Michigan 2012 National Tourism Advertising Evaluation and Image Study
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1 Michigan 2012 National Tourism Advertising Evaluation and Image Study - Final Report April 2013
2 Table of Contents The 2012 Advertising Campaign... 3 Research Objectives... 4 Research Method... 5 Creative..8 Detailed Findings...13 Travel Motivators & Hot Buttons Michigan s Image. 21 Michigan s Tourism Product.. 35 Campaign Performance.. 45 Advertising Awareness Impact of Advertising on Image.49 Bottom line Impacts..55 Pure Michigan Summary Appendix: I (Regional Market).64 Appendix: II (National Market) 109 2
3 The 2012 Advertising Campaign The 2012 tourism advertising program for the State of Michigan involved the continuation of the highly successful Pure Michigan campaign in both the regional as well the balance of the national marketplace: Michigan s regional markets include: Chicago IL, Milwaukee WI, Indianapolis IN, Cleveland OH, Akron OH, Canton OH, Cincinnati OH, Columbus OH, Dayton OH, Toledo OH, St. Louis MO, South Bend IN, Green Bay WI, Ft. Wayne IN, and Southern Ontario. The State invested a total of $15.8 million on the campaign in 2012: $3.6 million in the region and $12.3 million in the rest of the nation. 3
4 Research Objective The purpose of this research was to provide: strategic insights about the image of Michigan and its key competitors with respect to key destination choice factors; an evaluation of the impact of the 2012 campaign on both: short of sales measures: advertising awareness and image bottom line measures travel to Michigan, traveler spending in Michigan and the state and local taxes related to that spending and finally the return on the advertising investment (ROI) 4
5 Research Method The study was conducted among a representative sample of adult travelers residing in the U.S. Travelers means respondents had taken a day and/or overnight pleasure trip anywhere in the past 3 years and intend to take another in the next 2 years. The survey was conducted via a major American online consumer panel which is demographically balanced to represent the national population. 1,440 individuals responded to the research from Michigan s regional marketplace 4,500 individuals responded to the research from the rest of the nation (2,000 from balance of U.S. and 1,250 in each of the Dallas and Atlanta markets) At the 95% confidence level, the margin of error for a proportion in the research is +/- 2% 5
6 Research Method (Cont d) The questionnaire addressed three key areas in the following order: Michigan s Image as a Travel Destination Respondents rated Michigan and selected competitive states across an extensive list of characteristics or attributes. Travel to Michigan Respondents reported the number of day and overnight trips they took to Michigan during and shortly after the advertising campaign. Advertising Awareness Individual ads from the 2012 campaign were exposed and respondents reported recall of each. 6
7 Research Method (Cont d) ROI calculation: The Longwoods R.O.EYE method quantifies the relationship between awareness of campaign elements and trip taking. A baseline measure is generated to estimate the level of visitation that would have occurred in the absence of advertising activity. Using the principles and techniques of experimental design, we control for the effects of internal and external factors that could otherwise influence the result. 7
8 Creative
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13 Detailed Findings
14 Travel Motivators Longwoods takes an innovative approach to profiling the factors that motivate travel and destination choice. Direct questioning of respondents on this subject can often lead to misleading answers. Respondents answers tend to favor rational over emotional ideas because they are easier to call to mind and articulate. Longwoods, therefore, takes an indirect approach to uncovering these motivators. Through predictive modeling analytics, we get below the surface and uncover the true factors that drive overall ratings of destination appeal and choice. 14
15 The Indirect Approach Respondents are asked to rate selected states across a robust list of destination attributes or characteristics. The statistical correlation between each attribute rating and the overall rating for being A place I would really enjoy visiting is then calculated. Attributes showing strong correlations are strong predictors of destination choice and those with the highest are the Hot Buttons that should be included in the communications messaging strategy. Travel Motivator factors reflect the aggregated importance across related attributes. 15
16 Travel Motivators & Hot Buttons
17 Travel Motivators in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable Relative Importance * *A measure of the degree of association between each factor and whether Destination is a place I would really enjoy visiting. 17
18 Hot Buttons in the Regional Market Base: Regional Market Top 10 Hot Buttons A fun place for vacation A unique vacation experience Good for adult vacation Good place for families to visit A real adventure An exciting place Children would especially enjoy Lots to see and do Beautiful gardens and parks Popular with vacationers 18
19 Travel Motivators in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation Relative Importance * *A measure of the degree of association between each factor and whether Destination is a place I would really enjoy visiting. 19
20 Hot Buttons in the National Market Base: National Market Top 10 Hot Buttons A fun place for vacation An exciting place A unique vacation experience A real adventure Good for adult vacation Children would especially enjoy Good place for families to visit Popular with vacationers Lots to see and do Interesting cities 20
21 Michigan s Image
22 Michigan s Image To obtain travelers perceptions of Michigan and its key competitors, respondents were asked to rate each state across a battery of attributes, using a ten-point scale where 10 meant Agree completely and 1 meant Do not agree at all. A 0 rating was allowed if they had no impression at all. Image charts report the proportion of respondents who rated a destination at 10, 9, or 8 on each attribute. Competitive states included: Illinois, Indiana, New York, Ohio, Pennsylvania, and Wisconsin. 22
23 Michigan's Image in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York, and Illinois
24 Michigan's Top Image Strengths in the Regional Market Base: Regional Market Beautiful fall colors Great for boating/water sports Excellent fishing Truly beautiful scenery Not too far away for a vacation Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Good for adult vacation
25 Michigan's Image vs. the Competition in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York, and Illinois Michigan Competitors* 25
26 Michigan's Image Strengths vs. the Competition in the Regional Market Base: Regional Market Great for boating/water sports 28 Great for sailing 26 Excellent fishing 25 Often notice advertising for this place 20 Great for canoeing/kayaking 16 Good place for camping 16 Good for hiking/backpacking 14 Truly beautiful scenery Difference in 26
27 Michigan's Image Strengths vs. the Competition in the Regional Market Base: Regional Market Popular with vacationers 13 Beautiful fall colors 10 A real adventure 9 Great for golf 7 Great for bicycling/jogging 7 Excellent state park facilities 6 Beautiful gardens and parks Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 27
28 Michigan's Image Weaknesses vs. the Competition in the Regional Market Base: Regional Market Excellent museums/art galleries Great for theater and the arts Interesting architecture Well-known landmarks Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Offers a variety of dining options Safe to travel anywhere in this place Excellent shopping Great place for a conference/convention Interesting cities Difference in 28
29 Michigan's Image in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois
30 Michigan's Top Image Strengths in the National Market Base: National Market Beautiful fall colors 56 Excellent fishing Great for boating/water sports Truly beautiful scenery Great for professional/college sports Great for sailing 46 Good place for camping Great for canoeing/kayaking Excellent state park facilities Good place for families to visit
31 Michigan's Image vs. the Competition in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois Michigan Competitors* 31
32 Michigan's Image Strengths vs. the Competition in the National Market Base: National Market Great for sailing 19 Great for boating/water sports 19 Excellent fishing 18 Great for canoeing/kayaking 12 Good place for camping 6 Good for hiking/backpacking Difference in 32
33 Michigan's Image Weaknesses vs. the Competition in the National Market Base: National Market Great for theater and the arts -15 Excellent museums/art galleries Exciting nightlife/entertainment/shows Well-known landmarks Excellent shopping Elegant, sophisticated restaurants Interesting architecture Offers a variety of dining options Great place for a conference/convention Difference in 33
34 Michigan's Image Weaknesses vs. the Competition in the National Market Base: National Market Interesting cities Popular with vacationers An exciting place Lots to see and do Interesting festivals/fairs/events Interesting local people Not too far away to consider for a vacation Good for adult vacation Interesting customs/cultures/traditions Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 34
35 Michigan s Tourism Product
36 Michigan s Product Delivery vs. Image by Travel Motivating Factors in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable * Visited in past two years Recent Visitors* Never Visited 36
37 Michigan s Product Delivery vs. Competitors by Travel Motivating Factors in the Regional Market Base: Regional Market who took a trip in the past two years Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois Michigan Competitors* 37
38 Michigan s Product Strengths in the Regional Market Base: Regional Market who took a trip in the past two years Great for boating/water sports Great for sailing Often notice advertising for this place Great for canoeing/kayaking Excellent fishing Truly beautiful scenery Good for hiking/backpacking Good place for camping Popular with vacationers Great for golf A real adventure Good for adult vacation Beautiful fall colors Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 38
39 Michigan's Product Weaknesses in the Regional Market Base: Regional Market who took a trip in the past two years Excellent museums/art galleries Interesting architecture Great for theater and the arts Offers a variety of dining options Great place for a conference/convention Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Beautiful gardens and parks Well-known landmarks Not too far away for a vacation Interesting cities Difference in Note: Circled attributes are some of the most important image hot buttons for travelers 39
40 Michigan s Product Delivery vs. Image by Travel Motivating Factors in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation * Visited in past two years Recent Visitors* Never Visited 40
41 Michigan s Product Delivery vs. Competitors by Travel Motivating Factors in the National Market Base: National Market who took a trip in the past two years Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation * Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois Michigan Competitors* 41
42 Michigan s Product Strengths in the National Market Base: National Market who took a trip in the past two years Great for sailing 19 Excellent fishing 15 Great for boating/water sports 14 Great for canoeing/kayaking 12 Great for bicycling/jogging 7 Great roads and highways 6 Great for golf Difference in 42
43 Michigan's Product Weaknesses in the National Market Base: National Market who took a trip in the past two years Great for theater and the arts Excellent museums/art galleries Well-known landmarks Interesting architecture Exciting nightlife/entertainment/shows Lots to see and do Excellent shopping Offers a variety of dining options Interesting cities Elegant, sophisticated restaurants Interesting festivals/fairs/events Difference in 43
44 Michigan's Product Weaknesses in the National Market Base: National Market who took a trip in the past two years Great place for a conference/convention Interesting local people A unique vacation experience Popular with vacationers A fun place for vacation Good for adult vacation Not too far away to consider for a vacation An exciting place Interesting customs/cultures/traditions Good place for families to visit Children would especially enjoy Note: Circled attributes are some of the most important image hot buttons for travelers Difference in 44
45 Campaign Performance
46 Advertising Performance Indicators Longwoods ROEye model evaluates campaign performance both on Short-of-Sales as well as Bottom-line measures. The key indicators of campaign performance are: Awareness of the advertising The advertising has to be seen or heard for it to have any effect. Actual advertising in each market was exposed during the online survey as recall stimuli. Impact on the Image of Michigan The advertising should enhance the impressions people have of the state as a destination. Impact on travel to Michigan Higher awareness and more favorable impressions of the state should translate into incremental reported as well as intended visits. 46
47 Advertising Awareness
48 Awareness of the 2012 Ad Campaign Aware* 72% Regional Market Aware* 39% National Market Unaware 28% Unaware 61% *Saw at least one ad 48
49 Impact of Advertising on Image
50 2012 Impact of Advertising on Michigan's Image in the Regional Market Base: Regional Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Popular Sports & Recreation Worry Free Entertainment Affordable * Saw at least one ad Aware* Unaware 50
51 Attributes On Which Advertising Had The Most Impact in the Regional Market Base: Regional Market Often notice advertising for this place 24 Good place for families to visit Great for boating/water sports Interesting small towns/villages Beautiful fall colors Good place for camping Not too far away for a vacation A real adventure Note: Circled attributes are some of the most important image hot buttons for travelers Difference in 51
52 Attributes On Which Advertising Had The Most Impact in the Regional Market Base: Regional Market Exciting nightlife/entertainment/shows Well-known landmarks Great for bicycling/jogging Excellent fishing Popular with vacationers A unique vacation experience Good for hiking/backpacking Children would especially enjoy Note: Circled attributes are some of the most important image hot buttons for travelers Difference in 52
53 2012 Impact of Advertising on Michigan's Image in the National Market Base: National Market Exciting Family Destination Adult Atmosphere Unique Sightseeing Entertainment Popular Affordable Worry Free Sports & Recreation * Saw at least one ad Aware* Unaware 53
54 Attributes On Which Advertising Had The Most Impact in the National Market Base: National Market Often notice advertising for this place Great for golf Not too far away for a vacation Good place for families to visit Great for sailing Great place for a conference/convention Great for professional/college sports A real adventure Excellent state park facilities Excellent fishing A fun place for vacation Popular with vacationers Note: Circled attributes are some of the most important image hot buttons for travelers Difference in 54
55 Bottom-Line Impacts
56 Campaign Efficiency Regional Market Base: Regional Market 2012 Michigan Campaign Ad Investment $5M Incremental Trips 2.3M Efficiency: Ad $ s per Trip $2.17 Trips per Ad $
57 Visitor Spending & Taxes Due To Advertising Regional Market Base: Regional Market 2012 Michigan Campaign Trips 2.3M Generated Incremental: Spending* State Taxes $574.8M $40.2M * 2012 Avg. Spending estimates and State Tax rate provided by Travel Michigan 57
58 The Bottom-Line in 2012 Regional Market Base: Regional Market 2012 Michigan Campaign Spending Per Ad $ $115:1 Taxes Per Ad $ $8:1 58
59 Campaign Efficiency National Market Base: National Market 2012 Michigan Campaign Ad Investment $8.7M Incremental Trips 1.5M Efficiency: Ad $ s per Trip $5.93 Trips per Ad $
60 Visitor Spending & Taxes Due To Advertising National Market Base: National Market 2012 Michigan Campaign Trips 1.5M Generated Incremental: Spending* State Taxes $554.9M $38.8M * 2012 Avg. Spending estimates and State Tax rate provided by Travel Michigan 60
61 The Bottom Line in 2012 National Market Base: National Market 2012 Michigan Campaign Spending Per Ad $ $64:1 Taxes Per Ad $ $4:1 61
62 Pure Michigan Summary
63 Pure Michigan Out-of-State ROI Summary Advertising Investment Trips Generated New Visitor Spending State Taxes Generated 2006 Region $6.2M 0.7M $188.0M $13.1M $ Region $6.8M 1.3M $287.4M $20.1M $ Region $6.4M 1.1M $270.3M $18.9M $ Region $4.9M 1.4M $374.4M $26.2M $ National $7.8M 0.7M $249.6M $17.5M $ Region $2.2M 1.2M $292.9M $20.5M $ National $7.6M 0.9M $313.0M $21.9M $ Region $3.8M 2.0M $531.9M $37.2M $ National $10.5M 1.2M $465.5M $32.6M $ Region $5.0M 2.3M $574.8M $40.2M $ National $8.7M 1.5M $554.9M $38.8M $4.45 ROI Region Total $35.3M 10.0M $2,519.7M $176.3M $4.99 National Total $34.6M 4.2M $1,583.1M $110.8M $3.20 Total $70.0M 14.2M $4,102.8M $287.1M $
64 Appendix: I (Regional Market)
65 Michigan s Image in the Regional Market
66 Image Rating: Would Really Enjoy Visiting Base: Regional Market Wisconsin Illinois Michigan Pennsylvania New York Ohio Indiana 66
67 Michigan's Image vs. the Competition Exciting Base: Regional Market Exciting A fun place for vacation A real adventure An exciting place Michigan Competitors 67
68 Michigan's Image vs. the Competition Exciting Base: Regional Market Illinois Wisconsin Michigan New York Pennsylvania Ohio Indiana 68
69 Michigan's Image vs. the Competition Family Destination Base: Regional Market Family Destination Good place for families to visit Children would especially enjoy Michigan Competitors 69
70 Michigan's Image vs. the Competition Family Destination Base: Regional Market Wisconsin Michigan Illinois Ohio Pennsylvania New York Indiana 70
71 Michigan's Image vs. the Competition Adult Atmosphere Base: Regional Market Adult Atmosphere Good for adult vacation Great place for a conference/convention Michigan Competitors 71
72 Michigan's Image vs. the Competition Adult Atmosphere Base: Regional Market Illinois New York Wisconsin Michigan Pennsylvania Ohio Indiana 72
73 Michigan's Image vs. the Competition Unique Base: Regional Market Unique Beautiful fall colors A unique vacation experience Interesting local people Interesting customs/cultures/traditions Michigan Competitors 73
74 Michigan's Image vs. the Competition Unique Base: Regional Market Wisconsin Michigan Pennsylvania Illinois New York Ohio Indiana 74
75 Michigan's Image vs. the Competition Sightseeing Base: Regional Market Sightseeing Truly beautiful scenery Interesting small towns/villages Beautiful gardens and parks Lots to see and do Interesting festivals/fairs/events Interesting cities Well-known landmarks Excellent shopping Interesting architecture Excellent museums/art galleries Michigan Competitors 75
76 Michigan's Image vs. the Competition Sightseeing Base: Regional Market Illinois New York Wisconsin Pennsylvania Michigan Ohio Indiana 76
77 Michigan's Image vs. the Competition Popular Base: Regional Market Popular Popular with vacationers Often notice advertising for this place Michigan Competitors 77
78 Michigan's Image vs. the Competition Popular Base: Regional Market Michigan Wisconsin Illinois New York Ohio Pennsylvania Indiana 78
79 Michigan's Image vs. the Competition Sports & Recreation Base: Regional Market Sports & Recreation Great for boating/water sports Excellent fishing Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf Michigan Competitors 79
80 Michigan's Image vs. the Competition Sports & Recreation Base: Regional Market Wisconsin Michigan Ohio Illinois New York Indiana Pennsylvania 80
81 Michigan's Image vs. the Competition Worry Free Base: Regional Market Worry Free Great roads and highways Safe to travel anywhere in this place Excellent climate overall Michigan Competitors 81
82 Michigan's Image vs. the Competition Worry Free Base: Regional Market Wisconsin Indiana Ohio Michigan Pennsylvania Illinois New York 82
83 Michigan's Image vs. the Competition Entertainment Base: Regional Market Entertainment Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Great for theater and the arts Michigan Competitors 83
84 Michigan's Image vs. the Competition Entertainment Base: Regional Market Illinois New York Wisconsin Ohio Michigan Pennsylvania Indiana 84
85 Michigan's Image vs. the Competition Affordable Base: Regional Market Affordable Not too far away for a vacation Offers a variety of dining options Michigan Competitors 85
86 Michigan's Image vs. the Competition Affordable Base: Regional Market Illinois New York Michigan Wisconsin Ohio Indiana Pennsylvania 86
87 Michigan's Product in the Regional Market
88 Michigan s Tourism Product Exciting Base: Regional Market who took a trip in the past two years Exciting A fun place for vacation A real adventure An exciting place Michigan Competitors 88
89 Michigan s Tourism Product Family Destination Base: Regional Market who took a trip in the past two years Family Destination Good place for families to visit Children would especially enjoy Michigan Competitors 89
90 Michigan s Tourism Product Adult Atmosphere Base: Regional Market who took a trip in the past two years Adult Atmosphere Good for adult vacation Great place for a conference/convention Michigan Competitors 90
91 Michigan s Tourism Product Unique Base: Regional Market who took a trip in the past two years Unique Beautiful fall colors A unique vacation experience Interesting local people Interesting customs/cultures/traditions Michigan Competitors 91
92 Michigan s Tourism Product Sightseeing Base: Regional Market who took a trip in the past two years Sightseeing Truly beautiful scenery Interesting small towns/villages Beautiful gardens and parks Lots to see and do Interesting festivals/fairs/events Interesting cities Well-known landmarks Excellent shopping Interesting architecture Excellent museums/art galleries Michigan Competitors 92
93 Michigan s Tourism Product Popular Base: Regional Market who took a trip in the past two years Popular Popular with vacationers Often notice advertising for this place Michigan Competitors 93
94 Michigan s Tourism Product Sports & Recreation Base: Regional Market who took a trip in the past two years Sports & Recreation Great for boating/water sports Excellent fishing Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf Michigan Competitors 94
95 Michigan s Tourism Product Worry Free Base: Regional Market who took a trip in the past two years Worry Free Great roads and highways Safe to travel anywhere in this place Excellent climate overall Michigan Competitors 95
96 Michigan s Tourism Product Entertainment Base: Regional Market who took a trip in the past two years Entertainment Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Great for theater and the arts Michigan Competitors 96
97 Michigan s Tourism Product Affordable Base: Regional Market who took a trip in the past two years Affordable Not too far away for a vacation Offers a variety of dining options Michigan Competitors 97
98 Advertising Impacts on Image in the Regional Market
99 Michigan's Image Exciting Base: Regional Market Exciting A fun place for vacation A real adventure An exciting place * Saw at least one ad Aware* Unaware 99
100 Michigan's Image Family Destination Base: Regional Market Family Destination Good place for families to visit Children would especially enjoy * Saw at least one ad Aware* Unaware 100
101 Michigan's Image Adult Atmosphere Base: Regional Market Adult Atmosphere Good for adult vacation Great place for a conference/convention * Saw at least one ad Aware* Unaware 101
102 Michigan's Image Unique Base: Regional Market Unique Beautiful fall colors A unique vacation experience Interesting local people Interesting customs/cultures/traditions * Saw at least one ad Aware* Unaware 102
103 Michigan's Image Sightseeing Base: Regional Market Sightseeing Truly beautiful scenery Interesting small towns/villages Beautiful gardens and parks Lots to see and do Interesting festivals/fairs/events Interesting cities Well-known landmarks Excellent shopping Interesting architecture Excellent museums/art galleries * Saw at least one ad Aware* Unaware 103
104 Michigan's Image Popular Base: Regional Market Popular Popular with vacationers Often notice advertising for this place * Saw at least one ad Aware* Unaware 104
105 Michigan's Image Sports & Recreation Base: Regional Market Sports & Recreation Great for boating/water sports Excellent fishing Great for sailing Good place for camping Great for professional/college sports Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf * Saw at least one ad Aware* Unaware 105
106 Michigan's Image Worry Free Base: Regional Market Worry Free Great roads and highways Safe to travel anywhere in this place Excellent climate overall * Saw at least one ad Aware* Unaware 106
107 Michigan's Image Entertainment Base: Regional Market Entertainment Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Great for theater and the arts * Saw at least one ad Aware* Unaware 107
108 Michigan's Image Affordable Base: Regional Market Affordable Not too far away for a vacation Offers a variety of dining options * Saw at least one ad Aware* Unaware 108
109 Appendix: II (National Market)
110 Michigan s Image in the National Market
111 Image Rating: Would Really Enjoy Visiting Base: National Market New York Pennsylvania Wisconsin Michigan Illinois Ohio Indiana 111
112 Michigan's Image vs. the Competition Exciting Base: National Market Exciting A fun place for vacation A real adventure An exciting place Michigan Competitors 112
113 Michigan's Image vs. the Competition Exciting Base: National Market New York Pennsylvania Wisconsin Illinois Michigan Ohio Indiana 113
114 Michigan's Image vs. the Competition Family Destination Base: National Market Family Destination Good place for families to visit Children would especially enjoy Michigan Competitors 114
115 Michigan's Image vs. the Competition Family Destination Base: National Market New York Pennsylvania Wisconsin Michigan Illinois Ohio Indiana 115
116 Michigan's Image vs. the Competition Adult Atmosphere Base: National Market Adult Atmosphere Good for adult vacation Great place for a conference/convention Michigan Competitors 116
117 Michigan's Image vs. the Competition Adult Atmosphere Base: National Market New York Pennsylvania Illinois Wisconsin Michigan Ohio Indiana 117
118 Michigan's Image vs. the Competition Unique Base: National Market Unique Beautiful fall colors Interesting local people A unique vacation experience Interesting customs/cultures/traditions Michigan Competitors 118
119 Michigan's Image vs. the Competition Unique Base: National Market New York Pennsylvania Wisconsin Michigan Ohio Illinois Indiana 119
120 Michigan's Image vs. the Competition Sightseeing Base: National Market Sightseeing Truly beautiful scenery Beautiful gardens and parks Interesting small towns/villages Lots to see and do Interesting cities Interesting festivals/fairs/events Well-known landmarks Excellent museums/art galleries Excellent shopping Interesting architecture Michigan Competitors 120
121 Michigan's Image vs. the Competition Sightseeing Base: National Market New York Pennsylvania Illinois Wisconsin Michigan Ohio Indiana 121
122 Michigan's Image vs. the Competition Entertainment Base: National Market Entertainment Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Great for theater and the arts Michigan Competitors 122
123 Michigan's Image vs. the Competition Entertainment Base: National Market New York Illinois Pennsylvania Michigan Ohio Wisconsin Indiana 123
124 Michigan's Image vs. the Competition Popular Base: National Market Popular Popular with vacationers Often notice advertising Michigan Competitors 124
125 Michigan's Image vs. the Competition Popular Base: National Market New York Pennsylvania Michigan Illinois Wisconsin Ohio Indiana 125
126 Michigan's Image vs. the Competition Affordable Base: National Market Affordable Offers a variety of dining options Not too far away for a vacation Michigan Competitors 126
127 Michigan's Image vs. the Competition Affordable Base: National Market New York Pennsylvania Illinois Ohio Michigan Wisconsin Indiana 127
128 Michigan's Image vs. the Competition Worry Free Base: National Market Worry Free Great roads and highways Safe to travel anywhere in this place Excellent climate overall Michigan Competitors 128
129 Michigan's Image vs. the Competition Worry Free Base: National Market Wisconsin Pennsylvania Indiana Ohio Michigan New York Illinois 129
130 Michigan's Image vs. the Competition Sports & Recreation Base: National Market Sports & Recreation Excellent fishing Great for boating/water sports Great for professional/college sports Great for sailing Good place for camping Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf Michigan Competitors 130
131 Michigan's Image vs. the Competition Sports & Recreation Base: National Market Michigan Wisconsin New York Pennsylvania Ohio Illinois Indiana 131
132 Michigan s Product Delivery in the National Market
133 Michigan s Tourism Product Exciting Base: National Market who took a trip in the past two years Exciting A fun place for vacation A real adventure An exciting place Michigan Competitors 133
134 Michigan s Tourism Product Family Destination Base: National Market who took a trip in the past two years Family Destination Good place for families to visit Children would especially enjoy Michigan Competitors 134
135 Michigan s Tourism Product Adult Atmosphere Base: National Market who took a trip in the past two years Adult Atmosphere Good for adult vacation Great place for a conference/convention Michigan Competitors 135
136 Michigan s Tourism Product Unique Base: National Market who took a trip in the past two years Unique Beautiful fall colors Interesting local people A unique vacation experience Interesting customs/cultures/traditions Michigan Competitors 136
137 Michigan s Tourism Product Sightseeing Base: National Market who took a trip in the past two years Sightseeing Truly beautiful scenery Beautiful gardens and parks Interesting small towns/villages Lots to see and do Interesting cities Interesting festivals/fairs/events Well-known landmarks Excellent museums/art galleries Excellent shopping Interesting architecture Michigan Competitors 137
138 Michigan s Tourism Product Entertainment Base: National Market who took a trip in the past two years Entertainment Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Great for theater and the arts Michigan Competitors 138
139 Michigan s Tourism Product Popular Base: National Market who took a trip in the past two years Popular Popular with vacationers Often notice advertising for this place Michigan Competitors 139
140 Michigan s Tourism Product Affordable Base: National Market who took a trip in the past two years Affordable Offers a variety of dining options Not too far away for a vacation Michigan Competitors 140
141 Michigan s Tourism Product Worry Free Base: National Market who took a trip in the past two years Worry Free Great roads and highways Safe to travel anywhere in this place Excellent climate overall Michigan Competitors 141
142 Michigan s Tourism Product Sports & Recreation Base: National Market who took a trip in the past two years Sports & Recreation Excellent fishing Great for boating/water sports Great for professional/college sports Great for sailing Good place for camping Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf Michigan Competitors 142
143 Advertising Impacts on Image in the National Market
144 Michigan's Image Exciting Base: National Market Exciting A fun place for vacation A real adventure An exciting place * Saw at least one ad Aware* Unaware 144
145 Michigan's Image Family Destination Base: National Market Family Destination Good place for families to visit Children would especially enjoy * Saw at least one ad Aware* Unaware 145
146 Michigan's Image Adult Atmosphere Base: National Market Adult Atmosphere Good for adult vacation Great place for a conference/convention * Saw at least one ad Aware* Unaware 146
147 Michigan's Image Unique Base: National Market Unique Beautiful fall colors Interesting local people A unique vacation experience Interesting customs/cultures/traditions * Saw at least one ad Aware* Unaware 147
148 Michigan's Image Sightseeing Base: National Market Sightseeing Truly beautiful scenery Beautiful gardens and parks Interesting small towns/villages Lots to see and do Interesting cities Interesting festivals/fairs/events Well-known landmarks Excellent museums/art galleries Excellent shopping Interesting architecture Aware* Unaware 148 * Saw at least one ad
149 Michigan's Image Entertainment Base: National Market Entertainment Elegant, sophisticated restaurants Exciting nightlife/entertainment/shows Great for theater and the arts * Saw at least one ad Aware* Unaware 149
150 Michigan's Image Popular Base: National Market Popular Popular with vacationers Often notice advertising for this place 9 28 * Saw at least one ad Aware Unaware 150
151 Michigan's Image Affordable Base: National Market Affordable Offers a variety of dining options Not too far away for a vacation * Saw at least one ad Aware* Unaware 151
152 Michigan's Image Worry Free Base: National Market Worry Free Great roads and highways Safe to travel anywhere in this place Excellent climate overall * Saw at least one ad Aware* Unaware 152
153 Michigan's Image Sports & Recreation Base: National Market Sports & Recreation Excellent fishing Great for boating/water sports Great for professional/college sports Great for sailing Good place for camping Great for canoeing/kayaking Excellent state park facilities Good for hiking/backpacking Great for bicycling/jogging Great for golf Aware* Unaware 153 * Saw at least one ad
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