Pacific Marine Circle Route Report

Last fall I took my Graduate students from the Masters in Sustainable Leisure Management out to do a GAP analysis on the Pacific Marine Circle Route. The report is out now, so for those looking to obtain a copy - email me at Nicole(dot)vaugeois(at)viu(dot)ca.

Executive Summary

As prevalent as tourism routes are throughout the world, there are gaps in our understanding about how they should be developed, promoted and sustained as a tourism product (Hardy, 2003). There are additional questions about the extent to which knowledge gained from the few existing studies is currently used in practice. Without a grounded understanding of route tourism, we may miss opportunities to capitalize on strengths, provide positive experiences to visitors, and reap the full benefits of their development. This report synthesizes research on route tourism and uses it to assess the current status of the Pacific Marine Circle Route on southern Vancouver Island, BC. The research highlights gaps in the existing route that could be addressed to enhance the overall visitor experience and evolve as a significant regional tourism asset.
The purpose of this study was to develop a case study that: a) identifies the natural, cultural and system amenities along the Pacific Marine Circle route which have value for local residents and visitors, b) to assess the current quality of the tour experience as delivered by the range of stakeholders and communities involved, and c) to analyze the extent of engagement and regional collaboration on the delivery of the circle route. The team developed a modified gap analysis tool to compare a) the way that the route is being promoted to visitors vs. the actual experience of the research team, and b) the factors for successful route development based on other case studies with the current strategies being used by stakeholders on the PMCR. The study was conducted by a team of 11 researchers in October 2011 through a week of intense fieldwork, discussions with stakeholders, observations and the analysis of secondary documents such as promotional materials, websites, and regional plans.
Currently the PMCR is being promoted by a number of organizations with no one official conduit recognized as the authority. As such, there are a variety of inconsistent messages being communicated to visitors. Synthesized, the experience is being promoted as:
· An opportunity to see large trees;
· An opportunity to access world class parks and trail systems;
· An opportunity to have great views of the ocean and to access beaches;
· An opportunity to experience diverse local cultures and eat local foods;
· An accessible, relaxing, easy to drive in a day, route largely originating from Victoria.

Based upon the experience of the research team, there are some observable gaps in the expected and actual experience on the route. The amenities on route that are ready for visitation are mostly natural amenities such as forests, large trees and beaches. Water views and access however, are not as abundant as expected, or they are difficult to locate. The cultural amenities, while abundant in the region, are not currently the focus of promotional efforts, but they may be useful to consider when developing a strong theme for the route.
Based on the observations of the study team and understandings of relevant literature, the research team has identified factors of success for circle route development. The Pacific Marine Circle Route largest gaps appear to be in the promotion of a consistent and clear message and safety. Along with this, many possible themes have been identified from organizations within communities, but consensus has not been reached on what that theme (or themes) will be. While individual regions have conducted market research and understand their visitors, there is no clearly defined target markets identified for the route. There is a need to initiate market research in the region on the current users of the PMCR to understand the nature of the experience. This will help inform strategic planning and the identification and targeting of specific markets for the route.
While there is an incomplete understanding in the region about the early origins of the route, recent grassroots initiatives to identify stakeholders and collaborate are emerging. This is a positive evolution as research has shown that a ground-up approach is a key factor in the success of circle routes. As this group evolves, there is evidence of the need for a unified voice for the route which may indicate the need for a governance model to emerge. The route is not just a set of signs and map for visitors, and as such, it there is work to be done to develop a strategy for the route. This process, if done with ample buy in from diverse stakeholders, will help clarify the route and obtain buy in for its future development. As outlined in the literature, this strategy should be guided by a set of principles, lead by a credible entity and build in a process to measure success along the way. There should be additional efforts to expand the traditional tourism stakeholder groups (marketing organizations and businesses) to engage in dialogue with residents of the communities on route. The decision to be or not to be part of the route was not something that was afforded to communities in the decision making process. There appears to be some resistance among certain communities on route, therefore concerns should be heard and the ability to opt out of being promoted as a stop on route should be explored. While there is resistance to the circle route from some communities, there is a lack of awareness about the route among others. Efforts to raise awareness about the route and the impacts associated to its development should be done; otherwise operators will not be able to deliver on the experiences being promoted. The circle route is in its infancy. Slow progression in the evolution of the PMCR will allow for resident buy-in to occur at various stages throughout.
Safety is an issue that is being discussed within a number of communities on the PMCR, and the attention given to this issue will have consequences for both residents and visitors to the area. Tied to safety is the need for clear signage and definition of the route so users can be confident in their travels throughout the region. The route is being promoted as a relaxing trip that is possible in one day. This should be questioned, and according to the research team, changed. The trip is not relaxing due to the nature of the roads on route, and we would question why anyone would want to promote a trip that does not include an overnight in one of the rural communities on route. If it is a diversification strategy, then money from visitors will need to be spent along the route on accommodations and food. Slowing people down to take advantage of the various sites will allow this to occur.