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Developing a Cultural Tourism
Program
Anne Ketz 106 Group
Seeking a Balance Between Authenticity and Economic
Development
Chief Smith’s vision for his people…
The Cherokee Nation shall achieve and maintain an enriching cultural identity, economic self-reliance, and a strong government.
Cherokee people in Oklahoma
The Cherokee people have faced centuries of adversity with resilience to prosper and excel, and today maintain a distinctive cultural identity.
Cultural tourism must challenge stereotypes
Strategic planning ensures a successful program
Case Study: The Trail of Tears
Illinois Campground
Successful branding:
emotionally rewarding to consumers, financially
rewarding for business
Integrating marketing &
economic development
Cultural Tourism: safeguarding
authenticity while providing economic
opportunities
1. Protect and properly maintain cultural
resources
2. Ensure a cohesive message & design
program-wide
3. Utilize established laws & systems that align with the goals & values of the cultural
tourism program
4. Have a visible
presence in the
community as a resource for redevelopme
nt, community outreach, &
business development
5. Establish a small business network to
educate, coordinate, & support key marketing
messages
6. Certify new tourism-related businesses based on the
program’s mission, principles, and review process.
Program Success
• Keep sight of the big picture• Involve the community • Commit to long-term thinking• Dare to dream
Group Discussion - Setting up a New Cultural Tourism Program
1. Possible partners & stakeholders
2. Which of these people should be part of a development team?
3. What makes an effective team? Identify characteristics of an effective team.
4. Key types of resources5. Develop a key message6. How best to convey that
message?
