Marketing Birmingham is a strategic marketing partnership which operates the leisure and business tourism programme Visit Birmingham and Meet Birmingham, which promotes Birmingham and its wider area, including the Black Country and Solihull.
Enventure Research was commissioned by Marketing Birmingham to conduct its 2013 Leisure and Business Tourism Survey with visitors to Birmingham and surrounding areas.
A questionnaire was designed in partnership between Marketing Birmingham and Enventure Research, which included topics such as visitors’ motivation, activities undertaken, expenditure and satisfaction during the visit, visitor origin and visitor demographics. The survey was carried out on-street in a number of locations in Birmingham and surrounding areas.
Approximately 2,000 interviews were conducted by Interviewer Quality Control Scheme trained market research interviewers. A follow up online survey was conducted with visitors who were interviewed during the fieldwork period. A total of 132 visitors responded to the online survey.
Additional qualitative research was undertaken in the form of depth interviews in order to provide a greater depth of insight into visitor perceptions of the area. A total of 30 depth interviews were carried out via telephone at least three weeks after the visit had taken place. Similar topics to those covered on-street were covered in the telephone interviews, with further questions including planning and preconceptions before the visit, future visits to the area and suggestions for improvement. A tailored discussion guide was used to formulate the conversation with participants to ensure all topics were covered.
Results and Benefits to Client
Three detailed reports were produced following the research, each tailored to focus on specific locations. Visitors were generally satisfied with their experience, highlighting areas such as shopping facilities, the variety of things to do and the people and atmosphere as being particularly positive aspects of their visit. Some useful suggestions were offered as to what could improve visitor experience in Birmingham and the surrounding areas further.
The findings of this research were be used to inform the strategic thinking of Marketing Birmingham and other project partners, and marketing and promotion of the areas as a visitor destination.