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TABLE OF CONTENTS  

 

EXECUTIVE SUMMARY  

BACKGROUND  

RESEARCH OBJECTIVES  

SECONDARY RESEARCH SUMMARY  

OBJECTIVES  SUMMARY  

LIMITATIONS  

METHOD  

DEFINITION OF THE POPULATION  QUESTIONNAIRE DEVELOPMENT  DATA COLLECTION  NON-SAMPLING AND SAMPLING ERROR REDUCTION  SAMPLE ERROR  RESPONSE RATE  

FINDINGS AND QUESTIONNAIRE ANALYSIS  

QUESTIONNAIRE RESPONSES  

SIGNIFICANCE TESTS  

CROSS TABULATION ANALYSIS  ANOVA  TWO PAIRED VARIABLE AVERAGES DIFFERENCE ANALYSIS  

CONCLUSIONS  

RECOMMENDATIONS  

 

 

 

 

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EXECUTIVE SUMMARY  

Ouray, Colorado — the “Switzerland of America” — is a hub of recreational activity in the West. The town, settled at the narrow head of a valley surrounded by steep mountains, offers plentiful opportunities to enjoy the outdoors during any season through hiking, biking, off-roading, hot springs, and more. Originally a mining town, Ouray’s present-day economy is centered almost solely on tourism.    Executive Director of the Ouray Chamber Resort Association, Kat Papenbrock, utilized the Hillsdale College marketing research team to conduct a research study evaluating Ouray’s recreational offerings, investigating seasonality and trip duration, and identifying the demographics of Ouray’s visitors and non-visitors.    The research team designed and issued an online questionnaire to determine the demographics of recreation-driven visitors, evaluate Ouray’s recreational activities, quantify visitors’ stay duration and expenditures, and determine the travel-planning lead time and seasonality of Ouray’s recreational offerings.    The team sent 18,231 surveys via email. As an incentive, the first 100 respondents received a $5 Amazon e-gift card and respondents could choose to enter the grand prize drawing to win: a three-night stay in Ouray (based on double-occupancy room), hot springs pool passes for two, two dinner vouchers for $50 each to a restaurant of their choosing, two event tickets for any local special event, and a $100 gas card for transportation. The trip must be redeemed by May 31, 2018.    In order to avoid skipped questions, the team forced response on all questions except the personal information needed for incentive giveaways. Of the 18,231 emails sent, 904 emails bounced. A total of 1,412 were started, and 1,331 were considered complete. Eighty-one surveys were excluded from analysis because the respondents did not complete the demographic questions. In total, the survey yielded a net response rate of 7.3 percent.    The data revealed most respondents had visited Ouray, Colorado, in the last five years (61.7 percent). Most recent visitors had taken one trip to Ouray in the last five years (62.2 percent) and had first learned about travel options in Ouray from a family member or friend (42.6 percent). Most respondents had last visited during the summer (57.9 percent) and had stayed two to four days (46.9 percent). When asked about trip-planning time, most respondents said

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they began planning their most recent stay one to four months in advance (44.8 percent) but planned their activities minimally (51.2 percent).    These recent visitors most likely participated in hiking (32.8 percent), photography (29.2 percent), and hot springs (25.8 percent). Nearly half of the recent visitors were fully aware of all of the recreational offerings at Ouray when they arrived (42.7 percent).    The team also explored non-visitors sentiments toward Ouray through the research study. Of all the respondents, 38.3 percent had not visited Ouray in the last five years. The data showed these potential visitors are most likely to visit Ouray in the summer (47.3 percent) and stay for two to four days (62.3 percent). Most potential visitors would likely spend less than $500 per person on a trip to Ouray for food, lodging, and entertainment (44.6 percent), and $101 to $200 per person on recreation. The study showed that potential visitors are most interested in hot springs, hiking, photography, and wildlife viewing.    About one-third of respondents — visitors and non-visitors combined — were between 51 and 60 years old (31.4 percent) while about one-fifth of respondents reported a household income between $75,001 and $100,000 (21.7 percent).    After analyzing the data, the team determined four recommendations. First, Ouray should explore and optimize gear rentals. According to the research, potential visitors are willing to spend between $100 and $200 per person on recreation during a visit to Ouray, but recent visitors reported between $0 and $100 expenditures per person for their most recent trip. Analysis showed that a majority of visitors are not bringing their own recreational gear, so Ouray could profit from growing its gear-rental business. Second, Ouray should explore potential referral or promotional programs. Most respondents, regardless of age or number of recent visits, first learned about Ouray through a family member or friend. In order to maintain this word-of-mouth advertising, Ouray should incentivize and reward visitors who recommend Ouray to a family member or friend through a referral program. Third, Ouray should schedule seasonal marketing efforts to reflect its visitors’ minimal planning habits. A majority of recent visitors began planning their most recent trip one to four months in advance. Additionally, more than half of recent visitors planned their activities minimally. Ouray should keep this information in mind and tailor its marketing efforts to this schedule in order to increase effectiveness and reach. Lastly, Ouray should refine marketing efforts toward current demographic segments while striving to reach a younger demographic through additional research. The study showed a strong age bias, but revealed that younger visitors are recreation driven and willing to spend money on recreational activities. Ouray should refine its marketing techniques to target older males, but also conduct further research — through visitor intercepts — with a strong focus on younger visitors.    

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BACKGROUND  

Nestled between peaks of the scenic Rocky Mountain Range lies Ouray, Colorado, a quaint community rightfully coined the “Switzerland of America” for its picturesque views and small village atmosphere. Though it was once a simple mining town in southwestern Colorado, present-day Ouray is a popular tourist attraction offering famous hot springs and adventurous activities such as rock climbing and hiking. Commonly referred to as the “Jeep Capital of the World,” Ouray offers jeep tours and off-roading trails in addition to biking and motorcycling. Its central location among many of Colorado’s top tourism destinations makes it a natural base for visitors looking to explore all that southwestern Colorado has to offer.  

 

Tourism has been a major industry in Ouray for the past century, and becoming more knowledgeable about the desires and habits of potential visitors could lead to an increase in economic performance. Gaining insight into seasonality of Ouray’s recreational offerings and

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identifying missed opportunities will allow the Ouray Chamber Resort Association to better target visitors and promote recreational activities.  

 

RESEARCH OBJECTIVES  

Develop an online survey and discover information about Ouray’s potential visitors, their recreational interests, and seasonality effects, by distributing the questionnaire to approximately 18,000 potential and past visitors.  

 

1. Determine the demographic profile of recreation-driven visitors  

2. Evaluate recreational activity offerings, interest levels, and missed opportunities  

3. Quantify visitors’ stay duration and trip expenditures  

4. Determine the travel planning lead time for seasonal activities  

 

SECONDARY RESEARCH SUMMARY Secondary research involves the investigation of secondary sources of data and precedes primary data research. For this study, it is used in establishing the context and parameters for primary research. Below is the summary of secondary research findings. The full secondary research report can be found in the Appendices.  

 

OBJECTIVES The purpose of a secondary research report is to present exploratory information to the client. In addition, the information gathered aided in constructing a descriptive research study, and it helped the team to gain a more thorough understanding of the outdoor recreation industry in Ouray, Colorado. Due to the nature of this project, the team conducted exploratory research utilizing secondary sources pertaining to outdoor recreation and the existing travel industry in Colorado and surrounding states. These six studies were incorporated into the study, as the team developed the questionnaire, structured the research-development process, and summarized the study’s findings.  

 

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SUMMARY One of this study’s research objectives is to determine the demographics of outdoor recreation-driven visitors. Several secondary sources provided additional information about what type of people are particularly interested in outdoor recreation. Researchers have determined age, ethnicity, income, gender, education level, location of residency, and employment status affect both interest and participation levels in regard to outdoor recreation. Specifically, researchers have found depleted participation and interest levels in elderly people and ethnic minorities such as African Americans. This information will help the team tie demographic information to interest levels, another area of focus for this study.  

 

One study suggested that as immigration numbers increase, this segment of underdeveloped minorities will increase and towns like Ouray should focus marketing efforts toward these potential visitors. Another study suggested marketing toward passionate travelers, while another suggested promoting safety.  

 

Other studies showed a positive outlook for the travel industry for Colorado and surrounding states. A study on Colorado’s leisure and hospitality for 2014 revealed Colorado employed 302,610 workers in the leisure and hospitality field, representing 11.7 percent of the state’s total employment. This study also showed nonresidents are spending two to three times more than residents upon visiting neighboring Utah for travel. This type of information corresponds with the team’s research objective that seeks to quantify visitors stay duration and trip expenditures. Another study showed the travel-generated earnings for the Southwest District — where Ouray, Colorado lies — were $242 million for 2015, representing 5.4 percent of the district’s total earnings. Ouray specifically brought in $37.9 million in 2015. Overall, the report showed visitor-generated spending has increased by an annual rate of 3.6 percent since 1996.  

 

 

 

 

 

 

 

 

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LIMITATIONS Limitations are any conditions that restrain the study.  

 

● Non-respondent bias: Answers of respondents may differ from the potential answers of those who did not respond to the survey.  

● Age bias: Older people are more inclined to respond to surveys, since their schedules are less busy than those of younger potential respondents who did not participate. The team excluded the youngest age bracket (under 21) in many cross-tabulation analyses because there were only four responses from people under 21 years old.  

● Gender bias: Women are generally more inclined to respond to surveys.  ● Many questions included an “other” option. Due to the size of the population, the team

was unable to offer open-ended responses for respondents to clarify.  ● The list of recreational activities did not include ice climbing. The team received some

complaints about this, and it may have contributed to the high response rate for the “other” option.  

● The survey was not equipped to accept zip codes outside of the United States, so respondents from other countries could not finish the survey. However, because the zip code was located at the end of the survey, their responses were mostly completed and included in analysis.  

● The income demographic question did not offer the option to not respond. Those who didn't want to answer this question often didn’t finish the remaining portion of the survey. Because the income question was late enough in the survey, these responses were still considered “complete” and included in analysis.  

● The age demographic question featured a two-column layout, with the last option in the first column being “41-50.” One respondent complained via email that he did not see a response option for over 50 in this question. Some respondents may have missed the second column of options for this question.  

● There were low rates of interest for all of the suggested activities.  ● The first email did not offer the option to opt-out of future emails. The team manually

removed those who called and emailed, and added the opt-out link on the reminder email.  

● Of the 1,412 responses, the team considered 1,331 complete. Eighty-one surveys were not included in the results because the respondents did not complete the demographic questions.  

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● In question 18V, the team did not specify Ouray when asking about per person expenses of respondents’ last vacation. This lack of specification may have confused respondents or led them to answer incorrectly.  

● After the results came in, the team discovered the non-awareness question for recent visitors did not force a response, resulting in a lower response rate for the question. Nearly a quarter of the recent visitor population skipped the question (23.1 percent).

 

 

 

 

METHOD The following section describes the method used to obtain the data used in the research study.  

 

DEFINITION OF THE POPULATION The research team conducted a research study with a population of 18,231 people who previously inquired about Ouray within the past year. This list was given to the team by Kat Papenbrock, executive director of the Ouray Chamber Resort Association. The list was groomed against prior lists to ensure potential respondents had not participated in a prior study. Half of the list is the Ouray e-newsletter contact list, and the other half is a “leads list” from an industry partner who conducts marketing efforts for Ouray.  

 

QUESTIONNAIRE DEVELOPMENT The team created a two-fold survey— respondents who had visited Ouray in the past five years answered 22 questions, while those who had not recently visited or visited at all answered 15 questions. The team developed and sent the questionnaire through Qualtrics Survey Software. The survey addressed the research objectives in order to provide useful feedback for the client. Question one screened the respondents to determine whether they had visited Ouray in the past five years. Question design included various types of categorical and metric questions. The final six questions asked for personal information in order to explore respondents’ demographics and to acquire the personal information of those interested in receiving the survey incentive.  

 

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DATA COLLECTION The questionnaire was sent through Qualtrics Survey Software via email with a cover letter including a link to the survey. In addition, the team sent a pre-survey email and a reminder email. The pre-survey email explained the purpose of the survey, and urged respondents to look for the link in the following email. The survey cover letter, along with the reminder email, included similar information, directions for completion, and the link to the survey. The team sent the pre-survey email on October 30, 2016. The actual survey was sent on November 1, 2016 and the reminder email was sent on November 4, 2016. The survey closed on November 7, 2016.  

 

In order to increase the survey’s response rate, the team offered two incentives. The first 100 respondents to complete the survey won a $5 Amazon e-gift card. Respondents also had the option to enter to the grand prize, which included a three-night stay in Ouray (based on double-occupancy room), hot springs pool passes for two, two dinner vouchers for $50 each to a restaurant of their choosing, two event tickets for any local special event, and a $100 gas card for transportation. The trip must be redeemed by May 31, 2018.  

 

NON-SAMPLING AND SAMPLING ERROR REDUCTION In order to avoid respondents skipping questions, the team forced response on all of the questions except the personal information needed for incentive giveaways. Of the 1,412 responses, the team considered 1,331 complete. Eighty-one surveys were not included in the results because the respondents did not complete the demographic questions.  

 

SAMPLE ERROR The team calculated the sample error to be 2.6 percent.  

 

RESPONSE RATE Of the 18,231 emails sent, 904 emails bounced. A total of 1,412 were started, and the research team considered 1,331 surveys complete. Eighty-one surveys were excluded from analysis because the respondents did not complete the demographic questions. In total, the survey yielded a net response rate of 7.3 percent.  

 

 

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FINDINGS AND QUESTIONNAIRE ANALYSIS

QUESTIONNAIRE RESPONSES The basic data analysis goal with all summarization is to report a few pieces of information that describe the most typical response to a question.  

 

1. Have you visited Ouray, Colorado within the last five years?  

 

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 The team began the questionnaire with this dual-choice categorical question. It was used as a screening question to determine which route on the survey each respondent should take. The total number of respondents represented in this question is 1,331. Findings revealed 61.7 percent of respondents had visited Ouray, Colorado, within the last five years.                2V. How many trips have you taken to Ouray in the last five years?    

   This categorical multiple-choice question asked previous visitors how many trips to Ouray they had taken in the last five years. A majority of respondents had taken just one trip in the last five years (62.2 percent). If respondents did not take one trip, they had likely taken two (17.8 percent) or four or more (12.5 percent).    

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                   3V. How did you first learn of travel options in Ouray?    

   

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Next, the team asked a categorical, multiple-choice question to determine how respondents first learned about travel options in Ouray. Of the 820 respondents, the majority had first learned of these travel options via family or friends (42.6 percent). Some respondents also used Colorado.com (10.4 percent) or learned through a local attraction or activity (9.8 percent).                4V. How did you first request travel information about Ouray?    

   

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Recent visitors were asked where they initially requested travel information about Ouray in this categorical, multiple-choice question. The largest percentage of respondents inquired through an online source (67.5 percent). Since the survey was conducted online, a bias enters here. It is reasonable to expect these respondents prefer online sources.                  5V. How long was your most recent visit to Ouray (excluding travel time)?    

   The next categorical, multiple-choice question portrayed the majority of respondents stayed in Ouray for two to four days on their most recent visit (46.9 percent). Nearly one-third of respondents visited Ouray for a day trip. Visits extending past seven days were less common (6.9 percent).  

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                     6V. During your most recent visit to Ouray, where did you spend the night(s)?    

     The team explored where recent visitors spent the night through this categorical, multiple-choice question. The data demonstrated a majority of respondents stayed in a hotel or motel on their most recent visit to Ouray (41 percent). Furthermore, 22 percent of respondents did not spend the night on their most recent visit, and 16.7 percent stayed at a campground or RV park.    

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                     7V. During which season was your last visit to Ouray, Colorado?    

   This categorical, multiple-choice question revealed summer as the most popular season to visit Ouray (57.9 percent). Fall was the second most-visited season (31.4 percent).        

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                   8V. During which season would you choose to visit?    

   This question was designed to determine repeat visitors’ seasonal preferences for vacationing in Ouray. Responses to the categorical, multiple-choice question indicated nearly half of all recent visitors would prefer to visit during the summer on their next visit (45.2 percent). The second most-popular season for repeat visitors would be fall (33.1 percent). Only a small portion of respondents do not plan to visit again (2.6 percent), which are not included in this graphic.    

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                     9V. How far in advance did you begin planning your most recent visit to Ouray?    

   This categorical multiple-choice question asked respondents to recall how far in advance they began planning their most recent trip to Ouray. The majority of recent visitors planned one to four months prior to their vacation (44.8 percent). Additionally, about one-fifth of the sample

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population began planning five to eight months in advance (25.1 percent), while about one-fourth began planning less than one month before their vacation (20.5 percent).                      10V. Which statement best represents your frame of mind when you arrived in Ouray during your most recent visit?    

     Respondents were asked this categorical multiple-choice question to categorize their frame of mind for recreational activities while visiting Ouray. A majority of the sample population planned

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their activities minimally (51.2 percent) while the remaining visitors either planned all of their activities completely (25.3 percent) or did not plan their activities at all (23.5 percent).                        11V. What activities did you participate in during your visit(s) to Ouray, Colorado?    

   The findings of this categorical, multiple-choice questions indicate that the three most popular activities of respondents who had visited Ouray were hiking (32.8 percent), photography (29.2 percent), and hot springs (25.8 percent). Additionally, a portion of the sample population

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selected other activities not specified (17.6 percent). As a “check all that apply” question, result totals will equal more than 100 percent.                            12V. Were you unaware of any of the following activities during your visit(s) in Ouray?    

 

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 The next categorical dual-choice question built on the previous inquiry about participation by clarifying whether visitors had been aware of the various activity offerings in Ouray. Nearly half the sample population was aware of all activity offerings when visiting Ouray (42.7 percent). Consequently, non-awareness levels were consistently under 4.9 percent for the various offerings. Due to an unforeseen limitation, nearly 23.1 percent of the visitor population were able to skip this question without responding. Therefore, the resulting data doesn’t add up to 100 percent.                13V. Which of the following activities would you have liked to participate in if you had been aware?    

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   Those who indicated they were unaware of an activity in the previous question faced this categorical, dual-choice question. Furthermore, the only response options displayed were the activities of which respondents were unaware. The findings suggest the majority of those who were unaware of an activity would not have been interested even if they had known about it in advance (6.2 percent). Those who responded that they were aware of all activities in the previous question did not get asked this question. Therefore, the results do not add up to 100 percent.            14V. Indicate your level of interest in the following activities.    

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Variable   Average   Standard Deviation  

Minimum   Maximum   Sample  

Interest in Hot Springs   3.6   1.2   1   5   819  

Interest in Hiking   3.6   1.2   1   5   819  

Interest in Photography   3.4   1.2   1   5   819  

Interest in Wildlife Viewing   3.3   1.2   1   5   819  

Interest in Off-roading   3.2   1.5   1   5   819  

Interest in Hunting/Fishing   2.3   1.3   1   5   819  

Interest in Snow Sports   2.0   1.2   1   5   819  

Interest in Road Biking   2.0   1.2   1   5   819  

Interest in Motorcycling   1.7   1.2   1   5   819  

Interest in Rock Climbing   1.6   1.0   1   5   819  

 1-Not interested at all 2-Slightly Interested 3-Moderately Interested 4-Very Interested 5-Extremely Interested    

The next question measured interest levels for various activities in Ouray with a symmetric, synthetic metric, intensity continuum question. The majority of activities had relatively moderate levels of interest (3.2 to 3.6). The activities with the lowest levels of interest were rock climbing (1.6) and motorcycling (1.7) and the activities with the highest levels of interest were hiking (3.6), hot springs (3.6), and photography (3.4). These results match those from the participation question — signifying visitors are partaking in the same activities which they find most interesting.          15V. Did you bring any of the following equipment with you on your most recent visit to Ouray, Colorado?    

Cameron King� 11/29/2016 6:36 PMComment [1]: This is fine here in the report. When you develop your script, just say it’s a metric question.  

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   To gain a better understanding of gear rental opportunities in Ouray, the team asked respondents a categorical dual-choice question regarding whether they had brought a kayak, ATV, or bicycle. A majority of respondents indicated they did not bring any of this equipment with them (83.7 percent). However, of those respondents who did bring equipment, most brought a bicycle (8.3 percent).                          16V. What was the primary type of vehicle you drove during your most recent trip to Ouray?    

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   Results from this categorical multiple-choice question showed the most-common type of vehicle driven by recent visitors of Ouray was a personal car or truck with four-wheel drive (41.4 percent). The second most-common type of vehicle driven was a personal car or truck with two-wheel drive (26.9 percent). Respondents who did not rely on a personal car or truck likely relied on a rental car or truck with either two-wheel drive (11.7 percent) or four-wheel drive (10 percent).        17V. On your most recent visit to Ouray, how many people were in your travel party?  

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   This categorical multiple-choice question inquired about the size of recent visitors’ travel parties during their most recent visit. The most-common travel party consisted of two people (51.4 percent), while travel parties of four, or more than four, were similarly common. It was least likely that a respondent traveled alone (4.8 percent).        

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18V. On average, how much did you spend per person on your last vacation for food, lodging, and entertainment (excluding travel expenses)?    

   In order to determine per-person expenses of recent visitors on their last vacation including food, lodging, and entertainment (excluding travel expenses), this categorical multiple-choice question was asked. The most common per-person expense fell between $0 and $500 (41 percent), while the second most common per-person expense was between $501 and $1,000 (30.4 percent).                        

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19V. On average, how much did you spend per person on recreational activities during your trip?    

   The responses from this categorical, multiple-choice question regarding expenditures of previous visitors shows that most respondents spent less than $100 on recreational activities (41.9 percent). If they spent over $100, it is likely they spent between $101 and $200 (28.3 percent).                            

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2NV. How far in advance would you likely begin planning a trip to Ouray?    

   When responses of visitors and non-visitors to this multiple-choice categorical question were compared, the team discovered that the majority of both visitors (44.8 percent) and non-visitors (33.0 percent) either planned or would likely plan their vacation one to four months in advance. However, more non-visitors reported potentially planning a trip to Ouray nine or more months in advance (31.0 percent) than visitors (9.6 percent).                          

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3NV. How many days would you likely stay in Ouray?    

   Analysis of visitor and non-visitor responses to this categorical, multiple-choice question regarding trip duration revealed that both non-visitors (62.3 percent) and recent visitors (46.9 percent) most likely did or would stay two to four days in Ouray. However, 32.4 percent of previous visitors stayed in Ouray for one day while only 6.7 percent of non-visitors would likely plan a one-day trip.                          

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   4NV. During which season would you likely visit Ouray?  

   Comparison of results for this categorical multiple-choice question showed a similar trend in seasonal preference of those who had recently visited Ouray and those who had not. Both non-visitors (47.3 percent) and visitors (45.2 percent) would prefer to visit Ouray in the summer.                              

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   5NV. How many people would you likely travel with?    

   A side-by-side analysis of this categorical multiple-choice question displays a similarity between the number of people in travel parties of non-visitors and visitors. The majority of both visitors (56.0 percent) and non-visitors (51.4 percent) either did or would likely travel with two people in their party.                        

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   6NV. How much would you likely spend per person on a trip to Ouray including food, lodging, and activities (excluding travel fare)?    

   This categorical multiple-choice question showed no contrast between average spending of visitors and the anticipated average spending of non-visitors. The majority of both visitors (41.0 percent) and non-visitors (44.6 percent) either did or would likely spend between $0 and $500 per person on average for food, lodging, and entertainment.                      

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 7NV. On average, how much would you likely spend per person on recreational activities in Ouray?    

   A comparison of recreational spending displayed by this categorical, multiple-choice question showed a difference in average expenditures between those who had recently visited Ouray and those who had not. The majority of recent visitors spent $0 to $100 per person on recreational activities (41.9 percent), while the majority of non-visitors anticipated spending $101 to $200 per person on recreational offerings (36.5 percent).                  

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   8NV. Which statement would best represent your frame of mind when visiting Ouray?    

   When comparing the results of this categorical multiple choice question, a slight difference in the mindset of visitors and non-visitors was discovered. While the majority of both visitors and non-visitors reported planning their activities minimally, a larger group of non-visitors would likely plan all of their activities (42.6 percent) than visitors (25.3 percent). Consequently, more visitors did not plan any activities (23.5 percent) than non-visitors would (5.5 percent).                    

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     9NV. Indicate your level of interest in the following activities    

Variable   Average   Standard Deviation  

Minimum   Maximum   Sample  

Hot Springs   3.7   1.1   1   5   509  

Hiking   3.7   1.2   1   5   509  

Photography   3.5   1.2   1   5   509  

Wildlife Viewing   3.5   1.2   1   5   509  

Off-roading   2.8   1.5   1   5   509  

Hunting/Fishing   2.2   1.3   1   5   509  

Road Biking   2.2   1.3   1   5   509  

Snow Sports   2.1   1.3   1   5   509  

Rock Climbing   1.8   1.2   1   5   509  

Motorcycling   1.6   1.1   1   5   509  

   

1-Not interested at all 2-Slightly interested 3-Moderately interested 4-Very interested  5-Extremely interested  

 This symmetric intensity continuum was a synthetic metric question asked to gauge interest levels of potential Ouray visitors in specific recreational activities. The average level of interest for each activity among potential visitors. The recreational activities with the highest average levels of interest were hot springs and hiking, each with an average score of 3.7, or moderately to very interested. This data shows potential visitors’ interest levels match previous visitors’ interest levels — they are most interested in the same three activities (hot springs, hiking, and photography).      

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   18D. What is your current age?    

   In order to determine the demographic profile of respondents, the research team asked this multiple-choice categorical question. The majority of respondents ranged from 51 to 60 years old, with 29.4 percent of respondents falling in this category.                        

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     19D. What is your gender?    

   

Respondents were asked another demographic question to better understand visitor profiles. Findings from this categorical multiple-choice question indicate that the majority of respondents were females (54.3 percent). This incorporates a slight gender bias into the study’s findings.                          

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     20D. What is your current annual household income?    

   This multiple-choice categorical question was asked in order to further analyze demographic profiles of visitors. The majority of respondents (62 percent) earned less than $100,001.                      

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         21D. What is your primary employment status?    

   The next demographic question regarded the employment status of respondents. The majority of responses to this categorical multiple-choice question indicated that respondents were employed (59.5 percent).              

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             22D. What is the zip code of your primary residence?    

   This open-ended question was asked to determine from where respondents were traveling. The map displays a majority of respondents live east of Colorado. This map is limited to respondents from the United States, because the question only allowed for a five-digit zip code to be entered.    

 

 

 

 

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SIGNIFICANCE TESTS

CROSS TABULATION ANALYSIS The examination of frequencies for two categorical variables and a cross tabulation table to determine whether the variables have a significant relationship.  

 

Q1 & 18D    

   

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Through chi-square analysis, the research team found a statistically significant relationship between respondents' age and their likelihood of having visited Ouray in the last five years. Analysis results showed respondents between 51-70 were more likely to have visited Ouray in the last five years (59.2 percent combined) than respondents of any other age bracket. Respondents in the extreme age brackets (21-30 and over 70) are much less likely to have visited Ouray (5.6 percent and 6.8 percent, respectively). This shows Ouray's most-common visitors are between 41 and 70 years old. The team excluded the results from respondents under 21 and respondents who preferred not to specify their age.      18D & 4NV    

   Although the team encountered less total respondents who had not visited Ouray in the last five years — resulting in small numbers for each age bracket — a chi-square analysis revealed a statistically significant relationship between a non-visitors’ current age and which season they would prefer to visit Ouray. Respondents between 31 and 70 years old would most likely prefer to visit during the summer. Respondents between 21 and 30 are equally likely to visit during the winter or the summer (31 percent). Respondents over 70 years old, however, are most likely to visit during the fall (40 percent). The team excluded the results from respondents under 21 and respondents who preferred not to specify their age.        

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                 18D & 11V  

 A chi-square analysis revealed a statistically significant relationship between recent visitors’ ages and whether they participated in three activities on their last visit to Ouray: photography, hiking, and off-roading. The team excluded the results from respondents under 21 and respondents who preferred not to specify their age. The analysis showed respondents between

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21 and 60 most likely went hiking, and participated in photography. Respondents over 60 years old most likely participated in photography then off-roading.                    5V & 6V  

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   There is a statistically significant relationship between how long respondents stayed in Ouray and where they chose to spend the night. The chi-square analysis showed visitors who stayed two to four days most likely stayed in a hotel or motel (56.6 percent). Additionally, those who stayed five to seven days were also most likely to stay in a hotel or motel (42.1 percent). Those who stayed eight to ten days, however, most likely resided at a campground or RV park (61.9 percent).          

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5V & 2V  

     When recent trip duration of visitors was related to the number of trips they had taken to Ouray in the past five years, the findings displayed a statistically significant relationship. Chi-square analysis showed those who visited four or more times were most likely to have stayed for one day (40.8 percent). Those who had visited two or more times in the past five years tended to stay two to four days.                    

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   7V & 8V  

   Recent visitors of Ouray who last vacationed in the winter, summer, and fall would prefer to visit again in those respective seasons, a chi-square analysis revealed that spring visitors would most likely prefer to visit in the fall (53.9 percent) or the summer (23.3 percent) on their next visit.                        

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8V & 9V  

 The next chi-square analysis portrayed a statistically significant relationship between which season a returning visitor would prefer to visit and how far in advance that visitor began planning their most recent visit. Most respondents planned one to four months in advance; however, those who would prefer to come in the winter next time only planned their most recent visit less than a month in advance (46.3 percent).      15V & 11V    

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   Chi-square analysis showed a statistically significant relationship between whether a respondent brought an ATV on their most recent visit and whether they participated in off-roading during their most recent visit. An additional chi-square analysis revealed a statistically significant relationship between whether a respondent brought a bike on their most recent visit and whether they went road biking on their most recent visit. Most respondents who participated in off-roading during their last visit did not bring an ATV on their last visit (11.8 percent). Most respondents who participated in road biking during their last visit brought their own bike (83.3 percent).                  9V & 11V  

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   The amount of trip-planning and which activities recent visitors participated in portrayed a statistically significant relationship after performing a chi-square analysis. Respondents who went off-roading or participated in wildlife viewing planned one to four months (46.7 percent and 48 percent), or five to eight months (28.8 percent and 26.6 percent). Respondents who went to the hot springs typically began planning one to three months (44.5 percent), or less than one month in advance (25.3 percent).                          

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19V & 10V  

   The next chi-square analysis proved a statistically significant relationship between how much activity recent visitors had planned when they arrived in Ouray and how far in advance they began planning their trip. The analysis showed most respondents, regardless of how much activity they planned, began planning their trip one to four months in advance. Visitors who did not plan activities at all, however, were almost just as likely to begin planning just one month before their visit.                                      19D & 19V  

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 After conducting a chi-square analysis, the team discovered a statistically significant relationship between gender and how much a respondent spent per person on recreation during their last visit. The analysis showed males were slightly more likely to spend more than $400 per person on recreation than females (10.7 percent versus 7.4 percent). Still, most males and females were most likely to spend between $0 and $100 per person on recreation (34.5 percent and 47.6 percent). Overall, men were more likely to spend more money than women were on recreational activities.    

         

 

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TWO PAIRED VARIABLE AVERAGES DIFFERENCE ANALYSIS A statistical analysis used to find significant differences between two groups comparing averages.    14V & 9NV    

   A two paired variable average difference analysis was conducted to reveal a statistically significant difference between past visitors’ interest and potential visitors’ interest levels in the various activity offerings in Ouray. Findings indicate past visitors have higher interest levels in motorcycling, off-roading, and hunting/fishing. Conversely, potential visitors reported higher interest levels in road biking/mountain biking, rock climbing, snow sports, and wildlife viewing. Respondents didn’t reflect statistically significant differences in interest levels for the other activity offerings listed.      

 

 

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CONCLUSIONS  

Based on the data collected, the team discovered roughly 61.7 percent of respondents had visited Ouray before. Of those, 62.2 percent had visited just once in the last five years. The majority of recent visitors learned of travel options in Ouray from family and friends (42.6 percent), while other non-specified sources (19.3 percent) and Colorado.com (10.4 percent) were the next most significant contributors. Of recent visitors, however, 67.5 percent requested this travel information online first. The most recent visits lasted between either two to four days (46.9 percent), one day (32.4 percent), or five to seven days (13.9 percent). Furthermore, those who stayed the night mainly chose to stay in a hotel or motel (41 percent) or on a campground (16.7 percent), while some didn’t spend the night at all (22 percent). The recent-visitor sample population primarily drove personal cars or trucks with two-wheel or four-wheel drive (68.3 percent). Additionally, 71.4 percent of visitors spent between $0 and $1,000 per person on their last visit, while 70.2 percent spent $0 to $200 per person specifically on recreational activities. Both the recent visitors and non-visitors traveled or would travel with one other person. While tentative vacation expenses of non-visitors mainly totaled between $0 and $500, they were still most likely to spend less than $200 on recreational activities.    The team also investigated the seasonality of recreational activities in Ouray, finding recent visitors prefer to visit during the summer (57.9 percent) or fall (31.4 percent). Potential visitors also preferred summer (45.2 percent) or fall (33.1 percent). Research also revealed 44.8 percent of respondents who had visited Ouray in the last five years began planning their trip one to four months in advance, followed by nearly equal response rates in less than one month (20.5 percent) and five to eight months (25.1 percent). Additionally, when asked about their frame of mind with regards to outdoor recreation activity plans, the majority of those who had visited Ouray related most with the statement “I planned my activities minimally” (51.2 percent). While the majority of visitors planned one to four months before taking a trip to Ouray, chi-square analysis revealed a difference among winter travelers. Those who preferred taking their next trip to Ouray in the winter most likely planned their most recent trip less than one month ahead (46.3 percent).    

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Chi-square analysis indicated that the majority of those who had previously vacationed in the summer or fall would prefer to visit in the same season upon their next trip to Ouray. However, the majority of respondents who had visited in the spring expressed interest in planning a future vacation during the fall (35.6 percent) or summer months (32.2 percent).    The team determined past visitors to Ouray were most interested in five of the 11 activities offered in the survey - hiking (32.8 percent), photography (29.2 percent), hot springs (25.8 percent), off-roading (24.8 percent), and wildlife viewing (20.4 percent). Still, 17.6 percent of those who had visited Ouray reported significant interest levels in other non-specified recreational activities. The team found a statistically significant relationship between gear rental and which activities recent visitors participated in on their most recent visit. A majority of visitors who participated in road biking or mountain biking brought their own bicycle (83.3 percent). Further analysis, however, revealed a minority of visitors who participated in off-roading brought their own ATV (11.8 percent).    Despite an overwhelming majority of the sample population being aware of all recreational offerings (42.7 percent), those who were unaware of activities were only unaware of one or two. Further, respondents who were unaware of certain activities said they would not have been interested in those activities even if they had known about them previously. Interest levels of non-visitors displayed a similar trend. When analyzed in relation to the various age brackets, the team found non-visitors of all ages greatly preferred motorcycling, road biking/mountain biking, rock climbing, and hiking, while the same question determined past visitors of all ages greatly preferred only the hot springs and hiking. The team found most of the sample population showed only a moderate interest level in all activity offerings.    The study explored visitors’ frame of mind when they arrived in Ouray for their most recent visit as well as the potential mindset of those who had not recently visited. The analysis found that the majority of both recent (51.2 percent) and potential visitors (51.9 percent) either planned or would plan minimal activities. However, non-visitors were more likely to plan all activities (42.6 percent) than did visitors (25.3 percent) on their last trip to Ouray.    Most respondents for the study fell between the age of 51 and 70 years old (55.1 percent). Of the entire sample population, 54.3 percent were women and 43.8 percent were men, while the remaining portions chose not to answer the question. Over 20.6 percent of the population submitted income levels of between $75,000 and $100,000. Consequently, 59.5 percent of the respondents were employed and 30.7 percent were retired. The geographical information yielded results indicating high concentrations of visitors originating primarily from Colorado, California, and sporadic portions of the Eastern half of the United States.    

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RECOMMENDATIONS  

1. Explore and optimize on gear-rental opportunities  The team’s analysis showed potential visitors are most likely to spend between $100 and $200 per person on recreational activities on a hypothetical trip to Ouray. Further data, however, portrayed recent visitors actually spent $0 to $100. Potential visitors are willing to spend more than past visitors actually ended up spending on their trip. Though this research study did not ask users to specify where or how they would like to spend their money, the team believes Ouray could benefit from future research on this topic. Ouray should keep this in mind when designing future studies.    However, analysis did reveal a strong market opportunity for kayak, ATV, and bicycle rentals. A huge majority of recent visitors did not bring their own equipment to Ouray on their most recent visit (83.7 percent). The most common piece of equipment brought was a bicycle (8.3 percent), while under five percent brought an ATV or a kayak. Further analysis, however, revealed 83.3 percent of respondents who participated in road biking or mountain biking did bring their own bike. On the contrary, just 11.8 percent of respondents who participated in off-roading brought

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their own ATV. These findings show there is a major market opportunity for ATV rentals, and a small market for bicycle rentals. Ouray should focus on marketing ATV rentals, and consider raising the price of ATV rentals to bring in more profit. In addition, Ouray should work to ensure visitors are aware of bicycle rental opportunities in order to rent them in the future instead of bringing a bicycle from home.    The questionnaire did not ask respondents whether they participated in kayaking, so Ouray could delve further into that sector in future research.    2. Explore potential referral or promotional programs    The team discovered 42.6 percent of respondents learned about travel opportunities in Ouray, Colorado through a family member or friend. Most respondents credited their first encounter with Ouray to a family member or friend.    In order to capitalize on this word-of-mouth advertising, the team recommends offering referral promotions to visitors. These could include discounts on lodging, activities, and gear or vehicle rentals for visitors who recommended Ouray to friend or family member. These kinds of promotions could stimulate tourism traffic throughout the year, and increase participation in all the outdoor opportunities Ouray has to offer.    Ouray should also conduct further research to determine how successful these referral programs would be.      3. Schedule seasonal marketing efforts to reflect minimal planning habits    The research team found most recent visitors spent one to four months planning their most recent trip to Ouray. The team recommends Ouray begin seasonal marketing efforts one to four months before the peak of each season. Visitors who did not plan activities at all were almost just as likely to begin planning just one month before their visit. With this in mind, Ouray should boost seasonal marketing efforts online during the first month of each season in order to reach the last-minute planners and even stimulate additional last-minute trips.    More than half of the recent visitors planned their activities minimally on their last trip to Ouray (51.2 percent). The remaining half of the respondents were almost equally divided between completely planning their activities and not planning their activities at all. This data shows a good portion of most visitors’ schedules is still unplanned when they arrive in Ouray. Most visitors have flexibility and free time budgeted for their trip, so Ouray could capitalize on that

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free space and try to fill it with recreational activities. The majority of those who would prefer to travel to Ouray in the winter indicated they spend less than a month planning. For this reason, it is advised that winter activities are heavily marketed during the winter season to target these last-minute planners. Specifically, there is strong evidence to suggest that 21 through 30 year old age bracket is more interested in visiting during the winter season. Also, the significance tests revealed that those over 60 years old are especially inclined to visit during the fall and could present an opportunity to boost visitorship during these months. Furthermore, respondents that visited during the spring reported that they would prefer to visit in the summer and fall next time. The team believes Ouray should market summer and fall activities to spring visitors upon departure from their visit to encourage them to return in one of the upcoming seasons.    Due to visitors’ tendency to plan specific activities for their vacations with minimal lead time and to a lesser degree, the team recommends the Ouray Chamber Resort Association begin targeting visitors closer to their arrival or upon arrival. Introducing or maintaining strong advertising efforts for outdoor recreation offerings in hotel or motel rooms and lobbies, campgrounds or RV park entrances or sites, and bed and breakfasts would likely offer the greatest return, as these are the most popular places non-planners spent the night. Analysis revealed larger travel parties planned activities minimally, indicating that large groups are particularly susceptible to marketing efforts reaching them post-arrival. The team suggests informational flyers or pamphlets as a cost-effective and productive solution to this objective and would likely prove effective for older visitors. Data showed the most respondents used online resources to inquire further about Ouray, so sending emails offering outdoor recreational activities to visitors when they book their hotel or when they are nearing their arrival date could boost interest levels and participation levels alike.    It could also be worthwhile to pursue more sophisticated techniques for raising awareness in outdoor recreation activity offerings. Tourism apps that utilize geo-location capabilities can be an effective tool for marketing recreational opportunities to visitors once they arrive in Ouray. This marketing technique is becoming increasingly popular in the tourism field. Using consumer location data, companies can send geo-targeted ads tailored to consumer preferences as soon as they enter the local area. By hyper-localizing their online marketing techniques, Ouray can present the appropriate information about outdoor activities, rentals, and other opportunities to each individual visitor at precisely the right time for them to take advantage of it.      4. Refine marketing efforts toward current demographic segments while exploring methods to appeal to a younger demographic    

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Summarization of the data collected from all respondents showed a rather elderly population with 60 percent between the ages of 51 and 70 years old. Furthermore, three-quarters of the total sample population fall between 41 and 70 years old. The team suggests that marketing efforts be made with this in mind while also attempting to reach a younger demographic. Though there are adequate recreational offerings that are appropriate for elderly individuals, the general consensus is that younger individuals will participate in outdoor recreation more regularly and in a greater duration.    Despite a large percentage of the population being retired (30 percent), more than half are still employed (60 percent) implying that they have some level of disposable income for travel and recreation. Over 50 percent of the sample population reported an annual income of between $50,000 and $125,000 with the largest percentage peaking between $75,000 and $100,000 (21 percent). While 54 percent of the population reported being female, 44 percent reported being males. Additionally, results suggested that males are more inclined to spend a greater amount of money on recreation than females are. Consequently, the marketing efforts should be targeted with a slight bias towards males and with an understanding that they likely have some level of disposable income.    Though this research project did not receive high response rates from the younger demographics, the team concluded that younger visitors are recreation driven and willing to spend money on recreation. Ouray should use alternative marketing research techniques to gather information about its younger visitors, or aim to add younger visitors to its current list of respondents. The team suggests conducting additional research through visitor intercepts at the Ouray visitor’s center during the summer. During these visitor intercepts, the researcher should strive to gather information from younger respondents through screening and incentives if necessary.