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Travel office plans visitor and resident sentiment surveys, to use QR codes and local prize packages
Summary
The travel office proposed two surveys — a visitor sentiment survey to run during busy fall dates and a resident sentiment survey for winter — using QR codes at trailhead restrooms, boosted posts and email lists; staff recommended modest incentives sourced from local businesses to boost response rates.
The travel office proposed conducting two surveys to inform marketing and product development: a visitor sentiment survey to be deployed during the upcoming visitor season and a resident sentiment survey targeted for winter months. Board members discussed distribution channels, question content and incentives.
Survey design and timing: Staff recommended two separate instruments: a short visitor survey to be deployed quickly (via QR codes posted at high-use restrooms and trailheads, boosted social posts and the travel office's existing GoUtah lead lists) and a more in-depth resident survey to be distributed in January or February when local businesses are less busy. Suggested visitor questions included how respondents found Emery County, type of lodging (campground, RV, motel/hotel), activities undertaken, average spend in the community, and what would make them stay an extra day. Resident questions would focus on sentiment toward visitors, desired facilities, and attitudes about tourism growth.
Incentives and response rates: Board members supported offering incentive packages to increase response rates; suggestions included locally sourced prize packages (one-night stays, meals, attraction passes) rather than large national prizes. Staff noted QR codes displayed in restroom poster frames and on visitor kiosks are an inexpensive way to capture on-site responses.
Distribution and follow-up: Staff said they will develop a draft survey instrument and sample outreach plan, produce a QR code and a short landing page, and circulate the draft to board members for comment. The travel office suggested using a modest prize package to encourage responses and then using the collected contact information for a newsletter opt-in if respondents agree.
Ending: Staff will circulate a draft visitor survey and distribution plan for board feedback and then proceed with deployment once the board signs off.
