Reports of results from various studies/surveys of Minnesota tourism businesses, consumers, etc.
Jul 24, 2012
Consumer-based research conducted by SMARI in 2007 and 2008. Explore Minnesota Tourism was interested in evaluating the image of Minnesota and the existing regions; identifying how travel regions are perceived and utilized by consumers; and identifying points of differentiation among the regions. The study was utilized in a decision to reconfigure Minnesota's four tourism regions into five regions.
Jul 22, 2012
Results of a consumer-based evaluation of exploreminnesota.com and four other state travel websites. The study explored the type of information consumers desire, the degree to which travel website offerings match those desires, the usability of sites, and organization or functionality issues which present barriers to user-friendliness and/or overall value of sites.
Jul 21, 2012
A direct mail marketing campaign was conducted in April of 2004 to generate inquiries for information about Minnesota’s Scenic Byways. The direct mail effort resulted in over 41,000 inquiries, each of which was fulfilled with a mailing from Explore Minnesota Tourism (EMT) that included the “Explore Minnesota’s Scenic Byways” map/brochure. To evaluate the direct mail campaign, an online survey of a sample of these inquirers was conducted during November of 2004.