1 Alaska Visitors Statistics Program Alaska Native Culture and Rural Tourism March 2003

AAlaska laska VVisitors isitors SStatistics tatistics PProgramrogram

Alaska Native Culture and Alaska Native Culture and Rural TourismRural Tourism

March 2003March 2003

Neal ChristensenNeal Christensen

Aldo Leopold Wilderness Research InstituteAldo Leopold Wilderness Research Institute

Ginny FayGinny FayEco-Systems Eco-Systems

Daniel McCollumDaniel McCollum

USDAFS Rocky Mountain Research StationUSDAFS Rocky Mountain Research Station

SuzAnne MillerSuzAnne MillerDunrovin ResearchDunrovin Research

Alan WatsonAlan Watson

Aldo Leopold Wilderness Research InstituteAldo Leopold Wilderness Research Institute

Cooperative ResearchCooperative ResearchAlaska Department of Community and Economic DevelopmentAlaska Department of Community and Economic Development

Alaska Tourism Industry AssociationAlaska Tourism Industry Association

USDA Forest ServiceUSDA Forest Service

US Fish and Wildlife ServiceUS Fish and Wildlife Service

Bureau of Land ManagementBureau of Land Management

National Park ServiceNational Park Service

Alaska Department of Fish and GameAlaska Department of Fish and Game

Alaska State ParksAlaska State Parks

Alaska Department of TransportationAlaska Department of Transportation

Alaska Wilderness Recreation and Tourism AssociationAlaska Wilderness Recreation and Tourism Association

Alaska Conservation FoundationAlaska Conservation Foundation

Alaska Village InitiativesAlaska Village Initiatives

Convention and Visitors Bureaus of AlaskaConvention and Visitors Bureaus of Alaska

AAlaska laska VVisitor isitor SStatistics tatistics PProgram rogram or or AVSPAVSP

1.1. RRandom andom AArrival rrival SSurvey or urvey or RASRAS

2.2. VVisitor isitor EExpenditure xpenditure SSurvey or urvey or VESVES

3.3. VVisitor isitor OOpinion pinion SSurvey or urvey or VOSVOS

RRandom andom AArrival rrival SSurvey or urvey or RASRASGathered Information as Visitors Arrived in AlaskaGathered Information as Visitors Arrived in Alaska

1.1. How visitors arrived in AlaskaHow visitors arrived in Alaska

2.2. What visitors planned to do in Alaska What visitors planned to do in Alaska

3.3. Visitor demographics Visitor demographics

VVisitor isitor EExpenditure xpenditure SSurvey or urvey or VES VES Gathered Information as Visitors Traveled in AlaskaGathered Information as Visitors Traveled in Alaska

1.1. What visitors purchased in AlaskaWhat visitors purchased in Alaska

2.2. Where visitors spent money in Alaska Where visitors spent money in Alaska

3.3. How much money visitors spent in AlaskaHow much money visitors spent in Alaska

VVisitor isitor OOpinion pinion SSurvey or urvey or VOS VOS Gathered Information after Visitors Return Home from AlaskaGathered Information after Visitors Return Home from Alaska

1.1. Where visitors went in AlaskaWhere visitors went in Alaska

2.2. What visitors did in AlaskaWhat visitors did in Alaska

3.3. Visitors’ opinions about AlaskaVisitors’ opinions about Alaska

Alaska Visitor Statistics ProgramAlaska Visitor Statistics Program

Phase I:Phase I: 19861986

Phase II:Phase II: 19901990

Phase III:Phase III: 19941994

Phase IV:Phase IV: 20012001

AVSP Phase IVAVSP Phase IV

VES and VOS linkedVES and VOS linked

Economic unit defined as the traveling partyEconomic unit defined as the traveling party

Design input from natural resource interestsDesign input from natural resource interests

Supplemental research modulesSupplemental research modules

October 2000 through September 2001 October 2000 through September 2001

Overall response rate of 24%Overall response rate of 24%

Our analysis based on 760 returned surveysOur analysis based on 760 returned surveys

Reports Available on the Internet atReports Available on the Internet at

http://www.dced.state.ak.us/trade/toubus/home.cfmhttp://www.dced.state.ak.us/trade/toubus/home.cfm

Click on ResearchClick on Research

Alaska Native CultureAlaska Native Culture andand

Rural TourismRural Tourism

Opportunities for Economic Opportunities for Economic Development?Development?

Research Funded ByResearch Funded By

Alaska Village InitiativesAlaska Village Initiatives

With the Support fromWith the Support from

Alaska Department of Community and Alaska Department of Community and Economic DevelopmentEconomic Development

Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to

the Visitor Opinion Surveythe Visitor Opinion Survey

• Purpose: To provide villages withPurpose: To provide villages with information for tourism information for tourism development development

• Funding: Alaska Village InitiativesFunding: Alaska Village Initiatives

Questions focused on visitors’Questions focused on visitors’

• Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts

• Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska

• Barriers to Travel to RemoteBarriers to Travel to Remote AreasAreas

• Willingness to Pay to Visit Small Rural Willingness to Pay to Visit Small Rural CommunitiesCommunities

Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how

interested do you think you would be in:interested do you think you would be in:

Visiting a museum or cultural center to view exhibits and demonstrations about traditional Alaska Native ways of life?

• Very Interested 40%Very Interested 40%• Somewhat Interested 37%Somewhat Interested 37%• Total Interested 77%Total Interested 77%

Fishing with an Alaska Native Guide?

Going with an Alaska Native guide to view wildlife and learn about Native names and uses for local plants and animals?

Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts

If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in:interested do you think you would be in:

Learning about and doing (if you want to) traditional Alaska Native crafts like beadwork, basket making, and skin sewing?

Learning about and doing (if you want to) traditional Alaska Native dancing, singing, story telling, folklore?

Learning about and doing (if you want to) traditional Alaska Native village activities like cutting and smoking salmon and berry picking?

Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and ArtsComparison of Activities Comparison of Activities

Visiting museums/cultural centerVisiting museums/cultural center 77%77%

Wildlife viewing with a Native GuideWildlife viewing with a Native Guide 72%72%

Fishing with a Native GuideFishing with a Native Guide 49%49%

Learning Native village activities (berry picking)Learning Native village activities (berry picking) 48%48%

Learning Native craftsLearning Native crafts 47%47%

Learning Native dances, songs, storiesLearning Native dances, songs, stories 41%41%

Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts

During my Alaska trip I… %YES

• Shopped for Alaska arts and crafts 78%

• Sought items with the “Made in Alaska” label 66%

• Shopped specifically for Alaska Nativearts and crafts 47%

• Sought items with the Alaska Native “Silver Hands” label 16%

• Was aware that the “Silver Hands” label meant that the item was made in Alaska by Alaska Natives 24%

Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska

If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in visiting a small interested do you think you would be in visiting a small Alaska community or village for:Alaska community or village for:

Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.?

If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in visiting a small interested do you think you would be in visiting a small Alaska community or village for:Alaska community or village for:

Fishing, wildlife viewing, bird watching, hunting, looking at wild flowers, or other nature activities?

If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in visiting a small interested do you think you would be in visiting a small Alaska community or village to:Alaska community or village to:

Be with local residents to learn about local history and ways of life?

Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska Comparison of ActivitiesComparison of Activities

Fishing, wildlife viewing, bird watching, hunting,

looking at wild flowers, or other nature activities 76%76%

Be with local residents to learn about localhistory and ways of life? 76%76%

Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? 57%57%

Suppose you were to plan another trip to Alaska Suppose you were to plan another trip to Alaska some time in the futuresome time in the future. .

Would you consider visiting a small Alaska Would you consider visiting a small Alaska community or village as part of the trip?community or village as part of the trip?

• Yes 85%Yes 85%

• No 15%No 15%

• Barriers to Travel to Remote AreasBarriers to Travel to Remote Areas

Barriers to Travel in Remote AreasBarriers to Travel in Remote Areas

While some small communities and villages are easily While some small communities and villages are easily accessible, others may require using forms of accessible, others may require using forms of transportation that are unfamiliar to some people.transportation that are unfamiliar to some people.

How would having to use a How would having to use a small airplanesmall airplane affect your affect your

decision to visit a small Alaska community or village decision to visit a small Alaska community or village if if you were to plan another trip to Alaskayou were to plan another trip to Alaska??

• It would make me It would make me MORE INTERESTEDMORE INTERESTED 27%27%

• It would It would NOT AFFECTNOT AFFECT my decision my decision 49%49%

• It would It would CONCERNCONCERN me, but me, but NOT PREVENTNOT PREVENT me me 17%17%

• Total that would NOT BE PREVENTED 93%Total that would NOT BE PREVENTED 93%

How would having to use a How would having to use a small boatsmall boat affect your affect your

decision to visit a small Alaska community or village decision to visit a small Alaska community or village if if you were to plan another trip to Alaskayou were to plan another trip to Alaska??

How would having to use an How would having to use an off-road vehicleoff-road vehicle affect affect your decision to visit a small Alaska community or your decision to visit a small Alaska community or village village if you were to plan another trip to Alaskaif you were to plan another trip to Alaska??

Suppose you were to plan another trip to Alaska Suppose you were to plan another trip to Alaska some time in the futuresome time in the future. .

Would you consider visiting a small Alaska Would you consider visiting a small Alaska community of village as part of the trip?community of village as part of the trip?

Concerned Prevented Concerned Prevented

Of the 85% who said Yes 26%Of the 85% who said Yes 26% 18% 18%

Barriers to Travel to RemoteBarriers to Travel to Remote AreasAreas

• Willingness to Pay to Visit Small Rural Willingness to Pay to Visit Small Rural CommunitiesCommunities

Willingness to Pay for Travel to VillagesWillingness to Pay for Travel to Villages

If you were planning another trip to AlaskaIf you were planning another trip to Alaska , how , how likely do you think you would be to include a trip to a likely do you think you would be to include a trip to a small Alaska village if the cost per person for that small Alaska village if the cost per person for that part of your Alaska trip were each of the following part of your Alaska trip were each of the following amounts?amounts?

Amounts $200 $400 $600 $900 $1,200Amounts $200 $400 $600 $900 $1,200

Somewhat likely 19% 33% 10% 3% 2%Somewhat likely 19% 33% 10% 3% 2%

Very likely 60% 26% 20% 7% 3%Very likely 60% 26% 20% 7% 3%

Total likely 79% 59% 30% 10% 5%Total likely 79% 59% 30% 10% 5%

Willingness to Pay for Trip - Everyone

$200 $400 $600 $900 $1200

Somewhat Likely

Very Likely

Defining Culture and Small Community Defining Culture and Small Community Groups or Market Segments Based onGroups or Market Segments Based on

Used Cluster Analysis to Create Groups Based onUsed Cluster Analysis to Create Groups Based on

• Barriers to Travel to RemoteBarriers to Travel to Remote AreasAreas

Culture and Small CommunityCulture and Small CommunityGroups or Market Segments Based onGroups or Market Segments Based on

• General Interest in Native culture……….. General Interest in Native culture……….. CultureCulture

• Interest inInterest in Fishing with Native guide…….Fishing with Native guide…….FishingFishing

• Shopping for Native Arts and Crafts……...Shopping for Native Arts and Crafts……...ShoppingShopping

• No Travel Barriers………………………….No Travel Barriers………………………….TravelTravel

Culture and Small CommunityCulture and Small CommunityGroups or Market SegmentsGroups or Market Segments

GroupGroup

Measure (Mean = 0) Measure (Mean = 0) 1 1 22 33 4 4 55

Interest in Native Interest in Native CultureCulture 0.60.6 0.50.5 -1.1-1.1 0.20.2 -0.6-0.6

FishingFishing w/ Native guide w/ Native guide 0.90.9 -0.9-0.9 -0.8-0.8 0.20.2 -0.3-0.3

ShoppingShopping behavior behavior 0.40.4 0.7 0.7 -0.8-0.8 0.40.4 -0.9-0.9

No No TravelTravel Barriers Barriers 0.70.7 0.70.7 -1.5-1.5 -1.5-1.5 0.70.7

GroupGroup

1 1 22 33 4 4 55

% of Visitors% of Visitors 32%32% 17%17% 14%14% 16% 16% 21%21%

Interest in Native Interest in Native CultureCulture ++++ ++++ ---- ++ ----

FishingFishing w/ Native guide w/ Native guide ++++ ---- ---- ++ --

ShoppingShopping behavior behavior ++ ++++ ---- ++ ----

No No TravelTravel Barriers Barriers ++ ++ -- -- ++

Cultural Target GroupsCultural Target Groups % of Visitors % of Visitors

11 FishingFishing

++++CultureCulture++++FishingFishing++ShoppingShopping ++TravelTravel 32%32%

22 ShoppingShopping

++++Culture Culture ----Fishing Fishing ++++ShoppingShopping ++TravelTravel 17%17%

1 + 21 + 2 49% 49%

Non Target GroupsNon Target Groups % of Visitors % of Visitors

33 ---- CultureCulture---- Fishing Fishing---- Shopping Shopping----TravelTravel 14%14%

44 ++CultureCulture++FishingFishing++ShoppingShopping ----TravelTravel 16%16%

55 ----CultureCulture--FishingFishing----ShoppingShopping ++TravelTravel 21%21%

3 +4 +53 +4 +5 51% 51%

Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments

Our presentation divides visitors into 3 groups:Our presentation divides visitors into 3 groups:

1.1.Non Target GroupNon Target Group 51%51% 743,223743,223

2.2.Target Culture/FishTarget Culture/Fish 32%32% 464,879464,879

3.3.Target Culture/ShopTarget Culture/Shop 17%17% 249,198249,198

Total VisitorsTotal Visitors 100%100% 1,457,3001,457,300

Are these groups real?Are these groups real?

What evidence do we have that these groups What evidence do we have that these groups represent distinct market segments?represent distinct market segments?

Is there a difference between the groups’ statedIs there a difference between the groups’ stated willingness to pay for travel to villageswillingness to pay for travel to villages??

Willingness to Pay for Travel to VillagesWillingness to Pay for Travel to Villages

If you were planning another trip to AlaskaIf you were planning another trip to Alaska , , how likely do you think you would be to how likely do you think you would be to include a trip to a small Alaska village if the include a trip to a small Alaska village if the cost per person for that part of your Alaska trip cost per person for that part of your Alaska trip were each of the following amounts?were each of the following amounts?

Very LikelyVery Likely to Pay for Travel to Villages to Pay for Travel to Villages NonNon Cultural TargetCultural Target

AmountAmount TargetTarget FishFish Shop Shop

$200$200 46%46% 71%71% 74%74%

$400$400 17% 17% 35%35% 27%27%

$600 $600 6% 6% 13%13% 15%15%

$900$900 3% 3% 5%5% 2%2%

$1,200$1,200 3% 3% 4%4% 1%1%

Willingness to Pay - "Very Likely" by Group

$200 $400 $600 $900 $1200

Target - Fish

Target - ShopNon-Target

Is there a difference between the groups’ reportedIs there a difference between the groups’ reported expenditures during their Alaska tripexpenditures during their Alaska trip??

Expenditures during Alaska TripExpenditures during Alaska Trip

NonNon Cultural TargetCultural Target Items Items TargetTarget Fish Fish ShopShop

Made in AK Arts/Crafts Made in AK Arts/Crafts $39$39 $50$50 $146$146

Other Gifts/Souvenirs Other Gifts/Souvenirs $170 $170 $147$147 $210 $210

NonNon Cultural TargetCultural Target ItemItem TargetTarget Fish Fish ShopShop

Rec./Entertainment Rec./Entertainment $192 $192 $319$319 $290$290

Package Tours Package Tours $94 $94 $220$220 $125 $125

Transportation Transportation $161 $161 $293$293 $165$165

NonNon Cultural TargetCultural Target Item Item TargetTarget Fish Fish ShopShop

Lodging Lodging $445 $445 $546$546 $357$357

Food Food $228$228 $230$230 $230$230

NonNon Cultural TargetCultural Target TargetTarget Fish Fish ShopShop

Total in-State $ Spent Total in-State $ Spent $1,409$1,409 $1,902$1,902 $1,604$1,604

Daily Group $ Spent Daily Group $ Spent $153 $153 $184$184 $161$161

Daily Indiv. $ Spent Daily Indiv. $ Spent $80 $80 $100$100 $89$89

Total In-State ExpendituresTotal In-State Expenditures

Non Target GroupNon Target Group $826 million$826 million

Target Culture/FishTarget Culture/Fish $697 million$697 million

Target Culture/ShopTarget Culture/Shop $316 million$316 million

Total VisitorsTotal Visitors $1,839 million$1,839 million

These Market Segments are Real!These Market Segments are Real!

Culture and Small Community Target SegmentsCulture and Small Community Target Segments

• Are more willing to pay for travel to rural areasAre more willing to pay for travel to rural areas

• Spend more money onSpend more money on

– Made in Alaska ProductsMade in Alaska Products

– Tour PackagesTour Packages

– In-State TransportationIn-State Transportation

– Recreation and EntertainmentRecreation and Entertainment

• Spend more money in total in state.Spend more money in total in state.

Culture and Small Community Market SegmentsCulture and Small Community Market Segments

Target Groups are based on interest in Native Target Groups are based on interest in Native culture and small communities.culture and small communities.

How can you market to the target groups?How can you market to the target groups?

Do they differ demographicallyDo they differ demographically? ?

Market Segment DemographicsMarket Segment Demographics

Non Non Cultural Cultural TargetTargetCharacteristicCharacteristic Target Target Fish Fish ShopShop

Average Age Average Age 5555 5656 5252

Gender (% Female)Gender (% Female) 56%56% 55%55% 66%66%

Employment (% FT) Employment (% FT) 48%48% 45%45% 70%70%

HHousehold Incomeousehold Income

% of Those Who Responded% of Those Who Responded

Non Non Cultural Target Target Target Fish Fish ShopShop

Less than $100,000 Less than $100,000 77% 77% 78%78%68% 68%

$100,000 or greater $100,000 or greater 23% 23% 22%22%32%32%

EducationEducation

Non Non Cultural TargetCultural Target Target Target Fish Fish ShopShop

College graduate College graduate 20%20% 18%18% 15%15%

Post graduate Post graduate 36%36% 30%30% 51%51%

Total College +Total College + 56% 56% 48%48% 65%65%

Do groups differ demographically? Do groups differ demographically?

Target Culture/FishTarget Culture/Fish differ very little from the differ very little from the non target group.non target group.

Target Culture/ShopTarget Culture/Shop are more likely to be are more likely to be female, slightly younger, employed full time, female, slightly younger, employed full time, earn over $100,000, and a college graduate.earn over $100,000, and a college graduate.

Target Groups are based on interest in Native Target Groups are based on interest in Native culture and small communities.culture and small communities.

How can you market to the target groups?How can you market to the target groups?

How did their Alaska trips differ?How did their Alaska trips differ?

Alaska Trip CharacteristicsAlaska Trip CharacteristicsPurpose of TripPurpose of Trip

Non Non Cultural TargetCultural Target

CharacteristicCharacteristic TargetTarget Fish Fish ShopShop

Business onlyBusiness only 11%11% 9%9% 6%6%

Business Business && pleasure pleasure 4% 4% 6%6% 10%10%

Vacation Vacation && pleasure pleasure 78% 78% 76%76% 77%77%

Visit friends Visit friends && relatives relatives 7% 7% 9%9% 7%7%

Alaska Trip CharacteristicsAlaska Trip CharacteristicsMode of TransportationMode of Transportation

Non Non Cultural TargetCultural Target Mode Mode Target Target Fish Fish ShopShop

Domestic AirDomestic Air 57%57% 55% 55% 54% 54%

International Air International Air 1% 1% 2% 2% 1% 1%

FerryFerry 1% 1% 1% 1% 2% 2%

Cruise ShipCruise Ship 34% 34% 34% 34% 40% 40%

HighwayHighway 6% 6% 7% 7% 5% 5%

Alaska Trip CharacteristicsAlaska Trip CharacteristicsType of TravelerType of Traveler

NonNon Cultural TargetCultural Target CharacteristicCharacteristic TargetTarget Fish Fish ShopShop

IndependentIndependent 27%27% 30%30% 15%15%

Package/Inde-Package Package/Inde-Package 74% 74% 69%69% 85% 85%

Alaska Trip PlanningAlaska Trip PlanningUse of a Travel AgentUse of a Travel Agent

NonNon Cultural TargetCultural Target TargetTarget Fish Fish ShopShop

YesYes 63%63% 60%60% 80%80%

Alaska Trip PlanningAlaska Trip PlanningWhen Travel Plans Were MadeWhen Travel Plans Were Made

NonNon Cultural TargetCultural Target CharacteristicCharacteristic TargetTarget Fish Fish ShopShop

1 to 2 years1 to 2 years 5%5% 3%3% 3%3%7 to 11 months7 to 11 months 17%17% 19%19% 24%24%5 to 6 months5 to 6 months 20% 20% 15%15% 33%33%3 to 4 months 3 to 4 months 21%21% 17%17% 15%15%1 to 2 months1 to 2 months 22% 22% 28%28% 15%15%Less than one monthLess than one month 16% 16% 17%17% 10%10%

Alaska Trip CharacteristicsAlaska Trip CharacteristicsRegions Visited within AlaskaRegions Visited within Alaska

NonNon Cultural TargetCultural Target RegionRegion TargetTarget Fish Fish ShopShop

Interior/Northern Interior/Northern 60%60% 64%64% 55%55%Southeast Southeast 75%75% 75%75% 84%84%SouthcentralSouthcentral 61%61% 57%57% 67%67%SouthwestSouthwest 17% 17% 12%12% 6%6%Denali Denali 41%41% 37%37% 41%41%

Alaska Trip CharacteristicsAlaska Trip CharacteristicsType of TravelerType of Traveler

NonNon Cultural TargetCultural Target CharacteristicCharacteristic TargetTarget Fish Fish Shop Shop

Been to Alaska BeforeBeen to Alaska Before 39% 39% 41%41% 29% 29%

Plan to Buy Day ToursPlan to Buy Day Tours 46%46% 44%44% 48% 48%

Alaska Trip > 2 WeeksAlaska Trip > 2 Weeks 12% 12% 15%15% 21% 21%

Very LikelyVery Likely to Visit Alaska Within 5 Yearsto Visit Alaska Within 5 Years

NonNon Cultural TargetCultural Target Type of tripType of trip TargetTarget Fish Fish Shop Shop

BusinessBusiness 11% 11% 23%23% 22% 22%

Vacation/Pleasure Vacation/Pleasure 34%34% 52%52% 37% 37%

EitherEither 45%45% 75%75% 59% 59%

How do their Alaska trips differ? How do their Alaska trips differ?

Cultural Target Fishermen Cultural Target Fishermen are more likely to are more likely to return to Alaska within 5 years.return to Alaska within 5 years.

CulturalCultural Target Shoppers Target Shoppers are more likely to use are more likely to use a travel agent, make trip plans earlier, purchase a travel agent, make trip plans earlier, purchase a travel package, and are less likely to have a travel package, and are less likely to have been to Alaska before.been to Alaska before.

Conclusions about group differences Conclusions about group differences

Cultural Target Fishermen Cultural Target Fishermen are difficult to are difficult to distinguish by demographics or trip distinguish by demographics or trip characteristics.characteristics.

CulturalCultural Target Shoppers Target Shoppers are a little more are a little more distinctive and may potentially be reached distinctive and may potentially be reached through travel agents that cater to well through travel agents that cater to well educated, employed, women.educated, employed, women.

Conclusions about group differences Conclusions about group differences

We need to dig beyond demographics We need to dig beyond demographics and trip characteristics to identify how and trip characteristics to identify how to target market segments.to target market segments.

Need to focus on group interests.Need to focus on group interests.

• Compare questions used to define groups.Compare questions used to define groups.

Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and ArtsComparison of Activities -- EveryoneComparison of Activities -- Everyone

Visiting museums/cultural centerVisiting museums/cultural center 77%77%

Wildlife viewing with a Native GuideWildlife viewing with a Native Guide 72%72%

Fishing with a Native GuideFishing with a Native Guide 49%49%

Learning Native village activities (berry picking)Learning Native village activities (berry picking) 48%48%

Learning Native craftsLearning Native crafts 47%47%

Learning Native dances, songs, storiesLearning Native dances, songs, stories 41%41%

Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and ArtsComparison of Activities – by Market SegmentsComparison of Activities – by Market Segments

NonNon Cultural TargetCultural TargetActivityActivity Target Target Fish Fish Shop Shop

Visiting museums Visiting museums 65%65% 91%91% 91%91%

Wildlife viewing Wildlife viewing 54%54% 91%91% 87%87%

Fishing Fishing 38%38% 100%100% 0%0%

Village activities Village activities 30%30% 70%70% 62%62%

Native craftsNative crafts 31%31% 60%60% 71%71%

Native folkloreNative folklore 30%30% 56%56% 50%50%

Interest in Small Rural Communities in Alaska Interest in Small Rural Communities in Alaska Comparison of Activities -- Everyone Comparison of Activities -- Everyone

Fishing, wildlife viewing, bird watching, hunting,

looking at wild flowers, or other nature activities 76%76%

Be with local residents to learn about localhistory and ways of life? 76%76%

Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? 57%57%

Comparison of Activities – by Market SegmentsComparison of Activities – by Market Segments

NonNon Cultural TargetCultural Target

Activity Activity Target Target Fish Fish Shop Shop

Nature Activities Nature Activities 66%66% 88%88% 85%85%

History/Way of Life History/Way of Life 60%60% 90%90% 90%90%

Outdoor Recreation Outdoor Recreation 46%46% 65%65% 67%67%

Need to focus on group interests.Need to focus on group interests.

Compare questions used to define groups.Compare questions used to define groups.

• Compare other questions in Visitor Opinion Survey.Compare other questions in Visitor Opinion Survey.

Importance of OpportunitiesImportance of Opportunities in Planning Alaska Trip --by Market Segments in Planning Alaska Trip --by Market Segments

% Responding that Opportunity was Very Important% Responding that Opportunity was Very Important

NonNon Cultural TargetCultural Target OpportunityOpportunity TargetTarget Fish Fish ShopShop

Seeing natural scenery Seeing natural scenery 81% 81% 86%86% 86%86%

Seeing/visiting wilderness Seeing/visiting wilderness 51% 51% 77%77% 74% 74%

Experiencing solitude Experiencing solitude 25% 25% 37%37% 27%27%

NonNon Cultural TargetCultural Target Opportunity Opportunity TargetTarget Fish Fish ShopShop

Viewing wildlife Viewing wildlife 52% 52% 72%72% 75%75%

Fishing Fishing 11% 11% 33%33% 3% 3%

NonNon Cultural TargetCultural Target OpportunityOpportunity TargetTarget Fish Fish ShopShop

Learning Alaska History Learning Alaska History 16% 16% 52%52% 45%45%

Learning Native Culture Learning Native Culture 14% 14% 50%50% 47%47%

Meeting Local PeopleMeeting Local People 14%14% 40%40% 36%36%

NonNon Cultural TargetCultural Target Opportunity Opportunity TargetTarget Fish Fish ShopShop

Shopping for arts/crafts Shopping for arts/crafts 14% 14% 27% 27% 37%37%

Quality food and drink Quality food and drink 25% 25% 30%30% 32%32%

Luxurious accommodations Luxurious accommodations 8% 8% 11%11% 7%7%

Opportunities of Primary Interest to Both Groups Opportunities of Primary Interest to Both Groups

Cultural Target Cultural Target OpportunityOpportunity Fish Fish Shop Shop

Seeing natural scenery Seeing natural scenery 86%86% 86% 86%

Seeing/visiting wilderness Seeing/visiting wilderness 77%77% 74% 74%

Viewing wildlife Viewing wildlife 72%72% 75% 75%

Learning Alaska history Learning Alaska history 52%52% 45% 45%

Learning Native culture Learning Native culture 50%50% 47% 47%

Alaska Native Culture and Rural TourismAlaska Native Culture and Rural Tourism

What have we learned aboutWhat have we learned aboutOpportunities for Economic Development?Opportunities for Economic Development?

Native Culture and Small Community Native Culture and Small Community Market Segments Are:Market Segments Are:

• BIGBIG – nearly ½ of current visitors – nearly ½ of current visitors

• Economically ImportantEconomically Important – contribute more $$ – contribute more $$ in state per person per trip than other visitorsin state per person per trip than other visitors

Native Culture and Small Community Native Culture and Small Community Market Segments Are:Market Segments Are:

• Distinguished by Distinguished by INTERESTS INTERESTS

– not demographics– not demographics

– not type of traveler – not type of traveler

• Centered on Centered on TWO COMBINEDTWO COMBINED interests interests

NATURE/WILDLIFENATURE/WILDLIFE

NATIVE CULTURENATIVE CULTURE

Native Culture and Small Community Market SegmentsNative Culture and Small Community Market Segments

What can you do to target these Market Segments?What can you do to target these Market Segments?

1.1. Develop Develop COMBINATION TOUR PACKAGESCOMBINATION TOUR PACKAGES that that include both Nature/Wildlife and Native Culture.include both Nature/Wildlife and Native Culture.

2.2. Develop Develop PARTNERSHIPSPARTNERSHIPS with existing Nature/Wildlife with existing Nature/Wildlife Tour businesses.Tour businesses.

3.3. Focus products on opportunities for Focus products on opportunities for EXPERIENCEEXPERIENCE rather rather than high-end accommodations.than high-end accommodations.

4.4. Address Address TRANSPORTATION CONCERNSTRANSPORTATION CONCERNS in in advertising/literatureadvertising/literature

Native Culture and Small Community Native Culture and Small Community Market SegmentsMarket Segments

What can you do to target these Market Segments?What can you do to target these Market Segments?

4.4. FOCUS ADVERTISINGFOCUS ADVERTISING on target groups on target groups

• Example – travel agents connected to university alumni Example – travel agents connected to university alumni associations or nature/wildlife travel associations or nature/wildlife travel

5.5. LEARN MORELEARN MORE about target groups about target groups

• Continue to analyze AVSP dataContinue to analyze AVSP data

• New research on existing customersNew research on existing customers

• Alaska Residents Alaska Residents

1 Alaska Visitors Statistics Program Alaska Native Culture and Rural Tourism March 2003

Documents

Alaska visitors center slideshow

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