Volunteer tourism represents an emerging tourism sector for

Volunteer tourism represents an emerging tourism sector for

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). Organizations 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). Species saver, a volunteer recruiting tourism agency, would like to promote its conservation strategy to Australian volunteer tourists. In particular, it would like to recruit tourists to save threatened species such as reptiles, mammals and birds in the Truong Son (Annamite Mountain Range) in Central Vietnam.
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 segmentation; targeting and positioning (STP) plan targeting the Australian tourist market which Species saver 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).

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