TOURISM CONCEPT DEVELOPMENT

Our approach commences with insights gathering through:

• review of previous works

• time exploring destinations and locations

• conversations with locals and people close to the opportunity

• original research with our partners BDA Marketing Planning to profile the priority traveller and explore destination awareness and perceptions.

• assessment of other tourism experiences in the region and across Australia or the world

This rigorous and consumer driven process informs the next stage of Ideation.

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The ideation stage engages specific professionals such as interpretation, food professionals and architects to apply stage one insights to form a selection of potential tourism opportunities in line with the project brief. Each idea is then placed through a series of internal filters such as meeting the project brief; aligning with traveller needs; potential for competitive advantage; operational realities and difficulty of development. This process forms our final concepts for stage 3, Consumer Demand Forecasting.

One core concept is selected for demand testing and the eventuating Business Case.  This task engages BDA Marketing Planning to reach out to the stage 1 identified priority travellers and test their appeal and intentions around the new concept. In additional to overall appeal the concept is tested to understand the importance of different project components and price sensitivity. All concepts are tested along side of directly competing experiences so feedback and response is gathered in the real world competitive context. From this investment comes demand forecast by month for visitors and revenue.  For more detail around the Evolve Demand Forecasting method click here.