Kansas Travel

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Kansas Travel Tourism2004 Consumer Research
Overview
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• Advertising/Conversion Study
• Central Region Traveler Profile
• Consumer Image Survey
• Consumer/Travel Trends
• Qualitative Research
• Opportunities

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Advertising/Conversion Study
Base 500 households who requested Kansas travel
information in 2003 240 visitors
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Incidence of Travel to Kansas
Approximately half (48) of those who requested
Kansas travel information in 2003 subsequently
visited the state.
Q5. During 2003, on how many different occasions
did you take a vacation or pleasure trip in
Kansas? (Base 500)
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Reasons for Not Visiting Kansas
Q6a. Why did you not visit Kansas during 2003?
(Base 260)
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Where Visited Instead of Kansas
Q6b. Where did you go instead of Kansas?
(Base39)
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Reasons for Choosing Other Destination
Q6b. What influenced your decision to go to
(other destination)? (Base39)
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Primary Destination of Visitors Passing Through
Q9d. What state was your main or primary
destination? (Base151)
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Towns/Cities Visited
Q9b. What towns, cities or places did you visit?
(Base240) Johnson County Lenexa,
Olathe, Overland Park, Shawnee
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Purpose of Visit
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Activities - Participated
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Activities - Most Enjoyed
Age 55 - 42
High school or less - 17
Income 50K - 16
Income 50K - 13
Income 50K - 11
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Image of Kansas
Male - 30 Female - 19
Male - 10 Female - 16
Male - 13 Female - 7
Age 18-34 - 10
Age 18-34 - 10
Age 18-34 - 10
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Vacation Attributes - Importance
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Vacation Attributes - Importance vs. Kansas Rating
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Vacation Attributes - Importance vs. Kansas Rating
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Age of Respondent
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Household Income
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Education
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Children in Household
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Central Region Traveler Profile
Base Travelers who live in central region of
U.S.MT, WY, CO, NM, ND, SD, NE, KS, OK, TX, MN,
WI, IA, IL, MO, AR, IN
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(No Transcript)
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Leisure Activities
Average 100
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Television
Region Population
1
1
14
1
3
1
2
2
10
4
9
1
Average 100
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Radio
Region Population
17
1
5
2
3
9
Average 100
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Magazine
Region Population
2
5
2
3
3
3
3
8
4
5
6
3
3
1
Average 100
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Consumer Image Survey
Base Natl sample of 502 U.S. Households
(adults 18) 157 prospective visitors
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Kansas Experience
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Likelihood to Visit Kansas
Prospects very/somewhat likely to visit
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Reasons Would Not Visit Kansas
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Reasons Would Visit Kansas
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Personal Characteristics
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Personal Characteristics




Statistically significant difference
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What Find Most Stressful
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What Find Most Stressful
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Leisure Activities
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Leisure Activities
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Travel Information Resources



Statistically significant difference
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Vacation Destination - Important Attributes





Statistically significant difference
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Kansas - Attribute Delivery vs. Importance
(Prospects)




Attributes of above-average importance to
Prospects
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Kansas Image - What Comes to Mind
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Kansas Image - Personality
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Kansas Image - Overall
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Age of Respondent

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Household Income


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Education
47
Marital Status Presence of Children
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Consumer/Travel Trends
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• Travel spending expected to continue to improve
  in 2005, surpassing record level set in 2000
• Travelers spending more, motivated by enhanced
  desire to unwind (pent-up demand)
• Vacationers emboldened by improving economy and
  defiant determination to get away, despite
  terrorism, world unrest - but still want to be
  safe
• They need to get out!

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• History/Culture
• More than half of travelers include cultural,
  arts, historic or heritage activities/events
  while on vacation
• Agri-Tourism
• City Slicker Syndrome - Take kids to corn maze,
  or live the life of a farmer for a week
• Geo-Tourism
• Desire for preserved natural, historic, cultural
  sites - Value outstanding scenery
• Authenticity!!

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• Family Travel
• Togethering - people have turned to
  family/friends for comfort
• 80 travel w/ extended family or friends
• Grandtravel - Boomers hitting the road w/
  grandkids

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• Consumer Wants/Needs
• Relaxation
• Time w/ family
• Historic, cultural activities
• Unusual/unique - sense of truly getting away
• Experiential vs. observational
• Safety
• Consumer Values
• Authenticity
• Preservation

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Opportunities
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Kansas Travel Inquirers (Ad/Conversion Study)
Important Attributes Friendly
Beautiful countryside Restful, relaxing
Historic attractions Unique experience
Wide-open
Kansas Attributes Wide-open
Friendly Beautiful
countryside Restful, relaxing
Historic attractions Western/pioneer
Agricultural sites
Kansas Travel Prospects (Consumer Image Survey)
Important Attributes Safe
Friendly Good value
Restful, relaxing Beautiful
countryside Unique experience
Kansas Attributes Wide-open
Friendly Beautiful
countryside Safe
Restful, relaxing Agricultural

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Qualitative Summary
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Before visiting Kansas

• Flat
• Empty
• Unsophisticated
• Agriculture
• Open fields
• Not interesting
• Small towns
• Prairie
• Comfortable
• Wholesome
• Golden wheat fields
• Dry, hot
• Nothing to do

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After visiting Kansas

• Perception changed for the better, but not
  dramatically so
• More green, more interesting, more rolling hills
• Landscape evocative and richer than people
  understand
• Either the state has not capitalized on its
  strengths, or
• There truly is not a lot to do here from a travel
  perspective

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If you havent seen Kansas, you havent seen
America Garrison Keillor

• Kansas is middle-America, part of the Midwest,
  the Heartland, nondescript, except that
• Theres something special, hard to put finger
  ona spirit
• Call it American roots, reality, heart, or the
  way we pretend we are, Kansas has real strengths
  that most people dont know about.

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Opportunities

• Ecotourism
• Flint Hills (make accessible for
  hiking/exploring)
• Artist communities (especially Lawrence)
• Western experiences
• History (especially firsts e.g. a Civil
  Rights museum)
• Frontier

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What Consumers Want
Relaxing
Authentic
Unique
Experiential
Safe
Preservation
Beautiful
Value
Friendly
Trends
History/Culture
Agri-Tourism
Geo-Tourism
Family Travel
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity
Opportunity