RESEARCH PROJECTS

The South Australian Tourism Commission periodically conducts strategic research projects. Please refer to the examples below for more information.

Released: March 2018

Tourism Research Australia (TRA) – in partnership with the South Australian Tourism Commission and Tourism Western Australia – contracted MyTravelResearch to investigates the drivers of repeat visitation, and the potential to increase this market segment for South Australia and Western Australia.

Tourism Research Australia summary: South Australia summary report and Other participating state summaries

Released: March 2017

Tourism Research Australia (TRA) – in partnership with the South Australian Tourism Commission, Tourism Tasmania and Tourism NT – contracted Taylor Nelson Sofres (TNS) Australia to provide strategic research on free and independent travellers (FITs) from mainland China to South Australia (SA), Tasmania and Northern Territory (NT). 

Tourism Research Australia summary: South Australia summary report and Other participating state summaries

Released:February 2014

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. 

Tourism Research Australia summary: Driving dispersal of international visitors in SA and NT

Released: 2011

This study was undertaken by Tourism Research Australia (TRA) and the South Australian Tourism Commission (SATC) to examine the extent of the impacts of Visitor Information Centres (VICs) on tourist behaviour in regional areas of South Australia.

The first stage of a two-part research project, looking at visitor behaviour as a result of visiting a VIC. Impacts are assessed on expenditure levels, average length of stay, the number of activities undertaken, visitor expectations and behaviour while at the VIC.

Tourism Research Australia summary: The impacts of Regional Visitor Information Centres on visitor behaviour in South Australia

The second stage of a two-part research project investigating the impact and role of regional VICs to the South Australian tourism industry, and in particular, the role regional VICs can play in the sale and promotion of tourism product.

Tourism Research Australia summary: The role of Regional Visitor Information Centres in distribution tourism product in regional South Australia

Released: August 2014

Tourism Research Australia, the South Australian Tourism Commission and Tourism Victoria identified a need to better understand regional events as a tourism product, and their place in driving visitation to the region.

The research delivers an understanding of the motivation to attend regional events, and the impact these events have on regional visitation. It is broad ranging in that it does not look at specific events or locations, rather it focuses on categories of events, aiming to inform the development, investment and marketing of regional events.

Tourism research Australia summary: Events: drivers of regional tourism.

The second report covers the broad learning from successful event marketing, and provides insight into the development, planning and implementation of communication strategies with a focus on low cost and social media options. An e-toolkit that is a user friendly, educational resource for smaller, resource/budget conscious regional event organisers has also been produced.

Tourism research Australia summary: Get social and improve your event - Social media toolkit

Released: 2011

The Barossa Product Gap Audit investigates current tourism products and infrastructure in the Barossa to determine what needs to be done to accommodate future visitor growth for the region. This involved detailed analysis of the region’s visitor statistics and tourism products, as well as consultation with those on the ground in order to understand what the key challenges are for tourism over the next 20 years.

Summary report: Barossa Product Gap Audit