The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
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Thursday, June 22 • 10:15 - 11:30
Using Data to Gain a Competitive Advantage from Natural and Cultural Heritage | Le recours aux données pour tirer un avantage compétitif du patrimoine naturel et culturel

Ed Jager, Director of Visitor Experiences, Parks Canada

Visitation at Canada's National Parks and National Historic Sites began to decline shortly after the year 2000. The Agency realized that it needed to focus on meeting the expectations of visitors to reverse this trend. And we knew that understanding our visitors was key to understanding their needs. This presentation will illustrate how Parks Canada has taken huge steps forward using the Explorer Quotient to understand visitor types, integrating visitor data collection into its point of sale system and generating detailed visitor information on its parks and sites across the country. This work has been key to the reversal of the previously negative visitation trend over the past five years.  Helping Parks Canada better understand visitors, better meet their needs and encourage them to visit has contributed to Parks Canada locations welcoming more visitors than ever before in 2016-17. The presentation will also highlight the early successes of initiatives to engage Canadians in experiencing their national parks and historic sites in 2017 with free admission.

Mike Robinson, Ph.D., Professor of Cultural Heritage and Director, Ironbridge International Institute for Cultural Heritage, UK

Mike Robinson will discuss how ethnographic research remains fundamental in understanding the ways in which tourists engage with various aspects of cultural heritage under two observable and non-mutually exclusive conditions. First, at a time when the very concept of cultural heritage is being re-evaluated and re-semanticised, and second, when the consumption of heritage is increasingly a trans-cultural encounter. He will draw upon recent work and projects relating to the ways in which World Heritage Sites attempt to communicate to their audiences, how ethnographic work is changing attitudes to museum curation/interpretation, and how ethnographies are revealing ‘new’ heritages within super-diverse communities.

Jeff Dalley, Ph.D., Technical Advisor,  New Zealand Department of Conservation

New Zealand’s tourism sector relies heavily on the iconic landscapes of New Zealand’s National Parks to drive international visitation. Within these parks, New Zealand’s Department of Conservation (DOC) provides ‘Great Walks’, a portfolio of flagship hiking products marketed extensively to international visitors. Comprehensive on-going research of ‘Great Walk’ customers has revealed the attribute that they seek above all else is experiencing natural soundscapes and tranquility. However, rapid growth in demand for mechanized access into these same National Parks - especially the use of aircraft and powerboats - has the potential to compromise the quality of natural soundscapes and ground-based visitors’ tranquil experiences.

To address this soundscape management challenge, DOC is undertaking ground-breaking research to develop ‘tranquillity mapping’ for National Parks. Unlike existing approaches to soundscape management, DOC’s Tranquillity Mapping Tool uses both subjective and objective parameters to determine the tranquillity ‘rating’ of a place. Tranquillity mapping will enable DOC to manage the allocation of soundscapes across time and space to deliver desired levels of tranquility in Park settings. It will also enable DOC to add to the competitive advantage of New Zealand’s National Parks by allowing promises to be made to visitors about the quality and location of tranquil experiences.

avatar for Donna Larsen

Donna Larsen

Partner, DataPath Systems
Donna Larsen has worked in travel and tourism research and strategic planning for over 30 years. During that time, she has consulted with major hotel chains, airlines, destinations, and government organizations. Donna’s primary focus is on research methodology, sampling, and data... Read More →

avatar for Ed Jager

Ed Jager

Director of Visitor Experience, Parks Canada
Ed Jager is the Director of Visitor Experience for Parks Canada.  He holds a Masters in International Affairs from Carleton University and a B.A. in Economics and Anthropology from the University of Alberta.  Ed has almost 20 years experience in park management and the tourism sector... Read More →
avatar for Mike Robinson, Ph.D.

Mike Robinson, Ph.D.

Director, Ironbridge International Institute for Cultural Heritage
Mike Robinson, Ph.D., is the Director of the Ironbridge International Institute for Cultural Heritage, a major inter-disciplinary research and graduate institute. He is a long-standing member of the UNESCO/UNITWIN Network on Tourism, Culture, and Development. Dr. Robinson has served... Read More →
avatar for Jeff Dalley, Ph.D.

Jeff Dalley, Ph.D.

Technical Advisor, New Zealand Department of Conservation
Jeff Dalley, Ph.D., is a tourism practitioner and researcher. He has been involved in the hospitality and tourism sectors for over 30 years in a variety of roles in both business and academia. Jeff has established and operated a diverse range of tourism businesses, including restaurants... Read More →

Thursday June 22, 2017 10:15 - 11:30 EDT
De Tourny