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Walla Walla Visitor Research 2008 Summary of Findings Prepared for Tourism Walla Walla Dave Belin RRC Associates June 25, 2008 Presentation Overview Trip Characteristics Visitor Characteristics Activities on Visit Spending Patterns Information Sources Web survey results Satisfaction

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walla walla visitor research 2008

Walla Walla Visitor Research 2008

Summary of Findings

Prepared for Tourism Walla Walla

Dave Belin

RRC Associates

June 25, 2008

presentation overview
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

introduction methodology
Introduction/Methodology
  • Survey program designed to capture information about visitors
  • Information intended to better understand visitor profile, activities, geographic origin, and satisfaction with the experience in Walla Walla
  • Study included placement of POV boxes at various strategic locations in and around the Walla Walla area, including hotels, wineries, the airport, and other locations

Walla Walla Visitor Research 2007-2008

trip characteristics
Trip Characteristics
  • Average party size of 3.4 persons
  • 36% making first visit to the region
  • Three-quarters of visitors are spending the night; the other 25 percent are visiting for the day only
  • Average nights away from home is 3.2 nights
  • 68% of overnight visitors were staying in commercial lodging; 13% were staying with friends/family

Walla Walla Visitor Research 2007-2008

winter trip characteristics
Winter Trip Characteristics
  • Fewer first time visitors (28%)
  • Greater proportion visiting friends or family or for business reasons
  • Increase in proportion using commercial airline to reach Walla Walla
  • Higher level of satisfactionwith experience, especiallyfor lodging

Walla Walla Visitor Research 2007-2008

visitor characteristics
Visitor Characteristics
  • Fall visitors the oldest, winter visitors the youngest
  • 65% in the area on an overnight visit
  • Blend of family status types – singles without children, families with children, empty nesters
  • About 50-50 male-female split
  • Incomes: about half over $100K, half under

Walla Walla Visitor Research 2007-2008

primary reason for visit
Primary Reason for Visit
  • A wine event was the top reason for visiting the Walla Walla area
    • Wine-related event (24%)
    • Friends and family (17%)
    • Business meeting (14%)
    • College event (6%)
    • No single primary reason (32%)

Walla Walla Visitor Research 2007-2008

primary reason for visit8
Primary Reason for Visit

Walla Walla Visitor Research 2007-2008

primary transportation
Primary Transportation

Walla Walla Visitor Research 2007-2008

first discover walla walla
First Discover Walla Walla?

Walla Walla Visitor Research 2007-2008

state of residence
State of Residence

Walla Walla Visitor Research 2007-2008

trip characteristics12
Trip Characteristics

Walla Walla Visitor Research 2007-2008

presentation overview13
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

activities on visit
Activities on Visit
  • Visiting a winery was by far the top activity on the visit
    • Visit winery (61%)
    • Shopping (45%)
    • Sightseeing/driving tour (39%)
    • Visit friends/family (29%)
    • Historical/cultural site (25%)
    • Festival/event (17%)

Walla Walla Visitor Research 2007-2008

activities on visit15
Activities on Visit

Walla Walla Visitor Research 2007-2008

presentation overview16
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

spending patterns
Spending Patterns
  • Average spending is $280 for the trip, excluding wine and transportation
  • Average spending is relatively consistent during the year, with a slight peak in fall
  • Wine-related visitors spend significantly more on average ($375, excl. wine and transportation)

Walla Walla Visitor Research 2007-2008

spending patterns18
Spending Patterns
  • Wine purchases alone averages nearly as much as trip spending ($210), again peaking in the fall season
  • A little over one-third (36%) said they stocked their lodging with food and beverage purchased locally
  • The typical visitor indicated dining out 5 meals during the visit

Walla Walla Visitor Research 2007-2008

presentation overview19
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

media information sources
Media/Information Sources
  • In planning the visit to Walla Walla, most said they used the Internet (69%)
  • Twenty-six percent used a wine publication to plan the trip
  • The Washington State Tourism Guide was the #3 information source
  • Other information sourceswere not heavily used

Walla Walla Visitor Research 2007-2008

media information sources21
Media/Information Sources

Walla Walla Visitor Research 2007-2008

presentation overview22
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

web survey findings
Web Survey Findings
  • Demographics of web survey respondents nearly identical to visitor survey, including age, income, family status
  • Over half are actively planning a trip to Walla Walla
  • Two-thirds are making their first visit to wallawalla.org
  • Most found the site via a search engine, particularly Google

Walla Walla Visitor Research 2007-2008

web survey findings24
Web Survey Findings
  • Activities in Walla Walla that appeal to potential visitors
    • Visit a winery (84%)
    • Sightsee/driving tour (67%)
    • Shopping (64%)
    • Visit historical/cultural site (37%)
    • Outdoor recreation (35%)
    • Festival/event (33%)
    • Hiking, Antiquing, visit Native American site (each 27%)

Walla Walla Visitor Research 2007-2008

web survey findings25
Web Survey Findings
  • Positive ratings of the Walla Walla website
  • Additional functions of website desired
    • Book lodging (55%)
    • Book activities/entertainment (48%)
    • Shopping guide (47%)
    • Book restaurant reservations (44%)
    • Book tickets for musical events (25%)
  • The website is a rich resource for potential visitors

Walla Walla Visitor Research 2007-2008

presentation overview26
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

satisfaction with visit
Satisfaction with Visit
  • Overall, satisfaction with service and quality remain strong
  • Value scores are reasonable and showing improvement
  • Lodging and shopping variety could be improved
  • Satisfaction was higher during the winter period, particularly for lodging

Walla Walla Visitor Research 2007-2008

satisfaction with lodging
Satisfaction with Lodging

Walla Walla Visitor Research 2007-2008

lodging satisfaction 5
Lodging Satisfaction - %5

Walla Walla Visitor Research 2007-2008

satisfaction with dining
Satisfaction with Dining

Walla Walla Visitor Research 2007-2008

dining satisfaction 5
Dining Satisfaction - %5

Walla Walla Visitor Research 2007-2008

satisfaction with shopping
Satisfaction with Shopping

Walla Walla Visitor Research 2007-2008

shopping satisfaction 5
Shopping Satisfaction - %5

Walla Walla Visitor Research 2007-2008

survey frequency
Survey Frequency

Walla Walla Visitor Research 2007-2008

likelihood to recommend return
Likelihood to Recommend/ Return
  • 58% are “likely” or “extremely likely” to recommend a vacation to Walla Walla to a friend or colleague
  • 59% rate their overall experience in Walla Walla a 4 or 5 out of five
  • 69% will “probably” or “definitely” return to Walla Walla in the next year
  • Biggest barrier to returning is “too far to travel” a potential cautionary note given increasing gas prices

Walla Walla Visitor Research 2007-2008

presentation overview36
Presentation Overview
  • Trip Characteristics
  • Visitor Characteristics
  • Activities on Visit
  • Spending Patterns
  • Information Sources
  • Web survey results
  • Satisfaction
  • Observations

Walla Walla Visitor Research 2007-2008

observations
Observations
  • Walla Walla offers a rich variety of activities, events, and dining
  • The drivers of visitation to Walla Walla are diverse
  • Demographics of visitors represent a broad range of age and income
  • Geographic draw is relatively narrow, a potential limitation
  • Opportunities exist to improve various aspects of the experience, particularly for certain attributes of shopping

Walla Walla Visitor Research 2007-2008

observations38
Observations
  • Visitor spending is an important economic driver
  • Lodging variety could be a limitation
  • Different seasons offer opportunities for varied positioning and packages
  • Targeted messaging in different markets will increase visitation, especially in off-seasons

Walla Walla Visitor Research 2007-2008

thank you

Thank You

Tourism Walla Walla