maine&oﬃce&of&tourism& mid2coast& presentaon&… · 2017-10-26 ·...

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Maine Office of Tourism Mid-‐Coast

Presenta6on

Prepared by

November 1, 2011

Introduction and Methodology

Introduc6on •  The Maine Office of Tourism has commissioned DPA to conduct a visitor research

program designed to provide informaAon on tourism acAvity in Maine and explore the moAvaAons of visitors.

•  This research program was designed to: –  Profile Maine visitors in demographic terms as well as in their travel paIerns; –  Explore percepAons of Maine among visitors; –  Understand why some travelers choose to visit Maine; –  Describe both seasonal and regional visitaAon paIerns of Maine visitors; –  Explore what Maine visitors like and dislike about the locaAons in Maine they

have visited; and –  EsAmate levels of spending in Maine by residents and non-‐resident visitors.

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Visitor Data Collec6on Research program occurs online on an ongoing basis, constantly asking travelers where they have visited in the last four weeks. We gather data:

•  NaAonally – through an omnibus study of U.S. residents

•  Regionally – among overnight travelers residing in Maine’s core adverAsing markets (New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada) who have taken a trip to Maine in the last four weeks.

•  Regionally – among day travelers living within a 100-‐mile radius of Maine’s borders who have traveled to Maine within the last four weeks on a trip of at least 50 miles that is outside of their usual rouAne.

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Data Collec6on Methodology •  The Maine Office of Tourism Visitor Research Program is conducted online, with survey

parAcipants recruited from the eRewards naAonal online panel.

•  InformaAon is gathered using three main surveys on an ongoing basis: –  Regional Travel Survey

•  Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada; •  Respondents are screened to see if they have taken an overnight trip to Maine in the past four

weeks. If they have, they are asked to complete the Maine Overnight Visitors Survey.

–  Maine Day Visitor Survey •  Includes travelers living within Maine or within a 100-‐mile radius of Maine’s borders who have taken

a day trip in Maine that is at least 50 miles from home within the past four weeks.

–  Na6onal Omnibus Survey •  Includes a naAonally balanced sample of US residents; and •  Used to determine the incidence of travel naAonwide and Maine’s share of that travel.

–  Adver6sing Effec6veness Survey •  Samples residents of key geographies targeted by the Maine Office of Tourism adverAsing campaign. •  Used to measure the awareness of, appeal of, and moAvaAons from Maine Tourism print and

television ads.

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Research Methodology

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Share of Travel Market

Traveler Profiles

Visita6on Es6mates

Spending Es6mates

Maine Imagery

Ad Awareness & Impact

Ad Effec6veness

Survey

Day Visita6on Survey

Overnight Visita6on Survey

Na6onal Omnibus Study

Insights

Data CollecAon

•  Regional Travel Survey –  Overnight trip planning: timeframe, information channels used, specific information

sources, visitmaine.com usage and satisfaction, Maine Invites You usage –  Overnight trip logistics: primary/secondary destination, travel party, transportation,

accommodations –  Overnight trip profile: primary purpose, activities conducted, category spending, towns

visited, Maine Visitor Center usage –  Overnight trip evaluation: rating of Maine compared to other destinations, trip highlight,

what could have been better on the trip, likelihood to return, likelihood to recommend, descriptions of Maine

•  Maine Day Visitor Survey –  Day trip logistics: primary destination, travel party, transportation –  Day trip profile: primary purpose, activities conducted, category spending, towns visited,

Maine Visitor Center usage –  Day trip evaluation: rating of Maine compared to other destinations, trip highlight, what

could have been better on the trip, likelihood to return, likelihood to recommend, descriptions of Maine

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Survey Content

•  National Omnibus Survey –  Number of U.S. trips taken in the past four weeks by trip type –  Destination of trips by trip type

•  Advertising Effectiveness Survey –  Top-of-mind Northeastern U.S. leisure destinations –  Attitudes towards travel –  States visited, states likely to visit –  Unaided tourism advertising awareness –  Aided print & television ad recall –  Aided print & television ad appeal –  Aided print & television ad motivations –  Intentions based on advertisements

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Survey Content

Regional Insights: Mid-Coast

Overnight Leisure Visitor Demographics: Mid-‐Coast •  The typical overnight leisure visitor to the Mid-‐Coast remains a highly educated,

relaAvely affluent, married person in their mid-‐forAes. This profile has changed liIle from 2008 to the same period in 2009. The one excepAon is that the average household income of this visitor saw a staAsAcally significant year-‐over-‐year increase from 2008 to 2009.

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2009 Annual Report

2008 (Base=215)

2009 (Base=187)

Mean Age 47.5 45.4

< 35 27% 26%

35 -‐ 44 12% 24%

45 -‐ 54 19% 17%

55 + 42% 33%

Mean Income $101,300 $113,000

< $50,000 13% 15%

$50,000 -‐ $99,000 38% 28%

$100,000 + 40% 41%

Female 44% 39%

College Degree or Higher 81% 80%

Married 64% 65%

Employed Full Time 56% 68%

notes significant year-‐over-‐year difference at 95% confidence level

Overnight Leisure Visitor Residence: Mid-‐Coast

3%

2%

1%

1%

7%

8%

2%

2%

2%

3%

4%

5%

0% 10% 20% 30%

Rhode Island

New Brunswick

Quebec

Vermont

Ontario

Maryland

2008 (Base=215) 2009 (Base=187)

•  Consistent with 2008, the largest percentage of overnight leisure visitors to the Mid-‐Coast are from MassachuseIs or New York, each with just under one-‐fijh of these visitors. InteresAngly, these states are followed by Washington D.C. and New Jersey, both of which saw staAsAcally significant year-‐over-‐year increases in the percentage of overnight leisure visitors to the Mid-‐Coast from these states.

State/Province of residence.

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2009 Annual Report

Base: People who Live in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada

5%

13%

7%

3%

0%

17%

20%

7%

8%

9%

9%

12%

17%

19%

0% 10% 20% 30%

New Hampshire

Connecticut

Maine

New Jersey

Washington D.C.

New York

Massachusetts


Primary Purpose of Overnight Leisure Trips: Mid-‐Coast

Primary Purpose of Overnight Leisure Trips

8%

4%

3%

13%

8%

9%

55%

6%

7%

8%

24%

30%

25%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Shopping

Cultural/HeritageTourism

Special Event

Touring

Outdoor Recreation

Rest & Relaxation

2008 (Base=215) 2009 (Base=187)

•  Unlike some of the other regions of Maine which have a single dominant primary trip purpose, there are several primary trip purposes that bring overnight leisure visitors to the Mid-‐Coast. For example, just under one-‐third of this group reported that they visit the region for outdoor recreaAon, while one-‐quarter said that they went to the Mid-‐Coast for touring. It’s also worth noAng the significant increase in the “Other” response. This is likely a funcAon of removing the Rest & RelaxaAon answer opAon in 2009, which generated more than half of the responses for this region among these travelers in 2008.

Regional Q7. What was the primary purpose of your most recent leisure trip in Maine?

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2009 Annual Report


NA

Please Note: Rest & RelaxaLon was not included in the 2009 survey. This helps to explain the significant

year-‐over-‐year increases in other primary

purpose categories on this chart.

Overnight Leisure Trip Ac6vi6es: Mid-‐Coast •  Concurrent with the variety of primary trip purposes among overnight leisure visitors to

the Mid-‐Coast, the chart below illustrates how there are several trip acAviAes that these visitors engage in during their visits. For example, outdoor recreaAon, shopping, sightseeing, resAng, and enjoying the views were cited by around half or more of overnight visitors to this region as acAviAes that they conducted during their trip to the Mid-‐Coast.

56%

68%

52%

67%

58%

38%

22%18% 20%

67%61%

52% 50% 47%

38% 35%

26% 23% 23% 23%

0%

20%

40%

60%

80%

100%

Outdooractivities(NET)

Shopping(NET)

Sightseeing Resting,relaxing

Enjoyingthe views

Driving forpleasure

Searchingfor localcuisine

Visitinghistoricsites /

museums

Trying tofind bestlobster roll

ExploringState andNationalparks

Wildlifeviewing /

birdwatching

2008 (Base=215) 2009 (Base=187)

Top Trip Ac6vi6es

Regional Q32. In which of the following acLviLes did you parLcipate during this trip? (Please check all that apply)

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2009 Annual Report


NA

Overnight Leisure Visitor Towns & Ci6es Visited: Mid-‐Coast

Regional Q31: Within the region you visited, what specific towns or ciLes did you visit?

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Within the region you visited, what specific towns or ci6es did you visit?

Percent of visitors to region

2009 Annual Report

9%

12%

23%

22%

21%

21%

28%

18%

27%

34%

11%

13%

17%

18%

20%

22%

22%

24%

28%

33%

0% 20% 40% 60% 80%

Pemaquid

Damariscotta

Rockland

Rockport

Wiscasset

Brunswick

Camden

Boothbay

Bath

Boothbay Harbor

2008 (Base=215) 2009 (Base=187)


Day Leisure Visitor Demographics: Mid-‐Coast •  The demographic profile of day leisure visitors to the Mid-‐Coast remained

largely staAsAcally stable between 2008 and 2009. The two excepAons to this both relate to age, where there was a significant decrease in the percentage of leisure day visitors to this region between age 35-‐44 and a significant increase of day leisure visitors to this region age 55 and over.

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2009 Annual Report

2008 (Base=164)

2009 (Base=155)

Mean Age 47.1 50.2

< 35 20% 21%

35 -‐ 44 25% 13%

45 -‐ 54 20% 15%

55 + 32% 51%

Mean Income $82,700 $76,000

< $50,000 18% 28%

$50,000 -‐ $99,000 55% 55%

$100,000 + 26% 18%

Female 48% 47%

College Degree or Higher 76% 65%

Married 69% 66%

Employed Full Time 51% 52%


Day Leisure Visitor Residence: Mid-‐Coast

2%

0%

4%

10%

9%

75%

0%

2%

2%

12%

21%

63%

0% 20% 40% 60% 80%

New Brunswick

Rhode Island

Quebec

New Hampshire

Massachusetts

Maine

2008 (Base=164) 2009 (Base=155)

•  Nearly two-‐thirds of leisure day visitors to the Mid-‐Coast are Maine residents. It’s also notable that there was a significant year-‐over-‐year increase in the percentage of leisure day visitors to the Mid-‐Coast from MassachuseIs, making this the second largest residence group of leisure day visitors to this region.

Day Q1A. In what State or Province do you reside?

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2009 Annual Report


Primary Purpose of Day Leisure Trips: Mid-‐Coast

Primary Purpose of Day Leisure Trips

5%

7%

17%

13%

9%

27%

24%

2%

9%

21%

26%

34%

8%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Cultural and heritagetourism

Special event

Rest & Relaxation

Touring

Outdoor recreation

Shopping

2008 (Base=164) 2009 (Base=155)

•  Day leisure visitors to the Mid-‐Coast are relaAvely split between several primary trip purposes. One-‐third of this group report that their leisure day visit to the region was to shop, while one-‐quarter report that it was for outdoor recreaAon, and one-‐fijh said it was to go touring. This illustrates the wide variety of aIracAons in the Mid-‐Coast for leisure day visitors.

Day Q3. What was the primary purpose of your most recent leisure trip in Maine?

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2009 Annual Report


NA

Please Note: Rest & RelaxaLon was not included in the 2009 survey. This helps to explain the significant

year-‐over-‐year increases in other primary

purpose categories on this chart.

Day Leisure Trip Ac6vi6es: Mid-‐Coast •  In accordance with the previous slide, there is not one dominant acAvity conducted by

leisure day visitors to the Mid-‐Coast. Instead, just over half of this group reported that they went shopping, while enjoying the views, resAng, and driving for pleasure were all cited by slightly less than half of this group. It’s also important to note that resAng, driving for pleasure, and exploring State and NaAonal Parks all saw staAsAcal year-‐over-‐year increases in the percent of this group who conducted them during their visits.

47%

37%

23% 20%

31% 29%

16%

8%

57%

46% 45% 42%38%

33%

24% 23% 22% 21%

0%

20%

40%

60%

80%

100%

Shopping(NET)

Enjoying theviews

Resting,relaxing,unwinding

Driving forpleasure

Sightseeing Outdooractivities(NET)

Trying to findthe best

lobster roll

Searching forlocal cuisineor dining hot

spots

Visitingfamily andfriends

ExploringState andNationalParks

2008 (Base=164) 2009 (Base=155)

Top Trip Ac6vi6es

Day Q10. In which of the following acLviLes did you parLcipate during this trip? (Please check all that apply)

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2009 Annual Report


NA NA

Day Leisure Visitor Towns & Ci6es Visited: Mid-‐Coast

Day Q12: Within the region you visited, what specific towns or ciLes did you visit?

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Within the region you visited, what specific towns or ci6es did you visit?

Percent of visitors to region

2009 Annual Report

6%

6%

11%

12%

14%

23%

19%

20%

17%

10%

25%

12%

12%

12%

14%

14%

22%

23%

24%

28%

29%

36%

0% 20% 40% 60% 80%

Belfast

Phippsburg

Damariscotta

Topsham

Rockport

Boothbay Harbor

Camden

Bath

Rockland

Wiscasset

Brunswick

2008 (Base=164) 2009 (Base=155)


Davidson-Peterson Associates 201 Lafayette Center Kennebunk, ME 04043

207.985.1790 www.digitalresearch.com

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