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How Should a Walking Tour be Marketed? |
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A number of destinations are developing walking trails as part of their "ecotourism product". We are engaged in research to ascertain the attractiveness of such a trail in Dominica, eastern Caribbean, in order to determine the best way of marketing it to the public. We would be grateful if you could help us by sparing a few moments to consider the following questions and register your responses.
Copy the text from this page and send your response via email to pollyp@globalnet.co.uk by December 31 2001. We welcome answers from allcomers and and much appreciate your contribution. Results will be posted on this page in early 2002.
1. What, in your opinion, are the most important characteristics of a walking trail?
* natural features - RANK
* effective management - RANK
* appropriate accommodation - RANK
* community contact - RANK
* cultural attractions - RANK
2. How do you like to use a walking trail?
* as the sole attraction/purpose of a trip? - YES/NO
* combined with other ecotourism aspects of a trip? - YES/NO
3. When considering a trip involving a walking trail, what attracts you to a specific trail?
(Please write in your comments)
4. What sources of information do you consult when considering a trip featuring a walking trail?
(Please RANK each of the following items with the following scale: 0 - not important, 1 - of some importance, 2 - of considerable importance, 3 - very important)
* specialist (ie relevant activity-based) clubs/associations - RANK
* specialist magazines - RANK
* specialist websites - RANK
* advertisements in general media - RANK
* articles in travel sections in general media/TV features - RANK
* travel agent - RANK
* tour operator - RANK
* destination tourist office - RANK
* personal contacts with relevant experience - RANK
* any other sources - please specify and rank - RANK
Please indicate those sources you find most useful.
5. What travel arrangements do you make for a walking trail trip?
* always use a tour operator's "package" - YES/NO
* sometimes buy a package - YES/NO
* sometimes travel independently - YES/NO
* always travel independently - YES/NO
6. On a walking trail what items do you buy from communities along the trail?
* local foods and drinks - YES/NO
* handicrafts - YES/NO
* regular daily needs (not locally made) - YES/NOYES/NO
* other items (film etc) - YES/NO
7. How important is the interpretation of natural features along the trail?
* highly important
* of some importance
* of little or no importance
8. How important is the interpretation of cultural features along the trail?
* highly important
* of some importance
* of little or no importance
9. How important to you is visiting local village communities along the trail?
* highly important
* of some importance
* of little or no importance
10. What sort of tourist accommodation do you like to stay in along the trail?
* Camp site - YES/NO
* Bed and breakfast in village - YES/NO
* Local guest house - YES/NO
* Hotel - YES/NO
11. With whom do you normally travel on a walking trail trip?
* Alone - YES/NO
* with partner/companion - YES/NO
* with a group of family/friends - YES/NO
* with a guide - YES/NO
12. Would a one-week trip based on a walking trail in Dominica be attractive to you?
* highly attractive
* of some attraction
* of little or no attraction
13. What would you consider to be an acceptable daily charge for access to a trail?
* up to $5
* $5-$10
* $10-$20
* above $20
Please specify the capacity in which you are answering this survey.
* tour operator
* activity interest group
* media/marketing person
* potential consumer
Finally, could we ask you to provide some brief details about yourself?
Age Group? - Below 30; 31 - 40;41 - 50;51 - 60; over 60
When do you travel? - Any time; December-April; May-November
Length of trip? - Up to one week; one week; two weeks; three weeks or more
Do you belong to a walking or nature-related club/association? -- YES/NO
We appreciate your interest and time in our research and will post an outline of our findings on this website.
This questionnaire has been put together by Robert Cleverdon and Polly Pattullo. It is part of a marketing research project being done on behalf of the Caribbean Institute for Natural Resources (CANARI) and the Waitukubuli Ecological Foundation as a contribution to a study of the feasibility of creating a long-distance national trail in Dominica. Robert Cleverdon is an international tourism development and marketing analyst with experience working in developing countries. Polly Pattullo is a journalist with a special interest in the Caribbean; she is the author of the book Last Resorts: the cost of tourism in the Caribbean.
Send responses directly to pollyp@globalnet.co.uk
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