A world first in tourism research gives industry the edge

A world first in tourism research gives industry the edge


Operating in any business in any
sector in any location is challenging.
You’ve got competitors you’ve got a whole range of forces that
you need to deal with. If you can get the edge through
having a better understanding of the place that you’re operating
in of your customers of the environment
in which you’re operating that’s going to place you best
for future success. We actually went to the tourism
industry and we asked our partners what they wanted.
They said look one of the things we really don’t know is where
people actually go. The tourism tracking project
is really about understanding where different types
of people go. We tracked them using
a smart phone. The app contained a GPS
technology so we tracked them as they moved around the state.
This is real time, it’s accurate down
to ten metres, and the detail of data is just tremendous. We’ve always known a little bit
about our visitors but we haven’t got down to the really
fine grained information. The university through Sense-T
clearly had the capability to provide insights that are
really critical for industry and for government
to make decisions. This is the largest study of its
type ever to be done across an entire region. And it’s also
the largest study of its type in terms of the time that we’ve
tracked people for because prior to this study they’d only ever
managed to successfully attract tourists for one to two days.
So to be able to track them for fourteen days
was a world first. Now we understand how people
use infrastructure. Now we have data that can
actually test the success of marketing campaigns.
And now we can also understand what drives decisions what are
the risky aspects of tourism. The impact that this research
has had has been really significant both industry impact
and also academic impact. This is a really exciting
project and one that to be frank will give Tasmania a jump
on its competitors. This sort of information
is going to allow us as a state to probably understand our
visitors better than anywhere else in the world.

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