MSU Extension Tourism

Phase 1: Planning and asset identification workshop

Phase 1 serves as the foundational stage of the Rural Tourism Assessment (RTA) process. During this initial phase, held in workshop format facilitated by Michigan State University Extension, stakeholders identify assets and key metrics central to their tourism economy. Identified assets are prioritized by stakeholders which serve to support subsequent Phases.  Additional steps are taken to generate specific questions stakeholders would like answered from First Impressions Tourism (FIT) assessment(s) conducted during and central to Phase 2.

Phase 2: Data collection and analysis

Phase 2 centers on gathering data generated through surveys and site visits using MSU Extensions FIT program. FIT provides valuable insights into the tourism experience from both first-time visitors and community perspectives generated in Phase 1. The collected data is then thoroughly analyzed to identify strengths, weaknesses, and opportunities related to rural tourism development in participating communities. Presentations are then generated for the purpose of sharing with community stakeholders offered a community forum setting as part of Phase 3.

Phase 3: Results dissemination and community engagement

Approximately six months after completing Phase 2, Phase 3 commences. Results obtained from Phases 1 and 2 are merged and shared with stakeholders participating in the Rural Tourism Assessment. This phase also provides an opportunity for residents and community members to engage in discussions and provide feedback on the first-time visitor perspective, findings, fostering collaboration and shared decision-making.

Phase 4: Implementation strategy development (optional)

Although optional, Phase 4 consists of facilitated discussions with stakeholders around next steps and implementation strategies for communities participating in the entire Rural Tourism Assessment process. These discussions heavily focus on insights gathered directly from FIT assessments conducted during Phase 2 and shared during Phase 3. Tourism development models are applied, where and when necessary, to help guide discussions. Tailored strategies are developed to enhance the tourism experience based on visitor feedback and community priorities.

RTA Pilot: Roscommon County Summary

The Roscommon County Economic Development Corporation and Michigan State University Extension established a partnership in early 2023 to strengthen rural tourism across the county and three communities by capitalizing on stakeholder knowledge, input, and first-time visitor perspectives to the area. Learn more about this initiative in the article, "Initiative launches to strengthen small-town, rural tourism in Roscommon County, Michigan."

Following MSU Extension’s Rural Tourism Assessment format, Roscommon County along with Prudenville/Houghton Lake, St. Helen, and Village of Roscommon participated in the multi-phase effort.

• Phase 1 was conducted April 2023.
• Phase 2 was conducted September - October 2023.
• Phase 3 was completed May 2024.
• At the time of drafting this summary, Phase 4 is being planned for Fall 2024.

As part of RTA, Phase 2 consists of a comprehensive FIT assessment in and with participating partners. In this effort, Roscommon County and the three identified communities received five first-time visitors at separate times between September and October 2023.

All five visitors spent three nights, four days visiting various stakeholder identified tourism assets from Phase 1, as well as a wide range of self-identified tourism assets while on site. A total of 15 nights were spent in the county: eight nights in hotels, four nights in motels, two nights camping, and one night in a bed & breakfast.

Visitor profiles

• 1 Female from Generation X visited with her spouse between Friday-Monday.
• 1 Male from Generation X visited alone between Tues-Friday.
• 3 Males from Millennial Generation visited alone between Thurs-Sunday.
• All visitors are married residents of either Upper or Lower Peninsula, MI, and are employees of Michigan State University Extension with various expertise.

Visitor diverse personal interests

• Artists
• (Mountain) Bike Rider(s)
• Birder(s)
• Camper(s)
• Foodie
• Hiker(s)
• Paddler(s)
• Nature and Outdoor Enthusiast(s)
• Trail Enthusiast(s)
• Water Lover
• Trip Planners
• Avid/World Travelers