The preferences of potential marine research tourists for different marine research tourism products in Australia

Wood, Peter and Zeppel, Heather (2008) The preferences of potential marine research tourists for different marine research tourism products in Australia. In: 27th Annual ISTTE (International Society of Travel and Tourism Educators) Conference: The Future Success of Tourism: New Directions, Challenges and Opportunities, 30 Sep - 2 Oct 2008, Dublin, Ireland.

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Abstract

Marine research tourism is a form of marine tourism whereby marine research is an important part of the tourism attraction. Research was undertaken to further understand the preferences of potential marine research tourists for different marine research tourism products and benefits. Such information can be used to identify suitable markets, develop effective promotional campaigns, and design effective and different products. To achieve the research goal, an online survey (n=311) and benefit segmentation approach was used. Different marine research tourism products (n=12) were devised from a typological assessment of forty two marine research tourism ventures. Benefits (n=26) were devised from an assessment of related tourism types and discussions with key stakeholders. Results indicate that potential marine research tourists who regularly watch nature documentaries, volunteer, are a member of a conservation group, have a natural sciences background, SCUBA dive, snorkel or cetacean watch, have notably higher interest in more marine research tourism products. Furthermore, females and international survey respondents had notably higher interest in more marine research tourism products. The most important benefits for survey respondents were the opportunity to explore marine phenomena and discover new things (86%), and learn from marine researchers (86%). The least important benefits for survey respondents were an offshore boating or sailing experience (40%) and a high level of social interaction with others (46%). This paper identifies and affirms the existence of a set of likely relationships between marine research tourism market segments, preferred benefits and product types. Such information can be used for marine research tourism product design and marketing.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: AWARD: Best Paper (Full Refereed Paper) at ISTTE Conference 2008. No evidence of copyright restrictions preventing deposit.
Depositing User: epEditor USQ
Faculty / Department / School: Current - USQ Other
Date Deposited: 30 Oct 2011 05:23
Last Modified: 03 Jul 2013 00:37
Uncontrolled Keywords: marine research; tourism; product design; tourism attraction; survey
Fields of Research (FOR2008): 05 Environmental Sciences > 0502 Environmental Science and Management > 050203 Environmental Education and Extension
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150605 Tourism Resource Appraisal
15 Commerce, Management, Tourism and Services > 1506 Tourism > 150604 Tourism Marketing
Socio-Economic Objective (SEO2008): B Economic Development > 90 Commercial Services and Tourism > 9003 Tourism > 900303 Tourism Infrastructure Development
URI: http://eprints.usq.edu.au/id/eprint/18953

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