Pennsylvania s Annual Traveler Profile 2011 Travel Year. December 2012

Pennsylvania s Annual Traveler Profile 0 Travel Year December 0

Table of Contents Introduction. 4 Research Method...5 Executive Summary......8 Size & Structure of the U.S. Travel Market. 6 Size & Structure of Pennsylvania s Travel Market... Pennsylvania Marketable Overnight Trips......45 Origin Markets... 46 Traveler Profile... 56 Trip Planning & Booking... 68 Trip Characteristics.....89 Trip Experiences..98 Activities by Origin Market of Traveller... 04 Activities by Absence/Presence of Children in Household....0 Page

Table of Contents (cont d) Overnight Marketable Trips (cont d) Regional Attractions Visited... Importance of Factors In Choice of Pennsylvania Tourism Region...7 Product Delivery....60 Trip Benefits. 8 Pennsylvania Marketable Day-Trips.... 84 Origin Markets...85 Traveller Profile... 88 Trip Planning & Booking. 99 Trip Characteristics... 8 Trip Experiences. Trip Benefits.....8 Page

Introduction Travel and tourism is a important industry for the commonwealth of Pennsylvania. The state hosted an estimated 8.7 million visitors (as measured in person-trips) in 0, 6% of whom were residents of other states. The state s ability to attract travelers from outside the state s boundaries is directly linked with the amount of money travelers spend in the state and the state and local tax revenues generated from visitor spending since travelers from out-of-state are more likely to stay overnight in paid lodging and spend more than in-state travelers. The focus of this report is on marketable travelers, which are defined as travelers destination for purely leisure purposes (i.e., non-business) and whose stay can be influenced by marketing (i.e., travel to a destination for purposes other than to visit friends and family). Pennsylvania ranked 7 th among the states in 0 with a.5% market share of US overnight marketable travelers and rd in the share (6.4%) of US marketable daytrip travelers. The state s rankings and market shares of marketable travelers were both down compared to 00. 4

Research Methodology The research for this report was conducted by Longwoods International. The results consist of: Estimates of the domestic volume of overnight travel on a nationwide level. Estimates of the volume of overnight and day travel to Pennsylvania and its tourism regions. Characteristics and profile of overnight and day trips to the state and the individual tourism regions. The results are based on results from the Travel USA annual survey of US travelers. Each quarter, a random cross-section of approximately million panel members is sent an e-mail invitation to participate in the survey, or over 5 million annually. For the 0 travel year, this yielded: 07,04 trips for analysis nationally 8,77 overnight trips and 68,4 day trips. 5

Research Methodology (cont d) The Travel USA program identified 5,790 survey respondents who visited Pennsylvania on an overnight trip and 4,50 on a day-trip in 0. A follow-up survey was sent to a representative sample of these visitors to augment the information from Travel USA, providing more in-depth information on visitor spending and visitor activity, as well as strategic data on trip characteristics, planning and booking, and visitor impressions of Pennsylvania s tourism product. There were,88 total responses for the overnight segment and 990 total responses for the day-trip segment from this return sample. Estimates of Pennsylvania s overnight and day-trip volume were based on a number of sources, including Travel USA, the customized return-to-sample research, and consultations with Tourism Economics. 6

Research Methodology (cont d) Estimates of Pennsylvania s overnight and day-trip travel volume are based on a number of sources including Travel USA, the custom return-to-sample research discussed above, historic data from previous research conducted for the Pennsylvania Tourism Office, and consultations with Tourism Economics, the contractor responsible for Pennsylvania s annual economic impact of travel and tourism estimates. 7

Executive Summary PENNSYLVANIA VISITOR VOLUME Pennsylvania hosted 8.7 million travelers in 0 (as measured in person-trips ), a.4% increase from 00. More than one-third (64. million) of travelers included an overnight stay, up.7% from 00 slightly above the.4% increase for the US, with the trip types presented below shifting a bit from 0 away from marketable leisure travel. Visiting friends/relatives (VFR) was by far the top reason for an overnight stay in PA in 0, accounting for 5% of the overnight total, which was well above the US average of 44% (unchanged from 00). Marketable trips (i.e., non-vfr leisure trips that may be influenced by marketing) was the second leading category with a 5% share of PA s overnight travel market, or an estimated million travelers both down from 00. Business and Business-Leisure trips accounted for % and %, respectively, of PA s 00 overnight total. 8

Executive Summary (cont d) PENNSYLVANIA DAY-TRIP VISITOR VOLUME Pennsylvania hosted an estimated 7.5 million day-trip travelers in 0, accounting for slightly less than two-thirds of the state total, and essentially unchanged from 00. Marketable trips accounted for 56% of PA s day-trip travel, or an estimated 6 million travelers, a proportion well above the US average of 5% and the state average for overnight travel (5%). Visiting friends/relatives (VFR) was the second leading reason for a PA day-trip in 0, accounting for 4% of the day-trip total slightly below the 6% US average and well below the state average (5%) for overnight travel. Business trips and Business-Leisure accounted for 8% and %, respectively, of PA s 0 day-trip total. The relative distribution of PA s overnight trip types was little unchanged from 00. 9

Executive Summary (cont d) PENNSYLVANIA S MARKET SHARE Overnight Trips Pennsylvania ranked 5 th among the states in total overnight leisure travel with a 4.0% market share in 0, behind California, Florida, Texas, and New York. Pennsylvania s ranking slipped to 7th in terms of marketable overnight travelers in 0, with a.5% market share behind Florida, California, Nevada, New York, Texas, and New Jersey compared to ranking 6th and a.8% market share in 00. Visiting Friends/Relatives (VFR) accounted for 5% of the travelers who took an overnight leisure trip in Pennsylvania in 0 a far higher average than the 44% average for the US. Pennsylvania ranked 5th among the states for US overnight VFR travel in 0 with a 4.6% market share. Pennsylvania remained the 7 th leading destination state for US overnight business travel behind California, Texas, Florida, Illinois, New York, and Georgia with a.7% market share in 0. 0

Executive Summary (cont d) PENNSYLVANIA S MARKET SHARE Day-Trips Pennsylvania continued to rd among the states for total US day-trip leisure travel behind California and Florida in 0, with the 6.% market share marking a slight decline from 00. Pennsylvania s ranking dipped to rd behind California and Florida for marketable day-trip leisure travelers in 0, with the 6.5% market share down slightly from 00. Pennsylvania s day-trip leisure travelers were far less likely to visit friends/relatives (VFR) than overnight travelers, ranking 5 th among the states for US day-trip VFR travel and a 5.8% market share in 0. Pennsylvania was the 5 th leading destination state for US day-trip business travel in 0 with a 5.0% market share, behind California, Texas, Florida, and New York down from 4 th and a 5.% market share in 00.

Executive Summary (cont d) ORIGIN MARKETS Pennsylvania, New York, New Jersey, Ohio, Maryland, and Virginia were among the leading origin markets for Pennsylvania s marketable overnight and day-trip travelers in 0, together accounting for 8% and 9%, respectively, of the total. Pennsylvania was the top origin market for PA s leisure travelers accounting for 8% of marketable overnight travelers; 49% of marketable day-trip travelers; 4% of overnight VFR travelers; and 5% of the state s day-trip VFR travelers. Pennsylvania was also the top origin market for PA business overnight travelers, accounting for % of the state total, with New York, New Jersey, and Maryland, together accounting for an additional 0%. New York was an important origin market for business travelers who combined some leisure travel with their business trip, accounting for 5% of PA s overnight business-leisure travel segment second only to PA business travelers (%).

Executive Summary (cont d) PENNSYLVANIA REGIONS Philadelphia and The Countryside region had the highest total overnight visitation numbers of the state s tourism regions, with 4.7 million person-trips in 0, followed by Pittsburgh and Its Countryside and Dutch Country Roads regions. These three regions accounted for nearly half of Pennsylvania s total overnight person-trips in 0. The Dutch Country Roads region was the state s leading region for marketable overnight leisure trips, followed by the Pocono Mountains and Philadelphia and the Countryside regions. With their relatively large population bases, Philadelphia and The Countryside and Pittsburgh and Its Countryside regions were the leading destinations for the state s business and VFR (visiting friends and relatives) travel.

Executive Summary (cont d) Why Pennsylvania? Nearly two-thirds (6%) of Pennsylvania s overnight marketable visitors traveled to/within the state because they had visited before and wanted to see more. Living nearby was the second most popular reason for those in the overnight marketable segment to visit Pennsylvania in 0 cited by 5% of survey respondents, an 8 percentage point decrease from 00 indicating the recession was no longer having a large affect on discretionary leisure travel. A recommendation from friends or relatives was responsible for % of the state s overnight marketable visitors in 0. When viewed together with the large percentage of travelers who had visited Pennsylvania before and wanted to see more, the importance of cultivating a positive image and experience for travelers cannot be overstated. Advertising influenced 7% of marketable overnight travelers decision to visit Pennsylvania, a 5 percentage point increase from 00. 4

Executive Summary (cont d) Planning and Booking by Marketable Overnight Travelers The planning cycle for many of today s time-pressed travel consumers is relatively short, with % of Pennsylvania s marketable overnight travelers planning their trip in a month or less and 4% within two months. Less than one-fifth (i.e., 9%) of travelers planned their Pennsylvania trip 6 months or more in advance in 0. The internet remained the single, most important planning source used by 4% of Pennsylvania s marketable overnight travelers in 0, with personal experience a distant second relied on by 9% of travelers. Over half of Pennsylvania s marketable overnight travelers used the internet to research and plan their accommodations (5%), while roughly a third relied on the internet for maps and directions (%) and to find out about local attractions and activities (6%), and for information on restaurants (4%) in 0. In terms of the technology used, over half used a desktop computer (5%) to plan their trip. Only 8% used a smartphone to plan their trip, but usage soared to % during the 5 trip.

Executive Summary (cont d) Use of Social Media by Pennsylvania s Marketable Overnight Travelers A little more than 50% of Pennsylvania s marketable overnight leisure travelers used social media in some capacity surrounding their trip(s) in 0. Reading online travel reviews (6%) was the most heavily used social media tool, followed by posting travel photos and/or videos online (6%) and viewing photos and/or videos online posted by other travelers (%). Not surprisingly, travelers in the younger age groups were far more likely to use social media before, during, and after their trips than older travelers, with almost two-thirds of travelers 8-4 years of age using travel-related social media compared to less than 40% of travelers aged 55-64. There was with one notable exception. Older travelers were more likely to read travel reviews online (approximately 0% of travelers aged 5-54) than younger travelers (5%). 6

Executive Summary (cont d) Trip Experiences Shopping, scenic drives, and visiting historical houses/museums remained the top three trip experiences of Pennsylvania s marketable overnight travelers in 0. With the exception of non-outlet shopping, participation rates for most types of trip experiences by Pennsylvania s marketable overnight travelers were little changed from 00, with non-outlet shopping down 4 percentage points. The participation rates for Pennsylvania s marketable day-trip travelers were generally below those of the overnight segment in 0. 7

Executive Summary (cont d) Trip Characteristics Pennsylvania is largely a drive-to destination, with 9% of the state s marketable overnight travelers from out of state arriving by car, van, truck, or RV in 0. Short stays were the norm for the majority of marketable overnight travelers in 00, with nearly two-thirds (64%) staying just one or two nights on their Pennsylvania trip in 00 a far higher percentage than the 55% US average. Pennsylvania s marketable overnight travelers largely preferred to stay in hotels or motels (67%), with % opting for a rented campground. Both percentages were percentage points above the US average. Two-thirds of the state s marketable overnight visitors traveled with a spouse or partner, while more than a third (8%) had children along on their trip. 8

Executive Summary (cont d) Traveler Priorities and Expectations Travelers have certain priorities and expectations when choosing to visit a destination. For Pennsylvania s marketable overnight leisure travelers, their top 0 priorities for a travel destination in 0 were (in descending order): exciting, worry free, adult atmosphere, family friendly, climate, unique, affordable, luxurious, the entertainment, and sports and recreation. Pennsylvania scored extremely well on each of these priorities, with the proportion of travelers agreeing that their Pennsylvania trip experience largely met each of the priorities. Not surprisingly, Pennsylvania s resident travelers viewed the state more favorably on each of the priorities than non-resident travelers who visited the state. 9

Executive Summary (cont d) Benefits from a Pennsylvania Overnight or Day Trip It is well documented that taking a leisure trip purely for fun offers a number of benefits to travelers overall health and well-being. As in 00, the benefits for Pennsylvania s marketable overnight and day-trip leisure travelers largely reflect a break from people s day-to-day responsibilities and stress and providing a time to focus on others who are significant to them. The top five trip benefits cited by Pennsylvania s 0 marketable overnight and day-trip travelers were: relaxed/relieved stress, a break from the day-to-day routine, no fixed schedule, an opportunity to create lasting memories, and enrich relationships. 0

Executive Summary (cont d) DEMOGRAPHIC PROFILE OF MARKETABLE OVERNIGHT TRAVELERS As in prior years, Pennsylvania s 0 marketable overnight travelers were generally higher income, well-educated, married adults with no children living at home. Pennsylvania s marketable overnight travelers had a median age of 44.9 years, matching the US average, and below the median age of the state s marketable day-trip travelers (47.4 years). The majority were married or with a partner (7%) slightly above the US average of 70% and that of marketable day-trip travelers (69%). A small majority (56%) also had no children under 8 years of age living at home a proportion well below that of the state s marketable day-trip travelers (6%). The median household income of the state s marketable overnight travelers was $7,70, with roughly a quarter (7%) with an annual household income of at least $00,000. The median household income of the state s marketable day-trip travelers was lower than the state s overnight travel segment at $66,860.

Executive Summary (cont d) DEMOGRAPHIC CHARACTISTICS BY AGE OF TRAVELER The averages noted on the previous slide mask key differences based on age. Pennsylvania s marketable overnight travelers under the age of 45 were more likely to hold at least an associate s degree than those 45 years of age or older, i.e., 67% vs 58%, respectively. The proportion of travelers with children under 8 years of age differed markedly based on the age of the traveler: Traveler s Age Percent With Children Under Age 8 5-4 45% 5-44 5% 45-54 75% 55-64 6%

Executive Summary (cont d) HOUSEHOLD INCOME BY AGE Income also shows a differentiation based on age. Not surprisingly, older travelers had the highest incomes both on average and as a percentage of travelers with an annual household income over $00,000. Travelers in the 45-54 age demographic had the highest median annual household income at $88,60 in 0, compared to $59,80 for those age 5-4. Travelers aged 45 or above accounted for nearly 60% of Pennsylvania s marketable overnight travelers with an annual household income of $00,000 or more. In contrast, travelers below age 45 represented nearly 60% of the state s marketable overnight travelers with incomes below $50,000. The median income of travelers 45 years of age or older was $80,500 compared to $64,700 for travelers under age 45.

Executive Summary (cont d) Marital Status by Age Younger travelers were far more likely to be single than older travelers. Pennsylvania s marketable overnight travelers in the youngest age group (8-4) were overwhelmingly single (78%). There was a distinct shift to married (47%) or with partner (5%) for the 5-4 age group, but with roughly a third still reporting as single. The vast majority of the state s marketable overnight travelers in the 45-54 and 55-64 age ranges were married/living with a partner (~80% for each group). The vast majority (85%) of travelers in the 65+ age group were married or living with a partner the highest proportion of any age group. 4

Detailed Findings

Size & Structure of US Overnight Travel Market

Size and Structure of the US Domestic Travel Market Overnight travel by Americans increased by % in 0 vs. 00. Of the almost.4 billion trips taken, 80% were adults and 88% were taken for leisure purposes. Approximately half of the leisure trips were for the purpose of visiting friends and relatives, approximately 4% were business leisure trips and about 40% were of a trip type that can be influenced by marketing. The top six marketable trip types were special event travel, touring trips, outdoor trips, casino trips, resort trips and city trips. 7

Size of the US Overnight Travel Market 009 to 0 Base: Total Overnight Trips In millions of Trips +4 % + %,,67,4 009 00 0 8

Structure of the US Overnight Travel Market Trends Base: Overnight Trips Percent of Total Visiting friends/relatives Marketable 44 44 4 4 4 4 44 45 44 4 Business 5 Business-Leisure trips are included in Marketable trips in this slide 0 00 009 008 007 9

US Overnight Market Segments Base: Adult Overnight Trips Marketable Leisure 40% Visits to Friends/Relatives 44% Business % Business-Leisure 4% 0

Main Purpose of US Overnight Trips in 0 Base: Adult Overnight Trips Marketable Trips Visiting friends/relatives Special event Touring Outdoors Casino Resort City trip Theme park Cruise Skiing/snowboarding Golf < < 6 5 4 4 8 8 Percent of Total 44 Other business trip Conference/Convention 4 8 Business-Leisure 4

Size & Structure of Pennsylvania s Travel Market

Pennsylvania s Travel Market We estimate that 8.7 million trips were taken to and in Pennsylvania by Americans in 0: 5% were overnight trips and 65% were day trips Of the 64. million overnight trips: 5% were marketable trip types (somewhat less than the national norms). Marketable trip types are trips that can be influenced by marketing, or, in other words, leisure trips excluding visits to friends and relatives. Key marketable trip types for Pennsylvania included special events, touring and outdoors.

Pennsylvania Day Travelers Of the estimated 7.5 million day travelers to and in Pennsylvania : 56% were marketable trip types (a much higher percentage than we saw in overnight travel). Key marketable day trip types included special events, shopping, and touring. 4

Total Trips to Pennsylvania in 0 Total Person-Trips = 8.7 Million Day Trips 7.5 Million 65% 5% Overnight Trips 64. Million 5

Pennsylvania s Overnight Trip Market Segments Base: Adult Overnight Trips to Pennsylvania Visits to Friends/Relatives 5% Marketable Leisure 5% Business % Business-Leisure % 6

Pennsylvania s Leisure Overnight Travelers Purpose of Stay by Age of Adult Traveler Base: Adult Overnight Trips to Pennsylvania Travelers in the 5-54 age cohorts are more likely to travel for marketable leisure purposes, younger and older travelers are far more likely to visit friends/family. % 6% Marketable Leisure 55% 47% 8% 4% Visiting Friends/Relatives 54% 5% 40% 4% % % 8-4 5-4 5-44 45-54 55-64 65 or older Age of Adult Traveler 7

Pennsylvania s Overnight Trip Market Segments by Presence of Children in Household Base: Adult Overnight Trips to Pennsylvania 55% Any Children 45% 4% No Children Under 8 % % % % % Visiting Friends/Relatives Marketable Leisure Business Business-Leisure 8

Main Purpose of Overnight Trips to Pennsylvania in 0 Base: Adult Overnight Trips Visiting friends/relatives 5 Special event 9 Touring 8 Marketable Trips Outdoors Theme park Casino 6 Percent of Total City trip Resort Skiing/snowboarding < Conference/Convention 4 Other business trip 8 Business-Leisure 9

Estimated Number of Overnight Travelers By Regions Visited* Philadelphia & The Countryside Pittsburgh & Its Countryside Dutch Country Roads Pocono Mountains Upstate PA Pennsylvania's Great Lakes Lehigh Valley Valleys of the Susquehanna Pennsylvania Wilds The Alleghenies Laurel Highlands 6.0 5.4 5..9 5..9 4..6.5.8. 4..6.7 *Spent time in region Total will add to more than State total as a number of travelers visited more than one region.. 0.6 0.0 0. 8.8 8.4 4.7 4. In millions of trips 0 00 40

Pennsylvania s Day-Trip Market Segments Base: Adult Day Trips to Pennsylvania Marketable Leisure 56% Business-Leisure % Business 8% Visiting Friends/Relatives 4% 4

Main Purpose of Pennsylvania 0 Day-Trips Base: Adult Day Trips Visiting friends/relatives 4 Touring Shopping 0 Special event 0 Marketable Trips Casino Outdoors Theme park 5 5 8 Percent of Total City trip 4 Resort Golf < Conference/convention Other business trip 7 Business-leisure 4

Pennsylvania 0 Purpose of Stay Comparison between Overnight and Day-trip The graph below illustrates the differences in the purpose of stay of PA s overnight and day-trip travelers in 0. 5% 4% 5% 56% Overnight Day-Trips % 8% % % Visiting Friends/Relatives Marketable Business Business-Leisure 4

Regions Visited on Day-Trips* Philadelphia & The Countryside Dutch Country Roads Pittsburgh & Its Countryside Pocono Mountains Upstate PA Pennsylvania's Great Lakes Lehigh Valley Valleys of the Susquehanna The Alleghenies Pennsylvania Wilds Laurel Highlands 0.8 9. 9. 8.6 8. 0. 7.6 8.4 5.4 6.9 5.4 5.6 4. 4. *Spent time in region Total will add to more than State total as some tourists visit more than one region. 6.7 6. 6. 7.5 5.5 4. 5.6.8 In Millions of Trips 0 00 44

Pennsylvania Overnight Trips

Origin Markets for Pennsylvania Overnight Trips

Main Origin States for Pennsylvania s Marketable Overnight Travelers Base: Marketable Overnight Trips Consistent with past trends, over two-thirds of Pennsylvania s marketable overnight travelers in 0 were from Pennsylvania, New York or New Jersey. Pennsylvania 8 New York New Jersey 4 5 Ohio Maryland 6 6 Percent of Total Virginia Massachusetts Delaware 4 47

Main Urban Markets for Pennsylvania s Marketable Overnight Travelers Base: Marketable Overnight Trips Philadelphia, PA 7 In-State DMA s Pittsburgh, PA Harrisburg-Lncstr-Leb-York, PA Wilkes Barre-Scranton, PA 5 5 0 Percent of Total Johnstown-Altoona, PA 4 New York, NY Out-of- State DMA s Washington, DC Cleveland, OH Baltimore, MD 5 48

Main Origin States for Pennsylvania s Business Overnight Travelers Base: Business Overnight Trips Pennsylvania New Jersey 8 New York 7 Maryland 5 Connecticut Florida Ohio Virginia North Carolina Texas Percent of Total 49

Main Origin States for Pennsylvania s Overnight Business-Leisure Trips Base: Business-Leisure Overnight Trips Pennsylvania New York 5 Maryland 0 New Jersey 8 Florida New Hampshire Virginia West Virginia 5 4 4 4 Percent of Total Ohio Delaware 50

Pennsylvania Tourism Regions Visited by Travelers State of Residence

Pennsylvania Tourism Regions Visited by New York Residents Base: Marketable Overnight Trips The Pocono Mountains region was the most popular PA destination for marketable overnight travelers from New York state in 0, followed by Dutch Country Roads. Pocono Mountains 5 Dutch Country Roads 0 Philadelphia & The Countryside 6 Pittsburgh & Its Countryside Upstate PA 0 8 Percent of Total Pennsylvania's Great Lakes Region 6 Pennsylvania Wilds Lehigh Valley Valleys of the Susquehanna Alleghenies & Her Valleys Laurel Highlands Region 4 < Does not sum to 00% since some survey respondents did not indicate the Pennsylvania tourism region(s) they visited. 5

Pennsylvania Tourism Regions Visited by New Jersey Residents Base: Marketable Overnight Trips The Pocono Mountains was also the most popular PA destination for marketable overnight travelers from New Jersey in 0, followed by Dutch Country Roads. Pocono Mountains 9 Dutch Country Roads Philadelphia & The Countryside 5 Lehigh Valley 8 Pittsburgh & Its Countryside 7 Percent of Total Upstate PA 5 Pennsylvania Wilds 4 Alleghenies & Her Valleys Valleys of the Susquehanna Pennsylvania's Great Lakes Region Laurel Highlands Region Does not sum to 00% since some survey respondents did not indicate the Pennsylvania tourism region(s) they visited. 5

Pennsylvania Tourism Regions Visited by Ohio Residents Base: Marketable Overnight Trips Pittsburgh & Its Countryside region was the most popular PA destination for marketable overnight travelers from Ohio in 0, followed by Pennsylvania s Great Lakes Region. Pittsburgh & Its Countryside Pennsylvania's Great Lakes 5 Pennsylvania Wilds Dutch Country Roads 8 8 Laurel Highlands Philadelphia & the Countryside Alleghenies & Her Valleys 5 5 5 Percent of Total Upstate PA Pocono Mountains Lehigh Valley Does not sum to 00% since some survey respondents did not indicate the Pennsylvania tourism region(s) they visited. 54

Pennsylvania Tourism Regions Visited by Maryland Residents Base: Marketable Overnight Trips The Dutch Country Roads region was, by far, the most popular PA destination for marketable overnight travelers from Maryland in 0. Dutch Country Roads Region Philadelphia & the Countryside 9 Pocono Mountains 4 Pittsburgh & Its Countryside Upstate PA Valleys of the Susquehanna Laurel Highlands Alleghenies & Her Valleys 6 5 5 4 4 Percent of Total Pennsylvania Wilds Pennsylvania's Great Lakes Lehigh Valley Does not sum to 00% since some survey respondents did not indicate the Pennsylvania tourism region(s) they visited. 55

Traveler Profile Overnight Marketable Trips

Gender Base: Overnight Marketable Trips Percent of Total Male 47 47 Female 5 5 Pennsylvania US Average 57

Age Base: Overnight Marketable Trips Percent of Total 8-4 years 5-4 years 5-44 years 8 8 0 Pennsylvania US Average 45-54 years 0 55-64 years 65+ 4 4 4 6 Pennsylvania Median Age 44.9 44.9 58 US

Race Base: Overnight Marketable Trips Percent of Total White 87 9 African-American 5 5 Pennsylvania US Average Other 4 8 59

Hispanic Background Base: Overnight Marketable Trips Percent of Total Yes 7 Pennsylvania US Average No 9 97 60

Marital Status Base: Overnight Marketable Trips Percent of Total Married/With partner 70 7 Never married 0 Divorced/Widowed/ Separated 7 7 Pennsylvania US Average 6

Household Size Base: Overnight Marketable Trips Percent of Total member 9 members members 8 8 6 8 Pennsylvania US Average 4+ members 0 6 Average Household Size: Pennsylvania United States..9 6

Presence of Children in Household Base: Overnight Marketable Trips Percent of Adult Travelers with Children Under Age 8 Living at Home No children under 8 56 59 Any child between -7 Any child between 6-8 6 9 8 Pennsylvania US Average Any child under 6 6

Presence of Children in Household by Age of Adult Traveler Base: Overnight Marketable Trips Three out of four PA adult travelers in the 5-44 age group have children under age 8 living at home a substantially higher proportion than the other age groups. Percent of Adult Travelers with Children Under Age 8 Living at Home 8-4 5-4 45% 45% 5% 55% Pennsylvania US Average 5-44 75% 70% 45-54 44% 50% 55-64 7% 4% 65 or older 6% 6% 64

Education Base: Overnight Marketable Trips Percent of Total Post-graduate 8 8 College graduate 9 40 Some college High school or less 5 8 4 6 Pennsylvania US Average Other 65

Employment Base: Overnight Marketable Trips Percent of Total Full time/self-employed 50 5 Part time 0 Pennsylvania US Average Not employed/retired/other 6 40 66

Income Base: Overnight Marketable Trips Percent of Total $50K+ 8 0 $00K-$49.9K $75K-99.9k 6 6 Pennsylvania US Average $50K-$74.9K $5K-$49.9K Under $5K 0 67

Trip Planning & Booking Pennsylvania Overnight Marketable Trips

Main Reason for Choosing Pennsylvania Base: Overnight Marketable Trips Percent of Total Visited before and wanted to see more 56 6 Live nearby 5 Recommendation from friend 7 0 00 Saw/heard advertisement Read an article/heard a news story 7 69

Planning Cycle Base: Overnight Marketable Trips Percent of Total 4 4 9 6 6 Months or More -5 Months Months Month or Less 00 0 70

Information Sources Used for Planning the Trip Base: Overnight Marketable Trips Percent of Total Online/Internet 40 4 Personal experience 8 9 Books 9 4 Travel guide Auto club Hotel/resort 8 0 9 0 00 Advice from friends/relatives 8 9 State tourism office 4 Television 7

Information Sources Used for Planning the Trip (cont d) Base: Overnight Marketable Trips Social Media Magazines A toll-free number Local visitors bureaus/coc Radio Electronic newsletter Newspapers Association/club Travel Agent Blogs Percent of total 4 < < 0 00 7

Information Sources Considered Useful for Planning the Trip Base: Overnight Marketable Trips Percent of Total Online/Internet Personal experience Books Auto club Travel guide Hotel/resort Advice from friends/relatives State tourism office Magazines Social Media 4 0 9 9 0 9 8 9 5 45 48 0 00 7

Information Sources Considered Useful for Planning the Trip (cont d) Base: Overnight Marketable Trips Percent of Total Local visitors bureaus/coc Television Radio Electronic newsletter A toll-free number Newspapers Association/club Blogs Travel Agent < < < 4 0 00 74

Use of Pennsylvania Tourism Office Trip Planning Tools Base: Overnight Marketable Trips Percent of Total www.visitpa.com 8 0 Pennsylvania travel guide 6 9 Blog about Pennsylvania Pennsylvania Facebook page 5 6 5 9 0 00 PURSUITS magazine 5 5 Pennsylvania Twitter page 75

www.visitpa.com Usefulness Base: Overnight Marketable Trips 0 4 5 7 00 < 67 0 5 50 75 00 Percent -Pt. Scale: Not Very Useful Somewhat Useful Very Useful 76

Pennsylvania Travel Guide Usefulness Base: Overnight Marketable Trips 0 44 56 00 7 60 0 5 50 75 00 Percent -Pt. Scale: Not Very Useful Somewhat Useful Very Useful 77

Websites Used for Planning Pennsylvania Trip Base: Overnight Marketable Trips Percent of Total Hotel websites 6 www.visitpa.com 8 0 Online booking engines 9 0 0 Car rental websites 00 Airline websites < < 78

Trip Elements Planned Using Internet Base: Overnight Marketable Trips Percent of Total Accommodation 4 5 Car route/locations/map Local activities/attractions/things to see and do Restaurants 4 5 4 6 0 00 Flight/train/bus/rental car 6 8 Packages tours/cruises 4 79

Reasons for Visiting www.visitpa.com Base: Overnight Marketable Trips Percent of Total To obtain more information after I decided to visit 45 44 To help me decide which Pennsylvania destination to visit 9 4 0 To learn more about Pennsylvania 9 8 00 To help me decide to visit Pennsylvania 6 9 80

www.visitpa.com Influence on Planning Base: Overnight Marketable Trips 0 8 45 5 00 8 4 48 0 5 50 75 00 Percent No Influence Very little Influence Some Influence Large Influence 4-Pt. Scale: No Influence, Very Little Influence, Some Influence, A Large Influence 8

www.visitpa.com Influence on Visitation Base: Overnight Marketable Trips 0 66 00 0 56 4 0 5 50 75 00 Percent Very little Influence Some Influence Large Influence 4-Pt. Scale: No Influence, Very Little Influence, Some Influence, A Large Influence 8

Channels to www.visitpa.com Base: Overnight Marketable Trips Percent of Total Internet search Magazine or newspaper advertisement Internet advertisement Travel brochure Pennsylvania travel guide Family/friend(s)/colleague(s) Magazine or newspaper article/programs Other advertisement (e.g., Radio, billboard, etc.) 8 9 7 7 5 5 9 6 7 70 0 00 8

Technology Used by Travelers Base: Overnight Marketable Trips Percent of Total Desktop computer 6 5 Laptop computer Smartphone 8 7 8 Planning the trip During the trip Tablet computer 5 84

Planning Considerations Beyond Cost Base: Overnight Marketable Trips Percent of Total Destination I wanted to see and experience 0 4 Activities I wanted to do 5 8 Performance/event/occasion I wanted to attend Looking for a certain type of vacation experience 0 7 7 7 0 00 Nearby destination Visit family/friends 4 4 6 7 Cost was the only consideration 85

Percent of Travelers Booking In Advance Base: Overnight Marketable Trips Percent of Total 78 79 00 0 86

Booking Cycle Base: Overnight Marketable Trips Percent of Total 45 5 0 9 8 4 6 Months or More -5 Months Months Month or Less 00 0 87

Use of Vacation Packages and Group Travel Base: Overnight Marketable Trips Percent of Total Pre-Paid Package 9 9 0 00 Escorted Group Tour 6 8 88

Trip Characteristics of Pennsylvania s Marketable Overnight Travelers

Distance Traveled to Pennsylvania Base: Overnight Marketable Trips Percent of Total Over,000 Miles 500-,000 Miles 00-499 Miles 00-99 Miles 7 7 0 8 0 00 55 55 50-99 Miles 7 8 Under 50 Miles 8 0 90

Transportation Used to Enter Pennsylvania Base: Overnight Marketable Trips starting outside of Pennsylvania Percent of Total Personal Own car Truck/Van/RV Rental car Bicycle/Motorcycle 6 5 5 < 8 8 86 Commercial Plane Train Bus Taxi Ferry/cruise ship/boat Shuttle van 8 4 < 0 00 9

Transportation Used Inside Pennsylvania Base: Overnight Marketable Trips Percent of Total Personal Commercial Own car Rental car Truck/Van/RV Bicycle/Motorcycle Motor/sailboat Bus Shuttle van Plane Ferry/cruise ship/boat Taxi Train 8 7 4 6 < 5 4 4 4 84 8 0 00 9

Total Nights Away Base: Overnight Marketable Trips Night Percent of Total Nights -6 Nights 5 7 0 00 7 + Nights 9 Average Number of Nights 0 00.. 9

Length of Stay Base: Overnight Marketable Trips 0.6 0. Total =.9 Pennsylvania* Other Places 00.6 0. Total =.9 Average Number of Nights * Those who spent + nights anywhere in Pennsylvania 94

Accommodations* Base: Overnight Marketable Trips Percent of Total Hotel Motel Indoor water park Own House/Cottage/Cabin Friends/Relatives House/Cottage/Cabin Time Sharing Unit Bed & Breakfast Other Accommodation Country Inn/Lodge Rented Campground/trailer park site Seasonally Rented House/Cottage/Cabin Rented Condominium Wilderness Campsite Other Rented House/Cottage/Cabin Working Farm State Park Lodge * Percent of trip nights spent in each type of accommodation < < < < 4 5 4 4 4 7 6 8 6 0 4 0 00 4 4 95

Size of Travel Party Base: Overnight Marketable Trips 0. 0.6 Total =.8 00. 0.6 Total =.8 Average No. of People Adults Children under 8 96

Composition of Travel Party Base: Overnight Marketable Trips Spouse/Partner Child(ren) Friend(s) Just Myself Parent(s) Other Relative(s) Grandparents Business Associates Percent of Total 9 9 8 0 6 9 5 8 66 65 0 00 97

Trip Experiences Overnight Marketable Trips

Things Seen and Experienced on Trip Base: Overnight Marketable Trips Percent of Total Scenic drive Other shopping Outlet shopping Historical house museum Farmer's market State/national park Civil war site Art museum/exhibit Other museums Other historical sites Local artist 5 7 6 8 6 7 7 7 6 9 0 0 8 4 4 6 7 8 0 0 0 00 99

Things Seen and Experienced on Trip (cont d) Base: Overnight Marketable Trips Percent of Total Unique shopping Zoo Historic house tour Revolutionary war site Brewery Historical re-enactments Guided tour Birdwatching Caves Winery/vineyard Botanical gardens Aquarium Coal mine < 5 4 4 4 4 4 6 7 0 00 00

Dining/Entertainment Base: Overnight Marketable Trips Percent of Total Unique local foods Casino/racetrack Up-scale restaurants Fair/festival Nightlife Bar/disco/nightclub Other live performance Local music/theater Theater/dance/symphony/opera Jazz/rock concert Auto show Professional theater Entertainment/shows Dance performance Classical music/dance 4 5 5 6 7 8 8 7 7 7 8 0 0 0 5 0 00 0

Sports and Recreation Base: Overnight Marketable Trips Percent of Total Amusement/waterpark 5 7 Other outdoor sport/activity 0 9 Camping 9 Professional/collegiate sports event 7 8 Swam in a pool Hiking Amateur sporting event 4 4 6 6 8 0 00 Fishing 4 5 Beach at lake/rive 4 Jogging/running Swam in a lake/river 5 0

Sports and Recreation (cont d) Base: Overnight Marketable Trips Percent of Total Golfing Biking Hunting Horseback riding Indoor fitness/yoga Canoe/kayaking Snow skiing/snowboarding Backpacking Extreme sports Spiritual/meditation center Powerboating/sailing Snowmobiling River rafting 5 0 00 0

Activities by Origin Market of Marketable Overnight Travelers

Main Activities of Travelers from New York on Marketable Overnight Trips to Pennsylvania vs to All US Destinations Base: Overnight Marketable Trips Pennsylvania has a distinct advantage over other US destinations in attracting NY travelers interested in theme parks, historic sites, and zoos. Shopping Fine dining Swimming Landmark/historic site Casino Theme park Museum National/state park Bar/disco/nightclub Camping Professional/college sports event Beach/waterfront Zoo Brewery Fair/exhibition/festival Participation Rates Percent of Total To Pennsylvania To All US Destinations 0 5 0 5 0 5 0 5 05

Main Activities of Travelers from New Jersey on Marketable Overnight Trips to Pennsylvania vs to All US Destinations Base: Overnight Marketable Trips Pennsylvania has an advantage over other US destinations in attracting NJ travelers interested in historic sites, museums, outdoor activities, and national/state parks. Shopping Fine dining Landmark/historic site Museum Swimming National/state park Theme park Casino Skiing/snowboarding Bar/disco/nightclub Fair/exhibition/festival Camping Hiking/backpacking Spa Fishing Participation Rates Percent of Total To Pennsylvania To All US Destinations 0 5 0 5 0 5 0 5 06

Main Activities of Travelers from Ohio on Marketable Overnight Trips to Pennsylvania vs to All US Destinations Base: Overnight Marketable Trips Pennsylvania has an advantage over other US destinations in attracting travelers from Ohio interested in casinos, museums, national/state parks, sports events, and night life. Casino Shopping National/state park Fine dining Museum Landmark/historic site Bar/disco/nightclub Swimming Hiking/backpacking Theme park Beach/waterfront Fair/exhibition/festival Professional/college sports event Skiing/snowboarding Fishing Participation Rates Percent of Total To Pennsylvania To All US Destinations 0 5 0 5 0 5 0 5 07

Main Activities of Travelers from Maryland on Marketable Overnight Trips to Pennsylvania vs to All US Destinations Base: Overnight Marketable Trips Pennsylvania has an advantage over other US destinations in attracting travelers from Maryland interested in outdoor activities, sports events, and fair/exhibition/festivals. Shopping Swimming Fine dining Landmark/historic site National/state park Hiking/backpacking Camping Bar/disco/nightclub Theme park Fair/exhibition/festival Museum Professional/college sports event Skiing/snowboarding Beach/waterfront Fishing Participation Rates Percent of Total To Pennsylvania To All US Destinations 0 5 0 5 0 5 0 5 40 08

Main Activities of Travelers from Pennsylvania on Marketable Overnight Trips to Pennsylvania vs to All US Destinations Base: Overnight Marketable Trips Pennsylvania s outdoor recreational opportunities are a big draw for the state s resident travelers. Shopping Camping Swimming National/state park Casino Fine dining Landmark/historic site Hiking/backpacking Museum Fishing Theme park Beach/waterfront Bar/disco/nightclub Fair/exhibition/festival Boating/sailing Participation Rates Percent of Total To Pennsylvania To All US Destinations 0 5 0 5 0 5 0 5 40 09

Activities by Presence/Absence of Children in Travelers Household

Main Activities of Travelers to Pennsylvania on Marketable Overnight Trips With Children and Without Children Base: Overnight Marketable Trips Travelers with children are far more likely to visit a theme park or participate in outdoor activities, while those without children are more likely to visit fine dining, a casino, and historic sites. Shopping Fine dining Landmark/historic site National/state park Museum Casino Bar/disco/nightclub Swimming Camping Fair/exhibition/festival Beach/waterfront Theme park Hiking/backpacking Professional/college sports event Fishing Participation Rates Percent of Total No Children Under Age 8 With Children 0 5 0 5 0 5 0 5

Regional Attractions Visited 0 Marketable Overnight Trips

Pennsylvania Regional Map

Pennsylvania Attractions/Events Pennsylvania s Great Lakes Region* Base: Overnight Trips Percent of Total City of Erie 4 Erie Zoo & Botanical Gardens Presque Isle State Park 0 Splash Lagoon/Waldameer Water Parks 4 Presque Isle Downs & Casino Covered Bridges 0 Golf course 8 Historic House/Museum 8 Erie Art Museum 7 Winery/Vineyard 7 Tom Ridge Environmental Center 6 *Erie Region Underground Railroad 4

Pennsylvania Attractions/Events Pennsylvania s Great Lakes Region* Base: Overnight Trips Percent of Total Conneaut Lake Cook Forest 9 Oil City 9 Oil Heritage Region 8 Erie National Wildlife Refuge 6 Conneaut Lake Park 6 Oil Creek & Titusville Railroad 6 Covered Bridges 5 Underground Railroad 5 Historic House/Museum 5 Golf course 4 Pymatuning State Park 4 Grove City Shopping Outlets *Remainder of Region Oil Creek State Park 5

Pennsylvania Attractions/Events Pittsburgh and Its Countryside Region* Base: Overnight Marketable Trips Percent of Total City of Pittsburgh 8 Professional Sports Game (Pittsburgh Steelers/Pirates/Penguins) 5 Pittsburg Zoo & PPG Aquarium Carnegie Museums 4 Fort Pitt Museum College Sports Event Historic House/Museum 8 8 8 Pittsburgh Cultural District Children's Museum of Pittsburgh Winery/Vineyard Phipps Conservatory & Gardens 7 6 6 6 Cathedral of Learning *Pittsburgh/Allegheny County Duquesne Incline 6

Pennsylvania Attractions/Events Pittsburgh and Its Countryside Region* Base: Overnight Marketable Trips Percent of Total Zelienople 0 Golf course 6 Amish Farms/Countryside 5 Historic House/Museum 5 Winery/Vineyard 4 Old Economy Village A Covered Bridge *Remainder of Region Slippery Rock 7

Pennsylvania Attractions/Events Laurel Highlands Region* Base: Overnight Trips Percent of Total Winery/Vineyard Seven Springs Uniontown Historic House/Museum Shanksville/Stonycreek/Flight 9 Memorial Fallingwater/Frank Lloyd Wright House Connellsville Meyersdale Nemacolin Underground Railroad Ohiopyle/Ohiopyle State Park Other Frank Lloyd Wright Houses Friendship Hill National Historic Site Fort Ligonier Bushy Run Battlefield Fort Necessity National Battlefield 5 7 7 6 6 6 6 9 9 6 6 6 8

Pennsylvania Attractions/Events Pennsylvania Wilds Region* Base: Overnight Trips Percent of Total Little Pine State Park 5 Millionaires' Row (Historic Homes) Historic House/Museum 9 9 Little League World Series & Related Events Golf course 6 6 Winery/Vineyard 4 Peter J. McGovern Little League Museum Piper Aviation Museum *Willamsport/Lycoming County Underground Railroad 9

Pennsylvania Attractions/Events Pennsylvania Wilds Region* Base: Overnight Trips Percent of Total Allegheny National Forest Cook Forest State Park Clarion River Pennsylvania's Elk Herd/Elk State Park Kettle Creek State Park Pennsylvania Lumber Museum Pine Creek Gorge/Pennsylvania Grand Canyon Tionesta/Tionesta Lake Penn Brad Oil Museum Punxsutawney/Groundhog Phil Zippo/Case Museum Red Hill Fish Fossil Site Kinzua State Park/Kinzua Bridge/Kinzua Dam Historic Curtin Village/Eagle Ironworks The Woolrich Store & Outlet *Remainder of Region 5 4 4 4 6 7 0 9 9 0

Pennsylvania Attractions/Events Valleys of the Susquehanna Region* Base: Overnight Trips Percent of Total Knoebels Amusement Park & Resort 5 Covered Bridges 0 Historic Home/Museum 9 Golf Course 7 Shikellamy State Park 6 Winery/Vineyard 5 Joseph Priestley House Bloomsburg Fair Ricketts Glen State Park

Pennsylvania Attractions/Events The Alleghenies Region* Base: Overnight Trips Percent of Total Penn State University 0 Covered Bridges 8 Penn State Sports Event 7 Bellefonte Museum 4 Toftrees Golf Resort 4 Central Pennsylvania Festival of the Arts *State College Region Penn State All Sports Museum

Pennsylvania Attractions/Events The Alleghenies Region* Base: Overnight Trips Percent of Total Johnstown Inclined Plane Horseshoe Curve Gravity Hill 9 9 9 Altoona Railroad Museum 7 Johnstown Flood Museum/Memorial 6 Old Bedford Village 5 Bedford Springs 4 Covered Bridges Winery/Vineyard 4 Raystown Lake *Remainder of Region Lakemont Park

Pennsylvania Attractions/Events Upstate PA Region* Base: Overnight Trips Percent of Total Covered Bridges Historic Home/Museum 8 8 Golf course Old Mill Village Museum 5 5 Center For Anti-Slavery Studies 4 Winery/Vineyard Pennsylvania Anthracite Coal Miners Eagle's Mere Historic Village Underground Railroad Ricketts Glen State Park *Endless Mountains The Downs at Carbondale 4

Pennsylvania Attractions/Events Upstate PA Region* Base: Overnight Trips Lackawanna Coal Mine Tour Winery/Vineyard Historic Home/Museum Covered Bridges Golf course Mohegan Sun at Pocono Downs Percent of Total 6 5 5 4 4 Pioneer Tunnel Coal Mine Underground Railroad Steamtown National Historic Site Houdini Tour & Museum Lackawanna Electric Trolley The Downs at Hazleton PA Anthracite Coal Museum *Wilkes-Barre/Scranton 5

Pennsylvania Attractions/Events Pocono Mountains Region Base: Overnight Marketable Trips Percent of Total Mount Airy Casino Resort Bushkill Falls The Crossings Premium Outlets Delaware Water Gap Camelback Waterpark Jim Thorpe Pocono Raceway Carousel Water & Fun Park Caesar's Resort Hickory Run State Park & Big Boulder Field Golf course Lake Wallenpaupack Promised Land State Park Great Wolf Lodge The Downs at East Stroudsburg Tobyhanna State Park 5 5 5 4 4 7 7 7 9 9 8 6

Pennsylvania Attractions/Events Dutch Country Roads Region* Base: Overnight Marketable Trips Percent of Total Gettysburg Battlefield/National Military Park 7 Historic Home/Museum Gettysburg National Military Park & Museum Covered Bridges 0 Winery/Vineyard Eisenhower National Historic Site 6 6 Gettysburg Diorama 5 Outlet Malls at Gettysburg Village 4 General Lee's Headquarters Hall of Presidents & First Ladies 4 4 Land of Little Horses *Gettysburg (Adams County); Gettysburg Battlefield/National Military Park and Gettysburg National Military Park & Museum have net attendance of 8% 7

Pennsylvania Attractions/Events Dutch Country Roads Region* Base: Overnight Marketable Trips Percent of Total HersheyPark 0 The Hershey Story, The Museum on Chocolate Avenue 4 Outlets at Hershey Hershey Gardens 9 Indian Echo Caverns Lake Tobias Wildlife Park Historic Home/Museum Antique Auto Museum at Hershey Pennsylvania State Capitol 5 5 5 4 4 Covered Bridges Winery/Vineyard Underground Railroad Whitaker Center for Science & the Arts * Harrisburg/Hershey Area 8

Pennsylvania Attractions/Events Dutch Country Roads Region* Base: Overnight Marketable Trips Percent of Total Amish Farms/Countryside 6 Outlet Mall (Rockvale, Tanger) 7 Covered Bridges 5 Strasburg Railroad/Traintown 0 Railroad Museum of Pennsylvania 8 Dutch Wonderland Family Amusement Park Historic Home/Museum Ephrata Cloister Winery/Vineyard 7 7 6 6 Lancaster Central Market People's Place Quilt Museum 4 5 Christiana Underground Railroad Center at *Lancaster Amish Farmland National Toy Train Museum 9

Pennsylvania Attractions/Events Dutch Country Roads Region* Base: Overnight Marketable Trips Percent of Total Utz Quality Foods Factory 5 Snyder's of Hanover Martin's Potato Chip Factory Harley-Davidson Factory Gifford Pinchot State Park Hanover Shoe Farms *York Region 0

Pennsylvania Attractions/Events Dutch Country Roads Region* Base: Overnight Marketable Trips Percent of Total VF Outlet Village 8 Cabela's 5 Carlisle Auto Show Historic Home/Museum 4 4 Pine Grove State Park & Iron Furnace Hawk Mountain Army Heritage & Education Center Kings Gap Environmental Education & Training Center Union Canal *Remainder of region

Pennsylvania Attractions/Events Lehigh Valley Region Base: Overnight Trips Percent of Total Bethlehem Sands Casino Resort 6 Winery/Vineyard Historic Home/Museum The Downs at Lehigh Valley Covered Bridges 9 9 Dorney Park & Wildwater Kingdom 8 National Canal Museum 6 Mack Trucks Crayola Factory Martin Guitars Museum of Indian Culture 4 4 4

Pennsylvania Attractions/Events Philadelphia & The Countryside Region* Base: Overnight Marketable Trips Percent of Total Liberty Bell/Liberty Bell Center 9 Independence Hall/Independence Visitor Center National Constitution Center Philadelphia Museum of Art 4 Historic Home/Museum Reading Terminal Market 9 Philadelphia Zoo 6 *Philadelphia Please Touch Museum 6

Pennsylvania Attractions/Events Philadelphia & The Countryside Region* (cont d) Base: Overnight Marketable Trips Percent of Total Independence Seaport Museum 5 US Mint 4 The Franklin (institute) Covered Bridges Eastern State Penitentiary Historic Site Philadelphia Premium Outlets *Philadelphia Rodin Museum 4

Pennsylvania Attractions/Events Philadelphia & The Countryside Region* Base: Overnight Marketable Trips Percent of Total Herr's Snack Factory Tour 5 Historic Home/Museum Covered Bridges Brandywine Battlefield Park Longwood Gardens *Brandywine Valley 5

Pennsylvania Attractions/Events Philadelphia & The Countryside Region* Base: Overnight Marketable Trips Percent of Total King of Prussia Mall Valley Forge National Historic Park 6 Prime Outlets 4 Peddler's Village 4 Sesame Place Historic Home/Museum Covered Bridges *Remainder of Region Golf course 6

Importance of Factors in Choice of Pennsylvania Tourism Region

Importance of Factors In Choosing to Visit Pennsylvania s Great Lakes Region Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Affordable attractions/events Lots of things for adults to see and do Having family or friends who live in the region Being at a place I ve never seen before Availability of mid-range accommodations Lots of things for children to see and do A fun place for couples Unique or local food and cuisine Availability of economy or budget accommodations Within a two-to-four-hour drive from home * Rated 8, 9 or 0 on 0-pt. Importance scale 4 6 6 40 5 44 4 4 9 40 4 9 9 7 7 7 48 48 54 54 6 7 0 00 8

Importance of Factors In Choosing to Visit Pennsylvania s Great Lakes Region (cont d) Base: Overnight Trips % Rating Factor As Very Important* Great shopping 9 6 Within a two-hour drive from home 5 Lots of information about the destination on the 0 4 A great rural/agricultural area 6 Lots of cultural things to see or experience A fun city environment Lots of historic things to see or experience 9 7 0 0 00 Great opportunities for nature/eco-travel 8 9 Availability of luxury accommodations 0 9 Availability of camping or RV facilities 8 0 Focus on green travel 7 Different or unique local artwork/craftwork * Rated 8, 9 or 0 on 0-pt. Importance scale 9 5 9

Importance of Factors In Choosing to Visit Pittsburgh & Its Countryside Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Having family or friends who live in the region Affordable attractions/events Lots of things for adults to see and do Unique or local food and cuisine A fun city environment Great shopping Availability of mid-range accommodations Availability of economy or budget accommodations Within a two-to-four-hour drive from home A fun place for couples * Rated 8, 9 or 0 on 0-pt. Importance scale 4 9 4 4 4 0 8 8 0 7 7 7 4 4 49 5 59 58 6 55 0 00 40

Importance of Factors In Choosing to Visit Pittsburgh & Its Countryside (cont d) Base: Overnight Trips % Rating Factor As Very Important* Lots of cultural things to see or experience Being at a place I ve never seen before Lots of historic things to see or experience Lots of things for children to see and do Within a two-hour drive from home Lots of information about the destination on the Availability of luxury accommodations Different or unique local artwork/craftwork A great rural/agricultural area Great opportunities for nature/eco-travel Focus on green travel Availability of camping or RV facilities * Rated 8, 9 or 0 on 0-pt. Importance scale 6 7 9 8 4 8 0 0 6 0 7 0 6 4 4 9 8 0 00 4

Importance of Factors In Choosing to Visit Laurel Highlands Region Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Having family or friends who live in the region Lots of things for adults to see and do Affordable attractions/events A great rural/agricultural area Availability of mid-range accommodations Unique or local food and cuisine Lots of historic things to see or experience Being at a place I ve never seen before Availability of economy or budget accommodations Availability of luxury accommodations * Rated 8, 9 or 0 on 0-pt. Importance scale 7 6 7 6 0 5 8 9 44 45 4 50 5 54 6 7 0 00 4

Importance of Factors In Choosing to Visit Laurel Highlands Region (cont d) Base: Overnight Trips % Rating Factor As Very Important* Within a two-hour drive from home A fun place for couples Lots of things for children to see and do Different or unique local artwork/craftwork Lots of cultural things to see or experience Within a two-to-four-hour drive from home Lots of information about the destination on the Focus on green travel Availability of camping or RV facilities A fun city environment Great opportunities for nature/eco-travel Great shopping * Rated 8, 9 or 0 on 0-pt. Importance scale 0 9 9 0 8 5 7 0 7 7 5 5 5 8 0 8 6 4 0 00 4

Importance of Factors In Choosing to Visit Pennsylvania Wilds Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Having family or friends who live in the region Affordable attractions/events Within a two-to-four-hour drive from home Availability of economy or budget accommodations Availability of mid-range accommodations Within a two-hour drive from home Lots of historic things to see or experience Being at a place I ve never seen before Lots of things for children to see and do Lots of things for adults to see and do * Rated 8, 9 or 0 on 0-pt. Importance scale * Caution - low base size. 9 8 6 7 4 9 9 8 6 6 5 5 9 50 44 45 46 44 6 6 59 0 00 44

Importance of Factors In Choosing to Visit Pennsylvania Wilds (cont d) Base: Overnight Trips % Rating Factor As Very Important* A great rural/agricultural area Availability of camping or RV facilities A fun place for couples A fun city environment Lots of cultural things to see or experience Lots of information about the destination on the Great opportunities for nature/eco-travel Availability of luxury accommodations Great shopping Focus on green travel Different or unique local artwork/craftwork Unique or local food and cuisine * Rated 8, 9 or 0 on 0-pt. Importance scale * Caution - low base size. 4 0 6 7 0 0 8 0 6 7 8 0 00 45

Importance of Factors In Choosing to Visit Valleys of the Susquehanna Region Base: Overnight Trips % Rating Factor As Very Important* Having family or friends who live in the region Convenient access by car Feeling safe at the destination Affordable attractions/events Availability of economy or budget accommodations Lots of historic things to see or experience Within a two-hour drive from home Unique or local food and cuisine Being at a place I ve never seen before Lots of things for adults to see and do Lots of cultural things to see or experience A great rural/agricultural area * Rated 8, 9 or 0 on 0-pt. Importance scale 4 0 9 5 9 0 7 6 4 5 5 7 40 54 5 47 46 49 46 0 00 46

Importance of Factors In Choosing to Visit Valleys of the Susquehanna Region Cont d Base: Overnight Trips % Rating Factor As Very Important* Availability of mid-range accommodations Lots of things for children to see and do Lots of information about the destination on the Within a two-to-four-hour drive from home Availability of camping or RV facilities Great shopping Great opportunities for nature/eco-travel Different or unique local artwork/craftwork A fun place for couples Availability of luxury accommodations Focus on green travel A fun city environment 4 4 0 8 8 6 8 6 6 5 6 9 8 8 9 4 0 00 * Rated 8, 9 or 0 on 0-pt. Importance scale 47

Importance of Factors In Choosing to Visit The Alleghenies Region Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Having family or friends who live in the region Lots of things for adults to see and do Affordable attractions/events Availability of mid-range accommodations Unique or local food and cuisine A great rural/agricultural area Within a two-to-four-hour drive from home Within a two-hour drive from home Lots of things for children to see and do Lots of information about the destination on the * Rated 8, 9 or 0 on 0-pt. Importance scale 0 0 7 0 9 0 6 5 44 44 4 44 7 7 9 5 58 65 6 64 6 0 00 48

Importance of Factors In Choosing to Visit The Alleghenies Region (cont d) Base: Overnight Trips % Rating Factor As Very Important* Lots of historic things to see or experience Availability of economy or budget accommodations Being at a place I ve never seen before Availability of luxury accommodations A fun place for couples Availability of camping or RV facilities Lots of cultural things to see or experience Great shopping A fun city environment Great opportunities for nature/eco-travel Different or unique local artwork/craftwork Focus on green travel * Rated 8, 9 or 0 on 0-pt. Importance scale 8 0 9 8 7 8 6 6 5 0 9 9 7 0 7 5 0 00 49

Importance of Factors In Choosing to Visit Upstate PA Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Affordable attractions/events Having family or friends who live in the region Lots of things for adults to see and do Being at a place I ve never seen before Availability of economy or budget accommodations Lots of cultural things to see or experience Availability of mid-range accommodations Within a two-to-four-hour drive from home Lots of historic things to see or experience A great rural/agricultural area * Rated 8, 9 or 0 on 0-pt. Importance scale 4 8 4 4 4 9 8 6 57 5 55 50 45 44 58 44 46 6 76 74 7 0 00 50

Importance of Factors In Choosing to Visit Upstate PA (cont d) Base: Overnight Trips % Rating Factor As Very Important* Unique or local food and cuisine A fun place for couples Great shopping Different or unique local artwork/craftwork A fun city environment Lots of information about the destination on the Internet Within a two-hour drive from home Availability of luxury accommodations Availability of camping or RV facilities Great opportunities for nature/eco-travel Lots of things for children to see and do Focus on green travel * Rated 8, 9 or 0 on 0-pt. Importance scale 9 9 7 5 7 0 5 7 0 0 9 8 8 8 8 45 0 00 5

Importance of Factors In Choosing to Visit Pocono Mountains Base: Overnight Marketable Trips % Rating Factor As Very Important* Convenient access by car Feeling safe at the destination Lots of things for adults to see and do Affordable attractions/events Availability of mid-range accommodations Within a two-hour drive from home Within a two-to-four-hour drive from home Availability of economy or budget accommodations Lots of things for children to see and do A fun place for couples Being at a place I ve never seen before Great shopping * Rated 8, 9 or 0 on 0-pt. Importance scale 0 44 44 50 45 48 46 46 45 4 4 8 6 6 55 54 58 74 7 7 74 0 00 5

Importance of Factors In Choosing to Visit Pocono Mountains (cont d) Base: Overnight Marketable Trips % Rating Factor As Very Important* A fun city environment Lots of information about the destination on the Internet Unique or local food and cuisine Availability of luxury accommodations Lots of historic things to see or experience Lots of cultural things to see or experience Great opportunities for nature/eco-travel A great rural/agricultural area Availability of camping or RV facilities Different or unique local artwork/craftwork Focus on green travel Having family or friends who live in the region * Rated 8, 9 or 0 on 0-pt. Importance scale 9 9 8 7 6 5 6 4 4 8 8 6 7 6 7 0 6 6 0 00 5

Importance of Factors In Choosing to Visit Dutch Country Roads Base: Overnight Marketable Trips % Rating Factor As Very Important* Feeling safe at the destination Convenient access by car Affordable attractions/events Availability of mid-range accommodations Lots of things for adults to see and do Lots of historic things to see or experience Great shopping Lots of cultural things to see or experience Availability of economy or budget accommodations Lots of things for children to see and do Within a two-to-four-hour drive from home Unique or local food and cuisine * Rated 8, 9 or 0 on 0-pt. Importance scale 9 7 5 5 6 0 5 7 9 5 7 6 44 48 5 57 6 6 68 7 0 00 54

Importance of Factors In Choosing to Visit Dutch Country Roads (cont d) Base: Overnight Marketable Trips % Rating Factor As Very Important* Being at a place I ve never seen before A fun city environment Within a two-hour drive from home Lots of information about the destination on the A fun place for couples A great rural/agricultural area Availability of camping or RV facilities Having family or friends who live in the region Different or unique local artwork/craftwork Availability of luxury accommodations Great opportunities for nature/eco-travel Focus on green travel * Rated 8, 9 or 0 on 0-pt. Importance scale 6 8 9 6 4 7 9 7 0 7 9 6 4 0 4 6 4 0 00 55

Importance of Factors In Choosing to Visit Lehigh Valley Base: Overnight Trips % Rating Factor As Very Important* Feeling safe at the destination Having family or friends who live in the region Affordable attractions/events Convenient access by car Lots of things for adults to see and do Unique or local food and cuisine Being at a place I ve never seen before Availability of economy or budget accommodations A great rural/agricultural area Lots of historic things to see or experience Lots of things for children to see and do Within a two-to-four-hour drive from home * Rated 8, 9 or 0 on 0-pt. Importance scale 9 8 9 7 0 4 8 8 7 7 5 6 5 4 5 49 46 48 4 45 55 6 0 00 56

Importance of Factors In Choosing to Visit Lehigh Valley (cont d) Base: Overnight Trips % Rating Factor As Very Important* A fun place for couples Availability of mid-range accommodations Lots of information about the destination on the Great shopping Within a two-hour drive from home A fun city environment Lots of cultural things to see or experience Great opportunities for nature/eco-travel Different or unique local artwork/craftwork Availability of luxury accommodations Focus on green travel Availability of camping or RV facilities * Rated 8, 9 or 0 on 0-pt. Importance scale 5 7 0 6 6 4 8 8 8 0 4 8 0 00 57

Importance of Factors In Choosing to Visit Philadelphia & The Countryside Base: Overnight Marketable Trips % Rating Factor As Very Important* Affordable attractions/events Lots of things for adults to see and do Convenient access by car Feeling safe at the destination A fun city environment Lots of historic things to see or experience Lots of information about the destination on the Internet Availability of mid-range accommodations Lots of cultural things to see or experience A fun place for couples Being at a place I ve never seen before Great shopping * Rated 8, 9 or 0 on 0-pt. Importance scale 9 4 40 9 4 70 6 67 5 65 57 6 6 58 48 55 55 5 5 49 49 48 0 00 58

Importance of Factors In Choosing to Visit Philadelphia & The Countryside (cont d) Base: Overnight Marketable Trips % Rating Factor As Very Important* Lots of things for children to see and do Availability of luxury accommodations Within a two-to-four-hour drive from home Unique or local food and cuisine Within a two-hour drive from home A great rural/agricultural area Availability of economy or budget accommodations Having family or friends who live in the region Great opportunities for nature/eco-travel Different or unique local artwork/craftwork Availability of camping or RV facilities Focus on green travel * Rated 8, 9 or 0 on 0-pt. Importance scale 4 7 8 5 0 9 7 6 8 6 5 4 47 47 46 45 4 45 0 00 59

Product Delivery Marketable Overnight Trips

Traveller Priorities Respondents were asked to rate Pennsylvania (on a scale of to 0) on approximately 60 destination attributes. A factor analysis was undertaken to organize these attributes into categories, or factors, in order to simplify discussion. The degree of association between each factor was then measured on whether Pennsylvania is a place I would really enjoy visiting. In order to get the recent Pennsylvania visitor interested in returning, it is important that the state be perceived as a destination that is exciting, while at the same time is safe, welcoming, attractive to adults, and good for the whole family. 6

Traveler Priorities Base: Overnight Marketable Trips Exciting Worry Free Adult Atmosphere Family Destination Climate Unique Sightseeing Relative Importance Affordable Luxurious Entertainment Sports and Recreation *A measure of the degree of association between each factor and whether Destination is a place I would really enjoy visiting. 6

Hot Buttons A place I would feel welcome 9 Very affordable vacation destination Lots to see and do 0 Great place for walking/strolling about Good place to get away and relax A good place for couples to visit 4 A fun place for a vacation/getaway A place welcoming for children 5 Good place for families to visit Great value for the money 6 Good for adult vacation/getaway 4 Safe place to travel in tourist areas 7 Warm/friendly people 5 A fun place for kids 8 Exciting destination 6 Great shopping *A measure of the degree of association between each attribute and whether Destination is a place I would really enjoy visiting. 6

Product Delivery Image ratings by recent visitors can be viewed as product ratings such that the recent visitor is, presumably, rating Pennsylvania from his/her experience. Recent visitors to Pennsylvania feel that its image s strengths include a travel experience that offers great live music, is a place they would feel welcome, is good place for families, is welcoming for children, and has wilderness areas. 64

Pennsylvania s Product Delivery Base: Overnight Marketable Trips Percent Who Strongly Agree Affordable Climate Worry Free Adult Atmosphere 67 64 64 64 Family Destination Exciting Sightseeing 54 54 57 Unique 45 Sports & Recreation 9 Entertainment Luxurious 5 4 65

Pennsylvania s Product Delivery Adult Atmosphere Base: Overnight Marketable Trips Percent Who Strongly Agree Adult Atmosphere 60 Good for adult vacation/getaway 56 A good place for couples to visit 64 66

Pennsylvania s Product Delivery Exciting Base: Overnight Marketable Trips Percent Who Strongly Agree Exciting 67 A fun place for a vacation/getaway 7 Exciting destination 6 67

Pennsylvania s Product Delivery Worry Free Base: Overnight Marketable Trips Percent Who Strongly Agree Worry Free 6 A place I would feel welcome 7 Good place to get away and relax 5 Safe place to travel in tourist areas 7 Warm/friendly people 5 68

Pennsylvania s Product Delivery Family Destination Base: Overnight Marketable Trips Percent Who Strongly Agree Family Destination 69 Good place for families to visit 7 A fun place for kids 6 A place welcoming for children 7 69

Pennsylvania s Product Delivery Climate Base: Overnight Marketable Trips Percent Who Strongly Agree Climate 6 Climate was perfect for what we wanted to do 6 70

Pennsylvania s Product Delivery Sightseeing Base: Overnight Marketable Trips Percent Who Strongly Agree Sightseeing 5 Truly beautiful scenery Well-known landmarks Noted for its history Lots to see and do Authentic historical sites Great wilderness areas Great place for walking/strolling about Interesting small towns/villages Excellent State/National parks Interesting cities Great farm stands/farmers' markets Too much to do and see in just one visit Beautiful gardens & parks Great place for antiquing Interesting festivals/ fairs Excellent museums/art galleries Authentic & exciting historical re-enactments Great shopping Great place for birding/nature viewing 8 9 4 4 4 45 49 48 55 5 54 5 5 5 58 6 65 69 74 7

Pennsylvania s Product Delivery Affordable Base: Overnight Marketable Trips Percent Who Strongly Agree Affordable 6 Great value for the money 58 Very affordable vacation destination 6 Affordable accommodations 48 Very affordable for a getaway weekend 66 Easy to get to 68 Not too far away for a vacation 70 Close enough for a weekend getaway 7 7

Pennsylvania s Product Delivery Unique Base: Overnight Marketable Trips Percent Who Strongly Agree Unique 56 Unique & Interesting customs/traditions 6 Talented artisans 46 Lots of unique local cuisine 59 7

Pennsylvania s Product Delivery Entertainment Base: Overnight Marketable Trips Percent Who Strongly Agree Entertainment 7 Great for theater and the arts~ 7 Great live music~ 76 74

Pennsylvania s Product Delivery Luxurious Base: Overnight Marketable Trips Percent Who Strongly Agree Luxurious 5 First-class hotels 5 First-class resorts 5 Good place to find elegant, sophisticated restaurants 57 75

Pennsylvania s Product Delivery Sports & Recreation Base: Overnight Marketable Trips Percent Who Strongly Agree Sports and Recreation 4 Great leisure biking 7 Great camping 60 Great mountain/off-road bicycling Excellent fishing 4 4 Good place for skiing/winter sports 5 Fun & challenging golf courses 44 Excellent hunting 47 Good place for extreme/adventure sports 4 76

Pennsylvania s Top 0 Image Attributes Base: Overnight Marketable Trips Percent Who Strongly Agree Great live music Great wilderness areas A place I would feel welcome A place welcoming for children Good place for families to visit A fun place for a vacation/getaway Close enough for a weekend getaway Safe place to travel in tourist areas Great for theater and the arts Not too far away for a vacation 76 74 7 7 7 7 7 7 7 70 77

Pennsylvania s Top 0 Image Attributes (cont d) Base: Overnight Marketable Trips Percent Who Strongly Agree Interesting cities Easy to get to A place I'd really enjoy visiting Very affordable for a getaway weekend Truly beautiful scenery Great location for a business A good place for couples to visit Great place for walking/strolling about A fun place for kids Unique & Interesting customs/traditions 69 68 66 66 65 65 64 6 6 6 78

Pennsylvania s Top 0 Image Attributes: PA Residents vs. Non-Residents Base: Overnight Marketable Trips Percent who strongly agree Great wilderness areas Close enough for a weekend getaway Easy to get to Climate was perfect for what we wanted to do A fun place for a vacation/getaway Good place for families to visit Very affordable for a getaway weekend Not too far away for a vacation Great location for a business meeting/conference/convention Very affordable vacation destination 69 66 6 54 68 69 6 67 6 56 88 88 88 85 85 84 80 78 78 78 PA Residents Non-Residents 79

Pennsylvania s Top 0 Image Attributes: PA Residents vs. Non-Residents (cont d) Base: Overnight Marketable Trips Percent who strongly agree A place welcoming for children A place I would feel welcome Truly beautiful scenery A fun place for kids Good place to find elegant, Lots of unique local cuisine Great live music Unique & Interesting customs/traditions Great camping Interesting cities 6 58 5 54 59 57 77 7 76 7 75 75 74 7 7 77 7 7 7 68 PA Residents Non-Residents 80

Trip Benefits Marketable Overnight Trips

Benefits From Pennsylvania Overnight Trip Base: Overnight Marketable Trips Percent of Total Relaxed/relieved stress Break from the day-to-day Created lasting memories Enriched relationship with family/friends No fixed schedule Renewed personal connections Improved family ties Arrived home with great stories 0 0 8 7 7 4 4 8 40 6 8 49 56 55 64 0 00 8

Benefits From Pennsylvania Overnight Trip (cont d) Base: Overnight Marketable Trips Percent of Total Visited a place I've never seen before Try new things Enhanced knowledge of history Enhanced cultural experiences Physically challenged and energized Better outlook on life Intellectually challenged and energized Was pampered Gained new skill(s) 9 8 8 6 0 5 5 5 6 6 6 0 0 00 8

Pennsylvania Day-Trips

Origin Markets Pennsylvania Day-Trips

State Origin Markets Marketable Day-Trips Base: Marketable Day-Trips Percent of Total Pennsylvania 49 New Jersey 6 Maryland New York 9 9 Ohio 6 Delaware West Virginia Virginia 4 86

Urban Origin Markets Marketable Day-Trips Base: Marketable Day-Trips Percent of Total Philadelphia, PA 4 Pittsburgh, PA In-State DMA s Harrisburg-Lncstr-Leb-York, PA Wilkes Barre-Scranton, PA 7 8 Johnstown-Altoona, PA 4 Erie, PA New York, NY 7 Out-of-State DMA s Baltimore, MD Washington, DC Cleveland, OH 4 4 6 Buffalo, NY Youngstown, OH 87

Traveler Profile Marketable Day-Trips

Gender Base: Marketable Day-Trips Percent of Total Male 44 44 Pennsylvania US Average Female 56 56 89

Age Base: Marketable Day-Trips Percent of Total 8-4 5-4 4 7 Pennsylvania 5-44 0 0 US Average 45-54 55-64 65+ 0 8 5 6 6 Pennsylvania US Average Average Age 47. 45.8 90

Race Base: Marketable Day-Trips Percent of Total White 87 9 African-American 5 Pennsylvania US Average Other 8 4 9

Hispanic Background Base: Marketable Day-Trips Percent of Total Yes 6 Pennsylvania US Average No 98 94 9

Marital Status Base: Marketable Day-Trips Percent of Total Married/With partner 69 68 Never married Divorced/Widowed/ Separated 9 0 Pennsylvania US Average 9

Household Size Base: Marketable Day-Trips Percent of Total member 0 0 members 7 7 members 4 members 9 0 Pennsylvania US Average 5+ members 4 Average Household Size: Pennsylvania United States.0.0 94

Children in Household Base: Marketable Day-Trips Percent of Total No children under 8 60 6 Any child between -7 Any child between 6-5 6 5 9 Pennsylvania US Average Any child under 6 9 0 95

Education Base: Marketable Day-Trips Percent of Total Post-graduate 5 7 College graduate 7 7 Some college 4 9 Pennsylvania US Average High school or less 7 0 Other 96

Employment Base: Marketable Day-Trips Percent of Total Full time/self-employed 46 48 Part time 0 Pennsylvania US Average Not employed/retired/other 4 44 97

Income Base: Marketable Day-Trips Percent of Total $50K+ 7 7 $00K-49.9K 8 7 $75K-$99.9K $50K-$74.9K 5 5 5 Pennsylvania US Average $5K-$49.9K 4 6 Under $5K 4 98

Trip Planning & Booking Marketable Day-Trips

Main Reason for Choosing Pennsylvania Base: Marketable Day-Trips Percent of Total Visited before and wanted to see more 6 Live nearby 6 Recommendation from friend 7 9 0 00 Saw/heard advertisement 5 Read an article/heard a news story 00

Planning Cycle Base: Marketable Day-Trips Percent of Total 00 0 9 0 4 4 0 0 4 6 7 6 6 4 Month or More weeks weeks 4 to 7 days to days Same day 0

Information Sources Used for Planning Base: Marketable Day-Trips Percent of Total Online/Internet 9 Personal experience 8 0 Advice from friends/relatives 6 0 Books Travel guide 6 7 7 9 0 00 Auto club 5 5 State tourism office Television Magazines 0

Information Sources Used for Planning (cont d) Base: Marketable Day-Trips Newspapers Social Media Local visitors bureaus/coc A toll-free number Hotel/resort Electronic newsletter Association/club Travel Agent Radio Percent of Total 4 < < < 0 00 0

Information Sources Considered Useful for Planning Pennsylvania Day-Trip Base: Marketable Day-Trips Percent of Total Online/Internet Personal experience 0 4 Advice from friends/relatives 7 4 Books Auto club 6 8 8 9 0 00 Travel guide 6 8 State tourism office 4 Television 4 Magazines 04

Information Sources Considered Useful for Planning Pennsylvania Day-Trip (cont d) Base: Marketable Day-Trips Percent of Total Newspapers Local visitors bureaus/coc A toll-free number 4 Hotel/resort Electronic newsletter Social Media 0 00 Association/club Travel Agent Radio < 05

Use of Pennsylvania Trip Planning Tools Base: Marketable Day-Trips Percent of Total www.visitpa.com 0 Pennsylvania travel guide 8 0 PURSUITS magazine Blog about Pennsylvania 4 4 0 00 Pennsylvania Facebook page Pennsylvania Twitter page 06

www.visitpa.com Usefulness Base: Marketable Day-Trips 0 45 55 00 48 50 * Caution - low base size. 0 5 50 75 00 Percent Not Very Useful Somewhat Useful Very Useful 07

Travel Guide Usefulness Base: Marketable Day-Trips 0 48 5 00 40 60 * Caution - low base size. 0 5 50 75 00 Percent Not Very Useful Somewhat Useful Very Useful 08

Trip Elements Planned Using Internet Base: Marketable Day-Trips Percent of Total Car route/locations/map 5 7 Local activities/attractions/things to see and do 8 Restaurants 0 0 Accommodation 7 00 Flight/train/bus/rental car 4 Packages tours/cruises 09

Reasons for Visiting www.visitpa.com Base: Marketable Day-Trips Percent of Total To help me decide which Pennsylvania destination to visit 8 55 To obtain more information after I decided to visit 9 44 To learn more about Pennsylvania 4 0 00 To help me decide to visit Pennsylvania 6 9 0

www.visitpa.com Influence on Planning Base: Marketable Day-Trips 0 8 59 00 7 6 0 5 50 75 00 Percent No Influence Very little Influence Some Influence Large Influence

www.visitpa.com Influence on Visitation Base: Marketable Day-Trips 0 6 66 7 00 6 9 40 5 0 5 50 75 00 Percent No Influence Very little Influence Some Influence Large Influence

Technology Used by Travelers Base: Marketable Day-Trips Percent of Total Desktop computer 6 Laptop computer Smartphone 0 Planning the trip During the trip Tablet computer 7

Planning Considerations Beyond Cost Base: Marketable Day-Trips Percent of Total Destination I wanted to see and experience 0 8 Activities I wanted to do Performance/event/occasion I wanted to attend 0 5 Near by destination Cost was the only consideration 6 7 8 0 00 Visit Family/friends 5 4 Looking for a certain type of vacation experience 4 4

Percent Who Booked In Advance Base: Marketable Day-Trips Percent of Total 4 9 00 0 5

Booking Cycle Base: Marketable Day-Trips Booked in Advance Percent of Total 00 0 6 7 8 9 8 0 6 7 More than month in advance weeks weeks 4 to 7 days to days Same day 6

Use of Vacation Packages and Group Travel Base: Marketable Day-Trips Percent of Total Pre-Paid Package 8 9 0 00 Escorted Group Tour 7

Marketable Day-Trip Characteristics

Distance Traveled for Pennsylvania Day-Trip Base: Marketable Day-Trips Percent of Total Under 00 Miles 6 70 00-49 Miles 7 6 0 50-99 Miles 5 8 00 Over 00 Miles 6 5 9

Transportation Used to Enter Pennsylvania Personal Base: Marketable Day-Trips Percent of Total Own car Rental car Truck/Van/RV 5 87 85 Bicycle/Motorcycle Train < < 6 5 0 00 Commercial Bus Ferry/cruise ship/boat 9 Taxi Shuttle van < < 0

Size of Travel Party Base: Marketable Day-Trips 0. 0.5 Total =.9 00. 0.5 Total =.8 Average No. of People Adults Children under 8

Composition of Travel Party Base: Marketable Day-Trips Percent of Total Spouse/Partner 6 64 Child(ren) 7 4 Friend(s) Just Myself Other Relative(s) 9 0 6 6 0 00 Parent(s) 7 Grandparents Business Associates <

Trip Experiences Marketable Day-Trips

Things Seen and Experienced on Pennsylvania Day-Trip Base: Marketable Day-Trips Percent of Total Other shopping 6 0 Scenic drive 5 4 Outlet shopping 4 Historical house museum Unique shopping State/national park 7 6 7 7 8 9 0 00 Farmer's market 6 8 Other historical sites 5 7 Winery/vineyard 4 4 4

Things Seen and Experienced on Pennsylvania Day-Trip (cont d) Base: Marketable Day-Trips Percent of Total Zoo 4 5 Other museums 4 4 Civil war site 4 Art museum/exhibit Local artist Birdwatching 4 4 0 00 Brewery Historic house tour Historical re-enactments 5

Dining/Entertainment Base: Marketable Day-Trips Percent of Total Casino/racetrack Fair/exhibition/festival Unique local foods Nightlife Up-scale restaurants Other bar/disco/nightclub Shows/entertainment Professional theater Theater/dance/symphony/opera Local music Jazz/rock concert Auto show Other live performance < 4 4 6 6 7 8 4 0 00 6

Sports and Recreation Base: Marketable Day-Trips Percent of Total Amusement/waterpark 6 Other outdoor sport/activity 4 7 Hiking 5 6 Fishing 4 Swam in a pool Professional/college sports event Swam in a lake/river 6 0 00 Hunting Camping 5 Biking Extreme sports < Snow skiing/snowboarding 7

Trip Benefits Marketable Day-Trips

Benefits From Pennsylvania Day-Trip Base: Marketable Day-Trips Percent of Total A break from the day-to-day environment 49 56 Relaxed and relieved stress 50 49 Enjoyed life with no fixed schedule 8 9 Created lasting memories Enriched relationship with spouse/children/friends 5 5 5 0 00 Improved family ties 5 4 Got to visit a place I've never seen Got to try new things Enhanced cultural experiences 9 5 9

Benefits From Pennsylvania Day-Trip (cont d) Base: Marketable Day-Trips Enhanced knowledge of history Percent of Total 8 Renewed personal connections Arrived home with great stories to share 8 8 0 0 Better outlook on life Was physically challenged and energized 6 6 5 6 0 00 Was intellectually challenged and energized 6 Gained new skill(s) Was pampered 0