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Background
As part of their high profile marketing activities, to ensure Essex gates the recognition it deserves as a desirable place to visit, Essex Tourism approached England Marketing to carry out some research to determine the state of the tourism industry within Essex, to investigate opinions on marketing objectives and, importantly, to identify the support for and viability of establishing a leading partnership for tourism in Essex.
Methodology
From a database supplied by Essex Tourism, England Marketing carried out over 200 in-depth telephone interviews with Tourism Officers, Senior Managers and/or owners from a range of various tourist-related businesses across the Essex region Interviews were completed mostly with businesses where turnover exceeded 15k and included a list of key contacts as identified by Essex Tourism. The research focused on four main areas: general business, tourism business trends, the tourism market and views on a leading partnership.
Outcomes
The research showed that, in general, tourism businesses in Essex are in a healthy state with ongoing potential for growth. There is also strong support for a partnership to promote tourism in Essex with willingness to make financial contributions.
The research will be used to help guide the set up of a tourism partnership, having given an indication to its format, fee structure, branding and functions. Likewise it will assist in the set up of a Business Tourism Forum.
Many of the questions focused on marketing and respondents were asked what they thought were the target markets, objectives and campaign suggestions; these outcomes will be incorporated into the next marketing plan.
The research was good to evaluate the industry perceptions of the work we currently do, what they think we should be doing and to find out a bit more about the tourism businesses in the county. We now have a better understanding of the industry, their concerns, performances and issues as a result of the research.
Essex County Council
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