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Marketing Remote Aboriginal and Torres Strait Islander Tourism to Australians

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Marketing Remote Aboriginal and Torres Strait Islander Tourism to Australians MARKETING REMOTE ABORIGINAL AND TORRES STRAIT ISLANDER TOURISM TO AUSTRALIANS Skye Akbar B. Man (Marketing) (Honours) University of South Australia and Cooperative Research Centre for Remote Economic Participation Submission for the degree of Doctor of Philosophy (Marketing) Supervised by Associate Professor Anne Sharp, Dr Damien Jacobsen and Dr Karen Nelson -Field Ehrenberg-Bass Institute for Marketing Science, University of South Australia April 2016 1 For my brothers, Travis, Whyatt and Eli. 2 ACKNOWLEDGEMENTS This doctorate has been three years of challenges and adventures; both in, and off, the pages. I have been inspired by the wonderful people that I have met, challenged by the discoveries I have made, and I feel rewarded to have the privilege of contributing this knowledge to our world. Thank you to everyone who supported this research, particularly the respondents who honoured me with their time and thoughts. Thank you to my uncles, aunties, brothers and sisters of past and present for your inspiration and wisdom. I stand on your shoulders. Always was, always will be. Thank you to my brilliant supervisors: to Anne for her vision and direction, Karen for her inspirational guidance, and Damien for his pragmatic support and for being a trailblazer for our people. Many thanks to my fellow researchers at UniSA, CRC-REP, DUCIER and more, for their insight and encouragement along the way, especially to Professor Calma, Professor Watson, Professor Buckskin, Dr Higgins-Desbiolles, Dr Williams and Dr Ashwell for teaching me things not found in any book. Thanks to Louie, ML, Lexie, Silla, cousin Mandy and many more for a life rich in friendship, laughter and gastronomy. Thanks to Jill for getting me out bush to enjoy the sunshine and Kristen for our cellar door adventures. Thanks to Josh’s and my family for their love, especially my parents. I am only me because of you. Lastly, I would like to thank my incredible husband, Josh. When we started this doctorate we were just a fresh young couple rocking a rented hovel in the ‘burbs. Only a few years later it feels like we have lived a lifetime. Here’s to our next adventure. 3 DECLARATION I declare that this thesis does not incorporate, without acknowledgement, any material previously submitted for a degree or diploma in any university; and that to the best of my knowledge it does not contain any materials previously published or written by another person except where due reference is made in the text. Skye Akbar December 2016 4 ABSTRACT The present research models Indigenist research methodology, embedded within the marketing discipline, to investigate barriers to Australians participating in remote Aboriginal and Torres Strait Islander tourism. Interviews with operators showed that they are keen to attract more Australian consumers, and almost half of Australians surveyed online reported they have some probability of participating in the next five years, yet Australian participation is still low. Tourism Research Australia quantified this issue in 2010 stating there were 689,000 international Indigenous tourism visitors and only 306,000 domestic overnight Indigenous tourism trips (TRA 2011). The present research seeks to understand the disparity in international and Australian patronage by gauging perceptions of remote Aboriginal and Torres Strait Islander tourism and understanding current marketing practices. Using literature on growing market share, Indigenous tourism and critical race theory, the present research extends marketing theory asserting that Mental and Physical Availability (Romaniuk, Sharp & Ehrenberg 2007) is key to growing market share (Sharp, B 2010) to this novel context by asking; Do users have associations with remote Aboriginal and Torres Strait Islander tourism? How does brand belief affect probability of participation for users? Do users associate remote Aboriginal and Torres Strait Islander tourism with remote Australian tourism? These questions were operationalised into the following hypotheses: H1: Remote Aboriginal and Torres Strait Islander tourism has low unprompted recall by users and non- users (who have a non-zero probability of travelling remotely in the next five years): Supported H2: Users and non-users of remote Aboriginal and Torres Strait Islander tourism (who have a non-zero probability of travelling remotely in the next five years) have differing associations with remote Aboriginal and Torres Strait Islander tourism: Supported H3: Brand belief (defined in Quantitative Research Design) of remote Aboriginal and Torres Strait Islander tourism is strengthened by usage: Not Supported H4: Probability of usage of remote Aboriginal and Torres Strait Islander tourism positively correlates with remote Aboriginal and Torres Strait Islander tourism brand belief: Supported Foundational to the present research is enacting an Indigenist research methodology (Rigney, L-I 1999), through application of mixed-methods research design, a circular stakeholder engagement approach is achieved through continual operator engagement to ensure that operators are fully represented throughout the research process. Nine operators from six remote Aboriginal tourism businesses that reflected industry variance, including operational models, job descriptions and region/climate types, were 5 interviewed to develop an understanding of the marketing issues affecting them, and what they believe to be the barriers to Australian participation. These interviews informed the development of a survey, administered online, designed to reveal what potential Australian customers associate with remote Aboriginal and Torres Strait Islander tourism and their probability of participation. Interview results suggest that operators are keen to understand how to market to domestic consumers, yet remote Aboriginal and Torres Strait Islander tourism held very low recall as a form of tourism available in remote areas among the 947 survey respondents. This extends knowledge that Mental Availability is an indicator of brand share (Sharp, B 2010) and that brands with lower market share are bought less often by fewer people (Uncles, Ehrenberg & Hammond 1995) to this context and explains why this low recall may contribute to low participation by Australians. However, survey results suggest that rejection levels for remote Aboriginal and Torres Strait Islander tourism are much higher than expected, which refutes previous findings regarding expected levels of rejection (Bogomolova & Romaniuk 2009), and suggests that this may also contribute to low participation by Australians and provide insight into the compounding factors that affect participation in this industry. The present research was designed to share knowledge to support self-determined growth of the remote Aboriginal and Torres Strait Islander tourism industry by growing consumer demand. This is valuable because increasing participation rates of Australians may support Aboriginal and Torres Strait Islander tourism operators with business growth and stability. The present research received ethical approval from the University of South Australia’s Human Research Ethics Committee and is supported and funded by the University of South Australia by the Cooperative Research Centre for Remote Economic Participation. 6 TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................................................................. 3 DECLARATION ......................................................................................................................................................... 4 ABSTRACT .............................................................................................................................................................. 5 TABLE OF CONTENTS ................................................................................................................................................ 7 LIST OF FIGURES .................................................................................................................................................... 12 LIST OF TABLES ..................................................................................................................................................... 13 EPIGRAPH: ABORIGINAL AND TORRES STRAIT ISLANDER PEOPLES AND AUSTRALIA ...................................... 15 ANCESTORS, 40,000–60,000 YEARS BC .................................................................................................................. 17 GREAT-GREAT-GRANDMOTHER, MID-1800S AD ........................................................................................................ 17 GREAT-GRANDMOTHER, LATE 1800S ....................................................................................................................... 18 GRANDFATHER, EARLY 1940S ................................................................................................................................. 19 FATHER, 1960S–2010S ........................................................................................................................................ 19 ME, 1980S TO TODAY ........................................................................................................................................... 20 SUMMARY OF EPILOGUE ......................................................................................................................................... 22 1.0 INTRODUCTION .......................................................................................................................................
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