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©Think!XInnovations,2019.Allrightsreserved.NopartoftheTourismSentimentIndexreportmaybemodifiedandreproducedinanyformormannerwithoutthepriorwrittenpermissionofThink!Xinnovations.

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HowyourTourismSentimentIndexiscalculated

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Theoverallhealthandperformanceofyourdestination

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Howyourdestination’sindividualtourismsectorscontributetotheTourismSentimentScore™

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Adetailedlookatthe50tourismassetsthatcompriseyourdestination’sTourismSentimentScore™

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Overviewoftheresultsofthisreport

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HowyourTourismSentimentScore™iscalculated

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TheTourismSentimentIndexgivesyouaviewthatnocustomersurveyorfocusgroupcanprovide.Yourreportscanned,monitoredandanalyzed:

What:3666143+onlineconversationsfromaroundtheworld

When:January1,2017–December31,2017

How:Thisanalysisappliesacustom,text-andimage-basedalgorithmfocusedonconversationsaboutWerribeeanditsconnectedtourismregion.Toprovidefurthercontextfortheresults,fivecomparativedestinationswereincludedintheanalysis:

SunburyYarraValleyBallaratMorningtonPeninsulaGreaterGeelongandTheBellarine

Morethan500,000differentsourceswereincludedintheanalysis,includingonlinemediasites,forums,reviewsandsocialmedianetworks(Twitter,Facebook,Instagram,Tumblr,YouTubeandTripAdvisor).

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TourismSentimentScore™isameasureofadestination’sabilitytogeneratepositivewordofmouthaboutitstourismoffering.Itisanaggregatescorethat

focusessolelyononlineconversationsthatreferenceoraffectapotentialtraveller’sperceptionsofadestination’stourismoffering.Todothis,westartbycollectingalltheconversationsaroundyourdestinationandthenfiltertothoseconversationsthat

aredrivenbyyourdestination’stourismexperiencesorproducts.

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TounderstandinasinglesnapshottheoverallattitudetowardsWerribeeexpressedthroughvisitors’onlineconversations,wescan,analyzeandassigneachposttoasentimentcategoryofpromoter,passiveordetractor.

Thoseactivelyrecommendingorspeakingpositivelyaboutyourdestinationtoothers

Thosespeakingaboutyourdestinationfromanindifferentpointofview

Thoseactivelydiscouragingorspeakingnegativelyaboutyourdestinationtoothers

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OncewehavecategorizedallonlineconversationsrelatedtoWerribee,weapplytheTourismSentimentScore™formulatoprovideuswithasinglemetricthatarticulatesyourdestination’sperformanceindrivingonlinewordofmouth.

TheTourismSentimentScoreisanindexrangingfrom-100to100thatmeasuresoverallperceptionsofWerribee'stourismoffering.Itisusedasanindicatortogaugecurrentperformanceandprovideabenchmarktotrackovertime.

53% 2% 51

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Volumeofconversationsisanindicatorofoverallawareness.Thehigherthevolumeofconversationsforadestination,themorepeoplearetalkingaboutit,bringingagreaterchancethatpeoplereadorhearaboutthedestination.Volumedoesnotrepresentquality.Itrepresentsopportunity.Basedonthedestinationsinthisreport,weseeadistributionofconversationvolumeasfollows.

Throughoutthereport,youwillseeyourdestination’sscoresdisplayedonascale.Thescaleisdefinedbytherelativescoresofthecomparativedestinationset.Themedianlineoneachscaleisdefinedbythemiddlepointbetweenthe3rdand4thrankeddestinations.Therefore,creatingamidpointamongstthecomparativedestinationsettocompareto.

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TheoverallhealthandperformanceofWerribee

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OfallconversationsonlinebeingdrivenbyWerribee'stourismexperienceorproducts,53%ofthoseconversationshavebeenidentifiedasdestinationpromoters.

Thatequatesto11000+onlineconversationsactivelypromotingWerribeeeachyear.

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10

53%

2%

TourismsentimentisanindicatoroftheoverallattitudestowardWerribee'stourismoffering.Thiscomparisonisyourdestination’sperformancevs.therangeofyourdestination’sComparativeset.

TourismconversationvolumeisanindicatorofoverallconsumerawarenessofWerribee'stourismoffering.Thiscomparisonisyourdestination’sperformancevs.therangeofyourdestination’sComparativeset.

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KeyTakeaway:

SentimentdrivenbyWerribee'stourismproductsandexperiencesareperformingbelowthemedianofthe

comparativeset.Understandingthedriversbehindthisisimportantforcontinuingpositivegrowthofoverallsentiment

towardsyourdestination

Werribee51

Low38

Median53

High66

Werribee20891

Low1000

Median67664

High157600

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53%

2%

Basedonouranalysis,thefollowingtourismassetsarewhereWerribeeexcelsingeneratingpositiveperceptionsofthedestination’stourismoffering.

TopTourismAssets ConversationSize ComparativeVolumePerformance

ComparativeSentimentPerformance

Attractions+Landmarks 6005 High Average

Restaurants 2627 Low Average

Festivals+Events 1966 Low Average

Hiking+RockClimbing 1627 Average Average

NaturePhotography 1367 Low Average

Weddings 1042 Low Average

Beaches+Shoreline 1023 Average Low

WildlifeViewing 802 Low Average

Accommodation 588 Low Average

Museums+Galleries 557 Low Average

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KeyTakeaway:

ThesetourismassetsarethecoredriversbehindWerribee'sTourismSentimentScore™.Itisimportanttotrackandmonitortheseassetsovertimetoensuretheyremainstrong,positive

contributorstoyourdestination’stourismsentiment.

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53%

2%

Theglobalrankisnotameasureofcompetitivenessbutthatofaspirationalbenchmarks.AlldestinationwhohaveparticipatedintheTourismSentimentIndexhavebeengroupedbysizeofdestination,determinedbyannualvisitation.ThisallowsustoprovideadditionalcontexttoWerribee'ssentimentscoresbeyondthespecificcomparativeset.Asyougrowwordofmoutharoundyourdestinationstourismassets,youcantrackyourprogressglobally.

DestinationCategory:Lessthan500,000

TotalDestinationsIncludedinRank:219

TopPerformingTourismAssets GlobalRank

Attractions+Landmarks 80 -90 Percentile

EquestrianActivities 70 -80 Percentile

Weddings 60 -70 Percentile

Spas+Wellness 60 -70 Percentile

Museums+Galleries 60 -70 Percentile

Architecture 60 -70 Percentile

Hiking+RockClimbing 50 -60 Percentile

Wineries+WineTastings 50 -60 Percentile

Restaurants 50 -60 Percentile

Festivals+Events 50 -60 Percentile

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KeyTakeaway:

Theglobalrankisnotameasureofcompetitivenessbutthatofaspirationalbenchmarks.Asyougrowwordofmoutharoundyourdestinationstourismassets,youcantrackyourprogress

globally.

th th

th th

th th

th th

th th

th th

th th

th th

th th

th th

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53%

2%

Thetourismsentimenttrendlinehasbeencalculatedusingthepastthreeyearsofsentimentdatafromyourdestinationandthecomparativeset.Thistrendlineprovidesusaviewofyourdestination’soverallperformanceagainstthatofthecomparativeaverageandprovidesusanindicatorofthetrendforyourpotentialfuturesentiment.

Jan2016 Jan2017 Jan2018 Jan2019

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30

40

50

60

70

80

WerribeeTSS:51

WerribeeSentimentTimeline

ComparativeMedian

WerribeeLinearProjection

ComparativeLinearProjection

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TourismSentimentScoreisameasureofaWerribee'sabilitytogeneratepositivewordofmouthaboutitstourismoffering.Itisanaggregatescorethatfocusessolelyononlineconversationsthat

referenceoraffectapotentialtraveler’sperceptionsofadestination’stourismoffering.

51Promoter Passive Detractor

PlaceSentimentScoreisanaggregatevalueofallconversationsaroundWerribee,whetherornottheindividualconversationshaveadirectimpactonperceptionsofthetourismoffering.Itcapturesopinionsofallaspectsofthedestinationfrompoliticstorealestate.

18Promoter Passive Detractor

KeyTakeaway:Thegapbetweenthesetwoscoresisrepresentativeoftheimpactyourdestination’stourismindustryishavingonthebrandofthedestinationasawhole.Tourismisasubstantialdriverofapositive

overallbrandimage.15

53%

2%

24%

6%

Howyourdestination’sindividualtourismsectorscontributetotheTourismSentimentScore™

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TheTourismSentimentScoreiscomprisedoftheaggregateperformanceof50tourismassetsacrosssixtourismcategories.ThefollowingsectionallowsyoutounderstandhowWerribee'stourismsectorsareperformingbyexaminingtheTourismSentimentScore™resultforeachofthesixtourismcategories.

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ThefollowingsectionallowsyoutounderstandhowWerribee'sindividualtourismsectorsareperformingandhowtheycontributetotheTourismSentimentScore™asawhole.

TourismSectors Sentiment Volume

Werribee ComparativePerformance

Werribee ComparativePerformance

OutdoorActivities 59 Average 4861 Low

Culture+History 46 Average 1204 Low

Relaxation+Wellness 40 Low 1080 Average

DestinationServices 62 Average 1994 Low

Amenities+Entertainment 43 Average 8782 Average

Food+Culinary 58 Average 2970 Low

42% Amenities+Entertainment

23%OutdoorActivities

14%Food+Culinary

10%DestinationServices

6%Culture+History

5%Relaxation+Wellness

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Thefollowingsectionisadetailedlookatthe50tourismassetsthatcompriseyourdestination’sTourismSentimentScore™

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36

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Anumberhighlightedinblueisanindicatorthatyourdestination’ssentimentis10pointsabovethatofthecomparativeMedian.

Anumberhighlightedinorangeisanindicatorthatyourdestination’ssentimentis10pointsbelowofthatoftheComparativemedian.

Throughoutthefollowingsection,Werribee'sperformanceisanalyzedonanindividualassetlevelacross50aspectsofyourtourismindustry.Foreachtourismasset,yourdestination’sperformanceisanalyzedthroughacomparisontothemedianscoreofthecomparativedestinationset.Thisprovidesinsightintoidentifyingyourcurrentstrengthsandchallengesasadestination.Thesetableshavebeencolourcodedtoidentifytheseinsights.

TourismAsset Sentiment Volume

SampleDestination ComparativeMedian SampleDestination ComparativeMedian

Casinos 12 8 248 214

Attractions+AmusementParks 36 25 2600 1131

Festivals+Events 27 34 9462 11370

Music+PerformanceArt 37 38 460 2453

Nightlife 34 45 3480 4591

Amenities+EntertainmentSubtotals 30 36 16250 19759

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ThetablebelowshowstheindividualtourismassetsthatmakeupWerribee'sOutdoorActivitiescategory.


Werribee ComparativeMedian Werribee ComparativeMedian

NaturePhotography 66 64 1367 4791

Camping 44 50 54 302

WildlifeViewing 53 53 802 2068

Fishing 59 57 196 252

Hiking+RockClimbing 69 67 1627 1512

PaddleSports 57 50 21 65

Golfing 22 25 165 655

EquestrianActivities 33 56 364 277

Cycling+Biking 37 35 256 1429

JetBoat+Jetski 11 5 9 5

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Werribee59

Low32

Median56

High63

Werribee4861

Low300

Median12700

High37200

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61%

2%



OutdoorActivitiesSubtotals 59 56 4861 12653

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Werribee59

Low32

Median56

High63

Werribee4861

Low300

Median12700

High37200

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61%

2%

ThetablebelowshowstheindividualtourismassetsthatmakeupWerribee'sCulture+ Historycategory.



Street+PublicArt 47 52 190 955

Museums+Galleries 29 27 557 1476

Architecture 67 54 457 1976

Culture+HistorySubtotals 46 43 1204 4489

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Werribee46

Low26

Median43

High53

Werribee1204

Low0

Median4500

High9200

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49%

2%

ThetablebelowshowstheindividualtourismassetsthatmakeupWerribee'sRelaxation+Wellnesscategory.



Beaches+Shoreline 38 51 1023 1539

Spas+Wellness 81 81 57 99

Relaxation+WellnessSubtotals 40 53 1080 1740

40

Werribee40

Low39

Median53

High67

Werribee1080

Low0

Median1800

High51500

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44%

4%

ThetablebelowshowstheindividualtourismassetsthatmakeupWerribee'sDestinationServicescategory.



Accommodation 57 60 588 2933

Conventions 38 43 205 474

Frontlinestaff 25 44 113 476

Weddings 76 78 1042 5572

Access+Transportation 0 3 16 51

Tour 27 26 30 390

DestinationServicesSubtotals 62 63 1994 11312

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Werribee62

Low38

Median63

High75

Werribee1994

Low100

Median11400

High17700

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65%

3%

ThetablebelowshowstheindividualtourismassetsthatmakeupWerribee'sAmenities+Entertainmentcategory.




Attractions+Landmarks 47 47 6005 2998


Nightlife 49 58 389 1172

Amenities+EntertainmentSubtotals 43 43 8782 11294

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Werribee43

Low27

Median43

High57

Werribee8782

Low200

Median11300

High33800

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45%

2%

ThetablebelowshowstheindividualtourismassetsthatmakeupWerribee'sFood+Culinarycategory.



Restaurants 61 66 2627 11401

Wineries+WineTastings 39 61 299 2476

FoodProducers+FarmersMarkets 50 59 44 419

Food+CulinarySubtotals 58 65 2970 21041

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Werribee58

Low57

Median65

High74

Werribee2970

Low100

Median21100

High35800

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62%

4%


OutdoorActivities Werribee ComparativeMedian Werribee Comparative

Median

NaturePhotography 66 64 1367 4791

Camping 44 50 54 302

WildlifeViewing 53 53 802 2068

Fishing 59 57 196 252

Hiking+RockClimbing 69 67 1627 1512

PaddleSports 57 50 21 65

Golfing 22 25 165 655

EquestrianActivities 33 56 364 277

Cycling+Biking 37 35 256 1429

JetBoat+Jetski 11 5 9 5

Culture+History

Street+PublicArt 47 52 190 955

Museums+Galleries 29 27 557 1476

Architecture 67 54 457 1976

Relaxation+Wellness

Beaches+Shoreline 38 51 1023 1539

Spas+Wellness 81 81 57 99

DestinationServices

Accommodation 57 60 588 2933

Conventions 38 43 205 474

Frontlinestaff 25 44 113 476

Weddings 76 78 1042 5572

Access+Transportation 0 3 16 51

Tour 27 26 30 390

Amenities+Entertainment


Attractions+Landmarks 47 47 6005 2998


Nightlife 49 58 389 1172


Food+Culinary Werribee ComparativeMedian Werribee Comparative

Median

Restaurants 61 66 2627 11401

Wineries+WineTastings 39 61 299 2476

FoodProducers+FarmersMarkets 50 59 44 419

TOTAL 51 53 20891 67664

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ThisreportprovidesWerribeewithaviewofhowitisperceivedanddiscussedamongconsumersasatraveldestination.Everyoneinyourdestinationcaninfluencethelevelsofpositiveandnegativesentimentsaboutitstourismexperiences.BasedonouranalysisofwordofmouthaboutWerribee,werecommendthefollowingactionsforyourorganization.

Volumeisagoodindicatorofoverallawareness.Themorepeoplearetalkingaboutaspecificexperience,themoreawarenessthatdrives.Itisimportanttoensurethatyourtopawarenessgeneratorsremaincompetitiveandmakepositiveimpressions.ThetopdriversofconversationforWerribeeare:

Whilethesetourismassetsmaynotgeneratethemostvolume,theyaregeneratingahighlevelofsentiment.Becauseofthis,thesecategoriespresentfuturegrowthpotential.AmongWerribee'stourismassets,thefollowingstoodoutaspotentialgrowthopportunities.

Noteveryaspectofyourdestinationneedstobeatthetop.However,thefollowingassetswithinWerribeefellbelowthecompetitionforbothvolumeandsentiment.

Attractions+Landmarks

Restaurants

Festivals+Events

Attractions+Landmarks

WildlifeViewing

Architecture

Fishing

FrontlineStaff

Restaurants

Beaches+Shoreline

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