Tourism Workshop 5: Improving Your Brand - Marketing Cultural Resources

Marketing and managing cultural tourism are often the most contentious, but critical, aspects of ensuring that cultural tourism contributes positively to a destination’s economic, social and environmental impacts. The goals and strategies defined to maintain and conserve cultural resources should protect against commodification, staged authenticity and homogenous development and should outline performance measures and benchmarks for evaluation. In a comprehensive cultural tourism planning process, the marketing goals must be integrated and aligned with development and management to ensure the appropriate messaging and outcomes are delivered.

By the end of this workshop, you will:

  • Illustrate the components of a cultural tourism marketing plan, define the best distribution channels to reach specific audiences, and evaluate your marketing campaigns;
  • Identify the best survey instruments to collect specific cultural tourism information for planning and evaluation;
  • Identify potential funding and project management strategies for developing and implementing cultural tourism strategies and plans;
  • Identify the best research methods for evaluating the economic, social, and environmental impacts of cultural tourism in your community;
  • Recognize and be able to implement the procedure for achieving approval or stakeholder acceptance.

Instructor: Cheryl Hargrove

Standard Fee: $325 CAN

Three scheduled online sessions. Wed. May 17, 24 & 31 from 12pm-2pm PST/PDT

Registration closes May 3, 2017

Click on 'Available Sessions' below to register.

This workshop can be applied to the UBC Certificate in Cultural Planning.

Other tourism workshops on offer include: Emerging Cultural Tourism Trends and Practices - An International Perspective, Strategic Cultural Tourism Planning, Leveraging Cultural Tourism for Community Development, Destination Development Workshop - Enhancing Authentic Cultural Experiences

Course Format

The format of this workshop is 100% online.

Available Sessions

Course currently not available for registration.

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