Lecture 9 'Marketing Eco and Adventure Tourism'
|Basic Marketing||Brands, Product, Price, Place, Promotion, Objective is to raise awareness, provide what you've sold, and continue the relationship|
|Social Marketing||Among general population: promote value of sustainability or risk/challenge when choosing goods or services; Among practitioners: use environmental ethics, safety policies, practices as a 'selling feature' valued by a certain segments of population.|
|The Visitor Experience||A shift in tourism marketing; Rather than convincing client, develop and market experiences that are already desired by clients and unique to business, product, destination; Requires a lot of market research|
|Problems w/ Visitor Experience||In a case like Parks Canada, for example, to what extent should they cater to the desires of visitors?; Visitor experience could conflict with other values (not shared or understood by visitors), e.g. sustainability, cultural sensitivity; What if you get the wrong experience, or the product doesn't match expectations?|
|Innovative Marketing Techniques||Social & Electronic Media: "conversing" with clients; Packaging and linking media (TV, online, radio, phones); Innovative ideas: "The Best Job in the World" campaign/contest - tonnes of earned media!|
|How does marketing use discourse?||plays on discourses to communicate real and desired experiences, but discourses can have negative sides; are powerful, they influence us (e.g. the Wilderness Experience: Blackfeather - they don't sell you on the mosquitoes!)|
|6 AT Discourses|| Risk; Discovery, conquer; Environment is dangerous, risky;|
"Hard man" masculine; Rugged, individualistic, skilled; Return after overcoming adversity, self discovery
|Issue: Commercialization of Risk & Discourse||Risk "sold" in magazines, TV shows- social marketing|
Rarely used directly to sell (but sometimes it is); Images of professionals play into discourse, sell products, activities; Hinted at (client requirements, testimonials, waivers); For commercial products, risk is down-played (Companies products depend on risk, buy they also sell safety); One-off or serial "experiences" rather than skill development; Shifting peoples perception of risk, danger, trust, skill; Can get clients into dangerous situations; tragedies further fuel stories, discourse, marketing!
|The Commercialization of Ecology||Valuing certain species, features etc can ignore others - Charismatic mega fauna; Is "nature" being sold at the expense of local's well-being?; Selling nature, or a species, can change peoples relationships to their environmnt; (How) does ecotourism support places, ecosystems that are not "marketable"?|
|Issue: Quality Control||Ensuring that product and performance match rhetoric; In a company's interest to be able to show the customer a solid track record (Safety, professionalism; Socio-environmental sustainability); Guidelines, Certification Programs and Best Practices|