The vendor is required to provide to conduct a com pre comprehensive brand perception and traveler insight study.
• Measure current awareness and perception of state among key leisure travel markets.
• Identify knowledge gaps, myths, or misperceptions about the destination.
• Explore primary barriers pre venting visitation (e.g., cost, accessibility, brand fit).
• Understand motivators that influence destination consideration and selection.
• Benchmark our destination’s brand position re lative to other state destinations.
• Deliver actionable re commendations to guide marketing, branding, and messaging efforts.
• De signing and conducting qualitative and quantitative re se arch with target leisure travelers.
• Developing survey instruments and discussion guide s.
• Sampling and recruiting respondents base d on approve d criteria.
• Ensuring statistically re liable results by proposing appropriate sample sizes pert target market and disclosing confidence levels and margins of error in quantitative analysis.
• Conducting data analysis and synthesizing key insights.
• Comparing brand perception against 2–4 pe e r or neighboring state destinations or other sports and leisure travel cities with similar population size s and tourism attractions.
• Providing strategic insights and recommendations base d on findings.
- Target markets:
• Primary: domestic leisure travelers within drive and fly markets with house hold income s of $100k+.
- Suggested methodologies (open to vendor recommendation):
• Online or phone surveys
• Focus groups or online panels
• In-depth interviews
• Secondary re se arch or social listening
• Brand health metrics
• Data weighting (if necessary) and margin of error disclosure.
- Contract Period/Term: 3 years
- Questions/Inquires Deadline: June 13, 2025