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About DGiT

Using DGiT

About DGiT

Q:      What are the DGiT results based on?

Colmar Brunton surveyed 6000 New Zealanders, targeting the leisure market. The interviews were carried out in September 2016. The sample was structured to be representative of the New Zealand population by age, gender and region.

Q:      How often will the insight be updated?

The professional advice provided to us is the insight should remain current for three years and then be updated. We are in communications with Central Government on this forming part of a larger data project in 2020. 

Q:      Who is responsible for the DGiT tool?

DGiT was initiated by the Domestic Tourism Working Group, spearheaded by Tourism Industry Aotearoa, and supported by private and public sector industry representatives. The project was supported by generous funding from a range of industry partners. Find out more.

Q:      What do I do if I have any questions about DGiT?


Using DGiT

Q:      What’s the best way to use DGiT?

Start by thinking about a question you want to answer. For example:

  • how many people could be interested in my product or service?
  • what’s the best place to advertise my product or service?
  • what sort of event is most likely to draw people to my region?

Once you’ve got your question, the next step is to set the filters. For example, for the first question above (‘how many people could be interested in my product or service?’) you might set two filters – the region your product or service is based in using ‘Target Destination’ and the type of your product or service, using either ‘Activity’ or ‘Preferred Accommodation’.

After you’ve answered your initial question you can either add more filters to refine the answer or you can run a different query to answer a different question.

Q:      Why do I sometimes get results which are counter-intuitive?

This is best answered through an example. If you select ‘Central Otago primary target’ as the ‘Target Destination’, you’ll see that the most preferred activity of these visitors is going to the beach. This doesn’t mean people want to go to the beach in Central Otago. Instead, it means that people interested in going to Central Otago are also interested in going to the beach (but not necessarily in Central Otago).

The reason these seemingly counter-intuitive findings come up is to do with how we asked people the questions. When we asked about holiday preferences, we allowed respondents to select multiple activities, multiple destinations, multiple accommodation types, and multiple times of year to travel. For example, they could have said for a short break without children they’re interested in skiing, cycle trails and beaches; and they’re interested in going to Central Otago, Rotorua, the Coromandel and Queenstown. We didn’t ask respondents to associate the activities they’re interested in with particular regions because we didn’t want to limit them to what they already know about a region.This approach allows operators and regions to identify new opportunities in their regions.    

The best way to deal with a result which is counter-intuitive isn’t to ignore it and move on to the next finding. Ask yourself, ‘can this be an opportunity for my business or region?’ For example, if people going to Central Otago like beaches, is there an opportunity to promote a lakeside holiday as a beach alternative?

Q:      Why are there four categories for each of the Target Destinations, i.e. primary targets and 3 x secondary targets?

We’ve created four different targets to allow regions and operators flexibility in how they define their target market. New Zealanders are more interested in some regions, so to give those regions where interest is lower an idea of who they should be trying to generate interest amongst we’ve created ‘Secondary target (not interested but can get there easily)’.

We think the following types of users will be interested in using each target:

  • Primary target (interested and can get there easily) – all operators and regions
  • Secondary target (not interested but can get there easily) – regions who want to understand who they should be targeting to generate interest in visiting their region
  • Secondary target (interested but can’t get there easily by road/air) – travel operators when planning new routes or specials, activity or accommodation providers wanting to understand their broadest possible target.

Q:      The result charts don’t show all the possible responses on the ‘What do they want?’ and the ‘How do we reach them?’ pages. Can I see a full list of responses for these?

Download this document to see all the options for Accommodation & Activities, and download this document to see all the options for Reasons for Travel; Triggers; Barriers; Media (reaching them before they even thought about going); Planning (reaching them when they are planning).

Q:      How does the ‘Time of year’ filter work?

This allows you to select people who are willing or want to travel at particular times of the year. For example, if you select ‘winter’ you will exclude all people who don’t want to travel during winter. However, this does not mean you are selecting people who only want to travel in winter – the majority of these people also want to travel during other times of the year and their activity preferences will reflect their total year interests.

Q:      I’ve run a search and some or all of the charts are blank, what does this mean?

This means that the sample sizes are too small to show reliable results for some or all of the results. If this happens, the best thing to do is to remove or expand some of the filters and try re-running it.

Q:      What do the percentages in the ‘Media – reaching them before they’ve even thought about going’ chart mean?

The percentages show the proportion of people using each type of media frequently. In the case of traditional media (TV, radio, etc.) this means at least six hours per week. In the case of social media (Facebook, YouTube, etc.) this means multiple times a day.

Q:      Are the demographics in the ‘Demographic target’ filter those of the decision maker, planner or the traveller?

They are the demographics of the adult (18 years and over) traveller.

Q:      What are the ‘Reason for travel (motivations)’?

People have underlying motivations for travelling, they might want to escape their daily stresses, they might want a little romance with their partner, or they might want to treat themselves. People can have more than one motivation for a holiday, for example they can want to escape their daily stresses by exploring the outdoors.

You should only use this filter if you have already defined exactly what motivation your product, service or region is appealing to.

The motivations also appear in the ‘key messages’ chart (in the ‘How do we reach them?’ page). These key messages tell you the motivations for your target market and give you clues about how best to position your product or service.

Q:      Why don’t the results add to 100%?

We allowed respondents to provide multiple answers to each question. For example, people could name up to three barriers to travel. These multiple responses mean the results for many questions add to more than 100%.

Q:      What do I do if I don’t understand the results?

Contact TIA on

Q:      What is the relationship between the eight domestic traveller segments on the DGiT website to DGiT?          

The segments are intended to give people a feel for the eight different types of domestic leisure traveller in New Zealand. While the segments are based on the same data as DGiT, they are not included in DGiT.

Q:      What can DGiT tell me about business travel?

Nothing. DGiT is solely focused on domestic leisure travel – both overnight and day trip leisure travel.

Q:      What is the relationship between the filters?

The relationship between the different filters is an ‘and’ relationship. For example, if you select ‘female 65+’ as well as ‘short break (1-3 nights away) without children’ – you’re asking DGiT about females 65+ taking a short break away without children (i.e., ‘females 65+’ AND ‘short break away’).

The relationship within a filter is an ‘or’ relationship. For example, if you select ‘female 50-64’ as well as ‘female 65+’ you’re asking DGiT about females 50 and over, i.e. ‘females 50-64’ OR ‘females 65+’.

Q:      Will DGiT work on all devices?

You can only use the DGiT tool on a desktop computer or laptop. The tool is not mobile or iPad responsive.