Understanding the reasons for domestic tourism
Jul 15, 2021
Domestic tourism benefits both the broader UK economy as well as stakeholders in a specific destination. To help understand the factors that influence people's decisions to take domestic holidays, the Department for Digital, Culture, Media & Sport (DCMS) commissioned RAND Europe to provide evidence in this area, with a special focus on the impact of publicly funded domestic tourism marketing.
A rapid evidence assessment
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Domestic tourism benefits both the broader UK economy as well as stakeholders within a specific destination. Each year, the UK government provides funding to the British Tourist Authority to cover their core costs and marketing activity. At present, only a small proportion of this funding is spent on promoting domestic tourism, with the majority being spent on marketing to potential overseas visitors.
To help understand the factors that influence people's decisions to take domestic holidays, the Department for Digital, Culture, Media & Sport commissioned RAND Europe to provide evidence in this area, with a special focus on the impact of publicly funded domestic tourism marketing.
Researchers undertook a rapid evidence assessment to provide a comprehensive, systematic and critical assessment of the scope and quality of available evidence on factors influencing domestic tourism and the role of publicly funded domestic tourism marketing.
A second part of the study looked at potential research methods and data sources to address identified research gaps.
Evidence on key factors influencing domestic tourism
The influence of publicly funded marketing
Summary, findings and evidence gaps
Summary of outputs from search on factors
Summary of outputs from search on publicly funded marketing
The research described in this report was produced for the UK Department of Digital, Culture, Media & Sport (DCMS) and conducted by RAND Europe.
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