TNS Presentation Template

1
VisitTucson.org Website Evaluation October 7,
2008
2
Study Design Intercept website users when they
land on the homepage to participate in an online
survey from MarchMay 2008, N1,301. Later
re-contact them with a follow-up survey in August
2008, N270.
3
Website Return-on-Investment (ROI)Number of
tourism dollars each website dollar reaches
4
ROI InputTravel users and conversion

• 75 of users are considering or planning a trip
• 54 of users later visited Tucson
• 95,000 monthly unique visitors X 54 51,300
  Tucson Visitors

Users in this report do not include travel
industry and media related visitors (19 of the
sample). N1,160 (Enter survey), Q2 Do you or
someone in your household work full or part-time
in any of the following types of businesses or
occupations? Airline, train, rental car, cruise,
or bus (3) An employee of this website or an
organization directly related to this website
(0) Convention, conference, or meeting planning
(3) Hospitality, such as hotel, motel, bed
breakfast, or timeshare (5) Market research
(2) Press or public relations (4) Travel
agency or tour group (2) Website design or
advertising (3) Other travel-related business
or occupation (3) None of the above (81).
95,000 monthly unique visits based on MTCVBs
monthly estimates from Google Analytics. N939
(Enter survey), Q10 Other purpose comprises of
To learn about the latest news or weather in
Tucson (6) No specific reason, simply curious
about Tucson (7) Someone recommended it and I
thought Id take a look (2) None of the above
(12). 54 of all follow-up survey
participants later visited Tucson (based on N270
who answered Q1 in the Aug. 8-Aug. 25 survey
they originally participated in the Mar 12-May 18
website intercept study).
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ROI InputValue of likely visitors and actual
visitors

• 1,743 is likely visitors estimated average
  budget
• 1,270 was later spent in Tucson on average
• 51,300 visitors X 1,270 65 million spent in
  Tucson

Likely Budget Actual Spend
Lodging 512 421
Food/Beverage/Dining (excluding groceries) 346 278
Shopping/Gifts/Souvenirs 201 203
Transportation (excluding parking) within Tucson 137 114
Entertainment (excluding gaming)/Admissions 147 82
Groceries 70 63
Amenities (golf fees, spa, health club, etc.) 187 49
Other 73 34
Casino/Gaming 61 21
Parking 9 5
Total 1,743 1,270
N463 (Enter Survey and Likely Visitors, mean
average includes 0), Q27 Approximately, how much
would you and your personal travel party likely
spend in Tucson for your potential upcoming
vacation or leisure trip/combined business or
leisure trip/business trip? Actual Spend
calculated among users who took follow-up
conversion survey and answered Q11 N125.
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ROIWhen spending will likely occur

• Three quarters of potential spending will
  likely occur within 3 months
• Visitors traveled to Tucson within 1.6 months on
  average

N463 (Enter Survey and Likely Visitors), Q28
When will you likely go to Tucson for your
potential upcoming vacation or leisure
trip/combined business and leisure trip/business
trip?
7
Source of Visitors

• One in five Tucson visitors are from AZ

N145 users who later visited Tucson according to
the follow-up survey.
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VisitTucson.orgs PerformanceDid you find
everything on this website that you were looking
for?

• Large majority found what they were looking for

N141 (Exit Survey and Travel users), Q7 Did you
find everything on this website that you were
looking for?
9
VisitTucson.orgs Importance in RetrospectHow
important was Tucsons website for your most
recent trip there?

• VisitTucson.org was very important for majority
  of recent Tucson visitors

N139 Follow-up survey Q5
10
Website Effectiveness
Positive impact the site has on likelihood of
visiting the destination
11
Website PerformanceUsers who have experienced
the site

• The majority strongly feel the site is easy to
  use, presents a good impression and sense of
  Tucson, has good contact info., provides an
  enjoyable experience

N141 (Exit Survey and Travel Users), Q22 How
much do you agree or disagree with the following
statements regarding this website? (10Agree
Completely 1Disagree Completely)
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Website Usage Past Trips to Destination
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of Leisure Visits to Tucson

• Majority of site users have not visited Tucson

N463 (Enter Survey and Likely Visitors), Q31
How many trips have you ever had in Tucson for a
vacation or leisure trip?
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Site Usage

• Vast majority of site visitors are first-time
  users

N463 (Enter Survey and Likely Visitors), Q3 Is
this your first visit to this website?
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How They Heard About VisitTucson.org

• Search engines are key for discovering the site

N463 (Enter Survey and Likely Visitors), Q21
How did you hear about this website?
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Other Sources for the Trip

• Other destination websites and printed materials
  will likely be used by 1/3rd

N463 (Enter Survey and Likely Visitors), Q6
What other sources, if any, have you used or
intend to use for this purpose?
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Motivations for Visiting Destination and Primary
Activities
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Motivations for Visiting TucsonTop Tier

• Users are drawn to the climate, beautiful
  scenery, to experience new things
• Over 1 in 4 have been to Tucson before and want
  to return

N463 (Enter Survey and Likely Visitors), Q29
What contributes to your desire to go to Tucson
for a vacation or leisure trip/combined business
and leisure trip/business trip?
19
Primary Leisure ActivitiesTop Tier

• Leisurely outdoor activities are the most popular
  activities
• Shopping, historic sites, and museums are also
  popular

N463 (Enter Survey and Likely Visitors), Q30
Which of the following activities would you
choose on a vacation or leisure trip/Combined
business and leisure trip/business trip as your
primary leisure activities?
20
Primary Leisure ActivitiesSecond Tier

• Nearly 1 in 4 are looking for time sensitive
  special events/festivals
• At least 1 in 5 will likely visit friends/family

N463 (Enter Survey and Likely Visitors), Q30
Which of the following activities would you
choose on a vacation or leisure trip/Combined
business and leisure trip/business trip as your
primary leisure activities?
21
Travel Plans and User Profile
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Modes of Transportation To Within Tucson

• Majority will travel by airplane
• Nearly all visitors will drive a car

N463 (Enter Survey and Likely Visitors), Q23
Please indicate all modes of transportation that
you will likely use on your potential upcoming
vacation or leisure trip/Combined business and
leisure trip/business trip to and within Tucson.
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Accommodations

• Large majority will stay at a hotel/ motel, while
  over 1 in 4 will stay at a resort

N441 (Enter Survey, Likely Visitors, and staying
overnight), Q26 You just indicated that you
might stay overnight in Tucson for your potential
upcoming vacation or leisure trip/Combined
business and leisure trip/business trip. Please
specify the accommodations you will likely stay
at during the trip?
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Household Income

• Large majority of site users earn over the
  average household income (gt50K)
• Site users earn much more than average visitors
  to Arizona

N336 (Enter Survey, Likely Visitors, and
answered question), Q39 Which of the following
categories best describes your households yearly
income before taxes?
25
Age

• Baby-boomers comprise the majority of users

N429 (Enter Survey, Likely Visitors, and
answered question), Q35 What is your age?
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Gender

• Majority of site visitors are Female

N447 (Enter Survey, Likely Visitors, and
answered question), Q36 What is your gender?