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

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Key Performance Indicators Outcome 1 - Promotion of Western Australia as a Tourist Destination continued United Kingdom Propensity to consider Western Australia as a holiday destination - United Kingdom 01-02 00-01 99-00 98-99 97-98 Rating (%) (%) (%) (%) (%) Definitely consider 27 34 34 28 27 Might consider 39 38 34 39 39 Not consider 24 22 27 19 19 Don’t know 10 6 4 15 15 Note: i. Derivation: Population size of 15million in greater London region; sample size of 401, 95% Confidence level, +/- 5% estimated error rate. b) Propensity to consider Western Australia as a holiday destination Singapore Propensity to consider Western Australia as a holiday destination - Singapore 01-02 00-01 99-00 98-99 97-98 Rating (%) (%) (%) (%) (%) Definitely consider 15 13 10 15 25 Might consider 51 35 52 47 46 Not consider 33 44 36 38 21 Don’t know 1 8 2 1 9 Note: Sunset over Chinaman's Beach, Kalbarri i. Derivation: Population size of 4 million; sample size of 400, 95% confidence level, +/- 5% estimated error rate. Malaysia Propensity to consider Western Australia as a holiday destination - Malaysia Rating Definitely consider 01-02 (%) 00-01 (%) 16 12 Might consider 48 35 Not consider 32 41 Don’t Know 5 13 Comment Note: i. Derivation: Population size of 24 million; sample size of 392. 95% confidence level, +/- 5% estimated error rate. Due to rounding, total percentages may not equal 100% for the above tables. Survey data was collected in Malaysia in 2000-2001 for the first time. Converting awareness to desire is a critical component of the WATC’s marketing efforts. There was a positive shift in consideration for the top measure 'Definitely Consider' in the Singapore and Malaysia markets following the Brand Campaigns. In the UK our marketing efforts were seriously affected due to the high volume of competitive marketing following the September 11, 2001 crisis and an overall drop in consumer confidence in long-haul holiday travel. As a result the WATC’s Brand WA campaign has been impacted and a downturn in consideration for the top level ‘definitely consider' reported for the market. W A Western Australian Tourism Commission Western Australian Tourism Commission 54 Annual Report 2001-200202 Wester n Australian Tourism Commission Annual Report 2001-2002
Key Performance Indicators Outcome 1 - Promotion of Western Australia as a Tourist Destination continued W A (2) The extent to which activities of the Western Australian Tourism Commission improved the level of ‘trade awareness’ of Western Australia as an attractive tourist destination. As tourist destination choices and purchases can be influenced by travel agents, the WATC actively promotes Western Australia to these industry or trade operators. Therefore, trade awareness of Western Australia as a tourist destination and the propensity to recommend Western Australia as a destination to the customers also indicates the extent to which the State is being successfully promoted. Source Annual Survey conducted by Patterson Market Research to measure the level of influence the WATC has on the trade regarding its awareness of Western Australia’s tourism products and its propensity to recommend WA’s tourism products to its customers. The trade refers to retail and wholesale travel agents. Definition The national market includes only interstate trade who are serviced by the WATC’s interstate sales team. Only agents who were targeted during the year are included in the survey population. a) Knowledge levels of WA product National Market Knowledge levels of WA product amongst retail travel agents for the national market 01-02 00-01 99-00 98-99 97-98 96-97 Rating (%) (%) (%) (%) (%) (%) Note: 10 2 4 1 1 3 3 9 8 16 16 16 12 10 8 38 33 37 43 40 38 7 28 20 26 22 26 16 6 14 17 13 8 8 10 1-5 10 9 6 10 12 23 i. Derivation: Sample size 100; 53% response rate; 95% confidence level, +/- 7.0% estimated error rate. Rating out of 10 (10 denotes “excellent awareness of WA”; 1-5 denotes “very poor knowledge of WA”). Due to rounding, total percentages may not equal 100%. Western Australian Tourism Commission Western Australian Tourism Commission 55 Annual Report 2001-200202 Wester n Australian Tourism Commission Annual Report 2001-2002 Comment There was a significant increase in the number of travel agents who indicated that they now had good knowledge of WA product as a result of training provided by interstate marketing staff and familiarisation programs. International Market Knowledge levels of WA product amongst retail and wholesale travel agents for the international core markets 01-02 00-01 99-00 98-99 97-98 96-97 Rating (%) (%) %) (%) (%) (%) 10 20 30 27 29 20 19 Note: 9 27 23 17 32 19 25 8 25 26 34 25 31 21 7 20 12 14 8 14 12 6 5 2 8 3 9 14 1-5 3 7 0 3 7 9 i. Derivation: Sample size 44; 69% response rate; 95% confidence level; +/- 8% estimated error rate. Rating out of 10 (10 denotes “Excellent awareness of WA”; 1-5 denotes “very poor knowledge of WA”). Due to rounding total percentages may not equal 100%. Comment There was a decline in ‘excellent awareness of WA’ in international trade knowledge of Western Australia over the past 12 months. The research findings to date only provide actual numbers without any anecdotal evidence which may identify reasons for this decline. Further qualitative research may be required to determine the cause of this decline although it is clearly evident international tourism marketing has been adversely affected by the events of September 11, 2001 causing many international operators to focus on regional or cross border travel as opposed to long haul travel.
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GOVERNMENT OF WESTERN AUSTRALIA W A
Page 3 and 4: V i s i o n , M i s s i o n a n d C
Page 5 and 6: Chairman’s Year in Review W A The
Page 7 and 8: Chief Executive’s Report Just as
Page 9 and 10: Report on Operations Contents Page
Page 11 and 12: Report on Operations 2001-2002 Oper
Page 13 and 14: Report on Operations Outcome 1.0 -
Page 23 and 24: Report on Operations Key Output Are
Page 25 and 26: Report on Operations Key Output Are
Page 27 and 28: Report on Operations Output Perform
Page 33 and 34: Corporate Support, Structure and Go
Page 43 and 44: Compliance Statement The Honorable
Page 45 and 46: Appendices Research and Development
Page 47 and 48: Key Performance Indicators and Fina
Page 49 and 50: Key Performance Indicators Key Perf
Page 51 and 52: Key Performance Indicators Outcome
Page 53: Key Performance Indicators Outcome
Page 69 and 70: Financial Statements for the year e
Page 71 and 72: Notes to and Forming Part of the Fi
Page 87 and 88: Audit Opinion To the Parliament of
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