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Best Practice- Tourism Survey
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INTERREG IIIC – SUSTAINING SMALL EXPANDING TOWNS (SusSET)
: PROJECT ‘BEST PRACTICE’ proforma
Theme: Town & Country: Stonehaven, Scotland
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Project Title: Stonehaven Tourism Survey 2005
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Description: Stonehaven it’s Special Tourism Group undertook a survey of tourists visiting the town in the summer of 2005. This research was done to help the development of a tourism strategy for the town and to identify improvements that could be made for the benefit of visitors. The cost of the survey was £1,019 plus time given by volunteers to prepare and undertake the survey.
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Objectives: To identify:
- Where visitors came from and why they chose to visit or stay in Stonehaven
- How long they were staying and where
- How visitor’s rated the town’s amenities
- What activities interested visitors and what would encourage them to visit again
- What improvements could be made to enhance the experience of visiting the town
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Process/Stages:
- Spring 2005: We identified the skills and experience of members of Stonehaven it’s Special. This confirmed that some skills were available that would help to keep the costs down by doing some of the work ourselves instead of using a consultant.
- May 2005: The survey was scoped and a format and range was agreed, which was converted into questionnaires. A tourism specialist was identified outside the group, who could process the information gained by the members.
- June 2005: Two questionnaires were developed. One was used in personal interviews with visitors. A second was handed to local hotels, guesthouses and caravan parks for completion by guests.
- July 2005: The survey was undertaken at peak season in order to reach as many tourists visiting the town as possible.
- August/September 2005: The survey results were reviewed and translated into a survey report, which was agreed by the Tourism Group. Details were released to the local press and posted on the town’s web site, and the information was then used to develop the town’s tourism strategy (see separate report).
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Outcomes/Results:
- The tourism survey report has been produced and published on the town’s web site.
- The information was used to help develop a tourism strategy for the town, which has since completed a public consultation period and has been adopted.
- The survey raised issues about the quality of some of the town’s infrastructure, which has since been raised with the local authority and forms part of proposals for future improvements. Examples are management of the town’s public conveniences, traffic congestion in the harbour area, establishing boat trips for visitors, improving footpath signage to Dunnottar Castle.
- The survey has developed the skills and understanding of the members of the tourism group by encouraging joint working.
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Learning Points:
- That there may be skills and time available amongst volunteers to undertake some or all of the work proposed. But that some professional support may be needed with some aspects of the work.
- It is better to develop a tourism strategy by asking visitors for their views.
- That a survey can result in comments and ideas that the group might not expect, so it is important to ask the visitor for his/her views. The information gained has then to be put to a good use, although some actions may take time to implement e.g. due to lack of funding.
- That the survey should be done more often so that the profile of visitors and their needs can be better understood and a picture of changing trends developed.
- The survey confirmed that most visitors already have a very positive impression of the town and are not keen to see the town change too much or become commercialised.
- Day visitors make up a significant proportion of visitors to Stonehaven, which, therefore, reduces the average tourism spend in the town although suggests more opportunities for repeat visits. The relative cheapness of a day out for the family was seen as a plus to visitors.
- Good car parking, which is free in many locations was an advantage as was good signage, a range of food and drink outlets and the town’s attractions e.g. harbour area, open-air pool.
- The main reasons for visiting the town are sightseeing (generally or beach & harbour), for a special event, a place to eat, visiting family or friends.
- The town is relatively clean and welcoming.
- There is some room to improve the retail offer and public conveniences.
- The events staged were rated highly by those aware of them.
- Priority attractions were Harbour area, Dunnottar Castle, Beach Outdoor Pool and Tollbooth Museum. Other attractions were rated as less important.
- Suggested improvements included more places to eat snacks, improve traffic control in the harbour area, reinstate the childrens’ paddling pool, greater variety of shops, better access to beach, better signposting to castle. Some of these have been attended to, or are being so.
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Contact Information: Robert Armstrong, Senior Business Development Executive, Aberdeenshire Council, Stonehaven (tel: 01569 768294/ Email: Robert.Armstrong@aberdeenshire.gov.uk. A copy of the tourism survey report can be viewed here
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