2017 brand perception research - upstate business...
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H2R Market Research
1717 E Republic Road, Suite C
Springfield, MO 65804
417.877.7808
@H2RMktResearch
Re eal Your Custo er’s Full E perie e
Spartanburg
2017 Brand Perception Research
Delivered September 2017
2
Project Overview
TARGET AUDIENCE
The Spartanburg Brand Perception Research was conducted among a professionally managed panel of
t a ele s li i g i Spa ta u g’s ta get a kets of Chatta ooga, K o ille, Raleigh/Du ha a d all othe s within a radius of 500 miles surrounding Spartanburg. Respondents were screened to ensure they were
leisure travelers and household decision makers regarding travel.
SAMPLE
A total of 800 travelers were interviewed for this study, providing for a maximum margin of error of +/-3.5%
at a 95% confidence interval—considered very good by industry standards.
PURPOSE
The purpose of conducting the Spartanburg Brand Perception Research was to provide decision makers
ith a easu e of ho egio al t a ele s ie Spa ta u g’s a d as a leisu e desti atio a d p o ide insight into how it compares to its own historical average and other destinations in its competitive set.
Contents
+ Aided Awareness
+ Unaided Awareness
+ Market Penetration
+ Positive Opinion
+ Visitor Growth Index
+ Conversion Rate
+ Intent to Visit
+ Brand Description
+ Brand Characteristics
+ Importance in Decision to Visit
+ Brand Attributes
+ Brand Map
+ First Consideration
+ Change in Perception
+ Positive Opinion
+ Differentiators
+ Net Promoter Score
+ Desirable Attributes
+ Travel Activities
+ Sources Most Likely to Use
+ Advertising Recall
+ Brand Statement Ratings
+ Impact of Brand Statements
+ Website Visitation
+ Reason for Visiting Website
+ Visitation
+ Primary Purpose of Visit
+ Spent the Night
+ Accommodations
+ Activity Participation
+ Functional Drivers
+ Travel Spending
+ Month of Visit
+ Reasons for Not Visiting
+ Stated vs. Derived Hurdles
+ Demographics
Brand PersonalityBrand Health Brand Equity Brand Positioning Spartanburg Visitation
02 03 04 0501
Pages 15-23 Pages 24-31 Pages 32-36 Pages 37 – 44 Pages 45 – 57
EXECUTIVE SUMMARYPages 5-14
APPENDIXPages 58-67
4
A Few Notable Changes
▪ This ea a fe ha ges e e ade to Spa ta u g’s B a d Stud that the eade should e made aware of. The questionnaire used to measure the Spartanburg Brand was updated this year, some questions had their wording changed and some questions and/or their closed-ended options were added/deleted in an effort to keep the study and its findings relevant for decision makers.
▪ Likewise, the target trade area changed somewhat this year. Three specific feeder markets/DMAs were oversampled in order to provide decision makers with valid insights in markets where marketing campaigns are most likely to target. And, while the sample increased from 500n to 800n to accommodate these additions, the overarching dispersion of respondents across the region was slightly different.
▪ While such changes are necessary for keeping the study as actionable as possible, it does hinder any apples-to-apples o pa iso s to p io ea s’ esults. To i i ize those o e s, the esults i this de k use Spa ta u g’s histo i al a e ages fo o te tual o pa iso s.
Executive Summary
6
Key Findings
▪ Spa ta u g’s aided a d a a e ess % i p o ed o e its % histo i al a e age.
▪ Growth potential, otherwise known as the Visitor Growth Indicator (VGI), in Spartanburg (765) is remarkably strong relative to other regional destinations (324).
▪ Market differentiators relative to other regional competitors of similar size and scope have improved markedly.
▪ Ad e tisi g a a e ess % e ai s slightl highe tha Spa ta u g’s histo i al le el of ad awareness (11%).
▪ But, conversion (13%) remains comparatively low.
▪ Ne i sights i to t a ele s’ e otio al a d fu tio al d i e s, alo g ith i fo atio o the desti atio ’s opti al a d positio i g, a help d i e i e e tal isitatio i the future.
7
▪ Improved Brand Awareness. Spa ta u g’s a d as a travel destination has stronger levels of aided familiarity in 2017 than it had in previous studies. Aided awareness (76%) is oti ea l st o ge tha Spa ta u g’s histo i al a e age (67%) despite the fact that, as noted in the past, Spartanburg is not necessarily one of the first places that comes to mind as a leisure destination in the South.
▪ Market Potential Holding Steady. Spa ta u g’s a ket sha e a d a ket pote tial held stead i this ea ’s evaluation. Overall, 38% of the traveler household population within a 500 mile radius are included in Spa ta u g’s p i a ta get a ket i tue of ei g a recent visitor, past visitor or considerer.
▪ Visitor Growth Indicator (VGI) is Remarkably Strong. VGI is a metric originally coined by McKinsey that measures a
a d’s oppo tu it fo g o th. It is a assess e t tool that e plo es Spa ta u g’s a ket pote tial of o side e s (19%) relative to its market share of recent visitors (5%) to al ulate a i de . B o pa iso , Spa ta u g’s VGI is ea l . X the size of H R’s P op ieta I dust No
(H2R Norm) for regional destinations across the country (324). This means that Spartanburg has considerable opportunity for growth relative to markets its size.
Brand Health Improved
7
8
▪ Conversion Rates Remain Comparatively Low. While the opportunity for growth is substantial, recent conversion based upon market share is comparatively low. Over the past three years, Spartanburg has converted 13% of its market potential into visitors. This is comparable to the H2R Norm for international destinations (16%) but lower compared to other regional destinations (31%). Similarly, Spa ta u g’s i te t to isit a e aged % this ea , down slightly from its historical average (26%).
▪ Brand Characteristics are Strong. The adjectives most associated with Spartanburg among regional travelers include Friendly/Welcoming, Relevantly Southern, Down to Earth and Traditional. All of these are very similar to Spa ta u g’s histo i al a e age ith the e eptio of Relevantly Southern replacing Fun/Entertaining in the top five.
Conversion Rates Stall
8
9
▪ Emotional Drivers. The motivators or emotional drivers most likely to cause people to get off the sofa and visit Spartanburg revolve around the fact that Spartanburg provides activities that everyone in the family/party can enjoy doing together, it offers new exhibits or experiences travelers have not seen before and a desire to ake e o ies ith o e’s fa il .
▪ Functional Drivers. Conversely, the functional drivers or features that inspire Spartanburg visitors to travel to the area are led by its Shopping Environment, Historic Sites, Outdoor Adventure and Arts & Cultural Activities.
▪ Strengths & Concerns. Spa ta u g’s p i a st e gths include its easy access to area attractions, wholesome family fun as well as the hospitality and friendliness of the people. However, there are also a few areas of concern that include the quality of restaurants and nightlife as well as the unappealing distance some visitors may have to drive in order to visit.
Shopping & History are Strong Drivers
9
10
▪ Market Buzz Moving in Right Direction. The good news is that more than one-quarter of regional travelers say they have heard people talking about the market often/very often and the nature of those conversations (favorable vs. less favorable) resulted in a +15% net favorability rating. Hence, people are talking about Spartanburg in a positive manner.
▪ Differentiators are Improving. The results of this study indicate that relative to key regional competitors, Spartanburg is most differentiated by its appealing historic sites & museums, being a sports destination and its craft beer/spirits & distilleries. Compared apples-to-apples to competitive markets, Spartanburg is more differentiated across these lines than it has been in the past.
▪ Travel Planning Sources. Regional travelers say that when searching for inspiration on new places to visit they are most likely to listen to recommendations from friends/family, conduct online searches, visit travel review sites, review top 10 lists or surf destination websites.
Spartanburg Increasingly Differentiated
10
11
▪ Ad Awareness Improved Slightly. After showing all t a el espo de ts a sa pli g of Spa ta u g’s ads, 12% indicated they recalled seeing these ads in the past. This is up slightly from the 11% in the historical average and ran much higher in Raleigh/Durham (15%) and Knoxville (13%) than ad awareness did elsewhere.
▪ History, Food & Fun is Optimal Market Position.Given a variety of choices, travel respondents indicated that the most appealing brand position for Spartanburg is History, Food & Fun. And, 68% of travelers indicated it was the one that would be most likely to persuade them to visit Spartanburg—topping the second place finisher (Spartanburg for Outdoors, 28%) by a significant margin. Spartanburg. Revolutionary. ranked last at 17%. History, Food & Fun was also the preferred market position in the last brand study conducted.
History, Food & Fun Tops Positions
11
12
Thoughts to Consider
▪ Beef Up Ad Budget. Spa ta u g’s VGI is uite la ge a d a keti g ROI as e elle t last year. However, both assisted ad awareness and conversion rates remain comparatively low. Stronger reach is needed, but this will likely require the investment of additional marketing funds.
▪ Test advertising. VGI results show that Spartanburg has a strong propensity for growth. However, the conversion rate is below average for regional destinations. Testing Spa ta u g’s ad e tise e ts to e su e the essages eso ate a d ulti atel i spi e visitation is critical.
▪ Fish Where the Fish are Biting. Given limited marketing budgets, it is always wise for regional travel destinations to fish where the fish are biting—aka, pick the lowest hanging fruit first by marketing in those areas and among those niches most likely to convert—markets closest to Spartanburg, etc.
13
Thoughts to Consider.
▪ Leverage Brand Ambassadors. Th ee i te of Spa ta u g’s past isito s i di ated the are Brand Promotors willing to recommend the destination. It may be worth targeting online social promotions designed to encourage that type of organic promotion through sha es, fo a ds, follo s, he k i s a d Likes .
▪ Consider Interviewing Non-Visitors. A key derived hurdle for not visiting Spartanburg was a bad experience in the past. In order to keep from repeating any mistakes that may have lead to theses bad experiences, Spartanburg should consider interviewing non-visitors in the future to determine what those experiences were.
▪ Highlighting History is key. It is clear that history is a large part of the Spartanburg brand. Historic Sites & Museums is a key differentiator among competitors and has remained a key functional driver for travelers. The brand position results confirmed that highlighting histo i Spa ta u g’s a d ill e ost i flue tial fo t a ele s.
14
Future Research Considerations
Halo Effect Website
Functionality
Marketing & Media
Effectiveness
Ad Testing
Measures the residual impact
that advertising has upon the
arket’s per eptio of Spartanburg as a place to live and
do business.
Evaluates the extent to which the
desti atio ’s e site deli ers upo tra eler expectations, e.g. right content, navigation,
speeding page loads, photos, etc.
Measures the incremental impact generated
the desti atio ’s tra el arketi g a d provides a projection of campaign efficiency
and effectiveness.
Determines which creative execution
(finished film, animatic, script, etc.)
best resonates with consumers,
delivers the intended message and
would generate incremental visitation.
Brand Health
+ This se tio e plores Sparta urg’s ra d a are ess, isitatio , o ersio , retention, positive opinion, intent to visit and Net Promoter Score for a
measurement of the current health of the brand.
01
16
Spa ta u g’s aided a d fa ilia it is high a d i p o ed this ea f o its historical average. Its familiarity is driven primarily by Knoxville and Raleigh/Durham residents.
74%
83%
78%
69%
67%
Chattanooga Residents
Knoxville Residents
Raleigh/Durham
Residents
Regional (w/in 500
miles) Residents
Historical Average*
Aided Awareness by Market
Q8: Please indicate your awareness and prior visitation of the following destinations.
*There were not apples-to-apples comparisons to 2014; therefore, a historical
average was used for context. RESPONDENT BASE: ALL RESPONDENTS | N=800
76%
Aided Brand Awareness
Historical
Average*:
67%
17
Unaided brand awareness, of course, is a different story. Gatlinburg and the Smoky Mountains reign as the top destinations regional travelers are most likely to consider for leisure travel.
7.2%
5.4%
4.4%
4.4%
3.9%
3.8%
3.6%
3.4%
2.8%
2.5%
Gatlinburg, TN
Mountains/Smoky Mountains
the Beach
Nashville, TN
Myrtle Beach, SC
Atlanta, GA
Pigeon Forge, TN
Asheville, NC
Florida
New York
Top of Mind Destinations (Unaided)
Q7: When you think of overnight or weekend getaways,
which destinations first come to mind? RESPONDENT BASE: ALL RESPONDENTS | N=800
Top of Mind Destinations (Unaided)
18
More than 4 in 10 travelers have a positive opinion of Spartanburg, with more than half of Knoxville residents seeing the area in a positive light.
42%
% Somewhat/Very Positive Opinion
of Spartanburg
Q9: Please indicate to what degree your opinion of these destinations is
positive or negative. (5-pt. scale) RESPONDENT BASE: RESPONDENTS
FAMILIAR WITH SPARTANBURG | N=607
35%
51%
37%
44%
46%
Chattanooga Residents
Knoxville Residents
Raleigh/Durham
Residents
Regional (w/in 500
miles) Residents
Historical Average
Positive Opinion by Market
Historical
Average:
46%
19
Spa ta u g’s o e all a ket pote tial* i ludes % of the egio al population, on par with the historical average.
Q8: Please indicate your awareness and prior visitation of the following destinations.
*Market Potential is the combination of Considerers, Lapsed Visitors and Recent
Visitors to the Spartanburg area. RESPONDENT BASE: ALL RESPONDENTS | N=800
19%
14%
5%
Considered Visiting,
Never Have
Visited More than 2
Years Ago
Visited in Past 2 Years
Overall Market Potential – 38%
17%
21%
21%
19%
20%
13%
19%
14%
10%
13%
4%
8%
5%
4%
6%
Chattanooga
Residents
Knoxville Residents
Raleigh/Durham
Residents
Regional (w/in 500
miles) Residents
Historical Average
Market Potential by Market
34%
48%
40%
33%
39%
20
International
Norm
645
Overall
Norm**
355
380Nationwide
Norm
765Spartanburg
2017
324Regional
Norm
Spa ta u g’s Visito G o th I di ato VGI *, at , e eals that the area has a strong propensity for growth. VGI is a tool that measures a desti atio ’s a ket pote tial elati e to its u e t a ket sha e.
Visitor Growth Indicator (VGI)
MIN:
158MAX:
1,028
*VGI = Market Potential / Market Share (% Recents)
**Overall Norm includes Regional, Nationwide and International destinations.
640Spartanburg
Historical Average
RESPONDENT BASE: ALL RESPONDENTS | N=800
21
Spa ta u g’s oppo tu it fo g o th is sig ifi a t, ut its u e t conversion rate runs somewhat below average for regional destinations.
28%
13%
16%
26%
31%
16%
Overall Norm** Spartanburg International
Destinations
National Destinations Regional Destinations Historical Average
Conversion Rate*
*Conversion Rate = Market Share divided by Market Potential
*Overall Norm includes Regional, Nationwide and International destinations. RESPONDENT BASE: ALL RESPONDENTS | N=800
22
Spa ta u g’s i te t to isit is slightl lo at 0%. This is do si poi ts from its historical average.
20%
% Probably/Definitely Will Visit
Spartanburg
Q11: Please indicate how likely you are to visit each of the following destinations in the next 12 months. (5-pt. scale)
18%
19%
22%
21%
26%
Chattanooga
Residents
Knoxville
Residents
Raleigh/Durham
Residents
Regional (w/in 500
miles) Residents
Historical Average
Intent to Visit by Market
Historical
Average:
26%
RESPONDENT BASE: RESPONDENTS
FAMILIAR WITH SPARTANBURG | N=607
23
Spa ta u g’s i te t to isit le el, ho e e , is o pa ith ost othe destinations in its competitive set. And, while intent has declined for Spartanburg, that decline is smaller than average (-8%) among the competitive set.
n/a
34%
31%
27%
26%
53%
26%
25%
21%
20%
Asheville, NC
Columbia, SC
Greenville, SC
Rock Hill, SC
Spartanburg, SC
% Probably/Definitely Will Visit Destinations
Historical Average
2017
Q11: Please indicate how likely you are to visit each of the
following destinations in the next 12 months. (5-pt. scale) RESPONDENT BASE: RESPONDENTS FAMILIAR WITH EACH DESTINATION | N-SIZE VARIES
RESPONDENTS FAMILIAR WITH SPARTANBURG | N=607
Brand Personality
+ This section explores how travelers perceive the personality of the Spartanburg
brand.
02
25
Those familiar with Spartanburg use terms such as beautiful, fun, outdoors, historic, etc. to describe the area.
Q16: Based upon what you know or have heard, how would you describe
Spartanburg to a friend or family member who has never visited?
A eautiful souther to ith a outdoor attractions for hiking or biking. It's
also the ho e of the Caroli a Pa thers.
All I a re e er a out Sparta urg is always driving through it on the way to the
beach. We would always stop there to eat
lu h o the a there.
See s to e fa il -orie ted a d fu .
RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
26
Travelers overwhelmingly associate Spartanburg with positive terms. This year Fun/Entertaining and Safe were edged out by Relevantly Southern and Charming—but both remained in the top 10.
Top Characteristics Overall Chattanooga KnoxvilleRaleigh/
Durham
w/in 500
Miles
Historical
Average
Friendly/Welcoming 40% 43% 39% 35% 41% 43%
Relevantly Southern 39% 43% 37% 37% 39% n/a
Down to Earth 33% 40% 32% 27% 35% 35%
Traditional 33% 37% 29% 34% 34% 33%
Affordable 32% 38% 31% 30% 28% 34%
Charming 25% 25% 25% 22% 29% n/a
Q17: Please indicate which of the following characteristics you believe
best describe Spartanburg, SC. Please select all that apply. RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
27
Those emotional drivers most likely to motivate travelers to visit Spartanburg include the desire to do things together, experience new thi gs a d to ake e o ies ith o e’s fa il .
66%
65%
65%
62%
61%
57%
49%
44%
42%
Activity that we can all do together
New exhibits or experiences that I haven't experienced before
Desire to make memories with my family
Personal recommendation from a friend or family member
Opportunity for us all to unplug from technology and enjoy a
bit of nature
Good travel reviews written in blogs, travel communities
online or saw a Facebook post
Fa il t aditio , it’s a fa il fa o ite e e jo doi g togethe
Place to take out of town guests when they visit
My children or grandchildren's desire to go
% Somewhat/Very Important in Decision to Visit Spartanburg
Q19: Please indicate how important the following issues were in
motivating or inspiring you to visit Spartanburg. (5-pt. scale) RESPONDENT BASE: VISITED SPARTANBURG | N=151
28
Top Five Brand Attributes
Wayfinding Value for the Dollar Hospitality/Friendliness
Wholesome Family Fun Easy Access to Area Attractions
29
While the brand attributes used to measure Spartanburg have evolved since 2014, hospitality and friendliness of the people continue to be the highest rated attribute.
81%
72%
n/a
67%
76%
n/a
73%
71%
64%
63%
60%
n/a
n/a
74%
69%
64%
64%
63%
61%
58%
58%
55%
54%
48%
47%
45%
Hospitality/Friendliness of the people
Easy destination to find your way around
Easy access to area attractions
Wholesome family fun
Value for the dollar
Variety of traditional quality lodging
Within reasonable driving distance from my home
Variety of things to do
Quality of restaurants/nightlife
Quality of family attractions
Unique, out of the ordinary
Variety of festivals and events
Plenty of non-traditional quality lodging
% Somewhat/Very Satisfied
Historical Average
2017
Q18: Please rate how well you believe the following
attributes describe Spartanburg. (5-pt. scale) RESPONDENT BASE: VISITED SPARTANBURG | N=151
30
Identifying Brand Strengths and Unmet Needs
Ea h of Spa ta u g’s att i utes has ee analyzed and segmented into four buckets
in the chart to the right. This analysis
evaluates the relative importance of each
ele e t of the a d alo gside isito s’ satisfaction with each attribute as it
relates to Spartanburg.
The resulting analysis illustrates which
elements of satisfaction are most
important by plotting each characteristic
into one of four quadrants.
High importance and high
satisfaction. Important in every way
to visitors and prospects.
Low importance and low
satisfaction. Unimportant in every
way to visitors and prospects.
Low importance, yet high
satisfaction. An important attribute,
whether or not visitors and
prospects realize it.
SA
TIS
FAC
TIO
NIMPORTANCE
Low
High
High
Secondary Strengths Strengths
Inconsequential
High importance, but low
satisfaction. Your visitors and
prospects believe it to be important,
but are not having that need met.
Unmet Needs
31
Spa ta u g’s a d st e gths a e its alue, hospitalit , holeso e fa il fun, easy access to attractions and easy wayfinding. However, one unmet need that arose was the need for a larger variety of things to do.
Q18: Please rate how well you believe the following
attributes describe Spartanburg. (5-pt. scale)
• Value for the dollar
• Hospitality/Friendliness of the people
• Wholesome family fun
• Easy access to area attractions
• Easy destination to find you way around
• Quality of family attractions
• Quality of restaurants/nightlife
• Unique, out of the ordinary
• Variety of festivals and events
• Plenty of non-traditional quality lodging
accommodations (i.e. B&Bs).
• Variety of traditional lodging
accommodations to choose from
• Within reasonable driving distance from my
home
Secondary Strengths Strengths
Low Priority
• Variety of things to do
Unmet Needs
RESPONDENT BASE: VISITED SPARTANBURG | N=151
Brand Equity
+ This section explores how the Spartanburg brand compares to other competitive
destination brands in the marketplace.
03
33
More than one in five travelers say they consider Spartanburg first when thinking about taking a leisure trip.
Q13: When considering visiting destinations, how likely would
you be to consider visiting Spartanburg first? (5-pt. scale) RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
18%
22%
20%
28%
Chattanooga
Residents
Knoxville
Residents
Raleigh/Durham
Residents
Regional (w/in 500
miles) Residents
Consider First by Market
22%
Would Consider Spartanburg First
34
Market buzz about Spartanburg is moving in the right direction. And, general perceptions of Spartanburg have been improving in recent months.
Q14: In the past 6 months, how often have you heard people talking about Spartanburg? (4-pt. scale)
Q15: How has your perception of Spartanburg changed in the past 6 months? (5-pt. scale) RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
Very often
9%
Often
19%
A few times
37%
Once or twice
35%
How Often Hear People Talk About Spartanburg
Somewhat/
Much More Favorable
Change in Perception of Spartanburg
Over Past Six Months
No Change
Somewhat/
Much Less Favorable
+15%Net Change
17%
81%
2%
35
Spartanburg is most differentiated by its historic sites & museums, being a sports destination and having the best craft beer/spirits and distilleries.
39%
34%
n/a
29%
n/a
30%
n/a
30%
29%
28%
27%
49%
39%
38%
36%
35%
34%
33%
31%
31%
29%
29%
The most appealing historic sites and museums
The best sports destination
The best craft beer, spirits and local distilleries
The most appealing restaurants
The best downtown
The most appealing variety of things to do
The most likely destination to pass through
The most appealing arts and cultural scene
The most fun place to visit
The best overall value for the dollar
The most friendly local residents
% Belie e Spa ta u g is est fo …*
Historical Average
2017
Q : I ou opi io , hi h of these desti atio s if a is/has…?*The results for this question exclude Asheville and Columbia so the
comparisons are direct with no bias to the new destinations. RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
36
Spartanburg as a Place to Live/Work/Start a Business
Q37: Please indicate how well each of the following words/phrases
describes Spartanburg when thinking about it as a place to live,
work, raise a family or start a business. (5-pt. scale)RESPONDENT BASE: VISITED SPARTANBURG SINCE 2015 | N=86
77%
74%
71%
70%
66%
65%
64%
63%
62%
62%
61%
61%
60%
60%
60%
58%
56%
56%
55%
52%
A great place to meet interesting people
A place with a good quality of life
Great place to live
Great place to have kids and raise a family
Friendly to businesses
A destination with a lot of growth
Great place to work
Destination with a lot of diversity
Place with creative people
Place with innovative people
A great place for businesses to network
Great place to start up a business
Has a lot of educated people if you are hiring
Has a lot of quality skilled labor if you are hiring
Great place to relocate an existing business
A place of ingenuity
A dynamic, innovative destination
Great place for innovation
A progressive destination
A place you can get things done quickly
% Describes Very Well/Perfectly
Those who have recently visited
Spartanburg agree most that it is a
great place to meet interesting
people, a place with a good quality
of life, a great place to live and a
great place to have kids and raise a
family.
Brand Positioning
04+ This section explores the appeal of different brand positions for
the Spartanburg area, and their impact on future intent to visit.
38
Travelers find value and variety extremely desirable. However, hospitality/ friendliness has become significantly more important since 2014.
Q4: Please indicate how desirable you find each of the following attributes or
characteristics when thinking about traveling to a leisure destination. (5-pt. scale) RESPONDENT BASE: ALL RESPONDENTS | N=800
88%
84%
84%
78%
76%
71%
69%
67%
66%
64%
51%
49%
36%
Value for the dollar
Variety of things to do
Hospitality/Friendliness of the people
Easy destination to find your way around
Easy access to area attractions
Variety of traditional quality lodging
Quality of restaurants/nightlife
Wholesome family fun
Unique, out of the ordinary
Quality of family attractions
Variety of festivals and events
Within reasonable driving distance from my home
Plenty of non-traditional quality lodging
% Very/Extremely Desirable in Leisure Destinations
39
T a ele s i Spa ta u g’s ta get a kets a e ost i te ested i a ti ities such as sightseeing, dining at unique local restaurants and shopping when traveling for leisure.
Q5: What activities do you most enjoy when traveling? Please select all that apply.
RESPONDENT BASE: ALL RESPONDENTS | N=800
84%
73%
62%
55%
53%
52%
51%
44%
30%
5%
Sightseeing
Unique Local Restaurants
Shopping
Zoos/Aquariums
Museums
Theme Parks/Amusement Parks
Cultural Events and Festivals
Outdoor Adventure: hiking/biking/camping
Wineries and/or Breweries
Other
Activities Most Enjoy When Traveling
40
Traditional recommendations and online searches still top the list for destination inspiration. However, Travel Review Sites/OTAs* have grown significantly as well as Top 10 Lists.
Q6: Which of the following sources are you most likely to use when searching for
inspiration regarding new places you might like to visit? Please select all that apply.
*Online Travel AgenciesRESPONDENT BASE: ALL RESPONDENTS | N=800
68%
66%
42%
n/a
45%
n/a
n/a
25%
20%
n/a
14%
n/a
n/a
72%
69%
52%
46%
42%
36%
27%
20%
19%
21%
17%
15%
6%
Recommendations from friends and family
Online Searches
Travel Review Sites/Online Travel Agency
Top 10 Lists
Destination Websites
Blogs, Articles, Listicles, etc.
Television Ads
Television Shows/Movies
Online News Stories
Sources Most Likely to Use
Historical Average
2017
41
More than one in eight (12%) of regional travelers recall seeing/hearing ads for Spartanburg recently, up slightly from the historical average (11%).
Q20: Do you recall seeing or hearing any advertisements or
news stories for Spartanburg in the past six months?
12%
Recall Seeing/Hearing
Advertising for Spartanburg
11%
13%
15%
8%
11%
Chattanooga Residents
Knoxville Residents
Raleigh/Durham
Residents
Regional (w/in 500
miles) Residents
Historical Average
Advertising Recall by Market
RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
Historical
Average:
11%
42
History, Food & Fun continues to be the most appealing brand position. Interestingly the Revolutionary brand position is the least appealing.
Q22: Please indicate how appealing you believe each of the following
market positions/descriptions are for Spartanburg. (5-pt. scale) RESPONDENT BASE: ALL RESPONDENTS | N=800
74%
71%
60%
65%
56%
History, Food & Fun. Bring the whole family for fun attractions, a
culturally-rich history and stay for dinner to reconnect with pure
Southern hospitality.
Accessible. Spartanburg is nestled in the foothills of the Blue Ridge
Mountains, between Atlanta, GA and Charlotte, NC and less than an
hour from Asheville, NC. A great location for your next vacation,
convention or meeting.
Spartanburg for Outdoors. From hiking the upcountry, to some of the
best bike trails on the edge of the mountains, Spartanburg is sure to
quench your thirst for the great outdoors.
Fa to Ta le. It does ’t take lo g to d i e a oadside sta d o fa e s’ a ket i Spa ta u g, a d ith the e te ded g o i g seaso ,
something locally grown is always in season.
Spartanburg. Revolutionary. The contributions of the early settlers of
Spartanburg to the American Revolution are just one way that
Spartanburg has shaped the history of the country. This only happens in
a pla e that’s t ul e olutio a .
Market Positions for Spartanburg - % Somewhat/Very Appealing
History, Food & Fun
Historical Average:77%
43
History, Food & Fun is also the brand position most likely to persuade travelers to visit Spartanburg at some point in the future.
Q23: Overall, which of the previous market descriptions is most likely to persuade
you to visit Spartanburg at some point in the future? Please select up to 2. RESPONDENT BASE: ALL RESPONDENTS | N=800
68%
24%28%
24%
17%
History, Food & Fun Accessible Spartanburg for Outdoors Farm to Table Spartanburg. Revolutionary.
Brand Position Most Likely to Persuade Travelers to Visit
History, Food
& Fun
Historical
Average:
51%
44
Most of Spa ta u g’s e site isito s sa the had al ead de ided to visit Spartanburg before visiting the website—an indication that the website is used less for conversion and more for travel planning.
Q35: Have you ever visited the Spartanburg website, www.visitspartanburg.com?
Q36: Which of the following best describes your primary purpose for visiting the
Spartanburg website the last time you went to Spartanburg? RESPONDENT BASE: FAMILIAR WITH SPARTANBURG | N=607
WEBSITE VISITORS | N=22
87%
10%3%
95%
5% 0%
Had already decided to visit and was
looking up information for things to do,
places to stay, etc.
Had not decided if I was going to visit or
not and was using the website to help me
make that decision
Other
Reason for Visiting Spartanburg Website
Historical Average 2017
Visit the Website
26%
Historical
Average:
32%
Spartanburg Visitation
05+ This section explores visitation to the Spartanburg area and
hurdles to visitation among non-visitors.
46
More than one-third visit Spartanburg once a year or more. And, 20% have already visited in 2017.
Q25: How often do you typically visit Spartanburg?
Q26: When was your most recent visit to Spartanburg, SC?
More than 3
times per year
4% 1-2 times a
year
16%
About
once a
year
15%
Once every
2-3 years
17%
Less than once
every 3 years
14%
I've only
visited one
time
34%
Frequency of Visitation
33%
25%
20%
31%
20%
23%
15%
43%
Earlier this year (2017)
Last year (2016)
2 years ago (2015)
3+ years ago (2014 or
prior)
Most Recent Visit
Historical Average 2017
RESPONDENT BASE: VISITED SPARTANBURG | N=151
47
More than one-quarter of travelers visited Spartanburg for a weekend getaway and another 21% were on vacation.
Q27: What was the primary purpose of your trip to Spartanburg on your last visit?
RESPONDENT BASE: VISITED SPARTANBURG SINCE 2015 | N=86
27%
22%
19%
19%
6%
6%
3%
27%
21%
19%
19%
5%
4%
2%
Weekend getaway
Vacation
Visit friends/family
Passing through on the way to another destination
Attend a sports event or tournament
Business trip
Attend a meeting/conference
Primary Purpose of Trip
Historical Average
2017
48
Overnight visitation and length of stay (3.2 nights historical average) declined slightly. This is likely due to the significant increase in 1-night stays.
59%65%
Spent the Night
Q28: Did you spend the night in the Spartanburg area on your most recent visit?
Q29: How many nights did you spend in the Spartanburg area on that visit? RESPONDENT BASE: VISITED SPARTANBURG SINCE 2015 | N=86
STAYED OVERNIGHT | N=51
16%
55%
27%
6%
29%
45%
20%
6%
1 night
2-3 nights
4-7 nights
8+ nights
Length of Stay – 2.9 Nights
Historical Average 2017
49
Hotels/Resorts continue to be the most popular accommodations chosen followed by friends and family.
Q30: Which of the following best describe the accommodations you used for that stay?
RESPONDENT BASE: SPENT THE NIGHT IN SPARTANBURG | N=51
66%
17%
6%
6%
9%
65%
18%
6%
6%
6%
Hotel/Resort
Friends/Family
Campground/RV Park
Vacation Rental (e.g. Airbnb, VRBO, etc.)
Bed & Breakfast
Overnight Accommodations
Historical Average
2017
50
Activity Participation
Q31: Which of the following activities did you participate in on this visit to
Spartanburg? Please select all that apply. RESPONDENT BASE: VISITED SPARTANBURG SINCE 2015 | N=86
39%
24%
16%
14%
18%
14%
7%
9%
9%
8%
7%
8%
6%
7%
5%
41%
30%
20%
16%
14%
11%
9%
8%
8%
7%
6%
6%
5%
5%
1%
Shops, Antiques, Outlets and Mall Shopping
Historic Sites/Historic District
Arts and Cultural Activities
Music Festivals or Events
Outdoor Adventures, e.g. hiking, cycling, etc.
Water Activities on area Lakes, Rivers or Streams
Christmas Events and Attractions
Croft State Park
Sports Tournaments
Cowpens National Battlefield
Chapman Cultural Center/Downtown Cultural District
High School/College Sports
Carolina Panthers Training Camp
BMW (Zentrum/ Driving School/Factory Tour)
Agritourism
Historical Average
2017
Shopping, Historic Sites, Arts &
Culture, Music Events and
Christmas Events and Attractions
all saw increases in participation
this year compared to historical
averages.
Significantly more visitors
shopped and visited a historic
site compared to other area
activities.
51
The top functional drivers remained similar to historical averages.
Q32: Of these activities, please indicate if there were any that were a major influence
in your visiting Spartanburg on that visit. You may choose up to 3. RESPONDENT BASE: PARTICIPATED IN ACTIVITIES | N=64
Shops/Shopping Historic Sites Outdoor Adventure Arts and Cultural
2017 30% 31% 11% 9%
Historical Average 22% 18% 9% 7%
Functional Drivers of Visitation
52
The average Spartanburg visitor party reported spending $520 in 2017, up 5% from the historic average of $493. Both spending per person and spending per day also increased relative to past years.
$520$493
$0
$100
$200
$300
$400
$500
$600
Spending Per Party
Spending per Party Comparison
2017 Historical Average
$193$178
$66
$168$156
$53
$0
$50
$100
$150
$200
$250
Per Person Per Day Per Person/Day
Spending per Unit Comparisons
2017 Historical Average
Q33: To better understand the economic impact of tourism, we are interested in finding out the
approximate amount of money you and other members of your travel party spent on your most
recent visit to Spartanburg. Please estimate your travel party's total spending in whole dollars below.RESPONDENT BASE: VISITED SPARTANBURG SINCE 2015 | N=86
53
The most popular months to visit Spartanburg continue to be April, May and June. Past STR* reports show visitation is fairly even all year.
Q34: In which month(s) have you visited Spartanburg
over the past 5 years? Please check all that apply.
*Smith Travel Research
33%
61%
48%
34%
41%
61%
54%
38%
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Month of Visit Over Past 5 Years
Historical Average 2017
RESPONDENT BASE: VISITED SPARTANBURG SINCE 2015 | N=86
54
Non-familiarity and bad past experiences are very important among non-isito s’ easo s fo ot o i g to Spa ta u g this ea .
Q39: Please rate how important the following reasons are for why you have
not visited Spartanburg, or have not visited recently. (5-pt. scale) RESPONDENT BASE: HAVEN’T VISITED SPARTANBURG OR INACTIVE VISITORS | N=
62%
61%
48%
32%
26%
25%
25%
25%
20%
16%
48%
29%
31%
31%
21%
20%
21%
18%
31%
40%
Don't know enough about it to make an informed decision
Bad experience there in the past
Had never heard of it before
Inconveniently located for me
Have not heard good things about it
Not enough things for my kids to do
Not enough things for my spouse to do
Been there, done that
Haven't had anyone recommend it to me recently
Have other places that I prefer to visit
% Important/Very Important Reasons for Not Visiting Spartanburg
2017
Historical Average
55
Stated vs. Derived Hurdles
▪ On the surface, non-visitors often provide fairly standard excuses for not visiting, which we refer to as stated hurdles to visitation.
▪ Correlation analysis reveals to what extent non- isito s’ stated hu dles match up with their intent to visit Spartanburg. Arguably, the higher the correlation a hurdle has with intent to visit, the more credible the hurdle is as a root cause of not visiting. Those that correlate highest are referred to as derived hurdles.
Stated Hurdles(what travelers said is keeping them from
visiting Spartanburg)
Derived Hurdles(what actually correlates with their intent to
visit Spartanburg)
56
As it turns out, the stated reasons for not visiting Spartanburg are remarkably similar to derived reasons. Hence, lack of information, location and bad past experiences are the biggest challenges identified.
Q39: Please rate how important the following reasons are for why you
have not visited Spartanburg, or have not visited recently. (5-pt. scale)
STATED HURDLES DERIVED HURDLES
1. Bad experience there in the past 1. Don't know enough about it to make an informed decision
2. Don't know enough about it to make an informed decision 2. Inconveniently located for me
3. Had never heard of it before 3. Bad experience there in the past
4. Inconveniently located for me 4. Have not heard good things about it
5. Have not heard good things about it 5. Had never heard of it before
6. Not enough things for my spouse to do 6. Been there, done that
7. Not enough things for my kids to do 7. Haven't had anyone recommend it to me recently
5. Been there, done that 8. Not enough things for my spouse to do
9. Haven't had anyone recommend it to me recently 9. Not enough things for my kids to do
10. Have other places that I prefer to visit 10. Have other places that I prefer to visit
RESPONDENT BASE: HAVEN’T VISITED SPARTANBURG OR INACTIVE VISITORS | N=
57
Spa ta u g’s ta get a kets a e ea h u i ue. While Raleigh/Du ha residents have the highest income, Chattanooga residents are the most likely to have children and Knoxville residents live the closest.
Overall Chattanooga KnoxvilleRaleigh/
Durham
W/in
500 miles
Historical
Average
Male 25% 27% 23% 28% 24% 33%
Female 75% 73% 77% 72% 77% 67%
Respondent Age 43.2 42.7 44.3 42.2 43.5 42.9
Families 43% 47% 45% 40% 42% 41%
Adults 57% 53% 55% 60% 58% 59%
HH Income $60.4k $57.8k $51.8k $68.4k $63.7k $59.3k
% Caucasian 83% 88% 95% 73% 75% 79%
% Minority 17% 12% 5% 27% 26% 21%
Distance from Spartanburg 206 miles 179 miles 138 miles 193 miles 313 miles 268 miles
Appendix
+ Questionnaire
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