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Objectives of the market research

DELWP wanted qualitative and quantitative research to assist the department in the planning and potential development of a walk experience in East Gippsland.

To bring economic and social benefits to East Gippsland, the walk needs to be developed as an iconic, nature-based tourism experience.

To achieve this, DELWP needed to understand the:

  • size and characteristics of the walker market (including market segments)
  • types of long-distance walks and nature experiences that appeal to different segments
  • motivations to travel to and undertake a walk in East Gippsland.