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Weaver Publications Official Vacation Journal Wyoming 2008 Usage Research

Weaver Publications Official Vacation Journal Wyoming 2008 Usage Research October 2008 Conducted by: A.J. Lerner Market Research Boulder, Colorado Web design/tabulation by HardwareMonkey/Surveybooth.com Table of Contents Methodology page 3

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Weaver Publications Official Vacation Journal Wyoming 2008 Usage Research

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  1. Weaver Publications Official Vacation JournalWyoming 2008Usage Research October 2008 Conducted by: A.J. Lerner Market Research Boulder, Colorado Web design/tabulation by HardwareMonkey/Surveybooth.com

  2. Table of Contents • Methodology page 3 • Obtaining the Journal and Visiting the Wyoming page 5 • About the Visit page 11 • Using the Journal page 17 • Entertainment and Cultural Attractions page 22 • Outdoor Recreation Activities page 27 • Accommodations page 32 • Shopping page 37 • Transportation page 40 • Wyoming Tourism.org page 44 • Demographics page 49 • Addendum page 58 Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  3. Methodology

  4. Methodology • This research was designed and conducted by A.J. Lerner Market Research, Inc., an independent market research firm in Boulder, Colorado. Web design and tabulation were prepared by HardwareMonkey, with online survey by Surveybooth.com. • Weaver Publishing supplied researchers with e-mail addresses from WyomingTourism.org. • 27,003 e-mails were sent to addressees on September 28 and 29, 2008 inviting them to participate in an on-line survey. • Responses were tallied on October 23, 2007. • The response rate is 9.5%; 2,564 of those contacted clicked onto the web survey. • A total of 1,606 respondents completed the entire survey, providing the overall maximum margin of error of +/- 2.4%. • Unless otherwise noted, the number of respondents for each question is 1,606. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  5. Obtaining the Journal and Deciding to Visit

  6. Highlights: Obtaining the Journal and Deciding to Visit • Most (90%) travelers say they have a copy of the Wyoming Official Travelers Journal. • 63% of those who have received a Journal say they have visited Wyoming. • The majority (93%) requested the Wyoming Official Travelers Journal via the WyomingTourism.org website. • Most (83%) found the website using a search engine. • Nearly half (49%) visited within 60 days of receiving the Journal. • Those who have not yet visited are long-range planners; 86% plan to visit Wyoming in summer 2009 or later. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  7. Obtaining the Journal & Visiting Do you recall receiving a copy of Wyoming Official Travelers Journal between January 2008 and now? n = 2,855 Since ordering the Wyoming Official Travelers Journal have you visited Wyoming? n = 2,564 Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  8. Requesting the Journal How did you find the www.Wyoming Tourism.org website? n = 2,371 How did you request the Wyoming Official Travelers Journal? * n = 2,564 83% Search engine 8% Saw it in an ad 7% Link from other site 2% Other *** • * All names drawn for the sample came from WyomingTourism.org • ** ‘Other’ responses= internet, magazine, AAA, link from other site, postcard, Sunset Magazine, travel • agent, travel magazine • *** ‘Other’ responses = used it before, family member, friend, magazine, travel guide, TV Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  9. Visiting Wyoming How long after receiving your Wyoming Official Travelers Journal did you visit Wyoming? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  10. When They Plan Visit When are you planning to visit Wyoming? * n = 958 * Asked of those who said ‘no’ to the question, “Since ordering the Wyoming Official Travelers Journal, have you visited Wyoming?” Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  11. About the Visit

  12. Highlights: About the Visit • Most (82%) traveled to the northwest region of Wyoming (Yellowstone, Grand Tetons, Jackson, Big Horn Canyon, Cody, Thermopolis) • 45% traveled to the northeast (Devils Tower, Sheridan, Gillette, Newcastle) • 34% traveled to the southeast (Cheyenne, Laramie, Saratoga, Rawlins) • 26% traveled to central Wyoming (Casper, Glendo, Guernsey, Wheatland) • 23% traveled to the southwest (Fossil Butte, Rock Springs, Flaming Gorge) • The most popular destinations are: Yellowstone (80%), Grand Tetons (68%) and Jackson Hole (60%). • 53% spent over $1,000 (excluding airfare and gasoline) on their last visit to Wyoming. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  13. Where Traveled to in Wyoming During your most recent visit to Wyoming, did you travel to …? (82%) (45%) (26%) (23%) (34%) NOTE: Multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  14. Where Traveled to in Wyoming During your most recent visit to Wyoming, did you travel to …? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  15. Places Visited in Wyoming During your most recent visit to Wyoming, did you travel to any of the following places? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  16. Spending on Last Visit Excluding airfare and gasoline, approximately how much did you spend on your last visit to Wyoming? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  17. Using the Journal

  18. Highlights: Using the Journal • Many (86%) bring the Wyoming Official Travelers Journal with them when they travel to the Wyoming. • 83% bring the Journal with them as they travel around the state. • All aspects of the Journal are seen as useful by the vast majority of travelers: • 98% find the maps useful • 96% find the listings useful • 96% find the editorial useful • 93% find the ads useful. • The Journal is generally used by multiple people; 82% of travelers share the Journal among two or more people. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  19. Bringing the Journal Along Did you bring the Wyoming Official Travelers Journal with you when you traveled to Wyoming? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  20. Usefulness of Wyoming Official Travelers Journal In general, how useful did you find the following items in the Wyoming Official Travelers Journal? 98% find maps useful 96% find listings useful 96% find editorial useful 93% find ads useful Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  21. Number of People Using Journal Including yourself, how many people used the Wyoming Official Travelers Journal? Average 2.5 people Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  22. Entertainment and Cultural Attractions

  23. Highlights: Entertainment and Cultural Attractions • Most (66%) travelers take part in entertainment or cultural attractions. • The most popular venues are: historic sites (75% attend), museums (72% attend), sightseeing tours (38% attend) and Native American sites (37%). • The majority (84%) used the Journal to help make decisions about entertainment and cultural attractions. • 77% use the Journal prior to their visit • 62% use it while in Wyoming • All parts of the Journal are used to help make decisions about entertainment and cultural attractions: • 60% used the listings • 59% saw an ad • 51% read an article Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  24. Entertainment and Cultural Attractions Which of the following entertainment or cultural attractions did you attend or visit? 66% of travelers attended entertainment and cultural attractions 75% Historic site 72% Museum 38% Sightseeing tour 37% Native American site 26% Rodeo 27% Archaeological site 17% Festival/fair/farmers market 6% Performing arts Multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  25. Entertainment and Cultural Attractions Did you use the Wyoming Official Travelers Journal to help you make decisions about entertainment or cultural attractions? 84% used the Journal to help make decisions about entertainment and cultural attractions Prior to visit 77% While in Wyoming 62% NOTE: response may be positive to one or both questions Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  26. Entertainment and Cultural Attractions How did you use the Journal to help you make decisions about entertainment or cultural attractions? Used listings 60% Saw ad 59% Read article 51% NOTE: multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  27. Outdoor Recreation Activities

  28. Highlights: Outdoor Recreation Activities • Most (70%) travelers take part in outdoor recreation activities. • The most popular activities are: visit a national or state park (92%), hike or climb (6%) and boat/raft/kayak (26%). • The majority (77%) used the Journal to help make decisions about outdoor recreation activities. • 73% use the Journal prior to their visit • 52% use it while in Wyoming • All parts of the Journal are used to help make decisions about outdoor recreation activities • 66% used the listings • 51% read an article • 46% saw an ad Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  29. Outdoor Recreation Activities In which of the following outdoor recreation activities did you participate? 92% Visit a national or state park 68% Hike or climb 26% Boat/raft/kayak 15% Horseback ride 14% Backpack or camp 12% Fish 9% Spa/hot spring/wellness treatment 7% Other outdoor activity * 6% Visit or stay at a dude/guest ranch 2% or less: mountain bike, golf, hunt, ski/snowboard 70% of travelers participated in outdoor recreation activities * Other: ATV, ballooning, birding, camping, motorcycle riding, off-roading, photography, picnic, sightsee, snowmobile, swim, view wildlife Multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  30. Outdoor Recreation Activities Did you use the Wyoming Official Travelers Journal to help you make decisions about outdoor recreation activities? 77% used the Journal to help make decisions about outdoor recreation activities Prior to visit 73% While in Wyoming 52% NOTE: response may be positive to one or both questions Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  31. Outdoor Recreation Activities How did you use the Journal to help you make decisions about outdoor recreation activities? Used listings 66% Read article 51% Saw ad 46% NOTE: multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  32. Accommodations

  33. Highlights: Accommodations • 52% of all overnights were in hotels/motels. • 26% of all overnights were in an RV park/campground • 14% of all overnights were in B&B/cabin/vacation rental • 24% stay seven nights or longer • 19% stay five or six nights • 26% stay three or four nights • 31% stay one or two nights • The majority (55%) used the Journal to help make decisions about accommodations. • 72% used the listings • 40% saw an ad • 21% read an article Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  34. Accommodations Percent of Nights Wyoming Visitors Stayed in Each Type of Accommodation * Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  35. Nights Stayed During your most recent trip to Wyoming, how many total nights did you stay? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  36. Accommodations Did you use the Wyoming Official Travelers Journal to help you make decisions about accommodations? 55% used the Journal to help make decisions about accommodations Used listings 72% Saw ad 40% Read article 21% NOTE: multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  37. Shopping

  38. Highlights: Shopping • The majority of travelers (87%) shopped on their last trip. • The most popular items are: souvenirs (86%), gifts (70%) and clothes/accessories (53%). Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  39. Shopping What did you shop for on your trip? 86% Souvenirs 70% Gifts 53% Clothes/accessories 16% Sporting equipment 14% Jewelry/watches 13% Home decor 13% Art/antiques 7% Shoes 6% Toys 5% Luggage/leather goods 4% Electronics 2% Cosmetics/fragrances 87% of travelers shopped on their last trip Multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  40. Transportation

  41. Highlights: Transportation • Most (64%) travelers drive their cars to Wyoming. • 18% take airplanes • 12% drive an RV • Most (83%) do not rent cars while in Wyoming. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  42. Transportation On your trip, did you arrive by …? * Other = bus, camper, pick-up, SUV, tour, truck, van Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  43. Transportation Did you rent a car or RV in Wyoming? Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  44. Wyoming Tourism.org

  45. Highlights: Use of Web Sites • Three-quarters (75%) of travelers used the Journal in addition to the Convention and Visitors Bureau website to help them them plan their visit. • 60% used other websites to help plan their trip • Other popular websites include hotel (52%) and city/town/regional (47%). • Almost half (46%) recall seeing or hearing Wyoming advertising. • 71% saw a print ad • 44% saw a TV ad • 2% heard a radio ad Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  46. Use of Wyoming Tourism Web Site When planning your trip to Wyoming, did you refer to the www.WyomingTourism.org website? Note: List of ‘information missing on website’ can be found in the Addendum. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  47. Use of Web Sites Which web sites did you use? 60% used Websites (aside from Wyoming Tourism web site) 52% Hotel 47% City/town/regional 32% Other * 24% General travel website ** 16% Airline 4% Other ticketing *** Multiple responses possible * Other websites = AAA, Expedia, Google, Hotels.com, Jackson, KOA, national parks, Travelocity, Tripadvisor.com, Yahoo, Yellowstone ** Other travel websites = AAA, Campground, Chamber of Commerce, Google, KOA, national parks (www.nps.gor or .org), South Dakota Travel, Yellowstone *** Other ticketing = Hertz, hotels, Priceline, rafting, Travelocity, Xanterra Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  48. Advertising In the past 6 months, do you recall seeing or hearing any advertising about visiting Wyoming? Type of Ad Print 71% Television 44% Radio 2% Multiple responses possible Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

  49. Demographics

  50. Highlights: Demographics • Respondents are: • 52% male • 32% 45 to 54 years old • 84% married • 74% no children at home • 63% employed • 60% college grads or greater • 56% earn $75,000 a year or greater • 89% live in a U.S. state other than Wyoming • 61% have taken four or more overnight trips in the last 12 months • For 66%, the majority (75 to 100%) of those trips were for recreation/pleasure. Weaver Publishing: Wyoming 2008 OTJ Research A.J.Lerner Market Research

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