The Jay Kemmerer Wyoming Outdoor Recreation, Tourism and Hospitality (WORTH) Institute at the University of Wyoming has published the results of a recent survey titled, “Pathways to Partnership: A National Survey on University Organizations in Outdoor Recreation, Tourism and Hospitality.”
The purpose of the survey was to collect and analyze information about university organizations engaged in research, outreach and/or educational activities related to hospitality, outdoor recreation, tourism, agritourism or related fields. Eight organizations, in addition to the Jay Kemmerer WORTH Institute, completed the survey:
-- Center for Sustainable Tourism, Arizona State University.
-- Parks, Recreation and Tourism Management, North Carolina State University.
-- Center for the Outdoor Recreation Economy, Oregon State University.
-- Parks, Recreation and Tourism Management, University of Georgia.
-- The Tourism Center, University of Minnesota.
-- Institute for Tourism and Recreation Research, University of Montana.
-- Vermont Tourism Research Center, University of Vermont.
-- Brad and Alys Smith Outdoor Economic Development Collaboration, West Virginia University.
The survey explored their organizational structures, funding models, staffing, programmatic focus and partnerships. Despite differences in scale and institutional alignment, many organizations shared common challenges and aspirations -- chief among them, achieving financial sustainability, expanding staff capacity, and deepening engagement with state agencies and rural communities.
The study revealed strong alignment across institutions in their commitment to experiential learning, applied research, and outreach that supports workforce development and economic diversification. However, formal marketing strategies and long-term funding mechanisms were unevenly implemented, with only a few organizations reporting robust communications infrastructure or self-sustaining financial models.
Staffing models vary widely, though most organizations rely on small core teams supplemented by student workers, contractors or affiliated faculty. A notable area of opportunity lies in developing clearer pathways for joint appointments and integrated staffing between units. The findings also underscore a shared commitment to access and rural economic support, with institutions leveraging education, training, technical assistance and stakeholder facilitation to help communities diversify beyond traditional resource-based industries.
“This study helps us see the bigger picture -- how our peers across the country are organizing, funding and delivering programs in outdoor recreation, tourism and hospitality,” says Dan McCoy, director of the Jay Kemmerer WORTH Institute. “It not only benchmarks where we stand, but also uncovers real opportunities for collaboration and innovation.”
This report provides a baseline for understanding the scope and scale of work in this field and identifies actionable opportunities for peer learning, collaboration and network-building among university organizations working at the intersection of outdoor recreation, tourism, hospitality and economic development.
The Jay Kemmerer WORTH Institute helps support, expand and diversify Wyoming’s economy through the outdoor recreation, tourism and hospitality industries. WORTH provides various services to these industries, including research, workforce development and statewide engagement.
Through a recent and generous $5 million gift from Jay and Karen Kemmerer, UW’s WORTH Initiative was renamed the Jay Kemmerer WORTH Institute in December. For more information, visit the WORTH Institute website at www.uwyo.edu/worth. To access a digital version of the report, go here.
