executive summary asheville% · 2019. 6. 3. · tel.:+1.703.536.8500 # 2. 3 tableofcontents 19...
TRANSCRIPT
-
2014 ASHEVILLE
VISITOR PROFILE
Executive Summary
Charts & Graphs
Appendix
-
Year-End 2014 Visitor Profile. An Inside Look at the Overnight Leisure Travel Market in Asheville, NC Sindy Köhler Research Manager
June 2015
D. K. Shif)let & Associates, Ltd. 1750 Old Meadow Rd, Suite 620
McLean, Virginia 22102
Tel.: +1.703.536.8500 www.dksa.com
2
-
3
Table of Contents
Charts & Graphs 19 Market Share
Demographics
Trip Origin
Transportation
Trip Timing
Trip Characteristics
Activity Participation
Accommodation
Appendix
20
21
35
41
44
51
63
70
74
Performance Ratings 73
-
Travel definition: Overnight Leisure segment defined as any overnight trip for the stay purpose of Leisure. Sample Frame: All U.S. travelers in Asheville, NC defined as Buncombe county. Timeframe: Travel Years 2012-2014 combined
This report compares Asheville’s Overnight Leisure traveler market during 2012-2014 to the average US traveler. While Asheville’s travel industry reported a strong time period compared to prior time periods, the destination consistently attracts its key market segments and offers cultural and culinary-based activities that provide travelers reasons to visit; especially couples
consisting of One Male/ One Female. The executive summary provides a comprehensive analysis of all key segments that dominate the mass market in Asheville and are customers with a high share in visitation in 2012-2014 that deserve attention. The following highlights will help travel marketers in Asheville continue the path of growth:
§ Age: mature travelers, Boomers genera4on § Income: slightly lower average than the US average; one-‐third under $50K § Lifestages: mature travel par4es with any income no children § Employment: dropped 18 ppt since 2008-‐2010 and reached US levels; distribu4on of occupa4ons similar to the US § Accommoda4on: majority of overnight travelers stay at paid hotel/motels (Mid-‐Level and High-‐End) or stay with
Friends/Rela4ves § Purpose of Stay: Getaway Weekend, Visit Friends/Rela4ves, General Vaca4on, Special Events § Ac4vity: Historic Sites, Culinary/ Dining Experience, Touring/ Sightseeing, Shopping, Visit Friends/Rela4ves, Visit
Friends/Rela4ves, Winery/Dis4llery/Brewery Tours, Parks, Museums, Art Exhibit etc., Hiking, Nightlife § Length of Stay: single night stays but more than two nights stays are profitable segments § Traveling Party: one male/ one female, one adult & travel par4es with children present § Timing: preferred travel des4na4on from Spring through Fall (with peaks in July, June, September, April) § Origin: North Carolina primary top Origin State (gradually decreased since 2009-‐2011); followed by South Carolina
and Georgia – largest share of visitors arrive from Charloce, NC DMA, Greenville-‐Spartanburg, SC-‐Asheville-‐NC-‐Anderson, SC DMA, and Atlanta, GA DMA
– Asheville’s travelers exclusively arrive by auto – traveling 283 miles on average (declined over 4me)
4
ExecuFve Summary
STUDY SPECIFICATIONS
-
§ Ra4ngs: Asheville received highest Excellent Sa4sfac4on, Value-‐For-‐The-‐Money, Friendly/Helpful People, Feeling of Safety, and Likely to Recommend ra4ngs (higher than the average US des4na4on)
– Asheville Paid Hotel/Motel industry average Sa4sfac4on, Value-‐for-‐the-‐Money, and Staff Service ra4ngs almost as high as Asheville’s des4na4on ra4ng
5
ExecuFve Summary
Focus on your opportunity
§ Age: 35-‐54 years old § Genera4on: GenX, Silent/GI § Lifestage: Maturing & Free, Affluent Family, Young & Free § Origin DMA: Greensboro-‐High Point-‐Winston Salem, NC; Knoxville, TN § Purpose of Stay: Getaway Weekend, General Vaca4on § Length of Stay: travelers staying 4-‐7 nights § Traveling Party: 2 Males/2 Females or more adults travel par4es § Ac4vi4es: all of the total travel par4es who par4cipate in the top 10 ac4vi4es, except those who par4cipate in
ac4vi4es with Friends/Rela4ves § Season: Summer travelers § Accommoda4on: High-‐End and Mid-‐Level Paid Hotel/Motel travelers
While understanding the Overnight Leisure travel market in terms of who is visiting the city, why, and what they do is imperative in painting a picture of travel to Asheville, it is also important to focus on the opportunities that lie ahead for Asheville’s tourism industry. Many segments have the potential to offer
not necessarily a high travel party share but are characterized by an even higher trip-dollar spending share which makes these segments particularly valuable to target. The following segments hold the potential to increase Asheville’s bottom line in traveler spending:
-
How to Read the Report Charts
6
Chart Title
Chart Number (e.g. 12) Travel Year (e.g. 2012-2014) Chart Segment (if available, e.g. Overnight Leisure) Data Metric (e.g. Person-Stays) Data Unit (e.g. % or $) Asheville’s sample size
Glossary or additional explanations
Destinations analyzed in the chart
Chart Section
Chart Legend Destination & Travel Segment
-
During 2012-2014, the Overnight Leisure Asheville traveler segment captured similar shares of the US travel market across all four travel metrics – Stays, Person-Stays, Person-Days, and Trip-Dollars. Asheville overnight leisure travel parties (or Stays) represent 0.22% of the US travel market. People often travel together with family, friends or with other groups. Thus, the Stays metric takes into account how many distinct groups of travelers came to the destination. Asheville overnight leisure travelers contributed the
largest share of all four metrics in Person-Stays – indicating how many people came to your destination, but not how long they stayed. Asheville overnight leisure travelers (or Person-Stays), the main focus of this report, represent 0.24% of the US overnight leisure travel market – slightly higher than measured in travel parties which is a result of either a higher average travel party size than the US (given that the average travel party size remained the same at the National level) or the average travel party size on the US level is lower than the average travel party size of the Asheville travel market. 2012-‐2014 (%) • ASHEVILLE N = 587 HOUSEHOLD COUNT
Asheville Overnight Leisure Travel is percentaged off US Overnight Leisure Travel
DesFnaFon Market Share
Asheville Overnight Leisure Market Share
Overnight Leisure traveler segment shares of the US travel market highest in
Visitors and lowest in Trip-‐Dollars…a fairly steady trend
over the past five 4me periods
7
0.22 0.23 0.20 0.21 0.23 0.24 0.21 0.22 0.22
0.24 0.22 0.21
Stays Person-‐Stays Person-‐Days Trip-‐Dollars
2010-‐2012 2011-‐2013 2012-‐2014
-
The Person-Days metric is simply the total number of days that visitors contributed to Asheville. Asheville overnight leisure travelers represent 0.22% of the US overnight leisure market share. Again, a just slightly lower share than in Person-Stays which can be attributed to changes in Asheville number of visitors, changes in length of stay of these visitors, changes in party composition shares, and/or changes in the day/ overnight mix relative to the US. Contrary to the contribution of number of trips or number of days spent in a destination, the Trip-Dollars metric represents the monetary worth of travelers. Changes in Direct Spending can not only be influenced by ALL other travel measures including
number of travel parties, number of persons, number of days, number of people in the Stays, length of stay, and individual traveler spending but also be related to changes in travel party composition, purpose of trip, activity participation levels, or accommodation choice.
DesFnaFon Market Share
8
-
Who are Asheville’s visitors? Asheville visitors can be described in three ways; basic demographics, lifestages and by generation. For the first time, Asheville welcomed the largest share of visitors in the 55 years and older age cohort in 2012-14, followed by one-third of travelers in the age group of 35-54 years which resulted in an average of 50 years of age. Similar to the average US destination, Asheville welcomed steadily more mature overnight leisure travelers over the past five time periods. Asheville’s Overnight Leisure travelers (50 years) are
slightly older than the US travelers (47 years) in 2012-2014. The middle age cohort is not the largest segment of Asheville travelers but the most profitable as 31% of travel parties represent 36% in trip-dollars.
Asheville attracts one out of four travelers with children in household (26%); a much lower share than US overnight leisure travelers (37%).
Since 2009-11, Asheville’s visitors are predominantly Boomers (43%), followed by a growidecreasinge of GenX (28%). The share of GenXers grew over the past five time periods whereas the share of Millennials increased while the Boomers and Silent/GI remained stable. The GenXers represent the most profitable segment (as 24% of travel parties represent 32% of trip-dollars).
2012-‐2014 US Asheville
Average Age 47 years 50 years
Employed 61% 59%
Re4red 21% 26%
Median Income (000) $72.3 $74.4
Children in Household 37% 26%
Genera4ons: Millennial GenX Boomer Silent/GI
25% 29% 35% 11%
18% 28% 43% 10%
Generations: Millennial – 1981-1996; GenX – 1965-1980; Boomer 1946-1964; Silent/GI – before 1945
Demographics
How do Asheville visitors compare?
Traveler Demographic Mature
2 out of 3 employed Slightly less than average
income 1 out of 4 with Kids in
Household
Consider Millennials long term growth opportunity
9
GLOSSARY
-
DKSA combines the three variables most likely to discriminate between travelers into seven Lifestages. These include age, household income and whether or not children are present in the household. These segments are generally used for promotion development and targeting. The majority of Asheville Overnight Leisure visitors (8 out of 10) are presented by Lifestages without children in the household, especially the Moderate Mature (20%) and Affluent Mature (25%) in 2012-2014. The chart to the right shows that all of Asheville Family Lifestages are somewhat equally valuable to the destination, however, the Affluent Mature lifestage contribute the most in travel party shares to Asheville’s tourism.
OVERNIGHT LEISURE 2012-‐2014 (%)
0
20
40
60
80
100
Family (Total)
Young Family
Moderate Family
Affluent Family
No Children (Total)
Young & Free
Mature & Free
Moderate Mature
Affluent Mature
Stays Trip-‐Dollars
DKSA Lifestage DefiniFons
Lifestage Head of HH Age (years) HH
Income Children
-
Where do Asheville visitors come from? About 24% of Asheville overnight leisure tourism is provided by in-State travelers. One out of every six visitors come from the Southeast Region, namely the States of South Carolina (17%), Georgia (14%) and Florida (8%).
The top ten states produce 83% of Asheville overnight leisure tourism. Asheville draws its overnight leisure visitors from a large pool of DMAs in the Southeast Census Division with the top 10 DMA markets accounting for half of all overnight leisure travelers. In terms of travel parties, Asheville attracts overnight leisure visitors from these top 3 markets: Charlotte, NC DMA (11.3%) Greenville-Spartanburg, SC-Asheville, NC-Anderson, SC DMA (9.4%), and Atlanta, GA DMA (8.4%).
None of these DMAs contribute positively to Asheville’s tourism dollars base. Albeit small in contribution, the only profitable DMAs are the following: Greensboro-High Point-Winston Salem, NC DMA (3% in Stays vs. 5% in Trip-Dollars) Knoxville, TN DMA (2% Stays vs. 4% Trip-Dollars), and Memphis, TN DMA (2% Stays vs. 3% Trip-Dollars).
Asheville Origin DMAs OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)
As Asheville draws the majority of its visitors from North Carolina and surrounding States, it is not surprising that more than 9 out of 10 of Asheville overnight leisure travelers arrive by auto - a slightly higher share than the US – and the average one-way distance traveled is about 280 miles. When at the destination, the majority uses a personal car (86%) or rental vehicle (8%) as primary mode of transportation. Unfortunately, barely any of Asheville travelers take the chance to walk when at the destination.
Origin Markets
24% of Asheville’s tourism provided by in-‐state travelers
Asheville Top 3 Origin States
North Carolina (↓ 14ppt over 2009-‐11; in steady decline)
South Carolina (↑ 6ppt over 2008-‐10; a steady growth)
Georgia (↑ 8ppt over 2009-‐11)
Asheville Top 3 DMAs
Charleston, SC DMA Macon, GA DMA
Greensboro-‐High Point-‐Winston Salem, NC DMA
11
Charlotte, NC 12.6% Greenville-Spartanburg, SC-Asheville, NC- 8.8% Anderson, SC Atlanta, GA 8.2% Raleigh-Durham, NC 7.3% Charleston, SC 6.8% Macon, GA 5.0% Greensboro-High Point-Winston Salem, NC 2.9% Philadelphia, PA 2.2% Nashville, TN 2.2% Gainesville, FL 2.2%
-
Why do travelers visit Asheville? Asheville welcomes equal shares of travelers for Vacation and Non-Vacation purposes. Getaway Weekend travel (27%), Visit Friends/Relatives (24%), and General Vacation (22%) are predominant reasons for travelers to visit Asheville and most reliable sources for Asheville’s visitation volume. Despite the high shares, travelers Visiting Friends/Relatives do not contribute as much to Asheville’s spending base, and thus lose in value (29% in Stays represent 20% in Trip-Dollars). Travelers visiting
Asheville for Getaway Weekend are the most valuable overnight leisure segment as they represent 28% in travel party shares and 34% in trip-dollars.
Compared to the U.S., Asheville attracts fewer shares of travelers who Visit Friends/Relatives and higher shares of Getaway Weekend and General Vacation travelers.
OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)
0
10
20
30
40
U.S. Asheville
Getaway Weekend -‐ Night General Vaca4on -‐ Night Visit Friends/Rela4ves Special Event Conven4on, Show, Conference Medical/Health Care Seminar, Class, Training Other Leisure/Personal
Travel Purpose
Asheville Purpose of Travel
Top Asheville Purpose Getaway Weekend
Visit Friends/Rela4ves General Vaca4on
Most profitable segments Getaway Weekend General Vaca4on
12
-
How much do travelers spend on their stay in Asheville? After four years of steady growth, total average daily spending (including transportation) by Asheville’s Overnight Leisure visitors dipped slightly and reached $128 per person per day. Uniquely in 2012 and onwards, the increase over 2010-2012 and 2011-2013 resulted more from a change in spending calculation than from a surge in transportation and lodging spending1.
However, the same calculation changes were applied to all destinations, and US Overnight traveler spending
($116) is still lower than Asheville’s daily average. The majority of the daily expenditure was spend on Food & Beverage (26%), Transportation (23%), Lodging (21%), Shopping (14%), Entertainment & Recreation (14%), and Other Expenses (2%) in Asheville.
TOTAL PERSON-‐DAYS 2012-‐2014 (%)
0
10
20
30
40
50
US Asheville
Transporta4on Food Room Shopping Entertainment Miscellaneous
$116 avg. $128 avg.
1) because individual averages are no longer calculated off a common base, the sum of sub-category averages will no longer equal the total average. 2) it will be difficult to compare 2012 per-person-per-day spending to previous years, particularly for Transportation and Lodging.
Spending
Per-‐Person-‐Per-‐Day-‐Spending
Highest Spending Categories Lodging
Food & Beverage Transporta4on
13 The improved survey logic (2012+) has eliminated many non-responses for spending which were previously considered as $0. Where previously, spending was calculated on the entire base of those reporting at least $1 spent in at least one category, sometimes resulting in lower than expected averages, it is now calculates based on only those respondents reporting spending in a given category. The result of these changes is two-fold:
2012 SPENDING CALCULATION CHANGES
-
Where do Asheville visitors stay? Most of Asheville’s overnight leisure travel parties are accounted for by those staying in Paid Hotels (52%), closely followed by private homes (30%). Among those who stay in paid accommodations, one-third stay in mid-level – a much higher share than the US average, and another one out of 10 stay in both high-end and economy hotel/motel accommodations. Asheville hosts a slightly larger share of visitors staying in Paid Hotels than the average U.S. destination. Naturally, as the primary purpose to visit
Asheville is to visit for a Getaway Weekend and General Vacation. Both, Asheville’s Overnight travelers who stay in Mid-Level and High End hotels are especially worth to target as they generate higher shares in Trip-Dollars (35% and 18%, respectively) than in Stays (29% and 12%, respectively). Typically those who stay with Friends/ Relatives do not contribute nearly as much in monetary value (20%) to the destination as they represent in Stays share (30%).
OVERNIGHT STAYS 2012-‐2014 (%)
Paid Non-‐Hotel 15%
Non-‐Paid Lodging 28%
Other Hotel 3%
High-‐End 13%
Mid-‐Level 31%
Economy 10%
Paid Hotel 54%
AccommodaFons
Asheville AccommodaFons
Those who stay in hotels, choose mainly Mid-Level,
followed by High-End Hotels/Motels
Both are most profitable
segments
Slight decrease of 0.1 in average hotel satisfaction due
to increase in poor ratings (satisfaction)
14
-
How long do Asheville’s visitors stay? Asheville hosts guests steadily throughout the year with a clear preference for the Summer months at the expense of the Winter months during 2012-2014. It appears seasonal just as any typical overnight leisure destination which generally peaks during the summer seasons. Asheville’s visitation has been fairly consistent over the years, except it lost travelers during the month of August whereas Asheville suddenly gained in the month of April.
Timing
Most total travel par4es stay for less than three nights
Top Travel Months Jul, Jun, Sep, Apr
Bo^om Travel Months
Jan, Feb, Oct, Aug
15
Asheville attracts high share of visitors who stay one night (36%) and two nights (27%) – similar shares to the average US destination.
Overall, overnight leisure visitors to Asheville stay 2.44 nights which is below the U.S. average (2.70 nights) due to a higher share of three nights and a lower share of travel parties staying more than 8 nights. However, while the U.S. average welcomed visitors for a shorter length of stay, Asheville’s overnight leisure travelers consistently stay longer since 2009-2011.
Encourage longer stays of at least two nights as they are most profitable.
When do travelers visit Asheville?
-
What do Asheville visitors do? Asheville Overnight Leisure travel parties have a much higher propensity to participate in the following activities than travel parties to the average US destination:
• Winery/Distillery/Brewery Tours (8.0 times as high)
• Historic Sites (3.5 times) • Touring/Sightseeing (2.6 times) • Extreme/Adventure Sports (2.4 times) • Museums, Art Exhibits, etc. (2.2 times) • Hiking (2.1 times) • Parks (national, state) (1.7 times) • Eco/Sustainable Travel (1.7 times) • Festival/Fairs (1.4 times) • Culinary/Dining Experience (1.3 times) • Show: Boat, Car, Home (1.3 times) • Shopping (1.2 times)
AcFviFes
Asheville can posi4on itself as an Overnight Leisure
des4na4on for:
Cultural-‐ and Culinary-‐based ac4vi4es
FesFval/Fairs are small shares of ac4vi4es but slightly
higher than the US (profitable segment)
16
Nine out of ten travel parties participate in an activity when visiting Asheville, the same participation rate as in other US average destinations (89%).
Overnight Leisure travel parties who visit Asheville participated most in the following activities in 2012-2014:
1. Historic Sites 2. Culinary/ Dining Experience 3. Touring/Sightseeing 4. Shopping 5. Visit Friends/Relatives 6. Winery/Distillery/Brewery Tours 7. Parks (national/state) 8. Museums, Art Exhibits, etc. 9. Hiking 10. Nightlife
-
It is always recommended to engage travelers in activities (89%) as those participating in any activity tend to spend more on their stay (97%). The same is true for Asheville. Travelers who participate in the following activities spend more in trip-dollars than they represent in travel parties during 2012-2014:
§ Shopping § Touring/Sightseeing § Historic Sites § Culinary/Dining § Winery/Distillery/Brewery Tours § Museum, Art, Exhibit etc. § Festival/Fairs § Nightlife § Parks (national, state)
AcFviFes
17
Compared to the average US destination, Overnight Leisure travel parties propensity to participate in Extreme/Adventure Sports, Nightlife, Amateur and Professional Sports Event increased in 2012-14 over 2011-13
a) which means that either Asheville’s travelers are more likely to participate in these activities than visitors to the average US destination and/or the average US destination travel party increased their participation at a much slower rate than Asheville’s travel parties. whereas Hiking, Eco/Sustainable Travel, Festival/Fairs, Wildlife Viewing, Camping, Wedding, Real Estate, Biking, Golf, Beach/Waterfront decreased in 2012-14 over 2011-13 b) which indicates that either participation among Asheville’s travel parties declined and/or the average US destination travel party increased their participation at a much greater rate than Asheville’s travel parties.
-
How do Asheville visitors rate the City? Respondents are asked to rate their overall satisfaction with the destinations they visit and on the overall value-for-the-money the destination provides. Ratings are on a 10-point scale, where 1 is low or ‘poor’ and 10 is high or ‘excellent’.
Overnight Leisure visitors report exceptionally strong image attribute ratings for Asheville in 2012-2014; with Likely to Recommend Asheville (average of 9.1) leading the way, followed by friendly/helpful people in Asheville (average of 8.9), value-for-the-money (average of 8.9), feeling of safety (average of 8.9), and satisfaction with Asheville (average of 8.8).
OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)
2
20
78
17
82
Poor (1-‐3) Fair/Good (4-‐7) Excellent (8-‐10)
US Asheville
DesFnaFon Value for the Money OVERNIGHT LEISURE PERSON-‐STAYS 2012-‐2014 (%)
Consistently over the past five time periods, Asheville rated higher than the average US destination on all attributes due to higher excellent (8-10) and no poor (1-4) ratings for satisfaction and value for Asheville. Asheville received from travelers a range of excellent ratings (from 82% for Satisfaction and Value-for-the-money up to 86% for Likely-to-Recommend). Asheville’s hotel sector, however, received slightly lower averages among those staying in Paid Hotel/Motels for satisfaction with the hotel (8.2) and value-for-the-money (8.0) than the destination as a whole…just like the average US destination.
SaFsfacFon and Value
Overall DesFnaFon SaFsfacFon
Asheville’s average sa4sfac4on and value ra4ngs
consistently increased over the past four
consecu4ve 4me periods.
18
2
25
73
1
17
82
Poor (1-‐3) Fair/Good (4-‐7) Excellent (8-‐10)
US Asheville
-
19
Charts and Graphs
Asheville Year-‐End 2012-‐2014 Visitor Profile
-
Asheville Share of U.S. Travel Segments
Chart 1 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
0.22 0.24 0.22 0.21
Stays Person-‐Stays Person-‐Days Direct Spending
MARKET SHARE
20
-
Age DistribuFon: U.S. and Asheville
Chart 2 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
29
20
37
34
35
46
U.S.
Asheville, NC
18-‐34 years 35-‐54 years 55 + years
DEMOGRAPHICS
Average
47
50
21
-
Asheville Avg. Party per Trip Spending by Age
Chart 3 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
833 845
689
Asheville 18-‐34 years 35-‐54 years 55+ years
DEMOGRAPHICS
Average Party per Trip Spending Includes reported expenditures of all travelers (including transportation expenditure) who spend more than $1 on their trip to or within the destination. Individual averages for subgroups of variables, such as accommodation types or activities might be higher than the total average party per trip spending for a destination because the travelers’ spending is included only in those subgroups of variables to which the respondent replied.
GLOSSARY
22
-
Asheville Age Comparison
Chart 4 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
20
31
50
21
36
43
18-‐34 years 35-‐54 years 55+ years
Stays Based Trip-‐Dollars Based
DEMOGRAPHICS
23
-
Racial DistribuFon: U.S. and Asheville
Chart 5 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 534 household count
80
84
10
13
5
2
0
0
2
1
5
2
U.S.
Asheville
White Black Asian NaFve Hawaiian or other Pacific Islander NaFve American or Alaska NaFve Other/Mixed
DEMOGRAPHICS
24
-
Hispanic Origin: U.S. and Asheville
Chart 6 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 8 household count (*use with cau4on due to low sample size)
14
4
U.S.
Asheville
Hispanic, LaFno/Spanish
DEMOGRAPHICS
25
-
Sexual OrientaFon: U.S. and Asheville
Chart 7 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 539 household count
3
4
93
93
4
4
U.S.
Asheville
Gay/Lesbian (GLBT) Heterosexual/Straight Other
DEMOGRAPHICS
26
-
DistribuFon of Children in Household: U.S. and Asheville
Chart 8 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
63
74
15
11
20
13
17
11
U.S.
Asheville
No Children 5 years old or younger 6-‐12 years old 13-‐17 years old
DEMOGRAPHICS
GLOSSARY Sum exceeds 100% due to multiple-children households.
27
-
Household Income DistribuFon: U.S. and Asheville
Chart 9 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
33
28
19
22
16
20
18
18
14
11
U.S.
Asheville
Under $50,000 $50,000 -‐ $74,999 $75,000 -‐ $99,999 $100,000-‐$149,999 $150,000+
DEMOGRAPHICS
Average
$89,627
$85,671
28
-
Lifestage DistribuFon: U.S. and Asheville
Chart 10 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
16
15
13
5
16
14
8
5
11
13
11
20
20
25
U.S.
Asheville
Young & Free Young Family Maturing & Free Moderate Family
Affluent Family Moderate Mature Affluent Mature
DEMOGRAPHICS
29
-
Asheville Avg. Party per Trip Spending by Lifestage
Chart 11 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
820
886 864
646
934
430
930
Asheville Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
DEMOGRAPHICS
30
-
Asheville Lifestage Comparison
Chart 12 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 570 household count
15
5
16
4 9
22 27
17
4
20
4
12 14
27
Young & Free Young Family Maturing & Free Moderate Family Affluent Family Moderate Mature Affluent Mature
Stays Based Trip-‐Dollars Based
DEMOGRAPHICS
31
-
Traveler GeneraFon DistribuFon: U.S. and Asheville
Chart 13 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
25
18
29
28
35
43
11
10
U.S.
Asheville
Millennials GenXers Boomers Silent/GI
DEMOGRAPHICS
32
-
Asheville Avg. Party per Trip Spending by GeneraFon
Chart 14 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Grren Bay N = 570 household count
769 763
951
639
928
Asheville Millennials GenXers Boomers Silent/GI
DEMOGRAPHICS
33
-
Asheville Traveler GeneraFon Comparison
Chart 15 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 570 household count
18
24
49
9
18
32
39
11
Millennials GenXers Boomers Silent/GI
Stays Based Trip-‐Dollars Based
DEMOGRAPHICS
34
-
LEGEND
Pacific 1.7% Mountain 0.4% West North Central 1.4% West South Central 1.6% East North Central 7.7% East South Central 12.6% New England 1.5% Middle Atlan4c 5.2% South Atlan4c 67.8%
CA
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC TN
KY IN OH
NC
SD
KS
NE
MN WI
IA IL
MO
AR MS
OK
ND OR
NV
WA
AK
PA
ME
VA
NY CT
WV MD NJ
VT NH
MA
DE
RI
HI
LA
MI
GA TX
Origin Divisions for Travel to Asheville
Chart 16 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 585 household count
TRIP ORIGIN
35
-
Top Origin States to Asheville
Chart 17 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 585 household count
TRIP ORIGIN
ID
AZ
UT
MT
WY
NM
CO
AL
FL
SC TN
KY IN OH
NC
SD
KS
NE
MN WI
IA IL
MO
AR MS
OK
ND OR
NV
WA
AK
PA
ME
VA
NY CT
WV MD NJ
VT NH MA
DE
RI
HI
MI
GA TX
CA LEGEND 24.3% North Carolina
2.0% Illinois
13.8% Georgia
8.0% Florida
17.0% South Carolina
7.3% Tennessee 3.1% Pennsylvania 3.1% Virginia
36
2.3% Kentucky LA
IL
FL
NC
-
Top Origin DMAs to Asheville
Chart 18 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 585 household count
TRIP ORIGIN
U.S. Asheville
Charloce, NC 1.2% 12.6%
Greenville-‐Spartanburg, SC – Asheville, NC – Anderson, SC 0.8% 8.8%
Atlanta, GA 2.2% 8.2%
Raleigh-‐Durham, NC 1.4% 7.3%
Charleston, SC 0.3% 6.8%
Macon, GA 0.2% 5.0%
Greensboro-‐High Point-‐Winston Salem, NC 0.7% 2.9%
Philadelphia, PA 2.5% 2.2%
Nashville, TN 0.8% 2.2%
Gainesville, FL 0.1% 2.2%
Top 12 Sum 10.2% 58.2%
37
-
Asheville Avg. Party per Trip Spending by Origin DMA
Chart 19 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 568 household count
769
1,511
1,362
1,316
1,186
950
896
876
Asheville
Knoxville, TN
Greensboro-‐High Point-‐Winston Salem, NC
Memphis, TN
Norfolk-‐Portsmouth-‐Newport News, VA
New York, NY
Miami, FL
Cha^anooga, TN
TRIP ORIGIN
38
-
Asheville Avg. Party per Trip Spending by Origin DMA
Chart 20 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 568 household count
769
777
751
709
649
629
411
311
Asheville
Charlo^e, NC
Raleigh-‐Durham, NC
Greenville-‐Spartanburg, SC -‐ Asheville, NC -‐Anderson, SC
Atlanta, GA
Nashville, TN
Charleston, SC
Macon, GA
TRIP ORIGIN
39
-
Asheville Origin DMA Comparison
Chart 21 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 585 household count
11
9
8
8
8
6
3
2
2
2
2
10
7
4
7
5
3
5
3
4
3
3
Charlo^e, NC
Greenville-‐Spartanburg, SC-‐Asheville, NC-‐Anderson, SC
Atlanta, GA
Raleigh-‐Durham, NC
Charleston, SC
Macon, GA
Greensboro-‐High Point-‐Winston Salem, NC
Memphis, TN
Knoxville, TN
Norfolk-‐Portsmouth-‐Newport News, VA
Miami-‐Fort Lauderdale, FL
Stays Based Trip-‐Dollars Based
TRIP ORIGIN
40
-
Main Mode of TransportaFon: U.S. and Asheville
Chart 22 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
11
3
86
95
4
2
U.S.
Asheville
Air Auto Other
TRANSPORTATION
41
-
Travel Distance by Auto: U.S. and Asheville
Chart 23 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 519 household count
27
22
28
23
15
25
13
18
16
12
U.S.
Asheville
100 miles or less 101-‐200 miles 201-‐300 miles 301-‐500 miles 501+ miles
TRANSPORTATION
42
-
Travel Distance by Air: U.S. and Asheville
Chart 24 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 61 household count
8
11
20
45
20
6
52
39
U.S.
Asheville
300 miles or less 301-‐700 miles 701-‐1,000 miles 1,001+ miles
TRANSPORTATION
43
-
Asheville Month Trip Started
Chart 25 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
2 3
8 10
8
11
14
7
11
7 9 9
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
TRIP TIMING
44
-
Trip Timing by Quarter: U.S. and Asheville
Chart 26 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
20
13
26
29
32
33
21
25
U.S.
Asheville
First Quarter Second Quarter Third Quarter Fourth Quarter
TRIP TIMING
45
-
Asheville Avg. Party per Trip Spending by Quarter
Chart 27 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
658 716
807 848
Asheville First Quarter Second Quarter Third Quarter Fourth Quarter
TRIP TIMING
46
-
Asheville Trip Timing Comparison by Quarter
Chart 28 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
14
28 33
25
12
28 31 29
First Quarter Second Quarter Third Quarter Fourth Quarter
Stays Based Trip-‐Dollars Based
TRIP TIMING
47
-
Trip Timing by Season: U.S. and Asheville
Chart 29 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
20
12
24
25
35
33
22
28
U.S.
Asheville
Winter Spring Summer Fall
TRIP TIMING
48
-
Asheville Avg. Party per Trip Spending by Season
Chart 30 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
696
591
929
819
Asheville Winter Spring Summer Fall
TRIP TIMING
49
-
Asheville Trip Timing Comparison by Season
Chart 31 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
15
25 29 30
16 20
33 31
Winter Spring Summer Fall
Stays Based Trip-‐Dollars Based
TRIP TIMING
50
-
Purpose of Stay DistribuFon: U.S. and Asheville
Chart 32 • Segment: 2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
21
27
19
22
33
24
12
12
3
4
1
1
1
2
9
8
U.S.
Asheville
Getaway Weekend (overnight) General VacaFon (overnight) Visit Friends/ RelaFves Special Event
ConvenFon/ Show/ Conference Medical/ Health Care Seminar/Class/ Training Other Leisure/ Personal
TRIP CHARACTERISTICS
51
-
Asheville Avg. Party per Trip Spending by Purpose of Stay
Chart 33 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
969
1,128
442
768
444 492
1,729
437
Asheville Getaway Weekend (overnight)
General VacaFon (overnight)
Visit Friends/ RelaFves
Special Event ConvenFon/ Show/
Conference
Medical/ Health Care
Seminar/ Class/ Training
Other Leisure/ Personal
TRIP CHARACTERISTICS
52
-
Asheville Purpose of Stay Comparison
Chart 34 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
28
22
29
11
2 1 1
7
34
25 20
12
1 0 2 6
Getaway Weekend (overnight)
General VacaFon (overnight)
Visit Friends/ RelaFves
Special Event ConvenFon/ Show/ Conference
Medical/ Health Care
Seminar/ Class/ Training
Other Leisure/ Personal
Stays Based Trip-‐Dollars Based
TRIP CHARACTERISTICS
53
-
Travel Party ComposiFon: U.S. and Asheville
Chart 35 • Segment: 2012-‐2014 Overnight Leisure Stays (%) • Asheville N = 587 household count
32
14
39
62
6
6
6
5
17
13
U.S.
Asheville
One Adult Couples MM/FF Three or More Adults Children Present
TRIP CHARACTERISTICS
Children Present Is defined as one or more adults accompanied by one or more persons under age 18. The child necessarily has to live in the household. MM/FF Include either two females or two males from different households traveling together.
GLOSSARY
Average
2.13
2.28
54
-
Average Travel Party Size Overview: U.S. and Asheville
Chart 36 • Segment: 2011-‐2013/2012-‐2014 Overnight Leisure Stays • Asheville N = 587 household count
2.18 2.27 2.13 2.28
U.S. Asheville
2011-‐2013 2012-‐2014
TRIP CHARACTERISTICS
55
-
Asheville Avg. Party per Trip Spending by Travel Party ComposiFon
Chart 37 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
586
813 782
658
786
Asheville One Adult Couples MM/FF Three or More Adults Children Present
TRIP CHARACTERISTICS
56
-
Asheville Travel Party Comparison
Chart 38 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
14
62
6 5
13 9
58
8 8
17
One Adult Couples MM/FF Three or More Adults Children Present
Stays Based Trip-‐Dollars Based
TRIP CHARACTERISTICS
57
-
Stay Length DistribuFon: U.S. and Asheville
Chart 39 • Segment: 2012-‐2014 Overnight Leisure Stays (%) • Asheville N = 587 household count
38
36
26
27
14
18
18
17
4
2
U.S.
Asheville
1 night 2 nights 3 nights 4-‐7 nights 8+ nights
TRIP CHARACTERISTICS
Average in Nights
2.70
2.44
58
-
Average Stay Length Overview (in days): U.S. and Asheville
Chart 40 • Segment: 2011-‐2013/2012-‐2014 Overnight Leisure Stays • Asheville N = 587 household count
2.73 2.38
2.70 2.44
U.S. Asheville
2011-‐2013 2012-‐2014
TRIP CHARACTERISTICS
59
-
Asheville Avg. Party per Trip Spending by Stay Length
Chart 41 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 570 household count
769
402
853 813
1,221
1,913
Asheville 1 night 2 nights 3 nights 4-‐7 nights 8+ nights
TRIP CHARACTERISTICS
60
-
Asheville Stay Length Comparison
Chart 42 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
36
27
18 17
2
20
29
20 25
6
1 night 2 nights 3 nights 4-‐7 nights 8+ nights
Stays Based Trip-‐Dollars Based
TRIP CHARACTERISTICS
61
-
Daily Spending Per Person by Category: U.S. and Asheville
Chart 43 • Segment: 2012-‐2014 Overnight Leisure Person-‐Days (%) • Asheville N = 569 household count
28
23
24
26
14
14
13
14
3
2
U.S.
Asheville
TransportaFon Food Room Shopping Entertainment Miscellaneous
TRIP CHARACTERISTICS
Average
$116
$128
62
-
Asheville AcFvity ParFcipaFon
Chart 44 • Segment: 2012-‐2014 Overnight Leisure Stays (%) • Asheville N = 587 household count
Acrac4on 17%
• Amateur Sports (2%) • Professional Sports Event (1%) • Gambling (2%) • Night Life (11%) • Show: Boat, Car, Home (2%) • Theme/Water Park (2%) • Zoo/Aquarium (1%)
Culture 61%
• Concert, Theater, Dance (6%) • Fes4val/ Fairs (9%) • Historic Sites (40%) • Museum, Art Exhibits, etc. (20%) • Movies (4%) • Touring/Sightseeing (36%)
Family/ Life Events 38%
• Visit Friends/ Rela4ves (25%) • Holiday Celebra4on (6%) • Reunion/ Gradua4on (3%) • Wedding (3%) • Funeral/ Memorial (0%) • Personal Special Event (5%)
• Culinary/ Dining Experience (38%) • Winery/ Dis4llery/ Brewery (22%)
Nature 24%
• Beach/ Waterfront (1%) • Camping (3%) • Eco/Sustainable Travel (1%) • Wildlife Viewing (4%) • Parks: Na4onal/ State (21%)
Outdoor Sports 18%
• Boa4ng/ Sailing (1%) • Golfing (1%) • Hun4ng (0%) • Fishing (1%) • Hiking (14%) • Biking (2%) • Tennis (0%)
• Water Sports (1%) • Extreme Adventure Sports (1%) • Snow/ Winter Sports (0%)
General 36%
• Shopping (34%) • Real Estate: buy/ Sell (0%) • Medical/ Health/ Doctor Visit (1%) • Service/ Volunteerism/ Charity (1%) • Religious/ Faith Based Event (1%) • Spa (1%) • Other Ac4vi4es (3%)
ACTIVITY PARTICIPATION
Liba4on and Culinary 50%
63
-
Top AcFviFes at the DesFnaFon
Chart 45 • Segment: 2012-‐2014 Overnight Leisure Stays (%) • Asheville N = 587 household count
ACTIVITY PARTICIPATION
GLOSSARY
U.S. Asheville U.S. Asheville
Historic Sites 26% 40% Theme/Amusement/Water Parks 3% 2% Culinary/Dining Experience 23% 38% Show: Boat, Car, Home 3% 2% Touring/Sightseeing 22% 36% Professional Sports Event 3% 1% Shopping 6% 34% Religious/Faith Based Conference 3% 1% Visit Friends/RelaFves (general visit) 2% 25% Extreme/Adventure Sports 2% 1% Winery/DisFllery/Brewery Tours 8% 22% Eco/Sustainable Travel 2% 1% Parks (naFonal/state, etc.) 9% 21% Zoo/Aquarium 5% 1% Museums, Art Exhibits etc. 7% 20% Spa 2% 1% Hiking 7% 14% Beach/Waterfront 3% 1% Nightlife (bar, nightclub, etc.) 6% 11% Fishing 2% 1% FesFvals/Fairs (state, crar, etc.) 7% 9% Medical/Health/Doctor Visit 4% 1%
Concerts/Theatre/Dance etc. 11% 6% Water Sports 4% 1% Holiday CelebraFon (Thanksgiving, July 4th etc.) 4% 6% Service/Volunteerism/Charity 1% 1% Other Personal CelebraFons (2012+) 5% 5% BoaFng/Sailing 1% 1% Wildlife Viewing (birds, whales, etc.) 4% 5% Golfing 2% 1% Movies 4% 4% Funeral/Memorial 1% 0% Reunion/GraduaFon 2% 3% Real Estate (buy/sell) 1% 0% Camping 6% 3% Snow/Winter Sports 1% 0% Amateur Sports (a^end/parFcipate) 2% 3% Business/Work (2012+) 2% 0% Wedding 2% 3% HunFng 0% 0% Biking 2% 2% Tennis 1% 0% Gambling (slots, cards, horses, etc.) 1% 2% Other 1% 3%
64
-
Asheville AcFvity Index
Chart 46 • Segment: 2012-‐2014 Overnight Leisure Stays • Asheville N = 587 household count
804
349
256 238 219 212 171 168
139 131
Winery/ Dis4llery/
Brewery Tours
Historic Sites Touring/ Sightseeing
Extreme/ Adventure Sports
Museums, Art Exhibits, etc.
Hiking Parks (na4onal/ state etc.)
Eco/ Sustainable
Travel
Fes4vals/ Fairs (state, crav,
etc.)
Culinary/ Dining Experience
ACTIVITY PARTICIPATION
The ac4vity index uses the U.S. to determine the average of 100 and anything above is an ac4vity that travelers in Asheville are more likely to do than visitors to the U.S. The Index is different from the share of par4cipa4on in that it only reflects a traveler’s propensity to par4cipate in an ac4vity, rela4ve to the propensity for average U.S. des4na4ons.
U.S. AcFvity ParFcipaFon = 100
65
-
Asheville Avg. Party per Trip Spending by AcFviFes
Chart 47 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 587 household count
769
2097 2074
1910
1728 1726 1705
1312 1286 1271 1265 1217 1207
Asheville Gambling Zoo/ Aquarium Spa Professional Sports Event
Boa4ng, Sailing Fes4vals/ Fairs Nightlife Amateur Sports
Movies Other Personal Celebra4ons
Shopping Other
ACTIVITY PARTICIPATION
66
-
Asheville Avg. Party per Trip Spending by AcFviFes
Chart 48 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 587 household count
769
1200 1166 1152 1132 1124 1079 1073 1056 1051 1044 1011 1000
ACTIVITY PARTICIPATION
67
-
Asheville AcFvity Comparison
Chart 49 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
40
38
36
34
25
22
21
20
14
11
9
6
6
57
54
50
53
25
35
28
30
17
19
18
8
9
Historic Sites
Culinary/Dining Experience
Touring/Sightseeing
Shopping
Visit Friends/RelaFves (general visit)
Winery/DisFllery/Brewery Tours
Parks (naFonal/state, etc.)
Museums, Art Exhibits etc.
Hiking
Nightlife (bar, nightclub, etc.)
FesFvals/Fairs (state, crar, etc.)
Concerts/Theatre/Dance etc.
Holiday CelebraFon (Thanksgiving, July 4th etc.)
Stays Based Trip-‐Dollars Based
ACTIVITY PARTICIPATION
68
-
Asheville AcFvity Comparison
Chart 50 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 587 household count
5
5
4
3
3
3
3
3
2
2
2
2
1
7
7
6
5
3
0
4
3
2
6
4
2
4
Other Personal CelebraFons
Wildlife Viewing (birds, whales, etc.)
Movies
Other
Reunion/GraduaFon
Camping
Amateur Sports (a^end/parFcipate)
Wedding
Biking
Gambling (slots, cards, horses, etc.)
Theme/Amusement/Water Parks
Show: Boat, Car, Home
Professional Sports Event
Stays Based Trip-‐Dollars Based
ACTIVITY PARTICIPATION
69
-
AccommodaFon Type: U.S. and Asheville
Chart 51 • Segment: 2012-‐2014 Overnight Leisure Stays (%) • Asheville N = 367 household count
46
57
11
15
40
27
3
1
U.S.
Asheville
Hotel Other Paid Non-‐Hotel Friend/RelaFve's Home (NP) (2012+) Other Overnight
ACCOMMODATION
70
-
Asheville Avg. Party per Trip Spending by AccommodaFon Type
Chart 52 • Segment: 2012-‐2014 Overnight Leisure Stays ($) • Asheville N = 349 household count
769
935
1,096
459
269
Asheville Hotel/Motel Other Paid Non-‐Hotel Friend/RelaFve's Home (2012+) (NP)
Other Overnight
ACCOMMODATION
71
-
Asheville AccommodaFon Type Comparison
Chart 53 • Segment: 2012-‐2014 Overnight Leisure (%) • Asheville N = 367 household count
52
14
32
2
64
13
23
0
Hotel Other Paid Non-‐Hotel Friend/RelaFve's Home (2012+) (NP) Other Overnight
Stays Based Trip-‐Dollars Based
ACCOMMODATION
72
-
Satisfaction and Value ratings may be combined into a matrix which places each destination in the location where Satisfaction and Value intersect. Destinations or segments fall into one of four quadrants. Those that are in the High Satisfaction/ High Value quadrant have the most loyal visitors. Those visitors are most likely not only to return, but they are likely to spend more, as well as provide invaluable word-of-mouth recommendations. The graph to the left shows these data for Asheville and the US average.
Asheville RaFngs
Chart 54 • Segment: 2011-‐2013/2012-‐2014 Overnight Leisure Person-‐Stays (%) • Asheville N = 587 household count
PERFORMANCE RATINGS
U.S.
Asheville
50
55
60
65
70
75
80
85
90
95
100
50 55 60 65 70 75 80 85 90 95 100
Excellent Satisfaction (8-10)
Exce
llent
Val
ue (8
-10)
Data Year:
2011 – 2013 2012 – 2014
U.S.
Low SaFsfacFon Low Value
High SaFsfacFon High Value
Low SaFsfacFon High Value
High SaFsfacFon Low Value
73
Asheville
-
74
Appendix
-
The confidence interval table indicates how well the data, based on a sample, reflects the entire population of travelers. The smaller the interval, the more relevant the data and the greater confidence we have that the sample number represents the population. Percentage Findings in Report or Data Tables as follows:
StaFsFcal References
Confidence Interval
The chart below compares two proportions from different samples for statistical significance. Instructions: Enter the proportion for each sample and sample size in the appropriate cells in the data input section, using the Z Score Table, compare the resulting Z score with the Z score corresponding to your desired confidence level. If the resulting Z score is greater than the table Z score, the difference between the two proportions is statistically significant. If the resulting Z score is lower, there is no significant difference.
Significance TesFng
Example: If the auto travel finding for Overnight Leisure travel to Asheville, NC is 95% in 2012 – 2014 and the sample size is 575 using the chart to the right we can say that at the 90% level of confidence the proportion ranges between 93.8% and 96.2%.
Example: If the Overnight Leisure travel for car travel to Asheville, NC is 95% in 2012-2014 and was 93% in 2011-2013, using the chart to the right, we can say that the actual proportion change is statistically not significant since the resulting Z score (-1.36) is smaller than the table Z score (-/+1.64).
Total Travel Sample Size for 2012-‐2014 At or near 2% or 98%
At or near 5% or 95%
At or near 10% or 90%
At or near 25% or 75%
At or near 50%
U.S. 129,666 0.0% 0.1% 0.1% 0.1% 0.2%
Asheville 575 0.7% 1.2% 1.8% 2.6% 3.4%
Data Input Sample 1 Sample 2 ResulFng Z Score Z score Confidence Level Propor4on 93% 95% (+/-‐) 1.96 95% Sample Size (n) 524 523 -‐1.36 (+/-‐) 1.64 90%
75
-
DKSA’s TRAVEL PERFORMANCE/MonitorSM is a comprehensive study measuring the travel behavior of US residents. DKSA contacts 50,000 distinct U.S. households monthly and has done so since 1991. DKSA is able to provide current behavior and long term trended analyses on a wide range of travel.
DKSA data are collected using an online methodology employing KnowledgePanel®, an address based sample panel offered by Knowledge Networks. The sample is drawn as a national probability sample and returns are balanced to ensure representation of the U.S. population according to the most recent U.S. Census. Key factors used for balancing are Origin State, Age, Income, Education, Gender, Ethnicity/race and return rates. The Knowledge Networks sample is used to create benchmark weights which are applied to surveys returned from other managed panels used by DKSA.
Both traveling and non-traveling households are surveyed each month enabling DKSA to generate the best estimate of travel incidence (volume) within the total U.S. population. Among those who have traveled (overnight in the past three months, and daytrips in the past month) details of their trip(s) are recorded for each month. This overlapping, repeating monthly approach boosts the observed number of trips for each travel month and controls for seasonality and telescoping biases. "Travel" is defined as either an overnight trip defined as going someplace, staying overnight and then returning home or as a day trip defined as a place away from
home and back in the same day. Respondents report travel behavior for each stay of each trip; an approach that enhances reporting for specific travel events, activities and spending.
A wide variety of general travel information is collected including travel to destinations at a city level, hotel stayed in, purpose of stay and activities, expenditures, mode of transportation, party composition, length of stay, travel agent and group tour usage, satisfaction and value ratings, and demographics, including origin markets.
Several questions are asked as open-ends to ensure that the responses are not influenced by a pre-listed set of response categories. Each respondent identifies the actual destination visited with an open-end response. This is particularly significant for obtaining accurate data for smaller cities and counties and representing total travel. This increases time and expense to accurately capture these responses but quality requires it.
Extensive coding lists are updated regularly to ensure that all data is recorded accurately. DKSA’s Quality control committee conducts bi-monthly meetings to review survey results and examine methods to maintain and improve quality control.
76
Research Methodology