Marketing Antarctica Online

Marketing Antarctica Online: Promises of far southern experiences

Degree type

Masters by research

Closing date

10 October 2022



Citizenship requirement


About the research project

A journey to Antarctica begins long before a ship leaves the dock. The majority of the 100,000+ tourists who visit Antarctica each summer season travel by ship from South America, yet prior to departing they already carry a concept of the place, informed by images, stories, films and advertisements. Antarctica has been framed in several ways over its human history, including as a place of purity, of wilderness, of extremity, and of fragility. Such imagined versions of the place can motivate a tourist to visit Antarctica, while the marketing materials that the person encounters prior to a voyage make particular promises and shape expectations about the place.

This project examines the ways that print and online marketing of Antarctic tourist operations contributes to expectations for those who head south. The candidate will collate contemporary materials on Antarctic tourism and analyse images and texts to identify key themes, providing a snapshot of how the polar product is currently packaged, and what this means for how relationships with the place are figured. They will combine this with existing empirical data to compare depictions in marketing with expectations and experiences of the voyage.

The project forms part of the Australian Research Council Linkage Project “Transforming Tourists’ Antarctic Experience,” a partnership between UTAS and Australian company Intrepid Travel. The successful applicant will have the benefit of working within a dedicated academic team and together with an industry stakeholder. Findings will help Intrepid and other tour operators to make robust and informed decisions about the way in which they market Antarctica as a product, which in turn can help to create positive customer experiences while minimizing impacts on the continent.

Primary Supervisor

Meet Prof Elizabeth Leane


Applicants will be considered for a Research Training Program (RTP) scholarship or Tasmania Graduate Research Scholarship (TGRS) which, if successful, provides:

  • a living allowance stipend of $28,854 per annum (2022 rate, indexed annually) for 2 years (MRes) or 3.5 years (PhD)
  • a relocation allowance of up to $2,000
  • a tuition fees offset covering the cost of tuition fees for up to four years (domestic applicants only)

If successful, international applicants will receive a University of Tasmania Fees Offset for up to four years.

As part of the application process you may indicate if you do not wish to be considered for scholarship funding.


Applicants should review the Higher Degree by Research minimum entry requirements.

Additional eligibility criteria specific to this project/scholarship:

  • Applicants must be able to undertake the project on-campus

Selection Criteria

The project is competitively assessed and awarded.  Selection is based on academic merit and suitability to the project as determined by the College.

Additional essential selection criteria specific to this project:

  • Social sciences/humanities training including textual analysis

Additional desirable selection criteria specific to this project:

  • Background or experience in the tourism industry and/or the Antarctic sector

Application process

There is a three-step application process:

  1. Select your project, and check you meet the eligibility and selection criteria;
  2. Contact the Primary Supervisor, Prof Elizabeth Leane to discuss your suitability and the project's requirements; and
  3. Submit an application by the closing date listed above.
    • Copy and paste the title of the project from this advertisement into your application. If you don’t correctly do this your application may be rejected.
    • As part of your application, you will be required to submit a covering letter, a CV including 2 x referees and your project research proposal.

Following the application closing date applications will be assessed within the College. Applicants should expect to receive notification of the outcome by email by the advertised outcome date.

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