and the Visitor Attraction Quality Scheme Vicky Howell amp Laura Hetherington SW Federation Conference Thursday 07 July 2016 Develop worldclass English tourism product Boost visitor numbers and spend ID: 619307
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Slide1
VisitEngland
and the
Visitor Attraction Quality Scheme
Vicky Howell & Laura Hetherington
SW Federation Conference
Thursday 07 July 2016Slide2
Develop world-class English tourism product
Boost visitor numbers and spend
Offer advice and support to tourism providers in EnglandProvide market intelligence and customer insightsCelebrate success
VisitEnglandSlide3
Experience vs expectation:
Under-promise and over-deliver
Know your strengths and weaknesses
Promote what makes you unique
Make visitors feel welcome
What is success?Slide4
Accommodation
Racecourses
Pubs
Passenger Boats
Motorway Services
Visitor attractions
Our quality schemesSlide5
Trialled
regionally
in 1998Launched nationally by East of England Tourist Board in 2001Taken over by
the National Tourist Board in 2007Nationwide scheme review in 2012
Scheme revised and updated in 2014
BackgroundSlide6
890
visitor
attractions109 in the South West
Longleat
Roman Baths
Trebah Garden
Minack
Theatre
National Maritime Museum Cornwall
Scheme participationSlide7
Quality in contextSlide8
Annual participation fee
Regular
visit Family visits Scoring of all key areasVisitEngland accreditation if
scoring 60% or more overall and in all key sectionsFull verbal debriefBusiness support and advice
W
ritten report
How it worksSlide9
VisitEngland
quality
marque
Reassurance for visitors
Motivation for staff
PR
opportunitiesAccess to hints and tips, best practice examples and
business adviceShortcut for Museums AccreditationFree VisitEngland workshops
Scheme benefitsSlide10
Customer service training, tailored to visitor attractions
Open to all attractions
VisitEngland accredited attractions get a 10% discount
Optional City & Guilds qualification
Exceeding Visitor ExpectationsSlide11Slide12Slide13Slide14Slide15Slide16
How do we measure quality?
Compare the standard of service & product against other similar attractionsSlide17
The visitor journeySlide18
Pre-arrival:
Website
Social media
Review sites
LeafletSlide19
Arrival:
Car parkFirst impressions
Layout & entry point managementVisitor information & signageSlide20
The attraction
The attraction:
Layout & visitor flow
Range of content
Visitor information & signage
Appearance of grounds & gardens
Appearance of buildings
Decoration & maintenance
Presentation of displays
Quality of interpretationSlide21
Tour
:
Introduction
Transport
Commentary
Conclusion
Activity
:
Instruction
Apparatus & equipment
Supervision
Experience vs. expectationSlide22
Cleanliness:
Car park & arrival areas
The attraction
Toilets
Catering outlets
Retail outletsSlide23
Toilets:
Provision, location & layout
Decoration & maintenance
Fixtures & fittingsSlide24
Catering:
Layout & ease of use
Ambience & first impressions
Decoration, furniture & fittings
Food: range and menus
Food: quality & presentationSlide25
Retail:
Ease of use & visitor flow
Display units, fittings & lighting
Presentation of merchandise
Range & appropriateness of merchandiseSlide26
Staff:
Admissions / arrival staff
Guides / gallery / gardening staff
Catering staff
Retail staff
Appearance, customer care, efficiency & knowledgeSlide27
attractions@visitengland.org
Any questions?