Understanding Your Audience & Market
How do you measure the success of your tourism targets? How do you know what your desired audiences are looking for? How can you show the value of your work in funding applications and resourcing reports? We can help you answer these questions.
We know just how important having robust research and up-to-date figures on industry performance is to both public and private sector tourism partners, which is why it is a fundamental part of the service we offer. GTP’s dedicated research team can help you better understand both your audience and your market through in-depth studies into visitor trends, industry performance, or accommodation assets. We can provide monthly updates on the local tourism economy, and advise on improving industry skills with bespoke training and workshops.
Finding out what motivates people to visit or not visit an area is crucial when considering how to reach your desired audiences. Go To Places has a tried and tested perception research system in place, which measures visitors’ impressions of and reactions to your location. The research considers general attitudes to the destination, different perceptions based on both short breaks and day trips, and can target specific areas of regeneration. Our system helps us to identify changes and shifts in perception as they happen, so we can amend marketing and funding work, and it also enables us to measure the likelihood of visits to Kent and advise partners accordingly of emerging trends or pitfalls.
Value and Volume Studies
In addition to measuring visitors’ opinion of a destination, it is also vital to accurately measure the value and volume of tourism in order to develop policies and build budgets or funding bids. Go To Places uses The Cambridge Economic Impact Model – an industry respected tool – to produce industry reports for each of its destinations. The Cambridge Model produces estimates from existing national and local information (e.g. accommodation stock, inbound trips) of the level of tourism activity within a given area. The volume of visits is translated into economic terms by estimating the amount of visitor spending per trip, and the estimated effect of visitor spend on business turnover and jobs, giving a true economic picture of tourism in your area. Such data is invaluable when compiling funding bids and evaluating the true year-on-year success of your tourism activity.
To ensure that we and our partners understand local industry performance, Go To Places created the Monthly Business Barometer for each of its destinations. The barometer contains feedback from tourism businesses on their performance each month and gives a simple ‘snapshot’ of how tourism is performing locally, including visitor numbers, accommodation bookings and overseas visits. The Visit Kent barometer has contributions from 50 attractions, 350 accommodation providers, 20 conference venues, 5 cross channel carriers and 14 Visitor Information Centres.