Newfoundland and Labrador Product Development Strategy

- 3 -Work Tasks UndertakenThe work program involved an extensive array of field research in the province, consultationswith government and industry stakeholders, and primary consumer research as well assecondary research including a review of other reports and an investigation of market trends.As well, several in-depth workshop sessions were held with the Steering Committee.The specific work tasks included:" Visits to all regions of the province and interviews with a sample of roofedaccommodation operators, campground operators, other tourism operators (both publicand private sector) as well as various other key stakeholders involved with the province’stourism industry. Site visits were also made to numerous tourism establishmentsincluding accommodations, campgrounds, visitor information centres, restaurants, parksand historic sites, etc. Still other tourism operators and stakeholders were interviewed onthe phone." Development of an inventory of accommodations and campgrounds in the province, byregion and zone, as well as by type and star grade, drawing on published material. Aseries of sets of occupancy data were compiled by the Department of Tourism, Cultureand Recreation staff and an analysis of supply and demand patterns was undertaken by theconsultants." Analysis of market trends impacting travel and tourism." Several pieces of primary consumer research, namely:- Interviews with tour operators, both from within the province as well as a numberfrom other parts of Canada and the United States who currently includeNewfoundland and Labrador in their tour products.- Qualitative consumer research - four focus groups with people who had recentlyvisited the province. These were held in Toronto and Mississauga, Ontario.- Quantitative consumer research on product development and accommodationissues conducted as part of follow-up research being undertaken by theDepartment of Tourism, Culture and Recreation with visitors to the province in2003 who indicated that they would be prepared to participate in such research.Preliminary results from this research on product development andaccommodation issues are provided in this report." Investigation into the experience and activities of other destinations in tourism productdevelopment." Seven regional meetings with invited tourism industry representatives. Meetings wereheld in St. John’s, Clarenville, Gander, Grand Falls-Windsor, Corner Brook, Plum Pointand Happy Valley-Goose Bay.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study