V37-10

Official Solution:


In a large urban area, an initiative was launched to integrate interactive digital displays, such as touch-screen information kiosks and augmented reality experiences, in various public spaces. Following the implementation of this initiative, there was a noticeable increase in the number of visitors and the duration of their stay in these areas compared to last year. The initiative's leaders concluded that the interactive digital displays were key in attracting and retaining more visitors.

Which of the following, if true, most seriously undermines the initiative leaders’ conclusion?


A. Surveys reveal that the primary attraction for visitors to these urban areas remains the variety of shopping and dining options available, rather than the interactive digital displays.
B. The interactive digital displays are often located near popular attractions and dining areas, potentially influencing visitor traffic patterns in their vicinity.
C. The urban area has seen an overall increase in tourism due to a city-wide marketing campaign promoting its cultural and entertainment attractions.
D. The digital displays, while popular, require frequent maintenance and updates to remain functional and engaging for visitors.
E. Periods of heightened visitor engagement coincided with the city’s customary Christmas events and celebrations in these areas.


C. The urban area has seen an overall increase in tourism due to a city-wide marketing campaign promoting its cultural and entertainment attractions.

This choice provides an alternative explanation for the increase in the number of visitors and their duration of stay, independent of the interactive digital displays. If the overall increase in tourism is attributable to a broader marketing campaign, then the specific impact of the digital displays is called into question. This undermines the leaders’ conclusion that the digital displays were key in attracting and retaining more visitors.


A. Surveys reveal that the primary attraction for visitors to these urban areas remains the variety of shopping and dining options available, rather than the interactive digital displays.

This is a trap answer. While this answer choice suggests that other attractions draw in visitors, it misses the point of the argument. The argument claims that there has been an increase in the number of visitors, so we specifically need to negate the increase. Choice A does not explain at all why there is an increase in the number of visitors to these areas. It says "remains" meaning that the trend and attraction was popular before and continues to be now, suggesting these attractions, while they continue to attract people, did not likely contribute to the noticeable increase in people.


B. The interactive digital displays are often located near popular attractions and dining areas, potentially influencing visitor traffic patterns in their vicinity.

This could imply that the displays' location, rather than their content or interactivity, is influencing visitor patterns, but it doesn’t directly counter the claim about their overall impact.


D. The digital displays, while popular, require frequent maintenance and updates to remain functional and engaging for visitors.

This addresses operational challenges but does not directly undermine the assertion about their role in attracting and retaining visitors.


E. This answer choice provides a possible explanation for increased visitor engagement (note that the increase in visitor engagement is not the same as increase in visitors; the same number of visitors may be engaging more). Moreover, these seasonal events and festivals occur regularly, which means they took place even before the installation of the new displays and kiosks, indicating that the events should not have an impact on visitors.


Therefore, (C) most effectively undermines the conclusion that the interactive digital displays were the key factor in increasing visitor numbers and retention, suggesting instead that the increase could be due to a city-wide marketing effort.


Answer: C