Understanding Geotourists: Who Are They and What Do They Want

‘ GEOTOURISM: WHO IS A GEOTOURIST? 2008 Inaugural National Conference Green Travel, Climate Change and Ecotourism Angus M Robinson 18 November 2008

Today’s Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

‘ High-Yield’ Tourism - New Product Development ,[object Object],[object Object],[object Object],[object Object]

‘ Experiential’ Tourism - New Product Proposition ,[object Object],[object Object],[object Object],[object Object]

Key Concepts – Sustainable Geotourism ,[object Object],[object Object],[object Object]

Geotourism (US Definition) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Sustainable Geotourism Proposition ,[object Object],[object Object],[object Object]

New Product Commercialisation ,[object Object],Turning ideas Into products That people want And are willing to pay for Source: Hamish Hawthorn, ATP Innovations

What does your customer want? ,[object Object],[object Object],Source: Hamish Hawthorn, ATP Innovations

Selected Market Segment Niche – Geotourists All to be Validated ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Geotourism Destination Niche? ,[object Object],[object Object],[object Object],[object Object]

Market Research Brief – Geological Society of Australia (GSA) Members ,[object Object],[object Object],[object Object],[object Object],[object Object]

Market Research Brief – GSA Members ,[object Object],[object Object],[object Object]

Wants and Needs – Geotourism for GSA Members ? ,[object Object],[object Object],Travel Need - Low Travel Need - High Professional Geoscientists Trained Geoscientists ? ? ? ?

GSA Members – Geotourists Gender Gender female male Frequency 125 100 75 50 25 0 Gender

GSA Members – Geotourists Demographics Age Group 70 and over 65-69 55-64 45-54 25-34 15-24 Frequency 50 40 30 20 10 0 Age Group

GSA Members – Geotourists Education Education 2nd Degree 1st Degree Undergraduate Frequency 100 80 60 40 20 0 Education

GSA Members – Geotourists Employment Employment Sector Academia Consulting Government Industry Frequency 30 20 10 0 Employment Sector

GSA Members – Geotourists Families Family characteristics Other 'Empty Nest (Retired)' 'Emplty Nest' (still working) Couple with Dependent Children One Parent Family Young Single (no dependent children) Frequency 50 40 30 20 10 0 Family characteristics

GSA Members – Geotourists Incomes Gross family weekly income (AU$) $2000 or above $1000-$1999 $1-$999 Nil income Frequency 60 40 20 0 Gross family weekly income (AU$)

GSA Geotourists Five Most Important Travel Purposes ,[object Object],[object Object],[object Object],[object Object],[object Object]

US ‘Geotourism’ Survey Five Most Important Travel Purposes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

GSA Geotourists Three Least Important Travel Purposes ,[object Object],[object Object],[object Object]

New Geotourist Age groups? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Taiwan Inbound Tourism Data (1999 to 2006) Tourism Research Australia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

50 – 59, Late Working Life – ‘Empty-nesters’ Age Segment ,[object Object],[object Object],[object Object],[object Object]

55 – 64, Early Post Retirement Age Segment ,[object Object],[object Object],[object Object]

Marketing to the ‘Baby Boomers’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation - Lifestyle ,[object Object],[object Object],Progressive - Low Progressive - High Bittersweet Live Wires Rat Race Junkies Source: Stroud D – 20plus30

Marketing of Geotourism Suggested Alumni Groups ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Research - Geotourists Preliminary Conclusion No 1 ,[object Object],[object Object],[object Object]

Market Research - Geotourists Preliminary Conclusion No 2 ,[object Object],[object Object],[object Object],[object Object]

Market Research - Geotourists Preliminary Conclusion No 3 ,[object Object],[object Object],[object Object]

Market Research - Geotourists Preliminary Conclusion No 4 ,[object Object],[object Object]

Taroko Gorge – Taiwan Perfect for Geotourists!

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Understanding Geotourists: Who Are They and What Do They Want

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