Paradise Valley Case Study:-
1.What is the conversion rate for inquiries, and what were the main reasons for respondents not visiting? What strategies would you recommend for improving the conversion rate?
2.How did the respondents first become aware of the destination, and what effect would this have on your marketing strategies?
3.How would you describe the destination's image based on the results of the study? What type of marketing segment(s) would be the best target(s) for this type of destination? Explain your answer.
4.What are the expenditures per person per day on each of the travel components? What is the total economic impact of tourism on this region? Show your calculations and state your assumptions.
CASE STUDY 617 pi pid= 21. Case Study , IA: Paradise Valley Convention and Visitors Bureau anagement, 14 n, Annette Oxford T he Paradise Valley Convention and Visitors Bureau is the destina- tion marketing organization for a second-tier city and its surrounding region, with annual visitor arrivals totaling 3,300,000. Bart Simpson 5-12. is the executive director of the Paradise Valley CVB, and many describe him as outgoing and a bit of a cartoon character. The major objective of the CVB is to promote tourism for the region. The CVB publishes a promotional guide containing information on lodging, restaurants, entertainment, and tourist attractions. The guide is available free of charge by calling an 800 number, filling out a magazine insert, or requesting it through the Web site. Bart was curious about the conversion rate and wanted to know more about the desti- nation's image and the economic impact of tourism. Therefore, he contracted with a research firm to conduct a survey of people who requested the guide. Questions 1 through 3 provide information on the conversion rate. 1. How did you first become interested in the Paradise Valley? Options Percent Frequency Magazine bill no 30.7 119 Internet 6.4 25 Hotel/Restaurant brochures 3.1 12 Friends/Relatives 21.6 84 Newspapers 10.1 39 Other gaivollot and no bnog 28.1 109 Total 100 388 2. After requesting information and receiving The Guide, did you visit the Paradise Valley? Yes 51.8% (n = 199) No 47.9% (n = 184) 3. If not, what was your main reason for not visiting the Paradise Valley? Percent Frequency Options 4.0 7 Cost 5.2 9 Distance 26.6 46 Alternative destination Personal reasons 37.6 65 26.6 46 Other 100 173 Total618 CHAPTER 16 DESTINATION MARKETING The next section (Question 4) of the survey focused on the respondents' perceptions of the Paradise Valley based on 8 attributes. This information is intended to provide some insights into the destination image of the Paradise Valley. 4. How would you rate the Paradise Valley on each of the following destination attributes? Mean Accommodations 3.75 Scenery 4.31 Shopping facilities 3.76 Restaurants 3.89 Climate/Weather 3.79 Tourist attractions 3.93 Historical appeal 4.13 Safety and security 3.99 (Note: results are based on a five-point scale ranging from 1 = poor to 5 = excellent.) The final section of the study focused on the travel and spending behav- iors exhibited by the respondents. The number of people in the party, the length of stay, and the amount spent on the various travel components can be useful in determining the economic impact of tourism for the region. 5. How many people were in your party? 3.65 people (average) 6. How long did you stay in the Paradise Valley? 4.25 days (average) 7. Approximately how much did you spend on the following during your trip? Category Mean Accommodations $185.60 Food $143.95 Tourist Attractions $60.95 Shopping $134.50 Transportation $40.40 Other $13.50 Total $564.75 (Note: the sum of the components doesn't equal the total because each component was averaged separately.)CASE STUDY 619 Case Study Questions and Issues Viseaol0 1. What is the conversion rate for inquiries, and what were the main reasons for respondents not visiting? What strategies would you recommend for improving the conversion rate? 2. How did the respondents first become aware of the destination, and what effect would this have on your marketing strategies? 3. How would you describe the destination's image based on the results of the study? What type of market segment(s) would be the best target(s) for this type of destination? Explain your answer. 4. What are the expenditures per person per day on each of the travel components? What is the total economic impact of tourism on this region? Show your calculations and state your assumptions
