Strategic Plan 2008 to 2013 - Tourism Western Australia

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