Ningaloo – Shark Bay - Tourism Australia

Building your business on theNingaloo – Shark Bay Landscape PositioningYour competitive advantage comesfrom turning this Landscape’scompetitive advantage into theEXPERIENCE you provide your visitors.Whether your business engages directly with visitors oroperates behind the scenes, your most valuable marketingtool is the experience you give your visitors. If theirexperience rates an 8/10 or more, you can expect word-ofmouthto help sell your product or National Landscape.So what is an ‘experience’? An experience is what yourvisitor gains from the combination of activities, settings andpersonal interactions they participate in when they visityour region. Think unique, unexpected and exotic; thingsthat your guests can’t do anywhere else in the world – thekinds of things that mean they’ll post a photo on Facebookstraight away and still talk about them at dinner partiestwenty years later.This overview includes ideas and thought starters whichcan help you build a real competitive advantage. Whenrefreshing your product or developing new experiences,consider how you could reflect the essence of uninhibitedfreedom in everything you do.Ten years of economic research has shown that trueexperiential tourism is not only a real point-of-differencein a crowded market place, it’s also a product for whichExperience Seeker tourists are prepared to pay a premium.As an added bonus, experiences can be a much lower-costinvestment because they don’t necessarily involve capitalinfrastructure changes or upgrades.THE EXPERIENCE SPECTRUM AND YOUR BOTTOM LINEAs a business or organisation in Ningaloo - Shark Bay you’reproviding goods and services to visitors at different pointson the Experience Spectrum. The higher your offerings areon the spectrum, the better your competitive positioningand the greater your returns.As you can see, the further along the spectrum the productis, the more special it is for your visitor, the more they willvalue it and the more they will be prepared to pay for it.Think about ways this spectrum can apply to your businessor service. The bare bones of the theory are:The commodity is the basic product which is available toeveryone. The goods are the tangible products we can sellbased on the commodity. The goods and commodities enableyou to add services. Goods and commodities provideopportunities to create an experience.To learn more about creating a more competitive offerclick hereExperience SpectrumCOMMODITY PRODUCT SERVICE EXPERIENCEThe following diagramshow the processfor moving fromoffering just individualcommodities, productsand services to offeringcompelling experiencesfood and winethat a restaurantsellsItems in therestaurant, such asthe menu, wine list,tables and chairsServices beingprovided to thecustomer witha smileA restaurant in a unique location,with history, serving local produceand wine - with the option of meetingthe chef or doing a cooking classUNDIFFERENTIATED LOW YIELDDIFFERENTIATED HIGH YIELDNingaloo - Shark Bay 14