Annual Report 2001-2002 - Tourism Western Australia - The ...
Annual Report 2001-2002 - Tourism Western Australia - The ...
Annual Report 2001-2002 - Tourism Western Australia - The ...
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Key Performance Indicators<br />
Outcome 1 - Promotion of <strong>Western</strong> <strong>Australia</strong> as a Tourist Destination continued<br />
International Market<br />
Source<br />
NFO Donovan Research Survey for core international markets of Singapore, the United<br />
Kingdom and Malaysia.<br />
Definition<br />
<strong>The</strong> survey methodology focuses on measuring the consumers level of knowledge of<br />
WA as a holiday destination and propensity to consider WA as a holiday destination in<br />
a target market population that is defined by age and socio-economic status.<br />
a) Perceived knowledge of <strong>Western</strong> <strong>Australia</strong> as a holiday<br />
destination<br />
Singapore<br />
Perceived knowledge of <strong>Western</strong> <strong>Australia</strong> as a holiday<br />
destination - Singapore<br />
01-02 00-01 99-00 98-99 97-98<br />
Rating<br />
(%) (%) (%) (%) (%)<br />
A lot 4 4 8 3 11<br />
Quite a bit 31 20 23 15 38<br />
Something 38 33 27 35 32<br />
Very little 25 41 40 42 19<br />
Nothing 2 1 2 5 1<br />
Note:<br />
i. Derivation: Population size of 4 million; sample size of 400, 95% confidence level, +/-5% estimated error rate.<br />
Comment<br />
<strong>The</strong> lack of a positive or negative shift in the measurement for the knowledge category<br />
'a lot' for Singapore appears on face value to be disappointing however a significant<br />
jump has been achieved in the category 'Quite a Bit' providing an overall positive shift<br />
in awareness in Singapore from 24% in <strong>2001</strong> to 35% in <strong>2002</strong>. Supporting this is the<br />
drop in consumers claiming to know 'very little' which has fallen from 41% in <strong>2001</strong> to<br />
25% in <strong>2002</strong>.<br />
United Kingdom<br />
Perceived knowledge of <strong>Western</strong> <strong>Australia</strong> as a holiday destination<br />
- United Kingdom<br />
01-02 00-01 99-00 98-99 97-98<br />
Rating<br />
(%) (%) (%) (%) (%)<br />
A lot 6 5 5 3 3<br />
Quite a bit 9 15 11 11 7<br />
Something 31 37 20 23 24<br />
Very little 33 17 41 37 40<br />
Nothing 22 26 22 26 26<br />
Note:<br />
i. Derivation: Population size of 15 million in greater London region; sample size of 401, 95% Confidence level, +/- 5%<br />
estimated error rate.<br />
Comment<br />
Despite the highly competitive marketing environment in the UK consumer awareness<br />
of WA for the top measure 'A Lot' increased from 5% to 6%. Compounding this is the<br />
combined measure for the categories 'A Lot' and 'Quite a Bit' which shows an overall fall<br />
in awareness from 20% to 15%. This can be attributed to a number of factors including<br />
a highly competitive marketing environment (GBP5million campaign by South Africa)<br />
and a loss in consumer interest and desire to travel long haul following September 11,<br />
<strong>2001</strong>.<br />
Malaysia<br />
Perceived knowledge of<br />
<strong>Western</strong> <strong>Australia</strong> as a holiday<br />
destination – Malaysia<br />
01-02 00-01<br />
Rating<br />
(%) (%)<br />
A lot 7 5<br />
Quite a bit 18 20<br />
Something 42 33<br />
Very little 30 33<br />
Nothing 3 9<br />
Note:<br />
i. Derivation: Population size of 24 million; sample size<br />
of 392, 95% confidence level, +/- 5% estimated error<br />
rate. Due to rounding, total percentages may not equal<br />
100% for the above tables.<br />
Comment<br />
<strong>The</strong>re has been a positive shift in<br />
awareness from the category 'Quite a<br />
Bit' to 'A Lot' suggesting the Brand WA<br />
campaign initiatives have been successful<br />
in positioning the State as a desirable<br />
holiday destination.<br />
W A<br />
<strong>Western</strong> <strong>Australia</strong>n<br />
<strong>Tourism</strong> Commission<br />
<strong>Western</strong> <strong>Australia</strong>n <strong>Tourism</strong> Commission<br />
53<br />
<strong>Annual</strong> <strong>Report</strong> <strong>2001</strong>-<strong>2002</strong>02<br />
Wester n <strong>Australia</strong>n <strong>Tourism</strong> Commission <strong>Annual</strong> <strong>Report</strong> <strong>2001</strong>-<strong>2002</strong>