The project "Experience Overijssel" aimed to test the effectiveness of hyper-personalized information in influencing tourist behaviour and experiences. By comparing a group of tourists who received personalized information to a randomly assigned control group, the project evaluated the impact of targeted recommendations on visitor movement and satisfaction.
What was the goal of this research?
The primary goal of this research was to assess the effectiveness of hyper-personalized information in guiding tourists towards less-visited areas while reducing pressure on heavily visited sites. Additionally, the project sought to determine if such information could be provided without negatively affecting the overall vacation experience.
What method was employed?
The methodology involved contrasting the experiences of tourists who received hyper-personalized information with those of a control group. The research also investigated the impact of policy-driven versus demand-driven information sources. Tourists were randomly assigned to either receive personalized tips that aligned with the destination management organization's (DMO) policies or to receive standard information. This random assignment allowed for a robust comparison of differences in tourist behaviour and experiences.
What findings did we uncover?
The project found that tourists who received information on attractions in less-visited areas engaged in significantly more activities around these sites and visited heavily visited areas less frequently. The conversational form of information delivery was more positively evaluated than passive information delivery. Additionally, vacation experience emotions and evaluations were largely unaffected by the type of information received. This indicates that it is possible to direct tourists to less-crowded locations without negatively impacting their overall vacation experience.
What is the timeline of this project?
April – December 2021
Who are our main collaborating partners?
Travel with Zoey, NBTC and Marketing Oost
Who is our funding partner?
Data and Development Lab Bestemming Nederland
Interested in this project or other publications?
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