Town Mystery Shopper Audit
WHAT?
The audit provides information useful to those involved in destination management. It covers aspects of the town that are important to the quality of the visitor (tourist, day tripper, shopper). The audit evaluates the standard of amenities and infrastructure that visitors can expect when they arrive.
HOW?
A experienced researcher uses a detailed check list to evaluate the town’s facility in an objective way. Each element is assigned a score out of a maximum of five points. The researcher measures what is observable, using objective questions that can be answered with yes / no responses.
WHAT?
The audit provides information useful to those involved in destination management. It covers aspects of the town that are important to the quality of the visitor (tourist, day tripper, shopper). The audit evaluates the standard of amenities and infrastructure that visitors can expect when they arrive.
HOW?
A experienced researcher uses a detailed check list to evaluate the town’s facility in an objective way. Each element is assigned a score out of a maximum of five points. The researcher measures what is observable, using objective questions that can be answered with yes / no responses.
The audit is split into sub-sections and indicators ensuring a thorough appraisal. Scores are provided for each section based on the presence and quality of the indicators. An overall score is then calculated enabling you to benchmark your town against others (if the audit involves more than one town).
The main advantages of this service are that it is objective and consistent, is not reliant on finding actual visitors and is cost effective. Its principal weakness is that it does not provide the visitor profile data which client feedback has indicated as a valuable dimension of benchmarking through visitor survey.
The main advantages of this service are that it is objective and consistent, is not reliant on finding actual visitors and is cost effective. Its principal weakness is that it does not provide the visitor profile data which client feedback has indicated as a valuable dimension of benchmarking through visitor survey.
