[BCMA] Cultural Tourism: Realizing the Opportunity - upcoming course at UVic

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Cultural Tourism: Realizing the Opportunity
HA 489H (1.5 units)
January 18 - 23, 2010
On-campus offering
For the past decade, the growth of cultural tourism has challenged cities and regions to capitalize on their cultural and heritage tourism assets. Once regarded as a niche market, cultural tourism has emerged as a major market segment for tourism and economic development.

This course explores how to make the most of the fast-growing consumer demand for cultural tourism whether you market or manage a museum, gallery, festival, heritage attraction, or other cultural experience or lead the tourism marketing effort in your city, town, or region. Special emphasis will be placed on providing tools to help develop and market your cultural institution, heritage site, business operation, or community.

In this course you will develop your ability to:
*      Understand the rise of cultural tourism as a market segment
*      Think critically about what cultural tourism is, and what it is not
*      Evaluate and interpret cultural tourism research data
*      Perceive culture as a holistic "web of interconnectivity"
*      Conduct an inventory of cultural tourism experiences
*      Identify key factors that make cultural tourism experiences exportable
*      Appreciate the role of "place" in conceiving a cultural tourism initiative
*      Weigh the advantages of a place-based approach to cultural tourism vs. attractions-based approaches
*      Understand key principles in site interpretation and place interpretation
*      Understand key principles of cultural tourism marketing
*      Respect issues of cultural authenticity, integrity, and preservation
*      Build community support for cultural tourism initiatives
*      Plan a cultural tourism initiative

Registration Deadline: December 21, 2009, late registrations accepted if space permits



Fee: CAD$652, including a CAD$70 materials fee (Canadian funds, credit and non-credit participation options). A CAD$170 registration deposit is required with each registration form. The tuition balance of CAD$482 is due on or before the first day of the course.

To register in this course please visit http://www.uvcs.uvic.ca/aspnet/Course/Detail/?code=HA489H  and click "Proceed to Registration". (Note that you will have to create a University of Victoria Continuing Studies profile; if you are a returning student, please use your Netlink ID.)
Instructor
Steven Thorne has worked in Canada's cultural sector for 30 years as a cultural educator, manager, and consultant. He is an advocate for "place-based" cultural tourism that weaves together human heritage, the arts, industrial heritage, natural history, agritourism and culinary experiences to form a "cultural tapestry" that reveals a destination's unique identity and cultural terroir. A regular guest lecturer in the Program in Tourism Policy and Planning at the University of Waterloo and the University's Centre for Cultural Management, Steven works independently and as an associate of Edinburgh-based TEAM Tourism Consulting. He holds a master's degree in cultural development.


If you would like more information on this course<http://www.uvcs.uvic.ca/aspnet/Course/Detail/?code=HA489H> or on the Cultural Resource Management Program<http://www.uvcs.uvic.ca/cultural/programs/>, please check out our website<http://www.uvcs.uvic.ca/cultural/> or contact us at the address below.





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Caroline J. Posynick
Program Coordinator

Cultural Management Programs
Division of Continuing Studies
University of Victoria
PO Box 3030 STN CSC
Victoria, BC  V8W 3N6

ph:  (250) 721-6119
fax:  (250) 721-8774

Cultural Resource Management Program
www.uvcs.uvic.ca/crmp<http://www.uvcs.uvic.ca/crmp>
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