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Home / Destinations and Communities / Destination Planning / Planning Process / Research Plan
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Research Plan

Effective destination management and strategic planning needs to be based on relevant and up-to-date data and information. Destination managers need access to data and information on visitor markets, environmental trends, product supply and availability, resources, opportunities and challenges and potential risks. Destinations that have established research and data collection systems to support decision-making are better able to plan effectively and adapt to changing market conditions. Read more
Effective destination management and strategic planning needs to be based on relevant and up-to-date data and information. Destination managers need access to data and information on visitor markets, environmental trends, product supply and availability, resources, opportunities and challenges and potential risks. Destinations that have established research and data collection systems to support decision-making are better able to plan effectively and adapt to changing market conditions. An effective research plan or program should identify:

 

  • Data and information required to support destination management and decision-making;

    Destination Management Tip

    State and National Tourism Organisations provide a number of regular research publications at a regional and destination level that provide valuable information without requiring data collection.

  • Existing data sources that are easily accessible by the destination as well as additional data collection that is required to fill any gaps in existing data sources. The Noosa Tourism Monitor provides an example of a research program that draws on existing available data from government, industry and sector bodies as well as their own local visitor survey data and accommodation information;
  • Data collection tools and methods that can be used to collect and collate data and information;
  • Processes for data use and analysis; 
  • Frequency of data collection and resourcing requirements;
  • Data management processes including the use of information management systems;
  • Communication methods to distribute relevant data and information to stakeholders such as the publishing of results from the Tourism Optimisation Management Model (TOMM) implemented by Kangaroo Island.

 

Existing research and data sources are commonly focussed at a State or National level rather than at a local or regional level however Tourism Research Australia does produce basis visitation data at a Local Government Area level periodically.

 

 

 

The importance of local level data collection has become increasingly evident over the last decade as a more relevant data source for tourism management at a destination level. One of the landmark reports by the Sustainable Tourism Cooperative Research Centre, provides a guide to developing and implementing small area tourism data collection and analysis. The Know Your Patch Kit outlines the process in identifying local level data needs, developing sourcing methodologies and collection and analysis of data.

 

 

 

Source: Local Level Data Collection: Know Your Patch Kit, Sustainable Tourism Cooperative Research Centre, 2004

 



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