East Coast Tourism

Product and Experience Audit

The Tourism Tasmania 2030 workshops identified the need for an audit of products, experiences, destinations, digital content and events, to identify gaps and opportunities for experience and product development to grow visitor connectivity expenditure, with particular focus outside of peak season.

Since the beginning of this project, a global pandemic has been declared due to COVID-19. Tasmania’s East Coast has been identified as the sixth most tourism-dependent region in Australia and the impact on the region’s businesses and community has been immense. It was noted throughout the audit that accommodation listings found in the initial searches were disappearing as the pandemic progressed. Businesses both directly and indirectly related to tourism are experiencing an unprecedented amount of uncertainty. While this report was initially undertaken in relation to achieving goals relevant to T21, it is evident now that it will also be a key tool to aid in supporting the industry during what is likely to be a long period of recovery.

East Coast Tasmania Tourism (ECTT) is one of four Regional Tourism Organisations. The RTO’s are responsible for supporting the growth of the visitor economy in each respective region to help achieve the Tasmanian Government’s overnight visitor  expenditure goal for 2030.

The RTOs facilitate growth in the visitor economy at a local level by representing and coordinating the region’s tourism and hospitality industry. The operations of ECTT are funded by Tourism Tasmania, Break O’Day Council, and Glamorgan Spring Bay Council with additional funding through marketing opportunities, partnerships and grants.

Project Overview

  • Desktop Product Audit gathering data from multiple sources; including, but not limited to the Australian Tourism Data Warehouse (ATDW), East Coast Tourism Tasmania (ECTT) website, key online travel agents (OTA) and aggregators, Google searches and social media channels.
  • Independent ratings and social media review; evaluating current visitor satisfaction. This review provides a better understanding of the perceived quality of the products and accommodation across the region and the capability of operators to meet the expectations of the market.
  • Evaluation of the current presentation and communication with regard to the products currently listed online.
  • Ground truth; identifying inconsistencies between the information that can be found online and the information available on arrival at the destination, identifying gaps, out of date information and / or omissions.
  • Analysis of the product audit and customer ratings; identifying gaps and opportunities, strengths and weaknesses in the ECTT product and experience offering as well as highlighting key areas for capability development.

East Coast Product & Experience Audit

Click here to download the East Coast Product & Experience Audit

Product & Experience Audit – Southern Hub (Buckland/Orford/Triabunna)

Click here to download the Product & Experience Audit – Southern Hub (Buckland/Orford/Triabunna)

Product & Experience Audit – Central Hub (Swansea/Coles Bay/Bicheno)

Click here to download the Product & Experience Audit – Central Hub (Swansea/Coles Bay/Bicheno)

Produce & Experience Audit – Northern Hub (Break O’Day)

Click here to download the Produce & Experience Audit – Northern Hub (Break O’Day)

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The Tasmanian tourism industry acknowledges the Tasmanian Aboriginal people and their enduring custodianship of lutruwita / Tasmania. We honour 40,000 years of uninterrupted care, protection and belonging to these islands, before the invasion and colonisation of European settlement. As a tourism industry that welcomes visitors to these lands, we acknowledge our responsibility to represent to our visitors Tasmania’s deep and complex history, fully, respectfully and truthfully. We acknowledge the Aboriginal people who continue to care for this country today. We pay our respects to their elders, past and present. We honour their stories, songs, art, and culture, and their aspirations for the future of their people and these lands. We respectfully ask that tourism be a part of that future.

tourism product audit

TTAL conducts Tourism Product Audit in Tobago

The Tobago Tourism Agency Limited (TTAL) has completed the first phase of a Tourism Product Audit, in an ongoing initiative to identify and analyze tourism product offerings on the island to determine Tobago’s strengths, gaps, and opportunities to make the destination more desirable to visitors.

Posted May 13, 2019

TTAL conducts Tourism Product Audit in Tobago

This first phase of the Tourism Product Audit focused on the accommodation components of the tourism product offerings in Tobago and included a database review, direct engagement with service providers, and the collection of data through a Tourism Industry Registry.

TTAL was able to garner pertinent information about the accommodation sector arising from the Tourism Product Audit: it was revealed that Tobago has at least 3,700 rooms, offered by 580 properties. These properties include large hotels and villas, small properties offering bed and breakfast services, as well as a number of self-catering establishments.

The Audit also revealed the degree of digital integration of those properties, and the areas for development needed to optimize Tobago’s tourism accommodation sector to meet the demands of the global travel market.

CEO of the Tobago Tourism Agency, Mr. Louis Lewis, stated, “With the completion of the first phase of our Tourism Product Audit, the Agency is now in a better position to work with Tobago’s accommodation associations and tourism property owners to match potential market demand with accommodation offerings.

We intend to take a developmental and collaborative approach with our stakeholders to close the gaps identified in the Audit, and attain greater market alignment with competitive marketing strategies.”

The CEO also noted that a key element in these development efforts will be the attainment of tourism standards certification, which is another initiative being piloted by the Agency in collaboration with the Trinidad and Tobago Bureau of Standards, through the Trinidad and Tobago Tourism Certification (TTTIC) programme.

TTTIC provides assurance to visitors that tourism operators and their businesses meet standards of minimum requirements related to a product or service. This includes standards related to quality, infrastructure, regulations, and health and safety.

The Tobago Tourism Agency will continue the Tourism Product Audit with focus on other key areas of the tourism industry, including sites and attractions, events and festivals, and natural resources.

The research will provide the evidence base for a more detailed strategy and plan for improving the tourism product on the island in alignment with the new ‘Go to Market’ strategy established by the Agency.

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Visit Jersey undertook a substantial project to help in the development of a Product Strategy with research being undertaken by an independent expert agency.

Visit Jersey engaged independent research agency Colliers International to undertake a comprehensive audit of the tourism product available in Jersey and how this compares with other comparable destinations across the British Isles and elsewhere. The report also looked into how Jersey’s tourism product meets the needs and expectations of our best prospect target segments.

Another element of this project was the assessment of current and future demand-side trends for different types of tourism product and visitor experience, with a particular focus on our best prospect segments. The report identified areas where Jersey currently has a competitive advantage, and where, with some product development, Jersey should be able to take advantage of these trends. Areas such as history & heritage, arts & culture, food tourism, sustainable tourism, the great outdoors, destination hotels and events are explored.

Key Opportunities for Improvement

Some of the key opportunities for improvement identified by Colliers within the 2022 Tourism Product Audit include:

  • Achieving air routes to more continental destinations.
  • More branded full-service hotels (including, possibly, a uniquely Jersey style hotel e.g. Titanic Hotel in Belfast or Beatles Hotel in Liverpool).
  • More self-catering accommodation, partly achieved by enabling residents that go off-island for periods of time to let their property while they are not there.
  • Festivals and other initiatives, including marketing, that make much more of the “Big Four” foods that Jersey excels in: Jersey Royals, Dairy, Lobster, Oysters. Utilisation of the term “Big Four” and closer integration of tourism marketing with marketing of local produce.
  • A themed event in St. Helier lasting at least 9 days that is distinctive and has enough niche interest to attract visitors from outside the island.
  • Revamping the Central Market to be a foodie hub.
  • Revamping the public realm in St. Helier as part of an effort to promote the town as an enticing destination in its own right.
  • A small but world-class gallery displaying the work of Claude Cahun, preferably in her former home overlooking St Brelade’s Bay.
  • A new museum to display Jersey’s world class collection of prehistoric artefacts.
  • Achieving UNESCO Geopark designation and using it to interpret the history of the island more effectively.
  • Reopening of the Opera House in improved form and more venues for live entertainment.
  • One or more exceptional beach clubs.
  • Developing “wellness” as a primary theme of the product offer and marketing.
  • Enhancement of cycle-related services.

Read the full 2022 report

This research built upon the Tourism Product Audit previously undertaken by Colliers in 2017 for Visit Jersey.

Read the full 2017 report

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Quality Audit Indicators for Inbound Tourism: A Qualitative Study on Malaysian Travel Agencies

  • Conference paper
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  • Cite this conference paper

tourism product audit

  • Mazni Saad 7 ,
  • Afiza Mohamad Ali 8 ,
  • Zahid Ismail 9 &
  • Nor Hafizah Mohd Arop 9  

Part of the book series: Eurasian Studies in Business and Economics ((EBES,volume 16/2))

Quality assurance is fundamental to all business activities in the tourism sector as it is advantageous to market recognition and competitiveness. Awareness of the importance of quality assurance certifications is already in place in Malaysia; however, it is still under-researched. Thus, this study aims to investigate how local travel agency operators perceive suitable levels of quality audit indicators for inbound travel agencies. A semi-structured interview was conducted to explore the views and experiences of key industry players from five travel agencies involved in both inbound and outbound tourism businesses in the country. A content analysis of data acknowledged the industry’s increased awareness of quality service delivery and the importance of rationalizing key quality audit indicators in assuring the lifelong survival of inbound Malaysian travel agencies. Also found was the need for systematic monitoring of the inbound travel agency’s certification plan that continually reflects the demands of the clientele and uplifts national productivity as outlined in the initiatives undertaken by the Tourism Productivity Nexus, an industry-led establishment under the Malaysia Productivity Blueprint 2016–2020. The study finally outlines specific entrepreneurial strategies that will enhance productivity operations at the enterprise level.

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Department of Tourism, Kulliyyah of Languages and Management, International Islamic University Malaysia, Johor, Malaysia

Department of English, Kulliyyah of Languages and Management, International Islamic University Malaysia, Johor, Malaysia

Afiza Mohamad Ali

Malaysia Productivity Corporation, Lorong Produktiviti, Selangor, Malaysia

Zahid Ismail & Nor Hafizah Mohd Arop

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Correspondence to Mazni Saad .

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Mehmet Huseyin Bilgin

MUFG Union Bank, San Francisco, CA, USA

Hakan Danis

Faculty of Tourism, Istanbul Medeniyet University, Istanbul, Turkey

Ender Demir

Department of Economics, ISCTE-IUL Iscte – Instituto Universitário de Lisboa, Lisbon, Portugal

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Saad, M., Mohamad Ali, A., Ismail, Z., Mohd Arop, N.H. (2021). Quality Audit Indicators for Inbound Tourism: A Qualitative Study on Malaysian Travel Agencies. In: Bilgin, M.H., Danis, H., Demir, E., Vale, S. (eds) Eurasian Business Perspectives. Eurasian Studies in Business and Economics, vol 16/2. Springer, Cham. https://doi.org/10.1007/978-3-030-65085-8_13

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As defined by UN Tourism, a Tourism Product is "a combination of tangible and intangible elements, such as natural, cultural and man-made resources, attractions, facilities, services and activities around a specific center of interest which represents the core of the destination marketing mix and creates an overall visitor experience including emotional aspects for the potential customers. A tourism product is priced and sold through distribution channels and it has a life-cycle".

Rural tourism

UN Tourism understands Rural Tourism as "a type of tourism activity in which the visitor’s experience is related to a wide range of products generally linked to nature-based activities, agriculture, rural lifestyle / culture, angling and sightseeing.

Gastronomy and Wine Tourism

As global tourism is on the rise and competition between destinations increases, unique local and regional intangible cultural heritage become increasingly the discerning factor for the attraction of tourists.

Mountain Tourism

Mountain Tourism  is a type of "tourism activity which takes place in a defined and limited geographical space such as hills or mountains with distinctive characteristics and attributes that are inherent to a specific landscape, topography, climate, biodiversity (flora and fauna) and local community. It encompasses a broad range of outdoor leisure and sports activities".

Urban Tourism

According to UN Tourism, Urban Tourism is "a type of tourism activity which takes place in an urban space with its inherent attributes characterized by non-agricultural based economy such as administration, manufacturing, trade and services and by being nodal points of transport. Urban/city destinations offer a broad and heterogeneous range of cultural, architectural, technological, social and natural experiences and products for leisure and business".

Sports Tourism

Tourism and sports are interrelated and complementary. Sports – as a professional, amateur or leisure activity – involves a considerable amount of traveling to play and compete in different destinations and countries. Major sporting events, such as the Olympic Games, football and rugby championships have become powerful tourism attractions in themselves – making a very positive contribution to the tourism image of the host destination.

Shopping Tourism

Shopping Tourism is becoming an increasingly relevant component of the tourism value chain. Shopping has converted into a determinant factor affecting destination choice, an important component of the overall travel experience and, in some cases the prime travel motivation.

Ecotourism and cultural tourism product audit for Uganda

People standing on rocks at river

As part of a situation analysis, we undertook an audit of destinations, ecotourism and cultural tourism products across Uganda. Our product audit involved:

  • A detailed description of the existing experience
  • Justification notes supporting the scores from the course assessment
  • Issues associated with holding back the success of the product
  • Outline of opportunities to significantly improve the product
  • Concluding remarks

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PTCAO Supports and Assists DOT Farm Tourism Product Audit in Pangasinan

PANGASINAN—The Provincial Tourism and Cultural Affairs Office (PTCAO) extended support and assistance to the Department of Tourism (DOT) in the conduct of a Farm Tourism Product Audit in selected farm sites in Pangasinan last October 17-20, 2023.  

DOT undertook a thorough audit of Pangasinan’s agriculture tourism destinations that have received DOT accreditation. This program was a part of ongoing efforts to make sure accredited agricultural tourism facilities fulfilled and upheld the high criteria established by the department.

The conduct of the audit aims to assess the location, services, activities, and establishments of the identified farm tourism camps; consult stakeholders in developing farm tourism in their respective areas, and discuss issues and concerns and identify peripheral activities for inclusion in tourism circuits within Pangasinan and in the region.  

The activity was led by the Department of Tourism Central Team composed of Ms. Ayra N. Ngitit, Tourism Operations Officer II; Ms. Dawn Sheila S. Monter; and Mr. Samuel Luis Dacuma, Tourism Operations Officer II of the Regional Monitoring Services.

DOT Region I was represented by Mr. Reynaldo Gesmundo (Regional Farm Tourism Focal Person), whereas the PTCAO Team was represented by Mr. Edward N. Muego (Regional Farm Tourism Focal Person) and Ms. Edrea-Ann Fernandez; the Department of Trade and Industry (DTI) Pangasinan was represented by Mr. Juanito Reyes, Jr. and Mr. Jo Agonoy; the Department of Agriculture Regional Field Office (DA-RFO I) was represented by Mr. Virgilio Macaraeg, Mr. Juanito Malazo Jr. APCO, and Mr. Marvin G. Quilates. Representatives from Local Government Units (LGUs) served as subject matter experts during the farm tourism product audit with farm tourism operators and stakeholders and provided technical assistance during the assessment of farm tourism sites.

The selected farm tourism camps were: RISATI/Reotutar’s Farm Resort, Villasis; Greentop Organix Farm Agribusiness Skills Training and Assessment Center, San Fabian; Roheim Farm and Wellness Resort, San Fabian; R.Rebs Integrated Eco-Farm, Natividad; Maria’s Luntiang Bukid Agricultural Learning Center, Natividad; Our Farm Republic Integrated Organic Farms, Mangatarem; and Teraoka Integrated Farm, Mangatarem.

The insights gained from this audit will serve as a foundation for further improvements, ensuring that farm tourism sites continue to offer exceptional experiences to tourists in Pangasinan.

Photos: TPPDD

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    TPDCo's Product Quality department conducts operation audits for entities seeking incentives under the Hotel and Attraction Incentive Programme. This audit also seeks to develop and upgrade existing operations and offer guidance for specific projects. The department comprises trained personnel in HACCP Certifications and auditing of ...

  2. Product and Experience Audit

    The Tourism Tasmania 2030 workshops identified the need for an audit of products, experiences, destinations, digital content and events, to identify gaps and opportunities for experience and product development to grow visitor connectivity expenditure, with particular focus outside of peak season. Since the beginning of this project, a global ...

  3. TTAL conducts Tourism Product Audit in Tobago

    The Tobago Tourism Agency will continue the Tourism Product Audit with focus on other key areas of the tourism industry, including sites and attractions, events and festivals, and natural resources. The research will provide the evidence base for a more detailed strategy and plan for improving the tourism product on the island in alignment with ...

  4. Product Audits Archives

    As part of a situation analysis, we undertook an audit of destinations, ecotourism and cultural tourism products across Uganda. Our product audit involved: A detailed description of the existing experience Justification notes supporting the scores from the course assessment Issues associated with holding back the success of the product Outline of opportunities to significantly improve …

  5. Jersey Product Audit

    Developing "wellness" as a primary theme of the product offer and marketing. Enhancement of cycle-related services. Read the full 2022 report. This research built upon the Tourism Product Audit previously undertaken by Colliers in 2017 for Visit Jersey. Read the full 2017 report

  6. Quality Audit Indicators for Inbound Tourism: A Qualitative Study on

    2.1 Quality Audit Indicators in Tourism. A considerable amount of literature has been published on quality audit indicators as means to highlight the importance of good service delivery standards and assurance (Budimir et al. 2016; Teng et al. 2012; Xin and Chan 2014).Quality assurance certification is the outcome from quality performance indicators, which are set as the measurement to improve ...

  7. PDF DEVELOPING A BASIC TOURISM PLAN

    TOURISM PLANNING & RESEARCH. URBAN-ECON DEVELOPMENT ECONOMISTS. Lake View Office Park 137 Muckleneuk Street Brooklyn Pretoria Tel: 012 342 8686 Fax: 012 342 8688 E-mail: [email protected] Website: www.urban-econ.com.

  8. PDF ATTACHMENT A PRODUCT AUDIT

    Page 5 Prepared by Concept 2 Strategy South West Edge Trail Tourism Opportunities Analysis - Product Audit Types of Trail Activities For the purposes of this report, a trail is an established path, route or track which often traverses natural areas and is used by people for non-motorised recreation.

  9. The performance audit as a function for increasing tourism efficiency

    Abstract. During the past few decades tourism has experienced a boom, so there is an increased need. for providing effective and reliable tourist services, whereby performance audit plays an ...

  10. Product Development

    Product Development. As defined by UN Tourism, a Tourism Product is "a combination of tangible and intangible elements, such as natural, cultural and man-made resources, attractions, facilities, services and activities around a specific center of interest which represents the core of the destination marketing mix and creates an overall visitor experience including emotional aspects for the ...

  11. Port Macquarie Destination Product Audit and Analysis

    TRC completed a product audit and analysis to provide mapping of existing tourism products and identification of gaps, opportunities and alignment to target markets. Recommendations included trade and industry collaboration opportunities, and specific opportunities and suggested approaches for accommodation, tourism product, tourism businesses, infrastructure, natural resources, accessible ...

  12. PDF Part Iii Product Audit and Tourism Sector Review

    PART III PRODUCT AUDIT AND TOURISM SECTOR REVIEW. Tourism Master Plan 2012-2022 23 8. SUSTAINABLE TOURISM DEVELOPMENT ... As illustrated on Figure 8.2, Dominica's tourism product is composed of environment based natural attractions, facilities, amenities, services and supporting economic infrastructure.

  13. ACT and region Tourism Product and Experience Audit

    TRC undertook a thorough evaluation and assessment of all tourism product and experience offers to understand how they perform in comparison with offerings in other territories, states & destinations. ... ACT and region Tourism Product and Experience Audit trc-admin 2018-06-08T14:58:03+10:00.

  14. Hawkesbury Tourism Product and Experiences Audit and Development Plan

    Hawkesbury Tourism Product and Experiences Audit and Development Plan trc-admin 2019-11-28T04:39:38+11:00. Project Description. The Hawkesbury is a semi-rural area on the north-west fringe of Sydney, NSW which hosts many attractions, experiences and natural assets and with such close proximity to Sydney (approx 1.5 hours drive) has great ...

  15. Ecotourism and cultural tourism product audit for Uganda

    As part of a situation analysis, we undertook an audit of destinations, ecotourism and cultural tourism products across Uganda. Our product audit involved: A detailed description of the existing experience; Justification notes supporting the scores from the course assessment; Issues associated with holding back the success of the product

  16. Overview of Turkey's Tourism Potentials and Management

    Turkey's Tourism Product Audit. Different from many countries, Turkey's tourism industry relies heavily on foreign visitors (Koc, 2005). According to the Turkey Ministry of Culture and Tourism, in 2018, foreign visitors accounted for above 85% of the total visitors in Turkey. Among international arrivals, the biggest source country was the ...

  17. PDF ATTACHMENT B OPPORTUNITIES ANALYSIS

    on a trail tourism product audit and gap analysis completed in August 2023 for the Perth, Peel, South West, Great Southern and Esperance regions of Western Australia - see Attachment A: Trail Product Audit. The gap analysis focused on the supply of tour products and experiences. It did not consider

  18. PDF Barossa Product Gap Audit

    The Barossa Product Gap Audit investigated the tourism products and infrastructure in ... • Based on an audit by Tourism Barossa (2011d) there are a total of 141 different accommodation providers within the Barossa, with a total of 997 rooms and 2,627 beds. Of the 141 accommodation providers, more than 26 facilities have recorded a 4

  19. Product Audit Checklist [IATF 16949 document]

    Product Audit Checklist. The document is used for auditing the product and determining whether it is compliant with requirements. The document is optimized for small and medium-sized organizations - we believe that overly complex and lengthy documents are just overkill for you. This document is an appendix to the main document, which is sold ...

  20. PTCAO Supports and Assists DOT Farm Tourism Product Audit in Pangasinan

    PANGASINAN—The Provincial Tourism and Cultural Affairs Office (PTCAO) extended support and assistance to the Department of Tourism (DOT) in the conduct of a Farm Tourism Product Audit in selected farm sites in Pangasinan last October 17-20, 2023. DOT undertook a thorough audit of Pangasinan's agriculture tourism destinations that have received DOT accreditation. This program was […]

  21. PDF PRODUCT AUDIT MARCH 2021

    The following product audit will review: Key insights highlighting the value of screen tourism. Growth of film & TV production. Screen tourism potential for Hertfordshire. Strength of the studio and location offer for Hertfordshire. A detailed look at the current film and TV locations that can be utilised to build a screen tourism product.

  22. PDF Barbados Tourism Product Authority

    827,903 March 31, 2019. (Expressed in Barbados Dollars) Reporting Entity. The Barbados Tourism Product Authority (BTPA) was formed by an Act of Parliament, the Barbados Tourism Product Authority Act, 2014-2 on September 1, 2014. The registered office of the Authority is located at 2nd Floor One Barbados Place, Warrens, St. Michael, Barbados.

  23. PDF Barbados Tourism Product Authority

    sufficient appropriate audit evidence about the balances for accounts payable and research and product integration, National Tourism Host Program, innovation and strategy, customer experience and operational expenses. Consequently, we were unable to determine whether any adjustments to these amounts, the excess of revenue over