Primary Destination Research Model

The objective of this process is to conduct comprehensive visitor research and develop a strategic marketing plan to effectively position and market a specific community or region as a travel and tourism destination of choice.

Statement of Methodology

1. Initial Meeting, Reconnaissance and Mystery Shopping:

• Initial Meeting
• Mystery Shopping and Reconnaissance of Destination
• Marketing Materials Analysis

2. Lodging Product Assessment and Survey:

• Lodging Product Assessment
• Confidential Survey of Lodging Managers 
• Smith Travel STR Five Year Trend Report

3. Performance Audit and In-depth Analysis of Status:

• 5-Year Growth of Tourism Revenues
• Growth of Infrastructure
• Tourism Funding and Budget Comparisons
• Review of Marketing Programs and Results Measures

4. Scientific Visitor Research with CVB Inquiries or Local Visitors:

• Visitor Surveys – mail or intercept on site
• Data Analysis and Report
• Data to include:
• Profile of current and most likely potential visitors
• Visitor origin points
• Rank order of sources of information leading to inquiry
• Visitor & advertising conversion statistics
• Party size, composition, and length of stay
• Visitor spending statistics by category and segment
• Rank order of visitor interests and activities
• Satisfaction rating with categories of tourism product (dining, lodging, etc.)
• Visitation and satisfaction ratings of a listing of specific attractions and events
• Mode of travel
• Rank order of desired new products
• Demographics (age, sex, income, occupations)
• Most effective outreach messages and methods

5. Strategic Branding and Marketing Plan:

A comprehensive written plan will be completed and presented in print and a PowerPoint Format. The report will include:

• Gateways, Signage and Wayfinding
• Governance
• Funding and Budgeting
• Staffing
• Direct Sales
• Marketing and Promotions
• New Product Development
• Front Line Training
• On-Going Research and Tracking