Association delegate behaviour research
Tourism Australia has recently conducted new international research that examines the ‘path to purchase’ behaviour of potential international association conference delegates and reveals the best channels and messages to use in order to convince them to travel to Australia for their association event.
A key insight from the research is that the conference website is the most important channel for delegates and it plays an integral role throughout the decision making process. By having informative and inspiring content on Australia on the conference website, it can greatly influence a delegate’s decision to travel.
The research also indicates that the ‘ideal’ conference for international delegates is one that balances professional outcomes with strong destination appeal. This is great news for Australia, as it competes strongly on the world stage, ranking #1 on scenery, sight-seeing, being a destination worth travelling to, and being an exciting destination for conferences.
Read the full research here.