Assessing Beaufort s Tourism Markets Via Data Integration Methods: Using Survey, Zip Code, and Other

Transcription

1 Assessing Beaufort s Tourism Markets Via Data Integration Methods: Using Survey, Zip Code, and Other Secondary Data John Salazar, Ph.D., CHE Lowcountry & Resort Islands Tourism Institute University of South Carolina - Beaufort

2 Data Integration Merging of qualified data from multiple, and reputable sources Survey Research: Intercept, Online, etc. Other Primary Data: Zip codes from hotel reservation systems Secondary Data: Census Information, etc. Through data integration processes can we identify Beaufort s target populations using visitor inquiries? 10/13/2011 LRITI

3 Method Preliminary demographic analyses of online survey participants Zip code plotting of 2008 visitor inquiries Merging of zip codes with MSA Converge MSA s with DMA s Compare 2008 visitor it inquiry i percent share against 2008 Nielsen, Arbitron, and Scarborough DMA data Analyze expenditures and demographics of populations within high frequency MSA s 10/13/2011 LRITI

4 Current USCB Research Leading to Data Integration ti Exploration USCB Green Survey: Hilton Head Island- Bluffton Chamber of Commerce Online survey participants indicated green behaviors while at home and on vacation (data are still being collected) Participants also indicate age, education, and annual household income 10/13/2011 LRITI

5 Requested Prior to Randomly Selecting Participants i t for the Online Survey addresses of individuals requesting 2008 tourism information from Beaufort commonly known as Visitor Inquiries (VI) Zip codes of 2008 VI 10/13/2011 LRITI

6 s and Zip Code Totals s Sent 167 Respondents as of 2/27/ Respondents are non- Lowcountry residents Approximately 5,900 zip codes from 2008 VI 10/13/2011 LRITI

7 Preliminary Results

8 Current Demographic Snapshot of Online Survey Respondents that are Non-Lowcountry o Residents Age Mean: Median: Mode: Highest Level of Education 38% Mean: Associates Degree Median: Bachelors Degree Mode: Bachelors Degree 37% Annual Household Income Mean: $75,000-99,000 Median: $75,000-99,000 17% Mode: $100, ,000 10/13/2011 LRITI

9 Approximately 5,900 Zip Codes Plotted from the 2008 VI Mean distance traveled approximately 533 miles Median distance traveled approximately 494 miles Plotted zip codes outside of 50 miles and within 500 miles 10/13/2011 LRITI

10 2008 VI Plotting by Zip Code Frequency: MSA and Zip Code Origin i 10/13/2011 LRITI

11 Top 10 MSA s by VI Frequency and %Share of MSA s within 500 Miles Rank Top 10 MSA's within 500 Miles VI# VI% of MSA's within 500 Miles of fbeaufort 1 Atlanta-Sandy Springs-Marietta, GA MSA % 2 Charlotte-Gastonia-Concord, NC-SC MSA % 3 Greenville, Spartanburg, Asheville, Anderson, SC NC MSA % 4 Raleigh, Cary, Durham, NC MSA % 5 Nashville-Davidson--Murfreesboro, TN MSA % 6 Miami-Fort Lauderdale-Miami Beach, FL MSA % 7 Orlando-Kissimmee, FL MSA % 8 Tampa-St. Petersburg-Clearwater, FL MSA % 9 Knoxville, TN MSA % 10 Winston Salem North Wilkesboro, NC MSA % 10 Louisville-Jefferson County, KY-IN MSA % 10/13/2011 LRITI

12 Visitor Inquiries Are Only Part of the Story What other secondary sources of data can be compared as a result of the zip codes? Nielsen DMA Rankings: Television* i Arbitron DMA Rankings: Radio* Mediamark DMA Rankings: National Print Media Scarborough DMA Ranking: Local Print Media* 10/13/2011 LRITI

13 Top 10 MSA s: AC Nielsen, Arbitron, and Scarborough Households and %Share of All MSA s within 500 Miles Scarborough: Nielsen Arbitron Paid % % Subscriptions 1 Atlanta-Sandy Springs- Marietta, GA MSA 2,310,490 4,378,000 Atlanta Journal 2,175, % 13.4% 12.8% 2 Charlotte-Gastonia-Concord, Charlotte 1,085,640 1,962,300 NC-SC MSA Observer 902, % 6.0% 5.3% 3 Greenville, Spartanburg, Greenville Asheville, Anderson, SC NC 838, ,400 News MSA 408, % 2.7% 2.4% 4 Raleigh, Cary, Durham, NC The News & 1,039,890 1,286,600 MSA Observer 718, % 3.9% 4.2% 5 Nashville-Davidson-- The 966,170 1,237,500, Murfreesboro, TN MSA Tennessean 862, % 3.8% 5.1% 6 Miami-Fort Lauderdale-Miami 1,536,020 Beach, FL MSA 3,559,700 Sun Sentinel 1,239, % 10.9% 7.3% 7 Orlando-Kissimmee, FL MSA 1,434,050 1,519,700 Orlando Sentinel 1,186, % 4.7% 7.0% 8 Tampa-St. Petersburg- 300 St. Petersburg 1,783,910 2,387,300 Clearwater, FL MSA Times 1,128, % 8.5% 73% 7.3% 66% 6.6% 9 Knoxville, TN MSA 534, ,900 News Sentinel 561, % 2.1% 3.3% 10 Winston Salem North Wilkesboro, NC MSA 671,980 1,179,100 News & Record 374, % 3.6% 2.2% 10 Louisville-Jefferson County, Courrier- 657, , KY-IN MSA Journal 762, % 2.9% 4.5% Rank Top MSA's within 500 miles Nielsen Arbitron Scarborough: Newspaper Scarborough % 10/13/2011 LRITI

14 Top 10 MSA s: Examining %Share Differences Between Beaufort and Media Share of All MSA s within 500 Miles Rank Top MSA's within 500 miles VI VI% VI%- VI%- VI%- Arbitron Nielsen% Scarborough% % 1 Atlanta-Sandy Springs- Marietta, GA MSA % 8.0% 5.6% 6.2% 2 Charlotte-Gastonia-Concord, NC-SC MSA % 4.9% 4.1% 4.8% Greenville, Spartanburg, 3 Asheville, Anderson, SC NC % 3.8% 5.1% 5.4% MSA 4 Raleigh, Cary, Durham, NC MSA % 2.8% 3.7% 3.5% 5 Nashville-Davidson-- Murfreesboro, TN MSA % 4.3% -0.3% 03% 05% 0.5% -0.7% 07% 6 Miami-Fort Lauderdale-Miami Beach, FL MSA % -3.1% -6.8% -3.1% 7 Orlando-Kissimmee, FL MSA % -3.0% -0.8% -3.1% 8 Tampa-St. Petersburg- Clearwater, FL MSA % -4.9% -3.7% -3.0% 9 Knoxville, TN MSA % 1.0% 1.5% 0.2% 10 Winston Salem North Wilkesboro, NC MSA % 0.1% -0.3% 1.1% 10 Louisville-Jefferson County, KY-IN MSA % 0.2% 0.4% -1.2% 10/13/2011 LRITI

15 Top 10 MSA s: VI% Share Media% Share Rank Top MSA's within 500 miles VI VI% VI%- VI%- VI%- Nielsen% Arbitron% Scarborough% 1 Atlanta-Sandy Springs- Marietta, GA MSA % 8.0% 5.6% 6.2% Greenville, Spartanburg, 3 Asheville, Anderson, SC NC % 3.8% 5.1% 5.4% MSA 2 Charlotte-Gastonia-Concord, NC-SC MSA % 4.9% 4.1% 4.8% 4 Raleigh, Cary, Durham, NC MSA % 28% 2.8% 3.7% 3.5% NR Lexington-Fayette, KY MSA % 0.6% 1.6% -0.1% NR Macon, GA MSA % 1.3% 1.5% NR Columbia, SC MSA % 3.1% 12% 1.2% 15% 1.5% 9 Knoxville, TN MSA % 1.0% 1.5% 0.2% NR Augusta-Richmond County, GA-SC MSA % 1.4% 1.3% NR Johnson City, TN MSA % 0.7% 0.9% 10/13/2011 LRITI

16 Beaufort s Top 4 Markets According to Zip Code Frequencies and %Share Media Rankings Rank Top MSA's within 500 miles Atlanta-Sandy Springs- 1 Marietta, GA MSA Greenville, Spartanburg, 3 Asheville, e, Anderson, SC NC MSA Charlotte-Gastonia-Concord, 2 NC-SC MSA Raleigh, Cary, Durham, NC 4 MSA 10/13/2011 LRITI

17 Mapping Beaufort s Top Markets 10/13/2011 LRITI

18 Statistically Analyzing Beaufort s Top MSA Markets in GA, SC, and NC Atlanta/Macon Greenville/Spartanburg/Columbia Charlotte Raleigh/Durham Winston Salem/Greensboro 10/13/2011 LRITI

19 Online Survey vs. Zip Code Origin i 80% 60% 40% 20% 0% 75% Online 51 and Older 36% Zip 45 and Older 10/13/2011 LRITI

20 Online Survey vs. Zip Code Origin 80% 60% 40% 20% 0% 68% Online Bachelors Degree and Higher 35% Zip Bachelors Degree and Higher 10/13/2011 LRITI

21 Online Survey vs. Zip Code Origin $100,000 $80, $60,000 $40,000 $20,000 $0 $87,499 Online Median Household Income $52,645 Zip Median Household Income 10/13/2011 LRITI

22 Average Yearly Expenditures Expenditure Type High Frequency Zip Codes: GA, SC, NC Annual Amount Low Frequency Zip Codes: GA, SC, NC Expenditures, household average: apparel (2007) $2, $1, Expenditures, household average: education (2007) $1, $ Expenditures, household average: entertainment (2007) $2, $2, Expenditures, household average: food/beverages (2007) $7, $6, Expenditures, household average: gifts (2007) $1, $1, Expenditures, household average: personal care (2007) $ $ Expenditures, household average: reading (2007) $ $ Expenditures, household average: transportation (2007) $9, $8, /13/2011 LRITI

23 Preliminary Conclusions

24 So according to the data integration method who are Beaufort s target t populations? Online survey indicates an older, more educated, d and affluent individual The top 4 VI markets with the best penetration when compared to Nielsen, Arbitron, and Scarborough: (1)Atlanta,(2)Charlotte, (3)Greenville/Spartanburg/Asheville/Anderson, (4)Raleigh/Durham The top 5 VI markets are: (1)Atlanta,(2)Charlotte, (3)Greenville/Spartanburg/Asheville/Anderson, (4)Raleigh/Durham, and (5)Nashville VI s from high frequency locations have higher expenditures when compared to low frequency locations 10/13/2011 LRITI

25 So according to the data integration method who are NOT Beaufort s target t populations at this time? 10/13/2011 LRITI

26 What can be done with this information in these difficult economic times? Targeted geographic g advertising for Beaufort s upcoming festival seasons Targeted media placement advertising Focus group and survey research targeting participants from the top 4 visitor inquiry markets that are older, have higher incomes, and are more educated explore for brand perception and travel motivations Compare the 2008 VI data to 2008 hotel reservations zip code data to explore which markets have the higher capture rates 10/13/2011 LRITI

27 What future research can we do from this point forward? Collect future VI data by date with anticipated date of travel with activity and amenity demands Analyze future VI data on a quarterly basis Compare future VI data to seasonal advertising campaigns Compare future VI data to other secondary data such as Nielsen, Arbitron, Mediamark, Scarborough, AGS, Census Bureau, etc. Compare future VI data to actual occupancy and accommodation tax collections Explore for geographic market shifts (increase or decrease) on a quarterly, semi-annual, annual basis Compare future VI data to hotel guest information such as zip code and number of guests per room Conduct online surveys to compare survey demand with VI demand d 10/13/2011 LRITI

28 Measure VI by Quarter National Print: Mediamark Newspaper: Scarborough Radio: Arbitron 10/13/2011 LRITI

29 Right Target Wrong Season? Right Target Right Economic Times! 10/13/2011 LRITI

30 10/13/2011 LRITI

31 For more information contact: t John Salazar, Ph.D., CHE jsalazar@uscb.edu