Volunteer tourism represents an emerging tourism sector for those who want to make a difference while on vacation as well as ensuring that local communities benefit both environmentally and economically (Coren & Gray, 2012). Organisations such as World Wildlife Fund, Antipodeans, Conservation International, Australian Volunteers, to name just a few, are offering volunteer tourism expeditions to Australians. The literature review identifies four motivational themes of cultural immersion, seeking camaraderie, giving back, and bonding opportunities among the segments of volunteer tourists (McGehee & Clemmons, 2008).
The Orangutan Foundation in Central Kalimantan in Indonesian Borneo runs tours where volunteers can assist with constructing buildings and fences to secure the wild orang-utans. The mission statement for the organisation informs us that “the Orangutan Foundation goes beyond that of purely protecting the orangutan. Critically it also includes a recognition that orangutan habitat is unique in its richness of biodiversity and crucial for local communities, who are as dependant on the forest as is the orang-utan” (Orangutan Foundation 2014, p. 1). Your task is to promote its conservation strategy to Australian volunteer tourists. You are required to conduct a literature review of about 500-800 words on the topic using keywords such as volunteer tourism, segmentation, targeting and positioning. You then have to develop a segmentation, targeting and positioning (STP) plan targeting the Australian tourist market which the Orangutan Foundation could use to know to which Australian tourists to promote its conservation strategy. This is a challenging assignment and it is recommended that students read various academic materials before writing this report. You will be expected to have consulted books, at least 10 relevant academic journal articles, conference proceedings, theses and dissertations to write the report (i.e. support your arguments with theories). Students can follow the following report structure to write the marketing report: