TRMT398 Wine Tourism – Case Study Help
TRMT398 Case Study Assignment Help
Q1. Oliver is situated in the north and south of the Okanagan River, in the western inland region of British Columbia. Oliver tourists and the region are often impressed by their unusual contrasting scenery of dry hillsides and wild mountainous areas overlooking lush gardens, vineyards and soil cultivation. In British Columbia, Oliver is one of a few agricultural communities. The fruit and vegetable market has prospered in Oliver while most rural industries have diversified and hundreds of farmers flourish (Poitras and Donald, 2006). The report comprises of multi-stakeholder input, however, the issues being discussed here at for the people of Oliver Town BC. Firstly we will highlight the set of issues that are to be looked at.
- Economic: The production of wine tourism to build jobs and wealth in the region is widely recognized and funded. The town does not even have all the facilities or amenities to capture most of the visitor spending, even with increased tourism (Getz, 1998). The smaller tax base of the city does not have a significant impact on spending on the infrastructure of the city.
- Tourism development is needed for economic prosperity; this issue has been taken up due to it being essential for the Town of Oliver BC. The economic cycle requires the city to focus on its tourism development to capture tourist spending to flourish its economic cycle.
- Expensive transportation infrastructure is anticipated with increased congestion along Highway 97; the issue is a dilemma for the town of Oliver, where the increased tourism will increase congestion, to counter that infrastructure has to be built however to build the infrastructure tourism has to be increased. The city has to invest in infrastructure beforehand or simultaneously with increasing tourism (Carlsen and Charters, 2004).
- Oliver’s small tax base does not allow for significant local improvements; with a small population and a niche tourism industry, the tax base of Oliver does not allow any significant impact on the infrastructure of the local town. The focused revenue stream of the town does not allow any increase in taxes on the people of Oliver Town as most of the land is designated as Agriculture Land Reserve (ALR) (Poitras and Donald, 2006).
- Environmental: Increased tourist traffic and related changes could have negative impacts (Carlsen, 2004). Possibly negative effects include the lack of a rural and small-town environment, with special problems relating to sources of water, noise pollution, traffic management and people’s intense desire to improve ecological and facilities on main roads (Bruwer, 2003).
- Increased stress on Oliver’s water supply is expected; The water supply will be impacted as there are currently 4 system of waters in the Town, the canal system is used for irrigation only, the groundwater is used for all the domestic use of Town, increased tourism will have a greater stress on water supply of the Town.
- Increased tourist traffic could result in increased air, surface, and groundwater pollution; The environmental effect is certain when there is increased tourism; the essence and rural atmosphere of the town will be affected as more noise, air and groundwater pollution will increase resulting into environmental hazard and alteration of the essence of the town.
- Overcrowding could result in deterioration of amenities and rural atmosphere; the tourist impacts the local facilities and amenities if not managed effectively. Funds of the town do not allow them to maintain the amenities in an effective manner and increase tourism will lead to deterioration.
- Social: Citizens are endangered by the over-development of small towns and rural communities (Hall and Mitchell, 2007). There is a conflict amongst local communities who do not wish to change the rural environment of the town, as the development will alter the town and its presence. The need to work closely with the Osoyoos Indian Band has undoubtedly been perceived as an obstacle (Poitras and Donald, 2006).
- Oliver must work closely with the Osoyoos Indian Band, which aggressively promotes development; the conflict could when the Indian band is all about the development and changing the environment and obtaining economic prosperity; though there has been no conflict and they are open to work closely, the terms of business would be sensitive to handle.
- Wine: The wine industry concentrates on quality issues, while other cultures are preoccupied with the over-marketing of wineries or the production of too many (Murphy and Price, 2005; Ritchie and Crouch, 2003). Oliver and the region are also being marketed to encourage the widespread availability of these wines in target market areas. There is uncertainty about the possible impacts of climate change in terms of long-term stability.
- Wines should be broadly available to promote the region and encourage travel to the area; the quality of the wine is maintained by its sacristy, the widely available range will, however, encourage traveller.
- Over-commercialisation of wineries could impact on the desirability of Oliver as a destination; the issue is linked up with the previous issue as over-commercialization will decrease the desirability of Oliver town, to find a perfect balance would be an issue.
- Tourism: The wine industry tourism and dependence of Oliver Town on it have some issues related to it.
- Over-dependence on one type of tourism can make Oliver vulnerable to changes in markets; the town has the potential for increasing wine tourism and achieving economic stability however, dependency can have greater impacts on missed opportunities and finding greater prospects of focus for the town.
- There is no regional, provincial, or national wine tourism plan; the lack of a wine tourism project was a challenge and that its development was a priority. Nevertheless, inclusive development was also clearly demonstrated to ensure that wine tourism is in accordance with local economic and land use policy, history, community, and agriculture (Poitras and Donald, 2006).
- Lack of tourist attractions and activities deter overnight and multi-day stays; Seasonality and ways in which tourism can boost demand during the summer period, the lack of choices for the city’s lodging, a shortage in restaurants and services especially along Main Street are specific issues related to tourism.
- It is easy to ‘miss’ the wine industry presence when driving through – directional signage is poor; There is a dire need for signage to promote the industry and attract many travellers, the presence of wine industry in Oliver town should be visible throughout.
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Q2.The report has SWOT analysis for all the stakeholders to develop a strategy we will take one strength, one weakness, one opportunity and one threat. The strength which is pertinent to the people of Oliver Town BC is that is an established holiday destination. When the sun is spinning on the edge of the vineyard, warm air leaves, colder breeze. The scent of new rain and soil is representing the recent picks that lie on your table, flooding your nostrils. In your background is a glass of new, favourite wine, with picturesque mountains and grapes. The glorious conclusion of your grape-filled fermenting adventure could very well be; one which started in the thrilling and abundant city of Olive. Situated in the Okanagan Valley’s special desert climate zone, it is renowned for its raisins that are grown and award-winning. The beauty of Oliver suits the appetite of big cities and the reality of Oliver being the Canadian wine city is not discussable. The climate here is just right for grape production. Over warm days and cool nights, balanced red and full-strength whites are formed. For this reason, Oliver is home of Okanagan Valley’s finest, most incomparable wine. Oliver, the heart of the wine of Okanagan Valley, is the host for the year’s biggest wine festival. The Okanagan Wine Festival, Oliver’s premier event is the Grape Festival. Lots of wine enthusiasts enjoy the experience and stomp a few grapes (Poitras and Donald, 2006). The weakness where the Town of Oliver BC lacks is the quality of accommodation and fine dining, The emergence of private tourism, creative and entertainment facilities to visitors from all over the world or professional tourists is taking place, with the industry’s growing movements towards consolidating and standardizing the production and operation of resorts by large regional, national and global companies (Williams, 2001). The above trend has also led to a change to full-services resorts that are owned and operated by the parent company virtually all retail, food & drink and general amenities within a resort (Beverland, Hoffman, and Rasmussen, 2001). This phenomenon has seen a significant decline in variety among the resort facilities, as all aspects of the operation are streamlined and organized vertically. From this weakness, an opportunity arises for the people of Oliver Town BC to develop more rural style niche-oriented accommodation to tap in at most of the travellers’ spend. In general, niche accommodation aims to extend their experience by offering golfing, nature, agricultural tourism, spa and wellness facilities, increased dealer services and additional facilities, all with a view to reducing seasonal fluctuations in tourist flow, and improving compliance with their customers ‘ preferences. The accommodation will help increase more tourists to stay for a longer period of time to spend more and increase the economic prosperity of the town. However, the grave concerns that mass tourism might destroy the rural and small-town way of life to balance the rural atmosphere and providing rural accommodation would need extensive town and tourism planning. The essence of Oliver town is the rugged ground to earth atmosphere however there is a need for high-quality accommodation and services for the tourist to motivate them to spend more nights at the destination. Whereas the wineries are the foundation of tourism in this region, other attractions must be developed in order to complement a day of tourism and to extend the period spent in Oliver. Activities to replicate may include vineyard tours and weekends of wine and golf. Priority should be to encourage tourist firms in the evening, as the wineries and Main Street companies have actually little to do before closing (Williams and Dossa, 2003; Williams and Gill, 2012). The city needs to provide a hotel and convention centre to handle bigger parties, and it should make special efforts to find a way of attracting tourists during the shoulder season by exploring the viability of new festivals and events (wine, music and recreational). Although it is necessary to provide high end visitors with sufficient accommodation, a variety of accommodation styles should be offered. Many wine tourists can enjoy rustic, low-impact housing such as farms, bed and breakfast and campgrounds. The strategy to be developed here is to create a detailed wine tourism strategy that will focus on providing accommodation without damaging the environment, culture, heritage and atmosphere of the town. This step will create economic sustainability for the people and convert Oliver Town into a high-quality destination for the tourist.
