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CVB Research: Key Insights and Choices

Explore the importance of research for CVBs, what it can reveal, limitations, choices in conducting research, types of studies, economic impacts, and effective strategies to cover research costs.

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CVB Research: Key Insights and Choices

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  1. RESEARCH FOR CVBS Presented by Lauren Schlau, Principal Lauren Schlau Consulting October 19, 2002

  2. WHY CVBs CONSIDER RESEARCH • Every bureau has some outside funding…funders & boards want to know how CVB is spending allocations; return on investment; effectiveness in meeting goals. • CVB management needs to assess CVB effectiveness. • Public entities want reassurance that public funds are justified (many competing demands). • Members want to feel that investment is justified. • A crisis erupts. (eeek!) What else can we add to this list??

  3. WHAT RESEARCH CAN TELL YOU • Research may be considered ancillary to cvb operations but…what do you do when you need to know… • The effectiveness of cvb programs, promotions, marketing efforts? • Where to place media? • Your visitors’ demographics? • The impact of visitor spending in the area? • Visitor satisfaction with the destination or cvb services? What else can we add to this list?

  4. What Research Can’t Do • Solve all problems, answer all questions • Predict or prevent unexpected questions that may arise • Settle all disputes • Make everyone happy (sorry) : - (

  5. WHAT ARE YOUR RESEARCH CHOICES? • Do It Yourself – totally in-house • Manage the process – hire for specific parts • Call a research professional

  6. When D-I-Y Works • Market research of available secondary resources (journals, books, web, publications) • Studies with small number of respondents • Surveying from internal sources, e.g. visitor inquiries to “800” line or website • Seeking informational or for a study that doesn’t need a “projectable” statistically representative sample • Staff is available who can complete all aspects • No budget

  7. When to Hire for Parts of the Study • To fill-in expertise to support staff capability • A small budget is available • An outside third party is needed for certain tasks for objectivity or capability

  8. When to Call an Outside Researcher • A large study sample • A study that needs a statistical reliability • You need an objective third-party for credibility and verification • Sufficient budget is available • You need expertise not found in-house

  9. Types of CVB Research Studies • Destination • Economic & Fiscal Impacts of Tourism to Advertising Conversion • Market Demographics/segmentation • Visitor Satisfaction • Organizational Planning – mission, vision, goals, strategic plans • Destination / Infrastructure Development What else can we add to this list??

  10. Elements of Economic Impact • Statement of need/basis for study and desired outcomes • Questionnaire including demographics, trip behaviors, and spending • Survey methodology (on-site, phone, mail, etc) • Economic impact model (or a good economist!) • Detailed data tables (with cross-tabs) • Written Results (a report and/or public presentation)

  11. Example - Destination Economic Impact Study • The Santa Monica CVB has done an impact study every three years since 1983 when established. • Tracks visitor volume and spending growth; contribution of tourism to funders and the community • Provides credibility for operation. • Discerns key changes as they begin to occur. • Helps guide cvb marketing programs & resource allocations. • Garners media coverage

  12. Example – Arts Event Econ Impact Study • LACVB & MOCA impact study of Andy Warhol art exhibit Summer 2002. • Showed economic & fiscal value of arts event to destination. • Captured extensive pre and post media coverage • Showed level return to investors. • Provided attendee demographics to help guide future marketing. • Created visibility and linkages between arts, tourism & community.

  13. What A Good Economic Study Can Do • Provide key data on the size, scope and character of the visitor market. • Discern key changes as they begin to occur. • Credibly describe tourism’s economic and fiscal contributions to funders and the community. • Help guide future cvb programming and resource allocations. • Generate media coverage in study and destination

  14. Ways to Cover CVB Research Costs • Consider research that measures existing programs or can help plan for new programs. • Build-in research as part of overall annual cvb budget. • Educate members/funders of value of on-going research (versus “crisis studies”). • Seek “research partners”, those who benefit from being part of study by asking a question or receiving results. • Spread costs over two fiscal years.

  15. Thank You Very Much

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