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2008 FRANKLIN COUNTY NATURE-BASED TOURISM VISITOR SURVEY. Background: These data are the preliminary results of a survey of visitors to Franklin County, Maine, during August, September, and October, 2008. Bias: - PowerPoint PPT Presentation
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2008 FRANKLIN COUNTY NATURE-BASED TOURISM VISITOR SURVEY
Background:These data are the preliminary results of a survey of visitors to Franklin County, Maine, during August, September, and October, 2008.
Bias:There is an inherent bias in that the sample is comprised largely of visitors to nature-based tourism enterprises. A total of 19 businesses participated in the study by soliciting their customers to complete and on-line survey.
Businesses comprised of:2 locally-owned motels 2 retail outfitters 1 small grocery store (popular with AT thru-hikers)1 sporting camp 1 campground 1 state park 2 B&Bs 9 guide services
2008 FRANKLIN COUNTY NATURE-BASED TOURISM VISITOR SURVEY
Responses:
We received 198 valid responses. Nearly half (47%) coming from Maine residents. There were no responses from international visitors. At this time we do not have the breakdown of responses per business.
VISITOR OVERVIEW
WHERE DO THEY COME FROM? 47% Live in Maine 53% Do not live in Maine
Mostly from New England/Mid-Atlantic 4% Own a summer/seasonal home
(these are folks from away)
VISITOR OVERVIEW
DEMOGRAPHICS 79% Between 35 and 64 years old 60% Have 4-year degrees and Master’s
Degrees 34% Earn between $60K and $90K 33% Earn $100K or more
SOME COMPARISONS
Age
0
10
20
30
40
50
60
70
18-25 26-34 35-54 55-64 65 andover
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
Education
05
10152025303540
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
SOME COMPARISONS
Combined Household Income
0
5
10
15
20
25
30
35
40
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
SOME COMPARISONS
Trip Characteristics
Nights in Region
0
10
20
30
40
50
60
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
Travel Party Size
0
10
20
30
40
50
60
1 2 3 4 5 Morethan 5
% Out of State
% In State
% Total
SOME COMPARISONS
Was This Region Primary Destination
0
10
20
30
40
50
60
70
80
90
Yes No
% Out of State
% In State
% Total
SOME COMPARISONS
Activities Participated In
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total
Out of State
In-State
SOME COMPARISONS
Trip PlanningHow Far in Advance Plan Visit
0102030405060708090
Lessthan 1week
1 weekto lessthan 2weeks
2 weeksbut less
thanone
month
1 monthor more
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
SOME COMPARISONS
Trip PlanningSources of Information Used to Plan Visit
0%10%20%30%40%50%60%70%80%90%
100%
Friends/r
ela
tives
Web-b
ased w
eath
er
fore
cast
Oth
er
inte
rnet
Local vis
itor
guid
es
Oth
er
sourc
es (
non-inte
rnet
MO
T w
ebsite
Socia
l netw
ork
ing s
ite
Hig
hw
ay V
ICs
Radio
Cham
bers
of C
om
merc
e
New
spaper
Magazin
es
TV
Very useful
Somewhat useful
Not very useful
Did not use
SOME COMPARISONS
Trip Planning For Maine residents the most important
factors in selecting this region as their destination were: Clean natural resources (100%) Close proximity (62%) Prior experience (52%) Low Cost (48%)
SOME COMPARISONS
Trip Planning For Maine residents the least important
factors in selecting this region as their destination was: ‘World Class Facilities and services (65%)
SOME COMPARISONS
Trip Planning For non-Maine residents the most
important factors in selecting this as their destination were: Clean natural resources (77%) Interesting culture and heritage (56%)
Least important: Close proximity (50%) Prior experience (60%)
Potential Tourism ExperiencesWe asked visitors to rate the likelihood that they would participate in a
variety of activities if offered as a tourism product.
These activities included: A guided ATV ride on the county’s many ATV trails.
This was also offered as a self-guided experience as well as a mountain bike ride.
A guided canoe/kayak trip down the Sandy River. Also offered as self-guided.
A self-guided scenic driving tour. Also offered as a road bicycling trip and a motorcycle trip
An interactive Wood Turning Museum celebrating the regions woods products heritage.
Potential Tourism Experiences
Percentage of all visitors who were ‘Definitley Interested’ in the following experiences:
ATV Trip Guided 23% Self 19% On mtn. bike 35%
Canoe/kayak Sandy River Guided 68% Self 62%
Potential Tourism Experiences
Scenic Drive Car 81% On road bicycle 43% On motorcycle 10%
Wood Turning Museum 62%
Comparison to Statewide Visitor Data from 2006 Longwood Survey
This data largely supports the Statewide data with a few notable differences in Age and Income. However, one must take into consideration that our survey used a targeted sample of nature-based tourists.
Comparison to Statewide Visitor Data from 2006 Longwood Survey
Age
Age
0
10
20
30
40
50
60
70
18-25 26-34 35-54 55-64 65 andover
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
2006 Statewide 2008 Franklin County
Comparison to Statewide Visitor Data from 2006 Longwood Survey
Income
2006 Statewide 2008 Franklin County
Combined Household Income
0
5
10
15
20
25
30
35
40
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
Comparison to Statewide Visitor Data from 2006 Longwood Survey
Education
2006 Statewide 2008 Franklin County
Education
05
10152025303540
% o
f re
sp
on
den
ts
% Out of State
% In State
% Total
Comparison to Statewide Visitor Data from 2006 Longwood Survey
Information Used to Plan Trip
2006 Statewide
Comparison to Statewide Visitor Data from 2006 Longwood Survey
Information Used to Plan Trip
2006 Statewide
Comparison to Statewide Visitor Data from 2006 Longwood Survey
Information Used to Plan Trip
2008 Franklin County
Sources of Information Used to Plan Visit
0%10%20%30%40%50%60%70%80%90%
100%F
riends/r
ela
tives
Web-b
ased w
eath
er
fore
cast
Oth
er
inte
rnet
Local vis
itor
guid
es
Oth
er
sourc
es (
non-inte
rnet
MO
T w
ebsite
Socia
l netw
ork
ing s
ite
Hig
hw
ay V
ICs
Radio
Cham
bers
of C
om
merc
e
New
spaper
Magazin
es
TV
Very useful
Somewhat useful
Not very useful
Did not use
