Marketing of Kitselas Canyon National Historic Park: an emerging tourist destination in northern British Columbia

The encouragement of Aboriginal Cultural tourism products in Canada has expanded the scope of tourism products and is anticipated to contribute to the economic development plans of First Nations'. Existing literature suggests that marketing is lacking for current and future aboriginal cultural tourism products and services, specifically related to industry growth. This paper examines the development of the Kitselas Canyon National Historic Site (KCNHS), an emerging aboriginal cultural tourism destination near Terrace, British Columbia. The project will determine to what extent the Kitselas Band follows best practices regarding marketing by examining the current marketing of the Kitselas Canyon site, and compare this overview with best practices theory, existing literature, and statistics to determine if any marketing improvements may be suggested to be incorporated to the next phase of development. Marketing standards used in this report include the 4Ps of the marketing mix with the addition of service. Price, product, placement, and promotion and level of services on-site include the cultural knowledge and hospitality training of staff, activities, and safety. The recommendations are based on each segment of the marketing mix specific to the Kitselas Canyon National Historic Site. In the process of this examination, this report will also gauge the depth and scope of current marketing research regarding aboriginal cultural tourism. The secondary question addressed is if there is enough current literature and statistics for aboriginal cultural tourism operator's use to support marketing decisions, and industry growth.--P.ii.