Background - The research base was a key aspect in developing the new strategic approach
and for informing future decision making. A number of pieces of research
were undertaken to establish the both the current impact of toursim within the
South West and assess future potential. Major components of the research
programme can be downloaded below, including the State of Tourism Report 2002
and Value of Tourism Report 2001.Latest Research - Since its launch, additional research has been undertaken to help deliver the objectives of Towards 2015. Links to this have been added below, including for latest consumer research exploring consumer motivations and priorities for a number of South West Tourism's 'brands' or 'experiences'. Fuller summaries of the research are available to members of the brands and provide a valuable evidence base for development, set-up and promotion for anyone with product [accommodation, food and drink, tourism related services, destinations etc. etc.] related to Close to Nature, It's Adventure, Romance, Interests & Inspirations, Family Holidays, History & Heritage and Relax & Recharge.
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BRAND DEVELOPMENT RESEARCH
Adv CTN I&I Romance - Executive Summary
Results of 12 focus groups undertaken in 2005 exploring consumers' needs from and motivations for Adventure, Close to Nature, Interests & Inspirations and Romantic Breaks.
Results of 12 focus groups undertaken in 2005 exploring consumers' needs from and motivations for Adventure, Close to Nature, Interests & Inspirations and Romantic Breaks.
[56KB]
BB & EPS - Executive Summary
Research exploring mums' and dads' priorities and motivations for Easy Preschool and Beach & Beyond / Family Holiday experiences. Based on focus groups held in 2006.
Research exploring mums' and dads' priorities and motivations for Easy Preschool and Beach & Beyond / Family Holiday experiences. Based on focus groups held in 2006.
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HH & RR - Executive Summary
The results of 6 focus groups undertaken in 2006, looking at the role for and potential to develop History & Heritage and Relax & Recharge holiday experiences among Empty Nesters and Sinks / Dinks.
The results of 6 focus groups undertaken in 2006, looking at the role for and potential to develop History & Heritage and Relax & Recharge holiday experiences among Empty Nesters and Sinks / Dinks.
[156KB]
DESTINATION BRAND RESEARCH - Summary of findings
A research report produced in 2002 for South West Tourism and the South West of England Regional Development Agency assessed visitor perceptions of locations within the region. The telephone survey of 1500 identified visitors evaluated their awareness of these locations and their level of interest for them.
A research report produced in 2002 for South West Tourism and the South West of England Regional Development Agency assessed visitor perceptions of locations within the region. The telephone survey of 1500 identified visitors evaluated their awareness of these locations and their level of interest for them.
[77KB]
COMMUNITY
ATTITUDES SURVEY 2004 - SUMMARY OF RESULTS
2800 SW residents surveyed across the region, 400 per county.
2800 SW residents surveyed across the region, 400 per county.
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BRAND CLUSTER DESCRIPTION
Descriptions of each key customer target band and brand cluster. This incorporates the findings of the workshops and also 'fleshes out' the initial ideas and indicates which brand cluster is of most relevance to which customer band.
Descriptions of each key customer target band and brand cluster. This incorporates the findings of the workshops and also 'fleshes out' the initial ideas and indicates which brand cluster is of most relevance to which customer band.
[114KB]
CONSUMER SATISFACTION / SEGMENTATION
