Market Research Proposal

Lachlan Ross, Rachael Houtsma, Melissa Biviano & Aredi Kyprois Deakin University

1.0 TITLE PAGE

LRMA Consultancy has been asked on behalf of Parks Victoria, in association with Tourism Victoria to prepare a marketing research proposal on the current state of park visitation by international tourists. The findings of the research proposal will assist Parks Victoria, along with Tourism Victoria in achieving the objective of having a better understanding of the needs, wants and satisfaction levels associated with international tourists who visit the parks in Victoria, and to further assist what better practices could be put in place.

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2.0 EXECUTIVE SUMMARY

This research proposal covers the international visitation to Parks Victoria by Asian tourists from China and Korea. The project was undertaken by LRMA Consultancy to provide the direction and detail needed for further managing the amount of future tourists to Port Campbell National Park. This plan integrates with the current objectives outlined by Parks Victoria’s General Manager, Dr. Donald Hall who wants to have a better understanding of the needs and wants of international visitors, and to also to determine whether visitors needs are being satisfied. The vision for tourism in Australia is that Parks Victoria will become increasingly recognised amongst the targeted Asian segments as an even more appealing destination than it has been previously. The recognition will be based on Port Campbell’s advantages in natural attributes, educational content, and improving on having a strong culture of providing excellent customer service that reflects good value for money. In 2009 there were 3.3 million international nature tourists that travelled to Australia (Department of Resources, 2010). Tourists from China and Korea had the overall highest spend per trip, whilst China has become Australia’s fastest growing inbound market in terms of visitor volumes and values (Tourism Research Australia, 2011), with 47% of all international tourists to Australia visiting a national park. This research proposal has four key pillars for sustainable growth: 1. Placing a higher importance on attracting tourists aged 15-29 2. How visitors seek and obtain information about Parks Victoria 3. Providing a higher value on educational content that enriches their overall experience 4. Breaking down the cultural barriers that currently exist between Australia and Asia The execution of this proposal will deliver a highly appealing visitor experience based on understanding the target markets needs and wants, their current satisfaction levels, and finally Port Campbell’s competitive advantages.

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TABLE OF CONTENTS 1.0 Title Page ............................................................. .................................................................. ........................... 1 2.0 Executive S ummary .................................................................. ................................................................... ..... 2 3.0 Introduction ...................................................................................................................................................... 4 4.0 Background to the research .............................................................................................................................. 5 5.0 The Management Decision Problem ............................................................... .................................................. 6 6.0 The Research Problem .............................................................. ................................................................... ..... 6 6.1 Key Objectives ...................................................................................................... ....................................... 7 7.0 Research Design ........................................................................................................ ....................................... 7 7.1 Type of Research ................................................................... .................................................................. ..... 7 7.2 Type of Information .............................................................................................. ....................................... 8 7.3 Method of Data Collection Recommended ............................................................................................ ...... 8 7.4 Sampling T echnique.............................................................. .................................................................. ... 10 7.5 Plan of Data Analysis ............................................................ .................................................................. ... 11 8.0 Conclusions & Recommendations .................................................................. ................................................ 12 9.0 Reference List ........................................................................................................................ ......................... 14 Learning Reflections ............................................................ ................................................................... .............. 15 Lachlan Ross................................................................................................................................................. 15 Rachael Houtsma .......................................................... .................................................................. .............. 15 Melissa Biviano ........................................................... ................................................................... .............. 16 Aredi Kyprois .......................................................................................................... ..................................... 16 Appendix 1 ........................................................................................................................................................... 18

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3.0 INTRODUCTION

This study is seeking to develop and test a method to benchmark and monitor international visitor expectations and satisfaction levels at the Port Campbell National Park. The focus group chosen is the Asian market, specifically Chinese and Korean tourists, as these represent the fastest growing international tourist sector. The objectives were to understand the satisfaction levels and expectations of these visitors when visiting the park, and identify any experience gaps and facility issues that may need further research or management attention. The report begins by briefly outlining the relevant research data around the Asian nature tourist market, followed by analysis of the issues surrounding this tourism sector. The research methodology and results / data analysis make up the body of the report, and finally conclusions and recommendations provide future tools in assisting management to develop strategies to increase satisfaction levels and increased attraction for Chinese and Korean visitors.

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4.0 BACKGROUND TO THE RESEARCH

In 2009 there were 3.3 million international nature visitors to Australia and the most popular activity undertaken was visiting a national park, comprising 47% of nature tourists (Tourism Research Australia, 2010 Aug 1). Despite a decline in overall market share of international tourists, almost two thirds of these visitors still participate in nature activities (Dept. of  Resources, 2010). Visitors from China and Korea have the highest overall spend per trip and China is Australia’s fastest growing inbound tourism market in terms of visitor volumes and values. In 2010 it became Australia’s highest income producing market (Tourism Australia, 2011 Apr 1). The total number of international visitors to Australia from China has risen 26.8% during the period June 2010 – June 2011. Arrivals from Korea during the same period rose 4.4% (Tourism Australia, 2011 Oct 1). While Chinese visitors travelled to Australia mainly for a holiday, it is interesting to note that Chinese education visitors accounted for 21% of total Chinese visitation, but contributed $1.7 billion dollars – over half of the $2.5 billion spent by all Chinese visitors in Australia (Tourism Research Australia, 2011 June 1). Almost one third of total visitors from China and Korea are aged 15 – 29 which reflects the high percentage of education tourists from these countries. Tourism research Australia has identified that Chinese and Korean tourist market favours the major capital cities significantly when planning their trip, and the 3 main sources of tourist information come from internet (33%), word-of-mouth (32%) and travel agents (22%) (Tourism Research Australia, 2011 June 1). The Australian Government’s tourism research of 2009 (Tourism Research Australia, 2010 Aug 1) discovered that 52% of international tourists in 2009 travelled unaccompanied and 26% as an adult couple. There is no available data about the specific statistics relating to the Chinese and Korean markets, however if we assume that this data transfers to our focus group then it would be important to obtain survey data about the expectations and satisfaction levels if these tourists join tour groups at the national park. Research Proposal

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In order to maintain a sustainable tourism profile at Port Campbell National Park it is therefore critical to capture more of the Chinese and Korean nature tourist market. Future marketing strategy development targeting the education tourist sector and more specifically the 15 – 29 year olds must be considered. The preferred method of holiday planning in this techno-savvy sector is online and word-of-mouth so it is important that our study and survey is designed to capture this essential information to assist in the development of a marketing campaign for the Port Campbell National Park. 5.0 THE MANAGEMENT DECISION PROBLEM

The management decision problem: How can Parks Victoria ensure their Chinese and Korean

international visitors’ needs and wants are satisfied at the Port Campbell National Park?

This management decision problem has been created as Parks Victoria, in association with Tourism Victoria, have asked LRMA Consultancy to formulate research on better understanding the needs, wants and satisfaction levels of their international visitors.

Port Campbell National Park is the national park that the research will be under taken at with the target market being the Chinese and Korean international visitors. 6.0 THE RESEARCH PROBLEM

The research problem: To ensure that Parks Victoria’s Chinese and Korean international

visitors’ needs and wants are satisfied by their services at the Port Campbell National Park.

The research problem is a statement that will provide guidance and direction for the research that needs to be undertaken. It is a statement of information that has been developed from the management decision problem above. The key objectives have then been created to set goals for the research are outlined below.

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6.1 KEY OBJECTIVES

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To determine the target market’s expectations of Parks Victoria’s services at Port Campbell National Park.

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To examine the target market’s satisfaction levels of the services provided at Port Campbell National Park.

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To identify the cultural barriers that the target market encounter at their visit to Port Campbell National Park.

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To determine any issues or flaws that the target market may have with the facilities and services provided at Port Campbell National Park.

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To examine whether the target market feel they are receiving value for money while visiting Port Campbell National Park.

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To identify the improvements needed for Port Campbell National Park to attract and satisfy the target market.

7.0 RESEARCH DESIGN

7.1 TYPE OF RESEARCH

To achieve the objectives of this project, the type of research conducted will be a descriptive cross-sectional design focusing on the target population of Asian visitors, primarily those from China and Korea, and their perceptions and attitudes towards services provided at Port Campbell National Park. A descriptive cross sectional type of research was selected as it is likely to be able to be generalised to Asian visitors if a large enough sample size is achieved. It also most often uses surveys, and being conducted in a face to face survey method will yield a higher response rate than other methods such as focus groups and depth interviews (Aaker et al. 2007, p.183). As this type of research often takes longer to complete, a cross sectional design was selected to allow the research project to be completed within the six month time frame as stated in the research brief. Research Proposal

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This research will generate both quantitative and qualitative data for further analysis. 7.2 TYPE OF INFORMATION

The type of information being collected is primarily attitudes and satisfaction levels of the target population being Chinese and Korean visitors visiting Port Campbell National Park. There is also a couple of questions relating to intent. The information sought will relate to current satisfaction levels in overall atmosphere, front reception facilities, parking facilities, maps and information services, helpful human tour guides and value for money of retail goods. The type of information captured will be collected by personal intercept interviews using a questionnaire. The questionnaire will contain a mix of different types of questions and rating scales that answer the questions set in the research objectives as mentioned in the research objectives on page 7 of this proposal. The questionnaire will include some five-point Likert attitude scales, a style of Multiple Item Scale, where the sampling element will respond to questions using a rating scale of agree strongly, agree somewhat, neither agree nor disagree, disagree somewhat, disagree strongly. Refer to appendix 1. The questionnaire will also include some open response questions toward the end to address anything else the sample element would like to add. An example of an open ended question included in the questionnaire is Is there anything else that was not currently provided that   you feel would have increased your overall satisfaction with the services provided at Colac Otway National Park?” Refer to appendix 1. 7.3 METHOD OF DATA COLLECTION RECOMMENDED

The data collection method for this descriptive research project will be personal intercept interviews. This method was selected after considering the target population of Asian visitors, specifically those from China and Korea.

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This style of personal intercept interviews will allow the researcher to be persuasive, ensure no questions are missed, use visual aids where appropriate and can explain any questions the sampling element doesn’t understand. The personal intercept interviews will be conducted by one male and one female interviewing as a team together. The interviewers will be of Asian origin and be fluent in Mandarin and Korean languages. The interviewers will wear smart casual clothing so they appear less intimidating to interviewees. The researcher will use a questionnaire as a research aid (refer to Appendix 1) however the interviewer will mark the responses down. This will assist with eliminating some of the potential factors that may occur with visitors from a different nationality, such as poor reading and writing skills, not understanding the questions or incomplete questionnaires. It is intended that the personal intercept interviews will take no longer than a few minutes (Hague, Hague and Morgan 2004, p133) to complete and be conducted as visitors exit the Port Campbell National Park. The reasons for this are that the visitors may be on very strict itineraries and not have much time to spare for an in depth interview. Being conducted in such a small amount of time will also allow as many visitors from the target population the opportunity to participate, which will result in very relevant and statistically reliable information that inferences can be made from. The nature of the short interviews will however result in very structured responses as there will not be any time for the interviewer to ask any probing questions. Although this data collection method is more costly than others and will require comprehensive staff training, due to the nature of the target population holidaying in Australia, other data collection methods such as telephone, mail survey and online survey would be less effective due to the transient nature of the international tourists and other factors such as not having a well-established mail system for post-visit follow up and having varying levels of internet and telephone access.

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7.4 SAMPLING TECHNIQUE

The sampling technique for the research project will involve the non-probability technique of   judgemental sampling. As the target population is Asian visitors to the Port Campbell National, it would be very difficult to choose a probability based technique. This is due to the limited number of Asian visitors physically visiting the national park, and the operational difficulty that a probability based technique would involve. All probability based techniques involve a sampling frame. In this instance, as the research project requires information from the actual visitors who visit the national park, no ethical sampling frame exists. The specific information relating to the visitors name, point of origin and contact details are sometimes known by inbound tour operators and local tour companies or guides, however due to Australian privacy laws and confidentiality issues the tour hosts are not permitted to forward this information to a third party. LRMA Consultancy will use judgemental sampling to identify all sampling elements. This technique will be relatively effective due to some of the obvious biases that can be inferenced to the target population. In most instances, if a visitor is heard to be fluently speaking Mandarin or Korean, and their appearance looks to be of an Asian origin, in most instances the interviewer may assume the visitor is from the target population. This technique will also allow for a deliberate biased sample. This research project is specifically about the satisfaction levels of Chinese and Korean visitors, thus all national visitors to the park will be excluded from the research, as will international visitors from all origins that are not from Asia. It is intended that after visitors have been identified as possible sampling elements, they will first be asked a single screening question (Kolb 2008, p.150) such as “What is your country of origin” and if the response is an Asian country they will be asked if they have would like to participate in a short personal interview relating to satisfaction levels of the Colac Otway National Park.

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The interviewer will also complete some minor details for each completed survey which will include the date, time, number of refusals received and identification of the interviewer. 7.5 PLAN OF DATA ANALYSIS

A compilation of quantitative and qualitative information will be gathered from the personal intercept interviews. LRMA Consultancy will first complete data editing, where we will undergo a process to detect any questions that may not have been completed or identify any inconsistencies. As LRMA does not propose to obtain contact details from each of the sampling elements, it will not be possible to contact the sampling element to discuss and correct any errors. LRMA will simply omit these questions only from the data analysis, yet still include all other responses the sampling element has provided. The next stage LRMA will complete is coding, where all of the responses to the closed ended questions will have an applicable score applied to them to assist with further analysis. Finally the data will be cleaned, where by the entered data will be randomly checked with a physical data check to determine any inaccuracies before final analysis. Responses will be categorised into themes based on the set research objectives which are: •

Expectations of services

•

Satisfaction levels of the services

•

Cultural barriers

•

Issues or flaws with facilities and services

•

Perceived value for money

•

Improvements needed to attract and satisfy the target market.

This will allow for the data to be analysed and the identification of any patterns, similarities and differences in responses from the sampling elements.

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Analysed data will be presented in a vertical bar chart or graphs in the final report. This will be provided in a bound hard copy and also electronically to Parks Victoria, along with recommendations for implementation in short/mid/long term timeframes. 8.0 CONCLUSIONS & RECOMMENDATIONS

To effectively further raise the profile of Port Campbell National Park and overall, Parks Victoria, targeted marketing to Asian tourists from China and Korea through the production of high quality marketing collateral is imperative. As an initial step, Port Campbell can provide a necessary facilitation role to encourage co-operative marketing campaigns amongst its key stakeholders and strengthen overall marketing and information distribution opportunities with. In order to realise the recommendations which require a co-operative approach, Port Campbell, is encouraged to take an active role with Parks Victoria in regards to the following key recommendations. 1. Placing a higher importance on attracting visitors aged between 15-29 •

A key opportunity that needs to be capitalised upon as this segment of the target market behaves and communicates differently to older generations. As more and more Asian students commence educational studies in Australia they tend to be more technological savvy and seek information through different means such as word of mouth and the internet. If they have their expectations met, then there is a higher chance of them returning to Australia and the Port Campbell National Park  with their children so they too can experience the offerings of Parks Victoria.

2. The way in which visitors seek and obtain information about Port Campbell National Park and Parks Victoria. •

The way 15-29 year olds consume content and information has changed greatly in the last decade. No longer are tourist guides books the norm, the internet and content rich media that is viewable online is gaining popularity that is becoming more accessible by the day and far easier to dissect and understand.

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3. Providing a higher value on educational related information that enriches tourists overall experience whilst visiting Port Campbell. •

Visitors to Port Campbell go there not to be amazed by the attractions that are seen in urbanised areas, but rather the natural beauty and untouched landscapes that project a peaceful and uninhabited environment that they are not used to back  home. The protection and rehabilitation of wildlife wildlife that the park allows needs to be communicated in a way that makes them appreciate the uniqueness of the park. This can be obtained by producing interactive programs that allows the visitor to have an emotional connection to the preservation of the Park that leaves them with the sense of giving back to the environment whist at the same time being entertaining and educational.

4.  Breaking down cultural barriers that currently exist between Australia and Asia. •

Not all visitors have a good comprehension of the English language. If enticing people of Asian descent is a key objective, then catering for their language needs to be of as much importance of when guides are talking to fellow Australians. Either having guides who can speak fluently in the desired languages or having translation assistance on hand will provide an opportunity to further communicate Parks Victoria’s vision. In return the tourists will be highly receptive after seeing that their troubles of understanding the English language are being catered for.

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9.0 REFERENCE LIST

Department of Resources, E. a. (2010, August 1). Occasional Paper No. 25: Profiles and   Motivations of Nature Based Yourists Visiting Australia. Retrieved August 28, 2011, from Department of Resources, Energy and Tourism: http://www.ret.gov.au/tourism/Documents/tra/Snapshots%20and%20Factsheets/natur e_09_FINAL.pdf  Hague, P. N., & Hague, N. (2004). Marketing Research in Practice: A Guide to Basics. London: Kogan Page Publishers. Kolb, B. (2008). Marketing Research: A Practical Approach. London: Sage Publications. Ritchie, B. W., Mules, T., & Uzabeaga, S. (2008, n/a n/a). Visitor Attraction Satisfaction  Benchmark Project. Retrieved September 5, 2011, from Sustainable Tourism Cooperative Research Centre: http://lgdata.s3-website-us-east1.amazonaws.com/docs/65/256418/90069_Richie_AttSatbenchmarking_WEB.pdf  Stewart, D., Lawley, M., Day, G., Kumar, V., & Aaker, Aak er, D. (2007).  Marketinf Research 2nd   Edition. Milton, Queensland: John Wiley & Sons. Tourism Research Australia. (2011, June 1). Snapshots 2011: China - Inbound and  Outbound . Retrieved August 28, 2011, from Department of Resources, Energy and Toursim: http://www.ret.gov.au/tourism/Documents/tra/Snapshots%20and%20Factsheets/2011/  China-Snapshot-July%202011.pdf  Toursim Research Australia. (2010, August 1). Snapshots 2009: Nature of Tourism in  Australia. Retrieved August 28, 2011, from Department of Resources, Energy and Toursim: http://www.ret.gov.au/tourism/Documents/tra/Snapshots%20and%20Factsheets/natur e_09_FINAL.pdf 

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LEARNING REFLECTIONS

LACHLAN ROSS

On reflecting upon this assignment now that it has been completed, I feel much more confident within myself that I have acquired the knowledge of some useful tools that will be of great benefit to my future career concerning the processes involved with marketing research and the correct theories and terminology that is used. After being an on campus student for the duration of my degree until this trimester where I changed to off campus, I was unsure of how the dynamics of a group assignment would work  as everyone didn’t live within close range of one and other. My concerns were quietly disposed of after finding a group where each of us had the same desired outcome; to reach the end objective that would ensure a well written and researched assignment. To my surprise, everyone communicated clearly with one and other, each member was assigned certain duties which made the group stay focused. Each member knew their role and what they had to do, in the past I have disliked group assignments because normally everything gets left to one person a day before it’s due, but group 11 could not have been further from that. We worked as a team and got the job done and I believe that is evident with the end result we have produced. RACHAEL HOUTSMA

By completing this assignment I hoped to gain a practical and deeper understanding of the processes involved with marketing research. Having been on the other side of marketing research as the client many times, it was very interesting to learn about the many considerations in choosing the type of research and how in depth the data analysis process actually is. I also found it very interesting to learn about the correct names of particular terminology which are often omitted from research reports as

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research companies eliminate all jargon and simplify the report so it is easy for the client to use. Our group did not really encounter any major problems. We were initially off to a slow start but once we met face to face to discuss our ideas for the assignment it made it much easier. From here we were able to go away and work on our individual sections and then merge them towards the end prior to submitting. We kept in contact via DSO posts which at times became frustrating as I didn’t know if the group members had seen my post or not, especially when i asked for feedback and ideas and didn’t hear back from them. However all in all we were a cohesive group who were able to achieve the set task and complete the assignment. MELISSA BIVIANO

The learning objectives and outcomes I hoped to achieve through completion of this assignment were to gain a better understanding of the components of a market research proposal, whilst increasing my knowledge of the use of different types of research methods in different scenarios. I also unexpectedly increased my awareness of the importance of  understanding the cross-cultural barriers and considerations when undertaking market research. Our group worked well together overall. We all brought different experience and skills, which created a much better assignment than my own solo effort, would have produced. Although initially some of us started at a slower pace than others, it all came together really well prior to the due date, and we were able to read, edit and enhance each other’s sections. I particularly benefited from the work experience and knowledge of cross-cultural marketing issues which Rachael Houtsma brought to the group. I believe Group 11 have produced a high quality report which is a result of the hard work and contribution of each team member. AREDI KYPROIS

The learning objectives I had prior to the assignment were to understand the concepts and processes of marketing research and be able to apply these marketing research concepts to, Research Proposal

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what could be, a real scenario. Through this assignment I was able to fulfil my objectives and further my understanding of marketing research. The assignment allowed me to think more broadly about the needs and wants of different markets, as the markets for the assignment were international visitors to Victoria. I learnt that every stage in the marketing research process is fundamental and assists in the overall outcome of the market research. I feel our group worked well together. Any minor problems or questions we had were overcome by asking for assistance on DSO or working them out amongst ourselves. I feel we have all contributed evenly and everyone was willing to help each other out when needed. We all communicated well via email and DSO, which assisted in completing the assignment on time. Each member brought a different perspective on market research to the assignment, provoking new ideas and thoughts on the concepts and theories. Overall, I am happy with the way our group worked on the assignment, and with the marketing research proposal we produced.

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APPENDIX 1

Port Campbell National Park Satisfaction Questionnaire Date: ____/ ____/______

Time: __________

Interviewer: _________________ __________ _______

What is your country of origin? __________________________________

Would you like to participate in a short personal interview relating to your satisfaction levels in relation to Port Campbell National Park? 1. Information Sources

Which of the following information sources did you use to obtain information for your visit to Port Campbell National Park? (Mark all options that apply) Travel agent ‰ Advertising/travel articles or documentaries (TV, radio or print) Travel book, guide or brochure Internet search Friends or relatives Tourist Office/Visitor Information Centre Motoring Associations Return Visit Other (please specify) _____________________________________

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2. Satisfaction levels of services

How satisfied were you with the services provided by Port Campbell National Park? Please circle only one response unsatisfied

somewhat unsatisfied

neither satisfied nor unsatisfied

Overall atmosphere

1

2

3

4

5

Front reception facilities

1

2

3

4

5

Quality of parking facilities

1

2

3

4

5

Maps and information services

1

2

3

4

5

Human tour guides

1

2

3

4

5

Variety of retail goods

1

2

3

4

5

Question

3.

somewhat satisfied

satisfied

Expectations of services

Overall, were your expectations of Port Campbell National Park fulfilled? YES/NO Comments:_________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ 4. Cultural barriers Did you experience any cultural barriers while visiting Port Campbell National Park? Please circle: YES if YES:

/

NO

What cultural barriers did you experience and what could we do to improve?

___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________

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5. Issues or flaws with facilities and services

Were there any issues or flaws with the following facilities or services? Please choose only one answer and complete comments if applicable Question

Rating

Overall atmosphere

YES / NO

Front reception facilities

YES / NO

Parking facilities

YES / NO

Maps and information services

YES / NO

Human tour guides

YES / NO

Amenities (including toilets etc)

YES / NO

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If yes, please explain your experience

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6. Attitudes

Please provide a response to following the statements about Port Campbell National Park. Please circle only one response. Question

Disagree strongly

Disagree somewhat

Neither agree nor disagree

Agree somewhat

Agree strongly

I had a good first impression when i arrived I feel there were enough information boards available at the park  Directional signage to Port Campbell National Park was adequate The opening hours met my needs

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

1

2

3

4

5

I feel I received value for money when visiting I would recommend this experience to others

1

2

3

4

5

1

2

3

4

5

7. Improvements needed to attract and satisfy the target market Are there improvements needed to attract and further satisfy your visit to Port Campbell National Park?

YES / NO

If YES, please explain: _____________________________________________________ ________________________________________________________________________ ________________________________________________________________________ 8. Is there anything else that was not currently provided that you feel would have increased your overall satisfaction with the services provided at Port Campbell National Park? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

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9. What else about this attraction were you particularly happy with on your recent visit? Did you have any good experiences at the attraction that you did not plan or expect? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

Thank you for your valuable feedback f eedback about the services and facilities provided at Port Campbell National Park.

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