Kentucky Visitor Profile Study Southern Lakes & Rivers September 2010 – August 2011 Visitors

1. Kentucky Visitor Profile StudySouthern Lakes & RiversSeptember 2010 – August 2011 Visitors Prepared for: The Commonwealth of Kentucky Department of Travel and Tourism Prepared by:

2. Table of Contents • Background………………..……………………………………………………………………….. 3 • Trip Planning…………………………………………………………………………………..…… 5 • Trip Characteristics………………………………………………………………………..……. 6 • Trip Assessment……………………………………………………………………………..…… 7 • Visitor/Travel Party Demographics………………………………………………..……. 8 • Appendix Methodology………………………………………………………………………………… 10 Regional Comparison Tables.………………………………………………………… 15

3. Background • The Kentucky Department of Travel and Tourism has commissioned DPA to conduct a research study profiling visitors within Kentucky during the period of September 2010 through August 2011. • The findings from this research will be used primarily to inform the development of future advertising and marketing plans for Kentucky’s tourism industry. To fulfill this responsibility, the Kentucky Department of Travel and Tourism (KDTT) requires accurate and timely information on tourism activity in the Kentucky. • This summary report focuses solely on the Southern Lakes & Rivers Region, with comparisons to the State in general.

4. Summary Findings – Southern Lakes & Rivers Region

5. Visitors to the Southern Lakes & Rivers Region are generally coming to the area for vacation or short pleasure trip (71%), well above the Statewide average of 61%. • Visitors to the Southern Lakes & Rivers Region plan their trips in a similar manner to other visitors to the State. • Visitors to this region are equally as likely as Statewide visitors to use the Internet as a planning resource (59% vs. 58%). An additional 32% use friends and family or co-workers for trip advice, which also is on par with the Statewide average of 35%. • Visitors to this region are also more likely than other travelers to the State to use www.kentuckytourism.com (35% vs. 30%). • Southern Lakes & Rivers Region visitors are more likely than the average Kentucky visitor to recall promotions or advertisements (71% vs. 62%). • A majority (58%) of visitors to the Southern Lakes & Rivers Region report making accommodations reservations prior to leaving home, above the 51% Statewide average. One in eight (13%) say they stayed with family or friends, which is equal to the Statewide average of 13%. • Visitors to the Region are more likely than Statewide visitors to come to the Southern Lakes & Rivers Region because it is peaceful/relaxing (77% vs. 70%), a safe destination (73%), has a clean, unspoiled environment (70% vs. 64%), it is a good value for the money (70% vs. 64%), there is plenty to see and do (66% vs. 64%), it has a family atmosphere (68% vs. 58%) and it is convenient (68% vs. 64%). Trip Planning

6. Four out of five (81%) Southern Lakes & Rivers Region visitors say they stayed in paid accommodations, above the 76% doing so statewide. These visitors are far more likely to stay at a resort (19% vs. 9%) or rented vacation home/cabin (12% vs. 4%) than are typical Kentucky visitors. They are less likely to stay at hotels (41% vs. 50%). • Visitors to the Southern Lakes & Rivers Region stayed an average of 3.8 nights in Kentucky, slightly above the State average of 3.6 night. • During their stay, only half (49%) reported going shopping, below the 54% doing so statewide. • Instead, Southern Lakes & Rivers Region visitors are more likely than Statewide visitors to say they visit State parks (40% vs. 28%) and historic sites (32% vs. 27%). They also are far more likely to participate in outdoor activities (71% vs. 51%) including lake/river swimming (29% vs. 12%) and motor boating/ water skiing (19% vs. 7%). • Travelers to the Region are no more or less likely than Statewide visitors in general to dine out (67% vs. 70%). • Nearly all (90%) visitors to the Region drove a personal vehicle, above the 84% State average. Trip Characteristics

7. Nearly all (95%) visitors to the Southern Lakes & Rivers Region say they were satisfied with their visit. In fact, 67% say they were very satisfied with their visit, above the Statewide average (63%). • These visitors also are likely to return to Kentucky, with 75% saying they definitely will return and 17% saying they probably will return. • Additionally, 97% are likely to recommend Kentucky as a vacation destination, similar to the 96% Statewide average. • Just under half (46%) of all visitors to the Southern Lakes & Rivers Region say it is about as expensive as they thought it would be, on par with the 45% Statewide average. More than one-third (39%) say it was less expensive than they expected, equivalent to the 41% Statewide average. • More than two in five (43%) visitors also feel the quality of accommodations exceeded their expectations. This proportion is slightly above the 39% Statewide average. • Visitors to the region liked the scenery (70%) and the outdoor activities (46%) the most. These proportions are above the Statewide averages of 63% and 32% respectively. • Not having enough time to do all they wanted to do was the most commonly mentioned “least favorite” feature. Trip Assessment

8. The typical visitor to the Southern Lakes & Rivers Region is the most affluent visitor to the State ($79,570 HHI vs. $74, 470 HHI Statewide average). • These visitors are about the same age as visitors to Kentucky in general (51.0 years old vs. 51.3). • Southern Lakes & Rivers Region visitors are more likely than visitors to the State in general to bring children on their trip, with 34% of visitors to the Region traveling with children, compared to 28% doing so statewide. • The average travel party size to the Region is 3.4, above the Statewide average of 3.0. • The Region is more likely than the State in general to draw visitors from the South (63% vs. 52%), but less likely to draw from the Midwest (22% vs. 32%). Lexington (18%), Louisville (11%) and Cincinnati (11%) are the primary DMA’s feeding the Region. Visitor and Travel Party Profile

9. Appendix

10. Methodology • Given the composition of past and current travelers needed to provide an annual profile of visitors, DPA employed a two-pronged data collection approach.

11. Past Visitors Methodology • Kentucky travelers during September 2010 through May 2011. • DPA conducted an online survey among KDTT’s database of e-newsletter subscribers. • Potential respondents were sent an email with an invitation to participate in an online survey about travel in Kentucky. • Qualified respondents had to have traveled in Kentucky during the specified time period, traveling more than 50 miles from home or staying overnight on their trip. • In total 924 qualified respondents participated in the survey from June 16, 2011 – July 24, 2011. Current Visitors • Kentucky travelers during June 2011 through August 2011. • DPA conducted a onsite intercept survey among Kentucky visitors at pre-determined locations, such as outdoor recreation areas, attractions, tourist shopping areas, festivals/events, etc. • Potential respondents were approached by trained interviewers and asked to participate in a survey of visitors to the area. • Qualified respondents had to be traveling more than 50 miles from home or staying overnight on their trip. The questionnaire was to be completed by the respondent and returned to the interviewer. • In total 895 qualified respondents participated in the survey from June 24, 2011 through August 27, 2011.

12. Methodology • The data collected provides a readable sample of visitors in each season. Respondents were grouped by season according to the month of their most recent trip. The total number of completed interviews by season is shown below. • Throughout report * denotes sample size less than 100. Please interpret with caution. • Throughout report a, b, c, etc. is significant at the 95 percent confidence level

13. Methodology • Additionally, the data collected provides a readable sample of visitors in each of Kentucky’s nine tourism regions. Respondents who visited multiple regions on their most recent trip were counted as a visitor in each of those regions so the groups are not mutually exclusive. The map below shows how each region is defined.

14. Regional Comparison Tables

15. Trip Planning Discussion vs. Decision Timeline Q3. When did you “start talking” about going on this trip? Q4. When did you choose Kentucky for this trip?

16. Trip Planning Q5. When did you make accommodations reservations for your stay in Kentucky?

17. Trip Planning Q7. When you were planning this trip in Kentucky, which of the following sources did you use? (Please check ALL that apply.)

18. Trip Planning Q8. While planning this trip, which of the following web sites did you visit? (Please check ALL that apply.

19. Trip Planning * Percentages shown reflect top 2 box scores (rating of 4 or 5) Q10. When you were talking about visiting Kentucky, if one (1) is “Not at all influential” and five (5) is “Definitely Influential,” how strongly did the following influence your selection?

20. Trip Planning Q9. Over the past year, have you seen, read or heard any advertising, promotions or travel stories for Kentucky?

21. Trip Characteristics Q11. Earlier you said the [region selected ] region was your primary destination on your most recent trip to Kentucky. IN what other regions of Kentucky did you visit during your most recent trip? (Please check all that apply).

22. Trip Characteristics Q1. How did you travel to our area? Did you…(Indicate PRIMARY MODE of transportation ONLY.) Please check one.

23. Trip Characteristics Q12. What was your reason or reasons for visiting this area? (Please check ALL that apply.)

24. Trip Characteristics Q6a/Q6b. On this trip, how many days will you be: Away from home, In Kentucky? Q14. How many nights in total do you intend to stay in Kentucky?

25. Trip Characteristics Q18. Including yourself, how many people are in your immediate travel party? Q19. How many of those people are: Younger than 6 years old/6-11 years old/12-17 years old/Adults

26. Trip Characteristics Q15. Are you staying overnight…

27. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)

28. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)

29. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)

30. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)

31. Trip Assessment Q24. How satisfied are you with your stay in Kentucky?

32. Trip Assessment Q23. How likely will you be to travel to Kentucky in the future?

33. Trip Assessment Q21. Would you recommend Kentucky as a vacation destination for your friends or relatives? Q22. Would you recommend Kentucky as a place to conduct business?

34. Trip Assessment Q25. What features did you like the most about your trip to Kentucky? (Please check ALL that apply.)

35. Trip Assessment Q26. What features did you like the least about your trip to Kentucky? (Please check ALL that apply.)

36. Trip Assessment Q20. From your experience, would you say that Kentucky is more expensive, less expensive, or as expensive as you had expected?

37. Trip Assessment Q16. How would you describe the quality of your accommodations? Do you feel they…

38. Visitor and Travel Party Demographic Profile Q17. How many times in the last 5 years have you taken a pleasure trip in Kentucky? Q30. How many vacations lasting FIVE (5) OR MORE NIGHTS AWAY FROM HOME, do you take in an average year? Q31. How many short getaway trips lasting AT LEAST ONE (1) BUT NOT MORE THAN FOUR (4) NIGHTS AWAY FROM HOME do you take in an average year?

39. Visitor and Travel Party Demographic Profile Q27. What is your age please?/Q28. Are you: Male/Female/Q29. Are you: Married/Single/Other Q34. What is your total annual household income before taxes?/Q32. Are you: American Indian/Asian/Black/Hispanic/White/Other

40. Visitor and Travel Party Demographic Profile Q33. Are you currently a resident of: United States Home Zip Code/Another Country?

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