RECREATION

➝ Defined as the pursuit of leisure activities

during one’s spare time (Tribe, 2011) and
can include vastly different activities such
as golfing, sport fishing, and rock climbing..

➝ Defined as the act of making something for

the second time, or refreshment of the
mind, body or spirit through play and
relaxation.
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OUTDOOR
RECREATION
Can be defined as “outdoor activities that
take place in a natural setting, as
opposed to a highly cultivated or
managed landscape such as a playing
field or golf course”.

This term is typically applied to outdoor

activities that individuals engage in and
that are located close to their
community.

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When these activities are further away, and
people must travel some distance to
participate in them, they are often
described as adventure tourism.

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Adventure Tourism
According to the United Nations World Tourism Organization
(UNWTO), adventure tourism is “a trip that includes at least two
of the following three elements: physical activity, natural
environment, and cultural immersion” .

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Adventure tourism can be “soft”
or “hard.” Differentiating between
the two is somewhat subjective,
but is loosely based on the level of
experience required, the level of
fitness required, and the degree
to which the participant is
exposed to risk (UNWTO, 2014).

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Hard Adventure

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Soft Adventure
Is the term used to describe the type
of adventure tourism that requires little or
no experience and is low risk (as
opposed to hard tourism which requires
greater levels of skill and incorporates
more of significant risk).

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Nature-Based Tourism
Refers to “those tourism experiences that are
directly or indirectly dependent on the
natural environment”. This term is often used
to describe activities that are closely
connected to nature, such as whale
watching, birding, or self-propelled travel
such as hiking and kayaking.

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• A 2013 adventure tourism market study
discovered that people who travel for
adventure experiences tend to be well-
educated, with 48% holding a four-year
degree or higher credential.

• They value natural beauty and rank this as

the highest factor when choosing a
destination, and the most cited reasons for
their travel are relaxation “relaxation,
exploring new places, time with family, and
learning about different cultures” (UNWTO,
2014, p.15).

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• Globally, it is estimated that the
continents of Europe, North America,
and South America account for 69% of
adventure tourism, or US$263 billion in
adventure travel spending.

• Adventure tourists tend to be seen as

high-value visitors, with as much of 70%
of their expenditures remaining in the
communities visited (UNWTO, 2014).

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• It is estimated that there are
approximately 2,200 outdoor/adventure
tourism operators in BC.

• In 2001, this accounted for 21,000 jobs

and $556 million in direct wages. The last
sector-wide study in 2005 estimated that
business revenues in outdoor adventure
tourism accounted for approximately
$854 million in annual business revenues
(Tourism BC, 2013).

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Additionally, in the current five-year
provincial tourism strategy,
entitled Gaining the
Edge, outdoor/adventure tourism is
indicated as one of six key areas
targeted for growth.

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1. Land-Based Recreation &
Tourism

Land-based recreational activities

are defined as those which take
place only on land (e.g. walking,
horse riding).

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Golf Courses and Resorts

• Number one sport in Canada based on participation.

• Directly employs 155,000
• Contributes more than $11 billion to GDP
• BC has over 300 golf course facilities, 4th largest golf
industry in Canada
• BC was voted as “ Best Golf Courses Destination in North
America” in 2007
• Average Golf traveler has a much higher than average
income level, 50% earn more than $100,000 per year

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Guest and Dude Ranches
• Guest ranches and dude ranches offer personal and home-like vacation
experiences centered on horseback riding and an authentic ranch experience.

• A 2011 study of guest ranches by Tourism BC found that there were 57 operating
ranches in the province. Most of these were small operations with one to five
employees and serving fewer than 1,000 clients per year (Tourism BC, 2011a).
There are also large operations such as the Hills Health Guest Ranch located
near 100 Mile House, which can accommodate hundreds of guests at one time.
The ranch features a full on-site spa and two dining rooms, and hosts a multitude
of special events each year. Two other examples of unique guest ranch
operations are the Siwash Lake Ranch in south-central BC, a “high-end”
exclusive resort featuring executive-chef prepared meals, and the Echo Valley
Ranch and Spa in the BC interior, offering an alternative therapy spa and gold-
panning excursions.
•

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2. Water-Based Recreation &
Tourism
Water adventure tourism is a sub type of special interest
tourism under the category of adventure tourism.
Water adventure or water based tourism refers to
tourist activities undertaken at water resources such
as dams, lakes, canals, seas, coastal zones, oceans
and creeks. Water sports enthusiasts look forward to
explore hard as well as soft water based adventures
and activities such as water sports. It is a niche type of
tourism that involves exploration and travel in an
unfamiliar, remote, exotic and wilderness location.

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Scuba Diving
• BC Water offer an abundance of wild life, flora,
and underwater terrain

• In 2004, 116 operators with gross revenues for all

at $15 million

• This $15 million is just direct dive spending,

figure is much higher when other trips included

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Paddle Sports
• River rafting, canoeing, sea kayaking, and standup paddle boarding (SUP) are common
activities for both recreationists and tourists alike in BC.
• Product offerings may range from a three-hour adrenaline-fuelled tour on the famous
Fraser River to a 14-day wilderness exploration down the UNESCO World Heritage
Tatshenshini-Alsek Rivers in northern BC.
• These trips consist primarily of three types of rafting: paddle rafting, motorized rafting, and
float trips (Destination BC, n.d.).
• A 2005 study conducted by Tourism BC identified 59 operators offering river rafting trips in
the province. With an average of 5.5 employees, these operations are typically small in
comparison to other industry subsectors. Collectively, however, they provided services to
216,000 customers and contributed almost $15 million in gross revenues to the BC
economy in 2005. The same study also indicated that up to 75% of participants had
travelled to join in the activity, indicating that they can predominantly be classified as
adventure tourists (Tourism BC, 2007a).

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Sea kayaking in BC has grown into a sizable recreational and commercial
industry in recent years. The province is highly regarded internationally for
its long coastline punctuated by many inlets and fjords. Kayaking
trips may be as short as an afternoon harbour tour, or as long as a seven-
day wilderness exploration to the remote regions of Vancouver
Island. Noteworthy areas for sea kayakers include Pacific Rim National
Park on western Vancouver Island, Johnstone Strait on northern
Vancouver Island, and Gwaii Haanas National Park in Haida Gwaii.
A 2005 report entitled British Columbia’s Sea Kayaking Sector identified more
than 114 operators offering rentals, instruction, day tours, or multi-day
tours. These operators reported gross revenues of approximately $14
million in 2005 (Tourism BC, 2005a).

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• Land use disputes
• Environmental impacts:
_Deforestation, resource extraction have
negative effect on recreation sites.
_Visitors can also negatively impacts
sites.
• Risk Management concerns

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When a traveller enters into another
country/place , there’s a good chance he
or she will be asked, What is the nature of
your trip? Whether whatever his or her
answer is , there’s a possibility that a traveller
will participate in some of the following
activities:

• Attend a festival or fair, or other cultural

events
• Visit a zoo , aquarium, botanical garden,
historic site, national park, museums, or art
gallery
• Watch sports or participate in gaming
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Entertainment
Is a form of activities that take away
people’s stress basically come from work
or school and give them properly
amusement to relax. In tourism industry,
entertainment is a very important sector.
The entertainment activities of leisure
tourists constitute a significant
component of tourism experience.

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Festival
The International Dictionary of Event
Management defines a festival as a
“public celebration that conveys, through
a kaleidoscope of activities, certain
meanings to participants and spectators”
(Goldblatt, 2001).

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Events
An event is a happening at a given place
and time, usually of some importance,
celebrating or commemorating a special
occasion.

To help broaden this simple definition,

categories have been developed based
on the scale of events.

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 Event Type
1. Mega-event: those that yield high levels
of tourism, media coverage, prestige, or
economic impact for the host community
or destination.
2. Special event: outside the normal
activities of the sponsoring or organizing
body.
3. Hallmark event: possesses such
significance in terms of tradition,
attractiveness, quality or publicity, that it
provides the host venue, community, or
destination with a competitive advantage.
Examples
•So large it affects economies •Olympic Games/ Paralympic Games
•Gains global media coverage •Commonwealth Games
•Highly prestigious •FIFA World Cup
•Usually developed with a bidding process •World fairs and expositions
•Has major positive and negative impacts •Economic summits
•1 million+ visits
•Capital costs in excess of $500 million
•Considered “must see”
•One-time or infrequent •National days and celebrations
•Specific ritual, presentation, performance, •Important civic occasions
or celebration •Unique cultural performances
•Planned and created to mark a special •Royal weddings
occasion •Diamond jubilees
•Identified with the location or •The Carnival of Brazil (Rio de Janeiro)
synonymous with place name •Mardi Gras (New Orleans)
•Gains widespread recognition/awareness •Oktoberfest (Munich)
•Creates a competitive tourism advantage
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4. Festival – public celebration that
conveys, through a kaleidoscope of
activities, certain meanings to
participants and spectators.
•Celebration and reaffirmation of
community or culture
•Artistic content
•Religious or ritualistic
•Music, dance, and drama are often
featured

5. Local Community Event – generated •Involves the local population

by and for locals; can be of interest to •A shared experience to their mutual
visitors, but tourists are not the main benefit
intended audience.

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MEETINGS, CONVENTIONS, AND
INCENTIVE TRAVEL (MCIT)

There are several types of business events. Conventions

generally have very large attendance, and are held
annually in different locations. They also often
require a bidding process. Conferences have specific
themes, and are held for smaller, focused groups.
Trade shows/trade fairs can be stand-alone events,
or adjoin a convention or conference. Finally,
seminars, workshops, and retreats are examples of
smaller-scale MCIT events.

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INCENTIVE TRAVEL
The Society of Incentive Travel Excellence (SITE) has
explained that incentive travel involves
“motivational and performance improvement
strategies of which travel is a key component”.
Unlike other types of business events, incentive
travel is focused on fun, food, and other activities
rather than education and work.

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CONVENTION CENTRES
Convention centres are very large venues that can host
thousands of delegates.
Key success factors for convention venues include:

Air access to the destination

Quality hotels close to or adjacent to the venue
Quality venue space
Relative cost of the destination and venue
Attractiveness of the destination

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ATTRACTIONS
“Without attractions there would be no need for other
tourism services. Indeed tourism as such would
not exist if it were not for attractions.”
(Swarbrooke, 2002)

The Canadian Tourism Commission has defined

attractions as a “place whose main purpose is to
allow public access for entertainment, interest, or
education.”

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1. Heritage Attractions
Focus on preserving and exhibiting objects, sites, and
natural wonders of historical, cultural, and
educational value (e.g., museums, art galleries,
historic sites, botanical gardens, zoos, nature
parks, conservation areas)

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2. Amusement/Entertainment
Attractions

Maintain and provide access to amusement or

entertainment facilities (e.g., arcades;
amusement, theme, and water parks)

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3. Recreational Attractions:
maintain and provide access to outdoor or indoor
facilities where people can participate in sports
and recreational activities (e.g., golf courses,
skiing facilities, marinas, bowling centres)

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4. Commercial Attractions:

retail operations dealing in gifts, handcrafted goods,

and souvenirs that actively market to tourists
(e.g., craft stores listed in a tourist guide)

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5. Industrial Attractions:
deal mainly in agriculture, forestry, and
manufacturing products that actively market to
tourists (e.g., wineries, fish hatcheries factories)

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CULTURAL/HERITAGE
TOURISM
The Canadian Tourism Commission has defined
cultural/heritage tourism as “ occurring when
participation in a cultural or heritage activity is a
significant factor for travelling. Cultural tourism
includes performing arts (theatre, dance, and
music), visual arts and crafts, festivals, museums
and cultural centres, and historic sites and
interpretive centres”

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PERFORMING ARTS
Performing arts generally include theatre companies
and dinner theatres, dance companies, musical
groups, and artists and other performing arts
companies. These activities and entities
contribute to a destination’s tourist product
offering and are usually considered an aspect of
cultural tourism.

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 ART MUSEUMS AND
GALLERIES
Art museums and galleries may be public, private, or commercial.
Both art museums and public galleries present works of art to
the public, exhibiting a diverse range of art from more well-
known artists to emerging artists (CAMDO, 2014).

Art museums collect historical and modern works of art for

educational purposes and to preserve them for future
generations. Public galleries, on the other hand, do not
generally collect or conserve works of art. Rather, they focus on
exhibitions of contemporary works as well as on programs of
lectures, publications, and other events.

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MUSEUMS
The term museum covers a wide range of institutions
from wax museums to sports halls of fame. No
matter what type of museum it is, many are now
asking if museums are still relevant in today’s
high-tech world. In response, museums are using
new technology to expand the visitor experience.

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BOTANICAL GARDENS
A botanical garden is a garden that displays native
and non-native plants and trees. It conducts
educational, research, and public information
programs that enhance public understanding and
appreciation of plants, trees, and gardening.

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ZOOS
Zoo is an establishment which maintains a collection
of wild animals, typically in a park or gardens, for
study, conservation or display to the public.

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SPECTATOR SPORTS AND
SPORT TOURISM
Spectator sports and the growing field of sport tourism also
contribute significantly to the economy and have become a
major part of the tourism industry. According to the
Canadian Sport Tourism Alliance (2013), sport tourism is any
activity in which people are attracted to a particular location
to attend a sport-related event as either a:
• Participant
• Spectator
• Visitor to sport attractions or delegate of sports sector
meetings

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Agritourism
The Canadian Farm Business Management Council
defines agritourismas “travel that combines rural
settings with products of agricultural operations
within a tourism experience that is paid for by
visitors.” In other words, rural and natural
environments are mixed with agricultural and
tourism products and services.

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Agritourism products and services can be
categorized into three themes:

• Fixed attractions such as historic farms, living farms,

museums, food processing facilities, and natural areas

• Events based on an agricultural theme such as conferences,

rodeos, agricultural fairs, and food festivals

• Services such as accommodations, tours, retailing (farm

produce and products), and activities (fishing, hiking, etc.)
that incorporate agricultural products and/or experiences

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CULINARY TOURISM

Culinary tourism refers to “any tourism experience in

which one learns about, appreciates, and/or
consumes food and drink that reflects the local,
regional, or national cuisine, heritage, culture,
tradition, or culinary techniques”. The United
Nations World Tourism Organization has noted
that food tourism is a dynamic and growing
segment, and that over one-third of tourism
expenditures relate to food.

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WINE TOURISM

The North American Industrial Classification System

defines wine tourism as the “tasting,
consumption, or purchase of wine, often at or
near the source, such as wineries.” It also
includes an educational aspect and festivals
focusing on the production of wine.

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IMPACTS OF ENTERTAINMENT

Each type of festival, event, or attraction will have an

impact on the host community and guests. This
is the lists some of the positive impacts that can
be built upon and celebrated. It also lists some of
the potential negative impacts.

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TYPE OF IMPACT POSITIVE IMPACTS NEGATIVE IMPACTS
Social and Cultural  Shared experience  Community alienation
 Revitalizing traditions  Negative community image
 Building community pride  Bad behavior
 Assisting community groups  Substance abuse or addiction
 Expanding cultural perspectives  Social dislocation

Physical and Environmental  Increasing environmental awareness  Environmental damage

 Ensuring infrastructure legacy  Pollution
 Improved transport/communications  Destruction of heritage
 Urban transformation and renewal  Noise disturbance
 Traffic congestion

Political  International prestige  Risk of event failure

 Improved profile  Misallocation of funds
 Promotion of investment in the host  Lack of accountability
community  Propaganda purposes
 Social cohesion  Loss of ownership and control
 Development of event/administrative skills  Legitimization of political ideology

Tourist and Economic  Destination promotion  Community resistance to tourism

 Increased tourist visits  Loss of authenticity
 Extended length of visitor stay  Damage to reputation
 Higher economic yield  Exploitation
 Increased tax revenue  Inflated prices
 Permanent and temporary job creation 58  Opportunity costs
TECHNOLOGY

The role of technology is shifting the guest

experience from the physical to the virtual. Online
gambling, virtual exhibits, and live streaming
animal habitat cams are just a few of the new
ways that visitors can be entertained, often
without having to visit the destination. As this
type of experience continues to thrive, the sector
must constantly adapt to capture revenues and
attention.

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