REPORT. Conimbriga's visitor satisfaction. Drivers for tourist engagement.

This report is associated with the following publication:

Recuero-Virto, N. , Punzón, J. G., López, M. F. B., & Figueiredo, J. (2019). Perceived relationship investment as a driver of loyalty: The case of Conimbriga Monographic Museum. Journal of Destination Marketing & Management, 11, 23–31. https://doi.org/10.1016/j.jdmm.2018.11.001
For more information, please visit: https://doi.org/10.1016/j.jdmm.2018.11.001

1. RESEARCH
VISITOR SATISFACTION
CONIMBRIGA’S
VISITOR
SATISFACTION
CONIMBRIGA
ISBN: 978-84-617-6436-5

2. In this report you can find the results of the research completed to assess visitor satisfaction in Conimbriga (Portugal)
VISITOR SATISFACTION
VISITOR SATISFACTION 4
SAMPLE PROFILE 5
ANALYSIS INPUTS 12
SWOT 37
ACTION PLAN 38
2

3. SWOT
SAMPLE PROFILE
ANALYSIS INPUTS ACTION PLAN
CONTENTS
VISITOR SATISFACTION
3
CONIMBRIGA
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
PORTO
VISEU
GUARDA
COIMBRA
CASTELO BRANCO
LEIRIA
SANTARÉM
PORTALEGRE
ÉVORA
VIANA DO
CASTELO
BRAGA
VILA REAL
BRAGANÇA
PORTO
AVEIRO
BEJA
SETÚBAL
LISBOA
FARO
AÇORES
PONTA DELGADA
MADEIRA
FUNCHAL

4. The purpose of the research was to measure the level of visitors’
satisfaction in the Museum and Ruins of Conimbriga.
The study began on March 12, 2016 via a face-to-face survey
to visitors of the Museum and Ruins of Conimbriga. This
questionnaire included the following criteria to assessthe level of
visitors’ satisfaction in the Museum and Ruins of Conimbriga:
•Meaning
The questions try to find out if visitors feel that their needs and
expectations are fulfilled.
•Perceived value
This dimension measures if visitors have learnt from the visit.
•General service
These questions evaluate if they had an enjoyable time during
the visit.
•Behavior and attitude
This dimension examines how do they evaluate their experience.
•Satisfaction
These questions find out if visitors will visit again Conimbriga.
INTRODUCTION
4
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION

5. SAMPLE PROFILE
INFORMATION COLLECTION
12th of March 2016
to the 23rd of June 2016
DATES:
469 visitors
(257 national visitors,
212 international visitors)
SAMPLE:
5
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION

6. TOTAL SAMPLE
469 visitors
(257 national visitors, 212 international visitors)
of the
respondents are
graduate or
undergraduate
44%
spent between 1
to 3 hours
80%
70%
came with their
families
57%
are employed
51%
have visited it
once in their lives
SAMPLE PROFILE
6
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
VISITOR SATISFACTION

7. SAMPLE PROFILE
TIME SPENT DURING THE VISITOCCUPATIONAGEGENDER
7
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
VISITOR SATISFACTION
257 national visitors

8. SAMPLE PROFILE
COMPANIONSNº OF TIMES VISITED
8
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
VISITOR SATISFACTION
257 national visitors
EDUCATION

9. SAMPLE PROFILE
TIME SPENT DURING THE VISITOCCUPATIONAGEGENDER
9
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
VISITOR SATISFACTION
257 international visitors

10. SAMPLE PROFILE
COMPANIONSNº OF TIMES VISITED
10
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
VISITOR SATISFACTION
EDUCATION
257 international visitors

11. SAMPLE PROFILE
11
Area Nº of visitors
Africa 2
Asia 4
Rest of Europe 111
Latinoamerica 55
National 257
Oceania 5
USA 35
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
VISITOR SATISFACTION
LOCATION OF RESPONDENTS

12. ANALYSIS INPUTS
ANALYSIS INPUTS
12
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION
PERCEIVED VALUE
INTENTIONS TO RECOMMEND
SATISFACTION
BEHAVIOR AND ATTITUDE
GENERAL SERVICE
MEANING

13. INPUTS DEL ANÁLISIS
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION
Meaning

14. Has been measured through
Meaning
EFFORT SACRIFICE
ACCESS SACRIFICE
14
ANALYSIS INPUTS
MEANING
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION

15. 15
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1In general, it has been easy to find and reach Conimbriga. 8,2 7,8
2Parking close to Conimbriga has been quick and easy. 9,1 8,2
3It has taken little time to enter Conimbriga. 9 8,6
4The opening hours of Conimbriga are convenient for my needs. 9 8,7
ACCESS SACRIFICE
ANALYSIS INPUTS
ACCESS SACRIFICE
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
8,8
8,4
… has been rated in
CONIMBRIGA
VISITOR SATISFACTION

16. 16
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1The duration of the visit has been appropriate. 9 9
2In general, the visit has been comfortable. 8,7 8,8
3Conimbriga provides good resting areas for the visitor. 8,1 8,1
4
Conimbriga is easily accessible for handicapped and old
people.
5,7 5,9
EFFORT SACRIFICE
ANALYSIS INPUTS
EFFORT SACRIFICE
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
7,9
7,9
… has been rated in
CONIMBRIGA
VISITOR SATISFACTION

17. 17
ANALYSIS INPUTS
88%
ACCESS SACRIFICE
79%
EFFORT SACRIFICE
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
8,3
8,1 84%
ACCESS SACRIFICE
79%
EFFORT SACRIFICE
CONIMBRIGA
VISITOR SATISFACTION
MEANING

18. INPUTS DEL ANÁLISIS
General service
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION

19. Has been measured through
General service
SERVICE QUALITY
SERVICE EXPERIENCE
19
ANALYSIS INPUTS
GENERAL SERVICE
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION

20. 20
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1
In general, Conimbriga is quite interesting from an historic point
of view.
9,4 9,3
2
Conimbriga offers a group of exhibits (buildings, mosaics, etc.)
that are worthwhile visiting.
9,3 9,1
3Visiting Conimbriga is like travelling through time. 9 8,7
4I can say that I have learnt a lot from my visit to Conimbriga.8,5 8,2
5Visiting the ruins of Conimbriga is real fun. 8,1 8,2
6
I consider a visit to Conimbriga to be especially enjoyable by
children.
7,1 6,4
SERVICE EXPERIENCE
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
8,6
8,3
… has been rated in
CONIMBRIGA
VISITOR SATISFACTION
SERVICE EXPERIENCE

21. 21
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1I believe that the proposed path is well arranged for the visitor.8 8,2
2The exhibits are well explained to the visitor. 8,1 8,1
3
Conimbriga provides good services (restrooms, bar, souvenir
shop, etc.).
8,4 8,1
4
The visitor receives enough information to enjoy a visit to
Conimbriga (brochures, maps, etc.).
7,6 7,7
5
I can say that the employees of Conimbriga have provided me
with good service.
8,9 9,1
6
Conimbriga knows how to use the new technologies to make a
visit more interesting.
6,9 7
SERVICE QUALITY
ANALYSIS INPUTS
SERVICE QUALITY
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
8
8
… has been rated in
CONIMBRIGA
VISITOR SATISFACTION

22. 22
ANALYSIS INPUTS
GENERAL SERVICE
86%
SERVICE EXPERIENCE
80%
SERVICE QUALITY
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
8,3
8,15 83%
SERVICE EXPERIENCE
80%
SERVICE QUALITY
CONIMBRIGA
VISITOR SATISFACTION

23. Perceived value
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION

24. PERCEIVED VALUE
INPUTS DEL ANÁLISIS
PROYECTO SOSTENIBILIDAD TURÍSTICA Y PATRIMONIO CULTURAL
Cátedra Santander - Universidad Complutense de Madrid 24
PERCEIVED VALUE
8
7,3
… has been rated in
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1Conimbriga makes efforts to increase my loyalty. 8 7,5
2Conimbriga makes various efforts to improve its tie with me. 7,9 7,1
3Conimbriga really cares about keeping me. 8 7,3
CONIMBRIGA
VISITOR SATISFACTION

25. Intentions to recommend
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION

26. 26
ANALYSIS INPUTS
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1I will recommend Conimbriga to other people 9,2 9,2
2I will say positive things about Conimbriga to other people 9,2 9,3
3I will encourage friends and relatives to visit Conimbriga 9,3 9,2
INTENTIONS TO RECOMMEND
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
9,2
9,2
… has been rated in
INTENTIONS TO RECOMMEND
CONIMBRIGA
VISITOR SATISFACTION

27. Satisfaction
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION

28. SATISFACTION
INPUTS DEL ANÁLISIS
PROYECTO SOSTENIBILIDAD TURÍSTICA Y PATRIMONIO CULTURAL
Cátedra Santander - Universidad Complutense de Madrid 28
MEANING
8,8
8,8
… has been rated in
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1Overall evaluation about the whole experience. 8,8 8,7
2How memorable was your total experience. 8,7 8,8
3How enjoyable was your total experience. 8,8 8,8
CONIMBRIGA
VISITOR SATISFACTION

29. Behaviour and attitude
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION

30. SATISFACTION
INPUTS DEL ANÁLISIS
PROYECTO SOSTENIBILIDAD TURÍSTICA Y PATRIMONIO CULTURAL
Cátedra Santander - Universidad Complutense de Madrid 30
BEHAVIOR & ATTITUDE
8,8
8,3
… has been rated in
QUESTIONS
AVERAGES (out of 10)
NATIONAL
VISITORS
INTERNATIONAL
VISITORS
1I would like to visit Conimbriga again 8,4 7,4
2I would like to recommend Conimbriga to friends and relatives9,1 9
3I am willing to visit a similar place again in the future 9 8,7
CONIMBRIGA
VISITOR SATISFACTION

31. INPUTS DEL ANÁLISIS
31
ANALYSIS INPUTS
NATIONAL VISITORS ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION

32. INPUTS DEL ANÁLISIS
32
GENERAL SERVICE
86%
SERVICE EXPERIENCE
80%
SERVICE QUALITY
PERCEIVED VALUE
80%
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ANALYSIS INPUTS
MEANING
88%
ACCESS SACRIFICE
79%
EFFORT SACRIFICE
INTENTIONS TO
RECOMMEND
92%
CONIMBRIGA
VISITOR SATISFACTION
NATIONAL VISITORS ANALYSIS INPUTS
SATISFACTION
88%
BEHAVIOR &
ATTITUDE
88%

33. 8,3
MEANING
PERCEIVED VALUE
Special attention to
01
GENERAL SERVICE
MEANING
Boost
02
INTENTIONS TO RECOMMEND
SATISFACTION
LOYALTY
Stands out
03
8
PERCEIVED VALUE
8,3
GENERAL SERVICE
33
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ANALYSIS INPUTS
9,2
INTENTIONS TO RECOMMEND
CONIMBRIGA
VISITOR SATISFACTION
NATIONAL VISITORS ANALYSIS INPUTS
8,8
SATISFACTION
8,8
BEHAVIOR & ATTITUDE

34. INPUTS DEL ANÁLISIS
34
ANALYSIS INPUTS
INTERNATIONAL VISITORS ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
VISITOR SATISFACTION

35. INPUTS DEL ANÁLISIS
35
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION
INTERNATIONAL VISITORS ANALYSIS INPUTS
GENERAL SERVICE
83%
SERVICE EXPERIENCE
80%
SERVICE QUALITY
PERCEIVED VALUE
73%
MEANING
84%
ACCESS SACRIFICE
79%
EFFORT SACRIFICE
INTENTIONS TO
RECOMMEND
92%
SATISFACTION
88%
BEHAVIOR &
ATTITUDE 83%

36. PERCEIVED VALUE
Special attention to
01
Boost
02
Stands out
03
36
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ANALYSIS INPUTS
CONIMBRIGA
VISITOR SATISFACTION
INTERNATIONAL VISITORS ANALYSIS INPUTS

8,3
MEANING
7,3
PERCEIVED VALUE
8,1
GENERAL SERVICE
9,2
INTENTIONS TO RECOMMEND
8,8
SATISFACTION
8,3
BEHAVIOR & ATTITUDE
GENERAL SERVICE
MEANING
INTENTIONS TO RECOMMEND
SATISFACTION
LOYALTY

37. S
O
W
T
Threats
•Perceived value
•Conimbriga makes efforts to increase my
loyalty.
•Conimbriga makes various efforts to
improve its tie with me.
•Conimbriga really cares about keeping
me.
Weakness
•Effort sacrifice
•Conimbriga provides good resting areas for
the visitor.
•Conimbriga is easily accessible for
handicapped and old people.
Opportunities
•Intentions to recommend
•I will recommend Conimbriga to other people.
•I will say positive things about Conimbriga to
other people.
•I will encourage friends and relatives to visit
Conimbriga
SWOT
37
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
SWOT ANALYSIS
Strengths
•Access sacrifice
•Parking close to Conimbriga has been
quick and easy.
•It has taken little time to enter Conimbriga.
•The opening hours of Conimbriga are
convenient for my needs.
CONIMBRIGA
VISITOR SATISFACTION

38. 01 04 07
02 05 08
03 06 09
ACTION PLAN
TRAINING EMPLOYEES IN
MARKETING STRATEGIES
IMPROVE MARKET RESEARCH
PROPOSE SERVICES LINKED TO
NEW TECHNOLOGIES
IMPROVE SOCIAL NETWORKS
GENERATE CUSTOMER & EMPLOYEE
ENGAGEMENT
STRENGTHEN TRAINING AND
FINANCIAL ADVICES
BOOSTS VISITOR EXPERIENCES
PROMOTE DIALOGUE WITH VISITORS
38
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
PROPOSAL OF INITIATIVES
CREATE NEW SERVICES FOR
VISITORS
CONIMBRIGA
VISITOR SATISFACTION

39. Intensify training in marketing in
particular on tourism marketing,
museum marketing and digital
marketing.
Promote periodical surveys and
interview visitors regularly to evaluate
and update their level of satisfaction.
Offer services related to augmented
reality, virtual reality, use of QRs,
geolocation, BYOD (bring your own
device), among others. Encourage the
use of sensory marketing strategies.
The goal is that visitors feel a unique
tourist experience.
Boost social networks (Facebook,
Instagram, Pinterest, Tripadvisor).
Position Conimbriga as a primary tourist
attraction of the destination. Analyze
information on social networks (big
data).
Employees must manage visitors
emotions through continuous dialogue.
Satisfied employees are the best
ambassadors (employee advocates).
Create new services (e.g. night visits,
specialized visits, workshops, etc.) to
improve customer satisfaction and
improve their customer experience.
Budgeting, timing and the control of the results
have to be combined. The management team
should be trained in how to elaborate control
systems and contingency plans.
The excitement has taken the leading role in
designing experiences. Therefore, planning
Customer Journey Map should be based on
this premise.
Generate digital engagement through
Content Marketing strategies, create
platforms for virtual dialogue, promote
collaborative work, create spaces that
invite participation, etc.
39
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ACTION PLAN
TRAINING EMPLOYEES IN
MARKETING STRATEGIES
IMPROVE MARKET RESEARCH
PROPOSE SERVICES LINKED TO
NEW TECHNOLOGIES
GENERATE CUSTOMER & EMPLOYEE
ENGAGEMENT
CREATE NEW SERVICES FOR
VISITORS
STRENGTHEN TRAINING AND
FINANCIAL ADVICES
BOOSTS VISITOR EXPERIENCES
PROMOTE DIALOGUE WITH VISITORS
CONIMBRIGA
VISITOR SATISFACTION
PROPOSAL OF INITIATIVES
IMPROVE SOCIAL NETWORKS

40. TimeLine 

Sections
MOMENT OF…
Planning tourism museum management based on
the results of the present research, following the
guidelines proposed in the action plan.

41. 0
1,5
3
4,5
6
JanFebMarAprMayJunJulAugSepOctNovDec
DATA CONFIDENTIALITY
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
The authorization of the publication
or dissemination of the data
provided is mandatory.
The information in this report is confidential for the
exclusive use of Conimbriga’s staff. Disclosure of the
information provided herein must be previously
communicated to the team Sustainable Tourism and
Cultural Heritage Project.

42. You do not know how to make the cultural resource offer
appealing? Neither how to improve visitor s’ experiences?
We outline the Marketing Mix of the 10 Ps of Cultural
Heritage Products Productos Patrimoniales for hyperlinked
tourists.
Besides, you want to actualize your knowledge and find
out what indoor and outdoor geo-localization, BYOD,
crowdcurating, desmarketing, among other matters.
Book for sale: "Marketing del Turismo Cultural" en
http://goo.gl/CDvkvo
To view index and some parts of the book:
https://goo.gl/Jkxfjf
#mkturismocultural
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
THE BOOK
42
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid

43. 43
Book for sale: "Marketing del Turismo Cultural" en
http://goo.gl/CDvkvo
To view index and some parts of the book:
https://goo.gl/Jkxfjf
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid

44. THE TEAM
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
#mkturismocultural
44
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
Nuria Recuero
Virto
José FigueiredoFrancis Blasco
López

45. NURIA RECUERO VIRTO
[email protected]
FRANCIS BLASCO LÓPEZ
[email protected]
JOSÉ FIGUEIREDO
[email protected]
TEAM
CONIMBRIGA’S PROPOSAL
45
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid

46. The SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT team thanks all employees of Conimbriga that have contributed in this research by
conducting the face to face interviews.
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ISBN: 978-84-617-6436-5