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VISITOR EXPERIENCE AND EXPECTATIONS

RESEARCH (VEER) 2018-19August 2019

CONTENTS

1Executive Summary 3

2Visitation 6

3Motivation 12

4Experience 15

5Satisfaction 22

6Value for Money 33

7Aboriginal Experience 38

8Advocacy 47

Executive Summary

EXECUTIVE SUMMARY

Significant difference testing has been included

throughout this report. The green squares /upward

pointing arrows represent a significantly higher score

and the red squares/downward pointing arrows

represent a significantly lower score at 95% confidence

level. Significant difference testing has been shown

between years and 2018-19 total against visitor type

subgroups.

Comparison

The survey involved 400 face to face intercept interviews

with international and interstate visitors on holiday in WA

for 2 or more nights, and Western Australian residents

who were currently on a WA short break/holiday or who

had holidayed in WA in the past 6 weeks.

Sample

The research objective was to better understand visitor

experiences in Western Australia. The survey

measured visitors experiences, expectations and

general thoughts of WA and their holiday

Objective

BACKGROUND AND METHODOLOGY

Fieldwork was conducted by Thinkfield in 2018-19

in three waves over the course of the year from

October 2018 to May 2019.

Timeline

Interview Location Total Intrastate Interstate International

Kings Park 45 12 12 21

City of Perth 84 15 35 34

Perth Visitor Centre 45 8 15 22

Elizabeth Quay 34 6 20 8

Fremantle 53 6 24 23

Mandurah 41 27 7 7

Other Perth 98 62 13 23

TOTAL 400 136 126 138

Sample Structure

Executive Summary

• Visitors continue to be very satisfied with their holiday in Western Australia (WA). In 2018-19 nearly all (99%) rated their experience

positively, with more than half (53%) describing their trip as ‘excellent’ – up 19% points from five years ago.

• WA’s natural assets, including its beaches and coastline, unique natural sights, and pristine natural environment, are the main reason visitors

choose to holiday in Western Australia. It is also what visitors describe as their favourite aspect of their trip.

• Thus, expectations of nearly all visitors (98%) were easily met in 2018-19, and more than half (53%) said their WA holiday surpassed their

expectations.

• More than nine in ten visitors were either fairly or very satisfied with the following aspects of their holiday: accommodation, food and drinks,

natural attractions, manmade attractions, public transport, friendliness of locals, personal safety and security and variety of things to see and do.

Despite being the lowest scoring aspect, eight in ten visitors were either fairly or very satisfied with nightlife.

• Advocacy to recommend Western Australia as a holiday destination to others is very high, with a strong Net Promoter Score of 77. Western

Australians are particularly passionate about their state, and are more likely than interstate or international visitors to recommend WA as a

holiday destination.

• In 2018-19, 54% of visitors rated their holiday as ‘extremely good’ or ‘good’ value for money, a small decline since last year but up 16%

points from five years ago. The one in ten visitors (11%) who said their WA holiday was poor value for money most commonly cited the cost of

food and drinks as the reason.

• Aboriginal tourism in Western Australia continues to be of great interest to visitors, with four in five visitors (81%) saying they would be

interested in experiencing Aboriginal tourism in Western Australia if it were easily accessible. However, participation levels remain relatively

low, with only one in five visitors (21%) actually having an Aboriginal tourism experience in 2018-19, a decline compared to the previous year.

This demonstrates there is significant opportunity to increase supply and awareness of Aboriginal tourism experiences to meet visitor demand.

SUMMARY OF KEY FINDINGS

Summary of findings

VISITATION

Visitors to Western Australia surveyed in 2018-19 consisted of mainly couples, family groups and solo travellers.

A slight skew to females was also evident.

SOURCE: S6. Gender S5. Which of these age groups do you belong to? S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9. Who did you travel with on your most recent in

WA? (Multiple Response).

BASE: All respondents n=400.

4754

07 22

11 1521 20

5

34 32 35

222

43

18 11 4 1

Gender Age Location Travel Group

2018-19 Visitor sample profile

– by Gender, Age, Location and Travel Group

%

Location proportions have been

controlled via quotas and do not

represent accurate visitor

breakdowns.

Age proportions have been controlled via quotas and do not

represent accurate visitor breakdowns.

Of all visitors that were surveyed, intrastate visitors contained the highest proportion of family groups and a

significantly smaller number of those aged 55+. Majority of Intrastate visitors surveyed were from metropolitan

Perth.

2018-19 Intrastate visitor sample profile

– by Gender, Age, Location and Travel Group

SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1a. And do you live in the Perth Metro area, or somewhere else in WA?

S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9. Who did you travel with on your most recent in WA? (Multiple Response)

BASE: Intrastate visitors n=136.

42

58

32 33 35

95

5 74

37 38

167

1


Interstate visitors contained the highest proportion of couples and over half fell into the 55+ age category.

Visitors from interstate surveyed were mainly from New South Wales, Victoria and Queensland, and two thirds

(63%) were repeat visitors to Western Australia.

63

2018-19 Interstate visitor sample profile

– by Repeat Visitation, Gender, Age, Location and Travel Group

%

SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1b.What State do you normally live in? S8. Do you live in Western Australia or are you are you visiting from another State or overseas?

S9. Who did you travel with on your most recent in WA? (Multiple Response)

BASE: Interstate visitors n=126.

50 50

14

27

59

2925 28

109 21

2

53

13

12

3 1


Repeat Visitors 63%

International visitors contained the highest proportion of solo travellers, as well as a large number of couples.

Visitors tended to be on the two ends of the age spectrum (under 35 years old and over 55 years old).

International visitors surveyed were mostly from England or other European regions and almost half (46%) were

repeat visitors to Western Australia.

2018-19 International visitor sample profile

– by Repeat Visitation, Gender, Age, Location and Travel Group

%

SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1c. And what country do you usually live in? S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9.

Who did you travel with on your most recent in WA? (Multiple Response).

BASE: International visitors n=138.

4648

52

39

16

45 42

9

11

38

2

41

1

44

6 5 3 0


Repeat Visitors 46%

Other than Perth, the South West was the most visited region in 2018-19, with two in five having visited the

region. The length of stay among the visitor source markets varies; the majority of international visitors surveyed

(90%) were visiting WA for more than a week, while intrastate visitors were most likely to have taken short

breaks. Three in five interstate visitors (62%) were visiting WA for more than a week.

SOURCE: S7. Which of these regions have you stayed/ did you stay overnight on your current/ most recent holiday or break?

S3a. How many nights… Do you plan to be away from home? Do you plan to be in WA?

BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.

2018-19 Regions visited 2018-19 Length of visit

– by Visitor Type

32

32

25

7

3

1

2

13

24

36

10

16

1

4

5

18

22

49

2 nights

3 to 4 nights

5 to 7 nights

8 to 14 nights

15 to 28 nights

More than 28 nights

Intrastate Interstate International

18%

6%

14%

73%

41%

MOTIVATION

To qualify for the survey, all visitors had to be visiting WA for a holiday. A third of interstate visitors and two in five

international visitors were also visiting friends and relatives living in Western Australia. Almost four in five

international visitors were visiting WA for a working holiday.

100

29

8

4

2

2

0

Holiday/leisure

Visiting friends/relatives

Working holiday

Event

Business

Education

Other

SOURCE: S4. What are/what were your reasons for taking a short break or holiday in Western Australia?


2018-19 Reasons for travel

– by Visitor Type

%Intrastate Interstate International

100 100 97

13 33 41

1 5 18

4 4 4

1 2 1

1 1 4

1 1 1

The main motivation for travel to Western Australia among all visitor types was driven by nature based factors –

driven by the beaches and coastal scenery, followed by unique natural sights, and pristine natural environments.

Food, wine and local cuisine was the next highest motivating factor.

56

34

30

20

16

12

10

9

7

6

5

4

4

2

23

Beaches/coastal scenery

Unique natural sights

Pristine natural environments

Good food, wine and local cuisine

Treks, trails and/or hikes

Water based activities (eg snorkelling)

Visiting friends and relatives

Cultural, educational and/or historical activities

Ability to attend a personal event (e.g. wedding)

Ability to attend a public event (eg festival, concert, sporting)

New place/bucket list

Part of a longer trip (eg roadtrip, cruise, Indian Pacific, flight layover)

Business trip or work (or accompanying)

Vibrant city life (eg nightlife, shopping)

Other*

SOURCE: Q26. Thinking about these factors, which 3 had the most influence on your decision to travel here?


*Other motivations include weather, been before and wanted to return, close to home/easy to get to, recommendation or word of mouth and for a break/time off work.

2018-19 Motivations for travel

– by Visitor Type

%


64 44 59

31 40 30

31 32 28

21 23 16

15 15 17

21 7 7

1 10 28

8 13 7

7 6 8

8 4 6

0 10 14

0 7 12

1 6 12

1 2 4

32 13 22

Experience

EXPERIENCE

Nearly all visitors (99%) mentioned something positive about their holiday in Western Australia. They were most

complimentary about the Western Australian landscape including the beaches, coastline and National Parks.

SOURCE: Q2. What was the main thing you liked? Why did you give your WA holiday that rating? MULTIPLE RESPONSES

BASE: All respondents n=400.

2018-19 Main thing liked about WA holiday

%

“Beaches were beautiful.”

“Fabulous weather.”

“Lots of things to do with kids.”

“Beautiful scenery especially the forests.””

“The variation in landscape and opportunities for walking in different

landscapes.”

“Everyone is relaxed here and super friendly.”

“How easy to get around the city, free buses.”

“Amazing cycling trails.”

Mentions 5% of more shown.

26

17

15

10

6

6

6

5

Landscape / Environment

Attractions and activities

Weather / Climate

Relaxing Atmosphere

People / Customer service

Social aspects (friends and family)

Towns and cities

Public Tranport/getting around

Visitors to Western Australia continue to rate their holiday experience very highly. In 2018-19, 99% described their

experience as ‘excellent’, ‘very good’, or ‘good’.

Overall Experience

– by Year

%

SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.

BASE: All respondents, 2018-19 n=400, Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.

99 99 9899 99 99 99

86 86 8689

86

93 92

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

Nett: Excellent/

Very Good

Nett: Excellent/

Very Good /

Good

Indicates statistically significant increase year on year

Compared to 2017-18, there has been a slight decline in ‘excellent’ experiences. However, comparing against

2012-13 there has been an increase of 15% points. This has been driven by a significant increase in 2014-15 and

continued high performance since.

Overall Experience

– by Year

%


BASE: All respondents, 2018-19 n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.

3834

4953

5054 53

0

10

20

30

40

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

Excellent

Indicates statistically significant increase year on year

In 2018-19 there was little differentiation in experience among the source markets, with more than nine in ten

intrastate, interstate, and international visitors rating their holiday in WA as ‘excellent’ or ‘very good’.

1

1

8

10

6

7

39

42

40

36

53

48

53

57

92

90

94

92

Total (400)

Intrastate (136)

Interstate (126)

International (138)

2018-19 Experience

– by Visitor Type

%



Poor Fair Very good ExcellentGood

Top 2 Box

Western Australian holidays continue to surpass the expectations of more than half of the State’s visitors, with

53% stating that their holiday in WA was somewhat or much better than they had expected. However, that

proportion is down slightly from last year (59%).

Overall Expectations

– by Year

%

SOURCE: Q3. And using this scale, could you please rate whether or not your holiday in Western Australia met, exceeded or fell below your expectations.

BASE: All respondents, 2018-19 n=400; 2017-18 n=400; 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.

51 52 53 5256

5953

98 98 98 98 99 99 98

0

10

20

30

40

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

Nett: Much/

Somewhat better

Nett: Met or

Surpassed

Interstate and international visitors were more likely than intrastate visitors to say that their expectations had

been exceeded.

2

4

2

1

44

54

38

41

31

24

36

34

22

18

25

23

53

43

60

57

Total (400)

Intrastate (136)

Interstate (126)

International (138)

2018-19 Expectations

– by Visitor Type

%

SOURCE: Q3. And using this scale, could you please rate whether or not your holiday in Western Australia met, exceeded or fell below your expectations.


Much worse Somewhat worse Somewhat better Much betterAbout as expected

Top 2 Box

Experience

SATISFACTION

Visitors were very satisfied with all aspects of their trip. Highest satisfaction ratings were given for Western

Australia’s natural attractions, friendliness of locals, safety and security, public transport, and variety of things to

see and do. The remainder of this section of the report breaks down satisfaction of each aspect by market.

0

1

1

1

2

1

3

1

4

1

4

3

4

5

7

6

7

16

9

17

18

16

18

22

23

30

32

90

78

77

78

75

71

68

61

48

Natural attractions (e.g. beaches, National Parks)

Friendliness of locals

Personal safety and security

Public transport

Variety of things to see and do

Manmade attractions (e.g. museums, historical sites)

Accommodation

Food and drinks

Nightlife

2018-19 Satisfaction of aspects of holiday

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with accommodation?


NOTE: Not Applicable responses have been removed. %s are of those who answered the question.

Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor

dissatisfied

Top 2 Box

99

95

95

94

93

92

91

91

80

More than nine in ten visitors were satisfied with their accommodation. The interstate source market had the

highest satisfaction with 96% of visitors either ‘fairly satisfied’ or ‘very satisfied’ with their accommodation in WA.

3

3

2

4

6

10

3

5

23

23

26

19

68

64

69

72

91

87

96

91

Total (368)

Intrastate (132)

Interstate (114)

International (122)

2018-19 Satisfaction of Accommodation

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with accommodation?


NOTE: Not Applicable responses have been removed. %s are of those who answered the question.


dissatisfied

Top 2 Box

More than nine in ten visitors were satisfied with food and drinks whilst on holiday in WA. Interstate visitors had

the highest satisfaction; seven in ten were ‘very satisfied’.

1

2

1

1

1

7

9

3

9

30

34

25

30

61

55

70

59

91

89

95

89

Total (395)

Intrastate (131)

Interstate (126)

International (138)

2018-19 Satisfaction of Food and Drinks

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with food and drinks?


NOTE: Not Applicable responses have been removed. %s are of those who answered the question


dissatisfied

Top 2 Box

Close to 100% of all intrastate, interstate, and international visitors were either ‘fairly satisfied’ or ‘very satisfied’

with WA’s natural attractions. Of all questioned aspects of their holiday, WA’s natural attractions have the

highest rate of satisfaction amongst all markets.

9

14

7

5

90

85

92

92

99

99

99

98

Total (381)

Intrastate (129)

Interstate (119)

International (133)

2018-19 Satisfaction of natural attractions (eg beaches and National

Parks)

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with natural attractions (e.g. beaches, National Parks, etc.)?




dissatisfied

Top 2 Box

More than nine in ten visitors were satisfied with WA’s manmade attractions. Interstate visitors had the highest

satisfaction, with almost four in five visitors ‘very satisfied’, whilst international had the lowest satisfaction with just

over three in five ‘very satisfied’.

1

1

2

7

8

4

8

22

19

18

27

71

71

78

63

92

90

96

90

Total (296)

Intrastate (84)

Interstate (105)

International (107)

2018-19 Satisfaction of manmade attractions (e.g. museums)

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with manmade attractions (e.g. museums, historic sites, etc.)?




dissatisfied

Top 2 Box

Just over half (54%) of visitors surveyed used public transport during their trip. Of those, nine in ten were either

‘fairly satisfied’ or ‘very satisfied’ with WA’s public transport. Interstate visitors showed the highest satisfaction with

almost nine in ten ‘very satisfied’. There was some dissatisfaction amongst intrastate visitors, however this

question was applicable to just 14% of intrastate respondents, and needs to be read with caution.

1

5

1

1

4

1

6

16

21

12

18

78

68

86

75

94

89

98

93

Total (217)

Intrastate (19) –

use with caution

Interstate (83)

International (115)

2018-19 Satisfaction of public transport*

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with public transport?




dissatisfied

Top 2 Box

5

*Note high volume of non-

applicable responses:

86% of intrastate

34% of interstate

17% of international

Of all questioned aspects of their holiday, WA’s nightlife had the lowest rate of satisfaction. On average eight in

ten visitors were either ‘fairly satisfied’ or ‘very satisfied’ with WA’s nightlife. The high ‘non-applicable’ response

rate for this question should also be considered.

4

4

6

16

16

11

19

32

41

29

29

48

44

57

46

80

84

86

75

Total (112)

Intrastate (32)Use with caution

Interstate (28)Use with caution

International (52)

2018-19 Satisfaction of nightlife*

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with nightlife?




dissatisfied

Top 2 Box

*Note high volume of non-

applicable responses:

77% of intrastate

78% of interstate

62% of international

On average, nine in ten visitors were satisfied with WA’s variety of things to see and do. Of the source markets,

interstate had the highest proportion (82%) of ‘very satisfied’ visitors, whilst intrastate had the lowest (69%).

Furthermore, 4% of intrastate visitors were ‘fairly dissatisfied’.

2

4

1

5

10

1

3

18

17

18

20

75

69

82

75

93

86

99

96

Total (397)

Intrastate (135)

Interstate (125)

International (137)

2018-19 Satisfaction of variety of things to see and do

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with the variety of things to see and do?




dissatisfied

Top 2 Box

Friendliness of the locals had a high rate of satisfaction, with more than nine in ten intrastate, interstate, and

international visitors either ‘fairly satisfied’ or ‘very satisfied’. International visitors had the highest satisfaction,

with 84% ‘very satisfied’.

1

2

1

2

4

4

3

4

17

20

20

12

78

73

76

84

95

93

96

96

Total (397)

Intrastate (133)

Interstate (126)

International (138)

2018-19 Satisfaction of friendliness of locals

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with friendliness of locals?




dissatisfied

Top 2 Box

Personal safety and security had a high rate of satisfaction, with more than nine in ten intrastate, interstate, and

international visitors either ‘fairly satisfied’ or ‘very satisfied’ with their personal safety and security in WA. There

was a very small amount of dissatisfaction amongst all source markets.

1

1

1

1

3

1

8

1

18

16

19

20

77

81

72

78

1

95

96

91

98

Total (399)

Intrastate (136)

Interstate (126)

International (138)

2018-19 Satisfaction of personal safety and security

– by Visitor Type

%

SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with personal safety and security?




dissatisfied

Top 2 Box

VALUE FOR MONEY

Just over half of all visitors to WA surveyed in 2018-19 perceived their holiday to be of ‘good’ or ‘extremely good’

value for money. There is a small decrease from last year, but an increase of 9% points compared to five years ago.

Meanwhile, the number of visitors who perceive WA to be ‘poor’ or ‘extremely poor’ value for money continues to

decline.

Overall Value for Money

– by Year

%

SOURCE: Q7. Now using this scale, could you please rate the overall value for money of your holiday in Western Australia?


18 1815

1217

12 11

45

38

45

54 5458

54

0

10

20

30

40

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

Nett: Extremely

poor/ Poor

Nett: Extremely

good/ Good

In 2018-19, interstate visitors were the most likely to rate their holiday in WA as ‘good’ or ‘extremely good’ value

for money, whilst intrastate and international visitors were most likely to rate their holiday in WA as ‘poor’ value for

money.

10

13

5

12

1

1

1

35

35

35

36

41

33

46

43

14

20

13

7

54

53

60

50

Total (400)

Intrastate (136)

Interstate (126)

International (138)

2018-19 Value for Money

– by Visitor Type

%

SOURCE: Q7. Now using this scale, could you please rate the overall value for money of your holiday in Western Australia?


Extremely poor Poor Good Extremely goodAverage

Top 2 Box

24

13

13

12

7

6

6

Accommodation

Food and drinks

Attractions / experiences

Public transport

Staying with friends or family

General positive comment

Caravan and Camping

SOURCE: Q8. What was the main thing that was good value? Why did you give that rating? FIRST RESPONSE ONLY

BASE: Those who rated their WA holiday as Good or Extremely Good value for money and gave a positive reason (n=216)


– Main element of holiday that was considered good value for money

%

Amongst the 54% of visitors who rated their holiday as ‘good’ or ‘extremely good’ value for money,

accommodation was the most common reason cited, followed by food and drinks and attractions/experiences.

“Parks and natural attractions.”

“The excursions were reasonably priced / the staff at the visitors centers

and the train station were very helpful.”

“We stayed in a caravan park, had good facilities and good play

equipment for children.”

“The accommodation was cheap, clean and suited our needs.”

“Stayed with family and did work for free accommodation.”

“The cafe and restaurants are very good quality and well priced.”

“Transport system is great, its reliable, cheap and free in Perth.”

“The tourist attractions are good value.”


37

33

14

9

7

Food and drinks

Everything

Accommodation

Attractions

Fuel / travel

SOURCE: Q8. What was the main thing that was poor value? Why did you give that rating? FIRST RESPONSE ONLY

BASE: Those who rated their holiday in WA as ‘Poor’ or “Extremely poor’ value for money (n=43)


– Main element of holiday that was considered poor value for money

%

Amongst the one in ten (11%) visitors who said their holiday in WA was poor value for money, the cost of on-

ground expenses was cited. The expense of eating out and/or food and drinks in general was the most common

complaint, followed by a general feeling that ‘everything’ in WA is expensive.

“Everything very expensive.”

“A little more expensive than France, mainly food.”

“Any activities to do with kids was expensive.”

“As it was Easter, the Caravan park charged way too much for a tent site.”

“Food, drink eating out very expensive.”

“Expensive, accommodation down south, basic 4 star for 5 star prices.”


ABORIGINAL EXPERIENCE

Visitor interest in Aboriginal experiences continued to far outweigh participation in the tourism offer in 2018-19.

Four in five visitors (81%) would be interested in experiencing an Aboriginal tourism experience or activity if it

were easily accessible in WA, however only one in five visitors (21%) participated in Aboriginal tourism during

their WA holiday.

Overall Interest and Participation in Aboriginal Tourism

– by Year

%

*”Experience Native bush food” was added to list of Aboriginal tourism experiences in 2017-18, which has resulted in a higher result for total interest from 2017-18. If “Experience Native bush

food” had not been added, total interest would have been 77% in 2017-18 and 78% in 2018-19, consistent with previous years.

SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?

Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?

BASE: All respondents, 2018-19 n=400; 2017-18 n=400; 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013/14 n=400; 2012-13 n=400.

2622 21

2421

2621

59

66

7479 78

82 81

0

10

20

30

40

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

60Total participation

Total interest

33 44 53 55 57 56

* *

Interstate visitors are less likely to be interested in experiencing Aboriginal tourism while on holiday in WA,

although seven in ten (71%) indicate interest. “Go on a tour with an Aboriginal guide” generates the most interest,

and also the largest gap between interest and participation, indicating a potential opportunity for development.

Visiting Aboriginal galleries and seeing art, craft or cultural displays were the most common activities undertaken.

2018-19 Interest and Participation in Aboriginal Tourism

– by Visitor Type

%




43

39

36

33

33

33

28

27

25

24

21

2

2

3

9

4

6

4

4

3

2

1

Go on a tour with an Aboriginal guide

Experience Native bush food

Saw Aboriginal dance / performance

Visit an Aboriginal gallery

Visit an Aboriginal cultural centre

Saw any Aboriginal art, craft or display

Saw an Aboriginal site or community

Experience Aboriginal interpretation tour

Other interaction with Aboriginal people

Purchase Aboriginal art / craft / souvenir

Stay in Aboriginal accommodation


83 71 86

14 21 28

Interested

Participated

Interested Participated21

81

Total

2018-19 Participation in Aboriginal Tourism

%

Gap

42

37

33

24

29

26

24

23

22

22

20

Interested Participated

44

23

34

30

39

31

30

26

25

30

37

2

1

8

16

4

12

4

4

4

7

2

The gap between interest and participation is most significant for intrastate visitors; they are the most interested

audience, yet the one which participates in Aboriginal tourism the least. Across all visitor markets, the types of

experiences visitors are more interested in is largely similar – with experiencing native bush food and going on a

tour with an Aboriginal guide ranking in the top three most appealing experiences across all three markets.

52

29

41

41

45

40

31

29

33

31

51

1

1

2

3

2

1

4

0

5

1

2

Go on a tour with an Aboriginal guide

Stay in Aboriginal accommodation

Visit an Aboriginal cultural centre

Visit an Aboriginal gallery

Saw Aboriginal dance, theatre or performance

Saw any Aboriginal art, craft or cultural display

Saw an Aboriginal site or Aboriginal community

Purchase Aboriginal art, craft or souvenirs

Experience Aboriginal interpretation on a tour

Have some other interaction with Aboriginalpeople

Experience Native bush food

33

10

22

28

21

25

21

16

21

12

29

1

0

2

9

2

6

2

2

2

1

2

Gap

51

28

39

38

43

39

26

29

28

30

49

Gap

34

12

22

22

24

16

13

16

19

15

34

Gap

29

12

24

14

26

11

13

16

13

13

27




2018-19 Interest and Participation

– by Visitor Type %

Interested Participated

For those visitors who had participated in an Aboriginal activity, satisfaction with the experience was at an all time

high. Almost all (98%) rated their experience as ‘excellent’, ‘very good’, or ‘good’. This was an increase of 9%

points on last year, with a 12% point growth in those visitors rating their experience of ‘very good’ or ‘excellent’.

Overall Aboriginal Experience

– by Year

%

SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?

BASE: All respondents who participated in an Aboriginal activity, 2018-19 n=83; 2017-18 n=103; 2016-17 n=85; 2015-16 n=95; 2014-15 n=83; 2013-14 n=86; 2012-13 n=102.

8983

90 9195

8998

4640

4953

49 48

60

1117

10 95

11

2

0

10

20

30

40

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

Nett: Fair/

Poor

Nett: Excellent/

Very Good

Nett: Excellent/

Very Good/

Good

Ratings of Aboriginal tourism experiences were high across all three markets. (Note: small sample sizes; results are indicative only)

2

8

37

42

42

32

40

32

31

50

20

26

19

18

60

58

50

68

Total (83)

*Intrastate (19)Use with caution

*Interstate (26)Use with caution

*International (38)Use with caution

2018-19 Aboriginal Experience

– by Visitor Type

%

SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?

BASE: All respondents n=83; Intrastate visitors n=19; Interstate visitors n=26; International visitors n=38. *Note small sample size

Poor Fair Very good ExcellentGood

Top 2 Box

SOURCE: Q15. What was the man thing that was poor/fair? What was good/excellent? FIRST RESPONSE ONLY

BASE: Respondents who had participated in an Aboriginal activity n=83.

NOTE: Size of the word in the image represents frequency of mentions.

Most participants of Aboriginal tourism found the experience interesting and enjoyed the chance to experience

‘something different’. The experiences were perceived as unique and informative. Many mentioned the beauty of

Aboriginal artwork.

“The culture of the environment, people and nature

makes me feel warmed and comfortable”

“Interesting and informative about the culture”

“They put a lot of work in to their dancing, a lot better

than what I've seen before”

“The art work was beautiful”

“I enjoy learning about their lifestyle and culture, and

that they are maintaining it”

“The use of colour and design”

26

16

12

12

11

9

8

8

No time

Have not seen any

Done before

Not interested

Have not had the time/opportunity yet

Not aware of any/Not offered

Not reason for this trip

None available here

SOURCE: Q16. Can I ask why you chose to not participate in Aboriginal activities or experiences? FIRST RESPONSE ONLY

BASE: Respondents who had not participated in an Aboriginal activity n=317.

2018-19 Deterrent of Aboriginal Experience

– Did not participate

%

Those who did not participate in Aboriginal tourism cited a lack of time as the main reason. Lack of knowledge

and/or availability of Aboriginal tourism experiences is also a significant barrier to participation, with one third (33%)

saying they have not come across any Aboriginal tourism experiences during their trip.

“Because I haven’t found any yet”

“Because they weren’t available”

“Bought aboriginal art in the past, can only get so much on the

walls”

“Didn’t know they existed in the Dunsborough area”

“Focus on other things, but haven’t avoided it”

“Haven’t had time, when I was here before I visited aboriginal

communities outside of Kalgoorlie”


33%

SOURCE: Q17. Why are you not interested in participating in an Aboriginal activity or experience in Western Australia?

Why are you not interested in participating in another Aboriginal activity or experience in Western Australia?

BASE: Respondents who were not interested in an Aboriginal activity n=77.

2018-19 Deterrent of Aboriginal Experience

– Not interested

%

For those who were not interested in participating in an Aboriginal activity or experience, their main reasons were

a lack of enthusiasm and a feeling of ‘been there, done that’. Upselling the breadth and uniqueness of

experiences available in WA may help to overcome these barriers.

Not interested in participating 58%

Have had previous experiences 25%

Did not have the time to participate 1%

1

2

3

“Because I’ve seen it at home in the NT”

“Kids are more interested in other activities such as pirate

ship.”

“Just not interested and lack of awareness.”

“It’s not on my radar.”

“We have already seen it before and have attended events in

Tasmania.”

“Done these things before”

Advocacy

ADVOCACY

Advocacy of Western Australia as a holiday destination remains very strong, with nearly all visitors surveyed likely

to recommend WA.

Overall Advocacy

– by Year

%

SOURCE: Q10. Using this scale, how likely are you to recommend Western Australia as a holiday destination to other people?


NOTE: Scale changed from a 5 point descriptive scale to a 10 point numeric scale in 2017-18. Scores grouped from 2017-18 analysis to maintain time series: Score 0 – 2 = Not at all likely, Score 3 = Fairly unlikely, Score 4

– 6 = Neither, Score 7 – 8= Fairly Likely, Score 9 – 10 = Very Likely.

2 1 2 1 1 0 1

95 9497 99 97 96 96

0

10

20

30

40

50

60

70

80

90

100

VEER 2012-13(n=400)

VEER 2013-14(n=400)

VEER 2014-15(n=401)

VEER 2015-16(n=400)

VEER 2016-17(n=400)

VEER 2017-18(n=400)

VEER 2018-19(n=400)

Nett: Fairly

unlikely/ Very

unlikely

Nett: Fairly likely/

Very likely

31

21

17

7

6

5

Landscape/nature

General positive comment

Attractions/experiences

Weather/climate

Relaxing atmosphere

Clean and safe

SOURCE: Q10. Using this scale (1-10), how likely are you to recommend Western Australia as a holiday destination to other people?


2018-19 Recommendation of WA as a holiday destination

- Main reason for recommending WA

%

Amongst the 96% of visitors who were ‘fairly likely’ or ‘very likely’ to recommend WA as a holiday destination to

other people, landscape and nature was the most common reason cited, followed by general positive comments

about the State.

“Beautiful beaches and beautiful scenery.”

“Because its a great state.”

“Cleanliness, people friendly, fantastic weather.”

“Got beautiful beaches and scenery, got everything, has lots to do.”

“Fantastic, brilliant, amazing, wonderful place.”

“I love the state I live in and want everyone to experience it as much as I

have, and I have only seen half!”

“Its a fascinating state with a wealth of experiences to be had”

“Natural scenery and relaxing pace of life.”


WA’s Net Promotor Score (NPS) grew by +4 compared to 2017-18. NPS was strong for all markets, but the

intrastate market was the most likely to recommend WA as a holiday destination to others. Around one in five

interstate and international visitors were recorded as being somewhat likely to recommend (‘passives’) – these

represent an opportunity to convert to promoters, but also a risk as they could easily switch to recommending

another destination over WA.

2018-19 Net Promotor Score

– by Visitor Type

%

SOURCE: Q10. Using this scale (1-10), how likely are you to recommend Western Australia as a holiday destination to other people?


NOTE: NPS calculated by subtracting % of detractors (rating of 0-6 out of 10) from % of promoters (rating of 9-10 out of 10)

NPS 77 82 79 70

5 5 2 6

147 17

19

8188

8175

0

10

20

30

40

50

60

70

80

90

100

WA Intrastate Interstate International

Promoters (9 - 10)

Passives (7 - 8)

Detractors (0 - 6)

For further information, contact:

[email protected]

mailto:[email protected]

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