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Case Study: Nashville Convention & Visitors Corp gains deeper U.K. traveler insights with STR
A STR Case Study
Learning to Fly- Understanding a Key Market to Maximize Growth
The Nashville Convention & Visitors Corp (NCVC) needed to better understand travelers from the U.K., its second-largest international market, to optimize its marketing and strategic planning. To identify visitor profiles, attitudes, and segment audiences, NCVC engaged STR to conduct a comprehensive market study.
STR implemented a detailed online survey using its Traveler Panel, gathering insights from over 1,000 U.K. travelers. The solution provided a deep understanding of visitor drivers and barriers, along with a comparative analysis of competitor destinations. The research reaffirmed existing strategies and delivered new, valuable insights to guide NCVC's planning, helping to maximize growth from U.K. visitors.
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