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Manchester's Visitor Information Centre

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Presentation highlighting and evaluating the deployment of advanced technologies at Manchester's visitor information centre and its effect on visitor behaviour. Prepared in collaboration with Visit ...

Presentation highlighting and evaluating the deployment of advanced technologies at Manchester's visitor information centre and its effect on visitor behaviour. Prepared in collaboration with Visit Manchester and Qa Research, January 2012, and delivered to ENTER2012, Helsingborg, Sweden.

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    Manchester's Visitor Information Centre Manchester's Visitor Information Centre Presentation Transcript

    • Manchester United FCDeploying advanced technology to deliver an  enhanced visitor experience: Manchester Visitor Information Centre Andrew Daines
    • Manchester: the ‘Original Modern’ City
    • Eurocultured ‐ outdoor music festival Manchester Pride Festival Exchange Square International Sport Host City ‐ Velodrome
    • Manchester’s Visitor Economy• UK’s third most popular visitor destination for  international visitors – 811,000 in 2010 Source: International Passenger Survey (Office for National Statistics / VisitBritain)• Tourism contributes £5.4 billion to the  economy of Greater Manchester and supports  over 75,000 full‐time equivalent jobs Source: Visit Manchester• Well connected; Manchester Airport is UK’s  third busiest, high‐speed trains connect  London in 2 hours, Metrolink within city and  Greater Manchester
    • Manchester Visitor Information Centre 2010: Redevelopment in the city centre offered  opportunity for VIC to re‐locate to a new   position within increased visitor flows,  allowing also for increased visitor information  delivery in multiple formats’ Original buildings ‐ Piccadilly Gardens,  adjacent to new Former  VIC  New VIC  VIC locationlocation location
    • Key objectives• To truly reflect the original modern essence of  Manchester• Increased opportunity to showcase the tourism  product of Greater Manchester• Increase the products and location spread that can  be accessed by visitors to the Manchester VIC ‐ to  increase economic impact• Increase relevance of information to that day  creating interest and atmosphere in what’s going  on that day/evening• Increase the ways that visitors can gain information
    • New VIC, new technology• New services: – Mediawall – Microsoft                                      Surface Tables – Twitter  and  DMS Feeds – PCs for  customers’ use
    • New services: Mediawall• Showcase products best suited to the moment  in time• Increase member engagement and revenue  generation
    • New services: Microsoft Surface Tables • Allows visitors to search and find content in a  fun, sociable, innovative and intuitive way • Search for different product types simultaneously • Content fed from DMS • First deployment by a European destination
    • New services: Twitter & DMS feeds• Screens around the centre display live twitter  feeds from visitmanchester.com from a range  of sources, including tourism businesses,  residents and visitors and events data from  the DMS• Creates an interest and buzz about what’s  going on right now – for visitors to pick up on  and consider in                                                 their visit plans
    • New services: PCs• Visitors can book  accommodation,  transport and events,  and search for further  information and more  detail on places or  events they’ve heard  about or picked up on  through  visitmanchester.com  and individual  tourism business  websites
    • Visitor profile of VIC users• 42% are first‐time visitors to Greater  Manchester• 67% from the UK: large proportion of these  from nearby areas of northern England (19%  from North West England, 18% from  Yorkshire)• 33% overseas visitors: key markets are  Germany, France, United States, Ireland, Spain • Proportion of leisure staying visitors increased  by 10% Source: Qa Research
    • Visitor response: 2009 / 2011 Average  Average  % difference  2009 2011 2009 / 2011Overall appearance of the VIC n/a 4.74 n/aLayout of the VIC inside 4.28 4.74 10.7%Access to information 4.37 4.74 8.5%Friendliness of staff n/a 4.74 n/aSpeed of service n/a 4.73 n/aThe information service received here in  4.46 4.7 5.4%the VICInteractive displays n/a 4.61 n/aManchester VIC in comparison with  4.26 4.48 5.2%other VICs visitedRange of gifts and souvenirs on sale 4.13 4.24 2.7%Rating scale 1=very poor, 5= very good. n/a – not asked in 2009 survey Source: Qa Research
    • Impact of technology• Less queues• 52% of visitors used either the surface tables or the  PC to gain visitor information – Younger respondents particularly were more likely to use the  surface tables and computer without assistance by a member  of staff ‐ 43% of those aged 16 to 25 used surface tables  independently compared to 20% of those aged 36 to 45• 58% of visitors discovered new places to visit  through using the technology• 66% of visitors cited the information technology  provision as a reason why they’d use the VIC again Source: Qa Research
    • Information and inspirationVisit Manchestervisitmanchester.comfacebook.com/visitmanchestertwitter.com/visit_mcryoutube.com/visitmanchesterQa Researchqaresearch.co.uktwitter.com/QaResearchImages courtesy of Visit Manchester
    • About Qa Research• Tourism Research Specialist• Strong focus on: – Perception studies of international destinations with UK  audience – International perception studies in key overseas markets – Visitor research – Non‐visitor research – Evaluation of programmes/ events• Clients include: – Visit England – Visit Wales – Visit Manchester – Marketing Birmingham
    • MediaCityUK Thank you Andrew Dainesandrew@andrewdaines.com