Where are these Visitors From? Montana Visitors: zBozeman 15%; Butte 14%; Billings 8%; Helena 6%; Missoula 6%; Dillon, Ennis, Great Falls, & Hamilton 4% each; Anaconda & Whitehall 3% each; Columbus & Livingston 2% each Out-of-State Visitors: zWA 13%; ID 10%; CA 9%; UT, OR, TX 4% each; CO, MN, PN, WY 3% each; FL, IL, IA, MD, MI, NY, OH, WI 2% each
Visitor Demographics zGenerally a college-level education zHousehold income: MontanaOut-of-State <$39,000 37%23% $40-80,00046%45% over $80,00016%32% zOther Characteristics: Group size:4.985.24 First visit:18%68%
Trip Characteristics Montana Residents Day Trip 54% Multi-day Trip to Virginia City 25% Multi-day Trip to Other Destination 21%
Knowledge of Overnight Accommodations Montana Visitors z25% spent at least one night in the cities. z76% were aware of lodging opportunities. Out-of-State Visitors z21% spent at least one night in the cities. z36% were aware of lodging opportunities.
Top Reasons for Visiting Montanans Out-of-statersTo View Historic structures To be with family/friendsTo learn MT historyTo escape routine To learn MT historyTo do exciting things To relaxTo be with family/friends To do exciting thingsTo relax Close to homeTo tour Nevada City To attend VC PlayhouseTo shop
Satisfaction - Very High! Montanans Out-of-statersBehavior of other peopleCleanliness of area Amount of historical infoQuality of historical info Quality of historical infoAmount of historical info Condition of historical featuresCondition of Hist. features Opportunities for food/drinkType of development Variety of entertainmentMaintenance of facilities Type and Amount of Opportunity to shop developmentAmount of development Opportunity to shopOpportunities for food/drink
Overall Satisfaction On a scale of 1 to 9 with 9 very satisfied, Montana and Out-of-State Visitors both scored 7.4
Information sources MontanansOut-of-staters Friend/family recommend Family/friend recommend VC/NC brochuresTravel guide book BooksVC/NC brochures Montana Travel PlannerMT Travel Planner Travel guide bookBooks Chamber/visitor BureauAutomobile Club
Improvement Suggestions MT Out Restore historical places, buildings, boardwalks, displays23%19% More variety in food, shops, entertainment, attractions, activities, interactive displays12%11% More access to closed buildings & exhibits10% 8% More history and information 7% 8% More, better, cleaner restrooms 9% 5% Keep it simple and rustic; limit devlp. 8% 8%
Marketing Implications zPiggy-back with statewide and regional promotional campaigns to out-of-state visitors. zBring a friend program. zPamphlets available in surrounding communities and resident awareness of events. zHighway and directional signs in the region. zOvernight accommodation availability.
Event Planning Implications zFormal and informal interpretive talks - dress in period clothing. zLife at the time - demonstrations on cooking, sewing, entertainment, childrens games, and other elements of everyday life. zPlan multi-day events to keep visitors in the area longer. zExtend business hours and season of area merchants.
Development Implications zContinue restoring and maintaining. zVisitors indicate need for more overnight accommodations - motels, campgrounds, RV parks. zDisability access to structures. zParking - plan for more RVs.
Thank You! Kim McMahon Institute for Tourism & Recreation Research School of Forestry The University of Montana www.forestry.umt.edu/itrr