Tourism research reveals low levels of awareness about Broome's tourism products & experiences
Written on the 29 March 2016 by Jael Napper
A key finding of the research was that Broome & the Kimberley are not particularly well-known, with only one in four claiming a reasonable level of knowledge of the region.When it comes to the factor people are most put-off by, the cost of flights (relative to the destination experience) is the strongest barrier to visitation.
The research suggests that the areas where Broome needs improvement include:
To address these findings, the report suggests marketing Broome and the Kimberley together to offer a greater value proposition to potential visitors, i.e. 'one place, two holidays'.Allison Grainger, researcher at TNS said, "It is largely known that Broome is technically part of the Kimberley Region (less so interstate than Intrastate), however most people think of them separately, rather than together the link could definitely be stronger.
"Generally, people think of them as geographically close, but experientially separate the Kimberley is 'inland adventure' and Broome is 'coastal relaxation'."The majority of respondents (83%) believe Broome and the Kimberley both benefit from being more closely associated, as complimentary aspects of a single holiday. The Kimberley adds uniqueness, adventure and extraordinary experiences to a Broome holiday, whereas Broome adds coastal experiences and relaxation to a Kimberley holiday .
An example of a response from a Perth resident was, "If someone said to me 'I've just had a fantastic holiday in the Kimberley', I would think that's in the rugged ranges and gorges and everything else. I wouldn't automatically think 'oh, you've been to Broome'." Per, AA, visWhereas Broome's remoteness could be perceived by some as a deterrent, in fact it's an asset alongside its proximity to experiences in the wider Kimberley. They are different, but complimentary experiences.
The report states, "Despite potentially appealing to different types of people, the remoteness of the Kimberley region, combined with Broome's role as an access point means most people think it "makes sense" to do both places in the same trip particularly those from interstate.""It makes it more interesting to me, the fact that Broome and the Kimberley are linked, because I didn't know they were in the same region." Melb, DD
"You're more likely to pay those airfares for a once in a lifetime trip to the Kimberley, but if you're going to Broome, you're not going to pay that for a trip to the beach." Perth, young, vis
The report was commissioned to address Broome tourism stakeholder concerns that industry is fragmented and not cohesive in how they operate, how they market, or how they present Broome, as well as expressions of a general desire for a consistent brand and positioning that all business can align behind and utilise.The meeting was opened by Chair of Tourism WA Peter Prendiville who said Tourism should be a pillar of economic growth for WA; where resources were cornerstone in past tourism is the only sector that can be activated in short term.
He suggested that there is a disengagement from Cabinet and Broome due to Broome's inability to articulate what it wants, and when."This research paper starts dialogue to get on the same page. If we can't articulate to Ministers at election time in the next 18 months, we miss an enormous opportunity," Said Mr Prendiville
He also referred to a meeting with Qantas the day prior, "I was really encouraged that they came well prepared with potential solutions to help combat perception and reality of expensive airfares which drives so many people away from Broome as a place for people to visit."Broome operators need to get on board alongside Qantas to create opportunities and make sure we get better participation. Parts of jigsaw puzzle are on the table that we haven't seen before."
Following the research presentation, representatives from Tourism WA, Australia's North West Tourism and Broome Visitor Centre offered a brief idea of their future marketing plans.James Brown, Chair of the Broome Tourism Leadership Group said, "Step one was the creation of the Broome Tourism Strategy. Step two has been knowledge gathering, this research rounds out that phase and I am confident that we now have a strong foundation of evidence to create and prioritise actions. Step three is rolling out those actions. We now have . A strong argument for us to be more focused on the tourism industry in broome."
Mr Brown articulated the next actions by the Group would be to increase product density awareness, develop further product and link the Kimberley to Broome's product. At the presentation he sought feedback from the room whether they felt the need for a marketing plan for Broome alongside a tool kit applicable to all business.The report, titled 'Broome and the Kimberley: Current Perceptions and Future Direction' was crowd-funded $100,000 raised by the Kimberley Development Commission, Shire of Broome, Tourism WA, and Broome business donations. It is available to view on www.broomechamber.com.au.
All feedback will be collated by the Broome Chamber of Commerce and Industry to be tabled for consideration in the next step of the plan.
Image: Glen Chidlow, Peter Prendiville, James Brown, Allison Grainger
|Articles via RSS|