Aboriginal Culture in Product Development & Marketing
Beverley O’Neil
A Challenging And
Ever Changing Environment
Balancing different needs and interests
Operators Profitability and viability
Labour and management supply
Financial and natural resources
Knowledge and experience to operate
Network, connections
Infrastructure
Travel Trade Product confidence
Awareness and understanding of culture
and products
Contacts (where to get started)
First Nations / Community Product development challenges
Sharing culture issues
Resources
Knowledge and experience
Visitors Experiences
Value and quality
Resources
Knowledge and experience
SOURCE: AtBC Blueprint Strategy research 2005
Aboriginal Tourism to
Culture to Ecotourism
0 Full
0
F
ull
Cultural Element
Ow
ners
hip
Not Eligible
Marketing Elements
Promotion
$ Price Product Place
• Market readiness
• Clustering
• Cultural experiences
• Branding-regional, Aboriginal
• Partnerships
• Memberships
• Sector development
Product Development
Developing Aboriginal Tourism
Heritage
Festivals / Events
Cuisine
Outdoor
Arts/Crafts
Adventure Sports
Consumer Interest Product Qty Overall
CURRENT
CURRENT
Emerging
Emerging
Long-term fostering
Emerging
• Outreach, Events, Presence
• Fam tours
• Activities
• Imaging, Symbols, Language
• Gateway presence
Marketing Activities
Social Media 2012
Facebook ~296,000 page impressions,
71,000 viewers
Twitter interactions ~ 134,000
impressions in 2012 (Sprout Social
Reporting 2013)
AtBC website ~ 47,800 visitors
Marketing Activities
Social Media
• Engage viewers
Online comments
• Trip Advisor
Alice Springs, NT Australia
Carcross Taglish, Yukon
Osoyoos Indian Band, BC
Squamish Lil’Wat Cultural Centre,
Whistler
Blueprint Beginning Blueprint 5+ yrs later
No cultural element
Offers an approved cultural experience
BRANDING Product
awareness
/ understanding
1 2 3
Ne
w /
Aw
are
ne
ss
Ex
isti
ng
/ N
ot
Ma
rket
Re
ad
y
Ma
rket
Re
ad
y
The Future
Ne
w /
Aw
are
ne
ss
Ex
isti
ng
/ N
ot
Ma
rket
Re
ad
y
Ma
rket
Re
ad
y
Ne
w /
Aw
are
ne
ss
Ex
isti
ng
/ N
ot
Ma
rket
Re
ad
y
Ma
rket
Re
ad
y
1 2 3 1 2 3
Outreach Highlights
2006-2012/13
E-updates 815
stakeholders and
others
AtBC’s events
Klahowya Village -
31,000 visitors in 2012
6 Aboriginal tourism
businesses acclaimed
AtBC Aboriginal
tourism cultural
authenticity
designation
Travel trade shows -
ITB, BTF, Canada’s
West Marketplace,
and Rendevous
Canada –
CTC Signature
Experiences
Collection, Hello
BC’s 100 Moments
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