Conversion research is used to evaluate direct response marketing strategies which have been designed to generate enquiries in the form of letters, telephone calls, mail/fax coupons, e-mail, etc. The overall purpose of conversion research is to determine the rate of conversion of enquiries to visitation and the characteristics of those who visited.
Below are links to copies of the Summary Reports from VCM Conversion Studies:
In November 2004, Tourism BC commissioned R.A. Malatest & Associates Ltd. to conduct an inquiry conversion study of inquiries to the 6 regional tourism associations. The survey collected consumer demographics, trip planning behaviours and trip characteristics (for those respondents who visited BC). These measures allow Tourism BC to better evaluate the impact of the Tourism Partners marketing program and to provide the regional tourism associations with timely and relevant information to assist in their marketing activities.
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