Dataset: Surveys (Tourists, Locals, Users). St. Georges Cultural Quarter (Leicester) & Ouseburn Valley (Newcastle upon Tyne). United Kingdom

Dataset of 6 survey processes applied to different populations –locals, tourists and users– from St. George´s Cultural Quarter (Leicester) and the Ouseburn Valley (Newcastle Upon Tyne) between September 2016 and April 2020.

Dataset with the answers to a series of questionnaires carried out to determine the brand awareness of the cultural and creative districts of Leicester, the St. George's Quarter, and Newcastle Upon Tyne, the Ouseburn Valley.

In total, six survey processes have been carried out in which two different questionnaires have been used. The first of them is aimed at tourists and locals from Leicester and Newcastle Upon Tyne and, the second, at users of their districts St. George's Quarter and the Ouseburn Valley.

The first questionnaire aims to determine the notoriety of the districts among tourists and locals. Hence two different survey processes were carried out using the same questionnaire, one among tourists and the other among locals. The questionnaire contains a total of 16 questions, some of them open and others closed, and is made up of five blocks intended to analyze:

1. Sociodemographic characteristics. Through the first two questions of the questionnaire, the aim is to obtain sociodemographic data of the sample surveyed, such as age and sex.
2. Degree of knowledge of the concept of cultural and creative districts in the city of Leicester/Newcastle Upon Tyne. This section aims to study the degree of spontaneous and suggested notoriety of the district and its logo among the public, whether tourists or locals. It asks, directly and indirectly, about some cultural and creative districts in the city and their corporate visual identity. First, it is done indirectly (spontaneous awareness) and then directly and concretely (suggested awareness).
3. Degree of knowledge of different institutions, companies or organizations in the district. This part aims to detect whether the local public knows the most relevant actors in the district, regardless of whether or not the respondent is aware of the name given to the space. For this, participants are asked about the most representative areas of each district and other general activities that they may know about.
4. Motivation to attend, know, use and visit the district regularly. This block aims to determine the reasons why the respondents make use of a cultural and creative district, as well as the frequency with which they visit it.
5. Opinions, variables, values and characteristics linked to cultural and creative districts in general. The respondents are asked about the importance that these spaces in the city have for them and why.

The questionnaire includes both mandatory questions and other optional ones, considering that those people who were unaware of a cultural and creative district or certain spaces within it could not answer some of the questions. It is worth noting some details of each survey process:

• The first survey process was carried out in person in September 2016 among tourists and visitors in Leicester, in the city centre, at the Leicester Tourist Office located at Gallowtree Gate.
• The second survey process took place between September and December 2017 among the inhabitants of Leicester. It was carried out in person in the city centre (specifically at Haymarket Memorial Clock Tower, Humberstone Gate and at the De Montfort University campus) and in the surroundings of Leicester's cultural and creative district (in Rutland Street).
• The third and fourth survey processes were carried out between September and December 2018 among the inhabitants and tourists of Newcastle Upon Tyne, respectively. Both processes were carried out in person in the city centre (specifically in Eldon Square, Grey's Monument, Northumberland Street and Newgate Street).

During all these processes, the necessary instructions were given to the respondents so that they could answer the questionnaire correctly, in person and orally, and the answers obtained were recorded on a digital tablet.

In Leicester, 50 surveys were carried out among tourists and 306 among locals. On the other hand, in Newcastle Upon Tyne, 62 surveys were carried out among tourists and 60 among locals. All of these surveys were carried out in person.

In addition, another survey process different from the ones described above was carried out, for which a second questionnaire was used. This questionnaire has a similar structure to the first and many of the blocks are common, but focuses on understanding the reasons that led current users to a cultural and creative district become such, and how they make use of the district and its logo, its corporate visual identity, its nature as a cultural and creative space, the existing information about it, etc. The main objective of this second questionnaire, beyond determining the suggested notoriety of the districts of St. George's Quarter and the Ouseburn Valley among its users, has focused on studying the phenomenology described. To do this, a total of 17 questions are combined, some of them open and others closed, distributed into five blocks intended to analyse:

1. Sociodemographic characteristics. Through the first three questions of the questionnaire, the aim is to obtain sociodemographic data of the sample surveyed, such as age, gender and current employment status.
2. Opinions, variables, values and characteristics linked to cultural and creative districts in general. Respondents are asked about the importance of these spaces in the city and why they are important (if respondents consider they are).
3. Degree of awareness of the nature of the cultural and creative districts among their users. This section aims to study the degree of suggested notoriety of a district and its logo among users. It asks directly about the identification of the space as a cultural and creative district and the knowledge (or not) of its corporate visual identity.
4. Degree of knowledge and use of the different institutions, companies, organizations and actors in the district. This part aims to detect the level of knowledge and frequency of use of the most relevant spaces in a district by the surveyed users. Respondents are asked about the most representative areas of each district and other general activities that they may know about in them.
5. Motivation to attend, get to know and visit the district regularly. This block aims to determine the reasons why respondents make use of a cultural and creative district, as well as the frequency with which they visit the space and with whom they do so. In addition, it focuses on studying how they get to it (public transport, walking, car,...) and through which means (social networks, traditional media, word of mouth,...) the surveyed users are aware of the different events that take place in the corresponding district.

The questionnaire includes both mandatory questions and other optional ones, once again considering that those people who may be unaware of certain spaces in the cultural and creative district or certain features of it may not be able to answer some of the questions.

Both survey processes were carried out online between March and April 2019 and 65 responses have been obtained among users of the St. George's Quarter and 86 among users of the Ouseburn Valley.

During all the survey processes, the necessary instructions were given to the respondents so that they could answer the questionnaire correctly. Likewise, they were informed of the nature of the investigation and the identity of the interviewer, and also were provided with a contact email to send any questions or suggestions.

In this case, the questionnaire was prepared using Google Forms and distributed from March 1 to April 30, 2020 "online" through "e-mailing" and Social Networks such as Google +, Facebook, Twitter and Instagram. For this, the different workers in the areas of interest were identified thanks to the web directories available on the corporate pages of each cultural, creative, educational actor, etc. and were contacted. In addition, concerning social networks, the questionnaire was distributed using various specific interest groups existing in the districts and through the corporate accounts of the actors in the districts, which facilitated the distribution of the questionnaire on their profiles on social networks.