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Market Research & Analysis
Visitor Insights Programme (VIP)
In July 2011 Angus & Associates launched a new programme, the Visitor Insights Programme (VIP), drawing on learnings from the RVM but catering much more effectively for the varying needs of the RTOs and other organisations operating across the industry.
This is an ‘opt-in’ programme involving 600+ interviews per month with international and domestic visitors to at least six regions around the country. RTOs in the regions in which interviews are undertaken (‘host regions’) can gather feedback on aspects of their visitors’ experiences.
‘Host regions’ have access to regional ‘brand positioning’ information gathered in other regions and the option of including their own questions as well. With the exception of visitor profile questions, regional branding questions, and questions purchased by third parties, each ‘host region’ has complete flexibility as to the questions it includes (number of questions limited solely by a cap on interview duration).
All other RTOs have the option of subscribing to the programme (‘regional subscribers’) and sourcing feedback on visitor awareness, intentions and perceptions as they relate to their region. Results are available by market of origin and other measures of ‘visitor profile’. Regional subscribers also have the option of purchasing additional information on a question-by-question basis (as space allows).
Other industry groups and individual operators also have the option of purchasing information on a question-by-question basis (for example, if they wish to include a question to test response to a new product concept or canvass feedback on a particular issue). Again, the number of questions available for purchase is limited by space (defined by maximum interview duration).
Rugby World Cup 2011 Economic Impact Wellington Region
A recent example of a major event evaluation delivered by Angus & Associates is the economic assessment of Rugby World Cup (RWC) 2011 games and related events implemented for Wellington City Council – ensuring the Council could credibly identify for stakeholders the impact of its investment into the tournament. Research examined the economic and other (social, community) benefits accruing to the Wellington region from RWC 2011 which would not otherwise have been realised. Results of this qualitative and quantitative assessment played an important role in establishing the economic performance of the tournament, as well as clarifying whether and how RWC 2011 delivered positive experiences for visitors and residents. It further identified if delivery of RWC 2011 enhanced capacity and capability as regards the hosting of major events in the future.
Domestic Tourism Market Segmentation
A major nationwide study into the characteristics and behaviour of the New Zealand traveler has been completed in December 2009. Recognising that a knowledge gap existed about this important contributor to the New Zealand economy, the Tourism Strategy Group (formerly the Ministry of Tourism) in early 2009 commissioned a programme of research to provide essential information about New Zealand’s domestic tourism market.
Angus & Associates led a consortium of experts including The Knowledge Warehouse and Tourism Resource Consultants to carry out the programme. Over 2000 New Zealand residents were surveyed online and results published in 2010. For more information, visit the Domestic Tourism Market Segmentation page on the Tourism Strategy Group website.
Regional Visitor Monitor (RVM)
The Regional Visitor Monitor was a joint venture between the Tourism Strategy Group, Tourism New Zealand and six of New Zealand’s Regional Tourism Organisations (Tourism Auckland, Destination Rotorua Tourism Marketing, Positively Wellington Tourism, Christchurch & Canterbury Tourism, Tourism Dunedin and Destination Queenstown). Angus & Associates was instrumental in the design and development of the RVM and managed this major programme of research on behalf of the parties involved.
The RVM ran continuously from November 2005 to July 2011. Using a standardised survey methodology to collect information from international and domestic visitors while they are in the regions. The RVM gathered information about visitor motivations and expectations, travel planning and patterns of visitor activity, visitor satisfaction and visitor expenditure – all at a regional level - and monitors how these change over time.
Using a specially designed application installed on laptop computers Angus & Associates manages the application from a technical perspective, fields staff on randomly selected days at designated field sites in each region, and carries out all data analysis and reporting (individual regional reports are prepared, in addition to a national benchmark report each quarter).
To view the RVM Benchmark Report, visit the Tourism Strategy Group section of the Ministry of Economic Development website.
Tourism Rendezvous New Zealand (TRENZ)
For the last nine years, Angus & Associates has conducted online surveys of all exhibitors and buyers attending TRENZ - on behalf of event organisers, Tourism Industry Association New Zealand (TIANZ).
This research has been used by TIANZ to track changes in expectations and in delegate satisfaction over time. It has also provided a consistent vehicle through which to test new ideas and to assess response to changes in the content and format of TRENZ.
In 2010, the research was carried out using get-smart, a powerful online survey system. get-smart is a subsidiary of Angus & Associatesis and is designed for organisations wanting to capture feedback from their customers.
Exhibition/Event Industry Research
Angus & Associates recently worked with the New Zealand Chapter of the Exhibition and Event Association of Australasia (EEAA) to establish and conduct an online survey to gather information about the size and other characteristics of the sector from exhibition/event organisers, venues, and suppliers.
This information has allowed the EEAA to better demonstrate the industry’s significance to New Zealand, and will help inform a strategy for the sector’s development. It also provides a baseline against which to monitor change over time.
Read more about the findings of this work in the article Exhibitions positive, but lack of venues, economy are issues in Meeting Newz.
Karori Sanctuary - Product Development
In the lead up to the opening of a $16m Visitor and Education Centre in 2010, Angus & Associates undertook primary research for Karori Sanctuary (Zealandia) in one of its key markets - visitors to Wellington. Over 500 domestic and international visitors were interviewed over the course of seven weeks to determine such things as their knowledge and perceptions of the Sanctuary, their reaction and response to the new development, and their preferences - in terms of products, pricing and transport options.
To read more about the new Visitor and Education Centre, visit the Zealandia's Exhibition page.
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