Georgia 2009 Visitor Report September, 2010

Transcription

1 Georgia 2009 Visitor Report September, 2010

2 Table of Contents Introduction Methodology... 5 Georgia Regional Map Size & Structure of the U.S. Domestic Travel Market.. 9 Size & Structure of Georgia s Travel Market. 17 Overnight Expenditures 33 Day Expenditures. 38 Overnight Marketable Trip Detail Sources of Business.. 45 Traveler Profile Planning & Booking Trip Characteristics Trip Experiences 83 Day Trip Detail Sources of Business.. 93 Traveler Profile Planning & Booking Trip Characteristics Trip Experiences 124 Georgia Image & Product Delivery

3 Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since In 2007, our proprietary Longwoods Travel USA program was migrated from mail to online, using the MarketTools Inc. ZoomPanel, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement. Travel USA is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. 3

4 Introduction This report presents the detailed findings of tourism research conducted by Longwoods for the state of Georgia for the 2009 travel year. The results consist of: Estimates of the volume of overnight and day travel to Georgia Characteristics and profile of overnight and day trips to the State. 4

5 Methodology The results presented herein are drawn from three studies conducted in 2009 by Longwoods International: Travel USA 2009 Longwoods syndicated national study of domestic travel in the U.S. Georgia 2009 Overnight Visitor Study a custom study of overnight travel to Georgia, commissioned by the State Georgia 2009 Day Visitor Study a custom study of day travel to Georgia, commissioned by the State 5

6 Methodology Travel USA Each quarter, a random cross-section of 500,000 panel members is sent an invitation to participate in Travel USA, resulting in or a total annual outgo of two million surveys. A reminder is ed several days later to non-responders. In 2009, the completion rate for those accessing the questionnaire was 91%. For the 2009 travel year, this yielded : 209,724 trips for analysis nationally: 134,011 overnight trips 75,713 day trips For Georgia, the following sample was achieved in 2009: 7,174 trips: 4,911overnight trips 2,263 day trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 6

7 Methodology Custom Visitor Research To augment the information from Travel USA, we returned to a representative sample of the overnight and day visitors identified through the syndicated program. The goal of this custom research was to provide more in depth information regarding visitor spending and visitor activity along with strategic data on trip characteristics, planning and booking as well as visitor impressions of Georgia s tourism product. The overnight return to sample study yielded 1,071 trips for analysis The day study yielded 498 trips Respondents were also asked to identify which of Georgia s nine tourism regions they visited, with the aid of visual map. 7

8 Georgia Regional Map 8

9 Size & Structure of the U.S. Domestic Travel Market

10 Size and Structure of the US Domestic Travel Market Overnight travel by Americans fell by approximately 8% in 2009 vs Of the estimated 1.3 billion trips taken, 80% were taken by adults and 84% were for leisure purposes. Slightly less than half of all leisure trips taken were for the purpose of visiting friends and relatives, leaving slightly more than half that were of a trip type that could be influenced by marketing. The top five marketable trip types nationally were special event travel, touring trips, outdoor trips, casino trips and resort trips. 10

11 Millions of Trips Size of the U.S. Overnight Travel Market 2008 vs Base: Total Overnight Trips 2, % 1,500 1, ,426 1,

12 Size of the U.S. Overnight Travel Market Adults vs. Children Total Person-Trips = 1,312 Million 1,054 Million Adults 80% 258 Million Children 20% 12

13 Structure of the U.S. Travel Market 2009 Overnight Trips Base: Adult Overnight Trips Leisure 84% Business- Leisure 4% Business 12% 13

14 Structure of the U.S. Travel Market 2009 Overnight Trips Base: Adult Overnight Trips Visits to Friends/Relatives 43% Marketable Trips 45% Business Trips 12% 14

15 Structure of the U.S. Overnight Travel Market Trends Base: Adult Overnight Trips 43 Visiting friends/relatives Marketable Business Percent

16 U.S. Overnight Marketable Trip Mix 2009 Travel Year Base: Overnight Marketable Trips Special event Touring Outdoors Casino Resort Business-Leisure City trip Theme park Cruise Ski/Snowboarding Percent 16

17 Size & Structure of Georgia s Travel Market

18 Georgia s Travel Market We estimate that million trips were taken to and in Georgia by Americans in 2009: 45% were overnight trips and 55% were day trips Of the 51.4 million overnight trips: 3.3 million were just passing through Georgia (meaning they spent time and money but no nights) 79% were adults and 21% children 38% were marketable trip types (somewhat less than the national norm). Key marketable trip types for Georgia included special events, touring, business-leisure, outdoors and resort. 18

19 Georgia Day Travelers Of the estimated 62.9 million day travelers to and in Georgia: 78% were adults and 22% were under 18 52% were marketable trip types (a much higher percentage than we saw in overnight travel). Key marketable day trip types included shopping, special events, touring, city trips and outdoor trips. 19

20 Total Size of Georgia s Travel Market Total Person-Trips* = Million 62.9 Million Day Trips 55% 51.4 Million Overnight Trips 45% *Total volume includes both adults and children 20

21 Percent Georgia s Share of Adult Domestic Trips Share of Day Trips Share of Overnight Trips 5.0% 4.0% 3.0% 2.0% 3.4% 3.6% 3.7% 3.9% 1.0% 0.0%

22 Size of Georgia s Overnight Travel Market Adults vs. Children Total Overnight Trips = 51.4 Million 40.7 Million Adults 79% 10.7 Million Children 21% 22

23 Overnight Trips Including Georgia in 2009 Total Person Trips = 51.4 Million 3.3 Million Pass Through Trips (No Nights) 7% 23

24 Georgia s Overnight Travel Market By Trip Purpose Base: Adult Overnight Trips Visits to Friends/Relatives 48% Business 14% Marketable Trips 38% 24

25 Georgia s Overnight Marketable Trip Mix Base: Overnight Marketable Trips Special event Touring Business-Leisure Outdoors Resort City trip Theme park Cruise Casino Percent Georgia US Norm 25

26 Season of Overnight Trip Base: Adult Overnight Trips January-March 25 April-June 25 July-September 27 October-December Percent 26

27 Key Overnight Trip Segments by Quarter Base: Overnight Marketable Trips 22 Special Event Touring Outdoors Percent Jan-Mar Apr-Jun Jul-Sep Oct-Dec 27

28 Key Overnight Trip Segments by Quarter (Cont d) Base: Overnight Marketable Trips 18 Business-Leisure Resort City trip Percent Jan-Mar Apr-Jun Jul-Sep Oct-Dec 28

29 Size of Georgia s Day Travel Market Adults vs. Children Total Day Person-Trips = 62.9 Million 48.8 Million Adults 78% 14.1 Million Children 22% 29

30 Georgia s Day Travel Market By Trip Purpose Base: Adult Day Trips Visits to Friends/Relatives 35% Marketable Trips 52% Business 13% 30

31 Georgia s Day Marketable Trip Mix Base: Day Marketable Trips Shopping 22 Special Event 21 Touring 19 City trip 14 Outdoors 11 Business-leisure Theme pak 6 6 Resort Cruise Casino 1 < Percent 31

32 Season of Day Trip Base: Adult Day Trips January-March 26 April-June 26 July-September 27 October-December Percent 32

33 Overnight Expenditures

34 Overnight Expenditures Overnight visitors to Georgia spent approximately $8 billion in the state in Spending on accommodations and food and beverage accounted for more than 60% of total spending. The average overnight traveler spent $157 on the trip. 34

35 Total Overnight Spending by Sector Total Spending = $8.0 Billion Lodging 36% $2.9 Billion Food & Beverage 25% $2.0 Billion Recreation 11% $0.8 Billion Transportation 11% $0.9 Billion Retail 17% $1.4 Billion 35

36 Dollars Average Per Person Expenditures on Overnight Trips By Sector Base: Total Overnight Trips $56 20 $40 $26 $18 $17 0 Lodging Restaurant Food & Beverage Retail Purchases Transportation at Destination Recreation/ Sightseeing/ Entertainment 36

37 Dollars Average Per Person Expenditures on Overnight by Trip Purpose Base: Total Overnight Trips $140 $261 0 Leisure Business 37

38 Day Trip Expenditures

39 Day Trip Expenditures Day travelers spent $2.9 billion in Georgia in Food and beverage and retail accounted for approximately 67% of the total. The average day traveler spent $47. 39

40 Total Day Travel Spending by Sector Total Spending = $2.9 Billion Food & Beverage 36% Retail $1.1 Billion 31% $0.9 Billion Transportation 16% Recreation 17% $0.4 Billion $0.5 Billion 40

41 Dollars Average Per Person Expenditures on Day Trips By Sector Base: Total Day Trips $17 $15 $8 $7 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 41

42 Dollars Average Per Person Expenditure on Day Trips by Trip Type Base: Total Day Trips $47 $38 0 Leisure Business 42

43 Overnight Marketable Trip Detail

44 Overnight Marketable Trip Profile One in three overnight travelers in Georgia is a Georgia resident. On the other hand two out of three overnight visitors are from out of state, bringing new dollars into the state s economy. Key out of state origins include Florida at 15%, North Carolina at 6% and Alabama, Tennessee, and South Carolina at approximately 5% each. Versus national norms the Georgia overnight traveler has a slightly smaller income, smaller household and is a little more likely to be of African American descent. 44

45 Overnight Marketable Trip Sources of Business

46 State Origin Of Trip Base: Overnight Marketable Trips to Georgia Georgia Florida North Carolina Alabama Tennessee South Carolina Ohio Virginia New York Texas California Illinois Percent 46

47 DMA Origin Of Trip Base: Overnight Marketable Trips Georgia Atlanta, GA Tampa-St. Petersburg-Sarasota, FL Savannah, GA/SC Greenville-Spartanburg-Asheville, SC Birmingham, AL New York, NY Jacksonville, FL/GA Orlando-Daytona Beach-Melbrn, FL Chattanooga, TN Charlotte, NC Albany, GA Augusta, GA Miami-Ft. Lauderdale, FL Macon, GA Washington, DC Nashville, KY/TN Raleigh-Durham, NC Tallahassee-Thomasville, FL Percent 47

48 Traveler Profile Overnight Marketable Trips

49 Gender Base: Overnight Marketable Trips Male Female Percent Georgia US Norm 49

50 Age Base: Overnight Marketable Trips Average Age Georgia = 44.8 Average Age US Norm = years years years years Percent Georgia US Norm 50

51 Household Size Base: Overnight Marketable Trips 1 member members members members members Percent Georgia US Norm 51

52 Household Income Base: Overnight Marketable Trips $150K $100-$149.9K $75K-$99.9K $50K-$74.9K $25K-$49.9K Under $25K Percent Georgia US Norm 52

53 Marital Status Base: Overnight Marketable Trips Married Living with partner 5 6 Single/Never married Divorced/Widowed/ Separated Percent Georgia US Norm 53

54 Children in Household Base: Overnight Marketable Trips No children under Any child between Any child between Any child under Percent Georgia US Norm 54

55 Education Base: Overnight Marketable Trips Post-graduate College graduate Some college High school or less Other Percent Georgia US Norm 55

56 Employment Base: Overnight Marketable Trips Full time/ self-employed Part time 9 10 Not employed/retired/ other Percent Georgia US Norm 56

57 Race Base: Overnight Marketable Trips White African-American 4 8 Other Percent Georgia US Norm 57

58 Hispanic Background Base: Overnight Marketable Trips Yes 4 5 No Percent Georgia US Norm 58

59 Overnight Marketable Trip Planning & Booking

60 Overnight Trip Planning and Booking Nearly 50% of overnight travelers on marketable trips to Georgia plan those trips within two months of the trip. 41% do some of their planning on-line, and of those nearly 60% are planning their accommodations, 38% local activities and attractions and 35% are looking for directions. Approximately 5% of those on marketable Georgia trips visited ExploreGeorgia.org prior to their trip and of those 37% said they visited the site to help them make destination decisions a significantly stronger response that we typically see. 60

61 Overnight Trip Planning and Booking 70% of Georgia visitors on marketable trips book at least some element of their trip in advance and nearly 50% of these individuals made their booking within a month of the trip. 61

62 Percent Planning Cycle Base: Overnight Marketable Trips Georgia Month or Less 2 Months 3-5 Months 6 Months or More 62

63 Information Sources Used for Planning Base: Overnight Marketable Trips Georgia Online/Internet Personal experience Hotel/resort Advice from friends/relatives Auto club Books Travel Agent Local visitors bureaus/coc Magazines Government tourism office Newspapers A toll-free number Airline/commerical carrier Group tour company Association/club Television < Percent 63

64 Information Sources Used for Planning Internet Base: Overnight Marketable Trips Georgia Hotel websites 19 Other online sources 14 Online booking engines (eg. Expedia, Travelocity) 9 Other destination websites 7 Travel-specific website (e.g. YahooTravel, TripAdvsior.com) 6 Airline websites 1 Car rental websites Percent 64

65 Elements of Trip Planned Online Base: Overnight Marketable Trips to Georgia Planned Online Accommodation 59 Local activities/attractions/ things to see and do 38 Car route/locations/maps 35 Restaurants 22 Flight, train, bus, rental car 9 Packaged tours/cruises 2 Other Percent 65

66 Use of Georgia Trip Planning Tools Base: Overnight Marketable Trips Georgia Official Georgia Travel Guide Percent 66

67 Reasons for Visiting Base: Overnight Marketable Trips Georgia To obtain more information about destination I'd already decided to visit 63 To help me decide which destination to visit Percent 67

68 Visited Georgia Visitor Center Base: Overnight Marketable Trips Georgia No 81% Yes 19% 68

69 Percent Booked In Advance Base: Overnight Marketable Trips to Georgia Did Not Book in Advance 30% Booked in Advance 70% 69

70 Percent Booking Cycle Base: Overnight Marketable Trips to Georgia Booked in Advance Month or Less 2 Months 3-5 Months 6 Months or More 9 70

71 Use of Vacation Packages and Group Travel Base: Overnight Marketable Trips Georgia Escorted Group Tour 7 Pre-Paid Package Percent 71

72 Overnight Marketable Trip Characteristics

73 Marketable Trip Characteristics More than half of the travelers on overnight trips to/in Georgia travel more than 300 miles to get to their destination. And it is a very rubber tire market with some 96% of people coming from out of state using their own car/truck/van/rv or rental car to enter Georgia. The majority of trip nights are spent in hotels or motels and 73% of travel parties include spouses/partners while 39% include children. The Georgia trip is longer than the national norm consisting of 2.5 nights in Georgia and nearly two nights travelling to and from the destination. 73

74 Distance Traveled to Georgia Base: Overnight Marketable Trips Georgia Over 1,000 Miles ,000 Miles Miles Miles Miles 3 Under 50 Miles Percent 74

75 Transportation Used to Enter Georgia Base: Overnight Marketable Trips Georgia Personal Vehicles Own car Truck/Van/RV Rental car Bicycle/Motorcycle 1 Plane 5 Commercial Vehicles Train Bus Shuttle van 1 1 < Percent 75

76 Transportation Used Inside Georgia Base: Overnight Marketable Trips Georgia Personal Vehicles Own car Truck/Van/RV Rental car Bicycle/Motorcycle 2 Motor/Sailboat <1 Bus 6 Train 6 Commercial Vehicles Plane Taxi Shuttle van Ferry/cruise ship/boat < Percent 76

77 Accommodations* Base: Overnight Marketable Trips Georgia Hotel Motel Rented Campground/trailer park site Resort Hotel Friends/Relatives Other Accommodation Rented House/Cottage/Cabin Rented Home/condo Time Sharing Unit Boutique Hotel State Park Lodge Own House/Cottage/Cabin Bed & Breakfast Country Inn/Lodge Wilderness Campsite Ranch or Farm Percent * Percent of trip nights spent in each type of accommodation 77

78 Composition of Travel Party Base: Overnight Marketable Trips Georgia Spouse/Partner 73 Child(ren) 39 Friend(s) 25 Other Relative(s) 13 Parent(s) 8 Just Myself Business Associates 5 < Percent 78

79 Total Nights Away on Trip Base: Overnight Marketable Trips Average Georgia = 4.4 Nights Average US Norm = 3.5 Nights 1 night 2 nights 3-4 nights 5-6 nights 7-13 nights 14 + nights Percent Georgia US Norm 79

80 Number of Nights Spent in Georgia Base: Overnight Marketable Trips to Georgia Average Nights Spent in Georgia = night 31 2 nights nights nights 6 7+ nights Percent 80

81 Length of Trip Base: Overnight Marketable Trips to Georgia Total = 4.4 Nights Average No. of Nights Spent in Georgia Spent Elsewhere 81

82 Size of Travel Party Base: Overnight Marketable Trips Georgia Total = 3.3 US Norm Total = Average No. of People Adults Children 82

83 Overnight Marketable Trip Experiences

84 Marketable Trip Experiences 46% of Georgia visitors spent at least some time in Atlanta while 24% got to the Coast. Nearly three quarters of Georgia visitors experienced historic areas/attractions/landmarks or museums while on their trip. 36% said they went shopping while about one in four experience the beach or waterfront. 28% participated in fine dining while 25% reported that they experienced unique local foods. 84

85 Regions Visited on Overnight Marketable Trip Base: Overnight Marketable Trips Georgia Atlanta Metro 46 The Georgia Coast 24 Classic South 15 The Northeast Georgia Mountains 10 Historic Heartland 7 Historic High Country Presidential Pathways 5 5 Magnolia Midlands Plantation Trace Percent 85

86 Main Destination on Georgia Overnight Trip Base: Overnight Marketable Trips Georgia Atlanta Metro 42 The Georgia Coast 20 Classic South 12 The Northeast Georgia Mountains 9 Presidential Pathways Historic Heartland Historic High Country Magnolia Midlands 2 Plantation Trace Percent 86

87 Sightseeing/Things Experienced on Trip Base: Overnight Marketable Trips Georgia Shopping 36 Historic areas/attractions 31 Landmark/Historic site 27 Scenic drive 26 Beach/Waterfront 24 National/State park 23 Museum 19 A city park Small towns/villages Cultural attractions A river walk 12 Unique local foods 11 Lakes Percent 87

88 Sightseeing/Things Experienced on Trip (Cont d) Base: Overnight Marketable Trips Georgia Art gallery Interesting architecture Zoo/animal attractions Winery Trolley tours Botanical garden Brewery Children's attractions/events A farm/agritourism attraction Eco-tourism attractions A library/historical archive Haunted attractions/tours Trade show Percent 88

89 Dining & Entertainment Base: Overnight Marketable Trips Georgia Fine dining 28 Unique local restaurants 25 Bar/Disco/Nightclub 14 Fair/Exhibition/Festival 9 Casino Theater 7 7 Musical performance/concert Local music 5 5 Symphony Opera Percent 89

90 Sports & Recreation Base: Overnight Marketable Trips Georgia Swimming 21 Theme park 15 Hiking/Backpacking Camping Sporting event Amusement Parks Pro/College sports event Fishing 8 8 Boating/Sailing 7 Golf Percent 90

91 Sports & Recreation (Cont d) Base: Overnight Marketable Trips Georgia Biking Dance Spa Rafting Mountain climbing Hunting Canoeing /Kayaking/Rafting Tennis Motorcycle touring Rodeo Skiing/Snowboarding Percent 91

92 Day Trip Detail

93 Day Trip Sources of Business

94 State Origin Of Trip Base: Day Marketable Trips to Georgia Georgia 68 Florida 9 Alabama 7 South Carolina 5 Tennessee 5 North Carolina Percent 94

95 DMA Origin Of Trip Base: Day Marketable Trips Georgia Atlanta, GA Augusta, GA Chattanooga, TN/NC Savannah, GA/SC Orlando-Daytona Beach-Melbrn, FL Birmingham, AL Jacksonville, FL/GA Greenville-Spartanburg-Asheville, SC/NC Montgomery, AL Tallahassee-Thomasville, FL Columbus, GA Percent 95

96 Traveler Profile Day Trips

97 Gender Base: Day Marketable Trips Male Female Percent Georgia US Norm 97

98 Age Base: Day Marketable Trips Average Age Georgia = 44.6 Average Age US Norm = years years years years Percent Georgia US Norm 98

99 Household Size Base: Day Marketable Trips 1 member members members members members Percent Georgia US Norm 99

100 Household Income Base: Day Marketable Trips $150K+ 6 7 $100-$149.9K $75K-$99.9K $50K-$74.9K $25K-$49.9K Under $25K Percent Georgia US Norm 100

101 Marital Status Base: Day Marketable Trips Married Living with partner 7 7 Single/Never married Divorced/Widowed/ Separated 1 < Percent Georgia US Norm 101

102 Children in Household Base: Day Marketable Trips No children under Any child between Any child between Any child under Percent Georgia US Norm 102

103 Education Base: Day Marketable Trips Post-graduate College graduate Some college High school or less Other Percent Georgia US Norm 103

104 Employment Base: Day Marketable Trips Full time/ self-employed Part time 8 11 Not employed/retired/ other Percent Georgia US Norm 104

105 Race Base: Day Marketable Trips White African-American 4 9 Other Percent Georgia US Norm 105

106 Hispanic Background Base: Day Marketable Trips Yes 5 5 No Percent Georgia US Norm 106

107 Day Trip Planning & Booking

108 Percent Planning Cycle Base: Day Marketable Trips to Georgia Same day 1 to 3 days 2 weeks 3 weeks 4 to 7 days More than 1 month in advance 108

109 Information Sources Used for Planning Base: Day Marketable Trips to Georgia Internet/Online Past personal experience The Official Georgia Travel Guide Newspaper Advice from relatives/friends Hotel/resort Books TV Magazines Auto Club State Tourism Office Travel Agent Local visitors bureau/coc Association/club Radio Percent 109

110 Information Sources Used for Planning Internet Base: Day Marketable Trips to Georgia 6 Other destinations website 7 Hotel websites 4 Social Networking Sites (eg. Facebook, Twitter) 2 Car rental websites 1 Airline websites <1 Other online sources Percent 110

111 Elements of Trip Planned Online Base: Day Marketable Trips to Georgia Planned Online Car route/locations/maps 54 Local activities/attractions/ things to see and do 27 Restaurants 18 Flight, train, bus, rental car 8 Packaged tours/cruises 2 Other Percent 111

112 Use of Georgia Trip Planning Tools Base: Day Marketable Trips to Georgia The Official Georgia Travel Guide Percent 112

113 Reasons for Visiting Base: Day Marketable Trips to Georgia To obtain more information about destination I'd already decided to visit 56 To help me decide which destination to visit Percent 113

114 Visited Georgia Visitor Center Base: Day Marketable Trips to Georgia No 94% Yes 6% 114

115 Percent Booked In Advance Base: Day Marketable Trips to Georgia Did Not Book in Advance 56% Booked in Advance 44% 115

116 Percent Booking Cycle Base: Day Marketable Trips to Georgia Booked in Advance Same day 1 to 3 days 4 to 7 days 2 weeks 3 weeks More than 1 month in advance 116

117 Use of Vacation Packages and Group Travel Base: Day Marketable Trips to Georgia Escorted Group Tour 6 Pre-Paid Package Percent 117

118 Day Trip Characteristics

119 Distance Traveled to Georgia Base: Day Marketable Trips to Georgia Over 200 miles Miles Miles 25 Under 100 Miles Percent 119

120 Transportation Used to Enter Georgia Base: Day Marketable Trips to Georgia Own car 86 Personal Vehicles Rental car Truck/Van/RV Bicycle/Motorcycle Commercial Vehicles Plane Bus Ferry/cruise ship/boat Train Taxi Percent 120

121 Transportation Used Inside Georgia Base: Day Marketable Trips to Georgia Personal Vehicles Own car Rental car 1 84 Bus 5 Commercial Vehicles Taxi 4 Shuttle van Percent 121

122 Composition of Travel Party Base: Day Marketable Trips to Georgia Spouse/Partner 73 Child(ren) 34 Friend(s) 21 Other Relative(s) 12 Parent(s) 12 Just Myself 3 Business Associates Percent 122

123 Size of Travel Party Base: Day Marketable Trips Georgia Total = 3.3 US Norm Total = Average No. of People Adults Children 123

124 Day Trip Experiences

125 Main Destination in Georgia Base: Day Marketable Trips to Georgia Atlanta Metro 39 The Northeast Georgia Mountains 23 The Georgia Coast 14 Classic South 8 Historic Heartland 5 Historic High Country 4 Plantation Trace 3 Presidential Pathways 2 Magnolia Midlands Percent 125

126 Regions Visited in Georgia Base: Day Marketable Trips to Georgia Atlanta Metro 42 The Northeast Georgia Mountains 23 The Georgia Coast 17 Classic South 8 Historic Heartland 6 Historic High Country 5 Presidential Pathways Plantation Trace 3 3 Magnolia Midlands Percent 126

127 Sightseeing/Things Experienced on Trip Base: Day Marketable Trips to Georgia Shopping Historic areas/attractions Scenic drive Small towns/villages A city park Museums Lakes Cultural attractions A river walk National/state park Beach/waterfront Theme park Children's attractions/events Percent 127

128 Sightseeing/Things Experienced on Trip (Cont d) Base: Day Marketable Trips to Georgia Camping Zoo/animal attractions Interesting architecture Botanical garden Art gallery Eco-tourism attractions Local art gallery A farm/agritourism attraction A library/historical archive Trolley tours African-American attractions Winery Haunted attractions/tours Symphony Brewery Percent 128

129 Dining & Entertainment Base: Day Marketable Trips to Georgia Unique local restaurants 17 Fine dining 13 Fair/exhibition/festival 9 Unique local foods 6 Musical performance/concert 4 Local music 3 Bar/disco/nightclub 3 Theater 2 Casino Percent 129

130 Sports & Recreation Base: Day Marketable Trips to Georgia Amusement Parks Hiking/backpacking Sporting event Pro/college sports event Swimming Fishing Golfing Boating/sailing Motorcycle Touring Biking Rafting Dance Canoeing /kayaking/rafting Mountain climbing Spa Hunting Percent 130

131 Georgia s Image & Product Delivery

132 Product Delivery Survey respondents were asked to rate Georgia on a battery of over 60 different image attributes. Because respondents were drawn from a sample of recent visitors, the resulting image ratings can be considered to be a measure of the state s product delivery. Respondents are presumably drawing from their recent vacation experiences in Georgia. Georgia s absolute image strengths among recent visitors suggest a travel experience that is good for the whole family, rich in history and just plain fun, with lots to see and do. 132

133 Product Delivery Georgia s top product offerings relate to its rich historical character and include Civil War sites, antebellum architecture, preservation sites and other landmarks. Outdoor recreational offerings such as beautiful parks and gardens, National/State parks, and opportunities for walking, hiking and biking also scored well. Georgia s strengths line up well with visitors priorities: Georgia s top strengths are in the areas of adult and family atmosphere, the two most important factors impacting destination choice The State also provides excellent sightseeing opportunities, and a fun, relaxed atmosphere all of which are high priorities for visitors. 133

134 Travel Priorities for Georgia Visitors Base: Overnight Marketable Trips Adult Atmosphere Family Destination Exciting Unique Worry Free Sightseeing Affordable Entertainment Sports & Recreation Climate Popular Luxurious Importance Relative Importance* *A measure of the degree of association between each factor and whether destination is a place I would really enjoy visiting. 134

135 Hot Buttons Base: Overnight Marketable Trips 1 Good for adult vacation 8 Good place to relax 2 Great for vacationing with friends 9 Lots to see and do 3 Good for families 10 Children would enjoy 4 A fun place for vacation 11 Interesting cities 5 An exciting place 12 Beautiful parks/gardens 6 Must-see destination 13 Well-known landmarks 7 Unique vacation experience 14 Truly beautiful scenery 135

136 Georgia s Product Delivery Base: Overnight Marketable Trips Adult Atmosphere Family Destination Exciting Unique Worry Free Sightseeing Affordable Entertainment Sports & Recreation Climate Popular Luxurious *Rated Georgia 8 or above on a 10-point scale Percent Who Strongly Agree* 136

137 Georgia s Product Delivery Adult Atmosphere Base: Overnight Marketable Trips Adult Atmosphere 65 Good for adult vacation 71 Great for vacationing with friends Percent Who Strongly Agree 137

138 Georgia s Product Delivery Family Destination Base: Overnight Marketable Trips Family Destination 61 Good for families 68 Children would enjoy Percent Who Strongly Agree 138

139 Georgia s Product Delivery Exciting Base: Overnight Marketable Trips Exciting 47 A fun place for vacation 58 An exciting place 47 Must-see destination 48 A real adventure Percent Who Strongly Agree 139

140 Georgia s Product Delivery Unique Base: Overnight Marketable Trips Unique 45 Unique vacation experience 50 Unique historical architecture 54 Unique local cuisine 47 Interesting customs/traditions 37 Unique accommodations Percent Who Strongly Agree 140

141 Georgia s Product Delivery Worry Free Base: Overnight Marketable Trips Worry Free 52 Good place to relax 57 Easy to fit in with the locals 55 Warm/friendly people 57 Safe to travel anywhere Percent Who Strongly Agree 141

142 Georgia s Product Delivery Sightseeing Base: Overnight Marketable Trips Sightseeing 51 Lots to see and do Interesting cities Beautiful parks/gardens Well-known landmarks Truly beautiful scenery Great historical sites/preservation areas Noted for its rich history Excellent churches and religious sites Excellent scenic trails Excellent museums Excellent shopping Interesting architecture Interesting festivals/ fairs/events Percent Who Strongly Agree 142

143 Georgia s Product Delivery Sightseeing (Cont d) Base: Overnight Marketable Trips Sightseeing 51 Excellent cityscapes Beautiful antebellum homes Excellent art galleries Interesting guided tours Beautiful fall foliage Excellent coastal scenery Interesting small towns/villages Beautiful rivers and lakes Interesting African-American tours/sites Great Civil War sites Excellent wineries Interesting Native American sites Beautiful mountains Percent Who Strongly Agree 143

144 Georgia s Product Delivery Affordable Base: Overnight Marketable Trips Affordable 46 Excellent value for the money 39 Good vacation packages 37 Not too far away for a vacation Percent Who Strongly Agree 144

145 Georgia s Product Delivery Entertainment Base: Overnight Marketable Trips Entertainment 44 Great live music 44 Exciting nightlife/shows Percent Who Strongly Agree 145

146 Georgia s Product Delivery Sports & Recreation Base: Overnight Marketable Trips Sports & Recreation 53 Great place for walking/strolling about 59 Good for viewing wildlife/birds 52 Excellent National/State parks A variety of walking, hiking, and bike trails Great for boating/water sports Good place for camping Great for golfers 41 Excellent hunting/fishing Percent Who Strongly Agree 146

147 Georgia s Product Delivery Climate Base: Overnight Marketable Trips Excellent climate overall Percent Who Strongly Agree 147

148 Georgia s Product Delivery Popular Base: Overnight Marketable Trips Popular 40 Popular with vacationers 47 A place featured often in movies 39 I often notice advertising for this place Percent Who Strongly Agree 148

149 Georgia s Product Delivery Luxurious Base: Overnight Marketable Trips Luxurious 49 Elegant, Sophisticated restaurants 54 First-class hotels 50 First-class resorts Percent Who Strongly Agree 149

150 Georgia s Top 20 Image Attributes Base: Overnight Marketable Trips **Good for adult vacation 71 **Good for families **Lots to see and do **Beautiful parks/gardens Beautiful antebellum homes Great Civil War sites Not too far away for a vacation Noted for its rich history Great place for walking/strolling about **Great for vacationing with friends **Indicates image Hot Buttons Percent Who Strongly Agree 150

151 Georgia s Top 20 Image Attributes (Cont d) Base: Overnight Marketable Trips **A fun place for vacation Excellent National/State parks Interesting festivals/fairs/events **Well-known landmarks Warm/friendly people Beautiful rivers and lakes A variety of walking, hiking, and bike trails **Good place to relax Excellent shopping Great historical sites/preservation areas **Indicates image Hot Buttons Percent Who Strongly Agree 151