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Mississippi Gulf
Coast 2017 Visitor
Research
Introduction…………….………………………………..…………..……………..… 3
Research Objectives…………………………………………..……………...…….. 4
Methodology………………………………………………………………...……….. 5
Key Findings………………………………………………………..………………… 6
Size & Structure of the U.S. Travel Market…………………………..…………… 10
Size & Structure of Mississippi Gulf Coast’s Domestic Travel Market………………..……….. 14
Overnight Expenditures…………………………….………………………..…...… 21
Overnight Trip Characteristics……………………..…………………….………… 27
Demographic Profile of Overnight Visitors………..........................................… 61
Day Trip Expenditures……………………………………………...………..…...… 72
Day Trip Characteristics……………………………………………………..……… 78
Demographic Profile of Day Visitors………………........................................… 98
Appendix: Key Terms Defined…………………………………………………..…. 109
✓ Longwoods International began tracking American travelers in 1985, and has
conducted large-scale syndicated visitor research quarterly since 1990.
✓ In 2007, our proprietary Longwoods Travel USA® program was migrated
from mail to online, with the benefits of rapid turnaround, enhanced flexibility
and interactivity, as well as greater respondent involvement.
✓ It is currently the largest ongoing study conducted of American travelers,
providing our clients with more reliable data and greater ability to home in on
key market segments of interest.
✓ This report provides an overview for Mississippi Gulf Coast’s domestic
tourism business in 2017.
3
✓ The visitor research program is designed to provide:
✓ Estimates of domestic overnight and day visitor volumes to Mississippi
Gulf Coast.
✓ A profile of Mississippi Gulf Coast’s performance within its overnight
travel market.
✓ Domestic visitor expenditures in Mississippi Gulf Coast.
✓ Profiles of Mississippi Gulf Coast’s day travel market.
✓ Relevant trends in each of these areas.
4
➢ Each quarter, a random, projectable sample of adult members (18 years of
age and over) of a major U.S. consumer panel is invited to participate in the
Travel USA® survey:
➢ Selected to be representative of the U.S. adult population
➢ For the 2017 travel year, this yielded :
➢ 329,470 trips for analysis nationally:
➢ 232,317 overnight trips
➢ 97,153 day trips
➢ For Mississippi Gulf Coast, the following sample was achieved in 2017:
➢ 890 trips:
➢ 564 overnight trips
➢ 326 day trips
➢ For analysis, data were weighted on key demographics to correct for any
differences between the sample and U.S. population targets.
5
Key Findings
➢ In 2017, Mississippi Gulf Coast had 13.5 million person trips, increasing 6.3% from 2015. The Mississippi Gulf Coast grew about twice the national growth thus increasing its market share. Of the trips to the Mississippi Gulf Coast, 57% were day trips and 43% were overnight trips.
➢ The overnight trips generated $1.17 billion in spending, increasing 9.2% from 2015.
➢ When asked about the main purpose of their overnight trip, 28% responded that they were visiting friends and relatives, while 62% said they were on marketable trips. Marketable trips are defined as those trip types that can be influenced by marketing efforts. The most prevalent marketable trip type was casino at 38%.
➢ The top three states of origin for visitors on overnight trips to Mississippi Gulf Coast were Louisiana, Mississippi, and Florida. Among DMAs, the top three overnight visitor sources were New Orleans, Mobile, and Jackson.
7
➢ Over three-quarters (79%) of visitors on an overnight trip to Mississippi Gulf
Coast were very satisfied with the overall trip experience. The next highest-
ranking categories for satisfaction were friendliness of the local people (75%)
and quality of the food (74%).
➢ Among those on overnight trips to Mississippi Gulf Coast, 86% have visited
Mississippi Gulf Coast at least once before and 71% have visited in the past
year.
➢ Greater than the national average, over half (56%) of the overnight trips were
planned 2 months or less before the trip. Greater than the national average,
22% did not plan anything in advance.
➢ Hotel or resorts, online travel agencies, and advice from friends/family were
the most common planning sources for a Mississippi Gulf Coast overnight
trip. Hotels or resorts were the most common booking source.
8
➢ The average number of nights spent in Mississippi Gulf Coast on an
overnight trip was 2.5 nights, down from 3.3 nights in 2016. The average
travel party size was 2.7 persons.
➢ Over two-thirds (68%) of Mississippi Gulf Coast overnight visitors made the
trip with a partner or spouse. Thirty percent reported that they traveled with
children.
➢ Over three-quarters (79%) of overnight Mississippi Gulf Coast travelers
arrived by personal car or truck.
➢ The top five activities and experiences during an overnight trip to Mississippi
Gulf Coast were casino, shopping, going to the beach or waterfront,
swimming, and fine dining
9
Size & Structure of the
U.S. Travel Market
1,480 1,532 1,568 1,585 1,618
0
500
1,000
1,500
2,000
2013 2014 2015 2016 2017
Mill
ion
s o
f T
rip
s
2.1%
Base: Overnight Person-Trips
11
Visits to Friends/Relatives
43%
Marketable43%
Business10%
Business-Leisure4%
Base: Overnight Person-Trips
12
13
2
5
<1
3
2
-5 0 5
All Overnight Trips
Visiting Friends/Relatives
Marketable Trips
Business-Leisure Trips
Business Trips
Percent Change
Base: Overnight Person-Trips
Size & Structure of
Mississippi Gulf
Coast Domestic
Travel Market
Total Person-Trips = 13.5 Million
Day Trips57%
Overnight Trips43%
5.8 Million
7.7 Million
+6.3% vs. 2015
15
5.5 5.8
0
5
10
2015 2017
Mill
ion
s o
f T
rip
s
Base: Overnight Person-Trips
16
+5%
Total Overnight Person-Trips = 5.8 Million
Adults79%
Children21%
1.2 Million
4.6 Million
17
VFR28%
Marketable62%
Business8%
Business-Leisure
2%
1.6 Million
3.6 Million
0.5 Million
0.1 Million
Total Overnight Person-Trips = 5.8 Million
18
Total Day Person-Trips = 7.7 Million
Adults78%
Children22%
1.7 Million
6.0 Million
19
VFR27%
Marketable64%
Business8%
Business-Leisure
1% 4.9 Million
0.6 Million
0.1 Million
Total Day Person-Trips = 7.7 Million
2.1 Million
20
Overnight Trip
Expenditures
Total Spending = $1.167 Billion
Lodging34%
Restaurant Food & Beverage
22%
Retail13%
Transportation8%
Recreation23%
$398 Million
$261 Million $95 Million
$153 Million
$261 Million
+9.2% vs. 2015
22
$68
$45 $45
$26$16
0
20
40
60
80
100
Lodging Restaurant Food& Beverage
Recreation/Sightseeing/
Entertainment
Retail Purchases Transportation atDestination
Dolla
rs
Base: Overnight Person-Trips
23
$201
0
100
200
300
Leisure
Dolla
rs
Base: Overnight Person-Trips
24
$178
$117 $117
$68$42
0
50
100
150
200
250
300
Lodging Restaurant Food& Beverage
Recreation/Sightseeing/
Entertainment
Retail Purchases Transportation atDestination
Dolla
rs
Base: Overnight Person-Trips
25
$521
0
200
400
600
800
Leisure
Dolla
rs
Base: Overnight Person-Trips
26
Overnight Trip
Characteristics
28
38
6
5
4
3
2
2
1
1
2
6
2
0 10 20 30 40
Visiting friends/relativesCasino
Special eventResort
TouringOutdoors
City tripCruise
Theme parkGolf Trip
Conference/conventionOther business trip
Combined business-pleasure trip
Percent
Marketable
Trips
62%
Base: Overnight Person-Trips
28
38
28
6
5
4
3
2
2
1
1
4
43
8
5
9
6
5
2
4
1
0 15 30 45
Casino
Visiting friends/relatives
Special event
Resort
Touring
Outdoors
City trip
Cruise
Theme park
Golf Trip
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
29
38
28
6
5
4
3
2
2
1
1
35
28
9
4
6
4
3
2
1
2
0 10 20 30 40
Casino
Visiting friends/relatives
Special event
Resort
Touring
Outdoors
City trip
Cruise
Theme park
Golf Trip
Percent
2017 2015
Base: Overnight Person-Trips
30
2
6
4
7
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
31
2
6
1
4
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
2017 2015
Base: Overnight Person-Trips
32
33
States contributing 5% or more
States contributing 3% - 5%
DMA’s contributing more than 2%
Base: Overnight Person-Trips
24
24
14
8
8
5
4
0 5 10 15 20 25
Louisiana
Mississippi
Florida
Alabama
Texas
Georgia
Tennessee
Percent
Base: Overnight Person-Trips
34
14
10
8
4
4
4
4
3
3
3
3
3
3
2
0 5 10 15
New Orleans, LA
Mobile-Pensacola, AL/FL/MS
Jackson, MS
Hattiesburg-Laurel, MS
Baton Rouge, LA
Biloxi-Gulfport, MS
Atlanta, GA
Lafayette, LA
Dallas-Ft. Worth, TX
Tampa-St. Petersburg-Sarasota, FL
Houston, TX
Columbus-Tupelo-West Point, MS
Memphis, TN/MS/AR
Birmingham, AL
Percent
Base: Overnight Person-Trips
35
25
27
26
22
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Overnight Person-Trips
36
79
75
74
73
73
70
64
60
54
79
77
70
73
62
54
48
0 20 40 60 80 100
Overall trip experience
Friendliness of people
Quality of food
Safety & Security*
Quality of accomodations
Cleanliness*
Value for the money
Sightseeing/ attractions
Music/ nightlife/ entertainment
Percent
2017 2015
37
Base: Overnight Person-Trips
* Added in 2017
86
71
85
74
0 20 40 60 80 100
Ever
Past 12Months*
Percent
2017 2015
38
Base: Overnight Person-Trips
* Question wording changed in 2017
3
8
11
14
42
22
4
14
17
16
35
14
0 15 30 45
More than 1 year in advance
6-12 months
3-5 months
2 months
1 month or less
Did not plan anything in advance
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
39
28
10
10
8
8
6
6
5
4
15
15
13
10
9
2
9
6
6
0 10 20 30
Hotel or resort
Online travel agencies
Advice from relatives or friends
Social Media
Destination websites
800/888 number
Travel company websites
Travel agent/company
Auto club/AAA
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
40
4
3
2
1
1
1
1
1
10
4
4
3
1
1
1
2
0 10 20 30
Airline/commercial carrier
Travel guide/other books
Lodging sharing websites (AirBnB, VRBO, etc.)
Visitors' bureau/gov tourism office
TV program/ad
Radio show/ad
Newspaper articles/ad
Magazine articles/ad
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
41
35
12
9
6
5
4
4
2
2
2
1
18
15
3
9
4
12
6
1
4
1
4
0 10 20 30 40
Hotel or resort
Online travel agencies
800/888 number
Travel company websites
Destination websites
Airline/commercial carrier
Travel agent/company
Visitors' bureau/gov tourism office
Auto club/AAA
Travel/ski show or exhibition
Lodging sharing websites (AirBnB, VRBO, etc.)
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
42
82
38
32
30
10
84
45
38
34
16
0 20 40 60 80 100
Used Any Device (net)
Laptop
Desktop/Home computer
Smartphone
Tablet
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
43
83
72
28
24
85
71
31
27
0 20 40 60 80 100
Used Any Device (net)
Smartphone
Laptop
Tablet
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
44
23
33
30
7
6
1
22
27
27
11
10
3
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7-13 nights
14 + nights
Percent
Mississippi Gulf Coast U.S. Norm
Average Mississippi Gulf Coast
3.0 nights
Average U.S. Norm
3.7 nights
45
Base: Overnight Person-Trips
32
33
26
5
4
0 10 20 30 40
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
Average Nights Spent in Mississippi Gulf Coast = 2.5
Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast
46
32
33
26
5
4
26
27
32
5
10
0 10 20 30 40 50
1 night
2 nights
3-4 nights
5-6 nights
7 + nights
Percent
2017 2015
Average
2017 = 2.5 nights
2015 = 3.3 nights
Base: Overnight Person-Trips with 1+ Nights Spent In Mississippi Gulf Coast
47
2.2
2.2
0.5
0.6
0 1 2 3 4
MississippiGulf Coast
U.S. Norm
Average Number of People
Adults Children
Total = 2.8
Base: Overnight Person-Trips
48
Total = 2.7
Base: Overnight Person-Trips
49
68
30
18
16
14
8
2
1
65
35
25
17
12
11
3
2
0 10 20 30 40 50 60 70
Spouse/partner
Child(ren)
Just myself/traveled alone
Friend(s)
Other relative(s)
Parent(s)
Business associate(s)
Grandparent(s)
Percent
Mississippi Gulf Coast U.S. Norm
79
16
10
4
3
2
1
1
1
68
17
23
10
5
7
2
4
2
0 20 40 60 80
Own car/truck
Rental car
Plane
Online taxi service (Uber, Lyft, etc.)
Bus
Taxi cab
Camper, R.V
Train
Ship/Boat
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
50
42
18
17
13
4
3
2
1
1
1
1
1
4
19
15
23
26
4
4
4
2
2
3
3
2
6
0 15 30 45
Resort hotel
Motel
Hotel
Home of Friend/Relative
Bed & Breakfast
Campground/trailer park/RV park
Rented home/condo/apartment
Country Inn/Lodge
Boat/Cruise Ship
Own Home/Condo/Apt/2nd Home
Time Share
Rented Cottage/Cabin
Other
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
51
54
34
27
17
17
15
10
7
6
6
9
32
15
15
20
15
14
5
4
10
0 20 40 60
Casino
Shopping
Beach/Waterfront
Swimming
Fine Dining
Bar/Nightclub
Landmark/Historic Site
Fishing
Spa
National/State Park
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
52
5
5
5
5
4
4
4
3
3
3
5
4
11
4
3
4
6
4
5
3
0 20 40 60
Business Meeting
Dance
Museum
Waterpark
Rock/Pop Concert
Camping
Theater
Boating/Sailing
Art Gallery
Biking
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
53
3
3
2
2
2
2
2
4
8
4
3
7
2
2
0 20 40 60
Fair/Exhibition/Festival
Hiking/Backpacking
Conference/Convention
Golf
Theme Park
Watch/Participate in Adult Amateur Sports
Watch/Particpate in Kids Sports Event
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
54
17
10
9
3
3
2
2
2
1
1
1
20
16
10
4
2
4
6
3
5
1
2
0 5 10 15 20 25
Historic Places
Cultural Activities/Attractions
Exceptional Culinary Experiences
Traveling with Grandchildren
Religious Travel
Wedding
Brewery Tours/Beer Tasting
Eco-Tourism
Winery Tours/Tasting
Medical Tourism
Agritourism
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
55
59
29
24
23
22
10
10
9
68
34
22
28
24
11
11
13
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Accessed travel news/events/deals/promotions
Read travel reviews
Looked at travel photos/video online
Connected with others interested in travel
Contributed travel reviews
Read a travel blog
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
56
59
8
7
7
6
3
2
68
9
11
8
7
5
3
0 20 40 60 80 100
Used any social media for travel
"Followed" a destination/attraction
Got travel advice
Gave travel advice
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
57
59
29
24
23
22
10
10
9
66
30
20
25
21
15
10
12
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Accessed travel news/events/deals/promotions
Read travel reviews
Looked at travel photos/video online
Connected with others interested in travel
Contributed travel reviews
Read a travel blog
Percent
2017 2015
Base: Overnight Person-Trips
58
59
8
7
7
6
3
2
66
10
8
10
11
8
5
0 20 40 60 80 100
Used any social media for travel
Followed a destination/attraction
Got travel advice
Gave travel advice
Tweeted about a trip
Subscribed to a travel e-newsletter
Blogged about a trip
Percent
2017 2015
Base: Overnight Person-Trips
59
60
33
23
3
1
42
21
3
2
0 10 20 30 40 50
AAA
AARP
National Motor Club
Better World Club
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
Demographic Profile
of Overnight Visitors
62
45
55
49
51
0 20 40 60
Male
Female
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
63
6
18
14
27
18
17
13
20
18
18
15
16
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent
Mississippi Gulf Coast U.S. Norm
Average Mississippi Gulf
Coast = 48.4
Average U.S. Norm = 45.0
Base: Overnight Person-Trips
64
60
22
18
60
26
14
0 20 40 60 80
Married/with partner
Single/never married
Divorced/widowed/separated
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
19
39
16
16
10
23
35
17
14
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
65
66
53
23
22
20
57
19
21
17
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
67
12
33
32
22
1
23
41
23
12
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
68
53
9
38
55
9
36
0 20 40 60
Full time/ self-employed
Part time
Not employed/retired/ other
Percent
Mississippi Gulf Coast
Base: Overnight Person-Trips
69
2
11
10
25
52
6
15
16
23
40
0 20 40 60
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
80
15
5
83
7
10
0 20 40 60 80 100
White
African-American
Other
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
70
71
93
7
91
9
0 20 40 60 80 100
No
Yes
Percent
Mississippi Gulf Coast U.S. Norm
Base: Overnight Person-Trips
Day Trip
Expenditures
73
Total Spending = $504 Million
Restaurant Food &
Beverage30%
Retail26%
Recreation30%Transportation
15%
$152 Million
$77 Million$144 Million
$131 Million
+10.4% vs. 2015
Base: Day Person-Trips
$20 $19$17
$10
0
10
20
30
Restaurant Food &Beverage
Recreation/Sightseeing/
Entertainment
Retail Purchases Transportation atDestination
Do
llars
74
$65
0
50
100
Leisure Business*
Dolla
rs
Base: Day Person-Trips
75
* Low base sizes
$55 $52$47
$28
0
20
40
60
80
Restaurant Food &Beverage
Recreation/Sightseeing/
Entertainment
Retail Purchases Transportation atDestination
Do
llars
Base: Day Person-Trips
76
$181
0
50
100
150
200
Leisure Business*
Dolla
rs
Base: Day Person-Trips
77
* Low base sizes
Day Trip
Characteristics
27
24
9
9
6
6
4
4
1
1
2
6
1
0 10 20 30
Visiting friends/relativesCasinoTouring
OutdoorsShopping
Special eventCity tripResort
Theme parkCruise
Conference/conventionOther business trip
Business-Leisure
Percent
Marketable
Trips
64%
Base: Day Person-Trips
79
27
24
9
9
6
6
4
4
1
1
38
4
12
7
8
8
8
2
3
1
0 10 20 30 40
Visiting friends/relatives
Casino
Touring
Outdoors
Shopping
Special event
City trip
Resort
Theme park
Cruise
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
80
27
24
9
9
6
6
4
4
1
1
27
28
7
6
7
7
4
3
<1
2
0 10 20 30
Visiting friends/relatives
Casino
Touring
Outdoors
Shopping
Special event
City trip
Resort
Theme park
Cruise
Percent
2017 2015
Base: Day Person-Trips
81
2
6
2
6
0 2 4 6 8
Conference/Convention
Other business trip
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
82
2
6
2
5
0 2 4 6 8 10
Conference/Convention
Other business trip
Percent
2017 2015
Base: Day Person-Trips
83
84
States contributing 5% or more
States contributing 3% - 5%
DMA’s contributing more than 2%
Base: Day Person-Trips
39
28
11
8
3
0 10 20 30 40
Louisiana
Mississippi
Alabama
Florida
Texas
Percent
Base: Day Person-Trips
85
33
15
8
6
6
4
2
2
2
2
0 5 10 15 20 25 30 35
New Orleans, LA
Mobile-Pensacola, AL/FL/MS
Hattiesburg-Laurel, MS
Baton Rouge, LA
Biloxi-Gulfport, MS
Jackson, MS
Alexandria, LA
Meridan, MS
Columbus-Tupelo-West Point, MS
Memphis, TN/MS/AR
Percent
Base: Day Person-Trips
86
26
24
25
25
0 10 20 30 40
January-March
April-June
July-September
October-December
Percent
Base: Day Person-Trips
87
2.2
2.1
0.7
0.6
0 1 2 3 4
Mississippi GulfCoast
U.S. Norm
Average Number of People
Adults Children
Total = 2.7
Base: Day Person-Trips
88
Total = 2.9
Base: Day Person-Trips
89
59
38
21
19
13
10
3
2
62
38
17
22
10
11
2
1
0 10 20 30 40 50 60 70
Spouse/partner
Child(ren)
Friend(s)
Just myself/traveled alone
Parent(s)
Other relative(s)
Business associate(s)
Grandparent(s)
Percent
Mississippi Gulf Coast U.S. Norm
38
25
25
13
12
7
7
5
4
4
4
4
6
7
26
11
5
7
5
4
3
8
3
3
0 10 20 30 40
Casino
Beach/Waterfront
Shopping
Fine Dining
Swimming
Museum
Bar/Nightclub
Fair/Exhibition/Festival
Fishing
Landmark/Historic Site
Business Meeting
Theater
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
90
3
3
3
3
3
3
2
2
2
2
2
2
3
2
2
2
1
5
2
2
1
2
0 10 20 30 40
Boating/Sailing
Art Gallery
Dance
Waterpark
Spa
Biking
Theme Park
Conference/Convention
Rock/Pop Concert
Watch/Particpate in Kids Sports
Winery
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
91
17
11
8
3
3
3
2
1
1
1
16
12
6
2
3
4
3
2
2
2
0 5 10 15 20
Historic Places
Cultural Activities/Attractions
Exceptional Culinary Experiences
Wedding
Traveling with Grandchildren
Brewery Tours/Beer Tasting
Eco-Tourism
Agritourism
Medical Tourism
Religious Travel
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
92
70
37
31
30
30
18
13
12
66
31
25
22
26
13
7
11
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Read travel reviews
Read a travel blog
Gave travel advice
Got travel advice
Percent
Mississippi Gulf Coast U.S. Norm
93
Base: Day Person-Trips
70
11
10
10
7
5
4
66
11
9
9
6
3
5
0 20 40 60 80 100
Used any social media for travel
Connected with others interested in travel
"Followed" a destination/attraction
Contributed travel reviews
Tweeted about a trip
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
Mississippi Gulf Coast U.S. Norm
94
Base: Day Person-Trips
70
37
31
30
30
18
13
12
73
38
31
29
30
15
15
16
0 20 40 60 80 100
Used any social media for travel
Posted travel photos/video online
Looked at travel photos/video online
Accessed travel news/events/deals/promotions
Read travel reviews
Read a travel blog
Gave travel advice
Got travel advice
Percent
2017 2015
Base: Day Person-Trips
95
70
11
10
10
7
5
4
73
20
18
11
14
5
12
0 20 40 60 80 100
Used any social media for travel
Connected with others interested in travel
Followed a destination/attraction
Contributed travel reviews
Tweeted about a trip
Blogged about a trip
Subscribed to a travel e-newsletter
Percent
2017 2015
Base: Day Person-Trips
96
97
Base: Day Person-Trips
24
16
1
<1
38
19
2
1
0 10 20 30 40
AAA
AARP
National Motor Club
Better World Club
Percent
Mississippi Gulf Coast U.S. Norm
Demographic
Profile of Day
Visitors
99
48
52
47
53
0 20 40 60
Male
Female
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
13
18
19
26
11
13
12
20
19
19
15
15
0 10 20 30 40
18-24
25-34
35-44
45-54
55-64
65+
Percent
Mississippi Gulf Coast U.S. Norm
Average Mississippi Gulf
Coast = 44.3
Average U.S. Norm = 45.1
Base: Day Person-Trips
100
101
58
26
16
58
26
16
0 20 40 60 80
Married/ with partner
Single/never married
Divorced/widowed/separated
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
102
20
29
21
17
13
22
34
18
15
11
0 10 20 30 40
1 member
2 members
3 members
4 members
5+ members
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
103
49
23
24
25
56
20
22
17
0 20 40 60
No children under 18
Any child between 13-17
Any child between 6-12
Any child under 6
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
104
13
35
31
19
2
19
40
24
16
1
0 10 20 30 40 50
Post-graduate
College graduate
Some college
High school or less
Other
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
105
47
12
41
51
9
40
0 10 20 30 40 50 60
Full-time/self-employed
Part-time
Not employed/retired/ other
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
106
3
11
11
21
54
4
12
14
22
48
0 10 20 30 40 50 60
$150K+
$100-$149.9K
$75-$99.9K
$50-$74.9K
<$49.9K
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
107
80
14
6
83
7
10
0 20 40 60 80 100
White
African-American
Other
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
108
92
8
91
9
0 20 40 60 80 100
No
Yes
Percent
Mississippi Gulf Coast U.S. Norm
Base: Day Person-Trips
Appendix:
Key Terms Defined
➢ An Overnight Trip is any journey for business or pleasure, outside your community
and not part of your normal routine, where you spent one more nights away from home.
➢ A Day Trip is any journey for business or pleasure, outside your community and not
part of your normal routine, that did not include an overnight stay. Day trips involve
travel of more than 50 miles from home.
➢ A Person-Trip is one trip taken by one visitor.
➢ Person-trips are the key unit of measure for this report.
110
➢ Leisure Trips: Include all trips where the main purpose was one of the following:
➢ Visiting friends/relatives
➢ Touring through a region to experience its scenic beauty, history and culture
➢ Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating
➢ Special event, such as a fair, festival, or sports event
➢ City trip
➢ Cruise
➢ Casino
➢ Theme park
➢ Resort (ocean beach, inland or mountain resort)
➢ Skiing/snowboarding
➢ Golf
➢ Business Trips:
➢ Conference/convention
➢ Other business trip
➢ Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one
additional day to experience the same place or nearby area simply for leisure.
111
Marketable Trips:Include all leisure trips, with the exception ofvisits to friends/relatives
Total Trips = Leisure + Business + Business-Leisure
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