Ripple Effect Mapping of the Tourism Assessment Program

Abstract

Minnesota’s Tourism Assessment Program (TAP) analyzes a community’s tourism potential. The program includes identification of tourism assets by the community, a site assessment by visiting team of experts, and written recommendations developed by the University of Minnesota. Using ripple effect mapping, we engaged program participants and other community stakeholders in focus groups to identify intended and unintended outcomes and impacts of TAP. Mapping the changes provided stakeholders a powerful visual of the progress they have made toward their tourism development goals. Several long-term impacts have been documented in three main areas: (1) increased community cooperation, (2) enhanced marketing efforts and, (3) expanded attractions. By coding results of this study within the Community Capitals Framework, we hope to show each community how their involvement in the Tourism Assessment Program and subsequent development efforts could be targeted to have greater impact in supporting the long-term sustainability of their communities.