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Response 3: <br />Measuring Results* <br />Response 3 A: <br />Measuring Results* <br />Vvhat tools will you use to rreasure your event's irrpact on tourism? Rease be specific and provide exarrples. <br />Businesses participating in the program will be required to share before/after data <br />on their visitor-related business volume (most likely anonymously). After backing <br />out the yearly increase/decrease in overall tourism, any increase greater than that <br />average can be assumed to be a result (at least to a significant extent) of <br />participation in the program. For example, if a business sees a 10% increase in <br />tourist customers and the general tourism increase for the year is 7%, it can be <br />assumed that the 3% difference results in some significant part from participation in <br />the program. <br />Additionally, we 1MJuld use Google Analytics to measure and analyze the number of <br />people visiting our site, how they found our site and what they do when they visit <br />our site. This is where a bulk of pour projections will be followed as for the increase <br />of tourism information; landing pages, time on website, etc. But it will also allow us <br />to follow the purchases of the products that are available from the participating <br />business through online cart options. <br />Unlike radial and drive time studies that use arbitrarily chosen boundaries for <br />customer trade zones, the market definition exercise for the county will be based on <br />zip code surveys completed by cooperating merchants. Zip code surveys have their <br />own limitations, since zip code geographies can be fairly large and stretch beyond <br />typical market boundaries. However, it is the only technique that correlates clearly <br />with customer traffic collected by merchants. Recorded zip codes are used to <br />define a primary trade area, which is then analyzed in terms of demographics and <br />economic activity. <br />TIMJ zip code surveys will be conducted in the county in order to understand the <br />market dynamics of the communities. Merchants will be provided a with a form to <br />record customer zip codes and asked to keep the log for all customers during a <br />ten-day period. <br />Digital surveys will be conducted in collaboration with the Tourism Department to <br />provide user data and overall visitor experience in the county. <br />2500 character lirrit <br />A. Is your project/event year-round or is it seasonal or date-specific? <br />r-Year Round r Seasonal r Date Specific <br />Your selection here should be supported by the dates you provided above, in the R-oject or Bien! lnforrmtion section .