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Creating Appalachian Economic
Development via Crowdsourcing for
Travelers and Tourists
Peter H. Hackbert
Entrepreneurship ...
11/13/2015 Peter H. Hackbert, Berea College 2
EPG searches for “real-world”
solutions
• Mission statement -
educating and inspiring
students from Appalachia to
become s...
The EPG Program defines
“Entrepreneurial Leadership” as:
"A process when one person or a group of
people in a community or...
13 States of Appalachia
poverty and unemployment rates
outpace the national average 1 and
1/2 times, and per capita income
falls two-thirds below ...
Where we do our
service for 6 years
Berea Kentucky
Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s
Distressed Rural Counties,...
Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s
Distressed Rural Counties,...
Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s
Distressed Rural Counties,...
“Uneven Ground”
UK Professor of
History: Ronald Eller
www.google.com/images
11/13/2015 Peter H. Hackbert, Berea College 11
…growing popularity of ecotourism and
heritage tourism…contained the potential
for building an alternative economy, one th...
Small Rural Appalachian Community
Economic Development (CED)
Traditional ED Strategy / Tool
Alternative ED Strategy / Tool...
EPG Small Rural Appalachian Community
Economic Development Model
Traditional ED Strategy / Tool
Alternative ED Strategy / ...
5 Years Research
• Demographic Analysis
• Economic Analysis
• Entrepreneurship
• Community Survey
• Site visits (14x10x6) ...
Small Town Program
Populations
1,602
357
175
1,764
747
1,081
11/13/2015 Peter H. Hackbert, Berea College 16
11/13/2015 Peter H. Hackbert, Berea College 17
Crowdsourcing
Terms include social media, user-
generated content (UGC), consumer
generated media (CGM), online social
net...
TripAdvisor
• 100 million reviews
• 30 countries
• 60 million unique monthly visitors
11/13/2015 Peter H. Hackbert, Berea ...
11/13/2015 Peter H. Hackbert, Berea College 20
Academic research
YELP drive real revenues to small
businesses
• A survey of 4,800 business owners to learn the economic
impact Yelp has on ...
Key Question
Can Social Media be a tool to
develop an alternative economy in
Appalachian communities?
11/13/2015 Peter H. ...
We observed and we listened to
the KRADD business owners,
attraction and destination
operators.
11/13/2015 Peter H. Hackbe...
Summer 2011
We conducted KRADD social media
workshops
11/13/2015 Peter H. Hackbert, Berea College 24
They use
Facebook
11/13/2015 Peter H. Hackbert, Berea College 25
11/13/2015 Peter H. Hackbert, Berea College 26
Google Search Website11/13/2015 Peter H. Hackbert, Berea College 27
11/13/2015 Peter H. Hackbert, Berea College 28
Summer 2012
We researched Kentucky Tourism
11/13/2015 Peter H. Hackbert, Berea College 29
Kentucky Visitor Profile Study
Daniel Boone Country Region
September 2010 – August 2011 Visitors
Prepared for:
The Commonw...
Tourism is the 3rd largest industry in Kentucky,
providing $3.3 billion in salaries annually
This is despite only 34% of f...
The Daniel Boone Country Visitor
Average Income: $68,560
Average Age: 50.8
Average Travel Group Size: 3
69% short pleasure...
115 million Americans live
within a day’s driving distance
11/13/2015 Peter H. Hackbert, Berea College 33
11/13/2015 Peter H. Hackbert, Berea College 34
Imagine
How would you spend 36 hours in
the KRADD region?
11/13/2015 Peter H. Hackbert, Berea College 35
36 Hours in the
KRADD Region
11/13/2015 Peter H. Hackbert, Berea College 36
Online consumer recommendations are
the second most trusted source of brand
advertising, second only to
“recommendations f...
"Traveler/tourist persona profile
gives you a chance to truly
empathize
with target market segments,
stepping out of the r...
34 Personas
created in 2012
11/13/2015 Peter H. Hackbert, Berea College 39
1. Traveler and Tourist Personas
11/13/2015 Peter H. Hackbert, Berea College 40
Meet the Weston’s
11/13/2015 Peter H. Hackbert, Berea College 41
Lifestyle
11/13/2015 Peter H. Hackbert, Berea College 42
Limitations
11/13/2015 Peter H. Hackbert, Berea College 43
Westons’ Travel Goals & Strategy
• More Spontaneity
• Wide open road with
unplanned stops
• Download apps
• Love of histor...
The Weston’s Next Steps
• Once returning home from their rally the
Weston’s…
• Uploaded multiple pictures on facebook
• Wr...
2. Traveler and Tourist Personas
11/13/2015 Peter H. Hackbert, Berea College 46
Joseph Atkins
Images.google.comImages.google.com
11/13/2015 Peter H. Hackbert, Berea College 47
45 Years Old
45 years old
Works in Cincinnati
Restaurant Manager
Married
No children
History Buff
Social Media Experience
...
What got him to stop?
Tripadvisor.co
m
11/13/2015 Peter H. Hackbert, Berea College 49
11/13/2015 Peter H. Hackbert, Berea College 50
Deals/Discounts
11/13/2015 Peter H. Hackbert, Berea College 51
Yelp Review: Hindman Settlement
School
11/13/2015 Peter H. Hackbert, Berea College 52
Lunch Special
11/13/2015 Peter H. Hackbert, Berea College 53
Appalachian Artisan Center Studio
Yelp.com
11/13/2015 Peter H. Hackbert, Berea College 54
Store decals
11/13/2015 Peter H. Hackbert, Berea College 55
Joseph Atkins Next Steps
• Returning home from his trip
• Uploaded multiple pictures on Facebook
• Wrote reviews on Yelp, ...
Who is the next
DUKE in Joe’s
restaurant?
Use social
media to
acknowledge
loyal local
customers
11/13/2015 Peter H. Hackbe...
3. Traveler and Tourist Personas
11/13/2015 Peter H. Hackbert, Berea College 58
Cameron Bruce
19 years old 51 years oldSourced: Google images
11/13/2015 Peter H. Hackbert, Berea College 59
Patrick Todd
16
years
old
49 years
old
Source: Google
images
11/13/2015 Peter H. Hackbert, Berea College 60
Lifestyle/ Limitations/Budget
Sourced: Google images
11/13/2015 Peter H. Hackbert, Berea College 61
Historic Reenactments
Sourced: Google images
11/13/2015 Peter H. Hackbert, Berea College 62
11/13/2015 Peter H. Hackbert, Berea College 63
Begley’s General Store: Electronic
Archery Range Techno Hunt
Sourced: Jalissa Hunter
11/13/2015 Peter H. Hackbert, Berea C...
Begley’s General Store Review
Sourced: Yelp
11/13/2015 Peter H. Hackbert, Berea College 65
Kentucky School of Bluegrass &
Traditional Music Review – “all
cross the USA”
Sourced: Yelp
11/13/2015 Peter H. Hackbert, ...
Next Steps
4 Actions Happy People Do:
1. Upload Photos
2. Tell others
3. Make comments
4. Comeback
11/13/2015 Peter H. Hac...
11/13/2015 Peter H. Hackbert, Berea College 68
4. Traveler and Tourist Personas
11/13/2015 Peter H. Hackbert, Berea College 69
How to Spend a Weekend in Berea as a
TransAmerican Bicyclist
By: Jenna Brooks
Hometown: Alexandria, KY
Class: Rising Junio...
America’s oldest and most used route.
Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Assoc...
The Typical TransAmerican Biker
Active, Independent, Adventurous and Driven
Reference: America's Bicycle Travel Inspiratio...
3 H’s
Hydration
Hunger
Humanity
Limitations and Considerations
Local Photo taken 6/09/2012
Next Steps
Reference: Google Images
4 Actions Pleased
Customers Do:
1. Upload Photos
2. Tell others
3. Make comments
4. Co...
Reflection Session Framework
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tool...
5. Traveler and Tourist Personas
11/13/2015 Peter H. Hackbert, Berea College 77
Jamar Sullivan
Four Souls, Two Destinations,
One Adventure of a Lifetime
• JT Lockhart
• Cliff Paterson
• Azizz Omar Rahiem
• Markus Hughs
Traveler Personas
JT Lockhart
Cliff Paterson
Azizz Omar Rahiem
Markus Hughes
Goals
Travel Strategy
Arrival @ LEX 10:00 a.m
Finally on the road 11:00 a.m.
Stocking up @ 12:30 p.m.
Pitching A tent @ 1:00 p.m.
Must crawl before you walk @ 2:00
p.m
Taking a dip or Making a Big Splash
@ 5:00 p.m.
Cooking on Open Flames @ 7:00 p.m.
Catching ZZZ’s in the Night @ 11:00
p.m.
Rise and Shine @ 7:00 a.m
Flying with Birds @ 9:00 a.m.
Lunch among Climbers @ 12:00 noon
Back on the River @ 2:00 p.m.
Back to Camp @ 6:30 p.m.
Breakfast @ Rockhouse
The Big Day
Next Steps
6. Traveler and Tourist Personas
11/13/2015 Peter H. Hackbert, Berea College 106
Joseph and Marry Christian
Picture courtesy; http://www.genuinekentucky.com/wp-
content/uploads/2011/01/2011-Kentuckys-Vis...
9:00 AM: Boone
Tavern
Picture courtesy: Indigenous innovators facebook group
Video courtesy: Indigenous innovators facebook group
10:30 Berea College
Visitor Center
Fee had written to the
American Missionary about
the need for a higher
school "which wo...
Science Building and Fee
Glade Area
Picture courtesy: Indigenous innovators/facebook
12:30 PM Boone Tavern
2:00 PM Book Store on Main street
Picture courtesy: facebook/Indigenous innovators
5:00 PM Dinner at President’s House
• Dr. Larry Shinn,
Current President
New President:
Lyle D. Roelofs
Picture courtesy: ...
6:30 AM Seabury Center
Picture courtesy: berea.com
9:00 am Craft Tour to actually see
students weaving, making brooms and
wood working
Video
Video Courtesy: facebook/Indigenous innovators
10:30 AM Meeting with Vice
President, Michelle L. Janssen
• Discussion on how to
donate to college
Picture Courtesy: faceb...
12:30 pm Lunch at Papa Leno’s
Picture Courtesy: facebook/Indigenous innovators
http://www.flickr.com/photos/twofishblu/466...
Old Town, Eco Village and
Berea Center for Arts
PictureCourtesy: facebook/Indigenous innovators
Berea College’s Convocation Program
• Former Berea College student and today's
successful entrepreneur talks about his exp...
Meeting with Convocation
Speaker and EGP Program
and EPG Cohort 9
Dr. Peter Hackbert
Picture Courtesy: facebook/Indigenous...
Email to College President
Dear Dr. Larry Shinn,
Berea College is doing a noble job. We are amazed by its mission,
vision ...
http://stanleyquan.com/the-philanthropic-dollar/philanthropy/
Reflection Session Framework
Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tool...
So What?
11/13/2015 Peter H. Hackbert, Berea College 127
1,214 Social Media Reviews
250,000 freeviews
11/13/2015 Peter H. Hackbert, Berea College 128
Four Tips for KRADD Leadership
1. Claim your business listings (It’s free!)
2. Encourage multicounty reviews (more =
bette...
Who Cares?
11/13/2015 Peter H. Hackbert, Berea College 130
11/13/2015 Peter H. Hackbert, Berea College 132
Now What?
11/13/2015 Peter H. Hackbert, Berea College 133
KRADD Actions
1. Recommend KCTC execute social/mobile
certificate program
2. Expand the Tourism Definition
3. Use KY State...
…link ecotourism and heritage
tourism………..contained the potential for
building an alternative
economy, one that promises g...
What If?
11/13/2015 Peter H. Hackbert, Berea College 136
Any Questions or Comments??
11/13/2015 Peter H. Hackbert, Berea College 137
Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists
Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists
Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists
Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists
Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists
Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists
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Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists

This Community Development Society presentation illustrates the integration of a culture asset inventory model, the design of traveler personas and the use of social media user-generated reviews to stimulate the 36 Hour Stays in rural communities in Kentucky. This presentation was for the 2013 Annual Meeting Community Development Society that took place on July 20th-24th in Charleston, SC.

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Creating Appalachian Economic Development via Crowd-sourcing for Travelers and Tourists

  1. 1. Creating Appalachian Economic Development via Crowdsourcing for Travelers and Tourists Peter H. Hackbert Entrepreneurship for the Public Good Program Berea College, Berea KY 2013 Annual Meeting Community Development Society July 20-24, 2013 Francis Marion Hotel, Charleston, South Carolina 11/13/2015 Peter H. Hackbert, Berea College 1
  2. 2. 11/13/2015 Peter H. Hackbert, Berea College 2
  3. 3. EPG searches for “real-world” solutions • Mission statement - educating and inspiring students from Appalachia to become service-oriented leaders • 1,600 liberal arts students • 150 years What better way to encourage young Appalachians to start their own businesses than to reach out to them while they’re still trying to figure out what they should be doing with their lives?
  4. 4. The EPG Program defines “Entrepreneurial Leadership” as: "A process when one person or a group of people in a community originate an idea or innovation for a needed change and influence others in that community to commit to realizing that change, despite the presence of risk, ambiguity, or uncertainty".
  5. 5. 13 States of Appalachia
  6. 6. poverty and unemployment rates outpace the national average 1 and 1/2 times, and per capita income falls two-thirds below the national average. Appalachian Regional Commission Distressed Counties - 2009
  7. 7. Where we do our service for 6 years Berea Kentucky
  8. 8. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012. 11/13/2015 Peter H. Hackbert, Berea College 8
  9. 9. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012. 11/13/2015 Peter H. Hackbert, Berea College 9
  10. 10. Source: Ezzell,T., Lambert, D., and E. Ogle. Strategies to Economic Improvement in Appalachia’s Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012. 11/13/2015 Peter H. Hackbert, Berea College 10
  11. 11. “Uneven Ground” UK Professor of History: Ronald Eller www.google.com/images 11/13/2015 Peter H. Hackbert, Berea College 11
  12. 12. …growing popularity of ecotourism and heritage tourism…contained the potential for building an alternative economy, one that promised greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources. - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256. 11/13/2015 Peter H. Hackbert, Berea College 12
  13. 13. Small Rural Appalachian Community Economic Development (CED) Traditional ED Strategy / Tool Alternative ED Strategy / Tool CD Capacity Building Strategy / Tool Economic Development Approaches Economic Outcomes Other Outcomes Direct, Short-term Indirect, Long-term • Industrial development • Business retention / expansion • Workforce development • Tourism • Entrepreneurship • Downtown development • Arts / Creative economy • Cluster-based development • Residential development • Transportation • Broadband / Internet / Social Media • ED finance • Philanthropy • Strategic planning • Leadership development • Organizational development 1. Recruit firms from the outside 2. Strengthen/expand existing firms 3. Promote development of new firms • jobs • firms • prosperity • wealth • social • civic • environmental 11/13/2015 Peter H. Hackbert, Berea College 13
  14. 14. EPG Small Rural Appalachian Community Economic Development Model Traditional ED Strategy / Tool Alternative ED Strategy / Tool CD Capacity Building Strategy / Tool Economic Development Approaches Economic Outcomes Other Outcomes Direct, Short-term Indirect, Long-term • Tourism • Entrepreneurship economy • Cluster-based development • Local Living Economies • Residential development • Transportation • Broadband / Internet / Social Media e 1. Strengthen/expand existing firms 2. Promote new firms • jobs • firms • social / civic • environmental 11/13/2015 Peter H. Hackbert, Berea College 14
  15. 15. 5 Years Research • Demographic Analysis • Economic Analysis • Entrepreneurship • Community Survey • Site visits (14x10x6) 840 night stays 11/13/2015 Peter H. Hackbert, Berea College 15
  16. 16. Small Town Program Populations 1,602 357 175 1,764 747 1,081 11/13/2015 Peter H. Hackbert, Berea College 16
  17. 17. 11/13/2015 Peter H. Hackbert, Berea College 17
  18. 18. Crowdsourcing Terms include social media, user- generated content (UGC), consumer generated media (CGM), online social networks (OSN), social networking sites (SNS), Web 2.0 and Travel 2.0. 11/13/2015 Peter H. Hackbert, Berea College 18
  19. 19. TripAdvisor • 100 million reviews • 30 countries • 60 million unique monthly visitors 11/13/2015 Peter H. Hackbert, Berea College 19
  20. 20. 11/13/2015 Peter H. Hackbert, Berea College 20 Academic research
  21. 21. YELP drive real revenues to small businesses • A survey of 4,800 business owners to learn the economic impact Yelp has on small businesses. The results saw an average of $8,000 in annual revenue from Yelp. categories doing exceptionally well advertising to purchase-minded Yelpers: Home -- $54,000* Automotive -- $39,000* Local services -- $36,000* Hotel and travel -- $36,000* Shopping -- $24,000* Health & Medical -- $20,000* 11/13/2015 Peter H. Hackbert, Berea College 21 Source: Boston Consulting Group, Unlocking The Digital-Marketing Potential of Small Business, March 19, 2013, retrieved at https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_digital_marketing_small_businesses/
  22. 22. Key Question Can Social Media be a tool to develop an alternative economy in Appalachian communities? 11/13/2015 Peter H. Hackbert, Berea College 22
  23. 23. We observed and we listened to the KRADD business owners, attraction and destination operators. 11/13/2015 Peter H. Hackbert, Berea College 23
  24. 24. Summer 2011 We conducted KRADD social media workshops 11/13/2015 Peter H. Hackbert, Berea College 24
  25. 25. They use Facebook 11/13/2015 Peter H. Hackbert, Berea College 25
  26. 26. 11/13/2015 Peter H. Hackbert, Berea College 26
  27. 27. Google Search Website11/13/2015 Peter H. Hackbert, Berea College 27
  28. 28. 11/13/2015 Peter H. Hackbert, Berea College 28
  29. 29. Summer 2012 We researched Kentucky Tourism 11/13/2015 Peter H. Hackbert, Berea College 29
  30. 30. Kentucky Visitor Profile Study Daniel Boone Country Region September 2010 – August 2011 Visitors Prepared for: The Commonwealth of Kentucky Department of Travel and Tourism Prepared by: 11/13/2015 Peter H. Hackbert, Berea College 30
  31. 31. Tourism is the 3rd largest industry in Kentucky, providing $3.3 billion in salaries annually This is despite only 34% of first-time Kentucky visitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit. 11/13/2015 Peter H. Hackbert, Berea College 31
  32. 32. The Daniel Boone Country Visitor Average Income: $68,560 Average Age: 50.8 Average Travel Group Size: 3 69% short pleasure trip 53% use internet Recommend their visit to others: 96%11/13/2015 Peter H. Hackbert, Berea College 32
  33. 33. 115 million Americans live within a day’s driving distance 11/13/2015 Peter H. Hackbert, Berea College 33
  34. 34. 11/13/2015 Peter H. Hackbert, Berea College 34
  35. 35. Imagine How would you spend 36 hours in the KRADD region? 11/13/2015 Peter H. Hackbert, Berea College 35
  36. 36. 36 Hours in the KRADD Region 11/13/2015 Peter H. Hackbert, Berea College 36
  37. 37. Online consumer recommendations are the second most trusted source of brand advertising, second only to “recommendations from people I know” in a global 2012 study of 28,000 consumers in 56 countries Source: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 2012 11/13/2015 Peter H. Hackbert, Berea College 37
  38. 38. "Traveler/tourist persona profile gives you a chance to truly empathize with target market segments, stepping out of the role as someone who wants to promote a product and see, through your travelers' eyes…” 11/13/2015 Peter H. Hackbert, Berea College 38
  39. 39. 34 Personas created in 2012 11/13/2015 Peter H. Hackbert, Berea College 39
  40. 40. 1. Traveler and Tourist Personas 11/13/2015 Peter H. Hackbert, Berea College 40
  41. 41. Meet the Weston’s 11/13/2015 Peter H. Hackbert, Berea College 41
  42. 42. Lifestyle 11/13/2015 Peter H. Hackbert, Berea College 42
  43. 43. Limitations 11/13/2015 Peter H. Hackbert, Berea College 43
  44. 44. Westons’ Travel Goals & Strategy • More Spontaneity • Wide open road with unplanned stops • Download apps • Love of history • Good foods and scenic roads 11/13/2015 Peter H. Hackbert, Berea College 44
  45. 45. The Weston’s Next Steps • Once returning home from their rally the Weston’s… • Uploaded multiple pictures on facebook • Wrote reviews on their food and lodging • Told their friends about their trip and passed along their brochures • Planned an annual trip to Hazard for the Cherokee Rally Tag- A-Long 11/13/2015 Peter H. Hackbert, Berea College 45
  46. 46. 2. Traveler and Tourist Personas 11/13/2015 Peter H. Hackbert, Berea College 46
  47. 47. Joseph Atkins Images.google.comImages.google.com 11/13/2015 Peter H. Hackbert, Berea College 47
  48. 48. 45 Years Old 45 years old Works in Cincinnati Restaurant Manager Married No children History Buff Social Media Experience Wife is in Chicago $1,100 budget Travels by car Visit a buddy at Alice Lloyd college Images.google.com 11/13/2015 Peter H. Hackbert, Berea College 48
  49. 49. What got him to stop? Tripadvisor.co m 11/13/2015 Peter H. Hackbert, Berea College 49
  50. 50. 11/13/2015 Peter H. Hackbert, Berea College 50
  51. 51. Deals/Discounts 11/13/2015 Peter H. Hackbert, Berea College 51
  52. 52. Yelp Review: Hindman Settlement School 11/13/2015 Peter H. Hackbert, Berea College 52
  53. 53. Lunch Special 11/13/2015 Peter H. Hackbert, Berea College 53
  54. 54. Appalachian Artisan Center Studio Yelp.com 11/13/2015 Peter H. Hackbert, Berea College 54
  55. 55. Store decals 11/13/2015 Peter H. Hackbert, Berea College 55
  56. 56. Joseph Atkins Next Steps • Returning home from his trip • Uploaded multiple pictures on Facebook • Wrote reviews on Yelp, Google+ and TripAdvisor • Told his friends about his trip and passed along his comments • Planned an annual trip to Perry County, KY 11/13/2015 Peter H. Hackbert, Berea College 56
  57. 57. Who is the next DUKE in Joe’s restaurant? Use social media to acknowledge loyal local customers 11/13/2015 Peter H. Hackbert, Berea College 57
  58. 58. 3. Traveler and Tourist Personas 11/13/2015 Peter H. Hackbert, Berea College 58
  59. 59. Cameron Bruce 19 years old 51 years oldSourced: Google images 11/13/2015 Peter H. Hackbert, Berea College 59
  60. 60. Patrick Todd 16 years old 49 years old Source: Google images 11/13/2015 Peter H. Hackbert, Berea College 60
  61. 61. Lifestyle/ Limitations/Budget Sourced: Google images 11/13/2015 Peter H. Hackbert, Berea College 61
  62. 62. Historic Reenactments Sourced: Google images 11/13/2015 Peter H. Hackbert, Berea College 62
  63. 63. 11/13/2015 Peter H. Hackbert, Berea College 63
  64. 64. Begley’s General Store: Electronic Archery Range Techno Hunt Sourced: Jalissa Hunter 11/13/2015 Peter H. Hackbert, Berea College 64
  65. 65. Begley’s General Store Review Sourced: Yelp 11/13/2015 Peter H. Hackbert, Berea College 65
  66. 66. Kentucky School of Bluegrass & Traditional Music Review – “all cross the USA” Sourced: Yelp 11/13/2015 Peter H. Hackbert, Berea College 66
  67. 67. Next Steps 4 Actions Happy People Do: 1. Upload Photos 2. Tell others 3. Make comments 4. Comeback 11/13/2015 Peter H. Hackbert, Berea College 67
  68. 68. 11/13/2015 Peter H. Hackbert, Berea College 68
  69. 69. 4. Traveler and Tourist Personas 11/13/2015 Peter H. Hackbert, Berea College 69
  70. 70. How to Spend a Weekend in Berea as a TransAmerican Bicyclist By: Jenna Brooks Hometown: Alexandria, KY Class: Rising Junior Major: Business Administration Cycling Through Appalachian Serenity
  71. 71. America’s oldest and most used route. Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Association."
  72. 72. The Typical TransAmerican Biker Active, Independent, Adventurous and Driven Reference: America's Bicycle Travel Inspiration & Resource - Adventure Cycling Association.
  73. 73. 3 H’s Hydration Hunger Humanity
  74. 74. Limitations and Considerations Local Photo taken 6/09/2012
  75. 75. Next Steps Reference: Google Images 4 Actions Pleased Customers Do: 1. Upload Photos 2. Tell others 3. Make comments 4. Comeback
  76. 76. Reflection Session Framework Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012 11/13/2015 Peter H. Hackbert, Berea College 76 “I learned that” … “I learned this when” …. “This learning matters because” … “In light of this learning” …
  77. 77. 5. Traveler and Tourist Personas 11/13/2015 Peter H. Hackbert, Berea College 77
  78. 78. Jamar Sullivan Four Souls, Two Destinations, One Adventure of a Lifetime
  79. 79. • JT Lockhart • Cliff Paterson • Azizz Omar Rahiem • Markus Hughs Traveler Personas
  80. 80. JT Lockhart
  81. 81. Cliff Paterson
  82. 82. Azizz Omar Rahiem
  83. 83. Markus Hughes
  84. 84. Goals
  85. 85. Travel Strategy
  86. 86. Arrival @ LEX 10:00 a.m
  87. 87. Finally on the road 11:00 a.m.
  88. 88. Stocking up @ 12:30 p.m.
  89. 89. Pitching A tent @ 1:00 p.m.
  90. 90. Must crawl before you walk @ 2:00 p.m
  91. 91. Taking a dip or Making a Big Splash @ 5:00 p.m.
  92. 92. Cooking on Open Flames @ 7:00 p.m.
  93. 93. Catching ZZZ’s in the Night @ 11:00 p.m.
  94. 94. Rise and Shine @ 7:00 a.m
  95. 95. Flying with Birds @ 9:00 a.m.
  96. 96. Lunch among Climbers @ 12:00 noon
  97. 97. Back on the River @ 2:00 p.m.
  98. 98. Back to Camp @ 6:30 p.m.
  99. 99. Breakfast @ Rockhouse
  100. 100. The Big Day
  101. 101. Next Steps
  102. 102. 6. Traveler and Tourist Personas 11/13/2015 Peter H. Hackbert, Berea College 106
  103. 103. Joseph and Marry Christian Picture courtesy; http://www.genuinekentucky.com/wp- content/uploads/2011/01/2011-Kentuckys-Visitor- Guide.jpg
  104. 104. 9:00 AM: Boone Tavern Picture courtesy: Indigenous innovators facebook group
  105. 105. Video courtesy: Indigenous innovators facebook group
  106. 106. 10:30 Berea College Visitor Center Fee had written to the American Missionary about the need for a higher school "which would be to Kentucky what Oberlin is to Ohio, antislavery, anti- caste, anti-rum, anti-sin. . . . Why can we not have such a school here?" Picture courtesy: Indigenous innovators, berea.com
  107. 107. Science Building and Fee Glade Area Picture courtesy: Indigenous innovators/facebook
  108. 108. 12:30 PM Boone Tavern
  109. 109. 2:00 PM Book Store on Main street Picture courtesy: facebook/Indigenous innovators
  110. 110. 5:00 PM Dinner at President’s House • Dr. Larry Shinn, Current President New President: Lyle D. Roelofs Picture courtesy: berea.com
  111. 111. 6:30 AM Seabury Center Picture courtesy: berea.com
  112. 112. 9:00 am Craft Tour to actually see students weaving, making brooms and wood working
  113. 113. Video Video Courtesy: facebook/Indigenous innovators
  114. 114. 10:30 AM Meeting with Vice President, Michelle L. Janssen • Discussion on how to donate to college Picture Courtesy: facebook/Indigenous innovators
  115. 115. 12:30 pm Lunch at Papa Leno’s Picture Courtesy: facebook/Indigenous innovators http://www.flickr.com/photos/twofishblu/4660865414/
  116. 116. Old Town, Eco Village and Berea Center for Arts PictureCourtesy: facebook/Indigenous innovators
  117. 117. Berea College’s Convocation Program • Former Berea College student and today's successful entrepreneur talks about his experience and the how Berea Changed his life. Video Courtesy: facebook/Indigenous innovators, berea.com
  118. 118. Meeting with Convocation Speaker and EGP Program and EPG Cohort 9 Dr. Peter Hackbert Picture Courtesy: facebook/Indigenous innovators, berea.com
  119. 119. Email to College President Dear Dr. Larry Shinn, Berea College is doing a noble job. We are amazed by its mission, vision and student led activities. We congratulate Lyle D. Roelofs for continuing further this noble cause as you are retiring soon. We will be back soon with a gift of 5 million dollars. Very truly yours, Mr. and Mrs. Christian.
  120. 120. http://stanleyquan.com/the-philanthropic-dollar/philanthropy/
  121. 121. Reflection Session Framework Source: Clayton, P.H. (2012). Generating, Deepening, and Documenting Learning: Practical Tools for Critical Reflection in Service-Learning, Center for Excellence in Learning through Service Campus Christian Center & Center for Transformative Learning, Berea College, February 3, 2012 11/13/2015 Peter H. Hackbert, Berea College 126 “I learned that” … “I learned this when” …. “This learning matters because” … “In light of this learning” …
  122. 122. So What? 11/13/2015 Peter H. Hackbert, Berea College 127
  123. 123. 1,214 Social Media Reviews 250,000 freeviews 11/13/2015 Peter H. Hackbert, Berea College 128
  124. 124. Four Tips for KRADD Leadership 1. Claim your business listings (It’s free!) 2. Encourage multicounty reviews (more = better) 3. Monitor what’s being said in the Counties 4. Start at SOMOLO campaign 11/13/2015 Peter H. Hackbert, Berea College 129
  125. 125. Who Cares? 11/13/2015 Peter H. Hackbert, Berea College 130
  126. 126. 11/13/2015 Peter H. Hackbert, Berea College 132
  127. 127. Now What? 11/13/2015 Peter H. Hackbert, Berea College 133
  128. 128. KRADD Actions 1. Recommend KCTC execute social/mobile certificate program 2. Expand the Tourism Definition 3. Use KY State Park Assets 4. Explore KY Trail Town models 5. Stimulate social media for the local economy via mobile 6. Collaborate within the KRADD region 11/13/2015 Peter H. Hackbert, Berea College 134
  129. 129. …link ecotourism and heritage tourism………..contained the potential for building an alternative economy, one that promises greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources to [SOMOLO] social, mobile, local, economy . 11/13/2015 Peter H. Hackbert, Berea College 135
  130. 130. What If? 11/13/2015 Peter H. Hackbert, Berea College 136
  131. 131. Any Questions or Comments?? 11/13/2015 Peter H. Hackbert, Berea College 137

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