Title: Visitor Servicing In Western Australia
1Visitor Servicing In Western Australia
2Peter Hill Director Quality
Tourism Western Australia
3What Will We Cover Today
- Structure of visitor servicing in WA
- Visitor Servicing Study
- Importance of visitor servicing
- Case studies from WA
- Where to from here discussion.
4101 Visitor Centres across Western Australia 50
Level one and two accredited Visitor Centres
5Levels of Visitor Servicing
State Government Providing state-wide information
through the WA Visitor Centre, 1800 1300
numbers, westernaustralia.com, wavc.com.au
Service arrangement with Best of
Australia Volunteers.
6Levels of Visitor Servicing
Level 1 VCs Strategically located within
regions, providing state, regional and local
information.
7Broome Derby Karratha Kununurra Tom Price
Carnarvon Cervantes Exmouth Geraldton Kalbarri Sha
rk Bay
Where WA needs Level 1 Visitor Centres
Esperance Hyden Kalgoorlie Norseman
Albany Bunbury Busselton Collie Denmark Dunsboroug
h Margaret River Pemberton Walpole
Criteria based on visitor numbers, proximity to
icons, and regional service centres and gateways
to the State
Armadale Dwellingup Fremantle Mandurah Mundaring N
ortham Perth Rockingham Swan Valley York
8Levels of Visitor Servicing
Level 2 VCs providing local information, in
lower tourism traffic areas.
9Levels of Visitor Servicing
Staffed Information Points - Where the primary
activity is non-visitor servicing with people
available to give limited information and advice
(eg hotels, roadhouses).
10Levels of Visitor Servicing
Unstaffed Information Points Roadside
Information Bays, Electronic Kiosks, Notice
Boards.
11Visitor Servicing Study
Released May 2004. The study can be found on
www.tourism.wa.gov.au Provided 69
recommendations to develop visitor servicing in
WA.
12What We Learned The really important bits!
13- Visitor servicing has most influence on decision
making at destination. - Travel throughout WA is largely unplanned most
planning done by high end international
travellers, those with children. - Accommodation houses are primary contact for
information in Perth followed by Visitor
Centres, advice from locals. - Visitor Centres are primary contact for
information in regions followed by
accommodation, roadside information bays. - Local Government offices are not favoured by
visitors as sources of information.
14- 15 of visitors stayed an extra night
- 21 took an additional tour
- 56 visited additional attractions and
- 22 spent more than budgeted.
15- Improved tourism outcomes people have better
experiences, stay longer, spend more, come back,
tell others. - Improved community outcomes enhanced community
esteem, focused use of community resources,
stability, employment opportunities, less
conflict. - Improved safety enhanced information to avoid
tourists getting lost and hurt. - Improved environmental and cultural outcomes
directing tourism activity away from
inappropriate places.
16- Both local and regional information is sought at
destination. - The importance of personal and professional
service. - Interpretation and local product inspire people
to explore. - Technology is a major driver of change.
- Booking services are important for tourism
operators and Visitor Centres but not so much for
visitors. - There is little scope for expanding the
membership.
17Visitor Servicing Study Implementation
VSSIG established Includes representation
from Visitor Centres Local Government
Hospitality and Tourism Industry Training
Council, Dept. of Local Government and
Regional Development Tourism Council WA.
18- Key projects of the Visitor Servicing Study
Implementation Project.
19Visitor Centre Training
- Includes
- Operations Volunteer Manuals
- Familiarisation Opportunities
- VCAWA Conference Sponsorship.
20Indigenous Traineeships
- Includes
- Fourth intake currently underway.
- A total of 22 trainees have completed or are
currently completing traineeships. - Networking and AITC attendance.
21Business Development
- Includes
- Visitor Servicing Guide for Local Government
- Online Bookings
- Retail Activities Scheme
- Digital Strategy
- Corporate Governance Training
- Entrepreneur Capacity Building.
22Marketing
- The s have it campaign radio, print and
billboards
23VCKit
- 30 Visitor Centres have VCkits.
- Bunbury established that it increases yield by
12 million. - VCAWA managing and collating data.
24Case Studies
- From the Visitor Servicing Guide for Local
Government.
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37Margaret River
38Where to from here ?
- Opportunities and challenges - Discussion
39Engaging Stakeholders
- KPI measurements
- P L
- Retail sales
- Door stats
- VCKit
- Members
- Brochures distributed
- Newsletters
- Feedback forms
- Surveys
- Focus groups
- VC operations manual.
40Automations and threats of changing consumer
behaviours
- The internet
- Google
- What is your website like?
- S.E.A.
- E-Kit
- Word of mouth
- Consumer news letter
- Collect their information
- Refer amongst each other
- Value of VCs
- Common branding
- Use the i on everything.
41Building capacity of staff and operators
- STCRC
- Business Enterprise
- Share trainers - Shires
- Use local people
- Engage staff values
- VC operations manual
- Famils
- Volunteers.
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