Visitor Profile & Satisfaction Report – Victoria: Phillip Island
This report profiles visitors to Phillip Island, and reports on motivations for visiting the region and visitor satisfaction.
The Phillip Island Visitor Profile and Satisfaction (VPS) project was completed as part of the Destination Visitor Survey Program (DVS) run by Tourism Research Australia (TRA), within the Department of Resources, Energy and Tourism.
This project was undertaken by TRA—in partnership with Destination Phillip Island and Tourism Victoria—to gain a better understanding of visitors to the region, including their motivations and satisfaction with their visit to Phillip Island. By providing more reliable and detailed information on the region, this project aims to assist with destination management including planning, development and marketing.
Despite the overall satisfaction score being equal to the VPS benchmark, there is scope to improve offerings, with a particular focus on value for money. This is important in converting first-time visitors into repeat visitors.While visitors to Phillip Island were satisfied with the attractions and information services, improving the region’s value for money and the food and beverage options will enable the region to remain competitive both domestically and internationally.