Where do your customers come from? A guide to tourism research

Transcription

1 Where do your customers come from? A guide to tourism research

2 What is research? The collection and analysis of information for a specific purpose Surveys Sales Data Complaints Internet Searches Booking Information And More Customer Profile Customer Issues Market Trends Improving Product/Services Developing Products/Services Investment Marketing Measure Customer Satisfaction Today s Objectives: 1. Understand what types of research are available and how to find it 2. Find out who is coming to your region 3. Learn about research you can do yourself 2

3 What is already out there? Secondary research

4 The good news is You may already have much of the data you need Even more good news Much of it is free What is already out there? 4

5 Destination NSW Destination NSW website: What is already out there? 5

6 Who is coming to my region? Destination NSW website: Tourism statistics for: NSW All Tourism Regions All regional Local Government Areas* All regions that have conducted a Destination Visitor Survey project All major International Markets *Local government areas with extremely low visitation have been excluded on the basis of data reliability What is already out there? 6

7 Regional NSW What is already out there? 7

8 Riverina What is already out there? 8

9 Griffith LGA What is already out there? 9

10 Who is coming to your area? REGIONAL NSW RIVERINA GRIFFITH 75% of domestic overnight visitors come from NSW 37% of domestic nights spent in friends or relatives property 46% of domestic visitors come for the purpose of a Holiday or Leisure 67% of domestic overnight visitors come from NSW 41% of domestic nights spent in friends or relatives property 25% of domestic visitors come for the purpose of a Holiday or Leisure 82% of domestic overnight visitors come from NSW 37% of domestic nights spent in friends or relatives property 23% of domestic visitors come for the purpose of a Holiday or Leisure What is already out there? 10

11 Destination Visitor Survey Program What is already out there? 11

12 Market Segments Destination NSW website: Caravan and Camping Backpackers Working Holiday Makers Over 55 s Students Youth Food and Wine Nature Culture and Heritage Short Breaks Luxury (International) What is already out there? 12

13 Other Sources Tourism Australia Tourism Research Australia Local Regional Tourism Organisation Consumer site What is already out there? 13

14 What can you do yourself? Primary research

15 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 What can you do yourself? 15

16 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 What can you do yourself? 16

17 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? What can you do yourself? 17

18 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 What can you do yourself? 18

19 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 What can you do yourself? 19

20 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) What can you do yourself? 20

21 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 What can you do yourself? 21

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