How Quebec City Crowdsources Locals to Promote Its Destination

Abstract

In spring of 2013, Quebec City Tourism launched a web platform called “L’Effet Quebec”, seeking to get locals’ feedback about their favourite things to do, places to visit or restaurants to discover. This initiative exceeded expectations, as not only were high numbers of suggestions and votes delivered, but more importantly, plenty of buzz was generated among locals, tourists and tourism providers alike. In this case study, we share the key results as well as steps taken to ensure all stakeholders would benefit from the campaign, then and now, since this campaign has since been revisited in a winter version (early 2014).