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Kentucky Visitor Profile Study Kentucky’s Appalachians Region September 2010 – August 2011 Visitors

Kentucky Visitor Profile Study Kentucky’s Appalachians Region September 2010 – August 2011 Visitors. Prepared for: The Commonwealth of Kentucky Department of Travel and Tourism. Prepared by:. Table of Contents. Background………………..……………………………………………………………………….. 3

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Kentucky Visitor Profile Study Kentucky’s Appalachians Region September 2010 – August 2011 Visitors

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  1. Kentucky Visitor Profile StudyKentucky’s Appalachians RegionSeptember 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. 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.
  4. 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
  5. 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.

  6. Regional Comparison Tables

  7. 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?
  8. Trip Planning Q5. When did you make accommodations reservations for your stay in Kentucky?
  9. Trip Planning Q7. When you were planning this trip in Kentucky, which of the following sources did you use? (Please check ALL that apply.)
  10. Trip Planning Q8. While planning this trip, which of the following web sites did you visit? (Please check ALL that apply.
  11. 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?
  12. Trip Planning Q9. Over the past year, have you seen, read or heard any advertising, promotions or travel stories for Kentucky?
  13. 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).
  14. Trip Characteristics Q1. How did you travel to our area? Did you…(Indicate PRIMARY MODE of transportation ONLY.) Please check one.
  15. Trip Characteristics Q12. What was your reason or reasons for visiting this area? (Please check ALL that apply.)
  16. 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?
  17. 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
  18. Trip Characteristics Q15. Are you staying overnight…
  19. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
  20. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
  21. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
  22. Trip Characteristics Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
  23. Trip Assessment Q24. How satisfied are you with your stay in Kentucky?
  24. Trip Assessment Q23. How likely will you be to travel to Kentucky in the future?
  25. 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?
  26. Trip Assessment Q25. What features did you like the most about your trip to Kentucky? (Please check ALL that apply.)
  27. Trip Assessment Q26. What features did you like the least about your trip to Kentucky? (Please check ALL that apply.)
  28. Trip Assessment Q20. From your experience, would you say that Kentucky is more expensive, less expensive, or as expensive as you had expected?
  29. Trip Assessment Q16. How would you describe the quality of your accommodations? Do you feel they…
  30. 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?
  31. 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
  32. Visitor and Travel Party Demographic Profile Q33. Are you currently a resident of: United States Home Zip Code/Another Country?
  33. Davidson-Peterson Associates 201 Lafayette Center Kennebunk, ME 04043 207.985.1790 www.digitalresearch.com
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