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Your Tourism ROI. Ray Newton Professor Emeritus Northern Arizona University. Tourism Is Economic Development: Direct Impact. Services – fuel, banks, medical, etc. Lodging. Meals - Restaurants. Attractions – Cultural, Historical, Recreational (Spectator or Participant). Retail businesses.
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Your Tourism ROI Ray Newton Professor Emeritus Northern Arizona University
Tourism Is Economic Development:Direct Impact • Services – fuel, banks, medical, etc. • Lodging • Meals - Restaurants • Attractions – Cultural, Historical, Recreational (Spectator or Participant) • Retail businesses
Tourism Is Economic Development:Indirect Impact • Jobs • Tax revenues • Community image • Commercial opportunities and growth • Community growth, expansion of goods and services
Recent Trends 2008 - 2009 • Spending declined 10.2 percent • Employment declined 5.7 percent • Tax receipts declined 8.1 percent • Visitation declined 7.5 percent Source: Dean Runyan Associates (Portland, OR)
Visitor Spending Source: Dean Runyan Associates (Portland, OR) 2008 - 2009
2008 Tax Impact of Tourism Source: Dean Runyan Associates (Portland, OR) Graph 1 and 2
What we Know About Arizona Visitors • See handouts Source: Arizona Office of Tourism
Tourism =Financial ROIAndEmotional ROI • Effective tourism promotion is, “…selling of memories” • Pre visitor expectations are positive • Post visitor memories – positive or negative or both?
Most Vacation Memories • Retention of experiences: • Visual • Emotional • Physical • Sociological • Historical • Educational
Your Personal Tourism ROI • What did you enjoy and why? • What did you not enjoy and why? • Were your expectations met? • Did you have a positive ROI?