We are delighted to have been commissioned by East Lothian Council to undertake the 2024 East Lothian Visitor Survey.
Combining the strengths of 56 Degree Insight and Jump Research
We’ll be undertaking the study as part of the JRS research consortium which 56 Degree Insight are a member of, working closely with the team from Jump Research who also have a significant experience in the tourism sector including numerous visitor surveys.
The survey launched over the Easter break and will run throughout the summer until the end of October, providing an updated picture on day and overnight visitors - who they are, what they enjoy doing during their time in the area and their views on the area’s strengths and weaknesses. The survey will also provide an opportunity to obtain visitor opinions on hot topics such as the potential impacts of the introduction of visitor levy.
Utilising a combination of survey methods
To maximise the number of visitors taking part in the survey and ensure as broad a range of views as possible are collected, the study will involve a combination of survey methods. Jump’s face to face interviewers will be out and about, conducting short interviews at key locations and events across the region while a more detailed online survey will be promoted to visitors at a wider range of locations including attractions, cafes and accommodation providers and via the Visit East Lothian website.
Later in the year we’ll also be undertaking a survey of tourism businesses based in the area to obtain their feedback on key topics affecting them.
Working in partnership with local businesses
The online survey element is a development from the approaches used in previous visitor surveys conducted in this area, with local businesses invited to promote participation in the survey by displaying details of the survey link using posters and other promotional materials (see below).
In return for their support businesses will receive a personalised analysis of the results including an anonymised summary of the responses provided by their customers and comparisons with the overall area profile. This personalised analysis will be available to any businesses receiving at least 50 responses from their customers over the season.
By following this unique partnership approach we’re ensuring that the insights generated will be valuable to local businesses. Also, on completion of the fieldwork we’ll also be working closely with East Lothian Council to share the wider survey findings and what they mean for the region via a suite of outputs including a summary infographic report and online presentation.
If you are business based in East Lothian or planning a visit…get involved!
If you are business based in East Lothian and would like to help promote the survey and receive your personalised customer analysis contact the team at East Lothian Council at visit@eastlothian.gov.uk to let them know.
And if you are visiting East Lothian, on a day trip, short break or holiday, tell us your opinions by completing the survey which is now live and available to complete here.