5.1 Product Development - Introduction
Vision: Victoria has quality product and services in
strategic locations that match consumer demand and maximise yield.
Objectives
- Develop product that meets the needs and expectations of priority
markets and helps to disperse visitors geographically and seasonally.
- Promote economic viability, environmental sustainability and
community benefits in product and infrastructure development.
- Encourage visitor satisfaction through exceptional product
and service delivery.
BACKGROUND
The success of Victoria as a tourist destination is largely dependent
on the quality, diversity, maturity, commercial capacity and sustainability
of its product range. In order for the tourism industry to continue
to grow, new product must be developed and existing product updated
on a regular basis. Product development is a process of continuous
improvement, expansion, adaptation and innovation that builds on
product strengths and identifies and addresses product gaps in relation
to target markets.
Product development needs to be closely aligned with investment
attraction and infrastructure development. Ongoing investment in
accommodation and attraction products and services is essential
for maximising tourism benefits. This investment may involve refurbishing
or expanding existing facilities, or new development, but should
focus on increasing yield from defined markets, maintaining authenticity
and optimising economic and environmental sustainability.
In order to deliver tourism benefits to target markets, a range
of industry strategies and product strengths must be developed.
To facilitate this process, Tourism Victoria has identified and
prioritised Victorian product strengths that provide a tangible
experience or primary motivation to travel. Many of these product
segments, such as food and wine, touring and backpacking can be
enjoyed across the State, however others are region specific, such
as alpine, Aboriginal experiences and golf.
Critical to the success of Victoria's tourism industry is the development
and subsequent marketing of sustainable product, including timely
provision of motivational and information based communication. By
establishing dedicated marketing campaigns for each region and product
segment, Victoria has the unique opportunity to provide the tourist
with a range of high quality experiences to be consumed as a package
or as a stand-alone product. Just as important is meeting consumer
expectations, thereby achieving visitor satisfaction, quality of
experience and positive word of mouth testimony for Victoria as
a destination.
STRATEGIES
- Highlight primary special interest product of statewide significance,
such as food and wine, natural attractions, arts, theatre and cultural
heritage, shopping, events and touring.
- Conduct further product segment specific research.
- Communicate the value of professionalism and standards and encourage
environmentally sustainable business practices.
- Encourage the integration of product segments and experiences
including packaging product suitable for the local, interstate and
international markets.
- Review all existing product segment development plans produced
as outcomes of previous strategic plans.
Tourism Consumer Cycle
Consumption of tourism product begins with consumer awareness,
both pre-existing and new information communicated through various
mediums, such as advertising. Preference for product or destination
is established based on this awareness, creating the intention to
consume. This intention is converted to action, which results in
the consumer experience. Satisfaction of this experience will influence
future tourism consumption decisions, and enhance consumer awareness.
Tourism Victoria and the tourism industry play a vital role in
this cycle. While Tourism Victoria places great effort into creating
awareness, preference and intention, it supplements the tourism
industry's involvement in converting consumer intent. The tourism
industry plays the most crucial role in providing the tourism
experience and ensuring satisfaction.
Tourism Consumer Cycle
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