South of Scotland Tourism Data Survey - understanding what businesses want

As part of the South of Scotland Responsible Tourism Strategy, the SSDA, Dumfries and Galloway Council, Scottish Borders Council, SOSE and Visit Scotland are keen to better understand exactly what visitor economy data local businesses want.

This short survey will help us understand where best to invest funds to give visitor economy businesses the data they need to succeed.

We are most interested in securing regular, reliable, fit for purpose data which will actually inform real-world decisions made by businesses. We also recognise we have a role in supporting businesses to access and interpret this data.

If you want to discuss this, or you have any issues with this survey, please contact davidhj@ssdalliance.com
1.Name of Business
2.Contact name
3.Email
4.Type of business
5.What visitor economy data do you currently use, where do you access it and how useful is this?
6.How useful to your business would it be to have a Monthly Occupancy Report for your area? [Occupancy rates from hotels, campsites, B&Bs and self catering properties in the South of Scotland from the last 3 months and bookings for the next 3 months]
7.How useful to your business would it be to have an Annual Customer report? [i.e. A breakdown of the different customer segments coming to your area. Where they come from, why they come, how much they spend, what they like to do, how they are changing. ]
8.How useful to your business would it be to have an Annual Trend report? [i.e. A report explaining trends in tourism that are relevant to the South of Scotland explaining what forms of accommodation, visitor attractions and experiences are growing and what is driving this change.]
9.How useful to your business would it be to have an Annual STEAM report? [i.e. An annual report showing the growth of tourism in the region in terms of visitor numbers and days, economic impact and employment - see example]
10.How useful to your business would it be to have data on Average Daily Rates? [i.e. average rental income per paid occupied room - how much others are charging]
11.How useful to your business would it be to have an Annual visitor feedback report? [i.e. An annual report for the area showing aggregated data on visitor feedback]
12.What training, information and support would help you better use data to inform your decision-making?
13.Generally, when looking at data, are you interested in?
Irrelevant
Not useful
Interesting
Quite useful
Very useful
Historical comparisons (i.e. how does this compare with last three years)
Local comparisons (i.e. how do I compare with other local businesses)
Regional comparisons (i.e. how is my area faring compared to other areas)
Trend analysis (help identifying trends to date)
Forecasts for the future
Monthly reports
Annual reports
Live dashboards
Backward looking data (how we have performed)
Future looking data (what bookings are like for next few months)
Data scraped from booking platforms, review sites and social media (i.e. big data)
Business barometers - small number of local businesses sharing their data
Data from customers/visitors