Understanding the visitor experience

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Why the client needed the research
Destination Pembrokeshire Partnership commissioned the study to better understand the experiences and requirements of its visitors, helping to ensure the tourism product continues to meet these needs.

Specifically the research was designed to:
- Measure experience against expectation
- Investigate SWOT analysis of the tourism product
- Profile visitors to the county
- Understand the decision making process
- Explore trip characteristics

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Our approach
We used a combination of quantitative and qualitative research methods to meet these objectives. We conducted just under two thousand face to face interviews at 36 sites across the county over a full year to assess a complete picture of tourism.  A total of 236 visitors went on to complete an online interview following up on their trip to investigate their experience in more detail. 

The qualitative component consisted of an online bulletin-board among a key visitor segment which explored in depth visitor behaviours, information sources usage (including digital), and the holiday experience. Participants were also tasked with feeding back on specific websites.

The outcome
The Partnership was able to measure the extent to which the year-round tourism product has developed, with trend data going back to 2003.  One element of the trip in particular was identified as a key aspect for improvement and as a result of the research this issue has been escalated for action.

What the client said
“We were very happy with the service provided by Beaufort. They not only fulfilled all aspects of the brief, but came up with suggestions which significantly improved the project and gave us much valuable additional information. The project was completed on time and on budget.” (Mark Horner, Pembrokeshire County Council)