OURAY CHAMBER RESORT ASSOCIATION STUDY. Measuring Conversion Rates, Satisfaction, and Interest in Package Options

Transcription

1 OURAY CHAMBER RESORT ASSOCIATION STUDY Measuring Conversion Rates, Satisfaction, and Interest in Package Options Prepared by Paige George & Liz Pickard Hillsdale College 2015

2 Table of Contents Table of Contents...1 Executive Summary...3 Background...5 Research Objectives...5 Secondary Research Summary...5 Objectives...5 Summary...6 Limitations...6 Method...7 Definition of the Population...7 Questionnaire Development...7 Data Collection...7 Non-Sampling and Sampling Error Reduction...8 Sample Error...8 Response Rate... 8 Findings and Questionnaire Analysis...9 Questionnaire Responses...9 Significance Tests...42 ANOVA...42 Cross Tabulation Analysis...48 Regression Analysis...52 Conclusions...55 Recommendations...56 Appendices...58 Client Proposal...58 PERT Chart...61 Weekly Status Reports...62 Contact Report...65 Cover Letters

3 Questionnaire...70 Interim Report...84 Project Budget Invoice Invitation to Faculty Invitation to Client Thank You Letter Secondary Research Questions Summarization First Story Summarization Questionnaire Results- Cumulative Analysis PowerPoint Presentation Glossary of Statistical Terms

4 Executive Summary Ouray, Colorado, the "Switzerland of America", is settled at the narrow head of a valley, enclosed on three and a half sides by steep mountains. The town offers recreational activities including hiking, jeeping, rock and ice climbing, and backcountry skiing. Originally a mining town, the present-day economy of Ouray is based almost solely on tourism. Executive Director, Kat Papenbrock, utilized the Hillsdale College Marketing Research Team to conduct a research study investigating conversion rates and tourist satisfaction with Ouray s offerings. The research team created an online questionnaire to determine conversion rates, gauge tourist satisfaction with Ouray s amenities, understand what activities people are seeking in Ouray which it does not currently offer, and search for an interest in package options in Ouray. To achieve this end, 10,153 surveys were sent. As an incentive, each respondent was entered into a drawing for a complimentary three night hotel stay, three dinners, and two days of excursions in Ouray, paired with a $200 gas card for travel. Additionally, respondents were incentivized by a $5 Amazon e-gift card, which was provided to the first one hundred responders. Of the 10,153 surveys sent, 565 s were unable to be sent due to invalid addresses. Of the 2,067 surveys started, 123 people did not complete the survey yielding 1,944 surveys finished. Just over twenty percent of the surveys were excluded from analysis because respondents had not visited Ouray in the last five years. 1,544 surveys were considered complete, yielding a net response rate of 16.1 percent. Data described a majority of respondents (42.0 percent) took four or more vacations within the last five years with their spouse and/or family and the ideal length of stay at ones primary destination was one to three days (39.7 percent). Of those who had travel experience with Ouray, a majority of them spent the night (80.1 percent). Respondents most frequently heard of Ouray through family and/or friends (46.2 percent), and requested travel information through online sources (55.4 percent). The activities respondents participated in the most were jeeping (27.7 percent) and rest and relaxation (26.9 percent). The satisfaction ratings for these activities was recorded as very satisfied. Overall, satisfaction for all of the amenities offered in Ouray was relatively high. A majority of respondents fall in the age group and earn $75,001-$100,000 in annual income. After analyzing the data, the research team developed three recommendations. First, Ouray should work to increase the level of interest in package offerings. Currently there is a relatively low interest in package offerings, however if Ouray is able to offer the right amenities through these packages and increase the interest level in them, they have the potential to improve the town s week-day and seasonality issues. Second, Ouray should maintain high levels of satisfaction. The data indicated tourists are currently satisfied with the activities offered in Ouray, but they are also 3

5 seeking new amenities. The up-keep of current activities as well as the implementation of new ones is vital for the health of the tourist economy. Third, to increase the desirability of Ouray through online sources. A majority of respondents were getting their travel information through the use of online resources. If Ouray is able to improve their representation on online sites, as well as improve their own website, they have the potential to draw in a large number of travelers. Research proved guests who traveled to Ouray were highly likely to return (85.9 percent), so the town should focus its efforts on increasing the number of first time visitors. 4

6 Background Ouray, Colorado is a small community nestled in some of the most rugged and towering peaks of the Rockies and claims itself as the "Switzerland of America" due to its setting at the narrow head of a valley, enclosed on three and a half sides by steep mountains. It offers recreational opportunities such as sulfur free hot springs, hiking, jeeping, rock and ice climbing and backcountry skiing. Originally a mining town, the entire present-day economy of Ouray is based almost entirely on tourism. For a destination in a remote location such as Ouray, seasonality can cause an underutilization of resources when visitor numbers are low. Due to this seasonality, the town is challenged to fill its hotels, restaurants and stores during certain months of the year (May, September, and/or October). Ouray finds it has have the highest level of difficulty on weekdays during these off-season months. The Ouray, Colorado Chamber Resort Association is working to overcome these seasonal effects to increase the success of the whole town through the implementation of package options and the targeting of new markets. Research Objectives Create an online survey to collect data regarding awareness of the activities and amenities offered by the city of Ouray, by distributing a survey via to a list of over 10,000 people in a specified geographic area. 1. Determine conversion rates 2. Identify tourist satisfaction of Ouray activity offerings 3. Ascertain desired tourist amenities 4. Gauge interest of package options 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 will aid in constructing a descriptive research study, as well as gain a more thorough understanding of the tourism industry in southwest Colorado. Specific objectives include: determine consumer rational for visiting southwest Colorado towns and surrounding communities, discover how these towns can better cater to consumer preferences to 5

7 increase satisfaction in a more effective way, find better communication practices, and identify possible ways to increase tourism in these communities during off seasons. Summary Southwest Colorado is an adventurer s paradise. The region boasts an array of activities that draw in people who love the outdoors from all over the country. The tourist attraction-filled towns of southwest Colorado have been taking on projects to increase tourism in their areas. From facelift projects like ice parks and miniature golf courses to the introduction of new trails and national monuments, southwest Colorado has been making a fervent effort to garner more attention from vacationers. The Animas River disaster has caused some damage to those efforts and led to legislation surrounding the involvement of environmentally active organizations in places like southwest Colorado. This disaster has prompted the creation of even more attractions in affected communities in order to compensate for the disaster. This has resulted in renewed marketing strategies and tourism efforts. Limitations Limitations are any condition that retrain the study. Survey did not include options for those who have a house in southwest Colorado. Non-respondent bias. Answers of respondents may differ from the potential answers of those who did not respond to the survey. Many questions included the option other. Due to the size of the population, the team was unable to include a space for the respondents to clarify. Questions could not be included in summarization and analysis because a majority of the respondents chose other. When the pre-survey was sent out, the unsubscribe link was not accurately marked. Some people clicked in thinking it was the survey, some ed us to reactivate their , and others were able to opt back in on the website. There may have been some people who unsubscribed accidentally and then did not opt back in. The deadline for the survey was not updated when the link was sent out, this caused some people to not attempt the survey because they thought it was already over. Due to this mistake, the survey and link was re-sent with the correct date, but people may have taken the survey twice. For, respondents who ed us saying they took it twice their second response was deleted. Of the 1,944 surveys the team considered 1,544 complete. Four hundred surveys were not included in the results because the respondents had not visited Ouray in the last five years. In attempt to keep the survey short and avoid repetition we could not ask questions specifically about Ouray that were already asked about the southwest Colorado vicinity. 6

8 Age bias. Older people are more inclined to respond to the survey since they may not be as busy as younger potential respondents who did not participate. Method The following 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 18,760 people who previously inquired about Ouray within the last five years. This list was acquired from Kat Papenbrock, Operations Director of the Ouray Chamber Resort Association. The sources of this list included: Ouray-based online sources (17 percent), Colorado.com (71.3 percent), Colorado official state vacation guide (.5 percent), AAA EnCompass print ad (4.7 percent), Go-Colorado.com (1.8 percent), MyGrandCaynon/MyRockMountain.com (4.6 percent), and in- person requests (.1 percent). This list was compared with the lists from the other research studies of other towns in southwest Colorado so people would not receive multiple surveys for more than one town. In the end, the population was 10,153 people. Questionnaire Development The team created a 37 question survey. The team developed and sent the questionnaire through Qualtrics Survey Software. The survey addressed the research objectives in a way that would provide beneficial feedback for the client. The base questionnaire included questions related to every community while the remaining portion of the survey included questions related specifically to each individual community. Question number 3 was used as a screening question; only those who had visited the southwest Colorado area within the last 5 years were included in results. Question design included various types of categorical and metric questions. The final questions in the survey asked for personal information for those interested in the survey incentive. Data Collection This questionnaire was sent through Qualtrics via with a cover letter including a link to the survey. Additionally, the team sent a pre-survey and a reminder . The pre-survey indicated the purpose of the survey, and that respondents should look for the link the next day. The survey cover letter, along with the reminder included similar information, directions for completion, and the link to the survey. The team sent the pre-survey on November 3, The next day, November 4, 2015, the team sent out the survey link, and the reminder was sent on November 6, The survey closed on November 10, In order to increase response rate, two incentives were offered. The first 100 respondents to complete the survey won a $5 amazon e-gift card. The grand prize included a three night stay in Ouray, Colorado, two $50 dinner vouchers to a restaurant of your choice in Ouray, two passes to 7

9 the Ouray Hot Springs Pool, two passes to the Orvis Hot Springs, two passes to Box Cañon Falls Waterfall and Park (May-October), two passes to the Ouray County Historical Society Museum, one Ouray Trail Group Hiking Trails of Ouray County map, one Exploring the San Juan Triangle Jeeping Guide, and one of the following: full-day jeep tour for two people (May- September), full-day intro to ice climbing (December- March), or a full-day fly fishing instruction for two people. Non-Sampling and Sampling Error Reduction In order to avoid respondents skipping questions, the team forced response on all questions, with the exception of the personal information needed for incentive give-a-ways. Of 1,944 surveys, the team considered 1,544 complete. Four hundred surveys were not included in the results because the respondents had not visited Ouray, Colorado in the last five years (questions 3 and 4). Sample Error The team calculated the sample error to be 2.5 percent. Response Rate Of the 10,153 s, 565 were unable to be sent to the addresses on file. A total of 2,067 surveys were started, and 1,944 were finished. Just over twenty percent of the surveys were excluded from analysis because the respondents had not visited Ouray in the last five years, or they did not complete the survey through question 9. In total 1,544 were considered complete, yielding a net response of 16.1 percent. 8

10 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. Summarizations did not include other categories, meaning not all totals will equal 100 percent. 1. How did you first learn of travel options in southwest Colorado? (Select one) 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% How did you first learn of travel options in southwest Colorado? 1.4% 3.0% 3.2% 3.6% 5.4% 7.2% 8.5% 21.5% 46.2% The team began the survey with a categorical, multiple-choice question displayed through percentage summarization. It was administered to determine how respondents first learned about travel options in southwest Colorado. The largest percentage of respondents discovered travel options through family or friends (46.2 percent). 9

11 2. How did you first request travel information about southwest Colorado? (Select one) 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 3.4% Contacted via phone How did you first request travel information about southwest Colorado? 6.3% 6.9% 8.6% 9.4% 10.1% Requested my be added to a monthly newsletter Found during an event/activity Other Stopped by tourism office I don't remember 55.4% Inquired online This categorical multiple-choice question asked respondents how they initially sought out travel information on southwest Colorado. Percentage summarization was used to display survey results. A majority of respondents inquired information through an online source (55.4 percent). Note there is bias in this question. Since this was an online survey, it is reasonable to expect respondents may have a preference to online resources such as those listed in the categorical responses. 10

12 3. Within the last 5 years, have you visited southwest Colorado? (Select one) Within the last 5 years, have you visited southwest Colorado? 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 16.6% No 83.4% Yes This dual-choice categorical question, which required percentage summarization, was a screening question used to eliminate respondents who had not visited southwest Colorado within the last five years. The total number of respondents represented in this question is 2,067. The findings present 83.4 percent of those who started the survey visited within the last five years. 11

13 4. Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) Please identify your travel experience with Ouray, Colorado. 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 80.1% 16.4% 3.5% Drove Through Stopped Briefly Stayed Overnight This is a series of categorical multiple-choice questions. The team used percentage summarization on respondents who had travel experience with Ouray, Colorado. Any respondents who were not familiar with Ouray or had never visited were eliminated from the sample population. Of the 1,544 respondents who had travel experience with Ouray, a majority stayed overnight (80.1 percent). 12

14 5A. On your most recent visit to southwest Colorado... (Select one answer per line) How many days did you spend in the southwest Colorado vicinity? 40.0% 35.0% 36.5% 30.0% 27.5% 25.0% 20.0% 15.0% 21.0% 14.3% 10.0% 5.0% 0.0% 0.8% Less Than One Day One to Three Days Four to Six Days Seven to Thirteen Days Fourteen or more This categorical multiple choice question, displayed through percentage summarization, asked respondents how many total days they spent in the southwest Colorado vicinity. The most common length of time respondents stayed was four to six days (36.5 percent). If respondents did not stay for four to six days, they were most likely to stay for seven to thirteen days (27.5 percent), followed by one to three days (21.0 percent). 13

15 5B. On your most recent visit to southwest Colorado... (Select one answer per line) How many days did you spend at your primary town destination? 45.0% 40.0% 35.0% 39.7% 33.2% 30.0% 25.0% 20.0% 15.0% 10.0% 16.1% 8.9% 5.0% 2.1% 0.0% Less Than One Day One to Three Days Four to Six Days Seven to Thirteen Days Fourteen or more Respondents were asked this categorical multiple choice question, which is displayed through percentage summarization, to determine how many total days they spent in their primary town destination. This assists in the calculation of conversion rates. A large percentage of respondents stayed in their primary destination from one to three days (39.7 percent). It was also very likely for respondents to stay from four to six days (33.2 percent). 14 or More Days 14

16 6. During your most recent visit to southwest Colorado, where did you stay while visiting your primary town destination? (Select one) During your most recent visit, where did you stay while visiting your primary destination? 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1.3% 3.2% 3.4% 4.2% 6.4% 16.6% 21.4% 43.4% This next question was a categorical multiple-choice question which asked respondents the type of accommodation used while visiting their primary destination. The results, which are displayed through percentage summarization, indicated most respondents preferred to stay in a hotel or motel while visiting their primary destination in southwest Colorado (43.4 percent). The second most popular place for respondents to stay while visiting was a campground or RV park (21.4 percent). 15

17 7. On your most recent visit, what town was your primary town destination in southwest Colorado? (Select one) What town was your primary town destination in southwest Colorado? 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 0.6% 1.8% 2.1% 2.9% 3.2% 13.3% 15.3% 60.8% A categorical multiple-choice question was asked to determine which town in southwest Colorado was the respondents primary destination. Percentage summarization displays an overwhelming majority of respondents who took this survey had Ouray as their primary destination (60.8 percent). Note there is also bias in this question. Since this survey was offered to individuals who had requested tourism information from Ouray, it is reasonable to expect respondents will have a greater likelihood of considering Ouray their main destination. 16

18 8. On your most recent visit to southwest Colorado, did you shop or eat at a local business or restaurant in Ouray? (Select one) Did you shop or eat at a local business in Ouray? 80.0% 70.0% 69.7% 60.0% 50.0% 40.0% 30.0% 30.3% 20.0% 10.0% 0.0% No Yes This dual choice categorical question was asked to respondents who had travel experience with Ouray, Colorado but who had not stayed overnight. Percentage summarization displays that of 307 respondents who answered this question, a majority of them did shop or eat at a local business while visiting Ouray (69.7 percent). 17

19 9. On your most recent visit to southwest Colorado, what was your main reason for visiting Ouray? (Select one) 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% What was your main reason for visiting Ouray? 26.9% 27.7% 10.6% 13.0% 4.7% 4.7% 5.1% 5.2% 1.0% 1.2% A categorical multiple-choice question, requiring percentage summarization, inquired the main reason respondents were interested in visiting Ouray. Surprisingly, the largest groups wanted to come to Ouray for jeeping (27.7 percent) or rest and relaxation (26.9 percent). One of Ouray s biggest attractions are there hot springs, however, only 5.2 percent of respondents chose the hot springs as the main reason for their visit. 18

20 10. On your most recent visit to southwest Colorado, how would you rate your satisfaction of the following Ouray attractions? (Please select one for each attraction) Variable Average Standard Deviation Minimum Maximum Sample Off-Road Activities: Jeeping/ATV/Dirtbiking Hiking Hot Springs Historical Sites, Museums, and Tours Motorcycling Shopping Options Road Biking and Mountain Biking Backcountry Skiing/Cross- Country Skiing/Snowshoeing Rock Climbing Ice Climbing Very Dissatisfied 2- Dissatisfied 3- Undecided 4- Satisfied 5- Very Satisfied For the next question, satisfaction of various activities in Ouray was measured with a symmetric, synthetic, intensity continuum question, and was analyzed using average summarization. Respondents who did not participate in these activities are not included in the data. A majority of the activities had a relatively high level of satisfaction ( ). The activity with the lowest level of satisfaction, yielding a more neutral response, was ice climbing (3.6), and the activity with the highest level of satisfaction was Ouray s off-road activities (4.7). 19

21 11. Why were you dissatisfied with the shopping in Ouray? (Select one) Why were you dissatisfied with the shopping in Ouray? 70.0% 60.0% 58.8% 50.0% 40.0% 30.0% 23.5% 20.0% 14.7% 10.0% 2.9% 0.0% Too Expensive Not Enough Locally Produced Products Other Not Enough Variety of Stores/Products This multiple-choice categorical question was asked to 34 respondents who indicated they were dissatisfied or very dissatisfied with the shopping offered in Ouray. Through percentage summarization, the data displayed the primary reason respondents were dissatisfied with the shopping was due to a lack of variety in stores or products offered (58.8 percent). It is important to note that the validity of these findings may be compromised due to the low number of respondents who answered this question. 20

22 17. Ouray, Colorado is considering offering possible tourism packages. Please indicate your interest in the following guided tours and/or packages for Ouray, Colorado. (Please select one for each option) Variable Average Standard Deviation Minimum Maximum Sample Historic Train Rides Guided History and Museum Tours Culinary Tours of Local Breweries, Distilleries, Wineries and/or Coffee Roasters Photography Tours Guided Natural Sciences Activities (Including Bird Watching) Spa and Wellness Packages Agricultural Tours of Local Ranches and Farms Guided Snowmobile Tours Guided Biking Tours Guided Cross-Country Ski/Snowshoe Tours Guided Motorcycle Tours Very Interested 2- Interested 3- Undecided 4-Uninterested 5-Very Uninterested This synthetic metric, symmetric, intensity continuum question assesses the level of interest for various tours and packages which are not currently offered in Ouray Colorado. The greatest average responses, indicating the most interest, were historic train rides (2.0) and guided history and museum tours (2.4). Guided cross-country ski/snowshoe tours, biking tours, snowmobile tours, agricultural tours, spa and wellness packages, natural science tours, photography tours, and culinary tours were all neutral (between 2.5 and 3.4). Motorcycle tours had an average of 3.4 demonstrating the least amount of interest. 21

23 18. Please indicate your preferred season to go on a photography tour. (Select one) Please indicate your preferred season to go on a photography tour. 70.0% 60.0% 59.7% 50.0% 40.0% 30.0% 32.6% 20.0% 10.0% 0.0% 1.2% 6.5% Winter Spring Summer Fall This categorical multiple-choice question was answered by 813 respondents who indicted they were interested or very interested in photography tours. Through percentage summarization, data indicated, not surprisingly, a majority of respondents interested in a photography tour are most interested in a fall tour (59.7 percent), with an additional 32.6 percent interested in a summer tour. 22

24 19. Please indicate your preferred guided history or museum tour. (Select one) Please indicate your preferred type of guided history or museum tour. 60.0% 55.4% 50.0% 40.0% 30.0% 25.8% 20.0% 10.0% 5.4% 5.5% 7.8% 0.0% Other Film Ranching Native American Mining Research showed 906 respondents who were interested or very interested in a guided history or museum tour answered this categorical multiple-choice question. A majority (55.4 percent) indicated their interest in a mining tour. Following mining, 25.8 percent of respondents were interested in Native American tours, 7.8 percent in ranching tours, and 5.5 percent in film tours. 23

25 20. Please indicate your preferred guided natural science activity. (Select one) Please indicate your preferred type of guided natural science activity. 60.0% 50.0% 52.6% 40.0% 30.0% 20.0% 10.0% 0.0% 22.5% 14.4% 7.3% 3.2% Snow Science Other Astronomy Birding Geology Percentage summarization was used on this categorical, multiple-choice question. Of the 631 respondents who were interested or very interested in a guided natural science activity, the most popular type would be based on geology (52.6 percent), the least interest would be in a snow science guided activity (3.2 percent). 24

26 21. Please indicate your preferred type of motorcycle tours. (Select one) 30.0% 25.0% 20.0% Please indicate your preferred type of motorcycle tours. 18.8% 23.2% 23.6% 28.4% 15.0% 10.0% 5.0% 6.0% 0.0% Other Other Street Motorcycle Tours Local Motorcycle or Dirt Bike Rentals Harley Davidson Tours Dirt Bike Tours A total of 250 respondents indicated they were interested or very interested in a motorcycle tour. They were then guided to this categorical multiple-choice question in which the research team used percentage summarization percent would be most interested in a dirt bike tour, 23.6 percent would be most interested in a Harley Davidson tour, 23.2 percent in local rentals, and 18.8 percent in a different type of street motorcycle tour. 25

27 22. Please indicate your preferred type of biking tours. (Select one) Please indicate your preferred type of biking tours. 60.0% 53.5% 50.0% 40.0% 30.0% 32.9% 20.0% 10.0% 4.6% 9.0% 0.0% Other Overnight Bike Tours Road Bike Tours Mountain Bike Tours This categorical multiple choice question was asked to determine the preferred type of biking tour of those who were interested or very interested in a biking tour (413 respondents). Percentage summarization was used to determine that a majority of respondents displayed their interest in mountain bike tours (53.5 percent), and the least preferred type was overnight bike tours (9 percent). 26

28 23. How likely would you be to return to Ouray, Colorado? (Select One) Variable Average Standard Deviation Minimum Maximum Sample How likely would you be to return to Ouray, CO? Very Unlikely 2- Unlikely 3- Undecided 4- Likely 5- Very Likely In order to determine the likelihood visitors would return to Ouray, Colorado we asked this synthetic metric, symmetric, intensity continuum question and performed average summarization. The summarization demonstrated an average of 4.4, meaning respondents are likely to return to Ouray, Colorado. 27

29 24. Booking excursions on vacation can be a hassle, time consuming and sometimes downright aggravating. As a result, the Ouray Chamber Resort Association is considering offering a OURAY FLEXIPAK starting in When: May 1 to June 15 and September 1 to October 15, starting every Monday. How long: 3, 4 or 5 days What: 4, 5 or 6 nights hotel Transportation from/to Montrose or Grand Junction airport All day and half day excursions; YOU pick from a list of 10+ activities (Hot Springs Pool, Jeeping, Balloon ride, golf, rafting, wildflowers, photography, astronomy, history, etc.) How much: $500-$900 per person depending on length of pass and excursions selected which represents a 10% discount from regular prices How: You will be picked up every morning at your hotel at 9 AM IF you were planning to visit southwest Colorado in the next two years, what is the likelihood you would buy a package for the specified days listed below? (Select one) Variable Average Standard Deviation Minimum Maximum Sample How likely would you be to book a 3 day package? How likely would you be to book a 4 day package? How likely would you be to book a 5 day package? Very Likely 2- Likely 3- Undecided 4- Unlikely 5- Very Unlikely Data showed 1,326 respondents indicated they were likely or very likely to return to Ouray, Colorado answered this synthetic metric, symmetric, intensity continuum question to assess the likelihood of utilizing an Ouray Flexipak excursion if they were to visit within the next two years. All package options yielded a response close to undecided. The closest response to likely was the 3 day package (3.2), and the closest response to unlikely is the 5 day package (3.6) 28

30 25. Please indicate the reason you would not be interested in one or more of these packages? (Select one) Please indicate the reason you would not be interested in one or more of these packages? 80.0% 74.5% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 2.9% Wrong Season 11.2% 11.4% Too Many Days in One Spot Other Prefer to Make My Own Arrangements Those respondents who chose very unlikely or unlikely in the previous question were directed to this question. Of the 762 respondents, 74.5 percent who answered this multiple choice categorical question displayed through percentage summarization, were not likely to utilize an Ouray Flexipack because they would prefer to make their own arrangements. Only 11.2 percent and 2.9 percent thought the package was too many days in one spot or the wrong season, respectively. 29

31 26. If you had any other travel destinations before your visit to southwest Colorado, which general direction were you travelling from? (Select one) If you had any other travel destinations before your visit to southwest Colorado, which general direction were you traveling from? 25.0% 20.0% 16.8% 21.3% 23.2% 15.0% 12.9% 10.0% 5.0% 0.0% West North South East In order to determine which direction respondents traveled from on their way to southwest Colorado, we asked this categorical multiple choice question and performed percentage summarization. Those who answered they did not have any other prior vacation destinations are not included in the graph. Of the 1,117 respondents who had a destination prior to their destination in southwest Colorado, a majority came from the east (23.2 percent) or the south (21.3 percent). 30

32 27. If you had other travel destinations after your visit to southwest Colorado, before returning home, which general direction was that destination? (Select one) 25.0% If you had any other travel destinations after your visit to southwest Colorado, before returning home, which general direction was that destination? 20.0% 15.0% 14.4% 14.8% 16.9% 19.7% 10.0% 5.0% 0.0% East South West North Percentage summarization was used on this categorical, multiple choice question in order to determine the direction respondents traveled after their visit to southwest colorado, but before returning home. Of the 990 respondents who had another destination, a majority traveled to the north (19.7 percent) or to the west (16.9 percent). Those who did not have any prior travel destinations were not included in the graph. 31

33 28. On your most recent visit to southwest Colorado, how many people were in your group? (Select one) How many people were in your group? 50.0% 45.0% 45.9% 40.0% 35.0% 30.0% 25.0% 22.7% 20.0% 15.0% 10.0% 5.0% 5.0% 9.9% 16.5% 0.0% Traveled alone Myself and one other Myself and two others Myself and three Myself and more others than three others This categorical multiple choice question was asked to determine the size of the groups in which people travel in during trips to southwest Colorado. Percentage summarization indicated the largest number of respondents (45.9 percent) traveled with one other person. 32

34 29. What is your current age? (Select one) What is your current age? 35.0% 30.0% 30.1% 25.0% 20.0% 21.0% 23.6% 15.0% 10.0% 11.6% 7.5% 5.0% 0.0% 0.3% 3.4% Under Over 70 To determine the ages of those who have traveled to southwest Colorado, this categorical multiple choice question was asked. Percentage summarization was applied to the 1,463 respondents who decided to answer to this question, and indicated a majority of respondents were between the ages 41 and 70 (74.7 percent). 33

35 30. What is your gender? (Select one) What is your gender? 60.0% 56.0% 50.0% 40.0% 42.7% 30.0% 20.0% 10.0% 0.0% Female Male A total of 1,481 respondents decided to respond to this categorical multiple choice question to determine the gender of respondents. Percentage summarization was used and displays a majority of respondents were male (56.0 percent). 34

36 31. What is your current annual household income? (Select one) 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% What is your current annual household income? 16.7% 13.4% 12.6% 7.0% 7.3% 6.0% 3.2% 1.4% 7.3% This question was asked to find out the income of those who visit southwest Colorado. Percentage summarization was required for this categorical multiple-choice question, and displays the largest group of respondents earn between $75,001 and $100,000 (16.7 percent). Those who preferred not to respond were not included in the graph. 35

37 32. What is your primary employment status? (Select one) What is your primary employment status? 80.0% 70.0% 70.4% 60.0% 50.0% 40.0% 30.0% 26.2% 20.0% 10.0% 0.0% 1.2% 2.2% Student Unemployed Retired Employed or selfemployed Percentage summarization indicates 70.4 percent of respondents identified themselves as either employed or self-employed on this categorical multiple choice question. This question was asked to determine the employment status of those who have visited southwest Colorado. 36

38 33. What is the zip code of your primary residence? (Please enter 5-digit zip code) This open ended question was used to identify where respondents came from. The map illustrates there aren t many specific regions, but there are some clusters in cities. Additionally, there are a lot more people coming from states to the east of Colorado. 37

39 38

40 34. How many trips have you taken to southwest Colorado in the last 5 years? (Select one) How many trips have you taken to southwest Colorado in the last 5 years? 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 42.0% 20.2% 21.1% 16.7% One Two Three Four or More In order to determine the number of trips respondents took to southwest Colorado in the last 5 years, this categorical multiple choice question was asked. Percentage summarization was performed to indicate 42 percent of respondents have visited the area four or more times. 39

41 35. On your most recent trip to southwest Colorado, what was the primary type of vehicle you drove? (Select one) What was the primary type of vehicle you drove? 60.0% 50.0% 51.7% 40.0% 30.0% 24.2% 20.0% 10.0% 0.0% 0.3% 2.9% 5.7% 6.7% 8.6% Respondents were asked this categorical multiple-choice question which is displayed through percentage summarization, to determine the type of vehicle they drove during their visit to southwest Colorado. A majority (51.7 percent) drove a personal four wheel drive car or truck. 40

42 36. Did you bring any of the following equipment with you on your most recent trip to SW Colorado? (Select one for each row) 12.0% Did you bring a bicycle, kayak, or ATV? 11.3% 10.0% 8.0% 7.7% 6.0% 4.0% 2.0% 2.5% 0.0% Yes - Bicycle Yes - Kayak Yes - ATV This series of categorical multiple choice questions were asked so respondents could indicate the type of equipment they brought with them on their trip (bicycle, kayak, or ATV). While a majority of respondents did not bring any equipment with them, of those who did bring equipment, percentage summarization indicates 11.3 percent brought bicycles. 41

43 Significance Tests The following tests were completed with a 95% confidence interval. ANOVA A method of statistical analysis used to determine differences among the averages of two or more groups Travel Experience - Ouray AND How likely would you be to return to Ouray, Colorado? Drove Through Stopped Briefly Stayed Overnight 1- Very Unlikely 2- Unlikely 3- Undecided 4- Likely 5- Very Likely The research team found a significant difference between respondents travel experience with Ouray, Colorado and their likelihood to return to the town. Not surprisingly, survey results suggested respondents who had stayed overnight in Ouray were more likely to return (4.4) than respondents who had just driven through or stopped briefly in the town (3.9, 4.2). 42

44 How many trips have you taken to southwest Colorado in the last 5 years? AND Level of Satisfaction with Activities One Two Three Four or More Hiking Historical Sites, Museums, and Tours 1- Very Dissatisfied 2- Dissatisfied 3- Undecided 4- Satisfied 5- Very Satisfied When comparing how many trips a respondent had taken to southwest Colorado within the last five years and the level of satisfaction they had with the activities offered in Ouray Colorado, a statistically significant difference was found between respondents satisfaction with hiking and historical activities. The data results suggested respondents who had traveled to southwest Colorado more frequently (four or more times), were more satisfied with the hiking (4.6) and historical tours (4.4) that Ouray had to offer. 43

45 Level of Interest in Tours AND Age Over 70 Spa and Wellness Package Culinary Tours Ski/Snowshoe Tours Snowmobile Tours Motorcycle Tours Biking Tours 1- Very Interested 2- Interested 3- Undecided 4-Uninterested 5- Very Uninterested An ANOVA analysis was conducted between a respondent s level of interest in a variety of package and tour options in Ouray, and their current age. A statistically significant difference was found, demonstrating, throughout the variety of options offered, respondents who were of older were more likely to be interested in the packages and tours. 44

46 How likely would you be to book a 3 day package? AND Reason not interested in packages Too Many Days in One Spot Other Wrong Season Prefer to Make My Own Arrangements How likely would you be to book a 4 day package? AND Reason not interested in packages Too Many Days in One Spot Other Wrong Season Prefer to Make My Own Arrangements 1- Very Likely 2- Likely 3- Undecided 4- Unlikely 5- Very Unlikely When the research team compared the people who were not interested in booking a three or fourday package, with the reasons they were uninterested in package options, a statistically significant difference was found. The data collected suggests most respondents were uninterested in package options because they would prefer to make their own arrangements. This is demonstrated by the high averages of 4.2 with three-day packages, and 4.4 with four-day packages. 45

47 What is your current age? AND How likely would you be to book a 3, 4 or 5 day package? Over 70 3 Day Package 4 Day Package 5 Day Package Very Likely 2- Likely 3- Undecided 4- Unlikely 5- Very Unlikely The research team compared the current age of respondents and their interest in a three, four, or five-day package option, and a statistically significant difference was found. Across three, four, and five-day options, respondents who were over 70 were more likely to be interested. These results are not surprising due to the high volume of older people who visit Ouray, and the fact that package options are offered during the middle of the week. 46

48 How many trips have you taken to southwest Colorado in the last 5 years? AND How likely would you be to book a 4 day package? One Three Two Four or More 1- Very Likely 2- Likely 3- Undecided 4- Unlikely 5- Very Unlikely An ANOVA analysis was conducted to compare the number of trips a respondent had taken to southwest Colorado within the last five years and their interest in a four-day package option. A statistically significant difference was found, demonstrating respondents who had visited southwest Colorado four or more times were the most likely to book a four day package option (3.6). 47

49 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. How many days did you spend in the Southwest Colorado vicinity? AND During your most recent visit, where did you stay while visiting your primary destination? 70% 60% 58% 50% 40% 30% 20% 10% 31% 41% 37% 35% 22% 23% 5% 4% 34% 31% 32% 28% 23% 25% 13% 11% 9% 39% 38% 40% 31% 15% 11% 18% 22% 12% 8% 0% Hotel/Motel Bed and Breakfast Campground/RV Park Friends or Family Vacation Rental/Cabin Condominium Other One to Three Days Four to Six Days Seven to Thirteen Days Fourteen or more A Chi-Square analysis was conducted to reveal a statisticallly significant relationship between the number of days spent in the southwest Colorado vicinity and where respondents stayed while visiting their primary destination. Individuals who stayed for one to three days were most likley to stay in a bed and breakfast (37 percent). Those who stayed for four to six days were most lilkely to stay in a hotel or motel (41 percent), and respondents who stayed between seven and thirteen days were most likley to be in a vacation rental (38 percent). Individuals who stayed for two or more weeks marked other as where they stayed while at their primary destination (58 percent). 48

50 What was your main reason for visiting Ouray? AND Did you shop or eat at a local business in Ouray? 30% 25% 20% 15% 10% 5% 0% 1% 2% 4% 7% 10% 11% 18% 21% 27% There is a statistically significant relationship between respondents main reason for visiting Ouray and whether or not they shopped while in Ouray. Those who came to Ouray for rest and relaxation were more likely to shop and eat in Ouray. Since the question about shopping or eating in Ouray was only asked to those who did not spend the night in Ouray, there are a significant number of those who do not spend the night in Ouray whose main reason for visiting is rest and relaxation and do shop or eat at a local business during their time spent in the town. 49

51 What was your main reason for visiting Ouray? AND What is your current age? 40% 35% 30% 25% 20% 15% 10% 5% 0% 34% 27% 24% 24% 22% 22% Rest and Relaxation 6% 7% 8% 6% 6% 4% 2% 3% 4% 5% 4% 0% 1% 1% 1% 1% 0% 1% Visiting Relative and Friends Business Reasons 34% 33% 25% 27% 25% 23% 18% 13% 11% 10% 9% 8% 9% 7% 6% 6% 5% 4% 4% 4% 5% 6% 4% 4% 2% 1% 1% 0% 1% 0% Hot Springs Jeeping Hiking Ice Climbing Festivals/Events History/Culture Over 70 After running a chi square analysis on questions 9 and 29, the team found there is a statistically significant relationship between the respondents main reason for visiting Ouray, Colorado, and their current age. This analysis indicates those who are years old are more likely to visit Ouray for jeeping, while those who are years old are more likely to visit for rest and relaxation. Those over 70 are split between visiting for jeeping and rest and relaxation. 50

52 What was your main reason for visiting Ouray? AND How many trips have you taken to SW Co in the last 5 years? 80% 70% 60% 50% 40% 30% 20% 10% 0% 69% 62% 50% 49% 45% 46% 38% 40% 29% 32% 34% 25% 28% 21% 23% 24% 23% 23% 23% 19% 21% 14% 18% 17% 18% 21% 16% 19% 19% 19% 13% 16% 18% 17% 6% 6% 9% 8% 10% 12% One Two Three Four or More Chi square analysis displayed a statistically significant relationship between the main reason for respondents visits to Ouray and the number of times they have visited southwest Colorado in the last 5 years. Those who mainly visited for business reasons (69 percent), festivals or events (62 percent), or visiting relatives and friends (50 percent) were more likely to have visited southwest Colorado four or more times in the last 5 years. Those who came to learn about history and or culture were less likely to have visited southwest Colorado in the last 5 year. 51

53 Regression Analysis A statistical test showing the relationship between a dependent variable and one or more independent variables. Dependent Variable Total Cases 1326 How likely would you be to book a 3 day package? Independent Variables Coefficient Standardized Significant?* Interest - Biking Tours Yes Interest - Motorcycle Tours Yes Interest - History/Museum Tours Yes Interest - Photography Tours Yes Interest - Snowmobile Tours Yes Interest - Spa and Wellness Packages Yes Interest - Trains Yes Intercept 0.91 Yes Statistical values F dfreg dftot Sig Rsq SErrY A statistically significant positive relationship was discovered when regression analysis was performed on the likeliness of booking a 3 day package, along with interest in specific tours listed in question 17 (biking tours, motorcycle tours, history or museum tours, photography tours, snowmobile tours, spa and wellness packages, and historic train rides). The strongest relationship is between the interest in the spa and wellness packages and the 3 day tour package. The R 2 - value (correlation coefficient) of is analysis is 0.19, demonstrating a weak positive relationship. This positive relationship indicates that respondents who are interested in specialized tours and packages, including: biking tours, motorcycle tours, history and/or museum tours, photography tours, snowmobile tours, spa and wellness packages, or historic train rides, are more likely to be interested in a 3 day package tour. 52

54 Dependent Variable Total Cases 1326 How likely would you be to book a 4 day package? Independent Variables Coefficient Standardized Significant?* Interest - Biking Tours Yes Interest - Motorcycle Tours Yes Interest - Photography Tours Yes Interest - Snowmobile Tours Yes Interest - Ag. Tours Yes Interest - Spa and Wellness Packages Yes Interest - Trains Yes Intercept 1.20 Yes Statistical values F dfreg dftot Sig Rsq SErrY A regression analysis of question 17 (interest in various packages which are not currently offered in Ouray) with the 4 day package interest in question 24 reveals a statistically significant positive relationship between interest in biking tours, motorcycle tours, photography tours, snowmobile tours, agricultural tours, spa and wellness packages, or historic train tours and interest in a 4 day package tour. The strongest relationship exists between the 4 day package and the spa and wellness packages. This is a weak positive relationship indicated by the R 2 -value of The relationship demonstrates that those who are interested in biking tours, motorcycle tours, photography tours, snowmobile tours, agricultural tours, photography tours, spa and wellness packages, or historic train rides may also be interested in a 4 day package tour. 53

55 Dependent Variable Total Cases 1326 How likely would you be to book a 5 day package? Independent Variables Coefficient Standardized Significant?* Interest - Biking Tours Yes Interest - Motorcycle Tours Yes Interest - History/Museum Tours Yes Interest - Photography Tours Yes Interest - Snowmobile Tours Yes Interest - Spa and Wellness Packages Yes Interest - Trains Yes Intercept 1.53 Yes Statistical values F dfreg dftot Sig Rsq SErrY Data shows a statistically significant positive relationship between those interested in a 5 day package tour, and specific tours and packages listed in question 17 (biking tours, motorcycle tours, history or museum tours, photography tours, snowmobile tours, spa and wellness packages, or historic train rides), which are not currently offered in Ouray. While these relationships are relatively weak, the strongest relationship exists between the 5 day package and the spa and wellness packages. Due to the positive relationship between respondents who are interested in 5 day packages and specialized tours and packages, those who are interested in biking tours, motorcycle tours, history or museum tours, photography tours, snowmobile tours, spa and wellness packages, or historic train rides, are more likely to be interested in a 5 day package tour. It is important to note that the R2-value is 0.17 indicating that this is the weakest relationship of all regression analyses. 54

56 Conclusions Based on the data collected, the research team discovered 46.2 percent of respondents who had heard of travel options in southwest Colorado, first learned through family and friends. A majority of people requested more travel information through online sources (55.4 percent). The most common length of stay within the southwest Colorado vicinity was four to six days, with one to three days at the primary destination. The length of time a respondents stayed at their primary destination altered the place they preferred to stay. Guest who were interested in staying less than a week were interested in a Bed and Breakfast, while respondents who stayed more than a week were interested in vacation rentals. The data indicated 80.1 percent of people who had requested travel information about Ouray, and had visited the town, stayed overnight. Alternatively, 16.4 percent stopped briefly in Ouray, and only 3.5 percent drove through. Of the 19.9 percent of people who did not stay overnight in Ouray, 39.7 percent did shop or eat at local business during their visit. Data showed 74.7 percent of respondents who had visited Ouray within the last five years were between the ages of 41 and 70 with the highest percentage of people being between ages 51 and 60. Of the people who disclosed their income, 16.7 percent of visitors earn between $71,001 and $100,000. Nearly fifty percent of travelers came to Ouray in groups of two (45.9 percent). Respondents typically traveled to Ouray for jeeping (27.7 percent) or rest and relaxation (26.9 percent). Satisfaction levels with jeeping were generally 4.7 indicating a high level of satisfaction with the offerings in Ouray. The data indicated a majority of those who were seeking rest and relaxation did not stay overnight in the town. Twenty seven percent of people who traveled for rest and relaxation did shop or eat at a local business within Ouray and overall visitors were satisfied with the offerings, with a satisfaction level of 4.1. The main reason the satisfaction for shopping was not higher was due to a lack of variety among stores and products. Other activities that maintained high levels of satisfaction included hiking (4.5), hot springs (4.4), historical sights, museums and tours (4.3), and motorcycling (4.1). None of the activities that respondents were asked about received low satisfaction ratings. The activity with the lowest level of satisfaction was ice climbing with a rating of 3.6 indicating a level of satisfaction between neutral and satisfied. Despite respondents being highly satisfied with the activities offered in Ouray, there was not a high level of interest in package options. The 85.9 percent of respondents who revealed they were likely to return to Ouray were asked about package options. The level of interest in these package options was neutral ranging from 3.2 to 3.6 with the highest level of interest being in the three day package. The reason for a lack of interest in these package options is due to 74.5 percent of those who were unlikely to book a package option, being more interested in making travel arrangements themselves. 55

57 While there was not a high level of interest in multi-day packages, the data did reveal the amenities respondents were interested in. The highest level of interest was in historic train rides (2.0) followed by guided history and museum tours (2.4). Of the history and museum tour options, the most interest would be in a mining tour. Respondents also demonstrated interest in culinary (2.5) and photography tours (2.5), with the most interest in a fall tour (59.7 percent). Recommendations Based on the survey data and conclusions the marketing research team makes the following recommendations 1. Increase the interest in package offerings Package offerings have the potential to increase the number of visitors to Ouray as well as help with seasonality problems. Five hundred and sixty four respondents who were likely to return to Ouray were also interested in at least one of the package options provided. The strongest correlation being with a three day package option combined with a spa and wellness package. The main reason for a lack of interest was due to respondents preferring to make their own arrangements. This suggests that the current proposed offerings do not incorporate a large enough range of amenities and activities. Data suggested that depending on a respondent s length of stay, they preferred to stay at different locations, for example: those who stayed between one and three days in the southwest Colorado vicinity preferred to stay at a bed and breakfast, while those who stayed between four and six days preferred to stay at a hotel or motel. If packages were opened up to offer a variety of locations for people to stay that they could choose from, it is likely that interest in package options would increase. These packages should also expand to include amenities not currently offered in Ouray, due to the fact that those interested in packages are interested in tours and packages not currently offered. For example, survey results showed that of the activities not currently offered in Ouray, respondents are most interested in historic train rides. One vital way that Ouray could be able to offer activities such as this, is through partnering with neighboring towns to create more desirable package options. For example, if Ouray partnered with Durango to make a package that split a respondent s time between the two towns and offered unique activities in both areas, respondents would be more interested. Another piece of data that supports the argument for Ouray to partner with neighboring towns is the fact that when asked how many days they stayed in the southwest Colorado vicinity and how many days they spent at their primary town destination, respondents indicated that a majority of them spent more time in the southwest Colorado vicinity than at their primary destination. This implies that a majority of respondents travel to more than one town while traveling in the southwest 56

58 Colorado region, and therefore, a package option incorporating multiple towns would be more desirable. In order to deter people from making their own arrangements, these new amenities and activity offerings should be exclusively offered through these three, four, and five day packages. 2. Maintain high levels of satisfaction Currently the activity offerings in Ouray all maintain high levels of satisfaction. It is vital that these high levels of satisfaction are maintained in order to encourage guests to continually return to Ouray. The number of people who indicated they were likely to return to the town was 85.9 percent. In order for these people to remain satisfied with Ouray offerings, the upkeep and innovation of amenities and activity offerings is essential. There was a high level of respondents who were interested in amenities and activities not currently offered in Ouray; these travelers are consequently moving their business to neighboring towns. If Ouray can focus on the innovation of current activities as well as the integration on new desired amenities, they are likely to increase the number of respondents who return to Ouray each year. Based on previous studies, it is clear that past dissatisfaction with activities, such as the hot springs, has resulted in less people traveling to Ouray for those activities and has skewed satisfaction ratings. A maintenance of high satisfaction levels should involve continuous improvements. 3. Increase Ouray desirability through online sources A majority of respondents sought their travel information through online sources. If Ouray is able to increase their desirability through the improvement of websites and other online information sources, they could have the ability to increase online conversion rates drastically. Over 85 percent of people who visited Ouray indicated they were likely to return, demonstrating that once people visit, they are enthusiastic about the town and eager to return. It is key to get people there for their first visit, which can be aided through improvement of online resources, such as the town s website or presence on Colorado.com. This will also help the town reach a younger demographic, who spends more time online, and may be more likely to travel during Ouray s offseasons. Reaching this demographic could be accomplished through more promotional efforts on social media sites such as Pinterest, Facebook, and Instagram. 57

59 Appendices The appendices contain all pertinent information not included in the body of the report. Client Proposal Marketing Research Client: Katharina Papenbrock (970) Research Team Primary Contact: Paige George (661) Ouray Chamber Resort Association Tourism and Conversion Information Study: Client Proposal Introduction: Ouray, Colorado is a small community nestled in some of the most rugged and towering peaks of the Rockies and bills itself as the "Switzerland of America" because of its setting at the narrow head of a valley, enclosed on three and a half sides by steep mountains. It offers recreational opportunities such as hiking, jeeping, rock and ice climbing and back-country skiing. Originally a mining town, the entire present-day economy of Ouray is based almost solely on tourism. In recent years tourist have started traveling to multiple destinations in a single vacation rather than a single destination, which has affected conversion rates for remote locations such as Ouray. Additionally, the demographics of tourists are changing with the emerging millennial generation. This study will seek to understand conversion rates and the satisfaction of tourists throughout the year. Conversion rates will be divided into two groups, those who request information and stay overnight in Ouray and those who spend money at local businesses without staying overnight in Ouray. Problem Statement/Opportunity Identification: Ms. Katharina Papenbrock, Executive Director of the Ouray Chamber Resort Association, has requested that the Hillsdale College Marketing Research Class determine conversion rates and overall quality of offerings and amenities in Ouray. The goal of this study is to identify ways to increase conversion rates and overall satisfaction. Research Objectives: Develop an online survey to collect data regarding conversions and satisfaction of tourists by distributing a survey via to a list of people who have requested information about Ouray. 58

60 Objectives: 1. Determine conversion rates 2. Identify tourist satisfaction of Ouray activity offerings 3. Ascertain desired tourist amenities 4. Gauge interest of package options Application: Research results will provide the Ouray Chamber Resort Association with quantitative data regarding conversion, length of stay, and frequency of visits, and the qualitative data being activity desires, amenity demands, and decision making factors. The data will help the Ouray Chamber Resort Association better target their audience in an effort to increase visitation and length of stay. Research Design: The research team will design a cover and an undisguised questionnaire to be submitted to visitors throughout the United States. This list of people that meet certain specifications will be obtained through Ouray Chamber Resort Association. Data will be collected from the survey responses. The client will provide an incentive of $5 Amazon gift cards to the first one hundred responders to complete the survey. Additionally there will be one grand prize of a travel voucher for Ouray, CO. The grand prize travel voucher will include a three night hotel stay, three dinners, two days of excursions, and one $200 gas card for travel. Valid returned responses will be entered to win the grand prize from a random drawing. Research Process: 1. Proposal submission and review 2. Survey development 3. Survey approval 4. Data collection 5. Data tabulation 6. Data analysis 7. Report of findings Financial Responsibilities: All expenses will be billed to the Ouray Chamber Resort Association. If possible the Chamber will be billed directly; however, when this is not possible, the Chamber will be sent expense reports via to be paid within 15 days via check. Costs should be approximately $30 for presentation materials. The cost of the incentive will be the responsibility of the Ouray Chamber Resort Association. The survey service will be provided for free through Hillsdale College. 59

61 Anticipated Timeline: After the approval and signature of this document, the research process will commence based on the statements and objectives articulated herein. A written and oral report will be presented to the client in December 2015 upon the completion of the research and data analysis. 60

62 PERT Chart 61

63 Weekly Status Reports Weekly Status Report: Ouray Project Team For the Week of: September 6-12 Date: September 13, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. The team sent introductory to client to set up initial conference call. Which is to be scheduled in the following week. 2. The team composed questions for initial conference call and submitted them for review. The team reviewed notes from Mr. Prak and Professor King in order to form these questions. Our next team meeting is TBD based on the response on of our client. Weekly Status Report: Ouray Project Team For the Week of: September Date: September 20, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. The team established time of first conference call with client for Thursday, September 24 th at 1pm Mountain Time. Our next team meeting will be on Thursday to prepare and have conference call with our client. The team then plans to have a follow up meeting in which they finalize specific research objectives. Weekly Status Report: Ouray Project Team For the Week of: September Date: September 28, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. Prior to meeting with our client, Kat, we went over our objectives for the meeting and adjusted the initial client questions. 2. The team met with Kat on Thursday, September 24 th at 3:30pm. We talked about objectives for the project, went over our initial client questions, went over the incentives and how they will be distributed, and asked for a scenic photo of Ouray. The team will be scheduling a client meeting for this week in order to go over first story questions. 62

64 Weekly Status Report: Ouray Project Team For the Week of: October 4-11 Date: October 12, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. The team sent a follow up to our client about our Client Proposal and set deadline to receive it on Monday October 12 th. 2. Our client Kat returned the signed client proposal to the team 3. The team started to draft all cover s and sent them to Professor King for review. Professor King returned finalized versions of the cover s. 4. The team has been working on secondary research. The team has scheduled a meeting on Tuesday to finalize secondary research projects as well as second story questions. The team plans to send the cover s to our client at this time as well as set up our next meeting time with our client to review our second story questions. Weekly Status Report: Ouray Project Team For the Week of: October Date: October 19, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. Team composed second story questions and reached out to client for additional information to finalize questions. 2. Team edited PERT chart. 3. Team organized order of questions to integrate first story and second story questions. The team will be in contact with the client to send second story questions and the cover letters. Weekly Status Report: Ouray Project Team For the Week of: October Date: October 25, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. The team got information from client to complete second story questions. 2. The team finalized second story questions and combined first and second story into one composite survey 3. The team finalized cover s and sent them to professor King for review. 63

65 The team plans to meet with professor King to discuss some survey issues before sending to the client for approval. The team has scheduled a meeting on Thursday to work on the interm report. Weekly Status Report: Ouray Project Team For the Week of: October Date: November 2, 2015 Present at Weekly Meeting: Paige George & Liz Pickard 1. The team met to work on the interim report. 2. The team met to work on sending out the s and surveys this week. 3. The team has been in contact with the client to update her on the survey and cover letters. This week the team will send out the pre-survey , the survey, and the reminder . The team will also finalize the interim report and excel data sheet. Weekly Status Report: Ouray Project Team For the Week of: November 1-7 Date: November 8, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. The team finalized our survey in its entirety, and uploaded list of 10,000 s to Qualtrics. 2. The team finalized the excel document and sent to Professor King for review. 3. Tuesday the team sent out the introductory to respondents, Wednesday the team sent out the survey link, and Friday sent out reminder to respondents who had not yet taken the survey. 4. The team finalized the interim report Our next team meeting will be on Tuesday to close the survey and begin graphing/ analysis of survey responses. The team plans to start meeting daily to complete research. Weekly Status Report: Ouray Project Team For the Week of: November 8-15 Date: November 16, 2015 Present at Weekly Meeting: Paige George and Liz Pickard 1. The team met to find out incentive winners and forwarded the information to the client. 2. The team met to work on summarization of results for final report. 64

66 The team will continue to meet daily to work on the final report. The team should have confirmation from the registrar this week for the location and time of the final presentation. Contact Report Client Meeting: Thursday September 24 th, 3:30pm Our objectives: to measure conversion rate; to profile visitors, non-visitors, and target markets; gauge perceptions and brand of Ouray; and to measure visitors quality of experience. It is an objective to improve conversion and deliver a vacation experience that meets, or ideally exceeds, the expectations of visitors. Ouray s Objectives: 1. Understand the satisfaction or dissatisfaction of offerings and amenities, and to ultimately increase satisfaction. 2. Find out what visitors expect in Ouray that doesn t exist. 3. Gauge interest on the option of visitors building their own activities package. Client conversion definition: Three groups of conversion: 1. After requesting info they spend money in some way in the town (activity, local restaurant, shop). 2. After requesting info, they stay overnight. Profile of who visits: The demographics change from season to season. Generally, with outliers in older age group. Larger mix in the summer, older people in the fall. They have an understanding of the summer, they want to know more about spring, fall, and especially the winter. They want to know how to prepare for the millennial market, and how to encourage other demographics to come. (especially in the winter). Summer is the busiest season, then fall, then winter, then spring. Top three attractions in each season: Summer: hot springs, jeeping, hiking Fall: same as summer, with more focus on history, heritage, and museums Winter: hot springs, ice climbing, getaway destination Spring: hot springs, cultural activities (ghost towns, museums, etc.), outdoor activites (hiking, etc) Change in overnight visitor count over the past five years: : 6% increase : flat for the year, but 22% increase in just winter 65

67 : 6% increase : 11-12% so far Overall, biggest growth has been in the winter more marketing and more business are remaining open more overflow from the ski resorts: Telluride, Durango, Silverton Do people call the visitor center and not visit? Yes, most questions are activity based, 4x4 road conditions, asking about hotel availability, road condition esp. in winter, photography questions. Do you think people visit without contacting the tourism center? Specific ages? Yes, many people are sent information in guides and s, many people ask about what to do from local businesses. More older/mature/families come through the visitor center. Younger people that come through want specific information such as trails and hiking info. Do they target specific groups to visit (conferences)? Marketing for this is a work in progress, they help coordinate big groups and events, which are happening more frequently, info and planning resource. Depending on the size they don t have space for multiple groups. They want to target small group tours (especially ones that go through SW Colorado) through travel agents, international outlets. What problems does Ouray face with visitors? They are agingout of their traditional market, there has been a lot of turn around in the last couple years, change of traveler habits, people aren t staying in one place as long as they used to. What is the middle class demographic looking for? Want the middle class to spend more money here. Ouray has authentic feel, which they want to keep and stay away from developing it too far. Is there anything they wished they had for visitors? Laundry mat (focus group), greater variety of restaurants, renovations need to be made in many places, hospitality training needs to be improved in some places, renewing the employment pool, internet and broadband needs to be improved. Where/how do you advertise/promote? What is the annual budget? Direct /relationship marketing staff works one on one with people. Traditional: online and internet, print (nationally and regionally) radio (regionally), conferences Greater shift to online advertising google ads better conversion rate Social media: Facebook, twitter, instagram, pinterest. Are there a large number of tourists who return annually? Is there a specific reason for this? 66

68 Yes. Many older people from TX and OK that return every summer when it is very hot in their own states. Once people have their first visit they decide to make it an annual trip. Seasons/Events: Octoberfest, summer, fall (colors, smaller crowds, jeeping), winter (ice festival) Activity based More potential for fall and winter seasons. Best time for us to reach her? If it needs immediate response, text. Timetable? Mid-late Oct. is great for the survey to go out, since it is low travel season hopefully more people will be around to respond to the survey. Possibly also invite the list to like the facebook page. Possibly post the survey link to the facebook page?? Request for scenic photo: She will share a file with us for us to choose the photo. Distribution of incentives: She will send out the amazon e-gift cards. She will let us know about the specifics of the travel voucher. Cover Letters Pre-Survey WE NEED YOUR HELP! As students of Hillsdale College s marketing research class, we are conducting a research study on behalf of the Ouray Chamber Resort Association. The association is seeking to better cater to its visitors satisfaction and overall experience. Since you have requested tourism information from Ouray in the last several years, you've been selected to participate in a short 5-7 minute research study. An with a link to a survey will be ed to you in the next few days. This is not SPAM, but an attempt to learn about your southwest Colorado vacation interests. It is a legitimate study and NOT a sales tactic. Your information will not be shared or used for other purposes; your privacy matters to us. Your answers will be completely anonymous and analyzed 67

69 in combination with other respondent s results. If you are one of the first 50 to complete this survey, you will receive a $5 Amazon e-gift certificate. All respondents who complete the survey will be entered to win a Ouray grand prize trip: a 3 night stay in Ouray, Colorado, 2 $50 dinner vouchers to a restaurant of your choice in Ouray, 2 passes to the Ouray Hot Springs Pool, 2 Passes to the Orvis Hot Springs, 2 passes to Box Cañon Falls Waterfall and Park (May-October), 2 passes to the Ouray County Historical Society Museum, 1 Ouray Trail Group Hiking Trails of Ouray County map, 1 Exploring the SanJuan Triangle Jeeping Guide, and one of the following: full-day jeep tour for 2 people (May-September), full-day intro to ice climbing (December- March), or a full-day fly fishing instruction for 2 people. (Subject to change based on availability) Look for the survey link in the next few days. On behalf of our marketing research class, we would all appreciate your help! Sincerely, Paige George & Liz Pickard Survey Hello again! We contacted you a few days ago to introduce ourselves and ask you to help our Hillsdale College marketing research class as we conduct a research study on behalf of the Ouray Chamber Resort Association. Simply follow the link below to our questionnaire and respond by Sunday, November 1 st. It should only take you about 5-7 minutes to complete. (INSERT LINK HERE) Rest assured this is not SPAM, but an attempt to learn about your southwest Colorado vacation interests. It is a legitimate study and NOT a sales tactic. Your information will not be shared or used for other purposes; your privacy matters to us. Your answers will be completely anonymous and analyzed in combination with other respondent s results. If you are one of the first 50 to complete this survey, you will receive a $5 Amazon e-gift certificate. All respondents who complete the survey will be entered to win a Ouray grand prize trip: a 3 night stay in Ouray, Colorado, 2 $50 dinner vouchers to a restaurant of your choice 68

70 in Ouray, 2 passes to the Ouray Hot Springs Pool, 2 Passes to the Orvis Hot Springs, 2 passes to Box Cañon Falls Waterfall and Park (May-October), 2 passes to the Ouray County Historical Society Museum, 1 Ouray Trail Group Hiking Trails of Ouray County map, 1 Exploring the SanJuan Triangle Jeeping Guide, and one of the following: full-day jeep tour for 2 people (May-September), full-day intro to ice climbing (December- March), or a full-day fly fishing instruction for 2 people. (Subject to change) On behalf of our marketing research class, we would all appreciate your help! Sincerely, Paige George & Liz Pickard Follow-up Survey WE STILL NEED YOUR HELP! A few days ago, we sent you a link to our survey and asked you to help our Hillsdale College marketing research class as we conduct a research study on behalf of the Ouray Chamber Resort Association. We have not heard from you yet and wanted to remind you there is still time to respond. Simply follow the link below to our questionnaire. It should only take you about 5-7 minutes to complete. (INSERT LINK HERE) Rest assured this is not SPAM, but an attempt to learn about your southwest Colorado vacation interests. It is a legitimate study and NOT a sales tactic. Your information will not be shared or used for other purposes; your privacy matters to us. Your answers will be completely anonymous and analyzed in combination with other respondent s results. If you are one of the first 50 to complete this survey, you will receive a $5 Amazon e-gift certificate. All respondents who complete the survey will be entered to win a Ouray grand prize trip: a 3 night stay in Ouray, Colorado, 2 $50 dinner vouchers to a restaurant of your choice in Ouray, 2 passes to the Ouray Hot Springs Pool, 2 Passes to the Orvis Hot Springs, 2 passes to Box Cañon Falls Waterfall and Park (May-October), 2 passes to the Ouray County Historical Society Museum, 1 Ouray Trail Group Hiking Trails of Ouray County map, 1 Exploring the SanJuan Triangle Jeeping Guide, and one of the following: full-day jeep tour for 2 people (May-September), full-day intro to ice climbing (December- March), 69

71 or a full-day fly fishing instruction for 2 people. (Subject to change) On behalf of our marketing research class, we would all appreciate your help! Sincerely, Paige George & Liz Pickard Questionnaire Ouray Survey Q1 How did you first learn of travel options in southwest Colorado? (Select one) Family or friend Travel Website (like TripAdvisor) Magazine/Newspaper Ad Local Attraction/Activity Colorado.com Facebook YouTube Other Social Media Platforms Other Q2 How did you first request travel information about southwest Colorado? (Select one) Inquired online Contacted via phone Stopped by tourism office Requested my be added to a monthly newsletter Found during an event/activity I don't remember Other Q3 Within the last 5 years, have you visited southwest Colorado? (Select one) Yes No If No Is Selected, Then Skip To End of Survey Q4 Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) 70

72 Creede Durango Never Heard Of Heard Of But Never Visited Drove Through Stopped Briefly Stayed Overnight Lake City Montrose Ouray Pagosa Springs Buena Vista/Salida Q5 On your most recent visit to southwest Colorado... (Select one answer per line) How many days did you spend in the southwest Colorado vicinity? How many days did you spend at your primary town destination? Less than 1 day 1-3 Days 4-6 Days 7-13 Days 14 or More Days 71

73 Q6 During your most recent visit to southwest Colorado, where did you stay while visiting your primary town destination? (Select one) Hotel/motel Bed and Breakfast Campground or RV Park With Friends or Family Vacation Rental/Cabin Condominium Other Did not spend the night Q7 On your most recent visit, what town was your primary town destination in southwest Colorado? (Select one) Creede Durango Lake City Montrose Ouray Pagosa Springs Buena Vista/Salida Other Answer If Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Stopped Briefly Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Drove Through Is Selected Q8 On your most recent visit to southwest Colorado, did you shop or eat at a local business or restaurant in Ouray? (Select one) Yes No 72

74 Answer If Identify your travel experience with the following communities in southwest Colorado. (Select one... Ouray - Drove Through Is Selected Or Identify your travel experience with the following communities in southwest Colorado. (Select one... Ouray - Stopped Briefly Is Selected Or Identify your travel experience with the following communities in southwest Colorado. (Select one... Ouray - Stayed Overnight Is Selected Q9 On your most recent visit to southwest Colorado, what was your main reason for visiting Ouray? (Select one) Rest and Relaxation Visiting Relatives and Friends Business Reasons Hot Springs Jeeping Hiking Ice Climbing Festivals and Events History and Culture Other Answer If Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) Ouray - Drove Through Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) Ouray - Stopped Briefly Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) Ouray - Stayed Overnight Is Selected Q10 On your most recent visit to southwest Colorado, how would you rate your satisfaction of the following Ouray attractions? (Please select one for each attraction) Ice Climbing Motorcycling Road Biking and Mountain Biking Very Satisfied Satisfied Neither Satisfied or Dissatisfied Dissatisfied Very Dissatisfied Not Applicable 73

75 Rock Climbing Shopping Options Off-Road Activities: Jeeping/ ATV/ Dirtbiking Backcountry Skiing/ Cross- Country Skiing/ Snowshoeing Hot Springs Hiking Historical Sites, Museums and Tours Answer If Shopping Options - Dissatisfied Is Selected Or Shopping Options - Very Dissatisfied Is Selected Q11 Why were you dissatisfied with the shopping in Ouray? (Select one) Too expensive Not enough variety of stores/products Sales tax too high Not enough locally produced products Other 74

76 Answer If Off-road activities: Jeeping/ ATV/ Dirtbiking - Dissatisfied Is Selected Or Off-road activities: Jeeping/ ATV/ Dirtbiking - Very Dissatisfied Is Selected Q12 Why were you dissatisfied with the off-roading activities offered in Ouray? (Select one) Too expensive Too crowded Too difficult Not accessible enough Not enough tours/vehicles available Other Answer If On your most recent visit to southwest Colorado, how would you rate your satisfaction of the foll... Backcountry Skiing/ Cross-Country Skiing/ Snowshoeing - Dissatisfied Is Selected Or On your most recent visit to southwest Colorado, how would you rate your satisfaction of the foll... Backcountry Skiing/ Cross-Country Skiing/ Snowshoeing - Very Dissatisfied Is Selected Q13 Why were you dissatisfied with the backcountry skiing, cross-country skiing, and snowshoeing offered in Ouray? (Select one) Too difficult Too dangerous Too expensive I prefer a ski resort Not enough gear or guides available Other Answer If Hot Springs - Dissatisfied Is Selected Or Hot Springs - Very Dissatisfied Is Selected Q14 Why were you dissatisfied with the Hot Springs in Ouray? (Select one) Too expensive Too crowded Not enough variety Outdated facilities or amenities Hours of operation Not clean Other 75

77 Answer If Hiking - Dissatisfied Is Selected Or Hiking - Very Dissatisfied Is Selected Q15 Why were you dissatisfied with the hiking offered in Ouray? (Select one) Too crowded Too difficult Not accessible Bad maps or signage Trails were not well maintained Other Answer If Historical Sites, museums and tours - Dissatisfied Is Selected Or Historical Sites, museums and tours - Very Dissatisfied Is Selected Q16 Why were you dissatisfied with the historical sites, museums, and tours offered in Ouray? (Select one) Too expensive Too crowded Not enough variety Hours/offerings did not fit my travel plans Other Answer If Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Drove Through Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Stopped Briefly Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Stayed Overnight Is Selected Q17 Ouray, Colorado is considering offering possible tourism packages. Please indicate your interest in the following guided tours and/or packages for Ouray, Colorado. (Please select one for each option) Very Interested Interested Neutral Uninterested Very Uninterested Historic Train Rides Spa and Wellness Packages Culinary Tours of Local 76

78 Breweries, Distilleries, Wineries and/or Coffee Roasters Agricultural Tours of Local Ranches and Farms Guided Cross- Country Ski/Snowshoe Tours Guided Snowmobile Tours Photography Tours Guided History and Museum Tours Guided Natural Sciences Activities (including Bird Watching) Guided Motorcycle Tours Guided Biking Tours 77

79 Answer If Please indicate your interest in the following guided tours and packages. (Please select one for... Photography tours - Very Interested Is Selected Or Please indicate your interest in the following guided tours and packages. (Please select one for... Photography tours - Interested Is Selected Q18 Please indicate your preferred season to go on a photography tour. (Select one) Summer Fall Winter Spring Answer If Please indicate your interest in the following guided tours and packages. (Please select one for... Guided History and Museum Tours - Very Interested Is Selected Or Please indicate your interest in the following guided tours and packages. (Please select one for... Guided History and Museum Tours - Interested Is Selected Q19 Please indicate your preferred guided history or museum tour. (Select one) Film Native American Mining Ranching Other Answer If Please indicate your interest in the following guided tours and packages. (Please select one for... Guided natural sciences activities - Very Interested Is Selected Or Please indicate your interest in the following guided tours and packages. (Please select one for... Guided natural sciences activities - Interested Is Selected Q20 Please indicate your preferred guided natural science activity. (Select one) Astronomy Geology Birding Snow Science Other 78

80 Answer If Please indicate your interest in the following guided tours and packages. (Please select one for... Guided motorcycle tours - Very Interested Is Selected Or Please indicate your interest in the following guided tours and packages. (Please select one for... Guided motorcycle tours - Interested Is Selected Q21 Please indicate your preferred type of motorcycle tours. (Select one) Harley Davidson Tours Other Street Motorcycle Tours Dirt Bike Tours Local Motorcycle or Dirt Bike Rentals Other Answer If Please indicate your interest in the following guided tours and packages. (Please select one for... Guided biking tours - Very Interested Is Selected Or Please indicate your interest in the following guided tours and packages. (Please select one for... Guided biking tours - Interested Is Selected Q22 Please indicate your preferred type of biking tours. (Select one) Road Bike Tours Mountain Bike Tours Overnight Bike Tours Other Answer If Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Drove Through Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Stopped Briefly Is Selected Or Please identify your travel experience with the following communities in southwest Colorado. (Sel... Ouray - Stayed Overnight Is Selected Q23 How likely would you be to return to Ouray, Colorado? (Select One) Very Unlikely Unlikely Undecided Likely Very Likely 79

81 Answer If How likely would you be to return to Ouray, Colorado? (Select One) Likely Is Selected Or How likely would you be to return to Ouray, Colorado? (Select One) Very Likely Is Selected Q24 Booking excursions on vacation can be a hassle, time consuming and sometimes downright aggravating. As a result, the Ouray Chamber Resort Association is considering offering a OURAY FLEXIPAK starting in When: May 1 to June 15 and September 1 to October 15, starting every Monday. How long: 3, 4 or 5 days What: 4, 5 or 6 nights hotel Transportation from/to Montrose or Grand Junction airport All day and half day excursions; YOU pick from a list of 10+ activities (Hot Springs Pool, Jeeping, Balloon ride, golf, rafting, wildflowers, photography, astronomy, history, etc.) How much: $500-$900 per person depending on length of pass and excursions selected which represents a 10% discount from regular prices How: You will be picked up every morning at your hotel at 9 AM IF you were planning to visit southwest Colorado in the next two years, what is the likelihood you would buy a package for the specified days listed below? (Select one) 3 Days Very Likely Likely Undecided Unlikely Very Unlikely 4 Days 5 Days Answer If Booking excursions on vacation can be a hassle, time consuming and sometimes downright aggravating. So you can spend more of your precious vacation days relaxing and/or sightseeing, and/or see more... - Very Unlikely Is Selected Or Booking excursions on vacation can be a hassle, time consuming and sometimes downright aggravating. So you can spend more of your precious vacation days relaxing and/or sightseeing, and/or see more... - Unlikely Is Selected Q25 Please indicate the reason you would not be interested in one or more of these packages. (Select one) Wrong season Too many days in one spot Prefer to make my own arrangements Other 80

82 Q26 If you had any other vacation destinations before your visit to southwest Colorado, which general direction were you travelling from? (Select one) North South East West Did not have any other prior vacation destinations Q27 If you had other travel destinations after your visit to southwest Colorado, before returning home, which general direction was that destination? (Select one) North South East West Did not have any other vacation destinations Q28 On your most recent visit to southwest Colorado, how many people were in your group? (Select one) Traveled alone Myself and one other Myself and two others Myself and three others Myself and more than three others Q29 What is your current age? (Select one) Under Over 70 Prefer not to respond 81

83 Q30 What is your gender? (Select one) Male Female Prefer not to respond Q31 What is your current annual household income? (Select one) Below $25,000 $25,001 - $50,000 $50,001 - $75,000 $75,001 - $100,000 $100,001 - $125,000 $125,001 - $150,000 $150,001 - $175,000 $175,001 - $200,000 More than $200,000 Prefer not to respond Q32 What is your primary employment status? (Select one) Employed or self-employed Student Retired Unemployed Q33 What is the zip code of your primary residence? (Please enter 5-digit zip code) Q34 How many trips have you taken to southwest Colorado in the last 5 years? (Select one) or More 82

84 Q35 On your most recent visit to southwest Colorado, what was the primary type of vehicle you drove? (Select one) Personal Car or Truck - 2WD Personal Car or Truck - 4WD Rental Car or Truck - 2WD Rental Car or Truck - 4WD Motorcycle Recreational Vehicle Tour Bus Q36 On your most recent visit to southwest Colorado, did you bring any of the following equipment with you? (Select one for each row) Bicycle(s) Kayak(s) ATV(s) Yes No Q37 Would you like to be entered for a chance to win a $5 Amazon e-gift card, or the grand prize three night stay in Ouray, including: 2 $50 dinner vouchers to a restaurant of your choice in Ouray 2 passes to the Ouray Hot Springs Pool 2 Passes to the Orvis Hot Springs, 2 passes to Box Cañon Falls Waterfall and Park (May-October) 2 passes to the Ouray County Historical Society Museum 1 Ouray Trail Group Hiking Trails of Ouray County map 1 Exploring the SanJuan Triangle Jeeping Guide One of the following: full-day jeep tour for 2 people (May- September), full-day intro to ice climbing (December- March), or a full-day fly fishing instruction for 2 people. (Subject to change based on availability) (Select One) Yes No If No Is Selected, Then Skip To End of Survey 83

85 Q38 To be entered to win, please fill out the following form: Full Name (First and Last) Home Address City, State, Zip Daytime Phone Number (Including Area Code) Address Interim Report OURAY CHAMBER TOURISM AND CONVERSION STUDY HILLSDALE COLLEGE MARKETING RESEARCH INTERIM REPORT The purpose of the Interim Report is to establish the analysis of the data acquired from the surveys returned. Each question found on the questionnaire is evaluated. The question type, purpose in the research project, and tests to be performed for each question have been identified and detailed in the Interim Report. RESEARCH OBJECTIVES Create an online survey to collect data regarding conversion rates and satisfaction of the activities and amenities offered by the city of Ouray, by distributing a survey via to a list of 10,000 people who requested tourism information. 5. Determine conversion rates 6. Identify tourist satisfaction of Ouray activity offerings 7. Ascertain desired tourist amenities 8. Gauge interest of package options 84

86 1. How did you first learn of travel options in southwest Colorado? (Select one) Family or friend Travel Website (like TripAdvisor) Magazine/Newspaper Ad Local Attraction/Activity Colorado.com Facebook YouTube Other Social Media Platforms Other Relates to research objective 1 of the client proposal Categorical, multiple choice question Use percentage summarization Chi-Square with questions 2, 3, 4, 29, 30, 31, 32, 34, 2. How did you first request travel information about southwest Colorado? (Select one) Inquired online Contacted via phone Stopped by tourism office Requested my be added to a monthly newsletter Found during an event/activity I don't remember Other Relates to research objective 1 of the client proposal Categorical, multiple choice question Use percentage summarization Chi-Square with questions 1, 3, 4, 29, 30, 31, 32, Within the last 5 years, have you visited southwest Colorado? (Select one) Yes No Relates to research objective 1 of the client proposal Categorical, dual choice question Use percentage summarization ANOVA with question 33 Chi-Square with questions 1, 2, 29, 30, 31, 32, 34 85

87 4. Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) Creede Durango Never Heard Of Heard Of But Never Visited Drove Through Stopped Briefly Stayed Overnight Lake City Montrose Ouray Pagosa Springs Buena Vista/Salida Relates to research objective 1 of the client proposal Categorical, multiple choice question Use percentage summarization Chi-Square with questions 1, 2, 5, 6, 7, 26, 27 ANOVA with question On your most recent visit to southwest Colorado... (Select one answer per line) How many days did you spend in the southwest Colorado vicinity? Less than 1 day 1-3 Days 4-6 Days 7-13 Days 14 or More Days 86

88 How many days did you spend at your primary town destination? Relates to research objective 1 of the client proposal Series of categorical, multiple-choice questions Use percentage summarization Chi-Square with questions 4, 6, 7 6. During your most recent visit southwest Colorado, where did you stay while visiting your primary town destination? (Select one) Hotel/motel Bed and Breakfast Campground or RV Park With Friends or Family Vacation Rental/Cabin Condominium Other Did not spend the night Relates to research objective 1 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with 23, 24 Chi-Square with 4, 5-2, 9, 28, 29, 30, 31, 32, 34 87

89 7. On your most recent visit, what town was your primary town destination in southwest Colorado? (Select one) Creede Durango Lake City Montrose Ouray Pagosa Springs Buena Vista/Salida Other Relates to research objective 1 of the client proposal Categorical, multiple-choice question Use percentage summarization Chi-Square with 4, 5-1, 5-2, 8 8. On your most recent visit to southwest Colorado, did you shop or eat at a local business or restaurant in Ouray? (Select one) Yes No Relates to research objective 1 of the client proposal Categorical, dual-choice question Use percentage summarization ANOVA with 10, 17 Chi-Square with 7, 9, 11, 28, 29, 30, 31, 34 88

90 9. On your most recent visit to southwest Colorado, what was your main reason for visiting Ouray? (Select one) Rest and Relaxation Visiting Relatives and Friends Business Reasons Hot Springs Jeeping Hiking Ice Climbing Festivals and Events History and Culture Other Relates to research objective 2 of the client proposal Categorical, multiple choice question Use percentage summarization ANOVA with 10, 17, 23, 24 Chi-Square with 6, 8, 11, 28, 29, 30, 31, 32, 34, 35, On your most recent visit to southwest Colorado, how would you rate your satisfaction of the following Ouray attractions? (Please select one for each attraction) Ice Climbing Motorcycling Road Biking and Mountain Biking Very Satisfied Satisfied Neither Satisfied or Dissatisfied Dissatisfied Very Dissatisfied Not Applicable Rock Climbing Shopping Options 89

91 Off-Road Activities: Jeeping/ ATV/ Dirtbiking Backcountry Skiing/ Cross- Country Skiing/ Snowshoeing Hot Springs Hiking Historical Sites, Museums and Tours Relates to research objective 2 of the client proposal Synthetic metric, symmetric intensity continuum Use average summarization ANOVA with 8, 9, 28, 29, 30, 31, 32, 34, 35, 36 Regression with 23, 24 o Independent Variable: 10 o Dependent Variable: 23, Why were you dissatisfied with the shopping in Ouray? (Select one) Too expensive Not enough variety of stores/products Sales tax too high Not enough locally produced products Other Relates to research objective 2 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with question 23 Chi-Square with questions 28, 29, 31 90

92 12. Why were you dissatisfied with the off-roading activities offered in Ouray? (Select one) Too expensive Too crowded Too difficult Not accessible enough Not enough tours/vehicles available Other Relates to research objective 2 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with question 23 Chi-Square with questions 28, 29, Why were you dissatisfied with the backcountry skiing, cross-country skiing, and snowshoeing offered in Ouray? (Select one) Too difficult Too dangerous Too expensive I prefer a ski resort Not enough gear or guides available Other Relates to research objective 2 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with question 23 Chi-Square with questions 28, 29, 31 91

93 14. Why were you dissatisfied with the Hot Springs in Ouray? (Select one) Too expensive Too crowded Not enough variety Outdated facilities or amenities Hours of operation Not clean Other Relates to research objective 2 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with question 23 Chi-Square with questions 28, 29, Why were you dissatisfied with the hiking offered in Ouray? (Select one) Too crowded Too difficult Not accessible Bad maps or signage Trails were not well maintained Other Relates to research objective 2 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with question 23 Chi-Square with questions 28, 29, 31 92

94 16. Why were you dissatisfied with the historical sites, museums and tours offered in Ouray? (Select one) Too expensive Too crowded Not enough variety Hours/offerings did not fit my travel plans Other Relates to research objective 2 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with question 23 Chi-Square with questions 28, 29, Ouray, Colorado is considering offering possible tourism packages. Please indicate your interest in the following guided tours and/or packages for Ouray, Colorado. (Please select one for each option) Very Interested Interested Neutral Uninterested Very Uninterested Spa and Wellness Packages Culinary Tours of Local Breweries, Distilleries, Wineries and/or Coffee Roasters Agricultural Tours of Local Ranches and Farms 93

95 Guided Cross- Country Ski/Snowshoe Tours Guided Snowmobile Tours Photography Tours Guided History and Museum Tours Guided Natural Sciences Activities (including Bird Watching) Guided Motorcycle Tours Guided Biking Tours Relates to research objective 3 of the client proposal Synthetic metric, symmetric intensity continuum question Use average summarization ANOVA with 8, 9, 28, 29, 30, 31, 32, 34 Regression with 23, 24 o Independent Variables: 17 o Dependent Variables: 23, 24 94

96 18. Please indicate your preferred season to go on a photography tour. (Select one) Summer Fall Winter Spring Relates to research objective 3 of the client proposal Categorical, multiple-choice question Use percentage summarization Chi-Square with Please indicate your preferred guided history or museum tour. (Select one) Film Native American Mining Ranching Other Relates to research objective 3 of the client proposal Categorical, multiple-choice question Use percentage summarization Chi-Square with 29, 30, Please indicate your preferred guided natural science activity. (Select one) Astronomy Geology Birdind Snow Science Other Relates to research objective 3 of the client proposal Categorical, multiple-choice question Use percentage summarization Chi-Square with 29, 30, 32 95

97 21. Please indicate your preferred type of motorcycle tours. (Select one) Harley Davidson Tours Other Street Motorcycle Tours Dirt Bike Tours Local Motorcycle or Dirt Bike Rentals Other Relates to research objective 3 of the client proposal Categorical, multiple-choice question Use percentage summarization Chi-Square with 29, 30, Please indicate your preferred type of biking tours. (Select one) Road Bike Tours Mountain Bike Tours Overnight Bike Tours Other Relates to research objective 3 of the client proposal Categorical, multiple-choice question Use percentage summarization Chi-Square with 29, 30, How likely would you be to return to Ouray, Colorado? (Select One) Very Unlikely Unlikely Undecided Likely Very Likely Relates to research objective 4 of the client proposal Synthetic metric, symmetric intensity continuum question Use average summarization ANOVA with 4, 6, 9, 11, 12, 13, 14, 15, 16, 28, 29, 31, 32, 34 Regression with 10, 17, 24 o Independent Variables: 10, 23(when comparing to 17 and 24) o Dependent Variables: 17, 24, 23 (when comparing 10) 96

98 24. Booking excursions on vacation can be a hassle, time consuming and sometimes downright aggravating. As a result, the Ouray Chamber Resort Association is considering offering a OURAY FLEXIPAK starting in When: May 1 to June 15 and September 1 to October 15, starting every Monday. How long: 3, 4 or 5 days What: 4, 5 or 6 nights hotel Transportation from/to Montrose or Grand Junction airport All day and half day excursions; YOU pick from a list of 10+ activities (Hot Springs Pool, Jeeping, Balloon ride, golf, rafting, wildflowers, photography, astronomy, history, etc.) How much: $500-$900 per person depending on length of pass and excursions selected which represents a 10% discount from regular prices How: You will be picked up every morning at your hotel at 9 AM IF you were planning to visit southwest Colorado in the next two years, what is the likelihood you would buy a package for the specified days listed below? (Select one) 3 Days Very Likely Likely Undecided Unlikely Very Unlikely 4 Days 5 Days Relates to research objective 4 of the client proposal Series of synthetic metric, symmetric intensity continuum questions Use average summarization ANOVA with questions 6, 9, 25, 28, 29, 30, 31, 32, 34 Regression with questions 10, 17, 24 o Independent Variables: 10, 17 o Dependent Variable: Please indicate the reason you would not be interested in one or more of these packages? (Select one) Wrong season Too many days in one spot Prefer to make my own arrangements Other Relates to objective 4 of the client proposal Categorical, multiple-choice questionuse percentage summarization 97

99 ANOVA with questions 24 Chi-Square with questions 28, 29, If you had any other vacation destinations before your visit to southwest Colorado, which general direction were you travelling from? (Select one) North South East West Did not have any other prior vacation destinations Relates to the first story questions Categorical, multiple-choice question Use percentage summarization Chi-Square with question If you had other travel destinations after your visit to southwest Colorado, before returning home, which general direction was that destination? (Select one) North South East West Did not have any other vacation destinations Relates to the first story questions Categorical, multiple-choice question Use percentage summarization Chi-Square with question 4 98

100 28. On your most recent visit to southwest Colorado, how many people were in your group? (Select one) Traveled alone Myself and one other Myself and two others Myself and three others Myself and more than three others Relates to research objective 1 of the Client Proposal Categorical, multiple-choice question Use percentage summarization ANOVA with questions 10, 17, 23, 24 Chi- Square with questions 6, 8, 9, 25, 29, 34, 35, What is your current age? (Select one) Under Over 70 Prefer not to respond Relates to research objective 1 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with questions 10, 17, 23, 24 Chi-Square with questions 1, 2, 3, 6, 8, 9, 11, 12, 13, 14, 15, 16, 18, 19, 20, 21, 22, 25, 28, 34 99

101 30. What is your gender? (Select one) Male Female Prefer not to respond Relates to research objective 1 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with questions 10, 17, 24 Chi-Square with questions 1, 2, 3, 6, 8, 9, 19, 20, 21, 22, 25, What is your current annual household income? (Select one) Below $25,000 $25,001 - $50,000 $50,001 - $75,000 $75,001 - $100,000 $100,001 - $125,000 $125,001 - $150,000 $150,001 - $175,000 $175,001 - $200,000 More than $200,000 Prefer not to respond Relates to research objects 1, 2, 3, and 4 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with questions 10, 17, 23, 24 Chi-Square with questions 1, 2, 3, 6, 8, 9, 11, 12, 13, 14, 15, What is your primary employment status? (Select one) Employed or self-employed Student Retired Unemployed Relates to research objective 1, 2, 3, and 4 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with questions 10, 17, 23, 24 Chi-Square with questions 1, 2, 3, 6, 9, 19, 20, 21,

102 33. What is the zip code of your primary residence? (Please enter 5-digit zip code) Relates to research objective 1 of the client proposal Open ended natural metric question 34. How many trips have you taken to southwest Colorado in the last 5 years? (Select one) or More Relates to research objective 1 of the client proposal Categorical, multiple-choice question Use percentage summarization ANOVA with the questions 10, 17, 23, 24 Chi-Square with questions 1, 2, 3, 6, 8, 9, 28, 29, 30, On your most recent trip to southwest Colorado, what was the primary type of vehicle you drove? (Select one) Personal Car or Truck - 2WD Personal Car or Truck - 4WD Rental Car or Truck - 2WD Rental Car or Truck - 4WD Motorcycle Recreational Vehicle Tour Bus Relates to first story questions Categorical, multiple-choice question Use percentage summarization ANOVA with questions with 10 Chi-Square with questions 9, 28, 34,

103 36. Did you bring any of the following equipment with you on your most recent trip to SW Colorado? (Select one for each row) Bicycle(s) Kayak(s) Yes No ATV(s) Relates to first story question Series of categorical, dual-choice questions Use percentage summarization ANOVA with questions 10 Chi-Square with questions 9, 28, Would you like to be entered for a chance to win a $5 Amazon e-gift card, or the grand prize stay in Ouray, including a... (Select One) Yes No Relates to survey incentive Categorical, multiple-choice question 38. To be entered to win, please fill out the following form: Full Name (First and Last) Home Address City, State, Zip Daytime Phone Number (Including Area Code) Address Relates to survey incentive Form Project Budget No budget was given. 102

104 Invoice INVOICE BILL TO Ouray Chamber Resort Association 1230 Main Street Ouray, CO PAY TO Elizabeth Pickard 304 Hillsdale Street Hillsdale, MI Phone QUANTITY DESCRIPTION UNIT PRICE TOTAL 2 Binders Dividers SUBTOTAL SALES TAX 0.92 TOTAL

105 Invitation to Faculty Dear Hillsdale EBA Department, We are writing to formally invite you to our final presentation of the findings of the Marketing Research study conducted for the Ouray Chamber Resort Association. This study was conducted with the goal of determining conversion rates, as well as gauging customer satisfaction, and their interest in new activities and package options. The presentation will be held in room 236 of Lane Hall, on Wednesday, December 9th at 3:30pm. We look forward to presenting our findings. Please do not hesitate to contact Paige George if there are any questions or concerns. Sincerely, Hillsdale College Marketing Research Team Paige George and Liz Pickard Invitation to Client Dr. Ms. Kat Papenbrock, We are writing at this time to formally invite you to our final presentation of the findings of the Marketing Research study conducted for the Ouray Chamber Resort Association. You are welcome to invite others to the meeting as well (board members, etc.) Members of Hillsdale s EBA department will be in attendance. The presentation will be held at Hillsdale College on Wednesday, December 9th at 3:30pm EST. We will be contacting you soon with further instruction regarding login information for the online video website. We look forward to presenting our findings. Please do not hesitate to contact us if there are any questions or concerns. Sincerely, Hillsdale College Marketing Research Team Paige George and Liz Pickard 104

106 Thank You Letter December 10, 2014 Dear Ms. Kat Papenbrock, We would like to thank you for your participation in our Marketing Research Project this past semester. It was our pleasure to collaborate with you, and the opportunity to apply what we learned in Marketing Research for the Ouray Chamber Resort Association was a very informative and reinforcing experience. We hope that our research will be able to help the Ouray Chamber Resort Association in future endeavors. Thank you again for all of your time and participation. Sincerely, Paige George Liz Pickard 105

107 Secondary Research Objectives The purpose of a secondary research report is to present exploratory information to the client. In addition, the information gathered will aid in constructing a descriptive research study, as well as gain a more thorough understanding of the tourism industry in southwest Colorado. Specific objectives include: determine consumer rational for visiting southwest Colorado towns and surrounding communities, discover how these towns can better cater to consumer preferences to increase satisfaction in a more effective way, find better communication practices, and identify possible ways to increase tourism in these communities during off seasons. Summary Southwest Colorado is an adventurer s paradise. The region boasts an array of activities that draw in people who love the outdoors from all over the country. The tourist attraction-filled towns of southwest Colorado have been taking on projects to increase tourism in their areas. From facelift projects like ice parks and miniature golf courses to the introduction of new trails and national monuments, southwest Colorado has been making a fervent effort to garner more attention from vacationers. The Animas River disaster has caused some damage to those efforts and led to legislation surrounding the involvement of environmentally active organizations in places like southwest Colorado. This disaster has prompted the creation of even more attractions in affected communities in order to compensate for the disaster. This has resulted in renewed marketing strategies and tourism efforts. SOUTHWESTERN COLORADO Tipton Advocates for Good Samaritan Legislation in Senate Hearing The recent environmental disaster of the Animas River has the potential to harm small businesses especially those in the agriculture and tourism sectors in Southwest Colorado, according to Tipton. He warns that a heavy-handed EPA Superfund would compound the severity of those economically impacted by further discouraging tourism to the Silverton area which is why he encourages the Good Samaritan approach. Tourism requires a clean environment, especially river-based tourism where people come to swim, fish, or kayak. Tourism is also impacted by perception therefore, the belief that an entire area has been contaminated may have significant impact on tourism and furthermore have a severe impact on the small business owners in Southwestern Colorado who rely on tourism income. The Good Samaritan legislation would remove existing hurdles that discourage Good Samaritan groups from cleaning up abandoned mines and providing communities with a valuable service. Tipton Advocates for Good Samaritan Legislation in Senate Hearing. Lanham: Federal Information & News Dispatch, Inc, 2015.ProQuest. Web. 4 Oct

108 SALIDA Browns Canyon According to this article, the establishment of the Browns Canyon National Monument in Buena Vista, Colorado has brought a large increase in tourism for Southwest Colorado. Browns Canyon, located between Salida and Buena Vista along the Arkansas River, is home to beautiful scenery and provides yet another reason for tourists to travel to Southwest Colorado. Local business owners stated they noticed a large increase of tourists in their businesses only a few days after President Obama signed the designation to establish Browns Canyon as a national monument on February 19. Most people who travel to see Browns Canyon National Monument come for the hiking and fishing associated with it. This monument is essential to Southwest Colorado, as it will protect the 21,589 acres of land for beautiful outdoor recreation with the natural scenery and wildlife. Harmon, Tracy. "Browns Canyon." McClatchy - Tribune Business News. Jul ProQuest. Web. 1 Oct SALIDA COULD SEE NEW TRAIL UNDER BLM PLAN The Bureau of Land Management proposed a plan expanding the trail system in Salida, Colorado to become a larger mountain biking destination within the region. The new suggested trail is 9 miles with a combination of easier family introductory paths as well as more advanced trails for more experienced, thrill-seekers in the Arkansas Hills and the Methodist Mountains. Some of the proposed cycling paths would include tabletops, berms, and wood-constructed jumps. This addition to Chaffee County s preexisting trails, including Oil Well Flats, would generate even more tourism growth than the area has seen in the past few years. In 2010, it was estimated by trail counters that 10,000 cyclists passed a single trail, and by 2013, this number grew to over 18,000 cyclists. Salida s ability to further capitalize on the elite mountain ranges surrounding the area would help attract more tourists and create more wealth for the area. Benzel, L. (2015, Jan 08). Salida could see new trails under BLM plan. McClatchy - Tribune Business News CREEDE Cleaning up the Past The Willow Creek flood plain is, essentially, the welcome mat of the city of Creede. The city decided to take on a facelift project in order to improve the surrounding area. Overall, the project improved the space for town residents, as well as making the entrance to the city more appealing for tourists. The hope for the space is to make it more practical; initial ideas included a community garden, open space, a miniature golf course, and trails for pedestrians and ATV users. In the end, the town hoped to maximize use of the space. Taking on this project was a major 107

109 obstacle for the city. They had to find the funds, as well as minimize the effect on the environment, in this case river pollution. The city s desire to improve this entrance would result in a more appealing destination, both for tourists and locals. Hildner, Matt. "Cleaning up the Past." McClatchy - Tribune Business News (2011): n. pag. Proquest Business Collection. Web. 1 Oct A THEATER FAR OFF THE BEATEN PATH: THE CREEDE The Creede Repertory Theatre located in Creede, Colorado is a rarity for small towns. The theater is nationally recognized, has won many awards, and is a salvation for the town. This article states [s]ilver mining has waxed and waned in its 100-year history, and many of its resident families and miners had moved on. Like so many other boom-to-bust economies, Creede s was forced to cultivate a new source of revenue tourism. The theatre company brings in $1.7 million in to aid the economy not only in Creede, but the larger San Luis Valley. Theatre enthusiasts travel from all over the southwest to see its productions. Because visitors utilize restaurants, motels, and shops, the main street of Creede benefits from customers buying trinkets, treats, antiques, and even artwork before show time. A theater far off the beaten path the creede (colo.) rep succeeds at what few troupes would attempt. THEATER. (1990, Aug 21). The Christian Science Monitor (Pre-1997 Fulltext) OURAY Ice Park in Ouray The ice park in Ouray, Colorado draws large crowds during the winter months. There are about 15,000 ice climbers who visit Ouray throughout the ice climbing season (Dec. 15-April 1). This ice park has a significant impact on a town of about 1,000 inhabitants. A large draw to Ouray and the ice park is the annual Ice Festival, which takes place during a weekend in January. This festival attracts ice climbers from all over the world, including competitors from countries like Austria, Spain, Italy, and Switzerland. These climbers compete in a variety of contests. In addition to contests, the festival includes clinics with world-class instructors. Since the town has such a small population, locals believe the area comes alive with ice park visitors. Over the years, there has been an increase in local businesses that remain open during the winter months due to the increase in visitors that go to Ouray for the ice park. Over the years, Ouray s ice park has drawn a large number of annual visitors to the Switzerland of America. Eastwood, C. (2006, Jan 25). Ice park transforms the 'Switzerland of America' into a haven for athletes. Knight Ridder Tribune Business News FIVE WAYS TO BE STUNNED BY COLORADO This article focuses specifically on activities that are easily accessible and draw people into the southwestern corner of Colorado during the fall months. Colorado s mountain biking trails are 108

110 highlighted as the countries best mountain biking destination. A large part of its draw comes from the fact its trails surround historical mining towns and quaint cities. For the more extreme adventurers, the state even hosts events such as the Iron Horse Bicycle Classic in which extreme cyclists will try (and successfully) to beat the steam train that runs from Durango (elevation 6,500 feet) to Silverton (9,300 feet). Other venerable moments discussed in this article includes kayaking opportunities on crystal clear lakes surrounded by beautiful fall colors, hiking trails for any skill level, and amazing drive-through opportunities. Drive-through attractions are highly important to tourism in southwestern Colorado because they draw in all kinds of tourists, even those who are not avid adventurers. These drive-through attractions bring in hundreds of thousands of visitors each year, because, as the author of this article stated, every time I thought I'd seen the best drive, I saw a new best one. The amazing scenery and world-class activities southwestern Colorado has to offer draw in more visitors each year, and people continue to be amazed by the southwestern region. Marty, P. (2008, May 18). 5 ways to be stunned by Colorado. McClatchy Tribune Business News PAGOSA SPRINGS Pagosa Springs Conversion Study 2008 In the summer of 2007, a visitor intercept and mail-back study was conducted by the town of Pagosa Springs to determine its advertising campaign effectiveness in attracting inquirers to actually visit and profile those who did. The results surprisingly showed a healthy percentage of first-timers in the town (37 percent) primarily old, empty nesters and families but sadly, many of which provided low ratings in regard to overall experience. Upon these findings, the Pagosa Springs has decided to continue investing in its website and communicate with guests through blasts. However, it has altered its strategy in that the town will verify its information (photography, listings, maps, etc.), and also by asking if these are current, representative, and attractively designed. By doing so and working with the lodging community on providing consistent standards the town s first-timers sense of disappointment will hopefully be addressed. PAGOSA SPRINGS CONVERSION STUDY Web. 4 Oct C1BCDE2446A6%7D/uploads/%7B74B FCF-A FDF47B95%7D.PDF 109

111 Questions Summarization 12. Why were you dissatisfied with the off-roading activities offered in Ouray? (Select one) Why were you dissatisfied with the off-roading activities offered in Ouray? 60.0% 50.0% 50.0% 40.0% 30.0% 20.0% 10.0% 10.0% 10.0% 10.0% 20.0% 0.0% Too Expensive Too Difficult Not Enough Tours/Vehicles Available Too Crowded Other 10 respondents who were dissatisfied or very dissatisfied with the off-roading activities in Ouray answered this question. 110

112 13. Why were you dissatisfied with the backcountry skiing, cross-country skiing, and snowshoeing offered in Ouray? (Select one) Why were you dissatisfied with the skiing/snowshoeing offered in Ouray? 120.0% 100.0% 100.0% 80.0% 60.0% 40.0% 20.0% 0.0% Percent Of the 4 respondents who were dissatisfied or very dissatisfied, 100 percent chose other as their reason for dissatisfaction. 111

113 14. Why were you dissatisfied with the Hot Springs in Ouray? (Select one) Why were you dissatisfied with the Hot Springs in Ouray? 50.0% 45.0% 43.8% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 12.5% 18.8% 18.8% 10.0% 5.0% 6.3% 0.0% Too Crowded Not Enough Variety Hours of Operation Not Clean Other The 16 respondents who were dissatisfied or very dissatisfied with the hot springs answered this question. 112

114 15. Why were you dissatisfied with the hiking offered in Ouray? (Select one) Why were you dissatisfied with the hiking offered in Ouray? 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 7.7% 7.7% 7.7% 7.7% Too Crowded Too Difficult Bad Maps or Signage Trails were not well maintained 69.2% Other 13 respondents who were dissatisfied or very dissatisfied with the hiking in Ouray answered this question. 113

115 16. Why were you dissatisfied with the historical sites, museums and tours offered in Ouray? (Select one) Why were you dissatisfied with the historical sites, museums, and tours offered in Ouray? 70.0% 64.3% 60.0% 50.0% 40.0% 30.0% 28.6% 20.0% 10.0% 7.1% 0.0% Hours/Offerings did not fit my travel plans Not Enough Variety Other 14 respondents who were dissatisfied or very dissatisfied with the historical sites, museums, and tours offered in Ouray answered this question. 114

116 First Story Summarization This includes the graphs of the first story questions only. Percentage summarization was used on all questions. This data is representative of all respondents who had inquired about Ouray and had visited southwest Colorado within the last five years (1,944 respondents). Please note: answers such as Prefer not to Respond and Not Applicable have been deleted from results. Therefore, not all percentages will equal 100%. 1. How did you first learn of travel options in southwest Colorado? (Select one) How did you first learn of travel options in southwest Colorado? 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1.6% 3.3% 3.5% 3.6% 6.4% 8.2% 8.3% 20.9% 44.2% 115

117 2. How did you first request travel information about southwest Colorado? (Select one) 60.0% How did you first request travel information about southwest Colorado? 56.3% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 3.1% Contacted via phone 6.4% 7.0% 8.6% 8.7% 9.9% Found during an event/activity Requested my be added to a monthly newsletter Stopped by tourism office Other I don't remember Inquired online 116

118 3. Within the last 5 years, have you visited southwest Colorado? (Select one) Within the last 5 years, have you visited southwest Colorado? 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 16.6% No 83.4% Yes This question includes all 2,067 respondents. It was used as a screening questions, therefore anyone who was answered no was not included in any data. 117

119 4. Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) Please identify your travel experience with Ouray, Colorado. 80.0% 73.4% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 1.1% Never Heard Of 7.0% Heard Of But Never Visited 3.4% 15.1% Drove Through Stopped Briefly Stayed Overnight 118

120 5A. On your most recent visit to southwest Colorado... (Select one answer per line) How many days did you spend in the southwest Colorado vicinity? 40.0% 35.0% 35.1% 30.0% 25.0% 22.9% 26.1% 20.0% 15.0% 13.6% 10.0% 5.0% 0.0% 2.3% Less Than One Day One to Three Days Four to Six Days Seven to Thirteen Days Fourteen or more 119

121 5B. On your most recent visit to southwest Colorado... (Select one answer per line) How many days did you spend at your primary town destination? 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 3.1% 40.2% 32.5% 15.5% Less Than One Day One to Three Days Four to Six Days Seven to Thirteen Days 8.7% Fourteen or more 120

122 6. During your most recent visit to southwest Colorado, where did you stay while visiting your primary town destination? (Select one) During your most recent visit, where did you stay while visiting your primary destination? 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1.7% 3.2% 3.3% 4.2% 6.7% 15.9% 20.9% 44.0% 121

123 7. On your most recent visit, what town was your primary town destination in southwest Colorado? (Select one) 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% What town was your primary town destination in southwest Colorado? 0.8% 1.8% 2.1% 3.1% 3.6% 16.2% 16.6% 55.8% 122

124 26. If you had any other travel destinations before your visit to southwest Colorado, which general direction were you travelling from? (Select one) If you had any other vacation destination before your visit to southwest Colorado, which general direction were you traveling from? 25.0% 20.0% 16.9% 20.8% 23.3% 15.0% 13.4% 10.0% 5.0% 0.0% West North South East 123

125 27. If you had other travel destinations after your visit to southwest Colorado, before returning home, which general direction was that destination? (Select one) 25.0% If you had any other travel destinations after your visit to southwest Colorado, before returning home, which general direction was that destination? 20.0% 15.0% 14.4% 14.8% 16.9% 19.7% 10.0% 5.0% 0.0% East South West North 124

126 28. On your most recent visit to southwest Colorado, how many people were in your group? (Select one) How many people were in your group? 50.0% 45.0% 45.8% 40.0% 35.0% 30.0% 25.0% 21.9% 20.0% 16.7% 15.0% 10.0% 5.0% 5.0% 10.6% 0.0% Traveled alone Myself and one other Myself and two others Myself and three others Myself and more than three others 125

127 29. What is your current age? (Select one) 35.0% What is your current age? 30.0% 29.8% 25.0% 20.0% 21.1% 23.7% 15.0% 10.0% 11.6% 7.5% 5.0% 0.0% 0.3% 3.4% Under Over

128 30. What is your gender? (Select one) What is your gender? 60.0% 55.5% 50.0% 43.1% 40.0% 30.0% 20.0% 10.0% 0.0% Female Male 127

129 31. What is your current annual household income? (Select one) What is your current annual household income? 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 1.5% 7.2% 14.0% 16.4% 12.6% 7.2% 5.8% 3.1% 7.2% 128

130 32. What is your primary employment status? (Select one) What is your primary employment status? 80.0% 70.0% 69.9% 60.0% 50.0% 40.0% 30.0% 26.7% 20.0% 10.0% 0.0% 1.2% 2.2% Student Unemployed Retired Employed or selfemployed 129

131 33. What is the zip code of your primary residence? (Please enter 5-digit zip code) 130

132 34. How many trips have you taken to southwest Colorado in the last 5 years? (Select one) How many trips have you taken to southwest Colorado in the last 5 years? 45.0% 40.0% 39.7% 35.0% 30.0% 25.0% 20.0% 22.5% 21.0% 16.7% 15.0% 10.0% 5.0% 0.0% One Two Three Four or More 131

133 35. On your most recent trip to southwest Colorado, what was the primary type of vehicle you drove? (Select one) What was the primary type of vehicle you drove? 60.0% 50.0% 50.0% 40.0% 30.0% 25.0% 20.0% 10.0% 0.0% 0.4% 3.0% Tour Bus Motorcycle Rental Car or Truck-4WD 5.8% 6.6% Recreational Vehicle 9.1% Rental Car or Truck-2WD Personal Car or Truck- 2WD Personal Car or Truck- 4WD 132

134 36. Did you bring any of the following equipment with you on your most recent trip to SW Colorado? (Select one for each row) Did you bring a bicycle, kayak, or ATV? 12.0% 11.1% 10.0% 8.0% 7.6% 6.0% 4.0% 2.0% 2.4% 0.0% Yes - Kayak Yes - ATV Yes - Bicycle 133

135 Questionnaire Results Cumulative Analysis The following graphs represent the cumulative data of first story questions from all the tourism towns. Note there is some bias due to the large number of Chaffee County responses (nearly 50 percent of total responses). This is a summarization of averages and percentages of findings for each question. Please note: answers such as Prefer not to Respond and Not Applicable have been deleted from results. Therefore, not all percentages will equal 100%. How did you first learn of travel options in southwest Colorado? (Select One) 134

136 How did you first request travel information about southwest Colorado? (Select One) Within the last 5 years, have you visited southwest Colorado? (Select one) 135

137 Please identify your travel experience with the following communities in southwest Colorado. (Select one for each town) 136

138 137

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141 On your most recent visit to southwest Colorado How many days did you spend in the entire southwest Colorado area and vicinity? How many days did you spend at your primary town destination? 140

142 During your most recent visit to southwest Colorado, where did you stay while visiting your primary town destination? (Select one) On your most recent visit, what town was your primary town destination in southwest Colorado? (Select one) 141

143 If you had any other vacation destinations before your visit to southwest Colorado, which general direction were you traveling from? If you had any other vacation travel destinations after your visit to southwest Colorado, which general direction was that destination? 142

144 What is your current age? What is your gender? 143

145 On your most recent visit to southwest Colorado, how many people were in your group? What is your current annual household income? 144

146 What is your primary employment status? What is your ZIP code? 145

147 How many trips have you taken to southwest Colorado in the last 5 years? 146

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