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Tourism Data Source Guide for Effective Decision-Making

Utilize local data to measure performance, plan development, and track trends, with detailed calculations and survey research strategies for tourism management and promotion. Access various data sources to enhance tourism ROI.

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Tourism Data Source Guide for Effective Decision-Making

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  1. 2011 TOURISM ROUNDUP:Community Research Cheryl Cothran, Ph.D., Director Arizona Hospitality Research & Resource Center, Center for Business Outreach

  2. Local data needed to . . . • Measure how you’re doing • Be accountable to stakeholders • Test assumptions & anecdotal evidence • Plan, Market and Product Development • Track trends over time. . .

  3. Available data sources. . . • AOT resources at: www.azot.gov • State and national park attendance • County gross sales (AZ Dept of Revenue) • County occupancy, ADR, RevPAR • Local occupancy, ADR, RevPAR (Smith/ STR) • City bed tax collections • Employment data/ hospitality sector (BLS)

  4. Shorthand measures . . . • Use local bed tax collections to estimate gross lodging expenditures • $100,000 annual bed tax collection at 10% = $1.0 million in lodging gross sales • Estimate total visitor spending from lodging sales (if lodging makes up 25% of direct spending, you can calculate total spending - $1m/.25 = $4m) • Estimate percent of county lodging your local lodging sales represent (county = $10m; yours is $4m = 40%)

  5. More calculations. . . • Calculate Your Tourism ROI • Divide total tourist spending by amount spent on promotion • $2million visitor spending/$100,000 promotion costs = 20 ROI ($1 in ads = $20 in spending) • ROI from annual promotional campaign • $20,000 ad campaign and total tourist spending increased to $2.5million • $500,000 difference / $20,000 = 25 ROI • Higher than the 20 overall, suggesting the campaign was successful in driving ROI

  6. Estimate Total Visitors • Number of available rooms = 5,000 • Average annual occupancy rate = 50% • Average number of occupied rooms = 2,500 • Annual occupied rooms = 2,500 x 365 days = 912,500 occupied rooms • Average number guests per room = 2 • Total number overnight visitors = 1,825,000 • Overnight visitors are 50% of all visitors = 3.7 million total visitors (day & overnight)

  7. Visitor Center Log • Collect visitor information easily • Local staff can do it, inexpensive • Enter into database and analyze • Keep entering & analyzing data • Track patterns over time • Display patterns within this group. . . • Not representative of all visitors – but the subset that comes to the Visitor Center

  8. Survey Research • Visitor Profile Survey – demographics, origins • Economic Impact Survey – visitor spending • Event Survey – size & economic impact • Visitor Satisfaction Survey – how to improve • Conversion study – % of inquirers who convert • ZIPCode analysis – e.g., which CA cities. . .

  9. Distribution Methods • Intercept survey of visitors • Attractions with high traffic . . . random sample • Labor intensive • Mailback survey • Names/addresses - may have to buy list • More expensive, but good results • E-survey • Need E-mail addresses of target audience • Best for defined groups

  10. Online Surveys BENEFITS: easy to do, less expensive, quicker PROBLEMS: may not be representative, low response rates, bouncebacks • Survey Monkey • Free . . . but is web-survey best method? • Other E-survey software • Qualtrics - panel surveys. . .

  11. Other considerations . . . • Sample size / validity • How long to survey (seasonal/12 months) • Create questionnaire, properly-worded unambiguous questions • Conduct yourself or outsource?

  12. Data Analysis • What to do with results? • Enter to database (Excel, Access. . .) • Ability to analyze data? (SPSS, SAS . . .) • Hybrid? You distribute/ collect. . . outsource the data analysis or vice-versa

  13. The End. . . Questions? • Local research essential • Shorthand measures you can use • Determine what need to know • In-house or need help? • Do research & be accountable! http://home.nau.edu/ahrrc/

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