itours australia the how of china ready july 2014 vtic
DESCRIPTION
The growth of the Independent Chinese International traveller is a game changer in Australian travel. Travel organisations and destinations approach this new opportunity with a mix of excitement and trepidation. Making sure we make them feel welcome, safe, educated and supported will give Australia a competitive advantage and ensure that their visitor experience is something they will talk about during and after their trip.TRANSCRIPT
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What’s a digital visitor experience
agency?
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By what right?
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Today
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Growing Independence
Younger
Travel savvy
Flexible itineraries
Growth in leisure over business/study
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New Experiences
Value
Exclusive / VIP
Support
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747,300 + 12%No 117%
1 million by 2020$6 billion in 2020
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BarriersCompeting priorities theoryComplacency theoryCompetitive position theoryComplexity theorySuccess theory
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Theory 4: China is too big and too complex
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China Country size and diversity
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China Country size and diversity
You are targeting international travellers
Who have ONE official language
Who are more likely to be HNWI
More likely to live in tier one and tier two cities
Who like to travel independently
QUALIFIERYou’re not targetting the WHOLE of China!
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Language Barrier
蝌蚪啃蜡ke dou ken la
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Have a robust translation process
QUALIFIER
OWNProject
Manager
CHECKTranslation
editor
TRANSLATELead Translator
Language Barrier
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Have a robust translation process
QUALIFIER
Language Barrier
native speaking
accredited
lived in Australia
travel experience
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Communications Landscape
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Communications Landscape
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Communications Landscape
SEARCHING MICROBLOGGING
SOCIALISING VIDEO
4 building blocks around a website
QUALIFIER
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Suggested Approach
Bite Size
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Work out YOUR
highest priority
ATTRACTING THEM:
RESEARCH AND PLANNING STAGE
SERVICING THEIR NEEDS:
ON THE GROUND
KEEPING IN TOUCH
POST VISIT
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Work out highest priority
YOUR NEEDS:
ObjectivesResources
VISITOR NEEDS:
InformationEducation
Connection
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Our Approach
Measure Activity
Take the next step
Set timeframe
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In Venue Signage
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Basic Training
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China UnionPay
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Password Strength
International Second option from the top (column 1)
Australia 7th option from
the bottom (column 2)
International 海外Australia 澳大利亚
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Website
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Video
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Questions?
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Business Cards
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PDF of this presentation available on SlideSharewww.itoursaustralia.com.auannette.sharp@itoursaustralia.com.au@itours_austItours Australia
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Thank you