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1. Client Project Research
Mila Allerton

2. Audience
- 49% of visitors were visiting for just the day and the other
51% were staying overnight.
- 21% of people were visiting York for the first time.
- The average group size was 2.17 people.
- 6% of visitors were from overseas.
- The highest proportion of York visitors were from Yorkshire
(27%).
- For those who stayed overnight, 62% stayed in hotels.
- 84% of overnight trips were short trips of up to 3 nights in
York. The average length of stay was 2.6 nights
- 9 out of 10 visitors had visited the Shambles, more than any
other attraction
- 43% visited York Minster and 29% walked the City Walls

3. Audience
- Day visitors on average would spend £71.73 whereas visitors
who spent the night spent £97.98.
- Daily average spend within staying visitors is higher rather
than day visitors.
- Visitors to York are most likely to travel to and from York
via car, motorhome, motorbike or van.
- 3 in 10 visitors arrived by train.
- Once in York, most visitors travelled around York on foot.
- All visitors strolled around and enjoyed the ambience of York,
and this was the main motivation for visiting 2/3.
- 97% ate out in cafes/bars/restaurants (before 5pm) and 85%
shopped in regular shops.
- 3 in 5 shopped in a market or visited museums/attractions.

4. Audience
- Two thirds of visitors described their experience as very
good, and, overall, 97% described it as at least good.
- More than three quarters are likely to return to York in the
next two years.
- 85% are likely to recommend York to family and friends.
- The shops, atmosphere and history were liked by visitors.
- Visitors appreciated there being lots to see and do, as well
as York being an easy city to walk around.
- The buildings, streets and architecture were also frequently
mentioned by visitors.
- Improvements: cheaper parking, better management of pedestrian
flows and more frequent street cleaning / litter collection
were most mentioned.

5. Existing Product Research

6. Research- existing product
100+ Best Places to Eat & Drink in York | Where to Eat | Visit York
On the main page of the website it separates 6 different
sections, this is a good way to help navigate people and also
potentially encourage them to try other things throughout York.
This website is good because it has a
very simple yet helpful filtering
option for the food & drink shops in
York. It covers multiple styles of
places and also separates shops that do
takeaway and deliveries. Another thing
is how you can easily distinguish
higher end joints from more affordable
ones. There is also a section which
points out vegan/vegetarian shops.

7. Research- Existing product
Good things to include:
- Multiple types of food places
- Optimized for mobile use
- Easy to use/ access
- Online bookings
- Customisable/ filters
- Up to date content
- Menus/ prices
- Reviews/ ratings/ hygiene scores
- Links to social media
- Photos/ videos
- Relevant design
- Search engine
- Interactive site
Easily
accessible
location for
directions
.
Photos showing you
things around the
restaurant, food,
drink, ambience.
Multiple choices
of contact
points/ social
media.

8. Research- existing product

9. Primary research

10. Questionnaire
1) What age are you?
2) Have you visited York before?
3) Would you be willing to try out different types of places to eat/
drink?
4) Do you know about many food places in York?
5) If so, how did you find out about them?
6) What could persuade you to try out a new place?

11. Questionnaire results
Everyone who took my survey was 18
years old.

12. Questionnaire results
-94.74% of responders have visited York.
-5.26% of responders have not visited York.

13. Questionnaire results
-89.47% of responders are willing to try new places to eat at
in York.
-10.53% of responders are not willing to try new places to eat
at in York.

14. Questionnaire results
-18.18% of responders struggle trying new places in York because its
intimidating.
-36.36% of responders struggle trying new places in York because they
don’t know where to go.
-9.09% of responders struggle trying new places in York because of other
reasons.
-36.36% of responders would try a new place in York.

15. Questionnaire results
-42.11% of responders could be persuaded to try a new place with
recommendations.
-10.53% of responders could be persuaded to try a new place with reviews/
ratings.
-47.37% of responders could be persuaded to try a new place with pictures/
videos of the food and restaurant in general.
-0.00% of responders chose other.

16. Questionnaire results
-36.84% of responders already knew places to eat/drink in York.
-63.16% of responders didn’t already know places to eat/drink in York.

17. Questionnaire results
-6.25% of responders found out about places to eat/drink in York through
social media.
-0.0% of responders found out about places to eat/drink in York through
posters.
-31.25% of responders found out about places to eat/drink in York through a
friend.
-37.50% of responders found out about places to eat/drink in York through
other ways.
-25.00% of responders don’t know of any places in York to eat/drink at.

18. Bibliography

19. Bibliography
1. https://www.visityork.org/
2. THE 10 BEST Restaurants & Places to Eat in York 2022 -
Tripadvisor
3. Best Restaurants in York, Offers and Events | Yorkshire Food
Guide

20. Ideas
-Website
-Instagram page
-Advert
Cover a few different
types of restaurants/
pubs etc, all with a
different theme/
aesthetic
Get opinions and revies
from guests.
Photos/videos/text
Have easy to follow/ use
directions and contact
points
Nearby attractions/
toilets/ charging points
etc
Talk to chefs and see how
its made/ what goes into
it.
Show brief explanation on
how the restaurant
started / came from
New and trendy theme,
music etc.

21. For my work I plan to do
something similar to this
Instagram account, as well as
a that are linked together. I
really like the use of the
highlights to help people
find different elements for
example, a section for York,
a section for a specific food
place and then an overview.
These will then be changed
into my own versions so it
fits my idea more. Adding a
link like link tree, card or
any other website similar
could be a good idea too as
it further the information
viewers are able to find out.

22. For my website part of the
work I plan to create a
functional and practical
website that is easy to use
and uses a nice colour scheme
and layout that is nice to
the eyes and not too bright/
dark. I also want there to be
a personalization feature
that allows the viewer to
search for exactly what they
want easily and quickly. I
also want a slideshow at the
top of the page constantly
showing different meals from
different restaurants/ cafes
etc.