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ECO-TOURISM AND SUSTAINABLE TOURISM CONFERENCE Fairmont Hotel Vancouver Vancouver, British Columbia

Wednesday, October 29, 2008

Marketing and Media

To Create a Supportive Narrative and Visual Approach in the 21st Century Tourism and the Internet

Aboriginal Population

The Aboriginal population of Canada is composed of: - 700,000 First Nations, - 300,000 Inuit and - 200,000 MĂŠtis as determined in the last 2006 census.

Indigenous population vs. the total population

New Zealand Maori account for 15% Canadian Aboriginal account for 4% Austalian Aborigene account for 2% North American Indian (U.S) account for 2%

Aboriginal tourism industry in Canada Aboriginal tourism industry in Canada is young and characterized by:

1) Accommodations (lodges/hotels) 2) Golf courses and leisure activities 3) Casino operation 4) Shopping centres

Currently, growth is occurring for: 1) small & medium tourism enterprises

2) large scale development projects of lodges/hotels, recreation & leisure (golf courses) and experiential product (relatively new).

Hôtel – Musée Premières Nations, Wendake, Quebec

ATC Challenge

Transform the website intended for regional tourism associations into an international tool intended for the market and “internauts� while addressing the issues of sustainability and continued industry and association information and exchange

Phase I : New format

• Focus on international market ready product • Update current research on Aboriginal opportunities for international visitors • Address industry and build toward an interactive member self-managed site

Outstanding issues

Outstanding issues by Aboriginal population

Quality Authenticity Brand

Phase II: Interactive members

• Fee for service and use • Database of Aboriginal tourism product • Information exchange and interactive discussion

Supportive Marketing Narrative Challenges : • International image of Aboriginals versus contemporary reality • Different approaches and level of development by Canadian regions • Inuit – First Nations – Métis • Creating effective partnerships – streamlined approaches

Visual approach

Challenges: • 3 distinct peoples and histories – very distinct symbols • Modern internet use and flexibility • Local growth and a hub for Aboriginal tourism information


Aboriginal (International) and Canadian (CTC)

Aboriginal marketing text within Canadian brand






En quête de









Indigenous Tourism website Seminar 2007 Nine (9) website Marketing Indicators*

A) The site has to be guest oriented ( not so much host oriented or place oriented): What is the guest experience going to be?

* SOURCE: United Nations Tourism Workshop – Quebec City

B) Sales results: are the guest going to come back?

C) Impact and feedback: how effective is it and how to reevaluate the website to make it effective?

1) Invitation First hits elsewhere, First hits on front page 2) Entry door How many languages, Native languages, Guests ‘connect’ 3) AID: attention, interest, desire Hits on the first and second pages, Guests ‘connect’ geographically (layered maps, connections)

4) Smooth technology Easy to maneuver, Interactive touch and explore, Quick loading 5) Trustworthiness Who you are (skills and knowledge), Affiliation, Accreditation – Testimonials, Design Safety, Site surveys for the feedbacks, Entry/Exit stats, Site survey, Post trip survey

6) Product description Sales generated, Feedbacks 7) Who for? Target public 8) Context information Maps, History, Who is operator, Risks, dangers involved, What to bring, etc.

9) Closing the sales Speed of response, Quantity of response, Quality of response, verified through a monitoring system, Post trip survey, Feedbacks, etc, Number of re-bookings, Recommendations

Site Strategies To effectively promote life on earth and cultural identity: 1) Lots of pictures, graphics and symbols 2) Are locally meaningful and authentic 3) Have universal resonance (or appealing to your potential clients; e.g. cry of a loon; wolf for Germans)

4) Avoid stereotypes (same symbol overuse, exaggerated) 5) Use local language 6) Provide information about the community, the area, wilderness, remoteness 7) Highlight cultural/community diversity

8) Highlight rare, special or unique (endemic) animals or plants (STAQ) 9) Show biodiversity as something concrete, our way of living 10) Respects intellectual property (protect what is sacred and do not sell out our identities)

Aurora Village, Northwest Territories

Blackfoot Crossing Historical Park, Siksika, Alberta

Cree Village Ecolodge, Moose Factory, Ontario

website Technologies and Tools 1) Use of multimedia tools : video clips, flash animations, virtual tours 2) Internet search options: full text, key words or structured search (by category, dates, etc) 3) Ergonomics, navigability, links

4) Use of monitoring tools 5) Content Management System, collaborative content, updatability, postings 6) Graphic Design: use of simple structure 7) Indexability, quick referencing

8) Interactivity (email address, forums, reviews of the products, user’s feedback) 9) Google maps, mapping services

2008 Timeline

Successful Requests

Average Per day

Average Per month

Mon. Jan 7 – Sun. Jan 13




Mon. May 12 – Sun. May 18




ATC Website unveiled at Rendez-vous Canada May 24, 2008 Mon. Jul 28 – Sun. Aug 3




Mon. Aug 11 – Sun. Aug 18




Source: YouCanDoThat.Com,

ATC Webmaster

• Internet is a strong supportive tool for tourism and eco-tourism

• Important to start with a framework and build toward the objectives

• Readers start with the internet tool and then request more

• Place and face exist and are supported by telephone and internet communications

• Best sign of success – operators and tourists are writing to say “thank-you!” 116 Lisgar Street, Suite 600 Ottawa, Ontario K2P 0C2 Telephone: (613) 235-2067 Facsimile: (613) 724-7872 E-mail:

Thank-you! Ekosi! Merci!

To Create a Supportive Narrative and Visual Approach in the 21st Century  

ESTC 2008: To Create a Supportive Narrative and Visual Approach in the 21st Century - Mr. Daniel-Paul Bork, Aboriginal Tourism Canada

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