Recruitment challenges

Would tourists be interested?

In the planning stages of the Visitor Tracking project we had no idea whether or not approximately 500 tourists would consent to participate. Would tourists allow us to track their every movement?! Would they even give us their attention long enough for us to convince them?! The team was sceptical: after all, we all know what it’s like to arrive after a flight, or series of flights, to a new destination, tired, stressed and keen to get away from the airport as quick as possible and get on with the holiday!

We considered advertising in inflight magazines, but it was too expensive. We considered sending staff to Sydney and Melbourne departure lunges to hand out flyers and “warm up” incoming tourists to the idea – those interested could then present themselves at our counter in the arrivals area at Hobart and Launceston Airports. After careful consideration, this option was dismissed, again because of cost.


How we collected our data

What we wanted

The Visitor Tracking team wanted two key types of data: (1) GPS data to see precise travel information, such as route travelled and time spent at particular locations, and (2) demographic data. We could then overlay these two data types and break down visitor behaviour by cohorts, allowing us to examine patterns by, for example, country of origin, reason for visiting Tassie, and mode of travel throughout the state. We also wanted a survey to be undertaken by those participants who visited Freycinet National Park.


Visitor Tracking in Tasmania – first phase finishing up

Welcome to our inaugural Sense-T Visitor Tracking blog! We are so excited to share with you information about the successful first stage of this ambitious project! To kick off, today we’ll provide you with a potted rundown of the project so far. Subsequent blogs will concentrate on discrete topics.

The Visitor Tracking project is a world first. Never before have so many tourists been tracked via GPS for such long periods of time. So far 472 interstate and international tourists around Tasmania have been tracked over late summer and early autumn 2016. The project is a Sense-T project, funded by the Australian Government through the Tasmanian Jobs and Growth Plan.