Our Program

ATB - Adventure Tourism Business

Instructors:

Phil Foster

Course Description:

The students will examine the trends and challenges within the tourism industry, with particular focus on the realities of the ethical and business dilemmas of the Adventure Tourism industry. A careful study of the industry will provide understanding of the main business, legal, risk management and safety issues faced by operators in this complex and diverse, yet rapidly expanding field. They will consider the Tourism Industry as a whole, and the Adventure sector in particular, identifying clients and their needs, and how businesses can best match these. They will also meet and discuss issues with leading tourism industry representatives throughout the course.

Topics:

• What is Tourism all about?
• The Advent of Adventure Tourism.
• What is Adventure? What is Eco-Adventure?
• Business Basics: The Product, what do you have to offer?
• Developing your ideas into a Business
• Knowing your Market and Marketing what you Know
• Service and the Customer
• Legal stuff
• Risk, a strategy board game or an everyday part of business
• Stay ahead to stay in the game.
• What is out there? Where do you want to go?

Learning Outcomes:

Upon completion of this course, students will be able to:

• Identify the economic activity of Tourism and its sectors, with Specific focus on Adventure Tourism.
• Understand the key features of an Adventure Tourism experience.
• Understand the roles and responsibilities of the operator, Guide/interpreter and client.
• Describe the legal responsibilities of the operator, including risk Management, and laws/regulations within BC.
• Describe the essential components for an Adventure Tourism Business, including product development, operations, finance, Marketing and business operational skills.
• Understand career opportunities within Adventure Tourism