About
Summary
The Falkland Islands Tourist Board wanted to gain insight into the users of its website, and to gauge their levels of satisfaction with regards to the information it provided, its layout, ease of use, content, and usefulness providing information for planning and booking trips.
Acorn was commissioned in 2011 and 2013 to undertake this survey. The first survey was utilised to update and rebuild the website accordingly, with the second survey, two years later, used to assess the success of the restructured and re-developed website.
Our Approach
Our approach was to design and programme an online survey that could be accessed from the Falkland Islands Tourist Board website via a click-through link. An incentive (Falkland Islands sheepskin rug) was offered as a lucky-dip prize to anyone who completed the survey.
The survey included questions on country of residence, frequency of visiting the site, how users found the site, what they used the website for, which features they used and satisfaction with each one, if they were planning a trip to the Falklands and what parts of the site they used for this, and suggestions for improving the site.
Outcome
The survey provided strategic direction for the Tourist Board when redesigning and rebuilding the website following the first survey in 2011. It was subsequently used to make adjustments to the site and to build up the content following the second survey in 2013.
Over the five years following this project, unique visitors to the site increased by 65%, and the average pages viewed per visit increased by 225%.
Directions
Projects Nearby
Design and implementation of a face-to-face air visitor exit survey capturing visitor and…
Whilst only 10% of the Falklands population live outside of the capital, Stanley,…
Implemented a Digital Marketing Strategy for the Falkland Islands Tourist Board with the…
To monitor the tourism sector and enable regular and up-to-date reporting of visitor…
Assistance to the Falkland Islands Tourist Board providing regular updates on the likely…
Analysis of the times and costs of air travel to the Falkland Islands from various key…
Designed and implemented an ongoing domestic tourism survey for the Falkland Islands. The…
The Tourism Marketing Strategy (2020-2025) was commissioned by the Falkland Islands…
Study to undertake a cruise tourism strategy to reverse the fortunes of the sector, which…
Development of a series of tourism satellite accounts for the Falkland Islands since…
Evaluation of rural tourism and self-catering accommodation market trends, appraisal of…
Developed an eight-year Tourism Development Strategy for the Falkland Islands with the…
Study to develop a system of tourism statistics to provide the Falkland Islands Tourist…
Each year Acorn compiles all the tourism statistics for the Falkland Islands into a…
The Tourism Recovery Incentive Programme (TRIP) was part of the Falkland Island…
Development of a prospectus to encourage investment for a chain of luxury lodges in the…
