Journal of

Marketing Development and Competitiveness

Scholar Gateway

Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Understanding Negative Visitor Experiences at Indigenous Cultural Tourism

Venues: Marketing and Operational Implications

Author(s): Henry Wai Leong Ho, Shameem Ali

Citation: Henry Wai Leong Ho, Shameem Ali, (2013) "Understanding Negative Visitor Experiences at Indigenous Cultural Tourism Venues: Marketing and Operational Implications," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 138 - 145

Article Type: Research paper

Publisher: North American Business Press

Abstract:

There is a tendency for indigenous tourism destinations to focus their marketing on the international

markets. In Australia, in addition to the many high profile indigenous sites there are a number of smaller

sites which present indigenous culture and heritage for tourists. This study examines the level of market

awareness of and satisfaction with the offerings at the Brambuk Cultural Centre located at the

Grampians National Park, in the west of Victoria. The Grampians is a premier tourism destination for

international and domestic tourists. The study, which included a satisfaction survey of visitors to the

indigenous cultural centre, found that the centre is perceived as not well promoted and in need of

repositioning as a tourist destination. Visitors were often surprised at the historical and heritage value of

the site and its educational potential. This paper suggests that the difference between the expected time

and actual time spent on the visit should be an indicator for managers on the packaging of offerings, and

reports on the degree to which satisfactory performance was achieved. The findings suggest that greater

attention be placed on the dissatisfaction expressed as signals about offerings that may need

improvement.