The Australian Tourism Commission ATC organized a market study in the United States. The plan was drawn up by the Home Office in Melbourne and sent to local offices for comment before a tender was made.
To encourage people traveling Australia to travel to Australia, including events promoting Australia's sustainable tourism industry, to encourage Australians to travel across Australia. To enhance the economic benefits of tourism.
These regional offices were located in London Frankfurt New York Los Angeles Tokyo, and Auckland. US visitor numbers to Australia were growing at a slower pace than other major market regions. It was clear that a marketing strategy was needed to increase the number of American visitors to Australia. Before formulating a new marketing plan, it is necessary to conduct research in the United States to identify the target market.
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Research Objectives had been identified for the study:
To identify and quantify groups in the U.S. population with the highest potential for holidaying in Australia.
To investigate in detail the factors that determine holiday destination choice among the high-potential groups.
To provide information indicating the types of holiday products, taking into account time and cost factors, which would satisfy the holiday needs of the high-potential groups.
To investigate the awareness of and preferences for alternative destinations.
To provide information to guide publicity agencies as to the type of creative approaches that will appeal to and motivate the high-potential groups.
To provide a guide to media patterns that will enable efficient communication to the high-potential groups.
To identify the best distribution modes for holiday products aimed at the high-potential groups (e.g., airlines, travel agents, bank travel departments).
To investigate the role of the travel trade and its importance in determining holiday destination choice.
To determine past and intended future holiday behavior among the high- potential groups and to describe them in socioeconomic terms. Detailed information must be collected on the destinations visited on past trips and the sequence of these visits.
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