Arizona’s Cultural Heritage Tourism Study
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Transcript of Arizona’s Cultural Heritage Tourism Study
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.
One of the most comprehensive studies done. Most are at one site and/or for a short amount of time.
Collecting information Study lasted a year Were 17 sites and 3 events throughout the
state focused on history and culture Selected several days a month, both weekdays
and weekends; people at the sites gave out questionnaires (onsite and mail back)
Surveyed residents and non-residents AZ: 883 out of 2,035 (43%) Out of state: 1,069 out of 1,980 (54%)
Study Highlights
Profile Couples without children at home Average of 56 years old Traveling together Working full time or retired Fairly well educated, moderate to high income Out of state visitors from Southwest, Pacific
Northwest, Midwest, Northeast. Also international—CH attractions have broad appeal to people from diverse regions
Event attendees more diverse that site visitors
Planning Out of state visitors plan their trips fairly far
in advance Not much interest in buying tickets ahead of
time Residents 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)
Information CH tourists tended to use typical information
sources (friends and family, prior experience) to plan their trips, but In-state visitors are quite reliant on newspaper
articles for information--newspapers need to part of the promotional mix for residents
Out of state visitors use web sites, travel clubs more often
Logistics Out of state visitors stay a median of 7 days Half stay in a hotel or motel, a quarter in a private
home Quite a large number of residents were on an
overnight trip: 30% with a median of 2 nights. Increases their economic importance
Residents travel in their own vehicles Many out of staters (half) fly in and rent or use a
private vehicle
General Activities Most participated in a number of activities in
addition to cultural heritage activities—scenery, friends and family, nature activities, shopping.
Out of state visitors do more acitivities than residents. It is the package of activities that appeal to tourists
Event visitors, though, are less likely to do other things
Cultural Heritage Activities Primary CH activities included visiting
museums, historic sites, eating local or ethnic food, shop for arts/crafts
True CH tourists participate in culturally oriented activities to a greater extent
Interestingly, not all reported participation in a cultural or heritage activity – perception is everything
Motives Many were highly motivated by CH types of
experiences 58% were very or extremely motivated by
learning about AZ history and culture and/or experiencing other cultures
CH attractions are significant players in the AZ experience
Residents were more strongly influenced by these motives; CH attractions inspire in-state travel
Influence The 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
0
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None Slight Moderate Great Primary
Trip in AZ
Commu.
Experience Cultural heritage attractions are important to
people; those who frequent such attractions do so often 91% out of state visitors and 93% residents had
been to at least one other CH attraction in the past 6 months
They have broad appeal Visitors were from many states, provinces and
countries
Benefits Enjoy the visit and appreciation and knowledge of
the area’s cultural heritage are the most important benefits
They feel they are able to attain these benefits Importance and attainment levels of true CH tourists
are higher that others CH attractions are important for quality of life;
residents feel connection to heritage and fulfilling lifestyle are important benefits
A = Enhanced family relationships
B = Contributed to a fulfilling lifestyle
C = Had fun/enjoyed the visit
D = Enhanced relationship with my friends
E = Increased appreciation of the area’s culture/history/ heritage
F = Contributed to my quality of life
G = Enhanced visit to Arizona
H = Experienced a quality heritage attraction
I = Learned more about the area’s culture/history/heritage
J = Felt “connected” to Arizona’s cultural heritage
K = Appealed to the whole family/group
L = Had a significant cultural learning experience
Importance-Performance Analysis
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Importance
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Importance-Performance Analysis
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Importance
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A = Enhanced family relationships
B = Contributed to a fulfilling lifestyle
C = Had fun/enjoyed the visit
D = Enhanced relationship with my friends
E = Increased appreciation of the area’s culture/history/ heritage
F = Contributed to my quality of life
G = Enhanced visit to Arizona
H = Experienced a quality heritage attraction
I = Learned more about the area’s culture/history/heritage
J = Felt “connected” to Arizona’s cultural heritage
K = Appealed to the whole family/group
L = Had a significant cultural learning experience
Show me the Money Overnighters 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)
Satisfaction CH 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 product
“True CH tourists” are even more satisfied than others
Event vs. Site visitors Event
Less married, lower education
More diverse Resident day-trips Newspaper use Alone Attend events/ entertain. Weather, cultures, entert. Experience greater benefits Decide to visit farther in
advance; had visited before
Site Stay in hotel, RV Rent cars More activities, general &
CH New places, sights,
scenery Spent more overall—but
because of longer stay (daily spending not different)
Benefits of enhanced visit and learn about area higher
Slightly more satisfied with trip and attraction
True heritage vs. others True
Newspaper CH activities/events All motive items more
important All benefit items more
important and achieved
Spent more on arts and crafts
More satisfied
Others Friends and relies Visit friends and relies Tended to spend less in
general
Thanks to the Arizona Office of Tourism and the Arizona Humanities Council