Travel & Tourism

Study of Tourist Information Services in Sønderborg Municipality

Sønderborg Municipality aims to attract more tourists; therefore, Silverlining Research is investigating tourists’ preferences, behavior, and attitudes towards tourist information and services in the summer of 2024.

Background

Silverlining Research has conducted a study during the summer of 2024 on the tourist services in Sønderborg Municipality, which is managed daily by VisitSønderborg. The municipality has ambitious goals of becoming Denmark’s 5th largest tourist destination, measured by overnight stays. Achieving this requires a solid product, particularly in the area of tourist services.

Thus, the municipality has sought to understand tourists’ preferences, behavior, and attitudes toward tourist information and services. The study has specifically focused on current tourist offerings in Sønderborg Municipality and those in other municipalities. The research aims to lay the foundation for revamping the current tourist service model.

Method

A panel survey has been conducted among 400 Germans and 400 Danes regarding their preferences for tourist information on a hypothetical trip to Sønderborg. In addition, 230 personal interviews have been collected with visitors to the municipality, and thorough desk research has been carried out on the current tourist information offerings.

Results

The analysis has provided Sønderborg Municipality’s politicians with a basis for implementing new policies within the tourism area and planning future tourist information services in collaboration with VisitSønderjylland. This includes a flexible and mobile service offering that meets tourists where they are, rather than being tied to a fixed location.