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Walla Walla Visitor Research 2008

Walla Walla Visitor Research 2008 Summary of Findings Prepared for Tourism Walla Walla Dave Belin RRC Associates June 25, 2008 Presentation Overview Trip Characteristics Visitor Characteristics Activities on Visit Spending Patterns Information Sources Web survey results Satisfaction

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Walla Walla Visitor Research 2008

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  1. Walla Walla Visitor Research 2008 Summary of Findings Prepared for Tourism Walla Walla Dave Belin RRC Associates June 25, 2008

  2. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  3. Introduction/Methodology • Survey program designed to capture information about visitors • Information intended to better understand visitor profile, activities, geographic origin, and satisfaction with the experience in Walla Walla • Study included placement of POV boxes at various strategic locations in and around the Walla Walla area, including hotels, wineries, the airport, and other locations Walla Walla Visitor Research 2007-2008

  4. Trip Characteristics • Average party size of 3.4 persons • 36% making first visit to the region • Three-quarters of visitors are spending the night; the other 25 percent are visiting for the day only • Average nights away from home is 3.2 nights • 68% of overnight visitors were staying in commercial lodging; 13% were staying with friends/family Walla Walla Visitor Research 2007-2008

  5. Winter Trip Characteristics • Fewer first time visitors (28%) • Greater proportion visiting friends or family or for business reasons • Increase in proportion using commercial airline to reach Walla Walla • Higher level of satisfactionwith experience, especiallyfor lodging Walla Walla Visitor Research 2007-2008

  6. Visitor Characteristics • Fall visitors the oldest, winter visitors the youngest • 65% in the area on an overnight visit • Blend of family status types – singles without children, families with children, empty nesters • About 50-50 male-female split • Incomes: about half over $100K, half under Walla Walla Visitor Research 2007-2008

  7. Primary Reason for Visit • A wine event was the top reason for visiting the Walla Walla area • Wine-related event (24%) • Friends and family (17%) • Business meeting (14%) • College event (6%) • No single primary reason (32%) Walla Walla Visitor Research 2007-2008

  8. Primary Reason for Visit Walla Walla Visitor Research 2007-2008

  9. Primary Transportation Walla Walla Visitor Research 2007-2008

  10. First Discover Walla Walla? Walla Walla Visitor Research 2007-2008

  11. State of Residence Walla Walla Visitor Research 2007-2008

  12. Trip Characteristics Walla Walla Visitor Research 2007-2008

  13. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  14. Activities on Visit • Visiting a winery was by far the top activity on the visit • Visit winery (61%) • Shopping (45%) • Sightseeing/driving tour (39%) • Visit friends/family (29%) • Historical/cultural site (25%) • Festival/event (17%) Walla Walla Visitor Research 2007-2008

  15. Activities on Visit Walla Walla Visitor Research 2007-2008

  16. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  17. Spending Patterns • Average spending is $280 for the trip, excluding wine and transportation • Average spending is relatively consistent during the year, with a slight peak in fall • Wine-related visitors spend significantly more on average ($375, excl. wine and transportation) Walla Walla Visitor Research 2007-2008

  18. Spending Patterns • Wine purchases alone averages nearly as much as trip spending ($210), again peaking in the fall season • A little over one-third (36%) said they stocked their lodging with food and beverage purchased locally • The typical visitor indicated dining out 5 meals during the visit Walla Walla Visitor Research 2007-2008

  19. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  20. Media/Information Sources • In planning the visit to Walla Walla, most said they used the Internet (69%) • Twenty-six percent used a wine publication to plan the trip • The Washington State Tourism Guide was the #3 information source • Other information sourceswere not heavily used Walla Walla Visitor Research 2007-2008

  21. Media/Information Sources Walla Walla Visitor Research 2007-2008

  22. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  23. Web Survey Findings • Demographics of web survey respondents nearly identical to visitor survey, including age, income, family status • Over half are actively planning a trip to Walla Walla • Two-thirds are making their first visit to wallawalla.org • Most found the site via a search engine, particularly Google Walla Walla Visitor Research 2007-2008

  24. Web Survey Findings • Activities in Walla Walla that appeal to potential visitors • Visit a winery (84%) • Sightsee/driving tour (67%) • Shopping (64%) • Visit historical/cultural site (37%) • Outdoor recreation (35%) • Festival/event (33%) • Hiking, Antiquing, visit Native American site (each 27%) Walla Walla Visitor Research 2007-2008

  25. Web Survey Findings • Positive ratings of the Walla Walla website • Additional functions of website desired • Book lodging (55%) • Book activities/entertainment (48%) • Shopping guide (47%) • Book restaurant reservations (44%) • Book tickets for musical events (25%) • The website is a rich resource for potential visitors Walla Walla Visitor Research 2007-2008

  26. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  27. Satisfaction with Visit • Overall, satisfaction with service and quality remain strong • Value scores are reasonable and showing improvement • Lodging and shopping variety could be improved • Satisfaction was higher during the winter period, particularly for lodging Walla Walla Visitor Research 2007-2008

  28. Satisfaction with Lodging Walla Walla Visitor Research 2007-2008

  29. Lodging Satisfaction - %5 Walla Walla Visitor Research 2007-2008

  30. Satisfaction with Dining Walla Walla Visitor Research 2007-2008

  31. Dining Satisfaction - %5 Walla Walla Visitor Research 2007-2008

  32. Satisfaction with Shopping Walla Walla Visitor Research 2007-2008

  33. Shopping Satisfaction - %5 Walla Walla Visitor Research 2007-2008

  34. Survey Frequency Walla Walla Visitor Research 2007-2008

  35. Likelihood to Recommend/ Return • 58% are “likely” or “extremely likely” to recommend a vacation to Walla Walla to a friend or colleague • 59% rate their overall experience in Walla Walla a 4 or 5 out of five • 69% will “probably” or “definitely” return to Walla Walla in the next year • Biggest barrier to returning is “too far to travel” a potential cautionary note given increasing gas prices Walla Walla Visitor Research 2007-2008

  36. Presentation Overview • Trip Characteristics • Visitor Characteristics • Activities on Visit • Spending Patterns • Information Sources • Web survey results • Satisfaction • Observations Walla Walla Visitor Research 2007-2008

  37. Observations • Walla Walla offers a rich variety of activities, events, and dining • The drivers of visitation to Walla Walla are diverse • Demographics of visitors represent a broad range of age and income • Geographic draw is relatively narrow, a potential limitation • Opportunities exist to improve various aspects of the experience, particularly for certain attributes of shopping Walla Walla Visitor Research 2007-2008

  38. Observations • Visitor spending is an important economic driver • Lodging variety could be a limitation • Different seasons offer opportunities for varied positioning and packages • Targeted messaging in different markets will increase visitation, especially in off-seasons Walla Walla Visitor Research 2007-2008

  39. Thank You Tourism Walla Walla

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