An investigation into key market segments for Aboriginal tourism in northern British Columbia, Canada

Abstract

Aboriginal tourism is increasingly seen as a strategy for economic diversification by many Aboriginal communities. While demand for Aboriginal tourism experiences in North America has been demonstrated, little is known about visitor product preferences. This information is needed, however, by Aboriginal tourism business entrepreneurs and operators in order to manage for the long-term profitability of their businesses. Using a psychographic segmentation methodology, we surveyed visitors to northern British Columbia who expressed an interest in Aboriginal tourism to explore their interest in specific features of potential Aboriginal tourism products. Three distinct clusters were identified as the Culture Seekers, the Nature-Culture Observers and the Sightseers. The first two segments appear to hold the strongest potential for rural First Nation communities. In the end, which segment to target and which marketing channels to use will depend on each First Nation's level of comfort in interacting with visitors and how much of their culture they are willing to share with tourists.

Examining domestic and international visits in Australia’s Aboriginal tourism

“…For instance, gender is not an influential factor for domestic visitors but being a female foreigner, the likelihood of participating in Aboriginal tourism was higher. With age, in line with the previous studies' observation in Australia and other countries (see Kutzner and Wright, 2010;Lynch et al, 2010), older tourists are an interested group. With domestic visitors in particular, generation Y in particular was averse to engaging in Aboriginal tourism.…”

Indigenous tourism research, past and present: where to from here?

“…by 2015." Academic research on Canadian Aboriginal tourism during this period reflected the public sector emphasis with research focused on sustainable development, planning policy and management, as well as supply and demand issues (Bennett, Lemelin, Koster, & Budke, 2012;Colton, 2005;Colton & Whitney-Squire, 2010;Dowsley, 2009;Dressler, Berkes, & Mathias, 2001;Ettenger, 2009;Grimwood & Doubleday, 2013;Hindle, Anderson, Giberson, & Kayseas, 2005;Koster, Baccar, & Lemelin, 2012;Kutzner & Wright, 2010;Kutzner, Wright, & Stark, 2009;Li, 2004;Lynch, Duinker, Sheehan, & Chute, 2010Mason, 2004Mason, , 2008Mason, , 2009Nepal, 2004;Notzke, 2004;Smith, 2007;Stewart & Draper, 2009;Stewart, Jacobson, & Draper, 2008;Williams & Richter, 2002;Zeppel, 2002).…”

Aboriginal Dietary Culture and Community Tourism Development-A Case of the Amis Matai’an Tribe, Taiwan

“…A culturally-based product may have strong potential -the interrelationship of culture/nature in traditional life ways and in the associated product features [9]. It is worthy discussing that how to make modern people accept Amis dietary culture and how to integrate the tradition and innovation to create a media that inheriting aboriginal culture.…”