Knowing your audience
In 2008 Yorkshire Dales National Park Authority (YDNPA) decided to update its visitor profile knowledge and measure the satisfaction levels of visitors. The intention was to use this information to guide future planning and development.
Conducting profile and satisfaction research
The chosen methodology was face to face interviewing at eight locations across the Yorkshire Dales National Park. Conducting research at these sites would ensure a representative spread of visitor types and comparability with research conducted in 2002.
More specifically, the research established:
- Visitors’ demographic profile e.g. home postcode, age, gender, ethnicity, etc.
- The pattern of visitors’ trips e.g. activities undertaken, areas visited
- The nature and extent of previous visits
- Information sources used
- Motivations to visit
- Satisfaction with visit (likes and dislikes) and specific services and facilities
- Awareness levels and perceptions of the Authority
- How the results for 2008 varied from 2002
Over 550 interviews were completed by Qa researchers during weekdays and weekends through September and October 2008.
What the Authority can do with this information
For the first time in six years the YDNPA has up to date and robust information on its visitors, why and what they visit, and their satisfaction levels. The Authority can now use this information to develop new marketing and communications strategies which appeal to existing and potential audiences.
For more details e-mail firstname.lastname@example.org or call 01904 632039