Geotourism as a Basis for 

Infrastructure Planning

Presented at the Conference for the Montana Association of Planners
September 22, 2010

Norma Nickerson, Ph.D., Director
Institute for Tourism and Recreation Research
University of Montana
 Organization of Presentation
Organization of Presentation
• Geotourism (definition, how it works, 
adoption by others)
adoption by others)
• Montana tourism charter
• Crown of Continent Mapguide
• Geotourism research with nonresidents 
and residents
• Infrastructure related to geotourism
Infrastructure related to geotourism
based on study results
• Discussion
 What is Geotourism?
In 1997 Jonathan Tourtellot of National Geographic defined the 
term geotourism as “Encompassing all aspects of travel‐ not just the 
environment.  It is tourism that sustains or enhances the 
geographical character of a place including its environment, 
heritage, aesthetics, culture, and well being of its residents.” It 
includes completely all aspects of sustainability in travel, (Stokes et 
al., 2003).

http://travel.nationalgeographic.com/travel/sustainable/index.html
 What Is Geotourism?

Geotourism adds to sustainability principles by building on a destination

destination's
s
geographical character, its "sense of place," to emphasize the
distinctiveness of its locale and to benefit visitors and residents alike.

Geotourism is synergistic: All the elements of geographical character work

together to create a tourist experience that is richer than the sum of its parts,
appealing to visitors with diverse interests.
It involves the community. Local businesses and civic groups join to provide a
distinctive, authentic visitor experience.
It informs both visitors and hosts. Residents discover their own heritage by
l
learning
i thath things
hi they
h take
k ffor grantedd may bbe iinteresting
i to outsiders.
id A
As llocall
people develop pride and skill in showing off their locale, tourists get more out of
their visit.
It benefits
b fit residents
id t economically.
i ll Travel
T l businesses
b i hi
hire llocall workers,
k and
d use
local services, products, and supplies. When community members understand the
benefits of geotourism, they take responsibility for destination stewardship.
It supports
t integrity
i t it off place.
l D ti ti
Destination-savvy t
travelers
l seekk outt businesses
b i
that emphasize the character of the locale. In return, local stakeholders who
receive economic benefits appreciate and protect the value of those assets.
 Geotourism – how it works…..
• Geotourism occurs in working landscapes, including 
natural areas, farms, ranches, forests, communities…
• It is a convergence of landscapes where people interact 
It is a convergence of landscapes where people interact
with the environment and each other representing the 
geographical character of place. 
• Geotourism attempts to sustain the region’s landscape 
attempts to sustain the region’s landscape
through perpetuation of local values and attracting 
visitors who actively promote local values through their 
travel behavior.  
• The onus is on the resident to keep things ‘as is’ or 
develop things ‘their way’ not change for visitors
p g y g
 Montana Tourism Charter:  
Created and Adopted in 2007
d d d d
• Maintain integrity of place and destination appeal. 
• Promote and highlight the businesses, services and opportunities 
that are unique to Montana.
• Promote sustainable resource conservation, including conservation 
of energy water and wildlife
of energy, water and wildlife. 
• Participate in and help lead community stewardship partnerships to 
maintain Montana assets.
• Identify and appeal to markets that value and seek to help sustain 
Identify and appeal to markets that value and seek to help sustain
Montana’s distinct character. 
• Foster a diversity of products and services that meet the demand of 
a demographic cross‐section of the “geotourist” market. 
g p g
• Ensure visitor satisfaction and an enduring market demand through 
education of Montana residents about the benefits of sustainable 
tourism.
Goal:  To have 50 counties and 75 cities adopt the Charter by 2012.
 National Geographic Mapguides
National Geographic Mapguides
• http://www.crownofthecontinent.net/
 Who has adopted Geotourism?
MapGuide Examples Charter Agencies
4‐corners area • Countries:  Guatemala, 
California Redwood coast Honduras, Romania, 
Sierra Nevada • States:  Rhode Island, 
C
Crown of the Continent
f th C ti t Montana
Greater Yellowstone Region • Agencies: United States 
Department of the Interior, 
Central Cascades D
Department of Agriculture, 
t t f A i lt
City of Montreal Fish and Wildlife Service, 
Appalachian  Bureau of Land Management, 
Arizona/Sonora
/ and Bureau of Indian Affairs
dB f I di Aff i
Baja California • Montana:  22 cities, agencies, 
Guatemal or CVB’s
Honduras
Research studies on MT Geotourism
Research studies on MT Geotourism
• What
What visitors desire
visitors desire
Crown of Continent study
S
Statewide visitor study
id i i d
• What residents desire
Statewide resident study
 Crown of the Continent Study
Crown of the Continent Study
• Geotourism Survey Instrument 
(GSI) developed.
(GSI) developed.
• GSI used to study the presence 
of geotravelers in the Crown of 
th C ti
the Continent region
t i
• Study concluded that these 
visitors hold attitudes and 
behavior consistent with the 
principles of geotourism
• Overall geotraveler score: 4.8 
O ll t l 48
on a 6 pt. scale.
 Crown of the
Scales Continent Montana side Canadian Side
n= 3608 n= 2622 n= 986
Aesthetic
A th ti attitude
ttit d 56
5.6 56
5.6 55
5.5
Aesthetic behavior 5.4 5.4 5.3
Cultural heritage behavior 5.0 5.0 5.0
Cultural heritage attitudes
g 4.8 4.8 4.8
Wellbeing of the local people  5.0 5.0 5.1
attitude
Wellbeing of the local people 4.2 4.2 4.1
b h i
behavior
Environmental behavior 4.8 4.8 4.8
Environmental attitude 4.4 4.4 4.4
Environmental travel services 4.2 4.2 4.3
Average of all geotourism 4.8 4.8 4.8
scales

Not at all 
N t t ll Perfect 
Geotravelers Geotravelers

1 2 3 4 5 6
 Statewide Geotourism Study
***************
***************
Top 8 Attributes as indicated by nonresidents
While traveling
Whil t li in
i Montana,
M t how
h important
i t t Mean
M
are the following attributes? Score
Clean waterways 5.5
Clean air 5.5
Wildlife viewing opportunities 5.4
Scenic vistas 5.4
Amount of open space 5.4
Opportunity to view the night sky 5.2
Access to public lands 52
5.2
Access to waterways 5.0

Scale: 1= not at all important; 6= very important

N = 284 nonresident vacationers
 ***************
Next 8 Attributes as indicated by nonresidents
***************

While traveling in Montana, how important are the Mean

following attributes? Score
Pedestrian friendly atmosphere 4.9
Montana’s land ethic 4.7
Main streets that reflect the local culture and heritage 4.7
of the destination
Paths for walking & biking 4.7
Eating at restaurants where locals eat 4.7
Historical attractions 4.6
Environmental practices of accommodations 4.6
Locally owned restaurants 4.5
Scale: 1= not at all important; 6= very important
N = 284 nonresident vacationers
 ***************
More Attributes as indicated by nonresidents
***************

While traveling in Montana, how important are Mean

the following g attributes? Score
Restaurants serving local products 4.3
Visitors education on preserving the local 4.3
environment
Availability of MT made arts & crafts 4.2
Availability of other MT made products 4.2
Visitor education on preserving the local culture 4.2
Native American history 4.1
Availabilityy of recycling
y g bins 4.1
Historical tours 4.0
Local accommodations 4.0
Scale: 1= not at all important; 6= very important
N = 284 nonresident vacationers
While traveling in Montana, how important are the Mean
following attributes? Score
Locall shops/boutiques
L h /b ti 3.9
3 9
Museums 3.8
Native American events 3.7
F
Franchise
hi accommodations
d ti 36
3.6
Information regarding how businesses preserve and protect the local 3.6
culture
Local guides 3.5
3 5
Cultural events 3.4
Festivals 3.4
Farmers markets 34
3.4
Opportunity to donate to MT environmental/conservation efforts 3.4
Art galleries 3.4
Franchise restaurants 34
3.4
Local breweries 3.4
Performing arts 3.1
Public transportation 2.9
Shopping malls 2.6
Box stores 2.4
Comparison: Travel Behavior Scale
Comparison: Travel Behavior Scale
Statewide  Crown of the 
Vacationer  Continent 
Scales Responde Respondents 
nts  ((N=284))
(N=284)
Aesthetic behavior 5.1 5.4
Environmental behavior
Environmental behavior 45
4.5 48
4.8
Culture heritage behavior 4.4 5.0
Well being of the local  3.8 4.1
people behavior
l b h
Average of all geotourism  4.4 4.8
scales
Scale:  5 
Scale: 5 = very high priority; 4 
very high priority; 4 = somewhat high priority; 3 
somewhat high priority; 3 = medium priority; 
medium priority;
2 = somewhat low priority; 1 = very low priority

N = 306
 ***************
***************

N = 306
 ***************
************

N = 306
 ***************
***************

N = 306
 ***************
*************

N = 306
 ***************
***************

N = 306
Geotourism as a Basis for  
I f t t
Infrastructure Planning
Pl i
 Infrastructure Planning
• Open space
• Opportunity to view the night sky (lighting)
• Access to public lands
• Access to waterways
• P d t i f i dl t
Pedestrian friendly atmosphere
h
• Main streets that reflect the local culture and 
heritage of the destination (places for cultural
heritage of the destination (places for cultural 
events, festivals, farmers markets)
• Paths for walking & biking
• Historical attractions
 The Geotourism Handbook:
A Reference and Guide for 
Montana Businesses
Montana Businesses
http://www itrr umt edu/research10/GeotourismHandbook2010 6 pdf
http://www.itrr.umt.edu/research10/GeotourismHandbook2010_6.pdf
 Conclusions
• Tourism is a $2 billion industry made up mostly of 
Montana entrepreneurs who are also citizens of this state. 
• Citizens and visitors desire the same attributes for their 
quality of life or their quality of visit.
• It only makes sense to strive for authentic places that 
It l k t ti f th ti l th t
bring geotravelers who support Montana’s culture, 
esthetic desires, environmental concerns, and way of life.  
A
A good Montana friend told me:  
dM t f i d t ld
“Montana
Montana is so far 
is so far
behind we are ahead!”  
behind we are ahead!
 Questions?

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