Regional Destination Management Organisation
Step 1: Secondary analysis of existing data sources to inform development of the holiday tour themes to be tested
Step 2: Quantitative concept test among potential visitors from the target country. The research explored the appeal of each of 8 concepts both in absolute terms and relative to each other. For the most appealing concepts to individual respondents we explored expectations around booking channel, type of tour, duration, accommodation etc.
The output gave clear guidance to the clients on the themes that were of most interest to the target audience. This learning enabled the concepts to be refined to optimise their appeal.
The research also provided insight into broader cross-concept elements such as type of tours and tour guides that will be valuable beyond just the specific concepts tested in this project.