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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Beijing Tourism |
The requirement — Sports tourism research
Beijing Tourism Administration (BTA), is a unit of the Beijing Municipal Government and the department tasked with fostering and promoting tourism in the city of Beijing.
The 2008 Beijing Olympics provided a perfect platform from which to showcase Beijing as a destination hot spot and BTA was determined to take full advantage of the opportunity. The organisation recognised that in order to formulate an effective tourism marketing strategy, they would first need a thorough understanding of market conditions.
To this end, Comperio Research was commissioned to conduct market research before, during and after the Olympics to measure the extent to which the event stimulated tourism in the region.
The solution
In the pre-Olympics phase Comperio conducted 2500 telephone interviews amongst consumers across five core markets - the UK, USA, Germany, France and Japan. The objective being to gain an understanding of the potential international visitor to Beijing, their behaviours and motivations when selecting holidays and their awareness, expectations and perceptions of Beijing as a possible destination.
At this stage, Comperio also undertook secondary research amongst host cities of prior major sporting events, in a bid to identify the resulting impact on their regional tourism. This process enabled Comperio to collate comparative data, which could be used to benchmark Beijing’s performance throughout the project.
The second wave of research took place during the Olympics, at which point Comperio carried out 100 face to face interviews with international visitors to Beijing to establish if their expectations had been met, their satisfaction with the region, their opinion of the leisure and entertainment facilities, their spending habits and the likelihood of them returning.
And the final phase, which took the form of a post Olympic survey, involved another 2500 consumer interviews across the five global markets. The findings were benchmarked against the pre-event findings to measure shifts in perceptions, and therefore determine the overall impact of the Olympics on key performance indicators such as image, awareness and desirability.
To add further value and substantiate the results from the consumer surveys, Comperio conducted 20 depth interviews with hoteliers, tourist operators and travel agencies within Beijing, both before and after the Olympics. The output from this element provided additional insight into the most appropriate communication channels and the motivational behaviours and purchasing habits of tourists.
The business benefit
Comperio’s extensive three-tier study will equip BTA with a clear understanding of the long-term legacy of the Olympics, and will highlight Beijing’s strengths and weaknesses from a tourism standpoint.
Drawing on the actionable insight from their research, Comperio will work in conjunction with IMG Tourism to deliver a final report to BTA in early 2009, which will offer strategic advice, recommendations and consultancy as to how BTA can:
- Effectively position and market Beijing as a top class destination
- Boost consumer appeal and demand, and ultimately raise visitation levels
- Create the most favourable environment for tourists
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