Campbell Rinker arranged a Tourism Conversion Study for the Yosemite Sierra Visitors Bureau, just outside one of America’s most majestic national parks. We polled about 10,000 people who had asked the Bureau for information during the previous year to respond to a survey customized from our standard tourism conversion poll. We analyzed the data and presented a report. The study’s actionable results helped Dan Carter, the bureau’s Executive Director, chart a course toward success. The demographic data enabled him to increase response to advertising and limit his advertising dollars to fewer publications, to the point where the Bureau won an award for receiving over 4,800 responses from a single 1/6 page ad in Meredith Travel Publications. Furthermore, the results of the study helped to preserve funding for the Bureau even though other county services suffered reductions. Methodology: Online Survey
