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How Visitors Heard of Tourist Attraction
Christchurch Gondola
'We Can Use Our Marketing Dollar More Effectively To Reach Our Target Market'
The Christchurch Gondola is a popular tourist attraction located in the Port Hills of Christchurch. It attracts locals as well as New Zealand and overseas tourists to its Gondola, time tunnel, restaurant, café and gift shop.
One of the issues faced by tourist attractions today is the
cost of advertising in a growing range of travel guides available to tourists.
Research Objective
The primary objective of the Christchurch Gondola touchscreen survey was to
measure how visitors heard of the tourist attraction.
In conjunction with some other Christchurch tourist attractions, two pre-programmed Digivey touchscreen desktop PCs were positioned at the Summit Station of the Christchurch Gondola for the month of March 2008. The survey was self-administered with visitors electing to approach the computers to answer the two minute survey.
Images of Tourist Guides Displayed on Survey Screen
This survey differed from paper or web surveys in that the interactive touchscreen survey included
images of various tourist guides and brochures so that visitors could recognise the current front covers of the travel guides and select them at the touch of a button. This
simplified tourist guide recognition for the respondent and at the same time
improved the reliability of the data collected.
1750 Survey Sample Gathered in One Month
Christchurch Gondola and Tram’s International Marketing Manager, Joanne Small, was thrilled with the high survey response rate. Over a period of
one month over 1750 surveys were completed by visitors to the attraction. This substantial sample included responses from a significant number of
overseas visitors as well as reliable
samples across all age groups.
We Can Use Our Marketing Dollar More Effectively
To Reach Our Target Market
Joanne commented that the comprehensive report included
a lot of facts and figures but was easy to read and understand. She said:
“The data received from TouchScreen Marketing & Research means that we can use our marketing dollar more effectively to reach our target market.
It was interesting to see where our locals compared to international tourists find their information and how that varies across the age groups.
With the information received we can certainly make more accurate business decisions and focus on advertising through more defined media channels.”
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