Doing your own thing
Tourism data is usually aggregated into regional and sub-regional reports, but it is rarely broken down to a township level. Where it is, be wary of small sample sizes, as they may not be robust enough to reflect general trends.
Tourism regions and sub regions wishing to collect data at a local level may consider conducting their own research, using written survey forms issued to visitors in their accommodation houses and in information centres. Typical questions covered in this type of research includes:
- Place of origin
- Last night stay
- Next stay place of accommodation
- Reasons for visit
- Sources of pre-departure information
- Information used while in the region
- Visual appearance of towns
- Quality of directional signing
- Friendliness of the ‘locals’, particularly its business people
- Activities undertaken while in the area
- Perception of value offered by the area
- Amount of money spent in the town/ sub-region
Destinations may choose to run the survey continually or spasmodically (every 2-3 years). Particularly if it is run continually, the amount of data processing may be beyond the capabilities of local organisations. It may be worth considering contracting the work to a market research company. Small versions of these businesses are often found in regional cities and they can help with the design of the survey, including correct coding to allow for cost-effective data processing and the production of survey results. Local universities are also great sources of help for the design and processing of survey data.
These surveys may not provide the quantitative accuracy of formal research techniques, but as long as the researcher is clear about what is wanted, logical about gathering the information, and careful in the analysis of the results, such surveys can provide valuable information.
In addition to quantitative data, qualitative information relating to visitors’ perceptions of the area’s products, facilities and services can be collected. Some cities and tourism regions are increasingly turning to tourism auditing services to assess the quality of their visitors’ experience. Also known as ‘mystery shopping’, these analyses can provide an in depth, quite personal assessment of a region's or town’s tourism offerings. Geelong Otway Tourism has undertaken a region-wide tourism audit and has used the results to pinpoint areas in need of attention.
Click here to learn more about tourism auditing services
Too often, tourism organisations consider past trends on a short-term basis, sometimes comparing the current quarter with its immediate predecessor, ignoring its short term nature and the intervening effects of seasonality.
To achieve a reasonable trend line, time series data for at least the past five years should be obtained. It is important to understand the effects of seasonal patterns and of specific events that may have provided a one-off boost in a particular year, or a temporary decline in visitation during another.