As part of the Herts, Camera, Action! project funded by the UK Government through the UK Community Renewal Fund, we’ve commissioned an independent Consumer Product Testing and Perception Study, providing a wealth of insight into the perceptions and travel preferences of visitors and potential visitors to the county. The research also looked to explore consumers’ interest and association with screen tourism, alongside concept testing the 10 products being developed by local businesses, as part of the Screen Tourism Development Programme, providing vital feedback to help further develop their offering and marketing activity.
To achieve this, a survey was sent out via an online panel to both past and potential visitors, alongside Hertfordshire residents. This supplied a comprehensive view of how Hertfordshire is perceived, including feedback and insight into trip characteristics and intentions, key audiences, decision-influencers, in addition to sources used when planning and booking lead time.
These valuable, consumer-led insights will be used to further develop and build upon the screen tourism offering in Hertfordshire. This includes looking at ways to integrate screen tourism with the county’s key strengthens and consumer motivations, to not only showcase and increase the awareness of Hertfordshire as a leading film destination, but to attract visitors to stay longer and explore all the great places that Hertfordshire has to offer.