Questions to think about:
To be able to understand visitor needs and expectations, and be in a position to take action, it is also important to know as much as you can about your customers, both current and potential. It is also important to not only look at your customers in isolation, but in context of the broader environment.
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What do I know about the environment I am operating in?
- What are the relevant trends that I should be taking into account?
- What are the trends affecting the tourism industry in Australia?
- Do these trends differ for Victoria and my region?
- How are my direct and indirect competitors performing? How does this differ from my current business performance?
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What do I know about my current customers?
- Who are they? Are they really the type of customers I want or need to be attracting?
- How am I segmenting the market? Do I need to rethink my target markets?
- Roy Morgan Values Segments (73 kb)
- Do I know enough about my current and potential customers?
- What don't I know?
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If I know my customers, what are their needs and expectations?
- Do I know?
- By not knowing what is it costing my business?
- How do I find out?
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What are the broader consumer trends?
- What are their preferences, motivations, behaviours?
- How are they spending their money?
- How might this be affecting my business?
- What don't I know?
By thinking about the questions above it should start to highlight what you know and perhaps what you don't know.
In summary, it is important to:
- Know your operating environment
- Know your customer
- Know your competitors
Some steps to follow:
- Identify what is important to know for your business?
- Assess what you know already?
- Identify what information/research exists already?
- Outline what are the information/ research gaps?
- Determine how you can address the gaps? Remember, collecting your own research is one option, but may not necessarily be cost effective or the only alternative. Seek advice.
Check out the Tourism Excellence Research Fact Sheet - Hints and Tips