Samenvatting

This study focuses on the local information needs of visitors of the Utrechtse Heuvelrug. As a DMO it is crucial to understand the behaviour of the visitors at your destination, especially in the dynamic industry with the continuous developments. Therefore the objectives of this research are to create an insight into the local information needs of the visitors of the Utrechtse Heuvelrug and to advise VVV Nederland and RBT Heuvelrug & Vallei about those local information needs. The topics covered to create an insight into the local information needs are: the visitors’ profile, the information searched for, the information sources used and the factors visitors find important during the information search. This research was carried out for the organization VVV Nederland. VVV Nederland is an organization within the tourism, hospitality and leisure industry. VVV Nederland is a company that executes the VVV License, of which the knowledge network Kennisnetwerk Destinatie Nederland is a part, and that executes the VVV gift cards.
To outline a broader background, a literature review was written. Literature was consulted on the visitors of the Utrechtse Heuvelrug, in which the type of visitor is outlined, as well as the image of the region. Moreover, the customer journey and its phases are described, as well as the information search in tourism and the information search of visitors while being at the destination. The information search in tourism addresses the type of information searched for, but also which sources are used. Besides, there are some factors that can influence such as the length of stay, which are also addressed in the literature review. Finally, the needs of visitors in information search are explained and the literature review was discussed.
This study used a quantitative data collection method, namely via questionnaire surveys. The sample were the visitors of the Utrechtse Heuvelrug, covering tourists and day visitors. The questionnaires were distributed online via social media (Facebook, LinkedIn) and via the DMO’s newsletter. In addition, data collection was done at touristic hotspots at the Utrechtse Heuvelrug, as online data collection only was not sufficient. The collected data (148 questionnaires) was analysed with the program SPSS, where descriptive statistics, crosstabs, and the chi-square test were used. The study resulted in a description of the visitors’ profile, insights in the information search, information sources used and what visitors consider as important. The visitors of the Utrechtse
Heuvelrug are mainly day-visitors. The majority came to the Utrechtse Heuvelrug by car and leisure was the most common reason to visit. The activities undertaken by visitors the most were walking, biking and visiting a nature reserve. The information searched for can be connected to the activities undertaken, geographical information, information about sportive activities and attractions was consulted the most. The top three information sources to search for the desired, new information were Google, a VVV and flyers and brochures. Visitors of the Utrechtse Heuvelrug ideally search information (partly) only. However, with regard to the information source, the factual information did not come in first place in what visitors find important. Visitors find clear and topical information the most important.
Derived from this research, recommendations came forward. As this study confirmed that it is very important to research visitors, executing a (continuous) visitor research was suggested. Moreover, a recommendation was to set up a marketing campaign focused on for example age categories and activities undertaken. As insights in the sources used by each age group are generated, the marketing campaign can be targeted at those information sources. Moreover, a recommendation was to review the communication channels with a workgroup and adjust the communication channels where necessary.