nations  Associations Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

7. What is our vision for strengthened relationship with key marketing partners? Cathedral Grove Provincial Park  Visitors Information Centres will act as intermediary wholesalers for operators within BC Parks  Organizations will offer targeted marketing material to help promote the range of activities within BC Parks  Tourism Operators will promote and protect the resources within BC Parks Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

8. Visitor Information Centres  Encourage companies and communities to work with Visitor Information Centres  Expand operations of the Visitor Information Centres  Service Oriented Architecture (SOA Model) Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

9. Organizations  Marketing Material  Accommodations Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

10. Tourism Operators Cathedral Grove Provincial Park  Promote and Protect Resources within BC Parks Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

11. Evaluation Cathedral Grove Provincial Park  Visitor Information Centre  Organizations  Tourism Operators Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

12. Cathedral Grove Provincial Park In Closing Northern BC Parks: Working with Visitor Information Centres and Tourism Operators as Marketing Partners and a Source of Referrals

Hinweis der Redaktion

Order + Notes:Declining Visits Provincial DeficitBudget Cuts, the first of which usually affects arts and recreation, including BC ParksStrategic Plan Update – opportunity for exploring other optionsTourism Industry Potential – Coming into Olympic Afterglow, hopefullyHealth Trends – growth of health trends, people taking more interest in their health and wellbeingSustainability Awareness – Growing awareness of sustainability issues and developing solutions
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation
BC Parks system can be utilized by the province to create revenue. There is currently no strong link between the province’s tourism industry and the parks. We believe that an opportunity exists to link tourism and parks for the better of the province. Private partnerships within BC ParksStrong level of public participation. Strong concensus orientation, strong strategic vision and strong responsiveness. Financial efficiency. Low level of accountability and transparency with private company. Expensive for gov’t to constantly monitor private company to ensure they are fulfilling contract obligations. Equity is lowered due to the needs of private companies to charge fees. Problems can occur with corruption. Increase private partnerships in the development and maintenance of park services, including expanding fixed roof accommodation. Fixed Roof Proposal: 7 of the 12 parks did not receive any proposals, so marketing and awareness need to be improved.BC Parks need to put more resources into marketing business opportunities within BC Parks.Park services need to be differentiated. Licenses of Occupation**clarify actual answer, whether it’s a new model, new products, etc….say it 3-4 times at least in the presentation

2011 Case Competition: Capilano University (diploma team)

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2011 Case Competition: Capilano University (diploma team)

Hinweis der Redaktion