1 E-Surveys Made Easy Using Visitor Email Addresses to Conduct Destination Research Prepared by: Jerry Henry Corporate Director of Research Herschend Family

1

E-Surveys Made Easy

Using Visitor Email Addresses to Conduct Destination Research

Prepared by:

Jerry HenryCorporate Director of Research

Herschend Family Entertainment

2

Presentation Overview

• Advantages and Limitations of E-Surveys• Average Response Rates• Do They Really Work?• Real-Life Project Examples• How To Get Started?

3

Definition

• An “e-survey” in this presentation refers to travel surveys that are posted on the web and completed by a destination’s (or attraction’s) visitors.

• This is accomplished by sending email messages to past customers, inquiries or website visitors offering an invitation for the respondent to click on a survey link and complete a specific online questionnaire.

• While other types of online surveys can be completed by consumers browsing a destination’s website, this type of study differs in that it is completed only by those targeted in the initial email blast—either visitors, past visitors, inquiries, non-visitors, etc.

4

Advantages

Less IntrusivePictures, Sound Clips and Video Clips

More Detailed ResponsesLogical. Telephone Response Rates are Dropping

Mainstreaming of the InternetFaster Response Time

Less ExpensiveFree From Interviewer Bias

Better RecallBetter Recall

5

Limitations

Privacy LegislationSelf-Administered

Not Everyone is OnlineCannot Ensure Desired Respondent

Spam Filters Zap 20% of Commercial EmailsNon-Response

Satisfaction Ratings May VaryCannot Ask Follow-Up Questions

Professional Survey TakersProfessional Survey Takers

6

Conduct a Parallel Test

• The only way to find out how e-survey results compare to your current methodology is to try it! This can best be accomplished by conducting a parallel test—e.g. running your survey using both methods simultaneously and then comparing the data from both. Although the results are rarely identical (for the reasons mentioned previously), it is important to see if the core measurements line up.

• The following metrics should be the same if the online research is to replace another type of research:1. Is the top-of-mind (#1) mention the same using both methods? 2. Is the rating of products or concepts at a similar level, using both

methods? 3. Is any market movement equally indicated using both methods? 4. Are stated behaviors (previous brand usage, previous category

involvement) similar using both methods?

7

Metrics May Differ But, Online Surveys May Actually be More Accurate

• Unaided awareness: because online respondents generally take more time to think about their responses, they will generally be able to recall more brands, more ads, more experiences, etc. This can make the results MORE accurate than other approaches.

• Complex questions: because online respondents can read and re-read questions, they are more likely to respond accurately. In other approaches, respondents rarely ask the interviewer to re-read the question for them. (Note: this can be eliminated in either case if the questions are kept very simple).

• Detailed questions: because online respondents do not feel the time pressure to give an answer, they may actually investigate the answers before they respond.

8

Results from Herschend Family Entertainment’s Parallel Tests

• In 2001, Herschend Family Entertainment (HFE) launched our pilot e-survey program by running six different properties’ parallel e-surveys concurrent with telephone surveys asking the same questions. (Silver Dollar City, Dollywood, Stone Mountain, White Water, Showboat and Splash Country)

• Phone and Email survey responses were compared on party composition, age of party members, household income, last visit to the property, other area activity participation, and satisfaction.

• In all, we found that in 70% of the line item demographic data elements there was no significant difference in the results. The largest disparities came in the areas of satisfaction and age.

9

Celebration City Packaging Research Example

• However, our most conclusive parallel test came as we were preparing to launch Celebration City. The purpose of this study was to determine which combination of properties, days and pricing was most attractive to our customers.

• A total of 1,500 phone interviews began simultaneously with an e-survey that asked the same questions. Both studies were conducted among past Silver Dollar City visitors.

• How did they compare? The 1,500 phone calls were completed in only 18 days at a cost of $14,000, a bargain by most standards. However, over 1,700 email responses were received in just under 4 days at an incremental cost of less than $1,000. (programmers and analysts are already on the payroll).

• And, the results? See for yourself……

10

Internet Results

Ticket Package Tradeoffs

79%

51%

73%

80%

52%

24%

23%

24%

39%

47%

79%

47%

21%

50%

27%

20%

48%

76%

77%

76%

61%

54%

21%

53%

-100% -50% 0% 50% 100%

Family of 4 w/ Hotel

3 Pk. S Pass, $89

Family of 4, $299


3 Pk, S. Pass, $99

1 Day, 1 Pk, $32

4 Days, $69

3 Days, 2 Pks, $55

3 Pk, S. Pass, $89

4 Days, $59

Family of 4, $299

3 Days, 2 Pks, $55 3 Pk, S. Pass, $99

4 Days, $59

3 Pk, S. Pass, $99

4 Days, $69

1 Day, 1 Park, $32

Family of 4, $299


4 Days, $69

3 Pk, S. Pass, $89

1 Day, 1 Park, $32

3 Days, 2 Parks, $55

4 Days, $59

n = 584

11

Phone Results

Ticket Package Tradeoffs

74%

49%

68%

75%

44%

24%

28%

24%

41%

51%

70%

39%

26%

51%

32%

25%

56%

76%

72%

76%

59%

49%

30%

61%

-100% -50% 0% 50% 100%


3 Pk. S Pass, $89

Family of 4, $299


3 Pk, S. Pass, $99

1 Day, 1 Pk, $32

4 Days, $69

3 Days, 2 Pks, $55

3 Pk, S. Pass, $89

4 Days, $59

Family of 4, $299

3 Days, 2 Pks, $55 3 Pk, S. Pass, $99

4 Days, $59

3 Pk, S. Pass, $99

4 Days, $69

1 Day, 1 Park, $32

Family of 4, $299


4 Days, $69

3 Pk, S. Pass, $89

1 Day, 1 Park, $32

3 Days, 2 Parks, $55

4 Days, $59

n = 267

12

Survey Facts & Figures

• Over the past three years, HFE has conducted 58 different e-survey projects and distributed more than 340,000 email survey links. Of those, about 88% or 300,000 actually made it into consumer homes.

• Response rates among past visitors have averaged 11.5% over that time with a range from from 4.4% to 42.3% (based upon the gross e-blast). However, HFE properties has a significant affinity among their customers. Typically the greater the affinity for the destination or attraction, the greater the typical response rate. Destinations tend to have lower response rates in the 5% to 10% range.

• Response rates from rental lists are generally much lower. Typically, only 5%-7% of these kinds of surveys get opened and response rates average only 0.5% on the gross e-blast. However, in a recent Springfield study we got a 2.5% response.

13

Herschend Family EntertainmentE-Survey Statistical History

No of Projects 58

GROSS Emails Distributed 341,543 100.0%

LESS: Undeliverables (37,911) 11.1%

LESS: Suppressions (3,756) 1.1%

NET Emails Delivered 299,876 87.8%

Average Response Rate 39,277 11.5%

Target Sample Size 400

Est. Email Blast Required 3,335

14

Examples

• Springfield Visitor Profile• Springfield Conversion Study• Research Templates• Silver Dollar City Non-Visitor• Silver Dollar City Brand Assessment (incl. Consumer Mapping)• Celebration City Concept Study

15

Springfield Visitor Profile

• The Springfield CVB began conducting guest profile studies via email in 2001. Intercept or phone surveys were cost prohibitive at the time. Given that well over two-thirds of all travelers (and closer to 80% non-VFR travelers) have internet access, the methodology seemed appropriate even in 2001.

• Visitor email addresses are collected by area partners, hotels, the visitor center and the airport. E-survey links are distributed each month. Over the years annual sample size has ranged from 700 to 1,200.

• Traveler data is downloaded and processed into tables on demand. Year over year trends appear normal in every data category.

16

Springfield Visitor Profile

• This information has helped define who visits Springfield, what they do, when they plan their visit, where they’re from, why they visit, and how they spend in the area—among many other things.

17

Party Composition

Families32%

Adults66%

Other2%

Variance from 2003 (Points)

2.9%

-0.8%

-1.8%

-3%

-2%

-1%

0%

1%

2%

3%

4%

Families Adults Other

Springfield Visitor Profile Example

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Age Breakdown

Under 18 yrs18%

18-34 yrs20%

35-54 yrs37%

55+ yrs25%


-0.6%

5.7%

-5.8%

0.7%

-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

Under18

18-34 35-54 55+


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Last Visit to Springfield

ETY/LY = Earlier this year or last year

First T ime30%

ETY/LY37%

Over 2 Years33%


8.2%

-13.7%

19.7%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

20%

25%

First-T ime ETY/ LY Over 2Years


20

Distance Traveled

0-100 mi

11%

101-300 mi

39%

301+ mi50%


-1.1%

6.9%

-5.8%-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

0-100 mi 101-300 mi 301+ mi


21

% Spending the Night in Springfieldby Visitor Segment

70.8%

75.0%

67.6%

77.9%

71.8%

77.3%

71.9%72.9%

72.1%

62%

64%

66%

68%

70%

72%

74%

76%

78%

80%

Families Adults 0-100 mi 300 mi 301+ mi 1st Time Visitors Pleasure Business


22

Average Length of Stayby Visitor Segment

1.9

3.6

1.5

3.1 3.33.6

2.92.5

5.8

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0


Nu

mb

er

of

Nig

hts

in S

pfd


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Spending Per Party Per Tripby Visitor Segment

$568

$689

$312

$476

$824

$495

$719$674

$638

$0

$100

$200

$300

$400

$500

$600

$700

$800

$900



24

Springfield Conversion Study

• E-surveys can also help one understand the impact of the advertising materials sent out, how prospects made their decision to visit one destination over another, what converted visitors did while in the area, etc.

• BUT, conversion studies conducted using ONLY EMAIL have additional limitations. Email surveys are great for finding out more about a destination’s visitors, brand or past visitors. But a conversion study must inherently attract an objective ratio of the number of inquirers who visited. Hence, you must also have a representative group of non-visitors as well --and that is difficult to accomplish with an e-survey.

• For that reason, I recommend conducting an additional short phone survey that asks… 1) Did you visit? and 2) How much did you spend?—by medium.

25

Conversion Rate Comparison1998-2003

48.3%

32.7%

25.4%

42.9% 44.8% 46.9%

0%

10%

20%

30%

40%

50%

60%

1998 1999 2000* 2001 2002 2003

*Included Reader Service

Springfield Conversion Study Example

26

2000-2003 Conversion Ratesby Advertising Campaign

38.8%

53.1%

76.5%

56.3%

47.2%51.3%

44.5%

56.9%

32.8%

43.4%

0%10%20%30%40%50%60%70%80%90%

Unclassified Misc/ Other MDT Television Show-Me

2003 2002


27

Revenue Per Visitor Partyby Advertising Campaign

$597

$847

$582$663

$806

$614 $606

$840

$644

$824

$0

$100

$200

$300

$400

$500

$600

$700

$800

$900

Unclassified Misc/ Other MDT Television Show MeSpringfield

2003 2002

Overall Revenue Per Visitor Party = $ 649


28

Total Revenue Generatedby Advertising Campaign

$2,281.8

$8,727.2

$4,315.5

$507.6

$4,472.0

$8,007.5

$3,655.4

$311.6

$6,951.4$6,166.3

$0$1,000

$2,000$3,000$4,000$5,000

$6,000$7,000$8,000

$9,000$10,000

Unclassified Misc/ Other MDT Television Show MeSpringfield

($0

00

s)

2003 2002

Total Revenue Generated = $21,998,462


29

Return on Gross Investmentby Advertising Campaign

$196.10

$255.86

$120.34

$285.97$280.62

$105.47

$439.49

$121.96

$0

$100

$200

$300

$400

$500

Unclassified Misc/ Other MDT Television* Show MeSpringfield

2003 2002

Overall Revenue Generated for Every Ad Dollar = $213.23


30

Research Templatesa.k.a. Research-in-a-Box

• Some destination marketing organizations (DMOs) take responsibility for helping smaller destinations, attractions or festivals help themselves.

• They are starting to create “research templates” that smaller entities can use to collect data for themselves. This is essentially a research study in-a-box. Each template includes a standard questionnaire, input file, legend, data summaries and applicable charts.

• The survey can be launched, have the data collected and input by virtually anyone with a computer. Once the data is input, the template processes the data automatically and creates both a set of data tables and relevant charts.

31

Silver Dollar City Non-Visitor Study

• E-surveys work great for a wide variety of types of surveys conducted among visitors. But, at Silver Dollar City we have found that even our past customers have a passion for helping us improve our products and services. Response rates among old visitors is nearly as good as it is among active customers.

• Silver Dollar City has used these kinds of non-visitor assessments to determine why some people just don’t come back. These kinds of surveys work wonderful for open-ended responses giving respondents an opportunity to write exactly what’s on their minds.

• Over the past couple of years we learned that our park had begun to experience, “brand drift.” We are now taking action to correct some of the issues we identified.

32

Reasons for Not VisitingSampling of Actual Customer Responses

• It has become too amusement park oriented. It used to be that the park was full of crafters, but that seems to have given way to amusement rides. We went every year for about 15 years to the Fall National Crafts Fair, but within the last 8 years or so, that has become a joke. There used to be crafters and artists lined up and down the sidewalks of the park, with the count at least at 200. Now the National Crafts Fair has pretty much fallen the same way 76 Boulevard has - very few crafts and crafters, and more commercial shops, restaurants, and hotels.

• It is boring and always offers the same stuff for an elevated cost

• It seems that it has been the same for some time. My children wanted something new for a change.

• It's changed---not for the better

• It's gotten "old". Nothing new, and we have done it so many years in a row.

• Less music. The combining of weeks such as music with crafts. Seems that creativity and variety have been sacrificed for moneys sake.

• No new roller coasters.

• We chose to spend our money on one long vacation instead of several quick trips to Branson

SDC Non-Returning Visitor Study Example

33

Rate Reasons for Not Returning to SDCInactive Visitor Responses

3.34

3.27

2.62

2.56

2.55

2.39

2.33

2.21

2.19

2.04

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00

Have not visited Branson

Too expensive/ cannot afford

Been before / Doing other things

No kids on last visit

Prefer Branson shows

Nothing new of interest at SDC

Traffic Congestion

Don't like park rides

Don't think about it

Kids too old / grown

SDC Non-Returning Visitor Study Example

34

Silver Dollar City Brand Assessment

• E-surveys also work very well at helping decision makers assess the value of their brands and measure how satisfied their visitors are with those aspects of the visit that are most important to them, called consumer mapping.

35

Describe Silver Dollar City

• A great place for clean family fun. The only place I know that still has christian values. We LOVE that!!!!

• "A wholesome fun experience for your entire family!"• 1800 Theme Park with some rides and musical shows. Craft work for

sale• A "SAFE" PLACE FOR THE ENTIRE FAMILY!!!!• A christian, family oriented place that I can take anyone and have a

good time. I like the fact that there are rides that aren't too wild that I (as an adult) can ride and have fun along with my children (who like the wilder rides)

• A family oriented park where one can feel safe. The park employees for the most part are very courteous. The food is tasty.

• A fun place to visit• A great place for couples and families

SDC Brand Assessment Example

36

“Silver Dollar City's craftsmen and entertainers seem to be more friendly today than they were a few

years back”

29.0%

20.7%19.3% 19.2%

0%

5%

10%

15%

20%

25%

30%

35%

Visitors Non-Returners

% Agree % Disagree

B R A N D Q U E S T I O N


37

“I/we are more likely to visit Silver Dollar City today than we were a few years ago”

36.9%

29.2%25.6%26.9%

32.0%30.2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Visitors Non-Returners Inactives

% Agree % Disagree



38

“As SDC's prices escalate I find myself choosing different entertainment options for my family”

38.7%

52.7%

60.9%

31.9%

19.2%15.8%

0%

10%

20%

30%

40%

50%

60%

70%


% Agree % Disagree



39

“Silver Dollar City is more unique and attractive to my family today than it was a few years back”

30.1%

22.1%

17.3%

26.9%29.2% 29.9%

0%

5%

10%

15%

20%

25%

30%

35%


% Agree % Disagree



40

“Knowing the storylines behind SDC's rides and attractions make them more enjoyable for my

family”

60.8%54.9%

51.6%

12.5% 13.6%18.8%

0%

10%

20%

30%

40%

50%

60%

70%


% Agree % Disagree



41

Consumer Mapping

• Consumer Mapping entails combining attribute importance and performance to define the target issues and strengths of the bank.

• It provides information about the relative strengths and weaknesses among attributes of the attraction or destination only, rather than a specific destination relative to the competition.

• Those attributes that most impact loyalty and whose performance is better than average are called Strengths. Those issues that are high impact where performance is lower are designated Target Issues.

• Secondary Opportunities are those where the attraction or destination’s performance is lower than average but the attributes have lower impact on loyalty.

• Similarly, Low Priority Issues have low impact on loyalty and are better in performance for the destination.

42

Issue TargetingSa

tisfa

ctio

n

More Satisfied

LessSatisfied

StrengthsStrengthsSecondary OpportunitiesSecondary Opportunities

Target IssuesTarget Issues

ImportanceLess Important More Important

These are "target issues" to improve customer loyalty. The brand is performing below average and these attributes are important.

These are the "primary strengths" of the brand.

These attributes are not crucial. Immediate focus should be on target issues.

Customers’ needs are being met, though these attributes are not important. Potential for resource misallocation.

Low PriorityLow Priority

43

Consumer Mapping-EXAMPLE-

StrengthsStrengthsSecondary OpportunitiesSecondary

Opportunities

Importance

Perf

orm

ance

Worse

Better

Low PriorityLow PriorityLess Important

Friendliness

Value for the Dollar

Scenic Beauty

Safety/ Security

Variety

Target IssuesTarget Issues

More Important

Number of Restaurants

Ease of Getting There

44

Consumer Mapping

2.50

3.00

3.50

4.00

4.50

5.00

1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00

Importance

Sat

isfa

ctio

n

Wholesome Atmosphere

Friendly

CleanlinessKnow ledgeable Emps

Trams

Craf t Demos

Wide Paths

Qty of Water Fountains

Healthy Food Choices

Kid-Friendly DiningKid-Friendly Meals

Adequate Restaurant SeatingAvailability of 1st A id Stations

Meeting Spot for Lost Family Mbrs

Interactive Activities

Interaction w / Characters

Entertainment in Lines

Availiability of Kids Craf ts

Availiability of Kid Height Water Fountains

Qty of Restrooms

Benches & Places to Sit

Quality of RestroomsVariety of Attractions

Signage/ MapsParking Lot Exp.

Making Child Feel Special

Kiddie AttractionsKid-Friendly Mdse

Availability of Stroller Rentals

Place to Heat Baby Bottles

Ease of Maneuvering Strollers

Availiability of Family Restroom

Availiability of Nursing StationsPrice of Stroller RentalsAvailiability of Locker Storage

Stroller MapsWell-Marked Smoking Areas

Diaper Changing Stations Adequate No. of A ir Cond. Restaurants

Quality of Stroller Rentals


45

Celebration City Concept Study

• E-surveys are ideal for testing new ideas, e.g. advertising positioning, headlines, or new concepts. Perhaps the most important types of research HFE conducts by e-survey is our concept testing program. Before we add a new festival or build a new ride, we ask our customers to tell us what they think about the options we are considering.

• You cannot blindly ask people what they would like to see us add because they typically don’t know or cannot verbalize it. BUT, they can review several different options and tell you which ones they like, which one’s they don’t, and which one’s would be most likely to cause them to visit.

• At HFE, we’ve conducted 21 such studies and tested nearly 60 different concept ideas over the past four years.

46

Concepts’ Overall AppealFamilies with Children

6.8 6.9 7.1

5.4

6.96.6

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

MGM GrandFinale

HallmarkMagic

Moments

Nick-at-Nite ET's LightUp the Stars

No Limits Pop Rocksby Coke

Celebration City Concept Evaluation Example

10-point scale

47

INTENT-TO-VISIT These Concepts Families with Children

6.9 7.0 7.2

5.9

7.1 7.0

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

MGM GrandFinale

HallmarkMagic

Moments

Nick-at-Nite ET's LightUp the Stars



10-point scale

48

% Concepts Perceived as Being

MOTIVATIONAL HOOKS Families with Children

29.0% 29.7%

36.3%

17.7%

37.3%

27.0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

MGM GrandFinale

HallmarkMagic

Moments

Nick-at-Nite ET's LightUp theStars



Top-Box Ratios

49

Summary of Appeal and Likelihood of Visiting Concept Ratings

APPEAL LIKELIHOOD OF VISITING

Concept Families Overall Families

Overall

Overall

MGM 6.8 6.9 6.9 6.8

Hallmark 6.9 6.8 7.0 6.7

Nick-at-Nite 7.1 6.8 7.2 6.9

ET 5.4 5.1 5.9 5.6

No Limits 6.9 6.7 7.1 6.7

Pop Nights 6.6 6.3 7.0 6.7


50

Favorite Concept of AllFamilies with Children

Favorite Concept-Group 1

Pop Nights

24%

Nick-at-Nite41%

ET5%

Hallmark30%

Favorite Concept-Group 2

MGM20%

Nick-at-Nite38%

No Limits31%

Hallmark11%


51

NET: FAVORITE Less LEAST FAVORITEFamilies with Children

-4.9% -1.8%

20.7%

-40.9%

2.0%5.8%

-50%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

MGM GrandFinale

HallmarkMagic

Moments

Nick-at-Nite ET's LightUp theStars


Considering the net results of “favorite” minus “least favorite” concept, this chart shows that Nick-at-Nite generated the largest margin of favorite “votes”compared to least favorite “votes.”

*Ratio of Favorite: Least Favorite

52

How Can You Get Started?

• Call Your IT People. I started with the idea and didn’t know anything about programming, web design, etc.

• Order WebSurveyor.com or SurveyMonkey.com. It’s pretty easy to learn and they do the tough part.

• Pay a Consultant. For less than a few hundred dollars you can have your survey blast to your customer list, posted on the web, and the results downloaded into an input file. For less than several thousand you can have the whole thing done for youturnkey.

• Hire a Research Company. This will likely be quite a bit more expensive. For whatever reason, research companies are typically charging nearly as much for online surveys as they do for phone surveys.

53

Summary

• E-Surveys are typically faster, less expensive, and not as intrusive as traditional phone surveys. While not everyone has internet access, travelers are far more likely to have access than the average U.S. citizen. Hence, they provide a very attractive alternative for most destination marketing organizations.

• Response rates today rival phone surveys and because people can complete such surveys on their own time, responses tend to be more thorough.

• Bottom line, e-surveys are effective and affordable. They offer DMO’s the unique opportunity to gain a better understanding of their customers without breaking the budget.

• For many it is the difference between being able to conduct customer research and continuing to operate with one’s best guesses.

Documents

1 E-Surveys Made Easy Using Visitor Email Addresses to Conduct Destination Research Prepared by: Jerry Henry Corporate Director of Research Herschend Family