Arizona’s Cultural Heritage Tourism Study

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Arizona’s Cultural Heritage Tourism Study. Purpose. The purpose of the study was to generate information about cultural heritage tourists in Arizona. Get a better idea of visitors who go to cultural and heritage attractions. - PowerPoint PPT Presentation

Text of Arizona’s Cultural Heritage Tourism Study

  • Arizonas Cultural Heritage Tourism Study

  • PurposeThe purpose of the study was to generate information about cultural heritage tourists in Arizona.Get a better idea of visitors who go to cultural and heritage attractions.One of the most comprehensive studies done. Most are at one site and/or for a short amount of time.

  • Collecting informationStudy lasted a yearWere 17 sites and 3 events throughout the state focused on history and cultureSelected several days a month, both weekdays and weekends; people at the sites gave out questionnaires (onsite and mail back)Surveyed residents and non-residentsAZ: 883 out of 2,035 (43%)Out of state: 1,069 out of 1,980 (54%)

  • Study Highlights

  • ProfileCouples without children at homeAverage of 56 years oldTraveling togetherWorking full time or retiredFairly well educated, moderate to high incomeOut of state visitors from Southwest, Pacific Northwest, Midwest, Northeast. Also internationalCH attractions have broad appeal to people from diverse regionsEvent attendees more diverse that site visitors

  • PlanningOut of state visitors plan their trips fairly far in advanceNot much interest in buying tickets ahead of timeResidents tend to decide to visit the attraction on fairly short notice (31% the day of the visit; 30% 2-6 days)but so do others (34% the day of the visit; only 32% before leaving home)

  • InformationCH tourists tended to use typical information sources (friends and family, prior experience) to plan their trips, butIn-state visitors are quite reliant on newspaper articles for information--newspapers need to part of the promotional mix for residentsOut of state visitors use web sites, travel clubs more often

  • LogisticsOut of state visitors stay a median of 7 daysHalf stay in a hotel or motel, a quarter in a private homeQuite a large number of residents were on an overnight trip: 30% with a median of 2 nights. Increases their economic importanceResidents travel in their own vehiclesMany out of staters (half) fly in and rent or use a private vehicle

  • General ActivitiesMost participated in a number of activities in addition to cultural heritage activitiesscenery, friends and family, nature activities, shopping. Out of state visitors do more acitivities than residents. It is the package of activities that appeal to touristsEvent visitors, though, are less likely to do other things

  • Cultural Heritage ActivitiesPrimary CH activities included visiting museums, historic sites, eating local or ethnic food, shop for arts/craftsTrue CH tourists participate in culturally oriented activities to a greater extentInterestingly, not all reported participation in a cultural or heritage activity perception is everything

  • MotivesMany were highly motivated by CH types of experiences58% were very or extremely motivated by learning about AZ history and culture and/or experiencing other culturesCH attractions are significant players in the AZ experienceResidents were more strongly influenced by these motives; CH attractions inspire in-state travel

  • InfluenceThe specific attractions were fairly influential in inspiring the visit to the community, somewhat less influential on the visit in general > CH attractions are a draw for visitors

  • ExperienceCultural heritage attractions are important to people; those who frequent such attractions do so often91% out of state visitors and 93% residents had been to at least one other CH attraction in the past 6 monthsThey have broad appealVisitors were from many states, provinces and countries

  • BenefitsEnjoy the visit and appreciation and knowledge of the areas cultural heritage are the most important benefitsThey feel they are able to attain these benefitsImportance and attainment levels of true CH tourists are higher that othersCH attractions are important for quality of life; residents feel connection to heritage and fulfilling lifestyle are important benefits

  • A = Enhanced family relationshipsB = Contributed to a fulfilling lifestyleC = Had fun/enjoyed the visitD = Enhanced relationship with my friendsE = Increased appreciation of the areas culture/history/ heritageF = Contributed to my quality of lifeG = Enhanced visit to ArizonaH = Experienced a quality heritage attractionI = Learned more about the areas culture/history/heritageJ = Felt connected to Arizonas cultural heritageK = Appealed to the whole family/groupL = Had a significant cultural learning experience

  • A = Enhanced family relationshipsB = Contributed to a fulfilling lifestyleC = Had fun/enjoyed the visitD = Enhanced relationship with my friendsE = Increased appreciation of the areas culture/history/ heritageF = Contributed to my quality of lifeG = Enhanced visit to ArizonaH = Experienced a quality heritage attractionI = Learned more about the areas culture/history/heritageJ = Felt connected to Arizonas cultural heritageK = Appealed to the whole family/groupL = Had a significant cultural learning experience

  • Show me the MoneyOvernighters spent over $1.2K (about 1,050 people)Day trippers spent over $75,000 (about 440 people)Estimate are 3.2 million CH visitors who spent over $2 billion (includes resident and day-trip travel)

  • SatisfactionCH visitors are very satisfied with the experiences in AZ with high levels of satisfaction with their visit to the specific attraction, with the diversity and quality of the CH tourism productTrue CH tourists are even more satisfied than others

  • Event vs. Site visitorsEventLess married, lower educationMore diverseResident day-tripsNewspaper useAloneAttend events/ entertain.Weather, cultures, entert.Experience greater benefitsDecide to visit farther in advance; had visited beforeSiteStay in hotel, RVRent carsMore activities, general & CHNew places, sights, scenerySpent more overallbut because of longer stay (daily spending not different)Benefits of enhanced visit and learn about area higherSlightly more satisfied with trip and attraction

  • True heritage vs. othersTrueNewspaperCH activities/eventsAll motive items more importantAll benefit items more important and achievedSpent more on arts and craftsMore satisfiedOthersFriends and reliesVisit friends and reliesTended to spend less in general

  • Thanks to the Arizona Office of Tourism and the Arizona Humanities Council