Marketing Communications Plan for Ecotourism Adventure Tours

Executive Overview

The International Ecotourism Society (TIES) defines ecotourism as "responsible travel to natural areas that conserves the environment and improves the welfare of local people" (TIES, 2005, p. 3). Ecotourism has become the fastest-growing segment of the global tourism industry, the largest sector in the world economy. Because climate is one of the main drivers of international tourism — with the majority of tourists seeking to relax in the sun or snow — climate change is expected to have a significant impact on international tourism, and therefore on ecotourism.

This marketing communications plan details marketing plans for 5 Star Adventure Tours (www.5staradventure.com.au), consistently ranked among the top five tour operators in Australia and an accredited Advanced Eco Tourism Operator. The marketing plan also discusses the size of the global tourist and ecotourist markets, which have been experiencing record growth during the last decade. Given the occurrence of global warming and climate change, 5 Star — which offers bushwalking and alpine high country tours in the Victoria region of Australia — is uncertain of the impact on its business.

While the growth rate of international tourism is projected to increase over the coming decades, it may slow later in the century as demand for travel saturates. As tourism expands, emissions of carbon dioxide increase as well. With climate change, it is anticipated that preferred destinations would shift to higher latitudes and altitudes. In general, this shift favors 5 Star, given the likelihood of increased demand for their alpine high country tours. Tourists from temperate climates are projected to spend more holidays in their home countries, another shift that favors 5 Star operations. Because such tourists currently dominate the international tourism market, climate change would simultaneously decrease worldwide tourism overall (Hamilton, Maddison, and Tol, 2005).

Based on ecotourism market segments identified by the Australian Office of Tourism, 5 Star offers tour packages that focus on accommodating the ecotourist profile. Its marketing plan takes advantage of its major strength — its reputation. 5 Star's marketing strategies focus on the marketing mix to achieve its sales and marketing objectives: growth in ecotourism revenues and market share. Given the optimistic outlook for the ecotourism industry, 5 Star expects to capitalize on its strengths to edge out competitors for a larger share of the regional ecotourist market.

Market Review and Segmentation

The following data provides information on the size of the global ecotourism market:

• According to TIES, beginning in the 1990s, ecotourism has been growing at a rate of 20–34% per year.
• In 2004, ecotourism and nature tourism were growing globally at a rate three times faster than the tourism industry as a whole.
• Nature tourism is growing at 10–12% in the international market.
• Sustainable tourism could grow to 25% of the world's travel market within six years, making the value of the sector US$473.6 billion per year.
• According to the Victorian Competition and Efficiency Commission (VCEC), in 2007–2008 the tourism industry was estimated to account directly for 3.2%, or $8.6 billion, of the total value of goods and services produced in Victoria. Tourism also accounted for 105,000 jobs, or 4% of total Victorian employment (VCEC, 2011).

Market Segments

5 Star Adventure Tours recognizes the importance of identifying the right target audience, and shapes its marketing efforts by studying research on the ecotourism market. According to Fennell (2008), research by the Australian Office of National Tourism has identified three broad ecotourism market segments:

1. Impulse — This segment is characterized by nature-based day trips away from main tourist destinations, mainly booked locally by both domestic and international tourists. The activity level on these tours varies significantly.
2. Active — This segment is characterized by younger and middle-aged professionals who generally book in advance. There is a skew toward domestic tourists, although there is potential for growth through international marketing, infrastructure, and product development.
3. Personalized — This segment is made up of older or retired professionals who expect to be well looked after by the operator. It is skewed toward international tourists who book overnight ecotours before arriving in Australia.

Profile of an Ecotourist

Based on data collected in a survey of North American travel consumers by HLA and ARA consulting firms, TIES constructed the following ecotourist market profile:

• Age: Typically 35–54 years old, although age varied with activity and other factors such as cost.
• Gender: Surveys reported 50% female and 50% male, although clear differences by activity were found.
• Education: Typically 82% were college graduates, with a noted shift in interest from those with high levels of education to those with less education, indicating an expansion into mainstream markets.
• Household composition: No major differences were found between general tourists and experienced ecotourists.
• Party composition: A majority (60%) of experienced ecotourism respondents stated they prefer to travel as a couple, with only 15% preferring to travel with their families and 13% preferring to travel alone.
• Trip duration: The largest group of experienced ecotourists (50%) preferred trips lasting 8–14 days.
• Expenditure: Experienced ecotourists were willing to spend more than general tourists; the largest group (26%) stated they were prepared to spend $1,001–$1,500 per trip.
• Important elements of trip: The top three responses were: (1) wilderness setting, (2) wildlife viewing, (3) hiking/trekking.
• Motivations for taking next trip: The top two responses were: (1) enjoying scenery and nature, (2) new experiences and places.

Experienced ecotourists were defined as tourists who had been on at least one ecotourism-oriented trip. Ecotourism was defined in this study as nature-, adventure-, and culture-oriented travel (Nabuur.com, n.d.).