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Analysis of the Oak Park Travel Market

Analysis of the Oak Park Travel Market. Oak Park Convention and Visitors Bureau. April, 2003. Executive Summary.

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Analysis of the Oak Park Travel Market

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  1. Analysis of the Oak Park Travel Market Oak Park Convention and Visitors Bureau April, 2003

  2. Executive Summary Tourism marketing has changed considerably over the past two years; intense competition, substantial improvements in technology and reduced budgets create a world never imagined. Importantly, the rapid integration of the Internet into American culture as well as the emergence of direct/relationship marketing indicate that these new media effectively compete with more traditional approaches for the “awareness/information space” of potential visitors. Thus, the issue for most DMOs becomes one of developing a new strategy for effectively and efficiently communicating with potential visitors in this new environment. The goal of this study was to obtain information about visitors to the Area and to evaluate the relative effectiveness of various communication media of the Oak Park Area Convention and Visitors Bureau during spring and summer, 2002. This study was conducted using a mail survey focusing on the nature of travel to/through the Oak Park area from January 1 – September 15, 2002. In total, 1,000 individuals were surveyed based upon the names of persons having contacted the Oak Park Convention and Visitor Bureau directly or through a variety of sources including AAA-Home & Away, Midwest Living, and/or Preprint from January 1 through September 15, 2002. The survey was conducted over a four month period and followed a four step process designed to maximize the return rate. This effort resulted in 351 completed responses (as well as 65 bad addresses and insufficient responses) for a 37.5 percent response rate. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 1 -

  3. Executive Summary The results of the study indicate that: • Almost 47 percent of those surveyed report traveling to the Midwest since requesting travel information about the Oak Park. Of these visitors, 51 percent visited once, 16 percent visited 2 – 3 times and an additional 4.5 percent visited at least 4 times. The average number of trips taken to the Oak Park was 1.1 trips. Thus, the conversion rate was 33.1 percent. • Most of the trips were short, lasting just 1 day (64%); however, twenty percent (20.3%) of the Oak Park Area visits were 3 days or longer. The average length of stay was 1.8 days. • The travel party generally included 2 adults and very few children with many groups comprised of husband/wife (65.3%) and/or friends/relatives (31%). • Chart 5 reports that most trips to the Oak Park Area were considered Weekend Getaways (48%), shopping (25.0%), visiting family/friends (15.2%), and/or festivals or special events (14.3%). • The large majority of visitors to the Oak Park visited using their personal car (84.9.%); 6 percent indicated they used a rental car and an additional 4 percent indicated that an airplane was their primary means of transportation. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 2 -

  4. Executive Summary • Almost 63 (62.5%) percent of those visiting the Oak Park Area indicated they stayed overnight. As expected, the large majority stayed in a hotel or motel (74%); 26 percent reported staying with family or friends. A significant portion of the overnight visitors stayed in Oak Park (42%) while almost 25 percent indicated they stayed Downtown Chicago. Another group of respondents indicated they stayed somewhere else (31%). • The most popular attractions include restaurants (78%), shops, galleries and boutiques (67%), Frank Lloyd Wright Home and Studio (41%), Brookfield Zoo (33%) and the Guided Walking Tour of the Frank Lloyd Wright homes. • The average travel party to the Oak Park spent $450 or about $89 per person per day. Of this, about 26 percent ($118) was spent for lodging, 21 percent ($97) for food/restaurants and 33 percent ($151) while shopping. The remaining expenditures were for attractions/festivals ($49) and entertainment ($21). • A majority of visitors to the Oak Park Area indicated they had visited the Area prior to their most recent trip (56.8%). About 33 percent of previous visitors had visited only once while 30 indicated they had visited 2 -3 times over the past 5 years. Importantly, many respondents (11.1%) indicated that they had visited the Oak Park Area 11 or more times over the past 5 years. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 3 -

  5. Executive Summary • Respondents were asked a series of questions regarding their degree of satisfaction with their most recent trip to the Oak Park. The results indicate that a large majority (91.1%) were very to extremely satisfied with their visit to the Area. The huge majority indicated they plan to visit again (96%) and that they would recommend the Area to their friends (96%). • Almost all (92%) of the respondents indicated they received the information they requested. Sixty-one percent of the respondents contacted the Oak Park Area Convention and Visitors Bureau via reader response, 31 percent through mail, 7 percent used the telephone and 6 percent using its website (www.visitoakpark.com). Midwest Living Magazine was the most popular source for reader response inquiries for travel information. • Respondents were asked to evaluate the helpfulness of the information they received from the Oak Park Area Convention and Visitors Bureau. Most considered the travel information they received very to extremely helpful in planning their trip to the Area. In particular, the travel material was helpful in terms of what to see and do (82%). This material was also considered helpful in deciding where to eat (78%), providing directions (73%), learning about special events, festivals and performances (72%). and where to stay (68%). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 4 -

  6. Executive Summary • Many trips to the Oak Park appear to have been planned within a relatively short time horizon; almost 6 percent were planned during the trip, 11 percent were planned the day of departure and an additional 15 percent were planned 1 – 6 days in advance. However, 32 percent of the visitors to the Oak Park planned their most recent trip 3 - 8 weeks in advance. • The Explore Oak Park brochure was by far the most important information source for planning a trip to the Area (46%). Midwest Living Magazine (36%), the Illinois Adventure Guide (28%), and the AAA – Chicago Motor Club/Home & Away Magazine (22%) also were popular sources for travel information about the Area. • Almost a quarter (23%) of the respondents stopped at the Oak Park Visitor Center during their most recent trip to the Oak Park Area; 93 percent of those visiting the Center indicated they were very/extremely satisfied with the services they received. • Almost 80 percent of the visitors (78.1%) to the Oak Park indicated they had seen/heard or requested travel information prior to their most recent visit to the Area; 33.6 percent indicated they had decided to visit the Oak Park prior before seeing/requesting the travel information. Importantly, 45 percent indicated they decided to visit the Area after seeing/requesting the information. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 5 -

  7. Executive Summary • Follow-up questions focused on the impact of the advertising and/or travel information they obtained before or during the trip. The results indicate that 59 percent of those having seen/heard/obtained travel information visited an advertised attraction; 51 percent visited an advertised restaurant; 53 percent visited an advertised store or shop; and, 26 percent visited an advertised event. Perhaps most important, 19 percent of the respondents indicated they stayed at an advertised hotel and 18 percent increased their length of stay in the Area by, on average, 2.0 days. • Analyses were conducted to identify the extent to which were influenced by the travel information; specifically, visitors to the Oak Park Area were segmented into three groups: 1. Those persons not influenced by the travel information they received; 2. Those persons slightly influenced; that is, they visited advertised attractions, restaurants, and/or stores and shops; and 3. Those persons highly influenced by the travel information they received; these individuals include staying at an advertised hotel and/or increasing their length of stay in the Area. Chart 18 shows that almost 24 percent of the Oak Park visitors were not influenced by the travel information received. However, 46 percent indicated they were slightly influenced while an additional 30 percent of Oak Park visitors indicated they were highly influenced by the travel information they received. • The three groups were compared in terms of trip planning, trip characteristics, and demographic characteristics. As can be seen, those more highly influenced by travel information tend to have a much longer planning horizon and tend to spend much more time in the Area which, in turn, translates into substantially higher visitor expenditures; on average, those highly influenced by travel information spent $818 as compared to $387 by those not at all influenced. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 6 -

  8. Executive Summary • These groups also differed substantially in terms of the sources for travel information. Specifically, those highly influenced were much more likely to use the Explore Oak Park Brochure (66.7% for Highly Influenced vs. 17.6% for those Not Influenced), Midwest Living Magazine (56.7% for Highly Influenced vs. 17.6% for those Not Influenced ) and the Visitor Information Center (39.37% for Highly Influenced vs. 5.6% for those Not Influenced 23.3). In large part the groups showed very similar responses for other travel information sources considered in the study. Differences were also found in terms of the satisfaction level with their experiences in the Area. Those highly influenced tend be extremely satisfied with their visit to the Oak Park Area. • As expected, the large majority of visitors to the Oak Park are from Illinois (45%), and neighboring states of Wisconsin (9.7%); Indiana (10.0), Michigan (6%); and Iowa (4%). Almost all of the visitors own a computer (78%) that is connected to the Internet (88%). • The majority of the respondents are female (67%). A relatively low percent (12%) are 21 – 35 years old; 16 percent are 36 – 45 years old; an additional 29 percent are 46 - 55 years old. Last, 25 percent are 56 - 65 years old while 18 percent of Oak Park visitors are over 65 years old. • Most of the Oak Park visitors are married (73%) but have few children 0 – 17 years old and living at home (64%). • Following from the previous results, the typical household annual income ranged between $40,000 - $$59,999 (29%). However, a high percent of Oak Park Area visitors (29%) reported having total household incomes of $80,000 or higher. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 7 -

  9. Executive Summary The implications of these findings are substantial and include: • The repeat visitors to the Oak Park offers the basis for building/encouraging “new” behavior such as visiting the Area during the “soft/shoulder” seasons, extending stay or exploring new opportunities. Investment in this group of visitors also poses significant challenges to encourage the local tourism industry to consider on-going innovation in the products/experiences they offer, thereby encouraging visitors to “try new things.” • The Bureau can effectively use the Internet as a low cost means with which to communicate with existing and potential visitors. • The results of the study document the important role the Bureau plays in providing travel information to existing and potential visitors to the Area. • The Bureau’s communication efforts should focus to a great degree on the markets of those persons actually using the travel information. Thus, advertising efforts in nearby markets may not be as effective as more distant markets. Further analyses should be conducted to confirm the geographic/demographic aspects of this segment of the visitor market. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 8 -

  10. Executive Summary • The variety of age groups poses an important challenge to designing effective communication material; however, it is clear that this information must be perceived to be relevant to the particular age group. Also, it appears that Oak Park visitors has the financial means and interest to purchase products -experiences that are high quality and offer “high value for their time and money.” National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 9 -

  11. Study Goals Tourism marketing has changed considerably over the past two years; intense competition, substantial improvements in technology and reduced budgets create a world never imagined. Importantly, the rapid integration of the Internet into American culture as well as the emergence of direct/relationship marketing indicate that these new media effectively compete with more traditional approaches for the “awareness/information space” of potential visitors. Thus, the issue for most DMOs becomes one of developing a new strategy for effectively and efficiently communicating with potential visitors in this new environment. The goal of this study was to obtain information about visitors to the Area and to evaluate the relative effectiveness of various communication media of the Oak Park Convention and Visitors Bureau during spring and summer, 2002. This study was conducted using a mail survey focusing on the nature of travel to/through the Oak Park area from January 1 – September 15, 2002. In total, 1,000 individuals were surveyed based upon the names of persons having contacted the Oak Park Convention and Visitor Bureau directly or through a variety of sources including AAA-Home & Away, Midwest Living, and/or Preprint from January 1 through September 15, 2002. The survey was conducted over a four month period and followed a four step process designed to maximize the return rate. This effort resulted in 351 completed responses (as well as 65 bad addresses and insufficient responses) for a 37.5 percent response rate. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 10 -

  12. Oak Park Travel Behavior

  13. Summary of Findings A substantial portion of the survey focused on the extent and nature of travel within the Oak Park Area. Specifically, respondents were asked if they had visited the Area since first requesting travel information about Oak Park. The following reports the results of those having traveled at least once since this time. • Almost 47 percent of those surveyed report traveling to the Midwest since requesting travel information about the Oak Park. Of these visitors, 51 percent visited once, 16 percent visited 2 – 3 times and an additional 4.5 percent visited at least 4 times. The average number of trips taken to the Oak Park was 1.1 trips (see Chart 1). Thus, the conversion rate was 33.1 percent. • Most of the trips were short, lasting just 1 day (64%); however, twenty percent (20.3%) of the Oak Park visits were 3 days or longer (see Chart 2). The average length of stay was 1.8 days. • The travel party generally included 2 adults and very few children with many groups comprised of husband/wife (653%) and/or friends/relatives (31%). See Charts 3 and 4. • Chart 5 reports that most trips to the Oak Park Area were considered Weekend Getaways (48%), shopping (25.0%), visiting family/friends (15.2%), and/or festivals or special events (14.3%). • The large majority of visitors to the Oak Park visited using their personal car (84.9.%); 6 percent indicated they used a rental car and an additional 4 percent indicated that an airplane was their primary means of transportation (Chart 6). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 12 -

  14. Summary of Findings • Almost 63 (62.5%) percent of those visiting the Oak Park Area indicated they stayed overnight. As expected, the large majority stayed in a hotel or motel (74%); 26 percent reported staying with family or friends (see Chart 7a). A significant portion of the overnight visitors stayed in Oak Park (42%) while almost 25 percent indicated they stayed Downtown Chicago. Another group of respondents indicated they stayed somewhere else (31%) and others did not specify and 4 percent did not know where they stayed overnight (see Chart 7b). • The most popular attractions include restaurants (78%), shops, galleries and boutiques (67%), Frank Lloyd Wright Home and Studio (41%), Brookfield Zoo (33%) and the Guided Walking Tour of the Frank Lloyd Wright homes (see Chart 8). • The average travel party to the Oak Park spent $450 or about $89 per person per day. Of this, about 26 percent ($118) was spent for lodging, 21 percent ($97) for food/restaurants and 33 percent ($151) while shopping. The remaining expenditures were for attractions/festivals ($49) and entertainment ($21) (see Chart 9). • A majority of visitors to the Oak Park Area indicated they had visited the Area prior to their most recent trip (56.8%). About 33 percent of previous visitors had visited only once while 30 indicated they had visited 2 -3 times over the past 5 years. Importantly, many respondents (11.1%) indicated that they had visited the Oak Park Area 11 or more times over the past 5 years (see Chart 10). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 13 -

  15. Summary of Findings • Respondents were asked a series of questions regarding their degree of satisfaction with their most recent trip to the Oak Park. The results indicate that a large majority (91.1%) were very to extremely satisfied with their visit to the Area. The huge majority indicated they plan to visit again (96%) and that they would recommend the Area to their friends (96%). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 14 -

  16. Chart 1. Visits to or through the Oak Park Area Mean Trips = 1.1 Raw Conversion Rate = 33.1% Source: Oak Park Visitor Survey, 2002 - 2003 National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 15 -

  17. Chart 2. Length of most recent trip to the Oak Park Area Mean length of stay = 1.8 days Percent of Visitors to the Oak Park Source: Oak Park Visitor Survey, 2002 - 2003 National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 16 -

  18. Chart 3. Party composition during most recent tripto the Oak Park Area Percent of Visitors to the Oak Park Area Source: Oak Park Visitor Survey, 2002 - 2003 National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 17 -

  19. Chart 4. Number of adults and children during most recent trip to the Oak Park Area Av. number of adults = 2.5 adults Av. number of children = 0.3 children Percent of Visitors to the Oak Park Area Source: Oak Park Visitor Survey, 2002 - 2003 National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 18 -

  20. Chart 5. Nature of most recent trip to the Oak Park Area Percent of Visitors to the Oak Park Area Source: Oak Park Visitor Survey, 2002 - 2003 National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 19 -

  21. Chart 6. Means of arrival into the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 20 -

  22. Chart 7a. Type of overnight accommodation during most recent trip to the Oak Park Area 62.5% stayed overnight during trip to the Oak Park Area Percent of Overnight Visitors to Oak Park National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 21 -

  23. Chart 7b. Location of overnight accommodation during most recent trip to the Oak Park Area Percent of Overnight Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 22 -

  24. Chart 8. Most popular attractions visited during most recent trip to the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 23 -

  25. Chart 9. Average travel party expenditures during most recent trip to the Oak Park Area Av. Immediate party size = 2.8 persons Av. Length of stay = 1.8 days National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 24 -

  26. Chart 10. Previous visits to the Oak Park Area Mean Visits = 4.7 National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 25 -

  27. Chart 11. Satisfaction with most recent trip to the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 26 -

  28. Oak Park Advertising/travel Information Effectiveness

  29. Summary of Findings A important goal of the study was to assess the impact of the advertising/promotional material provided by the Oak Park Area Convention and Visitors Bureau. The following summarizes the results of this effort. • As expected, almost all (92%) of the respondents indicated they received the information they requested. Sixty-one percent of the respondents contacted the Oak Park Area Convention and Visitors Bureau via reader response, 31 percent through mail, 7 percent used the telephone and 6 percent using its website www.visitoakpark.com; 8 percent indicated they used some other means for contacting the Bureau (see Chart 12a). Midwest Living Magazine was the most popular source for inquiries for travel information (see Chart 12b). • Respondents were asked to evaluate the helpfulness of the information they received from the Oak Park Area Convention and Visitors Bureau. Most considered the travel information they received very to extremely helpful in planning their trip to the Area. In particular, the travel material was helpful in terms of what to see and do (82%). This material was also considered helpful in deciding where to eat (78%), providing directions (73%), learning about special events, festivals and performances (72%). and where to stay (68%) (see Chart 13). • Many trips to the Oak Park appear to have been planned within a relatively short time horizon; almost 6 percent were planned during the trip, 11 percent were planned the day of departure and an additional 15 percent were planned 1 – 6 days in advance. However, 32 percent of the visitors to the Oak Park planned their most recent trip 3 - 8 weeks in advance (see Chart 14). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 28 -

  30. Summary of Findings • The Explore Oak Park brochure was by far the most important information source for planning a trip to the Area (46%). Midwest Living Magazine (36%), the Illinois Adventure Guide (28%), and the AAA – Chicago Motor Club/Home & Away Magazine (22%) also were popular sources for travel information about the Area (see Chart 15a). • Almost a quarter (23%) of the respondents stopped at the Oak Park Visitor Center during their most recent trip to the Oak Park Area; 93 percent of those visiting the Center indicated they were very/extremely satisfied with the services they received (see Chart 15b). • Almost 80 percent of the visitors (78.1%) to the Oak Park indicated they had seen/heard or requested travel information prior to their most recent visit to the Area; 33.6 percent indicated they had decided to visit the Oak Park prior before seeing/requesting the travel information. Importantly, 45 percent indicated they decided to visit the Area after seeing/requesting the information (see Chart 16). • Follow-up questions focused on the impact of the advertising and/or travel information they obtained before or during the trip. The results indicate that 59 percent of those having seen/heard/obtained travel information visited an advertised attraction; 51 percent visited an advertised restaurant; 53 percent visited an advertised store or shop; and, 26 percent visited an advertised event. Perhaps most important, 19 percent of the respondents indicated they stayed at an advertised hotel and 18 percent increased their length of stay in the Area by, on average, 2.0 days (see Chart 17). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 29 -

  31. Summary of Findings • Analyses were conducted to identify the extent to which were influenced by the travel information; specifically, visitors to the Oak Park Area were segmented into three groups: 1. Those persons not influenced by the travel information they received; 2. Those persons slightly influenced; that is, they visited advertised attractions, restaurants, and/or stores and shops; and 3. Those persons highly influenced by the travel information they received; these individuals include staying at an advertised hotel and/or increasing their length of stay in the Area. Chart 18 shows that almost 24 percent of the Oak Park visitors were not influenced by the travel information received. However, 46 percent indicated they were slightly influenced while an additional 30 percent of Oak Park visitors indicated they were highly influenced by the travel information they received. • The three groups were compared in terms of trip planning, trip characteristics, and demographic characteristics. The results of these analyses are reported in Charts 19 – 23. As can be seen, those more highly influenced by travel information tend to have a much longer planning horizon (Chart 19) and tend to spend much more time in the Area (see Chart 20) which, in turn, translates into substantially higher visitor expenditures (see Chart 21); on average, those highly influenced by travel information spent $818 as compared to $387 by those not at all influenced. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 30 -

  32. Summary of Findings • These groups also differed substantially in terms of the sources for travel information. Specifically, those highly influenced were much more likely to use the Explore Oak Park Brochure (66.7% for Highly Influenced vs. 17.6% for those Not Influenced), Midwest Living Magazine (56.7% for Highly Influenced vs. 17.6% for those Not Influenced ) and the Visitor Information Center (39.37% for Highly Influenced vs. 5.6% for those Not Influenced 23.3). In large part the groups showed very similar responses for other travel information sources considered in the study (see Chart 22). • Differences were also found in terms of the satisfaction level with their experiences in the Area. As shown in Chart 23, those highly influenced tend be extremely satisfied with their visit to the Oak Park Area. National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 31 -

  33. Chart 12a. Receipt of travel information about Oak Park Percent of Persons Receiving Oak Park Travel Information National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 32 -

  34. Chart 12b. Publications used to requesttravel information about Oak Park Percent of Persons Receiving Oak Park Travel Information National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 33 -

  35. Chart 13. Percent Considering Oak Park travel information Moderately/Extremely Helpful Percent of Persons Receiving Oak Park Travel Information National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 34 -

  36. Chart 14. Planning horizon for most recent tripto the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 35 -

  37. Chart 15a. Sources for information to plan/guide most recent trip to the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 36 -

  38. Chart 15b. Visitation at Oak Park Visitor Center during recent trip to the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 37 -

  39. Chart 16. Timing of decision to visit the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 38 -

  40. Chart 17. Aspects of most recent trip to the Oak Park Area Influenced by travel information Percent of Visitors to Oak Park having seen/heard or obtained travel information National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 39 -

  41. Chart 18. Levels of influence of most recent tripto the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 40 -

  42. Chart 19. Comparing levels of influence: Planning Horizon Percent of Visitors to Oak Park National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 41 -

  43. Chart 20. Comparing levels of influence: Length of Visit to the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 42 -

  44. Chart 21. Comparing levels of influence: Average total expenditures during most recent tripto the Oak Park Area Average Total Expenditure by Visitors to Oak Park National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 43 -

  45. Chart 22. Comparing levels of influence: Sources for Travel Information to Plan Trip to Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 44 -

  46. Chart 23. Comparing levels of influence: Satisfaction with Visit to Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 45 -

  47. Demographic Characteristics of Visitors to the Oak Park

  48. Summary of Findings An important secondary goal of the study was to identify the demographic characteristics of visitors to the Oak Park Area. The following summarizes the results of this aspect of the study. • As expected, the large majority of visitors to the Oak Park are from Illinois (45%), and neighboring states of Wisconsin (9.7%); Indiana (10.0), Michigan (6%); and Iowa (4%) (See Chart 24). Almost all of the visitors own a computer (78%) that is connected to the Internet (88%). • The majority of the respondents are female (67%). Chart 26 shows a large range in age among the visitors; 12 percent are 21 – 35 years old; 16 percent are 36 – 45 years old; an additional 29 percent are 46 - 55 years old. Last, 25 percent are 56 - 65 years old while 18 percent of Oak Park visitors are over 65 years old. • Most of the Oak Park visitors are married (73%) but have few children 0 – 17 years old and living at home (64%) (See Chart 27). • Following from the previous results, the typical household annual income ranged between $40,000 - $$59,999 (29%). However, a high percent of Oak Park Area visitors (29%) reported having total household incomes of $80,000 or higher (see Chart 28). National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign - 47 -

  49. Chart 24. State of Residence of visitorsto the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 48 -

  50. Chart 25. Computer ownership and Internet access of visitors to the Oak Park Area Percent of Visitors to the Oak Park Area National Laboratory for Tourism & eCommerce University of Illinois at Urbana – Champaign Source: Oak Park Visitor Survey, 2002 - 2003 - 49 -

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