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

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.