GeoXploit Analyzes the Appeal of Tourist Venues
By using GeoXploit, the powerful package of mapping and analysis software and data from MapMechanics, the travel and leisure team at independent market research consultancy BDRC Continental has been able to give clients new insights into the appeal of major tourist attractions, and draw more meaningful conclusions from visitor surveys.
The company is also using GeoXploit to analyse drivetimes to specific tourist attractions; and by tracking visitors back to their point of origin, it is able to identify promising areas for recruiting additional business.
Research executive Emma Hughes explains: “We can now give clients in this market sector much more granular information about the behaviour of tourists visiting their sites, and help them attract future visitors more effectively.”
She adds: “Being able to display complex information on a map gives clients a much clearer idea what they’re being shown, and the mapping features of GeoXploit are ideal for this.”
GeoXploit combines powerful GIS functionality with pre-configured data that includes demographics, street-level maps, postcode points, postal boundaries, web mapping via the HERE location platform (formerly NAVTEQ), aerial imagery and more. Having a pre-set system means that when users import data they can instantly see where customers are located, identify areas for expansion, or create catchment areas around locations such as stores.
Visitor feedback about tourist attractions is gathered by BDRC Continental from a variety of sources including face-to-face interviews at the actual locations, telephone interviews and online surveys. “With our previous software, we could do basic analysis such as displaying the postcodes of visitors on a map,” says Emma Hughes, “but with GeoXploit we can do much more meaningful analysis.”
For example, she says, the team can trace the starting point of visitors to specific attractions over a time period, and compare the findings at different times of year.
“We can trace and display point-of-origin hotspots such as train stations. We can show the direction of travel to the location, and show how many people travelled for, say, thirty minutes or forty-five minutes to reach the site.”
By taking account of demographic data, the company can also analyse factors such as the age profile of visitors to the various sites at different times of year.
This kind of information helps the operators of the attractions to target leaflet drops and other promotions much more effectively, knowing they are concentrating on areas with high levels of potential interest.
The information also helps the operators to plan focus groups and other activities to help fine-tune the marketing message in promising target areas.
Emma Hughes says she has been particularly impressed with the responsiveness of MapMechanics’ support team. “They’ve been endlessly helpful,” she says.
She adds: “Compared with some GIS products, GeoXploit is very intuitive, but inevitably there are times when we’re not sure whether or not we can achieve a particular result, and if so, how we should go about it. Whatever we’ve asked, the MapMechanics team have always said yes, and patiently explained the right way to do it. I can’t praise them highly enough.”
BDRC Continental is one of Britain’s leading market research consultancies, and operates in a wide range of business sectors including travel and tourism, hospitality, transport, culture and sport, media, retail, finance and business. It is a one-stop supplier, offering everything from brand and product development and communications to consumer surveys and analytics.