Program One - Consumer Research
This
program is managed by Tourism Tasmania.
The Perceptions Study
The objective of the consumer research was to better understand how both visitors to Tasmania and potential visitors to Tasmania viewed the State as a holiday destination. This was achieved by identifying the current motivational triggers and barriers associated with travelling to and around the State.
Colmar Brunton was commissioned to complete the Perceptions Study, which surveyed interstate Australians who were prepared to spend $2,000 on a holiday and Tasmanians who were prepared to spend $1,000. The project was comprehensive in its sample-size, involving 2038 interstate Australians and 525 Tasmanians.
Future research is currently being planned and will include validating the new Zone Marketing approach and review product development opportunities.
Tourism Tasmania will conduct a workshop encompassing all the initiatives from the Perceptions Study and the organisation’s new strategic direction to develop a clear roadmap for the future.
Contact:
Tourism Tasmania’s Manager Consumer Research, Mark Poll
Mark.Poll@tourism.tas.gov.au or
(03) 6230 8231
