2018 evaluation of pricing and online presence of oregon coast … · 2019-01-14 · 2018...

2018 Evaluation of Pricing and Online Presence of Oregon Coast Tour Operators

This report is for companies along the Oregon coast that provide guided kayaking, salmon fishing, and whale-watching tours. It aims to help

them better understand the effectiveness of their online marketing and see how their prices compare to those of their competitors.

The information in this report comes from a replica-tion of a study that was first conducted in 2017 (bit.ly/2QK6Kof). The 2018 study uses the same meth-odology, with some revisions to the data collection process and adaptations to accommodate Google’s changing presentation of search results.

The three main goals of the 2017 and 2018 studies were to:

• identify businesses that offer kayaking, whale watching, and salmon fishing

• document the products and prices offered by these businesses

• measure the efficacy of these businesses’ market-ing by their presence in Google search results

The 2018 study found the following:• Thirty salmon charter businesses were found

online in 2018 versus 29 in 2017.• In Astoria, Gold Beach, and Lincoln City, more

salmon charter businesses were found in 2018; however, in Brookings, Newport, and Tilla-mook, fewer businesses were recorded in 2018.

This fluctuation may be because businesses had recently opened/closed, or because they did not appear in the top 12 results and were therefore not recorded.

• Overall, the price of salmon charter tours has slightly increased from 2017. There was one big price drop in Lincoln City, but, generally speaking, prices are on the rise.

• The number of kayak tours per city have stayed the same at three main businesses along the coast. The prices in two of the three businesses have stayed the same, with one $15 price drop in Gold Beach.

• The number of whale-watching tours offered in Depoe Bay and Newport has remained the same since 2017. One new whale-watching business was recorded in Tillamook in 2018.

• In Depoe Bay and Newport, there was a $3 and $2 average price increase, respectively, in whale- watching tours.

This project was designed to serve the Oregon coast, but may potentially be implemented in regions across the country using the same methodology and a modi-fied survey (see Additional Information, page 13.) This can help other communities gauge the same type of information to help advance economic development through sustainable outdoor recreation. Prior to the

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2 2018 Evaluation of Pricing and Online Presence of Oregon Coast Tour Operators

2017 study, data on the number and type of operators, how well businesses marketed themselves online, the services offered by businesses, and the price of services were not readily available.

The design of this project allows it to be redone over the years, following the same methodology. The third round of data collection will take place in 2019.

This research may help with the development of a program to teach operators of guided tours how to bet-ter market themselves. This would attract more tourists looking to pay for professionally guided experiences on the coast, thereby increasing jobs and helping local economies.

More information, including publications, videos and training opportunities, can be found on the Sus-tainable Tourism and Outdoor Recreation program’s website at http://tourism.oregonstate.edu.

How the Online Search was ConductedThis project used a Google search process that would mirror a potential customer’s online search. A search was conducted using the terms “salmon fishing near [TOWN NAME], Oregon”; “guided kayaking near [TOWN NAME], Oregon”; and “guided whale watch-ing near [TOWN NAME], Oregon” for each of the 15 selected coastal communities.

The towns were chosen because they are the most populous and prominent towns along the Oregon coast and are the most likely to be visited by tourists. Small-

er towns near these 15 are associated with the closest larger town and are indi-cated on the data collection survey.

Businesses used in the price analyses were those based in one of the 15 towns and their neighboring communities that offered the target product and listed their prices online. Some towns also include nearby communities, such as Coos Bay including North Bend and Charleston. These are listed in the data collection sheet.

Below are the 15 towns (listed north to south), and the smaller communities associated with them:

• Astoria (Navy Heights, Miles Crossing, Warrenton)

• Seaside (Gearhart, Surf Pines)• Cannon Beach• Tillamook (Idaville, Bay City, Garibaldi, Barview,

Oceanside)• Lincoln City (Roads End, Three Rocks,

Kernville)• Depoe Bay• Newport• Florence (Heceta Bay, Glenada)• Reedsport (Gardiner)• Winchester Bay• Coos Bay (North Bend, Charleston)• Bandon• Port Orford• Gold Beach (Wedderburn)• Brookings

All of the relevant results within the first 12 Goo-gle results were recorded. If relevant results continued beyond the top 12 results, up to 12 results were record-ed but data collection stopped after three consecutive, irrelevant results were encountered. Results found in the featured snippets box of a Google search, a box with Google’s business suggestions, were also recorded and this difference is indicated.

The data were collected through Google searches in an incognito browser, not signed into an account or

The 2017 study found 29 salmon charter businesses online; the 2018 study found 30. Overall, prices for salmon charter tours have increased slightly or stayed the same. (Photo by Susan Dimock)

2018 Evaluation of Pricing and Online Presence of Oregon Coast Tour Operators 3

location. This was done to reduce the potential bias of search results based on a specific user. Relevant results include those that link directly to a website for a busi-ness that offers the targeted guided experience, regard-less of the business’s location.

The nature of guided experiences means that the products offered by different companies can vary great-ly in the amount of time per experience, how pricing is determined, amenities offered, etc. To standardize the results for a comparison of pricing and products across companies and locations, this research process used a defined product and the price for the most standard tour for a single adult.

ResultsThe research resulted in a list (List A) of businesses that met the search criteria and appeared within the top 12 search results. The research resulted in 35 listings for salmon charters (per the research protocol, 25 met the requirements to be included in the price analysis), 3 listings for guided kayak tours, and 6 listings for guided

whale watching tours. It should be noted that this rep-resents only a small fraction of the guide businesses op-erating on the coast, limited by the scope of this study.

Businesses not used in the price analysis, because they have addresses outside of the 15 towns and/or do not list prices online, are described in Appendix A, List B.

Additionally, charts were created for the geographic results and include all businesses based in the 15 towns; a separate chart was made for businesses not in those 15 areas. The charts describe the location of each business, the rank of the search results, and which targeted com-munities the result appeared under. These charts show a business’s efficacy in online marketing for the commu-nities in which they do business.

Analysis of this data provides the number of com-panies based in a community that offer the targeted service, in addition to the minimum, average, and max-imum prices, as well as the Google search ranking. The data collected from this study is presented in tables and charts to communicate the results.

Since 2017, the number of kayak tours per city have stayed the same at three main businesses along the coast. The prices in two of the three businesses have stayed the same, with one $15 price drop in Gold Beach. (Photo by Erik Urdahl)


Figure 1. Number of salmon fishing charter guide results in 15 coastal Oregon communities.

Figure 2. Experience prices of guided salmon fishing trips.

Figure 3. Breakdown of guided salmon charter prices. Figure 4. Breakdown of guided salmon charter prices per hour.

Survey of Online Marketing Success and Pricing

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filleting of catch and minor amenities, such as hot coffee or drinking water.

Figure 1 shows the total number of salmon fishing charter businesses located within the 15 coastal Oregon communities. A total of 35 salmon fishing charter guides were encountered during the online research survey, but only 30 are located within the 15 selected coastal towns. Figure 2 includes data from List A, business used in the price analyses. These include businesses located within the 15 targeted coastal communities that list

their prices online; of the 35 encountered salmon charters, 25 met these criteria and are used in the price analyses. This figure demonstrates the average prices for a salmon fishing tour for one person. This chart does not indicate an hourly rate, but rather the price for the experience. These experiences were described as being from 6 to 10 hours long. For the purpose of comparison, if a business described a price for two people, that price was divided by two to provide the price for one adult.

$217$200

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Average Price per Town for Coastal Oregon Salmon Fishing Charters Identified Through Online Research

Total Results: 25

Maximum Overall Price:

$400

Average Overall Price:$199

Minimum Overall Price:$100

Total Results: 25


$50/hour

Average Overall Price:

$24.85/hour

Minimum Overall Price:$12.50/hour

Figure 1: Number of salmon fishing charter guide results in 15 coastal Oregon communities.

Figure 2: Experience prices of guided salmon fishing trips.

Figure 3: Breakdown of guided salmon charter prices. Figure 4: Breakdown of guided salmon charter prices per hour.

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$217$200

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Newport

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Price


Total Results: 25


$400



Total Results: 25


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$24.85/hour





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$217$200

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Total Results: 25


$400



Total Results: 25


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Caption/Credit 3

Charter FishingResults were gathered by using the search term “salmon fishing near [TOWN NAME], Oregon.” Due to some variation with the tours, a few adjustments had to be made. The tour had to be specifically for a salmon charter, not another type of fish. Additionally, various businesses offered tours of varying length. Eight-hour tours were the most common, so that was the standard used. If a website said “full-day tour,” it was assumed to be eight hours long, and if a range was offered, such as “6–8 hours,” then the longer length was recorded. As a result of these variations, tour prices were adjusted to an hourly rate to allow a direct and fair comparison of prices with a common unit (price/hour/adult).

Businesses offered different amenities, but all provid-ed equipment, bait, and tackle, while some also offered filleting of catch and minor amenities, such as hot coffee or drinking water.

Figure 1 shows the total number of salmon fishing charter businesses within the 15 coastal Oregon communities. A total of 35 salmon fishing charter guides were encountered during the online research survey, but only 30 are within the 15 selected towns.

Figure 2 includes data from List A (businesses used in the price analyses). These include busi-nesses within the 15 targeted coastal communities that list their prices online. Of the 35 encountered salmon charters, 25 met these criteria and are used in the price analyses. This figure demonstrates the average prices for a salmon fishing tour for one person. This chart indicates not an hourly rate, but rather the price for the experience. These experi-

ences were described as being from 6 to 10 hours long. For the purpose of comparison, if a business described a price for two people, that price was divided by two to provide the price for one adult.

Number of Coastal Oregon Salmon Charter Companies Found Online

Average Price per Town for Coastal Oregon Salmon Fishing Charters Through Online Research


Kayak ToursThese results were obtained by using the search term “guided kayaking tour near [town name], Oregon.” Due to variations in tour lengths, the prices were calcu-lated to include an hourly rate to allow direct compar-isons between products (price/hour/adult), in addition to listing the overall prices per experience.

Amenities included kayaks and lifejackets. Kayak rental companies were not included in these

results; rather, only companies that offered guided tours were included.

Figure 5 shows the number of kayak tour guide results; three communities offer such services in the 15 targeted areas. Companies also offered services in multiple communities; however, a full listing of all the locations of provided services was beyond the scope of this project.

A two-hour tour was the most common, but the business in Tillamook offered a 2.5-hour tour. Some of the businesses offer a variety of tours, with varying lengths and types of excursions (ocean vs. river kayak-ing); the company’s primary tour was chosen for com-parisons. By necessity, this was a somewhat subjective selection based on how the company website described each tour.

Figure 5. Number of kayak tours in 15 coastal Oregon communities.

Figure 6. Length and price of guided kayak tours.

Figure 7. Breakdown of guided kayak tour prices for tour lengths, as listed on operator websites.

Figure 8. Breakdown of guided kayak tour prices per hour.


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Kayak Tours

These results were obtained by using the search term “guided kayaking tour near [town name], Oregon.” Due to variations in tour lengths, the prices were calculated to include an hourly rate to allow direct comparisons between products (price/hour/adult), in addition to listing the overall prices per experience.


results, only companies that offered guided tours, as per the research project focus.

Figure 5 shows the total number of kayak tour guide results; three communities offer such services in the 15 targeted areas. Companies also offered services in multiple communities, however, a full listing of all the locations of provided services was beyond the scope of this project.

A two-hour tour was the most common, but the business in Tillamook only offered a 2.5-hour tour. Some of the businesses offer a variety of tours, with varying lengths and types of excursions (ocean vs. river kayaking); the company’s primary tour was chosen for comparisons. By necessity, this was a somewhat subjective selection based on how the company website described each tour.

Total Results: 3

Maximum Overall Price:$49.50/hour


$37.67/hour

Minimum Overall Price:

$26/hour

Total Results: 3


$99



$65

Figure 5: Number of kayak tours in 15 coastal Oregon communities. Figure 6: Length and price of guided kayak tours.

Figure 7: Breakdown of guided kayak tour prices for tour lengths, as listed on operator websites. Figure 8: Breakdown of guided kayak tour prices per hour.

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Kayak Tours






Total Results: 3



$37.67/hour


$26/hour

Total Results: 3


$99



$65



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5

Kayak Tours






Total Results: 3



$37.67/hour


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Total Results: 3


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$65



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Number of Kayak Tour Companies Located in 15 Coastal Towns

3 Total Businesses

Guided Kayak Tour Prices


Whale-Watching ToursThese results were gathered by using the search term “whale watching tour near [town name], Oregon.” The prices were adjusted to include an hourly rate (price/hour/adult).

Amenities were not included in these products. Figure 9 shows the total number of guided

whale-watching tour guide results (six) within the 15 communities; three towns host whale-watch-ing tour companies. Two of these tours (Dockside Charters and Tradewinds Charters) also offer salmon-fishing tours.

Figure 9. Number of guided whale-watching tour guide results in 15 coastal Oregon communities.

Figure 10. Experience prices of guided whale-watching tours. Price and lengths of tours are as listed on website.

Figure 11. Breakdown of guided whale-watching tours. Price and lengths of tours are as listed online.

Figure 12. Breakdown of guided whale-watching tour prices per hour.


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Whale Watching Tours These results were gathered by using the search term, “whale watching tour near [town name], Oregon.” The prices were adjusted to include an hourly rate (price/hour/adult). Amenities were not included in these products.

Figure 9 shows the total (six) number of guided whale-watching tour guide results located within the 15 coastal Oregon communities; three towns host whale-watching tour companies. Two of these tours (Dockside Charters and Tradewind Charters) also offer salmon fishing tours.

Total Results: 6


$45



$20

Total Results: 6


$30/hour


$24/hour


$20

Figure 9: Number of guided whale watching tour guide results in 15 coastal Oregon communities.

Figure 10: Experience prices of guided whale-watching tours. Price and lengths of tours are a listed on website.

Figure 11: Breakdown of guided whale watching tours. Price and lengths of tours are as listed online.

Figure 12: Breakdown of guided whale watching tour prices per hour.


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Total Results: 6


$45



$20

Total Results: 6


$30/hour


$24/hour


$20






6



Total Results: 6


$45



$20

Total Results: 6


$30/hour


$24/hour


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Number of Whale-Watching Tour Companies Located in 15 Coastal Towns

6 Total Businesses

Whale-Watching Tour Prices


Comparison of Prices across ProductsFigures 13 and 14 present a comparison of the per-person experience price for charter salmon fishing, kayaking, and whale watch-ing.

Figure 13. Comparison of guided tour experience prices, as listed on operator’s websites.

Figure 14. Comparison of guided tour experience prices per hour, as listed on the operator’s website.


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Comparison of Prices Across Products Figure 13 presents a comparison of the per-person experience price for the three studied guided tour experiences: charter salmon fishing, kayaking, and whale watching. Lists of Businesses Encountered during Online Searches During the first round of online sources, two lists were generated of business that appeared as relevant results within the limits of the survey instructions. These two lists are available in the appendix.

List A is comprised of businesses used in the price analyses and are officially located in one of the 15 towns. List B includes businesses that did not fit these criteria. Businesses on both lists are included in the Geographic Results Table.

Comparisons Between 2017 and 2018 The following figures are comparisons between the data collected in 2017 and the data collected during 2018. The charts that count the number of guided tours include only businesses with registered addresses in one of the 15 communities. The price comparison charts are comprised of data collected from businesses from List A, those only used during price analyses. Thus, businesses outside of the 15 communities or businesses without prices on their websites were not included. Empty spaces in the graphs demonstrate that a business was not included in 2017 or 2018.

$49.50 $50.00

$30.00

$37.67

$24.85 $24.00 $26.00

$12.50

$20.00

$-

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Kayaking Salmon Charter Fishing Whale Watching

Comparison of Guided tour Experiences Prices per Hour

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Comparison of Guided Tour Experience Prices

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Figure 13: Comparison of guided tour experience prices, as listed on operator's websites.

Figure 14: Comparison of guided tour experience prices per hour, as listed on the operator's website.

Gray whale off the coast of Depoe Bay, Oregon. Photo by Rasha Aridi.


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Comparison of Prices Across Products Figure 13 presents a comparison of the per-person experience price for the three studied guided tour experiences: charter salmon fishing, kayaking, and whale watching. Lists of Businesses Encountered during Online Searches During the first round of online sources, two lists were generated of business that appeared as relevant results within the limits of the survey instructions. These two lists are available in the appendix.

List A is comprised of businesses used in the price analyses and are officially located in one of the 15 towns. List B includes businesses that did not fit these criteria. Businesses on both lists are included in the Geographic Results Table.

Comparisons Between 2017 and 2018 The following figures are comparisons between the data collected in 2017 and the data collected during 2018. The charts that count the number of guided tours include only businesses with registered addresses in one of the 15 communities. The price comparison charts are comprised of data collected from businesses from List A, those only used during price analyses. Thus, businesses outside of the 15 communities or businesses without prices on their websites were not included. Empty spaces in the graphs demonstrate that a business was not included in 2017 or 2018.

$49.50 $50.00

$30.00

$37.67

$24.85 $24.00 $26.00

$12.50

$20.00

$-

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00


Comparison of Guided tour Experiences Prices per Hour

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Figure 13: Comparison of guided tour experience prices, as listed on operator's websites.

Figure 14: Comparison of guided tour experience prices per hour, as listed on the operator's website.

Gray whale off the coast of Depoe Bay, Oregon. Photo by Rasha Aridi. Since 2017, the number of whale-watching tours offered in Depoe Bay and Newport has remained the same, with one new business in Tillamook that was not recorded in 2017. In Depoe Bay and Newport, there was a $3 and $2 average price increase, respectively. (Photo by Rowland Willis)


Comparison of Guided Tour Experience Prices per Hour


Comparisons between 2017 and 2018The following figures are comparisons between the data collected in 2017 and 2018. The charts that count the number of guided tours include only businesses with registered addresses in one of the 15 communities. The price comparison charts are comprised of data collected

from businesses from List A, those only used during price analyses. Thus, businesses outside of the 15 com-munities or businesses without prices on their websites were not included. Empty spaces in the graphs indicate that a particular business was not included in 2017 or 2018.

Figure 15. Number of salmon charters in 2017 vs 2018.

Figure 16. Prices of salmon charters in 2017 vs 2018.

Figures 15 and 16 refer to salmon charter businesses.


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Prices of Kayak Tours in 2017 vs 2018

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Figures 17 and 18 include information from businesses that offer guided kayak tours.

Figure 15

Figure 16

Figure 17 Figure 18


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Astor ia Bandon Brookings Coos Bay Depoe Bay Florence Gold Beach Lincoln City Newport Port Orford Til lamook WinchesterBay

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Prices of Salmon Charters in 2017 vs 2018

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Figure 17. Number of kayak tours in 2017 vs 2018.

Figure 18. Prices of kayak tours in 2017 vs 2018.


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Figure 19. Number of whale watching tours in 2017 vs 2018.

Figures 19 and 20 refer to the whale watching tours offered in the 15 coastal communities.

Figure 20. Prices of whale watching tours in 2017 vs 2018.


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Conclusion This report is the second iteration of a longitudinal applied research study started in 2017 to gain a more comprehensive understanding of guided experiences along the Oregon coast. The three main goals of this study are (1) to identify businesses that offer the targeted services, (2) to document the products and prices offered by these businesses, and (3) to measure the efficacy of these business’s marketing by their presence in Google search results.

In total, 29 salmon charter businesses were found via online searches in 2017 and 30 found in 2018. In Astoria, Gold Beach, and Lincoln City, more businesses were found in 2018; however, in Brookings, Newport, and Tillamook, fewer businesses were recorded in 2018. This fluctuation may be because businesses had recently opened/closed, or that they just did not appear in the top 12 results and were therefore not recorded. Overall, the price of salmon charters tours has slightly increased from 2017 or stayed the same. There was one big price drop in Lincoln City, but, generally speaking, prices are on the rise.

The number of kayak tours per city have stayed the same at three main businesses along the coast. The prices in two of the three businesses have stayed the same, with one $15 price drop in Gold Beach.

The number of whale watching tours offered in Depoe Bay and Newport have remained the same, with one new business in Tillamook that was not recorded in 2017. In Depoe Bay and Newport, there was a $3 and $2 average price increase, respectively.

The Geographic Results Table is intended to demonstrate a business’s online marketing success. A more well marketed and visited business website will appear higher in Google’s search results. Some businesses

appeared in the search results list for 10 of the 15 searched towns; businesses like this have a very strong online presence and are more likely to be contacted by people seeking their products. Furthermore, some businesses did not appear in the search list of the town they are based in. This may indicate that there is high competition and/or that the business is not marketing itself well enough to appear in Google’s results. It is important to address the issue of poor marketing because visitors and tourists will be unable to find a business if it is not as well-marketed as its competing businesses.

This project was designed to serve the Oregon coast, but is able to be implemented in regions across the country using the same methodology and a modified survey. This can help other communities gauge the same type of information to help advance economic development through sustainable outdoor recreation.

The design of this project allows it to be redone over the years following the same methodology. The third round of data collection will take place in 2019 and build on the data collected in 2017 and 2018.

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$35

$40

$45


Price

Town Name

Prices of Whale Watching Tours in 2017 vs 2018

2017 Prices

2018 Prices


Figure 19

Figure 20

Caption/Credit 5


9

Conclusion This report is the second iteration of a longitudinal applied research study started in 2017 to gain a more comprehensive understanding of guided experiences along the Oregon coast. The three main goals of this study are (1) to identify businesses that offer the targeted services, (2) to document the products and prices offered by these businesses, and (3) to measure the efficacy of these business’s marketing by their presence in Google search results.

In total, 29 salmon charter businesses were found via online searches in 2017 and 30 found in 2018. In Astoria, Gold Beach, and Lincoln City, more businesses were found in 2018; however, in Brookings, Newport, and Tillamook, fewer businesses were recorded in 2018. This fluctuation may be because businesses had recently opened/closed, or that they just did not appear in the top 12 results and were therefore not recorded. Overall, the price of salmon charters tours has slightly increased from 2017 or stayed the same. There was one big price drop in Lincoln City, but, generally speaking, prices are on the rise.

The number of kayak tours per city have stayed the same at three main businesses along the coast. The prices in two of the three businesses have stayed the same, with one $15 price drop in Gold Beach.

The number of whale watching tours offered in Depoe Bay and Newport have remained the same, with one new business in Tillamook that was not recorded in 2017. In Depoe Bay and Newport, there was a $3 and $2 average price increase, respectively.

The Geographic Results Table is intended to demonstrate a business’s online marketing success. A more well marketed and visited business website will appear higher in Google’s search results. Some businesses

appeared in the search results list for 10 of the 15 searched towns; businesses like this have a very strong online presence and are more likely to be contacted by people seeking their products. Furthermore, some businesses did not appear in the search list of the town they are based in. This may indicate that there is high competition and/or that the business is not marketing itself well enough to appear in Google’s results. It is important to address the issue of poor marketing because visitors and tourists will be unable to find a business if it is not as well-marketed as its competing businesses.

This project was designed to serve the Oregon coast, but is able to be implemented in regions across the country using the same methodology and a modified survey. This can help other communities gauge the same type of information to help advance economic development through sustainable outdoor recreation.

The design of this project allows it to be redone over the years following the same methodology. The third round of data collection will take place in 2019 and build on the data collected in 2017 and 2018.

4

1

0

4

1 1

0

1

2

3

4

5


Num

ber o

f Bus

ines

ses

Town Name

Number of Whale Watching Tours in 2017 vs 2018

2017 Count

2018 Count

$26

$40

$29

$42 $40

$-

$5

$10

$15

$20

$25

$30

$35

$40

$45


Price

Town Name

Prices of Whale Watching Tours in 2017 vs 2018

2017 Prices

2018 Prices


Figure 19

Figure 20

Caption/Credit 5

Number of Kayak Tours in 2017 vs 2018 Prices of Kayak Tours in 2017 vs 2018

Number of Whale-Watching Tours in 2017 vs 2018 Prices of Whale-Watching Tours in 2017 vs 2018


Geographic Strength of Online Search ResultsGeographic Table 1, 2, 3, and 4 show the results of online searches for the given guided experience by town name used in the search. The colored cells match the town where the business’s registered address is. The letter/number combination indicate where in the Google search result the company’s website appeared. “F” denotes Google’s featured snippets box. “R” denotes a regular search result. The number associated with the letter signifies where the website appeared. For example, Dockside Charters is based in Depoe Bay, and appeared in the search for Depoe Bay (first result in featured snippets box; second regular result) and Lincoln City (ninth regular result). No rank is listed if the search did not return a listing in the top 12.

The businesses used in this data set are not the exact same as the businesses used in the price analyses. All

businesses encountered for all three searched tours in all 15 communities are included here.

The Geographic Results Table is intended to demon-strate a business’s online marketing success. A more well-marketed and more frequently visited business website will appear higher in Google’s search results. Some businesses appeared in the search results list for 10 of the 15 searched towns; businesses like this have a very strong online presence and are more likely to be contacted by people seeking their products. Further-more, some businesses did not appear in the search list of the town they are based in. This may indicate that there is high competition and/or that the business is not marketing itself well enough to appear in Google’s results. It is important to address the issue of poor mar-keting, because visitors and tourists will be unable to find a business if it is not as well-marketed as its com-peting businesses.

Charter fishing businesses offered different amenities, but all provided equipment, bait, and tackle, while some also offered filleting of catch and minor amenities, such as hot coffee or drinking water. (Photo by Erik Urdahl)


Appendix A – Business Listings

List A: Businesses Used for Price Analyses


12

Appendix A – Business Listings List A: Businesses Used for Price Analyses

List B: Businesses Excluded from Price Analyses

Number Office Base Business Name Website1 Coos Bay Astoria Fishing Charters and Guide Service http://www.astoriafishing.com/2 Brookings Brookings Fishing Charters http://brookingsfishing.com/3 Brookings Brookings River and Ocean Fishing http://brookingsfishing.com/4 Newport Captain's Reel Deep Sea Fishing http://www.captainsreel.com/5 Depoe Bay Dockside Charters http://www.docksidedepoebay.com/6 Tillamook Firefighters Guide Service http://oregoncoastfishingguide.com/7 Astoria First Pass Outfitters http://firstpassoutfitters.com/8 Bandon Fish Oregon Guide Service http://fishoregon.com/9 Gold Beach Five Star Charters http://5starcharters.com/

10 Tillamook (Garibaldi) Garibaldi Charters https://garibaldicharters.com/11 Gold Beach Helen's Guide Service http://www.helensguideservice.net/12 Gold Beach J Taylor Guide Services http://fishchinook.com/13 Tillamook Kayak Tillamook https://kayaktillamook.com/content/pages/home14 Newport Marine Discovery Tours http://marinediscoverytours.com/15 Brookings Oregon Fishing Adventure http://www.oregonfishingadventure.com/brooking-ocean-fishing.htm16 Bandon Prowler Charters https://www.prowlercharters.com/17 Lincoln City Riverhawk Guide Service http://riverhawkguideserviceonline.net/18 Gold Beach Rogue River Guide Service http://www.rogueguide.com/19 Gold Beach Rogue River Guided Fishing with Tyson Crumley http://fishgoldbeach.com/20 Lincoln City Safari Town Surf https://safaritownsurf.com/21 Brookings Salmon King Lodge Guide Service http://www.salmonkinglodge.com/OceanSalmon.html22 Coos Bay Sharky's Charters https://sharkyscharterfishing.com/23 Gold Beach South Coast Tours https://www.southcoasttours.net/24 Gold Beach Sportfishing Oregon http://sportfishingoregon.com/25 Depoe Bay The Whale's Tail LLC https://www.whalestaildepoebay.com/26 Astoria Total Fisherman http://www.totalfisherman.com/27 Depoe Bay Tradewinds Charters https://www.tradewindscharters.com/28 Depoe Bay Whale Research Eco Excursions http://www.oregonwhales.com/29 Brookings Wild Rivers Fishing http://wildriversfishing.com/30 Winchester Bay Winchester Bay Charters https://www.winchesterbaycharters.com/31 Newport Yaquina Bay Charters http://yaquinabaycharters.com/fishingblogs/

Number Office Base Business Name Website1 Coos Bay (Charleston) Betty Kay Charters http://www.bettykaycharters.com/index.php2 Roseburg Casey's Guide Service http://caseysguideservice.com/#3 Lincoln City Coyote Rock http://www.coyote-rock.com/4 Astoria (Warrenton) Gale Force Guides http://www.galeforceguides.com/5 Elmira Grey Ghost Guide Service http://greyghostguideservice.com/6 Roseburg JD Angling Adventures http://jd-anglingadventures.com/7 Astoria Lance Fisher Fishing https://lancefisherfishing.com/locations/astoria/8 Newport Newport Tradewinds Deep Sea Fishing http://www.newporttradewinds.com/9 Eugene O2 Fish Guide Service http://www.o2fish.com/

10 Clackamas Oregon Fishing Guide Bob Rees http://www.northwestguides.com/fishing/


12

Appendix A – Business Listings List A: Businesses Used for Price Analyses


Number Office Base Business Name Website1 Coos Bay Astoria Fishing Charters and Guide Service http://www.astoriafishing.com/2 Brookings Brookings Fishing Charters http://brookingsfishing.com/3 Brookings Brookings River and Ocean Fishing http://brookingsfishing.com/4 Newport Captain's Reel Deep Sea Fishing http://www.captainsreel.com/5 Depoe Bay Dockside Charters http://www.docksidedepoebay.com/6 Tillamook Firefighters Guide Service http://oregoncoastfishingguide.com/7 Astoria First Pass Outfitters http://firstpassoutfitters.com/8 Bandon Fish Oregon Guide Service http://fishoregon.com/9 Gold Beach Five Star Charters http://5starcharters.com/

10 Tillamook (Garibaldi) Garibaldi Charters https://garibaldicharters.com/11 Gold Beach Helen's Guide Service http://www.helensguideservice.net/12 Gold Beach J Taylor Guide Services http://fishchinook.com/13 Tillamook Kayak Tillamook https://kayaktillamook.com/content/pages/home14 Newport Marine Discovery Tours http://marinediscoverytours.com/15 Brookings Oregon Fishing Adventure http://www.oregonfishingadventure.com/brooking-ocean-fishing.htm16 Bandon Prowler Charters https://www.prowlercharters.com/17 Lincoln City Riverhawk Guide Service http://riverhawkguideserviceonline.net/18 Gold Beach Rogue River Guide Service http://www.rogueguide.com/19 Gold Beach Rogue River Guided Fishing with Tyson Crumley http://fishgoldbeach.com/20 Lincoln City Safari Town Surf https://safaritownsurf.com/21 Brookings Salmon King Lodge Guide Service http://www.salmonkinglodge.com/OceanSalmon.html22 Coos Bay Sharky's Charters https://sharkyscharterfishing.com/23 Gold Beach South Coast Tours https://www.southcoasttours.net/24 Gold Beach Sportfishing Oregon http://sportfishingoregon.com/25 Depoe Bay The Whale's Tail LLC https://www.whalestaildepoebay.com/26 Astoria Total Fisherman http://www.totalfisherman.com/27 Depoe Bay Tradewinds Charters https://www.tradewindscharters.com/28 Depoe Bay Whale Research Eco Excursions http://www.oregonwhales.com/29 Brookings Wild Rivers Fishing http://wildriversfishing.com/30 Winchester Bay Winchester Bay Charters https://www.winchesterbaycharters.com/31 Newport Yaquina Bay Charters http://yaquinabaycharters.com/fishingblogs/

Number Office Base Business Name Website1 Coos Bay (Charleston) Betty Kay Charters http://www.bettykaycharters.com/index.php2 Roseburg Casey's Guide Service http://caseysguideservice.com/#3 Lincoln City Coyote Rock http://www.coyote-rock.com/4 Astoria (Warrenton) Gale Force Guides http://www.galeforceguides.com/5 Elmira Grey Ghost Guide Service http://greyghostguideservice.com/6 Roseburg JD Angling Adventures http://jd-anglingadventures.com/7 Astoria Lance Fisher Fishing https://lancefisherfishing.com/locations/astoria/8 Newport Newport Tradewinds Deep Sea Fishing http://www.newporttradewinds.com/9 Eugene O2 Fish Guide Service http://www.o2fish.com/

10 Clackamas Oregon Fishing Guide Bob Rees http://www.northwestguides.com/fishing/



Geo

grap

hic

Tabl

e 2.

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d ka

yak

tour

ope

rato

rs.

Geo

grap

hic

Tabl

e 3.

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d w

hale

wat

chin

g to

ur o

pera

tors

.

Geo

grap

hic

Tabl

e 1.

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d sa

lmon

-fish

ing

oper

ator

s.

Surv

ey o

f Onl

ine

Mar

ketin

g Su

cces

s an

d Pr

icin

g

10

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grap

hic

Stre

ngth

of O

nlin

e Se

arch

Res

ults

Th

e fo

llow

ing

tabl

e sh

ow th

e ge

ogra

phic

stre

ngth

of t

he o

nlin

e se

arch

resu

lts. G

eogr

aphi

c Ta

ble

1, 2

, 3, a

nd 4

sho

w th

e re

sults

of o

nlin

e se

arch

es fo

r the

giv

en g

uide

d ex

perie

nce

by to

wn

nam

e us

ed in

the

sear

ch. T

he c

olor

ed c

ells

mat

ch th

e to

wn

whe

re th

e bu

sine

ss’s

regi

ster

ed a

ddre

ss is

. The

lette

r/num

ber c

ombi

natio

n in

dica

te w

here

in th

e G

oogl

e se

arch

resu

lt th

e co

mpa

ny’s

web

site

app

eare

d. “

F” d

enot

es G

oogl

e’s

feat

ured

sni

ppet

s bo

x. “

R”

deno

tes a

regu

lar s

earc

h re

sult.

The

num

ber a

ssoc

iate

d w

ith th

e le

tter

sign

ifies

whe

re th

e w

ebsi

te a

ppea

red.

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exa

mpl

e, D

ocks

ide

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rters

is b

ased

in D

epoe

Bay

, and

app

eare

d in

the

sear

ch fo

r Dep

oe B

ay (1

st re

sult

in fe

atur

ed s

nipp

ets b

ox, 2

nd

regu

lar r

esul

t) an

d Li

ncol

n C

ity (9

th re

gula

r res

ult).

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rank

is li

sted

if th

e se

arch

did

not

retu

rn a

list

ing

in th

e to

p 12

. Th

e bu

sine

sses

use

d in

this

dat

a se

t are

not

the

exac

t sam

e as

the

busi

ness

es u

sed

in th

e pr

ice

anal

yses

. All

busi

ness

es e

ncou

nter

ed fo

r all

thre

e se

arch

ed to

urs i

n al

l 15

com

mun

ities

are

incl

uded

her

e.

Geo

grap

hic

Tabl

e 1:

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

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11

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grap

hic

Tabl

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lity

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brea

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of th

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line

pres

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of g

uide

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yak

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ope

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rs.

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grap

hic

Tabl

e 3:

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qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

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hale

wat

chin

g to

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pera

tors

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grap

hic

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e 4:

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ine

pres

ence

of b

usin

esse

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t are

not

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ed in

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r ser

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Geo

grap

hic

Tabl

e 2:

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d ka

yak

tour

ope

rato

rs.

Geo

grap

hic

Tabl

e 3:

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d w

hale

wat

chin

g to

ur o

pera

tors

.

Geo

grap

hic

Tabl

e 4:

The

onl

ine

pres

ence

of b

usin

esse

s tha

t are

not

list

ed in

the

15 c

oast

al O

rego

n co

mm

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es, b

ut a

ppea

r to

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r ser

vice

s in

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regi

on.

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ce L

ocat

ion

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on C

hart

ers

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ria

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onBr

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ngs

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on B

each

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ayFl

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hLi

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tyN

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rt

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vice

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Offi

ce Lo

catio

nKa

yak T

ours

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riaBa

ndon

Broo

king

sCa

nnon

Bea

chCo

os B

ayD

epoe

Bay

Flor

ence

Gol

d Be

ach

Linc

oln

City

New

port

Po

rt O

rford

Reed

spor

tSe

asid

eTi

llam

ook

Win

ches

ter B

ayG

old

Beac

hSo

uth

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t Tou

rs2F

, 1R

1F, 1

R12

R1R

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oln

City

Safa

ri To

wn

Surf

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moo

kKa

yak T

illam

ook

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Off

ice

Lo

ca

tio

nW

ha

le W

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g T

ou

rsA

sto

ria

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nd

on

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ok

ing

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an

no

n B

ea

ch

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os

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yD

ep

oe

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yF

lore

nc

eG

old

Be

ac

hL

inc

oln

Cit

yN

ew

po

rt

Po

rt O

rfo

rdR

ee

dsp

ort

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asi

de

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lam

oo

kW

inc

he

ste

r B

ay

De

po

e B

ay

Th

e W

ha

le's

Ta

il L

LC

11

R1

1R

7R

3F

, 5

R8

R8

R5

R8

R3

F,

10

R1

1R

6R

De

po

e B

ay

Wh

ale

Re

sea

rch

Ec

o E

xc

urs

ion

s1

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, 8

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0R

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po

e B

ay

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ck

sid

e C

ha

rte

rs6

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R4

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F,

6R

7R

6R

De

po

e B

ay

Tra

de

win

ds

Ch

art

ers

12

R1

F,

1R

1F

, 7

R8

R3

F2

F,

12

R

Ne

wp

ort

Ma

rin

e D

isc

ov

ery

To

urs

8R

12

R1

0R

9R

10

R1

0R

2R

1F

, 7

R1

F,

9R

7R

Til

lam

oo

kG

ari

ba

ldi

Ch

art

ers

1F

, 1

0R

Cap

tion/

Cre

dit 6


Geo

grap

hic

Tabl

e 4.

The

onl

ine

pres

ence

of b

usin

esse

s tha

t are

not

list

ed in

the

15 co

asta

l Ore

gon

com

mun

ities

, but

app

ear t

o off

er se

rvic

es in

the

regi

on.

Surv

ey o

f Onl

ine

Mar

ketin

g Su

cces

s an

d Pr

icin

g

11

Geo

grap

hic

Tabl

e 2:

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d ka

yak

tour

ope

rato

rs.

Geo

grap

hic

Tabl

e 3:

The

qua

lity

and

brea

dth

of th

e on

line

pres

ence

of g

uide

d w

hale

wat

chin

g to

ur o

pera

tors

.

Geo

grap

hic

Tabl

e 4:

The

onl

ine

pres

ence

of b

usin

esse

s tha

t are

not

list

ed in

the

15 c

oast

al O

rego

n co

mm

uniti

es, b

ut a

ppea

r to

offe

r ser

vice

s in

the

regi

on.

Offi

ce L

ocat

ion

Salm

on C

hart

ers

Asto

ria

Band

onBr

ooki

ngs

Cann

on B

each

Coos

Bay

Dep

oe B

ayFl

oren

ceG

old

Beac

hLi

ncol

n Ci

tyN

ewpo

rt

Port

Orf

ord

Reed

spor

tSe

asid

eTi

llam

ook

Win

ches

ter B

ayEl

mir

aG

rey

Gho

st G

uide

Ser

vice

12R

Euge

neO

2 Fi

sh5R

Clac

kam

asO

rego

n Fi

shin

g G

uide

Bob

Ree

s1F

Rose

burg

Jack

Dun

can

Angl

ing

Adve

ntur

es4R

Rose

burg

Case

y's G

uide

Ser

vice

5R

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ce Lo

catio

nKa

yak T

ours

Asto

riaBa

ndon

Broo

king

sCa

nnon

Bea

chCo

os B

ayD

epoe

Bay

Flor

ence

Gol

d Be

ach

Linc

oln

City

New

port

Po

rt O

rford

Reed

spor

tSe

asid

eTi

llam

ook

Win

ches

ter B

ayG

old

Beac

hSo

uth

Coas

t Tou

rs2F

, 1R

1F, 1

R12

R1R

3F1R

1R5R

9R4R

Linc

oln

City

Safa

ri To

wn

Surf

8R1F

, 1R

5R8R

Tilla

moo

kKa

yak T

illam

ook

8R1R

9R8R

10R

1R

Off

ice

Lo

ca

tio

nW

ha

le W

atc

hin

g T

ou

rsA

sto

ria

Ba

nd

on

Bro

ok

ing

sC

an

no

n B

ea

ch

Co

os

Ba

yD

ep

oe

Ba

yF

lore

nc

eG

old

Be

ac

hL

inc

oln

Cit

yN

ew

po

rt

Po

rt O

rfo

rdR

ee

dsp

ort

Se

asi

de

Til

lam

oo

kW

inc

he

ste

r B

ay

De

po

e B

ay

Th

e W

ha

le's

Ta

il L

LC

11

R1

1R

7R

3F

, 5

R8

R8

R5

R8

R3

F,

10

R1

1R

6R

De

po

e B

ay

Wh

ale

Re

sea

rch

Ec

o E

xc

urs

ion

s1

1R

2F

, 8

R3

F1

0R

3F

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po

e B

ay

Do

ck

sid

e C

ha

rte

rs6

R8

R7

R4

R4

R2

F,

6R

7R

6R

De

po

e B

ay

Tra

de

win

ds

Ch

art

ers

12

R1

F,

1R

1F

, 7

R8

R3

F2

F,

12

R

Ne

wp

ort

Ma

rin

e D

isc

ov

ery

To

urs

8R

12

R1

0R

9R

10

R1

0R

2R

1F

, 7

R1

F,

9R

7R

Til

lam

oo

kG

ari

ba

ldi

Ch

art

ers

1F

, 1

0R

Cap

tion/

Cre

dit 6

Author: Miles Phillips; editing by Tiffany Woods and Rick Cooper; layout by Rick CooperPublished by Oregon Sea Grant, 1600 SW Western Blvd., Suite 350, Corvallis, OR 97333. Phone: 541-737-2714. Web: seagrant.oregonstate.edu/ © 2018 by Oregon State UniversityThis report was prepared by Oregon Sea Grant under award number NA18OAR4170072 (project number M/A-21) from the National Oceanic and Atmospheric Administration (NOAA), U.S. Department of Commerce, and by appropriations made by the Oregon State Legislature. The statements, findings, conclusions, and recommendations are those of the authors and do not necessarily reflect the views of these funders.

ORESU-S-18-002

Additional Information • To find this and related publications from

Oregon State University Extension’s Sustainable Tourism Program (including one that describes a low-cost method for conducting a similar study), visit tourism.oregonstate.edu

• For more information about Oregon Sea Grant, the publisher of this study, visit seagrant.oregonstate.edu

http://tourism.oregonstate.edu

https://seagrant.oregonstate.edu/

2018 evaluation of pricing and online presence of oregon coast … · 2019-01-14 · 2018...

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