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Illustrating the utility of gap analysis as a regional tourism planning tool : case study of potential Japanese and German travellers to the Cowichan region Murphy, Ann Elaine
Abstract
Rural regions need tools for developing effective tourism and community plans. This thesis explores the potential for a simplified gap analysis to serve as a useful tourism planning tool for rural regions with limited resources. The Cowichan Region in British Columbia, Canada is the case study for this research, as it is seen to be representative of many rural areas endeavoring to diversify their waning economies with tourism. The literature review for this thesis reviews rural challenges facing ruraf areas, rural tourism impacts, rural tourism markets and gap analysis. A simplified gap analysis compares the preferences of customers (tourists) and the perceptions that the service providers (host regions) have of these customers. Minimal differences between these groups' perceptions creates quality experiences for the customers and service providers and leads to increased profits. This thesis examines the 'gaps' between potential Japanese and German rural travelers' preferences and the perceptions that Cowichan Region professionals have of these markets. Data on the preferences of these markets is drawn from research on Japanese and German pleasure travel markets to North America conducted by national tourism associations. Data on host region perceptions of these markets is drawn from questionnaire responses and interviews conducted with tourism and planning professional in the Cowichan Region. There are some notable gaps between the characteristics of potential Japanese and German 'rural' travellers and the perceptions that the Cowichan Region professionals have of these groups. However, overall these groups are well matched as potential rural travellers and host communities. These research findings suggest that rural areas can satisfy most of the needs of 'mass' and 'target' market travellers by developing core tourism products with some specialised products for sub-markets. This research indicates that a simplified gap analysis can be a practical and useful rural planning tool for rural regions that want to diversify their resource based economies with tourism. A ten step tourism planning strategy is presented as a way for rural areas to integrate a simplified gap analysis into their planning efforts and create cost-effective and holistic tourism plans.
Item Metadata
Title |
Illustrating the utility of gap analysis as a regional tourism planning tool : case study of potential Japanese and German travellers to the Cowichan region
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Creator | |
Publisher |
University of British Columbia
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Date Issued |
1999
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Description |
Rural regions need tools for developing effective tourism and community plans. This thesis
explores the potential for a simplified gap analysis to serve as a useful tourism planning tool for
rural regions with limited resources. The Cowichan Region in British Columbia, Canada is the
case study for this research, as it is seen to be representative of many rural areas endeavoring to
diversify their waning economies with tourism. The literature review for this thesis reviews rural
challenges facing ruraf areas, rural tourism impacts, rural tourism markets and gap analysis.
A simplified gap analysis compares the preferences of customers (tourists) and the perceptions
that the service providers (host regions) have of these customers. Minimal differences between
these groups' perceptions creates quality experiences for the customers and service providers and
leads to increased profits. This thesis examines the 'gaps' between potential Japanese and
German rural travelers' preferences and the perceptions that Cowichan Region professionals
have of these markets. Data on the preferences of these markets is drawn from research on
Japanese and German pleasure travel markets to North America conducted by national tourism
associations. Data on host region perceptions of these markets is drawn from questionnaire
responses and interviews conducted with tourism and planning professional in the Cowichan
Region.
There are some notable gaps between the characteristics of potential Japanese and German
'rural' travellers and the perceptions that the Cowichan Region professionals have of these
groups. However, overall these groups are well matched as potential rural travellers and host communities. These research findings suggest that rural areas can satisfy most of the needs of
'mass' and 'target' market travellers by developing core tourism products with some specialised
products for sub-markets.
This research indicates that a simplified gap analysis can be a practical and useful rural planning
tool for rural regions that want to diversify their resource based economies with tourism. A ten
step tourism planning strategy is presented as a way for rural areas to integrate a simplified gap
analysis into their planning efforts and create cost-effective and holistic tourism plans.
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Extent |
11123611 bytes
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Genre | |
Type | |
File Format |
application/pdf
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Language |
eng
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Date Available |
2009-06-15
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Provider |
Vancouver : University of British Columbia Library
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Rights |
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.
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DOI |
10.14288/1.0089018
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URI | |
Degree | |
Program | |
Affiliation | |
Degree Grantor |
University of British Columbia
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Graduation Date |
1999-05
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Campus | |
Scholarly Level |
Graduate
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Aggregated Source Repository |
DSpace
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Item Media
Item Citations and Data
Rights
For non-commercial purposes only, such as research, private study and education. Additional conditions apply, see Terms of Use https://open.library.ubc.ca/terms_of_use.