The Historic Triangle is an area that includes several attractions and the area around Williamsburg,Virginia. The area includes a number of historic sites – Colonial Williamsburg, Jamestown Settlement, the Yorktown Victory Center – as well as other attractions including Busch Gardens Williamsburg and outlet shopping. In implementing the on-going marketing of the area, it is critical to understand visitor patterns, which attractions are grouped together, the different segments of visitors as well as information regarding the key drivers of visitation – and repeat visitation.
As part of an overall visitor profile study, SMARInsights also used geo-fencing to identify and survey visitors while they were in the area. The survey asked people to complete a daily diary and to include a picture of their favorite part of the experience for that day. These data were then combined with traditional survey data to explore specific issues and better understand visitor patterns.
The results helped inform the visitor segmentation effort SMARInsights developed based on the survey data to create targeted messaging and promotions for targeted segments.