Journal of Vacation Marketing Volume 14 Number 1 Profiling four wheel drive tourism markets for desert Australia Andrew Taylor* and Bruce Prideaux Received (in revised form): March 2007 Anonymously refereed paper *School for Social Policy and Research, Charles Darwin University, Darwin, 0909 Australia Tel: +61889466536; E-mail: [email protected] Andrew Taylor is a researcher and lecturer located with the School for Social Policy and Research at Charles Darwin University. His research interests include tourism informatics, desert tourism, four wheel drive tourism and blogs for tourism. He has published widely in Australia and internationally on these topics. Bruce Prideaux holds the Chair of Marketing and Tourism Management at the Cairns campus of James Cook University. In an academic career spanning 14 years, Bruce has been an active researcher publishing over 100 journal articles, book chapters and conference papers. He has a diverse range of research interests including tourism transport, heritage, destination development, diffusion of research, seniors, drive tourism, backpackers, desert tourism and, more recently, futures research. ABSTRACT KEYWORDS: desert tourism, four wheel drive tourism, segmentation, self-drive Sales of four wheel drive (4WD) recreational vehicles in Australia continue to grow at a faster rate than for other vehicle types. Meanwhile anecdotal reporting suggests there is a growing demand for 4WD tourism experiences to Australia’s desert areas. To date there has been no segmentation of 4WD tourism markets and this has encouraged destination marketing organizations and product developers in desert areas to adopt a broad-brushed approach for attracting visitors. In this article we present findings from focus groups and surveys of 4WD enthusiasts conducted at large 4WD shows to propose a segmentation of the market. The findings emphasize that the market is not homogeneous. For desert areas, the Explorer-traveller segment expresses a high favourability for trips there; however, other segments are important. Those directly and indirectly involved in 4WD tourism should benefit from applying this understanding to develop products and experiences which reflect the motivations and experiential aspirations of their target segments. INTRODUCTION A significant proportion of the Australian land mass can be considered as desert. While a range of definitions are possible, Geoscience Australia1 reports that land areas officially titled ‘desert’ account for 18 per cent of the Australian continent and that around 70 per cent of the continent receives less than 500 mm of rainfall per annum, classifying it as arid or semi-arid land. The environmental and landscape characteristics of Australia’s deserts are varied along with the flora and fauna they host. Amongst the named deserts there are landscapes of shifting red sand dunes, like the Simpson Desert which traverses three state boundaries, extensive gibber (stones) plains (Sturt Stony Desert) and massive saline lakes found in the Gibson and Tirari Deserts. Even within individual deserts, flora and landscapes can be Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Journal of Vacation Marketing Vol. 14 No. 1, 2008, pp. 71–86 & SAGE Publications Los Angeles, London, New Delhi and Singapore. www.sagepublications.com DOI: 10.1177/1356766707084220 Page 71 Profiling four wheel drive tourism markets for desert Australia highly varied in their types and distribution. From a tourism perspective, imagery of desert landscapes and attractions are used by marketers to evoke aspirations for ‘getting away from it all’ and exploring, particularly in international markets.2 Remoteness from major population areas is another major feature of Australia’s deserts. The Accessibility/Remoteness Index of Australia3 is based on road distance measurements from 11,879 populated localities to the nearest service centres. It reports that, although less than three per cent of the Australia’s population resides in remote or very remote locations, these areas account for around 70 per cent of the total land mass. Distances to key source and product markets mean that economic activity, outside of the mining sector, is typically small and fragmented. Businesses are invariably less than 20 employees and the ability of these to influence broader economic outcomes is very limited.4 Tourism has consequently been widely viewed as an avenue for economic development in desert regions in spite of the marginal economic conditions found in many of these. In recent years there has been a substantial growth in four wheel drive (4WD) vehicle ownership in Australia with sales of 4WD vehicles exceeding general vehicle sales by a magnitude of 2.5.5–6 Concurrently, anecdotal reporting suggests there is a strong and growing demand for 4WD leisure-based experiences in a range of environments, and in particular desert regions.7–8 The growth in the source markets for 4WD travellers and the opportunity for them to travel into Australia’s vast desert regions has created the potential for desert communities to gain economic benefits by developing new tourism experiences for this sector. However, to date there has been little research into the 4WD market either in Australia or other countries. The relative importance of the 4WD sector to some destinations is apparent from the finding that more than a third of all visitors to the Northern Territory between 2000 and 2004 travelled in a 4WD vehicle on their trip.9 The potential for continued growth is Page 72 evident from growth in memberships to 4WD clubs. In Victoria, for example, memberships to 4WD clubs grew by around 90 per cent in the past five years but this may represent as little as five to ten per cent of the total 4WD ownership market in that State.10 Carson and Taylor11 found that the market for desert 4WD leisure trips may be one area of particular importance and a source of additional income for the marginalized economies of many desert areas. A scan of 4WD consumer magazines by the authors shows around half of the commercial advertisements for 4WD vehicles, parts and accessories leverage off desert images or highlight the competency of the product in these environments.12,13 In recent years there has been an intensification of public sector investment and collaborative initiatives to develop themed touring routes and to promote iconic tracks as part of a broader policy to develop selfdrive and 4WD tourism. Deserts and desert ‘tracks’ (historically significant and iconic roads which are generally non-bituminized, such as the Strzelecki Track) are increasingly portrayed as destinations in their own right and have gained widespread publicity in travel magazines, 4WD magazines, on television travel shows and in tourism marketing collateral.14 Numerous examples of collaborative activity around individual tracks (and ‘ways’) exist in the context of desert and remote areas including the Red Centre Way15 (Northern Territory) and the Outback Way16 (traversing Queensland, the Northern Territory and Western Australia). In her examination of the requirements for the successful development of themed touring routes Hardy17 emphasized the need for a clear match between products and consumer needs. Clearly, the lack of baseline consumer research on the 4WD tourism market needs to be addressed. For desert destinations key research questions exist on how to identify the markets for 4WD travel to desert areas, what aspirations are inherent in these, and how these translate to desired experiences for trips. Market segmentation is a commonly used method for understanding tourism consumer Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Taylor and Prideaux preferences and needs. The role of segmentation is to develop marketing, product positioning and product development strategies according to identified target markets.18 Its application extends to, amongst other things, destination marketing, the development of targeted products and the instigation of targeted tourism management strategies.19 Segmentation can highlight the types of products consumers are seeking at the prices they are prepared to pay. In the tourism literature, segments are usually based on idealistic views about the expectations of rewards from certain experiences or activities which express themselves as common behavioural characteristics.20 To be useful, segmentation must reveal groups which are recognizable, can be quantified, and are of sufficient size relative to the overall market to warrant attention.21 This article will identify a number of specific desert 4WD segments based on findings from a mixed methods research approach. SEGMENTING 4WD TRAVELLERS – AN IMPORTANT BUT DIFFICULT TASK Diss-aggregation of the self-drive market using segmentation approaches presents particular challenges. Part of the reason is that distinguishing a relationship between a destination and the types of holiday experiences self-drive tourists are seeking is becoming increasingly difficult.22 Contributing to this are changes in the processes self-drive travellers use to construct their overall holiday experience. Where in the past, holiday experiences were largely built on the consumption of products and services at a destination, self-drive tourists are increasingly using an amalgam of destinations, drive routes and the products offered along the way to create a new form of holiday experience.23 The willingness of contemporary travellers to combine aspects of business and leisure on individual trips is another complicating factor.24 Leisure travellers in 4WD vehicles are a sub-set of the overall self-drive market, which accounts for about 70 per cent of all overnight leisure trips in Australia.25 It is therefore surprising that relatively little research has been undertaken into the drivetourism market.26 While some research on the identification of segments in the selfdrive market exists27 there has been no equivalent research on 4WD travellers. Similarly, the influence of transport modes, nodes and the organization of the transportation system for the development of destinations has been addressed,28 but not in the context of 4WD self-drive tourism. Carson and Taylor29 proposed that clear market insights, such as those which might be provided by segmentation, are a pre-requisite for establishing and sustaining the competitiveness of destinations which attract or wish to attract 4WD travellers. As a technical process, segmentation of 4WD markets requires a common definitional basis against which the preferences and characteristics of individuals can be compared. Carson and Taylor30 suggested that a rubbery and diverse relationship is observable between the 4WD vehicle, trip experiences and the consumption of product. Because of its ability to transport tourists to places where they can have 4WD-related experiences, as well as experiences that are otherwise generally available, a 4WD vehicle can be seen as the conduit for trip experiences as well as potentially fulfilling the primary motivations for the trip. This complicates the task of delineating the motivations and preferences of different segments of the market. There is, for example no existing research that suggests that particular groups of 4WD travellers favour particular groupings of trip attributes. Some psychometrically based classifications of 4WD vehicle owners have been developed31 but not on the basis of their leisure-based requirements for trips. This, and other similar reports, have lacked academic rigour since the thrust of their arguments have tended towards supporting a particular viewpoint such 4WD vehicles and their drivers as detrimental to society and, in particular, to the physical environment. Research of this nature has compared the attitudes and characteristics of 4WD vehicle Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 73 Profiling four wheel drive tourism markets for desert Australia owners to other vehicle owners, rather than looking for differences in the attributes and preferences of 4WD owners themselves. In addition to the absence of a common definition of 4WD tourism32 there are methodological issues surrounding the definition of a 4WD vehicle itself and what constitutes a 4WD trip. State and Territory authorities with responsibility for the registration of vehicles do not do so based on the capacity for off-road handling. For example, popular models such as the Toyota Land Cruiser, Nissan Patrol and Mitsubishi Pajero are classified as light vehicles (i.e. weighing less than the prescribed tonnage for trucks) when they are registered in Victoria.33–34 Exacerbating the problem manufacturers provide consumers with a choice of options for individual models. The latest model of the Ford Territory, for example, is described by the company as a ‘recreational 4WD’ but is also available as a rear wheel drive (i.e. two wheel drive) only model.35 Overlaying these issues with the situational contexts in which 4WD trips occur highlights the complexity of developing an accurate definition of a 4WD trip for the purpose of market segmentation. Attributes for consideration in defining the scope of 4WD trips include those related to the vehicle and where it is taken, as well as those which describe the presence and importance of 4WD driving (where all four wheels are engaged by the drive train) segments of the overall trip. In relation to the former, aspects such as traversing particular road surfaces, driving on particular roads or tracks, the use of particular vehicle features, use of recovery equipment, engaging certain gear ratios, or a combination of these may be considered. In relation to the prominence of 4WD driving on the overall trip, considerations include describing the main purpose of the trip, main form of transport, the travel party type, the proportion of the trip spent 4WD driving, whether the vehicle was driven off the bitumen, and participation in 4WD driving activities. What evolves from this discussion is that it may be entirely feasible to suggest there are several ‘types’ of 4WD trips. These are likely Page 74 to incorporate multitudes of combinations of activities, experiences, levels of organization around itineraries, travel parties and vehicle types. Hence, a segmentation based on trip characteristics alone may be deficient. Considering this, a starting point might be a bi-variable typology placing trips on a continuum based on combinations of the trip party and attributes of the vehicle. It can be established through promotional materials, for example, that tours on 4WD tour buses are relatively organized (i.e. maintaining a predictable and consistent itinerary) and are largely based around products or attractions, rather than experiences. Conversely, independent 4WD travellers on single-vehicle trips are likely to pursue a less formal itinerary and place greater importance on obtaining desired experiences and undertaking preferred activities during the trip. On this basis, it may be possible to map the most common types of trips taken by 4WD travellers as illustrated in Figure 1 using formal/informal and experience based/ product based scales. However, while the trip typology illustrated in Figure 1 is useful for understanding interrelationships between some of the attributes of 4WD trips and their itineraries, it does not facilitate the holistic understanding of common characteristics and the desires of the 4WD traveller necessary for segmentation. For the purposes of this research the following definitions were adopted: 4WD vehicle – A vehicle with drive train components and user functionality enabling all four wheels to be engaged (can include All Wheel Drive (AWD) or 4WD vehicles). 4WD driving – a) Operation of the vehicle during which all four wheels are engaged through the drive train. b) Operation of an AWD vehicle on terrain which would be inaccessible to two wheel drive vehicles. 4WD traveller – A person who has been or is on a trip where the primary motivation is for leisure or leisure-related activities and where the trip includes segments of travel in a 4WD vehicle. 4WD trip – A leisure trip where at least one segment was in a 4WD vehicle irrespective Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Taylor and Prideaux A trip party/vehicle based typology of 4WD trips of whether that vehicle was driven off bituminized roads or whether 4WD driving was undertaken. 4WD tourism – the aggregation of 4WD trips and their attributes as well as the economic, social and environmental interactions and impacts attributable to these. Outback – This is a term commonly used to describe regions of Australia that are located away from the coast and inland of dividing mountain ranges. Deserts fall within this definition. With this in mind, this article reports research to establish a segmentation of 4WD travel markets. METHODS Given the lack of previous research on 4WD tourism the researchers required a mixed methods research approach. In the initial phase two focus group sessions with 4WD enthusiasts were conducted. In the second phase quantitative research was conducted using interviewer based surveys at three major 4WD shows. Figure 2 summarizes the Figure 1 research framework which underpinned the segmentation work. The findings of the focus group discussions were used to build the bank of questions used in the second phase surveys. Two focus groups were held in Melbourne in February 2006 with members of 4WD clubs. As a research method, focus groups were appropriate for both obtaining insights into the motivations, attitudes and expectations of 4WD travellers and for directing the content and structure of the questionnaires subsequently administered at 4WD shows.36 Focus group attendees were sourced by 4WD Victoria and participated in two separate groups comprised of nine and seven participants. A mix of ages and living arrangements were represented in the groups, although mature couples were the most prominent. Participants were asked to provide a written answer to each question and were then led through a facilitated discussion based on their answers. Discussion on individual questions followed with participants giving written responses. The aims of this approach were twofold; to report baseline data on the characteristics, motivations, Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 75 Profiling four wheel drive tourism markets for desert Australia Figure 2 Page 76 Segmentation research framework Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Taylor and Prideaux trip preferences, planning activities and attitudes of 4WD travellers and; to help test the following hypothesis: H1: That segments of 4WD travellers can be identified based on combinations of variables relating to: • Demographics • Trip motivations; • Trip preferences and characteristics; and • The relative importance of 4WD driving as an activity. Content analysis was used to identify recurring themes such as motivations in the written and recorded records of the meetings. In the second stage of the research, survey instruments were developed from information obtained from the focus groups. A pilot questionnaire was developed and tested for appropriate discourse, internal consistency and sequencing. The resultant questionnaires were administered by trained interviewers at the Victorian 4WD Show (February 2006 at Wandin, Victoria), the National 4X4 Show in Brisbane (April 2006) and the National 4X4 Show in Sydney (June 2006). The survey instruments consisted of single and multiple-response multiple-choice questions. Questions which related to 4WD trips, 4WD driving and 4WD vehicles were left to the respondent to interpret definitionally, although some questions provided specific definitional frames including those about trips where the respondent went off the bitumen and engaged 4WD. Interviewers were briefed by researchers and provided with a set of interviewer instructions. No more than three interviewers operated at any one time and these were based at the 4WD Victoria stall (for the Wandin show) or the Hema Maps stall (Brisbane and Sydney). Show attendees who visited these stalls were approached on an opportunistic basis without reference to any visibly distinguishing attributes such as age, gender, or general appearance. Interviewers were required to read out a pre-interview introductory statement and obtain verbal permission to conduct an interview. Once verbal permission was obtained to proceed, the formal interview commenced. If verbal permission was not obtained, no data was recorded. This sampling approach yielded 640 completed interviews, with respondents ranging from their late teens to eighty years of age. As one of the aims of the survey was to generate baseline information for analysis and segmentation, the focus of the research topics (domains) was on understanding the characteristics, motivations and trip preferences of 4WD travellers to identify segments. A set of core questions was therefore maintained across the surveys; however, the opportunities to address different research areas were also taken. For example, at the Sydney show, questions were included on respondent attitudes towards 4WD vehicle ownership and the extent to which the owner is prepared to take their vehicle off bituminized road surfaces. Table 1 outlines the research domains for each study. Data was scanned into statistical databases using proprietary survey automating software and then analysed and data-mined using SPSS. The results of low-level quantitative analysis of the datasets from interviews at the three shows were triangulated with the author’s meta-analysis of the focus groups. Firstly, analysis of the socio-demographic profile of respondents demonstrates that segmentation on this basis alone is not possible. Subsequent analysis of the motivations for 4WD trips and the common trip attributes is provided. Based on variables relating to these domains, the authors were able to interrelate these on a continuum matrix to propose 4WD traveller segments. The identified segments were tested by interrogating the entire dataset with combinations of variables considered to be appropriate for delineating whether sufficient groupings of respondents (segments) exist. RESULTS Profiling of the demographic characteristics of respondents at the shows suggests homogeneity amongst 4WD enthusiasts. More than 95 per cent were aged within two Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 77 Profiling four wheel drive tourism markets for desert Australia Table 1: Research domains for segmentation research Research Domain Demographics* Travel party types Motivations for 4WD trips Preferred/ideal 4WD trip experiences Activities undertaken on 4WD trips Negative aspects of 4WD driving & perceptions of remedial actions required Destination selection and accommodation used on 4WD trips Interactions with Indigenous communities and individuals Frequency and types of 4WD trips Length of last trip Preference for environments Trip planning and information sources Vehicle modification 4WD training and level of off-road experience Attitude to outback off-road 4WD driving Factors to encourage outback off-road 4WD driving Victorian Focus groups 4WD show National 4X4 show Brisbane National 4X4 show Sydney ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ ˇ Note: * Includes age, postcode, gender, living arrangements standard deviations of the mean age of 46 and most clustered in the 45–65 age groups. Similarly, there was limited diversity in the living arrangements of 4WD enthusiasts as more than 80 per cent lived in coupled and partnered households with children (41.3 per cent) or without children (42.1 per cent). Clearly, purposeful segmentation on the basis of the demographic profile alone cannot be achieved. Instead these must be considered collectively with variables relating to trip motivations, trip characteristics and preferences, and vehicle-use attributes. In terms of motivations for 4WD trips and the experiences which they provide, a number of psychological aspects were apparent from the focus groups and these included: • • • • • Page 78 Socializing with like-minded people; Personal discovery; Getting away from it all or from the city; Facing challenges; and Developing or maintaining friendships. The desert featured prominently in the explanations about the motivations for 4WD travel, mostly expressed through imagery of the types of experiences desert areas provide. The imagery associated with these areas was particularly strong in relation to its solitude, its open spaces with few inhabitants, its natural beauty, and the physical challenges they present. Coupled with the socially based experiences, club members indicated that they viewed deserts as highly desirable ‘places’ for members to undertake extended 4WD trips. The notion of 4WD trips providing an escape from city life and its associated routines was supported by survey results from the shows. Here, respondents were asked: ‘To me, the important aspects of owning a 4WD are:’ Almost two-thirds identified ‘it allows me to drive in challenging places off the bitumen by engaging 4WD’ as an important factor. For these travellers, this suggests that the vehicle is a means of satisfying Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Taylor and Prideaux the motivation for a challenge and for getting off the bitumen, which, as an amalgam, is likely to represent an escape from the mundane aspects of every day city life. This psychological phenomenon would certainly benefit from further research, which, other than acknowledging its existence, is beyond the scope of this discussion. A further motivational realm emerging from the research was for experiences providing a challenge to both the driver and the vehicle. At the focus groups and in the results from the Wandin survey, the High Country (which includes alpine areas and cool-climate hinterland areas) was seen to provide for experiences around shorter (generally weekend) trips in terrain (generally muddy or rocky surfaces) where the capabilities of the vehicle and the skills of the driver were likely to be tested. Interestingly, one of the aims of travelling in these types of conditions is to experience the challenge of recovering the vehicle by using specialized equipment in conjunction with skills generally obtained through formal training. Unsurprisingly this is a core activity of 4WD clubs and associations. Nearly three quarters of Wandin respondents indicated a strong preference for High Country environments suggesting there is a prominent segment of 4WD travellers who are motivated by challenging terrain to undertake short and challenging trips. A more directly observable motivational driver for 4WD trips emerged from the Brisbane show. More than half (52 per cent) of the respondents said that, more than anything, 4WD driving is about getting to places to undertake other activities. In South-East Queensland, proximity to the ocean means that fishing was a commonly nominated activity, although formal recording of this was not undertaken and is based on the author’s observations during interviewing. Around 70 per cent of these respondents said they always or usually take 4WD trips when they travel, indicating that the activity driven use of the 4WD vehicle is prominent in their overall travel itineraries and preferences. This group was far more likely to always try a new 4WD trip (region, track or destination) at 68 per cent compared to adventure seekers at Wandin (39 per cent). The significant proportion (44 per cent) of Brisbane respondents who stated that 4WD driving is about ‘getting out and about’ also suggests the presence of a psychologically driven segment, similar to that which emerged from the focus groups. At the individual level, respondents may cross between these segments over time. Summarizing the motivational drivers for 4WD trips and for the activity of 4WD driving, the research has uncovered, at the broadest level, three main push factors: 1. Psychological – where the promise of ‘getting away from it all’, self-discovery, socializing, making friends and facing challenges motivates the trip. 2. Thrill seeking – where the traveller desires adventure-based experiences associated with testing the 4WD vehicle and their own capabilities including applying a range of formal and informally obtained skills. 3. Activity driven – where the primary motivation is to use the 4WD vehicle to facilitate access to locations where favoured activities can be undertaken. Here, the trip evolves from the primary desire to undertake favoured activities. Trip preferences and characteristics Olsen37 has reported on several possible drive-market segmentations based on characteristics of the trip. These include; trip length to describe types of holidays (e.g. ‘shortbreak); number and location of stopovers to identify trip patterns; and distance travelled. Similarly, Tourism Queensland38 proposed three distinct types of travellers based on the trip characteristics and stopovers: meandering travellers (suggested to be 54 per cent of the market), stoppers (37 per cent) and point-to-point drivers (9 per cent). Variables such as trip frequency, length, lifecycle and travel party were analysed to identify possible segments. Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 79 Profiling four wheel drive tourism markets for desert Australia Trip frequency and length The median number of trips for respondents who had taken at least one 4WD trip in the past three years was eight, crudely averaging to 2.66 trips per annum. There appears to be a large group who take trips relatively infrequently with the 10th percentile at just one trip in the past three years and the first quintile at four trips. The fourth percentile at 20 trips suggests a group of 4WD travellers who take trips relatively frequently, averaging at least six trips per year. The median trip length for the single longest 4WD trip taken during the past three years was twelve days. Correlating trip frequency with length of trip provided mixed results. Of those whose longest trip in the past three years was less than five days, a substantial proportion fell within the 2nd percentile of less than nine trips. However, around a quarter (23 per cent) of those who took less than five trips and a just under a third (30 per cent) who took five to eight trips, had a trip whose length was greater than four weeks. The distribution of long trips is comparatively even amongst percentile groups for numbers of trips, indicting that there is a core group who take relatively long trips independent to the frequency of all their 4WD trips. Lifecycle effects While comments from the focus groups and in the literature suggest age is positively related to the affinity for drive holidays, our results suggest that there may be a cluster of relatively young 4WD enthusiasts who take 4WD trips relatively more frequently. Age correlation of 4WD trip frequencies and lengths shows the median age of those who took more than seven trips in the past three years to be substantially lower (43 years) than those who took seven or less at 50 years. However, the median age for those taking relatively long trips (more than 12 days) was markedly higher (50 years) compared to those who took relatively short trips of twelve days or less at 42 years. Travel parties and vehicle selection Respondents were asked to indicate the relative frequency of trips with common types of drive-tourism travel parties (see Table 2). Relatively high proportions said they never take 4WD tours or trips with clubs or associations, highlighting the dominance of trips with friends or relatives and single vehicle trips. Two thirds of those who travel with friends or relatives always or mostly do so. The domestic 4WD tourism market is seemingly dominated by trips in the owners’ vehicle with 96 per cent of respondents stating they mostly travel in their own vehicle. However, the appeal of 4WD shows to vehicle owners presents as an obvious bias for this result. Trip environments The distribution of relative preferences for particular environments is quite uniform; however, trips to the outback, rainforest and alpine areas are most highly favoured (Table 3). It is likely that there is at least some interchange between desert and outback areas since, as indicated by some of the discourse observed in the focus groups, trips to these areas are seen to provide similar Table 2: Travel parties for 4WD trips (%) Always Mostly Sometimes Never Total Page 80 Trips with 4WD tour company Club or association trips Trips with friends/ relatives Single vehicle trips 1.3 2.8 5.5 90.5 100.0 7.8 15.5 11.2 65.5 100.0 42.1 23.8 25.2 8.9 100.0 25.4 23.7 30.5 20.5 100.0 Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Taylor and Prideaux Table 3: Environments type preferences for 4WD trips (%) Desert Strong preference for 41.0 this environment Sometimes like to travel 32.9 in this environment Prefer not to travel in 26.1 this environment Total 100.0 Savannah Rainforest Other outback areas Beach Alpine 45.3 45.3 54.4 58.3 59.6 27.1 27.1 25.9 31.7 32.0 27.6 27.6 19.7 10.0 8.4 100.0 100.0 100.0 100.0 100.0 types of experiences. On this basis, it is possible to argue that, based on the more colloquial definition of ‘outback’ as encompassing desert areas, such environments are highly preferred by around 90 per cent of travellers. Environment preferences were highly dependent on interview location with 60 per cent of Brisbane respondents stating a strong preference for (regionally accessible) beach environments and 73 per cent of Wandin respondents stating a strong preference for (locally accessible) alpine areas. Triangulation of the results here demonstrates the value of some variables for differentiating the preferences, motivations and attributes of 4WD enthusiasts. Specifically, it was proposed from the results that a multivariate analysis of the variables for age, trip frequency, trip length, travel party type and environment preference would be most likely to identify like groupings of respondents. This supposition was reached through analysis of the focus group data. Consequently, three segments were proposed and then tested to establish the relevance of the supposition. lise a 4WD vehicle primarily for its ability to transport them to places where they can conduct other recreational activities including fishing, bushwalking and fossicking. They tend to repeat visits to destinations and take relatively short trips. They are motivated by the desire to undertake the activity. • Adventure-thrill seekers: This segment undertakes relatively frequent and short excursions to nearby environments which provide challenging experiences and/or test the capability of the vehicle and the skills of the driver and passengers. Modifying the vehicle is accordingly considered relatively important. This group is primarily motivated by the challenges associated with the interaction of the terrain and vehicle as well as the opportunity to apply learnt skills. • Explorer-travellers: This segment tends to go on relatively infrequent and extended trips, with a particular emphasis on desert areas. Trips are mostly with friends, relatives or club members to places decided by the group or new trips and places. We would expect Explorer-travellers to be above the median age. Their motivations are likely to include getting away, socializing and personal discovery. • Activity seekers: Recreationalists who uti- SEGMENTATION FINDINGS Two ways of looking at the findings are worthwhile: 1) assessing the proportion of the entire sample which was categorized to a particular segment; and 2) based on the distribution of respondents across individual segments. For example, only the Wandin and Brisbane shows can be analysed for the Explorer-traveller variables listed in Table 4. Hence, the latter process takes the outcomes of the source population analysis and exam- To test for representation of the proposed segments in the sample population, selected variables were scripted then interrogated using SPSS as described in Table 4. Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 81 Profiling four wheel drive tourism markets for desert Australia Table 4: Variable selections and rules applied to test for segments Variable description Explorer-travellers Trip frequency Longest trip length Club membership , median (8 trips) . 4 days Yes (optional – i.e. OR statement) Friends/relatives or club members (sometimes, mostly or always) Go wherever group decides or always a new place . 45 Travel party Trip places Age Vehicle ownership Adventure-thrill seekers , median (12 days) , median (12 days) Not members Never do tours Always the same place or have favourite trip but sometimes try new ones Own a 4WD to get to places for activities Not important or somewhat important Wandin, Brisbane and Sydney shows (n¼640) Vehicle modification Source population Activity seekers Wandin and Brisbane shows (n¼411) ines the representation in segments according to the segmentable population. The source population results provide for an interesting observation that the proportional size of each segment identifiable in the data is relatively consistent. Adventure-thrill seekers are most represented at 17 per cent of all respondents (Table 5). Meanwhile, it can be seen that the sum of the proportions of respondents who were allocated to a segment is less than half. The ideal segmentation process would yield close to complete coverage; however, there are several factors which may have contributed to the results here including: • The ‘hardness’ of rules applying to the construction of segments meaning that Important Wandin and Brisbane shows (n¼411) people with a mix of characteristics could not be directly placed into a segment; • The use of recall variables to encapsulate a 3-year period. It is likely that in-time recoding of trip information would have resulted in at least some respondents who could not be allocated to a segment being allocated; and • A fourth segment, which is not captured using the research approaches above, may exist. These are destination-focused travellers who transit from destination A to B and whose attributes and trip preferences are not sufficiently common or consistent to place them within our proposed segments. They are likely to exhibit a mix of attributes from all three segments. Olsen39 has suggested that this Table 5: Distribution of 4WD segments (%) Proportion of source population Representation within segmentable population Page 82 Explorer-travellers Activity seekers Adventure-thrill seekers 13.9 16.3 17.0 47.2 17.9 36.3 45.4 100.0 Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Total Taylor and Prideaux segment might account for around 9 per cent of the self-drive market for Queensland. Currently there is no information available which can accurately quantifying this segment of 4WD travellers. Despite this, it can be expected that testing of the supposition against populations of 4WD enthusiasts in different contexts would yield similar results to the research here. Like groupings are evident and the attributes associated with these are supported, particularly in light of the absolute nature of interrogation rules applied to individual variables. DESERT 4WD TOURISM MARKETS Returning to the contention of a growing 4WD tourism market for desert Australia, the immediate question is which segments if any express a preference for desert trips? It was suggested in formulating the segments that Explorer-travellers might particularly favour desert trips. The results support this finding them to be motivated to ‘get away’ and favouring trips to desert environments with more than half having a strong preference for trips there. Only a relatively small proportion of Explorer-travellers (14 per cent) do not like to travel in the desert (see Table 6). Augmenting this finding, more than 80 per cent of respondents at the National 4X4 Show in Sydney who stated that 4WD driving was about ‘just getting out and about’ had either been on a desert trip or said they would like to do 4WD driving off the bitumen there. While the desert is strongly favoured by Explorer-travellers, it would not be unreasonable to suggest, with important consequences for desert destinations, that the desert is an attractive environment for trips by all three segments. This is because around a third of travellers in the other two segments indicated a liking for travel there and especially amongst those aged less than 45 years as illustrated in Table 7. However, for the Activity seekers and Adventure-thrill seekers segments a substantial proportion also prefers not to travel to the desert (at 39 per cent and 32 per cent respectively). This group is comprised of younger 4WD enthusiasts who are aged less than 45 (69 per cent), the vast majority of whom are not club members (86 per cent) and who have a strong partiality for alpine areas. The living arrangements for desert enthusiasts are most likely to be with a spouse or partner and no children at home (45 per cent) for those with a strong desert preference compared to 38 per cent of the remain- Table 6: Desert preferences for segments (%) Strong preference for this environment Sometimes like to travel in this environment Prefer not to travel in this environment Explorer-travellers Activity seekers Adventure-thrill seekers 53.6 32.1 14.3 28.1 32.8 39.1 36.8 30.9 32.4 Table 7: Desert enthusiasts by age for selected segments (%) Activity seekers Adventure-thrill seekers 25–34 35–44 45–54 55–64 65+ Total 27.8 29.2 27.8 29.2 27.8 25.0 11.1 8.3 5.6 8.3 100 100 Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 83 Profiling four wheel drive tourism markets for desert Australia der. It was pointed out by several respondents in the focus groups that desert trips become more viable financially and timewise when siblings have left the home. Conversely, Activity seekers are more likely to have children living at home. CONCLUSIONS Like groupings of 4WD enthusiasts have been identified through this research. Three segments have been proposed and testing of these to determine their prevalence supports the hypothesis that segmentation of this market is possible. With exploratory research which differentiates markets for 4WD tourism lacking, these findings will assist destination marketing organizations with an interest in the sector to efficiently position themselves according to the research here. Desert communities and businesses will be pleased to learn that the research leaves little doubt that the allure of the desert is pervasive across all segments, particularly for Explorertravellers. This segment is motivated primarily by the incorporation of social activities and meeting their psychologically based aspirations. The majority of participants in the focus groups indicated that touring deserts and remote areas on relatively long multiplevehicle trips was a motivation in its own right for 4WD trips. Seemingly for Explorer-travellers the role of the desert in this respect is related as much to its natural and cultural assets as it is to the types of trips commonly taken to these areas. Moreover, some participants suggested that their reason for joining a 4WD club was to obtain the necessary information and skills to safely explore desert areas in the company of others. This presents an interesting contradiction whereby the desert is desired for its solitude but at the same time is a catalyst for developing friendships and enjoying the company of others. Importantly, with around a third of each segment having a strong preference for desert environments, Activity seekers and Adventure-thrill seekers cannot be discounted as source markets for desert tourism. Of course, Page 84 the impact of required travel distances on the frequency of desert trips for these groups cannot be ignored. Despite this, the stereotypical image of the desert as singularly attractive to meandering ‘grey nomads’ (an Australian term for retired drive tourists) is challenged. A different approach to attracting and delivering product and experiences to the segments identified is likely to be required. Activity seekers, for example, are likely to build their itinerary around iconic attractions and destinations as well as groups of desirable activities. Opportunities may exist to leverage product from their motivation to do new or challenging activities in a desert environment, such as cattle herding. Meanwhile, attracting Adventure-thrill seekers might require approaches which provide them with the opportunity to safely and responsibly challenge themselves and their vehicles in the desert. Designated 4WD adventure areas (or ‘adventure playgrounds’) are worth considering in this respect. While the pool of potential desert 4WD travellers may be growing, the research is only now beginning to identify and describe their motivations, trip preferences and 4WD preferences. The segmentation process presented in this article is a first step. The more difficult task of developing and marketing specific desert experiences and tourism products which meet the current and future needs of the various segments is apparent, requiring carefully considered research. While three segments have been proposed, we have suggested that a fourth may exist (point to point travellers) and further research into this group is necessary. In light of the embryonic nature of global knowledge on and understanding about desert 4WD travellers the implications of the segmentation work presented here should be seen as independent of discussions on the number, and even characteristics of segments. That is, the former identifies that differences exist and that the market is far from homogenous. This is unlikely to change. The latter identifies that, regardless of how many and what types of segments are identified, a dynamic range of experiences and product groupings are required to attract Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Taylor and Prideaux people from the pool of desert ‘potentials’ to becoming desert 4WD tourists. (9) ACKNOWLEDGEMENTS The authors would like to acknowledge and thank the many people who assisted in this research. In particular we acknowledge direct funding from the Desert Knowledge Cooperative Research Centre and Tourism NT through the project On Track; Hema Maps for their enthusiastic support and for allowing interviewers to be base at their stall; 4WD Victoria for the generous time and efforts of their Researcher Officer and other staff; focus group participants; volunteer interviewers; the Land Rover Owners Club of Victoria; and of course our interviewees themselves. We hope that the research is of benefit to all who are involved in 4WD tourism. REFERENCES (1) Geoscience Australia (2006) ‘Deserts’, URL (consulted November 2006): http:// www.ga.gov.au/education/facts/landforms /geogarea.htm (2) See, for example, Tourism Australia (2006) ‘Outback’, URL (consulted November 2006): http://www.australia.com/places_ to_go/outback/Prod_Map_STD1.aust?L¼ en&C¼AU (3) Australian Institute of Health and Welfare (2004) Rural, Regional and Remote Health: A Guide to Remoteness Classifications. AIHW cat. no. PHE 53. Canberra: AIHW. (4) Desert Knowledge Australia (2006) Our Outback – Partnerships and Pathways to Success in Tourism. Alice Springs, Desert Knowledge Australia. (5) Federal Chamber of Automotive Industries (2006) ‘Vehicle Sales’, URL (consulted November 2006): http://www.autoindustries. com.au/vsales.php (6) Australian Bureau of Statistics (June 2006) ‘9314.0.55.001 – Sales of New Motor Vehicles’. Canberra. (7) Desert Knowledge Australia, ref. 4 above. (8) Tourism Australia, (2006) ‘Journeys – Drive’, URL (consulted August 2006): http://travelaustralia.ninemsn.com.au/ subsection.aspx?sectionid¼2709 (10) (11) (12) (13) (14) (15) (16) (17) (18) (19) (20) (21) (22) §ionname¼journeys &subsectionid¼ 5071 &subsectionname¼ drive Northern Territory Tourism Commission (2005) ‘Northern Territory Tourism Monitor’. Darwin. Powell, Z. (2006) 4WD Victoria – Internal Datasets. Melbourne. Carson, D. and Taylor, A. (2006) The Charge of the ‘Might’ Brigade – Challenges for a Sustainable Four Wheel Drive Tourism Industry. Desert Knowledge Symposium and Business Showcase, Alice Springs, Northern Territory, 1–3 November. ACP Magazines (2006) 4X4 Australia. Issue 1. ACP Magazines (2006). 4X4 Australia. Issue 3. For example, Australian Traveller Media Pty Ltd (2006) ‘Hitting the Road – Exploring Australia’s Greatest Drives’, Australian Traveller Magazine August. Tourism NT (2007) ‘Red Centre Way’, URL (consulted March 2007): http:// www.travelnt.com/en/experience/driving/ red-centre-way.htm Outback Highway Development Council (2007) ‘The Outback Way’, URL (consulted March 2007): http://www.outbackhwy.org.au/index.htm Hardy, A. (2003) ‘An Investigation into the Key Factors Necessary for the Development of Iconic Touring Routes’, Journal of Vacation Marketing 9(4): 314–30. Powers, T. (1997) Marketing Hospitality. New York: John Wiley & Sons, Inc. Chacko, H.E. (2006) ‘Positioning a Tourism Destination to Gain a Competitive Edge’, Asia Pacific Journal of Tourism Research – special article, URL (consulted August 2006): http://www.hotel.online.com/Trends/ AsiaPacificJournal/PositionDestination. html Chacko, ref. 19 above. Horneman, L., Carter, R.W., Wei, S. and Ruys, H. (2002). ‘Profiling the Senior Traveller: An Australian Perspective’, Journal of Travel Research 4(4): 23–37. Hardy, A., Beeton, B. and Carter, R. (2005) ‘Innovation through Iterations: Improving Regional Touring Routes Through Survey Research’, in D. Carson and J. Macbeth (eds) Regional Tourism Cases – Innovation in Regional Tourism, pp. 91– 100. Altona: Common Ground Publishing. Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016 Page 85 Profiling four wheel drive tourism markets for desert Australia (23) Buhalis, D. (2000) ‘Marketing the Competitive Destination of the Future’, Tourism Management 21(1): 97–116. (24) Olsen, M. (2002) ‘Keeping Track of the Self-drive Market’, in D. Carson, I. Waller and N. Scott (eds) Drive Tourism – Up the Wall and Round the Bend, pp. 11–24. Altona: Common Ground Publishing. (25) Carson, D. and Waller, A. (2002) ‘The Nature of Drive Tourism in Australia’, in D. Carson, I. Waller and N. Scott (eds) Drive Tourism – Up the Wall and Round the Bend, pp. 1–8. Altona: Common Ground Publishing. (26) For example, Olsen, ref. 24 above and Derrett, R. (2002) ‘Drive Tourism and Special Interest Tourism’, in D. Carson, I. Waller and N. Scott (eds) Drive Tourism – Up the Wall and Round the Bend, pp. 25–31. Altona: Common Ground Publishing. (27) Olsen, ref. 24 above; Derrett, ref. 26 above. (28) Prideaux, B. (2000) ‘The Role of the Transport System in Destination Development – A General Model’, Tourism Manage- Page 86 ment 21(1): 53–63. (29) Carson and Taylor, ref. 11 above. (30) Carson and Taylor, ref. 11 above. (31) Hamilton, C. and Barbato, C. (2005) Who Drives 4WDs? The Australia Institute, Canberra. (32) Carson and Taylor, ref. 11 above. (33) Powell, ref. 10 above. (34) Federal Chamber of Automotive Industries, ref. 5 above. (35) Ford Motor Company (2006) ‘Territory Models’, URL (consulted September 2006): http://www.ford.com.au/servlet/ ContentServer?cid¼1137384168070 &pagename¼Page&c¼DFYPage (36) Krueger, R. and Casey, M.A. (2000) Focus Groups: A Practical Guide for Applied Research. Thousand Oaks, CA: Sage. (37) Olsen, ref. 24 above. (38) See, for example, Tourism Queensland (1999) ‘Road Travellers in Queensland – Holiday Planning and Information’, Brisbane. (39) Olsen, ref. 24 above. Downloaded from jvm.sagepub.com at PENNSYLVANIA STATE UNIV on May 11, 2016
© Copyright 2024 Paperzz