Most recent print edition: Jul 28

– Last updated: Today

• About Us
• |
• Contact Us
• |
• Advertising
• |
• Submissions

Science & Tech

TRU Tourism helping diversify rural communities' economies

Rebekah Hammond - Science & Tech Editor

Members of TRU's school of tourism project RED TREE are hosting British Columbia's first rural tourism conference April 6 to 8.

A mouthful to say, RED TREE stands for Rural Economic Development Tourism Research Education Enhancement Project. The goal is to help rural communities diversify their economies through improving the towns' tourism marketing.

"I think we're enhancing what their idea of tourism is. It's not just a sign on the road and you hoping people drive in at certain times of the year," said Rob Hood, professor of tourism. "You can actually plan for it and build experiences that people are excited about in the local community."

The RED TREE project was started last year with funding of over a quarter of a million dollars that came from Western Economic Diversification, The Southern Interior Beetle Action Coalition and Shuswap Tourism, according to Hood.

"Currently, in B.C., rural communities are suffering economically as traditional resource industry jobs in sectors like mining and forestry are vanishing," said Anne Kokko, a student hired as a summer undergraduate research assistant. "Tourism is a great way to diversify a community's economy and to build community spirit and pride."

TRU's project team has been working in Lytton, Princeton and Shuswap.

Students familiarized themselves with the community and assessed the existing tourism situation, discussing with community members what attractions and activities the towns could build.

"I helped conduct research in the field, visiting communities, talking to stakeholders, with the end goal of trying to help build tourism in these rural communities," said Kokko.

Something as simple as improving signage can bring more travelers.

"I think we demonstrated to these rural communities that their signage isn't very effective, often confusing and sometimes cluttered," Hood said. "We've got some very positive responses from the communities, they really appreciate an objective perspective on how people might see their community."

Princeton Mayor Randy McLean expressed his appreciation for the RED TREE Project, saying it looked at aspects the community needed to improve.

"We have a small town atmosphere, we have friendliness and we have the outdoor activities right at your door step: fishing, hunting hiking, cross-country skiing," McLean said. "The other side of the coin was what they told us wasn't good, things we needed to improve: the signage, appearance, good accommodations, good restaurants."

Providing rural areas with alternative sources of revenue is needed.

"Building the tourism in rural communities in this day and age is important, said McLean. "With forestry difficulties and that sort of thing, it gives another option for small communities to have some other sort of revenue coming into the community."

The RED TREE Project also benefits the tourism students involved. 

"Students are being given hands-on, real life experience in being brought on board to help with this project," said Cynthia Schaap, who's the main co-ordinator and chair of the conference committee. "It's not something every university is able to offer to students. I think it is a mutually beneficial project that has allowed both parties to gain an immense amount of knowledge."

This week's RED TREE conference is an attempt to create bridges between communities and those in the tourism industry, said Hood.

"Rural communities are essential to British Columbia," said Schaap. "Kamloops, though not a major city, does have many resources that these smaller communities do not have, like a university that can offer them assistance, knowledge and resources. Its important to help surrounding areas and smaller communities."