Products, features and target markets: An inquiry into Aboriginal tourism product preference of visitors to northern British Columbia

Aboriginal tourism is increasingly seen as a strategy for economic diversification by many Aboriginal communities. While demand for Aboriginal tourism experiences in North America has been demonstrated, little is known about visitor product preferences. This information is needed however by Aboriginal tourism business entrepreneurs and operators in order to manage for the long-term profitability of their businesses. In a collaborative research effort between Tl'azt'en Nation and the University of Northern British Columbia, a questionnaire containing four potential Aboriginal tourism product descriptions and 31 individual features of Aboriginal tourism products was administered to 337 visitors of northern British Columbia during the summer of 2007. Despite a primary interest in nature experiences by the majority of visitors, one third of our sample demonstrated considerable interest in experiences of Aboriginal culture. Results suggest the need for marketing diverse Aboriginal tourism attractions to attract repeat visitors and for offering an introductory experience to Aboriginal culture for first time visitors.