Annual Report 2001-2002 - Tourism Western Australia - The ...

Report on Operations
Output Performance
National Marketing
Quantity Quality Timeliness Cost
Strategies aimed at raising consumer awareness of WA as a desirable tourist
destination
Number of
interstate
consumer
awareness
strategies
Interstate consumer awareness
i) Perceived knowledge : percentage of people
aware of WA as a holiday destination for “a lot”
category
ii) Propensity to consider: percentage of people
with a preference to travel to WA for 3 nights or
more
iii) Level of advertising awareness of WA as a
holiday destination
Delivered
according to
Operational
Plan
timeframes
Cost per
interstate
consumer
awareness
strategies
Actual 1 i) 4.8% ii) 15.8% iii) 9.4% 100% $5,196,430
Target 1 i) 6.0% ii) 16% iii) 10% 100% $2,748,138
Number of
intrastate
consumer
awareness
strategies
Intrastate consumer awareness
i) Level of advertising awareness of WA as a
holiday destination
ii) % of Western Australians preferring to travel
within WA for 3 nights or more
Delivered
according to
Operational
Plan
timeframes
Cost of
intrastate
consumer
awareness
strategies
Actual 1 i) 31.23% ii) 47.03% 100% $1,299,108
Target 1 i) 35% ii) 36% 100% $687,034
Number of
Regional
Tourism
Authority
contracts
managed
Proportion of regional tourism authority contract
conditions met
Delivered
according to
Operational
Plan
timeframes
Cost per
Regional
Tourism
Association
contract
managed
Actual 10 100% 100% $52,153
Target 10 100% 100% $63,323
Strategies aimed at raising trade awareness of WA as a desirable tourist
destination
Number
of trade
awareness
strategies
Trade awareness
i) Knowledge levels of WA product
ii) WATC’s contribution to current knowledge levels
(rated significant or above)
iii) Likelihood of recommending WA as a holiday
destination compared to previous 12 months
Delivered
according to
Operational
Plan
timeframes
Cost of trade
awareness
strategies
Actual 1 i) 48% ii) 71% iii) 54% 100% $831,581
Target 1 i) 60% ii) 80% iii) 70% 100% $751,335
Quantity Quality Timeliness Cost
Strategies aimed at incremental business in cooperation with industry
Number of
incremental
business
strategies
Visitor expenditure generated by tactical campaigns
Delivered
according to
Operational
Plan
timeframes
Cost of
incremental
business
strategies
Actual 1 $5,467,544 100% $627,441
Target 1 $4,886,000 100% $622,994
Strategies aimed at increasing tourism product and destination information
distribution
Number of
information
enquiries
serviced
Overall level of customer satisfaction with information
accessed
Delivered
according to
Operational
Plan
timeframes
Cost per
enquiry
serviced
Actual 45,000 90% 100% $4.76
Target 45,000 80% 100% $4.68
Strategies aimed at increasing airline access to WA
Number of
increased air
transport seats
into WA
Proportion of targeted air transport seats into WA
Delivered
according to
Operational
Plan
timeframes
Total cost of
activity
Actual (394,086) Reduction due to demise of Ansett 100% $18,718
Target 3,000 100% 100%
Policy advice to Government
Number
of advices
provided to
Government
Proportion of first drafts accepted
Proportion
of advices
provided
within agreed
timeframes
$9.87(Cost
per seat
targeted)
Cost per policy
advice
Actual 316 96% 94% $38
Target 100 90% 95% $96
W A
Western Australian
Tourism Commission
Western Australian Tourism Commission
27
Annual Report 2001-200202
Wester n Australian Tourism Commission Annual Report 2001-2002