Travel Guide Evaluation

Case study

Kentucky Dept of Travel & Tourism

The Kentucky Department of Travel & Tourism (KDT) is charged with developing marketing programs that encourage visitation to and spending within the state. This takes a variety of forms, including paid advertising, website development and production and distribution of printed materials, including the state’s official publication, the Kentucky Visitor’s Guide. As a major component of KDT’s marketing program, the agency wanted to ensure the resources being dedicated to the publication were providing what consumers wanted and needed when planning a trip and visiting Kentucky. To that end, KDT contracted with SMARInsights to conduct a qualitative evaluation of the Visitor’s Guide.

 

SMARInsights designed and implemented a research studie to help KDT understand consumers’ usage of the travel publications; evaluate how Kentucky’s guide fared when compared to other states’ products; assess specific features of the current guide, including editorial content, regional structure and industry listings; and provide recommendations for any improvements moving forward. SMARInsights conducted a series of focus groups in our Indianapolis facility and provided KDT with data, analysis and specific recommendations for maximizing the effectiveness of its published Travel Guide.


LinkedIn company page
Contact

 

Strategic Marketing & Research Insights    135 North Pennsylvania Street, Suite 1330   Indianapolis, Indiana 46204    (317) 574-7760