Montana Warm Season Television Conversion Study. Executive Summary January 2003. Purposes and Methodology. Measure Effectiveness of Montana’s Advertising Campaign (visit or plan to visit Montana).
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Inquirers from the West are more likely to visit than those from other regions. Most visitors consider Montana as their primary vacation destination (not shown).
Proportion of Region Inquirers Traveling to/thru Montana
West (46%)Visitor Origin
Travel to Montana (Q4, Q5)
Base (406) Travel Patterns in Past 12 Months
Total # % of % of from other regions. Most visitors consider Montana as their primary vacation destination (not shown).
BASE: Total Sample 406 100%
Total Visited (Regardless of Information) 113 28 100%
Visited, Decision Made Without Influence from Information 105 26 93
Visited, Recall Receiving Information 98 24 87
Information Influenced Decision to Travel 8 2 7
Information Influenced a Longer Stay 20 5 18
Gross Conversion (Caused to Visit or Lengthened Stay) 28 7 25
Net Conversion (Caused to Visit) 8 2 7
*Percentages may not sum to 100 due to roundingGross/ Net Inquiry Conversion
Inquiry/ Advertising Conversion (Q7-10)
Base: Total Inquirers/ Visitors
Image: Montana Vacation (Q23)
Base: All Respondents (406) / Visitors (113)
Accommodations in Montana (Q17)
Spending Per Day by Category (Q18)
Base (113): Visited Montana in Past 12 Months
Spending in Montana (Q14, 15, 18)
$ Per Day $360 $372 $414 $349 $323
Avg. # Days 4.5 5.2 4.3 4.7 4.4
Total Visitor Value $1,620 $1,934 $1,780 $1,640 $1,421
Satisfaction/ Likely to Return (Q19, Q20)
Contributing Reasons to Not Travel or Not Visit Montana (Q21)
Base: Non-Travelers (47)/ Non-Visitors (246)
Net Definitely/ Probably Will from other regions. Most visitors consider Montana as their primary vacation destination (not shown).
80%Non-Visitors’ Future Plans for Montana
Plans to Visit Montana Within Two Years (Q22)
Base (248): Took Trip, Did Not Visit Montana in Past 12 Months
Interest in Lewis & Clark Attractions (Q26)
This study will be available at: from other regions. Most visitors consider Montana as their primary vacation destination (not shown).