Please read the following statements fully and carefully. By proceeding to take the questionnaire, you are giving your consent.
About the study
Cumbria Tourism’s mission is to create a world class visitor experience through effective marketing, proactive sustainable tourism development and relevant industry services.
The current market segmentation in tourism focuses mostly on sociodemographic variables such as age, gender, income, family status, education, and nationality. When viewed through this traditional demographic data, visitors within the same category may look identical, but it would be a mistake to assume two individuals share the same preferences purely based on their similar socio-demographic characteristics.
Therefore, the aim of this PhD research is to develop a digital platform which will enable the use of sector-based algorithms to allow tourism businesses to more accurately study, profile and predict customer behaviour. The goal is to identify how to replace broad person-based demographics (gender/age/generation x etc) by using the concept of personality trait. Personality insights offer opportunities to better connect with visitors, understand their wants and needs, allowing the creation of a better match for products, services, and experiences at the destination.
There are no direct benefits to you as a participant, other than contribution to the body of knowledge regarding the visitor behaviour. The results from the study will be utilized to enhance the visitor experience in Cumbria.
The entire survey should take approximately 10 minutes to complete
1. I understand that the research aims to collect data on tourist personality traits, travel motivations and activity preferences in Cumbria. The procedure involves filling this online survey.
2. I volunteer to take part in this research questionnaire. I will not be paid for my involvement. I am free to withdraw from the survey at any time, by exiting the survey page, without reason. By pressing the exit button, all incomplete data will be removed. After completion, the responses cannot be removed, as they are unidentifiable.
3. I understand that all data provided will be treated in strict confidence, and no identifying information such as name, email address or IP address will be collected. The survey will not contain any information that will personally identify the participants.
4. I understand that the findings of the research will be formulated in a report format and they may eventually be published in journals and conferences. I may use the contact information provided below to request the findings.
5. I understand that there are no foreseeable risks associated with the participation in this research.
6. I confirm that I am at least 18 years of age.
7. I understand the explanation of the research project. By proceeding to take this questionnaire, I agree to take part in this research project and to the above statements.
If you have any concerns, please discuss these with the researcher or the supervisor in the first instance.
Contact details: Delia Moisa (Researcher, PhD)
Email address: delia.moisa@uni.cumbria.ac.uk
Alternatively, you can also contact Dr Demos Parapanos (Supervisor)
Email address: demos.parapanos@cumbria.ac.uk
Address: University of Cumbria, Rydal Road, Ambleside, LA22 9BB
However, if you are not satisfied or wish to make a more formal complaint you should contact Dr Colette Conroy, Chair of Research Ethics (email: research.office@cumbria.ac.uk).