TRA / DNSW Visitor Information Research Project. LGNSW Tourism Conference 12 March 2017 Presented by Peter Lipman

Transcription

1 TRA / DNSW Visitor Information Research Project LGNSW Tourism Conference 12 March 2017 Presented by Peter Lipman

2 Tourism Research Australia / Destination NSW VIC Research Project In 2015 Orima Research was appointed to conduct research into VICs. Project objectives were to: Better understand how visitors access information Examine the impact VICs have on visitor travel behaviour and decision making Review the role and importance of VICs in delivering visitor information Develop strategies for effective visitor information servicing

3 Who was surveyed and interviewed? Visitors users and non users of VICs VIC owners VIC managers Stakeholders e.g. Chambers of Commerce Regional Tourism Organisations 3

4 Research Methodology 1041 Visitor surveys 534 VIC user surveys at 11 VICs 507 Non user surveys within the VIC area 55 stakeholder interviews 36 x 30 minute interviews with VIC Owners & Managers 19 x 30 minute interviews with VIC Stakeholders

5 Research Methodology The eleven VICs were selected based upon: Zone Sydney, Sydney Surrounds, North Coast, South Coast & Inland Ownership either Council or outsourced Operating Model Stand alone or co-located

6 The 11 VICs where visitor surveys were conducted The Rocks Parramatta Kariong Central Coast Pokolbin Hunter Valley Tweed Heads Coffs Harbour Bega Batemans Bay Cowra Dubbo Cooma 6

7 Research findings 7

8 Importance of the VIC The top 10 sources of information used during the visitor s stay Multiple answers ( n=848) Social media Travel desk at accommodation Talked to wait/café staff Travel book, guide, brochure (not online) Referrals/word of mouth Visited website of VIC in destination Recommendations from friends/relatives Online travel sites Talked to locals for advice The VIC in the destination 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 8

9 Was the visitor satisfied with their visit to the VIC? Day trip (n = 180) Disagree Overnight trip (n = 348) Neither agree or disagree Agree Overall satisfaction with visit to the VIC (n = 522) Strongly agree 0% 10% 20% 30% 40% 50% 60% 70% 9

10 Would the visitor recommend the VIC to friends and relatives Overall 60+ years (n = 205) years (n=174) years (n=154) Don't know No Day trip (n=185) Yes Overnight trip (n = 348) 0% 20% 40% 60% 80% 100% 10

11 Information items visitors sourced pre visit and during visit (Multiple response results expressed as a percentage) Guided tours Location of VIC Local events During visit Transport Restaurants Pre-visit Local maps Things to see and do Accommodation 0% 10% 20% 30% 40% 50% 60% 11

12 Percentage of visitors that made a travel booking prior to arrival. Less than a third of all visitors surveyed (29%) reported booking any part of their trip prior to arriving in the location Overall (n=1041) Day Trip (n = 471) Overnight trip (n= 570) 60 + years (n=373) years (n= 358) Yes No years (n = 309) Non-user (n=507) VIC user (n= 534) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 12

13 The role of the VIC in improving understanding of local product offering My experience at the VIC has positively influenced how I think about the destination (n = 511) Disagree The VIC showcased the destination's key experiences (n = 491) After going to the VIC I know more about nearby destinations (n = 490) After going to the VIC I know more about the things to see and do at the destination (n = 506) The VIC is an important part of the visitor experience (n=517) Neither agree or disagree Agree Strongly agree 0% 10% 20% 30% 40% 50% 13

14 Key Findings Results from the research indicate that: VIC usage influences travel and spending behaviour although the extent of the impact was difficult to measure VICs make a financial contribution to their local area VICs enhance the quality of visitor experiences and promote future advocacy Visitor satisfaction with NSW VICs was very high 14

15 Key Findings VIC users become advocates of VICs Visitors who seek information pre-visit are more likely to use VICs Digital channels offer the potential to extend the reach of VICs 15

16 Better Practice Guidelines: Online Presence LGNSW Tourism Conference March

17 Research findings No information sourced Other Travel Agent Airline Rang VIC Motoring association Advertising ( TV radio or print) Social Media Regional Tourism Website Went to another VIC Visited website of the VIC State Tourism Website Been here before Travel book, guide or brochure(not online) Internet search Recommendation from friends ( not social media) Direct with operator Online travel sites Information sources used to obtain information before arriving at destination Multiple response (n=631) 0% 5% 10% 15% 20% 25% 30% 35% 17

18 Suggestion # 1 Online presence - VICs should critically review and assess the online presence of the destination to determine the most appropriate role of the VIC website as part of a broader digital marketing strategy (including minimising overlap/ duplication with DN and STO online presences). 18

19 How you could apply the research findings Roles and purpose Compare and contrast Data sharing 19

20 Research findings Visitors reasons for using information sources Multiple responses (n = 606) Other Government backing/ownership Recommended by friends/family Independent source from operator Unbiased advice/information Comprehensive range of information Credible/trusted source Ease of access to information 0% 10% 20% 30% 40% 50% 60% 20

21 Among visitors who sought information prior to arrival, almost two thirds (63%) reported using an online information source to obtain the required information prior to arrival. A greater proportion of visitors indicated that credibility and comprehensiveness were more important for information sources used at the destination, relative to prior to arrival 21

22 Suggestion # 2 Currency and relevance of online information - VICs should conduct regular audits of online content to ensure the currency and relevance of information. 22

23 How you could apply the research findings Regular Audits Website Review Update Your Website - images, contents and the home page Conduct a Competitive Analysis Don t forget your Get Connected listing! 23

24 Research Findings Proportion of visitors travelling with electronic devices (n = 1041) Overall (n=1014) 60 + (n=373) years (n = 358) years (n = 309) Not travelling with electronic device Day trip (n=471) Overnight trip (n = 570) Non - user (n=507) Travelling with electronic device VIC user (n= 534) 0% 20% 40% 60% 80% 100% 24

25 The vast majority of visitors (87%) reported travelling with mobile devices, some had multiple devices: Smartphones 78% Tablet devices (ipad) 42% Laptops or notebooks 26% Among these visitors, almost three quarters (71%) used them to access online visit related content while in the destination. 25

26 Suggestion # 3 Mobile compatibility - VICs should ensure the mobile and tablet compatibility of their online content. 26

27 How you could apply the research findings Know the difference between a mobile compatible website and a mobile optimised website Check if your website is already optimised Flash is a problem Scrolling Make it touchable Size counts PDFs 27

28 Better Practice Guidelines: Signage & Presentation 28

29 Research Findings Would the visitor have gone to the VIC if they happened to walk or drive past it? Overall (n=361) 60+ years (n=124) years (n=134) Don't know No Yes years (n= 103) 0% 10% 20% 30% 40% 50% 60% 29

30 Suggestion # 4 Improving signage - VICs should work with relevant local and State Government stakeholders to identify and rectify signage issues 30

31 How you could apply the research findings Work with your stakeholders Improve your approach signage and signage around the VIC Install outdoor features to attract attention e.g. Dubbo VIC Ensure all your digital formats include location maps Use good quality maps Ensure your map is easily readable and legible Interactive maps Improve your digital footprint 31

32 Better Practice Guidelines: Customer Service 32

33 Across all stakeholder groups (managers, owners and stakeholders), the quality of customer service delivered by the VIC network was perceived as a key strength and differentiating factor relative to other information channels. - Parking availability; and location of the VIC 33

34 Research Findings Ratings of VIC staff (n = 355) Provided information that was impartial Were knowledgeable regarding specific attractions, events and activities Were knowledgeable about the area Provided information that was useful Disagree Neither agree or disagree Agree Understood the type of information you were looking for Provided good customer service Strongly agree

35 Suggestion # 5 Improving staff capabilities and performance - VICs should continue to focus on delivering personalised and friendly service as the key differentiating characteristic of the VIC service proposition 35

36 How you could apply the research findings VICs offer unbiased information Consider a hospitality driven approach with your front line staff Who is your customer? Complaint handling training Customer service training 36

37 Better Practice Guidelines: Retail/Merchandising 37

38 Despite recording very high ratings for overall satisfaction with the VIC (97%), the research highlights that 27% of VIC users were ambivalent towards the retail offerings. In fact merchandising and souvenirs were one of the less favourably rated attributes of VICs. This indicates that there is room for improvement in VIC merchandising practices. 38

39 Research Findings - Extent of visitor satisfaction with VIC attributes The booking service (n = 155) The website of the VIC (n =189) The merchandise or souvenirs at the VIC (n=326) Directional signage to the VIC (n=506) Very dissatisfied Dissatisfied The trading hours of the VIC (n = 452) Information was up-to-date (n = 477) The location of the VIC (n = 523) The range of information available for nearby destinations (n = 468) The facilities at the VIC (n=484) The range of information available for the destination (n=490) Parking availability at the VIC (n=435) Neither satisfied nor dissatisfied Satisfied Very satisfied 0% 10% 20% 30% 40% 50% 60% 70% 39

40 Suggestion # 6 Improve VIC retail and merchandising - VICs should undertake regular auditing of retail offerings to: - Assess profitability and turnover of retail products; and - Build greater alignment between local tourism product and retail products 40

41 How you could apply the research findings Conduct regular audits and reviews of your retail merchandise Research your visitor market Compare your product range Visual merchandising training Authenticity 41

42 In Conclusion While VICs are the leading information source for visitors during their visit, VICs should ensure that their online content is current and that their website is mobile optimised Overall satisfaction with NSW VICs was very high however retail offerings could be improved to increase profitability and create synergies with the destination VIC advocacy with VIC users was very high with almost all (95%) of VIC users indicated that they would recommend the VIC to friends or relatives visiting the area 42

43 In Conclusion Improving VIC signage should improve VIC visitation as the research found that among past VIC users 50% indicated that they would have gone to the VIC if they happened to drive or walk past it The quality of customer service delivered by VIC staff was perceived as a key strength and differentiating factor relative to other information channels. In particular, the experience, knowledge and passion of VIC staff were viewed very positively. 43

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