Category Archives: Visitor monitoring and studies
Prospective study of visitors and positioning of the Musée National de la Marine in Paris
The Musée National de la Marine is getting ready to undertake a vast renovation programme obliging it to close for three years. This ambitious project seeks to reposition the establishment on several levels in order to increase visitor numbers: Scientific and Cultural project, business and service functions, image, etc. The assignment thus aimed to:
- Identify what attracts visitors and test the various orientations within different client categories.
- Provide the museum with client expectation elements and formulate recommendations for the development strategy.
Marketing strategy for museums located in Le Havre
The UNESCO label awarded to the reconstructed city-centre in 2005 and the development of the cruise industry have enhanced Le Havre’s standing. Yet, the city’s museums do not seem to be fully benefiting, whether in terms of visitor numbers or range of visitors. The city thus wanted to:
- Define an overall marketing and communication strategy to increase the museums’ visibility and appeal.
- Be assisted over a three year period with implementing action plans in each museum.
Creation of a French thalassotherapy institute observatory
The thalassotherapy sector is undergoing profound changes which are affecting it deeply (increasing importance of the short-stay market, new clients, significant competition from wellness products, etc.). Faced with this situation, France Thalasso wanted to create a tool to allow it to:
- Understand the weighting of the thalassotherapy sector in the French economy: revenues, number of jobs, etc.
- Better grasp the current trends
- Provide members with sectorial reference data, enabling them to better respond to today’s challenges
Creation of a hotel and apart-hotel observatory
In keeping with its proactive tourism policy, the Val de Marne’s departmental tourism committee (CDT) decided to put in place a statistical tool for tracking the local hotel and apart-hotel market. The objective was to publish a monthly study on hotel and apart-hotel commercial performance (OR, ARR/AAR, RevPAR) in the department, by cluster and by category.
Study on visitors to Clermont-Ferrand’s museums
The town of Clermont-Ferrand is currently working on a significant cultural development strategy, with notably a view to becoming the European Capital of Culture. The organisation of the Etats Généraux de la Culture, the pioneering signature of a cultural pact with the state, etc. are signs both of a structured process to define a new cultural policy and the town’s strong commitment to developing cultural activities.
Although they attract a fairly significant amount of interest, the town’s three “Musées de France” could certainly increase visitor numbers. Given this, the assignment aimed to:
- Characterise visitors in order to understand their needs and expectations.
- Define strategic recommendations to meet the needs of visitors and increase their numbers
Annual visitors Survey 2005-2016 – Centre of National Monuments
The Centre of National Monuments (CMN) manages around a hundred historical monuments in France. Since 2005, the economic development department has sought to carry out an annual survey of visitors at five to seven national monuments in order to:
- Identify types of visitors, their profile, their perception of proposed services and their expectations.
- Suggest permanent ways for each monument to improve their service offer (welcome, visit, etc.).
Evaluation of mediation and development actions undertaken by the Regional Service for Heritage and Inventory (SRPI)
- The Aquitaine region has been actively developing its heritage sites for several years. Inventory, restoration of protected heritage, mediation, creation of a regional inventory space and support and partnerships all provide testament to an overall, proactive policy conducted in the spirit of partnership.
- The mediation and development actions undertaken by the SRPI illustrate a certain dynamism, a capacity to innovate and the acknowledgement of a long-standing public policy within the region: virtual visits, mobile exhibitions, documentation, events, specific regional collections, the “EPIA” itself, with its exhibition space and library.
- The region wanted to evaluate the mediation and development actions undertaken by the SRPI in order to improve and anticipate their reinterpretation in the medium term within the framework of the new regional and organisational context.
Tourism observatories for the Bearn Pays Basque tourism committee (CDT) from 2010 to 2012
The Béarn-Pays basque departmental tourism committee (CDT) sought to monitor the following indicators over the period 2010 – 2012:
- Jobs linked to tourism
- Hotel trading
- Apart-hotel trading
- Camp site trading
- Thermal baths
- Thalassotherapy institutes
- Sites and museums
We have been monitoring visitor numbers at museums, national monuments and heritage sites for over 15 years.
We conduct both quantitative and qualitative studies, sufficiently detailed to allow readers to fully understand the expectations and requirements of users, both of which guide future development policies.
Development of audiences and clients
We assist tourist, cultural and heritage sites to increase visitor numbers by defining concerted marketing strategies and public policies and by increasing local synergies through networks.