New research on what prohibits NT/SA visitation

In Australian Cultural Exports, Government, National Headlines, Northern Territory, South Australia
From the PDF summary:
Tourism Research Australia—in partnership with the South Australian Tourism Commission and Tourism Northern Territory—contracted ORC International to undertake quantitative research during April, May and June 2013. The aim of this research was to understand the major barriers to dispersal for those international holiday visitors to Australia who do not include South Australia or Northern Territory in their travel itineraries.
A total of 513 face-to-face intercept interviews were conducted with visitors from the USA, UK and Europe at four Australian ports. This report summarises the research findings.
To see the original PDF here or by clicking the image below.

The main barriers to dispersal:

Please see the PDF for a lot more information about how product is found and/or considered.
SOUTH AUSTRALIA
The main reasons for ultimately deciding not to include South Australia in their itinerary
among respondents who had considered it either when planning or during their trip
included:
  • ‘not enough time in trip to include’ (54%)
  • ‘travel budget/too expensive’ (33%)
  • ‘other destinations more appealing’ (18%)
  • ‘plan to visit in the future’ (12%).
NORTHERN TERRITORY
The main reasons for ultimately deciding not to include Northern Territory in their itineraries
among respondents who had considered it either when planning or during their trip
included:
  • ‘not enough time in trip to include’ (66%)
  • ‘travel budget/too expensive (46%)
  • ‘other destinations more appealing’ (16%)
  • ‘plan to visit in the future’ (10%).
Respondents who considered including South Australia or Northern Territory in their
itineraries during their trip (17%) were more likely to be from Europe (25%); aged 18–24
(26%); on a working holiday visa (39%); and on a trip with eight or more stopovers (26%).
These respondents have distinct ‘backpacker’ characteristics.
(Page 5) A major contributor to not having visited and/or considered visiting is a lack of awareness of
Northern Territory, particularly among visitors from the US. Opportunities exist for greater
promotional activity aimed specifically at this market.

 

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