Tourisme Gaspésie has access to a lot of data that is regularly analyzed, including digital marketing data and visitor data. The ATR, aware of the importance of this data and its impact on its performance, wishes to benefit more from it. In order to make this happen, Tourisme Gaspésie commissioned TouriScope to carry out an internal diagnosis in order to obtain an understanding of current customer data management practices. This diagnosis is an essential starting point for an effective, structured, and consistent data management process.

In order to achieve this, TouriScope proposed a two-pronged approach:

- First, four members of the Gaspésie Tourism team completed a questionnaire to identify the types of data collected and how it is managed and used;
- Second, telephone interviews were conducted with team members to complete the understanding of the process.

To complete its diagnosis, TouriScope focused on three key steps: collecting, compiling, and analyzing customer data.

This study provided a snapshot of Tourisme Gaspésie's data management approach by:

- Identifying the strengths and weaknesses of the data management process;
- Laying the groundwork for an effective data management process;
- Making concrete recommendations arising from current strengths and weaknesses.

More broadly, the diagnosis raised awareness among the ATR team about the importance of customer data and the need to structure the process.

Photo : Gaspésie © Tourisme Québec/Yves Marcoux