agenda: number of visitors, and where they are from ... library... · agenda: number of visitors,...
TRANSCRIPT
Agenda:
Number of visitors, and where they are from
Consumer Perceptions of this region
Help you start thinking about potential things you might or can do in your business.
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Unlike many destinations in WA, the Kimberley is perceived as truly unique
The Kimberley mood is perceived as exciting, uplifting, relaxing and above all, adventurous
There is a strong perception that there will always be more to discover in the Kimberley
In essence, the type of holiday the Kimberley offers is a unique, nature-based adventure
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Knowledge is quite limited and fairly non-specific. The region is often seen as not only vast, but largely empty
Those with the least knowledge misperceive the area as empty, flat and dry – largely desert, the ‘Northern Nullabor’
Those who have a little more knowledge find it a unique and appealing destination, but still see it as requiring extensive time, planning and resources
Once shown the Kimberley offer, appeal increases – the landscape is far more appealing than first thought (particularly water) and there is a strong perception of uniqueness and ‘more to do than I thought’
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The appealing attractions of the Kimberley fit with the common themes we hear are appealing about a lot of WA destinations:
Water (we often hear coastal appeals)
Nature
Wildlife
Local food and produce
Given the low levels of knowledge of or misperceptions about this destination, there are a number of appealing features of the Kimberley that are not associated with this region. A lot involves water – and not surprising given the perception the Kimberley is a dry dessert.
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The Kimberley –
CostExpensive
Time (experience density)Distance away but also density is an issue in terms of distances between, rather than number of experiences. The sheer size of the region means substantial time is required to explore it “properly” - min 2 wks
KnowledgeThe misperceptions mean some consumers don’t know enough to get them across the line on a holiday here.
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Density
• A sufficient number of experiences
• Helps increase the time in or repeat visitation to the region
Diversity
• Different types of experiences
• Broadens the audience
Uniqueness
• 3 levels:
• Contextual
• Singular
• Iconic
• The ‘hook’ for visiting
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When asked 83% of potential domestic visitors would prefer to visit both the Kimberley and Broome on the same holiday.
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