If you want to reach and inspire people, you need to know what moves them. In the culture and tourism sector in particular, a precise understanding of one's own target groups helps to make offers fit for the future. Visitor surveys provide more than just opinions - they create a sound basis for decision-making in order to combine cultural mission, economic goals and social impact
Professionally conducted surveys do much more than evaluate visitor satisfaction. They form the basis for strategic decisions: Which target groups are reached - and which are not? Which content and formats are convincing? How are service, communication and quality of stay perceived, and where is there potential for development?
A clear objective in advance is crucial for meaningful results. The structure and methodology of the survey should be flexible enough to ensure that both quantitative data - such as satisfaction or the intention to visit again - and qualitative feedback can be systematically recorded and evaluated.
Strategic applications at a glance
When used correctly, visitor surveys are effective in key areas of strategic development:
- Offer development: Survey results show which topics and formats are convincing - and which aspects should be developed further. This applies not only to content, but also to the general conditions of a visit, from digital services to the quality of the visit.
- Target group work: By analyzing socio-demographic characteristics (e.g. age, origin or sex), motives for visiting (e.g. education, leisure activities, social structure) and usage patterns (e.g. time and frequency) , target groups can be better segmented. This creates the basis for more effective communication and offer design.
- Evaluation of profitability: Aspects such as the use of offers, satisfaction or willingness to pay can also be checked. This information can also help you to better assess your own investments, make funding decisions more comprehensible and evaluate the earnings potential more realistically.
From collection to impact
Data only develops its (strategic) added value when it is regularly evaluated and systematically incorporated into decision-making processes. Individual surveys can provide important impulses - but continuous monitoring is more sustainable. Those who recognize changes in visitor behaviour or in the composition of target groups at an early stage can develop offers and strategies in a targeted manner. This increases the responsiveness and competitive position of your own facility.
Visitor surveys are therefore an indispensable tool for the strategic development of cultural and tourism institutions. They provide valuable insights for developing offers, addressing target groups and analyzing profitability. Organizations that take this feedback seriously and systematically integrate it into their strategic planning will sustainably strengthen their future viability.
actori has extensive experience in conducting visitor and non-visitor surveys and supports cultural institutions as a driving force in the conception, implementation and evaluation for targeted strategic development and positioning - please contact us: (team@actori.de)
A contribution from Sophie-Therese Mitterer, consultant