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Consumer Needs and Motivations
Overview
Tourism New Zealand has commissioned research studies in 3 of our main markets. The research sought to understand the motivations and needs of the group of travellers who were considering long-haul travel.
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The research looked at
- what travellers are looking for in long haul travel
- what basic needs the experience satisfies
- how New Zealand meets these needs.
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| United States travellers have a unique sense of discovery and expansion.
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The research aimed to help better position New Zealand in these markets, and
understand what marketing techniques would appeal to this grouping, and what New
Zealand experiences would best satisfy them.
These research studies were commissioned between 1998 and 2001, however they
remain a useful foundation to the understanding of these markets.
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The Japanese Longhaul Travel Market.pdf
