community value

Destination professionals face a complicated set of challenges to justify the investment of public funds under their control, and to articulate the benefits of tourism for the people who live in their communities.

How do you connect the benefits you provide to what the community believes it needs? How do you communicate your value to elected officials who hold your purse strings? What information guides your communications strategies to build alignment with the values of your community?

SMARInsights’ Community Value research provides in-depth information about the attitudes of community members towards tourism. The more important goal of this research is understanding what motivates those attitudes. And, how to achieve alignment between the community benefits provided by your organization and the shared values of the people who live in your destination.

We survey a representative sample of residents to provide a normative description of community attitudes. Destinations may also choose to survey people who represent the extreme ends of the spectrum – from critics to supporters – to quantify the size of these groups and identify how they compare and contrast. We can also survey comparative markets or a national sample, at an accessible cost, to provide benchmark data that is specific to your needs.

SMARInsights partners with our clients to customize Community Value research to meet the needs of each destination, but always building on a foundation of robust methodology and more than 30 years of experience with the tourism industry. Our focus is to deliver research insights that chart pathways to greater community alignment and support.