Task: Your task is to conduct secondary research and customer experience design thinking to the design brief provided. You will read the provided brief carefully and determine and conduct the best secondary research design to ensure you get the customer and market insights you need. Use Harvard referencing for citations and provide a reference list. Further Instructions below
Design Brief: Head of Global Brand and Consumer Marketing at Visit Victoria Ben Knighton.
Visit Victoria primary demand generating organization responsible for trying to get tourists and visitors into Melbourne and Victoria. Do that through 3 things: destination marketing, acquisition of major events, and acquisition of business events in the city.
Question to work: how might the official visitor guide best support Chinese & Indian tourist journeys into Melbourne?
What’s the Visitor guide: it’s a quarterly publication they create that gives all of the best things that are happening in Melbourne and Victoria in that quarter. Includes things like what’s on section latest shows included, best restaurants, best places to get a drink, art & cultures, family friendly experiences, map, pieces of inspiration on what to do in Melbourne & Victoria.
Why target Indian & Chinese tourists: China & India are 2 of the most important international markets into Victoria. Pre pandemic Chinese tourists made up more expenditure than the next ten countries combined, and India is the fastest growing international marketing bringing tourists to Victoria.
Question importance: because they want the guide to be a really useful tool for visitors when they arrive. Its only created in English, only handed out in airport.
Think about: the journeys that Indian & Chinese tourists might take into Melbourne, consumer journey and think about where would a guide like this be helpful, and what content can be included that would make it really relevant to the audience and give them a tool that really helps them get the best out of their stay when they’re in Melbourne and Victoria.
Link to Visit Victoria official visitor guide: https://www.visitmelbourne.com/features/official-visitor-guide
Secondary Research:
Examples of secondary data to collect data from:
Key questions to consider for secondary research:
INSIGHTS FROM SECONDARY RESEARCH
Your insights should show what is most relevant for your understanding of Customer experience design. Some guiding questions are:
In today’s globalized world, tourism plays a pivotal role in driving economic growth and cultural exchange. Melbourne and Victoria, under the auspices of Visit Victoria, have been avidly working to attract tourists, with a specific focus on Chinese and Indian markets due to their substantial economic potential. The task at hand is to enrich the official visitor guide to best cater to the needs and preferences of Chinese and Indian tourists. To achieve this, comprehensive secondary research has been conducted to gain insights into the nuances of these two markets, their behaviors, and their expectations.
The Chinese and Indian markets stand out as significant contributors to Victoria’s tourism industry. Chinese tourists have historically exhibited a strong affinity for Melbourne, making up a substantial portion of the tourism expenditure. On the other hand, Indian tourists are emerging as a rapidly growing market segment, signaling immense potential for future growth. Understanding the demographic and psychographic characteristics of these audiences is crucial for tailoring the visitor guide effectively.
For the Chinese market, the primary demographic factors include age, income, and travel preferences. Chinese tourists often belong to the middle to upper-middle income bracket, with a preference for high-end experiences. They tend to travel as families or groups, making family-friendly activities and accommodations a priority.
Indian tourists, on the other hand, span a wide range of demographics. They can be families seeking cultural experiences, young professionals exploring the nightlife, or heritage enthusiasts interested in historical sites. Catering to these diverse demographics is essential for the success of the visitor guide.
Chinese tourists often value luxury, safety, and convenience. They are avid shoppers and appreciate high-quality products. Chinese tourists are also more likely to engage in group tours and organized activities.
Indian tourists are driven by cultural experiences, seeking to explore the local history, cuisine, and arts. They tend to be budget-conscious, looking for value for money. Additionally, Indian tourists often visit friends and relatives, emphasizing the importance of family-friendly experiences.
Understanding the cultural nuances and preferences is pivotal for creating a guide that resonates with these audiences. For instance, including information about Chinese-friendly shopping destinations, authentic Indian restaurants, and cultural events that celebrate their heritage can significantly enhance the guide’s relevance.
Considering the context in which these tourists operate is vital. Chinese tourists, for instance, may face language barriers and might appreciate essential information translated into Mandarin. Indian tourists might seek vegetarian dining options, showcasing the need for diverse culinary suggestions.
Investigating previous visitor guides and materials, as well as analyzing successful initiatives in other regions, can provide insights into best practices. Assessing the competition in the form of other travel guides and digital platforms can guide the visitor guide’s differentiating factors.
Studying the efficacy of past efforts in catering to these markets can provide valuable lessons. What worked well and what fell short can inform the design of the enhanced visitor guide.
Hidden assumptions within the studies should be acknowledged and addressed. Cultural stereotypes and biases could inadvertently influence the design. It is crucial to avoid such pitfalls through accurate and in-depth research.
In conclusion, the task of enhancing the official visitor guide to better serve Chinese and Indian tourists involves a comprehensive understanding of their demographics, psychographics, cultural preferences, and behavioral characteristics. The guide should transcend language barriers, resonate with cultural values, and provide practical insights to maximize their experiences in Melbourne and Victoria. Through diligent secondary research, Visit Victoria can create a guide that becomes an indispensable tool for tourists from these vital markets.
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