WCMF Research Program
The Discover Dominica Authority (DDA) developed a research program utilizing a survey of persons attending the Annual World Creole Music Festival (WCMF) in 2010 to provide insight into their perspective of the event. The surveys were designed by the DDA with the assistance of the Dominica Festivals Committee (DFC). Intercept surveys were carried out by students of the Dominica State College Tourism Program who were interning with the Discover Dominica Authority. Interviewing was done at the Windsor Park National Sports Stadium on Friday October 29 and Sunday October 31 between the entrance to the main staging area and the concession stands, during which 405 individuals were interviewed, for these 399 valid responses were extracted. This was the third year that the World Creole Music Festival Satisfaction survey was conducted. Due to the threat posed by Tropical Storm Tomas on Saturday October 30 that night of the festival was called off, this resulted in approximately 48% less survey responses than were collected in 2009. For the first time surveys were attempted at six properties, this was not very successful, and only 10 valid responses were collected. The target audience of this study were persons who had already experience some of the night’s activities to get feedback on various aspects of the event including the choice of location, ticketing, security, food and beverage services, and overall organization and execution of the event. Additionally, by collecting information the average nightly expenditure of the patrons interviewed an estimate of the economic impact of WCMF 2010 is also made. The study also addresses visitor profile and demographic data including: Source Market Purpose of Visit Length of Stay in Dominica Accommodations Likelihood of returning to Dominica for a vacation This report is used to assist the Discover Dominica Authority, the Dominica Festivals Committee, and other organizers and stakeholders involved in the World Creole Music Festival in planning the marketing and product development initiatives to further promote the event. The visitor profile information is also useful to the Discover Dominica Authority in the overall promotion of Dominica’s Tourism Product.