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VisitScotland commissioned the work described in this research report in early Spring 2001 and the central aim was a desire to explore the impact of visitscotland.com on accommodation booking volumes and values. The detailed methodology is described in the main body of the report and was based upon two inter-connected tiers. The first tier of research was an extensive survey of accommodation provision undertaken by a variety of routes; postal, fax, email, telephone and web survey techniques. This work provided the basis for the calculation of the indirect conversion ratio once the corresponding server log file activity was analysed.
Frew, Andrew; Horan, Patrick; and McCarthy, Peter, "VisitScotland.Com:Volumes and Values Study" (2001). Reports / Surveys. Paper 7.