Client: Board Fáilte, Irish Tourist Board

In July 2001, Tourism Development International was appointed by Bord Fáilte to undertake a major culture/heritage consumer research programme.

The objectives of this research programme were to identify the main motivating factors for visitors to Ireland, where culture and heritage are concerned; the extent to which gaps exist between visitor motivations and promotional message; participation in cultural/heritage activities; rating of aspects of culture/heritage; booking patterns and information usage.

In total 1000 interviews were conducted with visitors from each of Ireland’s main source markets. Interviews were also conducted with representatives from the travel trade in the main overseas markets.