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H2R Market ResearchReveal Your Customer’s Full Experience

Coronavirus Recovery Preparedness

WAVE 3

Delivered August 2020

2

OverviewKey Findings

Page 3-6

2 MARKET LANDSCAPE

3 BRANSON OUTLOOK

1 MASK PERCEPTIONSPages 7-10

Pages 11-25

Pages 26-31

Purpose. The purpose of conducting the Branson Coronavirus Recovery Preparedness Research is to better understand the current sentiment of prospective Branson visitors and to determine the best way(s) to position the area for a safe return of visitation in the coming months and beyond. This is the third wave of research used to compare sentiment over time.

Target Audience. This study was conducted among two sources. First, past Branson visitors who had previously provided their email address as part of the Branson Convention & Visitors Bureau’s ongoing visitor intercept research program were surveyed. This list was mindfully chosen as a base because it intentionally represents those people known to have visited Branson in the past. “Original List”. Second, a supplementary list of 120,000 emails was garnered from the Convention & Visitors Bureau in order to increase sample size. Throughout the report, the combination of all respondents are referred to as Branson travelers.

Sample. A total of 941 responses were collected for this research, providing for a maximum margin of error of +/-3.2% at a 95% confidence interval. This consists of 404 from the Original List and an additional 537 from the supplementary list. The survey was conducted online over a 9-day period that began on July 29th and extended through August 6th, 2020. On average, respondents invested 18.5 minutes completing their survey.

4 POST-VIRAL POSITIONINGPages 32-36

3

This report outlines the third phase of the Branson Coronavirus Recovery Preparedness

Research. Throughout the report, each wave is visualized by a specific color as

outlined below.

RESEARCH TIMELINEB R A N S O N C O R O N A V I R U S R E C O V E R Y P R E P A R E D N E S S

MAY 2020

The first wave of

research was

conducted in May

2020

JULY 2020

The second wave of

research was

conducted in July

2020

AUGUST 2020

The third wave of

research was

conducted in August

2020

WRITE YOUR TITLE HERE

4

1. Mask Mandates Favored in Branson. The vast majority of Branson

visitors (84%) say mask mandates would either make them more likely to

visit or would have no impact whatsoever on whether they visit a

destination or not. And, nearly half (46%) of Branson visitors say that a

mask mandate would actually make them more likely to visit a

destination while 16% say such a mandate would make them less likely to

visit. Thus, requiring visitors to wear masks undoubtedly discourages

some travelers from visiting Branson; likewise, it also encourages others

to visit. Those more likely to visit Branson as the result of a mask

mandate outnumber those who are less likely by 2.9 to 1.0.

2. Branson Visitors are Less Enthusiastic than Average. It should be

pointed out, however, that Branson travelers are also much less

enthusiastic about mask mandates than travelers nationwide. While

more than three-quarters (77%) of Branson prospects say they plan to

wear a mask when visiting Branson regardless of a mandate, only 46%

indicate they are more likely to visit a destination that enforces mask

wearing compared to 60% reported nationwide by Longwood’s

International. Thus, Branson travelers are 24% less likely than the average

American traveler to support the idea of a mask mandate.

Six Key Takeaways

4

5

3. Lack of Trust. Branson travelers favor the idea of masks considerably

more than they did in June. Far more are wearing masks in their

communities (85% vs 62% in June), more say they will wear masks when

visiting Branson (77% vs 56%) and more say they will bring their own

mask to wear while visiting attractions in Branson (74% vs 58%). One

reason more people may be likely to wear masks is that comparatively

few Branson travelers trust other people to act responsibly. Only 29% of

Branson prospects say they would somewhat/completely trust other

people to act responsibly compared to nearly half (46%) who somewhat

distrust or do not trust other people at all.

4. Impact is Closer to Home. Another possible reason for the increase in

mask wearing is that COVID-19 has gotten much closer to home. That is,

the June Wave 2 results revealed that only 31% of Branson prospects

knew anyone who had tested positive for COVID-19 at the time. But in

this August Wave 3 study this percentage has more than doubled to 64%.

Differences Exist by Age

5

6

5. Increased Cases, Decreased Travel Intent. Nearly half (49%) of

Branson visitors indicate they will probably/definitely visit Branson in the

next 3 months, down 4 percentage points from 53% recorded in June and

54% in May. Likewise, past visitors’ intent to visit Branson in the next 6

months reveals a similar pattern. Only 56% now say they plan to visit

Branson in the next 6 months, down from 59% in June. And,

unsurprisingly, the same downward trend appears when the timeframe is

worded differently, e.g. in 2020 where intent averaged 51%, down 5

percentage points compared to the June report*. The only good news

here is that of those who plan to visit in 2020, they are more likely to visit

in the Fall (+3 points) and at Christmas (+9 points).

6. Barriers to Travel. The biggest barrier to travel among Branson

prospects is fear that destinations will not do enough to keep travelers

safe. Among Branson prospects, the single biggest fear keeping people

hunkered down at home is their fear that destinations will not do enough

to keep them safe (67%). Others are worried about not having restaurant

dining areas open to the public (61%) and/or other visitors getting too

close (58%). Interestingly, comparatively few are concerned about direct

interaction with employees (19%).

COVID-19 Negatively Impacts Travel

6

*Note: Branson’s small decline in intent is not unusual. U.S. Intent to travel for leisure decreased steadily throughout the summer in direct correlation with the rising number of COVID cases. At the time Wave 3was conducted, U.S. intent to travel was setting at 28% - the lowest mark recorded over the summer.

Mask Perceptions

Branson Coronavirus Recovery Preparedness Research

8

Most Branson travelers (84%) say they are more likely/just as likely to visit a destination that requires masks. And, those who are more likely to visit (46%) outnumber those less likely (16%) by a margin of nearly 3 to 1.

22%24%

38%

5%

11%

Much more likely to visit More likely to visit No impact Less likely to visit Much less likely to visit

Impact of Destination Mask Mandates

Q13: Would you be more or less likely to visit these destinations if visitors were required to wear masks when in public?

*RESPONDENT BASE: ORIGINAL LIST ONLY | N=404

84%

46%16%

9

Branson travelers have increased their own mask-wearing behaviors over the course of the past few months.

70%

38%

60%

40%

62%

56%

58%

42%

85%

77%

74%

57%

Wearing masks in public in home community

Plan to wear mask if visited Branson

Plan to bring my own mask to Branson attractions, restaurants, etc.

Probably/Definitely would visit Branson if every visitor is asked towear a mask

% Taking Following Actions:

Wave 1 Wave 2 Wave 3

Q4: How, if at all, have you been affected by the coronavirus pandemic? Please select all that apply.Q25: How likely would you be to wear a mask when visiting Branson, MO once you are allowed to venture out after coronavirus restrictions have been lifted?Q27: Please review each of the following actions and indicate the degree to which you would consider doing each of these things…Q26: Please indicate how likely would you be to visit Branson, MO if you knew they were taking the following actions to minimize any further spread of the coronavirus.

RESPONDENT BASE: ALL RESPONDENTS | N=941

+15pts

Wave 3 vs Wave 1

+39pts

+14pts

+17pts

10

The shift toward masks is likely driven by the fact that few people trust others to act responsibly, and the number who know someone infected by COVID-19 has more than doubled since June.

29%

18%

46%

Trust Others to Act Responsibly

Complete/ Somewhat Trust Neither Trust nor Distrust Do Not Trust

25%

10%

2%

23%

6%

2%

38%

21%

5%

Acquaintance TestedPositive

Friend Tested Positive Family Tested Positive

Experience with COVID-19


Q4: How, if at all, have you been affected by the coronavirus pandemic? Please select all that apply.Q10: To what degree do you trust other travelers to act responsibly?


Market Landscape


12

Some travelers (Early Adopters) exhibit comparatively little concern over COVID-19 which is likely while they are the ones

who have already ventured out. But there are many others who have far greater worries they have thus far kept them at

home. These beliefs around one’s own risk tolerance to COVID-19 place travelers in one of five different travel buckets.

TRAVELER RISK TOLERANCE SEGMENTSH 2 R M A R K E T R E S E A R C H

Need to see a steady decline in

the number of new COVID cases

(Early 2021).

LATE ADAPTERS

Need to see others traveling

safely first (Fall/Holiday).

ADAPTERS

Travel is planned and trips are

imminent (Summer/Fall).

FAST FOLLOWERSNo fear, few masks, have already

ventured out (Summer Visitors).

EARLY ADOPTERS

Need to see a safe and effective

vaccine put an end to all virus

fears (Late 2021).

LAGGARDS

13

Nearly 40% of Branson travelers (and half of travelers nationwide) self-categorize as Late Adapters or Laggards and will not travel anytime soon.

31%

23%

8%

19%20%

27%28%

10%

20%

26%

Early Adopter Fast Follower Adapter Late Adapter Laggard

Travelers Risk Tolerance SegmentsBranson Visitors vs. U.S. Travelers

Branson U.S. Travelers*

Q14: Which of the following phrases best describes your outlook on traveling for leisure now that most lockdown or travel restrictions have been lifted or are in the process of being lifted? RESPONDENT BASE: ALL RESPONDENTS | N=941

*SOURCE: H2R COVID-19 “Call of the Consumer” Research, August 2020

14

The number of past Branson travelers who have already ventured out (Early Adopters) continues to increase as does the number of those who plan to travel soon (Fast Followers). But, 40% continue to fall into the Late Adapter or Laggard categories.

Q14: Which of the following phrases best describes your outlook on traveling for leisure now that most lockdown or travel restrictions have been lifted or are in the process of being lifted?

n/a

23%

10%

49%

18%

29%

16% 16%

30%

9%

31%

23%

8%

19% 20%

Early Adopters. Have alreadyventured out

Fast Followers. Have plans to travelsoon

Adapters. Will travel as soon as I seeothers doing so safely

Late Adapters. Need to see COVIDcases steadily decline

Laggards. I will not likely travel againuntil a vaccine is found.

Self-Categorized Risk Tolerance Travel Buckets



15

Nearly 9 in 10 Branson travelers (85%) are wearing masks in public, up from 62% in June. And COVID has gotten much closer to home as the number who know someone impacted has more than doubled.

70%

25%

10%

20%

n/a

n/a

1%

8%

62%

23%

6%

15%

7%

5%

2%

24%

85%

38%

21%

16%

8%

5%

5%

9%

Wearing a mask when I go out in public

Know of someone who was asked to quarantine for 14 or more days

Have a close friend or family member who tested positive for coronavirus

Been working at home

Still experiencing reduction in my employment wages from the pandemic

Returned to my job now, but had my employment wages reduced during the pandemic

I, or someone in my immediate family, tested positive for coronavirus

None of the above

Affects of the Coronavirus Pandemic

Wave 1

Wave 2

Wave 3

Q4: How, if at all, have you been affected by the coronavirus pandemic? Please select all that apply.


16

In an interesting shift since June, “Early Adopters” have showed significant increases in mask wearing while in public.

n/a

46%53%

77%

89%

35%40%

69%

89% 87%

72%80%

93% 96% 97%

Early Adopter Fast Follower Early Adapter Late Adapter Laggard

% Wearing Masks In Public


Q4: How, if at all, have you been affected by the coronavirus pandemic? Please select all that apply.


17

The number of Branson travelers who say they would get a Covid-19 vaccine has remained similar over the summer with older adults and those with higher incomes being more likely than average.

Q6: If a vaccine for COVID-19 was approved as being safe and effective, how likely would you be to get this vaccination?

62%

43%

65% 65%

57%

50%

64%61% 62%

51%

63%65%

60%

41%

64%67%

53%

46%

63%

54%

65%

54%

59%62%

Overall <55 Years Old 55+ Years Old Male Female Families Adults <$75k HHI $75k+ HHI <100 mi. 101-200 mi. 201+ mi.

% Probably/Definitely Would Get a Covid-19 Vaccine

Jun Wave 2 Aug Wave 3


18

Locations Feel Safe Visiting Today

Q8: Please indicate which, if any, of the following locations or activities you would feel safe visiting today. Please select all that apply.

62%

52%

37%

38%

36%

34%

30%

21%

19%

23%

13%

15%

12%

8%

5%

4%

71%

67%

51%

52%

56%

49%

41%

34%

32%

32%

22%

25%

20%

17%

11%

7%

70%

61%

49%

48%

45%

45%

35%

27%

25%

22%

18%

16%

13%

11%

8%

7%

Parks/Trails

Outdoor attractions and activities

Vacation rental homes/Condos

Hotels/Resorts

Restaurants/Bars

Shopping centers/Shopping malls

Outdoor concerts/festivals

Outdoor sporting events in arenas/stadiums

Indoor attractions and activities

Performance/Movie theaters

Domestic flights

Indoor concerts/festivals

Indoor sporting events in arenas/stadiums

Conferences/Conventions

Cruise ships

International flights

Wave 1

Wave 2

Wave 3


26%

37%31%


Average Feeling of Safety

The overall average feeling of safety among past visitors traveling to different types of locations and activities declined significantly this summer.

All types of attractions saw a decline in safety. The largest declines were seen from Restaurants (-11pts), Performance/Movie Theaters (-10pts), Indoor Concerts/Festivals (-8pts), Indoor/Outdoor Sporting Events (-7pts) and Indoor Attractions/Activities (-7pts).

19

% Probably/Definitely Will Do the Following in the Next 3 Months

Q8: Using the scale provided, please indicate how likely you are to engage in each of the following activities in the next 3 months.

58%

45%

51%

n/a

n/a

11%

9%

5%

8%

4%

3%

66%

52%

53%

48%

23%

14%

9%

8%

9%

5%

3%

59%

48%

48%

46%

25%

13%

11%

8%

7%

4%

4%

Visit a restaurant/bar

Stay overnight in a hotel/resort

Take a domestic leisure trip

Visit a lake or beach

Stay overnight in a campground/RV park

Take a domestic flight

Take a domestic business trip

Take a group tour

Attend a conference/convention

Take a cruise

Take an international trip

May Wave 1

Jun Wave 2

Aug Wave 3

22%26% 25%

May Wave 1 Jun Wave 2 Aug Wave 3

Average Intent to Participate

The overall average intent to participate in activities over the next three months has remained largely the same. But, intent to travel for leisure declined from 53% in June to 48% in August.

There were a few other notable shifts as well. This includes a drop in intent to visit restaurants/bars (-6pts), stay overnight in a hotel (-4pts) or visit a lake or beach (-2 pts).


20

Cues most likely to signal a safe return to travel are topped by ones’ personal feeling of safety, environment safety procedures enacted at travel destinations, a vaccine and a declining number of COVID cases.

Q9: How impactful will the following events be when determining when you will begin to travel for leisure again?

69%

70%

63%

65%

64%

57%

51%

49%

46%

45%

42%

23%

18%

73%

70%

65%

65%

65%

55%

52%

46%

43%

41%

38%

24%

22%

Concern for your own personal health and safety begins to decline

The level of health, cleaning and sanitation programs to combat virus spread at your desired travel destination

The arrival of a COVID-19 vaccine that becomes widely available

A slowdown of new COVID-19 cases in the United States

The arrival of a COVID-19 effective treatment that becomes widely available

A slowdown of new COVID-19 cases worldwide

The Centers for Disease Control (CDC) reducing the risk advisory level

The presence of travel deals, discounts or bargains

The easing of domestic travel restrictions

Concern for your own personal financial situation begins to improve

The widespread availability of COVID-19 testing

The availability of flights to destinations you would like to visit

The easing of international travel restrictions

% Cues Providing Somewhat/Significant Impact on Intent to Travel Again*

Jun Wave 2

Aug Wave 3


21

Few (29%) Branson travelers trust other people to act responsibly, and this has not changed much other than those under 55 years of age have become somewhat more trusting than others.

Q10: To what degree do you trust other travelers to act responsibly?

30%

27%

30%

28%

33%31%

29%

34%

28%

22%

32% 32%

29%

35%

28% 28%

31%29% 29%

32%

29%

23%

31%30%


% Somewhat/Completely Trust Other Travelers to Act Responsibly

Wave 2 Wave 3


22

Not surprising given the timing of Wave 3, intent to travel this summer has fallen to its lowest point while the number expecting to feel comfortable traveling this fall/holiday season increased. But, nearly half of travelers intend to wait until 2021 or later to take their next trip.

29%

22%

4%

14%

41%

25%

7%

28%

18%

28%

9%

46%

This summer (August 2020) This fall (September-October 2020) This holiday season (November-December2020)

Next year (2021 or after)

When Feel Comfortable Taking Next Leisure Trip


Q11: When do you think you will feel comfortable taking your next leisure trip?


23

Given the list source(s), it is not surprising that Branson continues to be the most popular destination among past visitors.

RESPONDENT BASE: ALREADY VENTURED OUT | N=290

Q15: Where did you travel to? (If you have traveled to more than one place, please think about the destination you visited most recently.)

26%

3%4%

2%5%

0%4%

1%

56%

36%

2%3% 3% 3% 2% 3%

1%

47%

Branson, MO Eureka Springs, AR St. Louis, MO Kansas City, MO Lake of the Ozarks,MO

Wisconsin Dells,WI

Smoky Mountains,TN

Myrtle Beach, SC Other

Destinations Already Visited

Wave 2 Wave 3

24

Most early adopters who have ventured out indicate they are comparatively satisfied with the environments they’ve experienced.

47%43%

*Destination Made Me Feel Somewhat/ Much More Safe & Confident Than Expected

*RESPONDENT BASE: ORIGINAL LIST ALREADY VENTURED OUT | N=142

Q16: Using the scale provided, please indicate the degree to which you were satisfied or dissatisfied with the following at this destination.Q17: How safe and confident did this attraction's environment make you feel during your visit?

79%

71%

73%

67%

81%

71%

70%

65%

Overall destination experience

The actions that places of businessin this destination took to try andkeep visitors as safe as possible

The overall environment the placesof business in this destination

provided to optimize one's feelingof safety, comfort and confidence

The communication efforts theplaces of business in this

destination provided before arrival

% Somewhat/Very Satisfied*

Wave 2 Wave 3 Wave 2 Wave 3

25

Covid Confidence Index

31.5

27.4

Wave 2 Wave 3

Branson Covid Confidence Index*

The Covid Confidence Index (CCI) measures the degree to which visitors feel safe and confident visiting attractions. The greater the level of confidence among visitors, the more likely that other visitors will follow and the faster the road to recovery will be.

The Branson CCI has dipped slightly since measured in July and will need to be monitored over time as the pandemic unfolds. However, Branson visitors’ CCI has continued to run slightly higher than the nationwide average.

51.9

38.4 40.8

27.0 26.0

Week of June 11, 2020 Week of June 25, 2020 Week of July 9, 2020 Week of July 23, 2020 Week of August 6, 2020

Nationwide Covid Confidence Index

*RESPONDENT BASE: ORIGINAL LIST ALREADY VENTURED OUT | N=142

Q16: Using the scale provided, please indicate the degree to which you were satisfied or dissatisfied with the following at this destination.Q17: How safe and confident did this attraction's environment make you feel during your visit?

Branson Outlook


27

Intent to visit destinations in the next 3 months is still strongest for Branson. Additionally, travelers are significantly more likely to visit destinations that require wearing masks in public.

54%

11%

12%

16%

15%

3%

8%

3%

53%

13%

13%

14%

16%

4%

10%

3%

49%

10%

10%

15%

14%

3%

9%

3%

Branson, MO

Eureka Springs, AR

St. Louis, MO

Kansas City, MO

Lake of the Ozarks, MO

Wisconsin Dells, WI

Smoky Mountains, TN

Myrtle Beach, SC

% Probably/Definitely Will Visit Destinations in the Next 3 Months*

Wave 1

Wave 2

Wave 3

46%

35%

19%

More/Less Likely to Visit if Wearing a Mask is Required*

Somewhat/More Likely Neither More Nor Less LikleySomewwhat/Much Less Likely

Q12: How likely are you to visit the following destinations in the next 3 months?Q13: Would you be more or less likely to visit these destinations if visitors were required to wear masks when in public? *RESPONDENT BASE: ORIGINAL LIST ONLY | N=404

+26%Net Intent

28

While intent to travel in 2020 has declined 5 points, among those who plan to travel intent to visit Branson in the fall and during the holidays has substantially increased.

56%

74%

51%

70%

Sometime in 2020 Sometime in 2021

% Probably/Definitely Will Visit Branson*

Wave 2 Wave 3

Q18: Using the scale provided, please indicate how likely you would be to visit Branson, MO…Q19: Using the scale provided, please indicate how likely you would be to visit Branson, MO in each of the following seasons.

39%

48%

38%40%

50%

41%

30%

53%51%

Summer (August 2020) Fall (September-October,2020)

Holidays (November-December 2020)

% Probably/Definitely Will Visit Branson*



29

The actions most likely to inspire visitation have remained similar but continue to decrease over time. However, the action that continues to increase is the requirement to wear a mask.

Q26: Using the scale provided, please indicate how likely would you be to visit Branson, MO if you knew they were taking the following actions to minimize any further spread of the coronavirus.

81%

76%

78%

63%

40%

61%

56%

40%

28%

70%

70%

70%

60%

42%

54%

56%

38%

26%

68%

67%

66%

62%

57%

57%

55%

39%

23%

Deep cleaning of all surfaces occurs each evening and at regular intervals throughoutthe day.

Employees are screened prior to starting their shift each day to ensure they areexhibiting no symptoms of the virus.

Hand sanitizers are installed in convenient locations

Capacity is limited at the door/gate of attractions to ensure appropriate physicaldistancing, utilizing advance reservation services.

Every visitor is asked to wear a mask.

Lines are marked in such a way that a minimum of 6 foot is spaced between each partyin line.

Every visitors' temperature is taken at the door/gate of public facilities, and only thosewithout fevers were permitted entrance.

Only outdoor attractions, exhibits or events are open.

Visitors are required to have an "immunity passport" or QR Code indicating they havenot been around people who have tested positive.

% Probably/Definitely Would Visit Branson with Actions Taken

Wave 1

Wave 2

Wave 3


30

Consistent with overall traveler intentions, intent to wear a mask while visiting Branson has increased significantly over time across all consumer segments.

Q25: Using the scale provided, please indicate how likely would you be to wear a mask when visiting Branson, MO once you are allowed to venture out after coronavirus restrictions have been lifted?

38%

29%

40% 38% 38%

31%

39%37% 39%

34%38%

41%

56%

40%

59%

51%

63%

48%

57% 55% 56%60% 58%

53%

77%

64%

80%

74%

81%

66%

80%77% 77%

67%

78% 79%


% Probably/Definitely Will Wear a Mask When Visiting Branson, MO



31

Visitor profiles among those planning to visit Branson has remained largely the same over the past several months.

9%6%

9%

16%

60%

10%7% 8%

15%

60%

10%

6%9%

16%

59%

Under 12 years 12-17 years 18-34 years 35-54 years 55+ years

Ages of Party on Next Visit


Q23: Including yourself, how many people in each of the following age groups do you believe will visit Branson, MO on your next visit?

40% 42% 40%

60% 58% 60%


Party Composition

Families Adults

60.4 | 60.9 | 60.3Average Adult Age

9.5 | 9.8 | 9.0Average Child Age

2.9 | 3.0 | 2.4Average Party Size

$96k | $90k | $95kHH Income

Wave 2 Wave 3


Wave 1

Post-Viral Positioning


33

Primary Information Resources 74%

63%

49%

43%

58%

32%

43%

30%

30%

22%

2%

1%

69%

53%

40%

34%

32%

29%

30%

30%

22%

19%

5%

1%

69%

55%

48%

38%

37%

32%

31%

29%

25%

21%

6%

2%

Local TV news

Network/Cable TV news

Online news stories

Local/Regional leaders news conferences

Presidential news conferences

Newspaper articles

Social media

Friends and family members

Online searches

Radio

Other

Blogs

Primary Information Resources

Wave 1

Wave 2

Wave 3

Q5: What resources, if any, are you primarily using to remain informed about the impact coronavirus is having on the U.S. and your community? Please select all that apply.


Local TV and Network/Cable TV news remain the most popular sources that travelers get their Covid-19 information from.

Online new stories saw a significant increase in usage (+8pts) over the past month and other notable increases include local/regional news conferences (+4pts), presidential news conferences (+4pts) and newspaper articles (+3pts).

34

The types of messaging that were popular in May have continued to significantly decrease in appropriateness in the minds of consumers.

Q20: Using the scale provided, please indicate the level to which each of the following types of destination marketing messages would be appropriate given the times we are in today.

74%

83%

72%

78%

69%

65%

66%

48%

49%

47%

61%

61%

45%

44%

42%

Offers for discounts, deals or bargains of some kind

Features the types of actions that area attractions, hotels,restaurants, etc. are taking to keep guests safe and healthy

New attractions, activities or exhibits that were not open last year

Any advertising messages that reminds me Branson is open forbusiness

Marketing messages that speak to what makes Bransondifferent/more appealing than other places

% Somewhat/Very Appropriate Messaging

Wave 1

Wave 2

Wave 3


35

If past visitors had to pick one message to inspire them to visit, they would still be most likely to choose one that features the types of actions businesses are taking to keep guests safe.

Q21: Which one of these marketing messages, if any, do you believe would be most likely to inspire taking a leisure trip to Branson, MO?

RESPONDENT BASE: RATED ANY MESSAGES IN Q20 4 OR 5 | N=723

45%

25%

17%

7%

6%

34%

33%

10%

12%

5%

39%

31%

12%

6%

6%

Features the types of actions that area attractions, hotels,restaurants, etc. are taking to keep guests safe and healthy

Offers for discounts, deals or bargains of some kind

Any advertising messages that reminds me Branson is openfor business

New attractions, activities or exhibits that were not openlast year

Marketing messages that speak to what makes Bransondifferent/more appealing than other places

Which ONE Message is Most Inspiring to Visit Branson

Wave 1

Wave 2

Wave 3

36

Branson travelers remained concerned about places not taking the appropriate actions to keep them safe. This worry, along with others have continued to increase as time goes on.

Q24: What, if anything, makes you somewhat nervous about the idea of traveling again in the near future? Please select all that apply.

66%

45%

52%

50%

16%

13%

62%

57%

45%

37%

18%

25%

67%

61%

57%

41%

19%

19%

Destination(s) not taking appropriate actions to keep me safe

Not having restaurants' dining areas open to the public

Other guests getting too close to me, not social distancing

Catching coronavirus from surfaces I may touch

Direct interaction with employees

None of the above

Barriers to Travel in the Near Future

Wave 1

Wave 2

Wave 3


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