2013 DCBA Strategic Plan - Destination Cape Breton Association

Figure 11 – Travel Intentions SurveyOther research methods to be utilized for 2013 are outlined below:Google Analytics will continue to be monitored weekly at a minimum frequency for the followinginformationo Results to website goals of increase in visitation and decrease in bounce rateo Quality of web traffic being driven to the site through our online advertising campaigno Results to goals of our Google Adwords campaignso Trends in travel searches and related contentOperator surveys will continue in 2013 to keep a pulse on visitation per regionExit surveys were implemented at the VICs in August of 2012. These will be implemented at thebeginning of the season for 2013. Each visitor counselled at a VIC will be given a card with asurvey URL and QR code linking to the survey URL. The visitor will be asked to provideinformation on their visitor party and their Cape Breton Island experienceResults collected from the 2013 research initiatives, in adhering to our continuum of Research drivesProduct Development which drives Marketing, will be used to direct our activities for the 2014 tourismseason.41