Net Promoter Survey Results – Summer 2014

The visitor survey conducted by the Katahdin Tourism Partnership at the end of July and early August used the Net Promoter Score system asking visitors to state how likely they might be, using a scale from 0 (unlikely) to 10 (very likely), to recommend a future visit to the Katahdin area to their friends and family.  For a more in-depth explanation, please see the Net Promoter Score Outline.

Based on the responses, the Katahdin area received a net promoter score of 85. To put this in perspective, Bend in Oregon’s net promoter score is 75 and Melbourne in Australia’s score is 29. The initial score suggests a very positive visitor experience but the true value in conducting this survey is providing a way to tract the impact of projects and initiatives intended to improve the experience.

Thirteen businesses and organizations participated in the surveying gathering 96 responses from visitors. Of the 96 responses, 78 stated that the likelihood of a positive recommendation was very high – fully 10 out of a possible 10. The lowest rating given by just two survey responders was a 7.  Though the number of survey responders was down from the previous year, those who did respond provided a wealth of insight into the Katahdin visitor’s experience.

As anticipated, the majority of high scores were based heavily on the beautiful scenery and great hospitality the Katahdin Region offers. Participants felt so passionate about the area that they used some variation of beautiful 29 times and love 14 times in their comments.
Opportunities for improvement were also present among the survey results.
•    A need for more rainy day activities
•    Additional speed limit signage Roaring Brook campground due to cars traveling too fast.
•    One person cited the need for more reasonably priced accommodations for those who do not camp.

Using zip code information and “heat map” software we were able to create a map showing where visitors had come from.

Here is a map of home locations for survey respondents who mentioned “scenery” as a reason that they would highly recommend a visit to the Katahdin area. (Use the slider at left of map to change scale.)
http://www.openheatmap.com/embed.html?map=ProcnemialAerenchymataTimuquan

Here is a map of home locations for survey respondents who mentioned “hospitality” as a reason that they would highly recommend a visit to the Katahdin area.
http://www.openheatmap.com/embed.html?map=MaymansNicklebyStational

Here is a map of home locations for survey respondents who mentioned “outdoor recreation” as a reason that they would highly recommend a visit to the Katahdin area.
http://www.openheatmap.com/embed.html?map=GavagesBarbourChancefulness

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