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A laska v isitors s tatistics p rogram alaska native culture and rural tourism march 2003 l.jpg

Alaska Visitors Statistics ProgramAlaska Native Culture and Rural TourismMarch 2003


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Neal ChristensenAldo Leopold Wilderness Research InstituteGinny FayEco-Systems Daniel McCollumUSDAFS Rocky Mountain Research StationSuzAnne MillerDunrovin ResearchAlan WatsonAldo Leopold Wilderness Research Institute


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Cooperative Research

Alaska Department of Community and Economic Development

Alaska Tourism Industry Association

USDA Forest Service

US Fish and Wildlife Service

Bureau of Land Management

National Park Service

Alaska Department of Fish and Game

Alaska State Parks

Alaska Department of Transportation

Alaska Wilderness Recreation and Tourism Association

Alaska Conservation Foundation

Alaska Village Initiatives

Convention and Visitors Bureaus of Alaska


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Alaska Visitor Statistics Program or AVSP

  • Random Arrival Survey or RAS

  • Visitor Expenditure Survey or VES

  • Visitor Opinion Survey or VOS


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Random Arrival Survey or RASGathered Information as Visitors Arrived in Alaska

  • How visitors arrived in Alaska

  • What visitors planned to do in Alaska

  • Visitor demographics


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Visitor Expenditure Survey or VES Gathered Information as Visitors Traveled in Alaska

  • What visitors purchased in Alaska

  • Where visitors spent money in Alaska

  • How much money visitors spent in Alaska


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Visitor Opinion Survey or VOS Gathered Information after Visitors Return Home from Alaska

  • Where visitors went in Alaska

  • What visitors did in Alaska

  • Visitors’ opinions about Alaska


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Alaska Visitor Statistics Program

Phase I:1986

Phase II:1990

Phase III:1994

Phase IV:2001


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AVSP Phase IV

VES and VOS linked

Economic unit defined as the traveling party

Design input from natural resource interests

Supplemental research modules


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AVSP Phase IV

October 2000 through September 2001

Overall response rate of 24%

Our analysis based on 760 returned surveys


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AVSP Phase IV

Reports Available on the Internet at

http://www.dced.state.ak.us/trade/toubus/home.cfm

Click on Research


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Alaska Native CultureandRural TourismOpportunities for Economic Development?


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Research Funded By

Alaska Village Initiatives

With the Support from

Alaska Department of Community and Economic Development


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Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey

  • Purpose: To provide villages with information for tourism development

  • Funding: Alaska Village Initiatives


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Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey

Questions focused on visitors’

  • Interest in Alaska Native Culture and Arts

  • Interest in Small Rural Communities in Alaska

  • Barriers to Travel to RemoteAreas

  • Willingness to Pay to Visit Small Rural Communities


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Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey

Questions focused on visitors’

  • Interest in Alaska Native Culture and Arts


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Very Interested 40%

Somewhat Interested 37%

Total Interested 77%

Interest in Alaska Native Culture and Arts

If you were to plan another visit toAlaska, how interested do you think you would be in:

Visiting a museum or cultural center to view exhibits and demonstrations about traditional Alaska Native ways of life?


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Very Interested 27%

Somewhat Interested 22%

Total Interested 49%

Interest in Alaska Native Culture and Arts

If you were to plan another visit toAlaska, how interested do you think you would be in:

Fishing with an Alaska Native Guide?


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Very Interested 38%

Somewhat Interested 34%

Total Interested 72%

Interest in Alaska Native Culture and Arts

If you were to plan another visit toAlaska, how interested do you think you would be in:

Going with an Alaska Native guide to view wildlife and learn about Native names and uses for local plants and animals?


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Very Interested 20%

Somewhat Interested 27%

Total Interested 47%

Interest in Alaska Native Culture and Arts

If you were to plan another visit toAlaska, how interested do you think you would be in:

Learning about and doing (if you want to) traditional Alaska Native crafts like beadwork, basket making, and skin sewing?


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Very Interested 16%

Somewhat Interested 25%

Total Interested 41%

Interest in Alaska Native Culture and Arts

If you were to plan another visit toAlaska, how interested do you think you would be in:

Learning about and doing (if you want to) traditional Alaska Native dancing, singing, story telling, folklore?


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Very Interested 16%

Somewhat Interested 32%

Total Interested 48%

Interest in Alaska Native Culture and Arts

If you were to plan another visit toAlaska, how interested do you think you would be in:

Learning about and doing (if you want to) traditional Alaska Native village activities like cutting and smoking salmon and berry picking?


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Visiting museums/cultural center77%

Wildlife viewing with a Native Guide72%

Fishing with a Native Guide49%

Learning Native village activities (berry picking)48%

Learning Native crafts47%

Learning Native dances, songs, stories41%

Interest in Alaska Native Culture and ArtsComparison of Activities


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Interest in Alaska Native Culture and Arts

During my Alaska trip I… %YES

  • Shopped for Alaska arts and crafts78%

  • Sought items with the “Made in Alaska” label66%

  • Shopped specifically for Alaska Nativearts and crafts47%

  • Sought items with the Alaska Native “Silver Hands” label16%

  • Was aware that the “Silver Hands” label meant that the item was made in Alaska by Alaska Natives24%


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Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey

Questions focused on visitors’

  • Interest in Alaska Native Culture and Arts

  • Interest in Small Rural Communities in Alaska


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Very Interested 33%

Somewhat Interested 24%

Total Interested 57%

Interest in Small Rural Communities in Alaska

If you were to plan another visit toAlaska, how interested do you think you would be in visiting a small Alaska community or village for:

Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.?


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Very Interested 51%

Somewhat Interested 25%

Total Interested 76%

Interest in Small Rural Communities in Alaska

If you were to plan another visit toAlaska, how interested do you think you would be in visiting a small Alaska community or village for:

Fishing, wildlife viewing, bird watching, hunting, looking at wild flowers, or other nature activities?


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Very Interested 36%

Somewhat Interested 40%

Total Interested 76%

Interest in Small Rural Communities in Alaska

If you were to plan another visit toAlaska, how interested do you think you would be in visiting a small Alaska community or village to:

Be with local residents to learn about local history and ways of life?


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Fishing, wildlife viewing, bird watching, hunting,looking at wild flowers, or other nature activities76%

Be with local residents to learn about localhistory and ways of life?76%

Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.?57%

Interest in Small Rural Communities in AlaskaComparison of Activities


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Yes 85%

No 15%

Interest in Small Rural Communities in Alaska

Suppose you were to plan another trip to Alaska some time in the future.

Would you consider visiting a small Alaska community or village as part of the trip?

.


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Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey

Questions focused on visitors’

  • Interest in Alaska Native Culture and Arts

  • Interest in Small Rural Communities in Alaska

  • Barriers to Travel to Remote Areas


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Barriers to Travel in Remote Areas

While some small communities and villages are easily accessible, others may require using forms of transportation that are unfamiliar to some people.


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It would make me MORE INTERESTED27%

It would NOT AFFECT my decision 49%

It would CONCERN me, but NOT PREVENT me 17%

Total that would NOT BE PREVENTED 93%

Barriers to Travel in Remote Areas

How would having to use a small airplane affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska?


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It would make me MORE INTERESTED28%

It would NOT AFFECT my decision 38%

It would CONCERN me, but NOT PREVENT me 23%

Total that would NOT BE PREVENTED 89%

Barriers to Travel in Remote Areas

How would having to use a small boat affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska?


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It would make me MORE INTERESTED28%

It would NOT AFFECT my decision 48%

It would CONCERN me, but NOT PREVENT me 16%

Total that would NOT BE PREVENTED 92%

Barriers to Travel in Remote Areas

How would having to use an off-road vehicle affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska?


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Concerned Prevented

Of the 85% who said Yes 26% 18%

Barriers to Travel in Remote Areas

Suppose you were to plan another trip to Alaska some time in the future.

Would you consider visiting a small Alaska community of village as part of the trip?


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Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey

Questions focused on visitors’

  • Interest in Alaska Native Culture and Arts

  • Interest in Small Rural Communities in Alaska

  • Barriers to Travel to RemoteAreas

  • Willingness to Pay to Visit Small Rural Communities


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Amounts $200 $400 $600 $900 $1,200

Somewhat likely 19% 33% 10% 3% 2%

Very likely 60% 26% 20% 7% 3%

Total likely 79% 59% 30% 10% 5%

Willingness to Pay for Travel to Villages

If you were planning another trip to Alaska, how likely do you think you would be to include a trip to a small Alaska village if the cost per person for that part of your Alaska trip were each of the following amounts?


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Defining Culture and Small Community Groups or Market Segments Based on

Used Cluster Analysis to Create Groups Based on

  • Interest in Alaska Native Culture and Arts

  • Interest in Small Rural Communities in Alaska

  • Barriers to Travel to RemoteAreas


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Culture and Small CommunityGroups or Market Segments Based on

  • General Interest in Native culture……….. Culture

  • Interest inFishing with Native guide…….Fishing

  • Shopping for Native Arts and Crafts……...Shopping

  • No Travel Barriers………………………….Travel


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Culture and Small CommunityGroups or Market Segments

Group

Measure (Mean = 0) 1 23 45

Interest in Native Culture 0.60.5-1.10.2-0.6

Fishing w/ Native guide 0.9-0.9-0.80.2-0.3

Shopping behavior 0.40.7 -0.80.4-0.9

No Travel Barriers0.70.7-1.5-1.50.7


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Culture and Small CommunityGroups or Market Segments

Group

1 23 45

% of Visitors32%17%14%16% 21%

Interest in Native Culture++++--+--

Fishing w/ Native guide++----+-

Shopping behavior+++--+--

No Travel Barriers++--+


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Culture and Small CommunityGroups or Market SegmentsCultural Target Groups % of Visitors

1Fishing

++Culture++Fishing+Shopping+Travel32%

  • Shopping

    ++Culture --Fishing ++Shopping+Travel17%

    1 + 2 49%


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Culture and Small CommunityGroups or Market SegmentsNon Target Groups % of Visitors

3--Culture-- Fishing-- Shopping--Travel14%

4+Culture+Fishing+Shopping--Travel16%

5--Culture-Fishing--Shopping+Travel21%

3 +4 +5 51%


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Culture and Small Community Groups or Market Segments

Our presentation divides visitors into 3 groups:

  • Non Target Group51%743,223

  • Target Culture/Fish32%464,879

  • Target Culture/Shop17%249,198

    Total Visitors100%1,457,300


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Culture and Small Community Groups or Market Segments

Are these groups real?

What evidence do we have that these groups represent distinct market segments?


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Culture and Small Community Groups or Market Segments

Is there a difference between the groups’ statedwillingness to pay for travel to villages?


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If you were planning another trip to Alaska, how likely do you think you would be to include a trip to a small Alaska village if the cost per person for that part of your Alaska trip were each of the following amounts?

Willingness to Pay for Travel to Villages


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Very Likely to Pay for Travel to Villages

Non Cultural TargetAmountTargetFish Shop

$20046%71%74%

$400 17%35%27%

$600 6%13%15%

$900 3%5%2%

$1,200 3%4%1%


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Culture and Small Community Groups or Market Segments

Is there a difference between the groups’ reportedexpenditures during their Alaska trip?


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Expenditures during Alaska Trip

Non Cultural Target ItemsTarget Fish Shop

Made in AK Arts/Crafts $39$50$146

Other Gifts/Souvenirs $170$147$210


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Expenditures during Alaska Trip

Non Cultural Target ItemTarget Fish Shop

Rec./Entertainment $192$319$290

Package Tours $94$220$125

Transportation $161$293$165


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Expenditures during Alaska Trip

Non Cultural Target ItemTarget FishShop

Lodging $445$546$357

Food $228$230$230


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Expenditures during Alaska Trip

Non Cultural Target Target FishShop

Total in-State $ Spent $1,409$1,902$1,604

Daily Group $ Spent $153$184$161

Daily Indiv. $ Spent $80$100$89


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Total In-State Expenditures

Non Target Group$826 million

Target Culture/Fish$697 million

Target Culture/Shop$316 million

Total Visitors$1,839 million


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Culture and Small Community Groups or Market Segments

These Market Segments are Real!


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Culture and Small Community Target Segments

  • Are more willing to pay for travel to rural areas

  • Spend more money on

    • Made in Alaska Products

    • Tour Packages

    • In-State Transportation

    • Recreation and Entertainment

  • Spend more money in total in state.


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Culture and Small Community Market Segments

Target Groups are based on interest in Native culture and small communities.

How can you market to the target groups?

Do they differ demographically?


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Market Segment Demographics

Non Cultural Target

Characteristic Target Fish Shop

Average Age 555652

Gender (% Female)56%55%66%

Employment (% FT) 48%45%70%


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Household Income% of Those Who Responded

Non Cultural Target

Target Fish Shop

Less than $100,000 77%78%68%

$100,000 or greater 23%22%32%


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Education

Non Cultural Target

Target Fish Shop

College graduate 20%18%15%

Post graduate 36%30%51%

Total College + 56%48%65%


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Culture and Small Community Market Segments

Do groups differ demographically?

Target Culture/Fish differ very little from the non target group.

Target Culture/Shop are more likely to be female, slightly younger, employed full time, earn over $100,000, and a college graduate.


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Culture and Small Community Market Segments

Target Groups are based on interest in Native culture and small communities.

How can you market to the target groups?

How did their Alaska trips differ?


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Alaska Trip CharacteristicsPurpose of Trip

Non Cultural Target CharacteristicTarget Fish Shop

Business only11%9%6%

Business & pleasure 4%6%10%

Vacation & pleasure 78%76%77%

Visit friends & relatives 7%9%7%


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Alaska Trip CharacteristicsMode of Transportation

Non Cultural Target Mode Target Fish Shop

Domestic Air57% 55% 54%

International Air 1% 2% 1%

Ferry 1% 1% 2%

Cruise Ship 34% 34% 40%

Highway 6% 7% 5%


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Alaska Trip CharacteristicsType of Traveler

Non Cultural Target CharacteristicTarget Fish Shop

Independent27%30%15%

Package/Inde-Package 74%69%85%


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Alaska Trip PlanningUse of a Travel Agent

Non Cultural Target Target Fish Shop

Yes63%60%80%


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Alaska Trip PlanningWhen Travel Plans Were Made

Non Cultural Target CharacteristicTarget Fish Shop

1 to 2 years5%3%3%

7 to 11 months17%19%24%

5 to 6 months 20%15%33%

3 to 4 months 21%17%15%

1 to 2 months 22%28%15%

Less than one month 16%17%10%


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Alaska Trip CharacteristicsRegions Visited within Alaska

Non Cultural TargetRegionTarget Fish Shop

Interior/Northern 60%64%55%

Southeast 75%75%84%

Southcentral61%57%67%

Southwest 17%12%6%

Denali 41%37%41%


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Alaska Trip CharacteristicsType of Traveler

Non Cultural TargetCharacteristicTarget Fish Shop

Been to Alaska Before 39%41% 29%

Plan to Buy Day Tours46%44% 48%

Alaska Trip > 2 Weeks 12%15% 21%


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Very Likelyto Visit Alaska Within 5 Years

Non Cultural TargetType of tripTarget Fish Shop

Business 11%23% 22%

Vacation/Pleasure 34%52% 37%

Either45%75% 59%


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Culture and Small Community Market Segments

How do their Alaska trips differ?

Cultural Target Fishermen are more likely to return to Alaska within 5 years.

CulturalTarget Shoppers are more likely to use a travel agent, make trip plans earlier, purchase a travel package, and are less likely to have been to Alaska before.


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Culture and Small Community Groups or Market Segments

Conclusions about group differences

Cultural Target Fishermen are difficult to distinguish by demographics or trip characteristics.

CulturalTarget Shoppers are a little more distinctive and may potentially be reached through travel agents that cater to well educated, employed, women.


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Culture and Small Community Market Segments

Conclusions about group differences

We need to dig beyond demographics and trip characteristics to identify how to target market segments.


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Culture and Small Community Market Segments

Need to focus on group interests.

  • Compare questions used to define groups.


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Visiting museums/cultural center77%

Wildlife viewing with a Native Guide72%

Fishing with a Native Guide49%

Learning Native village activities (berry picking)48%

Learning Native crafts47%

Learning Native dances, songs, stories41%

Interest in Alaska Native Culture and ArtsComparison of Activities -- Everyone


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Non Cultural TargetActivity Target Fish Shop

Visiting museums 65%91%91%

Wildlife viewing 54%91%87%

Fishing 38%100%0%

Village activities 30%70%62%

Native crafts31%60%71%

Native folklore30%56%50%

Interest in Alaska Native Culture and ArtsComparison of Activities – by Market Segments


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Fishing, wildlife viewing, bird watching, hunting,looking at wild flowers, or other nature activities76%

Be with local residents to learn about localhistory and ways of life?76%

Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.?57%

Interest in Small Rural Communities in Alaska Comparison of Activities -- Everyone


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Non Cultural Target Activity Target Fish Shop

Nature Activities 66%88% 85%

History/Way of Life 60%90%90%

Outdoor Recreation 46%65% 67%

Interest in Alaska Native Culture and ArtsComparison of Activities – by Market Segments


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Culture and Small Community Market Segments

Need to focus on group interests.

  • Compare questions used to define groups.

  • Compare other questions in Visitor Opinion Survey.


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Importance of Opportunities in Planning Alaska Trip --by Market Segments% Responding that Opportunity was Very Important

Non Cultural Target OpportunityTarget Fish Shop

Seeing natural scenery 81%86%86%

Seeing/visiting wilderness 51%77%74%

Experiencing solitude 25%37%27%


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Importance of Opportunities in Planning Alaska Trip --by Market Segments% Responding that Opportunity was Very Important

Non Cultural Target OpportunityTarget Fish Shop

Viewing wildlife 52%72%75%

Fishing 11%33%3%


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Importance of Opportunities in Planning Alaska Trip --by Market Segments% Responding that Opportunity was Very Important

Non Cultural Target OpportunityTarget Fish Shop

Learning Alaska History 16%52%45%

Learning Native Culture 14%50%47%

Meeting Local People14%40%36%


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Importance of Opportunities in Planning Alaska Trip --by Market Segments% Responding that Opportunity was Very Important

Non Cultural Target OpportunityTarget FishShop

Shopping for arts/crafts 14%27% 37%

Quality food and drink 25%30%32%

Luxurious accommodations 8%11%7%


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Importance of Opportunities in Planning Alaska Trip --by Market SegmentsOpportunities of Primary Interest to Both Groups

Cultural Target Opportunity Fish Shop

Seeing natural scenery 86% 86%

Seeing/visiting wilderness 77% 74%

Viewing wildlife 72% 75%

Learning Alaska history 52% 45%

Learning Native culture 50% 47%


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Alaska Native Culture and Rural TourismWhat have we learned aboutOpportunities for Economic Development?


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Native Culture and Small Community Market Segments Are:

  • BIG – nearly ½ of current visitors

  • Economically Important – contribute more $$ in state per person per trip than other visitors


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Native Culture and Small Community Market Segments Are:

  • Distinguished by INTERESTS – not demographics – not type of traveler

  • Centered on TWO COMBINED interestsNATURE/WILDLIFENATIVE CULTURE


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Native Culture and Small Community Market Segments

What can you do to target these Market Segments?

  • Develop COMBINATION TOUR PACKAGES that include both Nature/Wildlife and Native Culture.

  • Develop PARTNERSHIPS with existing Nature/Wildlife Tour businesses.

  • Focus products on opportunities for EXPERIENCE rather than high-end accommodations.

  • Address TRANSPORTATION CONCERNS in advertising/literature


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Native Culture and Small Community Market Segments

What can you do to target these Market Segments?

  • FOCUS ADVERTISING on target groups

    • Example – travel agents connected to university alumni associations or nature/wildlife travel

  • LEARN MORE about target groups

    • Continue to analyze AVSP data

    • New research on existing customers

    • Alaska Residents


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