Strategic Plan 2008 to 2013 - Tourism Western Australia

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STRATEGIC OBJECTIVE: Improve the quality of visitor experiences to match or exceed customer expectations Focus: Partnering with industry, Government and the broader community to meet consumer needs Outcome: Visitors will leave satisfied and recommend their friends, family and communities to also do so. Where are we now? Most of today’s consumers are well travelled from an early age and have a good understanding of quality products and services. Their search for the “best deal” is intensifying and tolerance for poor value for money is lower than ever. The internet is enabling people to quickly and easily compare prices and products and online booking is becoming ever more commonplace. The internet also allows them to share their good and bad holiday experiences with other travellers around the world through the many community review sites and blogs, so the impact of poor quality or service can be far reaching. WA tourism businesses are beginning to see the real link between quality of services and products and profitability - destinations and tourism operators are faced with an increasingly sophisticated market of more experienced travellers with higher expectations – people who know what they want, and how much they are willing to pay for it. A focus on quality is critical for the long term viability of the industry. Where do we want to be? Western Australia will (over the next five years) become known for unique quality products and services and be recognised as having best practice in place by other organisations and destinations. A more collaborative approach will be adopted within the tourism industry. Not only will businesses develop more product that satisfies their customers, they will also be active in recommending complementary product based on their knowledge of what consumers want. Technology driven solutions will be vigorously pursued. What must we do to get there? We require significant levels of industry engagement to successfully address our core activities and objectives. In the main substantial industry participation is required in our marketing, information provision and quality improvement efforts in order to secure the maximum potential impact upon the visitor. TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future
STRATEGIC OBJECTIVE: Improve the quality of visitor experiences to match or exceed customer expectations continued... Strategies to be employed include: Consumer Research – Our intention is to focus on improving the State’s current offerings and working together to develop new products and services. The challenge for the tourism industry and many operators is knowing how to address the gaps between visitor expectations and satisfaction, and the creation and promotion of unique and highly desirable visitor experiences. Product Quality – Specific effort (time and resources) will be directed towards motivating and educating businesses, local government authorities and other public service providers to focus on the quality of products and services. Without a focus on quality and value, repeat visitation and referrals are difficult to achieve. Innovation will become a key strategic activity of Tourism WA, where we will focus on being the ‘fast followers’ initially. Service quality is most often directly related to the calibre of employees, which highlights the need to address the skills shortage and lack of skills development opportunities for staff in the industry. Tourism WA will also support the delivery of quality product through a national accreditation system for tourism operators. Customer Access and Feedback – Positive word of mouth from visitors is the most important source of destination information. It is critical we leverage and improve our share of voice in this regard. Activities will be implemented to encourage the creation of and distribution of this content to key markets. Delivering Sustainable and Innovative Visitor Servicing - The provision of innovative visitor information services will be pursued. It is critical to maximise visitor experiences via the provision of relevant, timely and motivational information services. A variety of information platforms will be considered in order to engage in new and creative ways with visitors. In particular, the technological landscape will provide opportunities for innovation in visitor servicing that will not only improve visitor satisfaction, but provide means to influence visitor yield, dispersal and length of stay. In addition, visitor servicing will continue to be provided through the Western Australian Visitor Centre that has both an improved physical and online presence. Marketing Deliverable Experiences - As a principle, Tourism WA will align its marketing strategies to promote our unique WA positioning in line with actual product capacity and quality. Delivering World Class Major Events - EventsCorp, the events division of Tourism WA, will also seek to improve the quality of visitor experiences by identifying and attracting new and exciting major events that promote and enrich Perth and Western Australia. How will we measure success against this objective? In addition to strategically managing agency activities to ensure delivery on initiatives outlined in this plan, the following key performance indicators will be used to assess achievement. Key Performance Indicators (to be confirmed through the State Budget Process for 2008-09) KPI Measure Percentage of visitors whose expectations were met or exceeded upon visiting Western Australia. Percentage of visitors who have or will refer others to WA. Target Year 1 - At least 80% of visitors surveyed report that expectations were met or exceeded. With a minimum of 50% of visitors’ expectations having been exceeded. 50% of visitors surveyed indicate that they intend to recommend a holiday in WA to others. * Note: Once a baseline is established in year 1, 5 year targets will be set. TOURISM WESTERN AUSTRALIA | Strategic Plan 2008 to 2013 | Building for the Future
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Page 29 and 30: CORPORATE ENABLEMENT Tourism WA’s
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Strategic Plan 2008 to 2013 - Tourism Western Australia

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