MARKET RESEARCH
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In 2019 the Visitors Bureau launched a significant research study to determine visitor perceptions of Chapel Hill and opportunities for growth. Below is a snapshot of the study that continues to guide local tourism and business leaders.
RESEARCH METHODOLOGY
FINDINGS
QUANTITATIVE SURVEY FOR TRAVELERS
EXECUTIVE OVERVIEW
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• Respondents: 604 • Ages: 25-64 • States: NC, SC, VA, GA • Consideration: Taken/planning a trip less than four hours away and past/ next 12 months.
Overall, past and prospective Chapel Hill visitors do have positive perceptions of the destination, but some don’t know what there is to do beyond UNC sporting and college-related events. It’s great that UNC-Chapel Hill has such a prominent brand because it gives Chapel Hill name recognition. Now we need to shed light on all the incredible experiences and activities the town and surrounding areas have to offer.
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QUALITATIVE ALUMNI SURVEY
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• Respondents: 50 28 of whom live and/or work in Charlotte.
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CHAPEL HILL/ORANGE COUNTY VISITORS BUREAU
