Marketing a destination

How perception tracking research can help map out a marketing strategy

An eight-month comprehensive research program, aimed at understanding the perception gaps between what people think about Surfers Paradise and how the destination is developing, has been undertaken to help guide the management and marketing of the destination into the future.

The research, commissioned by Surfers Paradise Management (SPM), has revealed that consumers outside Brisbane and the Gold Coast have a higher opinion of the destination than the locals.

Perception tracking research, conducted by Newspoll, also shows that people who have not visited Surfers Paradise in the last six years are more likely to hold negative opinions about the destination than people who have visited within the last year. Surfers Paradise Management chief executive officer, Liliana Montague, says the results highlight the fact that many residents of Brisbane and the greater Gold Coast have not been to Surfers Paradise in recent times to witness the positive changes that have taken place.

"Many people were turned off the destination in the late 80s and early 90s when the precinct was solely focused on attracting the international tourist market - and haven't been back," says Ms Montague.

"It's disappointing to think that the international hub of the Gold Coast is not embraced by locals and as destination managers we've got to look at strategies to address this serious issue of local pride.

"You wouldn't find the same trend amongst Sydney residents regarding Circular Quay and locals are our greatest ambassadors," she says.

Four levels of research were undertaken including interstate telephone surveys conducted by Newspoll; Cavill Mall intercept surveys conducted by Interviewing Australia; focus groups with Gold Coast residents conducted by Empathic Research; and trader satisfaction surveys conducted by The Ryder Self Group.

Ms Montague points out that existing tourism research regularly undertaken by Tourism Queensland and other tourism bodies is insightful but unable to provide in-depth perception-based data specifically for Surfers Paradise.

"We receive all the tourism monitors and keep up to date with the latest visitor statistics from regional and state industry bodies, however it only tells us who's visiting rather than why people don't visit Surfers Paradise," says Ms Montague.

"We also felt it was important to understand the strengths and weaknesses of the destination as perceived by outsiders to help us map out a marketing strategy. There is no point in making claims about a lifestyle and leisure proposition if they don't ring true with the target market," she says.

Satisfaction surveys were also conducted earlier in the year with traders in the Surfers Paradise precinct to gain a full picture of the issues facing the destination and an understanding of the events and entertainment that contribute most favourably to economic conditions.

Surprisingly, New Year's Eve came out in front as the most important event to businesses in Surfers Paradise followed by the Surfers Paradise Beachfront Markets and June long weekend fireworks.

The Newspoll questionnaire asked respondents to describe, unprompted, the words and images that came to mind when they thought about Surfers Paradise, with the undisputed top themes being the 'beach' and the 'weather'.

The collective sample of 2,500 (over 18) respondents provided perceptions on the destination that represent the opinions of 6.8 million Australians.

"The results of the perception tracking are supported by our Cavill Mall intercept surveys which also show the beach and the weather are still our biggest strengths for locals and visitors and should not be down-played in marketing activities," says Ms Montague.

Other interesting results point to the re-emergence of shopping in Surfers Paradise with 21 per cent of respondents in the perception research citing it as the main reason for their last visit. Supporting this result are statistics from the Cavill Mall intercept surveys conducted within the past two months with 19 per cent citing shopping as the main reason for their visit.

Ms Montague attributes this to the changes that are gradually occurring in the retail mix of Surfers Paradise. The research results, along with consultation with other tourism bodies, have assisted SPM to set its marketing and management strategy for the next two financial years, which includes a reinvigorated event line-up and strategies to encourage local residents back to Surfers Paradise.