Increasing visit duration adds to refreshment purchase rates


“Measures of mention rates are established, but measures of sentiment are a work in


progress, not least given Britons’ tendancy for irony – “£3 for an ice-cream? Great!”


recommendation. Compare the proportion of your visitors infl uenced by recommen- dation with the proportion infl uenced by advertising. Calculate the cost per visitor for advertising and apply that to visitors infl uenced by recommendation to get a cost equivalent. (Similar to the calcula-


Increasing visitors’ ratings of what there is to do and what there is to see can increase secondary spend


tion of PR valuation against advertising.) You can also measure the ratio between the proportion of your visitors who rec- ommend and the proportion to get an indicative conversion rate. Now you can start to model the primary value of product investment on recommendation.


CONCLUSION Improving visitor rating of what there is to see, and especially of what there is to do, can lead to increased dwell time and increased secondary spend. It can also lead to increased recommendation rates, which may lead to increased volume, mak- ing marketing budgets stretch just that little bit further. In straitened times, battening down the


hatches on investment might be the right solution for your site. But it’s worth con- sidering the potential return on investment of improving the visitor experience that comes from enhancing what there is to do or to see at the attraction by taking into account its impact on secondary spend and on visitor volume and value. ●


Alan Love, research director , BDRC


Continental. Anaylsis taken from Visitor Attractions T


rends in England 2010 by AM 1 2012 ©cybertrek 2012 Read Attractions Management online attractionsmanagement.com/digital


BDRC Continental on behalf of VisitEngland 51


LORI SPARKIA / SHUTTERSTOCK.COM


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78