Executive Summary
Hidden Valley Cabins is a Carbon neutral Resort and Tour Company which fully operate using solar power. They are an Eco Certified tourism business located near Running River which is on the Western Slope of the Paluma Range in North Queensland.
The goal of this report is to identify the key factors and marketing strategies that Hidden Valley Cabins needed to implement so they can operate. The Eco Tourism market caters mainly to those who are environmentally conscious, these type of people are usually in the Baby Boomers and Generation X age bracket. Another target for the market is people who like new experiences, these are usually the people who are in search of quality of life.
Introduction
Hidden Valley Cabins is a small Eco Tourism business which is located on the Western Slope of the Paluma Range in North Queensland and is the first of Australia’s carbon neutral accommodation and tour resorts. Eco Tourism Australia awarded Hidden Valley Cabins with their certified carbon neutral status after they became fully functioning by solar power. Hidden Valley Cabins has multiple goals that they wish to achieve, but their main commitment is to try and reduce green-house gasses and reduce the effects of climate change by changing the perception of their customers.
1.1 Purpose of the Report
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Each year domestic and international visitors partake in visiting Australia’s national parks, wildlife sanctuaries and in bush walks. Reports indicate that in 2008 it was estimated that there were 12.37 million domestic visitors, as well as another 3.36 million international visitors that participated in Australia’s nature activities. Eco Tourism is primarily targeted at people who want to visit the most natural places in Australia and also those who want to learn, study and participate in the activities that have minimal effect on the