Presentation on theme: "Cheryl Cothran, Ph.D., Director Arizona Hospitality Research & Resource Center, Center for Business Outreach."— Presentation transcript:
Cheryl Cothran, Ph.D., Director Arizona Hospitality Research & Resource Center, Center for Business Outreach
Measure how you’re doing Be accountable to stakeholders Test assumptions & anecdotal evidence Plan, Market and Product Development Track trends over time...
AOT resources at: www.azot.govwww.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)
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%)
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
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)
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
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...
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
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...
Sample size / validity How long to survey (seasonal/12 months) Create questionnaire, properly-worded unambiguous questions Conduct yourself or outsource?
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
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/