Assessment task- Report
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). Organisations 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). Speciessaver, 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 a
segmentation, targeting and positioning (STP) plan targeting the Australian tourist market which Speciessaver could use to know to which Australian tourists to promote its conservation strategy. More
information on this assignment is given in the Moodle site under ‘Assessment 2’.
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). You can consult the MRKT 20019 course website and the internet for guidelines
as to how to write this report. You should start working on the assessment as early as Week 4, even though it is due for submission in Week 10.
Students can follow the following report structure to write the marketing report:
? title page;
? executive summary;
? table of contents;
? introduce the background information necessary to understand the service;
? present a brief literature review (500-800 words);
? present the STP plan for the Australian tourist market;
? write the conclusion and
? list the references.
To enhance the presentation of your assignment, you can use many headings and sub-headings used to specify the information required for each of the above criterion. The assessment marking criteria below
should guide you for this assessment task, in particular the weighting attributed to each section of the assignment.
Important Note: Selection of literary support from Google, Wikipedia, www.NetMBA.com,www.marketingteacher.com, www.tutor2u.com, etc. will be treated very negatively. These are not appropriate
sources for your academic assignment and their use is not acceptable.
Coren, N. & Gray, T. 2012, Commodification of volunteer tourism: a comparative study of volunteer tourists in Vietnam and in Thailand. International Journal of Tourism Research, Vol. 14, pp. 222-234.
McGehee, N. & Clemmons, D. 2008, An outgrowth of the 2004 voluntourism think tank a joint effort of Los Ninos Inc. Paper presented at the Educational Travel Conference, George Washington University.
Assessment Due Date Week 10 Wednesday (07-May-2014) 04:00 PM AEST
Return Date to Students Exam Week Monday (02-Jun-2014)
Assessment Criteria Assessment Criteria – 40%
Report structure, grammar and presentation 2
Background information on product/service 3
Literature review 6
? Segmentation 12
? Targeting 8
? Positioning 7
Total 40 marks
Referencing Style Harvard (author-date)
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