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