Presentation to the Geotourism Workshop of SEGRA 2015, Bathurst, 22nd October 2015 by Dan Cove, Chair of the Geotourism Forum of Ecotourism Australia

1. DAN COVEDAN COVE
Chair: Geotourism Forum ofChair: Geotourism Forum of
Ecotourism AustraliaEcotourism Australia

2. Some definitions and concepts
A tourism perspective – including a discussion on
social trends and attitudes towards ‘leisure’
Why a Geotrail enhances the overall visitor
experience
Why such an enhancement is critical in the modern
tourism marketplace
The importance of good site interpretation
Economic benefits to Regional Australia

4. Must recognise that visitor
expectations have changed
Important to recognise a growing need
for information and authentic
experiences
Is competing with more diverse
recreational activities
Important to provide a Spectrum of
Opportunity
Important not to narrow the
definition

5. WHAT IS A ‘GEOTRAIL’?WHAT IS A ‘GEOTRAIL’?
Connects otherwise
unrelated areas and
attractions with a
geological theme
Develops an extended
journey
Can provide a
compelling reason to
extend regional travel
time

6. The underlying and enduring strength of nature
based tourism
Australia’s ‘Natural Advantage’
The importance of ‘flagship’ sites
Authenticity – what do we mean?
What can geotrails add to the visitor experience?
The importance of quality interpretation to
establishing conservation values and advocacy

7. An essential tool
Presenting a theme, rather
than a set of subjects
Creates unity
Works at delivering a take-
home message that will not
be forgotten
Interpretation is NOT just
education
Can genuinely make the
experience

8. THE 21THE 21STST
CENTURY CHALLENGECENTURY CHALLENGE
Making geotrails ‘sexy’
Bragging rights
Access - at the expense
of the experience?
Provide a compelling
reason to visit an area
The uncertain social
future of tourism...

9. 1960s 1970s 1980s 1990s 2000s
STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5
Products and
Activities, Places and
Things
Service Differentiation,
Niche Indulgences
Products and
Emotions, Exhilaration
and Adventures
Experiences: Learning,
Authenticity and
Sustainability
Experiences: Meaning
and Purpose
 Pre-packaged
holiday rewards for
hard work
 Hand-written paper
Tickets
 Bookings via travel
agents
 Holiday as reward/
opportunity for
indulging passions
and fulfilling
interests and
pursuits
 Typed tickets
 Telex bookings
 Holiday as an
escapist active
adventure with high
intensity emotions
 Introduction of
Global Distribution
Systems
 Facsimile bookings
 Holiday as an
opportunity to learn
and be engaged. Tap
into local knowledge/
culture
 Emerging
sustainability
considerations
 Tailoring of holiday
packages through
travel agents
 Beginning of
Internet
for bookings
 Introduction of
e- ticketing
 Loyalty Programs
 Increased demand
for special interest
needs and rarity.
 Seeking
authenticity
and highly sceptical
of over marketing
 Emerging
environmental and
social consciousness
 Dynamic packaging
and tailored
packaging online
 Consumer direct
bookings over the
Internet
 Disintegration
of traditional
distribution channels
 E-ticketing and
e-check-ins

10. THE CHALLENGE TO TRADITIONALTHE CHALLENGE TO TRADITIONAL
TOURISM...TOURISM...
TIMES HAVE CHANGED, AND THE EXPECTATIONSTIMES HAVE CHANGED, AND THE EXPECTATIONS
(AND RANGE OF OPPORTUNITIES AVAILABLE)(AND RANGE OF OPPORTUNITIES AVAILABLE)
HAVE CHANGED AS WELL.HAVE CHANGED AS WELL.

11. ‘‘Leisure’ and ‘Recreation’Leisure’ and ‘Recreation’

12. Market Segmentation – aMarket Segmentation – a
valuable toolvaluable tool
Recognises that tourists/visitors areRecognises that tourists/visitors are notnot aa
homogenous group.homogenous group.
Categorises visitors by common characteristics andCategorises visitors by common characteristics and
likeminded attitudeslikeminded attitudes
Allows us to communicate in a more targeted fashionAllows us to communicate in a more targeted fashion
Helps to develop more targeted marketing campaignsHelps to develop more targeted marketing campaigns
There is one group that is growing and that theThere is one group that is growing and that the
geotrail concept is perfectly suited for…geotrail concept is perfectly suited for…

13. THE EXPERIENCE SEEKERSTHE EXPERIENCE SEEKERS

14. THE IMPLICATIONSTHE IMPLICATIONS

15. IN SUMMARY...