Increasingly, travellers are moving to the internet as their principal source of information for planning and booking holidays. Ecotourism operators now need to trial and utilise internet-based technologies for their effectiveness in reaching target markets. A new eco-certified tour product in SE Queensland was launched last year with an internet service provider generating product inquiries so as to establish a substantial database of potential buyers from which key information has been extracted about potential customers, their demographics and their provenance. The �work in progress� case study will illustrate what outcomes have been achieved to date, and how the selected strategy can be used to customise product options for niche audiences, to link in with the marketing programs of RTOs, to measure marketing
BTO – Buy Tourism Online 2012
Day TWO, 30 Novembre
11.40, Main Hall
This land is your land…this land is my land
Rewind: http://www.buytourismonline.com/day_two/land/
Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi?
Panel discussion
Coordina Roberta Milano, BTO Educational
Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012:
Australia Turismo
Ne discutono:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Regione Umbria
The 2018 Future of Millennial Travel Report is your blueprint for the next decade of North American travel. It’s packed with insights gleaned from nearly 1,600 U.S. Millennial travelers interviewed and presented with rich infographics to illustrate their patterns and preferences. Robust editorial dives deep into today’s most effective strategies by the world’s most innovative travel companies. The report’s nine chapters range from the potential of Airbnb to take over the future of travel, to the dramatic rise of Millennials hitting the road with young children in record numbers.
BTO – Buy Tourism Online 2012
Day TWO, 30 Novembre
11.40, Main Hall
This land is your land…this land is my land
Rewind: http://www.buytourismonline.com/day_two/land/
Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi?
Panel discussion
Coordina Roberta Milano, BTO Educational
Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012:
Australia Turismo
Ne discutono:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Regione Umbria
The 2018 Future of Millennial Travel Report is your blueprint for the next decade of North American travel. It’s packed with insights gleaned from nearly 1,600 U.S. Millennial travelers interviewed and presented with rich infographics to illustrate their patterns and preferences. Robust editorial dives deep into today’s most effective strategies by the world’s most innovative travel companies. The report’s nine chapters range from the potential of Airbnb to take over the future of travel, to the dramatic rise of Millennials hitting the road with young children in record numbers.
Euronews Travel Trend Report (October 2020)David Mora
Hit hard by the global Covid-19 pandemic, the travel and tourism sectors are facing a rapidly changing future. As brands and businesses look to recover losses, there’s also a need to re-think their offerings, amid changing consumer behaviour and habits. New mindsets, needs, wants and desires – some fuelled by lockdowns – are emerging.
Food and wine strategy - Tourism AustraliaBen Moroney
Andrew McEvoy, Managing Director, Tourism Australia; Nick Baker, Executive General Manager, Consumer Marketing, Tourism Australia and James Gosper, General Manager - Market Development, Wine Australia presented on the jointly funded food and wine strategy.
The future of work and skills in the tourism industryDavid Mora
Informe sobre la gestión del talento, competencias y empleo de calidad en el sector turístico, elaborado por la OMT en colaboración con la empresa Cegos
Презентация нового сервиса проекта Откуда и куда - поиск домов на карте Рязани от Яндекса.
В нашей собственной уникальной базе уже более 6000 домов, охвачен весь центр города и спальные районы.
В будущем будут подключены все остальные районы города, такие как Никуличи, Дягилево и другие.
Social Media Marketing: Road to Perfection #infographic
Infografica creata per Webinar e Corsi Artlandis.net
Guida globale (omnicomprensiva o quasi :) e consigli pratici dedicati allo sviluppo di strategie e pianificazione delle attività online.
Euronews Travel Trend Report (October 2020)David Mora
Hit hard by the global Covid-19 pandemic, the travel and tourism sectors are facing a rapidly changing future. As brands and businesses look to recover losses, there’s also a need to re-think their offerings, amid changing consumer behaviour and habits. New mindsets, needs, wants and desires – some fuelled by lockdowns – are emerging.
Food and wine strategy - Tourism AustraliaBen Moroney
Andrew McEvoy, Managing Director, Tourism Australia; Nick Baker, Executive General Manager, Consumer Marketing, Tourism Australia and James Gosper, General Manager - Market Development, Wine Australia presented on the jointly funded food and wine strategy.
The future of work and skills in the tourism industryDavid Mora
Informe sobre la gestión del talento, competencias y empleo de calidad en el sector turístico, elaborado por la OMT en colaboración con la empresa Cegos
Презентация нового сервиса проекта Откуда и куда - поиск домов на карте Рязани от Яндекса.
В нашей собственной уникальной базе уже более 6000 домов, охвачен весь центр города и спальные районы.
В будущем будут подключены все остальные районы города, такие как Никуличи, Дягилево и другие.
Social Media Marketing: Road to Perfection #infographic
Infografica creata per Webinar e Corsi Artlandis.net
Guida globale (omnicomprensiva o quasi :) e consigli pratici dedicati allo sviluppo di strategie e pianificazione delle attività online.
Strategic view on rosin supply - demand cycles and the impact on speculationPetrofer AG
In this paper, historic gum rosin price development will be discussed followed by the actual market situation and its price volatility vs. supply capacities and availability, whereas volatility will not decrease but rather further increase in the future. Following the market development and buying, one’s short term needs should avoid larger losses on speculation. The purchasing of raw material is a strategic act which has to be linked very closely with a consistent risk management, and risk management always has the target of avoiding losses.
#fotocasaResponde: ¿Cómo reclamar la devolución de las cláusulas suelo?fotocasa
¿En qué casos se puede reclamar? ¿Cuáles son las cantidades a devolver? ¿Cómo reclamar la devolución del dinero? Estas son sólo algunas de las preguntas que estos días nos han hecho llegar nuestros usuarios. Para dar respuesta a estas y otras dudas, contamos con la presencia de Miguel Muñoz, abogado experto en Derecho Inmobiliario de Legálitas.
Men of galilee why do you stand looking into heavenPedro Morales
exegetical study of Acts 1:11 based on the teachings of the Divine Principle. It shows how the question posed by the Angels to Jesus' disciples should lead them to realize that they are mistaken in looking up to the sky in waiting for the return of Jesus. Jesus will not return on the clouds, since he did not leave on one but was covered by one after having been lifted up to the sky.
The study uses the Textus Receptus and it explains why it prefers the use of certain translations over other ones.
The study shows how Luke as a writer parallel the story of the women to the tomb in the Gospel to the story of the ascension in Acts.
The New Era of Faith Tourism (Arabian Travel Market Presentation)Kevin Wright
An introduction to the modern-day religious travel and hospitality industry. Presented by Kevin J. Wright, WRTA president, at the Arabian Travel Market.
Visitors now have sophisticated needs and
high expectations and increasingly are
choosing their holiday on “perceived added
value”.Ireland is uniquely placed to offer this kind of holiday experience. Natural Resource Tourism has the potential to meet visitors' needs with a strategic focus on close to home market segments.
This ppt was presented at the master class for Transportation and Leisure management program at NKUHT, Taiwan. Hopefully, it will bring you some ideas of doing tourism researches and management. Sincerely,
Assistant P. Hong, jai- tsung
Speaker opens with inspiring personal survival story and then shares business cases that have bucked the trend for sluggish economy and recession to succeed.
Dr Melinda McHenry, Physical Geographer and Learning & Teaching Strategist at The University of Tasmania, has convened this webinar for her 'geo-professional' (geoscientists, geographers, geomorphologists etc) to focus on the development of geotourism through the National Geotourism Strategy (of the Australian Geoscience Council), from the perspective of a presenter with varied experience in a wide range of industry sectors.
.
Geotourism - A Transformational Approach to Conserving Heritage and Generati...Leisure Solutions®
In formulating a national strategy for geotourism development, the Australian Geoscience Council
Inc (AGC) has consulted with both the Heritage Committee and the Society of Social and
Environment (The Society) of The AusIMM to determine how best the development
of geotourism throughout Australia can enhance the scope of regional development of mining areas
during current mining activities and after mine closure. Geotourism adds considerable holistic
content value to traditional nature-based tourism as well as cultural attributes (embracing both
Aboriginal and post European settlement) having regard to mining aspects and can be delivered
through mechanisms such as geotrails and geoparks within defined ‘GeoRegions’.
Driving Australia’s National Geotourism Strategy through the AGCLeisure Solutions®
The Australian Geoscience Council Inc (AGC) has set up a National Geotourism Strategy Reference Group (NGSRG) which includes representatives of other key active stakeholders (e.g. the Geotourism Standing Committee of the Geological Society of Australia), and under the guidance of this reference group, other key stakeholder groups will be best placed to help deliver different parts of a National Geotourism Strategy (NGS).
This NGS is being designed to support the orderly development of major geotourism projects and activities in line with overseas trends and domestic regional development imperatives. The AGC sees the articulation of a strategy with a staged and incremental approach as being essential to ultimately gain government endorsement at all levels. The development of a National Ecotourism Strategy in 1994 and subsequent state/territory-based initiatives is considered as a particularly useful precedent and guide. Of significance internationally is the development of geotourism in Australia that lags many countries’ approach, notwithstanding the fact Australia has taken the initiatives in several areas in development of the concepts underpinning geotourism.
The pursuit of geotourism offers the potential for new industries and employment opportunities through the development of major projects within Australia. Also, very significantly from a strategic perspective, the AGC recognises that the development of geotourism may be one of the best ways to communicate the value of geoscience to the broader Australian community. The AGC considers that this improved profile for geoscience is likely to have a positive impact in other areas of strategic importance, most notably the need for continuing tertiary enrolments in geoscience, which is required to meet Australia’s needs for highly qualified geoscience graduates and researchers into the future.
The National Geotourism Strategy and Implications for Geoscience EducationLeisure Solutions®
The Australian Geoscience Council Inc (AGC) has set up a National Geotourism Strategy Reference Group (NGSRG) which includes representatives of other key active stakeholders (e.g. the Geotourism Standing Committee of the Geological Society of Australia), and under the guidance of this reference group, other key stakeholder groups will be best placed to help deliver different parts of a National Geotourism Strategy (NGS).
This NGS is being designed to support the orderly development of major geotourism projects and activities in line with overseas trends and domestic regional development imperatives. The AGC sees the articulation of a strategy with a staged and incremental approach as being essential to ultimately gain government endorsement at all levels. The development of a National Ecotourism Strategy in 1994 and subsequent state/territory-based initiatives is considered as a particularly useful precedent and guide. Of significance internationally is the development of geotourism in Australia that lags many countries’ approach, notwithstanding the fact Australia has taken the initiatives in several areas in development of the concepts underpinning geotourism.
The pursuit of geotourism offers the potential for new industries and employment opportunities through the development of major projects within Australia. Also, very significantly from a strategic perspective, the AGC recognises that the development of geotourism may be one of the best ways to communicate the value of geoscience to the broader Australian community. The AGC considers that this improved profile for geoscience is likely to have a positive impact in other areas of strategic importance, most notably the need for continuing tertiary enrolments in geoscience, which is required to meet Australia’s needs for highly qualified geoscience graduates and researchers into the future.
The NGS will be based on a number of agreed goals based on the following themes.
1. Development of new digital technologies to deliver and interpret for the traveller or visitor, quality natural and cultural heritage content, highlighting particularly geology and landscape.
2. To define an approval pathway for major geotourism projects.
3. To establish a framework for creating high quality, sustainable geotrails.
4. To establish a national framework for geoheritage listings suitable for geotourism.
5. To develop geotourism in regional mining communities with potential geoheritage and cultural heritage sites.
6. To strengthen Australia’s international geoscience standing through geotourism excellence.
7. To develop and enhance the geoscience interpretation and communication skills of everyone actively involved in the presentation of geosites, enabling the provision of accurate and thematic information in an accessible manner.
Delivering a National Geotourism Strategy for Australia - Central Highlands G...Leisure Solutions®
The Central Highlands GeoRegion of Central Qld contains all the key components including geotrails in which a future mining park or UNESCO Global Geopark can be developed.
Augmenting the Geotourism Experience through New Digital TechnologiesLeisure Solutions®
In developing a National Geotourism Strategy for Australia, the AGC has recognised that state-based geotourism maps, supplemented by publications, may well be eventually replaced by digital technologies (e.g. 3D visualisation, augmented reality, virtual reality, holograms and live streaming using smartphones and drones) and GIS technologies as a cost effective means of accessing and better communicating geological content for tourists throughout regional Australia.
Delivering a National Geotourism Strategy for AustraliaLeisure Solutions®
As a geoscience development opportunity, the Australian Geoscience Council has decided to formulate a National Geotourism Strategy to accommodate the orderly development of major geotourism projects (which might include geoparks) and other activities (such as geotrails) in line with overseas trends and domestic regional development imperatives. It is intended that this strategy will complement the National Ecotourism Strategy completed some 25 years ago.
This presentation formed the basis of the webinar organised for students of the College of Sciences and Engineering of the School of Technology, Environments and Design, University of Tasmania with the topic of ‘Geoheritage and Geotourism’. The take-aways from the webinair were
Geotourism is holistic and ‘place based’ with geology and landscapes as its base.
The right balance needs to be determined between exposing geosites for public visitation & geoconservation needs.
Geotourism must determine what measures are put in place or techniques used to respect geoconservation considerations.
Through the study of geomorphology, an understanding of landscapes can enhance outstanding, interpretative experiences for visitors.
The application of new digital technologies can add considerable value to the geotourism experience.
Geoheritage needs to embrace both fossil & mineral treasures.
‘Geotourism in the Scenic Rim and the National Geotourism Strategy (NGS)’Leisure Solutions®
Wildlife Tourism in the Scenic Rim Workshop, 6th December 2019:
Key Takeaways:
* A national geotourism strategy will provide a framework to enhance the quality and scope of experiences in the Scenic Rim.
* Geotours must offer a variety of experiences for travellers to succeed as a tourism product.
* Availability of augmented and virtual reality tools supported by quality interpretative signage would enhance greatly the visitor experience .
* The recent bush fires in the Scenic Rim have reinforced the value of geotourism as a means of raising awareness of Climate Change issues – a key UNESCO Global Geopark discussion topic.
Evolving Geotourism as a Key Driver of Regional Development in Australia: Glo...Leisure Solutions®
Geotourism is a significant emerging and growing global phenomenon. Geotourism is essentially sustainable and holistic nature-based tourism ‘that focuses on an area's geology and landscape as the basis for providing visitor engagement, learning and enjoyment'. Resulting from its experiential characteristics, geotourism has links with adventure tourism and ecotourism. Geotourism also embraces cultural tourism, inclusive of indigenous tourism, an approach of increasing interest to both managers of protected and unprotected areas. Under the current national Australian Geoscience Council (AGC) 2015-2020 Strategic Plan, and as a geoscience advocacy opportunity, the AGC has decided to formulate a draft National Geotourism Strategy to accommodate the orderly development of major geotourism projects (which might include geoparks) and other activities (such as geotrails) in line with overseas trends and domestic regional development imperatives.
AGC recognises that the socio-economic benefits of geopark development, both UNESCO Global and national in scope, include the following.
1. Measurable economic benefits - additional visitors, direct and regional economic output, household income and wages, and local employment.
2. Through establishment of a management entity, a higher level of centralised coordination in areas of community engagement, product development, travel and hospitality services, tourism promotion/branding.
3. Maximisation of sustainable development and management of 'over tourism’.
4. Provision of a framework for focus on the 10 UNESCO Topics that include culture, education, climate change, geoconservation, and sustainable development.
In complementing ecotourism, geotourism is now evolving to determine its place as a key driver of nature-based tourism as a regional development imperative for Australia.
Blue Mountains National Landscape and the National Geotourism StrategyLeisure Solutions®
A presentation tto a Symposium of the Linnean Society of NSW, 8th November 2019:
Geotourism, a holistic form of nature-based tourism, is a significant emerging and growing global phenomenon. Geotourism focuses on an area's geology and landscape as the basis for providing visitor engagement, learning and enjoyment'. In summary, geotourism
• adds considerable content value to traditional nature-based tourism (the primary motivator of travel to Australia) as well as cultural tourism, inclusive of indigenous tourism, thus completing the holistic embrace of ‘A’ (abiotic – landscape and geology) plus ‘B’ (biotic) plus ‘C’ (culture) aspects. It empathises an approach of increasing interest to protected area managers, particularly given the experience gained from the now discontinued Australian National Landscape programme (which included the Greater Blue Mountains World Heritage Area);
• celebrates geoheritage and promotes awareness of and better understanding of the geosciences;
• contributes to regional development imperatives in areas experiencing social and economic difficulties through increased tourist visitation, particularly from overseas;
• creates professional and career development for geoscientists;
• provides a means of highlighting and promoting public interest in mining heritage;
• provides the means of increasing public access to geological information through a range of new information and communication technology (ICT) applications; and
• engenders an increasing awareness of the importance in geology as a fundamental science that has had and will continue to have major impacts on civilisations.
The Australian Geoscience Council (AGC), which is the Peak Council of geoscientists in Australia representing eight major Australian geoscientific societies with a total membership of over 8,000 individuals, is currently consulting with state/territory government agencies with the aim of developing a national strategy predicated on consideration of a number of broad topics which include identifying mechanisms for collaboration with providers of other areas of natural (bioregion) and cultural heritage content. Other topics under consideration include geotourism as a means of celebrating and better coordination nationally of geoheritage data bases and establishing a national set of administrative procedures for ‘georegional’ assessment to provide for major geotourism project development.
Adoption by state government agencies of a national geotourism strategy offers the potential to stimulate new nature-based tourism development and a more holistic appreciation of natural and cultural heritage. As Australia’s most visited tourism destination, the Blue Mountains is well positioned to benefit from this development.
Geotourism – Adding Value to Traditional Nature-based TourismLeisure Solutions®
A presentation to the 2019 Annual Conference of 'Interpretation Australia', Melbourne, October 2016
Geotourism, a holistic form of nature-based tourism, is a significant emerging and growing global phenomenon. Geotourism focuses on an area's geology and landscape as the basis for providing visitor engagement, learning and enjoyment'. It has links with adventure tourism, cultural tourism and ecotourism, but is not synonymous with any of these forms of tourism, although in broad terms it actually embraces them all. Geotourism adds considerable content value to traditional nature-based tourism (the primary motivator of travel to Australia) as well as cultural tourism, inclusive of indigenous tourism, thus completing the holistic embrace of ‘A’ (abiotic – landscape and geology) plus ‘B’ (biotic – flora and fauna) plus ‘C’ (culture) aspects. The Australian Geoscience Council is currently consulting with state/territory government agencies with the aim of developing a national strategy predicated on consideration of a number of broad topics including the following.
• Geotourism as a means of celebrating geoheritage by expansion of the geotourism map concept progressively across Australia on a ‘state by state’ basis, as well as consideration of new ICTs (e.g. smartphones, 3D visualisation, AR & VR) and GIS technologies as a cost effective means of accessing and better communicating geological content for travellers and residents in regional Australia.
• New geotrail development – local, regional and national engagement to open up dialogue with existing walking, biking and rail trail interest groups and operators to highlight the availability of quality geoscience data.
• Consideration of establishing a national set of administrative procedures for ‘georegional’ assessment to provide for potential geopark nomination at state and national levels.
• Mechanisms for collaboration with providers of other areas of natural (bioregion) and cultural heritage content, inclusive of mining heritage.
• Professional development for geoscientist guides in interpreting natural and cultural heritage as tour guides.
Enhancing the Pilbara Georegion Through Geotourism by Angus M RobinsonLeisure Solutions®
In recent years there has been a growing realisation that economic development in outback regional Australia needs to be built on the three sustainable core pillars of mining, agriculture and tourism. Geotourism, an emerging global phenomenon, is holistic and is an experiential form of nature (and culture – both indigenous and post European settlement based) tourism. Unlike ecotourism which focuses mainly on flora and fauna in essentially protected areas, geotourism can extend across both designated protected and unprotected areas, including those areas subject of existing agricultural and mining development. By raising awareness of the importance of the area’s geological heritage in history and society today, geotourism provides local communities with a sense of pride in their region and strengthens their identification with the region. Geotourism can be the generator of new jobs and innovative local enterprises as new sources of revenue, as well as the opportunity for existing remote area businesses to diversify into provision of visitor services, while the geological heritage of the region can be better managed and protected.
Embracing through geotourism the Pilbara Georegion’s world-famous North Pole stromatolites, given this geosite’s world class profile as the oldest living community fossils on the planet, has considerable potential in establishing Australia as a ‘must see’ destination for fossil-rich geoheritage visitation. Realisation of this potential, when combined with the parallel development of the truly unique Nilpena Ediacaran fossil assemblage site in South Australia’s Flinders Ranges, as well as the established Age of Dinosaurs museum in Winton in Western Queensland, will deliver for Australia an unparalleled tourism destination. For the emerging, high value, free and independent market in China, the availability of high profile ‘scenic areas’ such as the Pilbara Georegion, with its outstanding natural heritage and cultural values, offers outstanding ‘bucket list’ appeal.
Protection, Preservation and Promotion: geo-heritage and geotourism opportuni...Leisure Solutions®
Australia’s human heritage is well known, with our aboriginal peoples acknowledged as the oldest surviving culture in the world, extending at least 60000 years.
Our natural heritage goes even further – with rock outcrops in Western Australia extending from the Archean (about 3.6 Billion years ago) to recent surficial and unconsolidated deposits which form our rivers, streams, coastlines and shape our deserts. These collectively provide evidence of geological processes and events that have shaped our continent and even influenced our understanding of our planet.
Geological heritage – though important – is insufficiently protected, and there are limited legislative protections safeguarding this knowledge and understanding for future generations.
Government led geoscience efforts to date have primarily focused on baseline geoscience acquisition for the purposes of identifying mineral and energy resources and while a tremendous amount of data and information is collected from Geological Surveys and their Federal counterparts. However, there remains a gap in understanding and appreciating geo-heritage sites of significance and ensuring their ongoing protection and preservation.
In addition, the intrinsic value, aesthetics and appeal of certain locations lead to tourism related opportunities. Geo-tourism is rapidly gaining popularity overseas and many attractions and supporting industries are now operational including in Indonesia and New Zealand. There remains an opportunity – and obligation – of adequately manage our geo-heritage site and information while facilitating the development and promotion of a thriving yet sustainable geo-tourism industry in the Northern Territory.
The Australian Geoscience Council (AGC), which is the Peak Council of geoscientists in Australia representing eight major Australian geoscientific societies with a total membership of over 8,000 individuals, is currently consulting with state/territory government agencies with the aim of developing a national strategy predicated on consideration of a number of broad topics which include identifying mechanisms for collaboration with providers of other areas of natural (bioregion) and cultural heritage content, inclusive of mining heritage. Through the auspices particularly of the Heritage Committee of the AusIMM (an AGC member), it has been recognised that much of Australia’s rich mining heritage, including many outstanding mineral collections, has not been adequately integrated into tourism product development. Presentation to the Annual Conference of the Australasian Mining History Association, Atherton, Queensland, 9th July 2019.
New National Park at Nilpena, Flinders Ranges, South AustraliaLeisure Solutions®
As an exemplar of geodiversity in the Earth’s geological record, the Ediacaran fossil assemblage of the Flinders Ranges also celebrates the very birth of the Earth’s biodiversity.
As one of Australia’s most significant National Landscapes, the Flinders Ranges has the making of being also declared as another UNESCO World Heritage Site. The Foundation for National Parks and Wildlife (FNPW) with the Flinders Ranges Ediacara Foundation and the SA Government aims to create a new national park as a key core component of this vision - truly and outstanding geotourism destination for Australia.
Engaging with the Greater China Region: Case Studies for Taiwan and ChinaLeisure Solutions®
In the political and economic context of the Asian Century, Australia through its cities and regional areas needs to work hard in establishing long-term social and economic relationships with the powerhouse of Asia, that is currently established within North Asia, particularly in the Greater China Region (China, Taiwan, and Hong Kong) with its strong technological links to Japan and South Korea; and with the appreciation that the Chinese business community extends well into South East Asia. The Greater China Region includes a wide range of provinces and city centres, many of which have demonstrated a keen willingness to establish bi-lateral ties through a range of mechanisms that have invariably involved sister city and inter-industry association relationships. In July 2005, the Australian and Taiwan ICT industries agreed to co-operate in the mutual development of their electronics and ICT sectors through the implementation of a program of engagement guided by a strategic framework agreement as a logical consequence of an active program of activities developed between the Australian Electrical & Electronic Manufacturers’ Association and the Taiwan Electrical & Electronic Manufacturers’ Association since early 2002. Progress under this arrangement was reported annually to the Bilateral Economic Consultations between Australia and Taiwan. Separately, in 2016, the Geological Societies of Australia and China entered into a unique Memorandum of Cooperation that was principally aimed at growing the level of best practice, nature-based tourism in both countries, and has already led to a structured ‘sister’ regional relationship in NSW and potentially in Tropical Far North Queensland.
Engaging with the Greater China Region: Case Studies for Taiwan and China
Ecoglobalangusmrobinson
1. Innovative Online Marketing ofInnovative Online Marketing of
Ecotourism Products: a Case StudyEcotourism Products: a Case Study
Global Eco Asia-Pacific Tourism ConferenceGlobal Eco Asia-Pacific Tourism Conference
Tuesday 26Tuesday 26thth
October, 2010October, 2010
Angus M RobinsonAngus M Robinson
2. Today’s AgendaToday’s Agenda
Country Charm™ Discovery TourCountry Charm™ Discovery Tour – Where & Why?– Where & Why?
First stage marketing – outcomesoutcomes and
observationsobservations.
The transition to full online marketingtransition to full online marketing – some
early outcomesoutcomes and observations.observations.
Social media marketingSocial media marketing – first experiences.
What’s on the Horizon?Horizon?
3. ‘‘Experiential’ Tourism –Experiential’ Tourism –
A New Product PropositionA New Product Proposition
The global market is looking for unique productunique product
experiencesexperiences and a broader mix of experiences.
The ‘geotourism’geotourism’ experience creates a more holisticmore holistic
experienceexperience, and is a move towards the ‘experiential’
tourism model.
In short, ‘experiential’‘experiential’ tourists seek memorablememorable
experiencesexperiences.
4. Geotourism incorporatingGeotourism incorporating
all types of ‘placed-based’ tourismall types of ‘placed-based’ tourism
Boley, B.B. after Thompson, S. 2009
Sightseeing
Cuisine
Agritourism
Indigenous
Tourism
Heritage
Tourism
Cultural
Tourism
ECOTOURISM
GeotourismGeotourism
i.e. ‘experiential’i.e. ‘experiential’
tourismtourism
5. GEOtouristsGEOtourists
FiveFive MostMost Important Travel PurposesImportant Travel Purposes
1.1. Increasing knowledgeIncreasing knowledge of geological sites and
landforms.
2. To satisfy my curiosity.curiosity.
3. To have a memorable experiencememorable experience.
4. To obtain intellectual stimulationintellectual stimulation.
5. Visiting destinations offering a uniqueunique
bundlebundle of features and attractions (i.e.
ecology, geology, culture and history).
6.
7.
8. Scenic Rim –Scenic Rim – Green CauldronGreen Cauldron National LandscapeNational Landscape
9. The Scenic Rim –The Scenic Rim –
Features of a relatively new tourism regionFeatures of a relatively new tourism region
Only 1 ½ hours drive away from Brisbane and the1 ½ hours drive away from Brisbane and the
Gold CoastGold Coast, and close to major and rapidly growing
urban and regional population centres.
BeautifulBeautiful mountain and rural landscapes.landscapes.
Strong cultural and history attributes – plenty ofplenty of
variety.variety.
10. More Scenic Rim FeaturesMore Scenic Rim Features
World heritage national parks.
A relatively long period of amenable climaterelatively long period of amenable climate
conditions throughout the year.
A new, relatively unknownnew, relatively unknown tourism area.
Operators are very friendly and enthusiastic.friendly and enthusiastic.
A lot of country charm!country charm!
11.
12. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Features of a New Product TypeFeatures of a New Product Type
Self-drive & self-guidedSelf-drive & self-guided and customised itinerary.customised itinerary.
2 or 3 nights accommodation (3-4 star or 4 star),
all meals included.
Visits to national parksnational parks inc interpretation centre.
Visits to boutique agriculturalboutique agricultural attractions.
Safari wildlife experience.wildlife experience.
13. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
More FeaturesMore Features
Geology ‘experience’; flora and fauna information.Geology ‘experience’; flora and fauna information.
Heritage attraction; visits to rural villages.
Up to 12 collaborating operators.
Supports FoundationSupports Foundation for National Parks and
Wildlife.
Retailed through the Travel Associates (Flight
Centre) group.
14. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Marketing ChallengeMarketing Challenge
How does a newnew business launch and market,
a newnew style of tourism product in a
relatively newnew tourism area in a
crowdedcrowded domestic market place where
customerscustomers are using newnew internetinternet marketing
channels?
15. But new product commercialisation is all aboutBut new product commercialisation is all about
‘‘innovation’ which isinnovation’ which is
Turning
ideas
Into
products
That
people
want
And
are
willing
to pay
for
Source: Hamish Hawthorn, ATP InnovationsSource: Hamish Hawthorn, ATP Innovations
16. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Original Marketing Plan (August 2009)Original Marketing Plan (August 2009)
Brand developmentBrand development and establishment.establishment.
Brochure productionBrochure production and supply chainsupply chain distribution to regional
VICs and Brisbane Marketing.
Leisure Solutions®
and participating partner websiteswebsites, inc
retailer - Travel AssociatesTravel Associates and AVISAVIS Australia.
Listing through RTO websiteRTO website www.visitscenicrim.com.au
Listing & promotion through Ecotourism Australia, ANDEcotourism Australia, AND
Brochure distribution/lead generation throughdistribution/lead generation through
Travelbrochures.com.au –Travelbrochures.com.au – the Innovation!the Innovation!
17. Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.au
From August 2009From August 2009
Queensland holidays - Queensland Ecotours holidays
The following free travel brochures feature Queensland Ecotours
holidays – click the GET THIS FREE button to order your
Queensland Ecotours holiday brochures.
18. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
TravelBrochure.com.au OutcomesTravelBrochure.com.au Outcomes
Developed own database of 1,000+ brochure1,000+ brochure
requestsrequests – includes email addresses, postcodes etc
(750 mailed brochures); average 20 brochure20 brochure
requests per week.requests per week.
Enhanced understanding of customer profilescustomer profiles and
aspirations e.g. Qld rural inquiries.
Provided a platform for follow-up targeted emailtargeted email
marketingmarketing in May and a promotional offer emailpromotional offer email
campaigncampaign in October this year.
19. Country Charm Tour Leads (1,000)Country Charm Tour Leads (1,000)
Demographics - GenderDemographics - Gender
0
100
200
300
400
500
600
700
Males Females Miss Married Ms
Series1
20. Country Charm Tour LeadsCountry Charm Tour Leads
Demographics - AgeDemographics - Age
0
10
20
30
40
50
60
70
0-18 19-30 31-40 41-50 51-60
Series1
21. Country Charm Tour LeadsCountry Charm Tour Leads
SourceSource
0
0.001
0.002
0.003
0.004
0.005
0.006
0.007
0.008
%
ACT TAS QLD SA NSW VIC WA NT
Inquiries - Per Head of Population
Series1
22. Country Charm Tour LeadsCountry Charm Tour Leads
SourceSource
0
0.002
0.004
0.006
0.008
0.01
%
ACT TAS QLD SA NSW VIC WA NT
Inquiries - Per Head of Population
(Internet Access Adjusted)
Series1
23. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Targeted Email/Facebook CampaignTargeted Email/Facebook Campaign
Scenic Rim RTO
commissioned a Brisbane
metro TV campaign in MayMay
2010.2010.
Leisure Solutions ran a
parallel targeted email andparallel targeted email and
Facebook Ads campaigncampaign
focused on ‘nature-based’
travel interest consumers in
Brisbane metro area.
0
100
200
300
400
500
600
March April May June July
2010
Brochure Downloads
Series1
24. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Updated Marketing Plan (August 2010)Updated Marketing Plan (August 2010)
Major website upgradeMajor website upgrade with product linked directly to high ranking
corporate web site – Leisure SolutionsLeisure Solutions.
Distribution of only digital brochuresonly digital brochures through Travelbrochures.com.au
Paid advertisingPaid advertising through:
totaltravel.yahoo portal
Australian Tourism Data Warehouse
Agritourism Australia portal
Google Ads
Facebook Ads
Listing and special offersListing and special offers through RTO website
www.visitscenicrim.com.au
Listing & promotion through Ecotourism AustraliaEcotourism Australia
Direct email promotionsDirect email promotions to the new product database
25. Leads Generation -Travelbrochures.com.auLeads Generation -Travelbrochures.com.au
From August 2010From August 2010
Queensland holidays - Queensland Ecotours holidays
The following free travel brochures feature Queensland Ecotours
holidays – click the GET THIS FREE button to order your
Queensland Ecotours holiday brochures.
26. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Website Performance - 2010Website Performance - 2010
Website upgradeWebsite upgrade undertaken in AugustAugust.
Measurement focus changed from ‘brochure‘brochure
downloads’downloads’ to ‘site visits’ following website upgrade.
27. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Website Performance - 2010Website Performance - 2010
Website upgradeWebsite upgrade undertaken in August.August.
Measurement focus changed from ‘brochure
downloads’ to ‘site visits’‘site visits’ following website upgrade.
28. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Advertising Measurement, September 2010Advertising Measurement, September 2010
29.
30. Country CharmCountry Charm TMTM
Discovery TourDiscovery Tour
Email Campaign Measurement, 7 – 18 October 2010Email Campaign Measurement, 7 – 18 October 2010
Page Views (19% of emails opened)Page Views (19% of emails opened)
31. There’s Nothing Like Australia – HELP!!!There’s Nothing Like Australia – HELP!!!
32. The Marketing/Branding Supply Chain –The Marketing/Branding Supply Chain –
Global Internet Search OptionsGlobal Internet Search Options
The CountryThe Country – Australia– Australia
The Experience/Escape – Green Cauldron or Scenic RimGreen Cauldron or Scenic Rim
The Regional Tourism Destination - Southeast Qld or BrisbaneSoutheast Qld or Brisbane
The Market Destination - Gold Coast or BrisbaneGold Coast or Brisbane
The Product – Country Charm Discovery TourCountry Charm Discovery Tour
33. Internet Presence - Google Search LinksInternet Presence - Google Search Links##
‘‘Australia’Australia’ – 590,000,000– 590,000,000
‘Green Cauldron’ orGreen Cauldron’ or ‘Scenic Rim’‘Scenic Rim’ –– 780,000 or780,000 or 192,000192,000
‘‘Southeast Qld’ or ‘Brisbane’Southeast Qld’ or ‘Brisbane’ –– 3,040,000 or 61,500,0003,040,000 or 61,500,000
‘‘Gold Coast’ or ‘Brisbane’Gold Coast’ or ‘Brisbane’ – 77,100,000 or 61,500,00077,100,000 or 61,500,000
‘‘Country Charm Tour’ –Country Charm Tour’ – 295,000295,000
‘‘Country Charm Discovery Tour’Country Charm Discovery Tour’ –– 215,000215,000
‘‘Leisure Solutions’Leisure Solutions’ ##
–– 27,800,00027,800,000
# No 1, 2 & 3 Ranking on Google, No 1 on Yahoo & BING, 18 October, 2010# No 1, 2 & 3 Ranking on Google, No 1 on Yahoo & BING, 18 October, 2010
35. Internet PresenceInternet Presence
Google Search Links and RankingGoogle Search Links and Ranking##
‘‘Country Charm™’Country Charm™’ – Ranked No 4: 18,000,000 searches– Ranked No 4: 18,000,000 searches
‘‘Country Charm Tour’Country Charm Tour’ –– Ranked 1 to 6: 295,000 searchesRanked 1 to 6: 295,000 searches
‘‘Country Charm Discovery Tour’Country Charm Discovery Tour’ –– Ranked 1 to 22: 215,000Ranked 1 to 22: 215,000
searchessearches
‘‘Self-Drive Tour’Self-Drive Tour’ –– 11stst
Sponsored Link from 6,310,000 searchesSponsored Link from 6,310,000 searches
# 18 October, 2010# 18 October, 2010
36. Internet Presence - Yahoo Search Links and RankingInternet Presence - Yahoo Search Links and Ranking##
(with advertising on TotalTravel.yahoo portal)(with advertising on TotalTravel.yahoo portal)
‘‘Country Charm™’Country Charm™’ - Ranked No 8: 98,600,000 searches- Ranked No 8: 98,600,000 searches
‘‘Country Charm Tour’Country Charm Tour’ –– Ranked 1 to 5: 27,000,000 searchesRanked 1 to 5: 27,000,000 searches
‘‘Country Charm Discovery Tour’Country Charm Discovery Tour’ –– Ranked 1-27: 4,470,000 searchesRanked 1-27: 4,470,000 searches
‘‘Scenic Rim + Country Charm Tour’Scenic Rim + Country Charm Tour’ – Ranked No 1-32:173,000 searches– Ranked No 1-32:173,000 searches
# 18 October, 2010# 18 October, 2010
37. Case StudyCase Study
Online (Digital) Marketing OutcomesOnline (Digital) Marketing Outcomes
Profile of product has been enhanced considerablyProfile of product has been enhanced considerably
and search engine ranking has escalated not just
through ‘optimisation’ but through contentcontent
diversitydiversity and multiple listings and referencing.multiple listings and referencing.
Full control of advertising budgetcontrol of advertising budget; far morefar more
flexibility (also with content)flexibility (also with content) and dailydaily
measurementmeasurement of outcomes.
Ability to offer and measureoffer and measure promotional deals.
Digital marketing is definitely more eco-friendlymore eco-friendly!
38. Case Study ‘Learnings’ So FarCase Study ‘Learnings’ So Far
Social Media MarketingSocial Media Marketing
Facebook enables specific targetingspecific targeting of market areas,
demographic and specific interest groups,
particularly to complement STO & RTO ‘billboard’complement STO & RTO ‘billboard’
advertising campaigns.advertising campaigns.
Facebook also provides customer feedbackcustomer feedback (‘trip
advisor’ style service).
Linkedin can expand personal business networkpersonal business network,
offer opportunities to join industry discussion groupsindustry discussion groups,
and to be introduced to new business opportunities.new business opportunities.
39. Social Media Trends – A Business PerspectiveSocial Media Trends – A Business Perspective
A recent survey from the Council of Small Business
of Australia and Optus showing 56% of small andshowing 56% of small and
medium businesses have no intention of usingmedium businesses have no intention of using
social media in their companiessocial media in their companies.
But the same survey, based on interviews with 340
SMEs, shows 28% of SMEs are currently using social28% of SMEs are currently using social
mediamedia, with the accommodation and catering,
marketing and media, and cultural andcultural and
recreational services sectors among the biggestrecreational services sectors among the biggest
users.users.
40. Social Media Trends – A Customer PerspectiveSocial Media Trends – A Customer Perspective
Australians spend more time on social media sitesAustralians spend more time on social media sites
than any other country in the worldthan any other country in the world, with around 8
million users on Facebook.
Two in five (40%) of ONLINE Australians now(40%) of ONLINE Australians now
interact with companies via social networksinteract with companies via social networks.
86% of Australian internet users86% of Australian internet users are looking toare looking to
their fellow internet users for opinionstheir fellow internet users for opinions andand
informationinformation about products, services and brands.
Australians’ engagement with online ‘word ofAustralians’ engagement with online ‘word of
mouth’ communication is going to increase inmouth’ communication is going to increase in
coming yearscoming years as social media plays an increasingly
important role in consumer decision making.
Nielsen 2010 Social Media Report
41. Use of online/social media tools by new media usersUse of online/social media tools by new media users
(Source: Mansell Group, USA)(Source: Mansell Group, USA)
42. Email – still the killer application online!Email – still the killer application online!
43. Take Aways – Online MarketingTake Aways – Online Marketing
Travellers (our customers) are rapidly gravitating to the
internet to plan and book holidays.
New tourism products can gain ‘fame’ and grab attention‘fame’ and grab attention
by intelligent and strategic use of the internet.
Online marketing means far more than just committing to afar more than just committing to a
website.website.
Strategic online marketing can create customisedcustomised
databases and measurable marketing outcomesdatabases and measurable marketing outcomes.
Social media sitesSocial media sites such as Facebook can deliver a widewide
range of benefitsrange of benefits to tourism operators.
EmailEmail marketing remains by far the most effective means
of reaching customers.
44. What’s On the Horizon?What’s On the Horizon?
Online enabledOnline enabled tour experience –
from information gathering, booking,
on tour, and post-tour experiences.
CRM integrated emailCRM integrated email marketing.
Big migration to video streamingvideo streaming
enabled by broadband rollout..
Expansion in mobilemobile tourism
applications.
Increasing role for social mediasocial media
applications.