ABSTRACT
At first glance, it would seem the place-based marketing of Australia presents an ideal opportunity to share Aboriginal and Torres Strait Islander cultures with potentially powerful impacts on both tourists and society. However, our critical analysis indicates that such potential is not currently fulfilled. Aboriginal and Torres Strait Islander involvement in commercial tourism began in unusual circumstances which set the scene for incompatible aims as it is promoted as an asset for place branding by some, while others see it as a community development tool. Top-down approaches to marketing Aboriginal and Torres Strait Islander tourism followed as Australian governments of all levels tried to exploit Aboriginal and Torres Strait Islander tourism products. However, such products have often failed to meet consumer demand based on unrealistic expectations that Aboriginal and Torres Strait Islander tourism operators could not or would not meet. Aboriginal and Torres Strait Islander operators have resisted inappropriate top-down approaches through a variety of strategies including: lobbying governments; developing their own bottom-up tourism development based on their cultures and knowledges; developing codes and guidelines; and creating their own organizations. This analysis argues Indigenous Peoples have a right to be involved in representing themselves in any branding of cultural activities. We also offer a set of recommendations on how marketers and stakeholders can approach place marketing from a more responsible, collaborative and just approach.
