The Rural Voice, 2002-04, Page 31region's fame comes directly from
farming and food, not marketing, she
said. (The French government's
heavy subsidization of farmers in the
region has also helped them keep
producing their unique products, she
adds.)
That kind of integrity can be seen
in the two Niagaras, she said.
Niagara Falls is kitschy and what you
see bears little connection to the
landscape. Niagara -On -The -Lake is
more authentic
and connected
to its history
and geography.
People offer-
ing bed and
breakfast or
farm vacations
can help create
this sense of
regional iden-
tity and add to
the pleasure of
their visitors,
Zyvatkauskas said. Use local artwork
on your walls, she advises and learn
the stories of local characters and the
story behind your own house.
Since normally bed and breakfasts
only serve breakfast, keep menus
from local restaurants handy for your
customers, she advised, and know
what they offer.
Some sort of geographic
connection is important in
building a regional identity,
Zyvatkauskas said. Durham, east of
Toronto, has created the concept of
the country next to the city. Prince
Edward County has focused on The
Taste of the County.
But if you're building alliances
with other tourist oriented business,
make sure you're associated with
people like you, she said or you can
create identity confusion. In one case
a farm tour was combined with a
studio tour leaving people wondering
which it was and with too many
choices of things to do, she said.
"What's the concept?" she said
hinting at criticism of St. Jacobs
when she wondered how discount
jeans fit in with the old-fashioned
blacksmith shop.
"Repeatedly stop and assess your
services," Zyvatkauskas recom-,
mended. Ask yourself why anyone
would travel for what you have to
offer. The keys are quality, value and
Betty Zyvatkau-
skas says tourists
like connections to
the land.
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APHIL 2002 27