The client:
Tourist attraction in major US city
The need:
Uncover ways to improve the visitor experience, increase visitation, and understand how the attraction fits vs. others in the city
The solution:
Comprehensive research program including:
On-site research among visitors to assess satisfaction with their visit – both overall and across specific areas – conducted and tracked across multiple seasons
In-depth interviews focusing on the complete visitation journey, mapping out the details and understanding what happened before and after the visit
On-street survey among tourists to explore drivers of visiting various tourist sites in the city
Online survey among non-visitors living within a particular geographic radius, to identify barriers to visitation and motivators to give the attraction a try in the future