The aim of the research was to obtain the opinions of both the participating cyclists and staff, therefore offering a complete holistic review of the program. Sports Tour International gave us the contact details of all the cyclists who went on the tour and those of their staff members. We created an interactive online survey and then invited the contacts to take part. The survey was designed to profile customers and to provide feedback on the Sports Tour International website, booking experience and pre-trip information provision. Opinions on the tour itself were also collected, as were opinions of Sports Tour International staff. Qualitative data collected in the survey were used to highlight key results and to support the key conclusions.
The research delivered valuable insight which helped Sports Tours International understand their customers better and highlighted opportunities for the company to develop their offerings.
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