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1 Alaska Visitors Statistics Program Alaska Native Culture and Rural Tourism March 2003.

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Presentation on theme: "1 Alaska Visitors Statistics Program Alaska Native Culture and Rural Tourism March 2003."— Presentation transcript:

1 1 Alaska Visitors Statistics Program Alaska Native Culture and Rural Tourism March 2003

2 2 Neal Christensen Aldo Leopold Wilderness Research Institute Ginny Fay Eco-Systems Daniel McCollum USDAFS Rocky Mountain Research Station SuzAnne Miller Dunrovin Research Alan Watson Aldo Leopold Wilderness Research Institute Neal Christensen Aldo Leopold Wilderness Research Institute Ginny Fay Eco-Systems Daniel McCollum USDAFS Rocky Mountain Research Station SuzAnne Miller Dunrovin Research Alan Watson Aldo Leopold Wilderness Research Institute

3 3 Cooperative Research Alaska Department of Community and Economic Development Alaska Tourism Industry Association USDA Forest Service US Fish and Wildlife Service Bureau of Land Management National Park Service Alaska Department of Fish and Game Alaska State Parks Alaska Department of Transportation Alaska Wilderness Recreation and Tourism Association Alaska Conservation Foundation Alaska Village Initiatives Convention and Visitors Bureaus of Alaska

4 4 A laska V isitor S tatistics P rogram or AVSP 1. Random Arrival Survey or RAS 2. Visitor Expenditure Survey or VES 3. Visitor Opinion Survey or VOS

5 5 Random Arrival Survey or RAS Gathered Information as Visitors Arrived in Alaska 1. How visitors arrived in Alaska 2. What visitors planned to do in Alaska 3. Visitor demographics

6 6 Visitor Expenditure Survey or VES Gathered Information as Visitors Traveled in Alaska 1. What visitors purchased in Alaska 2. Where visitors spent money in Alaska 3. How much money visitors spent in Alaska

7 7 Visitor Opinion Survey or VOS Gathered Information after Visitors Return Home from Alaska 1. Where visitors went in Alaska 2. What visitors did in Alaska 3. Visitors opinions about Alaska

8 8 Alaska Visitor Statistics Program Phase I:1986 Phase II:1990 Phase III:1994 Phase IV:2001

9 9 AVSP Phase IV VES and VOS linked Economic unit defined as the traveling party Design input from natural resource interests Supplemental research modules

10 10 AVSP Phase IV October 2000 through September 2001 Overall response rate of 24% Our analysis based on 760 returned surveys

11 11 AVSP Phase IV Reports Available on the Internet at Click on Research

12 12 Alaska Native Culture and Rural Tourism Opportunities for Economic Development?

13 13 Research Funded By Alaska Village Initiatives With the Support from Alaska Department of Community and Economic Development

14 14 Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey Purpose: To provide villages with information for tourism developmentPurpose: To provide villages with information for tourism development Funding: Alaska Village InitiativesFunding: Alaska Village Initiatives

15 15 Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey Questions focused on visitors Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska Barriers to Travel to Remote AreasBarriers to Travel to Remote Areas Willingness to Pay to Visit Small Rural CommunitiesWillingness to Pay to Visit Small Rural Communities

16 16 Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey Questions focused on visitors Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts

17 17 Interest in Alaska Native Culture and Arts If you were to plan another visit to Alaska, how interested do you think you would be in: If you were to plan another visit to Alaska, how interested do you think you would be in: Visiting a museum or cultural center to view exhibits and demonstrations about traditional Alaska Native ways of life? Very Interested 40%Very Interested 40% Somewhat Interested 37%Somewhat Interested 37% Total Interested 77%Total Interested 77%

18 18 Interest in Alaska Native Culture and Arts If you were to plan another visit to Alaska, how interested do you think you would be in: If you were to plan another visit to Alaska, how interested do you think you would be in: Fishing with an Alaska Native Guide? Very Interested 27%Very Interested 27% Somewhat Interested 22%Somewhat Interested 22% Total Interested 49%Total Interested 49%

19 19 Interest in Alaska Native Culture and Arts If you were to plan another visit to Alaska, how interested do you think you would be in: If you were to plan another visit to Alaska, how interested do you think you would be in: Going with an Alaska Native guide to view wildlife and learn about Native names and uses for local plants and animals? Very Interested 38%Very Interested 38% Somewhat Interested 34%Somewhat Interested 34% Total Interested 72%Total Interested 72%

20 20 Interest in Alaska Native Culture and Arts If you were to plan another visit to Alaska, how interested do you think you would be in: If you were to plan another visit to Alaska, how interested do you think you would be in: Learning about and doing (if you want to) traditional Alaska Native crafts like beadwork, basket making, and skin sewing? Very Interested 20%Very Interested 20% Somewhat Interested 27%Somewhat Interested 27% Total Interested 47%Total Interested 47%

21 21 Interest in Alaska Native Culture and Arts If you were to plan another visit to Alaska, how interested do you think you would be in: If you were to plan another visit to Alaska, how interested do you think you would be in: Learning about and doing (if you want to) traditional Alaska Native dancing, singing, story telling, folklore? Very Interested 16%Very Interested 16% Somewhat Interested 25%Somewhat Interested 25% Total Interested 41%Total Interested 41%

22 22 Interest in Alaska Native Culture and Arts If you were to plan another visit to Alaska, how interested do you think you would be in: If you were to plan another visit to Alaska, how interested do you think you would be in: Learning about and doing (if you want to) traditional Alaska Native village activities like cutting and smoking salmon and berry picking? Very Interested 16%Very Interested 16% Somewhat Interested 32%Somewhat Interested 32% Total Interested 48%Total Interested 48%

23 23 Interest in Alaska Native Culture and Arts Comparison of Activities Visiting museums/cultural center77% Wildlife viewing with a Native Guide72% Fishing with a Native Guide49% Learning Native village activities (berry picking)48% Learning Native crafts47% Learning Native dances, songs, stories41%

24 24 Interest in Alaska Native Culture and Arts During my Alaska trip I… %YES Shopped for Alaska arts and crafts78% Sought items with the Made in Alaska label66% Shopped specifically for Alaska Native arts and crafts47% Sought items with the Alaska Native Silver Hands label16% Was aware that the Silver Hands label meant that the item was made in Alaska by Alaska Natives24%

25 25 Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey Questions focused on visitors Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska

26 26 Interest in Small Rural Communities in Alaska If you were to plan another visit to Alaska, how interested do you think you would be in visiting a small Alaska community or village for: If you were to plan another visit to Alaska, how interested do you think you would be in visiting a small Alaska community or village for: Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? Very Interested 33%Very Interested 33% Somewhat Interested 24%Somewhat Interested 24% Total Interested 57%Total Interested 57%

27 27 Interest in Small Rural Communities in Alaska If you were to plan another visit to Alaska, how interested do you think you would be in visiting a small Alaska community or village for: If you were to plan another visit to Alaska, how interested do you think you would be in visiting a small Alaska community or village for: Fishing, wildlife viewing, bird watching, hunting, looking at wild flowers, or other nature activities? Very Interested 51%Very Interested 51% Somewhat Interested 25%Somewhat Interested 25% Total Interested 76%Total Interested 76%

28 28 Interest in Small Rural Communities in Alaska If you were to plan another visit to Alaska, how interested do you think you would be in visiting a small Alaska community or village to: If you were to plan another visit to Alaska, how interested do you think you would be in visiting a small Alaska community or village to: Be with local residents to learn about local history and ways of life? Very Interested 36%Very Interested 36% Somewhat Interested 40%Somewhat Interested 40% Total Interested 76%Total Interested 76%

29 29 Interest in Small Rural Communities in Alaska Comparison of Activities 76% Fishing, wildlife viewing, bird watching, hunting, looking at wild flowers, or other nature activities 76% 76% Be with local residents to learn about local history and ways of life? 76% 57% Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? 57%

30 30 Interest in Small Rural Communities in Alaska Suppose you were to plan another trip to Alaska some time in the future. Suppose you were to plan another trip to Alaska some time in the future. Would you consider visiting a small Alaska community or village as part of the trip? Would you consider visiting a small Alaska community or village as part of the trip?. Yes 85%Yes 85% No 15%No 15%

31 31 Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey Questions focused on visitors Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts Interest in Small Rural Communities in Alaska Interest in Small Rural Communities in Alaska Barriers to Travel to Remote AreasBarriers to Travel to Remote Areas

32 32 Barriers to Travel in Remote Areas While some small communities and villages are easily accessible, others may require using forms of transportation that are unfamiliar to some people. While some small communities and villages are easily accessible, others may require using forms of transportation that are unfamiliar to some people.

33 33 Barriers to Travel in Remote Areas How would having to use a small airplane affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska? It would make me MORE INTERESTED 27%It would make me MORE INTERESTED 27% It would NOT AFFECT my decision 49%It would NOT AFFECT my decision 49% It would CONCERN me, but NOT PREVENT me 17%It would CONCERN me, but NOT PREVENT me 17% Total that would NOT BE PREVENTED 93%Total that would NOT BE PREVENTED 93%

34 34 Barriers to Travel in Remote Areas How would having to use a small boat affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska? It would make me MORE INTERESTED 28%It would make me MORE INTERESTED 28% It would NOT AFFECT my decision 38%It would NOT AFFECT my decision 38% It would CONCERN me, but NOT PREVENT me 23%It would CONCERN me, but NOT PREVENT me 23% Total that would NOT BE PREVENTED 89%Total that would NOT BE PREVENTED 89%

35 35 Barriers to Travel in Remote Areas How would having to use an off-road vehicle affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska? How would having to use an off-road vehicle affect your decision to visit a small Alaska community or village if you were to plan another trip to Alaska? It would make me MORE INTERESTED 28%It would make me MORE INTERESTED 28% It would NOT AFFECT my decision 48%It would NOT AFFECT my decision 48% It would CONCERN me, but NOT PREVENT me 16%It would CONCERN me, but NOT PREVENT me 16% Total that would NOT BE PREVENTED 92%Total that would NOT BE PREVENTED 92%

36 36 Barriers to Travel in Remote Areas Suppose you were to plan another trip to Alaska some time in the future. Suppose you were to plan another trip to Alaska some time in the future. Would you consider visiting a small Alaska community of village as part of the trip? Would you consider visiting a small Alaska community of village as part of the trip? Concerned Prevented Concerned Prevented Of the 85% who said Yes 26% 18% Of the 85% who said Yes 26% 18%

37 37 Culture and Small Community Research Module Added Questions to the Visitor Opinion Survey Questions focused on visitors Interest in Alaska Native Culture and Arts Interest in Alaska Native Culture and Arts Interest in Small Rural Communities in Alaska Interest in Small Rural Communities in Alaska Barriers to Travel to Remote Areas Barriers to Travel to Remote Areas Willingness to Pay to Visit Small Rural CommunitiesWillingness to Pay to Visit Small Rural Communities

38 38 Willingness to Pay for Travel to Villages If you were planning another trip to Alaska, how likely do you think you would be to include a trip to a small Alaska village if the cost per person for that part of your Alaska trip were each of the following amounts? If you were planning another trip to Alaska, how likely do you think you would be to include a trip to a small Alaska village if the cost per person for that part of your Alaska trip were each of the following amounts? Amounts $200 $400 $600 $900 $1,200 Somewhat likely 19% 33% 10% 3% 2% Very likely 60% 26% 20% 7% 3% Total likely 79% 59% 30% 10% 5%

39 39

40 40 Defining Culture and Small Community Groups or Market Segments Based on Used Cluster Analysis to Create Groups Based on Interest in Alaska Native Culture and ArtsInterest in Alaska Native Culture and Arts Interest in Small Rural Communities in AlaskaInterest in Small Rural Communities in Alaska Barriers to Travel to Remote AreasBarriers to Travel to Remote Areas

41 41 Culture and Small Community Groups or Market Segments Based on General Interest in Native culture……….. CultureGeneral Interest in Native culture……….. Culture Interest in Fishing with Native guide…….FishingInterest in Fishing with Native guide…….Fishing Shopping for Native Arts and Crafts……...ShoppingShopping for Native Arts and Crafts……...Shopping No Travel Barriers………………………….TravelNo Travel Barriers………………………….Travel

42 42 Culture and Small Community Groups or Market Segments Group Measure (Mean = 0) Interest in Native Culture Fishing w/ Native guide Shopping behavior No Travel Barriers

43 43 Culture and Small Community Groups or Market Segments Group % of Visitors 32%17%14%16% 21% Interest in Native Culture Fishing w/ Native guide Shopping behavior No Travel Barriers

44 44 Culture and Small Community Groups or Market Segments Cultural Target Groups % of Visitors 1 Fishing ++ Culture ++ Fishing + Shopping + Travel32% ++ Culture ++ Fishing + Shopping + Travel32% 2Shopping ++ Culture -- Fishing ++ Shopping + Travel17% ++ Culture -- Fishing ++ Shopping + Travel17% %

45 45 Culture and Small Community Groups or Market Segments Non Target Groups % of Visitors 3 -- Culture -- Fishing -- Shopping -- Travel14% 4 + Culture + Fishing + Shopping -- Travel16% 5 -- Culture - Fishing -- Shopping + Travel21% %

46 46 Culture and Small Community Groups or Market Segments Our presentation divides visitors into 3 groups: Our presentation divides visitors into 3 groups: 1.Non Target Group51%743,223 2.Target Culture/Fish32%464,879 3.Target Culture/Shop17%249,198 Total Visitors100%1,457,300

47 47 Culture and Small Community Groups or Market Segments Are these groups real? Are these groups real? What evidence do we have that these groups represent distinct market segments? What evidence do we have that these groups represent distinct market segments?

48 48 Culture and Small Community Groups or Market Segments Is there a difference between the groups stated willingness to pay for travel to villages? Is there a difference between the groups stated willingness to pay for travel to villages?

49 49 Willingness to Pay for Travel to Villages If you were planning another trip to Alaska, how likely do you think you would be to include a trip to a small Alaska village if the cost per person for that part of your Alaska trip were each of the following amounts? If you were planning another trip to Alaska, how likely do you think you would be to include a trip to a small Alaska village if the cost per person for that part of your Alaska trip were each of the following amounts?

50 50 Very Likely to Pay for Travel to Villages Non Cultural Target AmountTargetFish Shop Non Cultural Target AmountTargetFish Shop $200 46%71%74% $200 46%71%74% $400 17%35%27% $400 17%35%27% $600 6%13%15% $600 6%13%15% $900 3%5%2% $900 3%5%2% $1,200 3%4%1%

51 51

52 52 Culture and Small Community Groups or Market Segments Is there a difference between the groups reported expenditures during their Alaska trip? Is there a difference between the groups reported expenditures during their Alaska trip?

53 53 Expenditures during Alaska Trip Non Cultural Target ItemsTarget Fish Shop Non Cultural Target ItemsTarget Fish Shop Made in AK Arts/Crafts $39$50$146 Other Gifts/Souvenirs $170$147$210

54 54 Expenditures during Alaska Trip Non Cultural Target ItemTarget Fish Shop Non Cultural Target ItemTarget Fish Shop Rec./Entertainment $192$319$290 Package Tours $94$220$125 Transportation $161$293$165

55 55 Expenditures during Alaska Trip Non Cultural Target ItemTarget FishShop Non Cultural Target ItemTarget FishShop Lodging $445$546$357 Food $228$230$230

56 56 Expenditures during Alaska Trip Non Cultural Target Target FishShop Non Cultural Target Target FishShop Total in-State $ Spent $1,409$1,902$1,604 Daily Group $ Spent $153$184$161 Daily Indiv. $ Spent $80$100$89

57 57 Total In-State Expenditures Non Target Group$826 million Target Culture/Fish$697 million Target Culture/Shop$316 million Total Visitors$1,839 million

58 58 Culture and Small Community Groups or Market Segments These Market Segments are Real!

59 59 Culture and Small Community Target Segments Are more willing to pay for travel to rural areasAre more willing to pay for travel to rural areas Spend more money onSpend more money on –Made in Alaska Products –Tour Packages –In-State Transportation –Recreation and Entertainment Spend more money in total in state.Spend more money in total in state.

60 60 Culture and Small Community Market Segments Target Groups are based on interest in Native culture and small communities. Target Groups are based on interest in Native culture and small communities. How can you market to the target groups? How can you market to the target groups? Do they differ demographically? Do they differ demographically?

61 61 Market Segment Demographics Non Cultural Target Non Cultural Target Characteristic Target Fish Shop Average Age Gender (% Female)56%55%66% Employment (% FT) 48%45%70%

62 62 H ousehold Income % of Those Who Responded Non Non Cultural Target Target Fish Shop Target Fish Shop Less than $100,000 77%78%68% $100,000 or greater 23%22%32%

63 63 Education Non Cultural Target Non Cultural Target Target Fish Shop Target Fish Shop College graduate 20%18%15% Post graduate 36%30%51% Total College + 56%48%65%

64 64 Culture and Small Community Market Segments Do groups differ demographically? Do groups differ demographically? Target Culture/Fish differ very little from the non target group. Target Culture/Fish differ very little from the non target group. Target Culture/Shop are more likely to be female, slightly younger, employed full time, earn over $100,000, and a college graduate. Target Culture/Shop are more likely to be female, slightly younger, employed full time, earn over $100,000, and a college graduate.

65 65 Culture and Small Community Market Segments Target Groups are based on interest in Native culture and small communities. Target Groups are based on interest in Native culture and small communities. How can you market to the target groups? How can you market to the target groups? How did their Alaska trips differ? How did their Alaska trips differ?

66 66 Alaska Trip Characteristics Purpose of Trip Alaska Trip Characteristics Purpose of Trip Non Cultural Target CharacteristicTarget Fish Shop Non Cultural Target CharacteristicTarget Fish Shop Business only 11%9%6% Business & pleasure 4%6%10% Vacation & pleasure 78%76%77% Visit friends & relatives 7%9%7%

67 67 Alaska Trip Characteristics Mode of Transportation Non Cultural Target Mode Target Fish Shop Non Cultural Target Mode Target Fish Shop Domestic Air 57% 55% 54% International Air 1% 2% 1% Ferry 1% 1% 2% Cruise Ship 34% 34% 40% Highway 6% 7% 5%

68 68 Alaska Trip Characteristics Type of Traveler Non Cultural Target CharacteristicTarget Fish Shop Non Cultural Target CharacteristicTarget Fish Shop Independent 27%30%15% Package/Inde-Package 74%69%85%

69 69 Alaska Trip Planning Use of a Travel Agent Non Cultural Target Target Fish Shop Non Cultural Target Target Fish Shop Yes63%60%80%

70 70 Alaska Trip Planning When Travel Plans Were Made Non Cultural Target CharacteristicTarget Fish Shop Non Cultural Target CharacteristicTarget Fish Shop 1 to 2 years5%3%3% 7 to 11 months 17%19%24% 5 to 6 months 20%15%33% 3 to 4 months 21%17%15% 1 to 2 months 22%28%15% Less than one month 16%17%10%

71 71 Alaska Trip Characteristics Regions Visited within Alaska Non Cultural Target Region Target Fish Shop Non Cultural Target Region Target Fish Shop Interior/Northern 60%64%55% Southeast 75%75%84% Southcentral61%57%67% Southwest 17%12%6% Denali 41%37%41%

72 72 Alaska Trip Characteristics Type of Traveler Non Cultural Target CharacteristicTarget Fish Shop Non Cultural Target CharacteristicTarget Fish Shop Been to Alaska Before 39%41% 29% Plan to Buy Day Tours46%44% 48% Alaska Trip > 2 Weeks 12%15% 21%

73 73 Very Likely to Visit Alaska Within 5 Years Non Cultural Target Type of tripTarget Fish Shop Non Cultural Target Type of tripTarget Fish Shop Business 11%23% 22% Vacation/Pleasure 34%52% 37% Either45%75% 59%

74 74 Culture and Small Community Market Segments How do their Alaska trips differ? How do their Alaska trips differ? Cultural Target Fishermen are more likely to return to Alaska within 5 years. Cultural Target Fishermen are more likely to return to Alaska within 5 years. Cultural Target Shoppers are more likely to use a travel agent, make trip plans earlier, purchase a travel package, and are less likely to have been to Alaska before. Cultural Target Shoppers are more likely to use a travel agent, make trip plans earlier, purchase a travel package, and are less likely to have been to Alaska before.

75 75 Culture and Small Community Groups or Market Segments Conclusions about group differences Conclusions about group differences Cultural Target Fishermen are difficult to distinguish by demographics or trip characteristics. Cultural Target Fishermen are difficult to distinguish by demographics or trip characteristics. Cultural Target Shoppers are a little more distinctive and may potentially be reached through travel agents that cater to well educated, employed, women. Cultural Target Shoppers are a little more distinctive and may potentially be reached through travel agents that cater to well educated, employed, women.

76 76 Culture and Small Community Market Segments Conclusions about group differences Conclusions about group differences We need to dig beyond demographics and trip characteristics to identify how to target market segments. We need to dig beyond demographics and trip characteristics to identify how to target market segments.

77 77 Culture and Small Community Market Segments Need to focus on group interests. Compare questions used to define groups.Compare questions used to define groups.

78 78 Interest in Alaska Native Culture and Arts Comparison of Activities -- Everyone Visiting museums/cultural center77% Wildlife viewing with a Native Guide72% Fishing with a Native Guide49% Learning Native village activities (berry picking)48% Learning Native crafts47% Learning Native dances, songs, stories41%

79 79 Interest in Alaska Native Culture and Arts Comparison of Activities – by Market Segments Non Cultural Target Activity Target Fish Shop Non Cultural Target Activity Target Fish Shop Visiting museums 65%91%91% Wildlife viewing 54%91%87% Fishing 38%100%0% Village activities 30%70%62% Native crafts31%60%71% Native folklore30%56%50%

80 80 Interest in Small Rural Communities in Alaska Comparison of Activities -- Everyone 76% Fishing, wildlife viewing, bird watching, hunting, looking at wild flowers, or other nature activities 76% 76% Be with local residents to learn about local history and ways of life? 76% 57% Outdoor recreation activities like hiking, rafting, camping, mountain biking, etc.? 57%

81 81 Interest in Alaska Native Culture and Arts Comparison of Activities – by Market Segments Non Cultural Target Activity Target Fish Shop Non Cultural Target Activity Target Fish Shop Nature Activities 66%88% 85% History/Way of Life 60%90%90% Outdoor Recreation 46%65% 67%

82 82 Culture and Small Community Market Segments Need to focus on group interests. Compare questions used to define groups. Compare questions used to define groups. Compare other questions in Visitor Opinion Survey.Compare other questions in Visitor Opinion Survey.

83 83 Importance of Opportunities in Planning Alaska Trip --by Market Segments % Responding that Opportunity was Very Important Non Cultural Target OpportunityTarget Fish Shop Non Cultural Target OpportunityTarget Fish Shop Seeing natural scenery 81%86%86% Seeing/visiting wilderness 51%77%74% Experiencing solitude 25%37%27%

84 84 Importance of Opportunities in Planning Alaska Trip --by Market Segments % Responding that Opportunity was Very Important Non Cultural Target OpportunityTarget Fish Shop Non Cultural Target OpportunityTarget Fish Shop Viewing wildlife 52%72%75% Fishing 11%33%3%

85 85 Importance of Opportunities in Planning Alaska Trip --by Market Segments % Responding that Opportunity was Very Important Non Cultural Target OpportunityTarget Fish Shop Non Cultural Target OpportunityTarget Fish Shop Learning Alaska History 16%52%45% Learning Native Culture 14%50%47% Meeting Local People14%40%36%

86 86 Importance of Opportunities in Planning Alaska Trip --by Market Segments % Responding that Opportunity was Very Important Non Cultural Target OpportunityTarget FishShop Non Cultural Target OpportunityTarget FishShop Shopping for arts/crafts 14%27% 37% Quality food and drink 25%30%32% Luxurious accommodations 8%11%7%

87 87 Importance of Opportunities in Planning Alaska Trip --by Market Segments Opportunities of Primary Interest to Both Groups Cultural Target Opportunity Fish Shop Cultural Target Opportunity Fish Shop Seeing natural scenery 86% 86% Seeing/visiting wilderness 77% 74% Viewing wildlife 72% 75% Learning Alaska history 52% 45% Learning Native culture 50% 47%

88 88 Alaska Native Culture and Rural Tourism What have we learned about Opportunities for Economic Development?

89 89 Native Culture and Small Community Market Segments Are: BIG – nearly ½ of current visitorsBIG – nearly ½ of current visitors Economically Important – contribute more $$ in state per person per trip than other visitorsEconomically Important – contribute more $$ in state per person per trip than other visitors

90 90 Native Culture and Small Community Market Segments Are: Distinguished by INTERESTS – not demographics – not type of travelerDistinguished by INTERESTS – not demographics – not type of traveler Centered on TWO COMBINED interests NATURE/WILDLIFE NATIVE CULTURECentered on TWO COMBINED interests NATURE/WILDLIFE NATIVE CULTURE

91 91 Native Culture and Small Community Market Segments What can you do to target these Market Segments? What can you do to target these Market Segments? 1.Develop COMBINATION TOUR PACKAGES that include both Nature/Wildlife and Native Culture. 2.Develop PARTNERSHIPS with existing Nature/Wildlife Tour businesses. 3.Focus products on opportunities for EXPERIENCE rather than high-end accommodations. 4.Address TRANSPORTATION CONCERNS in advertising/literature

92 92 Native Culture and Small Community Market Segments What can you do to target these Market Segments? What can you do to target these Market Segments? 4.FOCUS ADVERTISING on target groups Example – travel agents connected to university alumni associations or nature/wildlife travelExample – travel agents connected to university alumni associations or nature/wildlife travel 5.LEARN MORE about target groups Continue to analyze AVSP dataContinue to analyze AVSP data New research on existing customersNew research on existing customers Alaska ResidentsAlaska Residents


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