Research

This section draws on the research projects that have been commissioned to inform the DestinationQ forums and related projects. Keep an eye out for information about new studies and insights on our Twitter feed #tourismresearch.

Over recent years, efforts under the DestinationQ partnership have focused on putting the visitor at the centre of how we create experiences that excite and delight our guests and turn them into advocates for our destinations. This has led to new research into what consumers are looking for when they travel, what influences their  perceptions of value for money, and the desire for authentic experiences that generate an emotional connection. 

2015 DestinationQ Forum – Keynote presentations

Visit the 2015 forum page to hear direct from the researchers:

  • Mark Sundquist, Partner at FiftyFive5, delivered research findings on what domestic travellers are looking for and how Queensland can win against competitor destinations.
  • Sarah Mathews, Head of Destination Marketing at TripAdvisor, shared new insights on how travellers rate Queensland and how influential your review is on other consumers' travel decisions. Sarah’s presentation was underpinned by a research project commissioned by DTESB about how consumers are rating Queensland products and experiences compared to other countries and Australian States and Territories over time. The report is also available on the 2015 forum page.
  • Duane Knapp, Chairman and Founder of BrandStrategy Inc. further developed delegates understanding of the Promise and shared his experiences from engaging with Queensland destinations over the past 12 months.
  • Fiona Caulfield, creator of Love Travel Guides, challenged delegates to extend their thinking about what it takes to inspire guests and move from 'like' Queensland to 'love' Queensland.

2014 DestinationQ Forum – Research reports

Four research reports were commissioned to inform the 2014 DestinationQ Forum. Here is a short clip introducing these projects:

Voice of the operator study

Outcomes from regional workshops with Queensland operators to identify what motivates them, and what are the barriers and enablers for innovation and investment in their product. Read more...

Voice of the consumer study

A study of what travellers to Queensland are saying on social media about what makes a quality experience from their perspective. Read more...

Industry lifecycle study

An analysis of patterns of investment in Queensland's tourism product and where our accommodation rooms sit in the product lifecycle spectrum.  Read more...

Destinations best practice

A look at international best practice ink growing destinations and how this could be applied in Queensland. Read more...

2014 DestinationQ Forum – Keynote presentations

Check out what our keynote speakers at the 2014 DestinationQ Forum said about how the customer drives innovation, the role of advertising and best practice in destination development.

Tourism workforce profile

The Queensland tourism workforce profile report combines data from Tourism Research Australia (TRA) and the Australian Bureau of Statistics (ABS) to provide valuable insights into the state's tourism workforce. Read more...

Megatrends for Queensland tourism

A foresight study identifying the megatrends likely to affect Queensland tourism over the next 20 years. These megatrends point to the changing economic, social and environmental circumstances that affect people's travel choices. Read more...

Social media

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