text&video | 6.3. The Ecotourist | uz-ecotourism Courseware

<div class="xblock xblock-public_view xblock-public_view-vertical" data-init="VerticalStudentView" data-runtime-class="LmsRuntime" data-block-type="vertical" data-runtime-version="1" data-request-token="9eb8e228db4711ecbaad0242ac12000a" data-graded="False" data-has-score="False" data-usage-id="block-v1:ursu+uz-ecotourism+2021C2+type@vertical+block@8f2bbb8efd1b499a8ef1363a0cee2cce" data-course-id="course-v1:ursu+uz-ecotourism+2021C2"> <div class="vert-mod"> <div class="vert vert-0" data-id="block-v1:ursu+uz-ecotourism+2021C2+type@html+block@833016b4606445e39f8527a8757b853d"> <div class="xblock xblock-public_view xblock-public_view-html xmodule_display xmodule_HtmlBlock" data-init="XBlockToXModuleShim" data-runtime-class="LmsRuntime" data-block-type="html" data-runtime-version="1" data-request-token="9eb8e228db4711ecbaad0242ac12000a" data-graded="False" data-has-score="False" data-usage-id="block-v1:ursu+uz-ecotourism+2021C2+type@html+block@833016b4606445e39f8527a8757b853d" data-course-id="course-v1:ursu+uz-ecotourism+2021C2"> <script type="json/xblock-args" class="xblock-json-init-args"> {"xmodule-type": "HTMLModule"} </script> <p><span color="#000000" face="helvetica" style="color: #000000; font-family: helvetica;"><span style="font-size: 14.6667px; white-space: pre-wrap;">Developing your marketing plans is an important part of the business planning process. Effective marketing is based on an understanding of the customers you are seeking to serve. While it would be great to market to everyone, few organizations have the budget to do this, and so it is important that you identify the specific group you believe will be your best customers, and target your marketing to this group. Considering the different groups you could market to is called market segmentation. A market segment is a group of people who share common traits and so it is more efficient to focus your planning on their specific needs and characteristics. </span></span><span style="font-family: helvetica;">The group that you believe will be your best customers is called your target market. We'll look more closely at market segmentation in the next section.</span></p> <p><span style="font-family: helvetica;">Nature-based tourism, and tourism that provides unique experiences like the ones provided by ecotourism organizations, are increasingly popular. Indeed, e</span>cotourism has wide appeal and the ecotourism market has been growing in recent years. While many travelers find elements of ecotourism appealing, some travelers seek more intense ecotourism experiences. In Module 4 we discussed factors to consider when developing an ecotourism product. It is important to keep in mind what type of ecotourism customer you are seeking to attract with your products. </p> <p><strong style="background-color: transparent; color: #000000; font-size: 11pt; white-space: pre-wrap; font-family: helvetica;">Who is an ecotourist? </strong><span style="font-family: helvetica;">An ecotourist might simply be defined as those people who seek out ecotourism products and participate in ecotourism experiences. It is often suggested that the ecotourism market contains two groups. These represent the two extremes of the ecotourism spectrum.</span></p> <p><span id="docs-internal-guid-8e47e211-7fff-7239-c298-1d200b3615f8"><span style="font-size: 12pt; font-family: 'Times New Roman'; color: #000000; background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="border: none; display: inline-block; overflow: hidden; width: 624px; height: 305px;"><img src="https://lh5.googleusercontent.com/89HHQ6JJHIgQmm3Uzx5Xmq4MvS1MkIgrYA_32eXzC7V34YsEl9Lchx0YY1X5Oa7b12SFhCi7LWzfss4q0DMiBsU-scQbQJvZzJp3f4ZU8tx37cXojlrNc7jQ5jjj6CBnn6vUjTA-" width="624" height="305" style="margin-left: 0px; margin-top: 0px;" /></span></span></span></p> <p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-family: helvetica;"><span style="font-size: 11pt; color: #000000; background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Source:</span><span style="font-size: 11pt; color: #000000; background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> <a href="https://www.researchgate.net/publication/319293711_Resident_and_visitor_perceptions_of_island_tourism_Green_sea_turtle_ecotourism_in_Penghu_Archipelago_Taiwan" target="[object Object]">Yu-Long Chao, Shang-Yu Chao, 2017</a>.</span></span></p> <p dir="ltr" style="line-height: 1.38; margin-top: 0pt; margin-bottom: 0pt;"><span style="font-family: helvetica;"><strong><span style="font-size: 11pt; color: #000000; background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The Hard Ecotourists - </span></strong>These are the tourists strongly associated with the definition. That is, their prime motivation is to seek opportunities in the natural environment, learn about nature, have minimal impact and contribute to the local community. They generally prefer to have experiences in small groups, be physically active, take long and specialized trips and have a deep and personal experience with nature. These people are generally middle-aged, well educated, and are willing to pay more for their experiences.</span></p> <p dir="ltr" style="line-height: 1.38; margin-top: 12pt; margin-bottom: 12pt;"><span style="font-family: helvetica;"><span style="font-size: 12pt; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> </span><strong><span style="font-size: 11pt; color: #000000; background-color: transparent; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The Soft Ecotourists - </span></strong>Their prime motivation is not as deep as those of the hard ecotourists. They may seek an ecotourism experience as one component of a range of other experiences, and/or seek to have a nature-based experience with some level of comfort, service, and less physically taxing requirements (<a href="https://www.openlearning.com/csu/courses/introduction-to-ecotourism/the_ecotourist/?cl=1" target="[object Object]">Charles Sturt University</a>).</span></p> </div> </div> <div class="vert vert-1" data-id="block-v1:ursu+uz-ecotourism+2021C2+type@video+block@7baefe0787814f789f50a0459a2a2a20"> <div class="xblock xblock-public_view xblock-public_view-video xmodule_display xmodule_VideoBlock" data-init="XBlockToXModuleShim" data-runtime-class="LmsRuntime" data-block-type="video" data-runtime-version="1" data-request-token="9eb8e228db4711ecbaad0242ac12000a" data-graded="False" data-has-score="False" data-usage-id="block-v1:ursu+uz-ecotourism+2021C2+type@video+block@7baefe0787814f789f50a0459a2a2a20" data-course-id="course-v1:ursu+uz-ecotourism+2021C2"> <script type="json/xblock-args" class="xblock-json-init-args"> {"xmodule-type": "Video"} </script> <h3 class="hd hd-2">Video</h3> <div id="video_7baefe0787814f789f50a0459a2a2a20" class="video closed" data-metadata='{"autohideHtml5": false, "generalSpeed": 1.0, "end": 0.0, "ytApiUrl": "https://www.youtube.com/iframe_api", "publishCompletionUrl": "/courses/course-v1:ursu+uz-ecotourism+2021C2/xblock/block-v1:ursu+uz-ecotourism+2021C2+type@video+block@7baefe0787814f789f50a0459a2a2a20/handler/publish_completion", "start": 0.0, "savedVideoPosition": 0.0, "transcriptLanguage": "en", "speed": null, "completionPercentage": 0.95, "duration": null, "transcriptLanguages": {"en": "English"}, "ytTestTimeout": 1500, "transcriptAvailableTranslationsUrl": "/courses/course-v1:ursu+uz-ecotourism+2021C2/xblock/block-v1:ursu+uz-ecotourism+2021C2+type@video+block@7baefe0787814f789f50a0459a2a2a20/handler/transcript/available_translations", "poster": null, "transcriptTranslationUrl": "/courses/course-v1:ursu+uz-ecotourism+2021C2/xblock/block-v1:ursu+uz-ecotourism+2021C2+type@video+block@7baefe0787814f789f50a0459a2a2a20/handler/transcript/translation/__lang__", "autoAdvance": false, "prioritizeHls": false, "sources": [], "showCaptions": "true", "completionEnabled": false, "streams": "1.00:rLfPY9SHQRQ", "ytMetadataEndpoint": "", "recordedYoutubeIsAvailable": true, "autoplay": false, "lmsRootURL": "https://edx.cakn.online", "captionDataDir": null, "saveStateEnabled": false, "saveStateUrl": "/courses/course-v1:ursu+uz-ecotourism+2021C2/xblock/block-v1:ursu+uz-ecotourism+2021C2+type@video+block@7baefe0787814f789f50a0459a2a2a20/handler/xmodule_handler/save_user_state"}' data-bumper-metadata='null' data-autoadvance-enabled="False" data-poster='null' tabindex="-1" > <div class="focus_grabber first"></div> <div class="tc-wrapper"> <div class="video-wrapper"> <span tabindex="0" class="spinner" aria-hidden="false" aria-label="Loading video player"></span> <span tabindex="-1" class="btn-play fa fa-youtube-play fa-2x is-hidden" aria-hidden="true" aria-label="Play video"></span> <div class="video-player-pre"></div> <div class="video-player"> <div id="7baefe0787814f789f50a0459a2a2a20"></div> <h4 class="hd hd-4 video-error is-hidden">No playable video sources found.</h4> <h4 class="hd hd-4 video-hls-error is-hidden"> Your browser does not support this video format. 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