RURAL TOURISM DEVELOPMENT IN ALBERTA: A FOCUS ON AG-TOURISM BRENDA HANSON. Integrated Studies Project. submitted to Dr.

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1 1 RURAL TOURISM DEVELOPMENT IN ALBERTA: A FOCUS ON AG-TOURISM By BRENDA HANSON Integrated Studies Project submitted to Dr. Angela Specht in partial fulfillment of the requirements for the degree of Master of Arts Integrated Studies Athabasca, Alberta February, 2013

2 AG-TOURISM IN ALBERTA 2 Abstract Rural tourism development, specifically Ag-tourism development, is a viable option for communities looking to diversify their economy. There are a large number of benefits of Agtourism for rural communities. These benefits include environmental, social, economic, and societal benefits. Each one of the benefits above are well-exemplified through the City of Camrose, Alberta and their tourism strategy and development, and the Dames on the Range in Southwestern Alberta, a consortium of female Ag-tourism operators. Both examples have realized success through their efforts. The City of Camrose and the Dames on the Range have both worked hard to include things that the literature indicates is important in order to promote strong rural tourism development. These things include actively involving the community, understanding the benefits of rural tourism while maintaining a strong grasp on the challenges, forming strong partnerships, and understanding the markets in which the tourism product is developed.

3 AG-TOURISM IN ALBERTA 3 TABLE OF CONTENTS 1. Abstract 2 2. Table of Contents 3 3. Introduction 4 4. Overview 6 5. Benefits and Challenges Tourism Development Resources 33

4 AG-TOURISM IN ALBERTA 4 Rural Tourism Development in Alberta: A Focus on Ag-Tourism Introduction The economy is constantly changing and, as small farms turn into large farms and small towns disappear into large urban centres or depopulate, rural communities are looking for new ways to diversify and keep their communities relevant. Rural communities face many challenges as their economies differ from urban economies and, as Lewis (1998) indicated, it is not unusual for rural economies to struggle while the nation s general economy flourishes (p. 104). The problems facing rural communities include, among other things, young people leaving the community, lack of employment opportunities, and lack of consistent and stable infrastructure. Koster (2010) indicated that a diversified economy can be had by developing tourism and recreation opportunities. While it is a diversified economy is only one strategy, it can get rural communities to begin addressing some of their economic challenges. Tourism provides an opportunity for rural economic diversity. Tourism is one of the fastest growing industries in the world and is one of the resources to which communities are looking toward in order to keep visitors coming to their region and to try and draw previous residents back to the region to stay. In this paper, I examine the definition of rural tourism and what types of rural tourism may be the most effective for achieving community goals of economic development and community sustainability. I explore how communities can use tourism to best develop their resources and keep up with the constantly changing times; and how tourism can help rural communities and what may be the best way to leverage tourism as a development tool. To further enhance and emphasize these themes, there are two examples of rural tourism in Alberta that will be reviewed: a) the City of Camrose, Alberta and b) a team of businesses collectively known as Dames on the Range. The City of Camrose, Alberta has purposefully

5 AG-TOURISM IN ALBERTA 5 been building their tourism industry over the last years through various tools including non-traditional forms of Ag-Tourism. Dames on the Range is a consortium of female Ag- Tourism operators from along the Eastern slopes of the Rocky Mountains in Southern Alberta that have come together to increase tourism in the region. Both are good examples of how tourism development can help both community and small businesses. The city of Camrose, Alberta is located about 95 kilometres south of the City of Edmonton with a population of just over 17,000. The population of Camrose is growing by an average of over 2.5% per year ( The city s primary industries are agriculture and oil and gas-related industries. The city of Camrose is part of Camrose County which offers numerous recreational opportunities including camping, fishing, golfing, cross country skiing, and snowmobile trails. However, prior to the year 2000 tourism was not on Camrose s radar as a viable economic development opportunity. In 1999/2000, a group of interested citizens including business owners, community leaders, and local area people came together to find a way to draw tourists to the community. They saw a need for the community to diversify the local economy and continue to adapt to the changing times. Although, at the time, the City Council was not supportive, the group continued forging ahead with their plans. The group was persistent and within a few years, the City of Camrose agreed to grant them some funding to hire a coordinator. With the money from the City of Camrose, the group created the Tourism Camrose Committee, which is now known as Tourism Camrose. The other Alberta example that I explore is a consortium of female Ag-Tourism operators in Southwest Alberta (South and Southwest of Calgary) called Dames on the Range (as they mostly operate in communities along the Eastern Slopes of the Rocky Mountains). The operators

6 AG-TOURISM IN ALBERTA 6 are a group of rural businesses, all owned or managed by women, partnering to create get-away packages for women, families and groups. As this bounty of operators get to know each other better, [they] help each other to strengthen and support [their] local economic communities through tourism, agriculture, environment, mental/physical health and education while [they] host special vacation, learning and relaxation opportunities for visitors to the region ( retrieved December 16, 2012). These two examples are examined in more depth and applied to the potential that rural tourism might have for Alberta. Overview The first step is to define what rural tourism is and outline what types of rural tourism exist, in Canada generally, and Alberta specifically. Statistics Canada defines rural areas as persons living in sparsely populated lands lying outside urban areas (Gartner, 1994, p. 154). Tourism is defined by Stats Canada as the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes ( retrieved September 20, 2012). Tourism is an important industry for Canada and Alberta, since, according to the World Travel and Tourism Council (WTTC), tourism generates 12% of the global gross national product and it employs around 200 million people worldwide (Irshad, 2010, p.4). The Government of Alberta (2012) indicated that, from local perspective, direct visitor expenditures from all tourists (resident and non-resident) in Alberta was approximately $5.54 billion in The Government of Alberta suggested that these expenditures resulted in a net economic impact (value-added) of approximately $6.06 billion province-wide. Government of

7 AG-TOURISM IN ALBERTA 7 Alberta statistics indicated that the total number of person visits in Alberta in 2010 was 23 million and that these visitors brought in over $2 billion in total taxation revenue to all three levels of government: local, provincial, and federal. However, of the 23 million person visits in Alberta in 2010, only 48% included at least one overnight stop. This implies there is a large market for day-based tourism. This is very important for rural tourism and Ag-Tourism operators who, in large part, offer experiences attractive to day-trippers such as corn mazes, market gardens, and petting zoos. Specifically for Alberta, rural tourism can be defined as the country experience which encompasses a wide range of attractions and activities that take place in agricultural or non-urban areas. Its essential characteristics include wide-open spaces, low levels of tourism development, and opportunities for visitors to directly experience agricultural and/or natural environments (Irshad, 2010, p.2). To expand on this definition, some key features of rural tourism include that the tourism product or operator is: located in rural areas, functionally rural: built upon the rural world s special features, rural in scale: both in terms of buildings and settlements, traditional in character, growing slowly and organically, and connected with local families (Ainley & Smale, 2010, p. 60). Alberta has a lot to offer given the province s diverse mix of mountains, prairies, rolling hills, lakes, and forests. This diversity of landscapes gives Alberta the opportunity to offer a diverse range of rural tourism opportunities including farm-based tourism, nature tourism, hunting and fishing, arts and cultural attractions, and experiential and educational tourism. Supporting this opportunity, Irshad (2010) indicated that [t]here are a wide and innovative set of rural/agritourism products and services available to the traveling public in all Canadian provinces (p. 2).

8 AG-TOURISM IN ALBERTA 8 Although there are diverse opportunities for rural tourism development in Alberta, each rural community is different and tourism is often based upon existing local resources such as the natural environment, cultural activities, and heritage preservation (Stolarick, Denstedt, Donald, & Spencer, 2010, p. 242). It is important to be aware of what resources exist in the community and how best these resources can be utilized as tourism assets or how these assets might be built upon to develop local tourism infrastructure. Resources that may be beneficial to communities include anything from natural landmarks, heritage attractions, and even responsible tourism, defined as alternative forms of tourism which give emphasis on the contact and understanding of inhabitants way of living and the local natural environment (Irshad, 2010, p. 6). An example of identification of tourism resources is evidenced by the Growing Rural Tourism Conference, developed by Camrose Regional Exhibition, in partnership with Tourism Camrose. Camrose saw themselves as a leader in rural tourism and thought that, by developing the annual Growing Rural Tourism Conference, they could bring rural tourism leaders from around the province together to build local capacities and to build a stronger rural Alberta tourism network. The conference has been running for 13 years and is organized by Camrose Regional Exhibition with funding from Tourism Camrose, Travel Alberta, and the Government of Alberta. The event is hosted at Camrose Regional Exhibition and is an excellent opportunity for the community to showcase their tourism offerings and potential. Each year almost 300 people attend the conference and it is a productive way for Camrose to use their resources and build them into assets to draw people to the community. The Dames on the Range also recognized that they could capitalize on their natural resources and the popular appeal of the ranch lifestyle, [p]eople from around the world all have

9 AG-TOURISM IN ALBERTA 9 the same yearning, and a romantic notion of what it is like to wake to the sounds of roosters and lowing cows, walk in the fescue and wildflowers at sunset and ride those mountain trails, as generations of ranchers have (Monforton, 2009, para. 28). Country living is such a contrast from the hustle and bustle of a city life that millions of people experience; urban dwellers are looking for opportunities to ride, relax, and experience a rural setting. The Dames on the Range recognized that they could offer (largely) urban people the experience they were seeking through the Dames respective businesses and have used their resources for successful tourism development in their region. These women are one of the best ways for people to connect with and understand life on the ranch and in rural Southern Alberta. The dames walk the land, are familiar with the landscape, celebrate their heritage, honour their predecessors by preserving the landscape and take an active role in identifying what is actually happening on the landscape (Froese, 2011, para. 6). Talking and identifying with someone who is actually living and breathing the culture everyday is a great way for people to have a truly authentic rural experience. One existing subset of rural tourism is agricultural tourism, often referred to as Agtourism or agritourism. Three features that differentiate agritourism from other types of rural tourism include: participation in the process of food production, opportunities to learn about the lives of rural people, and the possibility of direct contact with domesticated animals and countryside (Ainley & Smale, 2010, p. 62). Some examples of Ag-tourism found throughout the literature include: direct marketing such as market gardens, farmers markets and farm gate sales; educational activities such as agricultural museums and agricultural conferences; entertainment such as fairs, exhibitions and agricultural events; outdoor recreation such as hunting, fishing and trail rides; and accommodations like farm stays, ranch stays, and bed and

10 AG-TOURISM IN ALBERTA 10 breakfasts (Barbieri, 2010; Schilling, Sullivan, & Komar, 2012). Agriculture plays a large role in rural life and is a big piece of the economic development puzzle with regards to the potential development of rural tourism in Canada and specifically Alberta. Ag-tourism is a promising venue for diversifying products in rural regions and drawing new money and visitors to rural communities. Colton and Bissix (2005) noted that ag-tourism is increasingly recognized as an important alternative farming activity that can contribute to agricultural sustainability through diversification of the economic base, provision of educational opportunities to tourisms, and the engendering of greater community cohesion (p. 91). Agtourism also brings benefits to the farmers themselves, as researchers have indicated that agtourism is claimed to increase farm revenues and serve other entrepreneurial goals of the farmer, such as the enhancement of their quality of life (Tew & Barbieri, 2011, p. 215). It provides farmers an opportunity to have a relatively stable source of supplemental income as a response to sometimes-inconsistent farm revenues. The face of the family farm has changed in recent years as globalization, vertical integration, off-farm employment, and intensification of land-based activities, among other concerns, have shaped world agriculture and negatively affected family farms and small rural communities (Barbieri, 2010, p. 1). Family farms [in Canada] are being lost to industrialisation, re-developed as industrial scale agri-business, or sold for residential acreage developments (Specht, 2004, p. 121). Small family farms are being overtaken by big business as the family farm slowly becomes a thing of the past. Barbieri (2010) indicated that [t]he number of Canadian farms has steadily declined since 1941, while the average farm size has increased, suggesting the integration of smaller units into larger corporations (p. 1).

11 AG-TOURISM IN ALBERTA 11 As well, the agriculture industry is changing and becoming more difficult to navigate for smaller farms. Farmers in many regions also face urbanization pressures that divert land from production agriculture, raise farmland prices, fragment the farmland base, and lead to less farmfriendly business environments (Schilling et al., 2012, p. 3). For many farmers this pressure is enough to force them to sell their small family farms to big business and move on, especially if they have children that are not interested in taking over the farm or who are unable to afford buying their parents or grandparents out when it comes time for their elder family members to retire. Ag-tourism has grown in the last few years as the small family farm is threatened through the globalization of our food system. Farms are increasingly becoming attractive tourist destinations because visitors are nostalgic for a simpler time. They want to escape the hustle of the city, connect with their cultural heritage, be with family, be in a natural environment, and enjoy a richer and authentic leisure experience (Ainley & Smale, 2010, p. 62). It is a chance to experience something different than their everyday life, a chance to slow down and enjoy the outdoors. Farmers have increased interest in Ag-tourism since small family operated farms are disappearing at a rapid rate due to increased competition with corporate industry farms, unpredictable weather patterns, and barriers to trade that make it difficult to penetrate new markets (Colton & Bissix, 2005, p.92). The uncertainties associated with contemporary farming have caused farmers to look for economic diversification options and alternatives to traditional farming. Ag-tourism offers the potential to offset financial pressures and offer new market opportunities (Colton & Bissix, 2005, p. 92).

12 AG-TOURISM IN ALBERTA 12 Ag-tourism has also grown in interest for industry and municipal leaders because it brings profile to the local agricultural industry and the specific region as a whole, raising awareness of how agriculture supports the economy and affects everyone. Educating the public about agriculture and enhancing the quality of life for the farm family speaks to the importance of promoting and preserving the rural and agricultural lifestyle for those living on the farm and in the surrounding area (Tew & Barbieri, 2011, p. 222). A turn to Ag-Tourism can potentially address the disappearing family farm and give the small family farm a chance to survive by diversifying the earning potential of the farm. However, the benefits of keeping family farms in business extend far beyond the farm gates, both to the local communities and society (Barbieri, 2010, p. 2). The long list of benefits of rural tourism include job retention, job creation, new business opportunities, opportunities for youth, service retention, community diversification, community pride, rural culture and heritage, landscape conservation, and environmental improvements (Irshad, 2010, pp. 8-10). Many of these benefits fall under the realm of economic diversification which is something many rural communities are searching for in order to bring both economic and social sustainability to their respective communities. The two biggest challenges rural community face in promoting economic growth stem from two prominent features, their remoteness and small scale (Stolarick et al., 2010, p. 239) for places located far from urban centres. Small scale and proximity to large urban populations can, as has been discussed, also put tremendous pressure on rural communities. Tourism is something that can be used to not only diversify the economy but also embrace these formidable challenges and turn them into opportunities.

13 AG-TOURISM IN ALBERTA 13 Tourism is not for every community and it is important for each community to take stock of what their opportunities are and whether tourism may be one of them. Johnson (2010) noted that [t]ourism has the potential to make a positive economic contribution, yet the success of this industry is not a given and the outcomes are not always positive (p. 150). In order to be successful, the community needs to make sure that the total product package is sufficient to attract and retain tourists, offering suitable opportunities for spending (Irshad, 2010). When communities are at the table discussing ways of diversifying their community and finding economic stability in changing times, tourism is definitely one of the options that should be considered. Overall, rural-based tourism is continuing to grow and draw more tourists. Gartner (2004) suggested that [t]here are trends that indicate the demand for rural based tourism will continue to increase (p. 162). Rural communities need to make sure they are staying up-to-date on tourism trends and keeping their operations relevant to the current market, especially since there is an increasing desire for authentic experiences including interactions with local people (Irshad, 2010, p. 7). Rural tourism offers this authenticity and connection that people are looking for out of a tourism experience. It also brings many benefits to the community and region as a whole. Benefits and Challenges Various authors have undertaken research on rural tourism, including Ag-tourism, and evaluated the advantages, opportunities, and potential disadvantages of using rural and Agtourism as tools for development. Since [r]ural communities, just like urban areas, are constantly searching for economic development opportunities (Lewis, 1998, p. 101),

14 AG-TOURISM IN ALBERTA 14 many small communities have looked to tourism as an opportunity to diversify their economies and strengthen their communities. In this section, I address the following themes found throughout the research regarding why communities are choosing rural and Ag-tourism: a) the potential benefits of rural and Ag-tourism; b) how tourism may aid in community development; c) what kinds of communities may be suited to tourism; and d) what some successful approaches for using rural and Ag-tourism may bring to community development. Communities are turning to rural tourism and specifically Ag-tourism to address changing economic times and community development. The literature suggests that Ag-tourism is seen as a positive opportunity due to its mutual benefits to both the community and the operators. As was suggested earlier, Ainley and Smale (2010) explain that Ag-tourism is a popular niche tourism product because it meets the needs of modern Canadian families. Farms are increasingly becoming attractive tourist destinations because visitors are nostalgic for a simpler time (p. 62). Koster (2010) reinforces this thought with respect to rural tourism in general, when she indicated that the increasing urbanization of Western countries motivates people to experience tourism and recreation activities found only in rural areas (p. i). Gartner (2004) dug a little deeper to explain the attraction to rural tourism, saying that [q]ualities inherent in a rural setting, such as personal contact, authenticity, heritage and individualism, resonate with an increasingly urban-based population (p.153). The Dames on the Range offer the authenticity and personal contact for which tourists are looking. According to the Dames on the Range, the mission of the Dames is to share the culture and heritage of the western lifestyle by inviting guests to learn about the basics and foundation of a sustainable ranch operation, participate in the activities on the ranch wherever possible and provide opportunities to develop a better sense-of-self surrounded by encouragement and

15 AG-TOURISM IN ALBERTA 15 confidence ( retrieved December 16, 2012). In all, there are 17 dames who run various businesses, including bed and breakfasts, working ranch vacations, authentic country artisans, a florist, and a comedian, with the common goal of giving urbanites a taste of the ranchers and rural life in Southwestern Alberta (Monforton, 2009, para. 14). The experiences that the Dames create and market are directed at giving visitors the chance to connect with the people of the ranches and to learn about the ranching life, including experiencing ranch life authentically for themselves. First, the long list of benefits, agreed upon throughout the upcoming literature, include social, environmental, economical, and societal benefits. The social benefits could also be considered community benefits as they represent the advantages for the existing community members. For example, Lewis (1998) said that the leaders and residents of the community can foster pride and establish responsibly for the process of [tourism] development (p. 102). It also unifies the community and builds a common identity around a shared image of the community. Tourism encourages conformity to an ideal image of community which can result in growth of personal ties and community solidarity (Irshad, 2010, p. 9). Essentially, rural and Ag-tourism create opportunities for community revitalization from a social perspective by bringing people together for a common goal. Both Dames on the Range and Tourism Camrose have seen social benefits from their tourism development efforts. Building community solidarity is important for the success of rural tourism development (Hwang, Stewart, & Ko, 2012; Lewis, 1998). Many small towns feel threatened as the landscape changes from rural to urban, or from rural to de-populated. Successful rural tourism ventures bring the community together toward common goals. Indeed, [m]any rural sociologists have indicated that when people feel threatened they show solidarity and create a sense of community

16 AG-TOURISM IN ALBERTA 16 identity to cope (Hwang et al., 2012, p. 334). This community identity can be leveraged to build a sense of place for local people and ultimately an attractive tourist destination for visitors. Tourism Camrose has partnered with various groups to develop some initiatives that help them meet their goal of creating a consistent and positive awareness of Camrose and its tourism potential throughout the province. The City of Camrose, Boomtown Trail, University of Alberta - Augustana, Camrose businesses, and Government of Alberta partnered to complete a Visitor Friendly Community Assessment (completed in 2011). The project reviewed how Camrose presents itself to visitors by assessing its asset mix. The end goal of the Visitor Friendly Community Assessment was to develop an action plan for future implementation to make the city more friendly for visitors. In December of 2011, the City of Camrose and Tourism Camrose developed a working committee to start working on the tasks recommended by the assessment. The action plan recommended implementing a number of deliverables including, but not limited to, a streetscaping strategy, improving maintenance areas in the downtown area, promoting tourism as a career, developing and implementing a branding program, and a comprehensive signage program in conjunction with the streetscaping strategy (Expedition Management Consulting, 2011). In November of 2012, Camrose city council directed the city administration to start working with Tourism Camrose, City Centre Camrose and other community organizations on the implementation of the action plan initiatives. The whole initiative is geared toward creating a sense of place for the community and building a sense of pride as they work together for developing a better and sustainable community. Another social benefit of rural tourism includes the opportunity to connect with local residents and socialize with visitors. As urbanization increases and ruralisation is threatened, a

17 AG-TOURISM IN ALBERTA 17 sense of isolation can be a very real factor for many farmers and people living in rural communities. For farmers that invite visitors on to their farms, there is an opportunity to share their story, build a social network in their community, as well as to potentially build advocates for rural issues within urban populations as [Ag-Tourism] also provides farmers with customer feedback and insight on local demand for various products needed to appropriately tailor marketing efforts (Schilling et al., 2012, p. 12). This connecting with urban visitors has been a very real benefit for the Dames on the Range, as they open their homes and their lives to visitors in order to share their experiences as well as the value of rural places. The municipal district of Foothills No. 31, where the Dames on the Range are located, is one of the least populated in Alberta with 88 residents located within a massive expanse of land. The census calculates this into a density of 0.0 people per square kilometre (Real Stampede Experience with the Dames on the Range, 2011). These remote rural places could be very lonely, isolating places if the Dames were not connected to each other and to the visitors they welcome onto their properties. The Dames are more than happy to share their knowledge of the plants and animals that call their land home with visitors, while at the same time providing visitors with a place that feels like home. These women have definitely experienced social benefits from tourism development. Throughout the literature, it is clear that researchers agree that rural tourism, especially Ag-tourism, always brings environmental changes to an area, both positive or negative (Frederick, 1993; Irshad, 2010). There are various types of environmental benefits that communities can see from rural tourism. Tourism is perceived as a cleaner industry for the environment in comparison to many other industries (Frederick, 1993; Lewis, 1998). In Alberta where oil and gas industries, as well as other natural resource intensive industries and industrial

18 AG-TOURISM IN ALBERTA 18 scale agriculture are prevalent, rural tourism may offer locals alternatives. Rural tourism creates a situation where communities which would rather not compete with those around them to attract an environmentally problematic industry might benefit from attracting rural tourists, since proper tourism development helps improving the environment quality of the respective areas, because tourists like to visit attractive, clean and unpolluted areas (Avramescu & Ungureanu, n.d., p. 1586). In this sense, ag-tourism and rural tourism is productively situated for the growing trend and desire for sustainable, environmentally conscious holidays (Ainley & Smale, 2010, p.60). Developing Ag-tourism in a region can increase the awareness of local agricultural products which in turn increases the appreciation of the importance of maintaining agricultural land uses (Irshad, 2010). This type of lower impact industry can also increase the long term sustainability for farm businesses ultimately by expanding the life of agricultural lands via tourism. Another potential environmental benefit is realized because, as noted above, tourists like to visit attractive, clean and unpolluted areas (Avramescu & Ungureanu, n.d, p.1586), which can create an improved environment for the communities involved in rural tourism. These improvements also include infrastructure improvements to the urban areas such as roads, sidewalks, and historic building repairs. Overall, the tourism dollars generated can be put back into environmental improvements, such as improving natural attractions, infrastructure, etc. (p. 1587). Although the literature shows that environmental benefits are possible, not all researchers or communities agree. However, the scope of this paper is such that I will not discuss various negative examples. My intention, as stated at the outset, is to provide two case studies and a review of the literature that expounds on the potential benefits of rural tourism. I do, however,

19 AG-TOURISM IN ALBERTA 19 address some negatives in this section, with an exploration of how the Dames on the Range manage the possible negative impacts to their local area. Some researchers caution that rural tourism can sometimes degrade or destroy the very qualities of the area that made it attractive to its first tourists (Frederick, 1993; Avramescu & Ungureanu, n.d.). James Lewis (1998) reinforces this by pointing out that the allure of a rural community is often its quiet, unaffected beauty and quaint charm. The advent of tourism often results in litter, noise and air pollution in addition to other environmental problems (p. 103). The potential for negative impacts on the community leads to the importance for communities to have a plan when undertaking tourism, recognizing that tourism will change their communities. Avramescu and Ungrureanu (n.d.) explained that [i]mproper planning and development of tourism may have negative effects on the environment (p.1587). As well, locals may simply have to recognize and accept that there will be trade offs in terms of lifestyle and environmental quality that come with rural tourism development. Being willing to adjust and address challenges as they arise are also important for both making tourism acceptable in the community and mitigating impacts on rural ways of life. As an example, the Dames on the Range recognize that tourism does impact rural life. They have made it their personal goal to address environmental issues and visitor impacts; they want visitors to understand and learn about the land and its importance. For the Dames, their primary focus is to act as stewards of the land - educating visitors on the value of a healthy landscape for both the animals and people who inhabit it (Real Stampede Experience with the Dames on the Range, 2011). Part of every visit is education on how the Dames manage the land and preserve the largest tract of native fescue rangeland in the world (Froese, 2011, para. 12).

20 AG-TOURISM IN ALBERTA 20 Throughout the research, it is evident that the economic benefit of Rural and Ag-tourism is one of the biggest draws for small communities (Stolarick et al., 2010), especially as it works in conjunction with social benefits to stabilize a community. There are clearly some proven economic benefits to undertaking rural tourism in a region. Economic benefits highlighted throughout the literature include direct and indirect job creation, new business opportunities, community diversification, new markets for local products, and increases in recreational opportunities in the community (Avramescu & Ungureanu, n.d.; Edgell, 1992; Frederick, 1993). Economic benefits also stem to pre-existing local businesses; [t]ourism particularly helps two types of small businesses in rural areas- those directly involved in tourism and those indirectly involved in tourism. Additionally, rural tourism works well with existing rural enterprises such as farms (Ag-tourism) and can generate important secondary income for farm households (Wilson, Fesenmaier, Fesenmaier, & VanEs, 2001, p. 132). Additionally, rural tourism can generate economic activities for local hotels, motels, bed and breakfasts, gas stations, grocery stores, and other local businesses. Job creation and job retention are important economic benefits for rural communities as it provides an opportunity to keep people in the community and draw new people to the community. Job retention is not as politically glamorous as job creation, but, by helping the viability of small communities, it is critical to the survival of marginal areas (Irshad, 2010, p. 8). Tourism is a labour-intensive industry employing large amount of people in industries such as retailing, transport, hospitality, medical care, information/heritage interpretation, agriculture, forestry, and fishery (Frederick, 1993; Irshad, 2010). In 2010 a total of 92,620 full time equivalent jobs were sustained province-wide in the tourism industry; [t]he value of wages and salaries associated with tourism-related employment

21 AG-TOURISM IN ALBERTA 21 was approximately $3.39 billion (Government of Alberta, n.d.). The one major challenge for communities and tourism employers is that many tourism-related jobs are low-paying and/or seasonal work. As well, in Alberta, the tourism industry is competing with the oil and gas industry and other high paying trade jobs. In the Alberta tourism industry, it is often difficult to attract and retain workers. The potential to earn large wages in other sectors makes it more difficult for tourism operators to recruit and retain high quality employees required for the industry. From an agricultural perspective, the economic benefits for those who do involve themselves in ag-tourism include expanding farm operations, retaining younger people in the community, developing new consumer market niches, opportunities to acquire managerial and entrepreneurial skills, more stable income for the farmers and using farm based products in new and innovative ways (Irshad, 2010; Tew & Barbieri, 2012). These benefits are important as many small American [and Canadian] farms struggle to remain economically viable due to confluence of global market dynamics, rising costs, and urbanizaton pressure (Schilling et al., 2012, p. 1). Overall, the most prominent economic benefit of Ag-tourism is diversification of income sources to ensure the viability of the family farm. Although economic motives are cited as a common reason farmers establish Ag-tourism activities on their farms, there is some debate throughout the literature as to the extent of economic benefit seen from Ag-tourism (Schilling et al., 2012). Several economic indicators have been used to measure the economic value of Ag-tourism for the farm, including overall revenues, net income and reduced dependence on agriculture production, among others (Tew & Barbieri, 2012, p. 216). These indicators have shown that the actual economic impact of tourism activities for a farm depends on various factors. Things that affect economic benefits include the

22 AG-TOURISM IN ALBERTA 22 economic situation of the agriculture industry, the size of the farm, and whether Ag-tourism is the primary business on the farm (Tew & Barbieri, 2012; Schilling et al., 2012). The last Ag-Tourism benefit category is societal benefits, which includes benefits to society as a whole. Some examples of societal benefits include cultural heritage preservation, increased recreational opportunities, and intangible farmland services such as landscape management, community revitalization, and educational opportunities (Avramescu & Ungureanu, n.d.; Barbieri, 2010; Lewis, 1998). From an Ag-tourism perspective, societal benefits include maintaining rural lifestyles and increasing awareness and preservation of local customs and unique cultural traits of an area, especially as related to food production (Tew & Barbieri, 2012). One of the most significant societal benefits with respect to Ag-tourism is the increased development in the community and the opportunity to draw new residents to the community. The increase of jobs, recreational opportunities, sense of place and opportunity for growth keep residents in the community and draw new ones to the community. Ag-tourism also encourages development by providing an opportunity to keep the kids on the farm and interested in the industry. The revitalization of local communities can foster community development and enhance rural well-being (Barbieri, 2010, p. 16). The city of Camrose, through its choice of using tourism as an economic diversification strategy, has seen many benefits similar to the ones found in the literature. First of all, significantly more businesses in the community are recognizing their role as tourism attractions, and the value visitors bring to their businesses. This has attracted more local authentic businesses to the community. Camrose has developed a unique main street filled with boutique-type shops; specifically, clothing stores, cafes, a hair salon, and art gallery. City Centre Camrose has also

23 AG-TOURISM IN ALBERTA 23 developed a walking map to guide visitors down their main street. The City of Camrose joined the Alberta Main Street Program in late 2000, and has subsequently updated 16 of their downtown buildings. The project completed in 2008 with the restoration of the façade of the 100-year-old Bailey Theatre ( Tourism also creates a sense of home-town pride with the residents of Camrose raising the quality of life in the community. In spite of all the advantages that tourism brings to a community, there are also potential disadvantages that should be looked at as well. The social and cultural problems that could arise include losing the small rural atmosphere, losing the feeling of safety in the community, and a loss of authenticity and values (Avramscu & Ungureanu, n.d.; Frederick, 1993; Lewis, 1998). For example, as of 2011, Camrose had experienced a 4.2% population growth since While this growth may not be directly correlated to their tourism efforts, it is an example of the growth that can affect the feeling for and within a small-town environment. Challenges, such as growth or urbanization, can also be mitigated by educating the community on the advantages of tourism and what tourism means to the community, as well as actively managing and mitigating potential elements for negative impacts as they arise, or accepting changes into the community as part of the community s evolution. There are also the potential for environmental problems to affect the community. Things such as increased traffic, losing the beauty and charm of rural communities, an increase in noise, litter and air pollution, destroying natural environments and plants and visual pollution such as advertising and signage that does not fit the community brand (Avramscu & Ungureanu, n.d.; Frederick, 1993; Lewis, 1998). As Frederick (1993) suggested, [t]ourism development always changes, sometimes degrading or even destroying the very qualities of the area that made it attractive to its first tourists (p. 218).

24 AG-TOURISM IN ALBERTA 24 There are other potentially disadvantageous actions which could occur within a rural setting to increase the negative aspects of tourism, such as increased infrastructure demand and local amenities running at capacity. Success in tourism can create a situation where communities need to build new infrastructure and/or upgrade old infrastructure faster then their respective budgets may allows. As Lewis (1998) pointed out, [t]he influx of tourists forces a rural community to pave roads, provide better police and fire protection, keep the streets clean, and maintain a stressed infrastructure (p. 103). Although tourism can have these negative effects, we must admit that all the new types of development have effects (Avramescu & Ungureanu, n.d., p. 1589). This means that, despite the challenges for rural communities, tourism can be a realistic and viable option for growth. Tourism Development Tourism development is an attractive development tool for communities, as Irshad (2010) pointed out: Rural tourism is increasingly being used as a development strategy to improve the social and economic well being of rural areas (p. 4). However, as Johnson (2010) also noted, the success of this industry is not a given and the outcomes are not always positive (p. 150). It is imperative, therefore, that communities and potential tourism operators research both the productive and unproductive elements of tourism, and ensure that they are ready and able to use tourism as a development tool. In this section, I examine a number of key factors for communities to consider when choosing tourism as a development tool in greater detail. In order for a community to undertake tourism development there needs to be support from all levels of leadership (public, private, voluntary, and citizen). Tourism should be encouraged first and foremost by the local public administration and political leaders. Several areas that local government can show support is through funding for tourism development and

25 AG-TOURISM IN ALBERTA 25 promotion, the creation and maintenance of infrastructure necessary for tourism, zoning and maintenance of the community so that it looks clean and appealing to tourists and education and occupational support for tourism employees and business persons and other persons working in tourist industries (Wilson et al., 2001, p. 134). As mentioned earlier, support from the local government is not enough; there needs to be widespread support throughout the community for tourism development,. [c]community support for tourism and the attitudes and hospitality of local tourism workers are important for successful tourism (Wilson et al., 2001, p. 136). The entire community needs to develop, understand, and support the tourism industry in order for it to be successful; [t]ourism development may cause great problems if it is not supported by the local community tourism development must involve the natives in all the stages of the planning process (Avramescu & Ungureanu, n.d., p. 1585). Camrose s turn to tourism is a useful example of how tourism can develop as a collective endeavour; the idea of using tourism as an economic driver was initiated by passionate community members. However, it would not have moved forward without the support of the local government, the Chamber of Commerce, and other strategic voluntary sector partners. As well, the Camrose Regional Exhibition was one of the founding partners of Camrose Tourism and a key player in tourism, specifically Ag-Tourism, special events such as the very successful Big Valley Jamboree (a country music festival held each summer in the region). Tourism development can also be shaped from a grassroots approach similar to the Dames on the Range. In this instance, a cluster of pre-established entrepreneurs recognized the benefits of getting together to form a partnership that would achieve and support similar goals. The group started out in 2008 with the goal of economic diversification for their businesses and

26 AG-TOURISM IN ALBERTA 26 their communities. Ranching is not as lucrative as it once was, so the women needed something to supplement their income from the ranch. Ginny Donahue started Sierra West Cabins and Ranch Vacations and the Dames on the Range collective. By working together, the group has been very successful and continues to do well nearly five years into their collective. Once it has been determined that a community is going to take on tourism development as a diversification tool, input needs to be sought from the community. One way to involve the community is to listen to them and have them provide input into the direction tourism development takes in the community. Frederick (1993) indicated that [e]xactly how much and what kind of tourism development the residents want should be determined (p. 221). This may require education at the outset to help the community understand the potential benefits and consequences. As it stands, it is the [l]ocal population [that] must understand tourism, [be] involve[d] in taking decisions regarding the sustainable development of tourism in the respective area, and obtain benefits from tourism (Avramescu & Ungureanu, n.d., p. 1590). It is essential that communities undertake research about what tourists are looking for, what their community has to offer (e.g., the types of amenities, attractions, resources, and benefits available), and also what the tourism industry looks like in a broader provincial context. In order to understand tourists, community and regional leaders need to understand the reasons people travel or their demands for tourism, what people desire from their experience, and the different types of tourists (Frederick, M., 1993, p. 224). Understanding tourist needs as well as the expectations tourist have for their tourism destinations will help determine what products to focus on and develop in the region. Ainley and Smale (2010) indicated that market segmentation suggests that product development should go hand in hand with having a clear

27 AG-TOURISM IN ALBERTA 27 understanding of consumers and the benefits they seek so that products, services and messages meet and, proprietors hope, exceed expectations (p. 62). For North America generally, and Alberta specifically, communities will find that most of the rural tourists are domestic, also referred to as rubber tire traffic. In Alberta in 2010, of the 23.0 million person-visits in the province, 18.6 million or 81% were by Albertans. The average length of stay for Albertans travelling within Alberta is 2.4 nights (Government of Alberta, 2012). All of these characteristics factor into the type of attraction and experience that tourists are looking for and how they should be developed and marketed. This also affects the kind of infrastructure that is needed to support this kind of tourism. For example, if most tourists visiting a specific area are travelling via rubber tire traffic, they will be looking for well-developed driving routes, good signage, and easy access to washroom facilities. As Gartner suggests, [i]t is the interests of people who drive to the destination, and primarily live within a day s drive, that matter most (2004, p. 162). In the case of the City of Camrose, the community s proximity to a major centre or gateway is a major driver, since rural tourism destinations must be easily accessible to potential visitors through reliable transportation systems (Irshad, 2010, p. 24). This proximity to a large and mobile urban population is one of the greatest strengths for the City of Camrose as they are located only one hour away from Edmonton and can tap into the Edmonton day trip market. Communities also need to understand why operators choose to enter tourism as a business in order to match the tourism operator to the specific type of tourist that is visiting the community. From an Ag-Tourism perspective, matching appropriate operator to appropriate tourist is especially important as the economic benefits are not usually the only driver motivating the tourism operator. Operators cite many goals, some economically motivated, but many not.

28 AG-TOURISM IN ALBERTA 28 Operators cite the economic benefits of the ability to increase or supplement revenues, alleviate debt, and maximize the use of farm resources; however, they also cite the non-economic motivations that include nurturing, increasing, or serving existing or potential customers, personal and family aspirations of the entrepreneur such as generation of employment for family members, and personal fulfillment from the rural lifestyle of being a farmer (Barbieri, 2010; Schilling et al., 2012). These non-commercial goals are important for the community to understand in order to draw in the support of potential Ag-tourism operators in the region. Policies and initiatives encouraging farm enterprise diversification through Ag-tourism should not only emphasize its role as revenue generator, but primarily as a marketing tool to create overall public awareness, potentially boost sales of the farm products and produce several personal and family benefits (Tew & Barbieri, 2012, p. 222). Persuading local farm operators to be involved may also improve the sustainability of the broader community, and indeed many of the values which both the farm families and local communities want to maintain. By working together, there is a better chance of [c]arving a message that can have a better chance of persuading farmers, especially those struggling with challenging contexts, to adopt Ag-tourism and other entrepreneurial efforts is important because of the spinoff effect such enterprises may create in local communities (Barbieri, 2010, p.15). In other words, by recruiting some agricultural operators to the tourism industry, one could kick start tourism development in your community and also help to stabilize pre-existing relationships that people in the community already value. Ag-tourism is a potential place to start the broader tourism development process in a community. The Dames on the Range are an excellent example of operators working together for the good of not only their own respective enterprises but also the community. The women cross-