A feasibility study for a recreational water trail on the river Taff
Cardiff Metropolitan University
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Sport, leisure and recreation are growth market especially Watersports and sites of leisure activities can help with the development of local communities and as a wider tourism attraction to Wales. This report looks more specifically at the setting up of a canoe trail on the River Taff. This project is a client based study for the Countryside Council for Wales and Valleys Regional Park who wanted a feasibility study for a water trail on the Taff. The client based project covers four key areas case study research, market assessment, product development and marketing supported by academic research within the literature review The research undertaken looked at example canoe operators with both secondary data and primary interview data collected which covered many areas required to look at if setting up a canoe operator. The key points taken from this research included the pricing and types of routes offered by a selection of operators and also some important points regarding safety. The market assessment found usage statistics of leisure recreation in Wales and more specific canoeing data in the UK including latent demand that predominately support the setting up of this trail. A Product plan and marketing strategy were put together based on the research done in the first two tasks. The plan covered the key recommendations of what a canoe operator on the Taff should offer and a marketing strategy that is supports the branding of the Valleys its current attractions as well as its all inclusive ethos.
MSc Tourism Management
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