By: Kate Brannen +

Becca Swanson

Oklahoma Tourism Trends

Presented to: Erfurt Tourism

and Marketing Board

Participant Word Cloud in Relation to Germany

Background of Study: Main

Research Questions

What motivations bring Oklahomans to Europe,

Germany and Erfurt?

What are the most important expenses Oklahomans

wish to spend when traveling abroad?

Summary of Secondary

Research

What we found from journal articles and social media posts:

Strong economies translate to strong tourism

“Normal Tourism” is being redefined

Tourists weigh the perceived risk of traveling

abroad

S.W.O.T.

Strengths:

A strong economy sets the foundation for tourism

Weaknesses:

Larger, neighboring cities overshadow small towns

Opportunities:

There is potential to draw in tourists from large nearby

cities

Threats:

Potential crises associated with the European Union

Purpose of Primary Research

Attitudes

Beliefs

Behaviors

Demographics

Motivations

Values

Researchers used surveys to further investigate:

Short Description and

Justification of Method

Surveys (Quantitative Method)• Benefits

• Drawbacks

Interviews (Qualitative Method)• Benefits

• Drawbacks

The Survey

What characteristics do Oklahomans who travel

to Europe possess?

What motivations bring Oklahomans to Europe,

Germany and Erfurt?

How does income influence the Oklahoma

tourist’s European travel experience?

We asked the following research questions:

Survey MethodologyThe facts:

Study population:

“Residents of Oklahoma”

Sampling:

Snowball and convenience sampling

Instrument:

Survey Monkey

Distribution:

Electronically through social media and

email

Estimated response rate: 236 completed

surveys/ 3050 possible participants

(7.47%)

Major Survey Results & Discussion

1.What characteristics do Oklahomans

who travel to Europe posses?

2. What motivations bring Oklahomans to

Europe, Germany and Erfurt?

3.How does income influence the Oklahoma

tourist’s European travel experience?

The Interview

The facts: Methodology:

Snowball and purposive sampling

Semi-structured protocol

Participants:

6 participants

Diverse demographic and psychographic profiles

Anonymity of participants

Place:

Holy Trinity Lutheran Church

Edmond, OK

Central state location

Time:

5-8 p.m. Wednesday, Nov. 20

Interview Results and Findings

“I am interested in how ordinary people live here, what

do they shop, what do they eat?” –Participant 6

There were those who had been abroad…

“Smaller cities are harder to navigate.” –Participant 2

[Big cities] “Been there done that.” –Participant 6

Interview Results and Findings

“I want to see all the things you see in the movies, all the romantic touristy things.” –Participant 1

…and there were those who had not:

“The past couple years we have planned vacations around them [the kids].” –Participant 3

Emerging Interview Themes

Oklahomans who have previously have gone to

Europe seek more localand cultural experiences

Oklahoman families are less likely to travel to

Europe due to affordability and convenience

Oklahomans are more likely to stay in big cities

and travel to surrounding areas

Client Recommendations

Promote:

The small town feel

Affordability, accessibility, comfort and security

Family oriented activities in order to increase traffic of young

families

Target:

Students and retired individuals more heavily

By: Kate Brannen + Becca Swanson