Background and aims
In 2017, against the backdrop of reduced tourist numbers to Christchurch following the 2010/2011 earthquakes, the region’s Regional Tourism Organisation (RTO) sought to assess the opinions of North Island residents on the city as a domestic tourism destination. They wanted to see what perceptions people have about Christchurch, their reasons for visiting/not visiting, and what might draw more visitors.
Our role
Global Research were selected to design and administer a 1,000-respondent online survey and to analyse and report findings. The online survey was designed to elicit from respondents their attitudes and opinions, their travel histories and plans, their impressions of the experiences and attractions on offer, and their feelings on various aspects of the Garden City and its surrounds.
Design and method
Attitudes to predetermined topics were measured by asking for agree/disagree responses to a range of statements. Space was provided for respondents to add their own thoughts via written comments. The two questioning areas complemented each other, with the closed-response questions designed to stimulate and prompt respondents to consider Christchurch as a tourism destination from many perspectives, while candid opinions were able to be expressed in the written comments.
Result
Reporting displayed results question by question, which, alongside the comprehensive executive summary, provided the client with a detailed analysis of issues related to visitation and non-visitation of Christchurch and its surrounding areas. A snapshot summary document showed in easily digestible form the main points from the research.
Results showed that the 2010/2011 earthquakes had a significant impact on people’s impressions of Christchurch, and that the (then) ongoing rebuild was also at the forefront of people’s minds.
Note the city has evolved significantly since this research was conducted and a repeat of it would likely uncover revealing insights into how the perceptions of Christchurch are tracking in parallel to the redevelopment of the city.
Outcome
Results were used to help formulate a vision for reinvigorating Christchurch and Canterbury as a visitor destination. Presentations were presented to city planners such as Christchurch City Council staff. They also informed the Pockets of Awesome campaign and the Visitor Strategy to strengthen Christchurch’s position as a destination in itself, and as a gateway to nearby attractions as well as destinations around the South Island.
Photo by Brayden Gray on Unsplash