Challenge
As part of a project with the overall aim of strengthening Copenhagen’s international position as an attractive destination for cultural experiences, Tourism+Culture Lab which is part of Wonderful Copenhagen sponsored this study to map the customer journey as well to identify the characteristics of international cultural visitors and their cultural needs.
Approach
To satisfy Wonderful Copenhagen’s needs in terms of insight, Epinion conducted 76 one-day user experience deep dives on a mobile platform and 34 in-depth interviews at eight cultural attractions in Copenhagen. This was followed by 740 survey interviews with visitors at the attractions and 778 exit survey interviews with international cultural visitors leaving Copenhagen.
Resolution
The study gave Wonderful Copenhagen a clear definition of what constitutes ‘The Great Cultural Experience’ and, based on the outcomes, allowed them to share generic guidelines for what to consider attracting international cultural tourists. Also, concrete and actionable recommendations on how to improve the customer experience at each of the eight cultural attractions were included in the study.
