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Ray NewtonRay Newton
Professor Emeritus Professor Emeritus
Northern Arizona UniversityNorthern Arizona University
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Tourism Is Tourism Is Economic Economic
Development:Development:
Direct ImpactDirect Impact
Services – fuel, banks, Services – fuel, banks, medical, etc.medical, etc.
Retail businessesRetail businesses
LodgingLodging
Meals - RestaurantsMeals - Restaurants
Attractions – Cultural, Attractions – Cultural, Historical, Recreational Historical, Recreational (Spectator or (Spectator or Participant)Participant)
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Tourism Is Tourism Is Economic Economic Development:Development:
Indirect ImpactIndirect Impact JobsJobs
Tax revenuesTax revenues
Community imageCommunity image
Commercial Commercial opportunities and growthopportunities and growth
Community growth, Community growth, expansion of goods and expansion of goods and servicesservices
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Recent Trends 2008 - Recent Trends 2008 - 20092009
Employment Employment declined 5.7 declined 5.7 percentpercent
Spending declined Spending declined 10.2 percent10.2 percent
Tax receipts Tax receipts declined 8.1 declined 8.1 percentpercent
Visitation Visitation declined 7.5 declined 7.5 percentpercent
Source: Dean Runyan Associates (Portland, OR)Source: Dean Runyan Associates (Portland, OR)
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Visitor Visitor SpendingSpending
Source: Dean Runyan Associates (Portland, OR)Source: Dean Runyan Associates (Portland, OR)
2008 - 2008 - 20092009
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2008 Tax Impact of 2008 Tax Impact of TourismTourism
Graph 1 and 2
Source: Dean Runyan Associates (Portland, OR)Source: Dean Runyan Associates (Portland, OR)
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What we Know About What we Know About Arizona VisitorsArizona Visitors
See handoutsSee handouts
Source: Arizona Office of TourismSource: Arizona Office of Tourism
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Tourism = Tourism = Financial ROIFinancial ROIAndAndEmotional Emotional ROIROI
Effective tourism promotion is, “…selling Effective tourism promotion is, “…selling of memories”of memories”
Pre visitor expectations are positivePre visitor expectations are positive
Post visitor memories – positive or Post visitor memories – positive or negative or both?negative or both?
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Most Vacation Most Vacation MemoriesMemories
Retention of experiences: Retention of experiences: Visual Visual
Emotional Emotional
Physical Physical
Sociological Sociological
HistoricalHistorical
EducationalEducational
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Your Personal Tourism Your Personal Tourism ROIROI
What did you enjoy and why?What did you enjoy and why?
What did you not enjoy and why?What did you not enjoy and why?
Were your expectations met?Were your expectations met?
Did you have a positive ROI?Did you have a positive ROI?