GEOTRAILS: Enhancing the visitor experience and encouraging extended stays in regional Australia by...

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DAN COVE DAN COVE Chair: Geotourism Chair: Geotourism Forum of Forum of Ecotourism Ecotourism Australia Australia

Transcript of GEOTRAILS: Enhancing the visitor experience and encouraging extended stays in regional Australia by...

Page 1: GEOTRAILS: Enhancing the visitor experience and encouraging extended stays in regional Australia by Dan Cove

DAN COVEDAN COVE Chair: Geotourism Forum Chair: Geotourism Forum of of Ecotourism Ecotourism AustraliaAustralia

Page 2: GEOTRAILS: Enhancing the visitor experience and encouraging extended stays in regional Australia by Dan Cove

Some definitions and conceptsA tourism perspective – including a discussion

on social trends and attitudes towards ‘leisure’Why a Geotrail enhances the overall visitor

experienceWhy such an enhancement is critical in the

modern tourism marketplaceThe importance of good site interpretationEconomic benefits to Regional Australia

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Must recognise that visitor expectations have changed

Important to recognise a growing need for information and authentic experiences

Is competing with more diverse recreational activities

Important to provide a Spectrum of Opportunity

Important not to narrow the definition

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WHAT IS A ‘GEOTRAIL’?WHAT IS A ‘GEOTRAIL’?Connects otherwise

unrelated areas and attractions with a geological theme

Develops an extended journey

Can provide a compelling reason to extend regional travel time

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The underlying and enduring strength of nature based tourism

Australia’s ‘Natural Advantage’The importance of ‘flagship’ sitesAuthenticity – what do we mean?What can geotrails add to the visitor

experience?The importance of quality interpretation to

establishing conservation values and advocacy

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An essential toolPresenting a theme,

rather than a set of subjects

Creates unityWorks at delivering a

take-home message that will not be forgotten

Interpretation is NOT just education

Can genuinely make the experience

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THE 21THE 21STST CENTURY CHALLENGE CENTURY CHALLENGEMaking geotrails

‘sexy’Bragging rightsAccess - at the

expense of the experience?

Provide a compelling reason to visit an area

The uncertain social future of tourism...

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1960s 1970s 1980s 1990s 2000s

STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5

Products andActivities, Places andThings

Service Differentiation,Niche Indulgences

Products andEmotions, Exhilarationand Adventures

Experiences: Learning,Authenticity andSustainability

Experiences: Meaningand Purpose

Pre-packaged holiday rewards for hard work Hand-written paper Tickets Bookings via travel

agents

Holiday as reward/ opportunity for indulging passions and fulfilling interests and pursuits Typed tickets Telex bookings

Holiday as an escapist active adventure with high intensity emotions Introduction of Global Distribution Systems Facsimile bookings

Holiday as an opportunity to learn and be engaged. Tap into local knowledge/ culture Emerging sustainability considerations Tailoring of holiday packages through travel agents Beginning of

Internet for bookings Introduction of e- ticketing Loyalty Programs

Increased demand for special interest needs and rarity. Seeking

authenticity and highly sceptical of over marketing Emerging environmental and social consciousness Dynamic packaging and tailored packaging online Consumer direct bookings over the Internet Disintegration of traditional distribution channels E-ticketing and e-check-ins

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THE CHALLENGE TO TRADITIONAL THE CHALLENGE TO TRADITIONAL TOURISM...TOURISM...

TIMES HAVE CHANGED, AND THE TIMES HAVE CHANGED, AND THE EXPECTATIONS (AND RANGE OF EXPECTATIONS (AND RANGE OF OPPORTUNITIES AVAILABLE) HAVE CHANGED OPPORTUNITIES AVAILABLE) HAVE CHANGED AS WELL. AS WELL.

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‘‘Leisure’ and ‘Recreation’ Leisure’ and ‘Recreation’

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Market Segmentation – a Market Segmentation – a valuable toolvaluable tool

Recognises that tourists/visitors are Recognises that tourists/visitors are notnot a a homogenous group.homogenous group.

Categorises visitors by common characteristics and Categorises visitors by common characteristics and likeminded attitudeslikeminded attitudes

Allows us to communicate in a more targeted Allows us to communicate in a more targeted fashionfashion

Helps to develop more targeted marketing Helps to develop more targeted marketing campaignscampaigns

There is one group that is growing and that the There is one group that is growing and that the geotrail concept is perfectly suited for…geotrail concept is perfectly suited for…

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THE EXPERIENCE SEEKERSTHE EXPERIENCE SEEKERS

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THE IMPLICATIONSTHE IMPLICATIONS

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IN SUMMARY...