Leisure travel planning
The regional tourism office of fictional Rivermere wants to examine visitor experiences, planning channels, regional expenditure, and destination loyalty among recent leisure visitors. The questionnaire routes conditionally between day-trip visitors and overnight guests, providing detailed trip profiling.
Research scenario overview
| Parameter | Specification |
|---|---|
| Sector & Domain | Travel, Tourism & Destination Marketing |
| Methodology | Online CAWI post-visit survey |
| Target Universe | Adults aged 18+ resident in the domestic market who completed a leisure visit (day trip or overnight stay) to the Rivermere destination in the past 90 days. |
| Sample Size | Target 500 completed interviews with quotas on trip type (day vs. overnight). |
| Length of Interview (LOI) | Estimated 10–12 minutes median duration (33 item definitions). |
| Key Measures | Trip type (day vs overnight), party composition, primary transport mode, accommodation type, booked activities, destination information sources, total party spending breakdown, overall trip satisfaction, Net Promoter Score (recommendation 0–10), return likelihood, and verbatim destination feedback. |
Methodological and analysis rules
- Trip routing: Overnight visitors receive targeted questions on accommodation type, booking channels, and length of stay (nights), which are automatically bypassed for day visitors.
- Party expenditure: Spending is captured for the entire travel party within the region across lodging, food/drink, shopping, activities, and local travel. Expenditure questions are gated to allow unknown/refused responses without recording a false zero.
- NPS and recommendation: Likelihood to recommend on an 11-point scale (0–10) is accompanied by open-ended verbatims capturing destination highlights and areas for regional improvement.
Study specifications and downloads
Study Specifications & Implementation Artifacts
Script implementations
The study has been scripted independently in both Odin and QubeScript. Both implementations fulfill the identical questionnaire specification and pass all automated scenario verifications.
Use the tabs below to switch between the two language implementations:
** Newly fictional Rivermere leisure visitor study. No client or corpus prose.
** See questionnaire.md for independent numbered requirements and contracts.
** Termination 18 = complete; termination 19 = screenout for this packet.
*QUESTION 1 *CODES L1
This fictional study asks about leisure visits to Rivermere. Do you agree to take part?
1:Yes
2:No
*IF [Q1,2] *ENDNGB
*QUESTION 2 *NUMBER L3 *RANGE [0 TO 120]
What is your age in completed years?
*IF [Q2 < 18] *ENDNGB
*QUESTION 3 *CODES L1
Do you currently live in Alderland?
1:Yes
2:No
*IF [Q3,2] *ENDNGB
*QUESTION 4 *CODES L1
In the last 90 days (about three months), have you completed a visit to Rivermere for which leisure was the main reason? Include day visits.
1:Yes
2:No
3:Not sure
*IF [Q4,2-3] *ENDNGB
*QUESTION 5 *NUMBER L2 *RANGE [1 TO 90]
How many such visits did you complete in the last 90 days (about three months)? From now on, think about your most recently completed visit.
*QUESTION 6 *CODES L1
How long ago did that visit end?
1:In the last 7 days
2:8-30 days ago
3:31-60 days ago
4:61-90 days ago
*QUESTION 7 *CODES L1
Was that visit a day visit or an overnight visit?
1:Day visit, no overnight stay in Rivermere
2:Overnight visit
*QUESTION 8 *NUMBER L3 *RANGE [1 TO 365] *IF [Q7,2]
How many nights did your party stay in Rivermere?
*QUESTION 9 *CODES L1
Who travelled with you on that visit? Choose the best fit.
1:No one, I travelled alone
2:Partner
3:Family, with or without a partner
4:Friends
5:Organised group
6:Another type of party
*QUESTION 10 *ALPHA L160 *IF [Q9,6]
Describe the other type of travel party. Use no more than 160 characters.
*QUESTION 11 *NUMBER L2 *RANGE [2 TO 30] *IF [#Q9,1]
How many people were in your travel party, including you?
*QUESTION 12 *CODES L1
What was your main way of travelling to Rivermere? Main means the greatest distance to the region.
1:Private or hired car or van
2:Train
3:Bus or coach
4:Air
5:Bicycle or on foot
6:Another way
*QUESTION 13 *ALPHA L160 *IF [Q12,6]
Describe the other main way of travelling. Use no more than 160 characters.
*QUESTION 14 *CODES L1 *IF [Q7,2]
Where did you spend the most nights in Rivermere? If tied, select the place used first.
1:Hotel or guesthouse
2:Self-catering rental
3:Camping or caravan
4:Friends' or relatives' home
5:Another type
*QUESTION 15 *ALPHA L160 *IF [Q14,5]
Describe the other type of overnight accommodation. Use no more than 160 characters.
*QUESTION 16 *CODES L99 *MULTI
Which activities did you do in Rivermere on this visit? Select all that apply.
1:Outdoor walks or nature
2:Heritage or museums
3:Food or drink experiences
4:Arts or events
5:Shopping
6:Visitor attractions
98:Another activity
99:None of these *NMUL
*QUESTION 17 *ALPHA L160 *IF [Q16,98]
Describe the other activity or activities. Use no more than 160 characters.
*QUESTION 18 *CODES L99 *MULTI
Which sources helped you plan this visit? Select all that apply.
1:Regional visitor website
2:Search or maps
3:Booking platform
4:Friends or family
5:Social media or creators
6:Printed information or signage
98:Another source
99:Did not use any of these *NMUL
*QUESTION 19 *ALPHA L160 *IF [Q18,98]
Describe the other planning source or sources. Use no more than 160 characters.
*QUESTION 20 *CODES L1
Can you estimate your whole party's spending within Rivermere on this visit?
Include local accommodation, food, shopping, activities and travel within Rivermere. Exclude travel to and from the region and spending outside it.
1:Yes
2:Do not know
3:Prefer not to answer
*QUESTION 21 *NUMBER L7 *RANGE [0 TO 1000000] *IF [Q20,1]
About how much did your whole party spend within Rivermere? Enter whole Alderland credits. Zero means no spending.
*QUESTION 22 *CODES L2
How satisfied were you with the visit overall?
1:Very dissatisfied
2:Fairly dissatisfied
3:Neither satisfied nor dissatisfied
4:Fairly satisfied
5:Very satisfied
99:Did not use / cannot judge
*QUESTION 23 *CODES L2
How satisfied were you with the ease of getting around Rivermere?
1:Very dissatisfied
2:Fairly dissatisfied
3:Neither satisfied nor dissatisfied
4:Fairly satisfied
5:Very satisfied
99:Did not use / cannot judge
*QUESTION 24 *CODES L2
How satisfied were you with visitor information available during the visit?
1:Very dissatisfied
2:Fairly dissatisfied
3:Neither satisfied nor dissatisfied
4:Fairly satisfied
5:Very satisfied
99:Did not use / cannot judge
*QUESTION 25 *CODES L2 *IF [Q7,2]
How satisfied were you with the suitability of the place you stayed? Think of the place used for most nights.
1:Very dissatisfied
2:Fairly dissatisfied
3:Neither satisfied nor dissatisfied
4:Fairly satisfied
5:Very satisfied
99:Did not use / cannot judge
*QUESTION 26 *CODES L2 *IF [Q16,3]
How satisfied were you with your food and drink experiences?
1:Very dissatisfied
2:Fairly dissatisfied
3:Neither satisfied nor dissatisfied
4:Fairly satisfied
5:Very satisfied
99:Did not use / cannot judge
*QUESTION 27 *CODES L2 *IF [Q20,1]
How satisfied were you with the visit's value for money?
1:Very dissatisfied
2:Fairly dissatisfied
3:Neither satisfied nor dissatisfied
4:Fairly satisfied
5:Very satisfied
99:Did not use / cannot judge
*QUESTION 28 *CODES L2
How likely are you to make another leisure visit to Rivermere in the next 12 months?
1:Very unlikely
2:Fairly unlikely
3:Neither likely nor unlikely
4:Fairly likely
5:Very likely
99:Not sure
*QUESTION 29 *NUMBER L2 *RANGE [0 TO 10]
How likely are you to recommend Rivermere for a leisure visit to someone with similar interests? Enter 0 for Not at all likely or 10 for Extremely likely.
*QUESTION 30 *ALPHA L400
What was the best aspect of this visit? If no aspect stood out, enter None. Use no more than 400 characters.
*QUESTION 31 *ALPHA L400
What one change would most improve a future visit? If no change is needed, enter None. Use no more than 400 characters.
*QUESTION 32 *CODES L99 *MULTI
What might make another visit difficult in the next 12 months? Select all that apply.
1:Cost
2:Transport
3:Available time
4:Accessibility needs
5:Prefer to visit other places
98:Another reason
99:None of these *NMUL
*QUESTION 33 *ALPHA L160 *IF [Q32,98]
Describe the other reason or reasons. Use no more than 160 characters.
*END@survey rivermere_leisure_visitors @language en @mode cawi
function response_length(content text) returns integer = text.length(content)
@options satisfaction
1: Very dissatisfied
2: Fairly dissatisfied
3: Neither satisfied nor dissatisfied
4: Fairly satisfied
5: Very satisfied
99: Did not use / cannot judge
@question q01 single
This fictional study asks about leisure visits to Rivermere. Do you agree to take part?
@options
1: Yes
2: No
@route consent
if answers.q01 != 1 -> screenout
@question q02 integer
What is your age in completed years?
@validate age_range answers.q02 >= 0 and answers.q02 <= 120 @focus q02
Enter an age from 0 to 120 in whole years.
@route adult
if answers.q02 < 18 -> screenout
@question q03 single
Do you currently live in Alderland?
@options
1: Yes
2: No
@route domestic
if answers.q03 != 1 -> screenout
@question q04 single
In the last 90 days (about three months), have you completed a visit to Rivermere for which leisure was the main reason? Include day visits.
@options
1: Yes
2: No
3: Not sure
@route recent_leisure
if answers.q04 != 1 -> screenout
@question q05 integer
How many such visits did you complete in the last 90 days (about three months)? From now on, think about your most recently completed visit.
@validate visit_count answers.q05 >= 1 and answers.q05 <= 90 @focus q05
Enter a whole number from 1 to 90.
@question q06 single
How long ago did that visit end?
@options
1: In the last 7 days
2: 8–30 days ago
3: 31–60 days ago
4: 61–90 days ago
@question q07 single
Was that visit a day visit or an overnight visit?
@options
1: Day visit, no overnight stay in Rivermere
2: Overnight visit
@question q08 integer @if answers.q07 == 2
How many nights did your party stay in Rivermere?
@validate nights answers.q08 >= 1 and answers.q08 <= 365 @focus q08
Enter a whole number from 1 to 365 nights.
@question q09 single
Who travelled with you on that visit? Choose the best fit.
@options
1: No one, I travelled alone
2: Partner
3: Family, with or without a partner
4: Friends
5: Organised group
6: Another type of party
@question q10 text @if answers.q09 == 6
Describe the other type of travel party.
@validate party_text response_length(answers.q10) <= 160 @focus q10
Use no more than 160 characters.
@question q11 integer @if answers.q09 != 1
How many people were in your travel party, including you?
@validate party_size answers.q11 >= 2 and answers.q11 <= 30 @focus q11
Enter a whole number from 2 to 30 people.
@question q12 single
What was your main way of travelling to Rivermere? Main means the greatest distance to the region.
@options
1: Private or hired car or van
2: Train
3: Bus or coach
4: Air
5: Bicycle or on foot
6: Another way
@question q13 text @if answers.q12 == 6
Describe the other main way of travelling.
@validate transport_text response_length(answers.q13) <= 160 @focus q13
Use no more than 160 characters.
@question q14 single @if answers.q07 == 2
Where did you spend the most nights in Rivermere? If tied, select the place used first.
@options
1: Hotel or guesthouse
2: Self-catering rental
3: Camping or caravan
4: Friends' or relatives' home
5: Another type
@question q15 text @if answers.q14 == 5
Describe the other type of overnight accommodation.
@validate accommodation_text response_length(answers.q15) <= 160 @focus q15
Use no more than 160 characters.
@question q16 multi
Which activities did you do in Rivermere on this visit? Select all that apply.
@options
1: Outdoor walks or nature
2: Heritage or museums
3: Food or drink experiences
4: Arts or events
5: Shopping
6: Visitor attractions
98: Another activity
99: None of these @exclusive
@question q17 text @if answers.q16.contains(98)
Describe the other activity or activities.
@validate activity_text response_length(answers.q17) <= 160 @focus q17
Use no more than 160 characters.
@question q18 multi
Which sources helped you plan this visit? Select all that apply.
@options
1: Regional visitor website
2: Search or maps
3: Booking platform
4: Friends or family
5: Social media or creators
6: Printed information or signage
98: Another source
99: Did not use any of these @exclusive
@question q19 text @if answers.q18.contains(98)
Describe the other planning source or sources.
@validate planning_text response_length(answers.q19) <= 160 @focus q19
Use no more than 160 characters.
@question q20 single
Can you estimate your whole party's spending within Rivermere on this visit?
Include local accommodation, food, shopping, activities and travel within Rivermere. Exclude travel to and from the region and spending outside it.
@options
1: Yes
2: Do not know
3: Prefer not to answer
@question q21 integer @if answers.q20 == 1
About how much did your whole party spend within Rivermere? Enter whole Alderland credits. Zero means no spending.
@validate spending answers.q21 >= 0 and answers.q21 <= 1000000 @focus q21
Enter a whole number from 0 to 1,000,000 credits.
@question q22 single
How satisfied were you with the visit overall?
@options satisfaction
@question q23 single
How satisfied were you with the ease of getting around Rivermere?
@options satisfaction
@question q24 single
How satisfied were you with visitor information available during the visit?
@options satisfaction
@question q25 single @if answers.q07 == 2
How satisfied were you with the suitability of the place you stayed? Think of the place used for most nights.
@options satisfaction
@question q26 single @if answers.q16.contains(3)
How satisfied were you with your food and drink experiences?
@options satisfaction
@question q27 single @if answers.q20 == 1
How satisfied were you with the visit's value for money?
@options satisfaction
@question q28 single
How likely are you to make another leisure visit to Rivermere in the next 12 months?
@options
1: Very unlikely
2: Fairly unlikely
3: Neither likely nor unlikely
4: Fairly likely
5: Very likely
99: Not sure
@question q29 integer
How likely are you to recommend Rivermere for a leisure visit to someone with similar interests? Enter 0 for Not at all likely or 10 for Extremely likely.
@validate recommendation answers.q29 >= 0 and answers.q29 <= 10 @focus q29
Enter a whole number from 0 to 10.
@question q30 text @multiline
What was the best aspect of this visit? If no aspect stood out, enter None.
@validate best_text response_length(answers.q30) <= 400 @focus q30
Use no more than 400 characters.
@question q31 text @multiline
What one change would most improve a future visit? If no change is needed, enter None.
@validate improvement_text response_length(answers.q31) <= 400 @focus q31
Use no more than 400 characters.
@question q32 multi
What might make another visit difficult in the next 12 months? Select all that apply.
@options
1: Cost
2: Transport
3: Available time
4: Accessibility needs
5: Prefer to visit other places
98: Another reason
99: None of these @exclusive
@question q33 text @if answers.q32.contains(98)
Describe the other reason or reasons.
@validate barrier_text response_length(answers.q33) <= 160 @focus q33
Use no more than 160 characters.
@outcome complete
Thank you. Your answers about this visit are complete.
@outcome screenout
Thank you. This study requires consent and a recent completed domestic leisure visit by an adult.