aboriginal culture in - globaleco.com.au 3/afternoon/destinati… · atbc’s events klahowya...
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Aboriginal Culture in Product Development & Marketing
Beverley O’Neil
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A Challenging And
Ever Changing Environment
Balancing different needs and interests
Operators Profitability and viability
Labour and management supply
Financial and natural resources
Knowledge and experience to operate
Network, connections
Infrastructure
Travel Trade Product confidence
Awareness and understanding of culture
and products
Contacts (where to get started)
First Nations / Community Product development challenges
Sharing culture issues
Resources
Knowledge and experience
Visitors Experiences
Value and quality
Resources
Knowledge and experience
SOURCE: AtBC Blueprint Strategy research 2005
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Aboriginal Tourism to
Culture to Ecotourism
0 Full
0
F
ull
Cultural Element
Ow
ners
hip
Not Eligible
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Marketing Elements
Promotion
$ Price Product Place
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• Market readiness
• Clustering
• Cultural experiences
• Branding-regional, Aboriginal
• Partnerships
• Memberships
• Sector development
Product Development
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Developing Aboriginal Tourism
Heritage
Festivals / Events
Cuisine
Outdoor
Arts/Crafts
Adventure Sports
Consumer Interest Product Qty Overall
CURRENT
CURRENT
Emerging
Emerging
Long-term fostering
Emerging
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• Outreach, Events, Presence
• Fam tours
• Activities
• Imaging, Symbols, Language
• Gateway presence
Marketing Activities
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Social Media 2012
Facebook ~296,000 page impressions,
71,000 viewers
Twitter interactions ~ 134,000
impressions in 2012 (Sprout Social
Reporting 2013)
AtBC website ~ 47,800 visitors
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Marketing Activities
Social Media
• Engage viewers
Online comments
• Trip Advisor
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Alice Springs, NT Australia
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Carcross Taglish, Yukon
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Osoyoos Indian Band, BC
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Squamish Lil’Wat Cultural Centre,
Whistler
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Blueprint Beginning Blueprint 5+ yrs later
No cultural element
Offers an approved cultural experience
BRANDING Product
awareness
/ understanding
1 2 3
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The Future
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1 2 3 1 2 3
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Outreach Highlights
2006-2012/13
E-updates 815
stakeholders and
others
AtBC’s events
Klahowya Village -
31,000 visitors in 2012
6 Aboriginal tourism
businesses acclaimed
AtBC Aboriginal
tourism cultural
authenticity
designation
Travel trade shows -
ITB, BTF, Canada’s
West Marketplace,
and Rendevous
Canada –
CTC Signature
Experiences
Collection, Hello
BC’s 100 Moments