Non-Regular Research Projects

This page contains key research projects undertaken by South West Tourism in recent years. The research available is updated as and when projects are completed and where permission has been given by stakeholders to publish the findings.

Projects below include:

• Climate Change - Tourism Business Survey (2010)
• Visitor Profiling (2009)
• The Non-Visitor Survey (2009)
• Black and Ethnic Minority (BME) Research (2010)
• The South West Family Holiday Survey (2008)
• Community Attitudes Survey (2004 & 2006)
• Bathing Waters Study (2004)
• Brand Mapping
• Brand Cluster Research (2005)
• Farm Tourism (2002)

Climate Change - Tourism Business Survey (2010)

Conducted in conjunction with the University of Exeter's Business School, the survey aims to identify how far businesses have taken up the challenge of preparing for climate change to help inform future work by the SWCCIP (now Climate South West) Tourism Group and to help to prioritise future resources in addressing the needs of tourism businesses. 
Climate Change - Tourism Business Survey Results (PDF) 

Visitor Profiling (2009)

Conducted by Experience Market Research in 2009, this research provides an insight into potential visitors for the region, their interests, barriers to visiting and ideas for marketing to the customer segments.
Executive summary (PDF) 
Customer Segments & Marketing (PDF) 
Interests & Barriers (PDF) 

The Non-Visitor Survey (2009)

The Non-Visitor Survey aims to quantify the non-visitor profile in terms of key demographics and geographical bias, to understand if and how the picture differs by region, life stage and type of non-visitor.

It also explores consumer motivations and the importance of specific factors when holidaying in mainland UK, drawing out perceptions of the South West and discerning barriers to [re] visiting, with specific reference to how these might be overcome.
Non-Visitor Survey 2009 - Executive Summary (PDF) 

Black and Ethnic Minority (BME) research (2010)

In early 2010 South West Tourism became acutely aware that there is a strong UK Black and Ethnic Minority (BME) visitor market, which for some reason was not choosing the South West for a holiday.

As an extension of the Non-Visitor Survey, we commissioned research to find out the barriers to attracting more BME people in the region, what attractors we could focus on, and how we might change what we do to attract a greater number of BME people.
BME Research (PDF)

The South West Family Holiday Survey (2008)

The family market is a key segment for the tourism industry in the region, especially during the peak holiday period. The long term impact of a thriving and satisfied family holiday market for the South West cannot be underestimated as it is likely to accumulate generations of repeat business.

The objective of the South West Family Holiday Survey was to provide an up to date view of families holidaying in the South West for monitoring and informing the development and delivery of the regional tourism strategy Towards 2015 (PDF)
South West Family Holiday Survey 2008 (PDF)

The Community Attitudes Surveys were designed to monitor and inform the development and delivery of the strategic plan for tourism in the South West, Towards 2015 (PDF).

Some of the key objectives were to explore residents' perceptions of attractions for visitors and residents appreciation and usage of them, to establish the impact
of visitor levels on local communities, to explore residents' attitudes towards visitors, to establish the effect of tourism on the local area and to explore residents' influence on tourism in their local area and their opportunities to express their views.
Community Attitudes Survey 2004 (PDF) (Summary document)
Community Attitudes Survey 2006 Folder

Bathing Waters Study (2004)

In 2004, South West Tourism were commissioned by the Environment Agency and their partners to examine the associations between the quality of bathing waters and the use and economic impact of visitors' trips to four beach locations within the South West of England including Bigbury, Dawlish Warren, Wembury and Woolacombe.

This study provides a wealth of information on coastal bathing waters in the South West overall, and Devon in particular.
Bathing Water Study 2004 (PDF)

Brand Mapping

The objective of the branding research programme was to establish a firm foundation for the development of tourism brands in the South West. The starting point was the nature of the brands as seen by the consumer.

This body of work represents a robust and interesting analysis of how visitors, both regular and lapsed, view the South West region in terms of holidays.
South West Brand Mapping Report (PDF)

Brand Cluster Research (2005)

In 2005, South West Tourism commissioned research to explore eight of its key brand clusters including:  Its Adventure, Close to Nature, Interests & Inspirations, Romance, Beach & Beyond, Easy Pre-school, History & Heritage and Relax & Recharge.

Focus group qualitative research was undertaken to acquire a deeper understanding of the motivations and priorities influencing consumer behaviour and to gauge their interest in and desire for high quality products and services in relation to these eight brands.

To view or download the summary reports for the brand cluster research click on links below:
Adventure / Nature / Interests / Romance (PDF) 
Beach / Easy pre-school (PDF) 
History / Relax (PDF) 

Farm Tourism (2002)

South West Tourism commissioned a report in March 2002 to undertake a study of Farm Tourism within the context of Rural Tourism, covering demand and strategy issues. This project formed part of a wider study including supply issues.

The study was directed by South West Tourism and funded by the European Union and the Department of Environment, Food and Rural Affairs.
Farm Tourism in the South West (PDF) 
Farm Tourism in the context of rural tourism (PDF) 
Farm and Rural Tourism Development Plan 2002 - 2007 (PDF)