The paper "Hidden Valley Cabins and Eco-Tourism Destination" is a great example of a case study on marketing. This paper is an examination of the market data and customer and market characteristics in order to determine the viability of proposed marketing changes to current operations at Hidden Valley Cabins an eco-tourism destination. The tourism industry has experienced exponential growth over the last two decades. The ecotourism market has also experienced exponential growth with increased environmental awareness. This presents businesses involved in ecotourism with many opportunities to expand their businesses. This paper has established that there exist many opportunities that such as increasing awareness on environmental issues, positive growth forecasts, and increased income in the emerging economies which are driving the growth of ecotourism.
It has also been established that it is important that while the business adopts a marketing strategy, it has to take into account its objectives of maintaining the resort as a sustainable eco-tourism destination. This would make the project financially and environmentally viable in the long term. The paper also puts forward the logistics and resources which would be required to effect proposed marketing changes.
It has also been established that stakeholders form an important aspect to be involved in the implementation of the project. This paper thus makes recommendations for the adoption of a marketing strategy that markets the unique selling points of the resort such as its pioneering solar-powered systems and education workshops. The paper also recommends the optimum utilization of its resources such as open spaces for picnics and spare capacity offered by its solar power systems. It is also recommended that changes in current operating systems ought to be changed while taking into account that new operations should not lead to environmental degradation. Introduction Hidden Valley Cabins is one of Australia’ s most renowned eco-tourism destinations.
The resort is located approximately 1.5 hours northwest of Townsville. The resort is strategically located in a picturesque landscape that is full of a wide range of eye-catching fauna and flora. The resort is owned by Ian and Bonnie McLennan who acquired it in 1986 and made several changes to it to make it an environmentally friendly resort. Hidden Valley Cabins is a small resort that is composed of four hotel rooms and six cabins as accommodation for all guests (Hidden Valley Cabins).
With the increasing awareness of issues of climate change and ecotourism, the resort is presented with a unique opportunity to expand its business through sustainable strategies. One of the greatest achievements of the resort is the adoption of 100% solar power for every aspect of the operation. The purpose of this paper is an evaluation of market data, the distinction of characteristics of possible markets and the assessment of the viability of making changes to current operations in order to take advantage of current demographics that would benefit the business.