NITB Leisure Consumer Barometer 2014-2017.

Descriptions

NITB currently implements a tourism industry barometer, implemented in 3 waves annually to gauge industry opinion on their performance and outlook and associated challenges, barriers and benefits. NITB now seeks to establish a consumer based barometer, to garner the views of Northern Ireland and Republic of Ireland residents on a range of factors regarding their perceptions/experiences of the Northern Ireland tourism offering, the impact it may have on their decisions to visit, their propensity to visit and challenges/barriers.It is intended that this will become a continuous tracking study, possibly having core questions repeated in each wave but also including one off questions on specific issues asked in individual waves.The introduction of regular consumer research in NI and ROI should not duplicate recent research but will help track the development of these segments and experiences and help NITB to:— Track consumer awareness, perceptions, intentions (position on purchase funnel) and access to NI tourism and competitors and factors (positive and negative) impacting on these decisions;— Develop more targeted campaigns;— Brand tracking;— Understand the role of these experiences and key tourism assets in both generating and servicing demand and meeting the consumer need;— Understanding what supply/product could generate demand and what infrastructure is required to support them;— Understand what gives NI standout in a crowded market place;— Understand how to exploit key aspects of the tourism experience and identify new opportunities in the marketplace;— Confirm/expand our current knowledge of the NI and ROI markets and segments.