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

Key Performance Indicators
Outcome 1 - Promotion of Western Australia as a Tourist Destination continued
b) Long Trip Preference (Propensity to consider)
The following table represents propensity by people in the interstate and intrastate
markets to consider a holiday in Western Australia in the next two years, for three
nights or more.
Propensity to consider a holiday destination in Western Australia
by market type
01-02 00-01 99-00 98-99 97–98
Market
(%) (%) (%) (%) (%)
Interstate 15.8 16.5 28.4 23.9 21.8
Intrastate 31.2 26.0 40.8 38.1 35.1
Notes:
I. Definition: The above table represents propensity by people in both the interstate and intrastate markets to consider a
holiday in any Australian State in the next two years, for three nights or more.
II.
Derivation: Interstate - Population size of 14.17 million; sample size of 50,518; number of respondents is 23,449 giving a
response rate of 46%; estimated error rate +/- 0.3% at 95% confidence level.
Intrastate - Population size of 1.55 million; sample size of 5,520; number of respondents is 2,230 giving a response rate of
40%; estimated error rate +/- 0.9% at 95% confidence level.
Comment
In the national market, the indicator measures the destination where people would
prefer to go to on holidays in Australia. For the purposes of this report, it is equivalent
to the ‘Propensity to Consider’ measure reported for the international markets, but as
it is based on a different research methodology, the measures cannot be compared.
The result for 1997-1998 represents the last quarter of that year because the WATC
only commenced subscription to the results in that quarter. Results from other States
demonstrate little variation between quarters.
Propensity to consider a holiday destination in Australia by State
(National Market)
01-02 00-01 99-00 98-99 97-98
State
(%) (%) (%) (%) (%)
WA 17.3 17.2 29.5 28.2 26.3
Qld 39.6 36.9 55.0 57.6 57.8
NSW 27.3 25.7 26.0 26.4 25.6
Vic 23.1 21.5 22.9 23.3 25.1
NT 14.0 14.0 25.1 25.9 24.8
Tas 14.4 13.3 23.2 23.1 21.1
SA 12.2 11.3 16.5 16.3 17.0
ACT 2.9 2.4 3.3 3.2 3.0
Overseas 38.9 41.7 - - -
Note:
i. Derivation: Population size of 15.72 million; sample size of 56,038; number of respondents is 25,679 giving a response
rate of 45.8%; estimated error rate +/- 0.3% at 95% confidence level.
Comment
The introduction of an 'overseas' response option to surveys conducted by Roy Morgan
Research since January 2001 have produced lower 'Preference' figures for many States
and Territories. These results are not directly comparable with those from previous years
as the methodology has changed. A positive outcome is that the change in methodology
provides a more accurate picture of consumer holiday preferences in terms of domestic
and international destinations. WA remains the fourth most popular Australian destination
for stays of three nights or more.
A decrease of 0.7% in the propensity of people interstate who consider Western Australia
as a long trip preference with an increase in intrastate consumers considering Western
Australia as a holiday destination reflect the effects of the demise of Ansett and a
decrease in airline capacity during the year. The effects of Ansett and the September
11, 2001 terrorist attacks and campaigns such as the $100 million Holiday Catalogue
stimulated intrastate consumers to consider Western Australia as a holiday destination
resulting in an increase of 5.2%.
W A
Western Australian
Tourism Commission
Western Australian Tourism Commission
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Annual Report 2001-200202
Wester n Australian Tourism Commission Annual Report 2001-2002