Vermont Visitor Profiling Research Economic & Policy Resources and VDTM

Vermont Visitor Profiling Research
Economic & Policy Resources and VDTM
The Vermont Department of
Tourism and Marketing
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Table of Contents
Objectives
Methodology
Key Findings
Detailed Analysis
Spending Data
Attitudinal Data
Planning Sources
Personal Characteristics
Respondent Profile
2
3
4
10
18
102
110
124
129
134
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Objectives
z
z
z
z
Understand visitors’ motivations for visiting Vermont
Determine what visitors like and dislike about locations visited
Assess expectations and needs when visiting Vermont
Identify the activities in which Vermont visitors par take while in
Vermont
–
–
z
z
3
Passive and Active
Types of locations-museums, state parks, state forests, etc
Derive activity-based segments to use potentially for target
marketing (to be included in follow-up analysis)
Garner demographic information including lifestyle
characteristics (marital status, presence and age of children),
employment status (retired), current residence, age, and
household income.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Methodology
z
Respondent Criteria
z
z
z
Respondent Counts
z
Data Collection
z
Questionnaire
z
*Recent visitors to the VermontVacation.com website who
requested vacation planning information
18 years or older
Visited Vermont in the past 12 months.
n=1283
Sample tolerance: +/- 2.7 percentage points at a 95% confidence
level.
Data was collected using a self-administered web survey
Forty two questions (several with parts) in a structured
questionnaire.
*Please note all respondents are visitors to the Vermont website.
4
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Methodology (cont)
z
z
z
Data Cleaning
Specifications
z
z
5
A “Did Not Answer” response was added to all unanswered
questions, and used if a respondent did not answer a question
he/she should have answered, and the response could not be
back-coded.
If a respondent mentioned a pre-coded answer in any “Other
Specify” response throughout the survey, the pre-coded answer
was selected and the Other Specify response deleted.
If a respondent did not answer question 12 but continued to
answer questions 13 through question 32, question 12 was coded
as “Yes.” Conversely, if a respondent did not answer question 12
and did not answer any question from 13 through 32, question 12
was coded as “No.”
If a respondent answered “Yes” to question 12 and failed to
answer questions 13 through 32, then “Did Not Answer” was
recorded for all “screener” questions
(13,14b,18,20,22,24,26,28,30) between question 13 and 32.
If a respondent answered “No” to question 12 and answered any
questions between 13 and 32, those responses were deleted.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Methodology (cont)
z
Data Cleaning
Specifications
6
Questions 13 through 32:
– If a respondent did not answer the screener questions
(13,14b,18,20,22,24,26,28,30) but continued to answer the
follow-up questions, the screener question was re-coded as
“Yes.” If they did not answer the follow-up questions, then
“Did Not Answer” was coded for the screener questions.
– If a respondent answered “Yes” to a screener question and
did not answer the follow-up questions, the follow-up
questions were coded as “Did Not Answer.”
– If a respondent answered “No” to a screener question and
continued to answer the follow-up questions, the responses
for the follow-up questions were deleted.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Methodology (cont)
z
Questions 33 through 36b:
–
z
Questions 37 through 39:
–
z
Data Cleaning
Specifications
Respondents were required to have answered all of these questions.
If a respondent did not answer any or all of these questions, that
respondent was deleted from the final data set.
Questions 40 through 42d:
–
–
–
7
Any case where a respondent failed to answer a question, “Did Not
Answer” was coded for their response.
If a respondent did not answer a question pertinent to them, “Did Not
Answer” was coded as their response.
If question 40c was not answered and the respondent continued to
answer questions 41a through 41c, question 40c was coded as “Yes”.
If a respondent failed to answer question 40c and did not answer the
follow-up question, question 40c was coded as “Did Not Answer”.
If a respondent said “Yes” to question 40c and did not answer
questions 41a through 41c, “Did Not Answer” was recorded as their
response for 41a through 41c. If a respondent said “No” to question
40c and continued to answer questions 41a through 41c, their
responses to questions 41a through 41c were deleted.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Methodology - Segment Analysis
Activity Segments
Sight-Seers
Historians
Water-Bugs
Relaxers
Skiers
Athletics
Season of Most Recent Visit
Winter
Spring
Summer
Fall
Visits per Year
Once ever
<1/year to 1/year
2 to 4/year
5+/year
8
Total
(n=1283)
n=368
n=236
n=51
n=476
n=84
n=68
(n=1283)
n=193
n=35*
n=386
n=581
(n=1283)
n=390
n=291
n=217
n=384
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Methodology - Subgroup Analysis
Gender
Male
Female
Age*
18-44
45-54
55-64
Income*
Less than $70K
$70K to less than $150K
$150K+
Education*
Less than Bachelors
4 Year Degree
Some Graduate School/Graduate Degree
Employment
Full-time
Retired
Part-time
Other (self-employed, etc)
Likelihood to Revisit Vermont
Likely (5,6)
Neutral (3,4)
Unlikely (1,2)
Total
(n=1283)
n=574
n=679
(n=1188)
n=356
n=384
n=448
(n=1018)
n=371
n=521
n=126
(n=1249)
n=496
n=338
n=415
(n=1233)
n=787
n=240
n=118
n=328
(n=1283)
n=824
n=243
n=216
*Among those responding.
9
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings – Sight-Seers
z
z
z
z
z
z
10
Total number of respondents: n=368; 27% of the sample.
Seven in ten (70%) were first time visitors to Vermont or visited
once a year or less.
Like Historians, more than half (56%) of Sight-Seers visited
Vermont in the Fall.
All participated in viewing/cultural/learning activities and
claimed to have visited “attractions.”
Like Historians, most Sight-Seers did not participate in many
outdoor or sports activities.
Spent on average $524.13 per person, a mid-range spending
level.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings – Historians
z
z
z
z
z
z
z
11
Total number of respondents: n=236; 18% of the sample.
Over half (57%) were first time visitors to Vermont or visited
once a year or less.
Like Sight-Seers, more than half (56%) of Historians visited
Vermont in the Fall.
All participated in viewing/cultural/learning activities and
claimed to have visited “historic sites.”
Had the highest proportion of respondents aged 45-64 (62%).
Like Sight-Seers, most Historians did not participate in many
outdoor or sports activities.
Spent on average of $519.78 per person, a mid-range spending
level.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings – Water-Bugs
z
z
z
z
z
z
z
12
Total number of respondents: n=51; 4% of the sample
More than three fifths of Water-Bugs (66%) visit Vermont 2 or
more times per year.
More than three fifths (66%) visited in the Summer.
Cite their primary activity as rest and relaxation.
Were significantly more likely to participate in water and boating
activities than all other segments.
Spent an average of $568.97 per person, a high spending level.
Had longer lengths of stay, with more than half of respondents
(54%) stayed 4 to 10 nights per visit.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings – Relaxers
z
z
z
z
z
z
13
Total number of respondents: n=476, 37% of the sample.
Nearly half of respondents (47%) visited Vermont for the first
time or visit less than once per year.
Half (49%) visited Vermont in the Fall.
Cite their primary activity as rest and relaxation.
Most likely to cite ‘shopping’ as their primary activity at 22%.
Spent an average of $414.04 per person; a low spending level.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings – Skiers
z
z
z
z
z
z
z
z
14
Total number of respondents: n=84; 7% of the sample.
Three fifths of Skiers (61%) visit Vermont 5 more times per
year.
Nearly seven in ten respondents (68%) visited in the Winter.
The majority (89%) said they participated in a winter/snow sport
during their visits.
Have the highest proportion of respondents with children ages
6-12 (59%).
Report the highest level of education and the second highest
level of income.
Like Athletics, Skiers spend the most on recreation and
entertainment (around $184.00).
Spent an average of $419.07 per person, which is in the low
range.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings – Athletics
z
z
z
z
z
z
z
15
Total number of respondents: n=68; 5% of the sample.
More than half of respondents (56%) visit Vermont 5 or more times per
year.
Multi-seasonal, two-fifths (42%) reported visiting in the winter, one
third (32%) in the fall, and just over a quarter (27%) in the summer.
Three quarters report participating in winter/snow activities, half report
participating in water/boating activities, and one third report
participating in sports activities.
Report the highest level of income and the second highest level of
education.
Like Skiers, Athletics spent the most on recreation and entertainment
(around $184.00).
Spent an average of $573.43 per person, which is in the high range.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings
Season Segments*
z
Winter visitors:
–
–
–
–
z
Are most likely to be repeat visitors.
Visit friends and family more than visitors during other seasons.
Cite mountains as the scenery that attracts them most to Vermont.
Are most likely to describe themselves as “outgoing”
Spring, Summer and Fall visitors:
–
–
Are most likely to participate in viewing/cultural/learning activities and
trail/street/road activities.
Cite small towns and villages as the scenery that attracts them most to
Vermont.
*Based on respondents’ report of last month visited.
16
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Key Findings
Visit Segment (Visits per year)
z First time Vermont visitors were more likely to travel to Vermont
by train, air, and/or rental car. Respondents who visit Vermont
frequently are more likely to travel by personal vehicle.
z Likelihood to return to Vermont increases with the number of
visits currently made per year, as first time visitors are least
likely to make a return trip.
–
z
Respondents frequenting Vermont at least five times a year are
more likely to engage in social/nightlife, while infrequent visitors
are more likely to take part in sightseeing activities.
–
17
This could in part be due to the fact that respondents making
multiple Vermont visits (5+) are most likely to be visiting family,
which would also (positively) affect likelihood to revisit.
More than two thirds of respondents who visit Vermont two or
more times per year purchase Vermont food products when at
home.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Detailed Analysis
18
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors
z
z
Three in ten respondents (31%) were first time visitors to Vermont,
and a similar percentage (30%) visit Vermont 5 or more times per
year.
October was most cited as the month that respondents last visited
Vermont (29%). More than a tenth last visited in September (15%),
August (14%), and July (13%).
–
Respondents’ last visit was least likely to have occurred in April (1%),
March (1%), or May (2%).
Number of visits to VT/year
(n=1283)
31%
Vistied VT just once ever
20%
Less than one
17%
2-4 times
22%
5-12 times
8%
More than 12 times
Yearly
19
Top Five Months of Most Recent Visit to Vermont
Base: Those who visited Vermont and provided an
answer
2%
Base: Total respondents (n=1283)
¾ Q5. On average, how many times a year do you visit VT? (aided, single response)
Base: Those who visited VT in the past 12 months and provided an answer (n=1195)
¾ Q5b. During what month did your most recent to VT occur? (aided, single response)
(n=1195)
October
29%
September
15%
August
14%
July
13%
December
6%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors - Activity
z
Nearly half (45%) of Sight-Seers respondents reported visiting Vermont just
once, while Skiers and Athletics were more frequent visitors, traveling to
Vermont five or more times a year.
z October was the most recent month cited for their last visit across all
segments.
Number of Visits to VT/Year
Base: Those who visited Vermont
20
Annually
2-4 times/
year
5-12
times/
year
More than
12 times/
year
25%
1%
15%
12%
2%
33%
24%
1%
18%
21%
3%
Relaxers (n=476)
27%
20%
2%
15%
26%
10%
Water-Bugs (n=51)
23%
10%
2%
35%
26%
4%
Skiers (n=84)
9%
6%
7%
17%
30%
31%
Athletics (n=68)
1%
12%
10%
21%
35%
21%
Visited VT
once
Less than
once/
year
Sight-Seers (n=368)
45%
Historians (n=236)
Base: Total respondents
¾ Q5. On average, how many times a year do you visit VT? (aided, single response)
Base: Those who visited VT in the past 12 months and provided an answer
¾ Q5b. During what month did your most recent to VT occur? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors - Seasons
z
z
Spring, Summer and Fall visitors were most likely to be first time visitors to
Vermont.
Winter visitors travel to Vermont 5 or more times per year.
Number of Visits to VT/Year
Base: Those who visited Vermont
Winter (n=193)
Spring (n=35*)
Summer
(n=386)
Fall (n=581)
21
Visited
VT
once
10%
Less than
once/
year
9%
Annually
11%
2-4
times/
year
10%
5-12
times/
year
32%
More than
12
times/year
28%
46%
17%
--
29%
9%
--
34%
26%
1%
20%
17%
2%
34%
21%
1%
16%
22%
6%
Base: Total respondents
¾ Q5. On average, how many times a year do you visit VT? (aided, single response)
Base: Those who visited VT in the past 12 months and provided an answer
¾ Q5b. During what month did your most recent to VT occur? (aided, single response)
*Caution, small base (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors - Visits
z
Regardless of the frequency of visits, October was the most popular
month to visit Vermont.
Number of Visits to VT/Year
Base: Those who Visited Vermont
22
January
Once
Ever
(n=367)
1%
<1/year
to 1/year
(n=270)
6%
2-4/
year
(n=199)
4%
5+/year
(n=358)
11%
February
2%
4%
3%
3%
March
1%
1%
1%
2%
April
1%
1%
1%
1%
May
4%
2%
4%
1%
June
5%
9%
6%
3%
July
15%
14%
14%
9%
August
16%
14%
19%
9%
September
17%
16%
14%
12%
October
34%
26%
31%
23%
November
3%
4%
1%
10%
December
1%
3%
2%
16%
Base: Total respondents
¾ Q5. On average, how many times a year do you visit VT? (aided, single response)
Base: Those who visited VT in the past 12 months and provided an answer
¾ Q5b. During what month did your most recent to VT occur? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors: Party Size
z
The majority of respondents (72%) were accompanied by one adult during
their trip to Vermont.
–
z
Respondents with an income of $150,000 or more (79%) were significantly more
likely to come with another adult than visitors with an income of less than $70,000
(68%).
Over two-fifths (44%) of Vermont visitors had one child under the age of 18
with their party, while over a third (34%) did not have any children traveling
with them.
–
Respondents 55 and older (52%) were significantly more likely to have one child
traveling with them than those 18-44 (36%) and 45-54 (42%).
Number of Children in Party
Base: Total Respondents who visited Vermont (n=1283)
Number of Adults in Party
Base: Total Respondents who visited Vermont (n=1283)
1
34%
0
9%
44%
1
72%
2
3
4
5
23
6%
8%
5%
2
9%
3
9%
4
2%
5
1%
6-10
1%
Base: Total respondents (n=1283)
¾ Q4. Have you visited Vermont for any purpose in the past 12 months?
Base: Those who visited VT in the past 12 months (n=1283)
¾ Q7. Including yourself, how many travelers were in your most recent party? (aided, single Portland
response)Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors: Party Size - Activity
z
z
Water-Bugs, Skiers, and Athletics were significantly more likely to have 5
adults in their party than Sight-Seers or Relaxers.
Almost half the respondents in Skiers, Athletics, and Water-Bugs reported
having 3 or more children in their party
Number of Adults in Party
Base: Those who visited Vermont
Sight-Seers Historians Water-Bugs Relaxers
(n=368)
(n=236)
(n=51)
(n=476)
1
8%
9%
8%
10%
2
3
4
5
75%
6%
8%
3%
71%
5%
9%
6%
68%
6%
6%
12%
73%
5%
8%
4%
Skiers
(n=84)
13%
Athletics
(n=68)
8%
61%
5%
7%
14%
66%
10%
6%
10%
Number of Children in Party
Base: Those who visited Vermont
24
0
SightSeers
(n=368)
34%
Historians
(n=236)
44%
WaterBugs
(n=51)
35%
Relaxers
(n=476)
34%
Skiers
(n=84)
18%
Athletics
(n=68)
35%
1
45%
47%
31%
45%
38%
31%
2
3+
9%
12%
3%
6%
8%
26%
11%
10%
11%
33%
7%
27%
Base: Total Respondents
¾ Q7. Including yourself, how many travelers were in your most recent party? (aided, single Portland
response)Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors: Party Size - Season
z
Of all the seasonal visitors, Fall and Spring respondents were most likely to
visit Vermont without any children in their party.
Number of Children in Party
Base: Those who visited Vermont
Number of Adults in Party
Base: Those who visited Vermont
25
Winter
(n=193)
Spring
(n=35*)
Summer
(n=51)
Fall
(n=476)
0
24%
40%
31%
40%
73%
1
39%
37%
39%
50%
7%
5%
2
13%
6%
12%
5%
8%
5%
11%
3
15%
14%
13%
4%
3%
5%
4%
4
5%
--
3%
1%
5
2%
3%
1%
--
6-10
2%
--
1%
--
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n=581)
1
15%
6%
9%
7%
2
67%
74%
74%
3
5%
9%
4
5%
5
8%
Base: Total respondents
¾ Q7. Including yourself, how many travelers were in your most recent party? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base (n<50); use for directional purposes only.
Vermont Visitors: Party Size - Visits
z
Not surprisingly, most parties of visitors consisted of two adults, and
one child, regardless of their frequency of visiting the state.
Number of Children in Party –By Visits
Base: Those who visited Vermont
Number of Adults in Party – By Visits
Base: Those who visited Vermont
26
1
Once
ever
(n=390)
8%
<1/year to
1/year
(n=291)
9%
2-4
/year
(n=217)
11%
5+/year
(n=384)
11%
2
3
4
74%
5%
10%
72%
6%
8%
72%
3%
7%
68%
8%
6%
5
3%
5%
7%
7%
0
Once
ever
(n=390)
38%
<1/year to
1/year
(n=291)
36%
2-4/
year
(n=217)
32%
5+/year
(n=384)
32%
1
45%
43%
43%
44%
2
3
4
5
6-10
7%
7%
1%
1%
1%
9%
8%
2%
1%
1%
9%
13%
1%
1%
1%
9%
9%
4%
1%
1%
Base: Total respondents
Base: Those who visited VT in the past 12 months
¾ Q7. Including yourself, how many travelers were in your most recent party? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base (n<50); use for directional purposes only.
Vermont Visitors : Likelihood of Returning
z
Two-thirds (64%) of respondents are likely to visit Vermont in the next
12 months.
–
A significantly higher percentage of respondents younger than 55 than
those 55 and older reported that they would be likely to visit Vermont
within the next year (69% vs. 58%).
Likelihood of Returning to Vermont
Base: Those who visited Vermont
19%
64%
Likely (6,5)
27
Neutral (3,4)
17%
Unlikely (1,2)
Base: Those who visited VT in the past 12 months (n=1283)
¾ 34. How likely/unlikely are you to visit VT for any purpose in the next 12 months? (aided)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾ Based on a six-point scale where 1 means “Unlikely” and 6 means, “Likely.”
Vermont Visitors : Likelihood of Returning – Activity
z
Of all the segments, Skiers most frequently reported a strong
likelihood to return to Vermont.
–
Sight-Seers, Historians, and Water-Bugs were most likely to report that a
return trip to Vermont was “unlikely”.
Likelihood of Returning to Vermont
Base: Those who visited Vermont
86%
Skiers (n=84)
Athletics (n=68)
72%
Relaxers (n=476)
70%
Water-Bugs (n=51)
Historians (n=236)
Sight-Seers (n=368)
Likely (6,5)
28
67%
59%
53%
Neutral (3,4)
7% 7%
13%
16%
10%
22%
26%
15%
14%
23%
19%
21%
Unlikely (1,2)
Base: Those who visited VT in the past 12 months
¾ 34. How likely/unlikely are you to visit VT for any purpose in the next 12 months? (aided)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Based on a six-point scale where 1 means “Unlikely” and 6 means, “Likely.”
Vermont Visitors : Likelihood of Returning - Season
z
Significantly more winter visitors than summer and fall visitors are
likely to return to Vermont in the future.
Likelihood of Returning to Vermont
Base: Those who visited Vermont
Winter (n=193)
Spring (n=35*)
29
66%
Summer (n=386)
60%
Fall (n=581)
61%
Likely (6,5)
8% 9%
83%
20%
21%
21%
Neutral (3,4)
14%
19%
18%
Unlikely (1,2)
Base: Those who visited VT in the past 12 months
¾ 34. How likely/unlikely are you to visit VT for any purpose in the next 12 months? (aided)
Based on a six-point scale where 1 means “Unlikely” and 6 means, “Likely.”
*Caution, small base (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Visitors : Likelihood of Returning - Visits
z
Not surprisingly, the more frequently respondents visited Vermont, the more
they reported they would be likely to visit Vermont in the future. First time
visitors were least likely to foresee a return visit.
Likelihood of Returning to Vermont
Base: Those who visited Vermont
Once ever (n=390)
<1/Year to 1/Year (n=291)
2-4/Year (n=217)
5+/Year (n=384)
Likely (6,5)
30
41%
31%
50%
31%
84%
88%
Neutral (3,4)
28%
19%
5% 11%
4% 8%
Unlikely (1,2)
Base: Those who visited VT in the past 12 months
¾ Q34. How likely/unlikely are you to visit VT for any purpose in the next 12 months? (aided)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Based on a six-point scale where 1 means “Unlikely” and 6 means, “Likely.”
Transportation
z
The majority of respondents (75%) used their private car to travel to Vermont.
–
Visitors aged 18-44 were significantly more likely to take their own cars than visitors 55 or older
(79% vs. 72%). The latter were more likely to take their personal Recreational Vehicles (6% vs.
1%).
Modes of Transportation
Base: Those who visited Vermont
(n=1283)
31
Auto-Private
75%
Airline - Commercial
16%
Auto - Rental
16%
RV-Private
3%
Motorcycle
3%
Boat/Ferry
2%
Bicycle
2%
Train
1%
Other
2%
Base: Those who visited VT in the past 12 months (n=1283)
¾ Q8. What types of transportation did you use to travel to Vermont? (aided, multiple-responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Transportation - Activity
z
Private automobiles were the dominant mode of transportation used by each
segment to visit Vermont.
–
–
Skiers was most likely to report traveling in their own automobile.
Sight-Seers and Historians were the most likely to report traveling via airline and
rental car.
Modes of Transportation
Base: Those who visited Vermont
32
SightSeers
(n=368)
Historians
(n=236)
WaterBugs
(n=51)
Relaxers
(n=476)
Skiers
(n=84)
Athletics
(n=68)
Auto-Private
67%
67%
78%
79%
94%
88%
Airline Commercial
24%
19%
16%
13%
2%
12%
Auto - Rental
23%
20%
10%
13%
4%
3%
RV-Private
4%
3%
6%
3%
5%
4%
Motorcycle
3%
5%
6%
2%
4%
3%
Boat/Ferry
2%
2%
6%
2%
2%
--
Bicycle
1%
3%
-
1%
2%
2%
Train
1%
--
4%
1%
-
-
Other
2%
1%
0%
1%
1%
2%
Base: Those who visited VT in the past 12 months
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾ Q8. What types of transportation did you use to travel to Vermont? (aided, multiple-responses)
Transportation - Season
z
Winter visitors were most likely to travel to Vermont in their own vehicle, while
Fall visitors were most likely to rely on airlines and rental cars.
Modes of Transportation – By Seasons
Base: Those who visited Vermont
33
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n=581)
Auto-Private
90%
71%
75%
69%
Airline Commercial
9%
17%
13%
22%
Auto - Rental
6%
17%
12%
22%
RV-Private
1%
3%
5%
3%
Motorcycle
1%
3%
5%
2%
Boat/Ferry
1%
--
3%
2%
Bicycle
1%
--
3%
1%
Train
1%
--
1%
1%
Other
2%
--
2%
2%
Base: Those who visited VT in the past 12 months
¾ Q8. What types of transportation did you use to travel to Vermont? (aided, multiple-responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base (n<50); use for directional purposes only.
Transportation - Visits
z
z
The majority of visitors making 5 or more trips (91%) to Vermont over the course of the
year use their own private auto when vacationing.
First time visitors were most likely to travel by plane and/or rental car.
Modes of Transportation
Base: Those who visited Vermont
Auto-Private
Airline Commercial
Auto - Rental
RV-Private
Motorcycle
Boat/Ferry
Bicycle
Train
Other
34
Once
ever
(n=390)
<1/Year
to 1/Year
(n=291)
2-4/Year
(=217)
5+/Year
(n=384)
56%
73%
78%
91%
29%
17%
14%
4%
29%
4%
3%
3%
1%
1%
1%
17%
3%
3%
1%
2%
1%
2%
12%
4%
3%
2%
1%
1%
1%
3%
3%
4%
2%
2%
1%
2%
Base: Those who visited VT in the past 12 months
¾ Q8. What types of transportation did you use to travel to Vermont? (aided, multiple-responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Staying in Vermont Overnight
z
z
Half (49%) of visitors reported visiting Vermont for 1 to 3 nights during their last
visit, while a tenth (9%) only stayed for the day.
Half of respondents (50%) who spent a night stayed in a hotel or motel at some
point during their trip.
–
Over a third (37%) of people who stayed in a hotel or motel remained there for
approximately 1 to 3 nights.
Time Spent in Vermont
(n=1283)
Types of Lodging
Base: Those who stayed in Vermont overnight
(n=1170)
Day Trippers
9%
1-3 Nights
49%
4-6 Nights
26%
7-10 Nights
11+ Nights
13%
3%
Hotel/Motel
50%
Bed & Breakfast or Inn
28%
Home of friend/relative
13%
Rental Home/Condo/Timeshare
11%
Private Camp/RV Park
5%
State park/Campground
5%
Own vacation home/condo
4%
Other**
2%
Base: Those in visited VT in the past 12 months (n=1283)
¾ Q6. How many nights did you stay in VT during your most recent visit to Vermont? (aided, single response)
Base: Those that stayed in VT overnight (n=1170)
¾ Q6b. Please indicate how many of these nights were spent in each of the following types of lodging. (aided, multiple response)
35
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Staying in Vermont Overnight - Activity
z
z
z
z
More than half of Water-Bugs (66%), Sight-Seers(54%), and Athletics (54%) reported
staying four or more nights.
Over half of Sight-Seers, Historians, and Water-Bugs stayed in hotels or motels.
Over one third (34%) of Historians reported staying in B&Bs or Inns.
Of the segments, Skiers and Athletics were most likely to stay with friends or family.
Overnight Stays in Vermont
Base: Those who visited Vermont
Sight-Seers
(n=368)
Historians
(n=236)
Water-Bugs
(n=51)
Relaxers
(n=476)
Skiers
(n=84)
Athletics
(n=68)
0
1-3
4-6
7-10
11+
3%
43%
35%
16%
3%
11%
50%
27%
9%
3%
2%
32%
26%
30%
10%
14%
54%
20%
9%
2%
7%
63%
19%
10%
1%
6%
40%
22%
24%
8%
Top Types of Lodging
Base: Those who visited Vermont
SightSeers Historians
(n=368) (n=236)
WaterBugs
(n=51)
Relaxers
(n=476)
Skiers
(n=84)
Athletics
(n=68)
Hotel or
Motel
56%
54%
40%
51%
30%
33%
Bed &
Breakfast
or Inn
23%
34%
26%
25%
18%
24%
Home of
Friend/
Relative
7%
9%
12%
16%
26%
28%
Base: Those in visited VT in the past 12 months
¾ Q6. How many nights did you stay in VT during your most recent visit to Vermont? (aided, single response)
Base: Those that stayed in VT overnight
¾ Q6b. Please indicate how many of these nights were spent in each of the following types of lodging. (aided, multiple response)
36
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Staying in Vermont Overnight - Seasons
z
z
z
z
For every season, the highest proportion of respondents spent between one and three
nights in Vermont.
Almost a third of visitors in Spring and Summer stayed for four to six nights.
Though over half of all visitor in Spring, Summer, and Fall months stay in a hotel or a
motel, just over one third of Winter visitors stayed in hotels and motels.
Those who visited in the Winter were more likely to stay with friends or relatives than those
visiting in other seasons.
Overnight Stays in Vermont
Base: Those who visited Vermont
37
Top Types of Lodging
Base: Those who visited Vermont
0
1-3
4-6
7-10
11+
Winter (n=193)
14%
56%
19%
9%
2%
Spring (n=35*)
Summer
(n=386)
Fall (n=581)
6%
51%
29%
11%
3%
7%
42%
29%
17%
5%
8%
52%
25%
12%
3%
Hotel or
Motel
Bed &
Breakfast
or Inn
Home of
Friend/
Relative
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n= 581)
36%
58%
51%
54%
24%
15%
24%
33%
26%
2%
11%
11%
Base: Those in visited VT in the past 12 months
¾ Q6. How many nights did you stay in VT during your most recent visit to Vermont? (aided, single response)
Base: Those that stayed in VT overnight
¾ Q6b. Please indicate how many of these nights were spent in each of the following types of lodging. (aided, multiple response)
*Caution, small base (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Staying in Vermont Overnight - Visits
z
Little difference emerged across respondents in the number of overnights they
have based on the frequency with which they visit Vermont.
– First time visitors were slightly more likely to stay in a hotel/motel than their
counterparts.
Overnight Stays in Vermont – By Visits
Base: Those who visited Vermont
Once ever
(n=390)
<1/year to
1/year (n=291)
2-4/year
(n=217)
5+/year
(n=384)
38
0
1-3
4-6
7-10
11+
8%
47%
28%
13%
4%
7%
45%
31%
14%
3%
7%
44%
28%
17%
4%
13%
57%
19%
9%
2%
Top Types of Lodging
Base: Those who visited Vermont
Once
ever
(n=390)
<1/Year
to
1/Year
(n=291)
2-4/
year
(n=217)
5+/Year
(n=384)
Hotel or Motel
57%
48%
47%
46%
Bed &
Breakfast or
Inn
32%
32%
26%
21%
Base: Those in visited VT in the past 12 months
¾ Q6. How many nights did you stay in VT during your most recent visit to Vermont? (aided, single response)
Base: Those that stayed in VT overnight
¾ Q6b. Please indicate how many of these nights were spent in each of the following types of lodging. (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Reasons for Visiting Vermont
z
z
Three quarters (74%) of respondents cited vacation as their primary reason for
visiting Vermont. One tenth of respondents’ primary reason was to visit family
and friends.
Less than a tenth (4%) of respondents reported coming to Vermont for personal
business
–
The majority of visitors who came for personal business, came to visit colleges with or
because they were potentially relocating to the state.
Reason for Visit to VT
(n=1283)
82%
Vacation
17%
Visit family/friends
Personal Business
4%
Go to vacation home
4%
Business
3%
Marriage Celebrations
College visits for prospective/current
student
34%
2%
Possible VT relocation
21%
Shopping
2%
Personal education/training program
15%
Siteseeing
2%
Vacation
9%
Conference
1%
Legal proceeding/consultation
6%
Primary Reason
39
Top Five Personal Business Activities**
Base: Those who went to Vermont for personal
business (n=47*)
Other Reason
Base: Those who visited Vermont in the past 12 months (n=1283)
¾ Q9. What were your reasons for your visit to VT? (aided, multiple Response)
¾ Q10. What were the primary reasons for your recent visit? (aided, single response)
Base: Those who visited VT for personal business (n=47*)
¾ Q11. In what types of personal business activities did you participate during your recent visit to VT? (aided, multiple Response)
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Reasons for Visiting Vermont - Activity
z
z
z
The number one reason to visit Vermont, regardless of segment, was vacation, especially
for Sight-Seers (92%).
Of the segments, Water-Bugs and Athletics were most likely to report visiting Vermont in
order to visit friends and family.
Skiers and Athletics were significantly more likely than the other 4 segments to go to a
vacation home they own in Vermont.
Top Reasons for Visiting Vermont
Base: Those who visited Vermont
SightSeers
(n=368)
Historians
(n=236)
WaterBugs
(n=51)
Relaxers
(n=476)
Skiers
(n=84)
Athletics
(n=68)
Vacation
92%
86%
86%
74%
77%
78%
Visit Family/Friends
10%
13%
31%
21%
19%
29%
Personal Business
2%
4%
--
5%
4%
6%
Own a vacation home
1%
1%
--
3%
10%
10%
--
1%
--
2%
--
3%
Conference
1%
--
--
--
--
Other
6%
10%
8%
5%
9%
Business
40
10%
Base: Those who visited Vermont in the past 12 months
¾ Q9. What were your reasons for your visit to VT? (aided, multiple Response)
¾ Q10. What were the primary reasons for your recent visit? (aided, single response)
Base: Those who visited VT for personal business
¾ Q11. In what types of personal business activities did you participate during your recent visit to VT? (aided, multiple Response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Reasons for Visiting Vermont - Seasons
z
z
All visitors, regardless of season, were most likely to visit Vermont for vacation.
Almost a third of respondents who came in the winter visited friends and family.
Top Three Reasons for Visit to Vermont
Base: Those who visited Vermont
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n=581)
Vacation
66%
86%
86%
85%
Visit Family/Friends
28%
11%
18%
14%
Personal Business
9%
3%
5%
3%
Own a vacation home
8%
--
1%
2%
Business
3%
3%
1%
1%
--
--
1%
1%
6%
6%
6%
10%
Conference
Other
41
Base: Those who visited Vermont in the past 12 months
¾ Q9. What were your reasons for your visit to VT? (aided, multiple Response)
¾ Q10. What were the primary reasons for your recent visit? (aided, single response)
Base: Those who visited VT for personal business
¾ Q11. In what types of personal business activities did you participate during your recent visit to VT? (aided, multiple Response)
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Reasons for Visiting Vermont - Visits
z
z
Overwhelmingly, most respondents cited vacation as their primary reason for
visiting Vermont.
The more often respondents visit Vermont, the more likely they are to visit
friends and family in Vermont.
Top Three Reasons for Visit to Vermont
Base: Those who visited Vermont
42
Once ever
(n=390)
<1/Year to
1/year (n=291)
2-4/year
(n=217)
5/year
(n=384)
Vacation
90%
84%
88%
71%
Visit Family/Friends
8%
16%
18%
26%
Personal Business
--
5%
4%
6%
Own a vacation home
1%
2%
1%
6%
Business
1%
2%
1%
1%
Conference
1%
1%
--
--
Other
7%
5%
11%
Base: Those who visited Vermont in the past 12 months
¾ Q9. What were your reasons for your visit to VT? (aided, multiple Response)
¾ Q10. What were the primary reasons for your recent visit? (aided, single response)
Base: Those who visited VT for personal business
¾ Q11. In what types of personal business activities did you participate during your recent visit to VT? (aided, multiple Response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities
z
z
Virtually all respondents (98%) participated in at least one of the seven
activities listed in the survey during their visit to Vermont.
Viewing/Cultural/Learning activities (29%) were most likely to be cited as the
primary leisure activity during their Vermont visit.
–
Shopping and Rest/Relaxation (such as dinning out, visiting spa/retreat, etc.) were
the most popular activities reported by respondents (93% and 92%, respectively).
z
No
2%
Of the endeavors listed, options related to viewing/cultural/learning (29%) activities was most
often reported the primary leisure undertaking, followed closely by rest/relaxation (27%).
Participated in VT Activity
Types of Vermont Activities
(n=1283)
Base: Those who participated in an activity listed in Q12
(n=1255)
Shopping
93%
Rest/ Relaxation
92%
79%
Viewing/ Cultural/ Learning
Yes
98%
45%
Outdoor Adventure
Boating/Water
21%
n=1255
43
Sports
13%
Winter/Snow
13%
Base: Those who visited VT in the past 12 months
¾Q12. Did you pursue some or any of the types of activities list below?
Other
Primary Activity
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q13/Q18/Q20/Q22/Q24/Q26/Q28/Q30. Did you participate in (fill in activity) while in VT?
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities - Activity
z
Most (94% to 100%) respondents across all segments participated in at least one of the
seven activities mentioned in the survey during their stay in Vermont.
–
–
–
Sight-Seers and Historians listed viewing/cultural/learning activities as their primary activity.
Water-Bugs and Relaxers cited rest/relaxation.
Skiers and Athletics chose winter/snow activities.
Types of Vermont Activities-Total Participation
Base: Those who participated in an activity
Viewing/cultural/learning
Sight-Seers Historians Water-Bugs
(n=368)
(n=236)
(n=51)
100%
100%
90%
Relaxers
(n=448)
53%
Skiers
(n=84)
44%
Athletics
(n=68)
89%
Rest/relaxation
95%
93%
90%
91%
86%
97%
Shopping
96%
93%
98%
92%
83%
99%
Outdoor adventure
43%
37%
73%
40%
57%
74%
Trail/street/road
52%
44%
57%
36%
30%
53%
Boating/floating
18%
11%
71%
19%
18%
50%
Sports
7%
9%
24%
11%
39%
34%
Winter/snow
2%
25%
6%
5%
86%
75%
Denotes primary activity.
44
Base: Those who visited VT in the past 12 months
¾Q12. Did you pursue some or any of the types of activities list below?
Base: Those who participated in an activity listed in Q12
¾Q13/Q18/Q20/Q22/Q24/Q26/Q28/Q30. Did you participate in (fill in activity) while in VT?
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities - Activity
Primary Vermont Activity
Base: Those who participated in an activity
Viewing/cultural/learning
Sight-Seers Historians Water-Bugs
(n=368)
(n=236)
(n=51)
47%
35%
22%
Relaxers
(n=448)
17%
Skiers
(n=84)
5%
Athletics
(n=68)
22%
Rest/relaxation
21%
28%
23%
35%
14%
12%
Shopping
11%
14%
6%
22%
11%
4%
Trail/street/road
10%
12%
10%
6%
--
6%
Outdoor adventure
9%
9%
16%
14%
6%
13%
Winter/snow
1%
1%
2%
2%
62%
27%
Boating/floating
1%
1%
22%
2%
--
13%
Sports
<1%
<1%
--
2%
1%
3%
n=1255
Base: Those who visited VT in the past 12 months
¾Q12. Did you pursue some or any of the types of activities list below?
Base: Those who participated in an activity listed in Q12
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
45
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities - Seasons
z
Seasonally, all respondents (96% to 100%) reported participating in one of the
seven activities mentioned in the survey during their stay in Vermont.
–
–
Summer (30%) and Fall (35%) visitors primarily participated in
Viewing/Cultural/Learning activities, while Rest/Relaxation activities was the dominant
choice amongst Spring visitors (43%; 15 of 35*).
Not surprisingly, two fifths (38%) of Winter visitors primarily reported per taking in
Winter/Snow activities.
Types of Vermont Activities-Total Participation
Base: Those who participated in an activity
Winter
(n=185)
92%
Spring
(n=35*)
94%
Summer
(n=379)
91%
Fall
(n=572)
93%
Shopping
88%
100%
93%
95%
Viewing/learning/cultural
55%
89%
82%
83%
Winter/snow
51%
--
5%
5%
Outdoor adventure
43%
37%
52%
39%
Trail/street/road
30%
51%
47%
46%
Boating/floating
13%
20%
37%
12%
23%
n=1255
11%
16%
8%
Rest/relaxation
Sports
46
Base: Those who visited VT in the past 12 months
Denotes primary activity.
¾Q12. Did you pursue some or any of the types of activities list below?
Base: Those who participated in an activity listed in Q12
¾Q13/Q18/Q20/Q22/Q24/Q26/Q28/Q30. Did you participate in (fill in activity) while in VT?
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities - Seasons
Primary Vermont Activity
Base: Those who participated in an activity
Winter
(n=185)
38%
Spring
(n=35*)
--
Summer
(n=379)
1%
Fall
(n=572)
1%
Rest/relaxation
30%
43%
24%
26%
Shopping
15%
11%
12%
17%
Viewing/learning/cultural
9%
20%
30%
35%
Outdoor adventure
4%
9%
15%
11%
Trail/street/road
2%
9%
11%
8%
2%
6%
5%
1%
3%
2%
1%
Winter/snow
Boating/floating
Sports
47
n=1255
<1%
Base: Those who visited VT in the past 12 months
¾Q12. Did you pursue some or any of the types of activities list below?
Base: Those who participated in an activity listed in Q12
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities - Visits
z
z
The majority of respondents (96% to 99%) reported participating in one of the seven
activities mentioned in the survey during their stay in Vermont, regardless of visit frequency.
First time Vermont tourists (39%), those who vacation in Vermont less than one time per
year (33%), or 2 to 4 times a year vacationers reported that viewing/cultural/learning
activities were their primary leisure focus.
–
Respondents who come to the state 5 or more times a year cited rest/relaxation as their primary
activity.
Types of Vermont Activities-Total Participation
Base: Those who participated in an activity
Once ever
(n=381)
94%
<1/year to
1/year
(n=282)
93%
2 to 4/year
(n=214)
95%
5+/year
(n=377)
93%
Rest/relaxation
93%
90%
94%
93%
Viewing/cultural/learning
85%
78%
80%
72%
Trail/street/road
44%
43%
47%
42%
Outdoor adventure
39%
39%
50%
51%
Boating/floating
14%
20%
26%
26%
n=1255 9%
10%
21%
15%
3%
10%
13%
24%
Shopping
Sports
Winter/snow
48
Base: Those who visited VT in the past 12 months
¾Q12. Did you pursue some or any of the types of activities list below?
Denotes primary activity.
Base: Those who participated in an activity listed in Q12
¾Q13/Q18/Q20/Q22/Q24/Q26/Q28/Q30. Did you participate in (fill in activity) while in VT?
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities - Visits
Primary Vermont Activity
Base: Those who participated in an activity
Once ever
(n=381)
39%
<1/year to
1/year
(n=282)
33%
2 to 4/year
(n=214)
29%
5+/year
(n=377)
14%
Rest/relaxation
23%
23%
27%
32%
Shopping
13%
14%
12%
19%
Trail/street/road
11%
10%
8%
4%
Outdoor adventure
9%
10%
13%
13%
Winter/snow
2%
6%
6%
13%
Boating/floating
1%
3%
5%
3%
Sports
1%
1%
1%
2%
Viewing/cultural/learning
n=1255
Base: Those who visited VT in the past 12 months
¾Q12. Did you pursue some or any of the types of activities list below?
Base: Those who participated in an activity listed in Q12
¾Q32. Which one of the activities you just mentioned would you say was your primary leisure activity during your visit to VT? (aided, single response)
49
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Outdoor Adventure
z
Less than half (45%) of respondents participated in an outdoor
adventure activity.
–
Of the outdoor adventure activities listed, the majority (80%) hiked, while
more than a third (37%) enjoyed picnics.
Types of Outdoor Activities**
Base: Those who participated in an outdoor
activity
Participated in an Outdoor Adventure
(n=1255)
55%
45%
n=561
No
50
Yes
Hiking
80%
Picnicking
37%
Camping: tenting in developed area/RV
18%
Fishing
15%
Mountain/rock/ice climbing
8%
Skiing/Boarding
5%
Biking
4%
Camping: primitive/backpacking
4%
Canoeing
2%
Kayaking
2%
Sightseeing
2%
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q13. Did you participate in an outdoor adventure while in VT?
Base: Those who participated in an outdoor adventure (n=561)
¾Q14. In what types of outdoor activities did you participate during your visit to VT? (aided, multiple responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Outdoor Adventure - Activity
z
Three quarters each of Athletics (74%) and Water-Bugs (73%) reported that they participated in an outdoor
adventure activity during their stay in Vermont.
–
z
Athletics (74%), Water-Bugs (73%), and Skiers (57%) were significantly more likely to participate in an outdoor adventure
activity than Sight-Seers (43%), Relaxers ( 40%), and Historians (37%).
Hiking was by far the most popular activity across all segments.
–
–
Of those who participated in outdoor activities, Skiers were significantly less likely to hike than Sight-Seers, Historians,
Relaxers and Athletics.
Water-Bugs also reported a high percentage of respondents who went picnicking (65%; 29 of 37*) as well as fishing
(51%; 19 of 37*) during their stay in Vermont.
Participated in Vermont Activity - By Activity
Base: Those who visited Vermont
74%
Seg6 (n=476)
73%
Seg3 (n=51)
57%
Seg5 (n=68)
Seg1 (n=368)
Seg4 (n=84)
Seg2( n=236)
43%
40%
37%
Top Two Outdoor Adventure Activities
Base: Those who participated in an outdoor adventure activity
Hiking
51
Athletics
(n=50)
82%
WaterBugs
(n=37*)
78%
Skiers
(n=48*)
63%
SightSeers
(n=158)
82%
40%
65%
17%
42%
Relaxers Historians
(n=180)
(n=88)
81%
85%
32%
36%
Base: Those who participated in an activity listed in Q12 Picnicking
¾Q13. Did you participate in an outdoor adventure while in VT?
Base: Those who participated in an outdoor adventure
¾Q14. In what types of outdoor activities did you participate during your visit to VT? (aided, multiple responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Outdoor Adventure - Seasons
z
Half (52%) of Summer visitors to Vermont stated they participated in an outdoor adventure
activity.
–
z
Not surprisingly, Summer tourists (52%) were significantly more likely to partake in these types of
activities than those who visited in the Winter (43%) or Fall (39%).
Hiking was by far the most popular outdoor adventure activity in each season.
–
Picnicking was also a popular choice for Summer (48%) and Fall (38%) visitors.
Participated in Vermont Activity
Base: Those who visited Vermont
Winter (n=185)
Spring (n=35*)
43%
37%
Summer (n=379)
Fall (n=572)
Top Three types of Outdoor Adventure Activities
Base: Those who participated in an outdoor adventure activity
Winter
(n=79)
Spring
(n=13*)
Summer
(n=197)
Fall
(n=225)
71%
77%
80%
85%
Picnicking
Camping:
Developed area/RV
--
--
48%
38%
--
--
27%
15%
Fishing
Mountain/Rock/
Ice Climbing
--
15%
--
--
10%
15%
--
--
32%
--
--
--
52%
39%
Hiking
Skiing/Boarding
52
Base: Those who participated in an activity listed in Q12
¾Q13. Did you participate in an outdoor adventure while in VT?
Base: Those who participated in an outdoor adventure
¾Q14. In what types of outdoor activities did you participate during your visit to VT? (aided, multiple responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Outdoor Adventure - Visits
z
z
Frequent Vermont visitors were more likely to participate in outdoor activities than their infrequent
counterparts.
Hiking was the most popular activity overall, as frequency of visiting Vermont had a little effect on its
popularity.
–
Half of respondents (46%) who come to Vermont 2 to 4 times a year reported also going picnicking
during their stay in Vermont.
Participated in Vermont Activity
Base: Those who visited Vermont
Once ever (n=381)
39%
<1/year to 1/year
(n=282)
39%
2 to 4/year (n=214)
5+/year (n=377)
50%
51%
Top Two Outdoor Adventure Activities
Base: Those who participated in an outdoor adventure activity
Once
<1/year to
2 to 4/
Ever
1/year
year
5+/ year
(n=150)
(n=111)
(n=106)
(n=193)
79%
84%
80%
79%
Hiking
Picnicking
53
38%
29%
46%
36%
Base: Those who participated in an activity listed in Q12
¾Q13. Did you participate in an outdoor adventure while in VT?
Base: Those who participated in an outdoor adventure
¾Q14. In what types of outdoor activities did you participate during your visit to VT? (aided, multiple responses)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage
z
Nearly half (45%) of visitors who participated in an outdoor adventure
activity reported using a Vermont state park during their visit.
–
More than a tenth each visited Smugglers Notch (15%) and Quechee State
Park (11%).
Top Ten State Parks Used
Base: Those who used a Vermont State Park
(n=254)
Use of State Park for Activities
(n=561)
Don't
Know
12%
11%
Quechee
n=254
No
43%
54
15%
Smugglers Notch
Yes
45%
Base: Those who participated in an outdoor adventure activity (n=561)
¾ Q14b. Did you use a VT State Park for any of these activities?
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q15b. Which State Park did you use? (aided, multiple response)
Grand Isle
5%
North Hero
5%
Jamaica
4%
Silver Lake
4%
Mt. Philo
3%
Branbury
3%
Coolidge
3%
Gifford Woods
3%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage – Activity
z
Water-Bugs were the most likely to have visited a Vermont state park
(significantly more likely than Sight-Seers, Historians, Relaxers, and
Skiers).
–
Smugglers Notch and Quechee had the highest number of visitors across
all segments.
Use of State Park for Activities
% Yes
68%
Water-Bugs (n=37*)
56%
Athletics (n=50)
49%
Sight-Seers (n=158)
Relaxers (n=180)
Historians (n=88)
Skiers (n=48*)
55
Top State Parks Used
Base: Those who visited a Vermont State Park
41%
36%
35%
Base: Those who participated in an outdoor adventure activity
¾ Q14b. Did you use a VT State Park for any of these activities?
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q15b. Which State Park did you use? (aided, multiple response)
*Caution, small base (n<50); use for directional purposes only
Water-Bugs (n=25*)
Grand Isle
Silver Lake
Elmore
12%
12%
12%
Athletics (n=28*)
North Hero
Smugglers Notch
Quechee
18%
14%
7%
Sight-Seers (n=78)
Smugglers Notch
Quechee
Jamaica
21%
18%
5%
Relaxers (n=74*)
Smugglers Notch
Quechee
16%
8%
Historians (n=32*)
Quechee
Brighton
Underhill
13%
9%
6%
Skiers (n=17*)
Quechee
Grand Isle
12%
12%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage – Season
z
In general, those who visited Vermont during the summer were
significantly more likely than visitors during other season to have
visited a Vermont state park.
–
Winter, spring, and summer visitors were most likely to visit Smugglers
Notch, while fall visitors were more inclined to go to Quechee.
Use of State Park for Activities
% Yes
Winter (n=79)
Spring
(n=13*)
56
Winter
(n=20*)
Spring
(n=4*)
Summer
(n=108)
Fall
(n=95)
Smugglers Notch
20%
50%
16%
8%
Quechee
0%
0%
6%
23%
Grand Isle
0%
0%
7%
4%
North Hero
0%
0%
7%
3%
Jamaica
5%
0%
3%
5%
Silver Lake
5%
25%
2%
4%
Mt. Philo
0%
0%
1%
5%
Branbury
5%
0%
4%
1%
Coolidge
0%
0%
2%
4%
Gifford Woods
0%
0%
4%
3%
25%
31%
Summer
(n=197)
Fall (n=225)
Top State Parks Used
Base: Those who visited a Vermont State Park
55%
42%
Base: Those who participated in an outdoor adventure activity
¾ Q14b. Did you use a VT State Park for any of these activities?
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q15b. Which State Park did you use? (aided, multiple response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage – Visits
z
There were no differences in terms of state park usage by frequency of
Vermont visits.
–
However, first time visitors were most likely to visit Quechee.
Use of State Park for Activities
Visited Once Ever (n=150)
41%
Visit <1 Time/Year to 1
Time/Year (n=111)
41%
Visit 2-4 Times/Year (n=106)
Visit 5+ Times/Year (n=193)
57
53%
46%
Base: Those who participated in an outdoor adventure activity
¾ Q14b. Did you use a VT State Park for any of these activities?
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q15b. Which State Park did you use? (aided, multiple response)
*Caution, small base (n<50); use for directional purposes only
Top State Parks Used
Base: Those who visited a Vermont State Park
Once
Ever
(n=62)
<1/Year
to 1/Year 2-4/Year
(n=56)
(n=46*)
5+/Year
(n=89)
Smugglers Notch
16%
20%
21%
7%
Quechee
18%
9%
7%
11%
Grand Isle
7%
7%
4%
5%
North Hero
2%
2%
2%
10%
Jamaica
5%
2%
4%
5%
Silver Lake
2%
4%
4%
5%
Mt. Philo
0%
4%
4%
5%
Branbury
2%
9%
2%
1%
Coolidge
0%
0%
2%
7%
Gifford Woods
2%
2%
2%
5%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Current Park Visitors
z
Most (95%) Vermont state park visitors reported they would visit a
state park again for camping or outdoor activities.
–
Top reasons cited for repeat visits include the beauty/scenic nature of the
park (39%) and the cleanliness and maintenance (38%).
z
Women were significantly more likely than men to cite the beauty/scenic nature
(36% vs. 18%) and cleanliness/maintenance (36% vs. 14%) as reasons to revisit
a Vermont state park.
Would you Revist a VT State Park?
Base: Those who visited a VT State Park
(n=254)
Don't
Know
4%
No
1%
Yes
95%
Top Ten Reasons to Revisit a State Park
Base: Those who visited a VT State Park (n=254)
Beauty/Scenery
Clean/Maintained
Number of Activities
Quiet/Not Crowded
Staff
Accessible
Good Experience
Costs
Visited Other State Parks
Security
39%
38%
30%
19%
13%
12%
10%
7%
6%
5%
Base: Those who used a VT State Park for their outdoor adventure activity
¾ Q16b. Would you visit a state park again for camping or outdoor activities?
¾ Q16c. What about your past experience make you willing/unwilling to visit a a state park in the future? (unaided, open-end)
58
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Current Park Visitors – Activity
z
Most participants across all activity segments reported that they would
visit a Vermont state park again. However, Historians and Relaxers
were significantly more likely than Athletics to say they would revisit a
state park.
–
All segments agreed that clean and maintained parks would make them
willing to revisit the park. Most mentioned beauty and scenery as well.
Would you Revisit a VT State Park?
Base: Those who visited a VT State Park (% Yes)
100%
Historians (n=32*)
Relaxers (n=74)
97%
Water-Bugs (n=25*)
96%
Sight-Seers (n=78)
95%
Skiers (n=17*)
94%
Athletics (n=28*)
59
86%
Top Reasons to Revisit a State Park
Base: Those who visited a VT State Park
Historians (n=22*)
Beauty/Scenery
46%
Clean/Maintained
41%
Quiet/Not Crowded 32%
Relaxers (n=50)
Beauty/Scenery
40%
Clean/Maintained
36%
# of Activities
30%
Water-Bugs (n=17*)
Clean/Maintained
35%
# of Activities
29%
Beauty/Scenery
24%
Staff
24%
Sight-Seers (n=55)
Beauty/Scenery
44%
Clean/Maintained
33%
# of Activities
33%
Skiers (n=11*)
Clean/Maintained
46%
Quiet/Not Crowded 46%
# of Activities
46%
Athletics (n=20*)
Clean/Maintained
50%
Beauty/Scenery
40%
# of Activities
20%
Staff
20%
Base: Those who used a VT State Park for their outdoor adventure activity
¾ Q16b. Would you visit a state park again for camping or outdoor activities?
¾ Q16c. What about your past experience make you willing/unwilling to visit a a state park in the future? (unaided, open-end)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Current Park Visitors –
Season
z
Nearly all (95%-100%) visitors across all seasons reported that
they would revisit a Vermont state park.
–
Top reasons to revisit a state park did not differ significantly by
season.
Top Reasons to Revisit a State Park
Base: Those who visited a VT State Park
Beauty/Scenery
Clean/Maintained
Number of Activities
Quiet/Not Crowded
Staff
Accessible Location
Good Experience
Cost
Visited Other State Parks
Security
60
Winter
(n=12*)
42%
58%
25%
33%
0%
8%
8%
0%
0%
8%
Spring
(n=3*)
100%
0%
33%
0%
0%
0%
0%
0%
0%
0%
Summer
(n=74)
38%
42%
28%
15%
15%
12%
11%
15%
7%
5%
Fall
(n=71)
42%
32%
32%
21%
13%
14%
9%
3%
7%
4%
Base: Those who used a VT State Park for their outdoor adventure activity
¾ Q16b. Would you visit a state park again for camping or outdoor activities?
¾ Q16c. What about your past experience make you willing/unwilling to visit a a state park in the future? (unaided, open-end)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Current Park Visitors – Visits
z
Nearly all (89%-98%) visitors, no matter how many times they
had visited Vermont, reported that they would revisit a Vermont
state park.
–
Top reasons to revisit a state park did not differ significantly by
number of visits to Vermont.
Top Reasons to Revisit a State Park
Base: Those who visited a VT State Park
Beauty/Scenery
Clean/Maintained
Number of Activities
Quiet/Not Crowded
Staff
Accessible Location
Good Experience
Cost
Visited Other State Parks
Security
61
Once
Ever
(n=43*)
51%
28%
30%
12%
14%
7%
9%
12%
5%
2%
<1/Year
to 1/Year 2-4/Year
(n=41*)
(n=30*)
33%
37%
33%
44%
40%
24%
10%
20%
10%
10%
3%
15%
23%
7%
10%
2%
7%
10%
3%
12%
5+/Year
(n=60)
35%
43%
28%
28%
17%
18%
7%
7%
3%
2%
Base: Those who used a VT State Park for their outdoor adventure activity
¾ Q16b. Would you visit a state park again for camping or outdoor activities?
¾ Q16c. What about your past experience make you willing/unwilling to visit a a state park in the future? (unaided, open-end)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Awareness
z
A third of respondents attribute their initial awareness of the
Vermont state park they visited to the Vermont state park website
(30%), while a quarter (24%) cited VermontVacation.com.
Top Initial Sources of Learning about State Park
Base: Those who visited a VT State Park
30%
VT State Park Website
24%
VTVacation.com
20%
Friend/Family Referral
13%
Heard/saw advertisement
Other on-line
62
8%
Previous Visit
6%
Driving by
5%
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q16. How did you first hear about the State Park you visited? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Awareness – Activity
z
z
The Vermont state park website was a prominent source of learning among
Sight-Seers, Historians, Water-Bugs, and Relaxers.
VermontVacation.com was also mentioned by many Sight-Seers, and
introduced nearly half of Skiers to state parks. Athletics were primarily
referred by friends or family.
Top Initial Sources of Learning about State Park
Base: Those who visited a VT State Park
Sight-Seers Historians Water-Bugs
(n=78)
(n=32*)
(n=25*)
63
Relaxers
(n=74)
Skiers
(n=17*)
Athletics
(n=28*)
Vermont State Park Website
31%
31%
36%
30%
18%
25%
VermontVacation.com
32%
19%
8%
19%
47%
18%
Friend/Family Referral
14%
16%
36%
14%
35%
32%
Heard/Saw Advertisement
15%
9%
8%
14%
6%
18%
Other Online Web Search
4%
16%
4%
8%
12%
11%
Previous Visit
8%
0%
0%
8%
0%
7%
Driving By
4%
9%
8%
5%
0%
4%
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q16. How did you first hear about the State Park you visited? (aided, single response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Awareness – Season
z
z
Spring, summer, and fall visitors were primarily introduced to the state
park they visited through the Vermont state park website and/or
VermontVaction.com.
In contrast, a high proportion of winter visitors learned about the park
they visited through friends or family.
Top Initial Sources of Learning about State Park
Base: Those who visited a VT State Park
64
Winter
(n=20*)
Spring
(n=4*)
Summer
(n=108)
Fall
(n=95)
Vermont State Park Website
0%
25%
37%
25%
VermontVacation.com
20%
50%
20%
27%
Friend/Family Referral
40%
0%
19%
20%
Heard/Saw Advertisement
15%
25%
12%
13%
Other Online Web Search
5%
25%
9%
6%
Previous Visit
5%
0%
5%
6%
Driving By
5%
0%
4%
7%
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q16. How did you first hear about the State Park you visited? (aided, single response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Awareness – Visits
z
The Vermont state park website and VermontVaction.com remain the
top sources of learning among all participants, and does not differ by
the number of times they have visited Vermont.
Top Initial Sources of Learning about State Park
Base: Those who visited a VT State Park
65
Once Ever
(n=62)
<1/Year to
1/Year
(n=46*)
2-4/Year
(n=56)
5+/Year
(n=89)
Vermont State Park Website
31%
28%
41%
23%
VermontVacation.com
32%
13%
25%
23%
Friend/Family Referral
15%
17%
23%
23%
Heard/Saw Advertisement
11%
15%
14%
12%
Other Online Web Search
8%
7%
9%
8%
Previous Visit
0%
11%
2%
9%
Driving By
5%
4%
5%
6%
Base: Those who used a VT State Park for their outdoor adventure activity (n=254)
¾ Q16. How did you first hear about the State Park you visited? (aided, single response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Future Park Visitors
z
Over three quarters (78%) of respondents who did not use a state park
for their recent visit would consider using a state park for future
outdoor experiences.
–
Respondents 18-44 (87%) and 45-54 (84%) were significantly more likely
to consider using a state park for future experiences than those 55 and
older (66%).
Future State Park Usage
Base: Those who participated in an outdoor activity and did not use a state
park (n=307)
No
5%
Yes
78%
66
Base: Those who participated in an outdoor activity and did not use a state park (n=307)
¾ Q17. Would you consider using a State Park for future outdoor experiences
Don't Know
17%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Future Park Visitors - Activity
z
Athletics, Relaxers, and Historians, who did not use a state park for
their recent visit, were significantly more likely than Water-Bugs to
consider using a state park for future outdoor experiences.
Future State Park Usage
Base: Those who participated in an outdoor activity and did not use a
state park (% Yes)
86%
Athletics (n=22*)
Relaxers (n=106)
80%
Historians (n=56)
79%
76%
Sight-Seers (n=80)
74%
Skiers (n=31*)
Water-Bugs (n=12*)
67
Base: Those who participated in an outdoor activity and did not use a state park (n=307)
¾ Q17. Would you consider using a State Park for future outdoor experiences
*Caution, small base (n<50); use for directional purposes only
50%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Future Park Visitors – Season
z
Willingness to consider using a state park for future outdoor
experiences did not differ significantly between those who visited in
different seasons.
Future State Park Usage
Base: Those who participated in an outdoor activity and did not use a
state park (% Yes)
Winter (n=59)
Spring (n=9*)
Summer
(n=89)
Fall (n=130)
68
Base: Those who participated in an outdoor activity and did not use a state park (n=307)
¾ Q17. Would you consider using a State Park for future outdoor experiences
*Caution, small base (n<50); use for directional purposes only
80%
78%
73%
78%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
State Park Usage: Future Park Visitors – Visits
z
Willingness to consider using a state park for future outdoor
experiences did not differ significantly by number of visit per year.
Future State Park Usage
Base: Those who participated in an outdoor activity and did not use a
state park (% Yes)
Once Ever
(n=88)
76%
<1/Year to
1/Year (n=65)
75%
2-4/Year
(n=50)
5+/year
(n=104)
69
Base: Those who participated in an outdoor activity and did not use a state park (n=307)
¾ Q17. Would you consider using a State Park for future outdoor experiences
*Caution, small base (n<50); use for directional purposes only
70%
84%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Rest/Relaxation
z
Most participants (92%) reported that they participated in
rest/relaxation activities while in Vermont.
–
–
Respondents identified “dining out” (99%) as the most popular rest and
relaxation activity followed by “relaxing” (74%).
Women were significantly more likely than men (49% vs. 35%) to read as a
rest and relaxation activity.
Top Rest/Relaxation Activities
Base: Those who participated in a Rest/Relaxation
activity.
Participated in Rest/Relaxation Activity
(n=1255)
No
8%
Yes
92%
n=1159
Dining out
99%
Relaxing
74%
Reading
42%
Engage in local nightlife
18%
Visiting spa/retreat
8%
Sight seeing
5%
Shopping
4%
Driving/Walking Roads
2%
Base: Those who participated in an activity listed in Q12 (n=1255)
¾ Q18. Did you participate in any Rest/Relaxation activities during your trip to VT?
Based on those who participated in Rest/Relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aide, multiple response)
70
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Rest/Relaxation – Activity
z
Athletics (97%) and Sight-Seers (95%) were the most likely to have participated
in rest and relaxation activities while in Vermont. Skiers (86%) were the least
likely.
–
–
All activity segments cited dining out, relaxing, and reading as their top three
rest/relaxation activities.
However, when compared to each other, Sight-Seers and Water-Bugs were most
likely to mention relaxing, Water-Bugs were most likely to mention reading, WaterBugs and Athletics were most likely to mention engaging in local nightlife, and Skiers
were most likely to visit a spa or retreat.
Top Rest/Relaxation Activities
Base: Those who participated in a Rest/Relaxation activity
Dining Out
71
Sight-Seers Historians Water-Bugs
(n=349)
(n=219)
(n=46*)
100%
100%
100%
Relaxers
(n=407)
99%
Skiers
(n=72)
99%
Athletics
(n=66)
99%
Relaxing
81%
74%
80%
69%
63%
70%
Reading
44%
43%
57%
36%
50%
49%
Engage in local nightlife
16%
15%
28%
16%
25%
38%
Visiting spa/retreat
6%
10%
11%
6%
18%
5%
Sight seeing
9%
7%
7%
2%
0%
0%
Shopping
3%
4%
0%
5%
4%
5%
Base: Those who participated in an activity listed in Q12
¾ Q18. Did you participate in any Rest/Relaxation activities during your trip to VT?
Based on those who participated in Rest/Relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aide, multiple response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Rest/Relaxation – Season
z
Most visitors across all seasons (91% to 94%) participated in rest and
relaxation activities during their trip to Vermont.
–
–
Visitors in all seasons cited dining out, relaxing, and reading as their top
three rest/relaxation activities.
However, relaxing, as well as sightseeing, were most likely to occur in the
spring, summer, or fall, as opposed to winter.
Top Rest/Relaxation Activities
Base: Those who participated in a Rest/Relaxation activity
Winter
(n=170)
98%
Spring
(n=33*)
97%
Summer
(n=345)
99%
Fall
(n=531)
100%
Relaxing
67%
73%
73%
77%
Reading
45%
36%
43%
41%
Engage in local nightlife
21%
12%
15%
18%
Visiting spa/retreat
9%
6%
9%
6%
Sight-seeing
0%
12%
5%
7%
Shopping
4%
6%
3%
5%
Dining Out
72
Base: Those who participated in an activity listed in Q12
¾ Q18. Did you participate in any Rest/Relaxation activities during your trip to VT?
Based on those who participated in Rest/Relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aide, multiple response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Rest/Relaxation – Visits
z
Most visitors (90% to 94%) participated in rest and relaxation activities
regardless of their number of trips per year to Vermont.
–
–
–
All visitors cited dining out, relaxing, and reading as their top three
rest/relaxation activities.
However, engaging in local nightlife was mentioned most frequently by those
who take five or more trips to Vermont per year.
In contrast, sightseeing was cited most often by those who take one trip or fewer
to Vermont per year.
Top Rest/Relaxation Activities
Base: Those who participated in a Rest/Relaxation activity
Once Ever
(n=354)
100%
<1/Year to
1/Year
(n=253)
99%
2-4/Year
(n=201)
100%
5+/Year
(n=350)
98%
Relaxing
76%
72%
72%
73%
Reading
36%
43%
45%
46%
Engage in local nightlife
14%
16%
19%
23%
Visiting spa/retreat
7%
8%
8%
8%
Sight-seeing
6%
9%
4%
2%
Shopping
4%
4%
4%
4%
Dining Out
73
Base: Those who participated in an activity listed in Q12
¾ Q18. Did you participate in any Rest/Relaxation activities during your trip to VT?
Based on those who participated in Rest/Relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aide, multiple response)
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Rest/Relaxation: Type of Dining Out Experience
z
z
The majority of visitors (99%) dined out during their stay in Vermont.
Three-quarters (76%) of people who ate out chose a family style
eatery, during their Vermont trip.
76%
Family Style
59%
Fine Dining
50%
Local Fast Food/Sandwich Shop
29%
Non-Fast Food Chain
Fast Food Chain
18%
Base: Those who participated in a rest/relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aided, multiple response)
Base: Those who dined out In VT (Q19) and provided a response (n=1134)
¾ Q19b. During your recent visit to VT, what percent of your dining out experiences were at the following types of establishments.
74
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Rest/Relaxation: Type of Dining Out Experience –
Activity
z
z
z
Those in all activity segments were most likely to have visited a family
style restaurant.
Athletics were more likely than other segments to have frequented fine
dining and/or non-fast food chains.
In addition, Water-Bugs were the most likely segment to have visited
fast food establishments (local and chain).
Type of Restaurant
Base: Those who dined out in Vermont
Sight-Seers
(n=345)
79%
Historians
(n=213)
71%
Water-Bugs
(n=45*)
82%
Relaxers
(n=395)
72%
Skiers
(n=71)
75%
Athletics
(n=65)
85%
Fine Dining
Local Fast Food/Sandwich
Shop
Non-Fast Food Chain
66%
55%
64%
53%
59%
71%
53%
53%
67%
45%
47%
48%
31%
27%
33%
26%
20%
42%
Fast Food Chain
20%
15%
27%
17%
17%
23%
Family Style
75
Base: Those who participated in a rest/relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aided, multiple response)
Base: Those who dined out In VT (Q19) (n=1149)
¾ Q19b. During your recent visit to VT, what percent of your dining out experiences were at the following types of establishments.
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Rest/Relaxation: Type of Dining Out Experience –
Season
z
z
z
z
Visitors in all seasons tended to frequent family style restaurants.
Fine dining was most popular among fall visitors.
Local fast food shops were most popular among summer and fall
visitors.
Fast food chains were most popular among spring visitors.
Type of Restaurant
Base: Those who dined out in Vermont
76
Family Style
Winter
(n=165)
76%
Spring
(n=32*)
78%
Summer
(n=332)
78%
Fall
(n=526)
74%
Fine Dining
58%
47%
55%
65%
Local Fast Food/Sandwich Shop
44%
38%
53%
51%
Non-Fast Food Chain
22%
34%
32%
28%
Fast Food Chain
21%
28%
21%
16%
Base: Those who participated in a rest/relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aided, multiple response)
Base: Those who dined out In VT (Q19) (n=1149)
¾ Q19b. During your recent visit to VT, what percent of your dining out experiences were at the following types of establishments.
*Caution, small base (n<50); use for directional purposes only
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Rest/Relaxation: Type of Dining Out Experience –
Visits
z
Dining habits did not differ significantly across Vermont visit frequency
segments.
Type of Restaurant
Base: Those who dined out in Vermont
Family Style
Once Ever
(n=349)
73%
<1/Year to
1/Year
(n=248)
77%
2-4/Year
(n=197)
80%
5+/Year
(n=339)
75%
Fine Dining
61%
60%
61%
56%
Local Fast Food/Sandwich Shop
Non-Fast Food Chain
Fast Food Chain
53%
31%
19%
51%
29%
19%
49%
25%
19%
46%
27%
18%
Base: Those who participated in a rest/relaxation activity
¾ Q19. What types of Rest/Relaxation activities did you participate in during your visit to VT? (aided, multiple response)
Base: Those who dined out In VT (Q19) (n=1149)
¾ Q19b. During your recent visit to VT, what percent of your dining out experiences were at the following types of establishments.
77
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Shopping
z
The majority (93%) of Vermont visitors reported that they participated
in shopping activities during their trip.
–
Most respondents (95%) who shopped in Vermont reported purchasing
locally produced food products.
z
Two-thirds (67%) of these visitors also stated they purchased Vermont food for
their family when home.
Participated in Shopping Activities
(n=1255)
93%
n=1172
7%
No
78
Yes
Types of Shopping Activities
Purchasing VT food
products
Purchasing retail
items/souvenirs
Purchasing VT
products/crafts
Purchasing antiques
Other
95%
73%
Purchase VT Food at Home
69%
Base: Those who purchased VT food products
(n=1104)
13%
5%
Don't
Know, 1%
No,
32%
Yes ,
67%
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q20. Did you participate in shopping activities during your visit to VT?
Base: Those who participated in shopping activities (n=1172)
¾Q21. What types of shopping activities did you participate in during your recent visit to VT? (aided, multiple responses)
Base: Purchased VT food products (n=1104)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾Q21b. When you are home do you purchase VT food products for your family?
Vermont Activities: Shopping - Activity
z
While all visitors participated in shopping activities, Skiers was the least likely
to do so.
–
Athletics were most likely to purchase Vermont products while at home.
Participated in Shopping Activities
% Yes
Athletics (n=68)
98%
Water-Bugs (n=51)
98%
97%
Sight-Seers (n=368)
93%
Historians (n=236)
92%
Relaxers (n=448)
Skiers (n=84)
83%
Purchase VT Products from Home
Athletics (n=64)
88%
Skiers (n=63)
78%
Water-Bugs (n=50)
74%
Sight-Seers (n=341)
71%
Historians (n=208)
63%
Relaxers (n=378)
61%
79
Types of Shopping Activities
(Base: Those providing an answer)
Food
Souvenirs
VT crafts
Antiques
SightSeers
(n=355)
96%
81%
75%
12%
Historians
(n=220)
95%
71%
68%
13%
WaterBugs
(n=50)
100%
80%
76%
16%
Relaxers
(n=410)
92%
67%
59%
13%
Skiers
(n=70)
90%
66%
50%
10%
Athletics
(n=67)
96%
69%
78%
19%
Base: Those who participated in an activity listed in Q12
Q20. Did you participate in shopping activities during your visit to VT?
Base: Those who participated in shopping activities
¾Q21. What types of shopping activities did you participate in during your recent visit to VT? (aided, multiple responses)
Base: Purchased VT food products
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾Q21b. When you are home do you purchase VT food products for your family?
Vermont Activities: Shopping - Season
z
Most visitors participated in shopping activities across all seasonal
segments.
–
Similarly, most visitors purchased food while in Vermont.
Participated in Shopping Activities
%Yes
n=1172
Winter
(n=185)
Spring
(n=35*)
Summer
(n=379)
Fall (n=572)
Types of Shopping visitors participated in
(Base: Those providing an answer)
88%
100%
93%
95%
Food
Souvenirs
VT crafts
Antiques
Other
Winter
(n=162)
92%
72%
55%
9%
8%
Spring
(n=35*)
97%
74%
69%
6%
6%
Summer
(n=352)
95%
72%
67%
12%
6%
Fall
(n=542)
95%
74%
70%
16%
4%
Purchase VT Products from Home
Winter (n=149)
75%
Spring (n=34*)
71%
Summer (n=334)
67%
Fall (n=515)
65%
80
Base: Those who participated in an activity listed in Q12
Q20. Did you participate in shopping activities during your visit to VT?
Base: Those who participated in shopping activities
Q21. What types of shopping activities did you participate in during your recent visit to VT? (aided, multiple responses)
Base: Purchased VT food products
Q21b. When you are home do you purchase VT food products for your family?
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Shopping - Visits
z
Nearly all visitors to Vermont, regardless of frequency of visits per
year, participated in shopping activities.
–
Visitors making multiple yearly trips, 2 to 4 or 5+, were most likely to
purchase Vermont products from home.
Participated in Shopping Activity
% Yes
Once ever (n=381)
94%
<1/year to 1/year (n=282)
93%
2 to 4/year (n=214)
95%
5+/year (n=377)
93%
Purchase VT Products from Home
Once ever (n=342)
56%
<1/year to 1/year (n=247)
63%
2-4/year (n=193)
79%
5+/year (n=321)
75%
81
Types of Shopping visitors participated in
(Base: Those providing an answer)
Food
Souvenirs
VT crafts
Antiques
Other
Once
ever
(n=357)
96%
80%
70%
12%
3%
<1/ year
to 1/year
(n=261)
95%
71%
64%
9%
5%
2-4/
year
(n=203)
95%
70%
75%
16%
3%
5+/
year
(n=350)
92%
68%
61%
15%
8%
Base: Those who participated in an activity listed in Q12
¾Q20. Did you participate in shopping activities during your visit to VT?
Base: Those who participated in shopping activities
¾Q21. What types of shopping activities did you participate in during your recent visit to VT? (aided, multiple responses)
Base: Purchased VT food products
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾Q21b. When you are home do you purchase VT food products for your family?
Vermont Activities: Viewing/Cultural/Learning
z
Over three-quarters (79%) of visitors reported that they participated in
viewing/cultural/learning activities. Visitors over 55 were significantly more likely to
participate in these activities than younger respondents (83% vs. 74% and 77%,
respectively).
–
Visiting historic sites (72%) was the most popular activity among visitors who participated
in a viewing/cultural/learning activity, followed closely by foliage/sightseeing/photography
(68%).
Types of Viewing/Cultural/Learning
Base: Those who participated in a viewing/cultural/learning activity
Participated in Viewing/Cultural/Learning
(n=1255)
79%
n=986
21%
No
82
Yes
Visiting historic sites
72%
Foliage/sightseeing/photography
68%
Visiting natural attractions/parks
59%
Attractions (factory tours, amusement parks)
48%
Visiting galleries/museums
44%
Visiting farm/nursery
37%
Bird/wildlife viewing
30%
Attending concerts/music festivals
19%
Attending state or regional fair
15%
Attending plays/theater
6%
Viewing sports events
3%
Other
4%
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q22. Did you participate in any viewing/cultural/learning activities during your trip to VT?
Base: Those who participated in viewing/cultural/learning activities (n=986)
¾Q23. What types of Viewing/Cultural/Leaning activities did you participate in during your visit to VT? (aided, multiple answer)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Viewing/Cultural/Learning: Attended Concerts
z
For a fifth (19%) of visitors, attending a concert was their Vermont
cultural activity.
–
Folk/Bluegrass (36%) and Classical (33%) were the most popular genres
of musical performances attended.
Attended Concerts
Type of Concert Attended
Base: Those who participated in a viewing/cultural/learning
activity (n=986)
Base: Those who attended a concert
36%
Folk/Bluegrass
33%
Classical
29%
Jazz and/or Blues
No,
81%
Yes,
19%
n=184
16%
Rock & Roll
Reggae
Soul/Gospel
Other
Did not answer
83
22%
Country
5%
3%
5%
6%
Base: Those who participated in viewing/cultural/learning activities (n=986)
¾Q23. What types of Viewing/Cultural/Leaning activities did you participate in during your visit to VT? (aided, multiple answer)
Base: Those who attended a concert (n=184)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Q23b. What types of concerts did you attend while in VT? (aided, multiple response)
Vermont Activities: Viewing/Cultural/Learning –
Activity
z
Four of six segments actively participated in viewing/cultural/learning
activities, while Relaxers and Skiers were least likely to engage in
these activities.
– All segments participated in foliage/sightseeing activities.
– All Sight-Seers went to attractions, while all Historians visited
historic sites.
Types of Viewing/Cultural/Learning
Base: Those who participated in a viewing/cultural/learning activity
Participated in Shopping Activities
% Yes
Sight-Seers (n=368)
Historians (n=236)
Water-Bugs (n=61)
Skiers (n=84)
84
Athletics (n=61)
Foliage/sightseeing
Attractions
Natural attractions/parks
74%
66%
62%
Historians (n=236)
Historic sites
Foliage/sightseeing
Natural attractions/parks
100%
71%
57%
Relaxers (n=238)
Foliage/Sightseeing
Natural attractions/parks
Concerts/music festivals
63%
51%
46%
Water-Bugs (n=46*)
Historic Sites
Concerts/music festivals
Attractions
87%
80%
78%
Skiers (n=37*)
Foliage/sightseeing
Natural attractions/parks
Historic sites
Concerts/music festivals
State/regional fairs
54%
46%
35%
35%
35%
90%
Athletics (n=68)
Relaxers (n=448)
Sight-Seers (n=368)
Historic sites
78%
100% Foliage/sightseeing
71%
Attractions
100%
90%
100%
53%
44%
Base: Those who participated in an activity listed in Q12
¾Q22. Did you participate in any viewing/cultural/learning activities during your trip to VT?
Base: Those who participated in viewing/cultural/learning activities
¾Q23. What types of Viewing/Cultural/Leaning activities did you participate in during your visit to VT? (aided, multiple answer)
Portland Research
*Caution, small base size (n<50); use for directional purposes only.
Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Viewing/Cultural/Learning Season
z
Spring, Summer and Fall participants were most likely to
participate in viewing/cultural/learning activities.
–
Fall respondents were most likely to engage in foliage and
sightseeing endeavors and visit farms or nurseries.
Types of Viewing/Cultural/Learning
Base: Those who participated in a viewing/cultural/learning activity
Participated in Viewing/Cultural Learning
Activities
% Yes
Winter (n=185)
Spring (n=35*)
85
55%
89%
Summer (n=379)
82%
Fall (n=572)
83%
Historic sites
Foliage/sightseeing/
photography
Natural attractions/parks
Attractions
Galleries/museums
Farm/nursery
Bird/wildlife viewing
Concerts/music festivals
State or regional fair
Base: Those who participated in an activity listed in Q12
¾Q22. Did you participate in any viewing/cultural/learning activities during your trip to VT?
Base: Those who participated in viewing/cultural/learning activities
¾Q23. What types of Viewing/Cultural/Leaning activities did you participate in during your visit to VT? (aided, multiple answer)
*Caution, small base size (n<50); use for directional purposes only.
Winter
(n=102)
60%
Spring
(n=31*)
84%
Summer
(n=312)
74%
Fall
(n=473)
74%
58%
48%
54%
83%
48%
34%
34%
32%
33%
27%
18%
61%
52%
39%
23%
32%
22%
7%
64%
53%
44%
33%
31%
22%
14%
56%
47%
46%
42%
29%
15%
17%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Viewing/Cultural/Learning Visits
z
z
Respondents who were first time visitors were significantly more likely to participate in
viewing/cultural/learning events than those who visited less than once a year and
those who visited 5+ times per year.
Respondents who visited Vermont with 5 or more times per year were most likely to
attend a concert or music festival, and least likely to visit historic sites.
Participated in
Viewing/cultural/learning activities
% Yes
Once ever (n=381)
<1/year to 1/year (n=282)
2 to 4/year (n=214)
5+ times per year (n=377)
Types of Viewing/Cultural/Learning
Base: Those who participated in a viewing/cultural/learning activity
85%
78%
80%
72%
Historic sites
Foliage/sightseeing/
photography
Natural attractions/parks
Attractions
Galleries/museums
Farm/nursery
Bird/wildlife viewing
Concerts/music festivals
State or regional fair
Once
ever
(n=322)
<1/year
to 1/year
(n=220)
2 to
4/year
(n=172)
5+/
year
(n=271)
75%
75%
77%
64%
70%
66%
70%
67%
58%
56%
44%
39%
22%
8%
8%
58%
54%
47%
32%
30%
13%
11%
66%
45%
50%
37%
37%
25%
19%
55%
35%
38%
38%
36%
31%
24%
Base: Those who participated in an activity listed in Q12
¾Q22. Did you participate in any viewing/cultural/learning activities during your trip to VT?
Base: Those who participated in viewing/cultural/learning activities
¾Q23. What types of Viewing/Cultural/Leaning activities did you participate in during your visit to VT? (aided, multiple answer)
86
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Trail/Street/Road
z
Over two fifths (44%) of Vermont visitors participated in a
trail/street/road activity.
–
Auto touring (75%) was the most popular activity within this category of
visitors.
z
Respondents 55 and older were significantly more likely than their younger
counterparts to identify auto touring as their trail/street/road activity (83% vs.
71% and 68% respectively).
Participated in Trail/Street/Road Activities
(n=1255)
Types of Trail/Street/Road Activities
Base: Those who participated in a trail/street/road activity
56%
44%
n=548
No
87
Yes
Auto touring
Driving back roads
Bicycling
Motorcycle touring
Horseback riding
ATV riding
Other
75%
65%
16%
8%
7%
2%
3%
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q24. Did you participate in any Trail/Street/Road activities while in VT?
Based on those who participated in Trail/Street/Road activity (n=548)
¾Q25. What types of Trail/Street/Road activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Trail/Street/Road - Activity
z
Over half of Water-Bugs, Athletics, and Sight-Seers took part in a
trail/street/road activity. These segments focused on auto touring,
driving back roads and bicycling.
Participated in Trail/Street/Road Activity
% Yes
Water-Bugs (n=51)
57%
Athletics (n=68)
53%
Sight-Seers (n=348)
52%
44%
Historians (n=104)
Relaxers (n=448)
Skiers (n=84)
88
36%
30%
Types of Trail/Street/Road Activities
Base: Those who participated in a trail/street/road activity
Water-Bugs (n=29*)
Auto touring
79%
Driving back roads
52%
Bicycling
24%
Historians (n=104)
Auto touring
70%
Driving back roads
64%
Bicycling
24%
Athletics (n=36*)
Auto touring
70%
Driving back roads
63%
Bicycling
13%
Relaxers (n=162)
Auto touring
70%
Driving back roads
59%
Bicycling
19%
Sight-Seers (n=192)
Auto touring
85%
Driving back roads
73%
Bicycling
10%
Skiers (n=25*)
Auto touring
Driving back roads
Bicycling
61%
64%
28%
Base: Those who participated in an activity listed in Q12
¾Q24. Did you participate in any Trail/Street/Road activities while in VT?
Based on those who participated in Trail/Street/Road activity
¾Q25. What types of Trail/Street/Road activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Trail/Street/Road - Season
z
z
Approximately half of Spring, Summer and Fall visitors were involved
in trail/street/road activities.
In addition, Spring and Fall respondents were most likely to go auto
touring and drive back roads.
Participated in Trail/Street/Road
% Yes
Winter
(n=185)
Spring
(n=35*)
89
Types of Trail/Street/Road Activities
Base: Those who participated in a trail/street/road activity
30%
51%
Summer
(n=214)
47%
Fall (n=377)
46%
Auto touring
Driving back roads
Bicycling
Winter
(n=56)
Spring
(n=18*)
Summer
(n=178)
Fall
(n=262)
70%
57%
9%
89%
78%
11%
68%
60%
26%
81%
68%
9%
Base: Those who participated in an activity listed in Q12
¾Q24. Did you participate in any Trail/Street/Road activities while in VT?
Based on those who participated in Trail/Street/Road activity
¾Q25. What types of Trail/Street/Road activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Trail/Street/Road - Visits
z
No differences emerged across participants of trail/street/road activities based
on their frequency of Vermont visits.
–
First time and infrequent Vermont visitors were more likely to participate in auto touring
than those with 2 or more visits per year.
Participated in Trail/Street/Road Activities
% Yes
Once ever (n=381)
44%
<1/year to 1/year (n=282)
43%
2 to 4/year (n=214)
5+/year (n=377)
90
47%
42%
Types of Trail/Street/Road Activities
Base: Those who participated in a trail/street/road activity
Auto touring
Driving back roads
Bicycling
Once
ever
(n=167)
80%
63%
11%
<1/year to
1/year
(n=121)
80%
63%
12%
2 to
4/year
(n=101)
72%
68%
23%
5+/
year
(n=158)
67%
65%
20%
Base: Those who participated in an activity listed in Q12
¾Q24. Did you participate in any Trail/Street/Road activities while in VT?
Based on those who participated in Trail/Street/Road activity
¾Q25. What types of Trail/Street/Road activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Sports
z
Less than a fifth (13%) of visitors reportedly participated in a sports
activity during their stay in Vermont.
–
–
Respondents who participated in a sports activity were more likely to visit
Vermont again.
The most popular sports activities among these visitors were running/
jogging and playing golf (41% and 36% respectively).
Participated in Sports Activities
(n=1255)
Types of Sports Activities
Base: Those who participated in a sports activity
87%
n=162
13%
No
91
Yes
Running/jogging
Playing golf
Skiing
Playing tennis
Playing field (team) sports
Hiking
Swimming
Kayaking
Other
Did not answer
41%
36%
14%
10%
7%
4%
4%
3%
8%
2%
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q26. Did you participate in any Sports activities while in VT?
Based on those who participated in Sports activity (n=162)
Portland
Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾Q27. What types of Sports activities did you participate in during your visit to VT? (aided, multiple
response)
Vermont Activities: Sports - Activity
z
Skiers and Athletics were most likely to engage in sports activities,
preferring skiing and playing golf.
–
All segments participated in running/jogging activities.
Types of Sports Activities
Base: Those who participated in a sports activity
Participated in Sports Activities
% Yes
Skiers (n=84)
39%
Athletics (n=68)
39%
24%
Water-Bugs (n=51)
Relaxers (n=448)
92
11%
Historians (n=236)
9%
Sight-Seers (n=75)
7%
Skiers (n=33*)
Skiing
Running/jogging
Playing golf
58%
21%
21%
Relaxers (n=51)
51%
Running/jogging
33%
Playing golf
8%
Playing tennis
Athletics (n=23*)
Playing golf
56%
Running/jogging
30%
Field sports
22%
Skiing
22%
Historians (n=22*)
46%
Running/jogging
Playing golf
36%
14%
Playing tennis
Water-Bugs (n=12*)
58%
Running/jogging
Playing golf
33%
Playing tennis
33%
Sight-Seers (n=24*)
42%
Running/jogging
Playing golf
42%
Playing tennis
4%
Base: Those who participated in an activity listed in Q12
¾Q26. Did you participate in any Sports activities while in VT?
Based on those who participated in Sports activity
¾Q27. What types of Sports activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Sports - Season
z
Respondents who last visited Vermont in the Winter were most
likely to engage in sports activities, such as skiing and
snowshoeing.
Participated in Sports Activities
% Yes
Winter
(n=185)
Spring
(n=35*)
11%
Summer
(n=379)
Fall (n=572)
93
Types of Sports Activities
Base: Those who participated in a sports activity
23%
16%
n=162
Running/jogging
Playing golf
Skiing
Winter
(n=43*)
Spring
(n=4*)
Summer
(n=61)
Fall
(n=43*)
33%
19%
56%
25%
25%
50%
48%
36%
25%
40%
49%
21%
8%
Base: Those who participated in an activity listed in Q12
¾Q26. Did you participate in any Sports activities while in VT?
Based on those who participated in Sports activity
¾Q27. What types of Sports activities did you participate in during your visit to VT? (aided, multiple response)
(Note: “Season” refers to most recent visit)
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Sports - Visits
z
Visitors making 2 to 4 trips to Vermont were slightly more likely
than other visitors to play sports while on vacation, focusing on
running/jogging and golf.
Participated in Sports Activities
% Yes
Once ever (n=381)
<1/year to1/year (n=282)
2 to 4/year (n=214)
5+/year (n=377)
94
Types of Sports Activities
Base: Those who participated in a sports activity
9%
10%
n=162
21%
Playing golf
Running/jogging
Skiing
Once
ever
(n=43*)
<1/year
to 1/year
(n=4*)
2-4/year
(n=61)
5+/year
(n=43*)
33%
36%
15%
48%
24%
7%
40%
40%
18%
41%
38%
14%
15%
Base: Those who participated in an activity listed in Q12
¾Q26. Did you participate in any Sports activities while in VT?
Based on those who participated in Sports activity (n=162)
¾Q27. What types of Sports activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Winter/Snow
z
A tenth (13%) of visitors participated in a winter/snow activity.
–
z
Respondents who are likely to return to Vermont (15%) were significantly
more likely than their unlikely (9%) and neutral counterparts (7%) to
participate in a winter/snow activity.
Alpine skiing (65%) was the most popular winter/snow activity.
Participated in Winter/Snow Activities
(n=1255)
Types of Winter/Snow Activities
Base: Those who participated in a winter/snow activity
87%
n=158
13%
No
95
Yes
Alpine skiing
Snowboarding
Snowmobile riding
Snowshoeing
Nordic skiing/touring
Ice skating
Ice fishing
Ice climbing
Other
65%
26%
19%
18%
17%
14%
3%
3%
4%
Base: Those who participated in an activity listed in Q12
¾Q28. Did you participate in any Winter/Snow activities while in VT?
Based on those who participated in winter/snow activity
¾Q29. What types of Winter/Snow activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Winter/Snow - Activity
z
z
Skiers and Athletics were significantly more likely to participate in
winter/snow activities than any other segment.
Skiers (99%) were most likely to take part in Alpine skiing, while
Athletics (55%) were most likely to take part in snowshoeing activities.
Participated in Winter/Snow Activities
% Yes
86%
Skiers (n=84)
Athletics (n=68)
96
75%
Water-Bugs (n=51))
6%
Relaxers (n=448)
5%
Historians (n=236)
2%
Sight-Seers (n=368)
2%
n=15
Types of Winter/Snow Activities
Base: Those who participated in a winter/snow activity
Skiers
(n=72)
Athletics
(n=51)
WaterBugs
(n=3*)
Relaxers
(n=21*)
Historians
(n=5*)
SightSeers
(n=6*)
Alpine skiing
99%
61%
--
--
--
--
Snowboarding
Snowmobile riding
Snowshoeing
25%
7%
--
22%
26%
55%
33%
33%
--
38%
33%
--
20%
60%
--
33%
17%
--
Base: Those who participated in an activity listed in Q12
¾Q28. Did you participate in any Winter/Snow activities while in VT?
Based on those who participated in winter/snow activity
¾Q29. What types of Winter/Snow activities did you participate in during your visit to VT? (aided, multiple response)
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Water/Boating
z
A fifth (21%) of Vermont visitors profiled reported that they participated
in water/boating activities
–
Respondents 55 and older (26%) were significantly more likely than those
44 to 54 (12%) and 18 to 44 (10%) to take a cruise or a charter excursion.
Types of Water/Boating Activities
Base: Those who participated in a water/boating activity
Participated in Water/Boating Activities
(n=1255)
Swimming in lakes, streams, etc.
57%
Canoeing/kayaking/rafting
48%
Swimming in pools
38%
Visiting beach/water park
23%
Cruise/charter excursion
16%
Motor boating/jet skiing
14%
Sailing
3%
Snorkeling/scuba diving
2%
Other
5%
79%
n=263
21%
No
97
Yes
Base: Those who participated in an activity listed in Q12 (n=1255)
¾Q30. Did you participate in any Water/Boating activities while in VT?
Based on those who participated in Water/Boating activity (n=263)
¾Q31. What types of Water/Boating activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Water/Boating - Activity
z
Water-Bugs (71%) and Athletics (50%) were most likely to participate in a
boating/water activity, with swimming in lakes and streams topping their lists of
water activities.
Participated in Boating/Water Activities-By Activity
71%
Seg3 (n=51)
50%
Seg6 (n=68)
19%
Seg4 (n=448)
Seg5 (n=84)
18%
Seg1 (n=368)
18%
Seg2 (n=236)
Top Water/Boating Activities-By Activity
Base: Those who participated in a water/boating activity
11%
Swimming in
lakes, streams,
etc.
Canoeing/
kayaking/ rafting
Swimming in
pools
Visiting
beach/water
park
98
WaterBugs
(n=36*)
Athletics
(n=34*)
Relaxers
(n=87)
Skiers
(n=15*)
SightSeers
(n=66)
Historians
(n=25*)
69%
82%
56%
60%
42%
44%
50%
50%
49%
80%
35%
52%
31%
41%
43%
27%
46%
20%
33%
41%
16%
27%
15%
24%
Base: Those who participated in an activity listed in Q12
¾Q30. Did you participate in any Water/Boating activities while in VT?
Based on those who participated in Water/Boating activity
¾Q31. What types of Water/Boating activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Vermont Activities: Water/Boating - Season
z
Not surprisingly, respondents visiting Vermont in the Summer were
most likely to participate in a water/boating activity.
–
Swimming in lakes and streams topped the list as the water/boating activity
for three of the four seasons. Spring visitors differed slightly, participating in
kayaking, canoeing, rafting and pool swimming.
Participated in Boating/Water Activities-By Season
Winter (n=185)
13%
Spring (n=35*)
Summer (n=379)
Fall (n=572)
Top Three Water/Boating Activities-By Season
Base: Those who participated in a water/boating activity
20%
37%
12%
Swimming in lakes,
streams, etc.
Canoeing/kayaking/
rafting
Swimming in pools
99
Winter
(n=24*)
Spring
(n=7*)
Summer
(n=140)
Fall
(n=68)
58%
29%
64%
49%
54%
43%
47%
44%
54%
43%
39%
32%
Base: Those who participated in an activity listed in Q12
¾Q30. Did you participate in any Water/Boating activities while in VT?
Based on those who participated in Water/Boating activity
¾Q31. What types of Water/Boating activities did you participate in during your visit to VT? (aided, multiple response)
Note: Season refers to most recent visit
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Vermont Activities: Water/Boating - Visits
z
A quarter each (26%) of respondents with two to four or five or more
yearly Vermont visits participated in boating/water activities.
–
Frequent visitors with 2 or more yearly visits were most likely to swim in
lakes and streams.
Participated in Boating/Water Activities-By Visits
Once ever (n=381)
<1/year to 1/year
(n=282)
100
Top Three Water/Boating Activities-By Visits
14%
20%
2 to 4 times/year
(n=214)
26%
5 or more times/year
(n=377)
26%
Base: Those who participated in a water/boating activity
<1/year to
2 to 4/
5 +/
Once
1/year
year
year
ever
(n=55)
(n=56)
(n=97)
(n=55)
Swimming in lakes,
35%
49%
70%
67%
streams, etc.
Canoeing/kayaking
41%
36%
51%
57%
/rafting
46%
44%
36%
33%
Swimming in pools
Base: Those who participated in an activity listed in Q12
¾Q30. Did you participate in any Water/Boating activities while in VT?
Based on those who participated in Water/Boating activity
¾Q31. What types of Water/Boating activities did you participate in during your visit to VT? (aided, multiple response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Spending in Vermont
z
Nearly three fifths of respondents (57%) spent less than $1000 while in Vermont.
–
z
Not surprisingly, those earning less than $70K per year were significantly more likely than their
counterparts with an income of $70K or more to spend less than five hundred dollars while in
Vermont (31% vs. 23% and 12%, respectively.)
Nearly two thirds of spending estimates (63%) are based on spending for two people.
–
Respondents 18 to 44 (21%) were significantly more likely than those 44 to 54 (12%) and 55 and
older (6%) to have four people in their party
Total Estimated Amount Spent in VT
Base: Those providing an answer; n=1227
Less than $500
28%
$500 to less than $1,000
29%
Total Number of People in Party
n=1283
3
$2000 to less than $3000
$3K or more
101
63%
2
16%
$1,000 to less than $1,500
$1,500 to less than $2,000
11%
1
9%
9%
10%
8%
Base: All participants who provided a response
¾Q33. During your trip to Vermont, what would you estimate you spent while in Vermont?
¾Q33c. How many people does your spending response represent?
12%
4
5 or More
5%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Spending Data
102
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Spending in Vermont - Activity
z
Water-Bugs outspent all other activity segments while in Vermont
spending an average of $1934.50 . However, their spending
represented the highest average number of people (3.4) as well.
–
Relaxers and Skiers spent the least while in Vermont, averaging between
$925 and $1130 dollars spent during their trip.
Estimated Expenditure and Average Number of People in Party-By Activity
Base: Those providing an answer
Less than $500
$500 to less than $1000
$1000 to less than $2000
$2000 to less than $3000
$3000 or more
Mean
Avg number of people in party
103
SightSeers
(n=355)
16%
28%
37%
11%
8%
$1257.90
Historians
(n=223)
28%
33%
25%
8%
6%
$1195.50
WaterBugs
(n=49*)
16%
16%
21%
22%
25%
$1934.50
Relaxers
(n=451)
39%
30%
19%
7%
5%
$925.30
Skiers
(n=81)
37%
26%
20%
7%
10%
$1131.50
Athletics
(n=68)
13%
35%
19%
15%
18%
$1605.60
2.4
2.3
3.4
2.3
2.7
2.8
Base: Total respondents providing a response
¾Q33. During your trip to Vermont, what would you estimate you spent while in Vermont?
¾Q33c. How many people does your spending response represent?
*Caution, small base size (n<50); use for directional purposes only.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Spending in Vermont - Season
z
Two fifths of Winter visitors (39%) spent less than $500 while in
Vermont. Over half (53%) of Spring visitors spent between $500 and
$999 while in Vermont.
Estimated Expenditure and Average Number of People in Party-By Season
Base: Those providing an answer
Less than $500
$500 to less than $1000
$1000 to less than $2000
$2000 to less than $3000
$3000 or more
Mean
Avg number of people in party
104
Winter
(n=186)
39%
26%
20%
7%
8%
$1091.50
2.6
Base: Total respondents providing a response
¾Q33. During your trip to Vermont, what would you estimate you spent while in Vermont?
¾Q33c. How many people does your spending response represent?
*Caution, small base size (n<50); use for directional purposes only.
Spring
(n=32*)
13%
53%
22%
6%
6%
$1370.50
2.6
Summer
(n=367)
26%
28%
28%
9%
9%
$1259.20
2.6
Fall
(n=559)
27%
31%
25%
10%
7%
$1133.70
2.2
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Spending in Vermont - Visits
z
Seven in ten visitors (70%) who travel to Vermont five or more times
per year spent less than $1000 during their trip, with an average of 2.4
people in their party.
–
This is considerably less than those who visit two to four times per year.
Estimated Expenditure and Average Number of People in Party-By Visits
Base: Those providing an answer
Less than $500
$500 to less than $1000
$1000 to less than $2000
$2000 to less than $3000
$3000 or more
Mean
Avg number of people in party
105
Once
ever
(n=371)
22%
29%
31%
11%
7%
$1207.00
2.4
Base: All participants who provided a response
¾Q33. During your trip to Vermont, what would you estimate you spent while in Vermont?
¾Q33c. How many people does your spending response represent?
<1/year to
1/year
(n=274)
29%
30%
24%
11%
6%
$1132.40
2.4
2 to 4 /
year
(n=206)
23%
23%
30%
12%
12%
$1521.10
2.5
5+/
year
(n=375)
37%
33%
17%
7%
6%
$943.30
2.4
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Spending in Vermont
z
z
z
Visitors reported lodging as their biggest expense with a quarter (27%) of respondents
spending between $400-$999 during their stay in Vermont.
The majority of Vermont tourists spent $1-$199 on prepared meals and beverages (46%),
shopping (47%), groceries (53%), and gas for their vehicle (77%).
Over half of the visitors surveyed did not spend any money on recreation and entertainment
(53%) or on transportation besides their own vehicle (80%).
–
Respondents younger than 44 years old (27%) were significantly more likely to spend $1-$99 on
recreation and entertainment than those 44 to 54 (20%) or 55 and older (19%).
Estimated money spent on last/next trip to Vermont
Prepared Meals and Beverages
Lodging
Groceries
Shopping
Gas for Vehicle
Recreation and Entertainment
Transportation (other than personal
vehicle)
106
$0
(n=1154)
4%
20%
36%
18%
11%
53%
$1-$199
(n=1154)
46%
19%
53%
47%
77%
37%
$200-$399
(n=1154)
32%
24%
8%
21%
10%
7%
$400-$999
(n=1154)
17%
27%
2%
11%
1%
2%
$1000+
(n=1154)
1%
10%
<1%
3%
<1%
1%
80%
13%
4%
2%
<1%
Base: All respondents who provided an answer
¾Q33. During your trip to VT, what would you estimate you spent while in Vermont?
Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾Q33b. For each category, please provide your best estimate for what you spent on your trip Portland
to VT.
Spending in Vermont - Activity
z
z
z
Athletics spent the most on average for prepared meals and
beverages, groceries, shopping, gas for their vehicle and recreation
and entertainment.
Water-Bugs outspent all other segments on lodging.
Sight-Seers spent the most on average for transportation costs.
Average Spent While in Vermont
107
SightSeers
(n=368)
Historians
(n=236)
WaterBugs
(n=51)
Relaxers
(n=476)
Skiers
(n=84)
Athletics
(n=68)
Prepared Meals and Beverages
$256.4
$229.50
$268.00
$193.80
$232.00
$286.50
Lodging
$430.30
$333.30
$826.40
$313.80
$390.10
$518.70
Groceries
$64.70
$44.50
$146.40
$54.00
$70.70
$180.40
Shopping
Gas for Vehicle
Recreation and Entertainment
Transportation (other than personal
vehicle)
$218.30
$101.40
$62.10
$204.30
$71.50
$28.30
$190.60
$107.40
$83.90
$151.20
$68.40
$36.60
$163.30
$61.00
$183.70
$279.20
$116.50
$184.10
$51.20
$30.70
$37.40
$27.40
$17.60
$46.00
Base: Total respondents
¾Q33b. For each category, please provide your best estimate for what you spent on your trip to VT.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Spending in Vermont - Season
z
z
z
Summer visitors were the most active spenders, outspending other
seasonal visitors on prepared meals, lodging, groceries and gas for
their vehicles.
Fall visitors spent the most for transportation other than their personal
vehicles.
Winter visitors, on average, outspent their seasonal counterparts on
recreation and entertainment.
Average Spent While in Vermont
Prepared Meals and Beverages
Lodging
Groceries
Shopping
Gas for Vehicle
Recreation and Entertainment
Transportation (other than
personal vehicle)
108
Winter
(n=193)
$206.50
$351.60
$79.10
$162.40
$65.80
$130.20
Spring
(n=35*)
$178.20
$302.00
$49.80
$148.20
$60.00
$23.20
Summer
(n=386)
$245.50
$447.60
$85.40
$191.00
$92.30
$56.50
Fall
(n=581)
$230.10
$370.50
$52.90
$202.20
$82.00
$46.40
$20.00
$27.70
$28.50
$43.80
Base: Total respondents
¾Q33b. For each category, please provide your best estimate for what you spent on your trip to VT.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Spending in Vermont - Visits
z
z
Respondents visiting 2 to 4 times per year, on average, outspent all
other visitors in five of seven categories from lodging to general
spending.
Respondents who visit less than once a year to annually spent the
most on prepared meals and beverages on average.
Average Spent While in Vermont
Prepared Meals and Beverages
Lodging
Groceries
Shopping
Gas for Vehicle
Recreation and Entertainment
Transportation (other than personal
vehicle)
109
Once
ever
(n=390)
$237.30
$391.70
$55.20
$199.50
$87.00
$60.10
<1/year to
1/year
(n=291)
$242.70
$430.00
$66.50
$195.80
$82.60
$61.60
2 to 4/
year
(n=217)
$235.50
$444.00
$86.00
$208.60
$96.40
$76.90
5+ / year
(n=384)
$207.10
$319.00
$68.00
$165.10
$69.50
$56.40
$63.50
$27.00
$45.90
$9.50
Base: Total respondents
¾Q33b. For each category, please provide your best estimate for what you spent on your trip to VT.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Attitudinal Data
110
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Feelings
z
Half of participants (54%) described Vermont as “scenic,” far out distancing
those who described the state as “special” (14%) or “authentic/unique” (12%).
–
Respondents with less than a bachelors degree (58%) or a four year degree (58%)
were significantly more likely than those with some to a full graduate degree (47%) to
describe Vermont as “scenic.”
z
Conversely, those with some graduate to a full graduate degree were significantly more likely
than their counterparts to describe Vermont as “authentic/unique” (17% vs. 10% and 8%,
respectively).
Scenic
Special
Authentic/unique
Fun
Heatlhy/active
Romantic
Community Sense
Safe/secure
Other
All of the above
111
54%
14%
12%
5%
4%
2%
2%
2%
4%
1%
Base: Total Respondents (n=1283)
¾Q35. Which of the following best describes your feelings about VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Feelings - Activity
z
Of the top two Vermont feelings, Sight-Seers, Historians, Water-Bugs
and Relaxers are most likely to describe Vermont as “scenic,” followed
distantly by “special.”
–
Of the segments, Skiers (16%) were most likely to describe Vermont as
“healthy/active.”
Top Feelings Describing Vermont
SightSeers
(n=368)
58%
14%
10%
6%
Health/active
Community sense
Scenic
Special
Authentic
Fun
112
Historians
(n=236)
58%
11%
14%
3%
WaterBugs
(n=51)
55%
12%
10%
6%
Relaxers
(n=476)
54%
13%
12%
3%
Skiers
(n=84)
38%
19%
13%
11%
Athletics
(n=68)
37%
21%
10%
10%
2%
3%
8%
4%
16%
7%
2%
3%
2%
3%
--
2%
Base: Total respondents
¾Q35. Which of the following best describes your feelings about VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Feelings - Season
z
Seasonal visitors describe Vermont primarily as ”scenic,” and
“special.”
–
–
Fall (60%) and Summer (55%) visitors were significantly more likely than
Winter visitors (38%) to describe Vermont as “scenic.”
Conversely, Winter visitors (17%) were significantly more likely than
Summer (10%) or Fall (10%) visitors to describe Vermont as
“authentic/unique.”
Top Feelings Describing Vermont
113
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n=581)
Scenic
Authentic/unique
Special
Healthy/active
Fun
38%
46%
55%
60%
17%
16%
10%
8%
14%
17%
3%
6%
10%
14%
5%
6%
10%
13%
2%
3%
Romantic
3%
6%
<1%
3%
Base: Total respondents
¾Q35. Which of the following best describes your feelings about VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Describing Vermont: Feelings - Visits
z
Similar to other segments, many visitors to Vermont were most likely
to describe the state as “scenic.”
–
Respondents who have only visited Vermont once were most likely to
describe the state as “scenic.”
Top Feelings Describing Vermont
Scenic
Authentic/unique
Special
Fun
Romantic
Healthy/active
114
Once
ever
(n=193)
63%
<1/year to
1/year
(n=35*)
56%
2–4
/year
(n=386)
53%
5+/year
(n=581)
45%
11%
9%
5%
3%
2%
10%
13%
4%
3%
5%
10%
18%
5%
1%
5%
15%
17%
6%
3%
6%
Base: Total respondents
¾Q35. Which of the following best describes your feelings about VT? (aided, single response)
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Seasons and Scenery
z
Six in ten participants (60%) associate the fall with Vermont, while a quarter (27%) relate
Vermont with summer.
–
–
–
z
Respondents 55+ were significantly more likely to associate the fall with Vermont versus their
younger counterparts (68% vs. 54% and 54% respectively.)
In addition, respondents who are not employed full time or part time were significantly more likely to
identify the fall with Vermont (66%) than those working full (57%) or part time (56%).
Respondents who are likely to return to VT were significantly more likely than those unlikely to return
to associate Vermont with summer (30% vs. 18%).
Two fifths of respondents (40%) stated that Vermont’s mountains are the most attractive
scenery, followed by the small towns (26%).
–
Respondents 18 to 44 were significantly more likely than their older counterparts to identify mountains
as the most attractive scenery (46% vs. 35% and 36% respectively.)
Season Associated with Vermont
Base: Total respondents providing a response n=1279
59%
Fall
Top Attractive Scenery
Base:Total respondents providing a response n=1280
39%
Mountains
Small towns
27%
Summer
11%
Winter
Spring
115
3%
26%
Rural landscapes
Lakes
17%
5%
Forest
4%
Mid-size cities
4%
Base: Total respondents
¾Q36. What season do you associate with VT or VT images?
¾Q36b. When you think of images of VT, what scenery attracts you most to the state?
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Seasons and Scenery - Activity
z
z
While most visitors associate Fall with Vermont, Water-Bugs think of the Summer and Skiers think of
Vermont in Winter.
Mountains are the most attractive scenery for Vermont visitors, although Historians, Relaxers and SightSeers were also likely to cite small towns and villages.
–
Skiers were significantly more likely than any other segment to cite mountains as the most attractive Vermont scenery.
Top Three Seasons Associated with Vermont
Sight-Seers (n=368)
Historians (n=236)
Water-Bugs (n=51)
Relaxers (n=476)
6%
73%
21%
4%
31%
8%
9%
53%
30%
24%
18%
Skiers (n=84)
Athletics (n=68)
Fall
70%
23%
Summer
57%
58%
35%
34%
28%
Winter
Top Attractive Vermont Scenery
Mountains
Small towns
Rural
landscapes
Lakes
116
SightSeers
(n=368)
Historians
(n=236)
WaterBugs
(n=51)
Relaxers
(n=476)
Skiers
(n=84)
Athletics
(n=68)
37%
31%
37%
38%
63%
49%
27%
30%
22%
28%
13%
13%
17%
19%
12%
17%
11%
13%
3%
4%
22%
3%
7%
13%
Base: Total respondents
¾Q36. What season do you associate with VT or VT images?
¾Q36b. When you think of images of VT, what scenery attracts you most to the state?
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Seasons and Scenery - Season
z
z
Not surprisingly, most Seasonal visitors associate the last season they visited
Vermont with the state. However, Spring visitors were more likely to associate
Fall (51%; 18 of 35*) with Vermont than Spring (37%; 13 of 35*).
Mountains topped the list of attractive scenery, although Spring, Summer and
Fall respondents also gravitated towards small towns and villages.
Top Three Seasons Associated with Vermont
37%
18%
Winter (n=193)
44%
51%
Spring (n=35*)
6%
37%
36%
55%
Summer (n=386)
6%
85%
10%
Fall (n=581)
4%
Fall
Top Attractive Vermont Scenery
Summer
Winter
Mountains
Small towns/villages
Rural landscapes
Lakes
117
Base: Total respondents who provided an answer
¾Q36. What season do you associate with VT or VT images?
¾Q36b. When you think of images of VT, what scenery attracts you most to the state?
*Caution, small base size (n<50); use for directional purposes only.
Winter
(n=193)
58%
16%
13%
3%
Spring
(n=35*)
49%
40%
3%
6%
Summer
(n=386)
34%
27%
17%
9%
Fall
(n=581)
34%
29%
18%
3%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Describing Vermont: Seasons and Scenery - Visits
z
z
Fall comes to mind for all visitors when thinking of Vermont. However, those who
have made multiple Vermont visits were more likely to think of Summer than first
time visitors.
Vermont visitors with 2 or more yearly visits are slightly more likely to think of
Vermont’s mountains than those visiting infrequently.
–
More frequent visitors are attracted by mountains.
Top Three Seasons Associated with Vermont
71%
18%
Once ever (n=390)
8%
62%
<1/year to 1/year
(n=291)
28%
8%
53%
2 to 4 /year (n=217)
32%
11%
48%
Top Attractive Vermont Scenery
32%
5 +/year (n=384)
17%
Fall
Summer
Winter
Mountains
Small towns/villages
Rural landscapes
Lakes
118
Base: Total respondents
¾Q36. What season do you associate with VT or VT images?
¾Q36b. When you think of images of VT, what scenery attracts you most to the state?
Once ever
(n=193)
34%
<1/year to
1/year
(n=35*)
36%
2-4/ year
(n=386)
42%
5+/year
(n=581)
43%
27%
20%
3%
30%
15%
3%
24%
16%
8%
24%
14%
6%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Agreement with Vermont Statements
z
Respondents were most likely to agree that Vermont is a great fall
vacation destination (86%) and least likely to agree that their vacation
activities are child focused (16%).
Agreement with Vermont Statements
(n=1283)
119
Agree
Neutral
Disagree
N/A
VT is a great vacation destination in the Fall
86%
7%
2%
5%
I tend to obtain state/ local brochures to help plan my
trip
74%
17%
7%
2%
I like to do a variety of activities when on vacation
73%
22%
4%
1%
VT is a great vacation destination in the Summer
70%
16%
2%
12%
I like to keep active during vacation
62%
32%
5%
1%
VT is a great vacation destination in the Winter
55%
18%
4%
23%
I prefer to participate in outdoor vs. indoor activities
while on vacation
51%
38%
8%
3%
VT is a great vacation destination in the Spring
47%
31%
5%
17%
All information I need for a vacation destination I can
find online
43%
44%
11%
2%
I strive to obtain the finer things in life
34%
43%
20%
3%
Vacation destinations I am interested in must have fine
dining
34%
41%
23%
2%
I tend to watch my spending when on vacation
30%
50%
18%
2%
My vacations are centered on activities for my children
16%
16%
36%
32%
Agreement with Statements: Seasonal Destination
(Base: Those who agreed with statements in Q37)
86%
Fall
70%
55%
47%
Summer
Winter
Spring
Base: Total Respondents (n=1283)
¾Q37. Please indicate the extent to which you agree or disagree with each statement below. Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Agreement with Vermont Statements - Activity
z
Water-Bugs were most likely of all segments to agree that VT is a great Fall and Summer
destination, and that they like to keep active during the summer.
Agreement with Vermont Statements
Base: Those providing a rating of 5 or 6, “Agree”
VT is a great vacation destination in the Fall
I tend to obtain state/ local brochures to help
plan my trip
I like to do a variety of activities when on
vacation
VT is a great vacation destination in the Summer
I like to keep active during vacation
VT is a great vacation destination in the Winter
I prefer to participate in outdoor vs. indoor
activities while on vacation
VT is a great vacation destination in the Spring
All information I need for a vacation destination I
can find online
I strive to obtain the finer things in life
Vacation destinations I am interested in must
have fine dining
I tend to watch my spending when on vacation
My vacations are centered on activities for my
children
120
WaterBugs
(n=51)
Historians
(n=236)
SightSeers
(n=368)
Skiers
(n=84)
Athletics
(n=68)
Relaxers
(n=476)
96%
90%
87%
87%
85%
83%
88%
78%
83%
51%
65%
69%
88%
70%
79%
76%
87%
65%
90%
82%
64%
56%
69%
64%
73%
71%
79%
77%
71%
58%
59%
48%
49%
91%
78%
53%
65%
50%
47%
69%
68%
48%
53%
48%
47%
37%
43%
49%
43%
45%
41%
42%
54%
42%
43%
31%
30%
38%
44%
37%
41%
32%
31%
36%
37%
35%
43%
24%
30%
35%
29%
31%
26%
9%
14%
35%
24%
14%
Base: Total Respondents
¾Q37. Please indicate the extent to which you agree or disagree with each statement below. Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Agreement with Vermont Statements - Season
z
z
Respondents who last visited in Winter were least likely to obtain state and local brochures to help with trip
planning. Spring visitors are most likely to agree that they can find all vacation destination information online
(63%; 22 of 35*).
Of all seasonal visitors, Summer visitors were most likely to prefer to partake in outdoor vacation activities.
Agreement with Vermont Statements
Base: Those providing a rating of 5 or 6, “Agree”
VT is a great vacation destination in the Fall
I tend to obtain state/ local brochures to help plan
my trip
I like to do a variety of activities when on vacation
VT is a great vacation destination in the Summer
I like to keep active during vacation
VT is a great vacation destination in the Winter
I prefer to participate in outdoor vs. indoor activities
while on vacation
VT is a great vacation destination in the Spring
All information I need for a vacation destination I can
find online
I strive to obtain the finer things in life
Vacation destinations I am interested in must have
fine dining
I tend to watch my spending when on vacation
My vacations are centered on activities for my
children
121
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n=581)
84%
77%
76%
95%
55%
83%
78%
78%
74%
76%
64%
82%
66%
71%
63%
43%
76%
86%
65%
49%
70%
58%
59%
50%
50%
49%
59%
47%
48%
74%
48%
45%
47%
63%
42%
41%
37%
40%
30%
37%
35%
43%
30%
36%
31%
23%
33%
28%
29%
17%
19%
8%
Base: Total Respondents
¾Q37. Please indicate the extent to which you agree or disagree with each statement below.
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Agreement with Vermont Statements - Visits
z
z
First time visitors were most likely to agree that they obtain state/local brochures for trip
planning.
Visitors who make the Vermont trip 5 or more times a year were most likely to agree that
Vermont is a great Summer and Winter destination.
Agreement with Vermont Statements
Base: Those providing a rating of 5 or 6, “Agree”
VT is a great vacation destination in the Fall
I tend to obtain state/ local brochures to help plan
my trip
I like to do a variety of activities when on vacation
VT is a great vacation destination in the Summer
I like to keep active during vacation
VT is a great vacation destination in the Winter
I prefer to participate in outdoor vs. indoor activities
while on vacation
VT is a great vacation destination in the Spring
All information I need for a vacation destination I
can find online
I strive to obtain the finer things in life
Vacation destinations I am interested in must have
fine dining
I tend to watch my spending when on vacation
My vacations are centered on activities for my
children
122
Once ever
(n=390)
79%
<1/year to
1/year
(n=291)
86%
2 to 4/year
(n=217)
92%
5 +/year
(n=384)
91%
85%
78%
76%
59%
71%
55%
61%
41%
76%
70%
63%
52%
75%
73%
67%
59%
71%
85%
60%
70%
47%
54%
55%
52%
40%
45%
49%
56%
41%
41%
49%
44%
32%
31%
41%
36%
33%
31%
36%
35%
30%
31%
26%
32%
12%
14%
17%
19%
Base: Total Respondents
¾Q37. Please indicate the extent to which you agree or disagree with each statement below. Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Agreement with Vermont Statements
z
Some significant differences emerged across subgroups.
–
–
–
–
–
123
Those likely to return to Vermont in the next year were significantly more
likely to participate in a variety of vacation activities (76%) than their
counterparts (67% and 68%, respectively.)
Women were significantly more likely than men to agree that Vermont is a
great summer (74% vs. 67%) and spring (50% vs. 44%) vacation
destination.
Participants 18-44 were significantly more likely to agree that Vermont is a
great winter vacation destination than their older counterparts (65% vs. 55%
each).
Respondents with less than a bachelors degree (47%) were significantly
more likely than those with a bachelors (39%) or at least some graduate
work (41%) to agree that all vacation destination information can be found
online.
Respondents who are unlikely to return to Vermont were significantly more
likely than those on the fence and those likely to return to disagree that they
strive to obtain the finer things in life (28% vs. 20% and 19%).
Base: Those who participated in an activity listed in Q12
¾Q37. Please indicate the extent to which you agree or disagree with each statement below. Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Planning Sources
124
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Importance of Planning Information Sources
z
Of the information sources listed, Vermont Tourism products such as
websites* (69%) and brochures (69%), were deemed most important.
–
Respondents 55 and older were significantly most likely those 18 to 44 to
report that the Vermont tourism website (72% vs. 65%) and brochures
(72% vs. 64%) were important.
State of VT tourism website (n=1274)
69%
24%
7%
State of VT Tourism Brochures (n=1264)
69%
23%
8%
Travel books (n=1210)
43%
Friends/family (n=1198)
43%
Other websites (n=1196)
42%
Travel magazines (n=1185)
General interest magazines (n=1146)
TV Shows (n=1138) 11%
18%
40%
37%
52%
36%
60%
29%
Radio Shows (n=1099) 3% 20%
Important
125
28%
29%
35%
28%
12%
24%
33%
77%
Neutral
Unimportant
*Respondents were sourced from the Vermont Tourism website.
Base: Total respondents
Portland
Research Group, EPR/VDTM VT Visitor Profiling, September 2007
¾Q38. How important/unimportant in planning your recent visit to VT were the following sources
of information?
Importance of Planning Information Sources - Activity
z
Most segments relied on the Vermont State website and brochures for
their trip planning.
z
However, Skiers primarily sought assistance from friends and family.
Top Two Planning Sources
79%
76%
Sight-Seers (n=368)
Water-Bugs (n=51)
73%
75%
Historians (n=236)
72%
74%
Athletics (n=68)
65%
60%
Relaxers (n=476)
64%
64%
VT Tourism Website
126
Top Two Planning Sources - Skiers
Skiers
(n=84)
Friends and family
48%
State of Vermont Tourism
Brochures
42%
VT Tourism Brochures
Base: Total respondents
¾Q38. How important/unimportant in planning your recent visit to VT were the following sources of information?
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Importance of Planning Information Sources - Season
z
Winter visitors were most likely to contact friends and family to
assist with their planning needs, contrary to all other seasonal
visitors.
Top Two Planning Sources
Top Two Planning Sources - Winter
86%
Winter
(n=193)
Spring (n=35*)
83%
71%
Summer (n=386)
70%
Friends and family
55%
State of Vermont Tourism
Website
50%
72%
Fall (n=581)
73%
VT Tourism Brochures
127
VT Tourism Website
Base: Total respondents who provided a response in Q38
¾Q38. How important/unimportant in planning your recent visit to VT were the following sources of information?
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
*Caution, small base size (n<50); use for directional purposes only.
Importance of Planning Information Sources - Visits
z
While infrequent visitors rely on brochures and the website
provided by the State of Vermont, frequent visitors are less
likely to use any source of information.
Top Two Planning Sources
78%
77%
Once ever (n=390)
69%
71%
<1/year to 1/year
(n=291)
72%
70%
2 to 4 times/year
(n=217)
55%
57%
5 or more times/year
(n=384)
VT Tourism Brochures
128
VT Tourism Website
Base: Total respondents
¾Q38. How important/unimportant in planning your recent visit to VT were the following sources of information?
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Personal Characteristics
129
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Personal Characteristics
z
Three quarters of respondents (75%) reported that “enjoys the outdoors”
describes their personality, while two thirds (67%) agreed that they are “willing
to try something new.”
–
Of the options listed, respondents were most likely to select “expensive tastes,”
“athletic,” and “quiet” as items that do not describe their personality.
Enjoys outdoors (n=1273)
Willing try something new (n=1275)
Adventurous (n=1271)
Creative (n=1275)
Outgoing (n=1277)
Enjoys new technology (n=1268)
Enjoys the Arts (n=1269)
Quiet (n=1276)
Athletic (n=1271)
Sophisticated (n=1268)
Cautious (n=1276)
Expensive tastes (n=1272)
Describes (5,6)
130
2%
23%
75%
3%
30%
67%
43%
52%
5%
9%
44%
47%
9%
46%
45%
12%
45%
43%
15%
42%
43%
21%
50%
29%
28%
22%
50%
18%
56%
26%
17%
57%
26%
32%
45%
23%
Neutral (3,4)
Does not Describe (1,2)
Base: Total respondents providing an answer
¾Q39. To what extent would you say the following characteristics describe you personally? Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Personal Characteristics - Activity
z
All segments agreed that “enjoys the outdoors” was the primary personality
characteristic of the options given.
–
–
Of the segments, Athletics were most likely to describe themselves as “willing to try
something new,” “adventurous,” and “outgoing.”
Of the other activity segments, Water-Bugs were most likely cite “enjoys the arts” as
their personality trait.
Agreement with Personal Characteristics
Base: Those providing a rating of 5 or 6, “Agree”
Enjoys the outdoors
Willing to try something
new
Adventurous
Creative
Outgoing
Enjoys new technology
Enjoys the Arts
Quiet
Athletic
Sophisticated
Cautious
Expensive taste
131
WaterBugs
(n=51)
88%
Athletics
(n=68)
85%
Skiers
(n=84)
79%
Relaxers
(n=476)
73%
SightSeers
(n=368)
73%
Historians
(n=236)
69%
65%
77%
68%
63%
69%
68%
63%
47%
47%
43%
57%
31%
28%
37%
28%
29%
72%
49%
59%
52%
46%
22%
49%
32%
25%
31%
64%
38%
45%
42%
33%
21%
51%
36%
16%
23%
49%
47%
44%
42%
44%
29%
25%
27%
25%
24%
52%
46%
41%
42%
39%
31%
24%
20%
31%
19%
44%
50%
44%
40%
44%
30%
24%
25%
22%
22%
Base: Total respondents
¾Q39. To what extent would you say the following characteristics describe you personally? Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Personal Characteristics - Season
z
z
Most seasonal visitors would primarily describe themselves as a person who
enjoys the outdoors.
Spring visitors primarily describe themselves as “willing to try something new.”
–
Winter visitors are more likely than other seasonal visitors to describe themselves as
“outgoing.”
Agreement with Personal Characteristics
Base: Those providing a rating of 5 or 6, “Agree”
132
Winter
(n=193)
Spring
(n=35*)
Summer
(n=386)
Fall
(n=581)
Enjoys the outdoors
72%
69%
78%
71%
Willing to try something new
Adventurous
67%
55%
71%
54%
65%
47%
69%
53%
Creative
45%
54%
48%
46%
Outgoing
52%
40%
42%
43%
Enjoys new technology
45%
37%
42%
41%
Enjoys the Arts
Quiet
42%
46%
43%
41%
Athletic
22%
36%
31%
23%
32%
26%
30%
25%
Sophisticated
35%
37%
24%
23%
Cautious
17%
26%
27%
26%
Expensive taste
22%
20%
20%
25%
Base: Total respondents
¾Q39. To what extent would you say the following characteristics describe you personally? Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Personal Characteristics - Visits
z
Visitors agree that they “enjoy the outdoors,” yet those visiting
on an annual or bi-annual basis were least likely to describe
themselves as “adventurous.”
Agreement with Personal Characteristics
Base: Those providing a rating of 5 or 6, “Agree”
Just
<1/year to
once
1/year
2 to 4/year
(n=390)
(n=291)
(n=217)
Enjoys the outdoors
Willing to try something new
Adventurous
Creative
Outgoing
Enjoys new technology
Enjoys the Arts
Quiet
Athletic
Sophisticated
Cautious
Expensive taste
133
72%
69%
52%
47%
43%
40%
39%
27%
24%
23%
26%
23%
70%
64%
44%
45%
41%
41%
44%
30%
25%
22%
24%
20%
77%
68%
58%
47%
46%
49%
47%
32%
29%
26%
29%
24%
5 +/ year
(n=384)
76%
66%
53%
47%
47%
42%
42%
29%
32%
31%
25%
23%
Base: Total respondents
¾Q39. To what extent would you say the following characteristics describe you personally? Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profiles
134
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profiles versus 2000 Census Data
z
Based on a comparison with 2000 Census Data:
–
Age:
z
–
Marital Status:
z
–
Vermont Visitor respondents were more likely to have attained a 4 year
degree (26% vs. 14%) or some graduate to a graduate degree than the
national average (32% vs. 8%).
Income:
z
135
The percentage of respondents who are married/partnered exceed the
national census figures (81% vs. 55%).
Education
z
–
Respondents between the ages of 45 and 64 were over-represented in
this study compared to national figures (56% vs. 30%).
Respondents reporting a household income of less than $40,000 was
well below the national census figures (7% vs. 47%).
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile and 2000 Census Data
Age
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and Older
Refused
Marital Status
Single
Married/partnered
Previously married
Widowed
Separated
Refused
Children in Household
Under 6 years old
Between 6 and 12 years old
Between 6 and 13 years old
Between 13 and 18 years old
Between 14 and 17 years old
Education
Less than high school
High school
Some college to Two year degree
Four year degree
Some graduate to graduate degree
Refused
136
Total
(n=1283)
1%
9%
18%
30%
26%
9%
7%
(n=1283)
10%
81%
7%
1%
-1%
(n=322)
24%
45%
-52%
22%
(n=1283)
<1%
9%
30%
26%
32%
3%
2000 Census Total
(N=205,118,518)
13%
19%
22%
18%
12%
15%
-(N=226,379,374)
26%
55%
10%
7%
2%
-(N=64,565,572)
31%
-47%
-22%
(N=209,279,149)
20%
29%
29%
14%
8%
--
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile and 2000 Census Data
Employment Status
Full-time
Part-time
Retired
Stay at home
Unemployed
Other
Refused
Income
Less than $40,000
$40,000 to less than $70,000
$40,000 to less than $75,000
$70,000 to less than $100,000
$75,000 to less than $100,000
$100,000 to less than $150,000
$150,000 or more
Refused
137
Total
(n=1283)
61%
19%
9%
4%
1%
3%
4%
(n=1283)
7%
22%
-21%
-19%
10%
21%
2000 Census Total
(N=217,168,077)
55%
15%
--4%
26%
-(N=105,539,122)
47%
-30%
-10%
8%
4%
--
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile – Activity
Age
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and Older
Refused
Marital Status
Single
Married/partnered
Previously married
Widowed
Refused
Children in Household
Under 6 years old
Between 6 and 12 years old
Between 13 and 18 years old
Education
Less than high school
High school
Some college to Two year degree
Four year degree
Some graduate to graduate degree
Refused
138
*Caution, small base size (n<50); use for directional purposes only.
Sight-Seers
(n=368)
<1%
11%
20%
29%
27%
5%
7%
(n=368)
9%
83%
6%
1%
1%
(n=95)
25%
46%
51%
(n=368)
-10%
30%
30%
27%
2%
Historians
(n=236)
-7%
16%
26%
36%
12%
3%
(n=236)
9%
82%
5%
2%
2%
(n=37*)
30%
41%
57%
(n=236)
<1%
10%
30%
23%
34%
3%
WaterBugs
(n=51)
2%
4%
18%
25%
25%
16%
10%
(n=51)
4%
84%
8%
4%
-(n=15*)
20%
40%
33%
(n=51)
-6%
29%
24%
31%
10%
Relaxers
(n=476)
1%
8%
15%
32%
24%
10%
10%
(n=476)
11%
79%
7%
2%
1%
(n=114)
20%
40%
60%
(n=476)
<1%
8%
31%
25%
33%
2%
Skiers
(n=84)
-16%
26%
33%
14%
4%
7%
(n=84)
12%
75%
12%
<1%
-(n=34*)
27%
59%
35%
(n=84)
-6%
20%
27%
43%
4%
Athletics
(n=68)
3%
4%
29%
34%
16%
7%
6%
(n=68)
12%
82%
4%
2%
-(n=27*)
26%
56%
48%
(n=68)
-6%
29%
28%
35%
2%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile - Activity
Employment Status
Full-time
Part-time
Retired
Stay at home
Unemployed
Other
Refused
Income
Less than $40,000
$40,000 to less than $70,000
$70,000 to less than $100,000
$100,000 to less than $150,000
$150,000 or more
Refused
139
Sight-Seers
(n=368)
64%
8%
18%
4%
1%
3%
2%
(n=368)
5%
25%
22%
20%
10%
18%
Historians
(n=236)
59%
12%
19%
4%
<1%
2%
4%
(n=236)
6%
26%
20%
20%
7%
21%
Water-Bugs
(n=51)
49%
12%
25%
4%
--10%
(n=51)
10%
20%
29%
18%
8%
15%
Relaxers
(n=476)
58%
9%
22%
4%
<1%
3%
4%
(n=476)
9%
21%
21%
17%
8%
24%
Skiers
(n=84)
79%
8%
2%
2%
-4%
5%
(n=84)
4%
16%
21%
21%
17%
21%
Athletics
(n=68)
68%
7%
15%
4%
1%
3%
2%
(n=68)
6%
13%
25%
27%
19%
10%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile – Season
Age
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and Older
Refused
Marital Status
Single
Married/partnered
Previously married
Widowed
Refused
Children in Household
Under 6 years old
Between 6 and 12 years old
Between 13 and 18 years old
Education
Less than high school
High school
Some college to Two year degree
Four year degree
Some graduate to graduate degree
Refused
140
*Caution, small base size (n<50); use for directional purposes only.
Winter
(n=193)
2%
14%
22%
33%
19%
4%
6%
(n=193)
14%
75%
9%
1%
1%
(n=78)
33%
44%
47%
(n=193)
<1%
6%
27%
24%
41%
2%
Spring
(n=35*)
-6%
11%
26%
46%
6%
5%
(n=35*)
14%
80
3%
-3%
(n=8*)
25%
63%
75%
(n=35*)
-9%
40%
26%
23%
3%
Summer
(n=386)
-8%
22%
32%
23%
9%
6%
(n=386)
7%
85%
6%
1%
1%
(n=118)
23%
54%
47%
(n=386)
<1%
9%
28%
25%
34%
3%
Fall
(n=581)
<1%
8%
15%
27%
30%
11%
8%
(n=581)
9%
82%
7%
2%
<1%
(n=93)
17%
37%
59%
(n=581)
<1
10%
32%
27%
29%
2%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile - Season
Employment Status
Full-time
Part-time
Retired
Stay at home
Unemployed
Other
Refused
Income
Less than $40,000
$40,000 to less than $70,000
$70,000 to less than $100,000
$100,000 to less than $150,000
$150,000 or more
Refused
141
*Caution, small base size (n<50); use for directional purposes only.
Winter
(n=193)
66%
11%
6%
7%
1%
4%
5%
(n=193)
9%
18%
19%
22%
14%
18%
Spring
(n=35*)
66%
5%
14%
9%
--6%
(n=35*)
6%
23%
23%
20%
6%
22%
Summer
(n=386)
59%
10%
17%
5%
1%
3%
5%
(n=386)
6%
26%
19%
19%
9%
21%
Fall
(n=581)
60%
8%
25%
1%
1%
2%
3%
(n=581)
7%
22%
22%
19%
9%
21%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile - Visits
Age
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 and Older
Refused
Marital Status
Single
Married/partnered
Previously married
Widowed
Refused
Children in Household
Under 6 years old
Between 6 and 12 years old
Between 13 and 18 years old
Education
Less than high school
High school
Some college to Two year degree
Four year degree
Some graduate to graduate degree
Refused
142
Once ever <1/year to 1/year 2 to 4/year
(n=390)
(n=291)
(n=217)
<1%
2%
1%
9%
6%
9%
20%
19%
17%
27%
30%
25%
28%
27%
29%
8%
10%
10%
7%
7%
9%
(n=390)
(n=291)
(n=217)
9%
12%
7%
83%
79%
83%
5%
7%
9%
1%
1%
1%
-2%
1%
(n=92)
(n=70)
(n=55)
28%
17%
33%
48%
47%
40%
51%
50%
46%
(n=390)
(n=291)
(n=217)
-<1%
-10%
6%
12%
29%
30%
29%
29%
27%
22%
29%
34%
34%
3%
3%
3%
5+/year
(n=384)
<1%
10%
17%
37%
22%
7%
7%
(n=384)
11%
80%
6%
2%
1%
(n=105)
20%
45%
57%
(n=384)
<1%
8%
31%
26%
33%
2%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
Respondent Profile- Visits
Employment Status
Full-time
Part-time
Retired
Stay at home
Unemployed
Other
Refused
Income
Less than $40,000
$40,000 to less than $70,000
$70,000 to less than $100,000
$100,000 to less than $150,000
$150,000 or more
Refused
143
Once ever <1/year to 1/year 2 to 4/year
(n=390)
(n=291)
(n=217)
62%
7%
20%
4%
1%
2%
4%
(n=390)
6%
26%
21%
17%
11%
19%
56%
12%
23%
2%
<1%
2%
4%
(n=291)
6%
20%
17%
24%
10%
23%
64%
9%
18%
3%
-2%
5%
(n=217)
6%
20%
25%
16%
11%
22%
5+/year
(n=384)
64%
9%
14%
5%
1%
3%
4%
(n=384)
8%
20%
23%
20%
8%
21%
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007
For More Information
Bruce M. Lockwood
President
Portland Research Group
Portland, Maine
207.874.2077 ext. 103
[email protected]
144
Portland Research Group, EPR/VDTM VT Visitor Profiling, September 2007