NEW RIVER GORGE COMPETITIVENESS STUDY VISITOR SURVEY RESULTS

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1 NEW RIVER GORGE COMPETITIVENESS STUDY VISITOR SURVEY RESULTS Kudzayi Maumbe Doug Arbogast Assistant Professor, WVU RPTR Program Tourism Specialist, WVU Extension Service

2 BACKGROUND The study is part of a statewide study that assesses West Virginia s competitiveness as a tourism destination in relation to other competing and neighboring destinations. Funded by a McIntire_Stennis grant through the WVU Division of Forestry.

3 DESTINATION COMPETITIVENESS MODEL

4 METHOD Visitors Residents Key informants Service Providers

5 BACKGROUND Destination competitiveness is assessed at two levels. Regional level New River Gorge Mountaineer Country Eastern Panhandle Potomac Highlands Mountain Lakes Northern Panhandle Hatfield-McCoy Mountains Metro Valley Mid-Ohio Valley State level

6 STUDY REGION NEW RIVER GORGE, WEST VIRGINIA Nicholas County Fayette County Raleigh County Summers County

7 METHOD Data used to assess destination competitiveness consists of primary and secondary data. Primary data is collected from three groups of respondents: The hosts Providers/experts/business Tourists/visitors This presentation reports results from New River Gorge s key informants and visitor survey.

8 WHY COLLABORATE? June 3, 2013 regional tourism leadership meeting More exposure to attractions Maximizing scarce resources in poorer counties Landscape level of management of resources for preservation/conservation Increase awareness of resources Package regional assets Tourism product development

9 PARTICIPATORY SURVEY DESIGN What makes the New River Gorge an attractive destination? What makes the New River Gorge an unattractive destination?

10 NRG ATTRACTIVE ATTRIBUTES June 3, 2013 meeting Camp Washington Carver The Ritz Theater Regatta on the Lake Cranberry Glades Grandview State Park Theater WV Water Festival Good Evening Ranch Cabins Mon National Forest Civil War History Rail Museum Kirkwood Winery and Distillery New River Festival Nesting eagles on river at Bluestone Dam and Lake State Quilt Festival New River Gorge National River Sandstone Sandstone Falls Burning Rock ATV Park Blue Grass Festival Coal Heritage Highway Historic District Pipestem State Park Coal Mining and RR Tours Lake Stephens and Beach Festival Railroad Days 4-H Camp Summers County Exhibition Coal Mine Daniels Vineyard John Henry Park New River Gorge Bridge Little Beaver State Park Glade Springs Resort New River National River Whipple Store Regatta on the Lake Cranberry Glades Babcock State Park Cabins Adventure Resorts Good Evening Ranch Cabins Mon National Forest Live Theater Bridge Day Kirkwood Winery and Distillery New River Festival Rafting Hawks Nest State Park State Quilt Festival New River Gorge National River National Park Service (NPS) Dining Destination Blue Grass Festival Coal Heritage Highway Farmer s Market New River Rendezvous Coal Mining and RR Tours Babcock State Park Rails to Trails Antique Mall Exhibition Coal Mine Summersville Lake Art Gauley Season Little Beaver State Park Muddlety Trail Plum Orchard Lake Thurmond Regatta on the Lake Gauley Festival The Summit Part of Appalachian Scenic Good Evening Ranch Cabins Gospel Music Festival Byway Motorcyclist Potato Festival Gateway to the New Lighthouse

11 KEY INFORMANTS SURVEY What is your home county? 11

12 KEY INFORMANTS SURVEY Please rate the level of collaboration/cooperation among destination leadership on a scale of 1-5 (1 = poor, 5 = excellent) Item Mean Setting overall community development goals 3.1 Setting tourism development goals 3.0 Achieving a shared tourism vision 3.0 Establishing a strong destination identity 3.6 Promoting the region 3.6 Marketing the region 3.70

13 KEY INFORMANTS SURVEY What are the top 3 things that make the New River Gorge attractive to visitors? Number 1 Number 2 Number 3 New River New River Gorge Bridge New River Gorge Rivers Outdoor adventure State parks Beauty Adventure Nature The Bridge Whitewater Trails New River Gorge Bridge Scenic Beauty Outdoor Adventure White Water Rafting Lake activities Zip Lining Outdoor adventures Variety of restaurants Natural beauty

14 KEY INFORMANTS SURVEY What are the top 3 things that make the New River Gorge unattractive to visitors? Number 1 Number 2 Number 3 Poor customer service Litter Over development Dilapidated structures/run down towns Don't know about it Night life Lack of knowledge of area Lack of shopping Extensive business development along route 19 Potentially intimidating More water options for family Travel time between attractions Lack of local restaurants Lack of local lodging choices Vandalism Can be challenging to navigate logistically Hospitality Lack of explicit signage

15 KEY INFORMANTS SURVEY VISITORS COME TO THE NRG TO: (1=DISAGREE COMPLETELY ; 5=AGREE COMPLETELY) Motive Score Have fun 4.8 Seek adventure 4.7 Forget day to day problems 4.5 Get closer to nature 4.5 Be active 4.5 Escape from a busy life 4.4 Relax 4.3 Get emotionally and physically Refreshed 4.3 Get away from home 4.2 Enjoy the good weather 3.8 Engage in sporting activities 3.8 Rediscover themselves 3.77 Increase knowledge of new places 3.6 Visit historical sites 3.5 Reconnect with friends and family 3.5 Mix with other tourists 2.9 Get entertained/for entertainment 2.6 Shop 2.5

16 KEY INFORMANTS SURVEY DESTINATION PERFORMANCE (1=POOR; 5=EXCELLENT) Attribute Score Availability of adventure based activities 4.6 Nature based activities 4.5 Nature trails 4.5 Variety of activities to do 4.25 Accessibility of destination 4.1 Visitor accessibility to attractions 4.1 Well known landmarks 4.1 Safety and security 4.0 Value for money in tourism experiences 4.0 Strong destination identity 4.0 Value for money in tourism experiences 3.8 Hospitality & friendliness of residents 3.75 Weather/climate 3.75 Variety & quality of accommodation 3.75 Variety & quality of restaurants 3.75 Special events 3.75 Well managed attractions 3.75 Heritage trails 3.75 Attribute Score Dedicated tourism attractions 3.6 Authenticity of tourism experiences & products 3.6 Cleanliness 3.6 Conveniently located 3.6 Historic Wildlife sites Management Areas Availability of tourist information 3.3 Road conditions 3.1 Infrastructure development 3.1 Entrepreneurship of local tourism businesses 3.1 Well marked roads/attractions 3.1 Local transportation efficiency 3.0 Availability of activities for children 3.0 Interesting architecture 3.0 Entertainment 2.75 Value for money in shopping items 2.75 Shopping facilities 2.25 Level of technology development in communities 2.1

17 VISITOR SURVEY Data collection: Online surveys distributed to visitors through service providers Incentives offered (ex: raffle for free trip) 1129 surveys returned Descriptive analysis was used to analyze New River Gorge s visitors survey. The purpose of the analysis is to establish general patterns and characteristics of visitors travel within the destination.

18 ACKNOWLEDGEMENT Visitor survey data collectors Summersville CVB Southern WV CVB Fayetteville CVB ACE Whitewater New River Alliance of Climbers Adventures on the Gorge Pipestem State Park Opossum Creek Retreat Cabins at Pine Haven

19 VISITOR STUDY Results Visitor Demographics Travel Characteristics Travel Motives Destination Attribute Performance Evaluation Importance & Satisfaction with Destination Attractions Positive and Negative Experiences Recommendation / Revisit Intention

20 PROPORTION OF SURVEY PARTICIPANTS BY GENDER Proportion of survey participants by gender (N=1033) 46.5% 53.5% Female Male

2 15.0 10.0 5.0 12.6 10.9 4.5 2.5 2.3 0.

21 PROPORTION OF SURVEY PARTICIPANTS BY AGE % 30.0 Proportion of survey participants by age (N=1033) over % Millenials (18-30) 46% Gen X (31-50) 28.2% Baby Boomers 2.3% Silent Generation

PROPORTION OF SURVEY PARTICIPANTS BY EDUCATION LEVEL Proportion of Survey Participants by Education Level (N=1016) % 46.3 50.0 45.0 40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0.0.3 Less than high school 17.

22 PROPORTION OF SURVEY PARTICIPANTS BY EDUCATION LEVEL Proportion of Survey Participants by Education Level (N=1016) % Less than high school 17.8 High school diploma or equivalent Undergraduate or post-secondary degree 35.6 Graduate degree Visitors are well educated with 82.3% with a post-secondary degree

PROPORTION OF SURVEY PARTICIPANTS BY INCOME LEVEL % 40.0 35.0 30.0 25.0 20.0 Proportion of survey participants by income level (N=945) 19.4 35.0 15.0 10.0 6.8 5.9 6.2 9.0 8.1 9.

23 PROPORTION OF SURVEY PARTICIPANTS BY INCOME LEVEL % Proportion of survey participants by income level (N=945) Below $25,000 $25,000 - $35,000 $36,000 - $45,000 $46,000 $55,000 $56,000 - $65,000 $66,000 $75,000 $76,000 $100,000 Over $100, % of visitors earn > $75,000/year

VISITORS MOST RECENT VISIT TO NEW RIVER GORGE Visitors' most recent visit to NRG (N=557) % 60.0 53.7 50.

24 VISITORS MOST RECENT VISIT TO NEW RIVER GORGE Visitors' most recent visit to NRG (N=557) % months ago 4-6 months ago 7-12 months ago More than 12 months ago

25 MAIN REASONS FOR VISITING NEW RIVER GORGE Reasons to visit New River Gorge (N=1460) Incentive 0.6 In transit to other places 0.9 Visiting friends and/or relatives Conference % Religious purposes 3.2 Business 14.7 Leisure/holiday The majority of visitors visit for leisure purposes

26 VISITORS TRAVEL MOTIVES (1=DISAGREE COMPLETELY ; 5=AGREE COMPLETELY) Top Motives Other Motives Seek adventure 5.0 Enjoy the good weather 4.0 Have fun 4.7 Indulge self/family 3.9 Be active 4.6 Increase my knowledge of new places 3.6 Get closer to nature 4.5 Reconnect with friends and family 3.6 Engage in sporting activities 4.4 Rediscover self 3.5 Relax 4.3 Get entertained/for entertainment 3.4 Escape from a busy life 4.2 Visit historical sites 3.2 Forget day to day problems 4.2 Mix with other tourists 2.8 Get emotionally and physically refreshed 4.2 Shop 2.5 Get away from home 4.1 The New River Gorge is an adventure/nature-based destination

27 TRAVEL CHARACTERISTICS Visitors' travel characteristics N Mean Median Mode Trip length(days) Nights stayed in WV (nights) Group size (person) Total budgeted per trip 632 $944.3 $600 $500 Accommodation 618 $286.5 $200 $0 Gas 689 $115.3 $100 $100 Restaurants and bars 698 $134.6 $100 $100 Entertainment admissions and fees 578 $349.5 $250 $0 Grocery & shopping 480 $54.4 $40 $0 Local transportation 366 $3.7 $0 $0 Souvenirs 513 $52.4 $40 $0

28 Frequency (n = 1062) LENGTH OF STAY (DAYS) Length of stay (days)

29 Frequency (n =1053) NIGHTS STAYED IN WV Length of Stay (nights spent in WV)

30 Frequency (n = 1198) GROUP SIZE Group size

31 Frequency (n = 632) TOTAL BUDGETED FOR TRIP (US $) Total trip budget ($/group/trip)

32 Frequency (n = 618) AMOUNT SPENT ON ACCOMMODATION (US $) Amount spent on accommodation

33 Frequency (n = 689) AMOUNT SPENT ON GAS (US $) Amount spent on gas

34 Frequency (n = 698) AMOUNT SPENT ON RESTAURANTS AND BARS (US $) Amount spent on restaurants and bars

35 Frequency (n = 578) AMOUNT SPENT ON ENTERTAINMENT AND FEES (US $) Amount spent on entertainment and fees

36 Frequency (n = 513) AMOUNT SPENT ON SOUVENIRS (US $) Amount spent on souvenirs

SOURCE OF INFORMATION USED BY VISITORS Information sources visitors used to know NRG (N=1460) Travel agent TV Radio Newspapers Books Magazines Tourism information

37 SOURCE OF INFORMATION USED BY VISITORS Information sources visitors used to know NRG (N=1460) Travel agent TV Radio Newspapers Books Magazines Tourism information centers Brochures 20.3 Personal experience from previous visit 26.8 Word of mouth 36.2 Internet %

TRANSPORTATIONS USED WITHIN THE DESTINATION Types of vehicles used by visitors within NRG(N=1460) Air Local Bus Borrowed Vehicle Organized tour

38 TRANSPORTATIONS USED WITHIN THE DESTINATION Types of vehicles used by visitors within NRG(N=1460) Air Local Bus Borrowed Vehicle Organized tour bus Rented motor vehicle Driven around by Friends & Relatives Own motor vehicle %

TYPES OF ACCOMMODATION USED BY VISITORS Accommodation used by visitors (N=1460) Timeshare Backpacker/youth hostel 2nd home/personal holiday house Bed-and

39 TYPES OF ACCOMMODATION USED BY VISITORS Accommodation used by visitors (N=1460) Timeshare Backpacker/youth hostel 2nd home/personal holiday house Bed-and Breakfast(B&B) Homestays RV Rented house/apartment 6.6 Friends and/or relatives 7.9 Hotel/Motel/Inn 20.4 Camping/Tent %

ACTIVITIES Activities visitors participated in(n=1460) Gambling 0.8 Visiting a spa (beauty and health treatment) 0.9 Wine tasting 2.1 Golfing 2.7 Nightlife/clubbing 4.2 Flea/craft markets 4.

40 ACTIVITIES Activities visitors participated in(n=1460) Gambling 0.8 Visiting a spa (beauty and health treatment) 0.9 Wine tasting 2.1 Golfing 2.7 Nightlife/clubbing 4.2 Flea/craft markets 4.6 Live shows (theatre, concerts, comedy, etc) 4.7 Festivals/Events 6.0 Visiting cultural facilities e.g. museums 6.1 Fishing 6.6 Gourmet restaurant 8.9 Shopping 16.0 Visiting nature attractions 31.3 Protected areas (National parks, forests; State parks/forest 34.5 Walking or hiking in a natural area 43.8 Scenic drives 49.1 Adventure sport (mountain biking, diving, climbing, bungee) %

41 NEW RIVER GORGE DESTINATION PERFORMANCE BY VISITOR ORIGIN (1=POOR ; 5= EXCELLENT) Attribute Overall (N=748) OH (N=171) VA (N=87) PA (N=63) MI (N=58) Adventure Activities Availability of adventure based activities Nature based activities Variety of activities to do Hospitality & friendliness of residents Safety and security Cleanliness Visitor accessibility to attractions Accessibility of destination Value for money in tourism experiences Dedicated tourism attractions Availability of tourist information Good weather/climate Well marked roads/attractions

42 NEW RIVER GORGE DESTINATION PERFORMANCE BY VISITOR ORIGIN (CONTINUED) (1=POOR ; 5= EXCELLENT) Attribute Overall(N=748) OH (N=171) VA (N=87) PA (N=63) MI (N=58) Variety & quality of accommodation Availability of activities for children Road conditions Historic/Heritage attractions Conveniently located Well known landmarks Variety & quality of restaurants Communication infrastructure Special events Value for money in shopping items Interesting architecture Local transportation efficiency Shopping facilities Cultural attractions

43 IMPORTANCE OF AND SATISFACTION WITH ATTRACTIONS Attractors Importance(N=975) Unaware of this Attraction (%) Important & extremely important (%) Not satisfied (%) Satisfaction (N=200) Neutral (%) Satisfied & Extremely satisfied (%) New River National River New River Gorge Bridge Adventures on the Gorge Summersville Lake National Park Service Hawks Nest State Park ACE Adventure Resort Bridge day Appalachian Scenic Byway Babcock State Park Pipestem State Park

44 IMPORTANCE OF AND SATISFACTION WITH ATTRACTIONS (BY COLLECTOR) Adventures on the Gorge Unaware of this Attraction Important + Extremely Important Adventures on the Gorge 3% 92% New River National River 10% 75% New River Gorge Bridge 4% 73% ACE Whitewater Unaware of this Attraction Important + Extremely Important ACE Adventure Resort 0% 94% New River Gorge Bridge 5% 72% National Park Service 36% 26% Summersville Lake 44% 23% Bridge day 32% 23% Hawks Nest State Park 44% 22% Appalachian Scenic Byway 45% 20% ACE Adventure Resort 44% 20% New River National River 13% 69% Adventures on the Gorge 33% 36% National Park Service 42% 19% Summersville Lake 51% 19% Bridge day 36% 19%

45 IMPORTANCE OF AND SATISFACTION WITH ATTRACTIONS (BY COLLECTOR) Pipestem State Park Unaware of this Attraction Important + Extremely Important Pipestem State Park 4% 89% New River Gorge Bridge 3% 76% New River National River 3% 74% Hawks Nest State Park 8% 64% National Park Service 5% 63% Bluestone Dam and Lake 9% 58% Babcock State Park 9% 58% Sandstone Falls 15% 57% Appalachian Scenic Byway 20% 49% Summersville Lake 18% 38% Grandview State Park 22% 37% Bridge day 13% 29% Little Beaver State Park 25% 24% Adventures on the Gorge 23% 23% New River Festival 28% 22% New River Alliance of Climbers Unaware of this Attraction Important + Extremely Important Summersville Lake 2% 89% New River Climbers Rendezvous 0% 87% New River National River 2% 75% New River Gorge Bridge 0% 59% National Park Service 11% 51% Hawks Nest State Park 20% 48% Bridge day 3% 42% Gauley Festival 32% 31% Adventures on the Gorge 33% 25% New River Festival 45% 26% Appalachian Scenic Byway 47% 21% Babcock State Park 37% 20%

46 TOP POSITIVE AND NEGATIVE EXPERIENCES Positive Outdoor Recreation (white water rafting, climbing, etc.) Enjoy nature beauty Local friendliness Negative Bad weather (e.g., lot of rain, storms) Food (lack of quality restaurant, high price of food) Road condition (e.g., lack of signage, road traps) Ace adventure(amazing activities, helpful staff, etc.)

FUTURE BEHAVIOR Visitors' future behavior intention 100

47 FUTURE BEHAVIOR Visitors' future behavior intention Unlikely Neutral Likely Revisit (N=1253) Recommend to others (N=1269) All visitors are highly likely to revisit the New River Gorge and recommend the destination to others in the future!

48 QUESTIONS CAN BE DIRECTED TO Kudzayi Maumbe Assistant Professor 322 Percival Hall Division of Forestry and Natural Resources West Virginia University Morgantown, WV Doug Arbogast Assistant Professor & Tourism Specialist West Virginia University Extension Service Community, Resources and Economic Development (CRED) 701 Knapp Hall PO Box 6031

2011 Visitor Profile Survey

2011 Visitor Profile Survey Prepared for RSCVA February 23, 2012 Executive Summary for RSCVA Board of Directors 436 14th Street, Suite 820 Oakland, CA 94612 (510) 844-0680 Research goals 2 Survey a representative