E-Surveys Made Easy Using Visitor Email Addresses to Conduct Destination Research

1. E-Surveys Made Easy Using Visitor Email Addresses to Conduct Destination Research Prepared by: Jerry Henry Corporate 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 Intrusive Pictures, Sound Clips and Video Clips More Detailed Responses Logical. Telephone Response Rates are Dropping Mainstreaming of the Internet Faster Response Time Less Expensive Free From Interviewer Bias Better Recall

5. Limitations Privacy Legislation Self-Administered Not Everyone is Online Cannot Ensure Desired Respondent Spam Filters Zap 20% of Commercial Emails Non-Response Satisfaction Ratings May Vary Cannot Ask Follow-Up Questions Professional 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: • Is the top-of-mind (#1) mention the same using both methods? • Is the rating of products or concepts at a similar level, using both methods? • Is any market movement equally indicated using both methods? • 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 ResultsTicket Package Tradeoffs 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 Family of 4 w/ Hotel 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 ResultsTicket Package Tradeoffs 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 Family of 4 w/ Hotel 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

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 Springfield Visitor Profile Example

18. Age Breakdown Springfield Visitor Profile Example

19. Last Visit to Springfield Springfield Visitor Profile Example ETY/LY = Earlier this year or last year

20. Distance Traveled Springfield Visitor Profile Example

21. % Spending the Night in Springfieldby Visitor Segment Springfield Visitor Profile Example

22. Average Length of Stayby Visitor Segment Springfield Visitor Profile Example

23. Spending Per Party Per Tripby Visitor Segment Springfield Visitor Profile Example

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 Springfield Conversion Study Example *Included Reader Service

26. 2000-2003 Conversion Ratesby Advertising Campaign Springfield Conversion Study Example

27. Revenue Per Visitor Partyby Advertising Campaign Springfield Conversion Study Example Overall Revenue Per Visitor Party = $ 649

28. Total Revenue Generatedby Advertising Campaign Springfield Conversion Study Example Total Revenue Generated = $21,998,462

29. Return on Gross Investmentby Advertising Campaign Springfield Conversion Study Example 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 SDC Non-Returning Visitor Study Example • 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

33. Rate Reasons for Not Returning to SDCInactive Visitor Responses 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 SDC Brand Assessment Example • 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

36. “Silver Dollar City's craftsmen and entertainers seem to be more friendly today than they were a few years back” SDC Brand Assessment Example 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” SDC Brand Assessment Example B R A N D Q U E S T I O N

38. “As SDC's prices escalate I find myself choosing different entertainment options for myfamily” SDC Brand Assessment Example B R A N D Q U E S T I O N

39. “Silver Dollar City is more unique and attractive to my family today than it was a few years back” SDC Brand Assessment Example B R A N D Q U E S T I O N

40. “Knowing the storylines behind SDC's rides and attractions make them more enjoyable for my family” SDC Brand Assessment Example B R A N D Q U E S T I O N

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 Issueshave low impact on loyalty and are better in performance for the destination.

42. Issue Targeting Secondary Opportunities Strengths More Satisfied These attributes are not crucial. Immediate focus should be on target issues. These are the "primary strengths" of the brand. Satisfaction Customers’ needs are being met, though these attributes are not important. Potential for resource misallocation. These are "target issues" to improve customer loyalty. The brand is performing below average and these attributes are important. Less Satisfied Low Priority Target Issues Importance More Important Less Important

43. Consumer Mapping-EXAMPLE- Better Secondary Opportunities Strengths Friendliness Safety/ Security Variety Number of Restaurants Performance Ease of Getting There Value for the Dollar Scenic Beauty Low Priority Target Issues Worse Less Important Importance More Important

44. SDC Brand Assessment Example

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 Celebration City Concept Evaluation Example 10-point scale

47. INTENT-TO-VISIT These Concepts Families with Children Celebration City Concept Evaluation Example 10-point scale

48. % Concepts Perceived as BeingMOTIVATIONAL HOOKS Families with Children Celebration City Concept Evaluation Example Top-Box Ratios

49. Summary of Appeal and Likelihood of Visiting Concept Ratings Celebration City Concept Evaluation Example

50. Favorite Concept of AllFamilies with Children Celebration City Concept Evaluation Example