Harnessing GPS technology & the worldwide reach of the Internet to create new markets, enhance
the visitor experience, and improve visitor
bureau entrepreneurial
spirit.
 
GEOCACHE TOURISM

a destination enhancement exercise

The Geocachetourism.com Product Integration Process

As international tourism development consultants we have learned that sustainable tourism must be internally driven by commitment and follow through.  We do not offer a boilerplate template for success, but get into the trenches to “build capacity” within the state tourism department, convention visitors bureau (CVB) or chamber of commerce.

Literally this is team building, as we form a special committee then work through the program inside out.  This collaborative effort results in buy-in ownership of the program and often yields fantastic product improvement and marketing ideas in other areas. The Geocachetourism.com product integration process can become the model for all major destination improvement projects.

GEOCACHE TOURISM 101— IMMEDIATE DESTINATION SET UP

GOAL: Two-day Geocache Tourism consultation designed to introduce the CVB team to the Tourism Product Integration Process and set up an introductory Geocache course for immediate consumption at the destination.

THEME: Photography at scenic points integrated with one business cluster (preferably near a visitor information center).

APPROACH: Day 1: Consultant meets with project leaders to discuss destination product and marketing specifics, then sets up a Geocache course. Day 2: After an introductory meeting, the CVB Geocache Team members are challenged to a few hours of Geocaching to learn the experience. The Team then meets for a debriefing and a short course on the Tourism Product Integration Process. A PDF is produced for immediate distribution to CVB members and posting on the CVB website.

GEOCACHE TOURISM  MASTERS — THE PRODUCT INTEGRATION PROCESS

GOAL: Five-day Geocache Tourism program to develop the Tourism Product Integration Process Team via outfitting the destination with 5 new Geocache courses.

THEME: Focus on market niches: sightseer, family, shopper, hiker, & mountain biker.

APPROACH: Day 1: Visioning exercises. Exploration of destination tourism product: drivers, accelerants and amenities. Thorough review of the market, marketing plan, competitors and partners. Day 2: Scouting integrated Geocache Courses via the visitor experience. Day 3: Laying out the Geocache Courses, develop draft materials. Day 4: Testing and improving. Day 5: Presentation to the CVB membership, incorporation of final feedback, finalize collateral materials and website integration.  WORKSHOP DETAILS

Text Box: BUILDING THE TEAM Our CVB model entails a board member taking the lead as the project chairman, with a staff member appointed as vice chairman, and an intern enlisted for project support. The chairman will then enlist 6 to 8 team members to participate in the process. The key to this structure is having a voice on the board that can bring the new ideas generated by the Process to the table for further proactive action. The chairman should be particularly aware of who on the Team embraces the Geocache Tourism program with passion and commitment. Our model is designed to promote this person to take over the program reigns.

The Geocache Tourism Program CREATES a new visitor experience and market niche by ENHANCING existing natural, heritage and shopping attractions through a stimulating LINK of GPS treasure hunting promoted by the worldwide functionality of the Internet.

Geocache Tourism is a DRIVER, attracting new visitors passionate about the geocache experience and events. Geocache Tourism is also an ACCELERANT, a visitor friendly program and marketing tool promoting a destination’s DEPENDENT AMENITIES by providing an enhanced experience.

Proactive Destinations don’t merely REACT to market changes, but RECRUIT new markets.

 

REGIONAL OR STATEWIDE GEOCACHE TOURISM PROGRAMS

Geocache Tourism programs are most successful when supported by a regional or statewide program that provides a consistent, marketable and integrated experience throughout the state. Our strategy is to divide the state into regions, preferably within an hour driving radius, perform a collective “how to” session, then let the teams set up an introductory course at their destination. Depending on budget, we then review each destination course, or enlist the destination’s geocachers to provide an assessment. Ultimately, statewide collateral materials and webpages are produced and integrated into the state and destination marketing plans.
Text Box: MORE FROM THE EXPERIENCE ECONOMY: The authors offer five design principles that drive the creation of memorable experiences. First, create a consistent theme, one that resonates throughout the entire experience. Second, layer the theme with positive cues—for example, easy to follow signs. Third, eliminate negative cues, those visual or aural messages that distract or contradict the theme. Fourth, offer memorabilia that commemorate the experience for the user. Finally, engage all the five senses — through sights, sounds, and so on—to heighten the experience and thus make it more memorable. Geocache Tourism engages all 4 realms of an experience >>>