Survey customers to adapt tourist guides

As part of its missions of consultation, support for the development of the offer and marketing, the Alliance works in close partnership with sectoral and regional associations to deploy a common vision concerning the tools to support travelers in their planning cycle. In a context where travel planning habits are changing very rapidly, the Alliance commissioned Touriscope to conduct a survey on the various tools for inspiring, welcoming and planning travelers. This survey of the Quebec, American and Ontario populations should make it possible to make the necessary adjustments to these tools to better meet the needs of customers.

In order to reassess the needs and expectations of customers in connection with planning tools, Touriscope conducted two surveys:

- A survey of a sample of 1,200 Quebec respondents who planned at least one leisure stay away from home over the next 12 months;
- A survey of a sample of 500 Ontario respondents and 500 Northeastern Americans who planned at least one leisure stay outside their province or state of residence in the next 12 months.

The objective of these surveys was to help the Alliance develop tourist guides in Quebec and to review the current formula to best meet the needs of travelers.

This study made it possible to understand the behaviors of travelers during the inspiration and planning phases of their leisure stays in Quebec as well as the behaviors once at destination. In particular, the survey identified:

- The tools used by travelers to be inspired in choosing their destination and activities;
- The tools used to plan their trip before and during the stay;
- Travelers' perceptions of official tourist guides in Quebec.

The results of the surveys were presented to the Alliance and its partners, who were able to obtain an up-to-date picture of travelers' expectations and assess the relevance of tourist guides. These results are a starting point for discussions aimed at developing tourist guides in Quebec.