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Enhancing Visitor Experience Through Market Research at Alton Towers Resort

Alton Towers Resort aims to use market research techniques to align offerings with customer expectations. To gather insights on the success of the ride TH13teen, a structured questionnaire is to be designed for PDA data collection at the exit. Key findings show that 94% of visitors were aware of TH13teen prior to their arrival, mainly through TV advertisements and the resort's website. This data will guide the resort in refining their marketing strategies and improving the overall visitor experience.

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Enhancing Visitor Experience Through Market Research at Alton Towers Resort

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Presentation Transcript

  1. Market Research Monitoring Customer Service

  2. Market research is used by companies to find out what they can offer customers to meet their needs and expectations. How do you think the Alton Towers Resort could carry out Market Research?

  3. Market Research Methods - Ticket Sales Car Park Questionnaire Touch Screen Data Collection (from promotional leaflets) Hotel Data Focus Groups PDA Data Collection

  4. You have been asked by the resort to find out about the success of Th13teen. You will need to design a questionnaire to use on the PDA’s to collect data. You can only ask five questions – design a questionnaire to collect this data.

  5. PDA’s were used to collect data at the exit to Th13teen. The following results were obtained: 94% pre-arrival awareness, largely through TV (55%) and altontowers.com (25%) 57% of riders stated that TH13TEEN was a driver for visiting Overall ride score – over 8.

  6. Market Research Monitoring Customer Service

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