Background
According to Tourism New Zealand, for the year ended March 2019:
● Total tourism expenditure in New Zealand was $40.9 billion, an increase of 4 percent ($1.6 billion) from the previous year.
● International tourism expenditure increased 5.2 percent ($843 million) to $17.2 billion, and contributed 20.4 percent to New Zealand’s total exports of goods and services.
● The number of short-term arrivals to New Zealand increased 1.3 percent over the same period.
● Tourism generated a direct contribution to gross domestic product (GDP) of $16.2 billion, or 5.8 percent of GDP.
● Tourism is our biggest export industry, contributing 21% of foreign exchange earnings.
● The indirect value added of industries supporting tourism generated an additional $11.2 billion, or 4.0 percent of GDP.
● 229,566 people were directly employed in tourism (8.4 percent of the total number of people employed in New Zealand), an increase of 3.9 percent from the previous year.
● Tourists generated $3.8 billion in goods and services tax (GST) revenue, with $1.8 billion coming from international tourists
In March 2020, the New Zealand border was closed, and domestic tourism was banned, thus cutting off all tourism expenditure. It is currently unknown when the border will reopen, or even when domestic tourism will resume, but Tourism New Zealand is taking steps now to maximise tourist visits when the time comes. As such, Tourism New Zealand issued a request for proposals to develop specific tourism packages that could be promoted nationally and internationally.
Ecotourism definition
Ecotourism is a form of tourism involving visiting fragile, pristine, and relatively undisturbed natural areas, intended as a low-impact and often small-scale alternative to standard commercial mass tourism. It means responsible travel to natural areas, conserving the environment, and improving the well-being of the local people ("What is ecotourism," n.d.). Its purpose may be to educate the traveler, to provide funds for ecological conservation, to directly benefit the economic development and political empowerment of local communities, or to foster respect for different cultures and for human rights. Since the 1980s, ecotourism has been considered a critical endeavor by environmentalists, so that future generations may experience destinations relatively untouched by human intervention (Honey 2008).
TASKS
You have been hired by a local tour company to develop 3 ecotourism packages targeted at domestic tourists. Your have produce a report that includes marketing mix strategies for 3 ecotourism packages. Packages could be created based on variables such as geographic location (eg north island vs south island), duration (eg 7 days, 10 days, 14 days), price, types of activities, etc.
Secondary Research - your secondary research should be used to determine the following:
● Overall demand for ecotourism in NZ?
● Identification for potential activities and services included in your package
● Justification for the location of the activities included in your package
● Competitors
● Range of pricing option for the packages
● Segmentation and positioning of the packages
The secondary data must come primarily from reputable sources (eg Stats NZ) and must be properly referenced (APA).
Secondary Research Marking Rubric (15pts)
12-15 More than adequate number of sources used. Data strongly support the marketing mix, positioning and segmentation decisions of your service offering
8-11 Somewhat adequate number of sources used. Data support the marketing mix, positioning and segmentation decisions of your service offering
4-7 Adequate number of sources used. Data weakly support the marketing mix, positioning and segmentation decisions of your service offering
1-3 Less than adequate number of sources used. Data does not support the marketing mix, positioning and segmentation decisions of your service offering
Packages:
Sample Solution