Volunteer Tourism
SUGGESTING ORANGUTAN FOUNDATION THROUGH STP PLAN
EXECUTIVE SUMMARY
The report focuses on the particular case of “Tourism Australia”, which promotes Australia as a tourism destination internationally and domestically and delivers research and forecasts for the sector. It is vital to understand this need of segmentation.
- It would actually help to recognize the destinations’ possible customers
- It would also help to enable the organization as well as other agencies plus tour operators towards focusing upon their marketing plan to the customers who would be most probable to buy services which are on the offer.
- It would also help to enhance profits for the business
- It might help to improve proper customer service.
- It would actually give Kick-start competition within the specific portions of market
This report would make the reader understand all the needs and requirements of voluntarism and even enable him/her to properly differentiate between what is good and what is bad for the organization.
ho also wants to create a disparity while upon vacation plus also ensure that the local group of people benefit environmentally as well as economically.
Organizations like the World Wildlife Fund, Conservation International, Antipodeans, and Volunteers in Australian Tourism, merely a few, are also offering volunteer tourism expeditions towards Australians (Mostafanezhad, 2013).
This literature review below identifies some motivational themes towards cultural fascination, in search of camaraderie, returning back, as well as bonding chances among segments of the volunteer tourists.
Orangutan Foundation within the Central Kalimantan situated in Indonesian Borneo actually runs tours in which volunteers could also assist with all the constructing buildings as well as fences to actually secure wild orangutans (Wearing & McGehee, 2013).
Also the mission for organization says us that “Orangutan Foundation actually goes beyond purely protecting orangutan.”
LITERATURE REVIEW
Volunteer travel or volunteer vacations is also called volunteer tourism, and even sometimes called volunteerism, which is a proper travel that indulges volunteering for some charitable reason. In current years, “bite-sized” vacations of the volunteer have actually grown in the popularity (Krausman & Hutchins, 2011).
Also volunteer vacations differ widely within the scope, from less-skilled work like cleaning up of the local wildlife locations to supplying very high-skilled medical support in any foreign nation.
Participants of the volunteer vacations are also very diverse yet typically divide up a wish to “perform something really well” while experiencing novel places as well as challenges in the locales where they might never visit otherwise.
In fact tourism industry actually is the largest generators of money or else income. It has also become popular to that extent where development experience that people compare it with the neo-colonialism as well as western exploitation.
Also it is an area that gives nations the chance to properly develop in terms of economy from the revenue which is also generated by all the inbound overseas travelers.
As a result tourism now has become very alternative path towards financial growth for several countries that outweigh the conventional industries like the agriculture as well as fishing (Welte & Anastasio, 2009).
Governments also perceive that financial benefit of the tourism is great to an extent that all their policies actually are aimed towards continuation of this area and this industry and also a constant growth in the same.
Volunteering towards development also has been materialized especially in answer towards growth of some social as well as environmental problems towards developing nations and even as response towards some disasters.
Tourism within Australia is responsibility of the agency of Australian Government which is totally accountable for attracting all the international travelers to Australia, be it for leisure or even for some business events (Cavendish, 2009).
Also some people here are acknowledged like some extra innovative as well as successful organizations of tourism marketing in whole world. Thus market segmentation here would identify that people actually are dissimilar regarding their tastes and needs plus attitudes, as well as lifestyles and family size also sometimes composition and many more.
Actually it is very purposeful policy to maximize the whole demand through directing all the marketing efforts towards significant sub-clusters of the visitors.
Segmentation also involves viewing the heterogeneous market like a number of slighter, more homogeneous market (Curtin, 2010) s. All these smaller segments could be differentiated by dissimilar consumer needs and requirements, characteristics, and even behavior.
Segmentation in order to be administratively useful, every segment requires being attainable, measurable, as well as substantial.
STP PLAN
Orangutan conservation actually is vital to maintain some 50,000 orangutans that are left in wild capable to rise plus live amongst all their inhabitant jungle house. There are many threats to the orangutans which also include deforestation, and habitat loss plus some illegal trade as well as hunting (Rentz, 2012).
Orangutan foundation says that if one likes to support the orangutan conservation then one must act like a volunteer as well as support the conservation efforts within the location.
Volunteering for the orangutans one might contribute towards rescue, rehabilitation plus even release of some injured in addition to captured orangutans plus in return this would help towards recreation of a very sustainable living ecology for them.
These volunteers will be asked to help in everyday works like cleaning the enclosures; bathing animals if they actually are not capable of doing so, prepare the meals for them and many more.
Orangutan foundation must organize yearly programs especially at the seasons when more number of tourists visit the place.
These programs would be organized in way that would prove to be promises exhilarating opportunities for all the adventurous individuals and people who love to do daring and new tasks and also love to spend time with animals.
Volunteers participating within conservation program can really create some difference, and they would also get a proper chance to view the ex-captive and optimistically wild orangutans within their usual habitat (Lemke, 2009).
Segmentation:
The segmentation will be done on following basis (Donaldson & Gatsinzi, 2008)
Demographic- This segmentation will be done based on age and gender and income level
- Business people- Orangutan foundation can attempt to promote the program to people who visit the nation for business meetings. These people visit places in the expense of firm and they feel free to spend money and enjoy to the fullest.
- Another community will be the one which will include people amid age bracket of 25-40. Such people are mostly the professionals who are people that visit places for business or service purposes and who are very much easy with spending extra money in their trips.
- Other community will include females that will indulge all ladies and girls (McKercher, Wong & Lau, 2008). It is seen that girls are more emotional and thereby they feel and fall for the culture and belief of the nation more than the men. The firm must try to target this community for making some extra money and attaining better profit overall.
Targeting:
Orangutan foundation will follow an undifferentiated targeting strategy where it will need to target only some customers based on age, sex and income but the service provided to all of them will be just same.
Targeting can be done properly based on tricks described below
- Exclusive deals as offers can be offered to first-time visitors.
- Foundation can tie up with hotels where tourists stay and from there they can bring in these visitors to the organization
- Target novel and the segmented customers through already existing customer base. Like people who have already visited the organization and have experienced the program can be asked to create a buzz all around
- Some gift certificatescan also be introduced in order to make visitors feel overwhelmed and that they have a done a good job by conserving the wild life.
- Foundation needs to utilize its customer base i.e. everyone it know and make these people sign for praises so that new customers get easily attracted.
- Advertise- The foundation needs to promote as much as it can.
- Flyersalso could be distributed in tourist places where people generally visit.
- Promotions on several other websites- The foundation can ask other websites to promote and advertise for the foundation and programs within the organization.
Positioning:
Identification of the product/service- Here the foundation will require to search the market and analyze the number of customers it has as well as the all the potential buyers. This will help the foundation to find out people who would spend behind conservation of the wildlife and also who would donate money as well as time for the same.
Determine the position- Here the foundation will try to analyze its position in the minds of people. Being an organization intended to conserve wildlife the firm need to find what people feel and think about the service and are they interested to lend time and money to this service or not. Also here the firm will attempt to find the trust level that people carry for the organization (Boulouta & Pitelis, 2008).
Developing strategies- Here the foundation will be needed to make strategies for gaining maintaining as well as retaining its position in the market. It will need to ask the old consumers to create a buzz all around and motivate people to conserve wildlife specially orangutans.
Implement- The strategies made will be implemented and firm would attract to promote and attract more number of customers and visitors.
Compare- The old position of the foundation will be compared with new one with all new survey as well as analysis of the profit earned by the firm.
CONCLUSION:
Orangutan foundation also has a various resources as well as opportunities attainable to assist the tourism industry machinist target leisure and all the business events as well as niche markets. Here segments of the market are done into all four grounds of segmentations which usually every marketer does.
It also uses all the geographical- focuses upon the domestic tourists as well as visitors plus some international travelers and the visitors. As a result tourism now has become very alternative path towards financial growth for Orangutan foundation that outweighs the conventional industries like the agriculture as well as fishing.
It is also identified that some motivational themes towards cultural fascination, in search of camaraderie, returning back, as well as bonding chances among segments of the volunteer tourists.
If products in tourism are generally intangible, also they need to be advertised as well as marketed with some tangible evidence for attracting more number of customers and making the product extra good.
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