TARGET MARKET SNAPSHOT

Business:

Time to Travel

Target market: Low-impact and environmentally-conscious tourists

Background
A small scale focussed survey was conducted at Southbank on Wednesday 19
August 2015. Visitors were directly approached, and were verbally asked nine
questions. The results of the survey are presented and analysed in this snapshot.
Length of stay
Survey results reveal target market visitors are primarily staying only 1 or 2
nights in Brisbane, and have only 2 or 3 days available to take part in activities.

Type of activities sought

Visitors were asked what activities they had undertaken in Brisbane and what
additional activities they may like to undertake during their stay. Results from
these two questions reveal the target markets interests lie in two main
areas: firstly, independent non-motorised exploration of the inner city
areas including the river and centrally-located parks (walking, biking, swimming,
Botanical Gardens, wandering and exploring), and secondly, more adventurous
and experiential activities, usually involving some cost (ferry tripping,
museum visits, 4 wheel driving trips, Wheel of Brisbane attraction, river cruises,
Moreton Island trip, rock climbing experience, Story Bridge climb experience and
Segway tour).
Interest in specific activities
Visitors were asked to indicate interest in six specific activities that Time to
Travel may offer in the future. The survey results reveal comparative levels of
interest by the target market, as shown by the bar graph.

Clearly, the activity of most interest to the target market is walks along the river.
Target market visitors are already independently undertaking river walks,

however they are not undertaking walks with set points of interest, pre-set
routes, alternatives for route lengths, are not joining a small-group walking tour,
and they are not receiving any interpretive information along the way.
Willingness to pay
Survey results indicate the target market is prepared to pay approximately $20
for a short (2hr) activity and up to $50-65 for a longer (5-6hr) trip with
transportation included.
Environmental consciousness
Analyses of the survey data reveal our target market is highly environmentally
aware.

Physical ability levels

Visitors in the target market have predominantly rated themselves as having
good or high levels of fitness as shown in the chart below.

Desire for interpretive materials

Visitors in the target market have a very strong interest in receiving some
interpretive information or materials, during their activities. They indicated
information on the sights, some historical facts, interesting stories, and fun
information about points of interest would be very desirable.

Languages for interpretive information

Visitors were asked to nominate the desired languages for interpretive
information to be provided in. The most commonly requested languages are
Spanish and German. Other languages nominated include Dutch, Mandarin and
Japanese.