Balancing Visitor Perceptions Statewide
Arkansas Division of Tourism navigates visitor perceptions to create a balanced approach to attracting high-potential visitors to The Natural State.
Introduction
The Arkansas Department of Parks, Heritage and Tourism prioritizes protecting and promoting Arkansas' natural, cultural, and historic treasures to fuel a thriving economy. Recognizing the need to refine its target audience, the Division of Tourism partnered with Future Partners to gain deeper insights into travelers' perceptions of Arkansas and identify high-potential visitor segments.
"The traveler personas we established with Future Partners set the tone for our new marketing strategy and brand. Our focused approach resulted in statewide buy-in with stakeholder and cohesive marketing across the state."
Approach
Future Partners collaborated closely with the Division of Tourism to design a research plan with three key objectives:
Identify High-Value Visitors: We developed 20 potential visitor personas based on their suitability for Arkansas. A survey questionnaire distributed to 2,000 leisure travelers helped us distinguish the unique characteristics of each group.
Understand Current Perceptions: A subsequent quantitative study explored how these high-value segments perceived Arkansas as a leisure destination. The survey delved into messaging that would resonate with them and confirmed which personas best fit Arkansas.
Refine Messaging Strategy: In-depth interviews with travelers from the most promising categories provided valuable insights. This final research phase allowed Arkansas to refine its messaging strategy and better understand these target personas' needs and desires.
Impact
Our collaborative efforts successfully identified five crucial visitor personas. Representing high-value segments, these personas are most likely to convert into visitors and demonstrate genuine enthusiasm for exploring Arkansas. Leveraging these insights, the Division of Tourism strategically restructured its content pillars, ensuring alignment with the identified personas to optimize marketing efforts. This targeted approach fosters a responsible strategy for attracting visitors, ultimately contributing to a thriving and sustainable economy.
"The traveler personas we established with Future Partners set the tone for our new marketing strategy and brand. Our focused approach resulted in statewide buy-in with stakeholder and cohesive marketing across the state." - Dalaney Thomas - Director, Arkansas Tourism
This comprehensive initiative establishes a robust framework for directing promotional activities, while the strategic alignment of content pillars with identified personas reflects a forward-thinking approach.