An innovative marketing strategy to grow Indigenous tourism in the domestic market

Task: Prepare a PowerPoint Presentation with detailed script

You will develop a 10-minute presentation that examines
current failures in developing Indigenous tourism products and develops
solutions to engage domestic tourists in Austrian tourism. The presentation
will be marked using the criteria outlined in the
rubric attached.



Requirement:

1. Incorporate methods and theories in Strategic marketing and analysis,
   marketing plan, segmentation, targeting, and positioning, consumer behavior,
   and online marketing.
2.  Draw
   upon above methods and theories in Strategic marketing. Including references to
   other readings to support and contextualise your opinion is required. You are
   expected to argue your opinion – why it is the correct option forward
3. You should have a minimum of 10 peer-reviewed journal. Your
   reference list should be on the final slide(s) of your presentation in APA
   7^th format.
4. Final deliverable should be one PowerPoint presentation AND a script
   for 10-min presentation (one paragraph per slide with slide indicators. (E.g
   Slide 1: xxxx)

Task Summary

You will develop a presentation, to grow the market share
of Austrian domestic tourism regarding Indigenous experiences. You will develop
a 10-minute presentation that examines current failures in developing
Indigenous tourism products and develops solutions to engage domestic tourists.

Task Description

You are currently employed as the Marketing Manager of
Tourism Australia. Indigenous tourism is positioned as an integral part of
Australia’s tourism product offering. Yet domestic visitor participation in
Indigenous tourism experiences is particularly low, compared to international
tourists, which has negative effects on its sustainable development.

Your supervisor has asked you to analyse the current
situation facing Indigenous tourism and develop an innovative marketing
strategy that will grow the market share of Indigenous tourism in the domestic
market. Innovative marketing strategies may include the release of new tourism
products, the introduction of new tourist routes, focusing on new markets or the
application of new technologies such as artificial intelligence, and augmented
reality. You will need to propose why yours is the most suitable strategy.

You are to give a 10-minute presentation to the Board of
Directors about your proposed marketing strategy outlining how it will
encourage more participation in Indigenous tourism by Australian/domestic
tourists. You will need to develop an academic argument why your proposed
marketing strategy is the most suitable moving forward.

 PRESENTATION
STRUCTURE

The structure of your presentation should be set out as
follows:

Title page/starting slide: The
title page will include the title of your presentation



Introduction: Briefly describe the problem that needs solving.



Situation analysis: Provide information on the current key trends
and challenges facing Indigenous tourism in Australia. This should include an
overview of Australia’s current customer base and a SWOT analysis of the
destination.



Target market identification: Outline the target market who might
be interested in Indigenous tourism experiences in the domestic market in terms
of demographic, psychographic, behavioural and geographic segmentation
approaches. Use additional sources of information to help support your
argument.



Solution: Recommend/argue a potential solution to the identified
problem, justifying why this solution is relevant to your chosen target market.
Also outline the benefits of the solution for the destination.



Feasibility evaluation: Critically evaluate the desirability and
viability of the proposed solution to make informed decisions that meet the
needs of the tourists and the local community and businesses.



Evidence of research and referencing: On your final slide(s), provide
a list of at least 10 references from
peer-reviewed journal articles, textbooks, government reports, and authentic
internet sources. Referencing should follow the 7^th APA
style and be listed on the final presentation slide.

A few references to get you started:

• Abascal, T.E., Fluker, M., & Jiang, M. (2016). Domestic demand
  for Indigenous tourism in Australia: understanding intention to
  participate. Journal of Sustainable Tourism, 24(8-9),
  1350-1368.
  
  https://doi.org/10.1080/09669582.2016.1193187

• Discover Aboriginal Experiences. (2023). Discover The World’s Oldest
  Living Cultures.  https://www.discoveraboriginalexperiences.com/home-page

• Holder, A., & Ruhanen, L. (2017). Identifying the relative
  importance of culture in Indigenous tourism experiences: netnographic
  evidence from Australia. Tourism Recreation Research, 42(3),
  316-326.
  
  https://doi.org/10.1080/02508281.2017.1316443
  
  
  
  
• Pabel, A., Prideaux, B., & Thompson, M. (2017). Tourists’
  preferences with Indigenous tourism experiences in the Wet Tropics of
  Queensland, Australia. Journal of Hospitality and Tourism
  Management, 31, 142-151.
  
  https://doi.org/10.1016/j.jhtm.2016.11.004
  
  
  
  
• Ruhanen, L., Whitford, M., & McLennan, C. (2015). Indigenous
  tourism in Australia: Time for a reality check. Tourism
  Management, 48, 73-83.
  
  https://doi.org/10.1016/j.tourman.2014.10.017
  
  
  
  
• Tourism and Events Queensland (TEQ). (2022). Indigenous Tourism
  (webpage includes resources on Indigenous tourism trends, sector analysis
  and plans).
  
  https://teq.queensland.com/au/en/industry/what-we-do/education-opportunities/indigenous-tourism
  
  
  
  
• Tourism Australia. (2022). Aboriginal and Torres Strait Islander
  Tourism.
  
  https://www.tourism.australia.com/en/events-and-tools/industry-resources/resources-for-industry/aboriginal-torres-strait-islander-tourism.html