Travel & tourism research
EMG Consulting provides a wide range of services for the tourism and travel industry. With over 45 years of combined experience in this area, the team of EMG Consulting has assisted organizations across the United States develop, grow, and manage travel and tourism businesses, organizations and destinations with the following methods.
Visitor profile studies
(VPS)
Visitor profile studies gather information to gain competitive advantage through a better understanding of their current and potential visitors and target markets. Data is gathered on visitor’s spending, point of origin, group size, length of visit, accommodation preferences, preferred activities, and much more.
Conversion
studies
The EMG Consulting team also has expertise in performing conversion studies which help to ascertain which marketing efforts are successful in bringing (converting) visitors to the area and which marketing efforts contribute to overall return on investment.
Tourism volume estimates
Estimating the number of visitors to an area is one of the biggest challenges for travel destinations due to the emergence of accommodation booking platforms such as Airbnb and VRBO. The EMG Consulting team can compile data specific to your area that provides a more accurate picture of the annual, season or monthly number of visitors.
Second homeowner/
vacation home studies
Popular travel and tourism industries are often desirable places for second homes and vacation homes. EMG Consulting can research how these individuals use these homes, and gain information similar to the visitor profile studies. A study of second/vacation homeowners also provides a more accurate view of tourism volume to the area.
Longitudinal
approach
An additional value EMG Consulting has experience in is conducting this type of research on an annual basis. This can reveal changes over time in visitor behavior and seasonal fluctuations, allowing organizations to modify their marketing efforts as needed more readily.
Workforce research
Work reality has changed in the past decade dramatically and even more so in the recent past. EMG Consulting is committed to support your company in its mission to hire, retain and advance your company’s workforce.
Employment satisfaction research
EMG Consulting assists companies and organizations identify the satisfaction levels and employee engagement of their workforce. Employee satisfaction, or job satisfaction research reveals how content or satisfied they are with aspects of their job such as compensation, workload, management, flexibility with working hours, resources and more. Satisfaction of the workforce is an essential component for employee retention and ROI.
Employment engagement research
Employee engagement is the extent to which employees feel passionate about their jobs and have a strong commitment to the business or organization. Engaged employees are more motivated than merely satisfied employees and are considered the heart of any business as they have a strong sense of purpose in their work.
Employment
behavior research
In a new reality employment and employer behavior will change dramatically. EMG Consulting engages in employee and employer surveys to identify how this new workplace could look like, what expectations do both sides have, in order to return to a secure and safe environment. To which degree will the home office be the new normal, what resources are necessary and should be provided, how does the new flexibility look like, in which way have should the traditional offices change, to bring back the workforce, how should future learning look like and what attire es now expected?
Economic impact analysis
In an age of accountability, the knowledge of the economic impact a business, industry, event or organization has for the community is crucial. EMG Consulting has a wide range of experience conducting economic impact studies for a variety of industries, events, attraction, and sports. These types of studies are summarized below.
Economic impact for a specific industry or business
An economic report for these types of studies include analysis of annual gross economic impact of the industry to a city, county or other regional entity; estimates of total tax revenues generated by the industry; number of jobs supported by the industry; and gross spending and jobs supported in key related industry segments.
Economic impact for sport, festival or other special event
The primary research objective for these types of events is to gather estimates of attendance and spending per person. Detailed information on spending is gathered in areas such as lodging, registration and tickets, retail, food and beverage, transportation, etc.
Economic impact for attractions and community venues
These types of attractions include sport stadiums, concert halls, and other venues such as performing arts centers. Similar types of information is gathered for special events such as spending is gathered in areas such as lodging, registration and tickets, retail, food and beverage, transportation, etc.
Market & branding research
Brand research can reveal its health and effectiveness. EMG Consulting, with the below market and branding research methods, assists with the creation, development and ongoing management of a brand across industries. Specific analysis can be conducted prior to the launch of a brand, or to track consumer’s awareness, perception and experience of an established brand.
Brand awareness/
perception research
Surveys provide a quantitative insight into the perception of a brand, its brand positioning, and overall understanding from a consumer’s point of view. This type of information can reveal greater understanding of if a consumer is aware of a brand, their perceptions of a brand, their ability to emotionally connect, and the brand positioning.
Focus groups/
workshops
Small group discussions acquire qualitative insights to complement other forms of data collection. Asking open ended questions allow for deeper understandings of perceptions, opinions, and emotional responses to a brand, product or service. EMG Consulting also has experience working externally with consumers as well as internally with employees of an organization or business.
Consumer sentiment/
satisfaction research
Consumer sentiment/satisfaction analysis provides opinions on specific aspects of a brand, product or service. EMG Consulting offers insights of data gathered and assists in the understanding of if customers are satisfied or not, reasons behind those opinions, and what can be done to address any issues.
Marketing
profiles
EMG Consulting also has expertise in identifying not only current customers or visitors to a travel destination, but those that have the potential to visit. This is essential to the growth of any business, organization or travel destination. Through extensive market research, EMG can provide demographic, but behavioral characteristics of current and future customers.
Demographic research
To maintain or improve the quality of life in a community, key performance indicators (KPI) can identify the success or inadequacies. EMG Consulting can track data in areas such as the local economy, social well-being, health and education, transportation, and environment. EMG Consulting has had experience working with a variety of demographic areas such as school districts, county government, congressional districts, and local municipalities.
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