Visit Somerset publish visitor survey findings

Glastonbury Tor in Somerset
Glastonbury Tor, popular with visitors to Somerset

The findings of visitor surveys conducted by Qa Research across Somerset during summer 2015 have been published on the Visit Somerset website.  These findings are from the first of four waves of research that will continue this year and into 2017.

The objectives of the broad ranging visitor research are to capture visitor profiles, perceptions, experiences and satisfaction and to monitor tourism impacts during the construction of Hinkley Point C nuclear power station.

To ensure the wave one sample included a wide range of visitors, 28 interviewer shifts were conducted by Qa’s field workers across five districts at a total of 19 locations, including visitor attractions, town centres and sea fronts.

Use of CAPI facilitated efficient management of the fieldwork and enhanced the quality of the data. Interviewers sent their surveys to Qa electronically at the end of each shift, so the Fieldwork Manager was promptly able to plan the deployment of interviewers and implement quality control procedures.

The wave one survey has produced some interesting findings and provided a useful baseline to monitor changes against. Subsequent waves, with 48 interviewer shifts to be completed in 2016 followed by 20 shifts in 2017, will provide more robust data and ongoing monitoring of any impacts from the HPC development.

The research will help the Hinkley Tourism Action Partnership (HTAP) devise visitor management, PR and marketing plans.

To see the findings, view the presentation on the Visit Somerset website.

For more information about this study and other related projects please contact nick.how@qaresearch.co.uk or call 01904 632039.