Abstract :
In Australia, geotourism is defined as tourism which focuses on an area's geology and landscape as the
basis for providing visitors’ engagement, learning and enjoyment. Geotourism has great potential as
a new nature-based tourism product. Wherever tourism contributes a direct environmental benefit
to a visited location, its clients gain empathy for the holistic heritage of the area, and this reward
creates enhanced customer loyalty to the operator. The Australian Government’s 1994 National
Ecotourism Strategy considered that ecotourists may include a mix of independent travelers, people
who travel in organised groups of a scientific, educational or recreational nature, and individuals or
families who are interested in an ecotourism experience as part of a varied holiday. Having regard
to demographic and lifestyle considerations, it has been subsequently considered that geotourism,
if positioned as an alternative, knowledge-adding product, could attract a different demographic;
i.e., affluent over 45 y.o. travellers, particularly from amongst geoscience professionals from within
these segmentations, as well as their partners and friends. Alumni and professional societies such
as the Geological Society of Australia (GSA) were identified as the most likely target groups. To
address this proposition, in 2008, Leisure Solutions® and the School of Marketing, Tourism and
Leisure at Edith Cowan University undertook a cooperative market research survey of members of
the GSA. This paper addresses the rationale for and scope of this research work as well as reviews
from then available research materials which could assist marketers in understanding who are the
people most likely to be interested in geotourism. The findings and conclusions from this research
are also discussed. The paper also reviews the substantial progress made in Australia since 2008 in
gaining the support of the Australian geoscience profession and the nature-based tourism industry
in embracing geotourism.
Keywords :
Alumni , Experiential Tourism , Ecotourism , Geotourism , Marketing , Geotourists , Over 45 y.o.
