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WHAT YOU WILL WALK AWAY WITH TODAY!: 

WHAT YOU WILL WALK AWAY WITH TODAY! Travel outlook for 2003 Updates on Lewis & Clark national awareness of bicentennial The Montana Vacation Experience

The National Perspective: 

The National Perspective 2002p +2% domestic leisure travel -4% domestic business travel -17% international 2003f +3% U.S. domestic travel +.5% U.S. business travel

Nonresident Visitation: 

Nonresident Visitation 2002 shows a preliminary increase of 2% millions

National Park Visitation 1992-2002: 

National Park Visitation 1992-2002 Yellowstone + 8% Glacier: +13%

Montana Airport Deboardings: 

Montana Airport Deboardings Less than 1% increase for 2002

Slide7: 

Kalispell: +2.4% Missoula: -3.3% Airport Percent Change “02 vs “01 Great Falls: -1.9% Bozeman: +5.2% Billings: +6.9% Helena: +3.0% Butte: -5.8%

Nonresident Travel Expenditures: 

Nonresident Travel Expenditures $million $1.8 billion of direct expenditures in 2002

Summer Visitor Expenditure Profile: 

Summer Visitor Expenditure Profile

Slide10: 

% Summer Non-Res. Overnights 33% 9% 2% 14% 30% 11%

Slide11: 

Region Attraction Study: Average nights in MT and Region MT: 7.5 Region: 5.3 MT: 6.5 Region: 4.5 MT: 7.2 Region: 4.1 MT: 5.3 Region: 2.8 MT: 7.5 Region: 4.0 MT: 6.9 Region: 4.0

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Glacier: 71% Yellowst. 24% Region Attraction Study: % Resident/Nonresident who visited Nat’l Parks Glacier: 45% Yellowst. 30% Glacier: 24% Yellowst. 43% Glacier: 30% Yellowst. 13% Glacier: 16% Yellowst. 74% Glacier: 15% Yellowst. 46%

Montana Travel Industry Business Owner Survey (N=191): 

Montana Travel Industry Business Owner Survey (N=191) 2002 showed: 52% had increases 18% stayed same 30% had decrease 2003 Outlook 70% expect an increase 22% expect same 8% expect decrease

2003 Travel Industry Outlook 2-5% increase: 

2003 Travel Industry Outlook 2-5% increase Based on: national and local business projections No terrorist attacks on U.S. soil No further economic downturns No gasoline shortage

Questions on MONTANA OUTLOOK?: 

Questions on MONTANA OUTLOOK?

Lewis & Clark Interest and Awareness Study: 

Lewis & Clark Interest and Awareness Study

Background: 

Background Initial study conducted nationally in the spring of 2000 Partners desired more information regarding the level of interest in the Bicentennial in order to better plan and prepare for potential visitation

States Involved: 

States Involved Along with funding from ITRR the following states were part of the project: Idaho North Dakota Illinois Oregon Iowa South Dakota Missouri Virginia Nebraska Washington Federal agency Lewis & Clark MOU Group

L&C Methodology: 

L&C Methodology Study conducted by NFO Plog Research, who administered the first study Nationally represented sample of 2500 persons was randomly selected from NFO Panel Data were collected via a 4-page mail questionnaire Data collection period October 14--Nov 18, 2002 67% response rate

Markets Most Interested in Bicentennial: 

Markets Most Interested in Bicentennial History Buffs 74% Venturers 70% 55+ 63% (41% of sample) $75K HHI 61% (36% of sample) History Buffs were those who said “gaining knowledge of history or other cultures was important in the survey (35% of sample). Venturers seek new experiences, are achievement oriented, and search for undiscovered destinations (11% of sample).

Expedition Awareness - Growing: 

Expedition Awareness - Growing

Bicentennial Awareness- Growing but still Small: 

Bicentennial Awareness- Growing but still Small

Likelihood of Visiting States/Attractions: 

Likelihood of Visiting States/Attractions Montana 7.5 Million/yr. 3.8 Million/yr.

Very/Somewhat Likely to Visit: 

Very/Somewhat Likely to Visit 15.5 million visitors in 3 years?

L&C Media: 

L&C Media 11% had seen media coverage of the bicentennial Of those who saw related media, the proportion interested in visiting a site is 3x greater then those who are not interested. When asked to recall the state to which the media referred, Missouri (28%), Oregon (27%), & Montana (17%) were the top three.

Summary: 

Summary “Evidence exists that coverage of the upcoming commemoration boosts interest--of those who saw related media, the proportion interested in visiting a Bicentennial site/event (20%) is 3 times greater than those not interested (7%)” However, awareness is still very low with only 13% of U.S. population aware of the commemoration.

Questions on Lewis & Clark Awareness study?: 

Questions on Lewis & Clark Awareness study?

THE MONTANA VACATION EXPERIENCE: 

THE MONTANA VACATION EXPERIENCE Methods: Vacationers in Montana (summer 2002) were interviewed about what a Montana vacation meant to them. Interviews were taped, transcribed, and analyzed. In this presentation, quantitative results from the 2001 nonresident survey are presented along with the Vacation Experience results for comparability. Results of the Vacation Experience showed five themes emerging from the vacation.

Theme “Trip Planning” – Quantitative Results: 

Theme “Trip Planning” – Quantitative Results Sources used before trip Internet 53% Auto Club 30% National Park brochure 26% Guide book 17% Chamber/CVB 14% MT Travel Planner 13% Private Businesses 10% Sources used during trip Info center person 36% Brochure rack 36% Highway signs 36% Service person 34% Billboards 11%

THEME: “Trip Planning”-Qualitative Results Summary: 

THEME: “Trip Planning”- Qualitative Results Summary While the amount and type of planning conducted by vacationers varied drastically, one constant was the use of the Internet. The Internet was used for ideas, to answer questions, and to reserve accommodations. Additionally, all other promotional mediums (e.g. guide books, brochures, maps, AAA, books about Montana, magazine articles) were used by some vacationers. This suggests a need to continue the diversity of promotional mediums to assure reaching the diverse audience of vacationers.

Themes “Activities” – Quantitative Results: 

Themes “Activities” – Quantitative Results Wildlife viewing 50% Hiking 46% Shopping 45% Picnicking 36% Visiting history sites 35% Camping (dvlp.) 31% Visiting museums 25% Fishing 22% Visit Native American sites 20% Visit Lewis & Clark sites 20%

THEME: “Experiences & Activities”Qualitative Results Summary: 

THEME: “Experiences & Activities” Qualitative Results Summary Experiences and Activities: Fishing was the activity mentioned most often by visitors. Other activities included rafting/floating, hiking, camping, biking, birding, motorcycling, photography, horseback riding, and simply being in the outdoors. Visitors predominantly discussed activities as a mechanism to be in nature. This suggests that Montana’s natural environment was the draw for the activity rather than the activity as the main focus.

Theme “Attractions” – Quantitative Results: 

Theme “Attractions” – Quantitative Results Mountains/forests 60% Yellowstone National Park 56% Open space/uncrowded areas 47% Rivers/lakes 44% Glacier National Park 42% Wildlife 38% Camping 27% Hiking 25% Fishing 21%

THEME: “Attractions and Motivations”Qualitative Results Summary: 

THEME: “Attractions and Motivations” Qualitative Results Summary Motivations for visiting Montana spanned the horizon from visiting friends to fishing to just being outdoors. Those elements that attracted visitors were Glacier and Yellowstone National Parks, followed by Native American culture, Montana history, and Lewis & Clark. Visitors viewed these destinations as a “must see.” Glacier was generally described as awesome and spiritual while Yellowstone was described as commercialized and too crowded. Most visitors, while bothered by the crowds in Yellowstone, still enjoyed their experience. This suggests that Montana provides a “visual” to the vacation planner (e.g. parks, culture or history) that lures them to the state.

Theme: “Relationship to the Environment”- Quantitative Results: 

Theme: “Relationship to the Environment”- Quantitative Results 88% said they were satisfied with the condition of the natural environment. 68% say the condition of the natural environment has stayed the same , 21% better, 11% worse. 69% say the amount of wildlife viewing opportunities have improved, 20% say better, 11% say worse. 69% say the amount of open space has stayed the same overtime, 9% say it has improved, 22% say it has worsened.

THEME: “Relationship to the Environment”Qualitative Results Summary: 

THEME: “Relationship to the Environment” Qualitative Results Summary Vacationers expounded on Montana’s natural environment more than any other aspect of their experience. Mountains and forests, open space and uncrowded areas, wildlife, lakes and rivers, and badlands and plains, were highlights of their trip. In most cases, visitors were pleasantly surprised by the beauty and tranquility Montana offered. The naturalness and de-commercialized aspect of [most of] Montana provided the get-away they were seeking. This suggests that Montana, by virtue of the natural environment, succeeds in providing an experience that is rejuvenating to the visitor.

THEME: “Impressions of Montana”Qualitative Results Summary: 

THEME: “Impressions of Montana” Qualitative Results Summary This emerging theme suggested that what visitors came here for was different than what they left with. They came here for the “attraction” of a park or mountains but left with an experience and “feeling” of spirituality and connection to nature, history, and people. On the positive side they had heard of the “big sky” and now understood what it meant. The western atmosphere was seen and felt especially through the expansive valleys running up against green lush mountains. Montana people were perceived as friendly, hospitable and easy going. Vacationers discussed the connection with a spiritual side or simply with nature that they had not experienced elsewhere. On the negative side, some visitors questioned a culture with so many casinos and others were disappointed in a lack of signage. Some repeat visitors were alarmed at the “urban sprawl” in the west and the resulting “sameness” as California. This suggests that Montana provides a unique connection to the environment, history, and self but is perceived by some as on the verge of losing this connection in portions of the state.

SUMMARY: 

SUMMARY Trip Planning – Internet most used but all sources are used to some extent. Experiences & Activities – all outdoor activities (fishing mentioned most) but the activity is used as “an excuse” to be in the landscape. Attractions & Motivations – provide the “icons” of parks, Native Americans, history etc…to lure them. Relationship to Environment – visitors leave refreshed after a Montana visit. Impressions – MT provides history and connection to self via environment, but some think this may be a disappearing piece that Montana offers.

Questions on the Montana Vacation Experience?: 

Questions on the Montana Vacation Experience?