Case study : Tourism New Zealand - Using research to activate the ‘Active considerers' - Jan Charbonneau

Questions

1. Critically evaluates Tourism New Zealand decision to use the same research approach secondary research and online surveys in each key market.

2. Highlight issues that you believe the researches might have faced across the different key market and how you believe these could be overcome.

3. Critically evaluate Tourism New Zealand's decision to shift the bulk of its budget to digital channels.

4. Assume that Tourism New Zealand has identified the Middle East as an 'up and coming' tourist market, assumes there is a sufficiently large active considerers segment there and wants to expand its Active Considerer research to include the Middle East. Identify the potential impact of PESTLE factors on the research process.

5. Tourism New Zealand has developed one marketing campaign around the tagline 'Escape your everyday life-spend time in New Zealand's adrenaline capital Queenstown' and another ‘100% safe, 100% fun, 100% YOU' specifically for Chinese Active Considerers. They have asked your recommendation as to which one would be the most appropriate-and why?

Assuming Tourism New Zealand implements your recommendation, what research would you suggest they conduct to determine whether or not it is effective?