a. Key Measures
the same behaviour when it comes to accommodation if they are travelling in family groups, however, as the percentage of international travellers are higher in small groups, such as couples or even alone, they tend to save on accommodation so they can have money to spend on activities.
Product involvement levels: the target group in this case, on all segments, they have a higher involvement with the attractions in the region. They likely to drive to their holiday destination and consider the journey as part of the experience, but once they are at their destination, prefer not to drive much. So, they tend to pay for tours, for example. Also, they enjoy to go out to eat and enjoy local or new cuisine. When it comes to explore the nature, the segments are divided in couples or small groups and family groups. The first group tends to explore more the nature with long hiking or adventure sports, for example. For the another group, they tend to explore the wildlife and the nature with short hiking, bird watching or enjoy the beach. Geographic spread: the domestic market they come from intrastate travels, from 400 km of the region, or interstate travels, mostly form Sydney, Brisbane and Melbourne. The international market mostly they come from United Kingdom (Europe), USA/Canada (North America) and China (Asia). Demographic description: the intrastate travellers are mainly independent travellers who use their own car, predominantly coming from within 400 km of the region. This group consists mainly of couples and young families of between 25 – 40 years of age. The interstate travellers are predominantly travelling from Sydney, Brisbane and Melbourne. They age between 40 – 60 years and travel without children. The holidaying backpackers are usually self-drive travellers between the ages of 18 – 30. The standard international visitors usually are between 30 – 55 years of age. Both groups come predominantly from United Kingdom, New Zealand, North America and China. Psychographic description: the domestic market tends to experiencing natural areas is important for this group of travellers and a commitment to environment protection is valued. Also, this segment is more likely to travel with family and they, happy to mix with others in passing and their holidays are built around family and friends. The international market is interested in having holidays, not work, and highly motivated to explore Australia’s nature. They travel in couples or small groups and enjoy meeting and mixing with new people. Also, they like to find a new holiday destination every year. Main competitive offerings: medium and short haul international destinations offer similar experiences to Queensland with stunning resorts as well as strong associations with lifestyle experiences – with a price point not that different to a Queensland island holiday. Main media choices: Social media could be better…...
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