Describe how you think the report results were obtained. The best way to do this is to review the methodology section of the report and summarize the techniques described there.
The results were obtained by analyzing data collected from visitors. The surveys were conducted on visitors who lived in lodgings, day-trip visitors who were interviewed randomly in Napa Valley, and telephone interviews were also held with private homeowners who hosted visitors. The data was weighted to create a visitor profile of the Napa Valley, and to estimate the volume of visitors (Destination Analysts, 2012).
Identify and describe the three major visitor segments that the researchers have mentioned in the report.
The three visitor segments include guests who live in Napa Valley lodges and visit different attractions(Destination Analysts, 2012). There are also tourists who visit various locations in Napa Valley during the day while visiting relatives and friends. The third segment is private homes boarders, who are hosted in private homes during their stay in Napa Valley.
What methods were used to identify and estimate each visitor segment?
The data collected from all three visitor segments was used to determine the overall number of people who visited. The number of day-trip visitor was arrived at by comparing the data collected from random visitor intercepts, lodging- visitor data and a ratio arrived at to determine the relative numbers for each segment(Destination Analysts, 2012).
Identify and briefly describe what you see as the five most significant findings outlined in the report. By important I mean those findings that are most likely to influence management decisions.
The most significant findings are:
Visitor volume- The area received 2.9 million visitors with day-trip visitors being the majority.
The reason for the visit- Most people visit the valley for leisure.
Towns visited- St. Helena and the City of Napa received the most visitors.
Attractions and Activities- Wine tasting and visiting attractions attracted the most visitors.
Most Liked Aspect of Napa Valley- Winery and scenic views are the most preferred.
Copy the graphics that depict each of the five key findings into your Word document.
e) Enhancements of the Valley
Describe in some detail the ways in which you think each of the five key findings might be used to help inform management decisions in Napa Valley, either by the CVB or by its members.
The visitor volume can contribute to assessing the amount of tourism in Napa Valley in comparison to other destinations and the average revenue that can be expected. The reason for visit, towns visited, attractions and activities and the most liked aspect of Napa Valley; can be used to assess the areas that need improvement and can also help focus marketing strategies. These can contribute to directing policies and strategies for improving tourism in Napa Valley.
Destination Analysts (2012). 2012 Napa Valley Visitor Profile: Report Findings.