Resident Sentiment Research

Get the Locals' Perspective

Longwoods' newest program offering, Resident Sentiment Research, allows destinations to discover how the local community at large perceives tourism and its impacts. Increasingly, destination management must be considered a partnership between the industry and residents, to ensure that tourism development benefits both parties and contributes to the community economically while maintaining or enhancing quality of life for its residents. Our Resident Sentiment Research examines both practical and emerging/growing concerns including economic development, perceived environmental impacts, overtourism, quality of life, and many others. 

Understand + Engage

Each Resident Sentiment report provides a comparison between locals' responses and a national norm from our annual National Resident Sentiment study to highlight areas where local issues may differ from national concerns.    Each study will include questions asked on the national survey as well as questions tailored to unique local or regional issues. Reports also provide a comparative profile of tourism supporters vs. the “naysayers.”

This new research allows destinations to develop an engagement strategy to interface with locals. By showcasing the positive aspects of tourism while being aware of potential pitfalls of tourism growth, the destination can work with local partners to increase support for its efforts to develop sustainable tourism growth. With overtourism, the sharing economy, and the environment becoming topics of discussion in many communities, this product is essential for destination marketers who wish to build community support for continued growth of this important segment of the local economy.

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Our Services

Understand your visitors with detailed profiles including volume and spending.

Find out if your advertising is working in terms of incremental visitation, spending, and messaging. 

What does the traveling public think about your destination? Leverage your knowledge to build more powerful messages.

How does travel marketing contribute to broader economic development goals?

Longwoods' tourism experts can guide your organization through questions and challenges. 

Understand how locals perceive tourism and its impacts.

Use our market research expertise to position your destination for success.