This case study focuses on the case study involving a marketing research

2. •Under the jurisdiction of Government of Australia
•Promoting Australia as a destination for business as well as leisure travel
•Tourism Australia’s purpose is to increase the economic benefits to Australia of
tourism, supporting the industry’s Tourism 2020 strategy.
•Tourism Australia’s activities include advertising, public relations and media
programs, trade shows and programs for the tourism industry, consumer
promotions, online communications and consumer research.

4. MARKET RESEARCH???

5. KEY FEATURES OF MARKETING RESEARCH
• Marketing research within United States from
6 regional offices i.e London, Frankfurt, New
York, Los Angeles, Tokyo and Auckland.
• To know the reason of slow rate of growth of
visitor traffic from United States to Australia.
• Study was conducted to identify the target
market.

6. Parameters set
• Group with highest potential of holidaying in Australia.
• Within high potential group factors which determine holiday
destination.
• determining holiday product type with regards to time and cost.
• Know the awareness for alternative destinations.
• Type of approach to guide publicity/promotion agencies.
• Guide media patterns
• Identify distribution modes
• Investigate role of travel trade and importance in choosing
destination
• To forecast future holiday behaviour from past trips

7. PURPOSE
• Destination selection process.
• Design customized product for high-potential
groups in terms of cost, length of holiday, preferred
standard of accomodation and domestic transport.
• To capitalize its strengthand overcome its weakness
• Measurement of awareness'
• Detailed knowledge of holiday plan
• Enable efficient communication and distribution of
products

8. STAGES
QUALITATIVEQUANTITATIVE
METHODOLOGY

9. Two Stages:
Qualitative
Personality and attitudinal questions
Quantitative
Methods:
Face-to-Face Interviews
Minimize Sample Size
Criteria:
Past Travel experience
Future Travel intentions
Travel Desire
Interest in Australia
Sampling:
Random/ heavily biased towards upper income groups
Oversampling: California, Hawaii, New York, Texas, and FL
Data:
Previous ATC study: International Visitors Survey
Travel Pulse- U.S. data sample

10. SELECTION CRITERIA FOR INTERVIEW
• Past travel experience
• Future travel intensions
• Travel desire
• Interest in Australia
1000
interviews

11. PAST
TRAVELERS
POTENTIAL
TRAVELERS
LATENT
TRAVELERS
No. of ppl
interveiwed
600 300 100
Results • 200
experience
• 200
intension
• 200 interest
in Australia
• 100
interested
not to go to
UK/Europe
• 200
interested
to go to
Australia
• Desire to
travel
• Want to
visit
Australia
interview results

12. • Highest potential of holidaying
• Valid factors to determine destination choice
• Validation of past and present holidaying behavior
• Provide awareness of Australian events and attractions
• Knowledge of holidaying process
• Capitalize on strengths, overcome weaknesses, and compete effectively
• Potential tourist ranked in order by profitability
• Sampling from previous surveys
• Current visitors don't reflect full potential market
• Twenty Cities i.e authenticity and cost optimized sample size
• But problem regarding information from supposed survey which will not fully
answer the question why U.S. tourist travel to Australia is slow
• Awareness Deficit
• Perceived Benefits:
Time, Cost, Competition

13. • Heavily biased/influenced by previous sample reports
• Cost constraint
• Not random sampling technique
• Not a general mix
• Data insufficient
• Biased towards upper income group
• Noone from rural/small urban areas
• Under sampling from East Coast (except NY) & Southern states
(except Florida)
• Over sampling from some selected places
• No more than 20 cities were selected

14. Information from supposed survey will not fully answer the question why U.S. tourist travel to
Australia is slow but there was an awareness Deficit.
But some assumed reasons can be
•Cost: Heavy cost involved starting from travelling to food and staying.
•Time consumption: the time consumed is more on a comparative basis.
•No awareness: there is an awareness deficit in U.S for Australian Tourism and its benefits
•Reluctant behavior: Psychological factors are also involved for lesser than desired amount of
travel per year.
•Lack in analyzing the target market
•Error in cross comparable scale of data
•New Zealand, United Kingdom and Ireland visitors have more cost benefit than that of U.S.
Thus, more number of visitors from the same.

15. The provided research method is a total failure. Reasons being
•Totally eliminating the cost factor (with comparison to different countries)
•Cross comparison with previous case studies which had not derived a conclusion
•No mention of factors affecting lower tourists from U.S
•Cross comparison between countries would have been a much better technique
•Biasness involved
•Targeting flaws
•Parameters insufficient and inaccurate for a valid judgment
•Cost restraint involved
•Inefficiency of sampling technique
•More adequate data was needed.

16. To come to a conclusive statement, ATC needs to
•Create a demand for U.S tourists
•Develop marketing strategy for the population of U.S
•Understand target market’s needs and provide better marketing plan
•Setting right parameters to keep the basis of the research