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The propensity of visitor attractions to carry out customer surveys
Author(s) -
Brunt Paul,
Danster Alan
Publication year - 2000
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/1522-1970(200007/08)2:4<261::aid-jtr215>3.0.co;2-9
Subject(s) - visitor pattern , tourism , marketing , business , accountability , attraction , advertising , survey data collection , public relations , geography , political science , computer science , linguistics , philosophy , law , programming language , statistics , mathematics , archaeology
It is generally suggested that the tourism industry has a low propensity to undertake marketing research because of the proportion of small businesses, close customer contact and negative attitudes. Such characteristics may be typical of attractions, with the exception of the publicly owned, where ‘public accountability’ justifies research. There appears, however, to be little ‘evidence’ for these assertions, hence this paper reports on the findings of a survey of UK attractions. Focusing on the specific area of customer surveys the results suggest that the sector is more active in research than may previously have been the case. However, the size of the attraction is an influential factor. Copyright © 2000 John Wiley & Sons, Ltd.