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DAN COVEDAN COVE
Chair: Geotourism Forum ofChair: Geotourism Forum of
Ecotourism AustraliaEcotourism Australia
Some definitions and concepts
A tourism perspective – including a discussion on
social trends and attitudes towards ‘lei...
Must recognise that visitor
expectations have changed
Important to recognise a growing need
for information and authenti...
WHAT IS A ‘GEOTRAIL’?WHAT IS A ‘GEOTRAIL’?
Connects otherwise
unrelated areas and
attractions with a
geological theme
De...
The underlying and enduring strength of nature
based tourism
Australia’s ‘Natural Advantage’
The importance of ‘flagshi...
An essential tool
Presenting a theme, rather
than a set of subjects
Creates unity
Works at delivering a take-
home mes...
THE 21THE 21STST
CENTURY CHALLENGECENTURY CHALLENGE
Making geotrails ‘sexy’
Bragging rights
Access - at the expense
of ...
1960s 1970s 1980s 1990s 2000s
STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
Products and
Activities, Places and
Things
Service D...
THE CHALLENGE TO TRADITIONALTHE CHALLENGE TO TRADITIONAL
TOURISM...TOURISM...
TIMES HAVE CHANGED, AND THE EXPECTATIONSTIME...
‘‘Leisure’ and ‘Recreation’Leisure’ and ‘Recreation’
Market Segmentation – aMarket Segmentation – a
valuable toolvaluable tool
Recognises that tourists/visitors areRecognises...
THE EXPERIENCE SEEKERSTHE EXPERIENCE SEEKERS
THE IMPLICATIONSTHE IMPLICATIONS
IN SUMMARY...
GEOTRAILS: Enhancing the visitor experience and encouraging extended stays in regional Australia by Dan Cove
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GEOTRAILS: Enhancing the visitor experience and encouraging extended stays in regional Australia by Dan Cove

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Presentation to the Geotourism Workshop of SEGRA 2015, Bathurst, 22nd October 2015 by Dan Cove, Chair of the Geotourism Forum of Ecotourism Australia

Published in: Travel

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

  1. 1. DAN COVEDAN COVE Chair: Geotourism Forum ofChair: Geotourism Forum of Ecotourism AustraliaEcotourism Australia
  2. 2. Some definitions and concepts A tourism perspective – including a discussion on social trends and attitudes towards ‘leisure’ Why a Geotrail enhances the overall visitor experience Why such an enhancement is critical in the modern tourism marketplace The importance of good site interpretation Economic benefits to Regional Australia
  3. 3. 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
  4. 4. 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
  5. 5. The underlying and enduring strength of nature based tourism Australia’s ‘Natural Advantage’ The importance of ‘flagship’ sites Authenticity – what do we mean? What can geotrails add to the visitor experience? The importance of quality interpretation to establishing conservation values and advocacy
  6. 6. An essential tool Presenting a theme, rather than a set of subjects Creates unity Works at delivering a take- home message that will not be forgotten Interpretation is NOT just education Can genuinely make the experience
  7. 7. THE 21THE 21STST CENTURY CHALLENGECENTURY CHALLENGE Making geotrails ‘sexy’ Bragging rights Access - at the expense of the experience? Provide a compelling reason to visit an area The uncertain social future of tourism...
  8. 8. 1960s 1970s 1980s 1990s 2000s STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 Products and Activities, Places and Things Service Differentiation, Niche Indulgences Products and Emotions, Exhilaration and Adventures Experiences: Learning, Authenticity and Sustainability Experiences: Meaning and 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
  9. 9. THE CHALLENGE TO TRADITIONALTHE CHALLENGE TO TRADITIONAL TOURISM...TOURISM... TIMES HAVE CHANGED, AND THE EXPECTATIONSTIMES HAVE CHANGED, AND THE EXPECTATIONS (AND RANGE OF OPPORTUNITIES AVAILABLE)(AND RANGE OF OPPORTUNITIES AVAILABLE) HAVE CHANGED AS WELL.HAVE CHANGED AS WELL.
  10. 10. ‘‘Leisure’ and ‘Recreation’Leisure’ and ‘Recreation’
  11. 11. Market Segmentation – aMarket Segmentation – a valuable toolvaluable tool Recognises that tourists/visitors areRecognises that tourists/visitors are notnot aa homogenous group.homogenous group. Categorises visitors by common characteristics andCategorises visitors by common characteristics and likeminded attitudeslikeminded attitudes Allows us to communicate in a more targeted fashionAllows us to communicate in a more targeted fashion Helps to develop more targeted marketing campaignsHelps to develop more targeted marketing campaigns There is one group that is growing and that theThere is one group that is growing and that the geotrail concept is perfectly suited for…geotrail concept is perfectly suited for…
  12. 12. THE EXPERIENCE SEEKERSTHE EXPERIENCE SEEKERS
  13. 13. THE IMPLICATIONSTHE IMPLICATIONS
  14. 14. IN SUMMARY...

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