Myrtle Beach AAU Wave 1 2014, February Prepared for: February 19-21, 2014
Objectives: To provide the Myrtle Beach Area Chamber of Commerce with core tracking measures to monitor attitudes and travel preferences for Myrtle Beach. Targets: Research Now panel respondents: ages 25-54; live in NY, NJ, OH, PA, VA, KY, WV, GA, TN, MD. Procedures: Online survey authored and housed by Equation Research. Emails sent 2/19 and survey cut off 2/21. Security: Single-use, alpha-numeric PINS encoded in e-mail survey link. Incentive: Standard Responses: 400 Weighting: Data were weighted to an even distribution among age groups and 6 female / 4 male, consistent with previous tracking waves. 2
10 8 6 4 2 17% 17% 17% 17% 17% 17% Under 25 25-29 30-34 35-39 40-44 45-49 50-54 55 or older Q1. What is your age? 3
10 8 6 6 4 4 2 Male Q2. What is your gender? Female 4
10 8 6 5 4 2 19% 18% 4% 9% None 1 trip 2-3 trips 4-5 trips 6-7 trips More than 7 trips Q3. How many overnight trips have you taken for leisure in the last 12 months? 5
10 8 6 4 2 13% 13% 12% 12% 11% 1 9% 9% 6% 5% Q4. In what state are you located? 6
10 8 8 6 4 2 14% 6% Single Married / Partnered Separated / Divorced / Widowed Q5. What is your marital status? 7
10 8 6 4 2 16% 21% 23% 21% 19% Less than $45,000 $45,000 to $59,999 $60,000 to $74,999 $75,000 to $99,999 $100,000 or more Q6. Which of the following best describes your total annual household income? 8
10 8 6 53% 47% 4 2 I do most of the planning myself I share in the planning I am not at all involved in the planning Q7. Typically, how involved are you in planning vacation or leisure trips for your household? 9
10 8 6 4 35% 32% 26% 25% 22% 21% 16% 15% 13% 13% 13% 12% 2 1 9% 7% 6% 4% 2% Q10. Which three of the following U.S. vacation destinations would you like to visit most? 10
13% 12% 1 6% 6% Myrtle Beach AAU Wave 1, 2014, February 10 8 6 62% 4 35% 33% 24% 24% 21% 19% 17% 16% 16% 16% 15% 2 4% Q11. In the past 6 months, have you seen any advertising for the following destinations: Yes 11
10 8 84% 6 4 2 11% 2% 2% South Carolina North Carolina Virginia Florida Q12. In which of the following states is the Myrtle Beach area located? 12
10 8 6 52% 4 27% 26% 2 15% 15% 14% 13% 13% 7% 6% 5% 3% Frequency (133) Q13. Please indicate which, if any, sources or types of information or ads you have seen about the Myrtle Beach area in the past 6 months: Among those who have seen advertising for Myrtle Beach in Q11 13
10 8 7 6 4 31% 2 1 9% 5% Frequency (17) Travel magazine Newspaper travel section A regional magazine A sports magazine Other (please specify) Q13a. Where did you see the article for the Myrtle Beach area in the past 6 months? Please select all that apply. Among those who have seen an article about Myrtle Beach in Q13 14
10 8 6 4 35% 29% 36% 2 Frequency (67) Yes No Not sure Q14. Have you seen any TV advertising for the Myrtle Beach area in the past 30 days? Among those who have seen TV advertising for Myrtle Beach in Q13 15
10 8 6 54% 46% 4 32% 2 2 18% 16% 14% 1 1 6% 4% 5% 9% Q15. Which of the following factors, if any, have impacted or might impact your leisure vacation plans in the next 6 months? 16
10 8 6 4 33% 32% 2 12% 19% Have visited in the last 2 years and am familiar with the Myrtle Beach area Have visited more than 2 years ago and am familiar with the Myrtle Beach area 2% Have never visited but very familiar with the Myrtle Beach area Have never visited but somewhat familiar with the Myrtle Beach area Have heard of but not familiar with the Myrtle Beach area Never heard of the Myrtle Beach area Q16. Which of the following statements best describes how familiar you are with the Myrtle Beach area? 1% 17
10 8 6 4 37% 2 15% 13% 17% 8% 8% Frequency (182) 2% In 2014 In 2013 In 2012 In 2011 Between 2008 and 2010 Between 2005 and 2007 Before 2005 Q17. When was the last time you vacationed in the Myrtle Beach area? Among those who have visited Myrtle Beach in Q16 18
10 8 6 4 4 24% 22% 2 5% 1 Frequency (213) Extremely Very Moderately Slightly Not at all Q18. How interested are you in visiting the Myrtle Beach area? Among those who have heard of Myrtle Beach in Q16 but have not visited 19
10 8 6 4 42% 39% Frequency (182) 2 11% 6% 2% Very satisfied Somewhat satisfied Neither satisfied nor dissatisfied Somewhat dissatisfied Very dissatisfied Q19. Overall, how satisfied were you with your most recent visit to the Myrtle Beach area? Among those who have visited Myrtle Beach in Q16 20
10 8 Top 2 Box Bottom 2 Box 6 56% 53% 51% 4 36% 34% 29% 29% 25% 2 6% 2% 7% 6% 5% 17% 16% 12% 11% 17% 14% 12% Q20. Based on anything you may have experienced, seen, read or heard, please rate the Myrtle Beach area for the types of vacations listed below: Among those who have heard of Myrtle Beach in Q16 21
10 8 6 4 63% 58% 54% 52% 52% 52% 5 46% 43% 39% 38% Top 2 Box Bottom 2 Box 43% 28% 2 Myrtle Beach is a good place for a spring getaway 5% 6% Myrtle Beach has c lean sandy beaches 14% Myrtle Beach is easy to get to when driving 2% Myrtle Beach has plenty of activities for children 16% Myrtle Beach is primarily a summer destin atio n 6% Myrtle Beach is a good place for a fall getaway 8% 6% Myrtle Beach is an affordabl e vacation destin atio n Good overall value for the money 9% Myrtle Beach is a good place for a holiday getaway 17% 22% 15% 16% Myrtle Beach offers a nice climate all year round Myrtle Beach is a good destin atio n to visit year-ro und Generally, it's a little too pricey for me In terms of cost, Myrtle Beach is out of my league Q21. Please rate your level of agreement with the following statements about the Myrtle Beach area: Among those who have heard of Myrtle Beach in Q16 22
10 8 84% 71% 78% Top 2 Box Bottom 2 Box 6 56% 4 29% 38% 2 2% 6% 4% 12% Has good use of photography Shows something I like or can relate to Fits with what I know about the Myrtle Beach area Motivates me to visit the Myrtle Beach area for a vacation/leisure trip Had no idea the Myrtle beach area had so much to offer Q22. Please rate your level of agreement with each of the following statements based on the TV ad you just reviewed: 23
10 8 6 4 44% 38% 2 15% 2% None 1 2 3 4 5 or more Fre quency (400) Q23. How many leisure trips that included at least one overnight stay have you taken in the Holiday season of 2013 (November or December))? 24
10 89% 8 6 4 2 8% Frequency (109) 2% 1% None 1 2 3 4 5 or more Q24. How many of the overnight leisure trip(s) you took Holiday season of 2013 (November or December) were to the Myrtle Beach area? Among those who took a leisure trip in Holiday season of 2013 in Q23 and have visited Myrtle Beach in Q16 25
10 8 6 52% 4 2 24% 17% None 1 2 3 4 5 or more 5% 1% 1% Q26. How many vacation or leisure trips that include at least one overnight stay do you intend to take in Spring season of 2014 (March, April or May)? 26
10 8 6 4 3 33% 2 12% 21% 3% I have already made plans to visit the Myrtle Beach area 1% I am in the process of finalizing plans to visit the Myrtle Beach area I would definitely consider visiting the Myrtle Beach area I would probably consider visiting the Myrtle Beach area I would probably not consider visiting the Myrtle Beach area I would definitely not consider visiting the Myrtle Beach area Q27. How likely are you to take a trip to the Myrtle Beach area for leisure in the Spring season of 2014 (March, April or May)? Frequency (299) Among those who plan to take a leisure trip in Spring season of 2014 in Q26 27
Top 2 Box Bottom 2 Box 10 8 85% 79% 69% 66% 81% 88% 6 51% 49% 4 31% 34% 2 15% 21% 19% 12% Use hotel website Use travel websites (e.g., TripAdvisor, Travelocity, Orbitz, etc.) Use a destination's website Use airline website Call hotel directly Call airline directly Q29. How likely are you to do each of the following when booking your leisure travel trips: Book with a travel agent 28
10 8 6 63% 51% 45% 39% 35% 34% 33% 4 28% 26% 23% 2 18% 17% 2 8% 2% 1 Q30e. Which of the following travel offers/incentives would increase the likelihood you would choose the Myrtle Beach area as a leisure vacation destination? Please select all that apply. 29
10 8 6 44% 4 2 1 1 18% 6% 12% Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Don t know Q30g. How likely will the Affordable Care Act (Obamacare) affect your future leisure travel? 30
10 8 6 4 27% 3 24% 2 6% 13% Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Q30b. How likely are you to purchase a vacation package, which includes accommodations, attractions, entertainment & dining, from a destination website? 31
10 8 6 4 2 21% 18% 16% 15% 14% 14% 11% 1 9% 9% 5% 3% 2% 1% 15% 8% 15% Q31. Which, if any, of the following are reasons why you wouldn't consider vacationing in the Myrtle Beach area in the next 6 months? 32
10 8 6 4 28% 29% 2 12% 16% 4% 6% 2% 3% Will take more trips Will take more trips, but spend fewer nights Will take the same number of trips Will take the same number of trips, but stay fewer nights Will take fewer vacations, but stay more nights Will take fewer vacations and spend the same number of nights Will take fewer vacations and spend fewer nights My/our plans have not changed Q32. How (if at all) have your travel plans changed for the next six months as compared to the last six months? 33
10 8 6 4 2 31% 3 26% 22% 22% 16% 29% 3% Q33. What, if any, impact will economic concerns have on your vacation/leisure travel in the next 6 months? Please select all that apply. 34
10 8 6 42% 4 34% 2 9% 12% 3% 1 month or less 2-3 months 4-6 months 7-12 months Over a year Q33a. How far in advance do you typically begin planning a vacation or leisure trip? 35
10 8 6 48% 4 23% 23% 2 1 month or less 5% 2-3 months 4-6 months 7-12 months 1% Over a year Q33b. How far in advance do you typically make reservations for accommodations for a vacation or leisure trip? 36
10 8 6 54% 46% 4 2 Yes No Q34. Do you have any children under the age of 18 living with you in your household? 37
10 8 Freq uency (400) 6 4 32% 26% 2 1% 7% 4% 13% 12% 5% Q35. What is the highest level of formal education you have completed? 38
10 8 72% 6 4 2 11% 1 2% 1% 3% 1% Q36. Please tell us about your current employment status: 39
10 97% 8 6 4 2 2% 1% Yes No Prefer not to say Q37. Do you consider yourself to be Hispanic or Latino (of any race)? 40
10 9 8 6 4 2 White or Caucasian 3% Black or African American American Indian or Alaskan Native 5% Asian Native Hawaiian or other Pacific Islander Other (Please specify) Q38. Which of the following best describes you? 1% 1% Prefer not to say 41