1 alaska visitors statistics program alaska native culture and rural tourism march 2003
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AAlaska laska VVisitors isitors SStatistics tatistics PProgramrogram
Alaska Native Culture and Alaska Native Culture and Rural TourismRural Tourism
March 2003March 2003
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Neal ChristensenNeal Christensen
Aldo Leopold Wilderness Research InstituteAldo Leopold Wilderness Research Institute
Ginny FayGinny FayEco-Systems Eco-Systems
Daniel McCollumDaniel McCollum
USDAFS Rocky Mountain Research StationUSDAFS Rocky Mountain Research Station
SuzAnne MillerSuzAnne MillerDunrovin ResearchDunrovin Research
Alan WatsonAlan Watson
Aldo Leopold Wilderness Research InstituteAldo Leopold Wilderness Research Institute
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Cooperative ResearchCooperative ResearchAlaska Department of Community and Economic DevelopmentAlaska Department of Community and Economic Development
Alaska Tourism Industry AssociationAlaska Tourism Industry Association
USDA Forest ServiceUSDA Forest Service
US Fish and Wildlife ServiceUS Fish and Wildlife Service
Bureau of Land ManagementBureau of Land Management
National Park ServiceNational Park Service
Alaska Department of Fish and GameAlaska Department of Fish and Game
Alaska State ParksAlaska State Parks
Alaska Department of TransportationAlaska Department of Transportation
Alaska Wilderness Recreation and Tourism AssociationAlaska Wilderness Recreation and Tourism Association
Alaska Conservation FoundationAlaska Conservation Foundation
Alaska Village InitiativesAlaska Village Initiatives
Convention and Visitors Bureaus of AlaskaConvention and Visitors Bureaus of Alaska
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AAlaska laska VVisitor isitor SStatistics tatistics PProgram rogram or or AVSPAVSP
1.1. RRandom andom AArrival rrival SSurvey or urvey or RASRAS
2.2. VVisitor isitor EExpenditure xpenditure SSurvey or urvey or VESVES
3.3. VVisitor isitor OOpinion pinion SSurvey or urvey or VOSVOS
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RRandom andom AArrival rrival SSurvey or urvey or RASRASGathered Information as Visitors Arrived in AlaskaGathered Information as Visitors Arrived in Alaska
1.1. How visitors arrived in AlaskaHow visitors arrived in Alaska
2.2. What visitors planned to do in Alaska What visitors planned to do in Alaska
3.3. Visitor demographics Visitor demographics
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VVisitor isitor EExpenditure xpenditure SSurvey or urvey or VES VES Gathered Information as Visitors Traveled in AlaskaGathered Information as Visitors Traveled in Alaska
1.1. What visitors purchased in AlaskaWhat visitors purchased in Alaska
2.2. Where visitors spent money in Alaska Where visitors spent money in Alaska
3.3. How much money visitors spent in AlaskaHow much money visitors spent in Alaska
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VVisitor isitor OOpinion pinion SSurvey or urvey or VOS VOS Gathered Information after Visitors Return Home from AlaskaGathered Information after Visitors Return Home from Alaska
1.1. Where visitors went in AlaskaWhere visitors went in Alaska
2.2. What visitors did in AlaskaWhat visitors did in Alaska
3.3. Visitors’ opinions about AlaskaVisitors’ opinions about Alaska
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Alaska Visitor Statistics ProgramAlaska Visitor Statistics Program
Phase I:Phase I: 19861986
Phase II:Phase II: 19901990
Phase III:Phase III: 19941994
Phase IV:Phase IV: 20012001
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AVSP Phase IVAVSP Phase IV
VES and VOS linkedVES and VOS linked
Economic unit defined as the traveling partyEconomic unit defined as the traveling party
Design input from natural resource interestsDesign input from natural resource interests
Supplemental research modulesSupplemental research modules
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AVSP Phase IVAVSP Phase IV
October 2000 through September 2001 October 2000 through September 2001
Overall response rate of 24%Overall response rate of 24%
Our analysis based on 760 returned surveysOur analysis based on 760 returned surveys
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AVSP Phase IVAVSP Phase IV
Reports Available on the Internet atReports Available on the Internet at
http://www.dced.state.ak.us/trade/toubus/home.cfmhttp://www.dced.state.ak.us/trade/toubus/home.cfm
Click on ResearchClick on Research
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Alaska Native CultureAlaska Native Culture andand
Rural TourismRural Tourism
Opportunities for Economic Opportunities for Economic Development?Development?
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Research Funded ByResearch Funded By
Alaska Village InitiativesAlaska Village Initiatives
With the Support fromWith the Support from
Alaska Department of Community and Alaska Department of Community and Economic DevelopmentEconomic Development
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Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to
the Visitor Opinion Surveythe Visitor Opinion Survey
• Purpose: To provide villages withPurpose: To provide villages with information for tourism information for tourism development development
• Funding: Alaska Village InitiativesFunding: Alaska Village Initiatives
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Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to
the Visitor Opinion Surveythe Visitor Opinion Survey
Questions focused on visitors’Questions focused on visitors’
• Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
• Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
• Barriers to Travel to RemoteBarriers to Travel to Remote AreasAreas
• Willingness to Pay to Visit Small Rural Willingness to Pay to Visit Small Rural CommunitiesCommunities
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Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to
the Visitor Opinion Surveythe Visitor Opinion Survey
Questions focused on visitors’Questions focused on visitors’
• Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how
interested do you think you would be in:interested do you think you would be in:
Visiting a museum or cultural center to view exhibits and demonstrations about traditional Alaska Native ways of life?
• Very Interested 40%Very Interested 40%• Somewhat Interested 37%Somewhat Interested 37%• Total Interested 77%Total Interested 77%
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how
interested do you think you would be in:interested do you think you would be in:
Fishing with an Alaska Native Guide?
• Very Interested 27%Very Interested 27%• Somewhat Interested 22%Somewhat Interested 22%• Total Interested 49%Total Interested 49%
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how
interested do you think you would be in:interested do you think you would be in:
Going with an Alaska Native guide to view wildlife and learn about Native names and uses for local plants and animals?
• Very Interested 38%Very Interested 38%• Somewhat Interested 34%Somewhat Interested 34%• Total Interested 72%Total Interested 72%
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Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts
If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in:interested do you think you would be in:
Learning about and doing (if you want to) traditional Alaska Native crafts like beadwork, basket making, and skin sewing?
• Very Interested 20%Very Interested 20%• Somewhat Interested 27%Somewhat Interested 27%• Total Interested 47%Total Interested 47%
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Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts
If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in:interested do you think you would be in:
Learning about and doing (if you want to) traditional Alaska Native dancing, singing, story telling, folklore?
• Very Interested 16%Very Interested 16%• Somewhat Interested 25%Somewhat Interested 25%• Total Interested 41%Total Interested 41%
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Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts
If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in:interested do you think you would be in:
Learning about and doing (if you want to) traditional Alaska Native village activities like cutting and smoking salmon and berry picking?
• Very Interested 16%Very Interested 16%• Somewhat Interested 32%Somewhat Interested 32%• Total Interested 48%Total Interested 48%
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and ArtsComparison of Activities Comparison of Activities
Visiting museums/cultural centerVisiting museums/cultural center 77%77%
Wildlife viewing with a Native GuideWildlife viewing with a Native Guide 72%72%
Fishing with a Native GuideFishing with a Native Guide 49%49%
Learning Native village activities (berry picking)Learning Native village activities (berry picking) 48%48%
Learning Native craftsLearning Native crafts 47%47%
Learning Native dances, songs, storiesLearning Native dances, songs, stories 41%41%
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
During my Alaska trip I… %YES
• Shopped for Alaska arts and crafts 78%
• Sought items with the “Made in Alaska” label 66%
• Shopped specifically for Alaska Nativearts and crafts 47%
• Sought items with the Alaska Native “Silver Hands” label 16%
• Was aware that the “Silver Hands” label meant that the item was made in Alaska by Alaska Natives 24%
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Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to
the Visitor Opinion Surveythe Visitor Opinion Survey
Questions focused on visitors’Questions focused on visitors’
Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
• Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
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Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in visiting a small interested do you think you would be in visiting a small Alaska community or village for:Alaska community or village for:
Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.?
• Very Interested 33%Very Interested 33%• Somewhat Interested 24%Somewhat Interested 24%• Total Interested 57%Total Interested 57%
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Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in visiting a small interested do you think you would be in visiting a small Alaska community or village for:Alaska community or village for:
Fishing, wildlife viewing, bird watching, hunting, looking at wild flowers, or other nature activities?
• Very Interested 51%Very Interested 51%• Somewhat Interested 25%Somewhat Interested 25%• Total Interested 76%Total Interested 76%
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Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
If you were to plan another visit toIf you were to plan another visit to AlaskaAlaska, how , how interested do you think you would be in visiting a small interested do you think you would be in visiting a small Alaska community or village to:Alaska community or village to:
Be with local residents to learn about local history and ways of life?
• Very Interested 36%Very Interested 36%• Somewhat Interested 40%Somewhat Interested 40%• Total Interested 76%Total Interested 76%
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Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska Comparison of ActivitiesComparison of Activities
Fishing, wildlife viewing, bird watching, hunting,
looking at wild flowers, or other nature activities 76%76%
Be with local residents to learn about localhistory and ways of life? 76%76%
Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? 57%57%
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Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
Suppose you were to plan another trip to Alaska Suppose you were to plan another trip to Alaska some time in the futuresome time in the future. .
Would you consider visiting a small Alaska Would you consider visiting a small Alaska community or village as part of the trip?community or village as part of the trip?
.
• Yes 85%Yes 85%
• No 15%No 15%
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Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to
the Visitor Opinion Surveythe Visitor Opinion Survey
Questions focused on visitors’Questions focused on visitors’
Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
• Barriers to Travel to Remote AreasBarriers to Travel to Remote Areas
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Barriers to Travel in Remote AreasBarriers to Travel in Remote Areas
While some small communities and villages are easily While some small communities and villages are easily accessible, others may require using forms of accessible, others may require using forms of transportation that are unfamiliar to some people.transportation that are unfamiliar to some people.
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Barriers to Travel in Remote AreasBarriers to Travel in Remote Areas
How would having to use a How would having to use a small airplanesmall airplane affect your affect your
decision to visit a small Alaska community or village decision to visit a small Alaska community or village if if you were to plan another trip to Alaskayou were to plan another trip to Alaska??
• It would make me It would make me MORE INTERESTEDMORE INTERESTED 27%27%
• It would It would NOT AFFECTNOT AFFECT my decision my decision 49%49%
• It would It would CONCERNCONCERN me, but me, but NOT PREVENTNOT PREVENT me me 17%17%
• Total that would NOT BE PREVENTED 93%Total that would NOT BE PREVENTED 93%
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Barriers to Travel in Remote AreasBarriers to Travel in Remote Areas
How would having to use a How would having to use a small boatsmall boat affect your affect your
decision to visit a small Alaska community or village decision to visit a small Alaska community or village if if you were to plan another trip to Alaskayou were to plan another trip to Alaska??
• It would make me It would make me MORE INTERESTEDMORE INTERESTED 28%28%
• It would It would NOT AFFECTNOT AFFECT my decision my decision 38%38%
• It would It would CONCERNCONCERN me, but me, but NOT PREVENTNOT PREVENT me me 23%23%
• Total that would NOT BE PREVENTED 89%Total that would NOT BE PREVENTED 89%
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Barriers to Travel in Remote AreasBarriers to Travel in Remote Areas
How would having to use an How would having to use an off-road vehicleoff-road vehicle affect affect your decision to visit a small Alaska community or your decision to visit a small Alaska community or village village if you were to plan another trip to Alaskaif you were to plan another trip to Alaska??
• It would make me It would make me MORE INTERESTEDMORE INTERESTED 28%28%
• It would It would NOT AFFECTNOT AFFECT my decision my decision 48%48%
• It would It would CONCERNCONCERN me, but me, but NOT PREVENTNOT PREVENT me me 16%16%
• Total that would NOT BE PREVENTED 92%Total that would NOT BE PREVENTED 92%
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Barriers to Travel in Remote AreasBarriers to Travel in Remote Areas
Suppose you were to plan another trip to Alaska Suppose you were to plan another trip to Alaska some time in the futuresome time in the future. .
Would you consider visiting a small Alaska Would you consider visiting a small Alaska community of village as part of the trip?community of village as part of the trip?
Concerned Prevented Concerned Prevented
Of the 85% who said Yes 26%Of the 85% who said Yes 26% 18% 18%
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Culture and Small Community Culture and Small Community Research Module Added Questions to Research Module Added Questions to
the Visitor Opinion Surveythe Visitor Opinion Survey
Questions focused on visitors’Questions focused on visitors’
Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
Barriers to Travel to RemoteBarriers to Travel to Remote AreasAreas
• Willingness to Pay to Visit Small Rural Willingness to Pay to Visit Small Rural CommunitiesCommunities
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Willingness to Pay for Travel to VillagesWillingness to Pay for Travel to Villages
If you were planning another trip to AlaskaIf you were planning another trip to Alaska , how , how likely do you think you would be to include a trip to a likely do you think you would be to include a trip to a small Alaska village if the cost per person for that small Alaska village if the cost per person for that part of your Alaska trip were each of the following part of your Alaska trip were each of the following amounts?amounts?
Amounts $200 $400 $600 $900 $1,200Amounts $200 $400 $600 $900 $1,200
Somewhat likely 19% 33% 10% 3% 2%Somewhat likely 19% 33% 10% 3% 2%
Very likely 60% 26% 20% 7% 3%Very likely 60% 26% 20% 7% 3%
Total likely 79% 59% 30% 10% 5%Total likely 79% 59% 30% 10% 5%
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Willingness to Pay for Trip - Everyone
60
25
104
19
33
19
7230
10
20
30
40
50
60
70
80
90
$200 $400 $600 $900 $1200
Somewhat Likely
Very Likely
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Defining Culture and Small Community Defining Culture and Small Community Groups or Market Segments Based onGroups or Market Segments Based on
Used Cluster Analysis to Create Groups Based onUsed Cluster Analysis to Create Groups Based on
• Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
• Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska
• Barriers to Travel to RemoteBarriers to Travel to Remote AreasAreas
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Culture and Small CommunityCulture and Small CommunityGroups or Market Segments Based onGroups or Market Segments Based on
• General Interest in Native culture……….. General Interest in Native culture……….. CultureCulture
• Interest inInterest in Fishing with Native guide…….Fishing with Native guide…….FishingFishing
• Shopping for Native Arts and Crafts……...Shopping for Native Arts and Crafts……...ShoppingShopping
• No Travel Barriers………………………….No Travel Barriers………………………….TravelTravel
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Culture and Small CommunityCulture and Small CommunityGroups or Market SegmentsGroups or Market Segments
GroupGroup
Measure (Mean = 0) Measure (Mean = 0) 1 1 22 33 4 4 55
Interest in Native Interest in Native CultureCulture 0.60.6 0.50.5 -1.1-1.1 0.20.2 -0.6-0.6
FishingFishing w/ Native guide w/ Native guide 0.90.9 -0.9-0.9 -0.8-0.8 0.20.2 -0.3-0.3
ShoppingShopping behavior behavior 0.40.4 0.7 0.7 -0.8-0.8 0.40.4 -0.9-0.9
No No TravelTravel Barriers Barriers 0.70.7 0.70.7 -1.5-1.5 -1.5-1.5 0.70.7
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Culture and Small CommunityCulture and Small CommunityGroups or Market SegmentsGroups or Market Segments
GroupGroup
1 1 22 33 4 4 55
% of Visitors% of Visitors 32%32% 17%17% 14%14% 16% 16% 21%21%
Interest in Native Interest in Native CultureCulture ++++ ++++ ---- ++ ----
FishingFishing w/ Native guide w/ Native guide ++++ ---- ---- ++ --
ShoppingShopping behavior behavior ++ ++++ ---- ++ ----
No No TravelTravel Barriers Barriers ++ ++ -- -- ++
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Culture and Small CommunityCulture and Small CommunityGroups or Market SegmentsGroups or Market Segments
Cultural Target GroupsCultural Target Groups % of Visitors % of Visitors
11 FishingFishing
++++CultureCulture++++FishingFishing++ShoppingShopping ++TravelTravel 32%32%
22 ShoppingShopping
++++Culture Culture ----Fishing Fishing ++++ShoppingShopping ++TravelTravel 17%17%
1 + 21 + 2 49% 49%
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Culture and Small CommunityCulture and Small CommunityGroups or Market SegmentsGroups or Market Segments
Non Target GroupsNon Target Groups % of Visitors % of Visitors
33 ---- CultureCulture---- Fishing Fishing---- Shopping Shopping----TravelTravel 14%14%
44 ++CultureCulture++FishingFishing++ShoppingShopping ----TravelTravel 16%16%
55 ----CultureCulture--FishingFishing----ShoppingShopping ++TravelTravel 21%21%
3 +4 +53 +4 +5 51% 51%
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Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments
Our presentation divides visitors into 3 groups:Our presentation divides visitors into 3 groups:
1.1.Non Target GroupNon Target Group 51%51% 743,223743,223
2.2.Target Culture/FishTarget Culture/Fish 32%32% 464,879464,879
3.3.Target Culture/ShopTarget Culture/Shop 17%17% 249,198249,198
Total VisitorsTotal Visitors 100%100% 1,457,3001,457,300
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Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments
Are these groups real?Are these groups real?
What evidence do we have that these groups What evidence do we have that these groups represent distinct market segments?represent distinct market segments?
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Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments
Is there a difference between the groups’ statedIs there a difference between the groups’ stated willingness to pay for travel to villageswillingness to pay for travel to villages??
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Willingness to Pay for Travel to VillagesWillingness to Pay for Travel to Villages
If you were planning another trip to AlaskaIf you were planning another trip to Alaska , , how likely do you think you would be to how likely do you think you would be to include a trip to a small Alaska village if the include a trip to a small Alaska village if the cost per person for that part of your Alaska trip cost per person for that part of your Alaska trip were each of the following amounts?were each of the following amounts?
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Very LikelyVery Likely to Pay for Travel to Villages to Pay for Travel to Villages NonNon Cultural TargetCultural Target
AmountAmount TargetTarget FishFish Shop Shop
$200$200 46%46% 71%71% 74%74%
$400$400 17% 17% 35%35% 27%27%
$600 $600 6% 6% 13%13% 15%15%
$900$900 3% 3% 5%5% 2%2%
$1,200$1,200 3% 3% 4%4% 1%1%
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Willingness to Pay - "Very Likely" by Group
71
35
13
5 4
74
27
15
2 1
46
17
63 3
0
10
20
30
40
50
60
70
80
$200 $400 $600 $900 $1200
Target - Fish
Target - ShopNon-Target
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Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments
Is there a difference between the groups’ reportedIs there a difference between the groups’ reported expenditures during their Alaska tripexpenditures during their Alaska trip??
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Expenditures during Alaska TripExpenditures during Alaska Trip
NonNon Cultural TargetCultural Target Items Items TargetTarget Fish Fish ShopShop
Made in AK Arts/Crafts Made in AK Arts/Crafts $39$39 $50$50 $146$146
Other Gifts/Souvenirs Other Gifts/Souvenirs $170 $170 $147$147 $210 $210
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Expenditures during Alaska TripExpenditures during Alaska Trip
NonNon Cultural TargetCultural Target ItemItem TargetTarget Fish Fish ShopShop
Rec./Entertainment Rec./Entertainment $192 $192 $319$319 $290$290
Package Tours Package Tours $94 $94 $220$220 $125 $125
Transportation Transportation $161 $161 $293$293 $165$165
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Expenditures during Alaska TripExpenditures during Alaska Trip
NonNon Cultural TargetCultural Target Item Item TargetTarget Fish Fish ShopShop
Lodging Lodging $445 $445 $546$546 $357$357
Food Food $228$228 $230$230 $230$230
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Expenditures during Alaska TripExpenditures during Alaska Trip
NonNon Cultural TargetCultural Target TargetTarget Fish Fish ShopShop
Total in-State $ Spent Total in-State $ Spent $1,409$1,409 $1,902$1,902 $1,604$1,604
Daily Group $ Spent Daily Group $ Spent $153 $153 $184$184 $161$161
Daily Indiv. $ Spent Daily Indiv. $ Spent $80 $80 $100$100 $89$89
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Total In-State ExpendituresTotal In-State Expenditures
Non Target GroupNon Target Group $826 million$826 million
Target Culture/FishTarget Culture/Fish $697 million$697 million
Target Culture/ShopTarget Culture/Shop $316 million$316 million
Total VisitorsTotal Visitors $1,839 million$1,839 million
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Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments
These Market Segments are Real!These Market Segments are Real!
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Culture and Small Community Target SegmentsCulture and Small Community Target Segments
• Are more willing to pay for travel to rural areasAre more willing to pay for travel to rural areas
• Spend more money onSpend more money on
– Made in Alaska ProductsMade in Alaska Products
– Tour PackagesTour Packages
– In-State TransportationIn-State Transportation
– Recreation and EntertainmentRecreation and Entertainment
• Spend more money in total in state.Spend more money in total in state.
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
Target Groups are based on interest in Native Target Groups are based on interest in Native culture and small communities.culture and small communities.
How can you market to the target groups?How can you market to the target groups?
Do they differ demographicallyDo they differ demographically? ?
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Market Segment DemographicsMarket Segment Demographics
Non Non Cultural Cultural TargetTargetCharacteristicCharacteristic Target Target Fish Fish ShopShop
Average Age Average Age 5555 5656 5252
Gender (% Female)Gender (% Female) 56%56% 55%55% 66%66%
Employment (% FT) Employment (% FT) 48%48% 45%45% 70%70%
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HHousehold Incomeousehold Income
% of Those Who Responded% of Those Who Responded
Non Non Cultural Target Target Target Fish Fish ShopShop
Less than $100,000 Less than $100,000 77% 77% 78%78%68% 68%
$100,000 or greater $100,000 or greater 23% 23% 22%22%32%32%
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EducationEducation
Non Non Cultural TargetCultural Target Target Target Fish Fish ShopShop
College graduate College graduate 20%20% 18%18% 15%15%
Post graduate Post graduate 36%36% 30%30% 51%51%
Total College +Total College + 56% 56% 48%48% 65%65%
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
Do groups differ demographically? Do groups differ demographically?
Target Culture/FishTarget Culture/Fish differ very little from the differ very little from the non target group.non target group.
Target Culture/ShopTarget Culture/Shop are more likely to be are more likely to be female, slightly younger, employed full time, female, slightly younger, employed full time, earn over $100,000, and a college graduate.earn over $100,000, and a college graduate.
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
Target Groups are based on interest in Native Target Groups are based on interest in Native culture and small communities.culture and small communities.
How can you market to the target groups?How can you market to the target groups?
How did their Alaska trips differ?How did their Alaska trips differ?
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Alaska Trip CharacteristicsAlaska Trip CharacteristicsPurpose of TripPurpose of Trip
Non Non Cultural TargetCultural Target
CharacteristicCharacteristic TargetTarget Fish Fish ShopShop
Business onlyBusiness only 11%11% 9%9% 6%6%
Business Business && pleasure pleasure 4% 4% 6%6% 10%10%
Vacation Vacation && pleasure pleasure 78% 78% 76%76% 77%77%
Visit friends Visit friends && relatives relatives 7% 7% 9%9% 7%7%
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Alaska Trip CharacteristicsAlaska Trip CharacteristicsMode of TransportationMode of Transportation
Non Non Cultural TargetCultural Target Mode Mode Target Target Fish Fish ShopShop
Domestic AirDomestic Air 57%57% 55% 55% 54% 54%
International Air International Air 1% 1% 2% 2% 1% 1%
FerryFerry 1% 1% 1% 1% 2% 2%
Cruise ShipCruise Ship 34% 34% 34% 34% 40% 40%
HighwayHighway 6% 6% 7% 7% 5% 5%
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Alaska Trip CharacteristicsAlaska Trip CharacteristicsType of TravelerType of Traveler
NonNon Cultural TargetCultural Target CharacteristicCharacteristic TargetTarget Fish Fish ShopShop
IndependentIndependent 27%27% 30%30% 15%15%
Package/Inde-Package Package/Inde-Package 74% 74% 69%69% 85% 85%
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Alaska Trip PlanningAlaska Trip PlanningUse of a Travel AgentUse of a Travel Agent
NonNon Cultural TargetCultural Target TargetTarget Fish Fish ShopShop
YesYes 63%63% 60%60% 80%80%
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Alaska Trip PlanningAlaska Trip PlanningWhen Travel Plans Were MadeWhen Travel Plans Were Made
NonNon Cultural TargetCultural Target CharacteristicCharacteristic TargetTarget Fish Fish ShopShop
1 to 2 years1 to 2 years 5%5% 3%3% 3%3%7 to 11 months7 to 11 months 17%17% 19%19% 24%24%5 to 6 months5 to 6 months 20% 20% 15%15% 33%33%3 to 4 months 3 to 4 months 21%21% 17%17% 15%15%1 to 2 months1 to 2 months 22% 22% 28%28% 15%15%Less than one monthLess than one month 16% 16% 17%17% 10%10%
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Alaska Trip CharacteristicsAlaska Trip CharacteristicsRegions Visited within AlaskaRegions Visited within Alaska
NonNon Cultural TargetCultural Target RegionRegion TargetTarget Fish Fish ShopShop
Interior/Northern Interior/Northern 60%60% 64%64% 55%55%Southeast Southeast 75%75% 75%75% 84%84%SouthcentralSouthcentral 61%61% 57%57% 67%67%SouthwestSouthwest 17% 17% 12%12% 6%6%Denali Denali 41%41% 37%37% 41%41%
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Alaska Trip CharacteristicsAlaska Trip CharacteristicsType of TravelerType of Traveler
NonNon Cultural TargetCultural Target CharacteristicCharacteristic TargetTarget Fish Fish Shop Shop
Been to Alaska BeforeBeen to Alaska Before 39% 39% 41%41% 29% 29%
Plan to Buy Day ToursPlan to Buy Day Tours 46%46% 44%44% 48% 48%
Alaska Trip > 2 WeeksAlaska Trip > 2 Weeks 12% 12% 15%15% 21% 21%
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Very LikelyVery Likely to Visit Alaska Within 5 Yearsto Visit Alaska Within 5 Years
NonNon Cultural TargetCultural Target Type of tripType of trip TargetTarget Fish Fish Shop Shop
BusinessBusiness 11% 11% 23%23% 22% 22%
Vacation/Pleasure Vacation/Pleasure 34%34% 52%52% 37% 37%
EitherEither 45%45% 75%75% 59% 59%
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
How do their Alaska trips differ? How do their Alaska trips differ?
Cultural Target Fishermen Cultural Target Fishermen are more likely to are more likely to return to Alaska within 5 years.return to Alaska within 5 years.
CulturalCultural Target Shoppers Target Shoppers are more likely to use are more likely to use a travel agent, make trip plans earlier, purchase a travel agent, make trip plans earlier, purchase a travel package, and are less likely to have a travel package, and are less likely to have been to Alaska before.been to Alaska before.
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Culture and Small Community Culture and Small Community Groups or Market SegmentsGroups or Market Segments
Conclusions about group differences Conclusions about group differences
Cultural Target Fishermen Cultural Target Fishermen are difficult to are difficult to distinguish by demographics or trip distinguish by demographics or trip characteristics.characteristics.
CulturalCultural Target Shoppers Target Shoppers are a little more are a little more distinctive and may potentially be reached distinctive and may potentially be reached through travel agents that cater to well through travel agents that cater to well educated, employed, women.educated, employed, women.
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
Conclusions about group differences Conclusions about group differences
We need to dig beyond demographics We need to dig beyond demographics and trip characteristics to identify how and trip characteristics to identify how to target market segments.to target market segments.
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
Need to focus on group interests.Need to focus on group interests.
• Compare questions used to define groups.Compare questions used to define groups.
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and ArtsComparison of Activities -- EveryoneComparison of Activities -- Everyone
Visiting museums/cultural centerVisiting museums/cultural center 77%77%
Wildlife viewing with a Native GuideWildlife viewing with a Native Guide 72%72%
Fishing with a Native GuideFishing with a Native Guide 49%49%
Learning Native village activities (berry picking)Learning Native village activities (berry picking) 48%48%
Learning Native craftsLearning Native crafts 47%47%
Learning Native dances, songs, storiesLearning Native dances, songs, stories 41%41%
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and ArtsComparison of Activities – by Market SegmentsComparison of Activities – by Market Segments
NonNon Cultural TargetCultural TargetActivityActivity Target Target Fish Fish Shop Shop
Visiting museums Visiting museums 65%65% 91%91% 91%91%
Wildlife viewing Wildlife viewing 54%54% 91%91% 87%87%
Fishing Fishing 38%38% 100%100% 0%0%
Village activities Village activities 30%30% 70%70% 62%62%
Native craftsNative crafts 31%31% 60%60% 71%71%
Native folkloreNative folklore 30%30% 56%56% 50%50%
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Interest in Small Rural Communities in Alaska Interest in Small Rural Communities in Alaska Comparison of Activities -- Everyone Comparison of Activities -- Everyone
Fishing, wildlife viewing, bird watching, hunting,
looking at wild flowers, or other nature activities 76%76%
Be with local residents to learn about localhistory and ways of life? 76%76%
Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? 57%57%
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Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts
Comparison of Activities – by Market SegmentsComparison of Activities – by Market Segments
NonNon Cultural TargetCultural Target
Activity Activity Target Target Fish Fish Shop Shop
Nature Activities Nature Activities 66%66% 88%88% 85%85%
History/Way of Life History/Way of Life 60%60% 90%90% 90%90%
Outdoor Recreation Outdoor Recreation 46%46% 65%65% 67%67%
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Culture and Small Community Market SegmentsCulture and Small Community Market Segments
Need to focus on group interests.Need to focus on group interests.
Compare questions used to define groups.Compare questions used to define groups.
• Compare other questions in Visitor Opinion Survey.Compare other questions in Visitor Opinion Survey.
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Importance of OpportunitiesImportance of Opportunities in Planning Alaska Trip --by Market Segments in Planning Alaska Trip --by Market Segments
% Responding that Opportunity was Very Important% Responding that Opportunity was Very Important
NonNon Cultural TargetCultural Target OpportunityOpportunity TargetTarget Fish Fish ShopShop
Seeing natural scenery Seeing natural scenery 81% 81% 86%86% 86%86%
Seeing/visiting wilderness Seeing/visiting wilderness 51% 51% 77%77% 74% 74%
Experiencing solitude Experiencing solitude 25% 25% 37%37% 27%27%
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Importance of OpportunitiesImportance of Opportunities in Planning Alaska Trip --by Market Segments in Planning Alaska Trip --by Market Segments
% Responding that Opportunity was Very Important% Responding that Opportunity was Very Important
NonNon Cultural TargetCultural Target Opportunity Opportunity TargetTarget Fish Fish ShopShop
Viewing wildlife Viewing wildlife 52% 52% 72%72% 75%75%
Fishing Fishing 11% 11% 33%33% 3% 3%
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Importance of OpportunitiesImportance of Opportunities in Planning Alaska Trip --by Market Segments in Planning Alaska Trip --by Market Segments
% Responding that Opportunity was Very Important% Responding that Opportunity was Very Important
NonNon Cultural TargetCultural Target OpportunityOpportunity TargetTarget Fish Fish ShopShop
Learning Alaska History Learning Alaska History 16% 16% 52%52% 45%45%
Learning Native Culture Learning Native Culture 14% 14% 50%50% 47%47%
Meeting Local PeopleMeeting Local People 14%14% 40%40% 36%36%
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Importance of OpportunitiesImportance of Opportunities in Planning Alaska Trip --by Market Segments in Planning Alaska Trip --by Market Segments
% Responding that Opportunity was Very Important% Responding that Opportunity was Very Important
NonNon Cultural TargetCultural Target Opportunity Opportunity TargetTarget Fish Fish ShopShop
Shopping for arts/crafts Shopping for arts/crafts 14% 14% 27% 27% 37%37%
Quality food and drink Quality food and drink 25% 25% 30%30% 32%32%
Luxurious accommodations Luxurious accommodations 8% 8% 11%11% 7%7%
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Importance of OpportunitiesImportance of Opportunities in Planning Alaska Trip --by Market Segments in Planning Alaska Trip --by Market Segments
Opportunities of Primary Interest to Both Groups Opportunities of Primary Interest to Both Groups
Cultural Target Cultural Target OpportunityOpportunity Fish Fish Shop Shop
Seeing natural scenery Seeing natural scenery 86%86% 86% 86%
Seeing/visiting wilderness Seeing/visiting wilderness 77%77% 74% 74%
Viewing wildlife Viewing wildlife 72%72% 75% 75%
Learning Alaska history Learning Alaska history 52%52% 45% 45%
Learning Native culture Learning Native culture 50%50% 47% 47%
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Alaska Native Culture and Rural TourismAlaska Native Culture and Rural Tourism
What have we learned aboutWhat have we learned aboutOpportunities for Economic Development?Opportunities for Economic Development?
89
Native Culture and Small Community Native Culture and Small Community Market Segments Are:Market Segments Are:
• BIGBIG – nearly ½ of current visitors – nearly ½ of current visitors
• Economically ImportantEconomically Important – contribute more $$ – contribute more $$ in state per person per trip than other visitorsin state per person per trip than other visitors
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Native Culture and Small Community Native Culture and Small Community Market Segments Are:Market Segments Are:
• Distinguished by Distinguished by INTERESTS INTERESTS
– not demographics– not demographics
– not type of traveler – not type of traveler
• Centered on Centered on TWO COMBINEDTWO COMBINED interests interests
NATURE/WILDLIFENATURE/WILDLIFE
NATIVE CULTURENATIVE CULTURE
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Native Culture and Small Community Market SegmentsNative Culture and Small Community Market Segments
What can you do to target these Market Segments?What can you do to target these Market Segments?
1.1. Develop Develop COMBINATION TOUR PACKAGESCOMBINATION TOUR PACKAGES that that include both Nature/Wildlife and Native Culture.include both Nature/Wildlife and Native Culture.
2.2. Develop Develop PARTNERSHIPSPARTNERSHIPS with existing Nature/Wildlife with existing Nature/Wildlife Tour businesses.Tour businesses.
3.3. Focus products on opportunities for Focus products on opportunities for EXPERIENCEEXPERIENCE rather rather than high-end accommodations.than high-end accommodations.
4.4. Address Address TRANSPORTATION CONCERNSTRANSPORTATION CONCERNS in in advertising/literatureadvertising/literature
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Native Culture and Small Community Native Culture and Small Community Market SegmentsMarket Segments
What can you do to target these Market Segments?What can you do to target these Market Segments?
4.4. FOCUS ADVERTISINGFOCUS ADVERTISING on target groups on target groups
• Example – travel agents connected to university alumni Example – travel agents connected to university alumni associations or nature/wildlife travel associations or nature/wildlife travel
5.5. LEARN MORELEARN MORE about target groups about target groups
• Continue to analyze AVSP dataContinue to analyze AVSP data
• New research on existing customersNew research on existing customers
• Alaska Residents Alaska Residents