Yachting Australia is asking for members of the sailing community to take part in an online survey designed to assess how Australians perceive the sport of sailing. The results will assist in the development of future programs to increase participation in the sport at clubs around the country.
by Craig Heydon
Yachting Australia, with the support of the Australian Sports Commission, has commissioned the sports and entertainment consultants gemba to conduct key research which will provide an improved understanding of consumer attitudes to sailing and boating in Australia.
'This is an exciting project and is a key priority for our sport', explained Ross Kilborn, Yachting Australia's recently appointed Sport Development Director. 'Many of the clubs are telling us that the most important challenge they face is how to increase participation and membership. This research will look at the behaviours and preferences of those already involved and look at the barriers to entry.
'It will also target those already involved and those that are not yet participating regularly,' he said.
The research will assess what opportunities there are to attract more people to the sport and includes reviewing existing entry level programs and assessing the opportunities for additional programs and initiatives.
Based on research findings, gemba will assist in the development of an entry level program strategy and related brand positioning, as well as advising on how relevant stakeholders might become engaged with strategy.
The survey takes between 15 and 20 minutes to complete and can be accessed here
Any queries on the survey should be directed to Craig Blatch on 02 8020 6550.
For more information visit the Yachting Australia website
and to access the survey through the Yachting Australia website click here
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8:12 AM Tue 13 Sep 2011 GMT
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