Converting the "Lookers" Into "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. Recipient demographic information was also collected to formulate a visitor profile.
 
The most telling piece of data that was revealed 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.
 
Learn more about the usefulness of the official visitor information, the 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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