ECOTOURISM PREFERENCES FOR NATURE BASED TOURISM PRODUCTS Proff Peet van der Merwe and Elmarie Slabbert North-West University
LAYOUT OF TALK PREFERENCES Location Accommodation type Facilities Activities Interpretation Experience EFFECTIVE MARKETING Market success Growth in numbers Growth in product
LOCATION OF PRODUCT Weekend market Within 2-3 hours from destination Holiday market Where tourist travel for longer than 5-7 days Next to major routes Accessibility Roads (Tar road, gravel road) Air Signage
ACCOMMODATION TYPE Self catering versus Full-board Accommodation types: Safari tented camps Lock cabins Farm house Rondawels Camping Lodge Tree house Chalets Number of beds
FACILITIES Location of camp on the farm (Proximity) Architectural Design and Construction Issues Harmoniously with the natural and cultural environments Natural contours of the landscape High structures should be avoided Colour used on exteriors should blend Use of natural material
FACILITIES Landscaping Native species Avoid the use of exotic plant species Minimize or better, eliminate the use of lawns Buildings should be as much as possible invisible Passive ventilation and lighting Energy Systems Use low energy consumption technologies for lighting, water heating and cooking Renewable sources of energy
PRODUCT ACTIVITIES Activities Game drives Walking safaris Hiking trails Sundowners Donkiekar Horse riding Star-gazing Animal encounters Birding Cycling (Mountain biking)
INTERPRETATION Farmer/Product owners have knowledge Two main aims: Education of fauna and flora Conservation of nature Audio visual Information boards Touch/feel
EXPERIENCE Close to nature Nice view Want to sleep well (good quality bed) Well equipped kitchen (Self catering) Good food (Full board) Sleep warm Place to sit and enjoy the outdoors Proximity to other units Outside shower / Toilets
THE UNIQUENESS OF AN ECOTOURISM PRODUCT EVER-CHANGING CONSUMER
UNDERSTANDING THE MARKET Move to mobile (82%): Explore, plan, make decisions Bleisure is booming Multigenerational-travel Social media reviews Uncharted destinations and products Authentic culinary tourism Achievement is the new experiential Conscious travel Unique authentic experiences Be unique!
CHALLENGES FACING ECOTOURISM PRODUCTS Too many products fail Lack of profitability Small enterprises find it hard to reach markets The quality of the visitor experience are inconsistent Visitors to natural areas could contribute more to conservation and local communities Marketing decisions are challenging: Wealth of marketing mediums
MARKETING Marketing is the key to the success or failure of your business The key to successful marketing is knowledge Knowledge is power in the tourism business: Unique selling points + competition + who is the market = Effective Marketing
KWOWLEDGE Knowledge of the product: What makes your product special? Why should tourists come to visit? What is the unique selling point? In what ways is it ecofriendly, responsible and sustainable? Is it easy to access for visitors? Is it good value for money? Knowledge of the competitor: Who offers similar products in your country and region? How do they compare with your product? Are they good value for money? What is the experiential value on offer? Are they easy to access?
KNOWLEDGE Knowledge of the market: Domestic or international visitors? Long-term travellers or short-term tourists? Do I understand the market? Return visit? Word-of-mouth Effective marketing may mean the difference between the success and failure of your business
WHICH MARKETING MEDIUMS?? Do they align with your target market s interests? Are they cost-effective and offer a social or monetary ROI? Are they measurable and trackable? Do they complement each other and work in tandem? Do they align with your marketing goals?
WHICH MARKETING MIX?
CONCLUSION Its not about the what! Its all about the how Perfect match between product and customer
Thank You Any Questions?