加拿大某海岸旅游资源的详细可行性分析和商业计划书.PDF

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1、 Feasibility Study and Business Plan prepared for Powell River Parks and Wilderness Society (PRPAWS) and Community Futures Development Corporation of the Powell River Region and Human Resources Development Canada January, 2000 prepared by Synergy Management Group Ltd. Business and Economic Developme

2、nt Consultants 201 Selby St., Nanaimo, BC V9R 2R2 250-758-6399, or 1-800-838-4808 Fax 250-755-7711 Branch Offices : Vancouver Enhancement of the communities dependent on tourism as a industry; Identification of the social and environmental impact of tourism; and Implementation of systems to manage t

3、hese impacts. 1 Ministry of Natural Resources, 1994 2 Canadian Environmental Advisory Council, 1992 Page -1- The linkage between environment as an attraction and economic impact can be substantial. Outdoor recreation activities that is, pursuits that are heavily dependent on natural environments, ar

4、e important components of many regions tourism industries. 3 Ecotourism is one of the fastest growing sectors of the tourism industry in B.C., currently worth $150 million a year and expanding at the rate of 20% a year. In recent years, B.C. has built up a reputation for being one of the premier sou

5、rces for outdoor experiences. 1.2 The Link Between Trail Development and Tourism1.2 The Link Between Trail Development and Tourism Trails can be defined as “narrow, linear recreational routes normally used for activities such as hiking, bicycling, horseback riding, motorcycling, snowmobiling and cro

6、ss country skiing.” Tourism can be defined as “ the phenomena associated with people travelling overnight for pleasure.” 4 When trails and tourism are brought together through planning and management, trail tourism results. Around the world there are numerous examples of flourishing trail tourism; t

7、he longstanding success of trail tourism in the European Alps; the recent popularity of the Milford Track in New Zealand, the Inca Way in Peru; the trails in Nepal, and the route to Everest being used by over 10,000 tourists annually. In the U.S. the Appalachian Trail has long been popular and there

8、 is substantial and growing use of national and provincial park trails by domestic and foreign tourists. The West Coast Trail is so popular that use is restricted, fees are charged and an alternative trail has been provided to cater to the demand. In Ontario, the Bruce Trail, in particular, is a tou

9、rist attraction and the Lake Ontario Waterfront Trail is becoming one. The primary goals are to develop a trail experience that: 3 Linking Tourism, the Environment, and Concepts of Sustainability, Stephen F. McCool 4 Trails and Tourism: An Overview, John Marsh, Trent University Page -2- Captures the

10、 essence of the surrounding landscape and setting and is distinctive in image and appeal from similar trails in other locations; Will attract a wide variety of users from those seeking the ultimate outdoor challenge to those wanting a less demanding experience and even where possible to give disable

11、d visitors an opportunity to experience the trail; Will ensure the safety of all visitors; Will protect the landscape and work within the development guidelines set by Ministry of Forests; Will provide additional services and facilities as necessary to enhance visitors overall experiences and ensure

12、 the trail operates in a cost effective manner; and Expands opportunities for the involvement of different private/public sector interests through partnerships and individual efforts that can further promote other tourism related activities within the region. 1.3 Powell River, and the Regions Outdoo

13、rs / Adventure 1.3 Powell River, and the Regions Outdoors / Adventure Tourism Assets and OpportunitiesTourism Assets and Opportunities An extensive study was recently (August, 1999) completed by PriceWaterhouseCoopers. Certain brief and select highlights regarding tourism visitor flow, outdoors adve

14、nture tourism data and tourism infrastructure are included herein. What do these findings reveal about Powell River in relation to the Sunshine Coast Trail? The Powell River region is considered by many industry experts as an outdoors paradise that is far from being developed close to its potential.

15、 Existing hiking venues include not only the Sunshine Coast Trail, but thirty six other hiking and mountain biking trails, the Back Country Trail and the Front Country Trail. Marine tourism (both fresh and saltwater) are a prime focus of outdoors tourism activity, with saltwater being the predominan

16、t area. Water-based tourism far exceeds land-based. Of the 36 tourism operators in the region, only three are land based (biking, hiking services) and another small group Page -3- are freshwater (canoeing, etc.). The balance are saltwater (diving, cruising, charters, sailing, houseboats, and others)

17、. There is an existing infrastructure of accommodations, camping, hospitality and travel services. Visitor traffic to Powell River is 67,000 to 151,000, including commercial and non-tourist traffic. This limited tourist traffic is an identified weaknesses of this project, and is dealt with separatel

18、y in this report. The Sunshine Coast visitor and resident traffic (2.46 million) corridor, as well as the Vancouver, Vancouver Island, and Washington marketplaces are all viable target markets for the Sunshine Coast Trail. Their proximity to Powell River and their demographics and interest in outdoo

19、rs adventure tourism clearly identify these as priority marketplaces and accessible through creative, proactive and, in certain instances, piggyback marketing (dealt with separately in this report). 1.4 Dependency and Diversity, and Tourism Multipliers in the 1.4 Dependency and Diversity, and Touris

20、m Multipliers in the Powell River RegionPowell River Region Every region within BC has been analyzed and assigned a series of indices and multipliers to reflect dependency on various economic sectors, the impact of growth (or decline) in any one sector and its trickle effect onto other areas of a re

21、gions economy. 5 Indicator Score What it Means Income Dependency for Forestry 34 This show how much the community relies on each of the basic sectors. The Income Dependency is the percentage of basic sector income for the region that is attributable to each basic sector. 34% of all basic employment

22、income in Powell River is derived from forestry and pulp the Inland/Confederation/Haslam area and the Duck Lake area. PRPAWS visualize that eventually a hiker will have the option to hike hut-to-hut or complete a section one day at a time and leave the trail to stay in nearby hotels overnight. Curre

23、ntly, there are three bed and breakfasts, one hut, one hostel, one motel and two restaurants along the route. Phase 2 is being planned to build more outhouses, picnic tables and campsites, with Phase 3 including the construction of cabins. With its many access points, the trail offers a choice of di

24、fficulty, duration, terrain and activity. and is intended to lay the foundation of a sustainable environment and economy in Powell River for future generations. 1.6 Local Infrastructure In Place to Support the Sunshine 1.6 Local Infrastructure In Place to Support the Sunshine Coast Trail Coast Trail

25、 6 6 An analysis of the hospitality sector and goods and service providers in the region has shown that there is a reasonably established infrastructure already in place to service potential trail visitor users, although the quality of accommodations was a limiting factor for the higher end marketpl

26、ace . These infrastructure organizations include accommodations, 6 Information extracted from the Powell River Tourism Study, PriceWaterhouseCoopers for Community Futures Development Corporation of the Powell River Region, August 1999 Page -5- food and beverage, tour operators, travel service and tr

27、ansportation. It has also been determined that there is room for growth in the more direct service providers (i.e. guiding, outfitting, equipment rentals, etc.). 1 1.7 Ecotourists .7 Ecotourists - - Who Are They and What Are Their Outdoors Who Are They and What Are Their Outdoors Adventure Needs and

28、 Tastes ?Adventure Needs and Tastes ? Eco-vacations are a significant growth in the travel trade, worldwide. There is an increased demand and interest in soft adventures. Environmental concerns are important in destination selections. There is a strong growth in education and awareness in eco-travel

29、ling. Walking and, particularly hiking, are the highest priority activities. Hiking is the highest activity preference by 24-37% of eco-travellers interviewed, while 45- 60% of experienced ecotravellers prefer hiking. Ecotravellers are well read (Outdoor Life, National Geographic) and well educated

30、These ecotravellers are strong joiners, i.e. clubs, organizations, special interest groups. The age group is broad based - 25 to 54. Scenery and nature experiences are of paramount importance. A natural wilderness and undisturbed appearance is also of importance. Based on the extensive eco-profiling

31、 work researched and carried out, it is apparent that the Sunshine Coast Trail appeals to a broad based, economically comfortable, somewhat adventurous group who prefer hiking, nature appreciation and soft adventures. There is a definite fit between the offerings of the Sunshine Coast Trail and the

32、prospective trail users. Page -6- 1.8 Role Modelling of Long Distance 1.8 Role Modelling of Long Distance BC Trails (Over 25 km)BC Trails (Over 25 km) What has been learned from the role modelling of established BC Trails ? Most trails are short distance (5-11 km), and easy hiking. Purist trail user

33、s are in the minority. The Baby Boomer market is a strong user niche. The majority of hikers using longer distance, more difficult trails are young (25-34), travel in small parties (3-4), and the majority (75%) have some hiking experience. Soft adventure hiking is the most popular and in most demand

34、, and widens the trail user age group (25-54). Varied activities, multi-uses and interpretive services / guiding are strong selling features. Private sector and First Nation contracts are commonly awarded for maintenance, traversing streams and ravines, and facility management. The Westcoast Trail h

35、osts 10,000 users each year, each paying $95 in user fees. Visitors come from the Lower Mainland (23%), Vancouver Island (15%), Alberta (19%), Germany (11%) and the U S West Coast (6%). Internet and word of mouth are the most often quoted information and referral sources. 85% target the trail as the

36、ir main destination, with few touring the region before or after their trail experience. Private sector ventures that succeed provide transport, camping facilities, groceries, supplies, hiking supplies and equipment and food. Least successful are other attractions, gift shops and hotels / motels. Of

37、 great importance to hikers is the quality and accuracy of trail information provided, the maintenance of trails and safety. 1.9 Regional Stakeholder Interviews1.9 Regional Stakeholder Interviews A spot survey of stakeholders in the Powell River region was conducted with the following results. A sam

38、pling of operators in the following categories were selected: Page -7- Hotel and Motels Bed and Breakfasts Resorts and Marinas Cabins and Cottage Rentals Campsites Commercial Operations Transportation Services 1.9.1 Interview Results1.9.1 Interview Results All were familiar with the trail and the on

39、going initiative; 95% reacted positively when asked their opinion of the trail complex; 85% stated their business was improved by the trail and the visitors, but only 15% stated that the trail created more jobs in their companies (this is due to the current low volume of trail users and visitors fro

40、m outside the region); 40% would diversify and expand their businesses as trail usage increases; 60% currently market the trail along with their own companies; 85% would offer, or do offer special packages to trail users; 0% see the trail as competition, or that the trail will create competition, or

41、 reduce their business; benefits accrued to the trail (particularly as it grows in popularity) are: attracting more visitors, more use of existing facilities, attracting new businesses, attracting different age groups and visitors from different origins (i.e. different than current visitor traffic),

42、 and the creation of additional infrastructure to service trail users; trail management is foreseen as volunteers (20%), paid (25%), government (10%) and the balance as a combination of the preceding; 60% stated the trail should not charge user fees; Internet marketing, brochures and word of mouth w

43、ere the most often suggested marketing tools; trail funding sources include donations, user fees, taxes, fundraising events, government grants and economic development funds; and 45% stated they would become involved in some facets of the trail and its ongoing development. 1.10 Jurisdiction, Tenure,

44、 Forestry Issues1.10 Jurisdiction, Tenure, Forestry Issues The Sunshine Coast Trail traverses 8 jurisdictions in its 180 km trek. Addressing the tenure issue and securing agreements for access and management of the trail is an issue that requires resolution. For the majority of the trail, jurisdicti

45、on is not an insurmountable task, however, there are several key tenure issues that will require resolution. The jurisdictions traversed by this trail Page -8- include the following: Provincial Crown Forest Land; Powell River Regional District Parks; Corporation of the District of Powell River Parks

46、 and roads; BC Ministry of Highways; BC Ministry of Environment Lands and Parks and Protected Areas; Weyerhaeuser Fee Simple Lands 7 ; and Pacifica Paper Fee Simple Lands In addition, the trail also overlays Sliammon First Nations identified Treaty Settlement Lands. 1.10.1 1.10.1 Provincial Crown Fo

47、rest Land Provincial Crown Forest Land Management of the Forest Resources Adjacent to the Trail : Recommendations A management agreement must be mediated between the Ministry of Forests (MOF) and the Sunshine Coast Trail Committee. The results of this process should include agreed measures for trail

48、 management. It is assumed that the existing forest tenure holders will be represented at the table; however, MOF as the primary representative of the Crown will be negotiating on their behalf. The results of the negotiations for management of the trail will result in appropriate marketing, trail development and management strategies. 7 Weyerhaeuser reiterated its position in a Jan 4/00 letter that there are no commitments to maintain buffers along the trail. Further, it is believed that