Project Details
Description
The tourist destination of Paphos has experienced a strong growth of the all-inclusive (AI) hotel product. Previous studies suggest a lower customer spend in Paphos when compared to other Cypriot destinations, indicating an opportunity for development.
In partnership with the Cyprus Tourism Organisation (CTO) and Cyprus Sustainable Tourism Initiative (CSTI), the Travel Foundation commissioned a team of researchers from the University of Brighton to conduct this research into identified possible initiatives to increase customer spend in resorts, increase customer satisfaction and encourage repeat visits to the destination.
The aim of the research project was to explore stakeholder acceptance of solutions that could motivate AI customers to spend more time and money outside their hotel and thus better support local businesses and the community. It was identified that the underlying factors that restrict Paphos from becoming a more memorable destination also had to be explored to understand why the destination is not achieving its full potential.
The study delivers suggestions for three tactical and one strategic solution that the partnership could focus on in the future. The report also includes feasibility studies, projected costs and stakeholder contacts for piloting the solutions that were identified as possible methods of increasing customer spend.
In partnership with the Cyprus Tourism Organisation (CTO) and Cyprus Sustainable Tourism Initiative (CSTI), the Travel Foundation commissioned a team of researchers from the University of Brighton to conduct this research into identified possible initiatives to increase customer spend in resorts, increase customer satisfaction and encourage repeat visits to the destination.
The aim of the research project was to explore stakeholder acceptance of solutions that could motivate AI customers to spend more time and money outside their hotel and thus better support local businesses and the community. It was identified that the underlying factors that restrict Paphos from becoming a more memorable destination also had to be explored to understand why the destination is not achieving its full potential.
The study delivers suggestions for three tactical and one strategic solution that the partnership could focus on in the future. The report also includes feasibility studies, projected costs and stakeholder contacts for piloting the solutions that were identified as possible methods of increasing customer spend.
Key findings
The research team identified a number of key strategic issues that will need to be addressed by local stakeholders for example identity, brand, visual identity and local political issues, need to be considered in any future development strategies.
Communication and collaboration amongst business sectors requires mediation by a neutral organisation.
The research team identified a number of key strategic issues that will need to be addressed by local stakeholders for example identity, brand, visual identity and local political issues, need to be considered in any future development strategies. Communication and collaboration amongst business sectors requires mediation by a neutral organisation.
Communication and collaboration amongst business sectors requires mediation by a neutral organisation.
The research team identified a number of key strategic issues that will need to be addressed by local stakeholders for example identity, brand, visual identity and local political issues, need to be considered in any future development strategies. Communication and collaboration amongst business sectors requires mediation by a neutral organisation.
| Status | Finished |
|---|---|
| Effective start/end date | 1/01/14 → 31/12/14 |
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