Literature Review About Volunteer Tourism Marketing Report

Question: Conduct a literature review of about "Volunteer Tourism". Answer: Introduction: According to Brodie et al. (2012), volunteer tourism is a concept of tout that is generally organised for a charitable cause. Volunteer tourism includes several types of travel those engage people with scientific research and education purpose in order to promote understanding and action for sustainable environment of the world. On the other hand, Wang (2014) argued that volunteer tourism is a new representation of a type of tourism that is emerging within the competitive sector of tourism. Volunteer tourism is providing the opportunity to those people who want to make a difference at the time of vacation. This type of tourism also ensures that the local communities can provide benefit on both environment and economic structure. This type of tourism is the fastest growing trend within tourism sector. Volunteering tourism is also made for some charitable cause for the people and the animal of the place. As stated by, Boyce (2013) various types of organisation has taken initiative in order to run volunteer tourism for the people. World Wildlife Fund, Antipodeans, Conservation International, Australian Volunteer etc are the organisations who promote this type of tourism to the interested people of the location. This assignment has discussed about conservation strategy for Australian tourist market. This assignment has discussed various types of modern conversation strategy for ensuring safety and life security to the wildlife animals. As argued by, Griffith (2012) in the current global situation the vast numbers of animal species are becoming endangered. Therefore, the action must be taken by human being in order to maintain the lives of the animals. This can maintain the diversity of the world by saving the life of the animals and endangered species. In the modern world, the modern types of zoo have grown throughout the world. The zoos are challenging and becoming a powerful force fo r conservation. Various types of networks are there in order to take initiative for saving the life of animals and endangered species. Various types of NGO of several countries have taking initiative for saving the life of animals and maintaining diversity in the world. This can help in order to maintain biological diversity among the human beings and the animals of world. On the other hand, Hennessy (2013) argued that maintaining the ecological bio-diversity is very important for the sake of the environment of world. The population of the world must save the lives of animal as well as endangered species in order to maintain the sound ecological balance of the world. The food chain needs to be maintained properly for the living of consumers and consumed within the ecology of world. Ecological balance needs to be maintained by the effective effort of human being for saving the lives of animals. In this case, the volunteering tourism is very effective in order to maintain the lives of animals. Many animal lovers and adventures people often take risk for the sake of the animals or the local communities of a forest. They often contribute some donation for the sake of the animals of sanctuaries while travelling the particular space. They love to take responsibilities for the habitant of the animals of the forest area or the reserved area. They may be a part of an NGO or individual or group of adventures people. On the other hand, Hussey (2014) opined that the actual meaning of volunteer tourism is the practice o individuals or group is working on a holiday or travel trip in order to volunteer their labour in order to provide worthy causes for the sake of society and the habitant of the society. Volunteer tourism can be also called as alternative tourism. Volunteer tourism has grown popular by the time. However, the increasing term of this type of tourism has often faced problem of dissatisfaction as well as lack of accountability. In this case, the research and development process is also very important for the sake of the people among the society. On the other hand, Jeguirim et al. (2012) argued that the changing growth of volunteerism and the experience of volunteers are affecting upon the volunteer travelling across the world. Most of the volunteer tourism involves a secure combination of voluntary work and travel. They are making donations for the sake of the people. According to the survey report of the various organisations, it has been find that 300 organisations are there in order to maintain the activities of volunteer tourism within the world. Most of the people who use to travel for volunteering cause are not so low in quantity. The numbers of the volunteers are 8500 across the various countries of the world. Apart from organised volunteer activities, there are also unorganised volunteer activities throughout the world. On the other hand, Hussey (2014) argued that there are emerging trends of volunteering activities that have concerned by various types of ethical issues. Literature review: Conservation strategy: According to Stokstad (2014), ) conservation activities are grouped by two main categories. Those are in situ conservation and ex situ conservation. In situ conversation refers to that type of conservation that is carried out the natural habit of animals. The other name of this type of conversation is field conservation. On the other hand, MERETSKY and FISCHMAN (2014) discussed about the ex situ conversation of animals that refers to the breeding of the animals in the conservation space. It is called as conservation breeding also. On the other hand, as argued by, Rissman (2013) conversation strategy can be of two types, like direct conservation that are supported by field studies and wildlife program. On the other hand, indirect conversation is included with change of attitude and behaviour of the authority towards the conservation of wildlife. Early concept of zoo only satisfied the people who had gone to take fun by seeing the animal in the cage. However, this type of zoo culture can harm the real living of the animals. According to Liu (2011), modern zoo concept therefore tries to respect the animal and the real live hood of those animal. Modern conversation strategy includes landscape zoo (Nuremberg), adventure park (Hannover) and aquariums. Wildlife sanctuaries, breeding facilities are the modern strategy of conservation of the animal. On the other hand Liu (2011), opined that modern conservation strategy also includes proper communication method like education and training to the local habitant of the place where a wildlife sanctuary is made for the sake of the animal. Local zoos and field conservation projects are also essential for the better life of the habitants or animals. Modern conservation strategy also includes various types of small zoos and local field projects in order to help the zoos and aquariums of the place. Concept of STP: STP refers to segmentation, targeting and positioning of an organisation. As per the discussion of, Berman et al. (2012), segmentation refers to four types of segmentation. Those are Demographic segmentation, behavioural segmentation, geographical segmentation and psychographic segmentation. Every organisation needs to segment properly the market in order to understand the behaviour of the people within the market sector. Segmentation helps the organisation in order to identify meaningful groups of customers. On the other, hand San Josa et al. (2014) argued that the concept of targeting refers to the selection of proper and right segment that is to be served by the organisation. Positioning refers to the implementation of the chosen strategy of the chosen segment within the selected market segment. According to Rissman (2013), the volunteers of tourist are having the various motivational themes of cultural immersion, giving back and bonding opportunities. In the case of volunteer tourism, the market segmentation can be done through Demographic segmentation, behavioural segmentation, geographical segmentation and psychographic segmentation of volunteer tourists of the market. Demographic segmentation has been discussed by, Burress (2014) as the generation of tourists. Volunteer tourism therefore can appeal to the wide variety of people. However, the most relevant targeted audience for market segmentation is the young generation of the market who loves adventure and has an attitude of charity for a noble cause. Many students of travel and tourism also take part in this type of volunteer travel. Various adventures people also take part in the process of volunteer tourism. On the other hand, various people who love to serve people within the society are taking part in the process of volunteer tourism. Travellers from various countries who want to serve for the region take part in this type of volunteer service in order to provide voluntee ring service to the society. Travellers also want to change the existing situation of that particular travel space can join in volunteer ravelling. Various students during their school or college project travel for volunteering activities. The students are the most relevant segment for this type of volunteering tourism. On the other hand, Burress (2014) argued that, behavioural segmentation is very important and essential for the process of effective market segmentation within the competitive sector of market. The mentality and behaviour of the tourists can cause upon the effective operation of volunteering tourism. In the case of volunteering tourist, the people who have love for the people or animal in the particular travel field are related with this type of service. Various people are there who have intention to serve the habitant of the people of the locality. As argued by,Davis et al. (2013) various animal lovers also has included in the behavioural segmentation of the market segmentation of the competitive sector of volunteering tourism sector. On the other hand, Tran (2014) argued that geographical segmentation is also required for the volunteering tourism sector. Geographical segmentation refers to the level of proximity within the people of the particular place of travel. The people who live nearer to the place of travel are the targeted audience of the organisation. However, various types of tourists also come from various corners of the world that has the noble cause for serving the place of travel (Biaza.org.uk, 2015). According to Stokstad (2014), psychological segmentation is also required for ensuring success within the tourists. Primarily, adventures, daring people take part in this type of tour. Targeting the right people after segmenting them in accordance with the project of the organisation is very important action. For this purpose, research and market analysis and analysis of the each segment of tourists are very helpful in order to attract the targeted tourists. The last stage of STP is positioning the plan within the targeted people of this plan. Various promotional activities can be arranged by the organisation in order to place the plan of project within the group of tourist. The organisation can promote their plan of project through advertisement and online advertisement (Npr.org, 2015). STP plan for Australian tourist market: As argued by, Tran (2014) STP refers to segmentation, targeting and positioning of the definite products and services of the organisation. Market segmentation refers to the segmenting of definite market of the products and services of the organisation. On the other hand, Liu (2011) argued that, the target market needs to be segmented by the organisation as per the requirement of the marketing and promotion mix of the organisation. Targeting the proper segment of the market is very necessary for the benefit of the organisation. Positioning the products and services of the organisation are very necessary for the organisation in order to promote the products and services through the various activities of promotion and advertisements. Various types of promotional mix and advertising mix are important and necessary for the organisation in order to promote the definite products and services within the competitive sector of organisation. The market segmentation for Australian tourist market: The nature and attributes of the services is the necessary thing for segmenting the market of the volunteer tourism. The potential size and ability of the target market of tourists is the important for the benefit of the organisation in order to place the service of the organisation. The segmentation of the volunteer tourists are of young generation of the locality. Volunteer tourism therefore can appeal to the wide variety of people. However, the most relevant targeted audience for market segmentation is the young generation of the market who loves adventure and has an attitude of charity for a noble cause. Many students of travel and tourism also take part in this type of volunteer travel. Various adventures people also take part in the process of volunteer tourism. These are the target people of the market segmentation of the volunteer tourism of various types of organisation. Apart from this, many animal lovers, daring attitudes and adventured people are the target people of this market segmentation. The tourism of Australia has provided a number of resources, services and programs. It also involved various types of collaborating opportunities within the world. The primary group of Australian tourists are aged 25-34. Those are very adventures people. On the other hand, the secondary group are the independent travellers those are aged 18-24 and those are mainly independent travellers. (Waza.org, 2015). The targeting technique for Australian Tourist Market: As argued by, Burress (2014) efficient and effective market analysis is helpful in order to attain the market segmentation of the volunteering tourists. The organisation of Indonesia can analyse that the facilities and project planning of the organisation can benefit the target tourists of the Australia. Targeting the right people after segmenting them in accordance with the project of the organisation is very important action. For this purpose, research and market analysis and analysis of the each segment of tourists are very helpful in order to attract the targeted tourists. The positioning technique for Australian Tourist market: On the other hand,Wang (2014) argued that the particular organisation can arrange various types of promotional activities within the segment of its target people in order to place the plan of project within the group of tourist. The organisation can promote their plan of project through advertisement and online advertisement. The concept of positioning can involve the various types of utilization of different marketing mix in accordance with thoughts and perceptions of the volunteer tourists while positioning the services of tourism within the particular segment of the market. The action of market positioning also depends upon the available funds of the organisation. Australia can be called as the land of wonders so the process of communication needs to be ensured within the tourists for giving volunteering service. On the other hand, Brodie et al. (2012) discussed about the development of communication within the targeted audience and the organisational activities in accordance with the volunteering activities of the definite organisation. Communication is the most effective and efficient tool for every organisation in order to target the proper market of segmentation. The segmented market can be included by the various activities of communication. For this purpose, efficient and innovative ways for communication is necessary for the organisation in order to achieve the success within the competitive sector of tourism market. The Indonesian organisation of volunteering tourism can take several actions in order to ensure various types of promotional activities for placing the services among the target market segmentation of the organisation. Several types of promotional activities can be arranged by the organisation for placing the definite services to the tourists of Australia. This organisation can take initiative in order to arrange a seminar in accordance with volunteering tourism and related topics. This organisation can also promote its motto of volunteering tourism within the various organised travel fairs of the locality. The travel fairs and the tourism fair is the most attractive and effective way of ensuring and promoting various types of activities within the organisation. The organisation can promote a stall with some magazines and journals in order to promote various types of activities within the organisation. The articles and write-ups about various activities of volunteering activities can be discussed through the journals and books of the organisation. These can be an effective and relevant source in order to promote information about the organisation and the various activities of the organisation in accordance with the volunteering tourism of various people. Apart from these techniques, the Indonesian organisation can also take effective use of advertising through various medium of communication, like television, radio, online as well as outdoors also. This organis ation can also use the help of YouTube by uploading the video of the organisation in accordance with the previous activities of volunteering tourism. Conclusion: This assignment has focussed upon the Orangotan Foundation of Indonesia. This organisation specially arranges travel tour for the volunteers who can assist in order to reconstruct the buildings and fences in order to secure the lives of wild orang-utan. The mission statement of Orangutan Foundation of Indonesia is to provide information about the organisation that this organisation is taking initiative for only saving the lives of Orang-utan. This organisation is going beyond purely protecting the lives of Orang-utan. This organisation also focuses upon the fact that Orang-utan is also a unique habitant of the locality for its rich bio-diversity. On the other hand, with the placement of Orang-utan is also crucial for the local communities. However, this organisation is taking initiative for the life of both the Orang-utan and the local communities of the locality. The local people are also dependent upon the forest and the capabilities of forest. This organisation has targeted the vo lunteer tourists of Australia. Apart from theses, the assignment has also discussed STP for the Australian Market. This assignment has also focused upon the concept of volunteer tourism and segmentation, targeting and positioning. According to the analysis, the author has recommended a STP (segmentation, targeting and positioning) plan for the Indonesian organisation that is named as Orangotan foundation. This foundation has implemented the plan for targeting the Australian market of travellers who will enjoy the service of serving the Orangotan. Australia is a land of wonders and the people of this region are very enthusiastic in order to provide volunteering tourism across the world. References list: Books Berman, M., Smith, P. and Porse, E. (2012). Strategy guideline. [Washington, D.C.]: U.S. Dept. of Energy, Energy Efficiency Renewable Energy, Building Technologies Program Brodie, J., Post, E. and Doak, D. (2012). Wildlife conservation in a changing climate. Chicago: The University of Chicago Press. Wang, C. 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