E-Surveys Made Easy
Using Visitor Email Addresses to Conduct
Destination Research
Prepared by:
Jerry Henry
Corporate Director of Research
Herschend Family Entertainment
1
Presentation Overview
•
•
•
•
•
Advantages and Limitations of E-Surveys
Average Response Rates
Do They Really Work?
Real-Life Project Examples
How To Get Started?
2
Definition
• An “e-survey” in this presentation refers to travel surveys that
are posted on the web and completed by a destination’s (or
attraction’s) visitors.
• This is accomplished by sending email messages to past
customers, inquiries or website visitors offering an invitation for
the respondent to click on a survey link and complete a specific
online questionnaire.
• While other types of online surveys can be completed by
consumers browsing a destination’s website, this type of study
differs in that it is completed only by those targeted in the initial
email blast—either visitors, past visitors, inquiries, non-visitors,
etc.
3
Advantages
Less Intrusive
Pictures, Sound Clips and Video Clips
More Detailed Responses
Logical.
Telephone Response Rates are Dropping
Mainstreaming of the Internet
Faster Response Time
Less Expensive
Free From Interviewer Bias
Better Recall
4
Limitations
Privacy Legislation
Self-Administered
Not Everyone is Online
Cannot Ensure Desired Respondent
Spam Filters Zap 20% of Commercial Emails
Non-Response
Satisfaction Ratings May Vary
Cannot Ask Follow-Up Questions
Professional Survey Takers
5
Conduct a Parallel Test
• The only way to find out how e-survey results compare to your
current methodology is to try it! This can best be accomplished
by conducting a parallel test—e.g. running your survey using
both methods simultaneously and then comparing the data from
both. Although the results are rarely identical (for the reasons
mentioned previously), it is important to see if the core
measurements line up.
• The following metrics should be the same if the online research
is to replace another type of research:
1. Is the top-of-mind (#1) mention the same using both methods?
2. Is the rating of products or concepts at a similar level, using both
methods?
3. Is any market movement equally indicated using both methods?
4. Are stated behaviors (previous brand usage, previous category
involvement) similar using both methods?
6
Metrics May Differ But, Online Surveys
May Actually be More Accurate
• Unaided awareness: because online respondents generally
take more time to think about their responses, they will generally
be able to recall more brands, more ads, more experiences, etc.
This can make the results MORE accurate than other
approaches.
• Complex questions: because online respondents can read and
re-read questions, they are more likely to respond accurately. In
other approaches, respondents rarely ask the interviewer to reread the question for them. (Note: this can be eliminated in
either case if the questions are kept very simple).
• Detailed questions: because online respondents do not feel
the time pressure to give an answer, they may actually
investigate the answers before they respond.
7
Results from Herschend Family
Entertainment’s Parallel Tests
• In 2001, Herschend Family Entertainment (HFE) launched our
pilot e-survey program by running six different properties’
parallel e-surveys concurrent with telephone surveys asking the
same questions. (Silver Dollar City, Dollywood, Stone Mountain,
White Water, Showboat and Splash Country)
• Phone and Email survey responses were compared on party
composition, age of party members, household income, last visit
to the property, other area activity participation, and satisfaction.
• In all, we found that in 70% of the line item demographic data
elements there was no significant difference in the results. The
largest disparities came in the areas of satisfaction and age.
8
Celebration City Packaging Research
Example
• However, our most conclusive parallel test came as we were
preparing to launch Celebration City. The purpose of this study
was to determine which combination of properties, days and
pricing was most attractive to our customers.
• A total of 1,500 phone interviews began simultaneously with an
e-survey that asked the same questions. Both studies were
conducted among past Silver Dollar City visitors.
• How did they compare? The 1,500 phone calls were completed
in only 18 days at a cost of $14,000, a bargain by most
standards. However, over 1,700 email responses were received
in just under 4 days at an incremental cost of less than $1,000.
(programmers and analysts are already on the payroll).
• And, the results? See for yourself……
9
Internet Results
Ticket Package Tradeoffs
53%
3 Days, 2 Pks, $55
47%
21%
Family of 4, $299
79%
54%
4 Days, $59
47%
61%
3 Pk, S. Pass, $89
3 Pk, S. Pass, $99
4 Days, $59
3 Pk, S. Pass, $99
39%
4 Days, $69
3 Days, 2 Pks, $55
76%
24%
1 Day, 1 Park, $32
4 Days, $69
77%
23%
Family of 4, $299
1 Day, 1 Pk, $32
76%
24%
Family of 4 w/ Hotel
48%
3 Pk, S. Pass, $99
20%
Family of 4 w/ Hotel
-50%
79%
0%
10
3 Pk, S. Pass, $89
1 Day, 1 Park, $32
3 Days, 2 Parks, $55
51%
21%
Family of 4 w/ Hotel
n = 584
73%
50%
3 Pk. S Pass, $89
-100%
80%
27%
Family of 4, $299
4 Days, $69
52%
50%
4 Days, $59
100%
Phone Results
Ticket Package Tradeoffs
61%
3 Days, 2 Pks, $55
30%
Family of 4, $299
4 Days, $69
1 Day, 1 Pk, $32
24%
72%
28%
76%
24%
56%
n = 267
-50%
Family of 4 w/ Hotel
4 Days, $69
74%
0%
11
3 Pk, S. Pass, $89
1 Day, 1 Park, $32
3 Days, 2 Parks, $55
49%
26%
Family of 4 w/ Hotel
Family of 4, $299
68%
51%
3 Pk. S Pass, $89
1 Day, 1 Park, $32
75%
32%
Family of 4, $299
4 Days, $69
44%
25%
Family of 4 w/ Hotel
4 Days, $59
3 Pk, S. Pass, $99
41%
76%
3 Pk, S. Pass, $99
-100%
51%
59%
3 Pk, S. Pass, $89
3 Pk, S. Pass, $99
70%
49%
4 Days, $59
3 Days, 2 Pks, $55
39%
50%
4 Days, $59
100%
Survey Facts & Figures
• Over the past three years, HFE has conducted 58 different esurvey projects and distributed more than 340,000 email survey
links. Of those, about 88% or 300,000 actually made it into
consumer homes.
• Response rates among past visitors have averaged 11.5% over
that time with a range from from 4.4% to 42.3% (based upon the
gross e-blast). However, HFE properties has a significant
affinity among their customers. Typically the greater the affinity
for the destination or attraction, the greater the typical response
rate. Destinations tend to have lower response rates in the 5%
to 10% range.
• Response rates from rental lists are generally much lower.
Typically, only 5%-7% of these kinds of surveys get opened and
response rates average only 0.5% on the gross e-blast.
However, in a recent Springfield study we got a 2.5% response.
12
Herschend Family Entertainment
E-Survey Statistical History
No of Projects
58
GROSS Emails Distributed
341,543
100.0%
LESS: Undeliverables
(37,911)
11.1%
LESS: Suppressions
(3,756)
1.1%
299,876
87.8%
39,277
11.5%
NET Emails Delivered
Average Response Rate
Target Sample Size
400
Est. Email Blast Required
3,335
13
Examples
•
•
•
•
•
•
Springfield Visitor Profile
Springfield Conversion Study
Research Templates
Silver Dollar City Non-Visitor
Silver Dollar City Brand Assessment (incl. Consumer Mapping)
Celebration City Concept Study
14
Springfield Visitor Profile
• The Springfield CVB began conducting guest profile studies via
email in 2001. Intercept or phone surveys were cost prohibitive
at the time. Given that well over two-thirds of all travelers (and
closer to 80% non-VFR travelers) have internet access, the
methodology seemed appropriate even in 2001.
• Visitor email addresses are collected by area partners, hotels,
the visitor center and the airport. E-survey links are distributed
each month. Over the years annual sample size has ranged
from 700 to 1,200.
• Traveler data is downloaded and processed into tables on
demand. Year over year trends appear normal in every data
category.
15
Springfield Visitor Profile
• This information has helped define who visits Springfield, what
they do, when they plan their visit, where they’re from, why they
visit, and how they spend in the area—among many other
things.
16
Party Composition
Springfield Visitor Profile Example
Variance from 2003 (Points)
Other
2%
4%
3%
Families
32%
2.9%
2%
1%
0%
-1%
Adults
66%
-0.8%
-2%
-1.8%
-3%
Families
17
Adults
Other
Age Breakdown
Springfield Visitor Profile Example
Variance from 2003 (Points)
55+ yrs
25%
Under
18 yrs
18%
8%
5.7%
6%
4%
2%
0.7%
0%
18-34
yrs
20%
-2%
-0.6%
-4%
-6%
-5.8%
-8%
35-54
yrs
37%
Under
18
18
18-34
35-54
55+
Last Visit to Springfield
Springfield Visitor Profile Example
Variance from 2003 (Points)
25%
First
Time
30%
Over 2
Years
33%
19.7%
20%
15%
10%
8.2%
5%
0%
-5%
-10%
-15%
-13.7%
-20%
ETY/LY
37%
ETY/LY = Earlier this year or last year
First-Time
19
ETY/ LY
Over 2
Years
Distance Traveled
Springfield Visitor Profile Example
Variance from 2003 (Points)
0-100
mi
11%
8%
6.9%
6%
4%
2%
301+ mi
50%
0%
101-300
mi
39%
-2%
-1.1%
-4%
-6%
-5.8%
-8%
0-100 mi 101-300 mi
20
301+ mi
% Spending the Night in Springfield
by Visitor Segment
Springfield Visitor Profile Example
80%
77.9%
77.3%
78%
76%
75.0%
74%
72%
72.9%
71.9%
71.8%
72.1%
70.8%
70%
67.6%
68%
66%
64%
62%
Families
Adults
0-100 mi
300 mi
301+ mi
21
1st Time
Visitors
Pleasure Business
Average Length of Stay
by Visitor Segment
Springfield Visitor Profile Example
7.0
5.8
Number of Nights in Spfd
6.0
5.0
4.0
3.6
3.6
3.3
3.1
2.9
3.0
2.0
2.5
1.9
1.5
1.0
0.0
Families
Adults
0-100 mi
300 mi
301+ mi
22
1st Time
Visitors
Pleasure Business
Spending Per Party Per Trip
by Visitor Segment
Springfield Visitor Profile Example
$900
$824
$800
$700
$600
$719
$689
$674
$638
$568
$495
$476
$500
$400
$312
$300
$200
$100
$0
Families
Adults
0-100 mi
300 mi
301+ mi
23
1st Time
Visitors
Pleasure Business
Springfield Conversion Study
• E-surveys can also help one understand the impact of the
advertising materials sent out, how prospects made their
decision to visit one destination over another, what converted
visitors did while in the area, etc.
• BUT, conversion studies conducted using ONLY EMAIL have
additional limitations. Email surveys are great for finding out
more about a destination’s visitors, brand or past visitors. But a
conversion study must inherently attract an objective ratio of the
number of inquirers who visited. Hence, you must also have a
representative group of non-visitors as well --and that is difficult
to accomplish with an e-survey.
• For that reason, I recommend conducting an additional short
phone survey that asks… 1) Did you visit? and 2) How much did
you spend?—by medium.
24
Conversion Rate Comparison
1998-2003
Springfield Conversion Study Example
60%
50%
48.3%
42.9%
40%
44.8%
46.9%
32.7%
30%
25.4%
20%
10%
0%
1998
*Included Reader Service
1999
2000*
2001
25
2002
2003
2000-2003 Conversion Rates
by Advertising Campaign
Springfield Conversion Study Example
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
76.5%
51.3%
56.9%
53.1%
44.5%
56.3%
47.2%
43.4%
38.8%
32.8%
Unclassified
Misc/ Other
MDT
2003
26
Television
2002
Show-Me
Revenue Per Visitor Party
by Advertising Campaign
Springfield Conversion Study Example
$900
$800
$700
$600
$500
$824 $806
$847
$663
$597
$840
$614
$644
$606
$582
$400
$300
$200
$100
$0
Unclassified
Misc/ Other
MDT
2003
Overall Revenue Per Visitor Party = $ 649
27
2002
Television
Show Me
Springfield
Total Revenue Generated
by Advertising Campaign
($000s)
Springfield Conversion Study Example
$10,000
$9,000
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
$0
$8,727.2
$8,007.5
$6,951.4
$6,166.3
$4,472.0
$4,315.5
$3,655.4
$2,281.8
$507.6
$311.6
Unclassified
Misc/ Other
MDT
2003
Total Revenue Generated = $21,998,462
28
2002
Television
Show Me
Springfield
Return on Gross Investment
by Advertising Campaign
Springfield Conversion Study Example
$500
$439.49
$400
$300
$200
$280.62
$285.97
$255.86
$196.10
$105.47
$121.96
$120.34
$100
$0
Unclassified
Misc/ Other
MDT
2003
2002
Overall Revenue Generated for Every Ad Dollar = $213.23
29
Television*
Show Me
Springfield
Research Templates
a.k.a. Research-in-a-Box
• Some destination marketing organizations (DMOs) take
responsibility for helping smaller destinations, attractions or
festivals help themselves.
• They are starting to create “research templates” that smaller
entities can use to collect data for themselves. This is
essentially a research study in-a-box. Each template includes a
standard questionnaire, input file, legend, data summaries and
applicable charts.
• The survey can be launched, have the data collected and input
by virtually anyone with a computer. Once the data is input, the
template processes the data automatically and creates both a
set of data tables and relevant charts.
30
Silver Dollar City Non-Visitor Study
• E-surveys work great for a wide variety of types of surveys
conducted among visitors. But, at Silver Dollar City we have
found that even our past customers have a passion for helping
us improve our products and services. Response rates among
old visitors is nearly as good as it is among active customers.
• Silver Dollar City has used these kinds of non-visitor
assessments to determine why some people just don’t come
back. These kinds of surveys work wonderful for open-ended
responses giving respondents an opportunity to write exactly
what’s on their minds.
• Over the past couple of years we learned that our park had
begun to experience, “brand drift.” We are now taking action to
correct some of the issues we identified.
31
Reasons for Not Visiting
Sampling of Actual Customer Responses
SDC Non-Returning Visitor Study Example
•
•
•
•
•
•
•
•
It has become too amusement park oriented. It used to be that the park was full of crafters,
but that seems to have given way to amusement rides. We went every year for about 15
years to the Fall National Crafts Fair, but within the last 8 years or so, that has become a
joke. There used to be crafters and artists lined up and down the sidewalks of the park, with
the count at least at 200. Now the National Crafts Fair has pretty much fallen the same way
76 Boulevard has - very few crafts and crafters, and more commercial shops, restaurants,
and hotels.
It is boring and always offers the same stuff for an elevated cost
It seems that it has been the same for some time. My children wanted something new for a
change.
It's changed---not for the better
It's gotten "old". Nothing new, and we have done it so many years in a row.
Less music. The combining of weeks such as music with crafts. Seems that creativity and
variety have been sacrificed for moneys sake.
No new roller coasters.
We chose to spend our money on one long vacation instead of several quick trips to
Branson
32
Rate Reasons for Not Returning to SDC
Inactive Visitor Responses
SDC Non-Returning Visitor Study Example
Kids too old / grown
2.04
Don't think about it
2.19
Don't like park rides
2.21
Traffic Congestion
2.33
Nothing new of interest at SDC
2.39
Prefer Branson shows
2.55
No kids on last visit
2.56
Been before / Doing other things
2.62
Too expensive/ cannot afford
3.27
Have not visited Branson
0.00
3.34
0.50
1.00
33
1.50
2.00
2.50
3.00
3.50
4.00
Silver Dollar City Brand Assessment
• E-surveys also work very well at helping decision makers
assess the value of their brands and measure how satisfied their
visitors are with those aspects of the visit that are most
important to them, called consumer mapping.
34
Describe Silver Dollar City
SDC Brand Assessment Example
•
•
•
•
•
•
•
•
A great place for clean family fun. The only place I know that still has
christian values. We LOVE that!!!!
"A wholesome fun experience for your entire family!"
1800 Theme Park with some rides and musical shows. Craft work for
sale
A "SAFE" PLACE FOR THE ENTIRE FAMILY!!!!
A christian, family oriented place that I can take anyone and have a
good time. I like the fact that there are rides that aren't too wild that I
(as an adult) can ride and have fun along with my children (who like the
wilder rides)
A family oriented park where one can feel safe. The park employees
for the most part are very courteous. The food is tasty.
A fun place to visit
A great place for couples and families
35
“Silver Dollar City's craftsmen and entertainers
seem to be more friendly today than they were a few
years back”
SDC Brand Assessment Example
BRAND QUESTION
35%
30%
29.0%
25%
20%
20.7%
19.3%
19.2%
15%
10%
5%
0%
Visitors
Non-Returners
% Agree
% Disagree
36
“I/we are more likely to visit Silver Dollar City today
than we were a few years ago”
SDC Brand Assessment Example
40%
BRAND QUESTION
36.9%
35%
30%
32.0%
26.9%
30.2%
29.2%
25.6%
25%
20%
15%
10%
5%
0%
Visitors
Non-Returners
% Agree
% Disagree
37
Inactives
“As SDC's prices escalate I find myself choosing
different entertainment options for my family”
SDC Brand Assessment Example
BRAND QUESTION
70%
60.9%
60%
52.7%
50%
40%
38.7%
31.9%
30%
19.2%
20%
15.8%
10%
0%
Visitors
Non-Returners
% Agree
% Disagree
38
Inactives
“Silver Dollar City is more unique and attractive to
my family today than it was a few years back”
SDC Brand Assessment Example
BRAND QUESTION
35%
30.1%
30%
29.9%
29.2%
26.9%
25%
22.1%
20%
17.3%
15%
10%
5%
0%
Visitors
Non-Returners
% Agree
% Disagree
39
Inactives
“Knowing the storylines behind SDC's rides and
attractions make them more enjoyable for my
family”
SDC Brand Assessment Example
70%
BRAND QUESTION
60.8%
60%
54.9%
51.6%
50%
40%
30%
20%
18.8%
13.6%
12.5%
10%
0%
Visitors
Non-Returners
% Agree
% Disagree
40
Inactives
Consumer Mapping
• Consumer Mapping entails combining attribute importance and
performance to define the target issues and strengths of the bank.
• It provides information about the relative strengths and weaknesses
among attributes of the attraction or destination only, rather than a
specific destination relative to the competition.
• Those attributes that most impact loyalty and whose performance is
better than average are called Strengths. Those issues that are
high impact where performance is lower are designated Target
Issues.
• Secondary Opportunities are those where the attraction or
destination’s performance is lower than average but the attributes
have lower impact on loyalty.
• Similarly, Low Priority Issues have low impact on loyalty and are
better in performance for the destination.
41
Issue Targeting
Secondary Opportunities
Satisfaction
More
Satisfied
Strengths
These are the "primary strengths"
of the brand.
These attributes are not crucial.
Immediate focus should be on target
issues.
Customers’ needs are being met, though
these attributes are not important.
Potential for resource misallocation.
These are "target issues" to improve
customer loyalty. The brand is
performing below average and these
attributes are important.
Less
Satisfied
Low Priority
Less Important
Target Issues
Importance
42
More Important
Consumer Mapping
Better
-EXAMPLE-
Secondary
Opportunities
Strengths
Friendliness
Safety/ Security
Variety
Performance
Number of Restaurants
Ease of Getting There
Value for the Dollar
Scenic Beauty
Low Priority
Worse
Less Important
Target Issues
Importance
43
More Important
SDC Brand Assessment Example
Consumer Mapping
5.00
Wholesome Atmosphere
Friendly
4.50
Craft Demos
Know ledgeable Emps
Trams
Satisfaction
Wide Paths
Availability of Stroller Rentals
4.00
Variety of Attractions
Kid-Friendly Mdse
Diaper Changing Stations
Quality of Stroller Rentals
Kiddie Attractions
Parking Lot Exp.
Adequate No. of Air Cond. Restaurants
Interactive Activities
Availability of 1st Aid Stations
Interaction w / Characters
Well-Marked Smoking Areas
Stroller Maps
Availiability of Kids Crafts
Place to Heat Baby Bottles
Quality of Restrooms
Signage/ Maps
Making Child Feel Special
Meeting Spot for Lost Family Mbrs
3.50
Cleanliness
Qty of Restrooms
Benches & Places to Sit
Adequate Restaurant Seating
Kid-Friendly Dining
Kid-Friendly Meals
Healthy Food Choices
Availiability of Locker Storage
Availiability of Kid Height Water Fountains
Availiability of Nursing Stations
Price of Stroller Rentals
Availiability of Family Restroom
3.00
Ease of Maneuvering Strollers
Qty of Water Fountains
Entertainment in Lines
2.50
1.50
2.00
2.50
3.00
3.50
Importance
44
4.00
4.50
5.00
Celebration City Concept Study
• E-surveys are ideal for testing new ideas, e.g. advertising
positioning, headlines, or new concepts. Perhaps the most
important types of research HFE conducts by e-survey is our
concept testing program. Before we add a new festival or build
a new ride, we ask our customers to tell us what they think
about the options we are considering.
• You cannot blindly ask people what they would like to see us
add because they typically don’t know or cannot verbalize it.
BUT, they can review several different options and tell you which
ones they like, which one’s they don’t, and which one’s would be
most likely to cause them to visit.
• At HFE, we’ve conducted 21 such studies and tested nearly 60
different concept ideas over the past four years.
45
Concepts’ Overall Appeal
Families with Children
Celebration City Concept Evaluation Example
8.0
7.0
6.8
6.9
7.1
6.9
6.0
6.6
5.4
5.0
4.0
3.0
2.0
1.0
0.0
MGM Grand
Finale
10-point scale
Hallmark
Magic
Moments
Nick-at-Nite
46
ET's Light
Up the Stars
No Limits
Pop Rocks
by Coke
INTENT-TO-VISIT These Concepts
Families with Children
Celebration City Concept Evaluation Example
8.0
7.0
6.9
7.0
7.2
7.1
7.0
No Limits
Pop Rocks
by Coke
5.9
6.0
5.0
4.0
3.0
2.0
1.0
0.0
MGM Grand
Finale
10-point scale
Hallmark
Magic
Moments
Nick-at-Nite
47
ET's Light
Up the Stars
% Concepts Perceived as Being
MOTIVATIONAL HOOKS
Families with Children
Celebration City Concept Evaluation Example
40%
35%
30%
37.3%
36.3%
29.0%
29.7%
27.0%
25%
17.7%
20%
15%
10%
5%
0%
MGM Grand
Finale
Top-Box Ratios
Hallmark
Magic
Moments
Nick-at-Nite ET's Light
Up the
Stars
48
No Limits
Pop Rocks
by Coke
Summary of Appeal and Likelihood of
Visiting Concept Ratings
Celebration City Concept Evaluation Example
APPEAL
Concept
LIKELIHOOD OF
VISITING
Families
Overall
Families
Overall
Overall
MGM
6.8
6.9
6.9
6.8
Hallmark
6.9
6.8
7.0
6.7
Nick-at-Nite
7.1
6.8
7.2
6.9
ET
5.4
5.1
5.9
5.6
No Limits
6.9
6.7
7.1
6.7
Pop Nights
6.6
6.3
7.0
6.7
49
Favorite Concept of All
Families with Children
Celebration City Concept Evaluation Example
Favorite Concept-Group 1
Hallmark
30%
Favorite Concept-Group 2
Hallmark
11%
Pop
Nights
24%
MGM
20%
No Limits
31%
ET
5%
Nick-atNite
38%
Nick-atNite
41%
50
NET: FAVORITE Less LEAST FAVORITE
Families with Children
Considering the net results of “favorite” minus “least favorite” concept, this chart shows that Nick-at-Nite
generated the largest margin of favorite “votes”compared to least favorite “votes.”
30%
20.7%
20%
10%
2.0%
5.8%
0%
-10%
-4.9%
-1.8%
-20%
-30%
-40%
-40.9%
-50%
MGM Grand
Finale
*Ratio of Favorite: Least Favorite
Hallmark
Magic
Moments
Nick-at-Nite ET's Light
Up the
Stars
51
No Limits
Pop Rocks
by Coke
How Can You Get Started?
• Call Your IT People. I started with the idea and didn’t know
anything about programming, web design, etc.
• Order WebSurveyor.com or SurveyMonkey.com. It’s pretty
easy to learn and they do the tough part.
• Pay a Consultant. For less than a few hundred dollars you can
have your survey blast to your customer list, posted on the web,
and the results downloaded into an input file. For less than
several thousand you can have the whole thing done for
youturnkey.
• Hire a Research Company. This will likely be quite a bit more
expensive. For whatever reason, research companies are
typically charging nearly as much for online surveys as they do
for phone surveys.
52
Summary
• E-Surveys are typically faster, less expensive, and not as
intrusive as traditional phone surveys. While not everyone has
internet access, travelers are far more likely to have access than
the average U.S. citizen. Hence, they provide a very attractive
alternative for most destination marketing organizations.
• Response rates today rival phone surveys and because people
can complete such surveys on their own time, responses tend to
be more thorough.
• Bottom line, e-surveys are effective and affordable. They offer
DMO’s the unique opportunity to gain a better understanding of
their customers without breaking the budget.
• For many it is the difference between being able to conduct
customer research and continuing to operate with one’s best
guesses.
53