Journal of Sustainable Tourism
Editors: Bill Bramwell (Sheffield Hallam University) and Bernard Lane (Visiting Research Fellow, Sheffield Hallam University)
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Volume: 8 Number: 1 Page: 53–88
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Who is Interested in Aboriginal Tourism in the Northern Territory, Australia? A Cluster Analysis
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Chris Ryan and Jeremy Huyton
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The paper reports findings derived from questioning 471 visitors to Katherine, Northern Territory. A questionnaire was constructed using Juster Scales and items based upon the items of the Beard and Ragheb
Leisure Motivation Scale. Respondents were asked to rate existing and potential tourism products, among which were those based on Aboriginal culture. It was found that generally interest was higher in nature
rather than culturally based tourism, but about a third of the total sample rated Aboriginal tourism products highly. However, it was also found that this sub-sample showed high rates of interest in natural
and adventure based tourism and hence their interest is based upon ‘active information seeking’ that encompasses many needs. However, as the paper describes, Aboriginal entrepreneurs are already
active in many different aspects of tourism. It is thus argued that while a demand for culturally based products exists, a wider market may be attracted by offering more mainstream products with Aboriginal
culture representing, in marketing terms an added product value.
© Channel View Publications 2000
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