Floyd and Patrick Counties, Virginia Tourism Survey

Transcription

1 [ROCKY KNOB SUSTAINABLE TOURISM] 170 Appendix G: Potential Visitor Survey Floyd and Patrick Counties, Virginia Tourism Survey Rocky Knob Area near the Blue Ridge Parkway

2 [ROCKY KNOB SUSTAINABLE TOURISM] 171 Section 1: Travel to the Floyd and Patrick County Region The Floyd and Patrick County region is a mountainous area located in the southwest portion of Virginia, near the North Carolina border. This area is known for its mountainous scenic beauty, unique natural history, and a talented arts community and includes not only the Blue Ridge Parkway but also the Crooked Road Music Trail, Jacksonville Arts Center, and Mabry Mill. Please refer to the map on the cover of this survey and answer the following questions. 1. How familiar are you with the Floyd and Patrick County region of Virginia? (Please check one) Not at all familiar familiar familiar familiar 2. Have you ever visited the Floyd or Patrick County region in Virginia? (Please check one) Yes Please indicate how many times you have visited the Floyd or Patrick County region in the past 2 years: No Please skip to Question When you last visited, was the Floyd and Patrick County region the primary destination of your trip from home? (Please check one) Yes No what was your primary destination? 4. What was the main reason for your trip to the Floyd and Patrick County region? (Please check one) Outdoor recreation Visit friends and relatives Shopping Passing through Attend festival/special event Visit second home/camp Business related Vacation Visit attractions Sightseeing Driving the Blue Ridge Parkway Eating Other (Please specify) 5. What is the likelihood of you visiting the Floyd and Patrick County region of Virginia in the next 2 years? (Please check one) Not at all likely likely likely likely Section 2: General Travel Preferences 6. Please indicate how important the following factors are when traveling for pleasure. (Please circle one number for each item) Not Being able to wander without a specific itinerary Following a planned itinerary Accidentally discovering places not on your planned itinerary Being able to take an organized tour Being able to find your way around on your own

3 [ROCKY KNOB SUSTAINABLE TOURISM] 172 Not Keeping to your plans Exploring the area Being able to get from place to place quick Being able to escape crowds Being able to follow a themed route (e.g., wine trail, craft trail) 7. When visiting a tourist attraction, how important are the following features? (Please circle one number for each item) Not at all important The location of the site is easily accessible from the main road The site makes visitors feel safe and welcome The scale of the attraction is appropriate for the surroundings The facility staff can answer my travel questions The facility has informative signage The experience is interesting The facility has a sufficient parking The attraction includes interactive technology (e.g., touchscreens, LCD) The experience is engaging The facility has architectural features that match with local traditional building The attraction is located near other attractions The attraction is entertaining The attraction has elements of theme parks (e.g., rides, simulations, characters) The facility has a good traffic flow and parking The facility staff offer good service The attraction is authentic to the region The attraction provides a unique experience The site creates fond memories for the visitors The experience is participatory The facility has efficient use of open space The experience is educational It is easy to find my way around the location The experience is pleasantly surprising The facility staff are very knowledgeable The attraction uses real people to make stories/histories/cultures come alive The attraction provides something new for repeat visitors The facility has a color scheme that fits the surrounding structures/area The attraction does not alter the cultural values of the community The attraction is designed for local residents The attraction provides different experiences for different members of my travel party

4 [ROCKY KNOB SUSTAINABLE TOURISM] 173 Not at all important The facility staff are courteous The attraction does not detract from the natural scenery There is sufficient information about the attraction available in printed media The attraction fits in with the local culture The attraction is designed for visitors There is sufficient information about the attraction available on websites 8. When visiting a tourist attraction, how important are the following sustainability features? (Please circle one number for each item) Not at all important Optimizes energy performance (energy-efficient lighting, heating and air conditioning) Provides alternative transportation(e.g., bicycles, public transportation Buildings are designed to allow for natural air flow Uses natural lighting whenever possible Composts food and yard waste Reduces consumption of water Uses local vegetables, produce, and other farm products Recycles paper, plastic and glass Publicly displays their environmental practices Provides lighting system control Uses local sustainable building materials Uses grey water, captured rainwater, and recycled wastewater for non-drinking purposes Uses native plantings appropriate for the local ecology Manages the number of visitors to help preserve natural/scenic areas Uses renewable energy Provides direct financial benefits for region conservation Uses low-emitting indoor building materials ( e.g., nonodorous and non-irritating materials) Uses alternative energy sources such as wind power and solar power Uses environmentally-friendly cleaning products Builds environmental and cultural awareness and respect in the region Educates customers how to protect local environment during their stay

5 [ROCKY KNOB SUSTAINABLE TOURISM] 174 Not at all important Reduces chlorofluorocarbon leakage that may deplete ozone Meets and explains environmental certification standards Uses recycled building materials Reduces Greenhouse gas emissions Provides positive experiences for both visitors and hosts in the region Provides financial benefits and empowerment for local people Minimizes negative economic, environmental and social impacts Establishes Environmental Tobacco Smoke (ETS) control Donates part of their profits to conservation/ management of natural/protected areas Uses fuel efficient vehicles Offers customers discounts or upgrades if they donate to local environmental organization Raises sensitivity to host community s political, environmental, and social climate Section 3: Potential Attraction in the Floyd and Patrick County Region Blue Ridge Heritage Incorporated is interested in developing a tourist attraction in the Floyd and Patrick County region of Virginia. We would like your opinion about a potential attraction. Please answer the following questions even if you have not visited or are not familiar with the Floyd and Patrick County region. 9. Please indicate if it is likely you or members of your household would participate in a hands-on, interactive workshop or class that results in a finished product which you can take home if this were available at an attraction in the Floyd and Patrick County region. (Please check one) Yes No If YES, indicate the ideal length of time for the program: (Please check one) Hour long Half day All day Evening Weekend Week-long 10. Please indicate how important the following visitor services are to you for a facility in the Floyd and Patrick County region: (Please circle one number for each item) Not at all important Local brochures and travel guides Information from the staff about opportunities in area Personal recommendations from staff Printed road maps Customized activity maps Local natural history field guide

6 [ROCKY KNOB SUSTAINABLE TOURISM] 175 Not at all important Local cultural history field guide Directions to local attractions and stops Accommodation reservations Purchase tickets for tours, attractions and events Audio tours of the region (e.g., podcast, low frequency radio, CD) Information that connects themes at the facility to places you can visit in the region An interactive information kiosk 11. How likely would you or the members of your household be to visit an attraction in Floyd and Patrick counties that showcases the following themes? Each theme would be based on events, people, or products from Floyd and Patrick counties. (Please circle one number for each theme) Showcased Theme Definitely would not visit Probably would not visit Probably would visit Definitely would visit Changes in mountain/rural life over the last 100 years Local artistry or crafts Nature and natural history Agriculture and farming Mountain people Local foods Traditional skills for mountain and outdoor living Local products Native American heritage Organic farming and sustainable living Mountain history and folklore 12. How important are the following features in your decision to visit an attraction in the Floyd and Patrick County region? (Please circle one number for each item) Not at all important Open year round Interactive educational opportunities for families Located near an area with locally owned shops and restaurants A store that sells local crafts (e.g. furniture, pottery, jewelry) Interactive educational opportunities for young children (12 years old or less) A restaurant that uses traditional recipes Interactive educational opportunities for adults Handicap accessible A store that sells local agricultural products such as fresh fruits and vegetables Make-your-own arts and crafts workshop (e.g. quilting, candle making, blacksmithing) A restaurant that serves local foods

7 [ROCKY KNOB SUSTAINABLE TOURISM] 176 Not at all important Interactive educational opportunities for teenagers A store that sells local paintings and photographs Located within a mile of the Blue Ridge Parkway Interactive educational opportunities for organized groups A store that sells locally processed food and drink such as jams, breads, or wine A native plant garden Presentations by local artists Meeting space Educational exhibits on the cultural history of the area An outdoor amphitheater A store that sells recordings of local musicians Local craft exhibits A self-guided nature trail On-site demonstration gardens that produce locally grown fruits and vegetables Educational exhibits on the natural history of the area An indoor theater Local art exhibits A walking trail Permanent exhibits Staff- led educational talks Touch screen exhibits Audio tours of the local area or attractions Presentations by local historians Staff available to answer questions Plays and theatrical performances Exhibits and displays that are rotated on a regular basis Driving/sightseeing tours of local areas or attractions Musical performances On-site audio tours Special events and festivals A conference center Staff- led educational tours on site Presentations by naturalists knowledgeable about the area Films about the region Dance performance 13. How likely would you or the members of your household be to visit the following types of tourist attractions in the Floyd and Patrick County region? (Please circle one number for each type of attraction) Attraction An environmentally sustainable visitor center that highlights alternative energy opportunities and uses the most advanced green technologies in the building and site design. Visitors can learn about green sites they can visit throughout Floyd and Patrick counties that showcase both the revitalization of traditional green practices and new environmental technologies. Definitely would not visit Probably would not visit Probably would visit Definitely would visit

8 [ROCKY KNOB SUSTAINABLE TOURISM] 177 A regional touring center that reveals key cultural and natural history events in the area. The center is the starting point for self-guided tours to experience the breadth of natural and cultural resources in the region. An agritourism heritage center that presents the pride and pragmatism that the citizens of Floyd and Patrick counties have regarding their rural roots and agricultural heritage. This center would include a restaurant, an active farm, and a shop featuring regional products such as wines, fruits, berries, vegetables and meats. The center is the starting point for self-guided tour routes (i.e. farm animal, produce, and winery trails) A regional artist s collaborative center that fosters, develops, and promotes both traditional and modern artistic skills via an active day and on-site artist colony and traditional mountain craft school. The site would provide artists the opportunity to collect and use local clays, wood, grasses and other natural/manmade materials for their art in a sustainable manner (e.g. replanting, and recycling of materials). The facilities would be made of local materials by local craftsmen. A center that serves as a hub for recreation and conservation programs in the region. It describes passive and active recreation trails via a low impact green network that allows visitors to experience the region while simultaneously protecting the headwaters of the three rivers that supply water to over a million people in local communities. A visitor center that highlights the region s animal and plant biodiversity, and demonstrates the advantages of connecting land tracts in a conservation network in order to strengthen connections between habitats and corridors for long term viability of ecological systems. A center for reintroduced Woodland Bison into their ancestral homeland where they left their mark via mountain names and a mythology of the area. The site would restore the historical Oak Savannah ecology important to bison, offer access to view bison, provide research opportunities for investigation of species reintroduction and restoration, and include an educational facility. Section 4: Travel planning and intentions 14. When planning a trip within the United States, which of the following information sources do you use? (Please check all that apply) Recommendation from friend/relative Road signs Destination websites Recommendation from travel agent Billboards Destination- related blogs

9 [ROCKY KNOB SUSTAINABLE TOURISM] 178 Business advertisement Newspaper article Travel guidebook Regional tourism office Newspaper advertisement advertisement State tourism office Magazine article Television Visitor center Magazine advertisement My past experience Other (Please specify) 15. Did you use the Internet for travel information? (Please check one) Yes No If YES, please indicate for what purpose did you use the Internet? (Please check all that apply) Researching the area Price information Reservations Images of area Purchasing tour package(s) Purchasing on-line Phone numbers and addresses Personal recommendations Determining when to travel Ratings and reviews Maps of the area Other (please describe) 16. In comparison to the last 2 years, how might the current economic situation impact your likelihood to travel for pleasure in general in 2009? (Please check one) More likely to travel No impact Less likely to travel Why? 17. In comparison to the last 2 years, how might the current economic situation impact your likelihood to travel to the Floyd and Patrick County region of Virginia in 2009? (Please check one) More likely to visit No impact Less likely to visit Why? Section 5: Demographics 18. What is the highest level of formal schooling you have completed? (Please check one) Less than high school Some high school High school graduate Some college Two-year college degree Four-year college degree Graduate or professional degree 19. In what year were you born? Year born: 20. What is your gender? (Please check one) Male Female 21. Which category best describes your total household income in 2008 before taxes? (Please check one) Less than $24,999 $50,000 to $74,999 $150,000 to $199,999 $25,000 to $34,999 $75,000 to $99,999 $200,000 or more $35,000 to $49,999 $100,000 to $149,999 Do not wish to answer

10 [ROCKY KNOB SUSTAINABLE TOURISM] 179 Appendix H: Results of Potential Visitors Survey TABLE 1. EDUCATION LEVEL OF SURVEY RESPONDENTS Less than high school Some high school High school graduate Some college Two-year college degree Four-year college degree Graduate or professional degree Total TABLE 2. AGE OF SURVEY RESPONDENTS and over Total Mean = 58 Median = 59 SD = 13.6 TABLE 3. GENDER OF SURVEY RESPONDENTS Male Female Total

11 [ROCKY KNOB SUSTAINABLE TOURISM] 180 TABLE 4. HOUSEHOLD INCOME OF SURVEY RESPONDENTS Less than $24, $25,000 to $34, $35,000 to $49, $50,000 to $74, $75,000 to $99, $100,000 to $149, $150,000 to $199, $200,000 or more Do not wish to answer Total TABLE 5. TOP 10 HOME STATES OF SURVEY RESPONDENTS Virginia Pennsylvania North Carolina New York Florida Ohio New Jersey Maryland Georgia Texas

12 [ROCKY KNOB SUSTAINABLE TOURISM] 181 TABLE 6. INFORMATION SOURCE FOR TRIP PLANNING USED BY SURVEY RESPONDENTS 1 Travel guidebook Recommendation from friend/relative Visitor center State tourism office Magazine article My past experience Regional tourism office Destination websites Magazine advertisement Newspaper article Television Road signs Newspaper advertisement Billboards Recommendation from travel agent Business advertisement advertisement Destination- related blogs Other Does not total 100% due to multiple responses TABLE 7. SURVEY RESPONDENTS USE OF THE INTERNET FOR TRAVEL INFORMATION Yes No Total

13 [ROCKY KNOB SUSTAINABLE TOURISM] 182 TABLE 8. SURVEY RESPONDENTS PURPOSE FOR USING THE INTERNET (OF THOSE WHO USE THE INTERNET FOR TRAVEL INFORMATION) 1 Researching the area Maps of the area Price information Reservations Phone numbers and addresses Images of area Determining when to travel Ratings and reviews Purchasing on-line Purchasing tour package(s) Personal recommendations Other Does not total 100% due to multiple responses TABLE 9. IMPACT OF CURRENT ECONOMY ON SURVEY RESPONDENTS LIKELIHOOD TO TRAVEL FOR PLEASURE IN GENERAL IN 2009 More likely to travel No impact Less likely to travel Total TABLE 10. IMPACT OF CURRENT ECONOMY ON SURVEY RESPONDENTS LIKELIHOOD TO TRAVEL TO THE FLOYD AND PATRICK COUNTY REGION IN 2009 More likely to travel No impact Less likely to travel Total

14 [ROCKY KNOB SUSTAINABLE TOURISM] 183 TABLE 11. SURVEY RESPONDENTS FAMILIARITY WITH THE FLOYD AND PATRICK COUNTY REGION Not at all familiar familiar familiar familiar Total TABLE 12. SURVEY RESPONDENTS PAST VISITS TO THE FLOYD AND PATRICK COUNTY REGION Yes No Total TABLE 13. FLOYD AND PATRICK COUNTY REGION AS PRIMARY DESTINATION OF PAST VISITORS DURING THEIR LAST VISIT Yes No Total TABLE 14. PAST VISITORS MAIN REASON FOR VISITING THE FLOYD AND PATRICK COUNTY REGION Driving the Blue Ridge Parkway Passing through Sightseeing Visit friends and relatives Vacation Outdoor recreation Driving and passing through the Blue Ridge Parkway Visit attractions Business related Attend festival/special event Visit second home/camp Shopping 2.9 Eating 0.0 Other Total

15 [ROCKY KNOB SUSTAINABLE TOURISM] 184 TABLE 15. SURVEY RESPONDENTS LIKELIHOOD OF VISITING THE FLOYD AND PATRICK COUNTY REGION IN THE NEXT TWO YEARS Not at all likely likely likely likely Total TABLE 16. SURVEY RESPONDENTS PERCEPTION OF IMPORTANCE WHEN TRAVELING FOR PLEASURE Percent (%) Factor Not Mean SD (1) (2) (3) (4) Exploring the area Being able to find your way around on your own Being able to escape crowds Being able to wander without a specific itinerary Accidentally discovering places not on your planned itinerary Being able to get from place to place quick Keeping to your plans Being able to follow a themed route (e.g., wine trail, craft trail) Following a planned itinerary Being able to take an organized tour

16 [ROCKY KNOB SUSTAINABLE TOURISM] 185 TABLE 17. SURVEY RESPONDENTS PERCEPTION OF IMPORTANCE WHEN VISITING A TOURIST ATTRACTION Feature Not at all (1) (2) Service Percent (%) (3) (4) Mean The facility staff are courteous The facility staff offer good service The facility staff are very knowledgeable The facility staff can answer my travel questions The facility has sufficient parking The facility has informative signage It is easy to find my way around the location The facility has a good traffic flow and parking The scale of the attraction is appropriate for the surroundings The location of the site is easily accessible from the main road The facility has efficient use of open space The facility has architectural features that match with local traditional building The facility has a color scheme that fits the surrounding structures/area The attraction is located near other attractions The site makes visitors feel safe and welcome The site creates fond memories for the visitors The attraction uses real people to make stories/histories/cultures come alive The attraction includes interactive technology (e.g., Site Appeal SD

17 [ROCKY KNOB SUSTAINABLE TOURISM] 186 touchscreens, LCD) The attraction has elements of theme parks (e.g., rides, simulations, characters) Experience The experience is interesting The attraction provides a unique experience The experience is pleasantly surprising The attraction is entertaining The experience is engaging The experience is educational The experience is participatory There is sufficient information about the attraction available in printed media The attraction is designed for visitors The attraction provides something new for repeat visitors There is sufficient information about the attraction available on websites The attraction provides different experiences for different members of my travel party The attraction is designed for local residents The attraction does not detract from the natural scenery The attraction is authentic to the region The attraction does not alter the cultural values of the community The attraction fits in with the local culture Marketing Preservation

18 [ROCKY KNOB SUSTAINABLE TOURISM] 187 TABLE 18. SURVEY RESPONDENTS PERCEPTION OF THE IMPORTANCE OF SUSTAINABILITY FEATURES WHEN VISITING A TOURIST ATTRACTION Sustainability Feature Not at all (1) (2) Energy Percent (%) (3) (4) Mean Uses renewable energy Uses natural lighting whenever possible Uses alternative energy sources such as wind power and solar power Optimizes energy performance (energy-efficient lighting, heating and air conditioning) Provides lighting system control Water Reduces consumption of water Uses grey water, captured rainwater, and recycled wastewater for non-drinking purposes Resources Recycles paper, plastic and glass Uses native plantings appropriate for the local ecology Uses local vegetables, produce, and other farm products Uses local sustainable building materials Uses recycled building materials Composts food and yard waste Pollution Establishes Environmental Tobacco Smoke (ETS) control Uses fuel efficient vehicles Uses environmentally-friendly cleaning products Manages the number of visitors to help preserve natural/scenic areas SD

19 [ROCKY KNOB SUSTAINABLE TOURISM] 188 Uses low-emitting indoor building materials ( e.g., nonodorous and non-irritating materials) Reduces chlorofluorocarbon leakage that may deplete ozone Reduces Greenhouse gas emissions Buildings are designed to allow for natural air flow Provides alternative transportation(e.g., bicycles, public transportation Provides positive experiences for both visitors and hosts in the region Minimizes negative economic, environmental and social impacts Provides financial benefits and empowerment for local people Builds environmental and cultural awareness and respect in the region Provides direct financial benefits for region conservation Raises sensitivity to host community s political, environmental, and social climate Educates customers how to protect local environment during their stay Donates part of their profits to conservation/ management of natural/protected areas Offers customers discounts or upgrades if they donate to local environmental organization Meets and explains environmental certification standards Publicly displays their environmental practices Ecotourism Principles Environmental Education

20 [ROCKY KNOB SUSTAINABLE TOURISM] 189 TABLE 19. SURVEY RESPONDENTS LIKELIHOOD OF PARTICIPATING IN AN INTERACTIVE WORKSHOP IF OFFERED AT AN ATTRACTION IN THE FLOYD AND PATRICK COUNTY REGION Yes No Total TABLE 20. SURVEY RESPONDENTS OPINION ON THE IDEAL LENGTH OF AN INTERACTIVE WORKSHOP (OF THOSE WHO ARE LIKELY TO PARTICIPATE) Hour long Half day All day Evening Weekend Week-long Total

21 [ROCKY KNOB SUSTAINABLE TOURISM] 190 TABLE 21. SURVEY RESPONDENTS PERCEPTION OF THE IMPORTANCE OF VISITOR SERVICES IN A FACILITY IN THE FLOYD AND PATRICK COUNTY REGION Service Percent (%) Not at all (1) (2) (3) (4) Mean SD Printed road maps Local brochures and travel guides Directions to local attractions and stops Local natural history field guide Local cultural history field guide Customized activity maps Accommodation reservations Personal recommendations from staff Information from the staff about opportunities in area Purchase tickets for tours, attractions and events Information that connects themes at the facility to places you can visit in the region An interactive information kiosk Audio tours of the region (e.g., podcast, low frequency radio, CD)

22 [ROCKY KNOB SUSTAINABLE TOURISM] 191 TABLE 22. SURVEY RESPONDENTS PERCEPTION OF IMPORTANCE WHEN DECIDING TO VISIT AN ATTRACTION IN THE FLOYD AND PATRICK COUNTY REGION Feature Not at all (1) (2) Accessibility Percent (%) (3) (4) Mean Staff available to answer questions Located near an area with locally owned shops and restaurants Handicap accessible Open year round Located within a mile of the Blue Ridge Parkway Interactive Opportunities Interactive educational opportunities for adults Interactive educational opportunities for families Make-your-own arts and crafts workshop (e.g. quilting, candle making, blacksmithing) Interactive educational opportunities for young children (12 years old or less) Interactive educational opportunities for teenagers Interactive educational opportunities for organized groups A restaurant that serves local foods A store that sells locally processed food and drink such as jams, breads, or wine A store that sells local agricultural products such as fresh fruits and Stores and Restaurants SD

23 [ROCKY KNOB SUSTAINABLE TOURISM] 192 vegetables A restaurant that uses traditional recipes A store that sells local crafts (e.g. furniture, pottery, jewelry) A store that sells local paintings and photographs A store that sells recordings of local musicians Exhibits Educational exhibits on the natural history of the area Local craft exhibits Educational exhibits on the cultural history of the area Permanent exhibits Exhibits and displays that are rotated on a regular basis On-site demonstration gardens that produce locally grown fruits and vegetables Local art exhibits Touch screen exhibits Tours Driving/sightseeing tours of local areas or attractions Staff- led educational tours on site Staff- led educational talks Audio tours of the local area or attractions On-site audio tours Events Special events and festivals Presentations by naturalists knowledgeable about the area Presentations by local historians Musical performances Films about the region Presentations by local artists Plays and theatrical performances Dance performance

24 [ROCKY KNOB SUSTAINABLE TOURISM] 193 Facilities A self-guided nature trail A walking trail A native plant garden An indoor theater An outdoor amphitheater A conference center Meeting space TABLE 23. SURVEY RESPONDENTS LIKELIHOOD OF VISITING AN ATTRACTION WITH THE THEME IN THE FLOYD AND PATRICK COUNTY REGION Theme Definitely would not visit (1) Probably would not visit (2) Percent (%) Probably would visit (3) Definitely would visit (4) Mean Mountain history and folklore Nature and natural history Native American heritage Local foods Local products Local artistry or crafts Traditional skills for mountain and outdoor living Mountain people Changes in mountain/rural life over the last 100 years Agriculture and farming Organic farming and sustainable living SD