2021-03-09 P&E Agenda - Item 5 - Attachment 1 - Noosa Trail Masterplan

    Market Segmentation Comparison
    When assessed against the segments of the key
    markets identified by Tourism Australia7 it can be
    seen that the two types of trail tourists (‘Destination’
    and ‘On Holiday’) share many common traits.

    Market Motivators and Needs
    Depending on the market, different motivators and
    experiences will be placed as the primary decision
    for engaging in the activity. Different user groups are
    driven by varying motivators, depending on whether
    or not they are undertaking travel or using the trails
    for recreation.

    Further research is required to understand the
    primary motivators for travel for all trail activities.
    The needs of the various markets will be different for
    different trail user groups and need to be considered
    when developing a location. Broadly, the primary
    motivators are controllable factors that influence
    destination choice, and can include:

    Diversity: a large quantity and variety of trail types
    and classifications located in varied terrain and
    topography.

    Uniqueness: iconic, memorable and fun
    experiences in a unique setting. Typically, in a natural
    landscape, with high visual and emotional value and
    often connected to an attraction.

    Quality: a range of high-quality experiences,
    predominantly on purpose-designed tracks. Also
    relates to the provision of quality information,
    services and infrastructure.

    Accessibility: trails located within close proximity
    of residences and short-stay accommodation. Also
    relates to the provision of cohesive, well-signed,
    mapped and promoted trails. Connectivity to other
    trails, transport, services and infrastructure increases
    accessibility from the trails. Visitor services to
    improve accessibility for less experienced users.

    Community: an established user group community
    offering market credibility, a sense of belonging and
    camaraderie through events, volunteer support
    and social engagement.




    7 www.tourismaustralia.com




NOOSA TRAIL MASTERPLAN | APRIL 2020                            22