National Geographic Society
Proposal for a Geotourism Website and Stewardship Council Program
for the Heart of the Continent Partnership
Submitted To: Heart of the Continent Partnership
Submitted By: National Geographic Society, Maps Division
Date: March 12, 2012
(excerpted from larger proposal document)
Background & Project Rationale
Founded in 1888, the National Geographic Society (NGS) is one of the world’s largest
nonprofit scientific and educational organizations. Its mission is to increase and diffuse
geographic knowledge while promoting conservation of the world’s cultural, historical,
and natural resources. National Geographic reflects the world through its five magazines,
television programs, films, radio, books, videos, maps, interactive media and
merchandise. National Geographic magazine, the Society’s official journal, published in
English and 27 local-language editions, is read by 40 million people each month in every
country in the world. The National Geographic Channel reaches more than 230 million
households in 27 languages in 153 countries. Nationalgeographic.com averages around
50 million page views per month. National Geographic has funded more than 8,000
scientific research projects and supports an education program combating geography
illiteracy.
In 2003, the NGS Mission Programs inaugurated a constantly evolving collaborative
product combining the expertise and the design capabilities of the NG Maps Division,
and the involvement of local people in tourism destinations to facilitate wise stewardship
of cultural, historic, and natural resources. Called a Geotourism Map Guide, the map
(print, online, or both) functions as a catalytic tool to implement geotourism, defined as:
“tourism that sustains or enhances the geographical character of a place – its
environment, culture, aesthetics, heritage, and the well-being of its residents.”
NGS has been introducing the geotourism approach into economic-development planning
globally through its work with the World Bank, International Finance Corporation, InterAmerican Development Bank, United Nations World Tourism Organization, United Nations
Environment Program, and United Nations Education Scientific and Cultural
Organization—along with various national agencies in different countries.
Seventeen Geotourism Map Guide projects have been completed or are underway in six
countries; demand has been rising. More than two million Map Guides have been printed
and distributed. The National Geographic name and message can help to convene the
local Geotourism Stewardship Council required for each project. National Geographic’s
reputation elicits grassroots participation, with extensive local media coverage over the
course of a year. People enjoy engaging in this personal way with a renowned media
organization.
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Interactive Geotourism websites have been created for:
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Crown of the Continent – Alberta, British Columbia, Canada; Montana, USA
(http://www.crownofthecontinent.net)
East Tennessee River Valley – Tennessee, USA
(http://www.tennesseerivervalleygeotourism.org/)
Sierra Nevada – California, USA (http://www.sierranevadageotourism.org),
Redwood Coast, California, USA (http://www.visitredwoodcoast.com),
Yellowstone – Idaho, Montana and Wyoming USA
(http://www.yellowstonegeotourism.org)
Geotourism websites are currently being developed for: Four Corners – Arizona,
Colorado, New Mexico, Utah USA, Lakes to Locks Passage – Quebec, Canada
and New York, USA
The National Geographic Society welcomes an opportunity to create a National
Geographic co-branded Geotourism website for the Heart of the Continent Partnesrhip.
We believe this collaborative undertaking will create a public-private alliance to enhance
economic vitality, develop local geotourism-based businesses and opportunities, and
preserve the natural and cultural heritage of the Heart of the Continent region.
The Catalytic Project: A Collaborative Geotourism Website
The National Geographic Society proposes collaborative creation of a Geotourism
website for The Heart of the Continent Partnership (HOCP) in order to:
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catalyze local participation in tourism planning and growth,
help local residents learn about their natural, cultural, historic, and scenic
resources,
promote wise destination stewardship, and
inform tourists about the distinctive attractions and qualities of the region.
Superior cartographic standards, web design, content management and expertise in the
geotourism approach make NGS uniquely qualified to cooperate with local partners on
this project. Geotourism Map Guides promote both responsible economic development
and stewardship of the resources revealed on the website.
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Methodology (2pp)
The following is a list of steps for creation of the Map Guide:
1. Initiate key stakeholder outreach and recruit geotourism stewardship council’s Program partners engage diverse regional stakeholders (conservation, community,
business, cultural, and ethnic) to apply for participation in the project, conceptualize
the Website development strategy, identify and recruit a broadly representative
Geotourism Stewardship Council (GSC).
2. Develop methodology for submitting nominations for the map
NGS and program partners develop a plan for gathering site nominations for the
Geotourism Website. Identify possible information sources and organizations/
individuals who can ensure that community members, tourism business owners,
industry members, etc., are included in the process.
Design and create site nomination web site with interactive base map viewer
NGMD adopts GIS data and begins preliminary cartographic design for the map.
Interactive information and site nomination website goes live, using GeoConsensus
when a permanent interactive website is planned.
3. Geotourism Map Guide launch events
Participatory Workshops will be held with key stakeholders. Educational workshops
will be planned at various venues throughout each participating region to ensure that
all interested stakeholders understand the geotourism principles, how to apply them,
and the process for nominating assets and supporting destination stewardship. Project
partners explain how to identify and nominate sites for the Website. Group members
develop lists of how regional tourism business owners, NGOs, and residents can be
included on the Website, creating action plans for further outreach.
4. Execute community outreach and collect data
NGS and the HOCGSC organize community outreach activities, equipped with action
plans, an interactive website with on line site nomination capacity, nomination forms,
and other guidelines. Local residents and organizations discuss the nature of
geotourism and nomination of appropriate sites, attractions, or businesses. Potential
local participants and contributors include:
• Local craft cooperatives, music groups, or other heritage groups
• Church groups, school associations, universities, volunteer/charity organizations
• Historic preservation, agricultural and conservation groups
• Community leaders or individuals with special knowledge of the area’s heritage,
especially older individuals and including historians, naturalists, librarians, etc.
• Local minority heritage groups and experts
• Travel-related organizations and businesses
• Experts in locally traditional food and drink
5. Verify data
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Check data on all nominations to ensure accuracy of names, spellings, locations,
contact info, websites, and other information. Ensure that nominations describe
specifically and clearly the geotourism aspects of the site. This may require numerous
requests for additional information.
6. Develop database of nominations
Incorporate all data from the Website nomination forms into an online content
management system, using the geoconsensus technology where all data can easily be
entered into, and retrieved from specific fields, and imported onto an interactive map
viewer. These fields will allow sorting and evaluation of sites by specific criteria.
Work with local participants to collect any missing information along with any
feedback from the Geotourism Stewardship Council on specific submissions.
Intermediate conversations or e-mails between NGS, the HOCGSC, and the regional
GSC are recommended to discuss editorial content matters and questions.
7. Advise NGS as it selects sites for the Map Guide
NGS will monitor the database as nominations are entered, providing feedback on
content and problem areas. The Field Manager and, HOCGSC and GSC should
expect numerous queries on specific sites. Once the master database is relatively
complete, NGS and the geotourism council then select sites for the Website. NGS
reserves the right to reject unsuitable submissions. NGS will also consult on
information gaps and geographic areas where nominations may be lacking, and these
areas will be targeted for further data collection.
8. Write supporting text (NGS, or designated affiliates)
NGS will write the map notes and consult with HOCGSC members on the best local
experts and voices to develop thematic content for the website. NGS takes full and
final responsibility for editorial content.
9. Cartographic design, research, edit
NG Maps places the selected information on the website, researching and locating
each map point, placing text and photos, securing photo rights, and editing text.
10. Rigorous verification of notes and text
To ensure Website accuracy, the local Geotourism Council will assist in verifying all
data for each site chosen for the map, by on-site verification where needed or review
by a third party. NGS will provide specific instructions.
11. Final Map Guide edit
NGS incorporates all changes from the verification phase, finalizes all content for
website
13. Distribution
Execute and further develop the distribution plan with specific strategies to target the
appropriate audiences. NGS is available for consultation.
14. Next phase
Establish procedures for ongoing updating of the interactive website; solidify
structure of the GSC; establish agenda for next steps of the geotourism strategy.
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Appendix: Geotourism Principles (2pp)
1.
Integrity
of
place
and
destination
appeal:
Enhance
geographical
character
by
developing
and
maintaining
it
in
ways
distinctive
and
sustainable
to
Heart
of
the
Continent,
reflective
of
its
natural
and
cultural
heritage,
so
as
to
encourage
market
differentiation
and
cultural
pride,
and
transmit
to
future
generations
what
we
now
enjoy.
2.
International
codes:
Adhere
to
the
principles
embodied
in
the
World
Tourism
Organisation’s
Global
Code
of
Ethics
for
Tourism
and
the
Principles
of
the
Cultural
Tourism
Charter
established
by
the
International
Council
on
Monuments
and
Sites
(ICOMOS).
3.
Market
selectivity:
Identify
and
build
awareness
of
the
Heart
of
the
Continent
Geotourism
brand.
Strive
to
attract
tourism
market
segments
most
likely
to
appreciate,
respect,
and
disseminate
information
about
the
distinctive
assets
of
Heart
of
the
Continent.
4.
Market
diversity:
Encourage
a
full
range
of
appropriate
food
and
lodging
facilities,
so
as
to
appeal
to
the
entire
demographic
spectrum
of
the
geotourism
market
and
so
maximize
economic
resiliency
over
both
the
short
and
long
term.
5.
Tourist
satisfaction:
Ensure
that
enthusiastic,
excited
geotourists
enjoy
a
satisfying
and
rewarding
experience
in
Heart
of
the
Continent
thus
providing
positive
endorsements
and
continuing
demand
and
support
for
authentic
travel
experiences.
6.
Community
involvement:
Base
tourism
on
community
resources
to
the
extent
possible
encouraging
small
businesses
and
community
groups
to
build
partnerships
to
provide
a
distinctive,
authentic
visitor
experience.
Facilitate
the
inclusion
of
youth
in
community
geotourism
partnerships.
Help
local
residents
develop
sustainable
approaches
to
tourism
that
build
on
Heart
of
the
Continent
’s
nature,
wildlife,
history
and
culture,
food
and
drink,
arts
and
crafts,
etc.
Ensure
that
the
direct
and
indirect
consequences
of
such
approaches
upon
all
living
beings
are
considered.
7.
Community
benefit:
Encourage
micro‐
to
medium‐size
enterprises
and
tourism
business
strategies
that
emphasize
sustainable
economic
and
social
benefits
to
involved
communities,
with
clear
communication
of
the
destination
stewardship
policies
required
to
sustain
those
benefits.
Create
mechanisms
to
encourage
use
of
locally‐
made/grown
products
and
services,
and
to
hire
local
workforce.
8.
Protection
and
enhancement
of
destination
appeal:
Encourage
businesses
to
sustain
natural
habitats,
heritage
sites,
aesthetic
appeal,
and
local
culture.
Prevent
degradation
by
keeping
volumes
of
tourists
within
sustainable
limits.
Seek
business
models
that
can
operate
profitably
within
those
limits.
Use
persuasion
and
incentives
as
needed.
9.
Land
use:
Anticipate
development
pressures
and
apply
techniques
to
prevent
overdevelopment
and
degradation.
Preserve
open
space
by
discouraging
and
containing
residential
and
commercial
sprawl
so
as
to
retain
a
diversity
of
natural
and
scenic
environments,
protect
cultural
and
historic
characteristics.
Ensure
continued
resident
access
to
public
lands.
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10.
Conservation
of
resources:
Encourage
and
provide
incentives
for
businesses
to
minimize
water
pollution,
solid
waste,
energy
consumption,
carbon
emissions,
water
usage,
landscaping
chemicals,
and
lighting
that
degrades
night
sky
enjoyment.
Advertise
these
measures
in
a
way
that
attracts
the
environmentally‐conscious
tourist
market.
11.
Planning:
Recognize
and
respect
immediate
economic
needs
without
sacrificing
long‐term
character
and
the
geo‐
tourism
potential
of
the
destination.
Strive
to
diversify
the
economy
and
limit
population
influx
to
sustainable
levels.
Adopt
public
strategies
for
mitigating
practices
that
are
incompatible
with
geotourism
and
damaging
to
the
substance
and
image
of
the
destination.
12.
Interactive
interpretation:
Engage
both
visitors
and
hosts
in
learning
about
the
place.
Encourage
residents
to
show
off
the
natural
and
cultural
heritage
of
their
communities,
so
that
tourists
gain
a
richer
experience
and
residents
develop
pride
in
their
locales.
Conduct
public
and
media
outreach
to
build
awareness
of
community
assets
and
geotourism
benefits.
13.
Evaluation:
Establish
an
evaluation
process
to
be
conducted
on
a
regular
basis
by
an
independent
panel
representing
all
stakeholder
interests,
and
publicize
evaluation
results.
Include
research
about
geotourism
trends
in
Heart
of
the
Continent
to
guide
public
and
private
development,
funding,
and
marketing
efforts.
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