SCRC: Tourist Visitation To The Sydney Fish Market: Understanding Opportunities And Leveraging Value
Funder
Fisheries Research and Development Corporation
Summary
The Sydney Fish Market (SFM) is a prime attraction for tourists visiting Australia. For the large and growing Chinese tourist cohort, it is a 'must see'. Tourists constitute a significant but unspecified proportion of SFM's 2.5 million-plus visitors each year. SFM has very limited market information about these visitors and what value they represent to their business - from both site-management and retail-outlet perspectives. The primary objective of this project is to help SFM develop a better ....The Sydney Fish Market (SFM) is a prime attraction for tourists visiting Australia. For the large and growing Chinese tourist cohort, it is a 'must see'. Tourists constitute a significant but unspecified proportion of SFM's 2.5 million-plus visitors each year. SFM has very limited market information about these visitors and what value they represent to their business - from both site-management and retail-outlet perspectives. The primary objective of this project is to help SFM develop a better understanding of its tourist visitor base in order to maximise returns for both SFM and its retailers. Currently, all-important information about this large consumer segment does not exist. Understanding this group's visitation motivation, purchase drivers and perceptions of its experience are key areas requiring further understanding if SFM is maximise the value of its business.
SFM is also in a unique position to support the salience of the Australian seafood industry as a whole. Recent research in the area of country-of-origin and tourism indicates that tourist visitation to a country can lead to improved preference and purchase probabilities for that country's products. Such an effect is found in the absence of specifically targeted marketing activities. Therefore, this project will also be framed in such a way as to determine how Australian seafood exporters can develop an effective pull-strategy by harnessing the potential of tourists, particularly from Asian countries such as China and Japan. As a must-see attraction for tourists SFM is a suitable conduit for testing the promotion of Australian seafood products to a large and valuable consumer cohort.
In summary, the two key overarching research objectives of this project, with particular interest in Chinese tourists, are:
1. To enable SFM to tailor effective marketing initiatives in order to enhance the tourists experience at the market, thereby leading to improved revenue and profit, including from sales of seafood products, for SFM and its retailers.
2. To guide the seafood industry in developing effective strategies to improve customer perceptions of Australian seafood. SFM provides an ideal conduit to reach these consumers.
Specific issues that this project attempts to address are:
1. What is the demographic composition of the visitor cohort (local, interstate and overseas) to SFM? 2 Which are the key drivers of tourists’ satisfaction at SFM? 3 Which initiatives can improve the tourists’ experience at the SFM? 4 Which initiatives with the tourist cohort can enhance revenue and profit for SFM and its retailers? 5 Which initiatives at SFM would enable SFM to serve as a conduit for informing and influencing consumers about Australian seafood?Read moreRead less
How does alcohol sponsorship of sport affect drinking behaviour and attitudes in at risk youth? Implications for public policy and the sport industry. This project responds to national and international research priorities by examining the controversial association between sponsorship of sport by alcohol brands and consumption behaviour in target youth and sportspeople. The research is large scale and multidisciplinary, and will impact policy development and the business of sport in Australia.
Koala Guardians: Empowering community to protect an Australian icon. There is an urgent need for innovative approaches to combat widespread decline of koalas. This project aims to develop technology, integrating behavioural change theory and community co-design, to enable the public to participate in koala conservation. This interdisciplinary initiative will harness the power of citizen science to facilitate mutually-beneficial educational interactions. Expected outcomes include the production o ....Koala Guardians: Empowering community to protect an Australian icon. There is an urgent need for innovative approaches to combat widespread decline of koalas. This project aims to develop technology, integrating behavioural change theory and community co-design, to enable the public to participate in koala conservation. This interdisciplinary initiative will harness the power of citizen science to facilitate mutually-beneficial educational interactions. Expected outcomes include the production of innovative solar-powered Bluetooth ear tags and co-designing a smartphone application that educates and incentivises users in recognising signs of koala disease and submitting sightings, by leveraging gamification, outdoor recreation and tourism. This blueprint can be adapted to assist other threatened species.Read moreRead less
Navigating New Waters: Supporting Fisheries And Aquaculture Businesses To Pursue Seafood Tourism As A Diversification Pathway
Funder
Fisheries Research and Development Corporation
Funding Amount
$135,000.00
Summary
This project is a strategic initiative to support seafood businesses in diversifying into new economic markets. Amidst evolving global challenges and the impact of Covid-19 on the seafood industry, the need for diversification is more pressing than ever. The proposed project addresses this need by providing seafood business with the necessary support and resources to diversify into a sector which boasts much potential: seafood tourism. Seafood tourism presents a practical and feasible appro .... This project is a strategic initiative to support seafood businesses in diversifying into new economic markets. Amidst evolving global challenges and the impact of Covid-19 on the seafood industry, the need for diversification is more pressing than ever. The proposed project addresses this need by providing seafood business with the necessary support and resources to diversify into a sector which boasts much potential: seafood tourism. Seafood tourism presents a practical and feasible approach to diversification, which leverages the intrigue of marine environments and the seafood production process. Whilst feasible, there are inherent challenges and risks involved in pursuing this diversification pathway. This project directly responds to the request of F&A for support in navigating the diversification process. Central to its approach, is the delivery of decision-support tools which can facilitate informed decision-making and mitigate potential risks involved in diversifying. These tools will be vital in ensuring F&A businesses make sound and strategic decisions regarding their suitability to different seafood tourism models.
Objectives: 1. Identify the range of seafood tourism business models and determine success factors for different models. 2. Document and compare the operating environment and the regulations in each jurisdiction (across production, food safety, tourism) for establishing and maintaining seafood tourism enterprises. 3. Identify the business capacity and capability needed for successful seafood businesses, inclusive of skills, assets, and networks. 4. Develop decision support tools for seafood operators to undertake a first pass assessment of the potential suitability of different tourism models. Read moreRead less
International franchising success factors: A guide for Australian franchise systems. Australia is considered the most 'franchised' nation in the world. With 850 franchisors, it has over three times the number of systems per capita than the United States. However, Australian franchises are small due to the country's limited population, with 60% of systems holding fewer than 30 units. One third of Australian franchisors now operates internationally, however little is known about how they plan an ....International franchising success factors: A guide for Australian franchise systems. Australia is considered the most 'franchised' nation in the world. With 850 franchisors, it has over three times the number of systems per capita than the United States. However, Australian franchises are small due to the country's limited population, with 60% of systems holding fewer than 30 units. One third of Australian franchisors now operates internationally, however little is known about how they plan and implement their expansion strategies. It appears that franchisors are reacting to approaches made by overseas investors rather than proactively developing international expansion strategies. This research will examine the practices of successful exporters to develop a model of best practice for future activity in the sector.Read moreRead less
SCRC: Industry Funds To Cover Implementation Of National Prawn Marketing Strategy
Funder
Fisheries Research and Development Corporation
Summary
Industry have agreed to fund the implementation of the Marketing Strategy as developed by 2011/736. This project is to disburse the funds collected from industry to pay for marketing materials developed. There is no FRDC/CRC contribution to these funds