Selling Indigenous Tourism Experiences to the Domestic Market

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IMAGES Images that are found to be most appealing are those that take consumers outside their everyday experiences to provide a unique perspective. The inclusion of an Indigenous guide, story teller or host increases the authenticity of the experience and adds credibility to the product. Image types that are generally favoured are shown below; Images which domestic tourists felt showed clichéd, passive or inauthentic depictions of Indigenous experiences did not appeal. 6 Selling Indigenous Tourism Experiences to the Domestic Market
MESSAGES The language used when communicating with domestic tourists should stress the active, enriching and fun elements of Indigenous experiences. WORDS TO USE −− Interactive −− Inviting −− Dynamic −− Relaxed −− Fun −− Bright −− Colourful −− Intriguing −− Inspiring −− Entertaining −− Active −− Well organised MESSAGES TO AVOID Some Australian’s perceive that Indigenous experiences will involve a level of discomfort (getting hot, dusty or roughing it). You need to be careful when selecting images or writing descriptions to make sure negative perceptions are addressed, for example “Enjoy a tour of the spectacular ranges in our comfortable air-conditioned bus with gourmet food supplied and overnight accommodation provided in a well appointed four star hotel.” Avoid descriptions that indicate a passive experience for example, instead of writing “watch a display of Aboriginal dancing” try “enjoy an entertaining evening of music and celebration, where you will be invited to join in and learn how to do an Aboriginal dance.” 7 Selling Indigenous Tourism Experiences to the Domestic Market
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Selling Indigenous Tourism Experiences to the Domestic Market

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