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1、加拿大某海岸旅游资源详细可行性分析和商业计划书 Feasibility Study and Business Planprepared forPowell River Parks and Wilderness Society (PRPAWS)andCommunity Futures Development Corporation of the Powell River RegionandHuman Resources Development Canada January, 2000prepared by Synergy Management Group Ltd.Business and Eco
2、nomic Development Consultants 201 Selby St., Nanaimo, BC V9R 2R2250-758-6399, or 1-800-838-4808 Fax 250-755-7711 Branch Offices : Vancouver amp; Victoria Internet Home Pages : http:/www.synergy- e-mail address : jaysmg andChris RoddanADR Forestry Systems / Shearwater Ltd.Powell River, BCTable of Con
3、tentsSectionDescription Page 1.0 1 EXECUTIVE SUMMARY1.1 The Role of Tourism in Sustainable Development11.2 The Link Between Trail Development and Tourism21.3 Powell River, and the Region’s Outdoor Adventure Opportunities31.4 Dependency and Diversity and Tourism Multipliers in the Region41.5 Su
4、nshine Coast Trail Backgrounder and Specifications51.6 Local Infrastructure to Support the Trail51.7 Ecotourists : Profile61.8 Role Modelling of Long Distance BC Trails71.9 Regional Stakeholder Interviews81.10 Jurisdiction, Tenure and Forestry Issues91.11 Marketing and Imaging the Sunshine Coast Tra
5、il111.12 Ownership, Governance and Management Model131.13 Trail Development : Capital Costs141.14 Proposed Revenue Streams161.15 Budget and Proformas181.16 Sliammon First Nation251.17 Economic Benefits Analysis261.18 Strengths, Weaknesses and Risks291.19 Action Plan amp; Timelines Chart32 2.0 38 FEA
6、SIBILITY PLAN AND MARKET / INDUSTRY RESEARCH 2.1 Powell River and the Region’s Outdoors / Adventure Tourism39 2.2 Dependency, Diversity and Tourism Multipliers in the Region50 2.3 Sunshine Coast Trail History and Description51Section Description Page2.4 Powell River Parks and Wilderness Societ
7、y (PRPAWS)542.5 The EcotourismMarketplace and Industry562.6 Role Modelling Other Long Distance Trails622.7 Overview of Long Distance Trails in B C672.8 Powell River Stakeholders’ Interviews752.9 Interview Results752.10 Economic Role Modelling822.11 Trail Liability and Risk Management Issues93
8、3.097 BUSINESS PLAN AND ACTION PLAN 3.1 Local Infrastructure in Place to Support the Trail98 3.2 Jurisdiction, Tenure and Forestry Issues100 3.3 Marketing and Imaging the Trail110 3.4 Ownership, Governance and Management Model120 3.5 Trail Development Costs125 3.6 Sliammon First Nation127 3.7 Propos
9、ed Revenue Streams129 3.8 Budget and Proformas, Including Financial Assumptions132 3.9 Economic Benefits Analysis138 3.10 Strengths, Weaknesses and Risks141 3.11 Training Issues and Opportunities143 3.12 Action Plan and Timelines145Bibliography151Sunshine Coast Trail Business Plan Completed by :Syne
10、rgy Management Group Ltd.Business and Economic Development Consultants 201 Selby St., Nanaimo, BC V9R 2R2250-758-6399, or 1-800-838-4808 Fax 250-755-7711 Branch Offices : Vancouver amp; VictoriaInternet Home Pages : http:/www.synergy-e-mail address : jaysmg andChris RoddanADR Forestry Systems / Shea
11、rwater Ltd.Powell River, BC January, 2000 Readers Note This report represents a combination of a Feasibility Study and a Business / Action Plan.From the onset of Synergy’s mandate, it was apparent that examining the feasibility and viability of the Sunshine Coast Trail was a critical component
12、 of the workload, and preceded the ability to design a Business Plan document that would establish a gameplan for proposed continued implementation of the trail initiative.The results of the research, lessons learned from role modeling and comprehensive feasibility work were integrated into the Busi
13、ness / Action Plan portion of this document.This report is divided into three tabbed sections.1 Executive Summary Presents only an overview of the highlights of the Feasibility Plan and Business / Action Plan.2 Feasibility Plan amp; Represents the results of market research, ecotourismResearch indus
14、tryresearch,ecotouristtravelerprofiling,regional stakeholderinterviews,regionalinfrastructureanalysis, jurisdiction and tenure, first nations, and extensive role modeling of other provincial, national and international trails. Further, each area covered herein is accompanied by a analysis of what wa
15、s learnt from the exercise in direct relation to the Sunshine Coast Trail, and key recommendations and conclusions.3 Business / Action TheBusiness/ActionPlanencompassesastrategicPlan analysis of the Sunshine Coast Trail’s proposed operation, financialforecasting,benefitsanalysis,strengthsand w
16、eaknesses,capitalandoperatingcosts,proposed ownership and governance, marketing strategies and a Gant Chart Action and Implementation Plan.1. Executive Summary and Action PlanThe economic impact of outdoor recreational opportunities has been defined as the sum total of economic gains to all sectors
17、of the economy. 1 . Research shows that trails create jobs, enhance property values, expand local businesses, attract new or relocating businesses, increase tax revenues, decrease local government expenditures and promote community well-being. 1.1The Role of Tourism in Sustainable DevelopmentEcotour
18、ism, a specialty segment of the larger nature tourism market, is defined as anenlightening nature travel experience that contributes to conservation of the ecosystem, while respecting the integrity of host communities . 2 .Definitions also include nature-based travel, adventure travel, sustainable t
19、ourism, cultural tourism and alternative tourism.Eco-tourism is categorized by groupings which match the activities with the destination and/or season as follows:LandRiverWinterWildlifeCulturalBackpacking, mountain climbing, hiking, camping, trail riding.Rafting, canoeing, kayaking.Crosscountryskiin
20、g,snowmobiling,ski-touring,dog sledding.Wildlife viewing, photo safaris.Historic site viewing, educational tours, native villages.Consideration of tourism, the environment, and concepts of sustainability should encompass four key challenges: An understanding of how tourists value and use natural env
21、ironments; Enhancement of the communities dependent on tourism as a industry; Identification of the social and environmental impact of tourism; and Implementation of systems to manage these impacts. 1 Ministry of Natural Resources, 19942 Canadian Environmental Advisory Council, 1992 Page -0- The lin
22、kage between environment as an attraction and economic impact can be substantial. Outdoor recreation activities that is, pursuits that are heavily dependent on natural environments, are important components of many region’s tourism industries. 3Ecotourism is one of the fastest growing sectors
23、of the tourism industry in B.C., currently worth $150 million a year and expanding at the rate of 20% a year. In recent years, B.C. has built up a reputation for being one of the premier sources for outdoor experiences. 1.2The Link Between Trail Development and TourismTrails can be defined as narrow
24、, linear recreational routes normally used for activities such as hiking, bicycling, horseback riding, motorcycling, snowmobiling and cross country skiing.Tourism can be defined as the phenomena associated with people travelling overnight for pleasure. 4When trails and tourism are brought together t
25、hrough planning and management, trail tourism results.Around the world there are numerous examples of flourishing trail tourism; the longstanding success of trail tourism in the European Alps; the recent popularity of the Milford Track in New Zealand, the Inca Way in Peru; the trails in Nepal, and t
26、he route to Everest being used by over 10,000 tourists annually. In the U.S. the Appalachian Trail has long been popular and there is substantial and growing use of national and provincial park trails by domestic and foreign tourists. The West Coast Trail is so popular that use is restricted, fees a
27、re charged and an alternative trail has been provided to cater to the demand. In Ontario, the Bruce Trail, in particular, is a tourist attraction and the Lake Ontario Waterfront Trail is becoming one.The primary goals are to develop a trail experience that: 3 Linking Tourism, the Environment, and Co
28、ncepts of Sustainability, Stephen F. McCool4 Trails and Tourism: An Overview, John Marsh, Trent University Page -1- Captures the essence of the surrounding landscape and setting and is distinctive in image and appeal from similar trails in other locations; Will attract a wide variety of users from t
29、hose seeking the ultimate outdoor challenge to those wanting a less demanding experience and even where possible to give disabled visitors an opportunity to experience the trail; Will ensure the safety of all visitors; Will protect the landscape and work within the development guidelines set by Mini
30、stry of Forests; Will provide additional services and facilities as necessary to enhance visitors’ overall experiences and ensure the trail operates in a cost effective manner; and Expands opportunities for the involvement of different private/public sector interests through partnerships and i
31、ndividual efforts that can further promote other tourism related activities within the region. 1.3Powell River, and the Region’s Outdoors / Adventure Tourism Assets and OpportunitiesAn extensive study was recently (August, 1999) completed by PriceWaterhouseCoopers. Certain brief and select hig
32、hlights regarding tourism visitor flow, outdoors adventure tourism data and tourism infrastructure are included herein. What do these findings reveal about Powell Riverin relation to the Sunshine Coast Trail? The Powell River region is considered by many industry experts as an outdoors paradise&rsqu
33、o; that is far from being developed close to its potential. Existing hiking venues include not only the Sunshine Coast Trail, but thirty six other hiking and mountain biking trails, the Back Country Trail and the Front Country Trail. Marine tourism (both fresh and saltwater) are a prime focus of out
34、doors tourism activity, with saltwater being the predominant area. Water-based tourism far exceeds land-based. Of the 36 tourism operators in the region, only three are land based (biking, hiking services) and another small groupPage -2-are freshwater (canoeing, etc.). The balance are saltwater (div
35、ing, cruising, charters, sailing, houseboats, and others). There is an existing infrastructure of accommodations, camping, hospitality and travel services. Visitor traffic to Powell River is 67,000 to 151,000, including commercial and non-tourist traffic. This limited tourist traffic is an identifie
36、d weaknesses of this project, and is dealt with separately in this report. The Sunshine Coast visitor and resident traffic (2.46 million) corridor, as well as the Vancouver, Vancouver Island, and Washington marketplaces are all viable target markets for the Sunshine Coast Trail. Their proximity to P
37、owell River and their demographics and interest in outdoors adventure tourism clearly identify these as priority marketplaces and accessible through creative, proactive and, in certain instances, piggyback’ marketing (dealt with separately in this report).1.4 Dependency and Diversity, and Tour
38、ism Multipliers in the Powell River RegionEvery region within BC has been analyzed and assigned a series of indices and multipliers to reflect dependency on various economic sectors, the impact of growth (or decline) in any one sector and it’s trickle effect onto other areas of a region’
39、s economy. 5Indicator Score What it Means Income Dependency for34 This show how much the community relies on each of the basic Forestrysectors. The Income Dependency is the percentage of basic sector income for the region that is attributable to each basic sector. 34% of all basic employment income
40、in Powell River is derived from forestry and pulp amp; paper. The norm is 10-15. Direct Tourism Ratio2.38 Ten new tourism jobs will create 23.8 direct and indirect tourism jobs. 5 British Columbia Local Area Dependencies and Impact Ratios, 1996. Ministry of Finance and Corporate Relations, Published
41、 May, 1999Page -3- 1.5Sunshine Coast Trail Background and Specifications1.5.1HistoryThe Sunshine Coast Trail was conceived in 1992 when a handful of outdoor enthusiasts realized that there was a vanishing amount of accessible old growth left on the Upper Sunshine Coast. They formed the Powell River
42、Parks and Wilderness Society (PRPAWS), a registered non-profit charitable society to set aside protected areas linked by corridors, as well as beginning work on the 180 km trail connecting the old growth from Saltery Bay to Sarah Point.Phase I of the Sunshine Coast Trail was completed in the fall of
43、 1998 connecting the old growth areas of Mount Troubridge, Smith Range, Confederation Lake and the Gwendoline Hills. PRPAWS has also successfully negotiated a further 4,000 hectares of land contained in two protected areas in the Powell River region; the Inland/Confederation/Haslam area and the Duck
44、 Lake area. PRPAWS visualize that eventually a hiker will have the option to hike hut-to-hut or complete a section one day at a time and leave the trail to stay in nearby hotels overnight. Currently, there are three bed and breakfasts, one hut, one hostel, one motel and two restaurants along the rou
45、te.Phase 2 is being planned to build more outhouses, picnic tables and campsites, with Phase3 including the construction of cabins. With its many access points, the trail offers a choice of difficulty, duration, terrain and activity. and is intended to lay the foundation of a sustainable environment
46、 and economy in Powell River for future generations. 1.6Local Infrastructure In Place to Supportthe Sunshine Coast Trail6An analysis of the hospitality sector and goods and service providers in the region has shown that there is a reasonably established infrastructure already in place to service potential trail visitor users, although the quality of accommodations was a limiting factor for the higher end marketplace . These infrastructure