The Trouble With Numbers

Earlier this month, the provincial Department of Tourism, Culture and Recreation (TCR) posted the results of their 2011 Visitor Exit Survey. According to TCR’s press release, the survey is the most detailed study of its kind the province has ever produced and is intended to provide a picture of who is visiting our province, what they are doing while they’re here, and how satisfied they are with those experiences.

My first breeze through the document left me with the impression that it provides some good and not-so-good news for the heritage sector. A more thorough reading left me with more questions than answers about how visitation data is collected, how it’s interpreted, and what we might do in response.

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