Despite the increase in visitor arrivals to the CNMI in 2015, the Marianas Visitors Authority required a better understanding of the tourists who visited their islands. After more than a decade, MVA had resumed its visitor exit survey and sought a systematic means of measuring the behavior and attitudes of visitors to the CNMI. They needed to obtain current information that could be used to improve the CNMI as a destination. This information could be used by the MVA to develop marketing strategies that would better their products and services.
The MR&D Approach
MR&D designed a survey instrument that would achieve the specific information objectives that MVA had. The survey measured the demography, behavior, and spending patterns of visitors exiting CNMI. All visitors were asked to provide information regarding their demographics, travel planning, and satisfaction, as well as opinions on different aspects, including hotel and dining, shopping, tours, transportation, and expenses. The visitors were finally asked to rate their overall impression of their visit to the CNMI. Our team worked closely with MVA supervisors, as well as call center staff, to ensure that the survey instrument measured precise data points and that survey work was collected, analyzed, and reported in a timely fashion.
MVA successfully measured the perception of the CNMI among its tourist market. The exit survey was completed by more than 3000 departing visitors from Japan, Korea, and China over the course of several months. The information gathered proved useful in the MVA’s future attempts to improve and refine its overall brand, and it provided information that would be vital to the Government of the CNMI.