Maine Office of Tourism Visitor Tracking Research 2012 Calendar Year Annual Reort Regional Insights: Preared by Aril 2013 1 1
Introduction and Methodology 2
The Maine Office of Tourism has commissioned DPA to conduct a visitor research rogram designed to rovide information on tourism activity in Maine and exlore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey articiants recruited from the ResearchNow national online anel. Information is gathered using three main surveys on an ongoing basis: Regional Travel Survey Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada; Resondents are screened to see if they have taken an overnight tri to Maine in the ast four weeks. If they have, they are asked to comlete the Maine Overnight Visitors Survey. Maine Day Visitor Survey Includes travelers living within Maine or within a 100-mile radius of Maine s borders who have taken a day tri in Maine that is at least 50 miles from home within the ast four weeks. National Omnibus Survey Includes a nationally balanced samle of US residents; and Used to determine the incidence of travel nationwide and Maine s share of that travel. 3
This reort outlines results from calendar year 2012, with travel occurring between January 2012 and December 2012. Data was collected between January 1 st and December 15 th 2012. The number of comleted statewide surveys collected for each research comonent are as follows: Maine Overnight Visitor Survey 2,497 Maine Day Visitor 1,520 National Omnibus Survey 17,722 4
The following reort includes data on leisure visitors to the tourism region, and is based on: 154 overnight leisure visitors, and 82 day leisure visitors. 5
Overnight Leisure Visitors: Traveler Descrition 6
Overnight Leisure Visitor Demograhics The rofile of overnight leisure visitors to the has changed little from 2011 to 2012, but does differ somewhat from overnight leisure visitors to the State of Maine on average. Visitors to the region trend a little older and more likely to have a college degree. Fewer are emloyed full-time. Overnight, Leisure Visitors Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Age: < 35 22%q 22% 15% 35-44 17% 13% 17% 45-54 22% 21% 14% 55 + 39% 44% 55% Mean Age (Years) 49.0 48.9 53.0 Income: < $50,000 10% 13% 7% $50,000 - $99,000 32% 30% 39% $100,000 + 43% 43% 41% Mean Income (Thousands) $113.47 $111.20 $112.71 Female 49%q 44% 45% College Degree or Higher 79% 80% 86% Married 63% 66% 68% Emloyed Full Time 60% 54% 45% Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 7
Overnight Leisure Visitor Residence Consistent with 2010 and 2011, the largest ercentage of overnight leisure visitors to the are from Massachusetts or New York. These states are followed by Connecticut, New Jersey, and Pennsylvania. After seeing significant increases from 2010 to 2011, both Ontario and Pennsylvania droed back to earlier levels in 2012, each roviding only 5% of overnight leisure visitors to the region. State/ Province of Residence Massachusetts 19% 22% 25% New York 16% 17% 21% Maryland 4% 4% 8% Maine New Hamshire Connecticut 3% 7% 7% 7% 5% 6% 6% 6% 6% Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Pennsylvania Delaware 3% 2% 2% 5% 5% 13% Ontario 5% 9% 9% State/Province of residence. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 8
First-Time vs. Reeat Visitors The region attracted a smaller roortion of first-time overnight leisure visitors in 2012 than did the rest of Maine. 94% Reeat Overnight Leisure Visitors Maine Leisure 2012 (n=1159) 2011 (n=133) 2012 (n=145) 85% 83% Average number of tris to Maine in ast 5 years 13.5 8.9 9.2 15% 17% 6% First Time Reeat Visit Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Regional Q9. Was this your first visit in Maine? Regional Q10. Including your most recent tri in Maine, how many times have you visited Maine in the ast five years? Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 9
Party Size and Comosition One-fifth of overnight leisure visitors to the region in 2012 were traveling with children, a similar roortion as for visitors to the rest of Maine. Percent Traveling with Children Average Number of Peole in Travel Party 2.9 2.8 2012 (n=154) 2011 (n=159) 17% 19% Maine Leisure 2012 (n=1366) 2.6 2011 (n=159) 2012 (n=154) Maine Leisure 2012 (n=1366) 22% Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Regional Q24. Including yourself and any children, how many eole were in your immediate travel arty on this secific tri to Maine? Regional Q25. How many of these eole were: Children? Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 10
Overnight Leisure Visitors: Tri Exerience 11
Primary Purose of Overnight Leisure Tris The region was most likely traveled to in order to get away to relax, followed by touring/seeing the sites and to enjoy nature. Primary Purose of Overnight Leisure Tris To get away to relax 60% 67% Touring/seeing the sites To enjoy nature To send time with friends or family 25% 38% 43% 36% 40% 34% Outdoor recreation/adventure Shoing 34% 34% 34% 29% Maine Leisure 2012 (n=1366) 2012 (n=154) It s what we do every year To exerience great cuisine and service Cultural and heritage tourism Secial event (such as concert, festival)* 19% 21% 17% 20% 12% 14% 8% 9% Regional Q7. What was the rimary urose of your most recent leisure tri in Maine? *Includes Wedding before 06/2012. Due to a revision to resonse otions in 2012, direct comarisons between 2011 and 2012 data cannot be made. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 12
Overnight Leisure Tri Activities Shoing is most oular among overnight leisure visitors, followed by resting/relaxing/unwinding, enjoying the ocean views, and various outdoor activities. Visitors to this region are more likely than visitors to the rest of Maine to engage in a number of activities, as seen by the red circled items in the chart below. To Tri Activities Shoing (NET) Resting, relaxing, unwinding Enjoying the ocean views/rocky coast Outdoor Activites (NET) Sightseeing Driving for leasure Searching for local cuisine or dining hot sots Exloring State and National Parks Enjoying the mountain views Visiting historic sites/museums Visiting family and friends 12% 14% 40% 33% 41% 38% 30% 36% 38% 18% 24% 27% 23% 26% 25% 19% 22% 20% 22% 46% 55% 58% 57% 58% 58% 53% 69% 69% 71% 64% 63% 68% 67% Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Regional Q32. In which of the following activities did you articiate during this tri? (Please check all that aly). Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 13
Overnight Leisure Tri Activities Among leisure visitors to the region, going to the beach and hiking/climbing are oular outdoor activities. The only significant year-over-year shifts include a dro in shoing for gifts or souvenirs and an increase in shoing for antiques and local arts/crafts. Outdoor Activites (NET) All Water Activities (NET) Going to the beach Hiking or climbing Fresh Water Activities (NET) Outdoor swimming lake, ocean, river Pool swimming indoor or outdoor Kayaking Sailing Motor boating Bicycling/mountain biking 2% 3% 6% 3% 5% 6% 4% 5% 4% 17% 18% 22% 15% 18% 14% 13% 17% 10% 7% 10% 9% To Outdoor Activities 26% 28% 22% 25% 19% 30% 30% 27% 34% 57% 58% Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Shoing Activities 67% Maine Leisure 2012 (n=1366) 2011 (n=159) 2012 (n=154) Shoing (NET) 69% 69% 71% Shoing for gifts or souvenirs 33%q 42% 28%q Outlet shoing 36% 33% 37% General shoing at malls, downtown Shoing for antiques, local arts, crafts 31% 25% 26% 20% 18% 30% Regional Q32. In which of the following activities did you articiate during this tri? (Please check all that aly). Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 14
Towns & Cities Visited Almost half of overnight leisure visitors to the region sent time in Boothbay Harbor, with one-third sending time in Bath or Camden. Both Boothbay and Boothbay Harbor saw a higher roortion of overnight leisure visitors in 2012 as comared to 2011. Boothbay Harbor Bath Camden Boothbay Rockland Rockort Brunswick Damariscotta Wiscasset Owl s Head Belfast Pemaquid East Boothbay 6% 6% 13% 12% 11% 13% 12% 10% 11% 11% To Towns/ Cities Visited 15% 17% 25% 24% 27% 25% 25% 23% 27% 26% 23% 22% 28% 32% 31% 44% 2011 (n=159) 2012 (n=154) Regional Q31: Within the region you visited, what secific towns or cities did you visit? Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 15
Future Travel Likelihood Nearly three-fourths of overnight leisure visitors to the region indicated that they definitely would travel to Maine in the next two years or already had secific lans to do so. This is comarable to the roortion who resonded similarly among visitors to the State of Maine as a whole. A greater roortion of overnight leisure visitors, however, reort already having secific lans to travel in Maine as comared to the rest of the State. 18% 28% I already have secific lans to travel in Maine* Definitely will 50% 43% Probably will Might or might not Probably will not 20% 21% Definitely will not 9% 2% 1% Maine Leisure 2012 (Base=1366) 8% 2012 (n=154) Regional Q37. How likely will you be to travel in Maine in the next two years? *Added in Summer 2012. Due to a revision to resonse otions and question wording in 2012, direct comarisons between 2011 and 2012 data cannot be made. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 16
Day Leisure Visitors: Traveler Descrition 17
Samle Size Caution: Please note the small samle size of day leisure visitors to the region (82). Data on the following ages should be used for directional uroses only. 18
Day Leisure Visitor Demograhics Day leisure visitors to the region in 2012 aear to be slightly more affluent than 2011 day leisure visitors. Overall, the region aears to attract a slightly older day visitor than the State of Maine as a whole, similar to overnight leisure visitors to the region. Age: Day, Leisure Visitors Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) < 35 19%q 19% 11% 35-44 17% 20% 14% 45-54 22% 17% 20% 55 + 41% 44% 55% Mean Age (Years) 49.0 49.2 53.4 Income: < $50,000 15% 25% 18% $50,000 - $99,000 44% 52% 38%q $100,000 + 41% 23% 44% Mean Income (Thousands) $101.11 $82.89 $103.03 Female 47% 70% 46%q College Degree or Higher 72% 72% 75% Married 64% 70% 60% Emloyed Full Time 60% 57% 52% *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 19
Day Leisure Visitor Residence Half of leisure day visitors to the region in 2012 were from Maine, a dro from 2011 roortions and a shar dearture from overnight leisure visitors to this region. Aside from the relatively large ercentage of Maine residents, the region also attracts a sizeable roortion of leisure day visitors from Massachusetts, a higher roortion than in 2011. State/ Province of Residence 24% Maine 77% 49% 44% Maine Leisure 2012 (n=803) Massachusetts 18% 40% 2011 (n=132) 2012 (n=82*) 15% New Hamshire 6% 8% Day Q1A. In what State or Province do you reside? *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 20
First-Time vs. Reeat Visitors Very few day leisure visitors to the region in 2012 were first-time visitors, comarable to the corresonding roortion for the State of Maine as a whole. Reeat Leisure Day Visitors Maine Leisure 2012 (n=510) 2012 (n=31*) 95% 98% 96% Average number of tris to Maine in ast 5 years 22.5 14.7 5% 2% 4% First Time Reeat Visit Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) Day Q4. Was this your first tri to Maine? Q4a. Including your most recent tri in Maine, how many times have you visited Maine in the ast five years? *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 21
Party Size and Comosition Nearly one in five day leisure visitors to the region in 2012 were traveling with children, comarable to the State of Maine as a whole, but a lesser roortion than in 2011. On average, day visitors came in arties of 2.2 eole. Percent Traveling with Children Average Number of Peole in Travel Party 2012 (n=82*) 16% 2.6 2.9 2.2q 2011 (n=132) 27% Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) Maine Leisure 2012 (n=803) Q7. Including yourself and any children, how many eole were in your immediate travel arty on this tri? Q8. How many of these eole were: Children *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 18%q Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) 22
Day Leisure Visitors: Tri Exerience 23
Primary Purose of Day Leisure Tris Shoing and getting away to relax were cited by the highest roortion of leisure day visitors to the region as the rimary urose of their tri. The roortion mentioning shoing is significantly lower than for the rest of the State of Maine. Primary Purose of Day Leisure Tris Shoing To get away to relax 34% 34% 35% 48% Touring/seeing the sites 24% 29% Outdoor recreation/adventure To enjoy nature 15% 14% 21% 20% Maine Leisure 2012 (n=803) 2012 (n=82**) Secial event (such as concert, festival)* To exerience great cuisine and service 7% 10% 11% 9% To send time with friends or family 8% 13% Day Q3. What was the rimary urose of your most recent leisure tri in Maine? *Includes wedding before 06/2012. **Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 24
Day Leisure Tri Activities Shoing and enjoying the ocean views were the most widely cited activities conducted by leisure day visitors to the region. Also, driving for leasure and resting/relaxing/unwinding were oular tri activities in this region. Shoing (NET) Enjoying the ocean views/rocky coast Driving for leasure Resting, relaxing, unwinding Outdoor Activities (NET) Sightseeing Searching for local cuisine or dining hot sots Enjoying the mountain views Visiting historic sites/museums Exloring State and National Parks 7% 6% 9% To Tri Activities 11% 14% 16% 12% 16% 15% 61% 58% 5% Getting to know the local eole/culture 0% 14% Day Q10. In which of the following activities did you articiate during your most recent tri to Maine? (Please check all that aly). *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 28% 27% 29% 24% 28% 32% 38% 34% 38% 33% 36% 39% 45% 42% 44% 45% 48% 50% 65% Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) 25
Day Leisure Outdoor Tri Activities Visitors to the region mostly enjoyed a variety of outdoor activities including various water activities, hiking/climbing, and going to the beach. To Outdoor Activities Outdoor Activities (NET) All Water Activities (NET) Hiking or climbing Going to the beach Fresh Water Activities (NET) Outdoor swimming lake, ocean, river Biking/mountain biking Kayaking Sailing Canoeing 15% 13% 17% 9% 14% 16% 18% 16% 13% 8% 12% 10% 4% 10% 2% 4% 7% 3% 4% 6% 1% 1% 5% 1% 2% 4% 22% 33% 34% 38% Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) Shoing Activities Maine Leisure 2012 (n=803) 2011 (n=132) 2012 (n=82*) Shoing (NET) 61% 58% 50% Shoing for gifts or souvenirs 18% 30% 18% Outlet shoing 32% 16% 24% General shoing at malls, downtown Shoing for antiques, local arts, crafts 26% 26% 22% 15% 15% 20% Day Q10. In which of the following activities did you articiate during your most recent tri in Maine? (Please check all that aly). *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 26
Day Leisure Visitor Towns & Cities Visited Rockland and Camden were the most visited towns among leisure day visitors to the region, followed closely by Brunswick, Bath, Rockort, and Boothbay Harbor. To Towns/Cities Visited Rockland 21% 30% Camden 17% 29% Brunswick Bath 24% 26% 25% 30% Rockort Boothbay Harbor 11% 24% 28% 24% 2011 (n=132) 2012 (n=82*) Wiscasset 21% 20% Belfast Damariscotta Boothbay 11% 12% 12% 11% 15% 15% Owl s Head 1% 11% Day Q12: Within the region you visited, what secific towns or cities did you visit? *Please note small samle size. Data should be used for directional uroses only. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole 27
Future Travel Likelihood Nine in ten day leisure visitors to the region indicated that they definitely would travel to Maine in the next two years or already had secific lans to do so. This is comarable to the roortion who resonded similarly among day visitors to the State of Maine as a whole. 46% 58% I already have secific lans to travel in Maine* Definitely will Probably will Might or might not 45% 34% Probably will not Definitely will not 6% 2% 1% 1% Maine Leisure 2012 (Base=704) 6% 2% 2012 (n=69*) Day Q19. How likely will you be to travel in Maine in the future/take a day tri in Maine in the future? *Please note small samle size. Data should be used for directional uroses only Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole. 28
Comarison of Visitors to Maine Visitors 29
Comarisons Visitors to the tourism region and visitors to the State of Maine as a whole differ in a number of areas. These variations can be seen in demograhic characteristics, their reasons for traveling, and the activities they articiate in while visiting. Overnight visitor demograhics ortray an older, college-educated, more affluent traveler who is less likely to be emloyed full-time (likely retirees). Poular tri activities and stated urose of tris closely follow the many historic and sightseeing attractions and activities available in the Mid- Coast region. Highlights: Visitor Origin A lesser roortion of overnight visitors from Ontario A greater roortion of day visitors from Maine A lesser roortion of day visitors from New Hamshire Visitor Demograhics Overnight visitors more likely to have a college degree and to be 55 years old or older Overnight visitors less likely to be emloyed full-time Overnight visitors less likely to be first-time visitors Day visitors more likely to be 55 years old or older and to earn $100,000 or more er year 30
Comarisons Continued Highlights Continued: Primary Purose of Tri Overnight visitors more likely to be traveling to send time with friends and family Day visitors less likely to be visiting the for shoing Tri Activities Overnight Visitors More likely to be: Resting/relaxing/unwinding Enjoying the ocean views/rocky coast Sightseeing Visiting historic sites/museums Exloring State and National Parks Shoing for local antiques or arts/crafts Tri Activities Day Visitors More likely to be: Driving for leasure Visiting historic sites Exloring State and National Parks Getting to know the local eole/culture 31
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