Study examines conversion of ‘lookers’ to ‘bookers’

In 2017, Destination Gettysburg contracted with California University of Pennsylvania (CalU) to conduct a conversion study to carefully examine requests made within the last two years for Official Visitor Information (OVI) to plan a visit to Gettysburg and Adams County.

After collecting 1,894 responses, the team compiled a 27-page analysis of the findings. The study looked at whether the recipient recalled requesting information, if they recalled receiving it, the usability of the information and the impact it had on their visit. A collection of demographic information was also collected.

The most telling piece of data that was discovered from this study is that those visitors who request official information from Destination Gettysburg stay approximately one day longer than the general visitor. This was determined based on the length of stay for the converted “looker to booker” of 3.6 days verses that of the participant in the visitor study conducted in market each year by CalU.
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Learn more about the usefulness of the official visitor information, they typical visitor and how often they return by reading the full Executive Summary. If you are interested in receiving the full report, please contact Stacey Fox at stacey@destinationgettysburg.com.

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executive summary

In 2017, California University of Pennsylvania was hired to conduct a conversion study looking at requests within the last two years for Official Visitor Information (OVI) to plan a visit to Gettysburg. The following executive summary reports the findings of that survey.
 

• The total number of respondents was 1,894
• Of those respondents, only 68.4% were able to verify that they remembered requesting the information

 
Lookers to Bookers

• Of those who remembered requesting the information, 85.2% remember receiving the information they requested. Of that 85.2%, 74% visited the destination. The following data is reported on the 74% who were Lookers to Bookers
• Most received their information within 8 weeks of requesting it
• 27% were first time visitors
• 73% were repeat visitors who, on average, had visited 3 times prior
• The typical length of stay for these visitors was 3.6 days, the mode and middle were 3 days
  • This data indicates that the visitor who requests and receives the OVI have a slightly longer length of stay by approximately 1 day than the general visitor based on the Visitor Study comparison
• Typical party make up was 2 people (73.3%) and did not have children under 18 with them. Of those who did travel with children, typically it was 2 under 18 years of age
• 81.8% reported their trip as excellent. 74.5% were very likely to return. 14.*% were likely to return. 99.4% would recommend a visit to Gettysburg to others
• Over half, 55.5%, found the OVI very important in making their plans, while 42.9% said it was somewhat important
• 61.6% indicated the OVI was very useful in making their plans, while another 37.9% found it somewhat useful.
• 94.7% felt the information was excellent or very good when asked if it “inspires you to visit Gettysburg.” 5% said it was average and less than 1% thought it was poor/very poor
• 96.2% felt the information was excellent or good in that it “represents the destination in an appealing way.” 3.3% thought it was average and less than 1% found it poor or very poor.
• 96% responded that the information was excellent or good in the easy of understanding with an additional 3.6% finding it average
• 93.5% found the ease of navigation excellent or good while 5.9% found it average
• Demographics: mean age was 58 (database was 18+). 80% do not have children at home. Male/female ratio was 50.6% to 49.4%. 94.5% were from US, 3.4% were from Canada. 54.9% held a bachelors or graduate education while 31.6% held an associate degree or some college. Most common individual gross income fell in the $75,000-$99,999 range.

 
 Lookers, not bookers

• 26% received the guide but did not visit.
• The findings of the survey reveal that the OVI did not substantially influence the decision not to visit
• 70% said the OVI was not at all important in influencing their decision not to visit
• 98.2% said the decision not to visit was not because of the guide
• 99.6% who received the information and did not visit would still consider a future visit
• Respondents were asked why they did not visit in an open-ended question. This was coded into three categories – budget and money, medical and health, and other/unexpected. This is considered Suppressed demand and defined as potential or differed demand exists when something happens in the marketplace or with the consumer that is out of the control of the destination.

 
Requested, didn’t receive it, didn’t visit

• 14.8% who requested the OVI claim that they did not receive it. Of these, 59% still visited.
• 24.6% of those who did not receive the guide and did not visit, did not come because they did not receive the information. 100% would still consider coming

 
Overall Requester Profile

• Male/female ratio was 51.8% to 48.2%
• 60 years old
• Household make up is 2 people over 18
• 93.3% were from the US, 6.7% was international. 4.2% were specifically from Canada.
• Majority were educated
• Income range for individual completing the survey was between $75,000 and $99,999