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Marketing and Ecotourism in Costa Rica
January 2 - 14, 2005

General Course/Trip Description

In January 2005 the Master’s in Communication Management program along with the Communications Department at Simmons College held the first short term course in Costa Rica. Accompanied by Professors Lynda Beltz and Joan Abrams, the students took a two week adventure into South America to explore a country that has been successfully marketed as the premier “eco-tourism” destination in the world. Developed in conjunction with Omnicom’s San Jose, Costa Rica office, the course gave its participants the chance to learn about ecotourism and conservation programs in one of the most biologically diverse (and stable) countries in the world. The course served as an introduction to ecotourism: what it is, market and business issues, its positive and negative impacts, and planning and management issues.

Prior to journeying to Costa Rica, the students met with representatives of the Boston Costa Rican community, and with Carmen Baez, president of Diversified Agency Services, Latin America, a division of the Omnicom Group, the world’s leading marketing communications company.

The students spent five days in the Costa Rica capital, San Jose, visiting companies and agencies that deal in integrated marketing communications and public relations. After visiting San Jose the group traveled to many different regions throughout the country. They spent time at Poas Volcano, Monteverde Cloud Forest, Santa Elena Cloud Forest, the Children’s Rainforest, Arenal Volcano, Playa Grande and Playa Tamarindo before concluding their two week journey. They attended many tours and lectures by knowledgeable representatives along the way.

On their return to Simmons College the students, having broken up into groups that examined different aspects of Ecotourism in Costa Rica, presented their findings. The research projects consisted of the following:

  • Starbucks/Earthwatch Collaboration
  • Partnership between World Wildlife Fund and Natural Habitat Adventures
  • ICT (Institute of Costa Rican Tourism) the agency responsible for marketing/advertising and sustaining natural resources of Costa Rica
  • Marketing Ecotourism in Costa Rica to College Students
  • The Communications Department in conjunction with the Master’s in Communication Management will offer this course again, so check back for updates!

Student Insights

Desirée Toner

"The Costa Rica trip was truly an adventure. We experienced an entirely different culture first hand. We were able to observe how they communicate with each other and with the world, and how their environment, government, traditions, and beliefs affect how they do so. Between meeting with advertising executives and members of the ecotourism board and getting to experience the many things they advertise, we were really able to see how Costa Rica has set itself at the forefront of tourism today. It was unlike anything we could have ever experienced inside a classroom. I think we will all cherish the experience and the knowledge we gained from it."

Denise Ouellet

"In January of 2005, I participated in a short-term course in Costa Rica through the Communications Department. Having never traveled abroad, the experience was eye-opening and one that will not be forgotten. The purpose of the onsite learning was to understand through experience how a developing country markets itself as a tourist destination while still working to maintain a standard of eco-friendly tourism. The dichotomy was one that I could only grasp at a very high level before visiting the country and meeting with advertising agencies, native hotel owners, Canadian hotel owners, park rangers, local professors and American expatriates. The varying perspectives that were presented to us ultimately made our class realize the complexity of the issue. We came to appreciate our experiences there as more than memories. We walked away with a life-changing lesson on what really matters. As communicators and future business professionals, we saw first-hand that some advertising efforts can have serious repercussions for countries such as Costa Rica. It’s a lesson that will echo in my mind for a long time to come."

 

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