Research

Methodologies

Learn how Research, Planning and Evaluation, Destination British Columbia collects information to substantiate and support its research.

Measuring Net Promoter Score® (NPS®)1

Over the past decade, there have been substantial shifts in the tourism marketplace that have resulted in the growing importance of the delivery of outstanding travel experiences. High satisfaction with travel experiences is critical to achieve increased visitor spending, longer stays, repeat visits and positive word of mouth referrals. Destination advocacy, either face-to-face or through electronic media, is critical to attract first time visitors to British Columbia.
 
To address these shifts, in late 2014, Destination British Columbia (DBC) released a new corporate strategy. A key goal of the strategy is for British Columbia to become the most highly recommended destination in North America. The NPS, developed by Frederick Reichheld and Bain & Company in 2002, is a simple metric that can be used to measure the intention to recommend/refer a travel destination, organization or sector and is also an indicator of overall satisfaction with the travel or customer experience. Therefore, DBC actively encourages its tourism partners (e.g. businesses, communities, sectors) to measure and increase their NPS. To assist, two summary documents have been created.
 
The Introduction to the Net Promoter Score® is a document that provides an introduction to what the NPS is and how it is currently being used in the tourism industry.
 
A summary of How to Measure Net Promoter Score® in British Columbia Communities  provides an overview of the details to consider at project initiation, how to determine the best visitor intercept methodology, discusses survey administrative tools, questionnaire development and how to complete the NPS calculation and recommended data analysis.
 
[1] Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.  
 

Value of the Visitor Centre Study

Due to increasing needs in communities around the province, Research, Planning and Evaluation 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 after 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.