On behalf of the Mecklenburg-Vorpommern (MV) Tourism Association and in cooperation with the seven regional associations of the state, benchmark:services is currently conducting a state-wide visitor survey.
The aim of the survey is to create a database from which those responsible for tourism at all levels can gain insights for targeted and future-oriented tourism development. The survey is aimed at all guests who have spent a privately motivated day trip, short trip or holiday in MV. Methodically, the survey is based on the concept of the Comparative Visitor Monitor (VGM). It is conducted in writing with the help of an online and a print questionnaire, each in seven region-specific variants.
Project at a glance
Project period: April 2022 to presumably June 2023
Content of the survey:
- Demographic data
- Information and booking behaviour
- Reasons for the choice of destination
- Travel behaviour on site (length of stay, activities, accommodation, meals)
- Mobility (means of travel, local transport)
- Sustainability on holiday (relevance & satisfaction)
- Satisfaction, intention to visit again & recommendation
- Spending behaviour
Sample: A sample of at least 3,500 respondents (500 per travel region) is planned.
Sampling: Sampling will be done through the distribution of the printed questionnaire and promotion of the online questionnaire with the support of regions, localities and service providers across the country.
Survey period: Provisionally until the end of 2022, when a review of the sample will take place, possibly extending until mid-2023.
Results: Results will be made available as a set of tables and graphical documentation as well as via an online tool that allows for flexible use and evaluation. Regional evaluation events are also planned.