A Reckless Industry Report: Leisure & Hospitality
Section 3:
Consumer
Research Methods
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The Role of Digital in
the Tourism Industry
The role of social media as a method of marketing
and communication is more popular than ever, with
89% of adults having one or more social media profiles.
The various social media platforms and review sites
that are now available heavily impacts the decisions
made by tourists.
This section of the report explores how domestic tourists
research and make decisions about the tourist attraction
they are potentially interested in visiting.
Furthermore, exploration into whether or not the UK
tourist attractions fully utilise some of the most popular
social media channels; Facebook, Twitter and Instagram,
is conducted in this section. The level of engagement
across these channels is calculated and provides an
analysis in regards to attraction type and countries
in the United Kingdom.
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3.1 The preferred methods
of consumer research
Customer Behaviour
65
60
55
50
45
Percentage (%)
The top three things
that most customers do
before visiting a tourist
attraction are: Check the
website for information,
look for online discounts
and ask for word of mouth
recommendations. Only
12.30% of respondents
researched the destination
on social media.
40
35
30
25
20
15
10
5
0
Ask for
word of mouth
recommendations
Check the
website for
information
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Look online
for discounts
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Research on
social media
None of
the above
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Gender: Looking for Discounts
Female
Female
61.52%
Whilst younger age groups 18-34, use social
media more than participants aged 35 and over,
it still ranked as one of the less important steps
in the decision-making process.
Respondents over the age of 45 stated that
they are most likely to check the website for
information. This differs from the responses
of 18-44 years old who prioritised checking for
discounts. This differentiation could be due to
levels of income and budget. However, it could
also suggest that older generations are not as
digitally aware and do not know how to search
for discounted entry prices.
43.85%
When analysed by gender, the results do not
contradict the overall statistics. However, there
is a tangible difference between the numbers of
females that search for online discounts compared
to males. 61.52% of females state that this is part
of their customer journey in comparison to 43.85%
of males. Although it cannot definitively account
for the difference, it could be attributed to the
fact that a majority of females are responsible
for managing household budgets.
Those who are retired are the least likely
to seek online discounts.
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About Reckless
Founded in 2007, Reckless was born out of a passion to create more
engaging digital experiences, pulling brands and customers closer
together. Nine years on, Reckless has matured into an award-winning
digital marketing agency with offices in Chester, London and Paris.
We are proud of the clients we work with and the projects we create,
forging lasting relationships to develop their digital offering and truly
understand their own customers needs.
Our passion is people. We love learning about what makes them tick,
what keeps them close to you and developing digital experiences
that keep them engaged with your brand.
We look to convert today and retain tomorrow. To learn
more about Reckless, including our work, our team and insight
publications visit www.reckless.agency
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