Appendix A Background, Research Objectives & Methodology
Background The Municipal and Regional District Tax( MRDT) was introduced in Fernie to provide funding for local tourism marketing, programs, and projects. The MRDT is applied to sales of short term accommodation provided in Fernie and jointly administered by the Minister of Finance; the Ministry of Tourism, Arts and Culture; and Destination British Columbia( DBC).
This survey is required by the province and must be submitted annually to Destination BC. This is the summary of the " 2025 Tourism Fernie Stakeholder Survey of 2024 Programs "
Research Objectives 1. Assess the level of awareness of tourism marketing activities in Fernie 2. Assess the level of satisfaction with the use of MRDT funds
Methodology: Tourism Fernie will work with The Web Advisors to conduct the Stakeholder Survey specific to the 2024 fiscal year stakeholders.
The survey will be conducted using Survey Monkey and sent out via email to our stakeholders in May 2025. The deadline for stakeholders to do the survey will be 2-3 weeks after launch with reminders( up to 4) to those that have not completed the survey.
Population and Survey Administration Tourism Fernie’ s Annual Stakeholder Satisfaction Survey was sent to 168 stakeholders in Tourism Fernie’ s Industry database.
The online survey was conducted May 14- May 27, 2025. The first request was distributed on May 14, followed by three more distributions sent on May 16, May 21, and a 24-hour reminder distribution was sent on May 26. The survey closed on May 27 at 4 pm. A total of 53 responses were received, for a 28.2 % response rate(-8.1 %) & 70 % completion rate, a 19 % decrease from the previous year.
Reporting Descriptive statistics were used to analyze and summarize the results in this report. All quantitative questions include a five point response scale with‘ 1’ ratings being‘ Not Familiar / Strongly Disagree / Very Dissatisfied / and‘ 5’ ratings being‘ Very Familiar / Strongly Agree / Very Satisfied. ' Don’ t know / Not Relevant ' answers have been excluded from the analysis for all questions.
Open ended question responses have been compiled and reported within.
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Chris Elder Managing Director chris @ thewebadvisors. ca 250-889-0973