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

Key Performance Indicators
Outcome 1 - Promotion of Western Australia as a Tourist Destination continued
National Market
The ratio provides a comparison between resources expended (as measured in hundreds
of thousands of dollars) in the respective interstate and intrastate markets to the level
of awareness achieved as measured by a consumer awareness index. The index uses
the levels of consumer awareness measures as reported for the national markets at
Effectiveness Indicator 1. The index is calculated differently for each market using the
following formulae:
Interstate: The sum of the percentages for Perceived Knowledge for 'some' and above,
the annual average of Propensity to Consider (preference) and the annual average of
Level of Advertising Awareness, divided by three.
W A
Efficiency Indicators
(1) Ratio – Total cost of campaigns and activities relative to the
level of ‘consumer awareness’ of Western Australia as an
attractive tourist destination
This efficiency indicator is a ratio comparing the level of resources expended (as
measured in hundreds of thousands of dollars) in various markets to the level of
awareness achieved as measured by a 'consumer awareness index'. The ratio is
valuable as it allows comparison regarding the efficiency of marketing activities in
selected markets to be reviewed longitudinally. Comparisons may also be made to
other similar agencies using the same indicator for the same selected markets, should
such data become available in the future.
Although results for this indicator have been reported since 1995-1996 when the initial
benchmark studies were conducted, some changes in either survey methodology or
selected markets mean that comparisons over time have not always been able to be
maintained.
Western Australian
Tourism Commission
The Gap, near Torndirrup National Park, Albany
Western Australian Tourism Commission
59
Annual Report 2001-200202
Wester n Australian Tourism Commission Annual Report 2001-2002
Intrastate: The sum of the percentages for annual average Propensity to Consider
(preference) and the annual average of Level of Advertising Awareness, divided by
two.
Ratio – Total cost of campaigns and activities relative to the level of
national consumer awareness of Western Australia as an attractive
tourist destination.
Cost of Resources
Consumer Index
Ratio
($100,000s)
Year
Interstate
Market
Intrastate
Market
Interstate
Market
Intrastate
Market
Interstate
Market
Intrastate
Market
2001-2002 55.37 14.67 21.2 39.1 1:0.38 1:2.66
2000-2001 30.5 9.38 21.5 31.7 1:0.70 1:3.37
1999-2000 26.16 8.91 23.7 40.6 1:0.91 1:4.56
1998-1999 27.94 8.66 24.0 36.0 1:0.86 1:4.16
Note:
i. The Interstate Cost of Resources for the first time in 1999-2000 included a proportion of the expenditure for regional
cooperative marketing initiatives that is provided to Regional Tourism Associations (RTA’s).
Comment
Additional campaigns were conducted in 2001-2002 in response to the Ansett and
September 11 crises. These additional campaigns had a significant positive effect
in the intrastate market where the consumer index increased from 31.7 to 39.1 and
consequently the ratio decreased due to increased levels of expenditure and activity.
In the interstate market all states increased their marketing efforts in response to the
crises once the propensity for travel domestically was identified. In this environment,
Western Australia performed well to maintain its consumer index level at 21 considering
the lack of availability of incentive fares in the market place.