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The research was undertaken in the form of on street surveys, using both qualitative and quantitative questions, with visitors to Holmfirth and Marsden. The results of this survey were then compared with over 50 market towns throughout England in order the benchmark the destinations against their key competitors. In addition, postcode data was collected from all respondents and used to generate a detailed visitor profile.

 

The research found that most visitors came from either Yorkshire or the North East with the majority staying for the day only. Profiling revealed two general categories of visitors to the towns and a number of recommendations for future marketing strategies were made based on these profiles, identifying potential promotional campaigns or special events that would specifically appeal to these types of visitor.

 

The benchmarking element of the research found that Holmfirth and Marsden competed well against other similar market towns, scoring above average on the majority of attributes, such as range and quality of shops, eating places and attractions. By identifying those areas performing less well the research established where future improvement or development budgets should focus.

“We commissioned this research to find out more about the people that visit Holmfirth and Marsden, and their experience of these market towns.

The results were really positive and extremely useful, identifying not just areas that we perform well in, but also areas that we could improve upon, and our competitors. We’re using this report to inform our visitor strategy and marketing activity; and perhaps most importantly, to help us to lobby for and inform investment in each destination.”

Jess Newbould, Senior Tourism Officer, Kirklees Council