This research project assesses Chichester District destination attributes that visitors currently value and provides management suggestions for The Great Sussex Way to increase the destinations’ attractiveness in a post-Covid stage. The driver for this research was the significant decrease in visitor footfall and spending caused by the Covid-19 pandemic.
The research instrument chosen was a questionnaire, which was used to collect quantitative and qualitative primary data about businesses’ views on what visitors’ value within the Chichester District. The data was analysed in order to develop management suggestions for The Great Sussex Way on how to market the Chichester District to aid Covid-19 recovery.
The key findings of the research project highlighted that visitor footfall has decreased emphasising that The Great Sussex Way needs to rectify this issue. The results suggested that natural features in the Chichester District such as the South Downs and beaches are the key characteristics that businesses believed were most valued by visitors. Literature indicated that visitors prefer these areas, as they are less overcrowded, and the risk of Covid-19 transmission is decreased.
The key recommendation of the research was that natural features should be the main marketing priority for The Great Sussex Way, as these were what visitors most valued about the destination. Another key recommendation was that Instagram should be used by The Great Sussex Way as the most relevant social media platform to reach potential visitors and to increase awareness of sustainable tourism.