Texas State Parks Texas State Parks On-Site Visitor SurveyOn-Site Visitor Survey

December 2009December 2009

AcknowledgementsAcknowledgements

TPWD State Parks DivisionTPWD State Parks Division

Consultation on survey design/implementationConsultation on survey design/implementation

Data collection by state park staff Data collection by state park staff

TPWD Communications Division TPWD Communications Division

Survey design and implementationSurvey design and implementation

Oversaw data collection and data analysis/reports Oversaw data collection and data analysis/reports

Developed and distributed site reportsDeveloped and distributed site reports

Supervised data entry by Gary Job Corp Supervised data entry by Gary Job Corp

Sam Houston University, Dr. Michael LauSam Houston University, Dr. Michael Lau

Statewide survey analysis and reportStatewide survey analysis and report

Site reports for 16 parksSite reports for 16 parks

Survey PurposeSurvey Purpose

• To gain understanding of state park visitors to help plan for To gain understanding of state park visitors to help plan for future statewide and regional marketing strategies and park future statewide and regional marketing strategies and park business plansbusiness plans

– First comprehensive survey of state park visitors on a site-specific First comprehensive survey of state park visitors on a site-specific and statewide basisand statewide basis

– Previous research only during a specific season, at limited parks Previous research only during a specific season, at limited parks and sample sizes too small to analyze visitor information for each and sample sizes too small to analyze visitor information for each park (park (Duda, Spring 2001Duda, Spring 2001))

Survey TopicsSurvey Topics

• Visitor DemographicsVisitor Demographics

• Visitation and Travel PatternsVisitation and Travel Patterns

• Recreation Participation and Facility Use Recreation Participation and Facility Use

• Satisfaction with Facilities and ProgramsSatisfaction with Facilities and Programs

Survey MethodologySurvey Methodology

• Survey conducted on-site at 70 state parksSurvey conducted on-site at 70 state parks

• Survey distribution waves:Survey distribution waves:

1st wave: Nov 2002 – Oct 20031st wave: Nov 2002 – Oct 2003

22ndnd wave: June 2004 – May 2005 wave: June 2004 – May 2005

33rdrd wave: Sept 2006 – Aug 2007 wave: Sept 2006 – Aug 2007

Survey MethodologySurvey Methodology• Goal for each park was to complete 800 surveys for the year Goal for each park was to complete 800 surveys for the year

– 200 surveys per season200 surveys per season

• Parks asked to distribute 60 surveys per week Parks asked to distribute 60 surveys per week – Simple random sampling procedures explained to park staffSimple random sampling procedures explained to park staff

– Distribution based on proportions reported by visitation estimatesDistribution based on proportions reported by visitation estimates

– Distribution to day/overnight and weekend/weekday visitorsDistribution to day/overnight and weekend/weekday visitors

– Monthly follow-ups with staff to track distribution and encourage random sampling Monthly follow-ups with staff to track distribution and encourage random sampling

– Spanish language surveys provided at parks where manager felt there was a needSpanish language surveys provided at parks where manager felt there was a need

• SP staff facilitated survey returns:SP staff facilitated survey returns:

– Incentives provided at some parksIncentives provided at some parks

– Reminded visitors to complete the surveyReminded visitors to complete the survey

– Survey drop boxes provided at park gateSurvey drop boxes provided at park gate

– Reminded visitors they could also mail in surveyReminded visitors they could also mail in survey

Survey ResponseSurvey Response

• Overall response rate: 24%Overall response rate: 24%

26,825 Returns / 112,486 Distributed 26,825 Returns / 112,486 Distributed

• Total surveys returned by season:Total surveys returned by season:

Winter (Dec – Feb)Winter (Dec – Feb) 4,8614,861

Spring (Mar – May)Spring (Mar – May) 8,3928,392

Summer (Jun – Aug)Summer (Jun – Aug) 6,083 6,083

Fall (Sep – Nov)Fall (Sep – Nov) 7,446 7,446

TotalTotal 26,82526,825

Survey ResponseSurvey Response

• Survey returns by park ranged from 100-1,352–Response rates 10%-69%

• Reasons for below target distribution at some parks–Low visitation in off-season hindered distribution at some

parks

• 67 parks received site reports–22 Seasonal reports

–45 Annual reports

Non-Response Bias TestNon-Response Bias Test

• Non-response bias occurs when respondents are systematically Non-response bias occurs when respondents are systematically different from those who do not responddifferent from those who do not respond

• Non-response test was conductedNon-response test was conducted

– Non-response survey test at 3 parksNon-response survey test at 3 parks

– Tested key variables for non-response bias: Tested key variables for non-response bias:

• Total days/nights, first-time/repeat visits, overall satisfaction, State Parks Pass Total days/nights, first-time/repeat visits, overall satisfaction, State Parks Pass membership, age and ethnicitymembership, age and ethnicity

• Finding: the effect of non-response bias was minimalFinding: the effect of non-response bias was minimal

Weighting the SurveyWeighting the Survey

• Weighting ensures that the sample represents the correct proportions Weighting ensures that the sample represents the correct proportions of visitors based on FY07 visitation estimates of visitors based on FY07 visitation estimates

– Survey weighted by day/overnight visitation and by seasonSurvey weighted by day/overnight visitation and by season

• Weighting also based on total visits at all parks to ensure that parks are Weighting also based on total visits at all parks to ensure that parks are represented in the survey sample according to actual visitation represented in the survey sample according to actual visitation estimates (FY07) estimates (FY07)

– Larger parks with a greater number of visitors are represented in Larger parks with a greater number of visitors are represented in the sample accordinglythe sample accordingly

What did 27,000 visitors tell What did 27,000 visitors tell us about Texas State Parks?us about Texas State Parks?

Demographics of Demographics of Park VisitorsPark Visitors

Age of VisitorsAge of Visitors

• Park visitors are older (average age 47) than average Texan (43)Park visitors are older (average age 47) than average Texan (43)

• Overnight visitors (51.4) are older than day visitors (47.2)Overnight visitors (51.4) are older than day visitors (47.2)

• More overnight visitors are 55 + (44%) than day visitors (32%) More overnight visitors are 55 + (44%) than day visitors (32%)

• Age does not vary much by season – slightly higher in the fallAge does not vary much by season – slightly higher in the fall

WinterWinter SpringSpring SummerSummer FallFall

Average Age Average Age 47.047.0 47.1 47.1 46.8 46.8 48.448.4

Age 55+Age 55+ 31%31% 32% 32% 30% 30% 35%35%

Household IncomeHousehold Income

• Park visitors earn higher median household incomes than average TexanPark visitors earn higher median household incomes than average Texan

Park VisitorsPark Visitors $60,000 - $79,999$60,000 - $79,999

TexanTexan $40,000$40,000

• 20% of visitors with annual household income over $100,000 (compared to 20% of visitors with annual household income over $100,000 (compared to 11% of TX population)11% of TX population)

Under $40,000Under $40,000 24%24%

$40,000 - $59,999$40,000 - $59,999 23%23%

$60,000 - $79,999$60,000 - $79,999 19%19%

$80,000 - $99,999$80,000 - $99,999 14%14%

$100,000 or more$100,000 or more 20%20%

• There is little variation between day/overnight visitors and by seasonThere is little variation between day/overnight visitors and by season

EthnicityEthnicity• Vast majority of resident Texan park visitors are white/non-Hispanic, compared to about half of TexansVast majority of resident Texan park visitors are white/non-Hispanic, compared to about half of Texans

Other4%Hispanic

11%

White/Non-Hispanic

85%

Other15%

Hispanic37%

White/ Non-

Hispanic48%

State Park Visitor Resident Texan

• No differences in ethnicity by season

• Overnight (91%) more likely to be white/non-Hispanic than day visitors (84%)

Source: US Census, 2010 projected population

Parks with Highest Percent of Parks with Highest Percent of Hispanic VisitorsHispanic Visitors

% Hispanic Park VisitorsLake Casa Blanca 83%Falcon 70%Lake Corpus Christi 51%Franklin Mountains 35%Garner 27%Choke Canyon 27%Seminole Canyon 20%Balmorhea 19%Goliad 16%Goose Island 15%Blanco 15%

Place of ResidencePlace of Residence

WinterWinter SpringSpring SummerSummer FallFall TotalTotal

Out-of-state visitorsOut-of-state visitors 24%24% 14%14% 8%8% 10%10% 12%12%

Texas residentsTexas residents 76%76% 86%86% 92%92% 88%88% 88%88%

• The majority of visitors are Texas residents (88%); 12% came from out-of-state

• Out-of-state visitors come to parks the most during the winter

• Out-of-state visitors more likely to be overnight visitors (17%) than day visitors (11%)

Urban vs. RuralUrban vs. Rural

WinterWinter SpringSpring SummerSummer FallFall

UrbanUrban 78%78% 78%78% 75%75% 81%81%

RuralRural 22%22% 22%22% 25%25% 19%19%

• Park visitors are slightly more likely to be from rural areas compared to the average Texan

Park Visitors 23% Rural / 77% Urban Texan 15% Rural / 85% Urban

• Fall visitors are more likely to live in urban areas compared to the other seasons

• No variation in the urban/rural residence for day and overnight visitors

Park Visitation Park Visitation

PatternsPatterns

Visits to Other State Parks or Visits to Other State Parks or Historic SitesHistoric Sites

• In addition to the park currently visited, the majority (61%) visited another In addition to the park currently visited, the majority (61%) visited another state park or historic site in the last yearstate park or historic site in the last year

– More overnight than day visitors visited other parksMore overnight than day visitors visited other parks

• There was no variation by season

First-Time vs. Repeat VisitsFirst-Time vs. Repeat Visits(at specific park where visitors were surveyed)(at specific park where visitors were surveyed)

• 42% of visitors came to park for the first-time (58% repeat visits)42% of visitors came to park for the first-time (58% repeat visits)

- No difference between day and overnight visitors- No difference between day and overnight visitors

First Time

Visitors42%

Repeat Visitors

58%

• Slightly more repeat visitors come to the park during the fall season

Repeat visitors: Fall (61%); Winter (57%); Spring (56%); Summer (57%)

Number of Nights/Days Number of Nights/Days Spent at ParkSpent at Park

• Day visitors average 3.1 days per yearDay visitors average 3.1 days per year

– Over one-half visited for only one dayOver one-half visited for only one day

• Overnight visitors average 3.6 nights per yearOvernight visitors average 3.6 nights per year

– One-half of overnight visitors spent 3 or more nightsOne-half of overnight visitors spent 3 or more nights

# Days/Nights# Days/Nights Day Day Overnight Overnight

11 59%59% 19%19%

22 10%10% 29%29%

3 – 53 – 5 12%12% 29%29%

6 – 106 – 10 7%7% 14%14%

11 – 2511 – 25 6%6% 7%7%

26 or more26 or more 6%6% 1%1%

MeanMean 3.13.1 3.63.6

MedianMedian 2.02.0 4.04.0

• Little variation by season

Length of Current Park Visit Length of Current Park Visit Overnight VisitorsOvernight Visitors

• Two-thirds of visitors stayed 2 or less nights for their current visitTwo-thirds of visitors stayed 2 or less nights for their current visit

• Over one-third stayed at the park 3 or more nightsOver one-third stayed at the park 3 or more nights

   OvernightOvernight

VisitorsVisitors

1 night1 night 24%24%

2 nights2 nights 40%40%

3 – 5 nights3 – 5 nights 30%30%

6 or more nights6 or more nights 6%6%

MeanMean 2.22.2

MedianMedian 2.02.0

• There was little variation by season

Visitor Visitor Travel PatternsTravel Patterns

Time Traveled to ParkTime Traveled to Park

• One-half of day visitors traveled one hour or less One-half of day visitors traveled one hour or less

• More than half (62%) of overnight visitors traveled 2 hours or moreMore than half (62%) of overnight visitors traveled 2 hours or more

Overnight Overnight VisitorsVisitors

Day Day VisitorsVisitors

Less than ½ hourLess than ½ hour 4%4% 24%24%

½ hour – 1 hour½ hour – 1 hour 9%9% 24%24%

1 – 2 hours1 – 2 hours 25%25% 25%25%

2 – 3 hours2 – 3 hours 19%19% 10%10%

3 – 4 hours3 – 4 hours 12%12% 6%6%

4 hours or more4 hours or more 31%31% 11%11%

• There was little variation in travel time by season

Local vs. Non-Local VisitsLocal vs. Non-Local Visits

• Most visitors to park are non-local (live 50 or more miles from the park)Most visitors to park are non-local (live 50 or more miles from the park)

• Overnight visitors are more likely to be non-local (80%)Overnight visitors are more likely to be non-local (80%)

• Day visitors are slightly more likely to be non-local (56%)Day visitors are slightly more likely to be non-local (56%)

44%

56%

20%

80%

37%

63%

0%

20%

40%

60%

80%

100%

Local Non-Local

Day

Overnight

Total

Day Visitors Staying Day Visitors Staying Overnight in Local AreaOvernight in Local Area

• One-third of day visitors stay overnight in the local areaOne-third of day visitors stay overnight in the local area

Day VisitorsDay Visitors

Reside locally Reside locally 42%42%

Stay overnight in local areaStay overnight in local area 29%29%

Stay overnight in non-local areaStay overnight in non-local area 29%29%

Visits to Local Area AttractionsVisits to Local Area Attractions

• One-third visited attractions in the local areaOne-third visited attractions in the local area

• More overnight users visited local attractionsMore overnight users visited local attractions

• No variation by season

Primary Destination of TripPrimary Destination of Trip• For most visitors (66%) the park is the primary destination of their tripFor most visitors (66%) the park is the primary destination of their trip

– Overnight more likely to name park as primary destinationOvernight more likely to name park as primary destination

– Fall visitors most likely to visit park as primary destination and winter least likely

Fall (71%); Winter (60%); Spring (66%); Summer (67%)

Party SizeParty Size• Average party size 2.5Average party size 2.5

– 60% with parties of 2 or less people60% with parties of 2 or less people

• Party size relatively consistent between day and overnight visitorsParty size relatively consistent between day and overnight visitors

– However, more day than overnight visitors came to the park aloneHowever, more day than overnight visitors came to the park alone

Party SizeParty Size OvernightOvernight Day Day TotalTotal

1 1 7%7% 17%17% 13%13%

22 54%54% 42%42% 47%47%

33 11%11% 14%14% 13%13%

4 or more4 or more 28%28% 27%27% 27%27%

MeanMean 2.62.6 2.52.5 2.52.5

• Party size varied little by season; highest in the summer Winter (2.3); Spring (2.6); Summer (2.7); Fall (2.4)

Who Visitors Came to Park WithWho Visitors Came to Park With

• Most visitors came to the park with family/spouseMost visitors came to the park with family/spouse

– More overnight visitors came with family/spouseMore overnight visitors came with family/spouse

OvernightOvernight

VisitorVisitor

DayDay

VisitorVisitor

Family/SpouseFamily/Spouse 80%80% 68%68%

Friends Friends 20%20% 21%21%

AloneAlone 7%7% 15%15%

Youth/Scouts/SchoolYouth/Scouts/School

GroupsGroups

4%4% 2%2%

Church Group Church Group 2%2% 1%1%

OtherOther 2%2% 4%4%

• Visits with family most likely in spring and summer Winter (65%); Spring (74%); Summer (77%); Fall (68%)

Party CompositionParty Composition

• Two-thirds of visitors came to park with adults only (no children in party)Two-thirds of visitors came to park with adults only (no children in party)

• Slight variation between day and overnight visitorsSlight variation between day and overnight visitors

Adults Only Adults Only Adults with Children Adults with Children

(under age 17)(under age 17)

OvernightOvernight DayDay OvernightOvernight DayDay

1 adult/senior 1 adult/senior

No kidsNo kids

7%7% 16%16% 1 adult/senior1 adult/senior

with kidswith kids

5%5% 6%6%

2 + 2 + adults/seniors adults/seniors

No kidsNo kids

59%59% 52%52% 2 2 adults/seniors adults/seniors

with kidswith kids

29%29% 25%25%

TotalTotal 66%66% 68%68% TotalTotal 34%34% 31%31%

• Visitors without children come more during winter and fall

Fall (73%); Winter (76%); Spring (62%); Summer (57%)

Type of Payment to Enter ParkType of Payment to Enter Park

• The majority of visitors paid the per-person priceThe majority of visitors paid the per-person price

• Nearly one-third used the State Parks PassNearly one-third used the State Parks Pass

– Overnight more likely to use SP PassOvernight more likely to use SP Pass

OvernightOvernight

VisitorsVisitors

DayDay

VisitorsVisitors

TotalTotal

Paid per-person pricePaid per-person price 50%50% 61%61% 58%58%

Used State Parks PassUsed State Parks Pass 40%40% 22%22% 28%28%

Did not pay a feeDid not pay a fee 1%1% 12%12% 8%8%

Used Youth Group PassUsed Youth Group Pass 1%1% 0%0% 0%0%

Used Parklands PassportUsed Parklands Passport

(Senior/Veteran) (Senior/Veteran)

6%6% 3%3% 4%4%

OtherOther 2%2% 2%2% 2%2%

Sources that Influence the Park VisitSources that Influence the Park Visit• Word of mouth and previous visit most common sources of influence Word of mouth and previous visit most common sources of influence

• One-quarter of visitors were influenced by TPWD communication efforts One-quarter of visitors were influenced by TPWD communication efforts (Website, SP Guide, Magazine, PBS show)(Website, SP Guide, Magazine, PBS show)

– Website and State Park Guide more important for overnight visitorsWebsite and State Park Guide more important for overnight visitors

   OvernightOvernight Day Day

Word of mouthWord of mouth 30%30% 35%35%

Previous visit to the parkPrevious visit to the park 24%24% 27%27%

OtherOther 14%14% 16%16%

TPWD web siteTPWD web site 18%18% 9%9%

TPWD State Park GuideTPWD State Park Guide 14%14% 6%6%

Highway signHighway sign 2%2% 8%8%

Texas Parks & Wildlife MagazineTexas Parks & Wildlife Magazine 6%6% 4%4%

Travel guideTravel guide 4%4% 4%4%

Other Internet siteOther Internet site 2%2% 3%3%

Other state park/historic siteOther state park/historic site 4%4% 2%2%

Travel Information CenterTravel Information Center 4%4% 3%3%

TPWD PBS TV ShowTPWD PBS TV Show 1%1% 1%1%

Sources that Influence the Park VisitSources that Influence the Park VisitFirst-Time vs. Repeat VisitorsFirst-Time vs. Repeat Visitors

   First Time First Time VisitorsVisitors

Repeat Repeat VisitorsVisitors

Word of mouthWord of mouth 36%36% 31%31%

TPWD web siteTPWD web site 18%18% 8%8%

State Park GuideState Park Guide 13%13% 5%5%

Texas Parks & Wildlife Texas Parks & Wildlife MagazineMagazine

5%5% 5%5%

All other sourcesAll other sources < 5%< 5% < 5%< 5%

• Word of mouth, website and State Park Guide more important for first-time visitors

Reason for Visit, Reason for Visit, Recreation Activity Participation Recreation Activity Participation

and Visitor Satisfactionand Visitor Satisfaction

Primary Reason for Visiting ParkPrimary Reason for Visiting Park“Top of Mind”“Top of Mind”

• Overnight Visitors: Camp; Relax/get awayOvernight Visitors: Camp; Relax/get away

• Day Visitors: Sightseeing/scenery; Hike/walk trailsDay Visitors: Sightseeing/scenery; Hike/walk trails

Primary Reason for Visiting Primary Reason for Visiting 

OvernightOvernight

VisitorVisitor

Day Day

VisitorVisitor

Camp/ Overnight stayCamp/ Overnight stay 22%22% ------

Relax/Get away/VacationRelax/Get away/Vacation 14%14% 7%7%

Sightseeing/ScenerySightseeing/Scenery 8%8% 15%15%

Travelling thru or visiting areaTravelling thru or visiting area 7%7% 5%5%

Hike/Walk TrailsHike/Walk Trails 5%5% 13%13%

FishFish 5%5% 7%7%

Be with friends/familyBe with friends/family 5%5% 5%5%

View Wildlife/NatureView Wildlife/Nature 3%3% 4%4%

Recreation Activity ParticipationRecreation Activity Participation

   Day VisitorDay Visitor Overnight VisitorOvernight Visitor

HikingHiking 20%20% 17%17%

Wildlife viewingWildlife viewing 11%11% 12%12%

SightseeingSightseeing 12%12% 6%6%

BirdwatchingBirdwatching 9%9% 9%9%

FishingFishing 9%9% 9%9%

SwimmingSwimming 6%6% 6%6%

PicnickingPicnicking 7%7% 3%3%

Nature studyNature study 5%5% 3%3%

BikingBiking 3%3% 6%6%

• Hiking was the top activity for all – Hiking occurs more during winter and fall

Winter (21%); Fall (20%); Spring (18%); Summer (15%)

• Day visitors more likely to sightsee and picnic

* Percentages based on total survey population. Some parks may not offer all activities listed.

Amenities Used at the ParkAmenities Used at the Park• Trails were used the mostTrails were used the most

• Trails and picnic areas used more by day visitorsTrails and picnic areas used more by day visitors

  

DayDay

VisitorsVisitors

OvernightOvernight

VisitorsVisitors

Multi-Use Trails Multi-Use Trails (Hike/bike/equestrian/nature) (Hike/bike/equestrian/nature) 31%31% 23%23%

Picnic Area/PavilionPicnic Area/Pavilion 19%19% 4%4%

Park store/snack barPark store/snack bar 10%10% 8%8%

Visitor center/Nature center/MuseumVisitor center/Nature center/Museum 9%9% 3%3%

Fishing pierFishing pier 6%6% 6%6%

Beach/Swimming AreaBeach/Swimming Area 5%5% 5%5%

OtherOther 7%7% 2%2%

PlaygroundPlayground 4%4% 4%4%

Boat rampBoat ramp 5%5% 3%3%

* Percentages based on total survey population. Some parks may not offer all the amenities listed.

Amenities/Activities NeededAmenities/Activities Needed

   DayDay Overnight Overnight

Trail improvements (signage/trail maps; more trails)Trail improvements (signage/trail maps; more trails) 11%11% 7%7%

Interpretive programs/materials needed or improvedInterpretive programs/materials needed or improved 12%12% 11%11%

Campsite improvementsCampsite improvements 8%8% 14%14%

Restroom/Shower improvementsRestroom/Shower improvements 5%5% 9%9%

Swimming pool/beach/swimming areaSwimming pool/beach/swimming area 5%5% 6%6%

Cabin/Shelter improvementsCabin/Shelter improvements 4%4% 2%2%

Fishing facility improvements (piers, fish stocking)Fishing facility improvements (piers, fish stocking) 4%4% 3%3%

PlaygroundPlayground 3%3% 5%5%

Camp store (groceries, fire wood, fuel, etc)Camp store (groceries, fire wood, fuel, etc) 3%3% 4%4%

Boating facility improvements (ramps, rentals)Boating facility improvements (ramps, rentals) 3%3% 3%3%

Organized/group activitiesOrganized/group activities 3%3% 3%3%

• Day visitors: Trail improvements; More interpretive programs• Overnight visitors: Campsite and restroom/shower improvements;

More interpretive programs

Visitor SatisfactionVisitor Satisfaction• Overwhelming majority satisfied with park visit (94%)

– However only two-thirds “very satisfied”

• No difference between overnight/day visitors or by season

Visitor Satisfaction and Visitor Satisfaction and Likelihood to Return to the ParkLikelihood to Return to the Park

Likelihood of Likelihood of Visiting the Park Visiting the Park AgainAgain

VeryVery

SatisfiedSatisfied

SatisfiedSatisfied Somewhat Somewhat Satisfied / Satisfied /

Dissatisfied / Dissatisfied /

Very DissatisfiedVery Dissatisfied

Very likely/ LikelyVery likely/ Likely 92%92% 80%80% 43%43%

Somewhat likelySomewhat likely 5%5% 14%14% 32%32%

Unlikely/Very Unlikely/Very UnlikelyUnlikely

2%2% 5%5% 25%25%

• The degree of satisfaction has an important impact on repeat visitation

- 92% “very satisfied” visitors are likely to return

- 80% “satisfied” visitors likely to return

- 25% “somewhat satisfied/dissatisfied” visitors are unlikely to return

Reasons for DissatisfactionReasons for Dissatisfaction

Top reasons for dissatisfaction Top reasons for dissatisfaction DayDay OvernightOvernight

Shower/Restroom ImprovementsShower/Restroom Improvements 14%14% 21% 21%

Campsite ImprovementsCampsite Improvements 8% 8% 14% 14%

Trail Improvements Trail Improvements (more trails, signage/maps)(more trails, signage/maps) 9% 9% 5% 5%

General site maintenanceGeneral site maintenance 8% 8% 8% 8%

Issues related to feesIssues related to fees 3% 3% 3% 3%