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Your Tourism ROI

Your Tourism ROI. Ray Newton Professor Emeritus Northern Arizona University. Tourism Is Economic Development: Direct Impact. Services – fuel, banks, medical, etc. Lodging. Meals - Restaurants. Attractions – Cultural, Historical, Recreational (Spectator or Participant). Retail businesses.

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Your Tourism ROI

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  1. Your Tourism ROI Ray Newton Professor Emeritus Northern Arizona University

  2. Tourism Is Economic Development:Direct Impact • Services – fuel, banks, medical, etc. • Lodging • Meals - Restaurants • Attractions – Cultural, Historical, Recreational (Spectator or Participant) • Retail businesses

  3. Tourism Is Economic Development:Indirect Impact • Jobs • Tax revenues • Community image • Commercial opportunities and growth • Community growth, expansion of goods and services

  4. Recent Trends 2008 - 2009 • Spending declined 10.2 percent • Employment declined 5.7 percent • Tax receipts declined 8.1 percent • Visitation declined 7.5 percent Source: Dean Runyan Associates (Portland, OR)

  5. Visitor Spending Source: Dean Runyan Associates (Portland, OR) 2008 - 2009

  6. 2008 Tax Impact of Tourism Source: Dean Runyan Associates (Portland, OR) Graph 1 and 2

  7. What we Know About Arizona Visitors • See handouts Source: Arizona Office of Tourism

  8. Tourism =Financial ROIAndEmotional ROI • Effective tourism promotion is, “…selling of memories” • Pre visitor expectations are positive • Post visitor memories – positive or negative or both?

  9. Most Vacation Memories • Retention of experiences: • Visual • Emotional • Physical • Sociological • Historical • Educational

  10. Your Personal Tourism ROI • What did you enjoy and why? • What did you not enjoy and why? • Were your expectations met? • Did you have a positive ROI?

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