Geotourismnov2008

‘‘GEOTOURISM: WHO IS A GEOTOURIST? GEOTOURISM: WHO IS A GEOTOURIST?

2008 Inaugural National Conference2008 Inaugural National ConferenceGreen Travel, Climate Change and EcotourismGreen Travel, Climate Change and Ecotourism

Angus M RobinsonAngus M Robinson

1 8 2 0 0 8N o v e m b e r1 8 2 0 0 8N o v e m b e r

Today’s AgendaToday’s Agenda

High-yield, ‘experiential’‘experiential’ tourism? Sustainable GeotourismSustainable Geotourism concepts. Challenges of new product innovationnew product innovation. Geotourism Research project. Demographics/LifestyleDemographics/Lifestyle considerations. Geotourists and AlumniAlumni groups. Conclusions.

‘‘High-Yield’ Tourism - New Product Development High-Yield’ Tourism - New Product Development

Australian Government’s Tourism White Paper (2004) encourages tourism stakeholders to be pro-active in tourism stakeholders to be pro-active in developing new and innovative products and experiences with developing new and innovative products and experiences with a focus on developing’ high-yield’ niche marketsa focus on developing’ high-yield’ niche markets..

Other countries and regions also emphasise the importance of

effective niche marketing to ‘high yield’ visitors to maximise marketing to ‘high yield’ visitors to maximise optimal returns on tourism investment.optimal returns on tourism investment.

An understanding of the yield potential of different source yield potential of different source markets and segments can markets and segments can underpin destination marketingunderpin destination marketing by both public and private sector organisations.

(Professor Larry Dwyer, Qantas Professor of Travel and Tourism Economics, UNSW)(Professor Larry Dwyer, Qantas Professor of Travel and Tourism Economics, UNSW)

‘‘Experiential’ Tourism - New Product Proposition Experiential’ Tourism - New Product Proposition

The global market is looking for unique product experiencesunique product experiences and a broader mix of experiences.

The group tour market is well suited to this new approach. Customers for tours have become more sophisticated, well traveled and discerning and generally come from higher higher socio-economic demographicssocio-economic demographics. They are also intelligent, intelligent, ‘thinking’ travelers.‘thinking’ travelers.

The incorporation of the geotourismgeotourism experience with traditional nature tourismtraditional nature tourism and elements of cultural tourismcultural tourism creates a more holistic experiencemore holistic experience, and is a move towards the ‘experiential’ tourism model.

In short, ‘experiential’‘experiential’ tourists seek memorable experiencesmemorable experiences.

Key Concepts – Sustainable GeotourismKey Concepts – Sustainable Geotourism

Geotourism is ecotourism or tourism related to geological sites and features, including geomorphological sites and landscapes (Joyce 2006).

Geotours visit natural scenic landforms and explain the surface and deep processes that shaped them. Tourists, seeking to have the natural environment interpreted for them, can expect explanations of geology as well as flora and fauna, creating a holistic view of ecosystemsholistic view of ecosystems.

Sustainable Geotourism and GeotoursSustainable Geotourism and Geotours enhances their support for the conservation of ecosystems for future generations.

Geotourism (US Definition) Geotourism (US Definition)

Geotourists are ‘sustainable tourists’ – three segments:

Geo-Savys - <35 y.o., well educated and environmentally aware.

Urban Sophisticates – affluent, focusing on cultural and social aspects of tourism.

Good Citizens – older, less sophisticated, but socially conscious.

Source: Geotourism: The New Trend in Travel (Travel Industry Association of America, 2003)

Sustainable GeotourismSustainable Geotourism PropositionProposition

The incorporation of the geotourism experience (local not US definition) with traditional nature tourism and elements of traditional nature tourism and elements of cultural tourismcultural tourism creates a more holistic experience, and is a move towards the experiential tourism modelexperiential tourism model. In short, ‘experiential tourists seek memorable experiences.

In this sense, sustainability is achieved through providing a sustainability is achieved through providing a high quality experience encouraging return visitation, and high quality experience encouraging return visitation, and attracting new customers by ‘word of mouth’.attracting new customers by ‘word of mouth’.

Geotourism has great potential as a new niche ecotourism product. However, it will still require the same disciplines require the same disciplines that apply to other niche, ‘high value’ tourism activities. that apply to other niche, ‘high value’ tourism activities.

New Product CommercialisationNew Product Commercialisation

The concept of innovation:The concept of innovation:

Turningideas

Into products

That people want

And are

willing to pay

for

Source: Hamish Hawthorn, ATP InnovationsSource: Hamish Hawthorn, ATP Innovations

What does your customer want?What does your customer want?

The first challenge an entrepreneur faces is The first challenge an entrepreneur faces is always always market validationmarket validation – why? – why?

WhatWhat problem problem do you solve with your do you solve with your innovative product or service?innovative product or service?

Source: Hamish Hawthorn, ATP InnovationsSource: Hamish Hawthorn, ATP Innovations

Selected Market Segment Niche – Geotourists Selected Market Segment Niche – Geotourists

All to be ValidatedAll to be Validated Geo/Ecotourism? Inbound or outbound or both? + 45 y.o. demographic – ‘Baby Boomers Plus’? ‘Live-Wire’ lifestylers? Which Alumni channels? Group Travel or FITs?

The The desired desired product proposition is: inbound/outbound inbound/outbound geotourism group tours for alumni baby boomers??geotourism group tours for alumni baby boomers??

Geotourism Destination Niche? Geotourism Destination Niche?

OverseasOverseas – – Holistic (e.g.(e.g. Breifne Project Ireland, Breifne Project Ireland, www.breifne.ie/home.asp))

oror Geo iconic (Geo iconic (e.g. Grand Canyone.g. Grand Canyon) or geo-park) or geo-park

Domestic – Holistic (e.g. Domestic – Holistic (e.g. Australia’s National Australia’s National Landscapes (Landscapes (www.experiencescapes.comwww.experiencescapes.com) )

or Geo iconic (or Geo iconic (e.g. Bungle Bungles WAe.g. Bungle Bungles WA) or a geopark ) or a geopark (e.g. Kanawinka)(e.g. Kanawinka)

http://www.experiencescapes.com/

Market Research Brief – Market Research Brief – Geological Society of Australia (GSA) MembersGeological Society of Australia (GSA) Members

Who are the potential travelers and what are their demographic characteristics?

What are their potential interests in geotourism in Australia and around the world?

What are the purposes for their visits?How likely will they be to commit to a geo-

tour within two years time? Joint market research project with Edith Cowan University Joint market research project with Edith Cowan University ©©

Market Research Brief – GSA MembersMarket Research Brief – GSA Members

2,300 members surveyed by mailed questionnaire.

159 responses, 7% of total sample. also included some respondents from the

recent inaugural global geotourism conference in WA.

Wants and Needs – Geotourism for GSA MembersWants and Needs – Geotourism for GSA Members??

Geocontent – HighGeocontent – High

Geocontent - LowGeocontent - Low

Tra

vel N

eed

- Lo

wTra

vel N

eed

- Lo

w

Tra

vel N

eed

- H

igh

Tra

vel N

eed

- H

igh

ProfessionalProfessionalGeoscientistsGeoscientists

TrainedTrainedGeoscientistsGeoscientists

??

????

??

GSA Members – GeotouristsGSA Members – GeotouristsGenderGender

Genderfemalemale

Fre

quen

cy

125

100

75

50

25

0

Gender

GSA Members – GeotouristsGSA Members – GeotouristsDemographicsDemographics

Age Group70 and over65-6955-6445-5425-3415-24

Fre

quen

cy

50

40

30

20

10

0

Age Group

GSA Members – GeotouristsGSA Members – GeotouristsEducationEducation

Education2nd Degree1st DegreeUndergraduate

Freq

uen

cy100

80

60

40

20

0

Education

GSA Members – GeotouristsGSA Members – GeotouristsEmploymentEmployment

Employment SectorAcademiaConsultingGovernmentIndustry

Fre

quen

cy

30

20

10

0

Employment Sector

GSA Members – Geotourists GSA Members – Geotourists FamiliesFamilies

Family characteristics

Other'Empty Nest (Retired)'

'Emplty Nest' (still working)

Couple with Dependent

Children

One Parent Family

Young Single (no dependent

children)

Fre

quen

cy

50

40

30

20

10

0

Family characteristics

GSA Members – Geotourists GSA Members – Geotourists IncomesIncomes

Gross family weekly income (AU$)$2000 or above$1000-$1999$1-$999Nil income

Fre

quen

cy

60

40

20

0

Gross family weekly income (AU$)

GSA GeotouristsGSA GeotouristsFive Five MostMost Important Travel Purposes Important Travel Purposes

Increasing knowledgeIncreasing knowledge of geological sites and landforms.

To satisfy my curiosity.curiosity. To have a memorable experiencememorable experience. To obtain intellectual stimulationintellectual stimulation. Visiting destinations offering a unique unique

bundlebundle of features and attractions (i.e. ecology, geology, culture and history).

US ‘Geotourism’ SurveyUS ‘Geotourism’ SurveyFive Five MostMost Important Travel Purposes Important Travel Purposes

Trips to favourite destinationsfavourite destinations I have been to before. Travel to destinations where I can experience the outdoors

but still have comfortable accommodationscomfortable accommodations. Travel to destinations I’ve heard about from friends and I’ve heard about from friends and

relatives.relatives. Trips where I can walk around in historic/charming historic/charming

towns/locations.towns/locations. Trips to family-friendlyfamily-friendly destinations.

Source: Geotourism: The New Trend in Travel (Travel Industry Association of America, 2003)

GSA GeotouristsGSA GeotouristsThree Three LeastLeast Important Travel Purposes Important Travel Purposes

Being able to share my travel share my travel experienceexperience after returning home.

Visiting destinations offering a wide Visiting destinations offering a wide variety of cultural/art eventsvariety of cultural/art events and attractions.

Meeting new people as part of a group tour.

New Geotourist Age groups?New Geotourist Age groups?

50 – 59, late working life, ‘empty- nesters’

55 – 64, early post retirement65 - 69, late post retirement+70, ‘later in life’

Source: Tourism Research Australia, 2008Source: Tourism Research Australia, 2008

Taiwan Inbound Tourism Data (1999 to 2006)Taiwan Inbound Tourism Data (1999 to 2006)Tourism Research AustraliaTourism Research Australia

Variation IVS year 2006 compared to nine year averageVariation IVS year 2006 compared to nine year average20 to 24:20 to 24: -24.3%-24.3%25 to 29:25 to 29: -30.6%-30.6%30 to 34:30 to 34: -24.9%-24.9%35 to 39:35 to 39: +29.6%+29.6%40 to 44:40 to 44: -37.8%-37.8%45 to 49:45 to 49: -0.3% -0.3%50 to 54:50 to 54: -49.9%-49.9%55 to 59:55 to 59: +69.9%+69.9%60 to 64:60 to 64: +37.7%+37.7%65 to 69:65 to 69: +19.1%+19.1%70 and over:70 and over: +93.2%+93.2%

50 – 59, Late Working Life – 50 – 59, Late Working Life – ‘Empty-nesters’ Age Segment‘Empty-nesters’ Age Segment

People in their late working life (ages 50-59, with or without children) are generally ‘empty nesters’.

Possess large discretionary incomeslarge discretionary incomes, as they are generally debt free after having paid off their mortgages.

Their children will have completed or neared completion of their higher education, and most will no longer have older children living at home.


55 – 64, Early Post Retirement Age Segment55 – 64, Early Post Retirement Age Segment

People in their early post retirement (ages 55-64, not working).

They are also largely debt free with even more discretionary income even more discretionary income available for travel purchases.available for travel purchases.


Marketing to the ‘Baby Boomers’Marketing to the ‘Baby Boomers’

Age Group, 45 to 62. But lifestylelifestyle rather than age predicts actual actual

behaviour.behaviour. ‘‘Live Wires’ LifestyleLive Wires’ Lifestyle (17% of the +50 market in the

U.K., average age of 58) – people who have busy and fulfilling lives – they enjoy technology and are keen to enjoy technology and are keen to keep up to date with the latest developmentskeep up to date with the latest developments. . Their main priority is to continue enjoying their comfortable existence.

Marketed through ‘alumni’ groups.‘alumni’ groups. Remember the Remember the older womanolder woman!!

Source: Dick Stroud, 2007Source: Dick Stroud, 2007

Segmentation - LifestyleSegmentation - Lifestyle

Affluence – HighAffluence – High

Affluence - LowAffluence - Low

Prog

ress

ive

- Lo

wPr

ogre

ssiv

e -

Low

Prog

ress

ive

- H

igh

Prog

ress

ive

- H

igh

BittersweetBittersweet

Live WiresLive Wires

Rat RaceRat RaceJunkiesJunkies

Source: Stroud D – 20plus30Source: Stroud D – 20plus30

Marketing of GeotourismMarketing of GeotourismSuggested Alumni GroupsSuggested Alumni Groups

Geoscience professional societies e.g. GSA

Other professional groups – engineers, doctors etc?

Geography Teachers - Environment/Geography?

Bushwalking Groups?

Community and Social Clubs – e.g. Rotary, Probus?

Other institutional Alumni – universities, museums?

Friends groups - National Trust etc?

Market Research - GeotouristsMarket Research - GeotouristsPreliminary Conclusion No 1 Preliminary Conclusion No 1

72% of respondents fell in 72% of respondents fell in age category 45-70 years old.

96% of respondents have 96% of respondents have first or second degree education level. level.

Respondents have different social and esteem Respondents have different social and esteem needs and wants, have good gross income and will needs and wants, have good gross income and will be be able to afford travel to geotourism sites in Australia and overseas.


Strong indication of interest in visiting geotourism in visiting geotourism sites,sites,

visiting destinations offering a visiting destinations offering a unique bundle of features such as ecology, experience of different such as ecology, experience of different cultures and history by satisfying their curiosity,cultures and history by satisfying their curiosity,

enjoying outdoor activities, andenjoying outdoor activities, and

accepting accepting simple but comfortable accommodation. .


FemaleFemale respondents place a respondents place a higher level of higher level of importanceimportance on visiting destinations offering a on visiting destinations offering a unique bundle of features such as ecology, unique bundle of features such as ecology, experience of different cultures and history.experience of different cultures and history.

Female Female respondents place a respondents place a higher level of higher level of importanceimportance on enjoying fine foods and wines. on enjoying fine foods and wines.

Note:Note: 16% of respondents were female; female 16% of respondents were female; female membership of the GSA is less than 3%. membership of the GSA is less than 3%.


Respondents prefer to travel to an Australian and overseas geo-site independentlyindependently rather than take group tours.

Comment:Comment: This finding may result from the fact that such tours do not exist at present, or if they do, they do not satisfy the customer’s needs and wants, and may also relate to the ‘individualist’ characteristics of geologists!

Taroko Gorge – TaiwanTaroko Gorge – Taiwan Perfect for Geotourists! Perfect for Geotourists!

mm

CONTACT DETAILSCONTACT DETAILS

Angus M RobinsonAngus M Robinson& Dianne Tompkins PhD (W.A.)& Dianne Tompkins PhD (W.A.)

www.leisuresolutions.com.auwww.leisuresolutions.com.auwww.fastthinking.com.au/site/page.cfm?u=248www.fastthinking.com.au/site/page.cfm?u=248

[email protected]@[email protected]@leisuresolutions.com.au

+61 (0) 418 488 340+61 (0) 418 488 340

http://www.leisuresolutions.com.au/

http://www.fastthinking.com.au/site/page.cfm?u=248

mailto:[email protected]

mailto:[email protected]

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Geotourismnov2008