The ecotourism is an eco-friendly, renewable tourism that has an initial focus on gathering experience of general areas, which fosters the natural and beneficial understanding, recognition and conservation (Australia, 2013). The ecotourism of Australia, established in 1991, earlier known as Ecotourism association of the indo pacific region changed its name three times before announcing themselves as the Ecotourism Australia (Australia, 2014). The ecotourism promotes the eco-friendly environment throughout Australia and creates partnerships, encourages and develops the quality of the experience of the eco-friendly nature with providing the tourism industry a clear perspective. The main development initiated by the organisation is the tools for the creation of the certified programs, which elaborates the tourism factor and delivers the proper aspect of the organisation to the worldwide eco conference (Jansson, Marell & Nordlund, 2017). The program of the national ecotourism accreditation had a great impact on the growth of Ecotourism sector of Australia. The accreditation program offers commitments, representation of the ecotourism board, and a website that benefits the operators and networking to raise the awareness of travel and trade.
The idea of sustainability is the core initiative of the ecotourism of Australia. The adaption of the best practise for the improvement of the renewable perception is vast in the ecotourism of Australia.
The ecotourism of Australia is a provider of more than 1500 products of tourism in worldwide range (Fennell, 2014). The Australian ecotourism promotes intellectual practises for the tourism industry. The certification works as an incentive for the tourism entrepreneurs for co-operating the best way outs for advanced operators of tourism in future. The tourism operators also gain confidence for the initiatives in renewable of the environment and the motivational factors in further development of the eco-friendly environment.
The Australian tourism is the organizer of the eco conference held globally. This conference is the longest conference for ecotourism around the world. The conference unites the operators of the tourism industry, the mangers of the areas, and the organizations of the tourism industry, researchers discuss about the ecotourism of Australia and refer to new initiatives of sustainability of the ecotourism.
The ecotourism of Australia states that education is always necessary for developing awareness about the flaws of the environment of the world and the role that ecotourism plays for achieving the unceasing environment. The marketing strategies exert the potentials of the industry by highlighting the threats and the impacts on the environment, which surrounds the tourism and helps in prevention of the consequences (Ban & Ramsaran, 2017).
This organisation has initiated a public relations campaign to promote the new experience of ecotourism.
This PR campaign highlights the best attractions of the tourism experience in Australia. The campaign is flexible and durable and evolves relevant attitude for the targeted consumers in competition, for the rapid change in the tourism industry. The campaign is aware of the need of wine and quality food as a part of tourism and travelling (Kivela, 2017), so the campaign initiates the limelight on the best arrays of Australia in the attractive locations around the world. The ecotourism of Australia highlights the depth of the best culinary food experiences in the global market. The campaign’s main initiative is to display the strength of the Australian food and wine and place a spotlight on the aquatic and seaside experiences, which are the key factors for enhancing the global tourism market. According to the records, many tourists enjoy the seaside experiences (Ruhanen, 2015). This campaign puts the focus on the beauty of the environment and promotes the natural environment. This campaign surrounds the aquatic experience along with the marketing experiences in the international markets. The restaurants of Australia want the tourists and customers to notice them and this campaign will help the organisations of tourism to do so. This campaign will portray the food and credentials of wine and build tourists interest for visiting Australia’s ecotourism. The internal marketing part of the campaign will successfully promote the restaurants, bring tourists to Australia, and attract the media as well. This campaign will also work on a TV show that will portray the visiting spots of the ecotourism of Australia and attract the tourists globally. The TV show will broadcast in the news channel every morning in a scheduled slot for an hour. The campaign will have press conferences discussing and clearing thoughts about the initials of the eco-tourism part in Australia. The campaign is arranging a meeting in the schools and universities to conduct an ecotourism film festival showing films on the nature and environment and the visiting spots as well and the students will work as the volunteers in those festivals. The disclosing of the news of the film festival will gather more tourists to the ecotourism of Australia. There is also a concept of telecasting a show with Australian cuisines and that will help in ranging the food assets in front of the tourists. This campaign also tends to increase the awareness of the indigenous experiences of tourism and narrate the stories of the tourism of Australia will integrate the food and wine factor in the eco-tourism of the country (Newsome & Hughes, 2016). The campaign has an intention of creating a blog and regularly updating the key changes of the ecotourism industry and posting several videos covering the change.
The market of eco-tourists is not homogeneous, as people from different places exhibit a varied range of behaviour and other characteristics or motivations (Horner & Swarbrooke, 2016). The main task here is to distinguish between ecotourists and consumers, using a set of standard criteria in market segmentation –– behaviour and attitude, location, and demographics. Most of the tourists involved in ecotourism are from the developed countries of the world, with the most significant markets being the USA, UK, Canada and New Zealand alongside Australia (Lemelin et al., 2013).
The target audience for this ecotourism PR campaign would be families and tourists, as there are many famous and vibrant spots of tourist attraction, along with theme parks in the entire country of Australia. The families that have young or primary-school children can be the target, along with those families that have teenagers. The theme parks appeal to the people of all ages, there could be a nature resort on a small scale for the families to enjoy the presence of a natural environment all around them, and they can interact with each other in a unique environment (Vromen, Xenos & Loader, 2015). The resort can offer a variety of activities, ranging from swimming to different games for the younger people, including workshops on the local vegetation and surroundings of the place.
There could also be implemented measures for going on hikes or bushwalks, or cycling (Innocent & RILE, 2014). Since most of the ecotourism spots are far away from the core residential areas, people would definitely appreciate the availability of a resort that has so many facilities and activities in tow. It is mostly the more active and energetic younger section of the audience that are involved, as there are many activities which are relevant and interesting for them, such as bird watching, backpacking, hiking, motor boating, and primitive camping (Caldicott, Scherrer & Jenkins, 2014).
Australia’s tourism industry has been gaining increasing attention on an international level, and an ecotourism strategy is integral to cater to this growing interest (Dwyer & Edwards 2013). The local government agencies, the natural resource managers, tourism marketers and tour operators, and the groups involved in planning, conserving and developing along with the indigenous Australians should all be included in the campaigns to help frame a strategy that would help in the framing of a successful ecotourism strategy (Jin, Yujun & Ling, 2014).
The main challenges that are under consideration during the development of an ecotourism strategy can be outlined as ––
The main objectives of the strategies are as follows ––
Sub-task 1= tourist Sub-task 4= television
Sub-task 2= local people Sub-task 3= social media
|
2016-17 budget |
2017-18 budget |
2018-19 budget |
|
|
Government revenue Related entitles payment Industrial revenues Independent revenues |
140,266 14000 20974 1100 |
141,291 14000 20974 1100 |
144,417 14000 20974 1100 |
|
Total expenses |
176340 |
177365 |
180491 |
The measurement and evaluation always needs methods to structure the goods that are delivered and the services that are provided. The better insight creates a better understanding of the ecotourism of Australia and helps the industry grow along with increasing its efficiency. The management of the ecotourism industry needs a high value of understanding and ensures the industry about the good impacts of the campaign. The evaluation of the ecotourism industry provides review of the feedback and asserts a point that needs alteration in case of bringing up a better tomorrow.
Conclusion
The ecotourism of Australia should concentrate and focus on the nation’s word-class level of tourism experiences, especially along the coastal and aquatic areas. This is to make sure that attracts more eco-tourists to their sites from all over the world. Australia is a country, which has a rich heritage and a widely varied range of flora and fauna, but not many people of the world are aware of it. The PR campaign outlined here will help to bring to the notice of the masses the beauty of the country and its amazing landscape. (Newsome & Hughes, 2016)
The market for ecotourism is highly competitive, and they need to boost themselves to do better and find an edge in the global tourism market (Pham et al., 2013). In order to promote the ecotourism, the local aboriginal communities need to be involved, as they are the best people to determine how the fragile and protected sites that needs maintenance.
The ecotourism of Australia is a growing industry that is planning to promote the indigenous experience of tourism to the tourists in a global ground. There is a vast range of variations in the tourism sector of Australia. There are many tour packages to capitalise the traffic and link the other operators of the ecotourism spots to the tourists. The nature-focused tourism of Australia is also the sustainable experience that relates to the natural environment. The ecotourism is an interdependent area of the tourism industry in Australia. There is always an increasing tendency of tourist of Australia for visiting the national park and the greenery. The tourist seems to have interest on visiting beaches and adventurous eco-friendly nature. The development stage experiences international visitors and offers vast scopes in sustainability of the experience of tourism. Public Relation is a mixture of variety of working agendas brought together to provide a positive image to the brand or organization.
The ecotourism Australia has initiated a campaign for the promotion of the experience of indigenous ecotourism. The campaign tends to introduce few ways that will help in attracting the tourists to the eco-friendly nature of Australia. The campaign justifies the environment of Australia by bringing ideas to increase the attraction of the ecotourism sectors. The campaign will show not only Australians but also worldwide people the need of nature and the beauty of natural environment. This campaign is the medium by which the ecotourism of Australia will be able to recreate the tourism industry and bring changes in the focus of the tourist.
This campaign is a PR campaign because this campaign communicates with people both internally and externally. The communication factor plays the backbone of the public relations campaign. The communication factor expresses the important messages of the product to the public. The press conference here is the source communication for the ecotourism of Australia. The relation of the campaign with the media also ensures that this is a public relations campaign. The best the relationship with media can be that successful the PR campaign will be. The relationship of the ecotourism with the community and the tourist is another key component of the campaign. The environment factor of the ecotourism is more relevant as a community for the campaign. The event management part of the campaign denotes every possible aspect of it being a PR campaign. The whole event from who will visit and how many will visit to the food quality as well as the wine factor are severe factors that the campaign controls. The planning part of any campaign is exciting as well as stressful one. The campaign undertakes the entire tourism factor and provides efficient guidelines in promoting the ecotourism of Australia.
About the strategies, target audiences and budget of the campaign: For executing the campaign and promoting the experiences, having a strategy helps a lot to render the best possible efforts and frame a positive impact of the ecotourism industry in front of the others. The main objectives of the strategies were-The practices that are tenable on the ecological plan needs promotion. The target audience for this ecotourism PR campaign would be families and tourists, as there are many famous and vibrant spots of tourist attraction, along with theme parks in the entire country of Australia. There is a budget prepared and a calendar cum Gantt chart for showing the expenses and costs of the campaign and Australia’s ecotourism.
Problems that aroused regarding the campaign implementation: The campaign dealt with few problems. There was a problem for convincing the public the importance of ecotourism and making them aware of the fact that eco-friendly nature is always important. The schools also had their problems in letting the children for being volunteers of the film festival stating the reason as hampering the student’s education by including them in film festivals. The campaign had to convince the authorities of the importance of ecotourism in Australia stating that this will help in the development of Australian economy. Another problem was the screening of the environmental films because this type of films does not attract much audience. There was another problem for the tourist who visited the ecotourism of Australia because they had a fear of financial problem as they thought that if the industry grows rapidly the expenditure will increase and they will not be able to afford the expenses.
Australia is the king of the world of adventurous ecotourism because of its wide seaside and popular eco-friendly areas. There are varieties of array activities that the tourist can never miss. The tourist not only gets attracted to the natural beauty but the Australian cuisines are also mouth watering that emancipates the tourists to visit the places. There is no sort of unwillingness and despair after visiting this country and gathering its natural beauty. The campaign highlights to the tourists worldwide the visiting spots and provides them the reason for going to Australia. The report reveals the economic and environmental factors that affect the development of tourism, which are positive and negative. The positive impacts are the increase of natural offerings and job opportunities in the tourism industry. The negative problems are the problems regarding sewage, waste management, tourist facilities declination and the disintegration of the communal structures of the local people. The Australian society accepted the challenge for developing the strategies for economical and social impacts towards the renewable progress. The entrepreneurship of the tourism industry is high and cultural integration in the activities of the tourists.
Conclusion:
The biggest factor for the visit to Australia is the natural beauty of the country. The tourism sector of Australia conducts many market experiences regarding the seaside visitors. The ecotourism Australia works with coordination with the global market. This campaign is a platform to render natural experiences to the world. . The package of tourists limits the connection of local and the tourists of Australia. The tourism development slightly stimulates the educational improvement and infrastructure of the health facilities of the region. The tourism development of Australia also enhances the empowerment of women.
References:
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