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By: Kate Brannen +
Becca Swanson
Oklahoma Tourism Trends
Presented to: Erfurt Tourism
and Marketing Board
Participant Word Cloud in Relation to Germany
Background of Study: Main
Research Questions
What motivations bring Oklahomans to Europe,
Germany and Erfurt?
What are the most important expenses Oklahomans
wish to spend when traveling abroad?
Summary of Secondary
Research
What we found from journal articles and social media posts:
Strong economies translate to strong tourism
“Normal Tourism” is being redefined
Tourists weigh the perceived risk of traveling
abroad
S.W.O.T.
Strengths:
A strong economy sets the foundation for tourism
Weaknesses:
Larger, neighboring cities overshadow small towns
Opportunities:
There is potential to draw in tourists from large nearby
cities
Threats:
Potential crises associated with the European Union
Purpose of Primary Research
Attitudes
Beliefs
Behaviors
Demographics
Motivations
Values
Researchers used surveys to further investigate:
Short Description and
Justification of Method
Surveys (Quantitative Method)• Benefits
• Drawbacks
Interviews (Qualitative Method)• Benefits
• Drawbacks
The Survey
What characteristics do Oklahomans who travel
to Europe possess?
What motivations bring Oklahomans to Europe,
Germany and Erfurt?
How does income influence the Oklahoma
tourist’s European travel experience?
We asked the following research questions:
Survey MethodologyThe facts:
Study population:
“Residents of Oklahoma”
Sampling:
Snowball and convenience sampling
Instrument:
Survey Monkey
Distribution:
Electronically through social media and
Estimated response rate: 236 completed
surveys/ 3050 possible participants
(7.47%)
Major Survey Results & Discussion
1.What characteristics do Oklahomans
who travel to Europe posses?
2. What motivations bring Oklahomans to
Europe, Germany and Erfurt?
3.How does income influence the Oklahoma
tourist’s European travel experience?
The Interview
The facts: Methodology:
Snowball and purposive sampling
Semi-structured protocol
Participants:
6 participants
Diverse demographic and psychographic profiles
Anonymity of participants
Place:
Holy Trinity Lutheran Church
Edmond, OK
Central state location
Time:
5-8 p.m. Wednesday, Nov. 20
Interview Results and Findings
“I am interested in how ordinary people live here, what
do they shop, what do they eat?” –Participant 6
There were those who had been abroad…
“Smaller cities are harder to navigate.” –Participant 2
[Big cities] “Been there done that.” –Participant 6
Interview Results and Findings
“I want to see all the things you see in the movies, all the romantic touristy things.” –Participant 1
…and there were those who had not:
“The past couple years we have planned vacations around them [the kids].” –Participant 3
Emerging Interview Themes
Oklahomans who have previously have gone to
Europe seek more localand cultural experiences
Oklahoman families are less likely to travel to
Europe due to affordability and convenience
Oklahomans are more likely to stay in big cities
and travel to surrounding areas
Client Recommendations
Promote:
The small town feel
Affordability, accessibility, comfort and security
Family oriented activities in order to increase traffic of young
families
Target:
Students and retired individuals more heavily
By: Kate Brannen + Becca Swanson