Destination Defined: The Research Behind Our Strategy
Visit Hendricks County Strategic Plan
In late 2024, Visit Hendricks County launched Destination Defined, a comprehensive research initiative designed to better understand tourism’s role in our community and its connection to residents’ quality of life. Through surveys, focus groups, and stakeholder engagement, we gathered meaningful insights from residents, visitors, and industry partners about what makes Hendricks County distinctive and how tourism can strengthen our future.
The findings from this work became the foundation for our current Strategic Plan. They shaped our mission, clarified our strategic pillars, and continue to guide how we prioritize destination development, awareness and marketing, industry-community connectivity, and organizational excellence.
We invite you to explore the Top 10 Research Findings and view the recorded webinars and full research reports below to learn more about the insights that continue to inform our leadership and direction today.
Research Reports
Following the successful unveiling of our new strategic direction at the "Destination Defined: Our Path Forward" event, Visit Hendricks County is excited to share the outcomes of our comprehensive community research. Over the past several months, we've engaged with residents, visitors, and industry partners to gather valuable insights that have shaped our refreshed mission, vision, and strategic pillars.
Hendricks County Image / Halo Study - Longwoods International
This webinar is now available on demand.
The Longwoods study aimed to understand traveler perceptions of Hendricks County, profiling their motivations, the county's image (strengths, weaknesses, and comparisons to competitor destinations like Hamilton and Johnson Counties), and how its image aligns with its actual offerings. A key component was analyzing the "halo effect" of Hendricks County's tourism advertising on overall traveler perception.
Resident Insights on Leisure Time Activities and Quality of Place Amenities - Ball State University
This webinar is now available on demand.
This research presents initial findings from a study conducted by Ball State University on Hendricks County residents' leisure time activities and quality of place amenities. The study used a mixed-methods approach, including surveys, open houses, and focus groups, to gather feedback on residents' preferences, behaviors, and perceptions regarding amenities and activities in Hendricks County.
Community: Perspectives on Relevance and Growth - Clarity of Place
This webinar is now available on demand.
This report by Clarity of Place presents findings from a study on Hendricks County, focusing on insights from community members and industry professionals regarding the area's vision, challenges, and the role of Visit Hendricks County. The study highlights the importance of community, connectivity, and diversity, as well as the need for Visit Hendricks County to serve as a valuable resource and promote both the visitor economy and quality of life for residents.