Case Study: Insights for Decision Making
In its effort to grow tourism, a Mississippi city needed to understand what motivates families from nearby regions to travel and spend in their city, insight that only firsthand research could provide.
Our team went hands on: we traveled to four key regional cities (New Orleans, Baton Rouge, Madison & Memphis) and sat face-to-face with families to hear directly how they plan trips, what captures their attention, and how to position new attractions to better connect with modern families.
Challenge
The city planned to launch a series of family-friendly attractions to boost regional tourism and strengthen community identity.However, leadership faced limited awareness outside the local market and needed clarity on what kinds of immersive attractions motivate families to visit similar destinations.The question was simple: Which immersive experience can stand out in a crowded tourism landscape and build emotional connection with visitors?
Our Approach
We designed a qualitative research initiative to identify how families perceive the small-town destination and what they look for in a memorable visit.
Through peer-group discussions, we gathered authentic feedback on destination appeal and captured their reactions to proposed immersive concepts.
Our process revealed the emotional and practical factors that shape travel decisions — from what catches a family’s attention online to what makes them willing to plan a day trip or weekend stay.
Key Findings
1. Perception Matters
Families often associate small-town destinations with limited offerings until they see something that changes that perception. Visual storytelling and brand positioning play a critical role in sparking curiosity.
2. Depth of Experience Drives Travel
Single attractions rarely justify travel on their own. Visitors are more likely to visit when they can plan a full day or weekend filled with food, entertainment, and local character.
3. Flexibility Increases Appeal
The most successful experiences can adapt to different audiences — parents, couples, and friend groups — without losing focus or accessibility.
4. Social Shareability Builds Momentum
Interactive, photo-worthy experiences increase engagement and word-of-mouth promotion, extending the reach of marketing efforts beyond traditional campaigns.
Impact
We successfully delivered clear recommendations on experience design & messaging, helping the client move from a creative concept to a focused, insight-backed roadmap for tourism growth.
Key outcomes:
Defined storytelling direction for immersive attraction concepts.
Audience-informed strategy for destination marketing campaigns.
Practical guidance for aligning tourism development with family travel behaviors.