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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
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Broome & the Kimberley: Current perceptions and future direction
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
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3. Knowledge & perceptions
2. Region visitation & access
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1. Tourism destination framework
5. Experiences
4. Motivations & barriers: Broome Kimberley
7. Recommendations & strategic priorities
6. Broome & Kimberley relationship
BUSINESS OBJECTIVE: How can the appeal of Broome and the Kimberley be maximised to
increase visitation?
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
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Methodology for this research
11 Focus groups: 2 x Melbourne, 2 x Sydney – Aspirational Achievers and Dedicated Discoverers
All interstate holidaymakers (incl. WA) but had not been to Broome or the Kimberley 7 x Perth – 2x AA’s, 2x DD’s, 1x each: Family Connectors, Grey Explorers & young travellers
5 x Past visitors to Broome and/or Kimberley (last 3 years) 2 x Non/lapsed visitors (not visited in last 10 years)
Respondents received $80 (Perth) or $100 (Sydney/Melbourne) as an incentive for participation
4 In-depth Interviews:
2 x Melbourne, 2 x Sydney – AA’s and DD’s
All had holidayed in Broome and/or the Kimberley in the past 5 years
Respondents received $80 as an incentive for participation
Qualitative fieldwork took place between 12th and 27th October, 2015
Online survey
N=250 in each of Perth, Sydney & Melbourne
Intrastate holidaymakers in Perth, Interstate holidaymakers in Sydney & Melbourne
Sample aged 25+, with income of $75K+
Quantitative fieldwork took place between 6th to the 10th of November, 2015
Carried out in accordance with ISO 20252
12 Industry in-depth interviews
Including representatives of local government, tourism bodies and industry (industries included tour operators, accommodation, hospitality and retail)
Qualitative research
Stakeholder consultation
Quantitative research
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
Tourism destination framework
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
Research into WA destinations shows that the path to discovering a destination can come from general sources or specialist sources of appeal … This can be applied more broadly to create a framework for understanding most WA destinations … with the ‘generalist’ and ‘specialist’ approaches reflecting a spectrum of visitation motivations from intrinsic to the destination, to external factors
Generalist
Specialist
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External
Intrinsic
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
There are three primary barriers for WA destinations
Time/distance Cost Lack of knowledge
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Competitors
Which exacerbate the impact of …
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
With three secondary factors …
Three main factors are required to overcome these barriers …
Different types of experiences
A sufficient number of experiences
3 levels: Contextual
Singular Iconic
Density Diversity Uniqueness
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Quality Value Variety
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
These factors map onto our framework … and degrees of strength/ weakness in each area predict the dominant motivations for visitation
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External
Intrinsic
Diversity
Uniqueness
Density
= the “hook”
= “worth it”
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
Ideally, a destination will have all three characteristics and be optimally positioned to drive and support tourism
Optimal position
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Diversity
Uniqueness
Density
External
Intrinsic
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A weakness in any of the areas results in a destination that is not optimally positioned for tourism … … but being able to diagnose the area(s) of weakness provides guidance for destination development strategies
The ‘weekender’ A range of options, but few in number – best suited to a long weekend and therefore has a confined radius from which to draw visitors
One-note / one among many e.g. SE Asia resort/beach
Undifferentiated A good range and number of things to do, but lacking in a unique ‘hook’ to trigger visitation
Specialist A strong ‘hook’, but only to a certain group of people with matching specialised interests to the destination’s ‘theme’
Density Diversity Uniqueness
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So far, we have mapped 4 destinations in WA …
Margaret River Region
Perth
Coral Coast
Albany
Density Diversity Uniqueness
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
… and the current research aims to uncover where Broome and the Kimberley respectively sit …
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Kimberley Broome
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Regional visitation: Flights are the dominant means of access, but current price points are often off-putting
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
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33 6 1
Once only More thanonce
Once ayear
Twice peryear ormore
10
38 34
14 2 2
1-2 days 3-4 days5 days toa week
1-2weeks
2-4weeks
morethan 4weeks
57
34
6 2
Once only More thanonce
Once ayear
Twice peryear ormore
12 28 28 23 6 4
1-2 days 3-4 days5 days toa week
1-2weeks
2-4weeks
morethan 4weeks
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Frequency of visits
Visitation
Source: B1a. Have you ever visited Broome or the Kimberley, for a holiday or short break?, B1b. How often have you or do you visit Broome for a holiday?, B1d. How long, on average, have you spent on a holiday or short break in Broome? Base: B1a. All respondents n=757, B1b)d) Broome visitors, Intrastate n=129 Interstate n=104
%
% Broome
Length of stay
35
12 4 19
65
All visitors Broome Kimberley Both None
% Kimberley
The average length of stay in Broome is most commonly 3 days to a week… and in the Kimberley is slightly longer, extending up to 2 weeks or more
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While almost all Perth respondents were aware they could fly direct to Broome, only 57% of Interstate respondents were similarly aware
Source: E2. Direct flights to Broome are available from Perth, Sydney and Melbourne through Qantas Australia Airlines. Were you previously aware that you could fly direct to Broome? Base: E2 All respondents Intrastate n=253; Interstate n=504, E3a)b) Likely Broome & Kimberley visitors n=462, (Intrastate n=156 Interstate n=306
91
38
54
9
Total aware Aware &flown
Aware, butnot flown
No, notaware
57
15
43 43
Total aware Aware &flown
Aware, butnot flown
No, notaware
Intrastate Interstate % %
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
20 10 20 7
Much less likely Somewhat less likely Somewhat more likely Much more likely
22
6
10
3
12
40
3
32
19
When shown a ‘typical’ (non-sale) fare for their respective locations, more people are less likely to want to visit Broome/Kimberley than are more likely to do so … particularly Intrastate ... This speaks to the importance of price point expectations
91
38
54
9
Total aware Aware &flown
Aware, butnot flown
No, notaware
57
15
43 43
Total aware Aware &flown
Aware, butnot flown
No, notaware
Intrastate Interstate % %
Source: E2. Direct flights to Broome are available from Perth, Sydney and Melbourne through Qantas Australia Airlines. Were you previously aware that you could fly direct to Broome? E3a. The average price of a one-way flight between Perth and Broome is $350 (i.e. a return price of $700)/[(Sydney/Melbourne) and Broome $500 (i.e. $1000 return)]. Now knowing this, would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? E3b. If a flight between Perth and Broome cost $225 (i.e. a return price of $450), would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? Base: E2 All respondents Intrastate n=253; Interstate n=504, E3a)b) Likely Broome & Kimberley visitors Intrastate n=156 Interstate n=306
$700 return
$450 return
$1000 return
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Much less likely Somewhat less likely Somewhat more likely Much more likely
22
6
10
3
12
40
3
32
20
However, when Intrastate respondents were presented with a hypothetical $450 return fare, nearly three-quarters claimed to be more likely visit as a result (and a third claimed to be much more likely)
91
38
54
9
Total aware Aware &flown
Aware, butnot flown
No, notaware
57
15
43 43
Total aware Aware &flown
Aware, butnot flown
No, notaware
Intrastate Interstate % %
Source: E2. Direct flights to Broome are available from Perth, Sydney and Melbourne through Qantas Australia Airlines. Were you previously aware that you could fly direct to Broome? E3a. The average price of a one-way flight between Perth and Broome is $350 (i.e. a return price of $700)/[(Sydney/Melbourne) and Broome $500 (i.e. $1000 return)]. Now knowing this, would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? E3b. If a flight between Perth and Broome cost $225 (i.e. a return price of $450), would you be more or less likely to fly to Broome for a holiday or short break in the next 2 years? Base: E2 All respondents Intrastate n=253; Interstate n=504, E3a)b) Likely Broome & Kimberley visitors Intrastate n=156 Interstate n=306
$700 return
$450 return
$1000 return
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
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Knowledge & perceptions: Knowledge can be low, but the unique natural environment of Broome and the Kimberley is very appealing
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
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44
49
29
7
41
22
46
9
2
4
1
24
22
Overall, Broome & the Kimberley are not particularly well-known … with only one in four claiming a reasonable level of knowledge of the region
Knowledge of Broome & the Kimberley
Source: B4. How much do you know about Broome and the Kimberley in terms of what they offer for a holiday or short break? Base: All respondents
Nothing Not much – 1 or 2 things only
Quite a lot – I have a reasonable idea
A lot
Total (757)
Visitors (264)
Non visitors (493)
% knowledge
50
10
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Visitors naturally know more about the area, but even among this group, very few claim to know “a lot” … and among non-visitors, perceived knowledge is extremely low
Source: B4. How much do you know about Broome and the Kimberley in terms of what they offer for a holiday or short break? Base: All respondents
47
44
49
29
7
41
22
46
9
2
4
1
24
Knowledge of Broome & the Kimberley
Total (757)
Visitors (264)
Non visitors (493)
% knowledge
50
10
Nothing Not much – 1 or 2 things only
Quite a lot – I have a reasonable idea
A lot
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Visitors naturally know more about the area, but even among this group, very few claim to know “a lot” … and among non-visitors, perceived knowledge is extremely low
Broome Visitors
Knowledge is good, but in terms of experiences, not necessarily perceived as easy to come by • There is a sense that you have to dig around to find things to do beyond a few highly-promoted experiences (camels, pearls, falls, beach)
Non visitors
Knowledge is limited to the icons and the obvious •Beaches, camels, pearls, relaxed, heat, remote
The Kimberley Visitors
Knowledge is relatively good in terms of certain places/experiences and the type of holiday offered – adventure
Non visitors
Knowledge is quite limited and fairly non- specific • The region is often seen as not only vast, but largely empty Those with the least knowledge misperceive the area as empty, flat and dry – largely desert, the ‘Northern Nullabor’ “I just imagine it to be sand and red dust and stuff – like Ayers Rock.” Syd, AA
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Perceptions: Broome
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Perceptions: Broome
Non visitors
Broome’s mood is again seen as relaxed & happy … But there is a strong perception of Broome being expensive which can prevent people looking into it as a destination
Once having seen the Broome offer in more detail, there is a stronger sense of appeal … but Broome as a stand-alone destination is still not necessarily seen as worth the cost “I don’t think Broome’s got enough on its own.” Melb, DD “I haven’t come up with anything [to do] that’s actually in Broome” Melb, DD
Visitors
Broome’s mood is characterised as easy-going, slow-paced, laid-back, “Broome time”, pure relaxation
However, many past visitors think there isn’t enugh to do in Broome to justify a long stay “we kind of did it all in a weekend” Melb, vis, DD “Probably 3 or 4 days and Broome’s done.” Per, AA, vis
In essence, the type of holiday Broome offers is a relaxed beach escape, supported by elements of history, culture and nature “If you go to Broome, you’re going to relax no matter what. No matter what you’re up to you’re going to end up sitting on the beach having a drink.” Per, FC, vis
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Perceptions: The Kimberley
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Perceptions: The Kimberley
Visitors
Unlike many destinations in WA, the Kimberley is perceived as truly unique The Kimberley mood is perceived as exciting, uplifting, relaxing and above all, adventurous There is a strong perception that there will always be more to discover in the Kimberley In essence, the type of holiday the Kimberley offers is a unique, nature-based adventure “The Kimberley to me means outback. If you were going out there you’re going out exploring. The Kimberley is that wild frontier that you’re off to adventure in.” Per, FC, vis
Non visitors
Those who have a little more knowledge find it a unique and appealing destination, but still see it as requiring extensive time, planning and resources
Once shown the Kimberley offer, appeal increases – the landscape is far more appealing than first thought (particularly water) and there is a strong perception of uniqueness and ‘more to do than I thought’ “There’s a lot more to it and a lot more to see and do than I imagined” Melb, DD
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Motivations & Barriers
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Identity & Perceptions of Broome and the Kimberley – PRESENTATION
The Kimberley region covers nearly 423,000 square kilometres in north WA; this ancient region has fewer people per square kilometre than almost any other place on Earth. It is home to vast wildlife sanctuaries, spectacular gorges and thundering waterfalls, beautiful beaches, untouched coral atolls and rugged islands. This region encompasses Broome, Purnululu National Park and the Bungle Bungle Range, the Gibb River Road, the Horizontal Waterfalls and Windjana Gorge National Park.
The town of Broome is the western gateway to the Kimberley wilderness and boasts 22 kilometres of beautiful white sand and turquoise water at Cable Beach – famous for its sunsets, its camels and its resorts. Broome is also home to South Sea pearls, the oldest operating outdoor cinema in the world, ancient dinosaur footprints and the natural phenomenon of the Staircase to the Moon.
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Motivations & Barriers: Broome Visitors to Broome are seeking an Australian holiday and are most consistently attracted to Broome for its iconic experiences Cost is the dominating barrier because the Broome offer is deemed ‘not worth’ the price for many
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Qualitatively we identified 3 broad categories of motivations to visit Broome …
Iconic Broome is the most centrally important of the motivation types It can exist independently, but it is also the most likely to ‘cross-over’ with other motivations If it is the dominant motivator, it is the most likely to be linked to one-time visitors only “Now that we’ve been once, great, I’ve done it, tick that off the list, but I’m not going to go back.” Per, FC, vis Therefore only alternate motivations will bring back (e.g. to explore the Kimberley further)
1. Iconic Broome Broome’s fame/ iconic status
means it is on the to-do/ bucket list for many people “The legend of the place” Perth, vis For many people, Broome is a destination they are aware of, without necessarily knowing why or how “It was always in the back of my mind that I’d like to go to Broome” Melbourne, visitor “When I’ve thought about going to WA, I’ve always thought about going to Broome … I’ve just always been aware of Broome since I was in Primary School” Melbourne, non-visitor Iconic images/ experiences are the most important aspects for driving awareness and appeal - Cable Beach, camels, sunsets “Cable Beach- that’s famous, you’ve got to see that.” Syd, DD “That camel image - it’s iconic, it’s iconic Broome; it’s like the Harbour Bridge” Perth, visitor
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Qualitatively we identified 3 broad categories of motivations to visit Broome …
2. Resort Broome
Skewed to AA’s & intrastate Specific desire for an Australian holiday “We didn’t want to go overseas, we wanted to stay in Australia, even though it takes the same amount of time to get to Bali as Broome.” Perth, FC, vis
Tend to be SE Asia ‘rejectors’
Have a desire/ need for safety, security, peace of mind, ease
Escape, no hassles, pure relaxation, do nothing “That’s the purpose of [a Broome] holiday – not to have to go and do too much.” Syd, vis
Remoteness is a benefit “Its remote, but in an appealing way, like you’ve got away from it all.” Syd, DD, NV
The most likely to cross-over with Iconic Broome - these visitors want a resort experience, but the iconic aspects of Broome are why it in particular is chosen (over Qld, for example) The most likely of the motivation categories to be repeat visitors “We would go back – I enjoy the feel of it.” Per, AA, vis Keep standards high and reward loyalty to maintain Watch out – can be subject to competition as repeat visitors in particular are less reliant on the unique features of Broome
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Qualitatively we identified 3 broad categories of motivations to visit Broome …
3. Gateway Broome For this category, the Kimberley is the stronger draw Many people would add a visit to Broome as the start or finishing point of a Kimberley holiday
Broome can add a coastal relaxation element to an adventurous inland experience (“coastal oasis”) and give two holidays in one
“Ticking two boxes on the bucket list.” Perth, DD, vis
Others would not stay in Broome, but use it as functional pick-up/ drop-off access point
Some potential for repeat visitation (always more to explore/ discover in the Kimberley) However, cost & time are limiting factors for return – for many interstate in particular, this is ‘once in a lifetime’ trip “Would I go back? Not at those prices.” Per, FC, vis
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The quantitative data reinforces the importance of Broome’s Icons, as well as the natural environment
Source: B2a. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Broome/Kimberley Broome n= 233,
%
To see iconic places/ experiences
Attracted by the natural environment/ landscape
I wanted a holiday in Australia
I was attracted by the beaches
It was part of a larger trip in WA
To stay in a resort
Good accommodation deal / package deal
I had been meaning to go for ages
I had been before and enjoyed it
I was attracted by the history/ heritage of the region
Motivations
46
37
37
29
24
24
22
22
21
21
Top 10 responses
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Iconic Broome attributes are also more common ‘trigger’ categories … along with external factors such as being on a ‘big WA trip’
% %
Triggers
To see iconic places/ experiences
Attracted by the natural environment/ landscape
I wanted a holiday in Australia
I was attracted by the beaches
It was part of a larger trip in WA
To stay in a resort
Good accommodation deal / package deal
I had been meaning to go for ages
I had been before and enjoyed it
I was attracted by the history/ heritage of the region
Source: B2b. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Broome/Kimberley Broome n= 233,
17
15
10
5
17
7
7
6
8
5
Motivations
46
37
37
29
24
24
22
22
21
21
Top 10 responses
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Also notable is the prominence of wanting a holiday in Australia – this appears to be almost a ‘pre-requisite’ for getting Broome into a holiday consideration set
Source: B2b. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Broome/Kimberley Broome n= 233,
% %
Triggers
To see iconic places/ experiences
Attracted by the natural environment/ landscape
I wanted a holiday in Australia
I was attracted by the beaches
It was part of a larger trip in WA
To stay in a resort
Good accommodation deal / package deal
I had been meaning to go for ages
I had been before and enjoyed it
I was attracted by the history/ heritage of the region
17
15
10
5
17
7
7
6
8
5
Motivations
46
37
37
29
24
24
22
22
21
21
Top 10 responses
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Consistent with the qualitative results, the most frequently agreed-with barriers for visitation to Broome are all to do with cost
Source: D1a. Here are a number of reasons why other people haven’t visited Broome or have only been occasionally. How much do you agree with them? Base: Rotation A n=380 D1b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=345
Expense All aspects (flights, accommodation & experiences) are considered expensive, but flights tend to dominate … This is often a result of clashing expectations “I was surprised by the cost of the flights. I knew the resorts would be expensive & I knew, ok, small country town so the food might be expensive … but the flights when I went to book I thought ‘is this for real?’” Per, FC, vis
Cost of flights can be off- putting from the start and can prevent further research “The airline component is the one that kills it.” Perth, GE, vis
Reputation for expense takes Broome out of the consideration set for many
The cost of flights is too high
The cost of accommodation is too high
The experiences cost too much
It’s cheaper to have a relaxing beach holiday o/s
I’d prefer to go o/s for the money and time required
The weather is too hot/ humid
I don’t know enough about what there is to do
There is not enough to do
% Agree All
72
62
62
57
49
29
25
15
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The cost of flights is too high
The cost of accommodation is too high
The experiences cost too much
It’s cheaper to have a relaxing beach holiday o/s
I’d prefer to go o/s for the money and time required
The weather is too hot/ humid
I don’t know enough about what there is to do
There is not enough to do
% Agree All
72
62
62
57
49
29
25
15
39
Consistent with the qualitative results, the most frequently agreed-with barriers for visitation to Broome are all to do with cost … but that is only one side of the value equation
Source: D1a. Here are a number of reasons why other people haven’t visited Broome or have only been occasionally. How much do you agree with them? Base: Rotation A n=380 D1b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=345
Experience density
A significant compounding element for expense – the experience part of the value equation is too weak to justify cost
“I think if there was more to do there, you could probably justify spending the extra money on flights.” Per, FC, vis
Not enough experiences to justify lengthy stay or a return visit (for many you can “do Broome in 3 days”) “We had friends that went to Broome & we said not to go for a whole week, go for 3 or 4 days … they did that and they said they were so glad we told them that – if they had stayed longer they would have been bored.” Per, FC, vis
Some experiences are high quality and very worthwhile, but other experiences are too “slight”, brief, or lack context, a sense of story or an immersive element “The Japanese Cemetery, there’s a lot of history there, but it lacks a sense of story … it looks like its forgotten.” Per, AA, vis
1-4d 5d to 1wk 12% 32% agree agree
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Consistent with the qualitative results, the most frequently agreed-with barriers for visitation to Broome are all to do with cost… but that is only one side of the value equation
Source: D1a. Here are a number of reasons why other people haven’t visited Broome or have only been occasionally. How much do you agree with them? Base: Rotation A n=380 D1b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=345
Competing destinations
Current cost of flights makes Broome seem significantly more expensive, ‘on-par’ or only marginally behind many if not most o/s destinations For those wanting a ‘cheap’ holiday, Broome does not compete - comparative costs place it in a different holiday ‘set’ “For $770 I could have 7 nights in Bali, return airfare included – or a flight to Broome” Per, GE “You can do 2 or 3 or 4 other, smaller holidays for that money” Per, DD, NV
Australian competitors (e.g. Qld) offer a more compelling value equation - they can win on cost to experience density comparison grounds “If you go to Cairns, you know that there’s more north and south of there that you can get to more easily than in Broome.” Per, vis
The cost of flights is too high
The cost of accommodation is too high
The experiences cost too much
It’s cheaper to have a relaxing beach holiday o/s
I’d prefer to go o/s for the money and time required
The weather is too hot/ humid
I don’t know enough about what there is to do
There is not enough to do
% Agree All
72
62
62
57
49
29
25
15
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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 … but the impact of better value competitors is also apparent
% Agree Most
23
8
9
13
10
7
3
0
Source: D1a. Here are a number of reasons why other people haven’t visited Broome or have only been occasionally. How much do you agree with them? Base: Rotation A n=380 D1b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=345
The cost of flights is too high
The cost of accommodation is too high
The experiences cost too much
It’s cheaper to have a relaxing beach holiday o/s
I’d prefer to go o/s for the money and time required
The weather is too hot/ humid
I don’t know enough about what there is to do
There is not enough to do
72
62
62
57
49
29
25
15
% Agree All
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When they did see gaps in the Broome offer, participants were most likely to comment on lack of information, Broome township, culinary options and accommodation
Source: C5a. On your past visit(s) to Broome, was there anything you felt was missing from it as a holiday destination and what was on offer there? Base: Broome visitors n=233
% Missing
Mentions 2% or more
Visitors
57
8
6
5
4
4
3
2
Nothing/ don't know
Expensive / over priced
Visitor information - maps / experiences / tours
Town lacked appeal - not much to do / lacking nightlife / limited shopping
Food - quality / cost / selection
Transport - cost / availability / quality /
Seasonality - weather / ability to swim in ocean / opening hours
Accommodation - cost / self catering facilities / quality
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Information There is a consistent feeling that good, comprehensive information about Broome & what to do there is not available or at least, hard to come by “We knew about the camel rides and pearl farm tours but did not find out about the dinosaur footprints until too late.“ “I just reckon they need to pull their socks up with the promotion of what is there, because finding that out for yourself – you need to be pretty savvy to do that” Perth, visitor
Participants felt they got more and
better information from past visitors or Broome locals than actual information services
Information about time-sensitive experiences particularly felt lacking (e.g. wrong time of year for Staircase, wrong tides for Dino prints/ Falls)
Mid-range options Broome does the top (e.g. CBC) and bottom (e.g. backpackers) ends of the market well, but lacking in mid-range options (e.g. self-cater)
Service
• Perception from past visitors that service from many vendors is grudging
• Even good/ friendly service is not particularly thought of as professional (backpackers)
• Love/ hate relationship with tourists means visitors don’t feel valued
The qualitative insights can elaborate on why these areas may have disappointed …
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The qualitative insights can elaborate on why these areas may have disappointed …
44
Nightlife Lack of things to do in the evening Exacerbated by perception of ‘unsafe’ township Lack of/ poor quality taxi service an additional limiting factor for visiting town “We tried to get a taxi and there are none – there’s only 5 and they were all busy elsewhere. It restricts you, particularly at night.” Per, AA, vis
Culinary experiences
Some experiences high quality (e.g. Matso’s, mud crabs) But, dining options are generally perceived as limited and unremarkable “I can’t imagine there being any great restaurants or chefs.” Melb, AA’s “I don’t expect it to be like a city, but I do still expect there to be somewhere nice to eat.” Syd, DD
Lack of effective and appealing promotion of dining experiences (e.g. Zanders) “I would want to see that there are places on the beach that have views overlooking the water and beautiful seafood meals.” Syd, DD
Opportunity for development of food & beverage trail (e.g. Mangos, Matso’s & mud crabs)
Broome town
Perception by past visitors that Broome township is unappealing “The town’s a bit grubby – if you’re wandering around you may as well be in Bunbury.” Perth, DD, vis Town can feel unfriendly/ unsafe at night
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Motivations & Barriers: Kimberley The Kimberley’s main drawcard is the opportunity for adventure in a unique and spectacular environment However, many perceive a holiday here as time and cost intensive
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Qualitatively the clear motivator for a Kimberley holiday is that it offers a unique adventure … this is validated quantitatively, with exploration of the Kimberley’s unique natural environment a dominating theme motivating past visitors to the area
46
Source: B2a. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Kimberley Base n=174
Uniqueness is the dominant motivator
The Kimberley has a different & striking landscape unlike anywhere else – untouched, pristine and vast “Although Broome’s fantastic, its not unique like the Kimberley is.” Per, DD, vis
Very ‘Australian’ – the Kimberley is felt to embody a lot of aspects of ‘the real Australia’ – outback, adventure, red dirt
“The Kimberley’s like a condensed version of Australia.” Melb, AA, NV
I wanted to explore the Kimberley region
Attracted by the natural environment/ landscape
I wanted a holiday in Australia
It was part of a larger trip in WA
To see iconic places/ experiences
I had been to most other places in WA
I was attracted by the history/ heritage of the region
I had been meaning to go for ages
53
48
37
34
33
24
22
21
%
Motivations
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I wanted to explore the Kimberley region
Attracted by the natural environment/ landscape
I wanted a holiday in Australia
It was part of a larger trip in WA
To see iconic places/ experiences
I had been to most other places in WA
I was attracted by the history/ heritage of the region
I had been meaning to go for ages
47
it is also evident that for many, the Kimberley is destination that many get to ‘eventually’ … having been to other places already, or having reached a stage of life when they are able to do the ‘big WA trip’
%
Triggers
21
19
9
17
6
9
5
8
Source: B2a. Thinking about your most recent visit, why did you decide to visit Broome and/or the Kimberley at that time?. Base: Visited Kimberley Base n=174
53
48
37
34
33
24
22
21
%
Motivations
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Money, time and lack of knowledge (difficulty) are the most prominent barriers for visiting the Kimberley
Source: D2a. Here are a number of reasons why other people haven’t visited the Kimberley or have only been occasionally. How much do you agree with them? Base: Rotation B n=377 D2b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=342
Cost Not as much of a barrier as for Broome specifically, but still very present
However, on the whole, the Kimberley and its experiences are more likely to be considered ‘worth it’ than Broome is due to its uniqueness/ exclusivity
Agree All %
The cost of flights is too high
The experiences cost too much
The cost of accommodation is too high
Cheaper to have an adventurous holiday o/s
It takes too long to get there
I’d prefer to go o/s for the money and time
I will visit later in life when I have the time
It takes too much time to explore properly
I believe travelling around would be difficult
I don’t know enough about how to get around
The weather is too hot/ humid
A holiday in this destination seems difficult to plan
65
59
58
52
45
41
37
36
32
32
31
24
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Money, time and lack of knowledge (difficulty) are the most prominent barriers for visiting the Kimberley
Source: D2a. Here are a number of reasons why other people haven’t visited the Kimberley or have only been occasionally. How much do you agree with them? Base: Rotation B n=377 D2b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=342
Cost Not as much of a barrier as for Broome specifically, but still very present
However, on the whole, the Kimberley and its experiences are more likely to be considered ‘worth it’ than Broome is due to its uniqueness/ exclusivity
Time (experience density) Density is an issue in terms of distances between, rather than number of experiences
The sheer size of the region means substantial time is required to explore it “properly” - min 2 wks “Because of the vastness in the area, if you were there you would want to do it all and that adds to the time you’d need.” Melb, DD
Agree All %
The cost of flights is too high
The experiences cost too much
The cost of accommodation is too high
Cheaper to have an adventurous holiday o/s
It takes too long to get there
I’d prefer to go o/s for the money and time
I will visit later in life when I have the time
It takes too much time to explore properly
I believe travelling around would be difficult
I don’t know enough about how to get around
The weather is too hot/ humid
A holiday in this destination seems difficult to plan
65
59
58
52
45
41
37
36
32
32
31
24
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Money, time and lack of knowledge (difficulty) are the most prominent barriers for visiting the Kimberley
Source: D2a. Here are a number of reasons why other people haven’t visited the Kimberley or have only been occasionally. How much do you agree with them? Base: Rotation B n=377 D2b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=342
Cost Not as much of a barrier as for Broome specifically, but still very present
However, on the whole, the Kimberley and its experiences are more likely to be considered ‘worth it’ than Broome is due to its uniqueness/ exclusivity
Time (experience density) Density is an issue in terms of distances between, rather than number of experiences
The sheer size of the region means substantial time is required to explore it “properly” - min 2 wks “Because of the vastness in the area, if you were there you would want to do it all and that adds to the time you’d need.” Melb, DD
Adventurous, but intimidating Region largely considered ‘unknown’ with many not knowing ‘how’ to visit – seen as a vast empty space that is intimidating “I think I would need to do a lot of research before I went. It sounds so vast, you don’t want to get lost.” Per, FC, vis
Agree All %
The cost of flights is too high
The experiences cost too much
The cost of accommodation is too high
Cheaper to have an adventurous holiday o/s
It takes too long to get there
I’d prefer to go o/s for the money and time
I will visit later in life when I have the time
It takes too much time to explore properly
I believe travelling around would be difficult
I don’t know enough about how to get around
The weather is too hot/ humid
A holiday in this destination seems difficult to plan
65
59
58
52
45
41
37
36
32
32
31
24
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Agree All
51
The cost of flights once again the strongest barrier – but by less of a margin than for Broome, implying that a Kimberley holiday, with its greater uniqueness and longer average time in-region, is more worth the cost
% Agree Most
19
13
6
13
6
8
9
4
2
2
8
2
Source: D2a. Here are a number of reasons why other people haven’t visited the Kimberley or have only been occasionally. How much do you agree with them? Base: Rotation B n=377 D2b And which one of these statements do you most strongly agree with? Base: Shown Q and agree with at least one n=342
%
The cost of flights is too high
The experiences cost too much
The cost of accommodation is too high
Cheaper to have an adventurous holiday o/s
It takes too long to get there
I’d prefer to go o/s for the money and time
I will visit later in life when I have the time
It takes too much time to explore properly
I believe travelling around would be difficult
I don’t know enough about how to get around
The weather is too hot/ humid
A holiday in this destination seems difficult to plan
65
59
58
52
45
41
37
36
32
32
31
24
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Accommodation, services and information were mentioned as somewhat lacking by past visitors
Source: C5b. On your past visit(s) to the Kimberley, was there anything you felt was missing from it as a holiday destination and what was on offer there? Base: Kimberley visitors n=174
Accommodation types/ availability
Perception of only camping among non-visitors
Visitors know of more options, but there is still a sense that mid-range options are limited
Access
Perception of only 4WD off-road access by non-visitors
Land-based tours are more attractive
here than elsewhere in WA, but can still be polarising
Visitors
Mentions 2% or more
% Missing
67
7
6
4
2
2
2
Nothing/ don't know
Accommodation - choice/ cost/
quality
Not enough time / more to do
Expensive
More/ better services - shops /
petrol stations
Better roads/ maps/ information
Food mentions
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Experiences Many of the regions’ experiences and attractions
need promotion and/or development
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Asso
cia
tio
n
Interest
The intersections of association and interest suggest different promotional strategies for different experiences
High interest, high association
High interest, low association
Low interest, low association
Low interest, high association
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Asso
cia
tio
n
Interest
The intersections of association and interest suggest different promotional strategies for different experiences
High interest, high association
High interest, low association
Low interest, low association
Low interest, high association
Leverage
Promote/ develop Maintain/ improve
Manage
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te
Interested
56
Source: B6a. To what extent do you associate the following experiences and attractions with Broome? C3a. How interested would you be experiencing the following if you were on a holiday or short break in Broome? Base: Broome visitors n=233
Water Activities/ Family- friendly
Boat tours Casual eating
Scenic flights
Local food/produce
History/historical tours
Whale watching
Horizontal waterfalls
Staircase to the moon
Quality dining Local markets Dinosaur
footprints
Outdoor cinema
Events/ festivals Asian culture
Astronomy tours
Sunsets
High-quality beaches
Pearls and pearl tours Camel rides
Seafood
Resort stay
Seeing local wildlife Fishing
Indigenous tours
Broome visitors
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cia
te
Interested
57
Source: B6a. To what extent do you associate the following experiences and attractions with Broome? C3a. How interested would you be experiencing the following if you were on a holiday or short break in Broome? Base: Non-visitors n=493
Water activities
Boat tours
Casual eating
Scenic flights
Local food and produce
History/ historical tours
Family-friendly experiences Whale watching Horizontal waterfalls
Staircase to the moon
Quality dining
Local markets
Dinosaur footprints Outdoor cinema
Events/ festivals
Asian culture Astronomy tours
Sunsets
High-quality beaches
Pearls/pearl tours Camel rides
Seafood
Resort stay
Seeing local wildlife
Fishing Indigenous heritage
Broome non-visitors
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Asso
cia
tio
n
Interest
Sunsets Beaches
Leverage
Visitors Staircase Seafood Pearls Camels Resorts
Horizontal falls Local wildlife Local food/produce Quality dining Casual eating Local markets History Indigenous Scenic flights Water activities Whale watching Boat tours Dinosaur footprints Astronomy tour
Promote/ develop
Visitors Family-friendly exp’s Events/ festivals
Non visitors Seafood Staircase Pearls Camels Resorts
Fishing Outdoor cinema Asian culture
Maintain/ improve
Non visitors Family-friendly exp’s Events/ festivals
Broome promotional strategies
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cia
te
Interested
59
Source: B6b. And to what extent do you associate the following experiences and attractions with the Kimberley?C3b. And how interested would you be experiencing the following if you were on a holiday or short break in the Kimberley? Base: Kimberley visitors n=174
Swimming in waterholes
Scenic flights/ air tours
Camping
Walking/ hiking
Family-friendly experiences
Seeing wildflowers
Horizontal waterfalls
Quality dining
4 wheel driving
Cattle stations
Local food and produce
Visiting national parks
Cruises
Visiting gorges
Visiting waterfalls
Resort stay
Fishing
Casual eating
Seeing local wildlife
Boat tours
Indigenous heritage/ tours
Kimberley visitors
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cia
te
Interested
60
Source: B6b. And to what extent do you associate the following experiences and attractions with the Kimberley?C3b. And how interested would you be experiencing the following if you were on a holiday or short break in the Kimberley? Base: Non-visitors n=493
Swimming in waterholes Scenic flights
Camping
Walking/ hiking
Family-friendly experiences
Seeing wildflowers
Horizontal waterfalls
Quality dining
4 wheel driving
Cattle stations
Local food and produce
Visiting national parks
Cruises
Visiting gorges
Visiting waterfalls
Resort stay
Fishing
Casual eating
Seeing local wildlife
Boat tours
Indigenous heritage/ tours
Kimberley non-visitors
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Asso
cia
tio
n
Interest
Gorges National Parks Wildlife Indigenous heritage
Leverage
Visitors Waterfalls Horizontal falls Waterholes Walking Cruises Scenic flights 4WD Camping Cattle stations
Boat tours Wildflowers Resort Stay Local food/produce Casual eating Quality dining
Promote/ develop
Visitors Family-friendly exp’s
Non visitors Waterfalls Horizontal falls Waterholes Walking Cruises Scenic flights
Maintain/ improve
Non visitors Family-friendly exp’s Cattle stations Camping Fishing
Manage
Visitors Fishing
Non visitors
4WD
Kimberley promotional strategies
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Broome & Kimberley relationship Building a closer relationship between Broome and the Kimberley has benefits for both destinations
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Broome & Kimberley relationship
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One place, two holidays
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 is somewhat weak
Generally, people think of them as geographically close, but experientially separate – the Kimberley is ‘inland adventure’ and Broome is ‘coastal relaxation’ “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, vis
Remoteness and proximity
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 Interstate and non-visitors in Perth
“I think they need to be done sort of together, but not in the same way.” Melb, DD “Broome is the destination and the Kimberley is the attraction.” Melb, AA
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Broome & Kimberley relationship
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Different, but complimentary experiences
The majority of respondents believe Broome and the Kimberley both benefit from being more closely associated, as complimentary aspects of a single holiday “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
The Kimberley adds uniqueness, adventure and extraordinary experiences to a Broome holiday “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 Broome adds coastal experiences and relaxation to a Kimberley holiday “You’d go to Broome to relax after your adventure.” Melb, AA The majority see the ideal itinerary as a Kimberley adventure, followed by the chance to ‘put your feet up’ in Broome before heading home “You can sell Broome as a starting point, or a finishing point.” Perth, DD, vis
9 7
83
Broomeonly
Kimberleyonly
Both
Source: C7. If you were to visit Broome and/or the Kimberley in the next 2 years, where would you prefer to go? Base: If likely to visit Broome or Kimberley n=462
In future, prefer to visit…
%
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Recommendations and strategic priorities
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To recap, so far we have mapped 4 destinations in WA onto the conceptual framework …
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Density Diversity Uniqueness
Margaret River Region
Albany
Perth
Coral Coast
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To recap, so far we have mapped 4 destinations in WA onto the conceptual framework … with Broome and the Kimberley now also established
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Margaret River Region
Albany
Perth
Coral Coast
Kimberley
Broome
Density Diversity Uniqueness
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There are five key areas of recommendation going forward …
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1. Accessibility of information
2. Combating costs
3. Product development/ enhancement
4. Product presentation
5. The Kimberley
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Where to from here … Information
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The development/ refresh/ update of website(s) that distribute tourist information about Broome to be more reflective of the full Broome offer Include free/unconstructed activities as well as blue ribbon experiences Highlight information about seasonal or limited-time activities (e.g. Stairway to
the Moon, Broome Cup) and be upfront about accessibility of experiences in the low season to avoid negative WOM
Incorporate itineraries based on different motivations and lengths of stay to guide visitors
Recommend structuring by motivation category (Resort, Iconic and Gateway) and target market (adult groups/couples vs. families)
At the moment a non-optimal density of experiences in Broome is an issue exacerbated by the difficulty visitors encounter in finding out information about what to do (and when) in Broome
Whereas in many areas this job would be done by towns (e.g. Coral Coast), in the Kimberley towns are far less known than landmarks (e.g. Bungle Bungles, Mitchell Falls)
Therefore need to ‘signpost’ the area with landmarks as much as possible An exception to this is Broome (and potentially Kununurra), which can provide
entry/exit or stopover points
Information should also be aimed to educate potential visitors of the ability to experience the Kimberley in a more concise timeframe – challenging the barrier of time
For the Kimberley, information needs to combat perceptions of ‘vast emptiness’
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Where to from here … Combating the cost barrier
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Firstly, we must be mindful that while expense is clearly the most frequently cited and dominating barrier for travel to Broome and the Kimberley, in fact what this speaks to is not really cost in absolute terms, but relative value … and the value equation has two sides – cost and experience
Short term – framing costs more favourably While costs themselves can difficult to change, presenting these costs in as appealing a manner as
possible could help work against this barrier For first-time visitors, frame cost savings as discounts on flights, rather than any other aspect Consider loyalty discounts on accommodation for repeat visitors, who are more likely to feel this
aspect of their trip was lacking in value Emphasise uniqueness of cost-intensive experiences – this is the attribute most likely to lead to
perceptions of it being “worth” the price Presenting Broome in connection with the Kimberley (and its additional array of experiences) is also
more likely to be perceived as “worth it” than Broome is alone
Long term – shifting the value equation The cost of travel to Broome is not deemed worth it for many people because of a lack of experience
density – if there is only enough to do for 4 days, perceptions of expense are exacerbated and perceived value declines This is particularly the case for access costs and at this early point in trip planning, costs can prevent
visitation altogether if the value equation is not shifted The degree to which costs (of all kinds) can be reduced is constrained, therefore the onus is on industry
to improve, develop and add to Broome’s tourism product in order to shift perceptions of value long-term …
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Where to from here … Product Development & Enhancement
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The research suggests greater product density is needed to tip perceptions of cost to perceptions of value, to increase potential time (and spend) in Broome and increase potential for re-visitation
There is also high potential for the improvement and development of culinary experiences Future culinary products should be are authentic to the local area – product, produce, culture and
location Potential for more to be made of local produce (particularly in the Kimberley)
Location is key! Connection to the natural environment is a high priority, with views of the water highly prized (the re-development of Chinatown is well-aligned with this)
The Broome Tourism Strategy suggests several avenues for potential product development and the results of the current research reinforce the need for this development
Those experiences that play to the region’s authentic strengths of nature and history have particular potential to appeal to visitors:
Activation of Cable Beach, Dampier Peninsula, Safe swimming area, Water park, Indigenous cultural tours
Currently, Broome’s “blue ribbon” experiences (pearl tour, horizontal falls) are relatively costly, but consistently deemed good value … But the ‘in-between’ experiences are more likely to be a source of discontent. – e.g “slightness” of dinosaur footprints & Japanese Cemetery Therefore suggest building up these existing experiences to be more substantial through elaboration of history/culture, creating a diversified experience by adding elements (e.g. culinary) or creating atmosphere/ telling a story (e.g. cemetery tour at dusk)
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Where to from here … Product presentation
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Broome’s role in the region Enhance Broome’s role as a ‘hub’ for experiences by showcasing a range of daytrip and short-stay options and emphasising Broome as the access point for these Potential for experience options/packages that incorporate the wider Kimberley (e.g. Dampier Peninsula,
Cape Leveque, Windjana Gorge etc.) This makes Broome seem bigger and more substantial in its offer, makes the Kimberley feel closer and
more accessible and increases the link between both destinations
Seasonality While there is a desire to extend the Broome tourism season, caution should be exercised in promoting Broome at those times of year when ‘typical’ visitors cannot have an optimal experience If some experiences don’t operate in the shoulder/off seasons, this is likely to exacerbate the impact of
‘not enough to do’ and lead to negative WOM Instead of promoting broadly, focus on niche experiences that can be delivered to meet or exceed expectations E.g. Value for money Australian resort escape, special interests such photography, wildlife, weather
Marketing It is centrally important to continue to promote the famous imagery of Broome to maintain its iconic status – simply being iconic is one of the most important drivers of visitation to Broome This does mean continuing to utilise the sunset camel ride on Cable Beach as an anchor image for
destination marketing Anchor/ iconic images are a marketing ‘short-cut’ and they act as ‘place-markers’ that give
marketing material instant recognisability – as a marketing tool they are extremely powerful, valuable and very difficult to create from scratch
This does not mean this is the only image that should be used, in fact, supporting the anchor image with others will help portray experience density
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Where to from here … Kimberley recommendations
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Signposting the region Currently, knowledge of the Kimberley can be very low and the area
seen as empty and therefore difficult to navigate/ plan Utilising attractions/ landmarks as regional signposts not only
promotes the experiences on offer in the Kimberley, but can also help define a perceptually empty space
Given the lack of awareness of most towns in the region, emphasising only Broome and/or Kununurra as entry/exit points and natural landmarks in-between could create the sense of a journey that is more coherent, easier to visualise, speaks to the experiences on offer and is therefore overall more appealing and easier to plan
Packages The difficulty some perceive of travelling in the
Kimberley raises (realistic!) safety concerns As a result, itinerary packages/ escorted tours have
more likelihood of uptake (By domestic travellers) in the Kimberley than anywhere else in WA
Also suggests an opportunity for a ‘curated’ self-drive option (i.e. car hire, clear routes and ‘waystations’, check-in points for security)
Itineraries Structure by type (self
drive vs. escorted) and timeframe to counteract perceptions of “need lots of time”
Accommodation options There is a sense that the Kimberley does
high-end (cruises, El Questro) and low end (camp sites) quite well, but mid-range options are seen as limited
Suggests an opportunity for the development/promotion of more ‘catered’ camp sites, permanent tents, basic chalets/
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Broome’s tourism proposition The research suggests several aspects of Broome’s offer that could be usefully dialled-up …
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Imagery
Emphasise nature & reinforce icons
Feeling/tone
Relaxation in the form of an Iconic Australian Escape
Product
Nature, history, culture
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Feeling/tone
Relaxation in the form of an Australian Escape
Resort Broome
Refreshing Rejuvenating Unwind Indulge Reconnect No hassles Safety & security
Iconic Broome
Slow paced Not crowded Chilled-out Special moments – sunset,
staircase, tides
Gateway Broome
Restful at the end of an adventure
Put your feet up Reflect
Kimberley
Adventure in the form of exploration and discovery
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Imagery
Emphasise nature & reinforce icons
Resort Broome
Beach Sunset Food and wine images
incorporating landscape
Iconic Broome
Continue to reinforce iconic imagery Beaches, camels, sunsets
Pearls Stairway to the moon
Gateway Broome
Dialling-up natural offering of Broome aligns with Kimberley brand & strengthens association
Likeness of colours between Broome & Kimberley (red earth), plus differentiator of aqua ocean
Kimberley
Consider an anchor image to promote – one including water is recommended to avoid ‘desert’
misperceptions
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Product
Nature, history, culture
Resort Broome
Emphasise sunsets and dining options
Pearl history and products Activation of Cable Beach likely to
attract (e.g. beach markets, dining)
Develop individual food and beverage experiences into a more coherent ‘trail’
Iconic Broome
Reinforce the ‘highlights’ – sunsets, camels, pearls
Build on and diversify iconic experiences where possible e.g. Staircase “moon markets”
Leverage history and culture to enhance ‘slight’ experiences e.g. Japanese Cemetery
Gateway Broome
Dial up adventurous experiences to link with Kimberley offer (e.g. Horizontal falls)
Also emphasise coast to complement inland Kimberley adventure
Broome as the ‘hub’ to explore from – link to Kimberley day-trips/short tours
Kimberley
Dial up water-based experiences e.g. swimming in
waterholes, create a ‘journey’ of experiences
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Allison Grainger [email protected] 9489 4215
Caroline Goldie [email protected] 9489 4200