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<p class="MsoNormal" style="margin-bottom:6.0pt;line-height:18.0pt"><span style="font-size:14.0pt;font-family:"Arial",sans-serif;letter-spacing:-.25pt">The Cultural Resource Management Program is pleased to offer the following course that may be of interest
to you and your colleagues:<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:6.0pt;line-height:18.0pt"><span style="font-size:14.0pt;font-family:"Arial",sans-serif;letter-spacing:-.25pt">Cultural Tourism - A Place-Based Approach
<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><strong><span style="font-size:12.0pt;font-family:"Arial",sans-serif">How Your Community can capitalize on its Arts, Heritage, Culinary, and Natural History Attractions<o:p></o:p></span></strong></p>
<p class="MsoNormal" style="line-height:18.0pt"><strong><span style="font-size:10.0pt;font-family:"Arial",sans-serif">September 14-19, 2015; Victoria BC, UVic Campus</span></strong><b><span style="font-size:10.0pt;font-family:"Arial",sans-serif"><o:p></o:p></span></b></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><span style="font-size:9.0pt;font-family:"Arial",sans-serif">For the past decade, the growth of cultural tourism has challenged cities and regions to capitalize on their cultural and heritage
assets. Once regarded as a niche market, cultural tourism has emerged as a major market segment and a significant motivator for travel. <br>
"Cultural Tourism: A Place Based Approach" explores how to make the most of the fast-growing market for cultural tourism. Whether you manage or market a museum, gallery, festival, heritage attraction or other cultural experience, or work for an economic development
agency or destination marketing organization, this course offers marketing tools and development strategies that will help you succeed. Special emphasis will be placed on the theory and practice of "place-based" cultural tourism in the context of destination
planning.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><span style="font-size:9.0pt;font-family:"Arial",sans-serif">In this course you will develop your ability to: <o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Understand the rise of cultural tourism as a market segment<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Think critically about what cultural tourism is, and what it is not<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Identify key factors that make cultural tourism experiences exportable<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Appreciate the role of “place” in conceiving a cultural tourism initiative<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Weigh the advantages of a place-based approach to cultural tourism vs. attractions-based approaches<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Understand key principles in site interpretation and place interpretation<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Understand key principles of cultural tourism marketing<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Consider issues of cultural authenticity, integrity, and preservation<o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Build community support for cultural tourism initiatives <o:p></o:p></span></p>
<p class="MsoNormal" style="mso-margin-top-alt:auto;mso-margin-bottom-alt:auto;margin-left:33.75pt;text-indent:-18.0pt;line-height:18.0pt;mso-list:l0 level1 lfo1">
<![if !supportLists]><span style="font-size:10.0pt;font-family:Symbol"><span style="mso-list:Ignore">·<span style="font:7.0pt "Times New Roman"">
</span></span></span><![endif]><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Plan a cultural tourism initiative<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><strong><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Instructor</span></strong><b><span style="font-size:9.0pt;font-family:"Arial",sans-serif"><br>
</span></b><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Steven Thorne has worked in Canada’s cultural sector for 35 years as a cultural educator, manager, and consultant. For the past decade, he has specialized in planning and developing cultural
tourism destinations. Steven’s clients have included Tourism BC, Tourism PEI, Ontario’s Ministry of Tourism, Parks Canada, and Canadian cities, towns, and institutions from British Columbia to Newfoundland. Most recently, he authored
<em><span style="font-family:"Arial",sans-serif">A Tapestry of Place: Whistler's Cultural Tourism Development Strategy</span></em>, designed to help North America's pre-eminent ski destination diversify its tourism offering through cultural tourism. Steven
helps cities, towns, and regions to realize their potential for cultural tourism by using his company’s holistic, “place-based” planning approach. The approach weaves together heritage, arts, culinary, agritourism, and natural history experiences to form a
“cultural tapestry” that reveals a destination’s unique cultural <em><span style="font-family:"Arial",sans-serif">terroir
</span></em>and sense of place. A regular guest lecturer in the Graduate Program in Tourism Policy and Planning at the University of Waterloo, Steven works independently and in association with Edinburgh-based TEAM Tourism Consulting. He holds a master's degree
in Leisure Studies, specializing in cultural development.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><strong><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Fee:</span></strong><span style="font-size:9.0pt;font-family:"Arial",sans-serif"> CAD $655.82 (Canadian funds, credit and
non-credit participation options). Full tuition due upon registration including the CAD$100 tuition deposit. The tuition balance of CAD$555.82 is due on or before the first day of the course. Please refer to our
</span><a href="http://www.uvcs.uvic.ca/cultural/undergraduate/register/policies/" target="_blank"><span style="font-size:9.0pt;font-family:"Arial",sans-serif">registration and withdrawal policies</span></a><span style="font-size:9.0pt;font-family:"Arial",sans-serif">.<o:p></o:p></span></p>
<p class="MsoNormal" style="margin-bottom:12.0pt;line-height:18.0pt"><strong><span style="font-size:9.0pt;font-family:"Arial",sans-serif">Registration Deadline: </span></strong><span style="font-size:9.0pt;font-family:"Arial",sans-serif">August 17, 2015, late
registrations accepted if space permits.<o:p></o:p></span></p>
<p class="MsoNormal">For more information contact: crmcoord@uvic.ca<o:p></o:p></p>
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