In 2004 the Federal Government's Tourism White Paper provided additional funds to Tourism Research Australia for the development and implementation of a destination based survey program.
The aim of the DVS Program is to provide the opportunity for regional tourism destinations to undertake research surveys specific to the destination and assist informed decision making to support growth of sustainable tourism products. The specific objectives of the surveys are to:
- address unique local challenges and problems
- support growth and development of sustainable tourism, and
- identify initiatives to make best use of local tourism resources.
Each approved project is a collaboration between Tourism Research Australia, the State Tourism Organisation (STO) and the local tourism organisations (RTO, Local Council). While the research is outcomes focused, Tourism Research Australia ensures sound research design to deliver high quality data for each project.
The projects conducted within the DVS are split into two types. These are The Visitor Profile and Satisfaction Program (VPS) and Strategic Regional Research Projects (SRR).
Visitor Profile and Satisfaction
The Visitor Profile and Satisfaction (VPS) Program was developed due to the need for quality information on visitors at a local or regional level. The demand for this type of research has resulted in a standardised approach for these projects.
It is important to note that while the VPS surveys are a standardised program, each participating destination does have the flexibility to customise certain aspects of the project in order to suit their circumstances.
The main research objectives are to obtain data for a specific destination to:
- compile a visitor profile
- provide an understanding of key aspects of visitor behaviour
- measure visitor expectations and satisfaction
- measure visitor expenditure at the destination
- analysis of visitor flows to other destinations
Strategic Regional Research
Strategic Regional Research projects focus on issues that are impacting several regional destinations. An example may be decreasing caravan park supply, tourism product distribution or the financial impact of built attractions.
Alternatively the projects may concentrate on a single region and have a very specific focus such as management of coastal waters, holiday home usage or the development and marketing of a walking track.
In all cases the information is likely to be of interest to many regional destinations across Australia facing similar issues.
Where to begin?
- For more detailed information read the Visitor Profile and Satisfaction Program - A Guide for Tourism Destinations 2008 [PDF, 00KB]on our website
- Initial contact must be made with the relevant State Tourism Organisation (STO).