Understanding why visitors choose to come to a major city tourist destination and assessing levels of satisfaction.
Examples of our Work - Leisure and Tourism Market Research
Background
We have conducted this city Visitor Survey continuously since its inception in 1995. PCP was commissioned to undertake this project for eight successive years until recent changes in the way the research was commissioned. In total over 8000 interviews had been completed during the course of this research.
Objectives
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To understand why visitors choose to come to this tourist destination.
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To understand levels of satisfaction with the facilities provided.
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To evaluate awareness of and usage of attractions.
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To determine length of stay.
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To understand visitor requirements in terms of evening entertainment and feed relevant findings into designing marketing strategies to increase levels of satisfaction.
Methodology
1000 visitors are interviewed face to face at 10 selected locations in the city throughout the year.
Outcome
This survey provides essential data on visitors to this city. It provides an understanding of the proportion of UK visitors versus overseas visitors attracted to the city, visitor motivations for coming to the city, their length of stay, how they planned for their visit, what sources of information they used, attractions visited, events attended, activities undertaken and likes and dislikes on their visit, overall levels of satisfaction with their visit and how they felt their visit could have been improved. Importantly the survey results are of key importance in enabling the Economic Development Unit responsible for business development in the region to develop strategies to maintain and grow the visitor population for the region bringing in vital tourism for the area.
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