making the numbers work for you · periods in campervans. these “grey nomads” prefer campsites...
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Making the
numbers work
for you
A guide to tourism
research
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What is Research?
Research is the collection and analysis of information for a specific
purpose
And it can come in many forms
SELF COMPLETION
QUESTIONNAIRE
STATISTICS
INTERVIEWS
INTERNET SEARCHES
GOOGLE ANALYTICS REPORTS
SALES DATA
FEEDBACK FORMS
BOOKING
INFORMATION
WRITTEN
COMPLAINTS
MYSTERY SHOPPERS
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Where can research be used?
RESEARCH IS A TOOL
It can be used anywhere
State level – Destination NSW
Regional level – Regional Tourism Organisations (RTO’s), local council
Business level – Tourism businesses
• Planning
• Grow business
• Maximise profit and yield
• Advertising / Marketing
• Attracting new markets
• Understand and solve problems
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Research is a process
1. Purpose – Why are you doing research?
2. Information Needs – What information do you need?
3. Sources – Where can you get this information?
4. Execution – How are you going to obtain this information?
5. Analysis – What does this information tell you?
WHAT NEXT?
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Four ways to use research
Planning Investment Product and
Service
Understand who your
market is
Know what your
market is looking for
Refining your service
to account for market
preferences or cultural
differences
Tailor your product
offering to meet market
needs
Targeting your
marketing to maximise
your return on
investment
Choosing the right
marketing channels
Marketing
Applying for
government funds
Approaching a bank
for a loan
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What is already out there?
Secondary research
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Destination NSW
Destination NSW website
www.destinationnsw.com.au
8 What is already out there?
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Who is coming to my region?
Destination NSW website
www.destinationnsw.com.au
Tourism statistics for:
*Local government areas with extremely low visitation have been excluded on the basis of data reliability
NSW
All Tourism Regions
All regional Local
Government Areas*
All major International Markets
All regions that have conducted
a Destination Visitor Survey
project
9 What is already out there?
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Regional NSW
10 What is already out there?
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Riverina
11 What is already out there?
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Wagga Wagga
12 What is already out there?
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Who is coming to NSW?
REGIONAL NSW
RIVERINA
WAGGA WAGGA
60% of domestic
overnight visitors come
from NSW
66% of domestic
overnight visitors come
from NSW
30% of domestic
visitors come for the
purpose of a Holiday or
Leisure
24% of domestic
visitors come for the
purpose of a Holiday or
Leisure
13 What is already out there?
74% of domestic
overnight visitors come
from NSW
38% of domestic nights
spent in friends or
relatives property
47% of domestic
visitors come for the
purpose of a Holiday or
Leisure
51% of domestic nights
spent in friends or
relatives property
45% of domestic nights
spent in friends or
relatives property
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Destination Visitor Survey Program
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Market Segments
Destination NSW website
www.destinationnsw.com.au
Backpackers
Working Holiday Makers
Over 55’s
Students
Youth
Food and Wine
Nature
Culture and Heritage
Short Breaks
15 What is already out there?
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Market Segment – Over 55’s Travel
- A large part of this market are “empty nesters” –
those who are free to travel because their children
are now adults.
- “Empty nesters” like to travel with people like
themselves – active and without kids. They will
often seek out opportunities to travel in a group with
other “empty nesters”.
- A small segment of the baby boomers market
engage in online travel purchasing though most still
prefer store-based retailing.
- Many in this segment choose to travel for long
periods in campervans. These “grey nomads” prefer
campsites to other forms of accommodation.
- There is also a large group of over 55’s who travel
by themselves.
- This age group likes to travel with a little bit of style
but they do not want to break the budget to do so.
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Other Sources
Tourism Australia
www.tourism.australia.com.au
Tourism Research Australia
www.tra.gov.au
Local Regional Tourism Organisation
www.riverinatourism.com.au
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Activity
Look at the snapshot you have been
provided for the Riverina region.
Pick out some points that relate to your
business and share them with the
room.
- They do not have to be ‘ground-
breaking’
- You do not have to read the whole
snapshot – just pick one section that
you believe is relevant to your
business.
What did you find?
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Key points about Riverina
The core market for Riverina is
Regional NSW
International visitors make up a tiny
portion of overall visitation
True travellers and wanderers
account for more than half of all
domestic overnight visitors to the
region
These groups want deep
experiences and discovery
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Key points about Riverina
Friends or relatives property is the
most popular accommodation type
followed by hotel/motels and then
caravan/camping
Private vehicle is by far the most
popular form of transport for visitors
coming to Riverina
Visitors to the region are most likely
to eat out at a restaurant and visit
friends and relatives
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What can you do yourself?
Primary research
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A few things to consider
You should have an objective in mind
You can choose between numbers and opinions
You may like to target a certain market segment
You may want to seek advice on samples
You may want to set a timeframe and budget for your research
You may want to test your research method before you begin
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The good news is…
You may already have much of the data you need
Even more good news…
Much of it is free
23 What can you do yourself?
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Research you can do yourself
Observation and Interaction
- Talk to your customers
- Talk to your staff
- Observe how your customers interact with your product or service
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Research you can do yourself
Booking/Payment - Ask a question at point of sale (e.g. postcode, how did you find us, etc)
- Examine bookings/transactions (e.g. singles, families, etc)
- Where are people booking and purchasing?
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Research you can do yourself
Online - Google Analytics
- Who is coming to your website and how are they finding it
- How are people booking if you have multiple online points of sale
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Research you can do yourself
Surveys - During the visit (e.g. feedback forms)
- Post visit (e.g. online survey using free survey websites – Survey Monkey)
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Research you can do yourself
Surveys – tips for a good survey
- Keep it short and timely
- Try to limit open ended questions
- Use a scale instead of yes/no questions
(1 = very dissatisfied, 3 = neutral, 5 = very satisfied)
- Chronological question order
(how they found you, booking process, stay, recommend to others?)
- Get basic demographics
- Nice to know VS Need to know
- Use the opportunity to form a customer database
(would you like to subscribe to our newsletter?)
- Test your survey form
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Research you can do yourself
Commissioned Research
- Contract a company to conduct some research for you
- University/College Students - Source of free research on a particular topic
area
- Partnerships – Join forces with other businesses and organisations
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Examples
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Example #1
Product Service Marketing
The Business
- A motel with 20 rooms and a café located close to the centre of town
The Purpose
- To increase the appeal and overall success of the business
The Research
- The Destination NSW fact sheet indicated that the region is becoming more
family focused.
- A customer survey indicated that parents with children are accounting for an
increasingly large proportion of the clientele.
Kids meals in the cafe
Better kitchen facilities for
families who want to
make their own meals
Installing play equipment
on motel grounds
Kids club or crèche
Service to organise
babysitters on request
Video hire from reception
– kids movies
Free Wi-Fi
Advertising in ‘Holidays
With Kids’ magazine
Offering school holiday
packages/deals
Partner with local family
friendly businesses
IS THAT THE ONLY OPTION?
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Example #2
The Business
- A day tour company taking groups of 15-20 people to a national park
located 90 mins from town
The Problem
- The number of customers is declining leading to decreased revenue
The Research
- Secondary data shows that visitation to the region is mostly steady with
a small increase in the number of older Australians visiting the region
- Sales data indicates that the decline is mostly among the backpacker
youth segment – a core market for the business
- A survey of young guests shows that they find the tour ‘boring’. They
feel that visiting lookouts and other scenic spots is not engaging enough
to hold their attention.
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Product Service Marketing
Include an interactive
element on the tour (e.g.
bushwalk, kayak, etc)
Upgrade the
entertainment offering on
the bus
Create a theme or
competitive element for
the tour (e.g. photography
competition with prize)
Improve tour commentary
to make it more
interesting
Offer a greater selection
of options for the tour –
add on activities, etc
Provide training for tour
guides to better engage
with the market
Offer pickup service from
local caravan park (for
over 55’s market)
Offer more bathroom
breaks and rest stops to
meet the needs of the
over 55’s market
Target the over 55’s
market
Pool resources and
advertise with local
businesses whose
services you offer on the
tour
Shift promotion to focus
on the interactive
elements of the business
Advertise in more
traditional channels to
target grey nomads (e.g.
caravan magazines)
Example #2
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Have a look at the examples provided to you
Write down and discuss:
- What information you would need to solve
the problem
- How you can obtain that information (your
research method)
You will be asked to share your responses
Activity
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