Tourism British Columbia - Canada

Value of the Visitor Centre Study

Due to increasing needs in communities around the province, Research & Planning has developed a methodology that Visitor Centres (VC) can use to measure the impact of the VC on traveller behaviour and to determine the economic benefit of the VC.

The purpose of the Value of Visitor Centre Study is:

1. To profile travellers who use VC in terms of traveller and trip characteristics.
2. To measure the influence the VC has on the decision-making process of travellers in British Columbia: the influence the VC has on the length of stay, expenditures, and selection of additional or alternative activities, attractions or destinations.

In order to attain information, a multi-location, two-stage survey design is used to examine the study objectives. In the first phase of the study, travellers are interviewed at multiple locations, including the VC and one or more Reference Sites. Information from the Reference Site(s) is to obtain insight about the typical traveller to the region for comparison with travellers who use the VC. On-site interviews gather information from travellers during their trip. Travellers that are interviewed are asked to participate in a follow-up survey that would be completed afther their trip.  The purpose of the follow-up questionnaire is to gather data about trip motivation, planning, experiences and activities, to compare mid-trip and post trip perceptions regarding the VC’s impact on traveller behaviour and to understand travellers’ perceptions of the region and British Columbia upon trip completion.