Wilderness Newfoundland Adventures Case Study
Introduction My Group case is about Stan Cook’s Wilderness Newfoundland Adventures. So for my personal paper I have decided to research reasons as to why people should chose to come visit Newfoundland and Labrador, and partake in what the wonderful Wilderness Newfoundland Adventures has to offer instead of travelling elsewhere for a similar adventure. I will define the term ecotourism, and list some reasons as to why it is a growing activity in the travel industry. I will describe what products Wilderness Newfoundland Adventure has to offer, I will conduct a competitive analysis, consisting of direct and in direct competition. I will also highlight what makes tourism in Newfoundland completely different from the rest of the world and
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why it keeps Stan Cook’s Wilderness Newfoundland Adventures such a healthy thriving business.
Wilderness Newfoundland Adventure’s Product
Wilderness Newfoundland Adventure offers single and multi-day tours, including kayak day (approximately eight hours), half day and sunset trips. As well, they offer weekend tours, multi-day combination activity tours, multi-day single-activity tours, along with on site and off site equipment rentals. (Cori- Jane & H.F Mackenzie, Pearson)
Wilderness Newfoundland Adventures season begins on May 1 and continues until the end of October. Wilderness Newfoundland Adventures offers five months of exciting kayaking tours and day adventures, guided hikes, whales, icebergs and more. With over forty years of providing fun, safe and exhilarating experiences. (http://www.wildnfld.ca/adventures.asp)
Wilderness Newfoundland Adventures Prices
Full day & half day
Full Day: $349 Canadian(Lunch included)Half Day: $149 Canadian
(http://www.wildnfld.ca/rates.asp)
Weekend / Multi-day tours
Iceberg Alley5 Day$2,390.00 tax not includedSea Kayaking / Coastal Walking / Iceberg Viewing / Cultural ExplorationAll Roofed Accommodations (http://www.wildnfld.ca/rates.asp)
Legendary Whale Wonders5 DaySouthern Shore$2,390.00 tax not includedSea Kayaking / Whale Watching / Coastal Hiking / Cultural Exploration/ roofed
accommodations ( http://www.wildnfld.ca/rates.asp)
What is Ecotourism?
Ecotourism is purposeful travel that created and understanding of a region’s culture and natural history, while safeguarding the integrity of the ecosystem and producing economic benefits. . (Cori-Jane Radford & H.F Mackenzie) Newfoundland has such rich culture, vast history and beautiful unique sight seeing that gives Newfoundland a competitive drive on the global scale for ecotourism.
Adventure Travel and Ecotourism in Newfoundland and Labrador The tourism industry in Newfoundland and Labrador has evolved substantially to the point where traditional markets are being separated into highly specific niche markets. The adventure tourism market is still in it’s developing stages, therefore leaving plenty of room for growth in the industry.
The Appeal of Adventure Travel And Ecotourism vs. Other unrelated activities Adventure travel and ecotourism for one of the world’s fastest-growing tourism sectors. It holds appeal for traveller who are no longer happy with traditional vacations, like Cruise Ships and tropical beach destinations. Members of these groups look for the things that adventure travel and ecotourism offer: excitement, risk, unique experiences, education and fun. (Cori-Jane
Radford & H.F Mackenzie) Newfoundland and Labrador is in a good position to profit from the increased demand for adventure tourism. The province offers pristine environments, wildlife and challenging experiences. Due to the fact the eco-tourism business is highly seasonal, with very few opportunities to open all year. Despite its potential, Newfoundland attracts a small amount of the North American Market. Clearly there are opportunities for growth in this type of business. However, the task is not easy because international competition has kept pace with the growth in demand. Consumers can chose from a variety of appealing activities and experiences in many countries, the indirectly competes with Newfoundland and Labradors ecotourism trade. It’s quite expensive to travel to Newfoundland, and the only way to get here is by Air or Boat. So that is one of few of Newfoundland’s tourism downfalls. Wilderness Newfoundland Adventures believes it’s success in the marketplace depends strongly upon the quality of the experience it provides and how that experience is marketed and managed. The future success of Newfoundland and Labrador adventure travel and ecotourism with depend on how well operator perform in comparison to international competitors, by being provided with the proper tools to address challenges with informed, effective action. (Cori-Jane Radford & H.F Mackenzie)
Wilderness Newfoundland Adventures Competition It is of great importance for Wilderness Newfoundland Adventures to really understand
and pinpoint it’s target market. The main competition is not located with in Newfoundland. The province has little competition, that has the same quality as Wilderness Newfoundland Adventures. So the direct competition comes from businesses located outside of Newfoundland
and Labrador who are offering similar traveling experiences. (Cori- Jane & H.F Mackenzie, Pearson)
The major competition for all adventure travel and ecotourism customers comes from outside of Canada. Worldwide consumer demand for unique experiences and intriguing packages is fuelling international; competition. However, current market opportunities support Wilderness Newfoundland Adventures products. Wilderness Newfoundland adventures remains highly competitive with it’s current pricing strategy, service quality, product uniqueness, like their famous sea kayaking with whale and iceberg tours. They also have wilderness environmental appeal, along with good currency exchange rates, (Cori-Jane & H.F Mackenzie, Pearson, 2012)
The Appeal of Adventure Travel And Ecotourism vs. Other unrelated activities Adventure travel and ecotourism for one of the world’s fastest-growing tourism sectors. It holds appeal for traveller who are no longer happy with traditional vacations, like Cruise Ships and tropical beach destinations. Members of these groups look for the things that adventure travel and ecotourism offer: excitement, risk, unique experiences, education and fun. (Cori-Jane
Radford & H.F Mackenzie) Newfoundland and Labrador is in a good position to profit from the increased demand for adventure tourism. The province offers pristine environments, wildlife and challenging experiences. Due to the fact the eco-tourism business is highly seasonal, with very few
opportunities to open all year. Despite its potential, Newfoundland attracts a small amount of the North American Market. Clearly there are opportunities for growth in this type of business. However, the task is not easy because international competition has kept pace with the growth in demand. Consumers can chose from a variety of appealing activities and experiences in many countries, the indirectly competes with Newfoundland and Labradors ecotourism trade. It’s quite expensive to travel to Newfoundland, and the only way to get here is by Air or Boat. So that is one of few of Newfoundland’s tourism downfalls. Wilderness Newfoundland Adventures believes it’s success in the marketplace depends strongly upon the quality of the experience it provides and how that experience is marketed and managed. The future success of Newfoundland and Labrador adventure travel and ecotourism with depend on how well operator perform in comparison to international competitors, by being provided with the proper tools to address challenges with informed, effective action. (Cori-Jane Radford & H.F Mackenzie) Comparison with direct competition
I have decided to use “Coastal Adventures” as my example to compare direct competition. Coastal Adventures is located in Tangier, Nova Scotia, and describes itself on the Coastal Adventures website as “Atlantic Canada’s foremost sea kayaking operation.”
“Coastal Adventures will introduce you to the untapped wilderness of the varied coastline of Nova Scotia during these half day and day long sea kayaking trips. Our friendly and experienced guides will help you to discover the unique biology, geology and human history of this coastal wilderness far from the summer bustle.” (http://www.coastaladventures.com/daytours.html)
Coastal Adventures prices
Full day & half day
Full Day: $110.00 Canadian(full picnic lunch supplied for an extra $15)Half Day: $75.00 Canadian
(http://www.coastaladventures.com/daytours.html)
Weekend getaways
Weekend Getaway Price:
$330 Canadian ($30 single supplement)
(http://www.coastaladventures.com/daytours.html)
3 Day Tour Dates: Fee: $535 Canadian ($50 single supplement)
(http://www.coastaladventures.com/daytours.html)
Season Coastal adventures season usually spreads from June through October.
Newfoundland’s Geography giving it a competitive edge The geography of Newfoundland and Labrador has a variety of breathtaking sights. Newfoundland and Labrador is located on the eastern edge of North America. The capital city, St. john’s, shares the same latitude as Paris, France, and Seattle, Washington. By plane, Newfoundland is just three hours from Toronto, four from New York, and five and a half from London. Surrounded by the beautiful North Atlantic Ocean, Newfoundland and Labrador is home to Iceberg Alley, one of the best and only places in the world to view icebergs. Just off the coast, the meeting of the cool Labrador Current and the warm Gulf Stream creates an abundance of marine life that attracts thousands of whales, and provides rich nesting grounds for millions of seabirds. (http://www.newfoundlandlabrador.com/AboutThisPlace/Geography)
When it comes to landscape, Newfoundland and Labrador is as vast as it is varied. Here, you'll find Arctic tundra, ancient mountain ranges, lush boreal forest, and rugged coastline, as well as beautiful sandy beaches that offer limitless opportunities for outdoor adventurer in such a pristine environment.
9
Newfoundland’s unique Nature Dramatic coastlines, sweeping barrens, thick boreal forests, ancient rock formations, teeming seabird colonies, tiny alpine blossoms, and rich marine life are all part of our diverse natural heritage. Perfect for the nature enthusiast and eco-tourist. Newfoundland’s’ People & Culture
Newfoundland and Labrador is known for its friendly people.
Real and genuine, warm and welcoming, fun-loving and funny to the core, the people here are also known for their natural creativity, unique language, and knack for storytelling. Coming to Newfoundland from any other part of the world would be such an eye opener. Newfoundlanders have managed to preserve a diverse distinct culture. (http://www.newfoundlandlabrador.com/AboutThisPlace/PeopleCulture)
Weather & Climate Newfoundland and Labrador has a relatively short summer. Therefore, Newfoundland Wilderness Adventures has a short season to generate revenue. Wilderness Newfoundland Adventures season usually spreads from late June to mid September. Kayaking in May and early June can be stunning, but often to cold. Late September is a great time to paddle but the tourist trade usually drops off about that time. (Cori-Jane & H.F Mackenzie, Pearson, 2012)
When it comes to the weather in Newfoundland and Labrador it ranges from mildly surprising to downright unpredictable. For all the things a forecast can bring on any given day, there are a few things people probably won't miss, like smog. In fact, one of the first things people notice is the clean, fresh sea air. Surrounded by 29,000 kilometres of coastline, there's certainly no shortage of open space. Thanks to the temperate marine climate, you do not have
to
contend with extreme temperatures either. (http://www.newfoundlandlabrador.com/AboutThisPlace/weather)
St. John's, the capital city, enjoys the third mildest winter in Canada, and comfortable cool-to-warm summers. (http://www.newfoundlandlabrador.com/AboutThisPlace/WeatherClimate)
Newfoundland’s questionable climate leaves an adventure tourism specialist with a short tourism season. The short season consists of late spring, summer and the beginning of fall.
Spring / Summer Months (April-May & June - Mid Sept) Though it tends to arrive a little later, spring in Newfoundland and Labrador usually comes with breath taking Icebergs, along with Whales, Perfect timing for the beginning of Newfoundland’s adventure tourist season if you prepare yourself for potential cold uncomfortable weather. Summer is perfect for all kinds of outdoor activities, whether it's strolling through old city streets or hiking our historic Signal Hill Trail, Jig some cod and
experience some of the world’s finest fishing, take a Kayak Tour to catch a glimpse of whales and icebergs around the stunning coastline, or enjoy one of the many summers cultural events or music festivals . While Newfoundland’s temperature frequently reaches shorts and T-shirt weather, the fresh ocean air is bound to keep you cool.
Conclusion To conclude, Newfoundland and Labrador truly offers breathtaking scenery and wildlife that is exclusive and unique to the province. People will chose to come here rather then elsewhere for a variety of reasons ranging from the stunning icebergs that pass by during our spring and summer months, to the beautiful, rich and unique history and culture that is so abundant in this beautiful province, Wilderness Newfoundland Adventures has a prestigious product, and a blank canvass for unique growth opportunities .
why it keeps Stan Cook’s Wilderness Newfoundland Adventures such a healthy thriving business.
Wilderness Newfoundland Adventure’s Product
Wilderness Newfoundland Adventure offers single and multi-day tours, including kayak day (approximately eight hours), half day and sunset trips. As well, they offer weekend tours, multi-day combination activity tours, multi-day single-activity tours, along with on site and off site equipment rentals. (Cori- Jane & H.F Mackenzie, Pearson)
Wilderness Newfoundland Adventures season begins on May 1 and continues until the end of October. Wilderness Newfoundland Adventures offers five months of exciting kayaking tours and day adventures, guided hikes, whales, icebergs and more. With over forty years of providing fun, safe and exhilarating experiences. (http://www.wildnfld.ca/adventures.asp)
Wilderness Newfoundland Adventures Prices
Full day & half day
Full Day: $349 Canadian(Lunch included)Half Day: $149 Canadian
(http://www.wildnfld.ca/rates.asp)
Weekend / Multi-day tours
Iceberg Alley5 Day$2,390.00 tax not includedSea Kayaking / Coastal Walking / Iceberg Viewing / Cultural ExplorationAll Roofed Accommodations (http://www.wildnfld.ca/rates.asp)
Legendary Whale Wonders5 DaySouthern Shore$2,390.00 tax not includedSea Kayaking / Whale Watching / Coastal Hiking / Cultural Exploration/ roofed
accommodations ( http://www.wildnfld.ca/rates.asp)
What is Ecotourism?
Ecotourism is purposeful travel that created and understanding of a region’s culture and natural history, while safeguarding the integrity of the ecosystem and producing economic benefits. . (Cori-Jane Radford & H.F Mackenzie) Newfoundland has such rich culture, vast history and beautiful unique sight seeing that gives Newfoundland a competitive drive on the global scale for ecotourism.
Adventure Travel and Ecotourism in Newfoundland and Labrador The tourism industry in Newfoundland and Labrador has evolved substantially to the point where traditional markets are being separated into highly specific niche markets. The adventure tourism market is still in it’s developing stages, therefore leaving plenty of room for growth in the industry.
The Appeal of Adventure Travel And Ecotourism vs. Other unrelated activities Adventure travel and ecotourism for one of the world’s fastest-growing tourism sectors. It holds appeal for traveller who are no longer happy with traditional vacations, like Cruise Ships and tropical beach destinations. Members of these groups look for the things that adventure travel and ecotourism offer: excitement, risk, unique experiences, education and fun. (Cori-Jane
Radford & H.F Mackenzie) Newfoundland and Labrador is in a good position to profit from the increased demand for adventure tourism. The province offers pristine environments, wildlife and challenging experiences. Due to the fact the eco-tourism business is highly seasonal, with very few opportunities to open all year. Despite its potential, Newfoundland attracts a small amount of the North American Market. Clearly there are opportunities for growth in this type of business. However, the task is not easy because international competition has kept pace with the growth in demand. Consumers can chose from a variety of appealing activities and experiences in many countries, the indirectly competes with Newfoundland and Labradors ecotourism trade. It’s quite expensive to travel to Newfoundland, and the only way to get here is by Air or Boat. So that is one of few of Newfoundland’s tourism downfalls. Wilderness Newfoundland Adventures believes it’s success in the marketplace depends strongly upon the quality of the experience it provides and how that experience is marketed and managed. The future success of Newfoundland and Labrador adventure travel and ecotourism with depend on how well operator perform in comparison to international competitors, by being provided with the proper tools to address challenges with informed, effective action. (Cori-Jane Radford & H.F Mackenzie)
Wilderness Newfoundland Adventures Competition It is of great importance for Wilderness Newfoundland Adventures to really understand
and pinpoint it’s target market. The main competition is not located with in Newfoundland. The province has little competition, that has the same quality as Wilderness Newfoundland Adventures. So the direct competition comes from businesses located outside of Newfoundland
and Labrador who are offering similar traveling experiences. (Cori- Jane & H.F Mackenzie, Pearson)
The major competition for all adventure travel and ecotourism customers comes from outside of Canada. Worldwide consumer demand for unique experiences and intriguing packages is fuelling international; competition. However, current market opportunities support Wilderness Newfoundland Adventures products. Wilderness Newfoundland adventures remains highly competitive with it’s current pricing strategy, service quality, product uniqueness, like their famous sea kayaking with whale and iceberg tours. They also have wilderness environmental appeal, along with good currency exchange rates, (Cori-Jane & H.F Mackenzie, Pearson, 2012)
The Appeal of Adventure Travel And Ecotourism vs. Other unrelated activities Adventure travel and ecotourism for one of the world’s fastest-growing tourism sectors. It holds appeal for traveller who are no longer happy with traditional vacations, like Cruise Ships and tropical beach destinations. Members of these groups look for the things that adventure travel and ecotourism offer: excitement, risk, unique experiences, education and fun. (Cori-Jane
Radford & H.F Mackenzie) Newfoundland and Labrador is in a good position to profit from the increased demand for adventure tourism. The province offers pristine environments, wildlife and challenging experiences. Due to the fact the eco-tourism business is highly seasonal, with very few
opportunities to open all year. Despite its potential, Newfoundland attracts a small amount of the North American Market. Clearly there are opportunities for growth in this type of business. However, the task is not easy because international competition has kept pace with the growth in demand. Consumers can chose from a variety of appealing activities and experiences in many countries, the indirectly competes with Newfoundland and Labradors ecotourism trade. It’s quite expensive to travel to Newfoundland, and the only way to get here is by Air or Boat. So that is one of few of Newfoundland’s tourism downfalls. Wilderness Newfoundland Adventures believes it’s success in the marketplace depends strongly upon the quality of the experience it provides and how that experience is marketed and managed. The future success of Newfoundland and Labrador adventure travel and ecotourism with depend on how well operator perform in comparison to international competitors, by being provided with the proper tools to address challenges with informed, effective action. (Cori-Jane Radford & H.F Mackenzie) Comparison with direct competition
I have decided to use “Coastal Adventures” as my example to compare direct competition. Coastal Adventures is located in Tangier, Nova Scotia, and describes itself on the Coastal Adventures website as “Atlantic Canada’s foremost sea kayaking operation.”
“Coastal Adventures will introduce you to the untapped wilderness of the varied coastline of Nova Scotia during these half day and day long sea kayaking trips. Our friendly and experienced guides will help you to discover the unique biology, geology and human history of this coastal wilderness far from the summer bustle.” (http://www.coastaladventures.com/daytours.html)
Coastal Adventures prices
Full day & half day
Full Day: $110.00 Canadian(full picnic lunch supplied for an extra $15)Half Day: $75.00 Canadian
(http://www.coastaladventures.com/daytours.html)
Weekend getaways
Weekend Getaway Price:
$330 Canadian ($30 single supplement)
(http://www.coastaladventures.com/daytours.html)
3 Day Tour Dates: Fee: $535 Canadian ($50 single supplement)
(http://www.coastaladventures.com/daytours.html)
Season Coastal adventures season usually spreads from June through October.
Newfoundland’s Geography giving it a competitive edge The geography of Newfoundland and Labrador has a variety of breathtaking sights. Newfoundland and Labrador is located on the eastern edge of North America. The capital city, St. john’s, shares the same latitude as Paris, France, and Seattle, Washington. By plane, Newfoundland is just three hours from Toronto, four from New York, and five and a half from London. Surrounded by the beautiful North Atlantic Ocean, Newfoundland and Labrador is home to Iceberg Alley, one of the best and only places in the world to view icebergs. Just off the coast, the meeting of the cool Labrador Current and the warm Gulf Stream creates an abundance of marine life that attracts thousands of whales, and provides rich nesting grounds for millions of seabirds. (http://www.newfoundlandlabrador.com/AboutThisPlace/Geography)
When it comes to landscape, Newfoundland and Labrador is as vast as it is varied. Here, you'll find Arctic tundra, ancient mountain ranges, lush boreal forest, and rugged coastline, as well as beautiful sandy beaches that offer limitless opportunities for outdoor adventurer in such a pristine environment.
9
Newfoundland’s unique Nature Dramatic coastlines, sweeping barrens, thick boreal forests, ancient rock formations, teeming seabird colonies, tiny alpine blossoms, and rich marine life are all part of our diverse natural heritage. Perfect for the nature enthusiast and eco-tourist. Newfoundland’s’ People & Culture
Newfoundland and Labrador is known for its friendly people.
Real and genuine, warm and welcoming, fun-loving and funny to the core, the people here are also known for their natural creativity, unique language, and knack for storytelling. Coming to Newfoundland from any other part of the world would be such an eye opener. Newfoundlanders have managed to preserve a diverse distinct culture. (http://www.newfoundlandlabrador.com/AboutThisPlace/PeopleCulture)
Weather & Climate Newfoundland and Labrador has a relatively short summer. Therefore, Newfoundland Wilderness Adventures has a short season to generate revenue. Wilderness Newfoundland Adventures season usually spreads from late June to mid September. Kayaking in May and early June can be stunning, but often to cold. Late September is a great time to paddle but the tourist trade usually drops off about that time. (Cori-Jane & H.F Mackenzie, Pearson, 2012)
When it comes to the weather in Newfoundland and Labrador it ranges from mildly surprising to downright unpredictable. For all the things a forecast can bring on any given day, there are a few things people probably won't miss, like smog. In fact, one of the first things people notice is the clean, fresh sea air. Surrounded by 29,000 kilometres of coastline, there's certainly no shortage of open space. Thanks to the temperate marine climate, you do not have
to
contend with extreme temperatures either. (http://www.newfoundlandlabrador.com/AboutThisPlace/weather)
St. John's, the capital city, enjoys the third mildest winter in Canada, and comfortable cool-to-warm summers. (http://www.newfoundlandlabrador.com/AboutThisPlace/WeatherClimate)
Newfoundland’s questionable climate leaves an adventure tourism specialist with a short tourism season. The short season consists of late spring, summer and the beginning of fall.
Spring / Summer Months (April-May & June - Mid Sept) Though it tends to arrive a little later, spring in Newfoundland and Labrador usually comes with breath taking Icebergs, along with Whales, Perfect timing for the beginning of Newfoundland’s adventure tourist season if you prepare yourself for potential cold uncomfortable weather. Summer is perfect for all kinds of outdoor activities, whether it's strolling through old city streets or hiking our historic Signal Hill Trail, Jig some cod and
experience some of the world’s finest fishing, take a Kayak Tour to catch a glimpse of whales and icebergs around the stunning coastline, or enjoy one of the many summers cultural events or music festivals . While Newfoundland’s temperature frequently reaches shorts and T-shirt weather, the fresh ocean air is bound to keep you cool.
Conclusion To conclude, Newfoundland and Labrador truly offers breathtaking scenery and wildlife that is exclusive and unique to the province. People will chose to come here rather then elsewhere for a variety of reasons ranging from the stunning icebergs that pass by during our spring and summer months, to the beautiful, rich and unique history and culture that is so abundant in this beautiful province, Wilderness Newfoundland Adventures has a prestigious product, and a blank canvass for unique growth opportunities .