Report on volunteer tourism- Answer

Report on volunteer tourism
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Executive summary Volunteer tourism represents an emerging tourism sector for those who want to make a difference while on vacation as well as ensuring that local communities benefit both environmentally and economically. This report focuses on promoting conservation strategy to Australian volunteer tourists. Report focuses over marketing strategies such as volunteer tourism, segmentation, targeting and positioning. Work also defines development of segmentation, targeting and positioning (STP) plan targeting the Australian tourist market which the Orangutan Foundation could use to know to which Australian tourists to promote its conservation strategy. Work is extracted from various academic materials books and journals before writing this report. Table of contents Contents                                                                                 page no Introduction——————————————————— 4 Literature review————————————————— 4 Volunteer tourism————————————————– 4 Segmentation——————————————————– 6 Targeting and positioning—————————————- 6 STP plan for the Australian tourist market—————— 7 Conclusion———————————————————– 8 References———————————————————– 8 Introduction Tourism is world’s most fertile industry because of its fast growth. Volunteer tourism is a new tourism phenomenon has starting its impact towards the tourism world. Volunteer tourism is like an expansion of volunteering. Volunteer tourism intends to the tourists who organize to provide voluntary service during vacations. It includes the motivation of volunteering and, involves desires or incentives of travel. The definition of volunteer tourism becomes ambiguous as a large number of individuals are willing to spend time during vacation on volunteering. There is a framework of volunteer tourism developed to classify volunteer tourists into different classes. It divided volunteer tourists such as-shallow, intermediate and deep class based on duration of trips, required skills, degree of involvement, contribution to the host communities and focus of the experience. Literature review Volunteer tourism Tourism through years has a serious impact in human sector.  Tourism continue to develop into many sub-sectors such as- Pilgrimage, Health, Winter and Niche tourism and all comes under these sectors. Vast development of tourism industry lead to latest type of Tourism called volunteer tourism, where conservation scientists and recruiting agencies develop research projects and volunteers provide funding and labor. Volunteer tourism forms widely diverse ways and requires detailed analytical research on it. Volunteer tourism is interesting tourism sector that attract many new tourist. Volunteer tourism is a new phenomenon after the go green activity, charity events and support on sustainable tourism as ideal tourism. It is difficult to scale growth of this industry as there is hardly any statistic about volunteer tourism but much news through newspaper, articles, and journals proved to be useful. Tourism is a big and growing business. It is an industry full of surprises and unexpectedly booming. Today it is world’s largest industries employing approximately 200 million people worldwide and increasing massively. Niche tourism can be described as a tourism that is sustainable and more capable in delivering high-spending tourist because it is offering meaningful holiday experiences that needs and wants met at the end. Volunteer tourism is part of niche tourism that supports the sustainable tourism. Volunteer tourism is a recent phenomenon, volunteerism. People travelling overseas in order of helping others long before the 1980s.Volunteering defined as un-coerced help offered either formally or informally at most, token pay done for the benefit of both the people and the volunteer. Volunteer tourism is a form of tourism that makes use of holiday-makers who volunteer to fund and work on conservation projects around the world and aims to provide sustainable travel.  Segmentation plan for volunteer tourism Segmentation plan is very important before segmenting a market for the desired product of service .the factors that are important for the consumers and marketers should be identified and according to these factors segmentation process should be carried out. There are two major factors on which segmentation can be done in Australian volunteer tourism markets and the factors are- motivation, socio-demographic profile and customer type. We should work as per above three parameter in order to segment the entire market. In order to segment the entire market for volunteer tourism in Australia towards the tourism as: A- Younger volunteers Younger volunteer going for a visit due to the reason of travel experience as these people would be having very low experience of tourist visits.  young volunteer would be attracted towards tourism for the reason of conservation activities prior to this experience.  major motivations for this segment of consumers would be to have fun through international trips, interact with new people, help the researchers, develop skills & abilities . This segment of consumers would prefer to go along with their friends and family and a group tourism package will be required for this group of consumers. From marketers point of view there are both advantages and disadvantages of tapping this segment of consumer. Travel agency should be consider to make final decision on targeting this segment. The young segment market for the volunteer tourism is growing fast due to ample amount of scope for the future growth B- Mature volunteers This segment of consumers would be with age range 50+ and mature people so there would be experience based tourism for these consumers. There experience mainly based on the likeminded people travelling with them. They have an experience to travel with their families. The experience level for these consumers can be quantified. These consumers having prior involvement into conservation activities such associated with some particular organization working towards conservation. Motivation factors for this consumer segment would involve learning about wildlife, making contribution to society, developing bonding with their children and to have fun. There are set of advantages and disadvantages attached with this consumer segment which help in taking decision to capture this segment. This consumer segment is of high stability and not much fluctuation for the matured consumers segment.  This segment is a source of continuous sustainable income for the organization. There would be lot of repeat consumers in this consumer segment. These consumers would be highly committed towards the principle of conservation, volunteering and travel activities. These factors make this segment consumer an ideal customer profile for the present business segment. There would be low growth in this segment of consumers and spending pattern of the consumers would be low. Duration and type of activities performed would be restricted in these tourism trips keeping in mind restrictions imposed due to higher age of the potential tourists. Targeting and positioning Targeting is the second step to develop suitable customer base which would be catered by the organization so as to promote their products & services in the organizational context. In order to make decision regarding organization, it is important that organizational vision, objectives should be evaluated and these should be in close conformity with the market segmentation by the organization Designing strategies to cater both the consumer groups should differentiate two consumer segments and designing of product & services should be done accordingly with the differentiated features of the two market segments present in the organization. Designed tour packages for the two segments should be evaluated for fulfilling consumers need. The primary consumer segment would be young volunteers due to fast growth and increasing number of young being attracted towards the volunteer tourism activities. This would provide high growth opportunities along with expectations for long term association of these consumers depending upon the kind of experience these consumers obtained from their first visit to the volunteer tourism. In order to target the young volunteer tourism consumers the entire service package would be designed in such a way that consumers can get a very good experience from the visit so that they are also willing to come for the next time. The second consumer segment present in the market is of the mature volunteer tourists. Unique strategies are to be designed the travel package by keeping in mind requirement for these set of consumers. These consumers would be willing to go on trip to create a good experience for their self actualization needs. In order to target this segment of consumers it is important that tour package should be designed such that they fulfill needs of mature consumers by meeting their objectives for visit such as to develop bonding with their families and to interact with other people travelling along with them sharing common interest. During visit it should be taken care that tourist can have opportunities to interact with each other and contribute towards society by benefiting local communities by economic or conservation means. Positioning of the tourism offered by organization would be important to attract consumers and develop a brand personality which would become the long term asset for the organization. Positioning for services offered by organization consist of three basic elements- attributes of business/destination, emotive expression and brand personality. Key attributes related with the volunteer tourism would include factors such as charm of giving back to society and making difference, opportunity to interact with likeminded people and to have a fun filled experience so as to make most of the holidays. Both young as well as matured volunteer would be looking for fun experience from this tour while giving back to society would also be the motive of both the segments Emotive expression attached with the volunteer tourism phenomenon would include the feeling of delighted, contribution to society, sharing common thoughts & experience and developing strong bonding with their children. Young volunteer would feel a new experience to go on tour for local community benefits. Overall both young volunteer as well as matured volunteer would be having the feeling of fun filled trip having a new experience by going to such a volunteer trip. Brand to the present tour package would include proud, affable and spirited so that consumers having the feeling of payback to the society for contribution made by them to local community people to extend economic and conservation help. STP plan for the Australian tourist market The STP analysis of Australian tourism market is:
Geographic Segmentation
Ø  CountryAustralia
Ø  RegionIndonesian Borneo
Ø  Age
Ø  Gender
Ø  Occupational Status15-70
Ø  ReligionBoth male & female
Psychographic SegmentationAll individuals of all the classes
Social ClassAll
Men and women who are ready to go for tourism
 Young and matured people
Target Group
 Target GroupThe group is on two bases-the young who are keen to have fun and enthusiasm for new places and other matured who are having feeling of giving goodness to society and viewing conservative sites.
Positioning Statement“recognition of habitat and its richness of biodiversity and crucial for local communities, who are as dependant on the forest”
Conclusion Tourism in Australia has huge resources and opportunities available to assist tourism industry target leisure, business events and niche markets. Tourism in Australia has segmented its market into segments. Segmentation, targeting and positioning are the key factors for services or products in tourism Australia to be successful. Segmentation defines the company’s opportunities, but target marketing is about marketing manager makes money for Tourism Company. Turning the opportunities into real markets is the main focus. Thus tourism Australia has to figure out the best way to position itself for volunteer tourism competitive advantage. References
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