Myrtle Beach AAU Wave , April

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1 Myrtle Beach AAU Wave , April Prepared for: April 15-19, 2014

2 Objectives: To provide the Myrtle Beach Area Chamber of Commerce with core tracking measures to monitor attitudes and travel preferences for Myrtle Beach. Targets: Research Now panel respondents: ages 25-54; live in NY, NJ, OH, PA, VA, KY, WV, GA, TN, MD. Procedures: Online survey authored and housed by Equation Research. s sent 4/15 and survey cut off 4/19. Security: Single-use, alpha-numeric PINS encoded in survey link. Incentive: Standard Responses: 402 Weighting: Data were weighted to an even distribution among age groups and 6 female / 4 male, consistent with previous tracking waves. 2

3 % 17% 17% 17% 17% 17% Under or older Q1. What is your age? 3

4 Male Q2. What is your gender? Female 4

5 % % 17% 6% 9% None 1 trip 2-3 trips 4-5 trips 6-7 trips More than 7 trips Q3. How many overnight trips have you taken for leisure in the last 12 months? 5

6 % 12% 12% 11% 1 1 9% 9% 8% 5% Q4. In what state are you located? 6

7 % % 7% Single Married / Partnered Separated / Divorced / Widowed Q5. What is your marital status? 7

8 % 2 22% 21% 18% Less than $45,000 $45,000 to $59,999 $60,000 to $74,999 $75,000 to $99,999 $100,000 or more Q6. Which of the following best describes your total annual household income? 8

9 % 46% 4 2 I do most of the planning myself I share in the planning I am not at all involved in the planning Q7. Typically, how involved are you in planning vacation or leisure trips for your household? 9

10 % % 23% % 12% 12% 12% 11% 11% 11% 1 1 7% 5% 2% Q10. Which three of the following U.S. vacation destinations would you like to visit most? 10

11 % 34% 25% 23% 19% 18% 18% 17% 17% 16% 16% 15% 2 13% 13% 9% 8% 4% Q11. In the past 6 months, have you seen any advertising for the following destinations: Yes 11

12 % % 2% 2% 1% 1% South Carolina North Carolina Florida Virginia Georgia New York Q12. In which of the following states is the Myrtle Beach area located? 12

13 % 4 31% 23% 22% 19% 17% 17% 14% 2 9% 4% 3% 2% Frequency (153) Q13. Please indicate which, if any, sources or types of information or ads you have seen about the Myrtle Beach area in the past 6 months: Among those who have seen advertising for Myrtle Beach in Q11 13

14 % 43% 4 24% 2 18% 11% Frequency (28) Travel magazine Newspaper travel section A regional magazine A sports magazine Other (please specify) Q13a. Where did you see the article for the Myrtle Beach area in the past 6 months? Please select all that apply. Among those who have seen an article about Myrtle Beach in Q13 14

15 % 4 25% 2 17% Frequency (73) Yes No Not sure Q14. Have you seen any TV advertising for the Myrtle Beach area in the past 30 days? Among those who have seen TV advertising for Myrtle Beach in Q13 15

16 % 45% 4 33% 2 17% 16% 16% 15% 11% 1 5% 1% 4% 9% Q15. Which of the following factors, if any, have impacted or might impact your leisure vacation plans in the next 6 months? 16

17 % 32% 2 13% 17% 4% 3% Have visited in the last 2 years and am familiar with the Myrtle Beach area Have visited more than 2 years ago and am familiar with the Myrtle Beach area Have never visited but very familiar with the Myrtle Beach area Have never visited but somewhat familiar with the Myrtle Beach area Have heard of but not familiar with the Myrtle Beach area Never heard of the Myrtle Beach area Q16. Which of the following statements best describes how familiar you are with the Myrtle Beach area? 17

18 % 2 2% 17% 14% 9% 18% 7% Frequency (181) In 2014 In 2013 In 2012 In 2011 Between 2008 and 2010 Between 2005 and 2007 Before 2005 Q17. When was the last time you vacationed in the Myrtle Beach area? Among those who have visited Myrtle Beach in Q16 18

19 % 2 14% 18% 19% 8% Frequency (210) Extremely Very Moderately Slightly Not at all Q18. How interested are you in visiting the Myrtle Beach area? Among those who have heard of Myrtle Beach in Q16 but have not visited 19

20 % 4 34% Frequency (181) 2 7% 5% 1% Very satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very dissatisfied Q19. Overall, how satisfied were you with your most recent visit to the Myrtle Beach area? Among those who have visited Myrtle Beach in Q16 20

21 10 8 Top 2 Box Bottom 2 Box % 34% 32% 56% % 23% 16% 15% 4% 5% 5% 7% 5% 1 11% 19% 17% 1 Q20. Based on anything you may have experienced, seen, read or heard, please rate the Myrtle Beach area for the types of vacations listed below: Among those who have heard of Myrtle Beach in Q16 21

22 % 62% 61% 58% 55% 53% Top 2 Box Bottom 2 Box % 47% 41% 39% 28% 42% 2 Myrtle Beach is a good place for a spring getaway 5% 3% 3% Myrtle Beach has clean sandy beaches Myrtle Beach has plenty of activities for children Myrtle Beach is primarily a summer destin atio n 14% 14% Myrtle Beach is easy to get to when driving 5% 4% Myrtle Beach is an affordabl e vacation destin atio n Good overall value for the money 1 1 Myrtle Beach is a good place for a holiday getaway Myrtle Beach is a good place for a fall getaway 18% 16% 19% 14% Myrtle Beach is a good destin atio n to visit year-ro und Myrtle Beach offers a nice climate all year round Generally, it's a little too pricey for me In terms of cost, Myrtle Beach is out of my league Q21. Please rate your level of agreement with the following statements about the Myrtle Beach area: Among those who have heard of Myrtle Beach in Q16 22

23 % 8 82% Top 2 Box Bottom 2 Box 6 61% 4 38% 28% 2 3% 4% 4% 9% Has good use of photography Shows something I like or can relate to Fits with what I know about the Myrtle Beach area Motivates me to visit the Myrtle Beach area for a vacation/leisure trip Had no idea the Myrtle beach area had so much to offer Q22. Please rate your level of agreement with each of the following statements based on the TV ad you just reviewed: 23

24 % 2 12% 2% 1% 1% None or more Fre quency (402) Q23. How many leisure trips that included at least one overnight stay have you taken in the Winter season of 2014 (January or February)? 24

25 10 88% % 3% 1% None or more Frequency (94) Q24. How many of the overnight leisure trip(s) you took this Winter season of 2014 (January or February) were to the Myrtle Beach area? Among those who took a leisure trip in Winter season of 2014 in Q23 and have visited Myrtle Beach in Q16 25

26 % 32% 2 9% 14% 4% 3% None or more Q26. How many vacation or leisure trips that include at least one overnight stay do you intend to take in Summer season of 2014 (June, July or August)? 26

27 % 3 2 4% I have already made plans to visit the Myrtle Beach area 2% I am in the process of finalizing plans to visit the Myrtle Beach area 17% I would definitely consider visiting the Myrtle Beach area I would probably consider visiting the Myrtle Beach area I would probably not consider visiting the Myrtle Beach area I would definitely not consider visiting the Myrtle Beach area Q27. How likely are you to take a trip to the Myrtle Beach area for leisure in the Summer season of 2014 (June, July or August)? 12% Frequency (354) Among those who plan to take a leisure trip in Summer season of 2014 in Q26 27

28 Top 2 Box Bottom 2 Box % 78% 77% 81% 88% 63% 6 51% 49% 4 37% 2 14% 22% 23% 19% 12% Use hotel website Use travel websites (e.g., TripAdvisor, Travelocity, Orbitz, etc.) Use a destination's website Use airline website Call hotel directly Call airline directly Q29. How likely are you to do each of the following when booking your leisure travel trips: Book with a travel agent 28

29 % 53% 48% 44% 4 35% 33% 3 27% 26% 25% 22% 17% 16% 2 1 1% 12% Q30e. Which of the following travel offers/incentives would increase the likelihood you would choose the Myrtle Beach area as a leisure vacation destination? Please select all that apply. 29

30 % 4 2 7% 9% 21% 5% 14% Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Don t know Q30g. How likely will the Affordable Care Act (Obamacare) affect your future leisure travel? 30

31 % 3 2 7% 17% 13% Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Q30b. How likely are you to purchase a vacation package, which includes accommodations, attractions, entertainment & dining, from a destination website? 31

32 % 2 19% 17% 16% 12% 11% 1 8% 8% 4% 4% 2% 1% 14% 5% 14% Q31. Which, if any, of the following are reasons why you wouldn't consider vacationing in the Myrtle Beach area in the next 6 months? 32

33 % 23% 2 17% 14% 2% 5% 3% 3% Will take more trips Will take more trips, but spend fewer nights Will take the same number of trips Will take the same number of trips, but stay fewer nights Will take fewer vacations, but stay more nights Will take fewer vacations and spend the same number of nights Will take fewer vacations and spend fewer nights My/our plans have not changed Q32. How (if at all) have your travel plans changed for the next six months as compared to the last six months? 33

34 % 25% 28% 17% 3 37% 2 4% Q33. What, if any, impact will economic concerns have on your vacation/leisure travel in the next 6 months? Please select all that apply. 34

35 % 4 35% 2 13% 7% 1% 1 month or less 2-3 months 4-6 months 7-12 months Over a year Q33a. How far in advance do you typically begin planning a vacation or leisure trip? 35

36 % month or less 23% 5% 2-3 months 4-6 months 7-12 months Over a year Q33b. How far in advance do you typically make reservations for accommodations for a vacation or leisure trip? 36

37 % 4 41% 2 Yes No Q34. Do you have any children under the age of 18 living with you in your household? 37

38 10 8 Freq uency (402) % 2 1% 7% 3% 16% 9% 7% 23% Q35. What is the highest level of formal education you have completed? 38

39 % % 2% 1% 8% 3% 2% Q36. Please tell us about your current employment status: 39

40 10 97% % 2% Yes No Prefer not to say Q37. Do you consider yourself to be Hispanic or Latino (of any race)? 40

41 10 87% White or Caucasian 3% Black or African American American Indian or Alaskan Native 6% Asian 1% 2% Native Hawaiian or other Pacific Islander Other (Please specify) Q38. Which of the following best describes you? Prefer not to say 41

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