Research Assignment on Market Characteristics

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COVER PAGE HERE

Note this is an example of what not to do in your assignments. This example has been modified from a market briefing and is provided as a guide to the setting of work and referencing according to the APA 7th style.

Market Profile: The Tourism Market New Zealand Inbound to Australia Comment by C. Michael Hall: Clumsy title expression should be: The New Zealand Inbound Tourism Market to Australia There is also no need to go for a gaudy green large font heading – Keep it clean and simple

NAME:

STUDENT NUMBER:

NUMBER OF WORDS: 2500

REFERENCING STYLE: APA 7th

Executive Summary

Inbound tourism presents a big deal for the Australian tourism market. New Zealand currently represents the largest market of inbound travellers. “It is forecast as part of Tourism Australia’s Tourism 2020 campaign Chinese inbound tourism is predicted to grow by 23.7.” Comment by C. Michael Hall: Too colloquial – your writing a serious business report Comment by C. Michael Hall: What? Information missing. Plus even here in an executive summary author information is needed

In order to continue the steady pattern of growth exhibited by the New Zealand inbound tourism market into Australia it is critical that an understanding is gained in terms of what exactly is driving current demand.

The market profile for this demand is viewed from several different perspectives Comment by C. Michael Hall: Colon (:) needed – and run the text on.

a snapshot of the current demographic and spending patterns of New Zealand inbound tourists is created before the lens is turned towards highlighting current market performance, reasons for visitation and observing any patterns of seasonality which may exist, market trends are also investigated, and the perception of Australia by NZ inbound tourists as a relatively safe tourist destination coupled with an increase in both cheap air fares and flight frequency appears to be key to sustaining current market demand. Comment by C. Michael Hall: Capital letter needed Comment by C. Michael Hall: No its New Zealand – using NZ is just lazy short-hand

Analysis of current patterns, of visitation and future market trends, reveals that the focus of the Australian inbound tourism market is undergoing a transformation.

the prominence of trans-Tasman routes as the market leader for Australian inbound tourism is changing as Asian markets grow and dominate the market, eclipsing New Zealand’s current market position. Comment by C. Michael Hall: The or run the text on from the previous sentence

Intro Comment by C. Michael Hall: No, it is an introduction – not an intro!

The Australian inbound tourism market is a significant contributor to the national, state and regional economies. Inbound tourism is “overseas visitors who intended to stay in Australia for less than twelve months” (Australian Government Department of Resources, Energy and Tourism). The analysis of the arrival and departure patterns of inbound tourists forms a critical part of the Tourism Australia Tourism 2020 campaign initiative which is designed to reveal the potential catalysts for future tourism market growth in Australia over the next decade and beyond . Comment by C. Michael Hall: Date missing, page number missing – it is an exact quote so there must be a page number. If there isn’t one use np Comment by C. Michael Hall: Font has changed – be consistent

Comment by C. Michael Hall: Large gap between paragraphs – there should be consistent spacing between paragraphs

As the largest inbound tourism market into Australia, New Zealand tourism represents a key player in a competitive and, at times, often turbulent marketplace. Tourism Australia notes that there may be some respite however, and states the following with regard to visitors departing New Zealand “New Zealand outbound data for the year ending August 2014 indicates that Australia’s market share has turned a corner. Australia’s share is now returning to growth after softening in recent years due to increased competition and aviation capacity to Pacific Islands, Hawaii, mainland USA, and South East Asia, particularly during the winter months. Kiwi travel to Queensland posts in particular has been strong this year, up 16 per cent between April and August.” Comment by C. Michael Hall: Year and page number needed Comment by C. Michael Hall: Note: normally you do not use colloquial terminology– should be New Zealand. But this is okay here as it is in a direct quote Comment by C. Michael Hall: A direct quote of more than 40 words or more than 4 lines of text should be separated from the rest of the text and then indented. Do not italicise when you do this. Italics are for emphasis only!

Capitalising on the reasons as to why this Growth has occurred ties in with the main foci of the Tourism 2020 campaign as it moves from what refers to as the “setting the foundations” phase in 2015 to its ‘seeing the results” In order to do this, the creation of a market profile is fundamental Comment by C. Michael Hall: Inconsistent use of inverted commas – also an exact quote so a reference is required with a page number Comment by C. Michael Hall: To what? Incomplete sentence

This report provides an Overview of the New Zealand visitor market to Australia and is divided into several sections. Understanding the key performance, indicators and reasons why New Zealand residents choose Australia as a destination is important, as the expected market growth before 2020 for this market alone is anticipated to be worth between 3.4 to 4.2 billion (REF). This makes conducting a robust examination of the progress towards this goal within the current trans-Tasman market paramount. This investigation will be undertaken in six stages. a n examination of the most recent performance overview in relation to the inbound New Zealand tourism market to Australia will be conducted, a profile of New Zealand visitors will be presented in order to illustrate the demographic characteristics of the key market sectors which drive New Zealanders across the Tasman, the reasons for visitation will be examined followed by the fourth section which contains a brief overview of current seasonal visitation patterns. The fifth section will provide some context with regard to current market trends that exist within the Australian inbound tourism market before the final section that concludes with some remarks on where the New Zealand inbound tourism market fits within the umbrella of Tourism Australia’s Tourism 2020 campaign. Comment by C. Michael Hall: No need for a capital letter here Comment by C. Michael Hall: Currency missing Comment by C. Michael Hall: Reference missing Comment by C. Michael Hall: An Comment by C. Michael Hall: Check font and bolding Comment by C. Michael Hall: Also in terms of style always be a little careful about lists of sections – can be a little boring if too long!

Inbound Visitor Market

In 2013, New Zealand was Australia’s largest inbound market for visitor arrivals, and the fourth largest market for total expenditure and the third for visitor nights (Ref.). There were 1,193,200 from New Zealand in total over this (ABS, 2014), and the total dollar spend during this time from New Zealander visitors was estimated at $AUD 2.3 billion, which was an increase of 2 per cent on the previous year. Comment by C. Michael Hall: Forgot to put reference in before submission – please check Comment by C. Michael Hall: Acronyms need to be in full at time of first use, i.e. if you want to use an acronym should be: Australian Bureau of Statistics (ABS) Comment by C. Michael Hall: Here and below – strictly speaking these per cents in the text should be written as words; whole numbers ten and below are conventionally written as words; if it was an exact percent that you were commenting on – say 2.0 you use the numerical value rather than two

New Zealand was also the second largest market during 2013 for what are known as “dispersed nights” this term refers to nights that are spent outside of the gateway cities of Sydney, Melbourne, Brisbane and Perth (Tourism Australia, 2014a). The October 2013 issue of Tourism Research Australia’s bi-annual Tourism Forecasts estimated that visitor arrivals from New Zealand would increase 5 per cent in 2013/14 and 4 per cent in 2014/15, with an annual compound growth rate of 3 per cent expected until 2017/18 (Tourism Research Australia, 2013a).

Table 1 shows a breakdown. Tourism Australia (2016a) reported that 94 per cent of New Zealand tourists that travelled to Australia in 2013 were repeat visitors. When considering the positioning of Australia as a tourism destination, links have been proven to exist in the importance of repeat visitation as a catalyst for future tourism market growth. In terms of demographics, the largest age cohort of visitors occurred within the 45-59 year age group Seventy-two per cent of New Zealand visitors reported that the purpose of their visit was for leisure (Tourism Research Australia, 2013b), and the Comment by C. Michael Hall: Of what? Comment by C. Michael Hall: Reference is either not included in the reference list or you have the wrong date Comment by C. Michael Hall: Sentence has a break in the middle of it

average length of was 14 nights in total (Tourism Research Australia, 2013b). each visitor spent 2.127. Comment by C. Michael Hall: Average length of what was 14 nights? Comment by C. Michael Hall: Add currency plus should be a comma and not a stop to indicate the ‘000

Table 1 Comment by C. Michael Hall: Title missing

Key metric	Figure
Percentage of repeat visitors	94%
Percentage of total arrivals for the purpose of leisure	72 Comment by C. Michael Hall: % missing
Largest demographic	45-95 Comment by C. Michael Hall: Add years – make the units absolutely clear. Even if you think its obvious the reader might not
Average spend per visit	2,127 Comment by C. Michael Hall: Currency?
Average length of stay	14 Comment by C. Michael Hall: 14 what? Days or nights? Or weeks!
Peak booking period	April-August
Peak travel period	Feburary-May, Sept.-November Comment by C. Michael Hall: spelling Comment by C. Michael Hall: you havn’t abbreviated with the other months – so be consistent

Comment by C. Michael Hall: Source missing

Comment by C. Michael Hall: New topic – should have a sub-title to introduce it

72 per cent of New Zealand visitors reported that the purpose of their visit in 2013 was for the Australian Bureau of Statistics (2014) also report that other leading reasons for visitation during this period were to spend time visiting friends and relatives, for business purposes, for educational purposes, and in order to further potential employment prospects (Figure 1). Comment by C. Michael Hall: If starting a sentence with a number it should be written as words – otherwise have a qualifying word beforehand like Whilst … Comment by C. Michael Hall: Strictly speaking figures and tables should be inserted after the paragraph in which they were first mentioned in the text – however there can be a little leeway in presentation depending on the best ay to present the information. However, figure or table should not be before the text that explains it.

In terms of business events held in Australia it is pertinent to note that New Zealand is cited by Tourism Australia (2014a) as providing the largest inbound conference market within the tourism sector, while there is also a burgeoning niche market which has been created around special interest events and sports-related travel (Tourism Australia 2014a).

Comment by C. Michael Hall: Title of figure 1 is missing, as is the information its figure 1, and there is no source

Comment by C. Michael Hall: Figure is inconsistently presented. Plus the sections of the figure are not that easy to see.

New Zealand visitation to Australia follows a regular seasonal pattern. Figure 2 indicates that the busiest seasonal peak periods for travel to Australia from New Zealand occurred during the months of February to April and August to October in 2013 (Australian Bureau of Statistics, 2014).

Seasonality of Visitors from New Zealand to Australia Comment by C. Michael Hall: Should state its figure 2

Source: Comment by C. Michael Hall: Source missing (plus figure needs to be a little clearer)

The trans-Tasman route is noted as being the busiest in Australia in terms of capacity and the frequency of flights available The ongoing market growth of this route has been driven not only largely by price competitiveness between airlines (Tourism Australia, 2014a), but also by the creation in 2013 of the qantas/Emirates alliance (Bradley, 2013), along with Virgin Australia (2014) opting to add seasonal, services such as their flights from Christchurch to Perth (December-April) and Auckland to the Sunshine Coast (June-October). Air New Zealand lead the market in terms of passenger share in 2013 (Table 2), carrying 47 of inbound travellers from New Zealand to Australia Comment by C. Michael Hall: Qantas

Table 2 Comment by C. Michael Hall: Give a title, and just use default black font

Airline	2009	2010	2011	2012	2013
Air New Zealand	46%	48%	50%	48%	47%
Virgin Australia	15%	15%	14%	18%	17%
Qantas Airways	16%	15%	14%	14%	14%
Emirates	9%	8%	8%	8%	8%
Jetstar	8%	8%	8%	8%	7%
Other Comment by C. Michael Hall: Should be in the same font to be consistent	5%	5%	5%	5%	7%

Note: Table includes direct and indirect capacity

Source: Department of Immigration and Border Protection (2014)

Key Factors Driving New Zealand Visitors to Choose Australia as a Destination

The table below indicates the most important factors for New Zealand visitors to Australia as derived from Tourism Australia’s 2014 Consumer Demand Project: Understanding the New Zealand consumer profile. The leading reason according to respondents was the attractions that were available to visit at 54 per cent (Tourism Australia, 2014d), followed closely at second equal on 53 per cent by the fact that Australia is perceived as a destination that offers both value for money and a sense of security Also notable within these key factors listed is not only the hospitality on offer (rated at 33 %), but also the attraction of local food, wine and cuisine which is provided as a reason by 32 per cent of respondents (Tourism Australia, 2014d). This last factor mentioned is a reflection of the importance placed on wine tourism and gastronomy as an important part of the Australian tourism industry (FIND REF) Comment by C. Michael Hall: Refer to a table number NOT below or above, just refer to table 3 in this case. Comment by C. Michael Hall: This is the title of publication – therefore it needs to be in italics Comment by C. Michael Hall: Full stop missing Comment by C. Michael Hall: Everywhere else in the text it is per cent – do not change, be consistent Comment by C. Michael Hall: Note by author to self to add a reference was not checked before submission on Learn

Reason Comment by C. Michael Hall: Table has not title or source	%
Interesting attractions to visit	54%
A destination that offers value for money	53%
A safe and secure destination	53%
Friendly and open citizens, good hospitality	33%
Good food, wine, local cuisine and produce	32%
Rich history and heritage	28%
A family friendly destination	27%
World class beauty and natural environments	25%
A range of quality accommodation options	22%
Exciting events, local festivals and celebrations	16.0% Comment by C. Michael Hall: Other figures have been rounded, so this one should be as well

The Future of the New Zealand Inbound Travel Market to Australia

Outbound travel from New Zealand to Australia has not only been buoyed by cheaper air fares and an increase in flight frequency (Tourism Australia, 2014) since the late 2000s, but also by the Australian dollar reaching near-historical exchange rate heights with the US dollar and the greater parity between the Australian and New Zealand currencies (Tourism Australia 2014). The aforementioned ease of access to market for New Zealand outbound travellers has not only seen alliances form between airlines whose focus is on the trans-Tasman route, but also between traditional holiday booking agencies as well. Reid and Pearce (2009) note that booking agencies in New Zealand have now consolidated to five major wholesalers (Air New Zealand, Go, Gullivers, Infinity and Travel Plan) in a move designed to maximise product distribution and profitability (Reid & Pearce, 2009). Online booking has also resulted in a rise in the amount of direct sales to consumers and a move away from traditional outlets. Comment by C. Michael Hall: Paragraph not properly alligned

This growth is predicted to be eclipsed by a changing market though within the next decade; Figure 3 illustrates the forecast growth that New Zealand is expected to contribute to the Australian inbound tourism market by 2022 (Note that in Tourism Research Australia forecasts New Zealand is predicted to lose its current leading position in the inbound tourism market to be the second biggest market with 9.3 per cent growth forecasted (Tourism Research Australia, 2014). This in great part is becaue of the predicted long-term growth in Chinese outbound tourism given their population base, rate of per capita economic growth and increased flight connectivity between China and Australia. China is forecast to become the market leader for Australian inbound tourism, with a 23.7 per cent contribution to growth forecast Comment by C. Michael Hall: Spelling mistake – should be because

Figure 3: Forecast contribution to growth of the Australian inbound tourism market by 2022 Comment by C. Michael Hall: Should be a space between paragraph and the title

Source: Tourism Research Australia (2014). Comment by C. Michael Hall: The figure above is far too small to be read

Understanding the motivations behind what drives New Zealand inbound tourism into Australia is fundamental to the ongoing growth of this market. The forecasted rise of Chinese inbound tourism into Australia illustrates the buoyant position in which the Australian tourism market finds itself in 2014. Whether the forecasted changes in international inbound tourism demand proposed under Tourism Australia’s Tourism 2020 campaign moves beyond mere theory to actualisation remains to be seen however, especially given the potential for volitility in the tourism market following changes in exchange rates, financial crises and the cost of aviation fuel. In the interim, sustaining New Zealand inbound tourism growth can occur through simply ensuring that seasonal demand fluctuations are met, and that new opportunities which may present themselves within this market are capitalised upon. Comment by C. Michael Hall: volatility

Attracting repeat visitation from the New Zealand visitor market is not only about providing value for money, b Comment by C. Michael Hall: Random break!

ut also following current market trends in terms of what types of attractions tourists would potentially patronise during future visits. In the light of this it is important that further special event tourism activities are developed, funded and supported, for it is these unique events that not serve to attract both new visitors and repeat visitation, but are also create a lasting, and hopefully positive, impression of the destination itself.

References

Alonso, A.D., & Liu, Y. (2010). Wine tourism development in emerging Western Australian regions. International Journal of Contemporary Hospitality Management, Comment by C. Michael Hall: Should be in italics Comment by C. Michael Hall: No volume or page numbers. In some formats DOIs may also be provided

Hall, C.M. (2007). Tourism in Australia: Development, Issues and Change (5th ed.). Pearson Education. Comment by C. Michael Hall: In wrong place – references must be in alpabetical order

Comment by C. Michael Hall: Space should not be here

Australian Bureau of Statistics (2014).Overseas Arrivals and Departures: June 2014. http://www.abs.gov.au/ausstats/[email protected]/products/961B6B53B87C130ACA2574030010BD05

Australian Government Department of Resources, Energy and Tourism. (2014). Australia’s inbound tourism statistics. http://statistics.unwto.org/sites/all/files/pdf/australia_inbound01.pdf

Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146-158. Comment by C. Michael Hall: Reference in wrong alphabetical position

Bradley, G. (2013, May 16). Emirates, Qantas alliance approved. The New Zealand Herald. http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10883919

Department of Immigration and Border Protection [DIBP]. (2014). Overseas arrivals and departures statistics. http://www.immi.gov.au/pub-res/Pages/statistics/overseas-arrivals-and-departures.aspx Comment by C. Michael Hall: Indented when it shouldn’t be

Divsekera, S. (1995). An econometric model of international visitor flows to Australia . Australian Economic Papers, 34, 291-308. Comment by C. Michael Hall: Should be in plain text. Comment by C. Michael Hall: This is the name of the serial – should be in italics

Getz, D., & Brown, G. (2006). Critical success factors for wine tourism regions: A demand analysis. Tourism Management, 27(1), 146-158. Comment by C. Michael Hall: Note inconsistent spacing to next reference

Hall, C.M. (2010). Crisis events in tourism: Subjects of crisis in tourism. Current Issues in Tourism, 13(5). Comment by C. Michael Hall: Page numbers missing

Hall, C.M., & Sharples, L. (2008). Food and Wine Festivals and Events Around the World. Routledge. Comment by C. Michael Hall: Should be (Eds.). – book was edited

Morley, C.L. (1998). A Dynamic International Demand Model. Annals of Tourism Research, 25(1), 70-84. Comment by C. Michael Hall: The title of the manuscript has every word with a capital, however other references are in lower case – you need to be consistent with presentation

Reid, L., & D. G. (2008). Distribution channels for New Zealand outbound tourism. International Journal of Tourism Research, 577–592. Comment by C. Michael Hall: No volume number – possibly reference was just cut and pasted from Google Scholar without being read!

Seetaram, N. (2012). Immigration and international inbound tourism: Empirical evidence from Australia. Tourism Management, 33(6), 1535-1543.

Tourism Australia. (2014a). New Zealand Market Profile. http://www.tourism.australia.com/documents/Markets/MarketProfile_NZ_May14.pdf

Tourism Australia. (2014b). Tourism Australia’s Quarterly Market Update. http://www.tourism.australia.com/documents/corporate/Report_QMU_November2014.pdf

Tourism Australia. (2014c). Tourism 2020: Achieving Australia’s tourism potential. http://www.tourism.australia.com/statistics/tourism-2020.aspx

.http://www.tourism.australia.com/documents/Statistics/Consumer-demand-project-NZ.pdf Comment by C. Michael Hall: Text and information missing – author? Date etc?

Tourism Economics. (2014). Tourism Decision Metrics. http://www.tourismeconomics.com/travel-forecasting/tourism-decision-metrics Comment by C. Michael Hall: Different font

Tourism Research Australia. (2013a). Tourism Forecasts: Spring 2013. http://www.tra.gov.au/documents/Forecast_Spring_2013_FINAL_25Oct13.pdf

Tourism Research Australia (2013b). International Visitor Survey. http://www.tra.gov.au/documents/ivs/IVS_onepager_Sept2014_FINAL021214.pdf

Tourism Research Australia (2014). Tourism Forecasts: Autumn 2014. http://www.tra.gov.au/documents/forecasts/Tourism_Forecasts_Autumn_2014_FINAL_18062014.pdf

http://www.virginaustralia.com/nz/en/plan/destinations/flights-to-christchurch/ Comment by C. Michael Hall: Author missing

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