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Tourism Futures Conference 2008. Industry Survey Findings Summary Report – May 2008. Methodology. Questionnaires were completed by individuals working in the Australian tourism industry. - PowerPoint PPT Presentation
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© Roy Morgan Research
Tourism Futures Conference 2008
Industry Survey FindingsSummary Report – May 2008
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2
Methodology
Questionnaires were completed by individuals working in the
Australian tourism industry.
The survey was conducted online as a self-completion
questionnaire, with links to the survey distributed via email.
A total of 270 respondents completed the survey.
As an incentive to encourage participation, respondents were
offered the opportunity to be entered into a prize draw for a 2-night
holiday to Kingfisher Bay Resort.
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Sample Composition
Respondents belong to the following industry categories:
Tourism Operator (30%)
Local Government (12%)
University/TAFE/Other Academic (11%)
Regional or Local Tourism Organisation (8%)
State or Commonwealth Tourism Office (7%)
Other State Government Department (6%)
Industry Association (5%)
Consultant (5%)
Other Commonwealth Government Department (1%)
Other (15%)
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Sample Composition
Respondents lived in the following states and territories:
Queensland (29%)
New South Wales (27%)
Victoria (16%)
Western Australia (10%)
Tasmania (7%)
South Australia (5%)
Northern Territory (2%)
Australian Capital Territory (1%)
New Zealand (1%)
Other overseas country (1%)
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Key Findings
Top Five Challenges Facing the Australian Tourism Industry – Next Year
Challenges Percent
Increased mortgage costs/reduced disposable income 54%
Australia’s exchange rate 32%
The price of oil/fuel and the effect on airfares 29%
Training and staffing issues (including skills shortage) 24%
The price of oil/fuel and the effect on drive tourism 23%
Note: Figures include prompted responses only
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Key Findings
Top Five Challenges Facing the Australian Tourism Industry – Next 10 Years
Challenges Percent
Climate change/global warming 42%
The price of oil/fuel and the effect on airfares 39%
Need for product development and infrastructure in
regional areas
25%
Training and staffing issues (including skills shortage) 21%
Increased mortgage costs/reduced disposable income 20%
Note: Figures include prompted responses only
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Key Findings
Australia’s Top Five Competitive Advantages – Next Year
Competitive Advantages Percent
Stable and safe country 67%
Australia’s culture and friendly people 52%
Clean/green environment / natural/pristine beauty of
Australia
52%
Unique experience offered in Australia 47%
Australia’s status as a highly desirable destination 41%
Note: Figures include prompted responses only
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Key Findings
Australia’s Top Five Competitive Advantages – Next 10 Years
Competitive Advantages Percent
Stable and safe country 61%
Clean/green environment / natural/pristine beauty of
Australia
61%
Unique experience offered in Australia 50%
Diversity of product/experience 43%
Australia’s culture and friendly people 43%
Note: Figures include prompted responses only
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Key Findings
Australia’s Top Five Opportunities for Growth – Next Year
Opportunities for Growth Percent
Grey Nomads/Senior Tourism 39%
Ecotourism 36%
Domestic Tourism 33%
Special Events and Festivals 31%
Food and Wine Tourism 31%
Note: Figures include prompted responses only
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Key Findings
Australia’s Top Five Opportunities for Growth – Next 10 Years
Opportunities for Growth Percent
Grey Nomads/Senior Tourism 52%
Ecotourism 50%
Domestic Tourism 29%
Adventure Tourism 29%
Outback Tourism 28%
Note: Figures include prompted responses only
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Key Findings
Steps Taken towards Reducing Organisation’s Carbon Footprint
Action Percent
Commenced implementing measures to reduce
carbon footprint
42%
Development of strategy to reduce carbon footprint 33%
Ongoing monitoring of carbon footprint size 19%
Audit to determine size of carbon footprint 21%
Have not undertaken any steps 20%
Other 11%
Note: Multiple responses accepted
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Key FindingsEmployment Issues Organisation faced in the Last Year
Issue Percent
Lack of suitable/skilled candidates when hiring 47%
Lack of candidates (i.e. quantity) when hiring 42%
Staff losses due to better jobs/higher wages offered
elsewhere
38%
Required to pay higher salaries to secure new staff 31%
Other 5%
Have not experienced any difficulties hiring staff 12%
Have not needed to employ new staff 9%
Note: Multiple responses accepted
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Key Findings
Marketing Initiatives Australia should be undertaking to compete with Overseas Destinations
Promoting Australia’s uniqueness (76%)
Promoting Australia’s natural environment (74%)
Increasing co-ordination between government and private enterprise (46%)
Promoting Australia’s culture (44%)
Forming closer links and marketing co-operatively with New Zealand (36%)
Promoting iconic Australian brands/personalities (34%)
Forming closer links and marketing co-operatively with the South Pacific
(24%)
Other (4%)
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Comparisons by State
The remainder of this report compares survey responses across
respondents’ state of residence.
Due to sample size constraints, comparisons are limited to:
Queensland residents (n=78), and
Residents of New South Wales or Victoria (n=117).
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Comparisons by StateTop Five Challenges Facing the Australian Tourism Industry – Next Year
Queensland Residents NSW/Victorian Residents
Increased mortgage costs/ reduced
disposable income (51%)
Increased mortgage costs/ reduced
disposable income (53%)
Australia’s exchange rate (38%) Australia’s exchange rate (36%)
The price of oil/fuel and the effect on airfares
(34%)
World economy (26%)
The price of oil/fuel and the effect on drive
tourism (26%)
The price of oil/fuel and the effect on airfares
(25%)
Training and staffing issues including skills
shortage (19%)
The price of oil/fuel and the effect on drive
tourism (24%)
Note: Figures include prompted responses only
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Comparisons by State
Top Five Challenges Facing the Australian Tourism Industry – Next 10 Years
Note: Figures include prompted responses only
Queensland Residents NSW/Victorian Residents
Climate change/global warming (42%) Climate change/global warming (42%)
The price of oil/fuel and the effect on airfares
(32%)
The price of oil/fuel and the effect on airfares
(42%)
Increased mortgage costs/reduced disposable
income (25%)
Need for product development and
infrastructure in regional areas (24%)
Need for product development and
infrastructure in regional areas (23%)
Training and staffing issues including skills
shortage (21%)
Sustainability of tourism – social,
environmental, economic (19%)
Aging population (20%)
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Comparisons by State
Australia’s Top Five Competitive Advantages – Next Year
Note: Figures include prompted responses only
Queensland Residents NSW/Victorian Residents
Stable and safe country (69%) Stable and safe country (67%)
Australia’s culture and friendly people (58%) Australia’s culture and friendly people (48%)
Unique experience offered in Australia (55%) Our climate (46%)
Clean/green environment/ natural/pristine
beauty of Australia (49%)
Clean/green environment/ natural/pristine
beauty of Australia (46%)
Diversity of product/experience (41%) Unique experience offered in Australia (45%)
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Comparisons by State
Australia’s Top Five Competitive Advantages – Next 10 Years
Note: Figures include prompted responses only
Queensland Residents NSW/Victorian Residents
Stable and safe country (67%) Stable and safe country (63%)
Clean/green environment/ natural/pristine
beauty of Australia (59%)
Clean/green environment/ natural/pristine
beauty of Australia (57%)
Unique experience offered in Australia (58%) Unique experience offered in Australia (48%)
Diversity of product/experience (47%) Vastness of Australia/uncrowded (43%)
Australia’s culture and friendly people (44%) Diversity of product/experience (41%)
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Comparisons by State
Australia’s Top Five Opportunities for Growth – Next Year
Note: Figures include prompted responses only
Queensland Residents NSW/Victorian Residents
Grey Nomads/Senior Tourism (49%) Food and Wine Tourism (39%)
Ecotourism (37%) Grey Nomads/Senior Tourism (37%)
Reef-based Tourism (32%) Special Events and Festivals (33%)
Drive Tourism (28%) Backpackers (32%)
Domestic Tourism (27%) Domestic Tourism (31%)
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Comparisons by State
Australia’s Top Five Opportunities for Growth – Next 10 Years
Note: Figures include prompted responses only
Queensland Residents NSW/Victorian Residents
Ecotourism (56%) Grey Nomads/Senior Tourism (56%)
Grey Nomads/Senior Tourism (55%) Ecotourism (44%)
Adventure Tourism (29%) Business Events Tourism – MICE (32%)
Outback Tourism (28%) Domestic Tourism (30%)
Indigenous Tourism (28%) Adventure Tourism (30%)
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Comparisons by State
Steps Taken towards Reducing Organisation’s Carbon Footprint
Action QLD Residents NSW/VIC Residents
Audit to determine size of carbon footprint 19% 28%
Ongoing monitoring of carbon footprint size 14% 22%
Development of strategy to reduce carbon
footprint
30% 40%
Commenced implementing measures to
reduce carbon footprint
30% 51%
Have not undertaken any steps 9% 10%
Other 30% 12%
Note: Multiple responses accepted
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Comparisons by StateEmployment Issues Organisation faced in the Last Year
Note: Multiple responses accepted
Issue QLD Residents NSW/VIC Residents
Staff losses due to better jobs/higher wages
offered elsewhere
45% 32%
Lack of candidates (i.e. quantity) when hiring 39% 43%
Lack of suitable/skilled candidates when hiring 47% 46%
Required to pay higher salaries to secure new
staff
30% 27%
Other 6% 3%
Have not experienced any difficulties hiring
staff
16% 11%
Have not needed to employ new staff 6% 7%
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Comparisons by StateTop Five Marketing Initiatives Australia should be
undertaking to compete with Overseas Destinations
Queensland Residents NSW/Victorian Residents
Promoting Australia’s uniqueness (75%) Promoting Australia’s uniqueness (78%)
Promoting Australia’s natural environment
(75%)
Promoting Australia’s natural environment
(72%)
Increasing co-ordination between
government and private enterprise (43%)
Increasing co-ordination between
government and private enterprise (52%)
Promoting Australia’s culture (39%) Promoting Australia’s culture (46%)
Promoting iconic Australian brands/
personalities (36%)
Forming closer links and marketing
co-operatively with New Zealand (42%)
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© Roy Morgan Research
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