Download - Dr. Schneider MRCA Keynote
© 2014 Regents of the University of Minnesota. All rights reserved.
‘C’ing our way forward:Trends & opportunities for MN resorts & campgrounds
INGRID E. SCHNEIDER, PHD
MN RESORT & CAMPGROUND ASSN OCTOBER 2014
© 2014 Regents of the University of Minnesota. All rights reserved.
IMPORTANCE OF RESORT/CAMPING AREAS TO MN IMAGE
http://www.exploreminnesota.com/industry-minnesota/research-reports/researchdetails/?nid=168
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C’ING OUR WAY FORWARD
Connected
Conscientious
Consumer
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Image: Social news daily
Connected conscientious consumer
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Connected conscientious consumer
Image from the marketing spot
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CONNECTED CONSCIENTIOUS CONSUMER
Anticipation Travel to OnsiteReturn travel
Recall
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CONNECTED CONSCIENTIOUS CONSUMER
Anticipation Travel to
Search engine (22)
Tripadvisor+ (6-12)
Changes due to
weather
Upsell opps (7-14 -30
days)
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CONNECTED CONSCIENTIOUS CONSUMER
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CONNECTED CONSCIENTIOUS CONSUMER
Onsite
Check in digital
Alert text when cabin ready
Pre-order services via text
Digital/QR code scav hunt, tour,
recipes. calendar
E list of Restaurant/directions
Specials only through app
Twittering staff
Feedback digitally
Check out digitally
LAZY/NECESSARY?
(Marriott & Ritz mobile app)
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CONNECTED CONSCIENTIOUS CONSUMER
Return travel
Recall
Inspire others to visit
Thank you with request to
review
Postcards/wish you were
here
Reminders for celebrations
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CONNECTED CONSCIENTIOUS CONSUMER
Anticipation Travel to OnsiteReturn travel
Recall
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CONNECTED CONSCIENTIOUS CONSUMER
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CONNECTED CONSCIENTIOUS CONSUMER
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CONNECT TO MN FESTIVALS & EVENTS
66
64
46
36
33
28
27
25
19
13
7
0 10 20 30 40 50 60 70Percentage of respondents
Develop a sense of community
Attract visitors
Provide local entertainment
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> %50 MN festivals & events
…….in the summer
…….on the weekend (Qian & Simmons, 2014)
CONNECTED CONSCIENTIOUS CONSUMER
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Peer to peer
Mesh
Collaborative
consumption‘Lethally disruptive’? (U Haague)
CONNECTED CONSCIENTIOUS CONSUMER
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C’ING OUR WAY FORWARD
Connected
Conscientious
Consumer
© 2014 Regents of the University of Minnesota. All rights reserved.
CONNECTED CONSCIENTIOUS CONSUMER
Image from patch.com
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CONNECTED CONSCIENTIOUS CONSUMER
© 2014 Regents of the University of Minnesota. All rights reserved.
CONNECTED CONSCIENTIOUS CONSUMER
© 2014 Regents of the University of Minnesota. All rights reserved.
CONNECTED CONSCIENTIOUS CONSUMER
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CONNECTED CONSCIENTIOUS CONSUMER
30%
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Heart of Continent Mississippi River
CONNECTED CONSCIENTIOUS CONSUMER
http://www.traveltheheart.org/
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C’ING OUR WAY FORWARD
Connected
Conscientious
Consumer
© 2014 Regents of the University of Minnesota. All rights reserved.
CONNECTED CONSCIENTIOUS CONSUMER
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CONNECTED CONSCIENTIOUS CONSUMER
People
Personalization
Product
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CONNECTED CONSCIENTIOUS CONSUMER
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Domestic person-trips (in millions) in the United States in 2010 and projections for
2020 (Data from Cook, 2011).
CONNECTED CONSCIENTIOUS CONSUMER
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Average trip spending, 2012 (Data from U.S. Travel Association,
2014).
CONNECTED CONSCIENTIOUS CONSUMER
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Percent growth pop
Percent increase
person trips
CONNECTED CONSCIENTIOUS CONSUMER
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67%
83% 82%
Hispanic African American Asian/Hawiian/PacificIslander
Percentage of each minority population living in the Twin Cities by 2035
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CONNECTED CONSCIENTIOUSCONSUMER
ART
CULTURE
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CONNECTED CONSCIENTIOUS CONSUMER
People
Personalization
Product
http://www.locallyexperienced.c
om/aboutme/
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Image from Juliefergus.com
Connected conscientious consumer
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Finger Lakes NY via USA Today Aug 2014
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C’ING OUR WAY FORWARD
Connected
Conscientious
Consumer
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Be the source for tourism education & research
Lead, prepare & support tourism industry & tourism-dependent communities for success & sustainability
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RESEARCH
Purpose
– Inform
– Generate ideas
– Answer applied questions
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ON THE TOURISM CENTER RESEARCH HORIZON
Impact of year round school on leisure
travel (Winter 2015)
Hmong travel behaviors (Winter 2015)
Impact of biking in MN (Sum 2016)
MN travel predictions (Jan 2015)
Visitor profiles (Fall/winter 2016)
Vacation Rental By Owner ?!
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3 IDEAS FOR RESEARCH IN THE NEXT 3 TO 5 YEARS?!
BURNING QUESTIONS…
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CLIMATE CHANGE
Maps from the Arbor Day Foundation
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SELECT UMN RESOURCES OF INTEREST Tourism Center
– www.tourism.umn.edu; 612 624 4947
Sustainability
– MnTechnical Assistance Program
– Clean Energy Resource Team
Economic impact
– http://www.extension.umn.edu/community/eco
nomic-impact-analysis/ 507-337-2814
© 2014 Regents of the University of Minnesota. All rights reserved.
SELECT COMMERCIAL REPORTS OF INTEREST American Camping Report 2013
RV profile 2013 ($35/75)
http://www.rvia.org/UniPop.cfm?v=3&oid=09CUR05_W1&cc=0
US Campground & RV Industry & Market report ($149)
http://www.researchandmarkets.com/reports/2524247/2013_u_s_rv_parks_
and_campgrounds#rela3
Online business guide to glamping (55 British pounds)
http://inspiredcourses.com/glamping/#glamping%20business
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SO WHAT!? Word of Mouth (WOM) still central
E WOM relevance
– Maintain accurate & timely data online with
ability to customize for consumer use
– Monitor & respond to online reviews
– Engage markets with opportunities to share
– Generational differences in level of influence
– “focus to maximize, modernize to adapt” (REI)
© 2014 Regents of the University of Minnesota. All rights reserved.
PROFILING FESTIVALS & EVENTS IN MNRegional distribution of respondents
12%
18%
8%
29%
32% Northeast
Central
Northwest
Southern
Metro