DISCUSSION
Section one – General Characteristics and Trends
• Discuss the general characteristics and trends of the international tourism market in New Zealand.
• Here’s the information you should include in this section:
o Include information for the years 2014, 2015, 2016, 2017.
o How many people travel to NZ annually?
o How long do people generally stay visiting NZ? How much do they spend? (9 principal markets) In total? Average?
o Why do people travel to NZ? What is their purpose for travel?
o Explain some key ways the international market has changed between 2014 and 2017 You can look at changes or trends in any or all of the categories above.
Section two– Individual Market – Summary of Key Information
o Make and introduce two tables that contains the following information about your particular country for the years 2014, 2015, 2016, 2017:
Table 1 – Annual Data (2014-2017)
o The total number of arrivals in NZ from your country for each year
o The total number of all international arrivals in NZ (this info. should also be in your Section 1)
o The percentage of the total number of visitors to NZ that arrived from your country each year
o The total expenditure by visitors from your country
o The total expenditure by all 9 principle markets (this info. should be in your section 1)
o The percentage of total expenditure attributed to visitors from your country.
o The average expenditure per visitor from your country.
o The average expenditure per visitor for all international visitors (this info. should be in your Section 1)
o The rank of your country among the 9 principle markets for expenditure, where 1 is highest and 9 is lowest.
Table 2 – December only Data (2014-2017)
o The total December arrivals in NZ for your country for each year
o The total December arrivals of all International visitors for each year
o The average number of nights spent in NZ by visitors from your country.
o The average number of nights spend in NZ by all international markets (this info. should be in your background section)
o The rank of your country among the 9 principle markets for avg. number of nights, with 1 being most and 9 being least.
Section three – Arrivals (Monthly Dec data)
• Discuss the main information about patterns/trends that emerge regarding arrival numbers from your market.
• Consider:
o Changes in arrival numbers over the years
o The different age groups of visitors from your country
o Compare total number of arrivals from your country with the total for all international arrivals to NZ. What percentage of total international visitors to NZ come from your country? Does this percentage change much over the years?
Section four – Expenditure (Annual Data)
• Discuss the main information about patterns/trends that emerge regarding expenditure from your market.
• Consider:
o Changes in total expenditure (amount of money spend) by visitors from your country over the four years.
o Compare total expenditure from your country with the total for all international arrivals to NZ. What percentage of total international expenditure in NZ was spent by your country? Does this percentage change much over the years?
o Changes in the average expenditure by visitors from your country over the four years
o On average, do visitors from your country spend more or less than the average international expenditure? Has this changed over the four years?
o How does the average expenditure of your country compare to the other top 9 markets?
Section five – Purpose and length of visit (December Data)
• Discuss the purpose of visiting NZ and the length of stay of visitors from your country.
• Consider:
o Changes in the average number of nights spent by visitors from your country over the four years.
o On average, do visitors from your country spend more or less than the average number of nights spent by the international market? Has this changed over the four years?
o How does the average number of nights by your country compare to the other principal 9 markets? Has this changed over time?
o Examine the purpose of visit data for your country? Why do people from your country visit NZ? Has this changed over time?
o Compare this purpose of visit data with the general international market purpose for visiting. Any key differences?
o Compare the purpose of visit data with the average length of stay data. Can you see any trends over the four years?
Section six – Places visited, attractions and activities
• Discuss the key characteristics (likes and dislikes, interests) of your inbound market.
• Consider:
o The ten most frequently visited cities/regions in each year.
o Any trends in visiting location over the four years?
o Compare the visiting pattern of your market to the visiting pattern of the international market in general over the four years.
o The 5 most popular activities and attractions in each year.
o Any trends in activity/attraction interest over the four years?
o Compare the interest in activities/attractions of your market to the general international market over the four years.
CONCLUSIONS AND RECOMMENDATIONS
Section one – Comparisons of Trends
In this section, write about any other interesting comparisons or trends you observe in the data. Do you see any patterns or trends that you think are significant?
Study your data carefully and look for comparisons between the information you have presented in sections 2, 3, 4,5.
For example, you might find a trend, over the four years, in the relationship between purpose of visit and the expenditure. Does expenditure change when the main purpose of travel changes?
Section two – Strengths and Weakness of Specific Market
Based on your Discussion and the comparisons above, what do you think are the strengths and weaknesses of your country as a market for NZ tourism?
Section three – Recommendations for targeting this market
Do you have any recommendations for targeting this particular market? Based on the trends, where should attention be placed?
Report Marking Schedule (30%)
Possible Mark Your Mark
Introduction
Clearly outlines purpose and structure of the report 5
General Market Characteristics
• Section 1
All information is provided in a clear and easy to read way; key trends over the four years are emphasized. 15
Specific Market Profile
• Sections 2,3,4,5,6
All information is provided in a clear and easy to read way; key trends for the specific market are emphasized; key comparisons to the general market characteristics are emphasized.
25
Conclusions and Recommendations
Thoughtful answers based on details of the data presented in the report. 20
Visualizations
Useful and effective visuals are used to illuminate key information. Visuals are labelled, accurate, and discussed effectively in the report body. 25
Presentation
• Report format
• Spelling, grammar and readability 10
Sample Solution
