Activating domestic tourism
6,000 online interviews with New Zealanders about their domestic tourism behaviour and intentions. All interviewing done in THE RESEARCH September 2016. IS BASED ON Sample structured to be representative of the New Zealand population by age, gender, and region.
WHEN WE SAY DOMESTIC TOURISM, WHAT WE ACTUALLY MEAN IS… Domestic travel for leisure reasons which involves either: OR 5 HOURS At least five hours At least one night away from home and away from home a tourist activity
DAY TRIPS 27,565,000 of these in the last 12 months OVERNIGHT TRIPS 17,403,000 of these in the last 12 months
There is strong inherent interest in some regions, while others will need to work hard to attract visitors For a short break For a long break (2 to 3 nights) (5+ nights) HIGH INTEREST LOW INTEREST HIGH INTEREST LOW INTEREST
Interest in a region varies hugely depending on where someone comes from Origin of those Origin of those interested in interested in Wellington Central Otago HIGH INTEREST LOW INTEREST HIGH INTEREST LOW INTEREST
We assessed interest in 63 activities The larger the word(s) the greater the interest.
01 DECIDING TO START A BUSINESS CASE STUDY Joe is thinking about setting up a water based adventure tourism business and wants to know whether it is viable.
01 DGiT WOULD TELL JOE… CASE STUDY The best place to base his business (map shows where his market already want to go and where they can get to easily) That there is definitely a decent sized market for his business 541,000 Overnight trips are taken every year by New Zealanders interested in rafting, canoeing or kayaking HIGH VOLUME LOW VOLUME
01 DGiT WOULD TELL JOE… How to position his business CASE STUDY (People’s motivations for water based activities aren’t so much about the adventure or challenge, they are more about exploring the outdoors and discovering new things or places) 30% 25% 21% 20% 11% 9% 8% 8% Explore the Relax and Discover new Bond with Adventure or Romance with Experience Indulge in luxury outdoors escape daily things or places travelling challenge partner rustic, laid back stress companions NZ
Returning to the overall results, people plan using a wide range of tools 29% 26% 18% 17% 15% 13% 6% 6% 6% 5% 4% 2% Base: Overnight trips.
There are three main triggers for domestic tourism 41% 38% 29% 27% 20% 20% 19% 13% General friends Specific friends Seeing or hearing Attending a Participating in a Specials or cheap Specials or cheap Specials or cheap and relatives get and relatives about something specific event to specific event or deals on travel deals on deals on together event you would like to watch show accommodation activities do Base: Daytime and overnight trips.
02 ATTRACTING PEOPLE TO A REGION CASE STUDY The Wellington regional tourism organisation wants to attract more weekend visits to Wellington in the winter
02 DGiT WOULD TELL THE WELLINGTON RTO… CASE STUDY 45% 34% 33% That attending a specific 23% 18% 11% 10% event is an important trigger for people already Cheap deals on Attending a Cheap deals on Seeing or hearing Cheap deals on Participating in a Children interested in Wellington travel specific event to accommodation about an activity activities specific event participating in a watch you'd like to do specific event 46% That there is most interest 26% 26% in live music events, 16% 15% 14% 13% sports events and wine/food events Live music event Watching sport Wine/food Play or drama Wine trail Wine or food Other (restaurants) event exhibition/expo
02 DGiT WOULD TELL THE WELLINGTON RTO… CASE STUDY That Facebook and TV are best media To target people from to reach the target audience Auckland, Hawkes Bay, and Canterbury because these Facebook 51% people are most likely to come to Wellington for an event. Pay TV 44% Outdoor 34% Radio 25% Non-pay TV 17% YouTube 10% Newspaper 7% HIGH VOLUME LOW VOLUME
03 ATTRACTING A BROADER CUSTOMER BASE CASE STUDY Jill operates a backpackers in Taranaki and most of her New Zealand customers are 18 to 34 – she wants to know what she has to do to attract more 35 to 49 year olds.
03 DGiT WOULD TELL JILL… CASE STUDY 65% 63% The accommodation 35% preferences of 35 to 49 year 14% 13% 12% 10% 8% 3% olds who are interested in visiting Taranaki With friends Free camping Own tent or DOC Hostel or Cabin or Motel Motel All others and family campervan in campground backpackers chalet in (<$100 a ($100-$249) campground or hut holiday park night) The websites her target market use to book travel 30% 30% 25% 21% 12% – so she knows the key 8% ones to have a listing on Online travel Regional tourism Trip Advisor What's on Airline AA agent sites
03 DGiT WOULD TELL JILL… CASE STUDY That relaxing and escaping stress 39% 29% 27% is an important motivation 20% 18% which will help her shape the way she describes her Visit friends and Discover new things Relax and escape Bond with travelling See participate in backpackers in the listings relatives or places daily stress companions special event The types of activities they 42% 28% 23% 22% want to do on holiday, which 21% 20% 20% will help her decide on the Google AdWords to invest in Beach Public museum National park Walking Hot pools Shopping Wildlife or art gallery
INTRODUCING DGiT Photo credit: Destination Great Lake Taupo
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