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VISITOR EXPERIENCE AND EXPECTATIONS
RESEARCH (VEER) 2018-19August 2019
CONTENTS
1Executive Summary 3
2Visitation 6
3Motivation 12
4Experience 15
5Satisfaction 22
6Value for Money 33
7Aboriginal Experience 38
8Advocacy 47
Executive Summary
EXECUTIVE SUMMARY
Significant difference testing has been included
throughout this report. The green squares /upward
pointing arrows represent a significantly higher score
and the red squares/downward pointing arrows
represent a significantly lower score at 95% confidence
level. Significant difference testing has been shown
between years and 2018-19 total against visitor type
subgroups.
Comparison
The survey involved 400 face to face intercept interviews
with international and interstate visitors on holiday in WA
for 2 or more nights, and Western Australian residents
who were currently on a WA short break/holiday or who
had holidayed in WA in the past 6 weeks.
Sample
The research objective was to better understand visitor
experiences in Western Australia. The survey
measured visitors experiences, expectations and
general thoughts of WA and their holiday
Objective
BACKGROUND AND METHODOLOGY
Fieldwork was conducted by Thinkfield in 2018-19
in three waves over the course of the year from
October 2018 to May 2019.
Timeline
Interview Location Total Intrastate Interstate International
Kings Park 45 12 12 21
City of Perth 84 15 35 34
Perth Visitor Centre 45 8 15 22
Elizabeth Quay 34 6 20 8
Fremantle 53 6 24 23
Mandurah 41 27 7 7
Other Perth 98 62 13 23
TOTAL 400 136 126 138
Sample Structure
Executive Summary
• Visitors continue to be very satisfied with their holiday in Western Australia (WA). In 2018-19 nearly all (99%) rated their experience
positively, with more than half (53%) describing their trip as ‘excellent’ – up 19% points from five years ago.
• WA’s natural assets, including its beaches and coastline, unique natural sights, and pristine natural environment, are the main reason visitors
choose to holiday in Western Australia. It is also what visitors describe as their favourite aspect of their trip.
• Thus, expectations of nearly all visitors (98%) were easily met in 2018-19, and more than half (53%) said their WA holiday surpassed their
expectations.
• More than nine in ten visitors were either fairly or very satisfied with the following aspects of their holiday: accommodation, food and drinks,
natural attractions, manmade attractions, public transport, friendliness of locals, personal safety and security and variety of things to see and do.
Despite being the lowest scoring aspect, eight in ten visitors were either fairly or very satisfied with nightlife.
• Advocacy to recommend Western Australia as a holiday destination to others is very high, with a strong Net Promoter Score of 77. Western
Australians are particularly passionate about their state, and are more likely than interstate or international visitors to recommend WA as a
holiday destination.
• In 2018-19, 54% of visitors rated their holiday as ‘extremely good’ or ‘good’ value for money, a small decline since last year but up 16%
points from five years ago. The one in ten visitors (11%) who said their WA holiday was poor value for money most commonly cited the cost of
food and drinks as the reason.
• Aboriginal tourism in Western Australia continues to be of great interest to visitors, with four in five visitors (81%) saying they would be
interested in experiencing Aboriginal tourism in Western Australia if it were easily accessible. However, participation levels remain relatively
low, with only one in five visitors (21%) actually having an Aboriginal tourism experience in 2018-19, a decline compared to the previous year.
This demonstrates there is significant opportunity to increase supply and awareness of Aboriginal tourism experiences to meet visitor demand.
SUMMARY OF KEY FINDINGS
Summary of findings
VISITATION
Visitors to Western Australia surveyed in 2018-19 consisted of mainly couples, family groups and solo travellers.
A slight skew to females was also evident.
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9. Who did you travel with on your most recent in
WA? (Multiple Response).
BASE: All respondents n=400.
4754
07 22
11 1521 20
5
34 32 35
222
43
18 11 4 1
Gender Age Location Travel Group
2018-19 Visitor sample profile
– by Gender, Age, Location and Travel Group
%
Location proportions have been
controlled via quotas and do not
represent accurate visitor
breakdowns.
Age proportions have been controlled via quotas and do not
represent accurate visitor breakdowns.
Of all visitors that were surveyed, intrastate visitors contained the highest proportion of family groups and a
significantly smaller number of those aged 55+. Majority of Intrastate visitors surveyed were from metropolitan
Perth.
2018-19 Intrastate visitor sample profile
– by Gender, Age, Location and Travel Group
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1a. And do you live in the Perth Metro area, or somewhere else in WA?
S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9. Who did you travel with on your most recent in WA? (Multiple Response)
BASE: Intrastate visitors n=136.
42
58
32 33 35
95
5 74
37 38
167
1
Gender Age Location Travel Group
Interstate visitors contained the highest proportion of couples and over half fell into the 55+ age category.
Visitors from interstate surveyed were mainly from New South Wales, Victoria and Queensland, and two thirds
(63%) were repeat visitors to Western Australia.
63
2018-19 Interstate visitor sample profile
– by Repeat Visitation, Gender, Age, Location and Travel Group
%
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1b.What State do you normally live in? S8. Do you live in Western Australia or are you are you visiting from another State or overseas?
S9. Who did you travel with on your most recent in WA? (Multiple Response)
BASE: Interstate visitors n=126.
50 50
14
27
59
2925 28
109 21
2
53
13
12
3 1
Gender Age Location Travel Group
Repeat Visitors 63%
International visitors contained the highest proportion of solo travellers, as well as a large number of couples.
Visitors tended to be on the two ends of the age spectrum (under 35 years old and over 55 years old).
International visitors surveyed were mostly from England or other European regions and almost half (46%) were
repeat visitors to Western Australia.
2018-19 International visitor sample profile
– by Repeat Visitation, Gender, Age, Location and Travel Group
%
SOURCE: S6. Gender S5. Which of these age groups do you belong to? S1c. And what country do you usually live in? S8. Do you live in Western Australia or are you are you visiting from another State or overseas? S9.
Who did you travel with on your most recent in WA? (Multiple Response).
BASE: International visitors n=138.
4648
52
39
16
45 42
9
11
38
2
41
1
44
6 5 3 0
Gender Age Location Travel Group
Repeat Visitors 46%
Other than Perth, the South West was the most visited region in 2018-19, with two in five having visited the
region. The length of stay among the visitor source markets varies; the majority of international visitors surveyed
(90%) were visiting WA for more than a week, while intrastate visitors were most likely to have taken short
breaks. Three in five interstate visitors (62%) were visiting WA for more than a week.
SOURCE: S7. Which of these regions have you stayed/ did you stay overnight on your current/ most recent holiday or break?
S3a. How many nights… Do you plan to be away from home? Do you plan to be in WA?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
2018-19 Regions visited 2018-19 Length of visit
– by Visitor Type
32
32
25
7
3
1
2
13
24
36
10
16
1
4
5
18
22
49
2 nights
3 to 4 nights
5 to 7 nights
8 to 14 nights
15 to 28 nights
More than 28 nights
Intrastate Interstate International
18%
6%
14%
73%
41%
MOTIVATION
To qualify for the survey, all visitors had to be visiting WA for a holiday. A third of interstate visitors and two in five
international visitors were also visiting friends and relatives living in Western Australia. Almost four in five
international visitors were visiting WA for a working holiday.
100
29
8
4
2
2
0
Holiday/leisure
Visiting friends/relatives
Working holiday
Event
Business
Education
Other
SOURCE: S4. What are/what were your reasons for taking a short break or holiday in Western Australia?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
2018-19 Reasons for travel
– by Visitor Type
%Intrastate Interstate International
100 100 97
13 33 41
1 5 18
4 4 4
1 2 1
1 1 4
1 1 1
The main motivation for travel to Western Australia among all visitor types was driven by nature based factors –
driven by the beaches and coastal scenery, followed by unique natural sights, and pristine natural environments.
Food, wine and local cuisine was the next highest motivating factor.
56
34
30
20
16
12
10
9
7
6
5
4
4
2
23
Beaches/coastal scenery
Unique natural sights
Pristine natural environments
Good food, wine and local cuisine
Treks, trails and/or hikes
Water based activities (eg snorkelling)
Visiting friends and relatives
Cultural, educational and/or historical activities
Ability to attend a personal event (e.g. wedding)
Ability to attend a public event (eg festival, concert, sporting)
New place/bucket list
Part of a longer trip (eg roadtrip, cruise, Indian Pacific, flight layover)
Business trip or work (or accompanying)
Vibrant city life (eg nightlife, shopping)
Other*
SOURCE: Q26. Thinking about these factors, which 3 had the most influence on your decision to travel here?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
*Other motivations include weather, been before and wanted to return, close to home/easy to get to, recommendation or word of mouth and for a break/time off work.
2018-19 Motivations for travel
– by Visitor Type
%
Intrastate Interstate International
64 44 59
31 40 30
31 32 28
21 23 16
15 15 17
21 7 7
1 10 28
8 13 7
7 6 8
8 4 6
0 10 14
0 7 12
1 6 12
1 2 4
32 13 22
Experience
EXPERIENCE
Nearly all visitors (99%) mentioned something positive about their holiday in Western Australia. They were most
complimentary about the Western Australian landscape including the beaches, coastline and National Parks.
SOURCE: Q2. What was the main thing you liked? Why did you give your WA holiday that rating? MULTIPLE RESPONSES
BASE: All respondents n=400.
2018-19 Main thing liked about WA holiday
%
“Beaches were beautiful.”
“Fabulous weather.”
“Lots of things to do with kids.”
“Beautiful scenery especially the forests.””
“The variation in landscape and opportunities for walking in different
landscapes.”
“Everyone is relaxed here and super friendly.”
“How easy to get around the city, free buses.”
“Amazing cycling trails.”
Mentions 5% of more shown.
26
17
15
10
6
6
6
5
Landscape / Environment
Attractions and activities
Weather / Climate
Relaxing Atmosphere
People / Customer service
Social aspects (friends and family)
Towns and cities
Public Tranport/getting around
Visitors to Western Australia continue to rate their holiday experience very highly. In 2018-19, 99% described their
experience as ‘excellent’, ‘very good’, or ‘good’.
Overall Experience
– by Year
%
SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.
BASE: All respondents, 2018-19 n=400, Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
99 99 9899 99 99 99
86 86 8689
86
93 92
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
Nett: Excellent/
Very Good
Nett: Excellent/
Very Good /
Good
Indicates statistically significant increase year on year
Compared to 2017-18, there has been a slight decline in ‘excellent’ experiences. However, comparing against
2012-13 there has been an increase of 15% points. This has been driven by a significant increase in 2014-15 and
continued high performance since.
Overall Experience
– by Year
%
SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.
BASE: All respondents, 2018-19 n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
3834
4953
5054 53
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
Excellent
Indicates statistically significant increase year on year
In 2018-19 there was little differentiation in experience among the source markets, with more than nine in ten
intrastate, interstate, and international visitors rating their holiday in WA as ‘excellent’ or ‘very good’.
1
1
8
10
6
7
39
42
40
36
53
48
53
57
92
90
94
92
Total (400)
Intrastate (136)
Interstate (126)
International (138)
2018-19 Experience
– by Visitor Type
%
SOURCE: Q1. Using this scale, could you please rate your holiday in Western Australia.
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
Poor Fair Very good ExcellentGood
Top 2 Box
Western Australian holidays continue to surpass the expectations of more than half of the State’s visitors, with
53% stating that their holiday in WA was somewhat or much better than they had expected. However, that
proportion is down slightly from last year (59%).
Overall Expectations
– by Year
%
SOURCE: Q3. And using this scale, could you please rate whether or not your holiday in Western Australia met, exceeded or fell below your expectations.
BASE: All respondents, 2018-19 n=400; 2017-18 n=400; 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
51 52 53 5256
5953
98 98 98 98 99 99 98
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
Nett: Much/
Somewhat better
Nett: Met or
Surpassed
Interstate and international visitors were more likely than intrastate visitors to say that their expectations had
been exceeded.
2
4
2
1
44
54
38
41
31
24
36
34
22
18
25
23
53
43
60
57
Total (400)
Intrastate (136)
Interstate (126)
International (138)
2018-19 Expectations
– by Visitor Type
%
SOURCE: Q3. And using this scale, could you please rate whether or not your holiday in Western Australia met, exceeded or fell below your expectations.
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
Much worse Somewhat worse Somewhat better Much betterAbout as expected
Top 2 Box
Experience
SATISFACTION
Visitors were very satisfied with all aspects of their trip. Highest satisfaction ratings were given for Western
Australia’s natural attractions, friendliness of locals, safety and security, public transport, and variety of things to
see and do. The remainder of this section of the report breaks down satisfaction of each aspect by market.
0
1
1
1
2
1
3
1
4
1
4
3
4
5
7
6
7
16
9
17
18
16
18
22
23
30
32
90
78
77
78
75
71
68
61
48
Natural attractions (e.g. beaches, National Parks)
Friendliness of locals
Personal safety and security
Public transport
Variety of things to see and do
Manmade attractions (e.g. museums, historical sites)
Accommodation
Food and drinks
Nightlife
2018-19 Satisfaction of aspects of holiday
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with accommodation?
BASE: All respondents n=368; Intrastate visitors n=132; Interstate visitors n=114; International visitors n=122.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question.
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
99
95
95
94
93
92
91
91
80
More than nine in ten visitors were satisfied with their accommodation. The interstate source market had the
highest satisfaction with 96% of visitors either ‘fairly satisfied’ or ‘very satisfied’ with their accommodation in WA.
3
3
2
4
6
10
3
5
23
23
26
19
68
64
69
72
91
87
96
91
Total (368)
Intrastate (132)
Interstate (114)
International (122)
2018-19 Satisfaction of Accommodation
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with accommodation?
BASE: All respondents n=368; Intrastate visitors n=132; Interstate visitors n=114; International visitors n=122.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question.
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
More than nine in ten visitors were satisfied with food and drinks whilst on holiday in WA. Interstate visitors had
the highest satisfaction; seven in ten were ‘very satisfied’.
1
2
1
1
1
7
9
3
9
30
34
25
30
61
55
70
59
91
89
95
89
Total (395)
Intrastate (131)
Interstate (126)
International (138)
2018-19 Satisfaction of Food and Drinks
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with food and drinks?
BASE: All respondents n=395; Intrastate visitors n=131; Interstate visitors n=126; International visitors n=138.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
Close to 100% of all intrastate, interstate, and international visitors were either ‘fairly satisfied’ or ‘very satisfied’
with WA’s natural attractions. Of all questioned aspects of their holiday, WA’s natural attractions have the
highest rate of satisfaction amongst all markets.
9
14
7
5
90
85
92
92
99
99
99
98
Total (381)
Intrastate (129)
Interstate (119)
International (133)
2018-19 Satisfaction of natural attractions (eg beaches and National
Parks)
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with natural attractions (e.g. beaches, National Parks, etc.)?
BASE: All respondents n=381; Intrastate visitors n=129; Interstate visitors n=119; International visitors n=133.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
More than nine in ten visitors were satisfied with WA’s manmade attractions. Interstate visitors had the highest
satisfaction, with almost four in five visitors ‘very satisfied’, whilst international had the lowest satisfaction with just
over three in five ‘very satisfied’.
1
1
2
7
8
4
8
22
19
18
27
71
71
78
63
92
90
96
90
Total (296)
Intrastate (84)
Interstate (105)
International (107)
2018-19 Satisfaction of manmade attractions (e.g. museums)
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with manmade attractions (e.g. museums, historic sites, etc.)?
BASE: All respondents n=296; Intrastate visitors n=84; Interstate visitors n=105; International visitors n=107.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
Just over half (54%) of visitors surveyed used public transport during their trip. Of those, nine in ten were either
‘fairly satisfied’ or ‘very satisfied’ with WA’s public transport. Interstate visitors showed the highest satisfaction with
almost nine in ten ‘very satisfied’. There was some dissatisfaction amongst intrastate visitors, however this
question was applicable to just 14% of intrastate respondents, and needs to be read with caution.
1
5
1
1
4
1
6
16
21
12
18
78
68
86
75
94
89
98
93
Total (217)
Intrastate (19) –
use with caution
Interstate (83)
International (115)
2018-19 Satisfaction of public transport*
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with public transport?
BASE: All respondents n=217; Intrastate visitors n=19; Interstate visitors n=83; International visitors n=115.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
5
*Note high volume of non-
applicable responses:
86% of intrastate
34% of interstate
17% of international
Of all questioned aspects of their holiday, WA’s nightlife had the lowest rate of satisfaction. On average eight in
ten visitors were either ‘fairly satisfied’ or ‘very satisfied’ with WA’s nightlife. The high ‘non-applicable’ response
rate for this question should also be considered.
4
4
6
16
16
11
19
32
41
29
29
48
44
57
46
80
84
86
75
Total (112)
Intrastate (32)Use with caution
Interstate (28)Use with caution
International (52)
2018-19 Satisfaction of nightlife*
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with nightlife?
BASE: All respondents n=112; Intrastate visitors n=32; Interstate visitors n=28; International visitors n=52.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
*Note high volume of non-
applicable responses:
77% of intrastate
78% of interstate
62% of international
On average, nine in ten visitors were satisfied with WA’s variety of things to see and do. Of the source markets,
interstate had the highest proportion (82%) of ‘very satisfied’ visitors, whilst intrastate had the lowest (69%).
Furthermore, 4% of intrastate visitors were ‘fairly dissatisfied’.
2
4
1
5
10
1
3
18
17
18
20
75
69
82
75
93
86
99
96
Total (397)
Intrastate (135)
Interstate (125)
International (137)
2018-19 Satisfaction of variety of things to see and do
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with the variety of things to see and do?
BASE: All respondents n=397; Intrastate visitors n=135; Interstate visitors n=125; International visitors n=137.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
Friendliness of the locals had a high rate of satisfaction, with more than nine in ten intrastate, interstate, and
international visitors either ‘fairly satisfied’ or ‘very satisfied’. International visitors had the highest satisfaction,
with 84% ‘very satisfied’.
1
2
1
2
4
4
3
4
17
20
20
12
78
73
76
84
95
93
96
96
Total (397)
Intrastate (133)
Interstate (126)
International (138)
2018-19 Satisfaction of friendliness of locals
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with friendliness of locals?
BASE: All respondents n=368; Intrastate visitors n=132; Interstate visitors n=114; International visitors n=122.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
Personal safety and security had a high rate of satisfaction, with more than nine in ten intrastate, interstate, and
international visitors either ‘fairly satisfied’ or ‘very satisfied’ with their personal safety and security in WA. There
was a very small amount of dissatisfaction amongst all source markets.
1
1
1
1
3
1
8
1
18
16
19
20
77
81
72
78
1
95
96
91
98
Total (399)
Intrastate (136)
Interstate (126)
International (138)
2018-19 Satisfaction of personal safety and security
– by Visitor Type
%
SOURCE: Q9. Thinking about your holiday in Western Australia overall, how satisfied or dissatisfied were you with personal safety and security?
BASE: All respondents n=399; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
NOTE: Not Applicable responses have been removed. %s are of those who answered the question
Very dissatisfied Fairly dissatisfied Fairly satisfied Very satisfiedNeither satisfied nor
dissatisfied
Top 2 Box
VALUE FOR MONEY
Just over half of all visitors to WA surveyed in 2018-19 perceived their holiday to be of ‘good’ or ‘extremely good’
value for money. There is a small decrease from last year, but an increase of 9% points compared to five years ago.
Meanwhile, the number of visitors who perceive WA to be ‘poor’ or ‘extremely poor’ value for money continues to
decline.
Overall Value for Money
– by Year
%
SOURCE: Q7. Now using this scale, could you please rate the overall value for money of your holiday in Western Australia?
BASE: All respondents, 2018-19 n=400; 2017-18 n=400; 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
18 1815
1217
12 11
45
38
45
54 5458
54
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
Nett: Extremely
poor/ Poor
Nett: Extremely
good/ Good
In 2018-19, interstate visitors were the most likely to rate their holiday in WA as ‘good’ or ‘extremely good’ value
for money, whilst intrastate and international visitors were most likely to rate their holiday in WA as ‘poor’ value for
money.
10
13
5
12
1
1
1
35
35
35
36
41
33
46
43
14
20
13
7
54
53
60
50
Total (400)
Intrastate (136)
Interstate (126)
International (138)
2018-19 Value for Money
– by Visitor Type
%
SOURCE: Q7. Now using this scale, could you please rate the overall value for money of your holiday in Western Australia?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
Extremely poor Poor Good Extremely goodAverage
Top 2 Box
24
13
13
12
7
6
6
Accommodation
Food and drinks
Attractions / experiences
Public transport
Staying with friends or family
General positive comment
Caravan and Camping
SOURCE: Q8. What was the main thing that was good value? Why did you give that rating? FIRST RESPONSE ONLY
BASE: Those who rated their WA holiday as Good or Extremely Good value for money and gave a positive reason (n=216)
2018-19 Value for Money
– Main element of holiday that was considered good value for money
%
Amongst the 54% of visitors who rated their holiday as ‘good’ or ‘extremely good’ value for money,
accommodation was the most common reason cited, followed by food and drinks and attractions/experiences.
“Parks and natural attractions.”
“The excursions were reasonably priced / the staff at the visitors centers
and the train station were very helpful.”
“We stayed in a caravan park, had good facilities and good play
equipment for children.”
“The accommodation was cheap, clean and suited our needs.”
“Stayed with family and did work for free accommodation.”
“The cafe and restaurants are very good quality and well priced.”
“Transport system is great, its reliable, cheap and free in Perth.”
“The tourist attractions are good value.”
Mentions 5% of more shown.
37
33
14
9
7
Food and drinks
Everything
Accommodation
Attractions
Fuel / travel
SOURCE: Q8. What was the main thing that was poor value? Why did you give that rating? FIRST RESPONSE ONLY
BASE: Those who rated their holiday in WA as ‘Poor’ or “Extremely poor’ value for money (n=43)
2018-19 Value for Money
– Main element of holiday that was considered poor value for money
%
Amongst the one in ten (11%) visitors who said their holiday in WA was poor value for money, the cost of on-
ground expenses was cited. The expense of eating out and/or food and drinks in general was the most common
complaint, followed by a general feeling that ‘everything’ in WA is expensive.
“Everything very expensive.”
“A little more expensive than France, mainly food.”
“Any activities to do with kids was expensive.”
“As it was Easter, the Caravan park charged way too much for a tent site.”
“Food, drink eating out very expensive.”
“Expensive, accommodation down south, basic 4 star for 5 star prices.”
Mentions 5% of more shown.
ABORIGINAL EXPERIENCE
Visitor interest in Aboriginal experiences continued to far outweigh participation in the tourism offer in 2018-19.
Four in five visitors (81%) would be interested in experiencing an Aboriginal tourism experience or activity if it
were easily accessible in WA, however only one in five visitors (21%) participated in Aboriginal tourism during
their WA holiday.
Overall Interest and Participation in Aboriginal Tourism
– by Year
%
*”Experience Native bush food” was added to list of Aboriginal tourism experiences in 2017-18, which has resulted in a higher result for total interest from 2017-18. If “Experience Native bush
food” had not been added, total interest would have been 77% in 2017-18 and 78% in 2018-19, consistent with previous years.
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?
Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?
BASE: All respondents, 2018-19 n=400; 2017-18 n=400; 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013/14 n=400; 2012-13 n=400.
2622 21
2421
2621
59
66
7479 78
82 81
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
60Total participation
Total interest
33 44 53 55 57 56
* *
Interstate visitors are less likely to be interested in experiencing Aboriginal tourism while on holiday in WA,
although seven in ten (71%) indicate interest. “Go on a tour with an Aboriginal guide” generates the most interest,
and also the largest gap between interest and participation, indicating a potential opportunity for development.
Visiting Aboriginal galleries and seeing art, craft or cultural displays were the most common activities undertaken.
2018-19 Interest and Participation in Aboriginal Tourism
– by Visitor Type
%
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?
Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
43
39
36
33
33
33
28
27
25
24
21
2
2
3
9
4
6
4
4
3
2
1
Go on a tour with an Aboriginal guide
Experience Native bush food
Saw Aboriginal dance / performance
Visit an Aboriginal gallery
Visit an Aboriginal cultural centre
Saw any Aboriginal art, craft or display
Saw an Aboriginal site or community
Experience Aboriginal interpretation tour
Other interaction with Aboriginal people
Purchase Aboriginal art / craft / souvenir
Stay in Aboriginal accommodation
Intrastate Interstate International
83 71 86
14 21 28
Interested
Participated
Interested Participated21
81
Total
2018-19 Participation in Aboriginal Tourism
%
Gap
42
37
33
24
29
26
24
23
22
22
20
Interested Participated
44
23
34
30
39
31
30
26
25
30
37
2
1
8
16
4
12
4
4
4
7
2
The gap between interest and participation is most significant for intrastate visitors; they are the most interested
audience, yet the one which participates in Aboriginal tourism the least. Across all visitor markets, the types of
experiences visitors are more interested in is largely similar – with experiencing native bush food and going on a
tour with an Aboriginal guide ranking in the top three most appealing experiences across all three markets.
52
29
41
41
45
40
31
29
33
31
51
1
1
2
3
2
1
4
0
5
1
2
Go on a tour with an Aboriginal guide
Stay in Aboriginal accommodation
Visit an Aboriginal cultural centre
Visit an Aboriginal gallery
Saw Aboriginal dance, theatre or performance
Saw any Aboriginal art, craft or cultural display
Saw an Aboriginal site or Aboriginal community
Purchase Aboriginal art, craft or souvenirs
Experience Aboriginal interpretation on a tour
Have some other interaction with Aboriginalpeople
Experience Native bush food
33
10
22
28
21
25
21
16
21
12
29
1
0
2
9
2
6
2
2
2
1
2
Gap
51
28
39
38
43
39
26
29
28
30
49
Gap
34
12
22
22
24
16
13
16
19
15
34
Gap
29
12
24
14
26
11
13
16
13
13
27
SOURCE: Q12. Which of the following Aboriginal activities or experiences have/did you participate/d in during your holiday in Western Australia?
Q13. And which of these experiences or activities would you be interested in, if they were easily accessible in Western Australia?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
2018-19 Interest and Participation
– by Visitor Type %
Interested Participated
For those visitors who had participated in an Aboriginal activity, satisfaction with the experience was at an all time
high. Almost all (98%) rated their experience as ‘excellent’, ‘very good’, or ‘good’. This was an increase of 9%
points on last year, with a 12% point growth in those visitors rating their experience of ‘very good’ or ‘excellent’.
Overall Aboriginal Experience
– by Year
%
SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?
BASE: All respondents who participated in an Aboriginal activity, 2018-19 n=83; 2017-18 n=103; 2016-17 n=85; 2015-16 n=95; 2014-15 n=83; 2013-14 n=86; 2012-13 n=102.
8983
90 9195
8998
4640
4953
49 48
60
1117
10 95
11
2
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
Nett: Fair/
Poor
Nett: Excellent/
Very Good
Nett: Excellent/
Very Good/
Good
Ratings of Aboriginal tourism experiences were high across all three markets. (Note: small sample sizes; results are indicative only)
2
8
37
42
42
32
40
32
31
50
20
26
19
18
60
58
50
68
Total (83)
*Intrastate (19)Use with caution
*Interstate (26)Use with caution
*International (38)Use with caution
2018-19 Aboriginal Experience
– by Visitor Type
%
SOURCE: Q14. And using this scale, can you please rate overall the Aboriginal activities and experiences you experienced in Western Australia?
BASE: All respondents n=83; Intrastate visitors n=19; Interstate visitors n=26; International visitors n=38. *Note small sample size
Poor Fair Very good ExcellentGood
Top 2 Box
SOURCE: Q15. What was the man thing that was poor/fair? What was good/excellent? FIRST RESPONSE ONLY
BASE: Respondents who had participated in an Aboriginal activity n=83.
NOTE: Size of the word in the image represents frequency of mentions.
Most participants of Aboriginal tourism found the experience interesting and enjoyed the chance to experience
‘something different’. The experiences were perceived as unique and informative. Many mentioned the beauty of
Aboriginal artwork.
“The culture of the environment, people and nature
makes me feel warmed and comfortable”
“Interesting and informative about the culture”
“They put a lot of work in to their dancing, a lot better
than what I've seen before”
“The art work was beautiful”
“I enjoy learning about their lifestyle and culture, and
that they are maintaining it”
“The use of colour and design”
26
16
12
12
11
9
8
8
No time
Have not seen any
Done before
Not interested
Have not had the time/opportunity yet
Not aware of any/Not offered
Not reason for this trip
None available here
SOURCE: Q16. Can I ask why you chose to not participate in Aboriginal activities or experiences? FIRST RESPONSE ONLY
BASE: Respondents who had not participated in an Aboriginal activity n=317.
2018-19 Deterrent of Aboriginal Experience
– Did not participate
%
Those who did not participate in Aboriginal tourism cited a lack of time as the main reason. Lack of knowledge
and/or availability of Aboriginal tourism experiences is also a significant barrier to participation, with one third (33%)
saying they have not come across any Aboriginal tourism experiences during their trip.
“Because I haven’t found any yet”
“Because they weren’t available”
“Bought aboriginal art in the past, can only get so much on the
walls”
“Didn’t know they existed in the Dunsborough area”
“Focus on other things, but haven’t avoided it”
“Haven’t had time, when I was here before I visited aboriginal
communities outside of Kalgoorlie”
Mentions 5% of more shown.
33%
SOURCE: Q17. Why are you not interested in participating in an Aboriginal activity or experience in Western Australia?
Why are you not interested in participating in another Aboriginal activity or experience in Western Australia?
BASE: Respondents who were not interested in an Aboriginal activity n=77.
2018-19 Deterrent of Aboriginal Experience
– Not interested
%
For those who were not interested in participating in an Aboriginal activity or experience, their main reasons were
a lack of enthusiasm and a feeling of ‘been there, done that’. Upselling the breadth and uniqueness of
experiences available in WA may help to overcome these barriers.
Not interested in participating 58%
Have had previous experiences 25%
Did not have the time to participate 1%
1
2
3
“Because I’ve seen it at home in the NT”
“Kids are more interested in other activities such as pirate
ship.”
“Just not interested and lack of awareness.”
“It’s not on my radar.”
“We have already seen it before and have attended events in
Tasmania.”
“Done these things before”
Advocacy
ADVOCACY
Advocacy of Western Australia as a holiday destination remains very strong, with nearly all visitors surveyed likely
to recommend WA.
Overall Advocacy
– by Year
%
SOURCE: Q10. Using this scale, how likely are you to recommend Western Australia as a holiday destination to other people?
BASE: All respondents, 2018-19 n=400; 2017-18 n=400; 2016-17 n=400; 2015-16 n=400; 2014-15 n=401; 2013-14 n=400; 2012-13 n=400.
NOTE: Scale changed from a 5 point descriptive scale to a 10 point numeric scale in 2017-18. Scores grouped from 2017-18 analysis to maintain time series: Score 0 – 2 = Not at all likely, Score 3 = Fairly unlikely, Score 4
– 6 = Neither, Score 7 – 8= Fairly Likely, Score 9 – 10 = Very Likely.
2 1 2 1 1 0 1
95 9497 99 97 96 96
0
10
20
30
40
50
60
70
80
90
100
VEER 2012-13(n=400)
VEER 2013-14(n=400)
VEER 2014-15(n=401)
VEER 2015-16(n=400)
VEER 2016-17(n=400)
VEER 2017-18(n=400)
VEER 2018-19(n=400)
Nett: Fairly
unlikely/ Very
unlikely
Nett: Fairly likely/
Very likely
31
21
17
7
6
5
Landscape/nature
General positive comment
Attractions/experiences
Weather/climate
Relaxing atmosphere
Clean and safe
SOURCE: Q10. Using this scale (1-10), how likely are you to recommend Western Australia as a holiday destination to other people?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=382.
2018-19 Recommendation of WA as a holiday destination
- Main reason for recommending WA
%
Amongst the 96% of visitors who were ‘fairly likely’ or ‘very likely’ to recommend WA as a holiday destination to
other people, landscape and nature was the most common reason cited, followed by general positive comments
about the State.
“Beautiful beaches and beautiful scenery.”
“Because its a great state.”
“Cleanliness, people friendly, fantastic weather.”
“Got beautiful beaches and scenery, got everything, has lots to do.”
“Fantastic, brilliant, amazing, wonderful place.”
“I love the state I live in and want everyone to experience it as much as I
have, and I have only seen half!”
“Its a fascinating state with a wealth of experiences to be had”
“Natural scenery and relaxing pace of life.”
Mentions 5% of more shown.
WA’s Net Promotor Score (NPS) grew by +4 compared to 2017-18. NPS was strong for all markets, but the
intrastate market was the most likely to recommend WA as a holiday destination to others. Around one in five
interstate and international visitors were recorded as being somewhat likely to recommend (‘passives’) – these
represent an opportunity to convert to promoters, but also a risk as they could easily switch to recommending
another destination over WA.
2018-19 Net Promotor Score
– by Visitor Type
%
SOURCE: Q10. Using this scale (1-10), how likely are you to recommend Western Australia as a holiday destination to other people?
BASE: All respondents n=400; Intrastate visitors n=136; Interstate visitors n=126; International visitors n=138.
NOTE: NPS calculated by subtracting % of detractors (rating of 0-6 out of 10) from % of promoters (rating of 9-10 out of 10)
NPS 77 82 79 70
5 5 2 6
147 17
19
8188
8175
0
10
20
30
40
50
60
70
80
90
100
WA Intrastate Interstate International
Promoters (9 - 10)
Passives (7 - 8)
Detractors (0 - 6)