Adrian Porter, head of strategic research, Precedent, reveals insights into the digital performance of visitor attraction brands.
Digital communications and engagement plays a crucial role in both recruiting visitors to an attraction and in ensuring that they have a satisfying and rewarding experience of it; one that they will want to talk about and share with their family, friends and peers.
The visitor’s broader experience of an attraction’s brand no longer starts at the entrance gate. It begins online. It is therefore essential that attention to detail is paid to any attraction’s digital presence when considering the overall experience that is offered to the public.
Recently Precedent reviewed the digital presence of over 200 attractions in the UK and Australia in order to identify elements of best practice for our new sector report on attraction brands' online experience. The report looks at the customer recruitment to retention process based upon the concept of the DREAM day out, facilitated, reinforced, shared, augmented and experienced in a digital environment. It is framed around the model below, the implication of which is that at each stage of the cycle the visitor has digital needs which the attraction must meet, and the attraction has a number of objectives that can be met with the careful application of best practice.