What are the perceptions of non-visitors to the coast?
Research into the perceptions of non-visitors to the coast, supported by car rental company Hertz, has revealed the chief obstacles to taking a trip to the coast are a preference to go abroad (34%), unpredictable weather (28%) and perceived expense (22%).
It also uncovered that many non-staying visitors are actually going to the coast for a day trip, so providing day-trippers with a reason to stay overnight presents a significant opportunity. As does changing our perceptions of the coast in winter, with 45% believing the coast is ‘closed’ off-peak.
But the biggest challenge facing coastal destinations is giving people a reason to visit now; too many non-visitors weren’t against a visit to the coast, but feel ambivalent with no sense of urgency to visit now. So how can this be addressed?
The research also recognises the diversity of the English coast – one size does not fit all! The report splits coastal destinations into six categories and almost all visitors were attracted to at least one type of coastal experience. The findings offer insights into relevant messages for each destination type, tailored to the appropriate non-visitor target audiences.
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