VISITOR EXPERIENCE AND EXPECTATIONS

RESEARCH (VEER) 2018-19

- ABORIGINAL TOURISMAugust 2019

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

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”

For further information, contact:

research@westernaustralia.com