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Kentucky Visitor Profile StudyWestern Waterlands Region
September 2010 – August 2011 VisitorsPrepared for:
The Commonwealth of KentuckyDepartment of Travel and Tourism
Prepared by:
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Table of Contents
• Background………………..………………………………………………………………………..
3• Trip Planning…………………………………………………………………………………..……
5• Trip Characteristics………………………………………………………………………..…….
6• Trip Assessment……………………………………………………………………………..……
7• Visitor/Travel Party Demographics………………………………………………..…….
8• Appendix
Methodology………………………………………………………………………………… 10 Regional Comparison Tables.………………………………………………………… 15
Western Waterlands Region
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Background• The Kentucky Department of Travel and Tourism has commissioned DPA to conduct
a research study profiling visitors within Kentucky during the period of September 2010 through August 2011.
• The findings from this research will be used primarily to inform the development of future advertising and marketing plans for Kentucky’s tourism industry. To fulfill this responsibility, the Kentucky Department of Travel and Tourism (KDTT) requires accurate and timely information on tourism activity in the Kentucky.
• This summary report focuses solely on the Western Waterlands Region, with comparisons to the State in general.
Western Waterlands Region
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Summary Findings – Western Waterlands
Western Waterlands Region
5
• Like visitors to Kentucky in general, visitors to the Western Waterlands Region are generally coming to the area for vacation or short pleasure trip (59%). An additional 29% come to visit family and friends.
• The planning process for trips to Western Waterlands is similar to the process for all travelers to the State.• The Internet is the primary source used, with 57% of those traveling to Western Waterlands using the
Internet as a planning resource. An additional 30% use friends and family or co-workers for trip advice.
• Specifically, visitors use kentuckytourism.com and search engines to help plan their trips.• Fully two-thirds (65%) of visitors recall promotions for Kentucky.• The plurality (47%) of visitors to Western Waterlands report making accommodations
reservations prior to leaving home. One in eight (13%) say they stayed with family or friends, while 12% say they did not stay overnight.
• The majority of visitors to Western Waterlands say their decision to go to Kentucky was influenced by the peacful/relaxing atmosphere (71%), the fact that it is a safe destination (67%) and convenient (64%). These findings are on-par with the reasons travelers to Kentucky in general provide.
Trip PlanningWestern Waterlands Region
6
• Three-quarters (77%) of Western Waterlands visitors say they stayed in paid accommodations, equivalent to the 76% doing so statewide.• One in eight (13%) say they stayed at a resort, which is higher than the 9% state average.
• Visitors to Western Waterlands stayed an average of 3.6 nights in Kentucky.• During their stay, more than half (58%) reported going shopping, slightly higher than the 54%
statewide average.• Also higher than the State average is the 15% saying they were in the region for business, compared
to 10% doing so across the State.• The vast majority (84%) of visitors to the Region drove a personal vehicle, equal to the 84%
State average.
Trip CharacteristicsWestern Waterlands Region
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• Nearly all (94%) visitors to the Western Waterlands Region say they were satisfied with their visit. In fact, 64% were very satisfied. These proportions are equivalent to the Statewide average.• These visitors also are likely to return to Kentucky, with 73% saying they definitely will return and
18% saying they probably will return.• Additionally, 98% are likely to recommend Kentucky as a vacation destination, similar to the 96%
Statewide average.• About half (48%) of the visitors to Western Waterlands say it is about as expensive as they
thought it would be, but 41% say it was less expensive than they expected, which is on par with the statewide average (41%).
• Two in five (39%) visitors also feel the quality of accommodations exceeded their expectations. Again, this proportion is equal to the Statewide average.
• Visitors to the region liked the scenery (66%) and friendliness of the people (50%) the most. Twenty-two percent said they liked the quality of dining options, which is above the State average of 22%.
• Not having enough time to do all they wanted to do was the most commonly mentioned “least favorite” feature.
Trip AssessmentWestern Waterlands Region
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• The typical visitor to the Western Waterlands Region is slightly more affluent than the average visitor to the State ($75,510 HHI vs. $74, 470 HHI).
• These visitors are also slightly older than visitors to Kentucky in general (53.6 years old vs. 51.3).
• Western Waterlands visitors are less likely than others to bring children on their trip, with only 23% of visitors to the Region traveling with children, compared to 28% doing so statewide.
• Like the rest of the State, the Region primarily draws its visitors from the South (53%) and Midwest (34%). Evansville (11%), Lexington (8%), Louisville (8%) and Nashville (6%) are the top DMAs where travelers originate.
Visitor and Travel Party ProfileWestern Waterlands Region
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Appendix
Western Waterlands Region
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Methodology
Past Visitors
Online Survey
Among KDTT’s e-newsletter subscribers
Traveled in Kentucky during September 2010 – May 2011
Current Visitors
In-Person Intercept Survey
Among visitors at locations known to have tourists
Traveling in Kentucky during June 2011 – August 2011
• Given the composition of past and current travelers needed to provide an annual profile of visitors, DPA employed a two-pronged data collection approach.
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Methodology
• Kentucky travelers during September 2010 through May 2011.• DPA conducted an online survey among KDTT’s database of e-newsletter subscribers.• Potential respondents were sent an email with an invitation to participate in an online survey about travel
in Kentucky.• Qualified respondents had to have traveled in Kentucky during the specified time period, traveling more
than 50 miles from home or staying overnight on their trip.• In total 924 qualified respondents participated in the survey from June 16, 2011 – July 24, 2011.
Past Visitors
Current Visitors• Kentucky travelers during June 2011 through August 2011.• DPA conducted a onsite intercept survey among Kentucky visitors at pre-determined locations, such as
outdoor recreation areas, attractions, tourist shopping areas, festivals/events, etc. • Potential respondents were approached by trained interviewers and asked to participate in a survey of
visitors to the area. • Qualified respondents had to be traveling more than 50 miles from home or staying overnight on their trip.
The questionnaire was to be completed by the respondent and returned to the interviewer.• In total 895 qualified respondents participated in the survey from June 24, 2011 through August 27, 2011.
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Methodology
Season Month of TravelNumber of
RespondentsFall September 2010 – November 2010 164
Winter December 2010 – January 2011 90*
Spring March 2011 – May 2011 670
Summer June 2011 – August 2011 895
Total 1,819
• The data collected provides a readable sample of visitors in each season. Respondents were grouped by season according to the month of their most recent trip. The total number of completed interviews by season is shown below.
• Throughout report * denotes sample size less than 100. Please interpret with caution.
• Throughout report a, b, c, etc. is significant at the 95 percent confidence level
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Methodology• Additionally, the data collected provides a readable sample of visitors in each of
Kentucky’s nine tourism regions. Respondents who visited multiple regions on their most recent trip were counted as a visitor in each of those regions so the groups are not mutually exclusive. The map below shows how each region is defined.
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Regional Comparison Tables
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Trip Planning
Started Talking about Trip
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i2011 64% 61% 62% 63% 69%afg 64% 61% 58% 63% 63%
2010 26% 30%h 24% 31%bh 25% 30%h 27% 30%h 22% 29%h
2009 or Earlier 3% 4% 2% 3% 3% 3% 2% 4% 4% 2%
Choose Kentucky for Trip
2011 66% 64% 61% 65% 71%bfg 67%g 61% 60% 64% 65%
2010 23% 27% 21% 28%bdh 22% 26% 26% 26% 21% 26%
2009 or Earlier 2% 3%i 1% 2% 2% 3%i 1% 2% 3%i 1%
Q3. When did you “start talking” about going on this trip?Q4. When did you choose Kentucky for this trip?
Discussion vs. Decision Timeline
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Accommodations Reservations Timeline
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
Before Leaving Home 51% 47% 45% 52%e 47% 45% 52%e 58%abde 56%abde 53%e
On the road, but not in Kentucky 3% 5% 3% 3% 4% 4% 3% 4% 3% 3%
After arriving in Kentucky 7% 10%d 8% 8%d 5% 8% 10%d 7% 7% 11%d
I did not make reservations 12% 12% 14% 10% 13% 13% 14% 10% 14% 15%
I Stayed with Friends or Family 13% 13% 15% 17%fhi 13% 19%adfghi 10% 13% 10% 10%
I did not stay overnight in Kentucky 12% 12%gi 14%cgi 9% 17%cefghi 11%gi 10%g 6% 9% 7%
No Answer 2% <1% 2% 1% 2% 1% 1% 2%a 2% 2%a
Q5. When did you make accommodations reservations for your stay in Kentucky?
Trip Planning
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Trip Planning Resources
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i The Internet 58% 57% 64%hi 64%ahi 60%h 60%h 60% 59% 52% 55% Friends/relatives/co-workers' advice 35% 30% 30% 40%abfg 36% 39%abfg 31% 32% 38% 36%
Travel guides/brochures 15% 15% 11% 20%bdbd 13% 19%bd 22%abdh 18%b 15% 17% Ordered Kentucky Visitors Guide 14% 14% 13% 21%abdh 10% 20%abd 17%d 18%d 15% 17%d
AAA 11% 13% 11% 13% 14% 14%g 12% 9% 11% 11%
Travel books 7% 8% 7% 10%d 6% 11%dh 7% 7% 7% 8% Contact local convention and visitors bureaus 6% 6% 5% 9%dh 5% 8%h 8% 7% 5% 6%
Articles or travelogues 5% 4% 6% 6% 4% 7%a 5% 5% 5% 7%
Travel magazines 5% 5% 6% 7% 5% 6% 6% 7% 4% 5% Contact local Chambers of Commerce 2% 3% 2% 3% 2% 4%d 2% 3% 3% 2%
Travel agent 1% 1% 2% 1% 2% 1% 2% 1% 2% 1%
Other 8% 8% 7% 6% 10% 10%c 8% 12%bc 8% 9%
None of the above 10% 11% 9% 9% 11% 10% 10% 10% 10% 10%
No Answer 1% 1% 1% 1%e 1% <1% - 1% 1% <1%
Q7. When you were planning this trip in Kentucky, which of the following sources did you use? (Please check ALL that apply.)
Trip Planning
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Websites Used
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
www.kentuckytourism.com 30% 32%d 27% 41%abdfhi 24% 38%abd 34%d 35%bd 33%d 34%bd
Online search engines (Google, Yahoo, etc.) 30% 29% 32% 36%ai 32% 33% 33% 30% 31% 27%
Accommodation websites 14% 13% 9% 18%bh 17%b 19%abh 15%b 15%b 11% 14% Local/Regional Tourism Office website 10% 12% 13% 16%dfgh 8% 14%dg 11% 9% 11% 12%
AAA 9% 9% 12% 13%hi 12% 11% 11% 9% 8% 8%
Booking websites (Expedia, Orbitz, etc.) 8% 9% 7% 12%bfghi 13%bghi 9%i 8% 7% 7% 5%
Trip Advisor 6% 6% 6% 8%d 4% 7% 7% 8% 6% 7% Chambers of Commerce websites 4% 6%d 7%d 5%d 3% 6%d 3% 5% 5% 5%
Airline web sites 3% 2% 2% 3%i 2% 3%i 1% 2% 2% 1% Travel blogs 2% 3%e 3% 2% 1% 1% 4%de 3%e 3%e 2%
Other Kentucky travel websites 7% 5% 6% 5% 5% 8%cdf 3% 8%f 10%abcdf 9%acdf
Other 8% 7% 12%ah 8% 12%afhi 9% 7% 9% 6% 7%Did not use any of the above 26% 25% 26%c 19% 25% 23% 27%c 22% 27%c 26%cNo Answer 3% 2% 2% 3% 1% 2% 2% 4%def 2% 3%
Q8. While planning this trip, which of the following web sites did you visit? (Please check ALL that apply.
Trip Planning
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Travel Decision Influences*
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
Peaceful/Relaxing 70% 71% 66% 72% 66% 74%bdf 66% 77%bdf 78%bcdf 81%abcdef
A safe destination 67% 67% 63% 71%b 69% 70% 68% 73%b 74%ab 74%ab
Convenient location 64% 64% 57% 67%b 67%b 67%b 62% 68%b 64% 66%b
Plenty to see and do 64% 64% 56% 74%abdfg 65%b 72%abdf 60% 66%b 69%bf 72%abf
Clean, unspoiled environment 64% 62% 60% 65% 63% 69%ab 65% 70%abd 66% 72%abcdf
Good value for the money 64% 60% 58% 70%ab 65% 68%ab 65% 70%ab 66%b 71%ab
A "family" atmosphere 58% 58% 59% 57% 54% 57% 60% 68%abcdef 64%cde 65%cde
Reasonably priced lodging 56% 55% 50% 62%bdf 53% 57% 52% 62%bdf 63%bdf 64%abdf
Affordable dining 51% 51% 48% 58%bf 51% 55%f 47% 58%bf 51% 54%
Historic sites 50% 50% 49% 61%abdfgh 48% 61%abdgh 55% 49% 52% 60%abdgh
Variety of accommodations 48% 50% 44% 54%bd 45% 49% 48% 52% 52% 52%
A specific event 48% 44% 51%fgi 57%afghi 58%afghi 52%afgi 38% 42% 45% 41%
Good campgrounds 26% 23% 26% 24% 22% 23% 23% 33%acdef 44%abcdefg 41%abcdefg
Q10. When you were talking about visiting Kentucky, if one (1) is “Not at all influential” and five (5) is “Definitely Influential,” how strongly did the following influence your selection?
* Percentages shown reflect top 2 box scores (rating of 4 or 5)
Trip Planning
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Trip Planning
Recall of Promotions
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
iYes 62% 65% 64% 68%df 60% 71%dfh 61% 71%dfh 63% 66%
No 16% 14%g 12% 14%g 19%beghi 13% 14%g 9% 13% 12%
I can’t recall 19% 18% 17% 17% 16% 15% 21%e 19% 22%ce 21%e
No Answer 3% 3% 6%ceghi 1% 4%ce 2% 4%ce 2% 2% 2%
Q9. Over the past year, have you seen, read or heard any advertising, promotions or travel stories for Kentucky?
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Regions Visited
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone Country (n=329)
i
Western (net) 22% 78%cdefghi 77%cdefghi 18%deghi 8% 12% 22%deghi 12% 11% 12%
Western Waterlands 14% 72%bcdefghi 18%cdeghi 12%deh 5% 7% 15%deghi 8% 7% 9%
Bluegrass, Blue & BBQ 10% 17%cdefghi 75%acdefghi 9%di 4% 7% 12%deghi 7% 6% 5%
North Central (net) 45% 27% 26% 84%abfghi 93%abcefghi 84%abfghi 36%ab 36%ab 31% 42%abh
Kentucky’s Derby Region 22% 20% 18% 72%abdefghi 24%gh 32%abdfghi 23%gh 16% 16% 22%h
Northern Kentucky River Region 13% 4% 5% 13%abfh 81%abcefghi 17%abfhi 8% 12%ab 8% 9%a
Bluegrass Region 21% 14% 14% 31%abfgh 26%ab 67%abcdfghi 21%ab 24%ab 19%a 29%abfh
South Central (net) 23% 22%d 19% 25%bd 15% 22%d 73%abcdehi 73%abcdehi 22%d 29%abdeh
Caves, Lakes & Corvettes 15% 18%d 16%d 19%deh 9% 14%d 71%abcdeghi 22%bdeh 14% 16%d
Southern Lakes & Rivers 11% 8% 8% 11% 10% 13%ab 16%abcd 69%abcdefhi 12% 19%abcdeh
Eastern (net) 20% 16%b 9% 15%b 12% 23%abcdf 18%bd 24%abcdf 84%abcdefgi 72%abcdefg
Kentucky’s Appalachians 13% 7% 6% 8% 7% 13%abcd 10% 11%b 78%abcdefgi 30%abcdefg
Daniel Boone Country 11% 11% 7% 10% 7% 15%bcd 13%bd 19%abcdf 23%abcdef 58%abcdefgh
Q11. Earlier you said the [region selected ] region was your primary destination on your most recent trip to Kentucky. IN what other regions of Kentucky did you visit during your most recent trip? (Please check all that apply).
Trip Characteristics
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Mode of Transportation
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
Drive a Personal Vehicle 84% 84% 83% 82% 85% 86% 83% 90%abcfh 83% 87%
Fly 6% 7%gi 5% 8%bghi 6%i 6%gi 5%i 3% 4% 2%
Drive a rental vehicle 3% 4%d 5%d 3%d 1% 2% 5%d 2% 3% 4%d
Travel by bus 2% 2% 4%deg 2% 1% 1% 3%d 1% 6%acdefg 3%d
Drive an RV 2% 2% 2% 2% 3% 2% 3% 3% 1% 3%
By Train 1% <1% <1% 1% 3%abceghi <1% - 1% <1% <1%
Other 1% 1% 1% 1% 1% 1% 1% 1% 2% 1%
Q1. How did you travel to our area? Did you…(Indicate PRIMARY MODE of transportation ONLY.) Please check one.
Trip Characteristics
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Trip Purpose
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i
Vacation/short pleasure trip 61% 59% 52% 59% 55% 60%b 62%b 71%abcdef 63%bd 69%abcdef
Visiting friends/family 26% 29% 24% 32%bdgi 23% 30%d 29% 25% 29% 25%
Festival/Event 13% 10% 29%acdefghi 16%afghi 14%f 16%afghi 9% 9% 9% 10%
Personal 11% 12% 9% 11% 13% 14%b 13% 13% 12% 12%
Business/Work 7% 9%b 5% 10%bg 7% 8%b 9%b 6% 11%bg 9%b
Convention/Conference 3% 5%b 2% 5%b 3% 3% 4% 3% 4% 4%
No Answer 2% 1% 3% 1% 6%acefgi 1% 2% 1% 3% 1%
Q12. What was your reason or reasons for visiting this area? (Please check ALL that apply.)
Trip Characteristics
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Trip LengthMean # of Days
Respondents who stayed overnight Total
(n=1,578)
Western Waterlands
(n=304)a
Bluegrass, Blues & BBQ
(n=207)b
Kentucky's Derby Region
(n=496)c
Northern Kentucky
River Region (n=241)
d
Bluegrass Region (n=495)
e
Caves, Lakes &
Corvettes (n=341)
f
Southern Lakes & Rivers (n=272)
g
Kentucky's Appalachians
(n=266)h
Daniel Boone
Country (n=300)
i
Away from Home 5.1 5.3 5.4 5.4 4.9 5.9dg 5.4 5.1 5.4 5.3
In Kentucky 3.6 3.7 3.9 3.8d 3.3 3.9d 3.7 3.8 4.3d 3.9d
Respondents who may have stayed overnight Total
(n=1,609)
Western Waterlands
(n=305)a
Bluegrass, Blues & BBQ
(n=211)b
Kentucky's Derby Region
(n=502)c
Northern Kentucky
River Region (n=246)
d
Bluegrass Region (n=501)
e
Caves, Lakes &
Corvettes (n=345)
f
Southern Lakes & Rivers (n=279)
g
Kentucky's Appalachians
(n=271)h
Daniel Boone
Country (n=307)
iTotal nights intended to stay in Kentucky 3.5 3.6 3.8 3.8d 3.2 3.8d 3.7 3.6 4.2d 3.8d
Q6a/Q6b. On this trip, how many days will you be: Away from home, In Kentucky?Q14. How many nights in total do you intend to stay in Kentucky?
Trip Characteristics
25
Travel Party
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country
(n=329)i
Mean travel party size 3.0 2.9 2.8 2.8 3.0e 2.8 2.8 3.4abcdefi 3.1bcef 3.0ce
Mean adults in travel party 2.5 2.5bf 2.3 2.4 2.5 2.3 2.3 2.7bcdefhi 2.4 2.5bf
Travel with any children (net) 28% 23% 26% 23% 32%ace 25% 27% 34%abcef 34%ace 32%ace
Any younger than 6 10% 10%b 5% 9%b 13%b 9%b 9%b 11%b 11%b 12%b
Any 6 – 11 years old 14% 10% 11% 10% 19%abceg 10% 13% 13% 17%abce 18%abceg
12 -17 years old 15% 12% 18%ac 12% 14% 14% 14% 20%acdef 19%ac 15%
No children 40% 49%bghi 33% 54%bdfghi 43%b 52%bdfghi 43%b 39% 37% 41%b
Q18. Including yourself, how many people are in your immediate travel party?Q19. How many of those people are: Younger than 6 years old/6-11 years old/12-17 years old/Adults
Trip Characteristics
26
Type of Accommodations
Respondents Who Stayed Overnight
Total(n=1,430) Western
Waterlands (n=275)
a
Bluegrass, Blues & BBQ
(n=182)b
Kentucky's Derby Region (n=455)
c
Northern Kentucky
River Region (n=211)
d
Bluegrass Region (n=451)
e
Caves, Lakes & Corvettes
(n=298)f
Southern Lakes & Rivers (n=254)
g
Kentucky's Appalachian
s (n=256)
h
Daniel Boone
Country (n=278)
i
In paid accommodations (NET) 76% 77% 74% 73% 74% 73% 76% 81%ce 86%abcdef 83%abcdef At a hotel/motel/historic inn 50% 52%ghi 52%ghi 61%abghi 56%ghi 55%ghi 54%ghi 41% 39% 41%
In an RV at a campground 10% 8% 9% 5% 6% 7% 8% 9%c 26%abcdefgi 19%abcdefg
At a resort (cabin/other indoor unit) 9% 13%cdef 8% 5% 5% 6% 7% 19%bcdef 15%bcdef 13%bcdef
In a tent at a campground 4% 1% 2% 1% 2% 2% 5%ac 5%ac 9%abcdef 13%abcdefg
At a Bed and Breakfast 4% 3% 4% 5% 5% 5%i 5% 5% 4% 3%At a vacation home/condo/cabin/houseboat you rented
4% 7%cdehi 5%cdi 2% 1% 3% 5%cdhi 12%abcdefhi 2% 1%
In accommodations with no charge (NET) 30% 31%i 39%dhi 32%hi 29% 34%hi 32%i 32%hi 24% 22%
At the home of family or friend 25% 27%i 32%ghi 30%ghi 26%i 31%ghi 27%i 22% 20% 18%
At a borrowed vacation home/condo/cabin/houseboat 2% 3% 3% 1% 2% 1% 4%e 6%cdehi 2% 2%
At your vacation home/condo/cabin/houseboat 2% 3% 5%cehi 1% 2% 2% 2% 6%cdefhi 1% 1%
At a campground with no fee 2% 2% 2% 2% 1% 1% 2% 2% 4%de 3%No Answer 2% 1% - 2% 4%efgi 1% 1% 1% 2% 1%
Q15. Are you staying overnight…
Trip Characteristics
27
Trip Activities
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
iGeneral (net) 83% 86%g 83% 87%g 89%bfg 87%g 83% 80% 84% 86%g
Dining out 70% 75%fghi 70% 78%bfghi 74%hi 75%fghi 69% 67% 64% 66%Sightseeing/driving for Pleasure 45% 47% 40% 48%bd 41% 55%abcdfg 49%bd 47% 55%abdg 59%abcdfg
Driving on designated scenicByways 30% 33%d 27% 36%bd 22% 38%bd 34%d 35%d 37%bd 45%abcdefgh
Taking in city sites 19% 20%g 16% 26%abghi 21%g 24%bghi 23%bgi 14% 18% 17%Nightlife/eveningEntertainment 11% 12% 11% 16%fgi 15%gi 12% 10% 10% 12% 10%
Visiting (net) 72% 66%b 56% 76%ab 74%ab 79%abf 72%b 75%ab 80%abf 80%abf
State/national parks 28% 28%bd 21% 25%d 17% 29%bd 32%bcd 40%abcdef 56%abcdefg 53%abcdefg
Historic sites 27% 29%b 21% 36%abdh 24% 40%abdfgh 32%bd 32%bd 26% 37%abdh
Friends or relatives 24% 26% 24% 27% 26% 30%f 23% 25% 28% 25%
Other museums 15% 14%b 9% 18%bgh 26%abcefghi 14%b 17%bgh 12% 11% 13%
Distillery 12% 11% 9% 28%abdefghi 12% 21%abdfghi 12% 10% 9% 10%
Horse racetrack 6% 5% 7% 14%abdfghi 8%g 10%afghi 6% 4% 5% 5%
Art museums 6% 7%g 5% 10%bdghi 5% 9%dghi 6% 3% 5% 4%
Amusement parks/carnivals 5% 4% 6% 7% 5% 6% 7% 5% 7% 5%
Outdoor water parks 4% 7%def 4% 4% 3% 3% 4% 6% 7%de 6%
Other attraction 6% 4% 5% 5% 9%abci 7%a 7%a 8%a 7% 5%
Trip Characteristics
Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
28
Trip Activities
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i
Participating In (NET) 51% 48% 47% 46% 42% 48% 54%cd 71%abcdef 75%abcdef 68%abcdef
Hiking 17% 15% 12% 14% 13% 19%bcd 15% 22%abcdf 39%abcdefg 37%abcdefg
Wildlife viewing 14% 18%cd 17%cd 11% 10% 14% 15% 22%cdef 28%abcdef 28%abcdef
Pool swimming 13% 14% 12% 13% 14% 14% 14% 19%bc 19%bc 21%abcdef
Fishing 12% 14%cde 14%d 10% 7% 9% 13%d 19%cdef 28%abcdefgi 20%cdef
Lake/river swimming 12% 12% 15%cde 9% 8% 9% 12% 29%abcdefhi 17%cde 17%cde
Motor boating/water skiing 7% 9%cde 6% 5% 4% 5% 7% 19%abcdefhi 10%cde 8%d
Bird watching 6% 9%d 7% 6% 4% 7%d 6% 7% 15%abcdefg 15%abcdefg
Golfing 5% 7% 5% 6% 4% 5% 5% 6% 7% 5%
Spelunking/Cave Exploration 5% 5% 4% 5% 3% 4% 16%abcdeghi 5% 7%d 7%d
Biking 4% 3% 5% 4% 5% 4% 4% 6% 9%abcdef 6%
Equestrian 3% 1% 3% 5%ai 2% 5%adi 3% 3% 3% 2%
Canoeing/Kayaking 3% 3% 3% 3% 3% 3% 4% 5% 6%abe 5%
Jet skiing 2% 3% 3% 2% 2% 2% 2% 8%abcdefhi 4% 2%
Off-road ATV driving 2% 1% <1% 2% 2% 2% 1% 3%bf 5%abcdef 4%abef
Hunting 1% 3% 2% 2% 2% 1% 2% 3% 4% 3%
Other activity 6% 3% 5% 7%a 7%a 6% 5% 7%a 7% 6%
Trip Characteristics
Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
29
Trip Activities
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i
Attending (NET) 37% 30% 57%acdefghi 43%afgi 40%afg 41%afgi 32% 31% 37% 33%
Fairs or festivals 14% 13% 25%acdfghi 16% 14% 19%afgi 13% 13% 15% 12%
Horse races 5% 4% 7% 12%abdefghi 6% 8%a 5% 5% 6% 6%
Bluegrass concert 5% 4% 21%acdefghi 6%d 3% 5% 6% 4% 6% 5%
Popular music concerts/shows 4% 4% 8%efg 5% 7% 4% 3% 3% 8%fg 5%
Theater performances 4% 5% 3% 6% 5% 4% 3% 5% 9%befi 4%
Amateur sporting events 4% 3% 11%acdefghi 4% 2% 4% 3% 3% 4% 2%
Professional sporting events 2% 1% 3% 3% 6%abcefghi 2% 2% 1% 3% 2%
An equestrian competition 2% 1% 2% 4%abfh 2% 5%abdfghi 2% 2% 2% 2%
Classical music concerts 2% 3% 4% 2% 2% 1% 1% 2% 3% 1%
Other events 9% 7% 7% 9% 11% 9% 10% 11% 7% 9%
Trip Characteristics
Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
30
Trip Activities
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i Shopping (NET) 54% 58%g 54% 62%bdgi 52% 64%bdfghi 56% 49% 56% 53%
For gifts or souvenirs 30% 30% 26% 36%bg 30% 35%bg 32% 26% 32% 31%
Arts, crafts, antiques 21% 25% 20% 23% 20% 32%abcdfgi 22% 23% 27%d 26%
General/mall shopping 19% 21%h 27%fghi 23%ghi 20%h 21%hi 20%h 16% 13% 15%
Outlet shopping 11% 14% 12% 14% 13% 13% 15% 12% 13% 12%
Business Activities (NET) 10% 15%bg 9% 13%g 13% 11% 11% 9% 14%g 11%
Conventions 3% 6%g 3% 6%bfg 6% 4% 3% 3% 4% 4%
Client meetings 3% 4% 2% 3% 5% 3% 3% 3% 4% 5%
Sales visit 2% 3% 2% 2% 3% 2% 3% 1% 3% 2%
Company retreat 1% 2% 2% 1% 1% 1% 1% 1% 2% 1%
Other business reason 3% 3% 3% 4% 4% 4% 4% 2% 5% 3%
Trip Characteristics
Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)
31
Trip Assessment
Satisfaction with Visit
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
Satisfied 92% 94%h 90% 95%bh 92%h 95%bdh 92%h 95%bh 86% 94%h
Very Satisfied 63% 64% 58% 70%bfh 63% 73%abdfh 61% 67%b 60% 70%bfh
Satisfied 29% 30%e 32%e 25% 28%e 22% 31%e 28% 26% 25%
Neither 3% 3% 3% 2% 2% 2% 3% 2% 5%dei 2%
Dissatisfied/Very Dissatisfied 1% - 1% <1% 1% <1% 1% 1% 3%bcdefg 2%e
Don’t know 2% 1% 4%cgi 1% 2% 1% 2% <1% 2% 1%
No Answer 3% 1% 3% 1% 4%c 2% 2% 1% 4%acg 2%
Q24. How satisfied are you with your stay in Kentucky?
32
Future Travel Intentions
Total Respondents Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
Top 2 Box 89% 91%d 91%d 90%d 85% 91%d 89% 92%d 88% 90%
Definitely will 71% 73% 69% 75% 69% 77%bd 74% 75% 76%d 78%bd
Probably will 18% 18%hi 23%cefhi 15% 16% 14% 15% 17% 12% 11%
Might/Might not 6% 6% 4% 7%g 8%g 5% 7% 3% 5% 5%
Probably will not 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Definitely will not <1% - - - - - 1% <1% 1% -
No Answer 3% 2% 3% 2% 6%acef 3% 3% 3% 5%ac 4%
Q23. How likely will you be to travel to Kentucky in the future?
Trip Assessment
33
Likelihood to Recommend
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues
& BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
iLikely to Recommend Kentucky as a vacation destination 96% 98%fh 95% 98%bfh 97% 98%fh 95% 97% 95% 96%
Likely to Recommend Kentucky as a place to conduct business 84% 84% 85% 89%aeh 88% 85% 86% 85% 84% 87%
Q21. Would you recommend Kentucky as a vacation destination for your friends or relatives?Q22. Would you recommend Kentucky as a place to conduct business?
Trip Assessment
34
Most Liked Features
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i Scenery 63% 66%b 52% 68%b 63%b 72%bd 66%b 70%b 70%b 78%abcdfgh Friendliness of the people 49% 50%b 40% 60%abdfgh 49%b 59%abdfh 52%b 52%b 49%b 54%b Quality time with friends and/or family 44% 44% 38% 44% 43% 49%b 43% 47%b 47%b 49%b
Weather 36% 31% 38% 40%a 36% 41%a 37% 42%a 36% 43%a Outdoor activities
32% 30% 26% 32% 27% 34%bd 35%bd 46%abcdef 44%abcdef 51%abcdef
Variety of activities 24% 22% 18% 33%abdfgh 26%b 30%ab 27%b 25%b 26%b 28%b Quality of accommodations 22% 27%bf 18% 24%b 26%b 27%bf 20% 24% 22% 26%b Fairs/Events/Attractions 22% 20% 26%gh 30%afghi 28%afgh 26%afgh 20% 17% 19% 22% Quality of dining options 22% 26%gh 20% 27%bgh 27%bgh 28%bfghi 22% 18% 17% 21% Availability of dining options
22% 24% 22% 29%bghi 26%gh 30%bghi 25%h 19% 18% 21%
Availability of accommodations 21% 24%b 16% 22%b 26%bh 27%bh 23%b 21% 19% 29%bcgh Customer service quality 18% 20%b 14% 23%bg 19% 23%bg 20%b 17% 20% 19% Shopping 17% 21%ghi 17% 23%dfghi 17% 20%gh 16% 12% 14% 15% Other 5% 5% 4% 6% 7% 6% 5% 5% 4% 4%Nothing/No Answer 3% 3% 4% 3% 2% 2% 4%dei 3% 3% 2%No Answer 3% 2% 4%e 2% 2% 1% 4%acdei 2% 3%e 2%
Q25. What features did you like the most about your trip to Kentucky? (Please check ALL that apply.)
Trip Assessment
35
Least Liked Features
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i Not enough time to do all I wanted to do 24% 25% 19% 26%b 26% 30%bf 22% 29%bf 30%bf 29%bf
Insects 12% 14% 15% 11% 10% 10% 10% 12% 14% 19%cdefg
Weather 11% 13%i 12% 10% 9% 10% 11% 9% 10% 8%
Traffic 9% 9% 10% 11%h 12%h 10% 9% 9% 7% 8%
Availability of dining options 5% 6%d 6% 3% 3% 4% 4% 6%d 11%abcdefi 6%d
Lack of nightlife 5% 7%d 6%d 4% 2% 4% 5%d 7%d 6%d 7%d
Quality of dining options 5% 4%d 4%d 4%d 1% 4%d 5%d 4%d 7%d 6%d
Little to do 4% 3% 5%d 3% 2% 3% 5%d 4% 7%acde 4%
High prices 4% 4% 5% 4% 4% 3% 5% 5% 6%e 3%
Quality of accommodations 4% 3% 5% 3% 2% 3% 4% 3% 7%acdeg 4%
Availability of accommodations 3% 3% 5%cde 1% 1% 2% 3% 3% 6%cdef 3%
Other 6% 4% 7% 6% 7% 5% 6% 8%a 8% 6%
Nothing 35% 32% 30% 36%hi 43%abghi 38%bghi 40%abghi 29% 27% 28%
No Answer 5% 4% 7% 4% 4% 4% 6% 5% 4% 4%
Q26. What features did you like the least about your trip to Kentucky? (Please check ALL that apply.)
Trip Assessment
36
Value Perceptions
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues &
BBQ (n=244)
b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes &
Corvettes (n=384)
f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachians
(n=298)h
Daniel Boone
Country (n=329)
i
More Expensive 5% 3% 6%i 4%i 3% 3% 6%ei 6%ei 6%ei 2%
As Expected 45% 48%h 40% 58%abdfghi 43% 54%bdfgh 47%h 46% 40% 48%h
Less Expensive 41% 41%c 44%cf 32% 46%cef 37% 35% 39% 43%cf 41%c
Don’t know 8% 7% 8% 5% 7% 6% 10%ce 8% 11%ce 7%
No Answer 1% 1% 2% - 1% 1% 2% 1% 1% 2%
Q20. From your experience, would you say that Kentucky is more expensive, less expensive, or as expensive as you had expected?
Trip Assessment
37
Quality of Accommodations
Respondents who stayed overnight Total
(n=1,447)
Western Waterlands
(n=280)a
Bluegrass, Blues &
BBQ (n=184)
b
Kentucky's Derby Region
(n=460)c
Northern Kentucky
River Region (n=216)
d
Bluegrass Region (n=458)
E
Caves, Lakes &
Corvettes (n=301)
f
Southern Lakes & Rivers (n=257)
g
Kentucky's Appalachians
(n=258)h
Daniel Boone
Country (n=281)
i
Top 2 Box 39% 39% 40% 40% 45% 43% 38% 43% 38% 39%
Far exceeded expectations 13% 14% 13% 14% 13% 13% 11% 14% 10% 10%
Exceeded expectations 26% 25% 27% 25% 33%c 30% 27% 29% 28% 29%
Met expectations 53% 51% 48% 54% 49% 51% 54% 49% 52% 54%
Did not meet expectations 3% 4% 4% 3% 2% 3% 3% 4% 4% 2%
Far below expectations 1% - 1% <1% 1% - 1% <1% 2% 1%
No Answer 5% 5% 8%cde 3% 2% 3% 5% 4% 5% 4%
Q16. How would you describe the quality of your accommodations? Do you feel they…
Trip Assessment
38
Visitor and Travel Party Demographic Profile
Kentucky Visitor Demographic Profile-By Region
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
iMean # of times in last 5 years taken pleasure trip to Kentucky
4.8 4.8 4.8 4.7 4.6 5.0 4.8 5.3cd 5.8abcdef 5.8abcdef
Vacations per year (mean) 2.4 2.5 2.6 2.5 2.4 2.4 2.2 2.4 2.5 2.4Short getaways per year (mean) 4.4 4.6 4.7 4.6 4.7 4.6 4.4 5.0 4.7 4.8
Q17. How many times in the last 5 years have you taken a pleasure trip in Kentucky?Q30. How many vacations lasting FIVE (5) OR MORE NIGHTS AWAY FROM HOME, do you take in an average year?Q31. How many short getaway trips lasting AT LEAST ONE (1) BUT NOT MORE THAN FOUR (4) NIGHTS AWAY FROM HOME do you take in an average year?
39
Kentucky Visitor Demographic Profile
Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
iAge of respondents (mean) 51.3 53.6dfghi 52.6h 52.1h 50.3 53.6dfghi 51.1 51.0 49.8 50.8
Gender
Female 59% 55% 57% 59% 60% 59% 58% 60% 56% 55%
Male 40% 45% 41% 41% 38% 41% 41% 39% 42% 44%
Marital Status
Married 68% 70% 67% 69% 68% 69% 65% 72%f 65% 70%
Single 13% 12% 13% 12% 14% 11% 12% 11% 12% 12%
Other 14% 14% 14% 15% 13% 16% 17%g 11% 14% 12%
No Answer 5% 5% 7% 4% 5% 4% 6% 5% 8%ce 5%
Annual household income (mean) $74,470 $75,510fhi $74,340 $78,890fhi $79,330fhi $78,220fhi $69,310 $79,570fhi $68,630 $68,560
Ethnicity
American Indian 2% 2% 4%dei 2% 1% 1% 2% 2% 2% 1%
Asian 2% 2% 1% 2% 2% 2% 1% 1% 1% 2%
Black 3% 2% 1% 4%bei 4%bei 2% 2% 2% 2% 1%
Hispanic 2% 1% 3%i 2%hi 1% 1% 2%i 2%i 1% <1%
White 90% 90% 91% 88% 90% 92%c 91% 91% 92% 92%
Other 2% 2% 1% 1% 2% 1% 2% 1% 2% 1%
Visitor and Travel Party Demographic Profile
Q27. What is your age please?/Q28. Are you: Male/Female/Q29. Are you: Married/Single/OtherQ34. What is your total annual household income before taxes?/Q32. Are you: American Indian/Asian/Black/Hispanic/White/Other
40
Kentucky Visitor Demographic Profile
Total Respondents Total (n=1,819)
Western Waterlands
(n=346)a
Bluegrass, Blues & BBQ
(n=244)b
Kentucky's Derby Region
(n=549)c
Northern Kentucky
River Region (n=296)
d
Bluegrass Region (n=562)
e
Caves, Lakes & Corvettes
(n=384)f
Southern Lakes & Rivers (n=296)
g
Kentucky's Appalachian
s (n=298)
h
Daniel Boone
Country (n=329)
i
United States 94% 94%b 89% 95%b 96%b 95%b 93% 95%b 95%b 96%b
South (net) 52% 53%d 50% 54%d 43% 55%d 54%d 63%abcdef 63%abcdef 61%bd
Midwest (net) 32% 34%fghi 33%gh 31%gh 45%abcefghi 31%gh 26% 22% 20% 26%
Northeast (net) 4% 2% 4% 6%agi 5%ag 6%agi 5%a 2% 5%a 3%
West (net) 2% 4%fi 2% 3%fi 3% 3%i 1% 2% 2% 1%
Top DMA’s
Lexington 12% 8% 5% 10%b 10%b 17%abcdf 8% 18%abcdf 23%abcdef 24%abcdefg
Louisville 10% 8% 7% 13%abh 11% 10% 11% 11% 8% 9%
Cincinnati 8% 2% 3% 5%a 15%abcefh 9%abcf 4% 11%abcf 7%ab 10%abcf
Evansville 5% 11%cdefghi 18%acdefghi 5%eghi 2% 2% 4% 2% 2% 2%
Nashville 3% 6%dehi 5%dhi 4%dehi 1% 2% 7%dehi 6%dehi 1% 1%
Charleston-Huntington 3% - 1% 1% 1% 2% 2% 1% 15%bcdefgi 3%cg
Indianapolis 3% 1% 1% 4%ab 5%ab 2% 3% 2% 2% 3%
Visitor and Travel Party Demographic Profile
Q33. Are you currently a resident of: United States Home Zip Code/Another Country?
41
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