VISITOR EXPERIENCE AND EXPECTATIONS RESEARCH (VEER) … Library/Events/2018-19 … · Significant...
Transcript of VISITOR EXPERIENCE AND EXPECTATIONS RESEARCH (VEER) … Library/Events/2018-19 … · Significant...
VISITOR EXPERIENCE AND EXPECTATIONS
RESEARCH (VEER) 2018-19
- ABORIGINAL TOURISMAugust 2019
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
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
%
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 n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
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
Intrastate Interstate International
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
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 n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
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”
Mentions 5% of more shown.
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”