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ATTRACTIONThe International Association of Travel Research and Marketing Professionals - Canadian ChapterL’Association internationale des professionels de la recherche et du marketing en matière de voyages - la section canadienne 2009Spring/
Summer
P R e s i d e n T ’ s M e s s A g e sandra Louie - President TTRA Canada
Hello TTRA Canada members,
It’s a brand new year with new opportunities and challenges ahead of us. Change and uncertainty are in the air. The decline in the economy, the outbreak of the H1N1 virus, the implementation of the Western Hemisphere Travel Initiative (WHTI)
inside THis issUe
for land and sea travel amongst other things will affect the tourism industry in the immediate months to come but will have direct long term implications for the future. We, in
the tourism research field have worked hard to provide the industry with reliable data to make sound decisions. We need to continue to maintain and protect the integrity of our research, with the aim to support our colleagues in developing solid, long term strategies to promote the sustainability of the tourism industry. With that in mind, the Board of Directors at TTRA Canada will be hard at work this year to raise the profile of the Association and the value of tourism research in Canada. Our goals for 2009 are to:
1. Be accountable: establish credibility and encourage transparency to stakeholders to maintain the Association network’s reputation as a trustworthy and consistent source of tourism professionals.
2. Promote collaboration: develop an environment of cooperation amongst like-minded organizations to increase the Association’s profile and add value to our members.
3. enhance communications: improve communication amongst members, students, and industry through the dissemination of up-to-date information to keep our members up-to-date and well informed.
4. Promote the integrity of research in tourism: continue to endorse the relevancy of tourism research to the industry at large across Canada through our annual conference, collaboration with like-minded partners and our diverse membership base.
To date, the board has met twice this year and is well on the way to achieving our goals: partnership activities are in full swing and our new and improved website will be launched shortly. The website will provide members and visitors to access to news, member information, as well the latest updates about our upcoming conference in Guelph, Ontario October 14-16. I look forward to seeing you there!
Wishing you all the very best for a happy, healthy and productive 2009.
sandra Louie, President TTRA Canada
#600 - 116 Lisgar Street Ottawa, Ontario K2P 0C2 www.ttracanada.ca
WHAT’S NeW 3 MAKING CONNeCTIONS 4 AND GAINING ReCOGNITION fOR ReSeARCH exCeLLeNCe TRAveL = eSCAPISM? 5
AvIATION, GReeNHOuSe 7 GASeS AND CANADA’S POSITION TTRA CANADA’S 2009 8 CONfeReNCe GueLPH, ONTARIO BOARD Of DIReCTORS 9 2009
There are currently
56 Professional
Members, which
represents about
one-third of the
membership.
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2 W H AT ’ s n e W :
1. New TTRA International Management TeamTTRA has selected Treeline Associates, a Lake Orion, Michigan based association management company, to become their new management team. expectations are that this will provide for increased communication with and between chapters and an accessible membership database. The new management team welcomes comments on how they can improve the relationship between the main TTRA board and its member chapters (e.g. TTRA Canada). Contact information can be found at http://ttra.com.
2. MembershipAs of April 21st, 2009, TTRA Canada has 174 members; two thirds of these are from Ontario and BC.
The type of membership varies, and while standard is still the most popular option (44%), the number of professional memberships has increased steadily over the past few years. There are currently 56 Professional Members, which represents about one-third of the membership. The majority of members now are practitioners/industry versus academics.
A number of memberships have expired but these individuals will be invoiced shortly by TTRA International. (They are a bit behind in sending out the reminders due to a change in management). Is your membership up-to-date?
3. updated TTRA Canada WebsiteA new, updated TTRA Canada Website will be available soon. Your Board Member, Sarah Marsh has been busy writing RfPs and working with the successful bidder on developing the new website. Sarah mentions that "this has been a very long process, we’re very excited to get the new site launched! TTRA Canada’s new website is going to be more streamlined, friendlier for our members and the public to use, more current and easier for us to update. We’re also going to have a new section for Members only, so our members can read or search past Conference Proceedings or search our membership database".
4. TTRA Canada/MRIA MembershipBoard members are in discussion with the Marketing Research and Intelligence Association (MRIA) to investigate possible partnership opportunities with MRIA and to see what can be done for members who belong to both TTRA Canada and MRIA for 2010. MRIA is focussed on acquiring more academic and student members and they are hoping that they can achieve this through working with TTRA.
36%
Private Sector
Gov’mt -Federal
9%
Gov’mt -Prov/Terr
17%
Gov’mt -Municipal
9%28%
Academic
33.3%
28.7%
15.2%
9.4%
4.1%
4.1%
1.8 %
ON
BC
Atlantic
QC
AB
MB
North
SK
3.5%
36%
Private Sector
Gov’mt -Federal
9%
Gov’mt -Prov/Terr
17%
Gov’mt -Municipal
9%28%
Academic
33.3%
28.7%
15.2%
9.4%
4.1%
4.1%
1.8 %
ON
BC
Atlantic
QC
AB
MB
North
SK
3.5%
TTRACANADA.CA
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On 30 March to 2 April 2009, a Canadian delegation, consisting of Michel Debreuil, (Canadian Tourism Commission), Chris Jackson (Statistics Canada), Wendy Swedlove and Scott Meis (Canadian Tourism Human Resource Council) attended the 5th World Tourism Organization International Conference on Tourism Statistics - Tourism: An engine for employment Creation in Bali, Indonesia. The Conference was convened by the World Tourism Organization (uNWTO), with the support of the uN Statistics Division (uNSD), the International Labour Organization (ILO), the Organization for economic Cooperation and Development (OeCD), and hosted by the Government of the Republic of Indonesia.
The event was attended by more than three hundred senior officials from national tourism administrations, national statistical offices, and ministries of labour, plus numerous stakeholders representing government and non-government tourism organizations, labour organizations, entrepreneurs and academic institutions. The main objectives of the event were to bring together policy-makers, politicians, statisticians and researchers to address issues of the future development of tourism statistics and the measurement and quality of employment in tourism industries in particular.
At the event, the Canadian delegation had the opportunity to present detailed information how Canada develops measures of tourism supply in the Tourism Satellite Account (TSA), and the recent Canadian advances in researching and developing a Human Resource Module to the Tourism Satellite Account (TSA:HRM). The CTHRC representatives also had the opportunity to raise awareness of the Tourism Sector Council’s national role, program areas and products, as well as the importance of the TSA:HRM and the TSA, in general, as foundations of Canadian tourism labour market information.
M A k i n g C o n n e C T i o n s A n d g A i n i n g R e C o g n i T i o n f o R R e s e A R C H e x C e L L e n C eBy Scott Meis, CTHRC
In a keynote speech on the subject of Measurement Issues and Case Studies presented to the opening day of the conference, Igor Chernyshev, an ILO senior statistician, cited Canada as a global best case with respect to tourism labour statistics. According to a recent ILO-WTO joint study publication Sources and Methods, Labour Statistics: employment in the Tourism Industries, “Statistics Canada compiles one of the most comprehensive time series on employment in the tourism industries in the world”.
Mr. Chernyshev noted that, “only a limited number of countries can produce statistics which allow a distinction between employment in hotels and restaurants and commerce in general”. furthermore, “an even smaller number produce and publish such tourism employment statistics on a regular basis”. Based on the study of more than 200 countries and territories, only a few countries produce comprehensive sets of statistics on employment in tourism industries. Seven countries in particular – Australia, Austria, Canada, france, New Zealand, Portugal and Spain – were singled out as having the most comprehensive sets of statistical tools for measuring employment in the tourism industries and the most exhaustive lists of statistical variables yet produced.
When talking further of national practices in measuring employment in the tourism industries, Mr. Chernyshev gave the most attention to the Canadian national experience with a special appendix devoted to the Canadian Human Resource Module of the Canadian Tourism Satellite Account.
for more information on the Human Resource Module of the Canadian Tourism Satellite Account, or to view the latest release, visit www.cthrc.ca or www.statcan.gc.ca
Canada is a
global best case with
respect to tourism
labour statistics.
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4 Tns CAnAdiAn fACTs
“We travel not to escape life, but for life not to escape us" - ANONYMOuS
TNS Canadian facts recently launched a new
study, TNS vibe, to track perceptions and
behaviours of Canadians during this period of
economic uncertainty. The first wave of data
was collected between March 5 and 16, 2009,
using the TNS Canadian facts Interactive
panel. A total of 1,455 Canadians participated
in the study.
The national results show that close to half
of the Canadian population is either very
concerned (30%) or extremely concerned
(14%) about global economic conditions.
However, the majority (68%) feel the global
economic downturn will be relatively short,
believing that the economy will improve in the
near-term (within six months to two years).
How does this impact travel
purchase behaviour?
economic concerns are clearly impacting
consumer spending and, as expected,
travel-related expenditures are affected.
Respondents were presented with a broad list
of 19 discretionary and essential consumer
goods and services and were asked to identify
where they had trimmed expenditures. Travel
emerged in third spot (behind eating out,
and entertainment & movies) with 34% of
travellers indicating they have had some
success at reducing travel-related spending.
encouragingly, considerably fewer see
opportunities to further cut back in this area,
suggesting that the future impacts will be
limited and that travel spending may be well-
placed to recover quickly when economic
conditions improve.
Will they keep coming?..
Despite the inclination of many to identify travel-
related expenditures as an area to potentially
curtail spending, travel intentions for the next
12 months and the number of anticipated trips
mirrors 2008 figures (55% of respondents intend
to take a leisure trip and are planning an average
of three trips). These data suggests that rather
than cancelling trips outright, Canadian pleasure
travellers (those who have travelled in the
past 12 months and/or intend to in the coming
year) are looking for ways to reduce travel-
related spending:
• 38%indicatetheyaremorelikelytotravel
in-province,
• 19%indicatetheyaremorelikelytotravel
within Canada, and
• 14%indicatetheyaremorelikelytotravelto
short-haul uS destinations.
Some specific ways in which Canadian travellers
intend to trim their travel-related expenditures
include the following:
• Spendinglessonalcoholicdrinksin
restaurants while travelling (62%)
• Stayinginlowerpricedaccommodation(61%)
• Travellingclosertohome(57%)
• Spendinglessonmealswhiletravelling(57%)
• Reducespendingonattractionsand
entertainment (54%)
• Flyingatlessconvenienttimes(54%)
TTRACANADA.CA
Travel = escapism?
A series of general attitudinal questions were
posed to Canadians travellers. Interestingly, 59%
shared the sentiment that spending on travel
may not be especially wise in these economic
conditions. Still, 51% apparently agree that
thinking about future trips helps them cope with
the current economic challenges. This finding
suggests travel represents a form of escapism
for Canadian travellers. It is a deeply engrained
aspiration for most of the travelling public, and a
lifestyle element that may be pursued regardless
of practical arguments to the contrary.
2009 – the year of the travel deal
Therefore, while Canadians express some anxiety
about travel-related expenditures, travellers intend
to keep travelling despite economic uncertainties
Once the decision to take a trip has been made,
however, there will likely emerge a powerful desire
to explore means of containing costs (or at least
feeling that one has) in order to deal with the
psychological repercussions of indulging one’s
travel interest. Successful tourism marketers,
then, will place some emphasis on underscoring
value by offering accommodation packages, food
and beverage credits, discounts on attractions
and entertainment as part of a package, etc.
However, the impact of such initiatives can be
greatly enhanced by establishing positive linkages
with the formative emotional impetus behind
the travel decision - the notion of travel as a
deserved reward and means of coping during
troubled times.
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Travel is a deeply engrained
aspiration for most of the
travelling public, and a
lifestyle element that may
be pursued regardless
of practical arguments
to the contrary.
foR MoRe infoRMATion
Should you have any questions or wish
to discuss the study in greater detail,
please do not hesitate to contact any
member of the TNS Canadian Facts
tourism research team:
Michael ennamorato
Helena Haley
Donna Green
TNS Canadian facts
Over the last four decades aircraft fuel efficiency - and consequently environmental performance - has improved 70 per cent. But since 1990, the Kyoto Protocol base year, air transport’s CO2 emissions have risen by 80 per cent because of traffic growth.
Globally, air transport is the primary contributor to travel and tourism GHG emissions1. Air transport accounts for an estimated 60 per cent of the international travel and tourism contribution of CO2 and is overwhelmingly dominant for medium- and long-haul trips.
International aviation emissions are currently excluded from the Kyoto Protocol targets. The exclusion of Kyoto targets for aviation has enabled substantial public protest against air transport growth, particularly as international aviation is exempt from taxes on fuel or, generally, value Added Tax.
so, what is being done about this?
Recognizing that technological and operational advances will prove inadequate on their own, governments and airlines around the world are examining economic instruments such as taxes, charges and “cap and trade” emissions trading, operating restrictions and even rationing of air transport.
Given the critical importance of air transport to tourism and its related contribution to GHG emissions, the World Tourism Organization (uNWTO) has been paying specific attention to air transport aspects. With a view to contributing to the debate in preparation for the critical negotiations in Copenhagen in December 2009 for a successor to Kyoto, uNWTO has prepared a Discussion Paper2 suggesting a new global framework for the mitigation of GHG emissions from air transport.
so what about Canada?
The contribution of aviation (including both domestic and international) to Canada’s total CO2 emissions is somewhat over 2 per cent. This is about the same as the world average and
Av i AT i o n , g R e e n H o U s e g A s e s A n d C A n A d A’ s P o s i T i o nPrepared by Chris Lyle, Representative of uNWTO to ICAO
seemingly an impressively low proportion given the geographic scope of this country and its role as a trading nation. Bear in mind, though, that Canada’s overall per capita CO2 emissions are relatively very high, even without the distortion generated by the oil sands. And, like the rest of the world, aviation emissions are growing in both absolute and relative terms. 1Source: UNWTO-UNEP-WMO, Climate Change and Tourism: Responding to Global Challenges, June 2008. 2Expected to be made public in May. An earlier UNWTO Discussion Paper on Tourism, Air Transport and Climate Change was issued in September 2007 (available via the UNWTO Climate and Tourism Information Exchange at http://www.unwto.org/climate/portal/login.php?error=0).
Canada is also behind the eight ball on research
and policy regarding GHGs from air transport.
following is a checklist of some work that would
help catch up:
• ComparativeassessmentofGHGsbymodeof
transport and between passenger and freight
operations (the use of diesel-electric powered
trains for passengers, interspersed with
operations for freight, on single track lines,
probably results in more GHGs per capita
than flying….sorry, elizabeth May!)
• Establishmentofbaselinesandbothabsolute
and efficiency-based performance metrics
regarding GHG emissions from tourism and
its primary components (transport, by mode;
accommodation by type; activity, by type; etc)
• Impactassessmentofmarket-basedGHG
mitigation options (especially carbon tax and
“cap and trade”) by mode of transport
• Applicationof“recycled”carbontaxand/or
cap and trade to air transport
• Establishmentofaqualityassurancescheme
for carbon offsets (cf the one just introduced
in the uK).
Any takers for any of this?!
Chris Lyle, Representative of uNWTO to ICAO
Chief Executive, Air Transport Economics
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TTRACANADA.CA
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7 TTRA CAnAdA’s 2009 ConfeRenCe gUeLPH, onTARio
Tourism Away from the Mainstream
oCToBeR 14-16
Plus pre-conference PD day Oct. 13th, and post-
conference Parks Canada Session Oct. 17th
ConfeRenCe HigHLigHTs
venUe:
Delta Hotel & Conference Centre, Guelph, ON
THeMe:
Tourism Away from the Mainstream, reflecting both social and economic trends toward more individuality, authenticity and unique travel experiences, join us to explore niche tourism in urban fringes, cultural quarters, rural roads,
emerging destinations, and more!
keynoTes:
TTRA 2009 will feature two top speakers.
Allan gregg, Chairman of Harris/Decima Research, and CBC News “At Issues” Panelist; and, dr. eddie friel, College of Hospitality and Tourism Management, Niagara university, and leader of Glasgow’s bid to become the Cultural
Capital of europe.
oCToBeR 14AM | STuDeNT ReSeARCH SYMPOSIuM
The 5th annual Student Research Symposium will be held in conjunction with the Conference. The Symposium will take place at the Delta Guelph on October 14th, in the morning prior to the conference case study tour. Invitations are extended to both graduate and undergraduate students. for more information, contact Dr. Chris Choi at [email protected].
oCToBeR 14PM | TTRA ANNuAL CASe STuDY
experience the culinary delights of local producers, and learn about Guelph’s work as a world leader in new foods, nutraceuticals, food processing and technology. from the development of a farmers’ market for cottagers, to locally brewed beer, there is something for
everyone’s palette in Wellington County. Join in the research and reality of tourism away from the mainstream.
oCToBeR 15-16
PLeNARY AND CONCuRReNT SeSSIONS
Come see an excellent line up of practitioners, academics, and students from across Canada and the world share their expertise on a variety of research cases and methodologies. Confirmed speakers include both seasoned and new TTRA Canada presenters, including a special session led by the Canadian Tourism Human Resource Council (CTHRC).
exTRA! exTRA!
Post-conference Parks Canada
satellite session october 17th
The session will take place on Saturday, October 17th, 9:00am to noon, and while there is no additional charge for this event, delegates must pre-register. Details will be posted at www.ttracanada.ca.
A conference you can’t afford to miss:
TTRA Canada is offering early bird registration rates for TTRA members, non-members and student delegates who register by July 31st. In addition, the Delta Guelph is offering an excellent delegate room rate of $139 + taxes, if you book by July 31st ($149 after). for more information on the hotel visit www.deltaguelph.com.
getting there:
Lots of nearby airports! fly to Toronto Pearson, Buffalo, Hamilton or Kitchener-Waterloo airport, and take the convenient Red Car ground transport to the Delta Guelph; 40 to 50 trips daily, door-to-door service, 24 hour reservations; phone 519-824-9344 or book on-line at
www.redcarservice.com.
Historic University of Guelph
MoRe infoRMATion:
for more information on
how to register and book
your accommodation,
visit the Canada
Conference page on
TTRA Canada’s website
at www.ttracanada.ca.
Wanda george Mount Saint vincent university Dept. of Business Admin & Tourism 166 Bedford Highway Halifax, NS B3M 2J6 Phone: (902) 457-6391 fax: (902) 457-2582 [email protected]
françois de grandpré université du Québec à Trois-Rivieres, C.P. 500 Département d'études en loisir, culture et tourisme Trois-Rivieres, QC G9A 5H7 Phone: (819) 376-5011 ext. 3298 fax: (819) 376-5158 [email protected]
Tom griffin Tourism Toronto P.O. Box 126 207 Queen's Quay West Toronto, ON M5J 1A7 Phone: (416) 203-3813 [email protected]
Helena Haley TNS Canadian facts 900 - 2 Bloor Street east Toronto, ON M4W 3H8 Phone: (416) 924-5751 fax: (416) 923-7085 [email protected]
sydney Johnsen, MRM, MCIP Peak Planning Associates 418 Strathcona Terrace Kamloops, BC v2C 1B9 Phone: (250) 571-1482 [email protected]
Chris Jones Tourism PeI P.O. Box #2000 Charlottetown, Pe C1A 7N8 Phone: (902) 368-6342 fax: (902) 894-0342 [email protected]
sarah Marsh Government of the Northwest Territories P.O. Box 1320, 8th floor Scotia Centre Yellowknife, NT x1A 2L9 Phone: (867) 920-3245 fax: (867) 873-0163 [email protected]
officersChair: donna Larsen DataPath Systems P.O Box #2180 Marsh Lake, YT Y0B 1Y2 Phone: (867) 660-4600 fax: (867) 660-4611 [email protected]
President: sandra Louie #607-288 east 8th Avenue vancouver, BC v5T 4S8 Phone: (604) 708-6330 [email protected]
1st Vice-President: Jennifer Hendry Canadian Tourism Human Resource Council (CTHRC) 608 – 151 Slater Street Ottawa, ON K1P 5H3 Phone: (613) 231-6949 ext. 250 fax: (613) 231-6853 [email protected]
2nd Vice-President: denisa georgescu Parks Canada 25 eddy Street, 6th floor (25-6-Y) Gatineau, QC K1A 0M5 Phone: (819) 934-9776 fax: (819) 997-5974 [email protected]
Secretary/Treasurer: Richard Leigh-Bennett Decima Research #1820-160 elgin Street Ottawa, ON K2P 2P7 Phone: (613) 230-2013 [email protected]
Board of directorsRachel dodds, Ph.D. Ryerson university 350 victoria Street Toronto, ON M5B 2K3 Phone: (416) 979-5000 ext. 7227 Mobile (416) 825-7228 fax: (416) 979-5281 [email protected]
2 0 0 9 B o a r d o f d i r e c t o r s :
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