Midland to research tourism trends

Press, 12 July 1980, Page 19

Midland to research tourism trends

A lack of available data on trends in the tourist and travel industry has prompted Midland Coachlines, Ltd, to set up its own research and development department. It will be headed by Mr Alister Mathieson, a geographer who decided some years ago to specialise in tourism research. After graduating from Otago University he became a lecturer in geography at Waterloo University in Ontario. He did his M.A. thesis there on the economic. environmental, and social impact of tourism, and such was the interest aroused in this little-re-searched area that it is* soon to be published as a textbook by Longmans in London. Mr Mathieson is now working on a similar book devoted entirely to New Zealand, but his main task is to assemble and interpret data that Midland can use to determine where the tourist industry — and the company — is going in the next 10 years.

“The tourist industry is at! the stage manufacturing was! 10 years ago as far as mar-L

iketing research is concerned.' (it has come to a virtual (growth standstill, but no-one knows why tourists are not ! coming here any more. Ask; 10 different people in the in- 1 : dustry and you get 10 differ- ) ent answers,” he said. “Some of the data you , need to arrive at .the answer!' is available, but it is spread!: about or disguised. It’s a.' matter of getting it together in a form you can draw 1 some conclusions from.” ! Mr Mathieson takes the’’ proposal for a Wrest Point-!' type casino as . an illustra-'i tion. ;< “Everyone looks at how ) the casino worked in Tas- I mania. There is not any evi- ' dence at all that it is going to work here. Are people ' coming to New Zealand just 1 to gamble? Where should it : be? Twizel has appeared as ' a site. How do you get/ people there, or more im- ■ portant, how are you going ; to get people to work there? “Who is going to pour ‘ millions of dollars into al project unless these andji dozens of other questions!' are answered?” he. said. ,1

i Answers to questions is ■what Midland's group marketing manager. Mr Colin Francois, is also looking for. I “We have set up this department because we are not satisfied with the present level of information available to us. The industry as a ! whole has shown no signs of iremedying the problem, so (we have to make a start on it ourselves,” says Mr Francois. I “We are at the stage !where in the next five years (we are to spend millions of 'dollars on Midland’s develiopment. and we need to be (really sure where it should go. before the money is committed and spent. “The downturn in tourists coming here is worrying us because we do not know exactly why it. has happened. Through the use of sophisticated research techniques jwe have to be able to find (appropriate answers and J take the necessary corrective (action,” he said. ■ I Mr Francois expects the (new venture to come up (with a firm basis for Midiland’s future expansion.