8.1f What are the gaps and opportunities in the UK visitor economy product offering and targeting markets? What are the most effective methods (in addition to marketing) for driving behavioural change of tourists in order to increase tourism volumes?
Background
We have a vision to put the UK among the world’s most dynamic, inclusive, and regenerative visitor economies - one that delivers regional growth, opportunity, and community pride across the country. To achieve this, DCMS needs to better understand drivers and influences of tourism, ‘what works’ in growing and improving the visitor offer, and therefore visitor number and spend across the whole of the UK, whilst considering the social and environmental impact of tourism. Gaining a more detailed understanding of the sector workforce and businesses, as well as making more intelligent use of data are also important research priorities. DCMS is keen to ground this understanding in place-based approaches, for example those focused on coastal and rural locations, and how issues of seasonality impact the sector. Place-based approaches cover a range of perspectives, for example visitor economy assets and services and experiences as part of wider local social, cultural and economic infrastructure.
Next steps
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Topics
Related UKRI funded projects
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Climate change and the tourism sector: impacts and adaptations at visitor attractions
Tourism is a vital to UK economy, society and culture. Described by government in its Tourism Recovery Plan (June 2021) as a 'national asset', prior to the Coronavirus pandemic the tourism sector accounted for around 10%...
Funded by: SPF
Lead research organisation: UNIVERSITY OF EXETER
Why might this be relevant?
The project specifically focuses on climate change impacts on visitor attractions and how it may affect visitor patterns and behaviors, directly addressing gaps and opportunities in the UK visitor economy.
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Safe Access Booking for Recreation (SABRe)
Social distancing, travel restrictions and the closure of many business and countryside sites and attractions has been an essential part of the management of Coronavirus. However, these restrictions have severely disrupt...
Funded by: Innovate UK
Lead research organisation: EXEGESIS SPATIAL DATA MANAGEMENT LTD.
Why might this be relevant?
The project addresses the impact of COVID-19 on countryside visits and recreational activities, partially relevant to understanding gaps and opportunities in the UK visitor economy.
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Promotion of wellbeing as a destination resource
This proposal offers the opportunity for connecting different destination stakeholders, with the specific aim of facilitating innovation in healthy lifestyle products while contributing to a competitive local tourism eco...
Funded by: ESRC
Lead research organisation: Bournemouth University
Why might this be relevant?
The project focuses on promoting wellbeing as a destination resource, partially relevant to understanding gaps and opportunities in the UK visitor economy.