{"id":3017,"date":"2016-11-15T16:21:05","date_gmt":"2016-11-15T16:21:05","guid":{"rendered":"https:\/\/opentextbc.ca\/introtourism\/?post_type=chapter&#038;p=3017"},"modified":"2019-06-05T22:29:43","modified_gmt":"2019-06-05T22:29:43","slug":"chapter-5-recreation","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/introtourism\/chapter\/chapter-5-recreation\/","title":{"raw":"Chapter 5. Recreation","rendered":"Chapter 5. Recreation"},"content":{"raw":"<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Learning Objectives<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n<ul>\r\n \t<li>Differentiate between recreation, outdoor recreation, adventure tourism, and nature-based tourism<\/li>\r\n \t<li>Describe the significance, size, and economic contribution of this sector to the overall tourism industry in BC<\/li>\r\n \t<li>Identify key industry organizations in recreation, outdoor recreation, and adventure tourism<\/li>\r\n \t<li>Classify different subsectors of recreation, outdoor recreation, and adventure tourism<\/li>\r\n \t<li>Recognize the unique challenges facing recreation, outdoor recreation, and adventure tourism in BC<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<h2>Overview<\/h2>\r\nIn this chapter, we\u00a0discuss the concept of recreation in tourism and hospitality. <strong>Recreation<\/strong> can be defined as the pursuit of leisure activities during one\u2019s spare time (Tribe, 2011) and\u00a0can include\u00a0vastly different activities such as golfing, sport fishing, and rock climbing.\u00a0Defining recreation as it pertains to tourism, however, is more challenging.\r\n\r\n[caption id=\"attachment_535\" align=\"aligncenter\" width=\"400\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/SynchroClimb.jpg\"><img class=\"wp-image-535\" alt=\"Two people climb a rock face.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/SynchroClimb.jpg\" height=\"300\" width=\"400\" \/><\/a> Figure 5.1 Climbers in Squamish, BC[\/caption]\r\n\r\nLet\u2019s start by exploring some recreation-based terms that are common in the tourism industry.\u00a0<strong>Outdoor recreation <\/strong>can be defined as \u201coutdoor activities that take place in a natural setting, as opposed to a highly cultivated or managed landscape such as a playing field or golf course\u201d (Tourism BC, 2013, p. 47).\u00a0 This term is typically applied to outdoor activities that individuals engage in and that are located close to their community.\u00a0When these activities are further away, and people must travel some distance to participate in them, they are often described as\u00a0adventure tourism.\r\n\r\nAccording to the United Nations World Tourism Organization (UNWTO), <strong>adventure tourism <\/strong>is \u201ca trip that includes at least two of the following three elements: physical activity, natural environment, and cultural immersion\u201d (UNWTO,\u00a02014, p.12).\u00a0 Examples of adventure tourism in BC include river rafting, helicopter skiing, and rock climbing.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Take a Closer Look: UNWTO Global Report\u00a0 <\/strong>\r\n\r\nThe <em>Global Report on Adventure Tourism<\/em> by UNWTO offers an in-depth analysis of the global adventure travel sector. It can be found at http:\/\/affiliatemembers.unwto.org\/publication\/global-report-adventure-tourism\r\n\r\n<\/div>\r\nAdventure tourism can be\u00a0\"soft\" or \"hard.\"\u00a0Differentiating between the two is somewhat subjective, but is loosely based on\u00a0the level of experience required, the level of fitness required, and the degree to which the participant is exposed to risk (UNWTO, 2014).\u00a0 Examples of soft adventure include wildlife viewing or moderate hiking, whereas river rafting or rock climbing would usually be considered hard adventure.\r\n\r\nAnother term that is used, one that overlaps with the definitions of\u00a0outdoor recreation and adventure tourism, is\u00a0<strong>nature-based tourism,<\/strong> which refers to \u201cthose tourism experiences that are directly or indirectly dependent on the natural environment\u201d (Tourism BC, 2005b, p.6).\u00a0 This term is often used to describe activities that are closely connected to nature, such as whale watching, birding, or self-propelled travel such as hiking and kayaking.\r\n\r\nAs you can see, there are challenges in classifying recreation in tourism.\u00a0For instance, if people kayak near their home or community, it may be considered outdoor recreation.\u00a0If they travel afar for that same activity, it likely is designated as adventure tourism. If the kayaking is done\u00a0in protected, mild conditions, it\u00a0would be considered soft adventure, but if done\u00a0in a challenging and risky river descent, it may be classified as hard adventure.\r\n\r\nOf course, each of the above scenarios of kayaking could be considered nature-based tourism if it is strongly linked to the natural environment.\u00a0Ultimately, categorization is based on a combination of several factors, including manner of engagement in the activity (risk exposure, experience requirement, group or solo activity), the distance travelled to access the activity, and the type of environment (proximity to nature, level of challenge involved) that that the activity occurs in.\r\n\r\nA 2013 adventure tourism market study discovered that people who travel for adventure experiences tend to be well-educated, with 48% holding a four-year degree or higher credential. They value natural beauty and rank this as the highest factor when choosing a destination, and the most cited reasons for their travel are relaxation \"relaxation, exploring new places, time with family, and learning about different cultures\" (UNWTO, 2014, p.15).\r\n\r\nGlobally, it is estimated that the continents of Europe, North America, and South America account for 69% of adventure tourism, or US$263 billion in adventure travel spending. Adventure tourists tend to be seen as high-value visitors, with as much of 70% of their expenditures remaining in the communities visited (UNWTO, 2014).\r\n\r\nThe size, extent, and economic contribution of recreation, outdoor recreation, and adventure tourism in British Columbia is also substantial. The rest of this chapter explores the sector in the province in more detail.\r\n<h2>Recreation and Adventure Tourism in BC<\/h2>\r\nStudies have shown that nearly all residents of BC partake in some kind of outdoor recreation activity during any given year.\u00a0Approximately 85% of those participants indicate that these recreational activities were very important to them (Tourism BC, 2013).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Outdoor Recreation Council of BC<\/strong>\r\n\r\nThe <strong>Outdoor Recreation Council of BC (ORC)<\/strong> describes itself as \u201cpromoting access to and responsible use of BC\u2019s public lands and waters for public outdoor recreation\u201d (Outdoor Recreation Council of BC, 2014). The Council promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups. For more information, visit the <a href=\"http:\/\/orcbc.ca\/\">Outdoor Recreation Council of BC website<\/a>: http:\/\/orcbc.ca\r\n\r\n<\/div>\r\n\r\n[caption id=\"attachment_549\" align=\"aligncenter\" width=\"500\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/Joffre.jpg\"><img class=\"wp-image-549\" alt=\"A lake bordering bare mountain. A boat moves across the middle of the lake.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Joffre.jpg\" height=\"334\" width=\"500\" \/><\/a> Figure 5.2 Joffre Lake Provincial Park, where adventure tourists access secluded camping spots by carrying (or boating) in their gear[\/caption]\r\n\r\nIt is estimated that there are approximately 2,200 outdoor\/adventure tourism operators in BC.\u00a0In 2001, this accounted for 21,000 jobs and $556 million in direct wages.\u00a0The last sector-wide study in 2005 estimated that business revenues in outdoor adventure tourism accounted for approximately $854 million in annual business revenues (Tourism BC,\u00a02013). Given the growth of adventure tourism over the last decade, it is likely these numbers have risen.\r\n\r\nAdditionally, in the current five-year provincial tourism strategy, entitled <em>Gaining the Edge,<\/em> outdoor\/adventure tourism is indicated as one of six key areas targeted for growth (<span>British Columbia Ministry of Jobs, Tourism and Innovation<\/span>, 2012). This government support, combined with the rapid\u00a0growth of the\u00a0outdoor and adventure tourism industry, point to a\u00a0strong future for this sector.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Take a Closer Look: Outdoor Adventure Sector Profile\r\n<\/strong>\r\n\r\n<em>Outdoor Adventure: Tourism Sector Profile, <\/em>a report\u00a0produced by Destination BC,\u00a0includes information on the size, type, and characteristics of tourism companies in this sector.\u00a0Also included is market demand for these activities and future challenges the sector faces.\u00a0You can find the report at <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Sector-Profiles\/Outdoor-Adventure-Sector-Profile,-May-2014\/Tourism-Sector-Profile_OutdoorAdventure_May2014.pdf.aspx\">Outdoor Tourism Sector Profile [PDF]<\/a>:\u00a0http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Sector-Profiles\/Outdoor-Adventure-Sector-Profile,-May-2014\/Tourism-Sector-Profile_OutdoorAdventure_May2014.pdf.aspx\r\n\r\n<\/div>\r\nThis section covers two\u00a0key types of recreation and tourism, with a focus on British Columbia:\r\n<ol>\r\n \t<li>Land-based recreation and tourism<\/li>\r\n \t<li>Water-based recreation and tourism<\/li>\r\n<\/ol>\r\nIt's not possible to detail\u00a0all the recreational activities available in BC,\u00a0but by the end of this section, you will have an understanding of the key unique activities available in\u00a0the province.\r\n<h2>Land-Based Recreation and\u00a0Tourism<\/h2>\r\n<h3>Golf Courses and\u00a0Resorts<\/h3>\r\nA 2009 economic impact study found that more than six million Canadians participate in the game of golf each year, making this sport the number one outdoor recreational activity in Canada based on participation. Golf also directly employs more than 155,000 people and contributes more than $11 billion directly to Canada\u2019s gross domestic product. BC has over 300 golf course facilities, and with over $2 billion annually in direct economic activity, the golfing industry in the province is the fourth largest in Canada (Strategic Networks Inc., 2009).\r\n\r\nGolf is a significant tourism attraction in BC; in 2007 the province was chosen as the \"Best Golf Course Destination in North America\" by the International Association of Golf Tour Operators (Destination BC, 2014c).\u00a0 Part of the draw is the diverse environment; golfers can choose from lush coastal forests to desert environments, and many courses have a viewscape of mountains or the ocean.\r\n\r\nA 2006 study by the Canadian Tourism Commission (CTC) detailed both demographic and economic factors related to the Canadian golf industry. Significant findings included that there were more than 3.4 million golf travellers in Canada annually, and that of those travellers, approximately 34% travelled to BC. In addition, the Canadian golf participation rate (for the total Canadian population) was 21.5%, which is among the highest golf participation rates of any country in the world. Golfing provides an opportunity to attract significant tourism revenue as the average golf traveller has a much higher than average income level, with up to 50% of all golf travellers earning $100,000 or more per annum (Tourism BC, 2009b).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: British Columbia Golf Marketing Alliance<\/strong>\r\n\r\nThe <strong>British Columbia Golf Marketing Alliance<\/strong> is a strategic alliance that represents 58 regional and destination golf resorts in BC. The purpose of the alliance is to grow the game of golf in BC and achieve recognition nationally and internationally as a leading golf destination. The alliance supports and distributes information about research, lobbying efforts, and golf industry events. For more information, visit the <a href=\"http:\/\/aga-bc.org\/committees\/recreational-golf-committee\/\" target=\"_self\">Allied Golf Association of BC website<\/a>: http:\/\/aga-bc.org\/committees\/recreational-golf-committee\/\r\n\r\n<\/div>\r\n<h3>Mountain Resorts and\u00a0Nordic Centres<\/h3>\r\nResorts in British Columbia range\u00a0from smaller eco-lodges to large ski areas.\u00a0Mountain resorts and nordic centres are part of the larger resort tourism sector, which in 2004 was valued at $1.9 billion (Tourism BC, 2011c).\r\n\r\n[caption id=\"attachment_746\" align=\"aligncenter\" width=\"300\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2015\/01\/Blackcomb.jpg\"><img class=\"wp-image-746 size-medium\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Blackcomb-300x225.jpg\" alt=\"&quot;&quot;\" height=\"225\" width=\"300\" \/><\/a> Figure 5.3 A man stands ready to ski down Blackcomb mountain in Whistler, BC[\/caption]\r\n<h4>Ski\/Snowboard Mountain Resorts<\/h4>\r\nBC's many world-class facilities and high-quality snow conditions provide\u00a0mass appeal for downhill skiing and snowboarding. Mountain resorts in BC can be separated into two principal categories: destination resorts and regional resorts. <strong>Destination mountain resorts<\/strong> are often significantly larger and offer a greater range of amenities such as on mountain accommodation and food services; they are also generally marketed to out-of-area and international visitors. Examples of a destination resort would include Whistler Blackcomb Ski\u00a0Resort. On the other hand, <strong>regional mountain resorts<\/strong> are usually smaller in size and capacity, have fewer amenities, and often cater more directly to the local community (Tourism BC, 2011c) such as Whitewater Ski Resort in the Kootenay Rockies.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Canada West Ski Areas Association<\/strong>\r\n\r\nSki areas in Western Canada (Alberta and BC) are represented by the <strong>Canada West Ski Areas Association (CWSAA),<\/strong> which has a diverse mandate that includes marketing, advocacy, environmental stewardship, and risk management.\u00a0For more information, visit\u00a0the <a href=\"http:\/\/www.cwsaa.org\">Canada West Ski Areas Association website<\/a>: http:\/\/www.cwsaa.org\r\n\r\n<\/div>\r\nThe aggregate economic value of destination mountain resorts is significant; one\u00a0study by Tourism BC found that 13 of these resorts\u00a0were responsible for generating approximately 1.1 billion in revenue, or 8% of the total provincial tourism revenues in 2008.\u00a0Additionally, they provided the equivalent of 14,267 full-time equivalent jobs (Tourism BC, 2011c). Furthermore,\u00a0BC\u2019s top mountain resorts have received many prestigious awards (Tourism BC, 2011c, p. 11):\r\n<ul>\r\n \t<li>Whistler Blackcomb has consistently been named the #1 ski resort in North America.<\/li>\r\n \t<li>In 2009, Sun Peaks was named one of the \"Top 20 Ski Resorts in North America\" by \u2028Cond\u00e9 Nast Traveler.<\/li>\r\n \t<li>Big White Ski Resort was recognized in 2009 as a \"Top 5 Family Resort\" by the UK-based <em>Sunday Times.<\/em><\/li>\r\n<\/ul>\r\nThe publicity that these resorts receive has undoubtedly reflected positively on the rest of the BC tourism industry.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On:\u00a0\"Ski It to Believe It\"<\/strong>\r\n\r\nDestination BC offers a specific mountain resort marketing website for 13 destination resorts in BC called \"Ski It to Believe It.\" The site features live updates on snow conditions, resort info, a map featuring all BC ski destinations, blogs, and dynamic content featuring visitors enjoying various skiing experiences including heli, cat, backcountry, and downhill skiing. For more information, visit\u00a0the <a href=\"http:\/\/skiittobelieveit.com\">Ski It to Believe It website<\/a>: http:\/\/skiittobelieveit.com\r\n\r\n<\/div>\r\n<h4>Nordic\u00a0Centres<\/h4>\r\nNordic skiing, also commonly known as cross-country skiing, is a low-risk, low-impact winter sport popular across Canada.\u00a0It differs from backcountry skiing in that participants ski on groomed trails typically maintained as part of an established facility (Cross Country BC, n.d.).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Whistler Sport Legacies<\/strong>\r\n\r\nLeading up to the 2010 Winter Olympics held in Vancouver and Whistler, there was much debate about the need for a continuing legacy from the event.\u00a0Whistler Sport Legacies is an example of a recreational, tourism, and sport legacy that can emerge out of a mega event such as the Olympics.\u00a0For more information, visit\u00a0the <a href=\"http:\/\/www.whistlersportlegacies.com\">Whistler Sport Legacies website<\/a>: http:\/\/www.whistlersportlegacies.com\r\n\r\n<\/div>\r\nWith more than 50 cross-country ski centres across BC, and a season that often exceeds that of downhill skiing (November to May in many areas), the sport attracts large numbers of local and inbound recreation enthusiasts. Trail networks have been developed in both stand-alone environments, as well as in partnership with large mountain resorts such as Silver Star in Vernon, Sun Peaks in Kamloops, Cypress Mountain above Vancouver, and Rossland in the Kootenays. Many of these trail networks offer both groomed and track-set trails, a number are lit for night skiing.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Silver Star\u2019s Sovereign Lake Nordic Centre\r\n<\/strong>\r\n\r\nLocated just outside Vernon, Sovereign Lake is Canada\u2019s largest daily groomed trail network that includes 105 kilometres of trails varying from green (easy) to black diamond (most difficult); a further trail expansion is planned for 2015. For more information, visit <a href=\"http:\/\/www.sovereignlake.com\" target=\"_self\">Sovereign Lake's website<\/a>: http:\/\/www.sovereignlake.com\r\n\r\n<\/div>\r\n<h3>Backcountry Skiing and Snowboarding<\/h3>\r\nBackcountry skiing and snowboarding offers\u00a0a recreational activity in a wilderness setting, away from any established mountain resorts, lifts, or trails.\u00a0BC is regarded as a world-class destination for backcountry access, and has recently seen considerable and sustained growth in this sector (Porteus, 2013). The motivator for pursuing this activity for most people is primarily the lure of fresh, untracked snow in a beautiful mountain setting.\u00a0Some backcountry skiers and snowboarders combine this activity with\u00a0helicopter or snowcat\u00a0skiing.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Backcountry Lodges Association of British Columbia<\/strong>\r\n\r\nThe Backcountry Lodges Association of British Columbia (BLABC) represents backcountry lodges in the province. Its consumer site features a find-a-lodge function, profiles for summer and winter lodges, the ability to check conditions in various backcountry areas, and consumer content including a blog and videos. For more information, visit\u00a0the <a href=\"http:\/\/www.backcountrylodgesofbc.com\/\">Backcountry Lodges Association of BC<\/a>: www.backcountrylodgesofbc.com\r\n\r\n<\/div>\r\nHelicopter skiing transports skiers and snowboarders by helicopter to the\u00a0backcountry.\u00a0It is typically a professionally guided activity, with packages ranging in duration from a single day to weeks.\u00a0The skiing\/snowboarding is often packaged with a luxury lodge accommodation, gourmet meals, and access to spa treatments.\r\n\r\nHeliskiing was pioneered in Canada by Swiss mountain guide Hans Gmoser, who\u00a0founded\u00a0the company Canadian Mountain Holidays, which\u00a0has grown to be the largest heliskiing company in the world (Canadian Mountain Holidays, n.d.).\u00a0 Today, there are close to 20 helicopter skiing companies in BC, which represents the largest concentration of commercial operations in the world (HeliCat Canada, n.d.).\r\n\r\nSnowcat skiing is alpine skiing accessed by travelling to the top of the ski area in a snowcat (an enclosed cab vehicle on tracks).\u00a0As with heliskiing, this activity also has its commercial roots in BC.\u00a0Snowcat skiing was pioneered in 1975 by Selkirk Wilderness Skiing as an alternative to both lift-serviced and helicopter-accessed riding and skiing (Selkirk Wilderness Skiing, n.d.).\u00a0 It is typically a guided activity due to the avalanche risk associated with the terrain.\u00a0As with heliskiing, snowcat skiers have the option of choosing single-day or multi-day vacation packages. During the winter of 2015, there were 11 established snowcat skiing operations in BC (HeliCat Canada, n.d.).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Avalanche Canada<\/strong>\r\n\r\nThis organization provides public avalanche forecasts and education for any backcountry travellers venturing into avalanche terrain.\u00a0This vital service is provided to the public free of charge, as\u00a0Avalanche Canada is a not-for-profit society dedicated to a vision of eliminating avalanche injuries and fatalities in Canada. In addition to the website, it provides training programs and shares safety best practice. For more information, visit\u00a0<a href=\"http:\/\/www.avalanche.ca\">Avalance Canada<\/a>: http:\/\/www.avalanche.ca\r\n\r\n<\/div>\r\nGuides for these operations are typically certified by either the <strong>Association of Canadian Mountain Guides (ACMG) <\/strong>or the <strong>Canadian Ski Guide Association (CSGA).\u00a0<\/strong> Both organizations assess the guides for their expertise in technical skills, avalanche forecasting, risk management and emergency response before issuing certification.\u00a0The process is extensive and rigorous, taking much time and commitment for guides to become fully certified.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: HeliCat Canada \u00a0<\/strong>\r\n\r\nBased in Revelstoke, BC, HeliCat Canada is an industry organization that represents heliskiing and snowcat skiing operators in Canada.\u00a0 It provides regulation, advocacy, and marketing for the operators. Since 1978, the organization has worked closely with government and industry to develop operations guidelines. For more information, visit\u00a0<a href=\"http:\/\/www.helicatcanada.com\/\">Helicat Canada<\/a>: www.helicatcanada.com\r\n\r\n<\/div>\r\n<h3>Off-Road Recreational Vehicles<\/h3>\r\nAn <strong>off-road recreational vehicle (ORV)<\/strong> is any vehicle designed to be driven off road that is not included within any other vehicle classification framework.\u00a0This includes snowmobiles, all-terrain vehicles (ATVs), and dirt bikes (British Columbia Ministry of Forest, Lands and Natural Resource Operations, 2014).\u00a0ORV\u00a0use is recognized as a considerable contributor to the BC economy, owing primarily to recreational users, but also from tourist visits.\r\n\r\n[caption id=\"attachment_552\" align=\"aligncenter\" width=\"300\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/SnowmobileGolden.jpg\"><img class=\"wp-image-552 size-medium\" alt=\"I line of snowmobiles.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/SnowmobileGolden-300x227.jpg\" height=\"227\" width=\"300\" \/><\/a> Figure 5.4 Snowmobiles ready for their riders near Golden, BC[\/caption]\r\n\r\nRecreational snowmobiling in BC is represented by the <strong>British Columbia Snowmobile Federation (BCSF).\u00a0<\/strong>The BCSF's mandate is to represent recreational snowmobile clubs through advocacy, education, and stewardship (BCSF, n.d.).\u00a0Commercial snowmobiling is represented by the British Columbia Commercial Snowmobile Operators Association (BCCSOA), a group of snowmobile tour operators who have mobilized to support marketing, product development, and government advocacy initiatives (BCCSOA, n.d.).\r\n\r\nORV use has long been the subject of conflict between non-motorized and motorized recreational users of the wilderness.\u00a0Non-motorized users claim that motorized users negatively impact the wilderness through noise pollution and environmental damage\u00a0by degrading trails and scaring wildlife (Webster, 2013).\u00a0 Recently, wilderness tourism operators who hold Crown land tenure to operate in remote areas have complained that ORVs negatively affect their visitors\u2019 experiences.\u00a0Some of these conflicts may now be mitigated through the implementation of the Off-Road Vehicle Act, which was passed in 2014.\u00a0 This Act requires mandatory registration of ORVs, and includes elements that promote safety, enforcement of regulations, education, and outreach (British Columbia Ministry Forest, Lands and Natural Resource Operations, 2014).\r\n<h3>Guest Ranchers and\u00a0Hunting Outfitters<\/h3>\r\n<h4>Guest and\u00a0Dude Ranches<\/h4>\r\nGuest ranches and dude ranches offer personal and home-like vacation experiences centered on horseback riding and an authentic ranch experience. These operators typically offer accommodation in a ranch-type environment, and include as part of the experience the opportunity to participate in ranch activities such as horse riding and cattle wrangling.\u00a0Other\u00a0services and activities may also be available, such as\u00a0spa treatments, hiking, canoeing, and fishing (BC Guest Ranchers Association, n.d.).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: The British Columbia Guest Ranchers Association<\/strong>\r\n\r\nThe <strong>British Columbia Guest Ranchers Association (BCGRA)<\/strong> represents guest and dude ranch operators in the province.\u00a0It\u00a0serves and represents its members through\u00a0cooperative marketing, advertising, development of operational standards, and member pricing on liability insurance plans (BCGRA, n.d.). For more information, visit the <a href=\"http:\/\/www.bcguestranches.com\/\"> British Columbia Guest Ranchers Association website<\/a>: http:\/\/www.bcguestranches.com\r\n\r\n<\/div>\r\nA 2011 study of guest ranches by Tourism BC found that there were 57 operating ranches in the province.\u00a0Most of these were small operations with one to five employees and serving fewer than 1,000 clients per year (Tourism BC, 2011a). There are also large operations such as the Hills Health Guest Ranch located near 100 Mile House, which can accommodate hundreds of guests at one time. The ranch features a full on-site spa and two dining rooms, and hosts a multitude of special events each year. Two other examples of unique guest ranch operations are the Siwash Lake Ranch in south-central BC, a \"high-end\" exclusive resort featuring executive-chef prepared meals, and the Echo Valley Ranch and Spa in the BC interior, offering an alternative therapy spa and gold-panning excursions.\r\n<h4>Hunting Outfitters<\/h4>\r\nHunting is a traditional recreational activity in BC, and it is also one of the original tourism products in the province (GOABC, n.d.). BC is fortunate to have a vast amount of wilderness available for hunting activities.\u00a0\u00a0The exact size of the hunting market is difficult to quantify, but in 2003, a study found that 5,000 non-resident hunting licences were sold in BC, contributing $46 million to the provincial economy (CTC, 2012).\r\n\r\nSome people choose self-guided hunting activities, but to hunt certain species, a guide outfitter must be hired. Guide outfitters are licensed by the BC Government to provide commercial hunting services for non-residents. This commercial hunt service directly employs more than 2,000 BC residents and generates approximately $116 million in economic activity annually (GOABC, n.d.). Many of these outfitters are small family operations \u00a0based in rural areas; they are a source valuable economic activity in areas with limited resources (GOABC, n.d.).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Guide Outfitters Association of BC\r\n<\/strong>\r\n\r\n<strong>Guide Outfitters Association of BC (GOABC) <\/strong>was established in 1966 to promote and preserve the interests of guide outfitters who take hunters out into wildlife habitat. GOABC is also the publisher of <em>Mountain Hunter<\/em> magazine. Its website outlines a code of conduct and standards for guide outfitters as well as a wildlife DNA collection program to help provide insight into animal populations. For more information, visit the <a href=\"http:\/\/www.goabc.org\">Guide Outfitters Association of BC website<\/a>: http:\/\/www.goabc.org\r\n\r\n<\/div>\r\n<h3>Cycling<\/h3>\r\nCycling is a popular recreational activity in BC thanks to a variety of terrain, spectacular scenery, and favourable weather conditions, with approximately 44% of residents participating\u00a0each year (Tourism BC, 2013).\u00a0Cycling also attracts out-of-province visitors. One study\u00a0from 2008 reported that out of 5.6 million Canadians who travelled to BC over a two-year period, almost one million (17%) had participated in a cycling activity (Tourism BC, 2009).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Cycling Destinations<\/strong>\r\n\r\nSeveral BC destinations have developed cycling as a key tourism product. For example, the Salt Spring Island group Island Pathways helped make the island more bike-friendly in recent years by installing bike racks, developing a map with bike routes, encouraging local transportation to accommodate bikes, and establishing local bike rentals and service. For more information, visit <a href=\"http:\/\/www.saltspringtourism.com\/cycling\/\" target=\"_self\">Salt Spring Island Cycling<\/a>: http:\/\/www.saltspringtourism.com\/cycling\/\r\n\r\nAnother great example of cycling tourism is the Kettle Valley Railway in the Okanagan, built on an abandoned railbed. This 600-kilometre trail network includes a multitude of tunnels and trestles, and is most often travelled by cycling. Sections of the trail system are also now included in the Trans Canada Trail. For more information, visit the <a href=\"http:\/\/www.kettlevalleyrailway.ca\/\" target=\"_self\">Kettle Valley Railway website<\/a>: http:\/\/www.kettlevalleyrailway.ca\/\r\n\r\n<\/div>\r\nCycling can be generalized into two styles: road cycling and mountain biking.\r\n\r\nRoad cycling appeals to those who want to travel on paved roads on bikes designed for\u00a0travelling long distances efficiently and effectively. Road cycling may\u00a0refer to racing, both\u00a0recreational and professional, or cycle touring, where cyclists travel by bike on single- or\u00a0multi-day trips. Given the multitude of rolling hills,\u00a0mountain passes, and stunning vistas, BC is regarded as a premier cycle touring destination (Destination BC, 2014b).\r\n\r\n[caption id=\"attachment_553\" align=\"aligncenter\" width=\"300\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/Cycling.jpg\"><img class=\"wp-image-553 size-medium\" alt=\"A line of bikers heading down a highway.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Cycling-300x225.jpg\" height=\"225\" width=\"300\" \/><\/a> Figure 5.5 Cyclists in action[\/caption]\r\n\r\nMountain biking generally involves riding on unpaved routes and trails either specially designed for biking or for multipurpose use. BC's reputation as a prime mountain biking destination\u00a0has grown because of the\u00a0unique array of trails available, ranging from the steep, challenging routes of Vancouver\u2019s North Shore, to the high alpine cross-country routes found in the South Chilcotin Mountains (Tourism BC, 2011b).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Take a Closer Look: Mountain Bike Tourism\r\n<\/strong>\r\n\r\nThe report <em>Tourism Essentials Guide: Mountain Bike Tourism<\/em> is a valuable resource for operators or communities seeking to develop or promote mountain biking tourism in their area.\u00a0It can be found at <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Programs\/Guides-Workshops-and-Webinars\/Guides\/Tourism-Business-Essentials-Guides\/TBE-Guide-Mountain-Biking-May2011.pdf.aspx\"><i>Tourism Essentials Guide: Mountain Bike Tourism<\/i> [PDF]<\/a>: http:\/\/www.destinationbc.ca\/getattachment\/Programs\/Guides-Workshops-and-Webinars\/Guides\/Tourism-Business-Essentials-Guides\/TBE-Guide-Mountain-Biking-May2011.pdf.aspx\r\n\r\n<\/div>\r\nOver the years,\u00a0mountain biking has grown from being a fringe activity to a mainstay of the tourism economy.\u00a0In fact, the growth potential of mountain biking is so highly regarded that the BC Government now considers it as one of the top growth areas in the outdoor adventure sector (Tourism BC, 2011b).\r\n\r\nIndeed, numerous mountain winter resorts such as Whistler Blackcomb, Silverstar, and Kicking Horse have developed mountain biking trail infrastructure and lift-accessed biking to provide off-season activities.\u00a0World-class mountain biking races such as the Test of Metal and the BC Bike Race bring thousands of riders through small communities for mountain biking.\u00a0The economic impact of these events is significant. Over the course of a single four-month season in the Sea-to-Sky Corridor in 2006 (including the communities of North Vancouver, Squamish, and Whistler), the economic contribution of mountain biking to local economies was $10.3 million (Western Canada Mountain Bike Tourism Association, 2006).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Test of Metal and GranFondo\u00a0<\/strong>\r\n\r\nTwo major bike races bring significant visitors to the Sea-to-Sky Corridor.\u00a0 The Test of Metal, held in Squamish, has sold out every year since 1998, and brings upward of 1,000 mountain bikers into the area for a one-day event each June. For more information, visit <a href=\"http:\/\/testofmetal.com\/\">The Test of Metal<\/a>: http:\/\/testofmetal.com\/.\u00a0The GranFondo Whistler is a road biking race from Vancouver to Whistler that now attracts upward of 7,000 participants each year. For more information, visit\u00a0<a href=\"http:\/\/granfondowhistler.com\">The GranFondo<\/a>: http:\/\/granfondowhistler.com\r\n\r\n<\/div>\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Western Canada Mountain Bike Tourism Association<\/strong>\r\n\r\n<strong>Western Canada Mountain Bike Tourism Association (MBTA)<\/strong> is a not-for-profit organization working toward establishing BC, and Western Canada, as the world's foremost mountain bike tourism destination. It has hosted a symposium on mountain bike tourism and works with Bike Parks BC to ensure terrain development. For more information, visit the <a href=\"http:\/\/www.mbta.ca\/\">Mountain Bike Tourism Association website<\/a>: http:\/\/www.mbta.ca\/\r\n\r\n<\/div>\r\n<h3>Camping and Hiking<\/h3>\r\nIn 2012, over 19.3 million people visited BC provincial parks, including 16.8 million day visitors, many of whom used the parks for hiking and exploration in addition to picnics, swimming, and other outdoor activities. Of these visitors, 2.3 million were overnight campers, generating $15.5 million in user fees, with an average guest satisfaction rating of 82% (BC Parks, 2012). As discussed in Chapter 3, there are also a number of private camping providers in the province.\r\n<h3>Wildlife Viewing<\/h3>\r\nGiven the diversity and richness of our natural environment, it is not surprising that there is a thriving wildlife viewing industry in BC.\u00a0This includes whale, bird, and bear watching as well as travelling to view the northern lights or alpine flowers (CTC, 2007).\u00a0One study conducted by the Canadian Tourism Commission established that within BC, approximately 37% of tourists took part in wildlife viewing while visiting. Significantly, for 13% of visitors, the primary motivation for their travel to BC was wildlife viewing (CTC, 2007).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Wilderness Tourism Association of British Columbia <\/strong>\r\n\r\nThe <strong>Wilderness Tourism Association of British Columbia<\/strong> <strong>(WTA) <\/strong>provides industry support and advocacy for those operators offering nature-based tourism products.\u00a0For more information, visit the <a href=\"http:\/\/www.wilderness-tourism.bc.ca\/\">Wilderness Tourism Association of BC website<\/a>: www.wilderness-tourism.bc.ca\r\n\r\n<\/div>\r\nWhale watching occurs along the coast of BC, with tours sometimes leaving from major urban centres, but more commonly from smaller communities such as Telegraph Cove on northern Vancouver Island.\u00a0Tours are typically by boat, on\u00a0vessels ranging from open, 10-passenger Zodiacs, to comfortable cabin cruisers with inside seating.\u00a0The most commonly observed whale is the orca, one of the province\u2019s most distinctive animals.\u00a0Other whales like the humpback, minke, and Pacific grey are also frequently encountered.\u00a0The province\u2019s vast diversity of marine life is a key attraction of the tours; in addition to whale watching, a typical tour may encounter bald eagles, sea lions, porpoises, and a variety of sea birds (Destination BC, 2014,d).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Take a\u00a0Closer Look: Mammal Viewing Guidelines\r\n<\/strong>\r\n\r\nMarine mammal viewing in Canada has grown in popularity to the point where the federal government has\u00a0established marine wildlife viewing guidelines.\u00a0These establish parameters such as safe viewing distances and time limits.\u00a0For more information, visit <a href=\"http:\/\/www.pac.dfo-mpo.gc.ca\/fm-gp\/species-especes\/mammals-mammiferes\/view-observer-eng.html\">the marine wildlife viewing guidelines<\/a>: http:\/\/www.pac.dfo-mpo.gc.ca\/fm-gp\/species-especes\/mammals-mammiferes\/view-observer-eng.html\r\n\r\n<\/div>\r\nBear viewing -- whether for black bears, grizzly bears, or the rare kermode bear -- is also popular. Black bears are common across all regions of BC.\u00a0Grizzly bears are more likely to be found in remote and mountainous regions; they have an estimated population in the province of approximately 16,000.\u00a0Kermode bears, also called spirit bears, are a subspecies of black bears with a genetic trait that produces white fur instead of black. They are found primarily in the Great Bear Rainforest of the Central Coast, and figure prominently in the spiritual traditions of BC\u2019s Coastal First Nations.\u00a0The spirit bear is\u00a0also BC\u2019s official animal (Destination BC, 2014a).\r\n\r\n[caption id=\"attachment_554\" align=\"aligncenter\" width=\"300\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/Bear.jpg\"><img class=\"wp-image-554\" alt=\"A bear walking along the edge of a river.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Bear.jpg\" height=\"375\" width=\"300\" \/><\/a> Figure 5.6 A bear in Bute Inlet, BC[\/caption]\r\n\r\nTourism operators that offer bear viewing typically operate in remote regions of BC.\u00a0They may utilize raised viewing areas or operate from a boat-based platform, and offer accommodation at night.\u00a0The season is typically limited to May through October, with the highest chances of viewing success during the salmon spawning season in the fall.\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Commercial Bear Viewing Association of BC<\/strong>\r\n\r\nBear viewing is a complex activity with potential for physical risk to visitors and impacts to the bears. The <strong>Commercial Bear Viewing Association of BC (CBVA)<\/strong> sets standards for operators offering bear viewing.\u00a0For more information, visit the <a href=\"http:\/\/www.bearviewing.ca\">Commercial Bear Viewing Association website<\/a>: http:\/\/www.bearviewing.ca\r\n\r\n<\/div>\r\nNow that we've explored some of the key land-based tourism and recreational experiences in BC, let's turn to the water.\r\n<h2>Water-Based Recreation and Tourism<\/h2>\r\nWater-based recreation and tourism in BC is extensive and varied. The coastline of more than 25,000 kilometres in length\u00a0provides ideal opportunities for recreation and tourism (BC Adventure, n.d.).\u00a0 Activities include scuba diving, boat tours, sport fishing, paddle sports, and more.\u00a0Following is an overview of a few core water-based activities offered by BC tourism operators, as well as a brief description of their economic contributions and related industry organizations.\r\n\r\n[caption id=\"attachment_550\" align=\"aligncenter\" width=\"450\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/KayaksWaiting.jpg\"><img class=\"wp-image-550\" alt=\"&quot;&quot;\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/KayaksWaiting.jpg\" height=\"304\" width=\"450\" \/><\/a> Figure 5.7 Kayakers waiting near whitewater rapids[\/caption]\r\n<h3>Scuba Diving<\/h3>\r\nBC waters offer scuba divers a rich diversity of marine life such as giant Pacific octopuses, wolf eels, sixgill sharks, soft corals, and cloud sponges.\u00a0As well, a variety of dive sites are available, including marine parks, protected natural areas, sunken naval vessels, artificial reefs, historic wrecks, and even a submerged fuselage of a Boeing 737 airliner (Dive Industry Association of BC, n.d.).\r\n\r\nA 2004 study conducted by the Dive Industry Association of BC found that the dive industry in BC consisted of 116 operators offering services to tourists and residents alike.\u00a0The many segments of the industry include manufacturers, distributers, dive charters, dive shops, and instructional centres.\u00a0The study estimated that gross revenues from this industry at $15 million, although this number failed to account for other indirect spending such as trip-related accommodation and transportation.\u00a0It is likely that the actual economic value of this subsector is actually significantly larger (Ivanova, 2004).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: Dive Industry Association of British Columbia <\/strong>\r\n\r\nEstablished in 2002, the<strong> Dive Industry Association of British Columbia (DIABC)<\/strong>\u00a0is a not-for-profit that represents and supports the recreational diving industry in BC. Funded in part by matching donations from Destination BC, their diverse membership includes dive shops, tour operators, and individual dive guides. For more information, visit the <a href=\"http:\/\/diveindustrybc.com\">Dive Industry Association of BC<\/a>: http:\/\/diveindustrybc.com\r\n\r\n<\/div>\r\n<h3>Sport Fishing and Lodges<\/h3>\r\nThere is a long and rich history of sport fishing in BC.\u00a0Anglers are drawn to the province\u2019s tidal waters (for salmon and halibut) and to freshwater rivers and lakes (for trout, steelhead, and sturgeon).\u00a0The annual rate of recreational participation is significant; a 2009 study estimated that there are nearly 600,000 anglers (either fresh or saltwater) in any given year in BC (Tourism BC, 2009).\u00a0Furthermore,\u00a0non-resident anglers contributed almost $6 million by way of licensing fees, and an additional $46 million in non-fishing expenditures to the economy of BC.\u00a0The British Columbia Fishing Resorts and Outfitters Association (BCFROA) represents commercial freshwater resorts and outfitters and\u00a0delivers advocacy, conservation, and marketing efforts on behalf of its members (BCFROA, n.d.).\r\n<h3>Paddle Sports<\/h3>\r\nRiver rafting, canoeing, sea kayaking, and standup paddle boarding (SUP) are common activities for both recreationists and tourists alike in BC.\u00a0 Collectively, these sports fall under the paddle sports category, which encompasses any activity that takes place in small boats propelled by paddles (Education Scotland, n.d.).\u00a0 Although all paddle sports are popular recreational activities, two of the more sizable and commercially productive paddle sports subsectors are river rafting and sea kayaking.\r\n\r\nRiver rafting operators can be found on many rivers across BC.\u00a0Product offerings may range from a three-hour adrenaline-fuelled tour on the famous Fraser River to a 14-day wilderness exploration down the UNESCO World Heritage Tatshenshini-Alsek Rivers in northern BC.\u00a0 These trips consist primarily of three types of rafting: paddle rafting, motorized rafting, and float trips (Destination BC, n.d.).\r\n\r\nCommercial rafting in BC is represented by the British Columbia River Outfitters Association (BCROA), which acts as a regulatory and marketing organization for river rafting in the province. Guides are required to be certified at one of three levels: guide, senior guide, or trip leader.\u00a0 Each river in BC that is commonly rafted has an extensive set of safety requirements called \"provisions\" listed by the BCROA.\u00a0These provisions set out the minimum level of guide required, acceptable water levels ranges, and type of equipment needed for each river excursion (BCROA, n.d.).\r\n\r\n[caption id=\"attachment_555\" align=\"aligncenter\" width=\"300\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/RaftingwithCOA.jpg\"><img class=\"wp-image-555 size-medium\" alt=\"Four people kneel on a raft holding paddles and wearing helmets and lifejackets.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/RaftingwithCOA-300x225.jpg\" height=\"225\" width=\"300\" \/><\/a> Figure 5.8 A rafting trip with Canadian Outback Adventures and Events near Squamish, BC[\/caption]\r\n\r\nA 2005 study conducted by Tourism BC identified 59 operators offering river rafting trips in the province.\u00a0With an average of 5.5 employees, these operations are typically small in comparison to other industry subsectors.\u00a0Collectively, however, they provided services to 216,000 customers and contributed almost $15 million in gross revenues to the BC economy in 2005.\u00a0The same study also indicated that up to 75% of participants had travelled to join in the activity, indicating that they can predominantly be classified as adventure tourists (Tourism BC, 2007a).\r\n\r\nSea kayaking in BC has grown into a sizable recreational and commercial industry in recent years. The province is highly regarded internationally for its long coastline punctuated by many inlets and fjords.\u00a0Kayaking trips\u00a0may be as short as an afternoon harbour tour, or as long as a seven-day wilderness exploration to the remote regions of Vancouver Island.\u00a0Noteworthy areas for sea kayakers include Pacific Rim National Park on western Vancouver Island, Johnstone Strait on northern Vancouver Island, and Gwaii Haanas National Park in Haida Gwaii.\r\n\r\nA 2005 report entitled <em>British Columbia\u2019s Sea Kayaking Sector<\/em> identified more than 114 operators offering rentals, instruction, day tours, or multi-day tours.\u00a0 These operators reported gross revenues of approximately $14 million in 2005 (Tourism BC, 2005a).\r\n<div class=\"textbox shaded\">\r\n\r\n<strong>Spotlight On: The Sea Kayak Guides Alliance of BC <\/strong>\r\n\r\nCommercial operators offering tours are represented by the <strong>Sea Kayak Guides Alliance of BC<\/strong> (SKGABC), which\u00a0represents more than 600 individual and company members working in the commercial sea kayaking industry. It provides operating standards, guide certification, advocacy, and government liaison services for its members. For more information, visit the <a href=\"http:\/\/www.skgabc.com\/\"> Sea Kayak Guides Alliance of BC website<\/a>: www.skgabc.com\r\n\r\n<\/div>\r\n<h2>Trends and Issues<\/h2>\r\nAs shown throughout this chapter, recreation, outdoor recreation, and adventure tourism play predominant roles in the tourism and hospitality industry in BC.\u00a0However, there are challenges that impact the viability of this sector, as well as barriers that limit the growth.\u00a0These topics are discussed briefly here.\r\n<h3>Land Use<\/h3>\r\nAccess to wilderness areas for tourism operators is an ongoing challenge.\u00a0Some zones across the province are set aside for recreation, such as provincial and national parks. However, when it comes to conducting commercial operations in these same places, gaining access often involves an extensive permitting process that may impose restrictions on the type of activity and the number of visitors allowed.\r\n\r\nIn addition, parks are generally limited to non-motorized activities, thus presenting barriers for tourism operators that seek to offer mechanized recreation.\u00a0Operators using Crown land for commercial activities also require authorization from the provincial government; in some instances, priority may be given to resource extraction or development. The permitting process can be onerous and time consuming, which for small operators, may be a barrier to growth (Wilderness Tourism Association, 2005).\r\n\r\nEnvironmental\u00a0issues are\u00a0discussed in detail\u00a0in Chapter 10.\r\n<h3>Environmental Impacts<\/h3>\r\n[caption id=\"attachment_556\" align=\"aligncenter\" width=\"300\"]<a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/NothingAllowed.jpg\"><img class=\"wp-image-556 size-medium\" alt=\"A sign listing things that are not allowed like pets, alcohol, baseball, open fires and more.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/NothingAllowed-300x283.jpg\" height=\"283\" width=\"300\" \/><\/a> Figure 5.9 \"Absolutely nothing is allowed here\"[\/caption]\r\n\r\nEnvironmental impacts from climate change, deforestation, and resource extraction all have significant potential to affect this sector of the tourism economy.\u00a0On a local scale, competition with resource extraction for wilderness areas is a vital issue; without reliable access to pristine wilderness, many operators are facing threats to their sustainability (Wilderness Tourism Association, 2005).\u00a0\u00a0Indeed, conflicts with the oil and gas industry, forestry, and mining are constant management challenges for wilderness tourism operators. On a global scale, climate change threatens tourism in BC in many ways, including irregular and insufficient snowfall for winter operations, the pine beetle epidemic sweeping through the province\u2019s forests, and climate-related stress impacting prime wildlife viewing of species such as whales and bears. Environmental issues are discussed in detail in Chapter 10: Environmental Stewardship.\r\n<h3>Risk Management<\/h3>\r\nConcerns over risk management and litigation are ongoing for any operator that offers activities with an element of risk.\u00a0When lawsuits in adventure tourism occur, they are often extensively publicized by the media, creating a perception of risky, dangerous, and irresponsible adventure operators.\u00a0This can negatively affect the sector through rising insurance rates, increasing governmental regulation, challenging certification requirements, and permitting difficulties when interfacing with land management agencies.\r\n\r\nWith the popularity of backcountry skiing, snowboarding, snowmobiling, snowshoeing, and other winter sports on the rise in BC, the number of participants accessing backcountry areas is increasing (Mitsui, 2013). This is becoming a concern for long-time backcountry enthusiasts as well as safety monitors such as Avalanche Canada. As winter and summer backcountry equipment becomes more readily accessible, people are able to equip themselves without having received advanced safety training.\r\n\r\nThe increase of backcountry users will continue to expose users to possible dangerous situations. The best scenario is to ensure users receive proper training and education before they venture into the backcountry areas.\r\n\r\nOther elements of risk and liability are discussed further in Chapter 11.\r\n<h2>Conclusion<\/h2>\r\nDespite some of the challenges faced by recreation, outdoor recreation, and adventure tourism, the industry as a whole remains an exciting, dynamic, and growing sector of the BC tourism economy.\u00a0Employment opportunities abound, and the potential for economic contribution to the province, protection of wilderness areas, and diversification of rural economies away from resource extraction are exciting prospects. BC is uniquely positioned to maintain positive growth in this area, contingent upon government support to address the barriers and challenges listed above. Students looking to develop professionally in this field should strive to gain both hands-on experience in a specialized activity, and a strong tourism focused education; this combination will offer the best chance to open doors to a long-term career in this exciting industry.\r\n\r\nNow that we understand the importance of recreation to the tourism industry, especially in BC, let's explore Chapter 6, which looks at entertainment, the other half of this industry classification.\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Key Terms<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\n<ul>\r\n \t<li><strong>Adventure tourism:<\/strong> outdoor activities with an element of risk, usually somewhat physically challenging and undertaken in natural, undeveloped areas<\/li>\r\n \t<li><strong>Association of Canadian Mountain Guides (ACMG):<\/strong>\u00a0Canada's only internationally recognized guiding association, offering a range of certifications<\/li>\r\n \t<li><strong>Avalanche Canada<\/strong>: a not-for-profit society that provides public avalanche forecasts and education for backcountry travellers venturing into avalanche terrain, dedicated to a\u00a0vision of eliminating avalanche injuries and fatalities in Canada<\/li>\r\n \t<li><strong>British Columbia Golf Marketing Alliance: <\/strong>a strategic alliance representing 58 regional and destination golf resorts in BC with the goal of having BC achieve recognition nationally and internationally as a leading golf destination<\/li>\r\n \t<li><strong>British Columbia Guest Ranchers Association (BCGRA):<\/strong> an organization\u00a0offering marketing opportunities and development support for BC's guest ranch operators<\/li>\r\n \t<li><strong>British Columbia Snowmobile Federation (BCSF):<\/strong> an organization offering snowmobile patrol services, lessons on operations, and advocating for the maintenance of riding areas\u00a0in BC<\/li>\r\n \t<li><strong>Canada West Ski Areas Association (CWSAA): <\/strong>founded in 1966 and headquartered in Kelowna, BC, CWSAA represents ski areas and industry suppliers and provides government and media relations as well as safety and risk management expertise to its membership<\/li>\r\n \t<li><strong>Canadian Ski Guide Association (CSGA):<\/strong> founded in British Columbia, an organization that runs a\u00a0training institute for\u00a0professional guides, and a separate non-profit organization representing CSGA guide and operating members<\/li>\r\n \t<li><strong>Commercial Bear Viewing Association of BC (CBVA):<\/strong>\u00a0promoters of best practices in sustainable viewing, training, and certification for guides, and advocating for land use practices.<\/li>\r\n \t<li><strong>Destination mountain resorts:\u00a0<\/strong>large-scale mountain resorts where the draw is the resort itself; usually the resort offers all services needed in a tourism destination<\/li>\r\n \t<li><strong>Dive Industry Association of BC: <\/strong>a marketing and advocacy organization protecting the interests of divers, dive\u00a0shops, guides, dive instructors, and diving destinations in BC<\/li>\r\n \t<li><strong>Guide Outfitters Association of BC (GOABC): <\/strong>established in 1966 to promote and preserve the interests of guide outfitters, who take hunters out into wildlife habitat; publishers of <em>Mountain Hunter<\/em> magazine<\/li>\r\n \t<li><strong>Nature-based tourism:<\/strong> tourism activities where the motivator is immersion in the natural environment; the focus is often on wildlife and wilderness areas<\/li>\r\n \t<li><strong>Off-road recreational vehicle (ORV): <\/strong>any vehicle designed to travel off of paved roads and on to trails and gravel roads, such as an ATV (all-terrain vehicle) or Jeep<\/li>\r\n \t<li><strong>Outdoor recreation<\/strong>:\u00a0recreational activities occurring outside; generally in undeveloped areas<\/li>\r\n \t<li><strong>Outdoor Recreation Council of BC\u00a0(ORC): <\/strong>a not-for-profit organization that promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups<\/li>\r\n \t<li><strong>Recreation:<\/strong> activities undertaken for leisure and enjoyment<\/li>\r\n \t<li><strong>Regional mountain resorts<\/strong>: small resorts where the focus is on outdoor recreation for the local communities; may also draw tourists<\/li>\r\n \t<li><strong>Sea Kayak Guides Alliance of BC<\/strong>: representing more than 600 members in the commercial sea kayaking industry, providing operating standards, guide certification, advocacy, and government liaison services<\/li>\r\n \t<li><strong>Western Canada Mountain Bike Tourism Association (MBTA): <\/strong>a not-for-profit organization working toward establishing BC, and Western Canada, as the world's foremost\u00a0mountain bike tourism destination<\/li>\r\n \t<li><strong>\u00a0Wilderness Tourism Association (WTA): <\/strong>an organization that advocates for over 850 nature-based tourism operators in BC, placing a priority on protecting natural resources for continued enjoyment by visitors and residents alike<\/li>\r\n<\/ul>\r\n<\/div><\/div>\r\n<div class=\"textbox textbox--exercises\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Exercises<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\n<ol>\r\n \t<li>Compare and contrast the terms <em>recreation, outdoor recreation<\/em>, and <em>adventure tourism<\/em>.\u00a0How can we differentiate between each of these terms?<\/li>\r\n \t<li>Do you believe that ORV tourism operators should be considered nature-based tourism?\u00a0Explain.<\/li>\r\n \t<li>What is the difference between a regional mountain resort and a destination mountain resort?<\/li>\r\n \t<li>Of the smaller subsectors of tourism economy discussed in this chapter, name three that are commonly found in small, rural communities.\u00a0What is their significance to the local community?<\/li>\r\n \t<li>Name a well-known destination for mountain biking in BC. What is the attraction of that area?<\/li>\r\n \t<li>Why is backcountry skiing\/snowboarding sometimes considered a risky activity?\u00a0Explain.\u00a0How can these risks be mitigated?<\/li>\r\n \t<li>List three industry organizations described in this chapter that represent outdoor tourism subsectors.\u00a0What general services do they offer to those they represent?<\/li>\r\n \t<li>What unique advantages does BC offer for recreation, outdoor recreation, and adventure tourism?<\/li>\r\n \t<li>Review the section Trends and Issues.\u00a0What suggestions would you give to the BC Government to support tourism in this subsector?<\/li>\r\n<\/ol>\r\n<\/div><\/div>\r\n<div class=\"textbox textbox--exercises\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Case Study: The Wind Within<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\nBC has long been romanticized as a destination that is intrinsically linked to recreation and nature; and our\u00a0tourism product has traditionally\u00a0relied on outdoor assets and the promotion of recreation.\r\n\r\nIn late 2014, Destination British Columbia launched a video and set of corresponding marketing materials that sought to expand on the \"Super, Natural\" brand promise for the province.\r\n\r\nWatch the video here:\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=dNFrZNjs2ng\">\"The Wild Within: British Columbia, Canada\"<\/a>: https:\/\/www.youtube.com\/watch?v=dNFrZNjs2ng\r\n\r\nOn your own or as part of a team, consider the following:\r\n<ol>\r\n \t<li>What natural elements are being promoted?<\/li>\r\n \t<li>What recreational activities are featured\u00a0in the video?<\/li>\r\n \t<li>Which industry groups or associations are needed to support these activities? Name at least five.<\/li>\r\n \t<li>What are the advantages of promoting BC's natural elements as a pillar of marketing campaigns?<\/li>\r\n \t<li>What are the disadvantages? How might these be mitigated?<\/li>\r\n<\/ol>\r\nAfter answering these questions, come up with a quick design for a marketing piece\u00a0that profiles one recreational activity in your local community. This could be a webpage, a brochure, an app, a poster, or another marketing piece. Be sure to visit the <a href=\"http:\/\/www.destinationbc.ca\/Resources\/british-columbia-tourism-brand.aspx\">Destination BC brand website<\/a> to make sure your ideas fit in with \"The Wild Within\" concept and brand: http:\/\/www.destinationbc.ca\/Resources\/british-columbia-tourism-brand.aspx\r\n<\/div>\r\n<\/div>\r\n<h2>References<\/h2>\r\nBC Adventure. (n.d.)\u00a0 <a href=\"http:\/\/www.bcadventure.com\/adventure\/planner\/quick.htm\"><em>BC Adventure Planner<\/em><\/a>.\u00a0 Retrieved from: http:\/\/www.bcadventure.com\/adventure\/planner\/quick.htm\r\n\r\nBC Fishing Resorts and Outfitters Association. (n.d.). <a href=\"http:\/\/bcfroa.ca\/about-bcfroa\"><em>About BCFROA<\/em><\/a>. Retrieved from: http:\/\/bcfroa.ca\/about-bcfroa\r\n\r\nBC Guest Ranchers Association. (n.d.).\u00a0<a href=\"http:\/\/www.bcguestranches.com\/\"><em>Requirements<\/em><\/a>.\u00a0 Retrieved from: www.bcguestranches.com\r\n\r\nBC Parks. (2012). <a href=\"http:\/\/www.env.gov.bc.ca\/bcparks\/research\/statistic_report\/statistic_report_2012.pdf\" target=\"_self\"><em>2011\/2012 Statistics Report<\/em>. [PDF]<\/a> Retrieved from http:\/\/www.env.gov.bc.ca\/bcparks\/research\/statistic_report\/statistic_report_2012.pdf\r\n\r\nBritish Columbia Ministry of Forests, Lands and Natural Resource Operations. (2014). <a href=\"https:\/\/www.leg.bc.ca\/40th2nd\/1st_read\/gov13-1.htm\"><em>Off-Road Vehicle Act.<\/em><\/a> Retrieved from: https:\/\/www.leg.bc.ca\/40th2nd\/1st_read\/gov13-1.htm\r\n\r\nBritish Columbia Ministry of Jobs, Tourism and Innovation. (2012). <a href=\"http:\/\/www.jtst.gov.bc.ca\/tourismstrategy\/documents\/mjti_tourismstrategyreport_fnl.pdf\"><em>Gaining the edge: A five-year strategy for tourism in BC.<\/em> [PDF]<\/a>\u00a0 Retrieved from: http:\/\/www.jtst.gov.bc.ca\/tourismstrategy\/documents\/mjti_tourismstrategyreport_fnl.pdf\r\n\r\nBritish Columbia River Outfitters Association. (n.d.). <a href=\"http:\/\/www.bcroa.com\/sites\/default\/files\/river_raft2002_revisedmanual.pdf\"><em>Provisions.<\/em> [PDF]<\/a> Retrieved from www.bcroa.com\/sites\/default\/files\/river_raft2002_revisedmanual.pdf\r\n\r\nBritish Columbia Snowmobile Federation (n.d.). <a href=\"http:\/\/bcsf.org\/\"><em>About BCSF<\/em><\/a>. Retrieved from: http:\/\/bcsf.org\r\n\r\nBritish Columbia Snowmobile Operators Association. (n.d.). <a href=\"http:\/\/www.snowmobilebritishcolumbia.com\/?page_id=450\"><em>About us - Snowmobile British Columbia.<\/em><\/a> Retrieved from http:\/\/www.snowmobilebritishcolumbia.com\/?page_id=450\r\n\r\nCanadian Mountain Holidays. (n.d.). <a href=\"http:\/\/www.canadianmountainholidays.com\/about-us.aspx\"><em>About us.<\/em><\/a> Retrieved from: www.canadianmountainholidays.com\/about-us.aspx\r\n\r\nCanadian Tourism Commission. (2007). <a href=\"http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/TAMS\/Canadian%20Travellers%20Outdoor%20Activity\/CDN_Wildlife_Viewing_en.pdf\"><em>TAMS 2006-Canadian activity profile: Wildlife viewing while on trips<\/em>. [PDF]<\/a> Retrieved from:\u00a0http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/TAMS\/Canadian%20Travellers%20Outdoor%20Activity\/CDN_Wildlife_Viewing_en.pdf\r\n\r\nCanadian Tourism Commission. (2012). <a href=\"http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/Product-research\/07082013_the_hunting_landscape_rev1.pdf\"><em>Sport fishing and game hunting in Canada: An assessment on the potential international tourism opportunity.<\/em> [PDF]<\/a> Retrieved from: http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/Product-research\/07082013_the_hunting_landscape_rev1.pdf\r\n\r\nCross Country BC. (n.d.). <a href=\"http:\/\/www.crosscountrybc.ca\/about\"><em>About us.<\/em><\/a> Retrieved from: http:\/\/www.crosscountrybc.ca\/about\r\n\r\nDestination BC. (2014a). <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/parks-wildlife\/bear-watching.aspx\"><em>Bear viewing.<\/em><\/a> Retrieved from: www.hellobc.com\/british-columbia\/things-to-do\/parks-wildlife\/bear-watching.aspx\r\n\r\nDestination BC. (2014b). <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/biking.aspx\"><em>Biking.<\/em><\/a> Retrieved from: www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/biking.aspx\r\n\r\nDestination BC. (2014c). <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/golf.aspx\"><em>Golfing.<\/em> <\/a>Retrieved from: http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/golf.aspx\r\n\r\nDestination BC. (2014d). <a href=\"http:\/\/www.hellobc.com\/vancouver-island\/things-to-do\/parks-wildlife\/whale-watching.aspx\"><em>Whale watching.<\/em><\/a> Retrieved from: www.hellobc.com\/vancouver-island\/things-to-do\/parks-wildlife\/whale-watching.aspx\r\n\r\nDestination BC. (n.d.) <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/water-activities\/river-rafting.aspx\"><em>River rafting British Columbia<\/em><\/a>. Retrieved from http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/water-activities\/river-rafting.aspx\r\n\r\nDive Industry Association of BC. (n.d.). <a href=\"http:\/\/www.diveindustrybc.com\/\"><em>About us.<\/em><\/a> Retrieved from: www.diveindustrybc.com\r\n\r\nEducation Scotland. (n.d.). <a href=\"http:\/\/www.educationscotland.gov.uk\/learningteachingandassessment\/approaches\/outdoorlearning\/healthandsafety\/guides\/activityguidance\/paddlesports.asp\"><em>Paddlesports.<\/em><\/a> Retrieved from: http:\/\/www.educationscotland.gov.uk\/learningteachingandassessment\/approaches\/outdoorlearning\/healthandsafety\/guides\/activityguidance\/paddlesports.asp\r\n\r\nGuide Outfitters Association of BC. (n.d.).\u00a0<a href=\"http:\/\/www.goabc.org\/economic-contribution.aspx\"><em>Economic contribution.<\/em><\/a> Retrieved from: www.goabc.org\/economic-contribution.aspx\r\n\r\nHeliCat Canada. (n.d.). <a href=\"http:\/\/www.helicatcanada.com\/our-members\/heliskiing-members.html\" target=\"_self\"><em>Our members.\u00a0<\/em><\/a>Retrieved from: http:\/\/www.helicatcanada.com\/our-members\/heliskiing-members.html\r\n\r\nIvanova, I. (2004). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Recreational_Scuba_Diving_in_British_Columbia-sflb.pdf.aspx\"><em>Recreational diving in British Columbia survey report.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Recreational_Scuba_Diving_in_British_Columbia-sflb.pdf.aspx\r\n\r\nMitsui, E. (2013). <a href=\"http:\/\/www.cbc.ca\/news\/canada\/popularity-of-backcountry-skiing-worries-some-in-industry-1.1313223\" target=\"_self\">Popularity of backcountry skiing worries some in industry.<\/a> <em>CBC News.<\/em> Retrieved from http:\/\/www.cbc.ca\/news\/canada\/popularity-of-backcountry-skiing-worries-some-in-industry-1.1313223\r\n\r\n<a href=\"http:\/\/orcbc.ca\/about_mission.htm\">Outdoor Recreation Council of BC.<\/a> (2014). About Us. Retrieved from: http:\/\/orcbc.ca\/about_mission.htm\r\n\r\nPorteus, S. (March 6, 2013). <a href=\"http:\/\/www.bcbusiness.ca\/tourism-culture\/the-growing-business-of-the-backcountry\">The growing business of the backcountry.<\/a> <em>BC Business.<\/em> Retrieved from: www.bcbusiness.ca\/tourism-culture\/the-growing-business-of-the-backcountry\r\n\r\n<a href=\"http:\/\/www.selkirkwilderness.com\/about_us\/\">Selkirk Wilderness Skiing<\/a> (n.d.). <em>About us.<\/em> Retrieved from: www.selkirkwilderness.com\/about_us\/\r\n\r\nStrategic Networks, Inc. (2009). <a href=\"http:\/\/www.pgaofcanada.com\/Userfiles\/SNG_NAGA_Impact%20GolfCanada_2009_KeyFindings_EN_Issued%20Aug17_09(1).pdf\"><em>Economic impact for golf in Canada.<\/em> [PDF]<\/a> Retrieved from:\u00a0 http:\/\/www.pgaofcanada.com\/Userfiles\/SNG_NAGA_Impact%20GolfCanada_2009_KeyFindings_EN_Issued%20Aug17_09(1).pdf\r\n\r\nTourism BC. (2005a). <a href=\"http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Water-based.aspx#.VIYlbb4irzI\"><em>British Columbia River Outfitters report<\/em><\/a>. Retrieved from: http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Water-based.aspx#.VIYlbb4irzI\r\n\r\nTourism BC. (2005b). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Economic_Impacts_of_Commercial_Nature-Based_Tourism_Report-sflb.pdf.aspx\"><em>Characteristics of commercial nature-based tourism industry in British Columbia<\/em> [PDF]<\/a>. Retrieved from:\u00a0 http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Economic_Impacts_of_Commercial_Nature-Based_Tourism_Report-sflb.pdf.aspx\r\n\r\nTourism BC. (2007a). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/British-Columbia-s-Sea-Kayakers-Report-(2005),-Dec\/British_Columbia_s_Sea_Kayakers_Report_2005-sflb.pdf.aspx\"><em>British Columbia\u2019s sea kayaking sector 2005.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/British-Columbia-s-Sea-Kayakers-Report-(2005),-Dec\/British_Columbia_s_Sea_Kayakers_Report_2005-sflb.pdf.aspx\r\n\r\nTourism BC. (2007b). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Travel-Motivations-(TAMS)\/Canadian-Travel-Motivations\/Canadian_TAMS_Overview_Report.pdf.aspx\"><em>Travel activities and motivations of Canadian residents: An overview.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Travel-Motivations-(TAMS)\/Canadian-Travel-Motivations\/Canadian_TAMS_Overview_Report.pdf.aspx\r\n\r\nTourism BC. (2009a). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Fishing_Sector_Profile.pdf.aspx\"><em>Fishing product overview.<\/em><\/a> Retrieved from:\u00a0http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Fishing_Sector_Profile.pdf.aspx\r\n\r\nTourism BC. (2009b). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Golf_Sector_Profile.pdf.aspx\"><em>Golf sector profile<\/em> [PDF]<\/a>. Retrieved from:\u00a0http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Golf_Sector_Profile.pdf.aspx\r\n\r\nTourism BC. (2009c). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Wildlife_Viewing_Sector_Profile.pdf.aspx\"><em>Wildlife viewing product overview<\/em>. [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Wildlife_Viewing_Sector_Profile.pdf.aspx\r\n\r\nTourism BC. (2011a). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Guest-Ranchers-Business-Survey-2008-2009,-January\/GuestRanchersReport2008_2009.pdf.aspx\"><em>Guest ranchers business survey 2008\/2009.<\/em> [PDF]<\/a> Retrieved from:\u00a0 http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Guest-Ranchers-Business-Survey-2008-2009,-January\/GuestRanchersReport2008_2009.pdf.aspx\r\n\r\nTourism BC. (2011b). <a href=\"http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Land-based.aspx#.VIYqOr4irzI\"><em>Mountain bike tourism guide.<\/em><\/a> Retrieved from: http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Land-based.aspx#.VIYqOr4irzI\r\n\r\nTourism BC. (2011c). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Value-of-Mountain-Resorts-to-the-British-Columbia\/Value_of_Mountain_Resort_Properties_Phase_One_June-2012.pdf.aspx\"><em>The value of mountain resorts to the British Columbia economy.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Value-of-Mountain-Resorts-to-the-British-Columbia\/Value_of_Mountain_Resort_Properties_Phase_One_June-2012.pdf.aspx\r\n\r\nTourism BC. (2013). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Outdoor-Recreation-Study-2009-2010,-January-2013\/Outdoor-Recreation-for-Distribution-14Jan13-FINAL-DRAFT-(2).pdf.aspx\"><em>2009\/2010 Outdoor recreation study<\/em>. [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Outdoor-Recreation-Study-2009-2010,-January-2013\/Outdoor-Recreation-for-Distribution-14Jan13-FINAL-DRAFT-(2).pdf.aspx\r\n\r\nTribe, J. (2011).\u00a0<em>The economics of recreation, leisure, and tourism. 4th Edition.<\/em> Oxford, England: Elsevier.\r\n\r\nUnited Nations World Tourism Organization. (2014). <a href=\"http:\/\/affiliatemembers.unwto.org\/publication\/global-report-adventure-tourism\"><em>Global report on adventure tourism.<\/em><\/a> Retrieved from: http:\/\/affiliatemembers.unwto.org\/publication\/global-report-adventure-tourism\r\n\r\nWebster, D. (2013). <a href=\"https:\/\/dspace.royalroads.ca\/docs\/bitstream\/handle\/10170\/660\/webster_donald.pdf?sequence=1\"><em>Adventure tourism operators and snowmobiles: Managing interactions.<\/em> [PDF]<\/a> Retrieved from: https:\/\/dspace.royalroads.ca\/docs\/bitstream\/handle\/10170\/660\/webster_donald.pdf?sequence=1\r\n\r\nWestern Canada Mountain Bike Tourism Association. (2006). <a href=\"http:\/\/www.mbta.ca\/assets\/pdfs\/S2S_E_I_Study.pdf\"><em>Sea-to-sky mountain biking economic impact study<\/em>. [PDF]<\/a> Retrieved from:\u00a0 http:\/\/www.mbta.ca\/assets\/pdfs\/S2S_E_I_Study.pdf\r\n\r\nWilderness Tourism Association. (2005). <a href=\"http:\/\/www.wilderness-tourism.bc.ca\/docs\/Commercial_Nature-Based%20Tourism.pdf\"><em>Characteristics of the commercial nature-based Tourism industry in British Columbia<\/em>. [PDF]<\/a> Retrieved from http:\/\/www.wilderness-tourism.bc.ca\/docs\/Commercial_Nature-Based%20Tourism.pdf\r\n<h2>Attributions<\/h2>\r\n<strong>Figure 5.1<\/strong> \u00a0<a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/9462636574\/in\/photolist-fpWeFp-fqbtRj-eEf7t9-fpWeSB-bFcmhW-bYbCYE-fqbubs-bYbwGo-acLHn1-bYbCNu-6xtk56-fqbpSY-fqbrks-fpWb3T-eh1w3e-fCTdfg-cVrbUS-cVrbz5-6xxrQq-fDaL9J-cVrc8G-5SX1Bv-p934Ev-cVrcpq-p9gE9q-ab65EA-ajueXn-ooKEHC-d4CGoo-4cCbWz-cVRMYh-ngHMo-nfwdGW-bmDDE7-7Y6VNs-a96aHa-cVr9SA-nftRf2-ndrrQ3-bYbCq1-kcnCU-dTAgwU-dwixyX-6eyyJT-dZs59A-5xNetc-4Fa9Gv-6r7AX-4Fad9D-dZsi57\">Up and over<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/\">Ruth Hartnup<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.\r\n\r\n<strong>Figure 5.2<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/matthosford\/15752480881\/in\/photolist-7Yd95D-nnc7Vw-eyr77-7KDvok-7YgnRW-pZZzKX-KFfJv-8edoVc-7Ygono-KF6Bm-8bUESE-7qmkGu-8dw53w-KFfdv-KFfM8-7qgGPM-7YgouS-4ToNDW-88u7uo-KF6oG-KF5QL-KF5T5-cfmKVS-8GCC8K-3t7qR-5kVL6t-ofy5q4-2RNGDq-csWe3J-ftdoY-7Ygoi3-9oJyDb-pbiqH4-ocWxRc-KFgrZ-a1VYKf-8bPWB4-8bTftg-8bSXjG-7qgGQ8-osok3E-ouoxQh-oud9Jj-ocVB1b-ocVAVx-owaYtR-ouqaYa-oudbaA-owaXFP-ocVmDs\">Row Your Boat<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/matthosford\/\">Matt Hosford<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.\r\n\r\n<strong>Figure 5.3<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/jeffwilcox\/2216110738\/in\/photolist-CjPoM-CjMxu-CjM7y-CjNAY-CjN22-CjL1a-CjMjw-CjNhf-4FeLJ1-4nLgwF-4nL6Wc-4Faa28-4FenwL-4nQ9vQ-4FaB3e-4Fa3eP-4FaAMM-4FawXM-4FeQks-4FeLYh-4FeKRy-4nLf7V-4nJWXX-4FabgD-4nP7WG-4nKgk2-4FayAF-4FeMby-4nPi63-Agiy2-4Feovf-4Feq49-AghSM-4nPiCN-4nKNSa-4nLcnx-4nQkNj-4nP7fG-e2ZBPX-e339yP-e2ZBpr-e36gkG-e2ZBzM-e3396x-e2ZzPK-CjY92-CjUvN-CjUdx-CjUnN-CjWLe\">Blackcomb<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/jeffwilcox\/\">Jeff Wilcox<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.\r\n\r\n<strong>Figure 5.4<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/shazron\/444685653\/in\/photolist-vR6t8-vRpMW-vRqn7-vRtbr-vR6h2-vR5Ev-vR5Xm-vR6W6-vRq6X-vR6JK-vRqCa-6CoG1w-8qsC8f-8pmoAz-7EVnzb-4nLdfD-Fi8y2-5YYLo8-9ys8hD\">Snowmobiling<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/shazron\/\">Shazron<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.\r\n\r\n<strong>Figure 5.5<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/jasonsager\/5921792985\/in\/photolist-9SV3vX-9SV3Kz-9SVaqp-m8pTNp-aBDUkw-4BBLh4-e8m5au-a2hJK4-cv4xMb-4BG3oC-5ioXwV-cv3wFq-4BG3XQ-dSbwuX-6FacBG-a1NHqT-oRPjD7-4BG39o-nrXVqj-nrXHZo-nrYbMi-nGprqw-nrY7Gp-nrXNpd-nrXsqL-nLew2i-nJskZc-nGpYqh-nrXURk-nrXGz6-nLeMda-nJg96w-nJqm5q-nrYecD-nJg4t5-nJpTWU-nrXKkt-nGpqKU-nLeMZF-nGprNA-nrXJRx-nrXGXm-nrXNZG-nrXGgc-nLeJ8n-nrXYVA-nLeknT-nJq8Uy-nJqsam-nrXMtM\">Cyclists<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/jasonsager\/\">Jason Sager<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/2.0\/\">CC-BY-SA\u00a02.0<\/a> license.\r\n\r\n<strong>Figure 5.6<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/10094212@N05\/15458613091\/in\/photolist-py2r6V-3kyDDz-8LeUeK-91wVBs-gk3foe-8M34Hw-o8rnAq-6ptAQD-8bNGT9-8bNJfy-8Lgs7t-8bTaVR-nTCXYX-6qMVpy-6qHGX4-6qN2tW-dy8zV-dy8yo-dy8xV-dy8wF-cEFVGS-dxcK5y-p2vCGg-a4sHTN-9x7h6K-5iuDHC-hqLre-a7YCY4-opJ4E1-5x17Ea-4nBGW8-5XZdJY-8jZwuz-xDhLD-orFQep-oLCD8g-opHVqW-onV9Tj-opUG8E-6iqQ7f-6iqQsf-it2MiF-kDDy9-bWjLLw-4YC1AS-82gdZB-dek1qV-5x15Qa-pf8goG-o8s6ca\">A bear in Bute Inlet, BC<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/10094212@N05\/\">John Critchley<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.\r\n\r\n<strong>Figure 5.7\u00a0<\/strong><a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/3724988228\/in\/photolist-6FaxdY-6FbwW1\">Waiting in line<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/\">Ruth Hartnup<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.\r\n\r\n<strong>Figure 5.8<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/urbanmixer\/88992587\/in\/photolist-8S7t1-q1if5-8S7qx-8S7tq-f9gAis-ppxLko-nHcHgK-3f7FVC-8S7oX-6sKRp7-6sKTkf-6sKTBb-6sKSL1-6sFGAR-6sFHZk-6sKRTs-6sKTTo-6sFGTT-6sFJig-6sKRCA-4Xa41N-73ikZB-73nqBE-73nkxm-73ipbR-4HyVGM-4Hz3ht-393Vy3-38YkSc-6sFJRi-393kzL-393SRJ-q1jUa-73ns3W-73iqGK-q1jRR-73ijwn-6fApK9-38XNs2-6hEBCy-38XNLk-fB24sp-38YY6r-5by4ia-4FTxho-393RwS-38YLMz-8S7xd-8S7wV-393QFL\">Rafting Adventure in Squamish, BC<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/urbanmixer\/\">Raj Taneja<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc\/2.0\/\">CC-BY-NC 2.0<\/a> license.\r\n\r\n<strong>Figure 5.9<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/two-wrongs\/205467442\/in\/photolist-7B5FE3-g3wx4r-ja5j7-uprnj-cKsCHw-dadV3j-55Dmqg-55HQGJ-55HZmy-55HHoN-55HBdu-5VD2J-4YuPUH-8PZkDF-av5spT-55JaPQ-55J5Ps-55JiaA-55Hui5-dfvs1-6r7rbD-aDRFvf-8yAwGq-5bCvhw-ddVPNT-pZuEdG-jz6k3-5NJBhJ-8yxopc-54WGfE-2Gim8-5pQkoE-737KSn-9Af4Xg-qgZbHQ-fTmX5T-hKiUpV-5pxq3J-9Af4N6-bvsd3W-9Ai1UY-7B5MDN-9pvTRc-bpCptw-aDB9bL-pkvWrb-atT1o3-Jv824-4bqPP5-6CU9Yg\">Absolutely Nothing is Allowed Here<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/two-wrongs\/\">Vicki &amp; Chuck Rogers<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/2.0\/\">CC-BY-NC-SA 2.0<\/a> license.","rendered":"<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Learning Objectives<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<ul>\n<li>Differentiate between recreation, outdoor recreation, adventure tourism, and nature-based tourism<\/li>\n<li>Describe the significance, size, and economic contribution of this sector to the overall tourism industry in BC<\/li>\n<li>Identify key industry organizations in recreation, outdoor recreation, and adventure tourism<\/li>\n<li>Classify different subsectors of recreation, outdoor recreation, and adventure tourism<\/li>\n<li>Recognize the unique challenges facing recreation, outdoor recreation, and adventure tourism in BC<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h2>Overview<\/h2>\n<p>In this chapter, we\u00a0discuss the concept of recreation in tourism and hospitality. <strong>Recreation<\/strong> can be defined as the pursuit of leisure activities during one\u2019s spare time (Tribe, 2011) and\u00a0can include\u00a0vastly different activities such as golfing, sport fishing, and rock climbing.\u00a0Defining recreation as it pertains to tourism, however, is more challenging.<\/p>\n<figure id=\"attachment_535\" aria-describedby=\"caption-attachment-535\" style=\"width: 400px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/SynchroClimb.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-535\" alt=\"Two people climb a rock face.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/SynchroClimb.jpg\" height=\"300\" width=\"400\" \/><\/a><figcaption id=\"caption-attachment-535\" class=\"wp-caption-text\">Figure 5.1 Climbers in Squamish, BC<\/figcaption><\/figure>\n<p>Let\u2019s start by exploring some recreation-based terms that are common in the tourism industry.\u00a0<strong>Outdoor recreation <\/strong>can be defined as \u201coutdoor activities that take place in a natural setting, as opposed to a highly cultivated or managed landscape such as a playing field or golf course\u201d (Tourism BC, 2013, p. 47).\u00a0 This term is typically applied to outdoor activities that individuals engage in and that are located close to their community.\u00a0When these activities are further away, and people must travel some distance to participate in them, they are often described as\u00a0adventure tourism.<\/p>\n<p>According to the United Nations World Tourism Organization (UNWTO), <strong>adventure tourism <\/strong>is \u201ca trip that includes at least two of the following three elements: physical activity, natural environment, and cultural immersion\u201d (UNWTO,\u00a02014, p.12).\u00a0 Examples of adventure tourism in BC include river rafting, helicopter skiing, and rock climbing.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Take a Closer Look: UNWTO Global Report\u00a0 <\/strong><\/p>\n<p>The <em>Global Report on Adventure Tourism<\/em> by UNWTO offers an in-depth analysis of the global adventure travel sector. It can be found at http:\/\/affiliatemembers.unwto.org\/publication\/global-report-adventure-tourism<\/p>\n<\/div>\n<p>Adventure tourism can be\u00a0&#8220;soft&#8221; or &#8220;hard.&#8221;\u00a0Differentiating between the two is somewhat subjective, but is loosely based on\u00a0the level of experience required, the level of fitness required, and the degree to which the participant is exposed to risk (UNWTO, 2014).\u00a0 Examples of soft adventure include wildlife viewing or moderate hiking, whereas river rafting or rock climbing would usually be considered hard adventure.<\/p>\n<p>Another term that is used, one that overlaps with the definitions of\u00a0outdoor recreation and adventure tourism, is\u00a0<strong>nature-based tourism,<\/strong> which refers to \u201cthose tourism experiences that are directly or indirectly dependent on the natural environment\u201d (Tourism BC, 2005b, p.6).\u00a0 This term is often used to describe activities that are closely connected to nature, such as whale watching, birding, or self-propelled travel such as hiking and kayaking.<\/p>\n<p>As you can see, there are challenges in classifying recreation in tourism.\u00a0For instance, if people kayak near their home or community, it may be considered outdoor recreation.\u00a0If they travel afar for that same activity, it likely is designated as adventure tourism. If the kayaking is done\u00a0in protected, mild conditions, it\u00a0would be considered soft adventure, but if done\u00a0in a challenging and risky river descent, it may be classified as hard adventure.<\/p>\n<p>Of course, each of the above scenarios of kayaking could be considered nature-based tourism if it is strongly linked to the natural environment.\u00a0Ultimately, categorization is based on a combination of several factors, including manner of engagement in the activity (risk exposure, experience requirement, group or solo activity), the distance travelled to access the activity, and the type of environment (proximity to nature, level of challenge involved) that that the activity occurs in.<\/p>\n<p>A 2013 adventure tourism market study discovered that people who travel for adventure experiences tend to be well-educated, with 48% holding a four-year degree or higher credential. They value natural beauty and rank this as the highest factor when choosing a destination, and the most cited reasons for their travel are relaxation &#8220;relaxation, exploring new places, time with family, and learning about different cultures&#8221; (UNWTO, 2014, p.15).<\/p>\n<p>Globally, it is estimated that the continents of Europe, North America, and South America account for 69% of adventure tourism, or US$263 billion in adventure travel spending. Adventure tourists tend to be seen as high-value visitors, with as much of 70% of their expenditures remaining in the communities visited (UNWTO, 2014).<\/p>\n<p>The size, extent, and economic contribution of recreation, outdoor recreation, and adventure tourism in British Columbia is also substantial. The rest of this chapter explores the sector in the province in more detail.<\/p>\n<h2>Recreation and Adventure Tourism in BC<\/h2>\n<p>Studies have shown that nearly all residents of BC partake in some kind of outdoor recreation activity during any given year.\u00a0Approximately 85% of those participants indicate that these recreational activities were very important to them (Tourism BC, 2013).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Outdoor Recreation Council of BC<\/strong><\/p>\n<p>The <strong>Outdoor Recreation Council of BC (ORC)<\/strong> describes itself as \u201cpromoting access to and responsible use of BC\u2019s public lands and waters for public outdoor recreation\u201d (Outdoor Recreation Council of BC, 2014). The Council promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups. For more information, visit the <a href=\"http:\/\/orcbc.ca\/\">Outdoor Recreation Council of BC website<\/a>: http:\/\/orcbc.ca<\/p>\n<\/div>\n<figure id=\"attachment_549\" aria-describedby=\"caption-attachment-549\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/Joffre.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-549\" alt=\"A lake bordering bare mountain. A boat moves across the middle of the lake.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Joffre.jpg\" height=\"334\" width=\"500\" \/><\/a><figcaption id=\"caption-attachment-549\" class=\"wp-caption-text\">Figure 5.2 Joffre Lake Provincial Park, where adventure tourists access secluded camping spots by carrying (or boating) in their gear<\/figcaption><\/figure>\n<p>It is estimated that there are approximately 2,200 outdoor\/adventure tourism operators in BC.\u00a0In 2001, this accounted for 21,000 jobs and $556 million in direct wages.\u00a0The last sector-wide study in 2005 estimated that business revenues in outdoor adventure tourism accounted for approximately $854 million in annual business revenues (Tourism BC,\u00a02013). Given the growth of adventure tourism over the last decade, it is likely these numbers have risen.<\/p>\n<p>Additionally, in the current five-year provincial tourism strategy, entitled <em>Gaining the Edge,<\/em> outdoor\/adventure tourism is indicated as one of six key areas targeted for growth (<span>British Columbia Ministry of Jobs, Tourism and Innovation<\/span>, 2012). This government support, combined with the rapid\u00a0growth of the\u00a0outdoor and adventure tourism industry, point to a\u00a0strong future for this sector.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Take a Closer Look: Outdoor Adventure Sector Profile<br \/>\n<\/strong><\/p>\n<p><em>Outdoor Adventure: Tourism Sector Profile, <\/em>a report\u00a0produced by Destination BC,\u00a0includes information on the size, type, and characteristics of tourism companies in this sector.\u00a0Also included is market demand for these activities and future challenges the sector faces.\u00a0You can find the report at <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Sector-Profiles\/Outdoor-Adventure-Sector-Profile,-May-2014\/Tourism-Sector-Profile_OutdoorAdventure_May2014.pdf.aspx\">Outdoor Tourism Sector Profile [PDF]<\/a>:\u00a0http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Sector-Profiles\/Outdoor-Adventure-Sector-Profile,-May-2014\/Tourism-Sector-Profile_OutdoorAdventure_May2014.pdf.aspx<\/p>\n<\/div>\n<p>This section covers two\u00a0key types of recreation and tourism, with a focus on British Columbia:<\/p>\n<ol>\n<li>Land-based recreation and tourism<\/li>\n<li>Water-based recreation and tourism<\/li>\n<\/ol>\n<p>It&#8217;s not possible to detail\u00a0all the recreational activities available in BC,\u00a0but by the end of this section, you will have an understanding of the key unique activities available in\u00a0the province.<\/p>\n<h2>Land-Based Recreation and\u00a0Tourism<\/h2>\n<h3>Golf Courses and\u00a0Resorts<\/h3>\n<p>A 2009 economic impact study found that more than six million Canadians participate in the game of golf each year, making this sport the number one outdoor recreational activity in Canada based on participation. Golf also directly employs more than 155,000 people and contributes more than $11 billion directly to Canada\u2019s gross domestic product. BC has over 300 golf course facilities, and with over $2 billion annually in direct economic activity, the golfing industry in the province is the fourth largest in Canada (Strategic Networks Inc., 2009).<\/p>\n<p>Golf is a significant tourism attraction in BC; in 2007 the province was chosen as the &#8220;Best Golf Course Destination in North America&#8221; by the International Association of Golf Tour Operators (Destination BC, 2014c).\u00a0 Part of the draw is the diverse environment; golfers can choose from lush coastal forests to desert environments, and many courses have a viewscape of mountains or the ocean.<\/p>\n<p>A 2006 study by the Canadian Tourism Commission (CTC) detailed both demographic and economic factors related to the Canadian golf industry. Significant findings included that there were more than 3.4 million golf travellers in Canada annually, and that of those travellers, approximately 34% travelled to BC. In addition, the Canadian golf participation rate (for the total Canadian population) was 21.5%, which is among the highest golf participation rates of any country in the world. Golfing provides an opportunity to attract significant tourism revenue as the average golf traveller has a much higher than average income level, with up to 50% of all golf travellers earning $100,000 or more per annum (Tourism BC, 2009b).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: British Columbia Golf Marketing Alliance<\/strong><\/p>\n<p>The <strong>British Columbia Golf Marketing Alliance<\/strong> is a strategic alliance that represents 58 regional and destination golf resorts in BC. The purpose of the alliance is to grow the game of golf in BC and achieve recognition nationally and internationally as a leading golf destination. The alliance supports and distributes information about research, lobbying efforts, and golf industry events. For more information, visit the <a href=\"http:\/\/aga-bc.org\/committees\/recreational-golf-committee\/\" target=\"_self\">Allied Golf Association of BC website<\/a>: http:\/\/aga-bc.org\/committees\/recreational-golf-committee\/<\/p>\n<\/div>\n<h3>Mountain Resorts and\u00a0Nordic Centres<\/h3>\n<p>Resorts in British Columbia range\u00a0from smaller eco-lodges to large ski areas.\u00a0Mountain resorts and nordic centres are part of the larger resort tourism sector, which in 2004 was valued at $1.9 billion (Tourism BC, 2011c).<\/p>\n<figure id=\"attachment_746\" aria-describedby=\"caption-attachment-746\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2015\/01\/Blackcomb.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-746 size-medium\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Blackcomb-300x225.jpg\" alt=\"&quot;&quot;\" height=\"225\" width=\"300\" \/><\/a><figcaption id=\"caption-attachment-746\" class=\"wp-caption-text\">Figure 5.3 A man stands ready to ski down Blackcomb mountain in Whistler, BC<\/figcaption><\/figure>\n<h4>Ski\/Snowboard Mountain Resorts<\/h4>\n<p>BC&#8217;s many world-class facilities and high-quality snow conditions provide\u00a0mass appeal for downhill skiing and snowboarding. Mountain resorts in BC can be separated into two principal categories: destination resorts and regional resorts. <strong>Destination mountain resorts<\/strong> are often significantly larger and offer a greater range of amenities such as on mountain accommodation and food services; they are also generally marketed to out-of-area and international visitors. Examples of a destination resort would include Whistler Blackcomb Ski\u00a0Resort. On the other hand, <strong>regional mountain resorts<\/strong> are usually smaller in size and capacity, have fewer amenities, and often cater more directly to the local community (Tourism BC, 2011c) such as Whitewater Ski Resort in the Kootenay Rockies.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Canada West Ski Areas Association<\/strong><\/p>\n<p>Ski areas in Western Canada (Alberta and BC) are represented by the <strong>Canada West Ski Areas Association (CWSAA),<\/strong> which has a diverse mandate that includes marketing, advocacy, environmental stewardship, and risk management.\u00a0For more information, visit\u00a0the <a href=\"http:\/\/www.cwsaa.org\">Canada West Ski Areas Association website<\/a>: http:\/\/www.cwsaa.org<\/p>\n<\/div>\n<p>The aggregate economic value of destination mountain resorts is significant; one\u00a0study by Tourism BC found that 13 of these resorts\u00a0were responsible for generating approximately 1.1 billion in revenue, or 8% of the total provincial tourism revenues in 2008.\u00a0Additionally, they provided the equivalent of 14,267 full-time equivalent jobs (Tourism BC, 2011c). Furthermore,\u00a0BC\u2019s top mountain resorts have received many prestigious awards (Tourism BC, 2011c, p. 11):<\/p>\n<ul>\n<li>Whistler Blackcomb has consistently been named the #1 ski resort in North America.<\/li>\n<li>In 2009, Sun Peaks was named one of the &#8220;Top 20 Ski Resorts in North America&#8221; by \u2028Cond\u00e9 Nast Traveler.<\/li>\n<li>Big White Ski Resort was recognized in 2009 as a &#8220;Top 5 Family Resort&#8221; by the UK-based <em>Sunday Times.<\/em><\/li>\n<\/ul>\n<p>The publicity that these resorts receive has undoubtedly reflected positively on the rest of the BC tourism industry.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On:\u00a0&#8220;Ski It to Believe It&#8221;<\/strong><\/p>\n<p>Destination BC offers a specific mountain resort marketing website for 13 destination resorts in BC called &#8220;Ski It to Believe It.&#8221; The site features live updates on snow conditions, resort info, a map featuring all BC ski destinations, blogs, and dynamic content featuring visitors enjoying various skiing experiences including heli, cat, backcountry, and downhill skiing. For more information, visit\u00a0the <a href=\"http:\/\/skiittobelieveit.com\">Ski It to Believe It website<\/a>: http:\/\/skiittobelieveit.com<\/p>\n<\/div>\n<h4>Nordic\u00a0Centres<\/h4>\n<p>Nordic skiing, also commonly known as cross-country skiing, is a low-risk, low-impact winter sport popular across Canada.\u00a0It differs from backcountry skiing in that participants ski on groomed trails typically maintained as part of an established facility (Cross Country BC, n.d.).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Whistler Sport Legacies<\/strong><\/p>\n<p>Leading up to the 2010 Winter Olympics held in Vancouver and Whistler, there was much debate about the need for a continuing legacy from the event.\u00a0Whistler Sport Legacies is an example of a recreational, tourism, and sport legacy that can emerge out of a mega event such as the Olympics.\u00a0For more information, visit\u00a0the <a href=\"http:\/\/www.whistlersportlegacies.com\">Whistler Sport Legacies website<\/a>: http:\/\/www.whistlersportlegacies.com<\/p>\n<\/div>\n<p>With more than 50 cross-country ski centres across BC, and a season that often exceeds that of downhill skiing (November to May in many areas), the sport attracts large numbers of local and inbound recreation enthusiasts. Trail networks have been developed in both stand-alone environments, as well as in partnership with large mountain resorts such as Silver Star in Vernon, Sun Peaks in Kamloops, Cypress Mountain above Vancouver, and Rossland in the Kootenays. Many of these trail networks offer both groomed and track-set trails, a number are lit for night skiing.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Silver Star\u2019s Sovereign Lake Nordic Centre<br \/>\n<\/strong><\/p>\n<p>Located just outside Vernon, Sovereign Lake is Canada\u2019s largest daily groomed trail network that includes 105 kilometres of trails varying from green (easy) to black diamond (most difficult); a further trail expansion is planned for 2015. For more information, visit <a href=\"http:\/\/www.sovereignlake.com\" target=\"_self\">Sovereign Lake&#8217;s website<\/a>: http:\/\/www.sovereignlake.com<\/p>\n<\/div>\n<h3>Backcountry Skiing and Snowboarding<\/h3>\n<p>Backcountry skiing and snowboarding offers\u00a0a recreational activity in a wilderness setting, away from any established mountain resorts, lifts, or trails.\u00a0BC is regarded as a world-class destination for backcountry access, and has recently seen considerable and sustained growth in this sector (Porteus, 2013). The motivator for pursuing this activity for most people is primarily the lure of fresh, untracked snow in a beautiful mountain setting.\u00a0Some backcountry skiers and snowboarders combine this activity with\u00a0helicopter or snowcat\u00a0skiing.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Backcountry Lodges Association of British Columbia<\/strong><\/p>\n<p>The Backcountry Lodges Association of British Columbia (BLABC) represents backcountry lodges in the province. Its consumer site features a find-a-lodge function, profiles for summer and winter lodges, the ability to check conditions in various backcountry areas, and consumer content including a blog and videos. For more information, visit\u00a0the <a href=\"http:\/\/www.backcountrylodgesofbc.com\/\">Backcountry Lodges Association of BC<\/a>: www.backcountrylodgesofbc.com<\/p>\n<\/div>\n<p>Helicopter skiing transports skiers and snowboarders by helicopter to the\u00a0backcountry.\u00a0It is typically a professionally guided activity, with packages ranging in duration from a single day to weeks.\u00a0The skiing\/snowboarding is often packaged with a luxury lodge accommodation, gourmet meals, and access to spa treatments.<\/p>\n<p>Heliskiing was pioneered in Canada by Swiss mountain guide Hans Gmoser, who\u00a0founded\u00a0the company Canadian Mountain Holidays, which\u00a0has grown to be the largest heliskiing company in the world (Canadian Mountain Holidays, n.d.).\u00a0 Today, there are close to 20 helicopter skiing companies in BC, which represents the largest concentration of commercial operations in the world (HeliCat Canada, n.d.).<\/p>\n<p>Snowcat skiing is alpine skiing accessed by travelling to the top of the ski area in a snowcat (an enclosed cab vehicle on tracks).\u00a0As with heliskiing, this activity also has its commercial roots in BC.\u00a0Snowcat skiing was pioneered in 1975 by Selkirk Wilderness Skiing as an alternative to both lift-serviced and helicopter-accessed riding and skiing (Selkirk Wilderness Skiing, n.d.).\u00a0 It is typically a guided activity due to the avalanche risk associated with the terrain.\u00a0As with heliskiing, snowcat skiers have the option of choosing single-day or multi-day vacation packages. During the winter of 2015, there were 11 established snowcat skiing operations in BC (HeliCat Canada, n.d.).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Avalanche Canada<\/strong><\/p>\n<p>This organization provides public avalanche forecasts and education for any backcountry travellers venturing into avalanche terrain.\u00a0This vital service is provided to the public free of charge, as\u00a0Avalanche Canada is a not-for-profit society dedicated to a vision of eliminating avalanche injuries and fatalities in Canada. In addition to the website, it provides training programs and shares safety best practice. For more information, visit\u00a0<a href=\"http:\/\/www.avalanche.ca\">Avalance Canada<\/a>: http:\/\/www.avalanche.ca<\/p>\n<\/div>\n<p>Guides for these operations are typically certified by either the <strong>Association of Canadian Mountain Guides (ACMG) <\/strong>or the <strong>Canadian Ski Guide Association (CSGA).\u00a0<\/strong> Both organizations assess the guides for their expertise in technical skills, avalanche forecasting, risk management and emergency response before issuing certification.\u00a0The process is extensive and rigorous, taking much time and commitment for guides to become fully certified.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: HeliCat Canada \u00a0<\/strong><\/p>\n<p>Based in Revelstoke, BC, HeliCat Canada is an industry organization that represents heliskiing and snowcat skiing operators in Canada.\u00a0 It provides regulation, advocacy, and marketing for the operators. Since 1978, the organization has worked closely with government and industry to develop operations guidelines. For more information, visit\u00a0<a href=\"http:\/\/www.helicatcanada.com\/\">Helicat Canada<\/a>: www.helicatcanada.com<\/p>\n<\/div>\n<h3>Off-Road Recreational Vehicles<\/h3>\n<p>An <strong>off-road recreational vehicle (ORV)<\/strong> is any vehicle designed to be driven off road that is not included within any other vehicle classification framework.\u00a0This includes snowmobiles, all-terrain vehicles (ATVs), and dirt bikes (British Columbia Ministry of Forest, Lands and Natural Resource Operations, 2014).\u00a0ORV\u00a0use is recognized as a considerable contributor to the BC economy, owing primarily to recreational users, but also from tourist visits.<\/p>\n<figure id=\"attachment_552\" aria-describedby=\"caption-attachment-552\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/SnowmobileGolden.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-552 size-medium\" alt=\"I line of snowmobiles.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/SnowmobileGolden-300x227.jpg\" height=\"227\" width=\"300\" \/><\/a><figcaption id=\"caption-attachment-552\" class=\"wp-caption-text\">Figure 5.4 Snowmobiles ready for their riders near Golden, BC<\/figcaption><\/figure>\n<p>Recreational snowmobiling in BC is represented by the <strong>British Columbia Snowmobile Federation (BCSF).\u00a0<\/strong>The BCSF&#8217;s mandate is to represent recreational snowmobile clubs through advocacy, education, and stewardship (BCSF, n.d.).\u00a0Commercial snowmobiling is represented by the British Columbia Commercial Snowmobile Operators Association (BCCSOA), a group of snowmobile tour operators who have mobilized to support marketing, product development, and government advocacy initiatives (BCCSOA, n.d.).<\/p>\n<p>ORV use has long been the subject of conflict between non-motorized and motorized recreational users of the wilderness.\u00a0Non-motorized users claim that motorized users negatively impact the wilderness through noise pollution and environmental damage\u00a0by degrading trails and scaring wildlife (Webster, 2013).\u00a0 Recently, wilderness tourism operators who hold Crown land tenure to operate in remote areas have complained that ORVs negatively affect their visitors\u2019 experiences.\u00a0Some of these conflicts may now be mitigated through the implementation of the Off-Road Vehicle Act, which was passed in 2014.\u00a0 This Act requires mandatory registration of ORVs, and includes elements that promote safety, enforcement of regulations, education, and outreach (British Columbia Ministry Forest, Lands and Natural Resource Operations, 2014).<\/p>\n<h3>Guest Ranchers and\u00a0Hunting Outfitters<\/h3>\n<h4>Guest and\u00a0Dude Ranches<\/h4>\n<p>Guest ranches and dude ranches offer personal and home-like vacation experiences centered on horseback riding and an authentic ranch experience. These operators typically offer accommodation in a ranch-type environment, and include as part of the experience the opportunity to participate in ranch activities such as horse riding and cattle wrangling.\u00a0Other\u00a0services and activities may also be available, such as\u00a0spa treatments, hiking, canoeing, and fishing (BC Guest Ranchers Association, n.d.).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: The British Columbia Guest Ranchers Association<\/strong><\/p>\n<p>The <strong>British Columbia Guest Ranchers Association (BCGRA)<\/strong> represents guest and dude ranch operators in the province.\u00a0It\u00a0serves and represents its members through\u00a0cooperative marketing, advertising, development of operational standards, and member pricing on liability insurance plans (BCGRA, n.d.). For more information, visit the <a href=\"http:\/\/www.bcguestranches.com\/\"> British Columbia Guest Ranchers Association website<\/a>: http:\/\/www.bcguestranches.com<\/p>\n<\/div>\n<p>A 2011 study of guest ranches by Tourism BC found that there were 57 operating ranches in the province.\u00a0Most of these were small operations with one to five employees and serving fewer than 1,000 clients per year (Tourism BC, 2011a). There are also large operations such as the Hills Health Guest Ranch located near 100 Mile House, which can accommodate hundreds of guests at one time. The ranch features a full on-site spa and two dining rooms, and hosts a multitude of special events each year. Two other examples of unique guest ranch operations are the Siwash Lake Ranch in south-central BC, a &#8220;high-end&#8221; exclusive resort featuring executive-chef prepared meals, and the Echo Valley Ranch and Spa in the BC interior, offering an alternative therapy spa and gold-panning excursions.<\/p>\n<h4>Hunting Outfitters<\/h4>\n<p>Hunting is a traditional recreational activity in BC, and it is also one of the original tourism products in the province (GOABC, n.d.). BC is fortunate to have a vast amount of wilderness available for hunting activities.\u00a0\u00a0The exact size of the hunting market is difficult to quantify, but in 2003, a study found that 5,000 non-resident hunting licences were sold in BC, contributing $46 million to the provincial economy (CTC, 2012).<\/p>\n<p>Some people choose self-guided hunting activities, but to hunt certain species, a guide outfitter must be hired. Guide outfitters are licensed by the BC Government to provide commercial hunting services for non-residents. This commercial hunt service directly employs more than 2,000 BC residents and generates approximately $116 million in economic activity annually (GOABC, n.d.). Many of these outfitters are small family operations \u00a0based in rural areas; they are a source valuable economic activity in areas with limited resources (GOABC, n.d.).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Guide Outfitters Association of BC<br \/>\n<\/strong><\/p>\n<p><strong>Guide Outfitters Association of BC (GOABC) <\/strong>was established in 1966 to promote and preserve the interests of guide outfitters who take hunters out into wildlife habitat. GOABC is also the publisher of <em>Mountain Hunter<\/em> magazine. Its website outlines a code of conduct and standards for guide outfitters as well as a wildlife DNA collection program to help provide insight into animal populations. For more information, visit the <a href=\"http:\/\/www.goabc.org\">Guide Outfitters Association of BC website<\/a>: http:\/\/www.goabc.org<\/p>\n<\/div>\n<h3>Cycling<\/h3>\n<p>Cycling is a popular recreational activity in BC thanks to a variety of terrain, spectacular scenery, and favourable weather conditions, with approximately 44% of residents participating\u00a0each year (Tourism BC, 2013).\u00a0Cycling also attracts out-of-province visitors. One study\u00a0from 2008 reported that out of 5.6 million Canadians who travelled to BC over a two-year period, almost one million (17%) had participated in a cycling activity (Tourism BC, 2009).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Cycling Destinations<\/strong><\/p>\n<p>Several BC destinations have developed cycling as a key tourism product. For example, the Salt Spring Island group Island Pathways helped make the island more bike-friendly in recent years by installing bike racks, developing a map with bike routes, encouraging local transportation to accommodate bikes, and establishing local bike rentals and service. For more information, visit <a href=\"http:\/\/www.saltspringtourism.com\/cycling\/\" target=\"_self\">Salt Spring Island Cycling<\/a>: http:\/\/www.saltspringtourism.com\/cycling\/<\/p>\n<p>Another great example of cycling tourism is the Kettle Valley Railway in the Okanagan, built on an abandoned railbed. This 600-kilometre trail network includes a multitude of tunnels and trestles, and is most often travelled by cycling. Sections of the trail system are also now included in the Trans Canada Trail. For more information, visit the <a href=\"http:\/\/www.kettlevalleyrailway.ca\/\" target=\"_self\">Kettle Valley Railway website<\/a>: http:\/\/www.kettlevalleyrailway.ca\/<\/p>\n<\/div>\n<p>Cycling can be generalized into two styles: road cycling and mountain biking.<\/p>\n<p>Road cycling appeals to those who want to travel on paved roads on bikes designed for\u00a0travelling long distances efficiently and effectively. Road cycling may\u00a0refer to racing, both\u00a0recreational and professional, or cycle touring, where cyclists travel by bike on single- or\u00a0multi-day trips. Given the multitude of rolling hills,\u00a0mountain passes, and stunning vistas, BC is regarded as a premier cycle touring destination (Destination BC, 2014b).<\/p>\n<figure id=\"attachment_553\" aria-describedby=\"caption-attachment-553\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/Cycling.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-553 size-medium\" alt=\"A line of bikers heading down a highway.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Cycling-300x225.jpg\" height=\"225\" width=\"300\" \/><\/a><figcaption id=\"caption-attachment-553\" class=\"wp-caption-text\">Figure 5.5 Cyclists in action<\/figcaption><\/figure>\n<p>Mountain biking generally involves riding on unpaved routes and trails either specially designed for biking or for multipurpose use. BC&#8217;s reputation as a prime mountain biking destination\u00a0has grown because of the\u00a0unique array of trails available, ranging from the steep, challenging routes of Vancouver\u2019s North Shore, to the high alpine cross-country routes found in the South Chilcotin Mountains (Tourism BC, 2011b).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Take a Closer Look: Mountain Bike Tourism<br \/>\n<\/strong><\/p>\n<p>The report <em>Tourism Essentials Guide: Mountain Bike Tourism<\/em> is a valuable resource for operators or communities seeking to develop or promote mountain biking tourism in their area.\u00a0It can be found at <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Programs\/Guides-Workshops-and-Webinars\/Guides\/Tourism-Business-Essentials-Guides\/TBE-Guide-Mountain-Biking-May2011.pdf.aspx\"><i>Tourism Essentials Guide: Mountain Bike Tourism<\/i> [PDF]<\/a>: http:\/\/www.destinationbc.ca\/getattachment\/Programs\/Guides-Workshops-and-Webinars\/Guides\/Tourism-Business-Essentials-Guides\/TBE-Guide-Mountain-Biking-May2011.pdf.aspx<\/p>\n<\/div>\n<p>Over the years,\u00a0mountain biking has grown from being a fringe activity to a mainstay of the tourism economy.\u00a0In fact, the growth potential of mountain biking is so highly regarded that the BC Government now considers it as one of the top growth areas in the outdoor adventure sector (Tourism BC, 2011b).<\/p>\n<p>Indeed, numerous mountain winter resorts such as Whistler Blackcomb, Silverstar, and Kicking Horse have developed mountain biking trail infrastructure and lift-accessed biking to provide off-season activities.\u00a0World-class mountain biking races such as the Test of Metal and the BC Bike Race bring thousands of riders through small communities for mountain biking.\u00a0The economic impact of these events is significant. Over the course of a single four-month season in the Sea-to-Sky Corridor in 2006 (including the communities of North Vancouver, Squamish, and Whistler), the economic contribution of mountain biking to local economies was $10.3 million (Western Canada Mountain Bike Tourism Association, 2006).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Test of Metal and GranFondo\u00a0<\/strong><\/p>\n<p>Two major bike races bring significant visitors to the Sea-to-Sky Corridor.\u00a0 The Test of Metal, held in Squamish, has sold out every year since 1998, and brings upward of 1,000 mountain bikers into the area for a one-day event each June. For more information, visit <a href=\"http:\/\/testofmetal.com\/\">The Test of Metal<\/a>: http:\/\/testofmetal.com\/.\u00a0The GranFondo Whistler is a road biking race from Vancouver to Whistler that now attracts upward of 7,000 participants each year. For more information, visit\u00a0<a href=\"http:\/\/granfondowhistler.com\">The GranFondo<\/a>: http:\/\/granfondowhistler.com<\/p>\n<\/div>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Western Canada Mountain Bike Tourism Association<\/strong><\/p>\n<p><strong>Western Canada Mountain Bike Tourism Association (MBTA)<\/strong> is a not-for-profit organization working toward establishing BC, and Western Canada, as the world&#8217;s foremost mountain bike tourism destination. It has hosted a symposium on mountain bike tourism and works with Bike Parks BC to ensure terrain development. For more information, visit the <a href=\"http:\/\/www.mbta.ca\/\">Mountain Bike Tourism Association website<\/a>: http:\/\/www.mbta.ca\/<\/p>\n<\/div>\n<h3>Camping and Hiking<\/h3>\n<p>In 2012, over 19.3 million people visited BC provincial parks, including 16.8 million day visitors, many of whom used the parks for hiking and exploration in addition to picnics, swimming, and other outdoor activities. Of these visitors, 2.3 million were overnight campers, generating $15.5 million in user fees, with an average guest satisfaction rating of 82% (BC Parks, 2012). As discussed in Chapter 3, there are also a number of private camping providers in the province.<\/p>\n<h3>Wildlife Viewing<\/h3>\n<p>Given the diversity and richness of our natural environment, it is not surprising that there is a thriving wildlife viewing industry in BC.\u00a0This includes whale, bird, and bear watching as well as travelling to view the northern lights or alpine flowers (CTC, 2007).\u00a0One study conducted by the Canadian Tourism Commission established that within BC, approximately 37% of tourists took part in wildlife viewing while visiting. Significantly, for 13% of visitors, the primary motivation for their travel to BC was wildlife viewing (CTC, 2007).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Wilderness Tourism Association of British Columbia <\/strong><\/p>\n<p>The <strong>Wilderness Tourism Association of British Columbia<\/strong> <strong>(WTA) <\/strong>provides industry support and advocacy for those operators offering nature-based tourism products.\u00a0For more information, visit the <a href=\"http:\/\/www.wilderness-tourism.bc.ca\/\">Wilderness Tourism Association of BC website<\/a>: www.wilderness-tourism.bc.ca<\/p>\n<\/div>\n<p>Whale watching occurs along the coast of BC, with tours sometimes leaving from major urban centres, but more commonly from smaller communities such as Telegraph Cove on northern Vancouver Island.\u00a0Tours are typically by boat, on\u00a0vessels ranging from open, 10-passenger Zodiacs, to comfortable cabin cruisers with inside seating.\u00a0The most commonly observed whale is the orca, one of the province\u2019s most distinctive animals.\u00a0Other whales like the humpback, minke, and Pacific grey are also frequently encountered.\u00a0The province\u2019s vast diversity of marine life is a key attraction of the tours; in addition to whale watching, a typical tour may encounter bald eagles, sea lions, porpoises, and a variety of sea birds (Destination BC, 2014,d).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Take a\u00a0Closer Look: Mammal Viewing Guidelines<br \/>\n<\/strong><\/p>\n<p>Marine mammal viewing in Canada has grown in popularity to the point where the federal government has\u00a0established marine wildlife viewing guidelines.\u00a0These establish parameters such as safe viewing distances and time limits.\u00a0For more information, visit <a href=\"http:\/\/www.pac.dfo-mpo.gc.ca\/fm-gp\/species-especes\/mammals-mammiferes\/view-observer-eng.html\">the marine wildlife viewing guidelines<\/a>: http:\/\/www.pac.dfo-mpo.gc.ca\/fm-gp\/species-especes\/mammals-mammiferes\/view-observer-eng.html<\/p>\n<\/div>\n<p>Bear viewing &#8212; whether for black bears, grizzly bears, or the rare kermode bear &#8212; is also popular. Black bears are common across all regions of BC.\u00a0Grizzly bears are more likely to be found in remote and mountainous regions; they have an estimated population in the province of approximately 16,000.\u00a0Kermode bears, also called spirit bears, are a subspecies of black bears with a genetic trait that produces white fur instead of black. They are found primarily in the Great Bear Rainforest of the Central Coast, and figure prominently in the spiritual traditions of BC\u2019s Coastal First Nations.\u00a0The spirit bear is\u00a0also BC\u2019s official animal (Destination BC, 2014a).<\/p>\n<figure id=\"attachment_554\" aria-describedby=\"caption-attachment-554\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/Bear.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-554\" alt=\"A bear walking along the edge of a river.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/Bear.jpg\" height=\"375\" width=\"300\" \/><\/a><figcaption id=\"caption-attachment-554\" class=\"wp-caption-text\">Figure 5.6 A bear in Bute Inlet, BC<\/figcaption><\/figure>\n<p>Tourism operators that offer bear viewing typically operate in remote regions of BC.\u00a0They may utilize raised viewing areas or operate from a boat-based platform, and offer accommodation at night.\u00a0The season is typically limited to May through October, with the highest chances of viewing success during the salmon spawning season in the fall.<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Commercial Bear Viewing Association of BC<\/strong><\/p>\n<p>Bear viewing is a complex activity with potential for physical risk to visitors and impacts to the bears. The <strong>Commercial Bear Viewing Association of BC (CBVA)<\/strong> sets standards for operators offering bear viewing.\u00a0For more information, visit the <a href=\"http:\/\/www.bearviewing.ca\">Commercial Bear Viewing Association website<\/a>: http:\/\/www.bearviewing.ca<\/p>\n<\/div>\n<p>Now that we&#8217;ve explored some of the key land-based tourism and recreational experiences in BC, let&#8217;s turn to the water.<\/p>\n<h2>Water-Based Recreation and Tourism<\/h2>\n<p>Water-based recreation and tourism in BC is extensive and varied. The coastline of more than 25,000 kilometres in length\u00a0provides ideal opportunities for recreation and tourism (BC Adventure, n.d.).\u00a0 Activities include scuba diving, boat tours, sport fishing, paddle sports, and more.\u00a0Following is an overview of a few core water-based activities offered by BC tourism operators, as well as a brief description of their economic contributions and related industry organizations.<\/p>\n<figure id=\"attachment_550\" aria-describedby=\"caption-attachment-550\" style=\"width: 450px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/KayaksWaiting.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-550\" alt=\"&quot;&quot;\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/KayaksWaiting.jpg\" height=\"304\" width=\"450\" \/><\/a><figcaption id=\"caption-attachment-550\" class=\"wp-caption-text\">Figure 5.7 Kayakers waiting near whitewater rapids<\/figcaption><\/figure>\n<h3>Scuba Diving<\/h3>\n<p>BC waters offer scuba divers a rich diversity of marine life such as giant Pacific octopuses, wolf eels, sixgill sharks, soft corals, and cloud sponges.\u00a0As well, a variety of dive sites are available, including marine parks, protected natural areas, sunken naval vessels, artificial reefs, historic wrecks, and even a submerged fuselage of a Boeing 737 airliner (Dive Industry Association of BC, n.d.).<\/p>\n<p>A 2004 study conducted by the Dive Industry Association of BC found that the dive industry in BC consisted of 116 operators offering services to tourists and residents alike.\u00a0The many segments of the industry include manufacturers, distributers, dive charters, dive shops, and instructional centres.\u00a0The study estimated that gross revenues from this industry at $15 million, although this number failed to account for other indirect spending such as trip-related accommodation and transportation.\u00a0It is likely that the actual economic value of this subsector is actually significantly larger (Ivanova, 2004).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: Dive Industry Association of British Columbia <\/strong><\/p>\n<p>Established in 2002, the<strong> Dive Industry Association of British Columbia (DIABC)<\/strong>\u00a0is a not-for-profit that represents and supports the recreational diving industry in BC. Funded in part by matching donations from Destination BC, their diverse membership includes dive shops, tour operators, and individual dive guides. For more information, visit the <a href=\"http:\/\/diveindustrybc.com\">Dive Industry Association of BC<\/a>: http:\/\/diveindustrybc.com<\/p>\n<\/div>\n<h3>Sport Fishing and Lodges<\/h3>\n<p>There is a long and rich history of sport fishing in BC.\u00a0Anglers are drawn to the province\u2019s tidal waters (for salmon and halibut) and to freshwater rivers and lakes (for trout, steelhead, and sturgeon).\u00a0The annual rate of recreational participation is significant; a 2009 study estimated that there are nearly 600,000 anglers (either fresh or saltwater) in any given year in BC (Tourism BC, 2009).\u00a0Furthermore,\u00a0non-resident anglers contributed almost $6 million by way of licensing fees, and an additional $46 million in non-fishing expenditures to the economy of BC.\u00a0The British Columbia Fishing Resorts and Outfitters Association (BCFROA) represents commercial freshwater resorts and outfitters and\u00a0delivers advocacy, conservation, and marketing efforts on behalf of its members (BCFROA, n.d.).<\/p>\n<h3>Paddle Sports<\/h3>\n<p>River rafting, canoeing, sea kayaking, and standup paddle boarding (SUP) are common activities for both recreationists and tourists alike in BC.\u00a0 Collectively, these sports fall under the paddle sports category, which encompasses any activity that takes place in small boats propelled by paddles (Education Scotland, n.d.).\u00a0 Although all paddle sports are popular recreational activities, two of the more sizable and commercially productive paddle sports subsectors are river rafting and sea kayaking.<\/p>\n<p>River rafting operators can be found on many rivers across BC.\u00a0Product offerings may range from a three-hour adrenaline-fuelled tour on the famous Fraser River to a 14-day wilderness exploration down the UNESCO World Heritage Tatshenshini-Alsek Rivers in northern BC.\u00a0 These trips consist primarily of three types of rafting: paddle rafting, motorized rafting, and float trips (Destination BC, n.d.).<\/p>\n<p>Commercial rafting in BC is represented by the British Columbia River Outfitters Association (BCROA), which acts as a regulatory and marketing organization for river rafting in the province. Guides are required to be certified at one of three levels: guide, senior guide, or trip leader.\u00a0 Each river in BC that is commonly rafted has an extensive set of safety requirements called &#8220;provisions&#8221; listed by the BCROA.\u00a0These provisions set out the minimum level of guide required, acceptable water levels ranges, and type of equipment needed for each river excursion (BCROA, n.d.).<\/p>\n<figure id=\"attachment_555\" aria-describedby=\"caption-attachment-555\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/RaftingwithCOA.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-555 size-medium\" alt=\"Four people kneel on a raft holding paddles and wearing helmets and lifejackets.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/RaftingwithCOA-300x225.jpg\" height=\"225\" width=\"300\" \/><\/a><figcaption id=\"caption-attachment-555\" class=\"wp-caption-text\">Figure 5.8 A rafting trip with Canadian Outback Adventures and Events near Squamish, BC<\/figcaption><\/figure>\n<p>A 2005 study conducted by Tourism BC identified 59 operators offering river rafting trips in the province.\u00a0With an average of 5.5 employees, these operations are typically small in comparison to other industry subsectors.\u00a0Collectively, however, they provided services to 216,000 customers and contributed almost $15 million in gross revenues to the BC economy in 2005.\u00a0The same study also indicated that up to 75% of participants had travelled to join in the activity, indicating that they can predominantly be classified as adventure tourists (Tourism BC, 2007a).<\/p>\n<p>Sea kayaking in BC has grown into a sizable recreational and commercial industry in recent years. The province is highly regarded internationally for its long coastline punctuated by many inlets and fjords.\u00a0Kayaking trips\u00a0may be as short as an afternoon harbour tour, or as long as a seven-day wilderness exploration to the remote regions of Vancouver Island.\u00a0Noteworthy areas for sea kayakers include Pacific Rim National Park on western Vancouver Island, Johnstone Strait on northern Vancouver Island, and Gwaii Haanas National Park in Haida Gwaii.<\/p>\n<p>A 2005 report entitled <em>British Columbia\u2019s Sea Kayaking Sector<\/em> identified more than 114 operators offering rentals, instruction, day tours, or multi-day tours.\u00a0 These operators reported gross revenues of approximately $14 million in 2005 (Tourism BC, 2005a).<\/p>\n<div class=\"textbox shaded\">\n<p><strong>Spotlight On: The Sea Kayak Guides Alliance of BC <\/strong><\/p>\n<p>Commercial operators offering tours are represented by the <strong>Sea Kayak Guides Alliance of BC<\/strong> (SKGABC), which\u00a0represents more than 600 individual and company members working in the commercial sea kayaking industry. It provides operating standards, guide certification, advocacy, and government liaison services for its members. For more information, visit the <a href=\"http:\/\/www.skgabc.com\/\"> Sea Kayak Guides Alliance of BC website<\/a>: www.skgabc.com<\/p>\n<\/div>\n<h2>Trends and Issues<\/h2>\n<p>As shown throughout this chapter, recreation, outdoor recreation, and adventure tourism play predominant roles in the tourism and hospitality industry in BC.\u00a0However, there are challenges that impact the viability of this sector, as well as barriers that limit the growth.\u00a0These topics are discussed briefly here.<\/p>\n<h3>Land Use<\/h3>\n<p>Access to wilderness areas for tourism operators is an ongoing challenge.\u00a0Some zones across the province are set aside for recreation, such as provincial and national parks. However, when it comes to conducting commercial operations in these same places, gaining access often involves an extensive permitting process that may impose restrictions on the type of activity and the number of visitors allowed.<\/p>\n<p>In addition, parks are generally limited to non-motorized activities, thus presenting barriers for tourism operators that seek to offer mechanized recreation.\u00a0Operators using Crown land for commercial activities also require authorization from the provincial government; in some instances, priority may be given to resource extraction or development. The permitting process can be onerous and time consuming, which for small operators, may be a barrier to growth (Wilderness Tourism Association, 2005).<\/p>\n<p>Environmental\u00a0issues are\u00a0discussed in detail\u00a0in Chapter 10.<\/p>\n<h3>Environmental Impacts<\/h3>\n<figure id=\"attachment_556\" aria-describedby=\"caption-attachment-556\" style=\"width: 300px\" class=\"wp-caption aligncenter\"><a href=\"http:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2014\/12\/NothingAllowed.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-556 size-medium\" alt=\"A sign listing things that are not allowed like pets, alcohol, baseball, open fires and more.\" src=\"https:\/\/opentextbc.ca\/introtourism\/wp-content\/uploads\/sites\/38\/2016\/11\/NothingAllowed-300x283.jpg\" height=\"283\" width=\"300\" \/><\/a><figcaption id=\"caption-attachment-556\" class=\"wp-caption-text\">Figure 5.9 &#8220;Absolutely nothing is allowed here&#8221;<\/figcaption><\/figure>\n<p>Environmental impacts from climate change, deforestation, and resource extraction all have significant potential to affect this sector of the tourism economy.\u00a0On a local scale, competition with resource extraction for wilderness areas is a vital issue; without reliable access to pristine wilderness, many operators are facing threats to their sustainability (Wilderness Tourism Association, 2005).\u00a0\u00a0Indeed, conflicts with the oil and gas industry, forestry, and mining are constant management challenges for wilderness tourism operators. On a global scale, climate change threatens tourism in BC in many ways, including irregular and insufficient snowfall for winter operations, the pine beetle epidemic sweeping through the province\u2019s forests, and climate-related stress impacting prime wildlife viewing of species such as whales and bears. Environmental issues are discussed in detail in Chapter 10: Environmental Stewardship.<\/p>\n<h3>Risk Management<\/h3>\n<p>Concerns over risk management and litigation are ongoing for any operator that offers activities with an element of risk.\u00a0When lawsuits in adventure tourism occur, they are often extensively publicized by the media, creating a perception of risky, dangerous, and irresponsible adventure operators.\u00a0This can negatively affect the sector through rising insurance rates, increasing governmental regulation, challenging certification requirements, and permitting difficulties when interfacing with land management agencies.<\/p>\n<p>With the popularity of backcountry skiing, snowboarding, snowmobiling, snowshoeing, and other winter sports on the rise in BC, the number of participants accessing backcountry areas is increasing (Mitsui, 2013). This is becoming a concern for long-time backcountry enthusiasts as well as safety monitors such as Avalanche Canada. As winter and summer backcountry equipment becomes more readily accessible, people are able to equip themselves without having received advanced safety training.<\/p>\n<p>The increase of backcountry users will continue to expose users to possible dangerous situations. The best scenario is to ensure users receive proper training and education before they venture into the backcountry areas.<\/p>\n<p>Other elements of risk and liability are discussed further in Chapter 11.<\/p>\n<h2>Conclusion<\/h2>\n<p>Despite some of the challenges faced by recreation, outdoor recreation, and adventure tourism, the industry as a whole remains an exciting, dynamic, and growing sector of the BC tourism economy.\u00a0Employment opportunities abound, and the potential for economic contribution to the province, protection of wilderness areas, and diversification of rural economies away from resource extraction are exciting prospects. BC is uniquely positioned to maintain positive growth in this area, contingent upon government support to address the barriers and challenges listed above. Students looking to develop professionally in this field should strive to gain both hands-on experience in a specialized activity, and a strong tourism focused education; this combination will offer the best chance to open doors to a long-term career in this exciting industry.<\/p>\n<p>Now that we understand the importance of recreation to the tourism industry, especially in BC, let&#8217;s explore Chapter 6, which looks at entertainment, the other half of this industry classification.<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Key Terms<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<ul>\n<li><strong>Adventure tourism:<\/strong> outdoor activities with an element of risk, usually somewhat physically challenging and undertaken in natural, undeveloped areas<\/li>\n<li><strong>Association of Canadian Mountain Guides (ACMG):<\/strong>\u00a0Canada&#8217;s only internationally recognized guiding association, offering a range of certifications<\/li>\n<li><strong>Avalanche Canada<\/strong>: a not-for-profit society that provides public avalanche forecasts and education for backcountry travellers venturing into avalanche terrain, dedicated to a\u00a0vision of eliminating avalanche injuries and fatalities in Canada<\/li>\n<li><strong>British Columbia Golf Marketing Alliance: <\/strong>a strategic alliance representing 58 regional and destination golf resorts in BC with the goal of having BC achieve recognition nationally and internationally as a leading golf destination<\/li>\n<li><strong>British Columbia Guest Ranchers Association (BCGRA):<\/strong> an organization\u00a0offering marketing opportunities and development support for BC&#8217;s guest ranch operators<\/li>\n<li><strong>British Columbia Snowmobile Federation (BCSF):<\/strong> an organization offering snowmobile patrol services, lessons on operations, and advocating for the maintenance of riding areas\u00a0in BC<\/li>\n<li><strong>Canada West Ski Areas Association (CWSAA): <\/strong>founded in 1966 and headquartered in Kelowna, BC, CWSAA represents ski areas and industry suppliers and provides government and media relations as well as safety and risk management expertise to its membership<\/li>\n<li><strong>Canadian Ski Guide Association (CSGA):<\/strong> founded in British Columbia, an organization that runs a\u00a0training institute for\u00a0professional guides, and a separate non-profit organization representing CSGA guide and operating members<\/li>\n<li><strong>Commercial Bear Viewing Association of BC (CBVA):<\/strong>\u00a0promoters of best practices in sustainable viewing, training, and certification for guides, and advocating for land use practices.<\/li>\n<li><strong>Destination mountain resorts:\u00a0<\/strong>large-scale mountain resorts where the draw is the resort itself; usually the resort offers all services needed in a tourism destination<\/li>\n<li><strong>Dive Industry Association of BC: <\/strong>a marketing and advocacy organization protecting the interests of divers, dive\u00a0shops, guides, dive instructors, and diving destinations in BC<\/li>\n<li><strong>Guide Outfitters Association of BC (GOABC): <\/strong>established in 1966 to promote and preserve the interests of guide outfitters, who take hunters out into wildlife habitat; publishers of <em>Mountain Hunter<\/em> magazine<\/li>\n<li><strong>Nature-based tourism:<\/strong> tourism activities where the motivator is immersion in the natural environment; the focus is often on wildlife and wilderness areas<\/li>\n<li><strong>Off-road recreational vehicle (ORV): <\/strong>any vehicle designed to travel off of paved roads and on to trails and gravel roads, such as an ATV (all-terrain vehicle) or Jeep<\/li>\n<li><strong>Outdoor recreation<\/strong>:\u00a0recreational activities occurring outside; generally in undeveloped areas<\/li>\n<li><strong>Outdoor Recreation Council of BC\u00a0(ORC): <\/strong>a not-for-profit organization that promotes the benefits of outdoor recreation, represents the community to government and the general public, advocates and educates about responsible land use, provides a forum for exchanging information, and connects different outdoor recreation groups<\/li>\n<li><strong>Recreation:<\/strong> activities undertaken for leisure and enjoyment<\/li>\n<li><strong>Regional mountain resorts<\/strong>: small resorts where the focus is on outdoor recreation for the local communities; may also draw tourists<\/li>\n<li><strong>Sea Kayak Guides Alliance of BC<\/strong>: representing more than 600 members in the commercial sea kayaking industry, providing operating standards, guide certification, advocacy, and government liaison services<\/li>\n<li><strong>Western Canada Mountain Bike Tourism Association (MBTA): <\/strong>a not-for-profit organization working toward establishing BC, and Western Canada, as the world&#8217;s foremost\u00a0mountain bike tourism destination<\/li>\n<li><strong>\u00a0Wilderness Tourism Association (WTA): <\/strong>an organization that advocates for over 850 nature-based tourism operators in BC, placing a priority on protecting natural resources for continued enjoyment by visitors and residents alike<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"textbox textbox--exercises\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Exercises<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<ol>\n<li>Compare and contrast the terms <em>recreation, outdoor recreation<\/em>, and <em>adventure tourism<\/em>.\u00a0How can we differentiate between each of these terms?<\/li>\n<li>Do you believe that ORV tourism operators should be considered nature-based tourism?\u00a0Explain.<\/li>\n<li>What is the difference between a regional mountain resort and a destination mountain resort?<\/li>\n<li>Of the smaller subsectors of tourism economy discussed in this chapter, name three that are commonly found in small, rural communities.\u00a0What is their significance to the local community?<\/li>\n<li>Name a well-known destination for mountain biking in BC. What is the attraction of that area?<\/li>\n<li>Why is backcountry skiing\/snowboarding sometimes considered a risky activity?\u00a0Explain.\u00a0How can these risks be mitigated?<\/li>\n<li>List three industry organizations described in this chapter that represent outdoor tourism subsectors.\u00a0What general services do they offer to those they represent?<\/li>\n<li>What unique advantages does BC offer for recreation, outdoor recreation, and adventure tourism?<\/li>\n<li>Review the section Trends and Issues.\u00a0What suggestions would you give to the BC Government to support tourism in this subsector?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<div class=\"textbox textbox--exercises\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Case Study: The Wind Within<\/p>\n<\/header>\n<div class=\"textbox__content\">\nBC has long been romanticized as a destination that is intrinsically linked to recreation and nature; and our\u00a0tourism product has traditionally\u00a0relied on outdoor assets and the promotion of recreation.<\/p>\n<p>In late 2014, Destination British Columbia launched a video and set of corresponding marketing materials that sought to expand on the &#8220;Super, Natural&#8221; brand promise for the province.<\/p>\n<p>Watch the video here:\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=dNFrZNjs2ng\">&#8220;The Wild Within: British Columbia, Canada&#8221;<\/a>: https:\/\/www.youtube.com\/watch?v=dNFrZNjs2ng<\/p>\n<p>On your own or as part of a team, consider the following:<\/p>\n<ol>\n<li>What natural elements are being promoted?<\/li>\n<li>What recreational activities are featured\u00a0in the video?<\/li>\n<li>Which industry groups or associations are needed to support these activities? Name at least five.<\/li>\n<li>What are the advantages of promoting BC&#8217;s natural elements as a pillar of marketing campaigns?<\/li>\n<li>What are the disadvantages? How might these be mitigated?<\/li>\n<\/ol>\n<p>After answering these questions, come up with a quick design for a marketing piece\u00a0that profiles one recreational activity in your local community. This could be a webpage, a brochure, an app, a poster, or another marketing piece. Be sure to visit the <a href=\"http:\/\/www.destinationbc.ca\/Resources\/british-columbia-tourism-brand.aspx\">Destination BC brand website<\/a> to make sure your ideas fit in with &#8220;The Wild Within&#8221; concept and brand: http:\/\/www.destinationbc.ca\/Resources\/british-columbia-tourism-brand.aspx\n<\/div>\n<\/div>\n<h2>References<\/h2>\n<p>BC Adventure. (n.d.)\u00a0 <a href=\"http:\/\/www.bcadventure.com\/adventure\/planner\/quick.htm\"><em>BC Adventure Planner<\/em><\/a>.\u00a0 Retrieved from: http:\/\/www.bcadventure.com\/adventure\/planner\/quick.htm<\/p>\n<p>BC Fishing Resorts and Outfitters Association. (n.d.). <a href=\"http:\/\/bcfroa.ca\/about-bcfroa\"><em>About BCFROA<\/em><\/a>. Retrieved from: http:\/\/bcfroa.ca\/about-bcfroa<\/p>\n<p>BC Guest Ranchers Association. (n.d.).\u00a0<a href=\"http:\/\/www.bcguestranches.com\/\"><em>Requirements<\/em><\/a>.\u00a0 Retrieved from: www.bcguestranches.com<\/p>\n<p>BC Parks. (2012). <a href=\"http:\/\/www.env.gov.bc.ca\/bcparks\/research\/statistic_report\/statistic_report_2012.pdf\" target=\"_self\"><em>2011\/2012 Statistics Report<\/em>. [PDF]<\/a> Retrieved from http:\/\/www.env.gov.bc.ca\/bcparks\/research\/statistic_report\/statistic_report_2012.pdf<\/p>\n<p>British Columbia Ministry of Forests, Lands and Natural Resource Operations. (2014). <a href=\"https:\/\/www.leg.bc.ca\/40th2nd\/1st_read\/gov13-1.htm\"><em>Off-Road Vehicle Act.<\/em><\/a> Retrieved from: https:\/\/www.leg.bc.ca\/40th2nd\/1st_read\/gov13-1.htm<\/p>\n<p>British Columbia Ministry of Jobs, Tourism and Innovation. (2012). <a href=\"http:\/\/www.jtst.gov.bc.ca\/tourismstrategy\/documents\/mjti_tourismstrategyreport_fnl.pdf\"><em>Gaining the edge: A five-year strategy for tourism in BC.<\/em> [PDF]<\/a>\u00a0 Retrieved from: http:\/\/www.jtst.gov.bc.ca\/tourismstrategy\/documents\/mjti_tourismstrategyreport_fnl.pdf<\/p>\n<p>British Columbia River Outfitters Association. (n.d.). <a href=\"http:\/\/www.bcroa.com\/sites\/default\/files\/river_raft2002_revisedmanual.pdf\"><em>Provisions.<\/em> [PDF]<\/a> Retrieved from www.bcroa.com\/sites\/default\/files\/river_raft2002_revisedmanual.pdf<\/p>\n<p>British Columbia Snowmobile Federation (n.d.). <a href=\"http:\/\/bcsf.org\/\"><em>About BCSF<\/em><\/a>. Retrieved from: http:\/\/bcsf.org<\/p>\n<p>British Columbia Snowmobile Operators Association. (n.d.). <a href=\"http:\/\/www.snowmobilebritishcolumbia.com\/?page_id=450\"><em>About us &#8211; Snowmobile British Columbia.<\/em><\/a> Retrieved from http:\/\/www.snowmobilebritishcolumbia.com\/?page_id=450<\/p>\n<p>Canadian Mountain Holidays. (n.d.). <a href=\"http:\/\/www.canadianmountainholidays.com\/about-us.aspx\"><em>About us.<\/em><\/a> Retrieved from: www.canadianmountainholidays.com\/about-us.aspx<\/p>\n<p>Canadian Tourism Commission. (2007). <a href=\"http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/TAMS\/Canadian%20Travellers%20Outdoor%20Activity\/CDN_Wildlife_Viewing_en.pdf\"><em>TAMS 2006-Canadian activity profile: Wildlife viewing while on trips<\/em>. [PDF]<\/a> Retrieved from:\u00a0http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/TAMS\/Canadian%20Travellers%20Outdoor%20Activity\/CDN_Wildlife_Viewing_en.pdf<\/p>\n<p>Canadian Tourism Commission. (2012). <a href=\"http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/Product-research\/07082013_the_hunting_landscape_rev1.pdf\"><em>Sport fishing and game hunting in Canada: An assessment on the potential international tourism opportunity.<\/em> [PDF]<\/a> Retrieved from: http:\/\/en-corporate.canada.travel\/sites\/default\/files\/pdf\/Research\/Product-knowledge\/Product-research\/07082013_the_hunting_landscape_rev1.pdf<\/p>\n<p>Cross Country BC. (n.d.). <a href=\"http:\/\/www.crosscountrybc.ca\/about\"><em>About us.<\/em><\/a> Retrieved from: http:\/\/www.crosscountrybc.ca\/about<\/p>\n<p>Destination BC. (2014a). <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/parks-wildlife\/bear-watching.aspx\"><em>Bear viewing.<\/em><\/a> Retrieved from: www.hellobc.com\/british-columbia\/things-to-do\/parks-wildlife\/bear-watching.aspx<\/p>\n<p>Destination BC. (2014b). <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/biking.aspx\"><em>Biking.<\/em><\/a> Retrieved from: www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/biking.aspx<\/p>\n<p>Destination BC. (2014c). <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/golf.aspx\"><em>Golfing.<\/em> <\/a>Retrieved from: http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/outdoor-activities\/golf.aspx<\/p>\n<p>Destination BC. (2014d). <a href=\"http:\/\/www.hellobc.com\/vancouver-island\/things-to-do\/parks-wildlife\/whale-watching.aspx\"><em>Whale watching.<\/em><\/a> Retrieved from: www.hellobc.com\/vancouver-island\/things-to-do\/parks-wildlife\/whale-watching.aspx<\/p>\n<p>Destination BC. (n.d.) <a href=\"http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/water-activities\/river-rafting.aspx\"><em>River rafting British Columbia<\/em><\/a>. Retrieved from http:\/\/www.hellobc.com\/british-columbia\/things-to-do\/water-activities\/river-rafting.aspx<\/p>\n<p>Dive Industry Association of BC. (n.d.). <a href=\"http:\/\/www.diveindustrybc.com\/\"><em>About us.<\/em><\/a> Retrieved from: www.diveindustrybc.com<\/p>\n<p>Education Scotland. (n.d.). <a href=\"http:\/\/www.educationscotland.gov.uk\/learningteachingandassessment\/approaches\/outdoorlearning\/healthandsafety\/guides\/activityguidance\/paddlesports.asp\"><em>Paddlesports.<\/em><\/a> Retrieved from: http:\/\/www.educationscotland.gov.uk\/learningteachingandassessment\/approaches\/outdoorlearning\/healthandsafety\/guides\/activityguidance\/paddlesports.asp<\/p>\n<p>Guide Outfitters Association of BC. (n.d.).\u00a0<a href=\"http:\/\/www.goabc.org\/economic-contribution.aspx\"><em>Economic contribution.<\/em><\/a> Retrieved from: www.goabc.org\/economic-contribution.aspx<\/p>\n<p>HeliCat Canada. (n.d.). <a href=\"http:\/\/www.helicatcanada.com\/our-members\/heliskiing-members.html\" target=\"_self\"><em>Our members.\u00a0<\/em><\/a>Retrieved from: http:\/\/www.helicatcanada.com\/our-members\/heliskiing-members.html<\/p>\n<p>Ivanova, I. (2004). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Recreational_Scuba_Diving_in_British_Columbia-sflb.pdf.aspx\"><em>Recreational diving in British Columbia survey report.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Recreational_Scuba_Diving_in_British_Columbia-sflb.pdf.aspx<\/p>\n<p>Mitsui, E. (2013). <a href=\"http:\/\/www.cbc.ca\/news\/canada\/popularity-of-backcountry-skiing-worries-some-in-industry-1.1313223\" target=\"_self\">Popularity of backcountry skiing worries some in industry.<\/a> <em>CBC News.<\/em> Retrieved from http:\/\/www.cbc.ca\/news\/canada\/popularity-of-backcountry-skiing-worries-some-in-industry-1.1313223<\/p>\n<p><a href=\"http:\/\/orcbc.ca\/about_mission.htm\">Outdoor Recreation Council of BC.<\/a> (2014). About Us. Retrieved from: http:\/\/orcbc.ca\/about_mission.htm<\/p>\n<p>Porteus, S. (March 6, 2013). <a href=\"http:\/\/www.bcbusiness.ca\/tourism-culture\/the-growing-business-of-the-backcountry\">The growing business of the backcountry.<\/a> <em>BC Business.<\/em> Retrieved from: www.bcbusiness.ca\/tourism-culture\/the-growing-business-of-the-backcountry<\/p>\n<p><a href=\"http:\/\/www.selkirkwilderness.com\/about_us\/\">Selkirk Wilderness Skiing<\/a> (n.d.). <em>About us.<\/em> Retrieved from: www.selkirkwilderness.com\/about_us\/<\/p>\n<p>Strategic Networks, Inc. (2009). <a href=\"http:\/\/www.pgaofcanada.com\/Userfiles\/SNG_NAGA_Impact%20GolfCanada_2009_KeyFindings_EN_Issued%20Aug17_09(1).pdf\"><em>Economic impact for golf in Canada.<\/em> [PDF]<\/a> Retrieved from:\u00a0 http:\/\/www.pgaofcanada.com\/Userfiles\/SNG_NAGA_Impact%20GolfCanada_2009_KeyFindings_EN_Issued%20Aug17_09(1).pdf<\/p>\n<p>Tourism BC. (2005a). <a href=\"http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Water-based.aspx#.VIYlbb4irzI\"><em>British Columbia River Outfitters report<\/em><\/a>. Retrieved from: http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Water-based.aspx#.VIYlbb4irzI<\/p>\n<p>Tourism BC. (2005b). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Economic_Impacts_of_Commercial_Nature-Based_Tourism_Report-sflb.pdf.aspx\"><em>Characteristics of commercial nature-based tourism industry in British Columbia<\/em> [PDF]<\/a>. Retrieved from:\u00a0 http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Economic_Impacts_of_Commercial_Nature-Based_Tourism_Report-sflb.pdf.aspx<\/p>\n<p>Tourism BC. (2007a). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/British-Columbia-s-Sea-Kayakers-Report-(2005),-Dec\/British_Columbia_s_Sea_Kayakers_Report_2005-sflb.pdf.aspx\"><em>British Columbia\u2019s sea kayaking sector 2005.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/British-Columbia-s-Sea-Kayakers-Report-(2005),-Dec\/British_Columbia_s_Sea_Kayakers_Report_2005-sflb.pdf.aspx<\/p>\n<p>Tourism BC. (2007b). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Travel-Motivations-(TAMS)\/Canadian-Travel-Motivations\/Canadian_TAMS_Overview_Report.pdf.aspx\"><em>Travel activities and motivations of Canadian residents: An overview.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Travel-Motivations-(TAMS)\/Canadian-Travel-Motivations\/Canadian_TAMS_Overview_Report.pdf.aspx<\/p>\n<p>Tourism BC. (2009a). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Fishing_Sector_Profile.pdf.aspx\"><em>Fishing product overview.<\/em><\/a> Retrieved from:\u00a0http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Water-based\/Fishing_Sector_Profile.pdf.aspx<\/p>\n<p>Tourism BC. (2009b). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Golf_Sector_Profile.pdf.aspx\"><em>Golf sector profile<\/em> [PDF]<\/a>. Retrieved from:\u00a0http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Golf_Sector_Profile.pdf.aspx<\/p>\n<p>Tourism BC. (2009c). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Wildlife_Viewing_Sector_Profile.pdf.aspx\"><em>Wildlife viewing product overview<\/em>. [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/Land-based\/Wildlife_Viewing_Sector_Profile.pdf.aspx<\/p>\n<p>Tourism BC. (2011a). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Guest-Ranchers-Business-Survey-2008-2009,-January\/GuestRanchersReport2008_2009.pdf.aspx\"><em>Guest ranchers business survey 2008\/2009.<\/em> [PDF]<\/a> Retrieved from:\u00a0 http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Guest-Ranchers-Business-Survey-2008-2009,-January\/GuestRanchersReport2008_2009.pdf.aspx<\/p>\n<p>Tourism BC. (2011b). <a href=\"http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Land-based.aspx#.VIYqOr4irzI\"><em>Mountain bike tourism guide.<\/em><\/a> Retrieved from: http:\/\/www.destinationbc.ca\/Research\/Research-by-Activity\/Land-based.aspx#.VIYqOr4irzI<\/p>\n<p>Tourism BC. (2011c). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Value-of-Mountain-Resorts-to-the-British-Columbia\/Value_of_Mountain_Resort_Properties_Phase_One_June-2012.pdf.aspx\"><em>The value of mountain resorts to the British Columbia economy.<\/em> [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Value-of-Mountain-Resorts-to-the-British-Columbia\/Value_of_Mountain_Resort_Properties_Phase_One_June-2012.pdf.aspx<\/p>\n<p>Tourism BC. (2013). <a href=\"http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Outdoor-Recreation-Study-2009-2010,-January-2013\/Outdoor-Recreation-for-Distribution-14Jan13-FINAL-DRAFT-(2).pdf.aspx\"><em>2009\/2010 Outdoor recreation study<\/em>. [PDF]<\/a> Retrieved from: http:\/\/www.destinationbc.ca\/getattachment\/Research\/Research-by-Activity\/All-Research-by-Activity\/Outdoor-Recreation-Study-2009-2010,-January-2013\/Outdoor-Recreation-for-Distribution-14Jan13-FINAL-DRAFT-(2).pdf.aspx<\/p>\n<p>Tribe, J. (2011).\u00a0<em>The economics of recreation, leisure, and tourism. 4th Edition.<\/em> Oxford, England: Elsevier.<\/p>\n<p>United Nations World Tourism Organization. (2014). <a href=\"http:\/\/affiliatemembers.unwto.org\/publication\/global-report-adventure-tourism\"><em>Global report on adventure tourism.<\/em><\/a> Retrieved from: http:\/\/affiliatemembers.unwto.org\/publication\/global-report-adventure-tourism<\/p>\n<p>Webster, D. (2013). <a href=\"https:\/\/dspace.royalroads.ca\/docs\/bitstream\/handle\/10170\/660\/webster_donald.pdf?sequence=1\"><em>Adventure tourism operators and snowmobiles: Managing interactions.<\/em> [PDF]<\/a> Retrieved from: https:\/\/dspace.royalroads.ca\/docs\/bitstream\/handle\/10170\/660\/webster_donald.pdf?sequence=1<\/p>\n<p>Western Canada Mountain Bike Tourism Association. (2006). <a href=\"http:\/\/www.mbta.ca\/assets\/pdfs\/S2S_E_I_Study.pdf\"><em>Sea-to-sky mountain biking economic impact study<\/em>. [PDF]<\/a> Retrieved from:\u00a0 http:\/\/www.mbta.ca\/assets\/pdfs\/S2S_E_I_Study.pdf<\/p>\n<p>Wilderness Tourism Association. (2005). <a href=\"http:\/\/www.wilderness-tourism.bc.ca\/docs\/Commercial_Nature-Based%20Tourism.pdf\"><em>Characteristics of the commercial nature-based Tourism industry in British Columbia<\/em>. [PDF]<\/a> Retrieved from http:\/\/www.wilderness-tourism.bc.ca\/docs\/Commercial_Nature-Based%20Tourism.pdf<\/p>\n<h2>Attributions<\/h2>\n<p><strong>Figure 5.1<\/strong> \u00a0<a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/9462636574\/in\/photolist-fpWeFp-fqbtRj-eEf7t9-fpWeSB-bFcmhW-bYbCYE-fqbubs-bYbwGo-acLHn1-bYbCNu-6xtk56-fqbpSY-fqbrks-fpWb3T-eh1w3e-fCTdfg-cVrbUS-cVrbz5-6xxrQq-fDaL9J-cVrc8G-5SX1Bv-p934Ev-cVrcpq-p9gE9q-ab65EA-ajueXn-ooKEHC-d4CGoo-4cCbWz-cVRMYh-ngHMo-nfwdGW-bmDDE7-7Y6VNs-a96aHa-cVr9SA-nftRf2-ndrrQ3-bYbCq1-kcnCU-dTAgwU-dwixyX-6eyyJT-dZs59A-5xNetc-4Fa9Gv-6r7AX-4Fad9D-dZsi57\">Up and over<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/\">Ruth Hartnup<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.2<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/matthosford\/15752480881\/in\/photolist-7Yd95D-nnc7Vw-eyr77-7KDvok-7YgnRW-pZZzKX-KFfJv-8edoVc-7Ygono-KF6Bm-8bUESE-7qmkGu-8dw53w-KFfdv-KFfM8-7qgGPM-7YgouS-4ToNDW-88u7uo-KF6oG-KF5QL-KF5T5-cfmKVS-8GCC8K-3t7qR-5kVL6t-ofy5q4-2RNGDq-csWe3J-ftdoY-7Ygoi3-9oJyDb-pbiqH4-ocWxRc-KFgrZ-a1VYKf-8bPWB4-8bTftg-8bSXjG-7qgGQ8-osok3E-ouoxQh-oud9Jj-ocVB1b-ocVAVx-owaYtR-ouqaYa-oudbaA-owaXFP-ocVmDs\">Row Your Boat<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/matthosford\/\">Matt Hosford<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.3<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/jeffwilcox\/2216110738\/in\/photolist-CjPoM-CjMxu-CjM7y-CjNAY-CjN22-CjL1a-CjMjw-CjNhf-4FeLJ1-4nLgwF-4nL6Wc-4Faa28-4FenwL-4nQ9vQ-4FaB3e-4Fa3eP-4FaAMM-4FawXM-4FeQks-4FeLYh-4FeKRy-4nLf7V-4nJWXX-4FabgD-4nP7WG-4nKgk2-4FayAF-4FeMby-4nPi63-Agiy2-4Feovf-4Feq49-AghSM-4nPiCN-4nKNSa-4nLcnx-4nQkNj-4nP7fG-e2ZBPX-e339yP-e2ZBpr-e36gkG-e2ZBzM-e3396x-e2ZzPK-CjY92-CjUvN-CjUdx-CjUnN-CjWLe\">Blackcomb<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/jeffwilcox\/\">Jeff Wilcox<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.4<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/shazron\/444685653\/in\/photolist-vR6t8-vRpMW-vRqn7-vRtbr-vR6h2-vR5Ev-vR5Xm-vR6W6-vRq6X-vR6JK-vRqCa-6CoG1w-8qsC8f-8pmoAz-7EVnzb-4nLdfD-Fi8y2-5YYLo8-9ys8hD\">Snowmobiling<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/shazron\/\">Shazron<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.5<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/jasonsager\/5921792985\/in\/photolist-9SV3vX-9SV3Kz-9SVaqp-m8pTNp-aBDUkw-4BBLh4-e8m5au-a2hJK4-cv4xMb-4BG3oC-5ioXwV-cv3wFq-4BG3XQ-dSbwuX-6FacBG-a1NHqT-oRPjD7-4BG39o-nrXVqj-nrXHZo-nrYbMi-nGprqw-nrY7Gp-nrXNpd-nrXsqL-nLew2i-nJskZc-nGpYqh-nrXURk-nrXGz6-nLeMda-nJg96w-nJqm5q-nrYecD-nJg4t5-nJpTWU-nrXKkt-nGpqKU-nLeMZF-nGprNA-nrXJRx-nrXGXm-nrXNZG-nrXGgc-nLeJ8n-nrXYVA-nLeknT-nJq8Uy-nJqsam-nrXMtM\">Cyclists<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/jasonsager\/\">Jason Sager<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-sa\/2.0\/\">CC-BY-SA\u00a02.0<\/a> license.<\/p>\n<p><strong>Figure 5.6<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/10094212@N05\/15458613091\/in\/photolist-py2r6V-3kyDDz-8LeUeK-91wVBs-gk3foe-8M34Hw-o8rnAq-6ptAQD-8bNGT9-8bNJfy-8Lgs7t-8bTaVR-nTCXYX-6qMVpy-6qHGX4-6qN2tW-dy8zV-dy8yo-dy8xV-dy8wF-cEFVGS-dxcK5y-p2vCGg-a4sHTN-9x7h6K-5iuDHC-hqLre-a7YCY4-opJ4E1-5x17Ea-4nBGW8-5XZdJY-8jZwuz-xDhLD-orFQep-oLCD8g-opHVqW-onV9Tj-opUG8E-6iqQ7f-6iqQsf-it2MiF-kDDy9-bWjLLw-4YC1AS-82gdZB-dek1qV-5x15Qa-pf8goG-o8s6ca\">A bear in Bute Inlet, BC<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/10094212@N05\/\">John Critchley<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.7\u00a0<\/strong><a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/3724988228\/in\/photolist-6FaxdY-6FbwW1\">Waiting in line<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/ruthanddave\/\">Ruth Hartnup<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by\/2.0\/\">CC-BY 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.8<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/urbanmixer\/88992587\/in\/photolist-8S7t1-q1if5-8S7qx-8S7tq-f9gAis-ppxLko-nHcHgK-3f7FVC-8S7oX-6sKRp7-6sKTkf-6sKTBb-6sKSL1-6sFGAR-6sFHZk-6sKRTs-6sKTTo-6sFGTT-6sFJig-6sKRCA-4Xa41N-73ikZB-73nqBE-73nkxm-73ipbR-4HyVGM-4Hz3ht-393Vy3-38YkSc-6sFJRi-393kzL-393SRJ-q1jUa-73ns3W-73iqGK-q1jRR-73ijwn-6fApK9-38XNs2-6hEBCy-38XNLk-fB24sp-38YY6r-5by4ia-4FTxho-393RwS-38YLMz-8S7xd-8S7wV-393QFL\">Rafting Adventure in Squamish, BC<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/urbanmixer\/\">Raj Taneja<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc\/2.0\/\">CC-BY-NC 2.0<\/a> license.<\/p>\n<p><strong>Figure 5.9<\/strong>\u00a0<a href=\"https:\/\/www.flickr.com\/photos\/two-wrongs\/205467442\/in\/photolist-7B5FE3-g3wx4r-ja5j7-uprnj-cKsCHw-dadV3j-55Dmqg-55HQGJ-55HZmy-55HHoN-55HBdu-5VD2J-4YuPUH-8PZkDF-av5spT-55JaPQ-55J5Ps-55JiaA-55Hui5-dfvs1-6r7rbD-aDRFvf-8yAwGq-5bCvhw-ddVPNT-pZuEdG-jz6k3-5NJBhJ-8yxopc-54WGfE-2Gim8-5pQkoE-737KSn-9Af4Xg-qgZbHQ-fTmX5T-hKiUpV-5pxq3J-9Af4N6-bvsd3W-9Ai1UY-7B5MDN-9pvTRc-bpCptw-aDB9bL-pkvWrb-atT1o3-Jv824-4bqPP5-6CU9Yg\">Absolutely Nothing is Allowed Here<\/a> by <a href=\"https:\/\/www.flickr.com\/photos\/two-wrongs\/\">Vicki &amp; Chuck Rogers<\/a> is used under a <a href=\"https:\/\/creativecommons.org\/licenses\/by-nc-sa\/2.0\/\">CC-BY-NC-SA 2.0<\/a> license.<\/p>\n","protected":false},"author":90,"menu_order":5,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":["don-webster"],"pb_section_license":""},"chapter-type":[],"contributor":[61],"license":[],"class_list":["post-3017","chapter","type-chapter","status-publish","hentry","contributor-don-webster"],"part":2957,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/chapters\/3017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":3,"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/chapters\/3017\/revisions"}],"predecessor-version":[{"id":3183,"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/chapters\/3017\/revisions\/3183"}],"part":[{"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/parts\/2957"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/chapters\/3017\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/wp\/v2\/media?parent=3017"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/pressbooks\/v2\/chapter-type?post=3017"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/wp\/v2\/contributor?post=3017"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/introtourism\/wp-json\/wp\/v2\/license?post=3017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}