Services

Tourism-related economic development assistance includes a variety of services designed to improve an area’s ability to capitalize on natural, historical, and man-made resources. The institute’s assistance can include research, technical assistance, or both. Some examples of research subject areas:

Customer segmentation and targeting helps you better identify and understand your best customers, find them, and reach them more effectively. The institute specializes in lifestyle segmentation using the innovative Claritas PRIZM NE ™ system.
Market feasibility analyses look at the potential for a new tourism product or service, and include a review of market size, competition, trends, user profiles, and travel expenditures.
Economic feasibility and economic impact analyses evaluate if a tourism project is financially sound for a community, region, or state government.
Comprehensive assessments combine several of these services into one project to give a community or region a complete picture of its tourism industry and potential.
Other customized projects can be designed to provide the information you need for tourism-related economic development or business decisions.
The International Tourism Research Institute helps to keep clients current on tourism-related economic development by disseminating information via presentations and workshops.

Project Abstracts

China Research: Perspectives of International Tour Guides in China, May 2006

This research explored intercultural interactions between English-speaking tourists and Chinese locals, capturing the richly-detailed “voices” of tour guides including their experiences and stories.

Tour guides were chosen because they are experts in multiple cultures, having observed and taken part in literally thousands of intercultural interactions. Tour guides also control the “China Experience” for nearly all group travelers to China.

Tour guides were interviewed in three locations intended to capture a cross-section of travelers’ experiences, including: (1) Beijing, the cultural and historical center of China; (2) Shanghai, the country’s commercial and shopping center; and (3) Guilin, a major nature-based destination.

Sample interview questions included: (1) what tour group has left the deepest impression on you? Why? (2) could you describe an example of when international tourists showed disrespect, (3) could you describe an example of when international tourists show respect, and (4) could you describe an example of conflict or friction between tourists and locals?

The tour guides reported widespread stereotypes and distorted images of China based on Western travelers’ exposure to television, movies, and guidebooks. Many of these images are based on historical stereotypes from the early 1900s and 1970s (the Cultural Revolution era). These stereotypes often referenced “typical, simple, and ordinary” perspectives on Chinese life. The researchers found that these stereotypes permeate food, dress, politics, economics, and religion.

The researchers assert that these stereotypes and images may amount to a type of “anti-marketing,” with the images actually shaping China’s brand image negatively. They argue that in the long-term, these images undermine the country’s brand promise and in some cases lead to visitor dissatisfaction with a dampening influence on repeat visitation.

China Research: Resident Attitudes toward International Tourists
in Guilin, China, May, 2006

When China opened its doors to visitors in 1978, only 1.81 million tourists entered the country and China ranked 48th as a world destination. After 20 years of reform, the Chinese tourism industry has developed rapidly, gradually gaining importance as a major industry with the country as well as a force to be reckoned with globally. By 1994, China had become a top 10 in-bound destination. In 2000, the number of tourists visiting China was 83.44 million, up 14.68 percent over 1999, ranking as the fifth most popular destination in the world. However, despite the rapid pace of tourism development, relatively little attention has been paid to Chinese attitudes toward Western tourists. With many Chinese residents exposed to tourism for the first time, planners and policy-makers are now challenged with understanding how the public perceives tourism in order to maintain cordial host-guest relations, as well as gaining local support for tourism development projects and initiatives.

The purpose of this research was to investigate the attitudes of Chinese residents who come in contact with Western tourists. Guilin, China, is emerging as a major nature-based tourism destination. Because of tourism, Guilin has developed rapidly in relatively short time, exposing residents for the first time to tourism’s benefits and impacts. This project quantitatively measured resident attitudes toward social, economic, and environmental impacts and benefits. As a result, this research will: (1) provide Chinese planners with guidelines for locating tourism facilities and attractions, (2) help Chinese planners identify groups of people concerned about, or opposed to, tourism planning and development in their communities, (3) assist scholars in gaining a better cross-cultural understanding of tourism’s impact.

China Research: Tourism Planning and Urban Design Recommendations for Hangzhou’s (China) Grand Canal (with Dr. Wu Bihu, Director, Peking University Center for Recreation and Tourism Research), August 2004

Hangzhou, in China’s Zhejiang Province, is a beautiful and prosperous city, one on the verge of becoming an international tourism destination. The city features several advantages for visitors from around the world, including many attractions, excellent location, favorable weather, and affordability. Of the city’s many attractions, the Grand Canal is perhaps the centerpiece of the city’s efforts to attract more visitors, both domestic and international. The tourism planning team recommendations included: (1) tourism development around three geographical nodes, representing the past, present, and future of Hangzhou and canal; (2) preserve historic sites for those tourists interested in heritage and cultural tourism; (3) promote human-scale development along the canal; (4) promote greenway development along both sides of the canal; (5) promote upscale residential development conforming with the canal’s pedestrian scale; (6) provide adequate parking off-site, but near each of the canal’s primary nodes; (7) create an island within the canal that might include a monument to Hangzhou and canal, as well as an entertainment and dining complex; (8) coordinate and manage commercial and tourism functions of the river by allotting times for each at certain periods of the day or on certain days; (9) provide separate lanes for tourism use, with commercial ships required to yield to marked tourism vessels; (10) create a “share the river” public awareness campaign, similar to the “share the road” campaigns for bicyclists; (11) build linkages with regional tourism amenities such as those along the coast.

A Strategic Tourism Marketing and
Development Plan for Kershaw County, South Carolina,
April 2006

The International Tourism Research Institute completed a strategic tourism marketing and development plan for Kershaw, SC, in April 2006. Kershaw County is known for significant Revolutionary War sites, including the Battle of Camden site. The county is also well known for its equine industry and events.

Strategic recommendations for Kershaw County included:

(1) develop outdoor recreation assets, including golf, water-related activities, and soccer
(2) maintain cultural attractions and events that complement historical and equine-related assets
(3) create nature-based attractions to balance outstanding historical assets
(4) preserve authentic and attractive rural landscapes used for outdoor recreation by controlling sprawl and strip development
(5) improve shopping amenities--shopping is the top tourist activity in the United States and an important means of capturing tourist dollars
(6) improve the variety of dining and lodging--Kershaw’s upscale market segments require diverse dining and lodging experiences
(7) plan attractions and events with families in mind as Kershaw County’s targeted market segments are upscale families
(8) invest in historical attractions and equine entertainment as they have recognized brand identity and the highest economic impact
(9) improve signage, interpretation, and access
(10) develop a Kershaw County brand for marketing and advertising.

Open Studio Concept for Conyers, Georgia, June 2006

The International Tourism Research Institute completed an open studio development project for Conyers, Georgia. The project focused on the revitalization of Conyer’s Olde Town district. The purpose of the project was to transform Olde Town into an arts district with open studios, featuring such activities as glass-blowing and woodworking. In addition to identifying 12 existing buildings and sites for open studio development, recommendations for the Olde Town district included:

(1) implementing zoning and design guidelines allowing for an eclectic, colorful, and eventful arts district
(2) connect with Atlanta's growing creative class
(3) developing unique retail outlets, offering shoppers an alterative to “big box” retail
(4) creating an incentive program for artists, including free or reduced rents
(5) funding a Main Street program to administer the district
(6) engaging the community in constructive dialogue concerning Olde Town’s development direction.

Rhode Island Tourism Development Advisory Council, October 2003

The Rhode Island Tourism Development Advisory Council was established in 2003 by Governor Donald Carcieri for the purposes of analyzing the state’s tourism system and providing recommendations to increase the efficiency and productivity of the tourism industry for the greater benefit of Rhode Island’s citizens.

The council held 13 public meetings between July 15 and October 28, 2003. The process involved budget analyses for organizations receiving state tourism dollars, testimony from each of the eight tourism regions and the state Division of Tourism, in-depth reports examining transportation, lodging, and restaurants; and commentary from two independent external experts (one of which was Dr. Harrill) in the field of state tourism and development.

The council reached a key conclusion: Systemic change—including some consolidation of marketing and administration among the state’s eight tourism regions—was required to better plan and execute an efficient and productive strategic direction for Rhode Island tourism. During the course of this inquiry, the council studied two funding models found in volume 1 and 2 of Dr. Harrill’s Guide to Best Practices in Tourism and Destination Management: the Florida model, based on public-private partnerships and the Missouri model, based on growth in sales tax revenues.

A Feasibility Study for the Golden Isles Parkway, June 2003

While with Georgia Tech’s Economic Development Institute, Dr. Harrill undertook a feasibility study of developing Georgia’s Golden Isle Parkway (U.S. 341) as a regional tourism asset. He identified and documented the route’s assets, received information about attractions from county representatives, and conducted on-site assessments. Specific recommendations included:

(1) renewing the Golden Isles Parkway Association to market and develop the parkway
(2) developing strong relationships with other regional tourism organizations
(3) developing and using the Golden Isles Parkway brand consistently in marketing and advertising
(4) improving historical and cultural amenities along the parkway
(5) improving shopping and entertainment
(6) improving the variety of dining and lodging
(7) improving opportunities for tourists to enjoy agricultural products and experience landscapes
(8) increasing days and hours that attractions are open along the parkway
(9) improving signage and interpretation.

A Feasibility Study for the Woodpecker Trail, June 2003

While with Georgia Tech’s Economic Development Institute, Harrill undertook a feasibility study for developing the state’s Woodpecker Trail (Georgia Route 121) as a regional tourism asset. Harrill identified and documented the trail’s assets, received information about attractions from county representatives, and conducted on-site assessments. Specific recommendations included:

(1) building a strong 10-county Woodpecker Trail Association
(2) developing a mission statement, with clear goals and objectives
(3) enhancing existing historic assets
(4) improving signage along the trail to take visitors off the route itself and toward attractions
(5) encouraging business and attraction owners to remain open at times advantageous to capturing visitation
(6) providing varied lodging and dining experiences to suit the needs of diverse market segments.

Arabia Mountain National Heritage Area: Opportunities for Tourism Development, February 2005

The Atlanta metropolitan area is well-known as a destination for conventions and sports tourism. However, for the region to remain viable in the increasingly competitive tourism industry, it must diversify its current product to attract other promising niches. The Arabia Mountain National Heritage Area, a short drive from downtown Atlanta, has great potential to attract visitors interested in nature, culture, and heritage. Harrill’s recommendations for this study included:

(1) improve signage and interpretation
(2) emphasize small-town atmosphere
(3) develop regional tourism, including golf, camping, hunting, and fishing amenities
(4) develop a tour itinerary of the heritage area
(5) simplify the “story” of the development of the heritage area
(6) implement a modest tourism program, being cautious about facility investments
(7) market to families, as well as multi-cultural interests
(8) develop materials for distribution by the DeKalb and Atlanta convention and visitor bureaus
(9) feature local retail prominently in marketing materials.

Georgia’s Lake Hartwell Region: Opportunities for Further Tourism Development, February 2004

While with Georgia Tech’s Economic Development Institute, Harrill undertook a study to identify opportunities for further tourism development in Stephens, Franklin, and Hart counties for the Lake Hartwell Regional Marketing Alliance. Tasks completed for this project included a complete inventory of tourism assets in the region, an assessment of the opinions and attitudes of local leaders, and a profile of overnight visitors. Overall, Harrill determined that the alliance should:

(1) develop and use the Lake Hartwell brand consistently in marketing and advertising
(2) improve the historic and cultural amenities to match the region’s natural assets
(3) improve shopping and lodging
(4) increase the variety of dining and lodging
(5) improve opportunities for tourists to enjoy agricultural products and experience landscapes
(6) increase days and hours that attractions are open in the region
(7) improve signage and interpretation in the region
(8) place more emphasis on education, funding, and research
(9) emphasize a small-town atmosphere.

Heard County: Opportunities for Further Tourism Development, June 2004

Heard County is a scenic area offering excellent quality of life for its residents and visitors alike. The county, within 40 minutes of metropolitan Atlanta, boasts an environment with great recreation and tourism potential related to adventure tourism and active outdoor recreation. In this study for Georgia Tech’s Economic Development Institute, Harrill’s recommendations included:

(1) develop and provide access to nature-based attractions
(2) offer interpretative tours of Heard County’s historical resources
(3) stage an event celebrating local history and culture
(4) website needs logo, consistent marketing theme, and to improve the tourism section
(5) develop partnerships with chambers of commerce and tourism organizations in neighboring counties
(6) improve shopping opportunities due to its important means of capturing tourism dollars
(7) enhance lodging and dining facilities
(8) increase days/hours that attractions are open
(9) improve signage throughout the county

Lower Chattahoochee Regional Tourism Marketing Study and Workshops, June 2003

While with Georgia Tech’s Economic Development Institute, Harrill undertook a study to identify potential tourism marketing segments in Clay, Quitman, Randolph, and Stewart counties in southwest Georgia and their municipalities. Harrill conducted a lifestyle segmentation analysis that determined what types of people visit, and are likely to visit, the Lower Chattahoochee region. Researchers employed various tools, including Claritas’s PRIZM NE ™ lifestyle segmentation system, Longwoods International’s syndicated visitor studies, and ESRI’s ArcView geographic information system. The project helped persuade local officials to pursue tourism potential in the region, and a Rural Business Enterprise grant from the U.S. Department of Agriculture funded four workshops for the regional development center. The sessions covered opportunity assessments, case studies, marketing, planning, and other tourism topics.

Resident Attitudes Toward Tourism Development in
Charleston, South Carolina, December 2000

In the last 30 years, community perceptions of negative impacts from tourism have encouraged research from several different fields into community attitudes, with the goal of overcoming opposition to tourism development. This project explored the relationships between community attachment, existing through such bonds as friendship and kinship, and resident attitudes toward tourism development. Harrill studied Charleston to understand the differences in attitude toward tourism development among its neighborhoods, based on community attachment variables. He also wanted to explore the role of community attachment in predicting these attitudes, especially regarding inhabitants of historic residential districts. Harrill’s recommendations for Charleston’s historic district included: (1) efforts to manage dissatisfaction may begin with educational and promotional programs targeting specific neighborhood groups; (2) residents of historic neighborhoods should receive special tax considerations to reverse gentrification; (3) tourism planners in Charleston should develop tourism in the city’s indirect support zones, away from residential neighborhoods; and (4) urban design should be used to create architectural and land use buffers between hosts and guests.

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