What's in a name? The power of the North York Moors
Learning from visitor research
VisitEngland recently conducted extensive research to discover which places visitors recognise and what they know about different areas, the motivations and barriers to visits. This essential knowledge gives an insight into the best ways to influence potential visitors. The research found that:
What’s in a name?
We need to use the right words to appeal to potential visitors, to use the places that are known to visitors, in order to encourage them to explore lesser-known locations. VisitEngland research sought to identify the best-known destinations and those that have the most positive perceptions for potential visitors. It calls these the Attract Brands.
The North York Moors are one of these Attract Brands. The other two locations identified in this area are York and Scarborough (specifically Scarborough rather than the Yorkshire Coast in general).
This is further helped by the fact that visitors hold National Parks in high regard so it’s worth talking about the North York Moors National Park. Businesses can benefit from their location, even if they're just outside the National Park.
Promoting lesser known locations
As we’ve seen from the research, many people are poor at English geography. We obviously want to promote lesser-known locations so what is the best way to do this?
We need to position them using familiar and recognised destinations: e.g. “the Howardian Hills near the North York Moors”. Vague terminology such as “Yorkshire’s Countryside” should be avoided: visitors either don’t know where this is or will assume we’re talking about the Yorkshire Dales which are particularly well-known.
Tip: whatever location you’re promoting, use the name that appeals most to visitors: the North York Moors. Be as specific as possible about the place you’re promoting and show its location in/near this Attract Brand. If we all use the same term and avoid general descriptions which are not recognised by visitors, we’ll all be much more successful!
VisitEngland recently conducted extensive research to discover which places visitors recognise and what they know about different areas, the motivations and barriers to visits. This essential knowledge gives an insight into the best ways to influence potential visitors. The research found that:
- Domestic visitors can be encouraged to travel and stay longer in specific locations but only if they are iconic or special in some way. The destination must be known or familiar to them, ideally one of the VisitEngland Attract Brands (see below).
- Domestic visitors will respond to powerful emotional triggers. These could be: spending quality time together; escaping the everyday; stepping back from everyday life and relaxing.
- Visitors are attracted by distinctive destinations, by the idea of “local”, friendly locals, locally produced food, locally made gifts etc, independent shops and the opportunity to do something they can’t do at home.
- They like the idea of beautiful scenery and the countryside but this is not seen as enough of a trigger for a visit. Potential visitors need to be convinced that there will be enough to do and sufficient depth beyond the green images of the countryside.
- VisitEngland research found that knowledge of English geography is poor. It is important to be specific and to use the appeal of the destinations which research has identified as having “pulling power”.
What’s in a name?
We need to use the right words to appeal to potential visitors, to use the places that are known to visitors, in order to encourage them to explore lesser-known locations. VisitEngland research sought to identify the best-known destinations and those that have the most positive perceptions for potential visitors. It calls these the Attract Brands.
The North York Moors are one of these Attract Brands. The other two locations identified in this area are York and Scarborough (specifically Scarborough rather than the Yorkshire Coast in general).
This is further helped by the fact that visitors hold National Parks in high regard so it’s worth talking about the North York Moors National Park. Businesses can benefit from their location, even if they're just outside the National Park.
Promoting lesser known locations
As we’ve seen from the research, many people are poor at English geography. We obviously want to promote lesser-known locations so what is the best way to do this?
We need to position them using familiar and recognised destinations: e.g. “the Howardian Hills near the North York Moors”. Vague terminology such as “Yorkshire’s Countryside” should be avoided: visitors either don’t know where this is or will assume we’re talking about the Yorkshire Dales which are particularly well-known.
Tip: whatever location you’re promoting, use the name that appeals most to visitors: the North York Moors. Be as specific as possible about the place you’re promoting and show its location in/near this Attract Brand. If we all use the same term and avoid general descriptions which are not recognised by visitors, we’ll all be much more successful!
