STR
5 Case Studies
Case Study: The Forth Bridges identify visitor attractions and ticket pricing opportunities with STR
A STR Case Study
The Forth Bridges - Customer Case Study
The customer, The Forth Bridges (a forum led by Transport Scotland and Network Rail), faced the challenge of repurposing the historic Forth Road Bridge as a visitor destination after motorway traffic was diverted to a new crossing. They partnered with vendor STR and its Tourism Consumer Insights team to research and develop ideas to capitalize on this new, quieter environment and increase tourism.
STR conducted a market appraisal study utilizing both quantitative online surveys of over 500 potential visitors and qualitative focus groups. This research identified the most profitable exhibition themes and determined the optimal pricing for entrance tickets, directly informing the client's decision-making. The feedback confirmed that STR's study had a significant influence, helping the client focus on the themes and activities most likely to connect with customers and increase market demand and revenue.
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