Using electronic card transac on data to measure and monitor regional tourism in New Zealand Rebecca Burson, Senior Analyst, MBIE Peter Ellis, Sector Performance Team Manager, MBIE Tourism Data Domain Plan Comprehensive review of tourism data and insight in New Zealand Five key topics of interest: 1. The value of tourism to New Zealand 2. The growth, innova on, produc vity and eﬃciency of tourism businesses in New Zealand 3. The value of government interven ons 4. The global compe veness of New Zealand’s tourism industry 5. The sustainability of New Zealand tourism Par cular drive for strong regional insight. Regional Tourism Indicators: Method • Electronic card transac on data from Paymark (interna onal sample) and Bank of New Zealand (domes c sample). • Card-present spending only. No cash, internet purchases, or other methods of payment. • Monthly aggregated spend and transac on counts by cardholder origin, merchant loca on, and industry classiﬁca on (ANZSIC-06) Regional Tourism Indicators: Method • Extract Transform Load (ETL) processes classify data into local, domes c, and interna onal data sets • Domes c / local split of data based on geographic rela onship between cardholder and merchant • Spending within a territorial authority (TA) or across a ‘ﬂuid’ TA boundary is considered local. All other types of spending between TAs is considered domes c tourism. • ETL also provides addi onal geographic and industry classiﬁca ons (e.g., Regional Tourism Organisa ons, country groupings) • Spend data are converted to indexes (100 = average month in 2008) before analysis or publica on Regional Tourism Indicators: Products Domestic • MBIE publish updates to 150 RTIs every month insights into state of tourism expenditure • Products include commentary, graphs and tables Index (100 = average spend in 2008) 125 • Na onal and subna onal 100 75 50 International 150 125 100 75 50 2008 2010 2012 2014 Figure 1: Domes c and interna onal indexes (dashed lines) and 12-month rolling indexes (solid line). Source: MBIE, Regional Tourism Indicators Regional Tourism Indicators: Products • Variety of products suitable for basic and advanced users • Pivot tables provide detailed insights for speciﬁc des na ons and markets/industry groups Method: Regional Tourism Es mates Leverage the RTIs to produce es mates of total spending (regardless of payment method) using Itera ve Propor onal Fi ng (IPF) • Uses Tourism Satellite Account (TSA, Sta s cs New Zealand) and the Interna onal Visitor Survey (IVS, MBIE) as source of total spending by product and country respec vely • RTI data are ‘raked’ so that their marginal totals equal totals from IVS (interna onal only) and TSA Method: Regional Tourism Es mates A basic example of IPF (‘raking’) 7 3 10 5 11 16 12 14 26 Table 1: Seed data 10 13 15 8 23 Table 2: Target totals • Goal is to adjust seed cells so that marginal totals align with target totals • Itera ve process involving weigh ng to row totals and column totals Method: Regional Tourism Es mates Method has some assump ons and limita ons: • Excludes air passenger transport and educa on spending • Method contols for diﬀerent propensi es to use cards for diﬀerent products and by people from diﬀerent countries (but not interac ons of these propensi es). • Assumes no within-New Zealand regional diﬀerences in propensity to use cards Detailed methods can be found here: http://www.med.govt.nz/sectors-industries/tourism/ tourism-research-data/regional-tourism-estimates/about-the-rtes Regional Tourism Es mates: Products • MBIE publish updates to RTEs around November each year, a er the release of the Tourism Satellite Account • Products include pivot table, regional summaries, and interac ve graphs Regional Tourism Es mates: Products Auckland Otago Canterbury Wellington Bay of Plenty Waikato Northland West Coast Southland Hawke's Bay Marlborough Manawatu-Wanganui Tasman Nelson Taranaki Gisborne Accommodation Food and beverage serving services Other passenger transport Other tourism products Retail sales - fuel and other automotive Retail sales - other Domestic International 2 1 0 1 2 Spend for year ending March 2013 ($ billion) Figure 2: Es mates of interna onal and domes c visitor spending by Region and product. Source: MBIE, Regional Tourism Es mates So ware and Capabili es • Transi oned from Microso Excel and SPSS to R for analy cal work • Established database for centalised storage and analysis of data sets • Developed custom programmes and func ons to automate produc on of standard products with less human interven on Policy and Business Applica on • Performance indicators and lobbying tools • Regional Economic Ac vity Report, interna onal connectedness • Key performance indicators and evidence for tourism agencies • Assessing market shocks • Christchurch Earthquakes • Rugby World Cup 2011 • Gaining market insights • Emerging and declining markets • Distribu on of market spending Market Shocks: Christchurch Earthquakes Seasonally adjusted spend index (100 = average spend in 2008) 100 80 Local 60 Domestic International 2010 2012 2014 Figure 3: Domes c, interna onal, and local spend in Christchurch City. Source: MBIE, Regional Tourism Indicators Market Shocks: Rugby World Cup Accommodation Cultural and recreational services 160 140 Index (100 = average spend in 2008) 200 120 150 100 100 80 Food and beverage services Other retailing 140 140 120 120 100 100 80 2010 2011 2012 2013 2010 2011 2012 2013 Figure 4: Interna onal seasonally adjusted indexes (solid black line) and raw indexes (points) for selected industries in Auckland Region. Source: MBIE, Regional Tourism Indicators Market Insights United Kingdom United States Average growth (Per cent per year) 15% 10% 5% 0% -5% -10% -15% Figure 5: Growth in electronic card spending for UK and US visitors by region. Source: MBIE, Regional Tourism Indicators Future Direc ons • Review of RTIs in 2015 • Methodology improvement • Deﬁni on of domes c tourism in RTIs • Imputa on of non-paymark merchants for interna onal RTIs • Product expansion • Seasonal adjustment of RTIs • Inﬂa on adjustment of RTIs Ques ons?
© Copyright 2022