Otago Polytechnic

There is a tendency for indigenous tourism destinations to focus their marketing on the international markets. In Australia, in addition to the many high profile indigenous sites there are a number of smaller sites which present indigenous culture and heritage for tourists. This study examines the level of market awareness of and satisfaction with the offerings at the Brambuk Cultural Centre located at the Grampians National Park, in the west of Victoria. The Grampians is a premier tourism destination for international and domestic tourists. The study, which included a satisfaction survey of visitors to the indigenous cultural centre, found that the centre is perceived as not well promoted and in need of repositioning as a tourist destination. Visitors were often surprised at the historical and heritage value of the site and its educational potential. This paper suggests that the difference between the expected time and actual time spent on the visit should be an indicator for managers on the packaging of offerings, and reports on the degree to which satisfactory performance was achieved. The findings suggest that greater attention be placed on the dissatisfaction expressed as signals about offerings that may need improvement. BACKGROUND Many indigenous tourism venues and destinations fall under the banner of “cultural tourism ” becaus