Newfoundland and Labrador Product Development Strategy

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- 3 -Geographic Markets: Market segments defined by place of residence. This is the primarysegmentation method used in general travel advertising targeting the touring and ‘explorer’markets discussed in this report. It is also generally used as a sub-segmentation method inother markets.HRSD (formerly HRDC): The federal Department of Human Resources and SocialDevelopmentInfrastructure: Travel support systems and services - roads, highways, transportationservices, information services, etc.Integrated Resource Management: The practice of planning and managing the allocationof features of the natural environment to different uses and users, and in a manner to renewand sustain them over time. Traditional uses include forestry, power generation and mining;however, tourism is becoming a major stakeholder in this regard.Itinerary: A planned sequence of activities. In tourism, this means a planned sequence ofstops and activities. An itinerary is the foundation of a tourism package.Learning/Enrichment Travel: Leisure travel that involves structured instruction andlearning as part of the trip.Leisure Travel: A trip made for the purpose of personal reward - relaxation, enjoyment,adventure, etc. It is a ‘discretionary’ trip (at the choice of the traveller) rather than one beingcompelled by business or personal needs.Travel Trade Marketplace: A trade show where tourism suppliers and DMOs havescheduled appointments with tour operators and other travel trade buyers.Market-driven: Done in response to the marketplace. A market-driven initiative is one thatresponds to customer needs and wants in specific market segments.Marketplace: An environment in which buyers and sellers transact business. In the traveltrade, this term refers to an event in which tour operators, travel product suppliers anddestination marketing organizations do business with one another (See ‘Travel TradeMarketplace’ above).Market-Readiness: The state of preparedness of a tourism operation, or a destination as awhole, in meeting the expectations of its customers. It refers to the whole spectrum of thingsaffecting customer satisfaction - quality of facilities and services, range of services provided,information services, business policies and practices that affect the customer directly orindirectly, etc. It can also refer to the state of preparedness in meeting the needs andexpectations of the travel trade.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs StudyAppendix IV: Glossary
- 4 -Market Segments/Segmentation: The definition of segments of the marketplace in whichthe members of the target audience share like characteristics. Market segmentation is usuallydone on the basis of one or more of the following; purpose-of-trip/travel, geographic area,demographics, psycho-graphics (interests, values), and travel mode.Media: Communications tools available in reaching target audiences.Mentoring: Coaching provided by a knowledgeable, experienced and respected professional.Motorcoach Tour: A group tour in which the primary mode of transportation is bymotorcoach.Natural Heritage: The natural environment in the absence of human intervention – forests,lakes, oceans, mountains, flora and fauna, wildlife, etc.Niche Markets: Specialized market segments that can be narrowly defined, usually becauseof avid interests. An example would be avid birdwatchers who are prepared to travel for thatactivity.Package: A pre-arranged combination of travel components "packaged" together and sold atan all-inclusive price in a single transaction.Positioning: The manner in which a product or service is presented to the consumer inmarketing materials that draws attention to its unique appeals to targeted market segments.Primary Research: The collection of original information, usually obtained from customersor users of a business’ product. Common techniques include mail surveys, telephone surveysand personal interviews.Purpose of Trip/Travel: A form of market segmentation based on the reason for travel.Quality Assurance: Providing assurance to a buyer as to the quality of the product on offer.In tourism this refers to rating and endorsement programs, such as Canada Select.RTA: Regional tourism associationRTDA: Regional tourism development associationRV (Recreational Vehicle): A motorized recreational vehicle with onboard livingaccommodations.Receptive Operator: A tour company that specializes in particular destinations, providingservices at the destination to group travel organizers and tour operators. Some limit theirservices to the community and area in which they are based; others provide services to entireregions.THE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs StudyAppendix IV: Glossary
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Table of ContentsPage No.Section 3
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Table of ContentsPage No.Section 6:
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The Top Ten Conclusions (continued)
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Section 1IntroductionTHE ECONOMIC P
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- 2 -Objectives and Scope of the St
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- 4 -" Preparation of several backg
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- 5 -Section 2Newfoundland and Labr
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- 7 -There are expectations that th
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- 9 -A recent National Geographic T
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- 11-“changes to exchange rates a
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- 13-• Family (41%)• Learning (
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Section 3Situational AnalysisTHE EC
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- 16 -o Outdoor activities availabl
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- 18 -The province’s tourism prod
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- 20 -Market perspectives on Newfou
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- 22 -o Transportation to and from
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- 24 -Exhibit 1Satisfaction Levels
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- 26 -RoofedAccommodationsSupply of
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- 28 -Nova Scotia and Prince Edward
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- 30 -Hotel/Motel Occupancy by Star
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- 32 -o There are examples of rooms
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- 34 -pricing, rate structures, dis
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- 36 -A few participants reported s
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- 38 -Exhibit 2Extent to which Acco
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- 40 -Clearly the vast majority of
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- 42 -o Growing use of upscale B&Bs
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- 44 -o Not enough 4 star plus prop
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- 46 -As illustrated in thegraph, t
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- 48 -campsite. The rate for sites
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- 50 -o There appears to be an incr
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- 52 -A niche market within the rec
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- 54 -Argentia facility closes at t
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- 56 -expressed views concerned sig
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- 58 -The Department of Tourism, Cu
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- 60 -the province was about 48% hi
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- 62 -A related issue is recreation
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- 64 -HNL also offers a wide range
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- 66 -" Its core programs include:-
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- 68 -Federal Government ProgramsAt
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- 70 -The tourism industry in Newfo
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Section 4Product Development Initia
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- 73 -Key Issues/Opportunities/Chal
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- 75 -Key Issues/ Opportunities/ Ch
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- 77 -o Product Committee scans cur
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- 79 -o Development of mutual respe
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- 81 -The province has recently int
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- 83 -One of the signature areas id
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- 85 -o Ontario’s Product Allianc
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Section 5Overall Strategic Approach
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- 88-This is not to suggest that we
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- 90-Newfoundland’s major tourist
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- 92-Federal government:o National
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- 94-The approach focuses on buildi
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- 96-on its investment. The $300 mi
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Section 6Strengthening and Building
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- 99 -Demand Influencers - Natural
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Exhibit 4Evaluation of Attractions,
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- 103-Top Priority Influencers (10
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- 105-Exhibit 5Rating of Potential
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- 107-Based on this evaluation, act
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- 109-o Staging a spring or fall ev
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- 111-1. Develop pricing ‘tools
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- 113-Cultural and Heritage Attract
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- 115-o Exhibit 7What Does ‘Cultu
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- 117-There are always risks in con
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- 119-Aboriginal and Acadian Cultur
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- 121-Criteria for SupportThe kinds
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- 123-Other Provincial Initiatives
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- 125-The question arises, however,
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- 127-Provincial/Regional Itinerari
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- 129-o A serious shortage of renta
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- 131-This is another sector of the
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- 133-Walking and hiking is one of
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- 135-The Green Bay Trail Guide pro
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- 137-get them developed. We have n
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- 138 -Section 7Strengthening and B
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- 140 -Established Destination Area
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- 143 -Some suggestions:o Build on
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- 144 -Section 8Strengthening Touri
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- 146 -Currently established servic
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- 148 -o The absence of Provincial
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Section 9Strategies for Accommodati
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- 151 -But with demand generating a
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- 153 -To be more explicit, the nee
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- 155 -to assess this. What occupan
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- 157 -o Has evident potential in o
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- 159 -o Accessible by roado Archit
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- 161 -of a feasible proposal by th
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- 163 -The criteria here are relati
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- 165 -significant gaps, such that
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- 167 -We have used scores of low,
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- 169 -o Also, some level operating
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- 171 -Preference should be given t
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- 173 -If this sort of advice is to
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- 175 -some suggestions that the da
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- 177 -only be given in destination
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Section 10Other Product Development
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- 180 -As part of the shoulder and
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- 182 -flexibility in this regard.
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- 184 -from this process has been s
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Section 11Strategies for Market Rea
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- 187 -o Brochure and other marketi
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- 189 -considered in the mystery sh
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- 191 -them of the career opportuni
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- 192 -Section 12LabradorOverviewLa
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- 194 -Tourism Business Support Fun
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- 196 -" Principles and policies fo
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- 198 -Changes Since Completion of
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- 200 -are currently looking at the
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- 202 -development of the Labrador
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- 204 -" Identify Business and Prod
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- 206 -" Some have been long-held f
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Section 13ImplementationTHE ECONOMI
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- 209 -barrel for government handou
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- 211 -In the second case, the appr
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- 213 -General ConclusionsOther con
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- 215 -o Econo-museum/learning prog
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- 217 -across the province - museum
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- 219 -Newfoundland and Labrador To
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- 221 -Exhibit 11Functions of the A
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- 223 -The challenge here is the ne
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- 225 -The first iteration of the a
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- 227 -other organizations the team
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- 229 -Given the kind of budget req
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- 231 -FundingWe recommend that the
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- 233 -Linkage with the Tourism Mar
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- 235 -Hospitality Newfoundland and
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PART IIOpportunities for Product De
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- 237 -Section 14Avalon RegionOverv
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- 239 -Exhibit 13Avalon Region - Oc
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- 241 -Destination AreasThe discuss
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- 244 -believes that there is an op
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- 246 -of those interview indicated
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- 248 -Opportunities and NeedsPoten
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- 250 -Opportunities and NeedsWith
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- 252 -Zone 17:Mariner (Baccalieu T
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Section 15Eastern RegionTHE ECONOMI
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- 255 -EASTERN REGIONNumber Number
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- 258 -Trinity Bight (Trinity/Port
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- 260 -Accommodation Supply, Demand
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- 262 -Opportunities and NeedsThe p
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- 264 -° The fall season of Rising
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- 265 -Section 16Central RegionOver
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- 267 -perform better than the lowe
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- 270 -Suggested Tourism Developmen
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- 272 -primarily of the hotel/motel
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- 274 -but demand outside this peri
Page 309 and 310: - 276 -Demand° Overall occupancies
Page 311 and 312: - 278 -100%90%80%70%60%50%40%30%20%
Page 313 and 314: - 280 -100%90%80%70%60%50%40%30%20%
Page 315 and 316: - 281 -Section 17Western RegionOver
Page 317: - 283 -Destination AreasThe discuss
Page 320 and 321: - 286 -° Raleigh - consider propos
Page 322 and 323: - 288 -Codroy Valley/Southwest Coas
Page 324 and 325: Demand- 290 -ZONE 6 - NordicNumber
Page 326 and 327: - 292 -ooGMNP, this is a significan
Page 328 and 329: - 294 -Demandoo100%90%80%70%60%50%4
Page 330 and 331: - 296 -oThere may be some future op
Page 332 and 333: Section 18Labrador Accommodation As
Page 334 and 335: - 299 -Supply of Accommodations in
Page 336: - 301 -100%90%80%70%60%50%40%30%20%
Page 339 and 340: - 303 -Zone 5: Labrador StraitsSupp
Page 341 and 342: - 305 -As with Zone 4, activity in
Page 343 and 344: Qualmark - New Zealand's official q
Page 351 and 352: - i -Appendix IIOther Tourism Proje
Page 353 and 354: - iii -Change and Fogo Islands - Th
Page 355: Appendix IIIMap of Regional Economi
Page 358 and 359: - 1 -Appendix IVGlossary of TermsAC
Page 362 and 363: - 5 -Regional DMO: Regional destina
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