Rubber Cheese Launches 2022 Tourist Attractions Website Survey

Rubber cheese, a award-winning digital agency, announced the launch of its 2022 survey of tourist attraction websites. This is a new gap analysis study that will explore what “good” looks like for attractions websites, enabling operators to improve their customers’ online experiences.

Going forward, this will be an annual exercise, charting the performance of attractions websites around the world. This will result in actionable insights into the sector, treating it as a separate entity from the travel, tourism and hospitality industries in order to gain more accurate insights.

Survey supported by ALVA, ASVA and more

The survey, which is anonymous, will examine tourist attraction websites around the world, exploring factors such as attraction size and location, choice of CMS, budgets for upgrading the website, etc The results will provide useful information to attractions industry marketing professionals when planning next year’s activities.

It is supported by major tourist attraction organizations, including the Association of Leading Visitor Attractions (ALVA) & The Scottish Tourist Attractions Association (ASVA).

Gordon MorrisonCEO of ASVA said: “ASVA sees this work as fundamental to supporting the recovery of the sector from the pandemic and indeed will contribute to Scotland’s future tourism strategy, where we aim to be. a world leader in tourism in the 21st century. .”

Kelly MolsonManaging Director of Rubber Cheese, adds:

“Decoupling the tourist attractions industry from travel and hospitality is key to enabling these companies to truly understand the experience they are providing their customers. At Rubber Cheese, we understand the value of a successful web presence on this type of business and believe that if we can illustrate what good really looks like, we can help more tourist attractions leverage the power of their Web sites.

Actionable insights

There will be several advantages to conducting a survey specifically for this sector:

  • Data will not be skewed by travel and hotel sites where cart abandonment is over 70%.
  • Specific attractions will be able to compare and contrast with each other to get an accurate picture of what they look like.
  • The annual survey will illustrate trends over time, allowing attractions to begin to gauge their performance.

Removing it from the core travel, tourism and hospitality category will result in real data that marketers can use to improve the online experience and influence marketing spend.

The Tourist Attractions Website Survey 2022 is online now and will be open until the end of August.

Keith P. Plain