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Information needs of visitors at the Utrechtse Heuvelrug

Rechten: Alle rechten voorbehouden

Information needs of visitors at the Utrechtse Heuvelrug

Rechten: Alle rechten voorbehouden

Samenvatting

This study focuses on the local information needs of visitors of the Utrechtse Heuvelrug. As a DMO it
is crucial to understand the behaviour of the visitors at your destination, especially in the dynamic
industry with the continuous developments. Therefore the objectives of this research are to create
an insight into the local information needs of the visitors of the Utrechtse Heuvelrug and to advise
VVV Nederland and RBT Heuvelrug & Vallei about those local information needs. The topics covered
to create an insight into the local information needs are: the visitors’ profile, the information
searched for, the information sources used and the factors visitors find important during the
information search. This research was carried out for the organization VVV Nederland. VVV
Nederland is an organization within the tourism, hospitality and leisure industry. VVV Nederland is a
company that executes the VVV License, of which the knowledge network Kennisnetwerk Destinatie
Nederland is a part, and that executes the VVV gift cards.
To outline a broader background, a literature review was written. Literature was consulted on the
visitors of the Utrechtse Heuvelrug, in which the type of visitor is outlined, as well as the image of the
region. Moreover, the customer journey and its phases are described, as well as the information
search in tourism and the information search of visitors while being at the destination. The
information search in tourism addresses the type of information searched for, but also which sources
are used. Besides, there are some factors that can influence such as the length of stay, which are also
addressed in the literature review. Finally, the needs of visitors in information search are explained
and the literature review was discussed.
This study used a quantitative data collection method, namely via questionnaire surveys. The sample
were the visitors of the Utrechtse Heuvelrug, covering tourists and day visitors. The questionnaires
were distributed online via social media (Facebook, LinkedIn) and via the DMO’s newsletter. In
addition, data collection was done at touristic hotspots at the Utrechtse Heuvelrug, as online data
collection only was not sufficient. The collected data (148 questionnaires) was analysed with the
program SPSS, where descriptive statistics, crosstabs, and the chi-square test were used.
The study resulted in a description of the visitors’ profile, insights in the information search,
information sources used and what visitors consider as important. The visitors of the Utrechtse
Heuvelrug are mainly day-visitors. The majority came to the Utrechtse Heuvelrug by car and leisure
was the most common reason to visit. The activities undertaken by visitors the most were walking,
biking and visiting a nature reserve. The information searched for can be connected to the activities
undertaken, geographical information, information about sportive activities and attractions was
consulted the most. The top three information sources to search for the desired, new information
were Google, a VVV and flyers and brochures. Visitors of the Utrechtse Heuvelrug ideally search
information (partly) only. However, with regard to the information source, the factual information
did not come in first place in what visitors find important. Visitors find clear and topical information
the most important.
Derived from this research, recommendations came forward. As this study confirmed that it is very
important to research visitors, executing a (continuous) visitor research was suggested. Moreover, a
recommendation was to set up a marketing campaign focused on for example age categories and
activities undertaken. As insights in the sources used by each age group are generated, the marketing
campaign can be targeted at those information sources. Moreover, a recommendation was to review
the communication channels with a workgroup and adjust the communication channels where
necessary.

Toon meer
OrganisatieHZ University of Applied Sciences
OpleidingVitaliteitsmanagement & Toerisme
AfdelingAcademie voor Economie & Management
PartnersVVV Nederland, Leersum
Datum2018-06-26
TypeBachelor
TaalEngels

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