Tourist Attraction Case Study

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Willowbank Wildlife Reserve

Visitor Satisfaction Touchscreen Survey

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Client said 'People found them easy to use'

  
Willowbank Manager, Kathy Rangi, said “Rachel Wells from TouchScreen Marketing & Research, provided a very easy and comprehensive service. All the questions were prepared for us with minimal suggestions from Willowbank. The survey covered a range of areas that we are interested in from quality of our product to how people heard of us. The survey kiosks were attractive to look at and fitted easily into our confined spaces. People found them easy to use and the system cleverly only showed questions appropriate to the person.
The information that has been provided to us since the survey was completed is hugely comprehensive and arrived promptly. I can see that it is the sort of thing we need to do at regular intervals to get a bigger picture. I am hoping that in the long term this type of surveying will show areas of advertising that works and areas that are wasting our hard earned budget. I am very impressed with the service we received from Rachel and would recommend this way of knowing how your customer sees your product.”

Willowbank Wildlife Reserve is a popular tourist attraction on the outskirts of Christchurch. It attracts locals as well as New Zealand and overseas tourists to its wildlife reserve, restaurant and bar, Ko Tane performances and gift shop.

Previously management have conducted paper-based surveys. In November 2007 for a two week period, two touchscreen kiosks were positioned in the reception area at Willowbank.

An annual family pass to the reserve was offered as an incentive to participate in the survey.

The kiosks enclosed an interactive touch survey customised with Willowbank colours, logos and photos. An assortment of single-choice, multiple-choice and ranking questions were used as well as a touchscreen keyboard to gather comments and contact details.

The survey covered areas such as:

• Visitor demographics
• Visitor satisfaction
• Visitor opinion
• Advertising and marketing effectiveness

The touch survey was programmed with ‘invisible’ skipping and branching to cater for the different groups of visitors.

• Children answered a brief colourful survey including questions about their favourite areas and animals in the reserve.
• Overseas visitors were asked some additional questions including which tourism brochures they read.
• Respondents attending the Ko Tane performance branched to questions rating their Ko Tane experience.

On completion of the project, Willowbank management received:

• A PowerPoint presentation of colour graphs clearly illustrating the survey results.
• A comprehensive survey report with cross-tabulations. The cross-tabulations breaking down the survey responses demographically and clearly identifying how different categories of respondents answered each question.

The instant all-inclusive survey results have provided Willowbank management with a valuable tool and ability to act on the results immediately.  

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