Demand and Supply Issues in Indigenous Tourism: A Gap Analysis – Final Report: Mapping Australia’s International and Domestic Visitor Markets against Indigenous Tourism Operators

Demand and Supply Issues in Indigenous Tourism: A Gap Analysis – Final Report: Mapping Australia’s International and Domestic Visitor Markets against Indigenous Tourism Operators Report

  • Author(s): Lisa Ruhanen, Michelle Whitford, Char-lee McLennan
  • Published: 2013
  • Publisher: University of Queensland School of Tourism & Griffith University

Abstract: Indigenous tourism is an integral part of Australia’s tourism product offering; Indigenous tourism is one of the key experiences which underpin Tourism Australia’s global marketing activities. Yet participation in Indigenous tourism experiences by both international and domestic markets has been declining since 2006 (Tourism Research Australia 2011). Despite conflicting reports pertaining to the success (or otherwise) of Indigenous tourism in Australia, certainly the demand and interest for Indigenous tourism reported in earlier demand studies has not transpired into visitor flows for many Indigenous tourism businesses. Therefore, the aim of this research was to undertake a gap analysis of the demand for, and supply of, Indigenous tourism in Australia through the following specific research objectives: Stage One: Map the International and Domestic Visitor Markets against Indigenous Tourism Operators 1. Investigate the expectations, experiences and motivations, of both international and domestic tourists regarding Indigenous tourism products and services in Australia. 2. Investigate the expectations, experiences and motivations of Indigenous tourism operators regarding the provision of activities and experiences to the visitor market. 3. Undertake a gap analysis of the expectations, experiences and motivations of international and domestic tourists and Indigenous tourism operators to analyse and map identified gaps and associated emergent issues.

Notes: Prepared for: Indigenous Business Australia & Department of Resources, Energy and Tourism, Indigenous Tourism Working Group

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Lisa Ruhanen, Michelle Whitford, Char-lee McLennan, 2013, Demand and Supply Issues in Indigenous Tourism: A Gap Analysis – Final Report: Mapping Australia’s International and Domestic Visitor Markets against Indigenous Tourism Operators, Report, viewed 18 August 2022, https://www.nintione.com.au/?p=3467.

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