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1NZTRI I Private Bag 92006 I Auckland 1142 I New Zealand I Ph (+64 9) 921 9999 Ext 8890 I [email protected] I www.nztri.org
Slowing down, getting local and connecting…. opportunities & challenges
Simon Milne,Ulrich SpeidelCarolyn Deuchar
NZ Tourism Research InstituteAUT University
World Citizens
Risk Takers
Opinion leaders
Enjoy the outdoors
Experienced Travellers
Enjoy life’s indulgences
Use the internet to plan
Big spenders Value Authenticity
Technology Users
THE INTERACTIVE TRAVELLER
The IT strategy has delivered well on its original intentions in providing a focus for marketing activities and the 100% Pure New Zealand campaign within a limited budget.
However, the IT strategy has not been effective at delivering higher expenditure from visitors, one of the most important yield components. The IT strategy targets those with a higher disposable income with the assumption that it would lead to higher expenditure on the ground. This is not the case, as ITs do not appear to spend any more than non-ITs.
Consideration is needed as to what other types of visitor, what other segments, and/or niche markets, would contribute to desirable yield outcomes.
MED Interactive Traveller Review 2007
THE INTERACTIVE TRAVELLER STRATEGY
Interactive and absent minded
The need to slow down and connect….
What about the interactive community?
Community 2 Consumer (C 2 C)
What does this mean for you??
KEY THEMES TO EXPLORE
The Absent-Minded Traveller
• Only spatially removed from home base
• Communication with outside world by text message, Skype, e-mail, blog, instant messaging, mobile phone.
• Destination no longer has traveller's sole attention
• Travel infrastructure develops into cocoon ? or enables engagement with locals?
• Fast travel within NZ or slow?
• Less yield per traveller - purchasing decisions aren't made due to stress and information overload, or more yield through a slower paced and considered decision making process
Destination
Home / WorkTravellingPeer Community
The Absent-Minded Traveller
The Three Spheresof Influence on the road
Marketing
Destination web sites
Brochures
PostersiSite
Notice boardsGuides
Videos
Colleague atwork needingassistance
Auntie Mabel's lost her cat
Mum & Dad
Client
Friends - didn't know I had that many
Mate who hasbeen to NZ
Friend's sisterliving in Dunedin
Cute girl fromSydney backpackerscoming to NZ next week
Israeli couple who didthe Heaphy Track withme
The Swedes I got drunkwith in Hastings
LocalCommunity
Needs of the absent-minded Traveller
Connectivity Balance life and IT
Have time Access to local information
Fast Tourism
Fast travel
Frequent search for ‘connectivity’
Time lost, lack of destinationinformation
Missed opportunities
for localtourism industry
Unsatisfactorytravel experience
Limited interactionwith locals
"Aimless" searchfor tourist experience
Slow tourism
Slow travel
Less frequent/rapid repositioning
Time for destination& absorbinginformation
Opportunitiesfor local
tourism industry
Satisfactorytravel experience
Interactionwith locals
+ Feedback toon-the-road peers
How easy is it for tourists to NZ to ‘connect’?
NZTRI research shows that cost of access to the internet and lack of access points are major concerns for NZ travellers- especially backpackers
Many of our businesses, communities and cities lag behind most of our global competitors in terms of providing free easy to access connectivity
Getting local
''It was very much like walking with a friend of yours you hadn't seen for a while,'' said Steve Bernstein, a 62-year-old retiree from San Diego who recently followed Ragil's Paris tour. The visits are as eclectic as Paris' neighborhoods. Some greeters will ride bicycles around town with you. Others will help you sift through antique shops, let you into local artists' studios, or have you taste the best pastries in the city.
C 2 C TOURISM
Will you be part of it or dis-intermediated?
How connected to the surrounding community is your business?
The backpacker sector is ideally suited to providing a conduit into the local community but needs to build on this potential
Technical Competency
FeedbackRelationships
Local Income/Linkage Generation
Visitor Info.
Sense of PlaceMissionAdvocacy
Back-packer Web-audit
An unbalanced mix
Local networking
We are excited to be able to assist rugby fans from around the world find a home away from home that is suitable for their specific needs, with a slice of kiwi lifestyle thrown in for good measure!
To make tourism more sustainable and build yield we need to slow travellers down
Need to understand and leverage travellers' increasingly virtual and ad hoc social networks and to acknowledge and cater to their ‘absent minded’ ties back to home
Backpacker operators are well positioned to become a integral part of the growing links between tourist and community
Conclusions
vital to get local
Vital to build free connectivity for guests and to provide them with a reason to slow down as well as be absent minded
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