Tampa/Hillsborough County 015 Visitor Report
Table of Contents Introduction.. Research Objectives.... Methodology... 5 Key Findings 6 Size & Structure of the U.S. Travel Market.... 10 Size & Structure of Tampa/Hillsborough County s Domestic Travel Market 1 Overnight Trip Detail.. 18 Overnight Expenditures... 19 Overnight Trip Characteristics Demographic Profile of Overnight Visitors... 59 Day Trip Detail.. 70 Day Trip Expenditures... 71 Day Trip Characteristics 76 Demographic Profile of Day Visitors... 96 Appendix: Key Terms Defined.. 107
Introduction Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990. In 007, our proprietary Longwoods Travel USA program was migrated from mail to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement. It is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest. This report provides an overview for Tampa/Hillsborough County s domestic tourism business in 015.
Research Objectives The visitor research program is designed to provide: Estimates of domestic overnight and day visitor volumes to Tampa/Hillsborough County A profile of Tampa/Hillsborough County s performance within its overnight travel market Profiles of Tampa/Hillsborough County s day travel market Relevant trends in each of these areas
Methodology Each quarter, a random, projectable sample of adult members (18 years of age and over) of a major U.S. consumer panel is invited to participate in the Travel USA survey: Selected to be representative of the U.S. adult population For the 015 travel year, this yielded : 7,16 trips for analysis nationally: 7,555 overnight trips 99,609 day trips For Tampa/Hillsborough County, the following sample was achieved in 015:,7 trips:,51 overnight trips 8 day trips For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 5
Key Findings
Key Findings In 015, Tampa/Hillsborough County had.1 million person trips. Of these trips, % were overnight trips. The rest were day trips. Visiting friends and relatives (at 8%) was the most frequent purpose for an overnight trip to Tampa/Hillsborough County. Marketable trips (those influenced by marketing efforts) were 8% of the total overnight trips. Coming for a theme park was the highest marketable trip purpose. For overnight trips, the top state markets were Florida, New York, Massachusetts, and Georgia. Among DMAs, the top three visitor sources were New York, Tampa, and Orlando. 7
Key Findings Two-thirds (66%) of visitors, were very satisfied with the overall trip experience. All satisfaction elements were less than the national average. Of the overnight respondents, 81% have visited Tampa/Hillsborough County at least once. Sixty-seven (67%) percent had visited in the past year. Similar to the national average, nearly half (9%) of the overnight trips were planned months or less before the trip. Less than the national average, ten percent (10%) did not plan anything in advance. Online travel agencies, airline/commercial carrier, and hotel or resort were the most common planning sources for an overnight trip. Airline/commercial carrier was the most common booking source. 8
Key Findings (Cont d) The average number of nights spent in Tampa/Hillsborough County for an overnight trip was.9 nights, up from.6 nights in 01. The average travel party size was.8 persons. The top five overnight trip activities and experiences were Shopping, Beach/Waterfront, Swimming, Fine Dining, and Theme Park. The highest social media activities on an overnight trip to Tampa/Hillsborough County were posting photos online, reading travel reviews, looking at photos online, and accessing the internet to learn about travel deals, news, events, or promotions. The usage of social media on the overnight trip remained unchanged from 01. 9
Size & Structure of the U.S. Travel Market
Millions of Trips Total Size of the U.S. Travel Market 011-015 Base: Total Overnight Person-Trips,000.% 1,500 1,000 500 1,1 1,51 1,80 1,5 1,568 0 011 01 01 01 015 11
Structure of the U.S. Travel Market 015 Overnight Trips Base: Total Overnight Person-Trips Visiting Friends/Relatives % Business-Leisure % Business 10% Marketable % 1
U.S. Market Trends for Overnight Trips 015 vs. 01 Base: Total Overnight Person-Trips All Overnight Trips Visiting Friends/Relatives Marketable Trips 1 Business-Leisure Trips Business Trips -10-5 0 5 10 Change 1
Size & Structure of Tampa/ Hillsborough County Domestic Travel Market
Total Size of Tampa/Hillsborough Domestic Travel Market in 015 Total Person-Trips =.1 Million Day Trips 51% 17. Million Overnight Trips 8% 15.8 Million 15
Tampa/Hillsborough County Overnight Travel Market by Main Trip Purpose Adult Overnight Person-Trips = 15.8 Million VFR 8% 7.6 Million 0.8 Million 1. Million Business- Leisure 5% Business 9% Marketable 8% 6.0 Million 16
Tampa/Hillsborough County Day Travel Market by Trip Purpose Adult Day Person-Trips = 17. Million VFR 6% 6.5 Million 0.5 Million Business- Leisure % Business 6% 1.0 Million Marketable 56% 9.7 Million 17
Overnight Trip Detail
Overnight Trip Expenditures
Dollars Average Per Person Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Tampa/Hillsborough County 10 100 80 60 0 0 0 $5 Lodging $ Restaurant Food & Beverage $19 $ Retail Purchases Recreation/ Sightseeing/ Entertainment $18 Transportation at Destination 0
Dollars Average Per Person Expenditures on Domestic Overnight Trips by Trip Purpose Base: Total Overnight Person-Trips to Tampa/Hillsborough County 00 00 $80 100 $15 0 Leisure Business 1
Dollars Average Per Party Expenditures on Domestic Overnight Trips By Sector Base: Total Overnight Person-Trips to Tampa/Hillsborough County 00 50 00 150 100 50 0 $15 Lodging $119 Restaurant Food & Beverage $5 $66 Retail Purchases Recreation/ Sightseeing/ Entertainment $51 Transportation at Destination
Dollars Average Per Party Expenditures on Domestic Overnight Trips by Trip Purpose Base: Total Overnight Person-Trips to Tampa/Hillsborough County 800 600 00 $61 00 $19 0 Leisure Business
Overnight Trip Characteristics
Main Purpose of Trip Base: Total Overnight Person-Trips to Tampa/Hillsborough County Marketable Trips 8% Visiting friends/relatives Theme Park Special event Resort Touring City trip Outdoors Casino Cruise 6 6 6 9 8 Other business trip Conference/Convention Business-leisure 5 5 0 10 0 0 0 50 60 5
Main Purpose of Leisure Trip Tampa/Hillsborough County vs. National Norm Base: Total Overnight Person-Trips Visiting friends/relatives Theme Park Special event Resort Touring City trip Outdoors Casino Cruise 8 9 6 7 6 5 6 8 5 6 0 10 0 0 0 50 60 Tampa/Hillsborough County U.S. Norm 6
Main Purpose of Overnight Leisure Trip to Tampa/Hillsborough County 015 vs. 01 Base: Total Overnight Person-Trips Visiting friends/relatives Theme Park Special event Resort Touring City trip Outdoors Casino Cruise 8 5 9 10 6 6 6 5 6 7 0 10 0 0 0 50 60 015 01 7
Main Purpose of Business Trip Tampa/Hillsborough County vs. National Norm Base: Total Overnight Person-Trips Conference/Convention Other business trip 5 6 0 6 8 10 Tampa/Hillsborough County U.S. Norm 8
Main Purpose of Overnight Business Trip to Tampa/Hillsborough County 015 vs. 01 Base: Total Overnight Person-Trips to Tampa/Hillsborough County Conference/Convention Other business trip 5 6 0 6 8 10 015 01 9
Sources of Business Base: Total Overnight Person-Trips to Tampa/Hillsborough County States contributing 5% or more States contributing % - 5% DMA s contributing more than % 0
State Origin Of Trip Base: Total Overnight Person-Trips to Tampa/Hillsborough County Florida New York Massachusetts Georgia New Jersey Texas California Illinois North Carolina Michigan Virginia 5 5 10 5 0 10 0 0 0 1
DMA Origin Of Trip Base: Total Overnight Person-Trips to Tampa/Hillsborough County New York, NY/NJ/PA/CT Tampa-St. Petersburg-Sarasota, FL Orlando-Daytona Beach-Melbrn, FL Miami-Ft. Lauderdale, FL Boston, MA Ft. Myers-Naples, FL Atlanta, GA Jacksonville, FL/GA Chicago, IL Washington, DC West Palm Beach-Ft. Pierce, FL Philadelphia, PA 11 8 8 6 5 0 5 10 15
Season of Trip Base: Total Overnight Person-Trips to Tampa/Hillsborough County January-March 9 April-June July-September October-December 5 0 10 0 0
Satisfaction with Tampa/Hillsborough County Trip - % Very Satisfied Base: Total Overnight Person-Trips to Tampa/Hillsborough County Overall trip experience Friendliness of people Quality of accomodations Quality of food Sightseeing/ attractions Value for the money Music/ nightlife/ entertainment 1 5 9 51 58 56 56 57 66 66 66 6 75 0 0 0 60 80 % Very Satisfied Tampa/Hillsborough County U.S. Norm
Past Visitation to Tampa/Hillsborough County Base: Total Overnight Person-Trips to Tampa/Hillsborough County Ever in the Past 81 Past Year 67 0 0 0 60 80 100 5
Length of Trip Planning Base: Total Overnight Person-Trips More than 1 year in advance 6-1 months -5 months months 1 month or less Did not plan anything in advance 1 1 18 0 17 9 5 10 1 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 6
Trip Planning Information Sources Base: Total Overnight Person-Trips Online travel agencies Airline/commercial carrier Hotel or resort Advice from relatives or friends Travel company websites Destination websites Social Media Auto club/aaa Travel Agent/Company 0 15 0 1 19 16 18 15 1 9 11 9 10 9 8 7 6 6 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 7
Trip Planning Information Sources (Cont d) Base: Total Overnight Person-Trips Travel guide/other books 800/888 number Magazine articles/ad Lodging sharing websites TV program/ad Newspaper articles/ad Visitors' bureau/gov tourism office Radio show/ad None of these 5 5 1 8 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 8
Method of Booking Base: Total Overnight Person-Trips Airline/commercial carrier Hotel or resort Online travel agencies Travel company websites Advice from relatives or friends Travel agent/company 800/888 number Auto club/aaa Destination websites 1 0 18 19 15 10 8 8 7 6 6 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 9
Method of Booking (Cont d) Base: Total Overnight Person-Trips Travel guide/other books Lodging sharing websites Magazine articles/ad Newspaper articles/ad Radio show/ad TV program/ad None of these 1 1 1 1 6 5 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 0
Devices Used for Trip Planning Base: Total Overnight Person-Trips Used Any Device (net) 8 90 Laptop Desktop/Home computer Smartphone 7 0 1 5 5 Tablet 18 17 0 0 0 60 80 100 Tampa/Hillsborough County U.S. Norm 1
Devices Used During Trip Base: Total Overnight Person-Trips Used Any Device (net) 78 86 Smartphone 65 69 Laptop 8 Tablet 8 6 0 0 0 60 80 100 Tampa/Hillsborough County U.S. Norm
Total Nights Away on Trip Base: Total Overnight Person-Trips Average Tampa/Hillsborough County 6.1 nights Average U.S. Norm.0 nights 1 night nights - nights 5-6 nights 7-1 nights 1 + nights 11 1 11 1 16 17 18 1 6 6 0 10 0 0 Tampa/Hillsborough County U.S. Norm
Number of Nights Spent in Tampa/Hillsborough County Base: Overnight Person-Trips with 1+ Nights Spent In Tampa/Hillsborough County Average Nights Spent in Tampa/Hillsborough County =.9 1 night 8 nights - nights 5-6 nights 7 + nights 8 8 0 10 0 0 0
Number of Nights Spent in Tampa/Hillsborough County 015 vs. 01 Base: Overnight Person-Trips with 1+ Nights Spent In Tampa/Hillsborough County 1 night 8 nights - nights 5-6 nights 7 8 19 Average 015 =.9 nights 01 =.6 nights 7 + nights 8 8 0 10 0 0 0 50 015 01 5
Size of Travel Party Base: Total Overnight Person-Trips Tampa/Hillsborough County. 0.6 Total =.8 U.S. Norm. 0.6 Total =.9 0 1 Average No. of People Adults Children 6
Transportation Base: Total Overnight Person-Trips Own car/truck Plane Rental car Traditional taxi cab Bus Online taxi service Train Ship/boat 7 5 6 5 5 5 9 19 6 9 56 65 0 0 0 60 80 Tampa/Hillsborough County U.S. Norm 7
Accommodations Base: Total Overnight Person-Trips Hotel/Motel Home of Friend/Relative Rented Home/Condo/Apartment Own Home/Condo/Apt/nd Home Time Share Bed & Breakfast Boat/Cruise Ship Campground/Trailer Park/RV Park Country Inn/Lodge Rented Cottage/Cabin Other 7 6 5 5 6 6 8 5 5 0 10 0 0 0 50 60 Tampa/Hillsborough County U.S. Norm 8
Activities and Experiences Base: Total Overnight Person-Trips Shopping Beach/Waterfront Swimming Fine Dining Theme Park Bar/Nightclub Landmark/Historic Site Museum National/State Park Casino 8 11 1 11 1 10 11 10 1 1 1 16 16 9 9 5 6 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 9
Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Theater Zoo Boating/Sailing Fishing Dance Art Gallery Fair/Exhibition Spa Brewery Business Meeting 5 5 7 5 7 5 7 5 7 5 7 5 6 5 6 6 9 9 9 11 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 50
Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Golf Biking Pro/College Sports Hiking/Backpacking Conference/Convention Winery Camping Rock/Pop Concert Birding Participated in adults sports event 6 6 5 5 7 5 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 51
Activities and Experiences (Cont d) Base: Total Overnight Person-Trips Spectator at amateur/ youth sports Tennis Trade Show Attended/ Participated in kids sports Motorcycle Touring Rafting Symphony 1 1 1 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 5
Activities of Special Interest Base: Total Overnight Person-Trips Family Reunion Cultural Activities/Attractions Historic Places Exceptional Culinary Experiences Brewery Tours/Beer Tasting Eco-Tourism Winery Tours/Tasting Wedding Traveling with Grandchildren Religious Travel Medical Tourism 5 6 5 5 5 5 7 1 11 17 0 1 0 10 0 0 Tampa/Hillsborough County 6 U.S. Norm 5
Online Social Media Use by Travelers Base: Total Overnight Person-Trips Used any social media for travel 69 68 Posted travel photos/ video online Read travel reviews Looked at travel photos/ video online Accessed travel news/events/deals/promotions Connected with others interested in travel Read a travel blog 15 1 1 1 1 0 8 9 0 0 0 60 80 Tampa/Hillsborough County U.S. Norm 5
Online Social Media Use by Travelers (Cont d) Base: Total Overnight Person-Trips Used any social media for travel 69 68 Contributed travel reviews Got travel advice Gave travel advice "Followed" a destination/ attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 1 11 1 11 11 9 9 9 9 9 6 6 5 5 0 0 0 60 80 Tampa/Hillsborough County U.S. Norm 55
Online Social Media Use by Travelers in Tampa/Hillsborough County 015 vs. 01 Base: Total Overnight Person-Trips Used any social media for travel 69 70 Posted travel photos/ video online Read travel reviews Looked at travel photos/ video online Accessed travel news/events/deals/promotions Connected with others interested in travel Read a travel blog 15 1 1 1 0 7 9 0 0 0 60 80 015 01 56
Online Social Media Use by Travelers in Tampa/Hillsborough County 015 vs. 01 (Cont d) Base: Total Overnight Person-Trips Used any social media for travel 69 70 Contributed travel reviews Got travel advice Gave travel advice Followed a destination/ attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 1 1 1 1 11 11 9 10 9 9 6 6 5 5 0 0 0 60 80 015 01 57
Organization Membership Base: Total Overnight Person-Trips AAA 8 AARP 6 National Motor Club Better World Club 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 58
Demographic Profile of Overnight Visitors
Gender Base: Total Overnight Person-Trips Male 8 8 Female 5 5 0 0 0 60 80 Tampa/Hillsborough County U.S. Norm 60
Age Base: Total Overnight Person-Trips Average Tampa/Hillsborough County = 7. Average U.S. Norm =.9 18-5- 5-5-5 55-6 65+ 1 1 1 15 17 16 17 17 19 19 1 1 0 5 10 15 0 5 Tampa/Hilllsborough County U.S. Norm 61
Marital Status Base: Total Overnight Person-Trips Married/with partner 6 6 Single/never married Divorced/widowed/ separted 1 16 0 0 0 60 80 Tampa/Hillsborough County U.S. Norm 6
Household Size Base: Total Overnight Person-Trips 1 member 1 0 members 6 8 members 18 18 members 1 15 5+ members 10 11 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 6
Children in Household Base: Total Overnight Person Trips No children under 18 56 61 Any child between 1-17 18 0 Any child between 6-1 1 Any child under 6 15 18 0 0 0 60 80 Tampa/Hillsborough County U.S. Norm 6
Education Base: Total Overnight Person-Trips Post-graduate 18 College graduate 0 Some college 5 High school or less 1 1 Other 1 1 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 65
Employment Base: Total Overnight Person-Trips Full time/ self-employed 51 51 Part time 9 10 Not employed/retired/ other 9 0 0 0 0 60 Tampa/Hillsborough County U.S. Norm 66
Household Income Base: Total Overnight Person-Trips $150K+ 6 7 $100-$19.9K $75-$99.9K 15 15 15 16 $50-$7.9K <$9.9K 0 0 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 67
Race Base: Total Overnight Person-Trips White 8 8 African-American 7 8 Other 9 10 0 0 0 60 80 100 Tampa/Hillsborough County U.S. Norm 68
Hispanic Background Base: Total Overnight Person-Trips No 88 91 Yes 9 1 0 0 0 60 80 100 Tampa/Hillsborough County U.S. Norm 69
Day Trip Detail
Day Trip Expenditures
Dollars Average Per Person Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Tampa/Hillsborough County 0 0 10 $0 $1 $17 $9 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 7
Dollars Average Per Person Expenditures on Day Trips by Trip Purpose Base: Total Day Person-Trips to Tampa/Hillsborough County 100 50 $60 0 Leisure Business* * Low base sizes 7
Dollars Average Per Party Expenditures on Day Trips By Sector Base: Total Day Person-Trips to Tampa/Hillsborough County 80 60 0 0 $55 $8 $6 $ 0 Restaurant Food & Beverage Retail Purchases Recreation/ Sightseeing/ Entertainment Transportation at Destination 7
Dollars Average Per Party Expenditures on Day Trip by Trip Purpose Base: Total Day Person-Trips to Tampa/Hillsborough County 00 150 100 $166 50 0 Leisure Business* * Low base sizes 75
Day Trip Characteristics
Main Purpose of Trip Base: Total Day Person-Trips to Tampa/Hillsborough County Marketable Trips 56% Visiting friends/relatives Theme park Special event City trip Touring Casino Shopping Outdoors Resort 8 7 6 6 10 1 6 Other business trip Conference/convention 1 6 Business-leisure 0 10 0 0 0 77
Main Purpose of Leisure Trip Tampa/Hillsborough County vs. National Norm Base: Total Day Person-Trips Visiting friends/relatives Theme park Special event City trip Touring Casino Shopping Outdoors Resort 6 8 8 8 7 6 7 8 10 1 11 6 7 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 78
Main Purpose of Day Leisure Trip to Tampa/Hillsborough County 015 vs. 01 Base: Total Day Person-Trips Visiting friends/relatives Theme park Special event City trip Touring Casino Shopping Outdoors Resort 5 6 1 11 10 9 8 8 7 6 6 6 6 7 0 10 0 0 0 015 01 79
Main Purpose of Day Business Trip Tampa/Hillsborough County vs. National Norm Base: Total Day Person-Trips Conference/Convention 1 Other business trip 6 6 0 6 8 10 Tampa/Hillsborough County U.S. Norm 80
Main Purpose of Day Business Trip to Tampa/Hillsborough County 015 vs. 01 Base: Total Day Person-Trips to Tampa/Hillsborough County Conference/Convention 1 1 Other business trip 6 8 0 6 8 10 015 01 81
Sources of Business Base: Total Day Person-Trips to Tampa/Hillsborough County States contributing 5% or more States contributing % - 5% DMA s contributing more than % 8
State Origin Of Trip Base: Total Day Person-Trips to Tampa/Hillsborough County Florida 87 New York California 0 0 0 60 80 100 8
DMA Origin Of Trip Base: Total Day Person-Trips to Tampa/Hillsborough County Tampa-St. Petersburg-Sarasota, FL 9 Orlando-Daytona Beach-Melbrn, FL 6 Ft. Myers-Naples, FL 7 Miami-Ft. Lauderdale, FL 6 West Palm Beach-Ft. Pierce, FL Jacksonville, FL/GA New York, NY/NJ/PA/CT Gainesville, FL 0 10 0 0 0 8
Season of Trip Base: Total Day Person-Trips to Tampa/Hillsborough County January-March 7 April-June July-September 5 October-December 6 0 10 0 0 0 85
Size of Travel Party Base: Total Day Person-Trips Tampa/Hillsborough County. 0.6 Total =.8 U.S. Norm.1 0.7 Total =.8 0 1 Average No. of People Adults Children 86
Activities and Experiences Base: Total Day Person-Trips Shopping Beach/Waterfront Theme Park Fine Dining Swimming Casino Zoo Landmark/Historic Site Museum National/State Park 6 8 7 10 7 8 5 8 9 8 8 7 7 1 1 16 0 10 0 0 0 0 Tampa/Hillsborough County 9 U.S. Norm 87
Activities and Experiences (Cont d) Base: Total Day Person-Trips Theater Fair/Exhibition/Festival Rock/Pop Concert Bar/Nightclub Fishing Boating/Sailing Pro/College Sports Business Meeting Conference/Convention Attended/ Participated in kids sports 7 6 5 5 1 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 88
Activities and Experiences (Cont d) Base: Total Day Person-Trips Art Gallery Brewery Dance Birding Hiking/Backpacking Golf Biking Winery Spectator at amateur/ youth sports 1 6 1 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 89
Activities of Special Interest Base: Total Day Person-Trips Family Reunion Cultural Activities/Attractions Historic Places Exceptional Culinary Experiences Eco-Tourism Traveling with Grandchildren Brewery Tours/Beer Tasting Winery Tours/Wine Tasting Wedding Religious Travel Medical Tourism 1 1 16 16 16 1 15 17 8 8 5 0 5 10 15 0 Tampa/Hillsborough County U.S. Norm 90
Online Social Media Use by Travelers Base: Total Day Person-Trips Used any social media for travel 66 67 Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Connected with others interested in travel Contributed travel reviews Read a travel blog 1 7 19 1 1 1 9 11 1 0 10 0 0 0 50 60 70 Tampa/Hillsborough County U.S. Norm 91
Online Social Media Use by Travelers (Cont d) Base: Total Day Person-Trips Used any social media for travel 66 67 Got travel advice Gave travel advice "Followed" a destination/attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 10 11 9 8 9 9 7 8 5 5 0 10 0 0 0 50 60 70 Tampa/Hillsborough County U.S. Norm 9
Use of Social Media for Travel to Tampa/Hillsborough County 015 vs. 01 Base: Total Day Person-Trips Used any social media for travel 6 66 Posted travel photos/video online Read travel reviews Looked at travel photos/video online Accessed travel news/events/deals/promotions Connected with others interested in travel Contributed travel reviews Read a travel blog 9 1 6 1 19 0 1 11 1 7 11 1 0 10 0 0 0 50 60 70 015 01 9
Use of Social Media for Travel to Tampa/Hillsborough County 015 vs. 01 (Cont d) Base: Total Day Person-Trips Used any social media for travel 6 66 Got travel advice Gave travel advice Followed a destination/attraction Tweeted about a trip Subscribed to a travel e-newsletter Blogged about a trip 10 10 9 9 9 7 7 7 5 5 5 0 10 0 0 0 50 60 70 015 01 9
Organization Membership Base: Total Day Person-Trips AAA 7 AARP 19 National Motor Club 1 Better World Club 1 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 95
Demographic Profile of Day Visitors
Gender Base: Total Day Person-Trips Male 7 6 Female 5 5 0 0 0 60 Tampa/Hillsborough County U.S. Norm 97
Age Base: Total Day Person-Trips Average Tampa/Hillsborough County = 7. Average U.S. Norm =. 18-5- 5-5-5 55-6 65+ 11 1 1 1 1 15 18 18 19 19 1 0 5 10 15 0 5 Tampa/Hillsborough County U.S. Norm 98
Marital Status Base: Total Day Person-Trips Married/ with partner 57 61 Single/never married 5 Divorced/widowed/separated 15 0 0 10 0 0 0 50 60 70 Tampa/Hillsborough County U.S. Norm 99
Household Size Base: Total Day Person-Trips 1 member 19 members 8 members 17 19 members 1 16 5+ members 9 1 0 10 0 0 0 Tampa/Hillsborough County U.S. Norm 100
Children in Household Base: Total Day Person-Trips No children under 18 5 61 Any child between 1-17 17 1 Any child between 6-1 18 Any child under 6 16 0 0 10 0 0 0 50 60 70 Tampa/Hillsborough County U.S. Norm 101
Education Base: Total Day Person-Trips Post-graduate 17 18 College graduate 8 1 Some college 5 High school or less 17 17 Other 1 1 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 10
Employment Base: Total Day Person-Trips Fulltime/self-employed 9 9 Part-time 9 10 Not employed/retired/ other 0 0 10 0 0 0 50 Tampa/Hillsborough County U.S. Norm 10
Household Income Base: Total Day Person-Trips $150K+ $100-$19.9K $75-$99.9K 11 1 1 1 $50-$7.9K 0 <$9.9K 8 5 0 10 0 0 0 50 60 Tampa/Hillsborough County U.S. Norm 10
Race Base: Total Day Person-Trips White 8 8 African-American 8 8 Other 8 10 0 0 0 60 80 100 Tampa/Hillsborough County U.S. Norm 105
Hispanic Background Base: Total Day Person-Trips No 87 91 Yes 9 1 0 0 0 60 80 100 Tampa/Hillsborough County U.S. Norm 106
Appendix A: Key Terms Defined
Key Terms Defined An Overnight Trip is any journey for business or pleasure, outside your community and not part of your normal routine, where you spent one more nights away from home. A Day Trip is any journey for business or pleasure, outside your community and not part of your normal routine, that did not include an overnight stay. Day trips involve travel of more than 50 miles from home. A Person-Trip is one trip taken by one visitor. Person-trips are the key unit of measure for this report. 108
Trip-Type Segments Total Trips = Leisure + Business + Business-Leisure Marketable Trips: Include all leisure trips, with the exception of visits to friends/relatives Leisure Trips: Include all trips where the main purpose was one of the following: Visiting friends/relatives Touring through a region to experience its scenic beauty, history and culture Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating Special event, such as a fair, festival, or sports event City trip Cruise Casino Theme park Resort (ocean beach, inland or mountain resort) Skiing/snowboarding Golf Business Trips: Conference/convention Other business trip Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one additional day to experience the same place or nearby area simply for leisure. 109