CENTRE FOR TOURISM

POLICY AND RESEARCH

SIMON FRASER UNIVERSITY

Presented By

Dr. Peter W. Williams, Director

Centre for Tourism Policy and Research Simon Fraser University

Research And Its Influence on ‘Policy Wonks’

Research And Its Influence on ‘Policy Wonks’

Research’s Troubling Policy Influence

• “…well established, unambiguous findings from impeccably designed scientific studies are, regularly ignored by policy makers.”

• “… the quality of the research, including the reliability of its methods did not have an important bearing on its credibility and impact.”

• ‘… the direct influence of research evidence on decision making was tempered by such factors as … and decision makers own experiential knowledge.”

• “The implicit assumption of a linear relation between research evidence and policy should be replaced….”

The Calculus of Policy Making

Policy Decisions

Research Evidence!!!

Socio -political Pressures

Budget Realities

Legal and Regulatory Regimes

Personal experience and local knowledge

Why Research Is Problematic For Policy Wonks

• Potential MISALIGNMENT with political ideologies

• Potential CONFLICT with political stakeholder priorities

• Potential ‘ACTION PARALYSIS’ due to uncertainty, limited consensus and complexity of findings

• Potential DISTORTION and alternative interpretation by competing groups

• Potential DISTRACTION and CRITICISM by media

• Potential OBSOLESENCE and IRRELEVANCE due to scoping and timing

An Emerging Good News Research Story

The Emergence of Aboriginal Tourism In British Columbia: Policy and Research

In Partnership

Aboriginal Tourism’s First Research Steps

First Clues: 1990s Consumer Research

• Canadian Tourism Commission

• U.S. Travel and Tourism Administration

• Mexico Secretaria de Tourismo

Aboriginal Tourism Market Definition

“to see or experience unique aboriginal or indigenous people” when selecting a holiday destination.

Aboriginal Tourism Market Niches:Domestic and International

Cautious Naturalists (46% market share)

– outstanding natural and environmental quality

– safe destinations

Organized Culturalists (54% market share)

– planned trips

– focus on:• people

• cultural landscape

• art and handicraft

Germans

Strategic Development Directions

• Product Options

• Packaging

• Positioning

• Marketing

Research’s Early Impact on Policy and Programs

- Spawning of regional Aboriginal tourism associations

- Emergent financial support for capacity building

- Promotion of Aboriginal imagery in mainstream marketing

- Integration of ‘icon’ Aboriginal elements into niche tour operator packages

- Increased awareness of Aboriginal tourism opportunity

Momentum Loss 1998-2002

- Aboriginal leadership turbulence

- Government leadership shifts

- Broader economic turmoil

- Supreme court rulings

Revival In B.C. : 2002-2007

Aboriginal Tourism Policy Forces

Research!!

Aboriginal Socio-Demographics

Legal Rulings

Economic Opportunity Political

Ideology

BC’s Aboriginal Tourism Research Program

“The Aboriginal Tourism Blueprint Strategy”

Aboriginal TourismProduct-Market Match Factors

Product-Market Assessment

Factors

Aboriginal Community-Values-Economic goals-Personnel capacity

Consumer Market Support (interest, importance, performance)

Export Ready Product Capability(access, abundance,literature support)

Travel Trade Compatibility-Package presence-Access to supply-Importance for tour packages-Competitive advantages

Aboriginal Tourism Market

"Two Thumbs Up"

• View and/or purchase Aboriginal crafts / handiwork

• Tour Aboriginal museums / art galleries

"Two Thumbs Down"• Enough Opportunities

to experience:• Authentic activities• Performing arts• Cuisine • Natural environments• Sporting events• Aboriginal guides

Blueprint Strategy Elements

• Tourism Product Development

• Tourism Protocols and Standards

• Community Capacity Development

• Branding and Positioning

• Olympic Legacy Leveraging

Aboriginal Tourism Branding Wordmark

Kla-how-yaA generic Pacific Northwest Aboriginal trading language

term used to welcome visitors to …“the land of

“many nations”

Aboriginal Tourism 2010 Olympics Strategy Goals

• Maximize awareness and respect for First Nations’ cultures and rights

• Position Aboriginal tourism in marketplace as integral part of Canada’s tourism portfolio

• Capitalize on all Games tourism related economic opportunities (development, marketing, management, delivery)

• Accelerate growth and use of Aboriginal tourism products, services, human capacity

Research Most Influential On Policy Makers

- Intersecting with policy maker’s agenda and issues

- Providing ‘good news’ - Resolving rather than complicating - Encouraging rather than impeding action- Addressing rather than avoiding issues

- Building confidence for decisions- Establishing consensus rather than uncertainty - Triangulating findings with stakeholders

Research Most Influential On Policy Makers

- Recommending actions that work- Reducing risk of failure

- Identifying benefits of taking action - Pinpointing what and how stakeholders are ‘winners’

- Highlighting costs of taking action - Flagging fixed and on-going budgetary

requirements

Research Most Influential On Policy Makers

- Offering timely results - Providing current interim and final evidence

- Presenting user-friendly results - Communicating clearly, leanly and simply

Research Most Influential On Policy Makers

- Offering timely results - Providing current interim and final evidence

Policy Research Engagement Models

Policy Research Approaches

Dialogical Model

On-going research

interaction with policy

makers

‘Inside the fence’

Rational Model

Basic research

drives policy

‘Outside the fence’

Enlightenment Model

Cumulative research evidence permeates

policy

‘Reaching through the fence’

A Final Thought on Policy and Research Linkages

If you want to make a difference in your research:

Do the ‘political calculus’ before doing the

‘socio-economic calculus’.