Sustainable Tourism in Montreal

Overview

In the ETEC 634 Communicating Instructional Content course, I worked as part of a team of six educational technology students to tackle a problem within the sphere of Social and Environmental education. Our team chose to work on the topic of promoting sustainable tourism in Montreal.

Our project was inspired by the the sustainable tourism initiatives by Tourisme Montréal. The highlight of our project was getting the opportunity to meet and discuss the project with a representative from Tourism Montréal, which allowed us to both exchange and validate our ideas for the project.

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System Analysis

First, the team conducted a system analysis to identify key actors to be targeted by our program. In this process, we also created a customer journey map to understand where the key touch points and blockers are and what motivates tourists to engage in sustainable travel.

Based on this analysis, we split up efforts to craft messages that specifically target different audience segments, including tourists, hotel managers, travel agents to stakeholder organizations.

The process of creating a journey map was particularly helpful for the team to tell a coherent and compelling story for our project overall.

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Deliverables

For this project, I designed four digital interventions that aim to educate and encourage travel agents to promote sustainable tourism activities in Montreal, including an eLearning module, a course landing page, an infographic tip sheet and an itinerary planner. The deliverables were designed according to the style guide the team created to remain consistent and on brand.

Below, you can explore the eLearning storyboard and the infographic tip sheet I designed for the project.

eLearning module (10 min sample)

The Montreal: Sustainable Destination course is the primary learning intervention for travel agents. The course takes a classical approach to educate the learners on how the concept of sustainability shapes Montreal’s tourism strategy and highlights its sustainable tourism offerings as well as tips for more responsible tourism operations. The main aim of this intervention is to equip travel agents with an understanding of sustainability so they can promote Montreal as a sustainable destination.

The following visual mockup offers a 10-minute sample of the instructional content. It includes audio transcript and programmer notes so it could be developed into a storyboard. This program would be developed using Articulate Storyline or Adobe Captivate to provide an interactive learning experience.

Infographic

This infographic is a tip sheet is an example of downloadable resources that would be included in the eLearning unit, which aims to help travel professionals retain key concepts and advice presented in the course.

The tip sheet highlights five concrete actions that travel professionals can implement to promote sustainable tourism.

You can also select this link to consult the complete final report, which includes project background, style guide and all four deliverables.