Arizona’s Cultural Heritage Tourism Study

Purpose The purpose of the study was to generate

information about cultural heritage tourists in Arizona.

Get a better idea of visitors who go to cultural and heritage attractions.

One of the most comprehensive studies done. Most are at one site and/or for a short amount of time.

Collecting information Study lasted a year Were 17 sites and 3 events throughout the

state focused on history and culture Selected several days a month, both weekdays

and weekends; people at the sites gave out questionnaires (onsite and mail back)

Surveyed residents and non-residents AZ: 883 out of 2,035 (43%) Out of state: 1,069 out of 1,980 (54%)

Study Highlights

Profile Couples without children at home Average of 56 years old Traveling together Working full time or retired Fairly well educated, moderate to high income Out of state visitors from Southwest, Pacific

Northwest, Midwest, Northeast. Also international—CH attractions have broad appeal to people from diverse regions

Event attendees more diverse that site visitors

Planning Out of state visitors plan their trips fairly far

in advance Not much interest in buying tickets ahead of

time Residents tend to decide to visit the attraction

on fairly short notice (31% the day of the visit; 30% 2-6 days)—but so do others (34% the day of the visit; only 32% before leaving home)

Information CH tourists tended to use typical information

sources (friends and family, prior experience) to plan their trips, but In-state visitors are quite reliant on newspaper

articles for information--newspapers need to part of the promotional mix for residents

Out of state visitors use web sites, travel clubs more often

Logistics Out of state visitors stay a median of 7 days Half stay in a hotel or motel, a quarter in a private

home Quite a large number of residents were on an

overnight trip: 30% with a median of 2 nights. Increases their economic importance

Residents travel in their own vehicles Many out of staters (half) fly in and rent or use a

private vehicle

General Activities Most participated in a number of activities in

addition to cultural heritage activities—scenery, friends and family, nature activities, shopping.

Out of state visitors do more acitivities than residents. It is the package of activities that appeal to tourists

Event visitors, though, are less likely to do other things

Cultural Heritage Activities Primary CH activities included visiting

museums, historic sites, eating local or ethnic food, shop for arts/crafts

True CH tourists participate in culturally oriented activities to a greater extent

Interestingly, not all reported participation in a cultural or heritage activity – perception is everything

Motives Many were highly motivated by CH types of

experiences 58% were very or extremely motivated by

learning about AZ history and culture and/or experiencing other cultures

CH attractions are significant players in the AZ experience

Residents were more strongly influenced by these motives; CH attractions inspire in-state travel

Influence The specific attractions were fairly influential in

inspiring the visit to the community, somewhat less influential on the visit in general > CH attractions are a draw for visitors

0

10

20

30

40

50

None Slight Moderate Great Primary

Trip in AZ

Commu.

Experience Cultural heritage attractions are important to

people; those who frequent such attractions do so often 91% out of state visitors and 93% residents had

been to at least one other CH attraction in the past 6 months

They have broad appeal Visitors were from many states, provinces and

countries

Benefits Enjoy the visit and appreciation and knowledge of

the area’s cultural heritage are the most important benefits

They feel they are able to attain these benefits Importance and attainment levels of true CH tourists

are higher that others CH attractions are important for quality of life;

residents feel connection to heritage and fulfilling lifestyle are important benefits

A = Enhanced family relationships

B = Contributed to a fulfilling lifestyle

C = Had fun/enjoyed the visit

D = Enhanced relationship with my friends

E = Increased appreciation of the area’s culture/history/ heritage

F = Contributed to my quality of life

G = Enhanced visit to Arizona

H = Experienced a quality heritage attraction

I = Learned more about the area’s culture/history/heritage

J = Felt “connected” to Arizona’s cultural heritage

K = Appealed to the whole family/group

L = Had a significant cultural learning experience

Importance-Performance Analysis

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1.50

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4.50

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Importance

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HE

I

A

D

KG

L

FB

J

Importance-Performance Analysis

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1.50

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2.50

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3.50

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1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00

Importance

Per

form

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C

H,I,E

AD

K

G

L

FB

J

A = Enhanced family relationships

B = Contributed to a fulfilling lifestyle

C = Had fun/enjoyed the visit

D = Enhanced relationship with my friends

E = Increased appreciation of the area’s culture/history/ heritage

F = Contributed to my quality of life

G = Enhanced visit to Arizona

H = Experienced a quality heritage attraction

I = Learned more about the area’s culture/history/heritage

J = Felt “connected” to Arizona’s cultural heritage

K = Appealed to the whole family/group

L = Had a significant cultural learning experience

Show me the Money Overnighters spent over $1.2K (about 1,050

people) Day trippers spent over $75,000 (about 440

people) Estimate are 3.2 million CH visitors who

spent over $2 billion (includes resident and day-trip travel)

Satisfaction CH visitors are very satisfied with the

experiences in AZ with high levels of satisfaction with their visit to the specific attraction, with the diversity and quality of the CH tourism product

“True CH tourists” are even more satisfied than others

Event vs. Site visitors Event

Less married, lower education

More diverse Resident day-trips Newspaper use Alone Attend events/ entertain. Weather, cultures, entert. Experience greater benefits Decide to visit farther in

advance; had visited before

Site Stay in hotel, RV Rent cars More activities, general &

CH New places, sights,

scenery Spent more overall—but

because of longer stay (daily spending not different)

Benefits of enhanced visit and learn about area higher

Slightly more satisfied with trip and attraction

True heritage vs. others True

Newspaper CH activities/events All motive items more

important All benefit items more

important and achieved

Spent more on arts and crafts

More satisfied

Others Friends and relies Visit friends and relies Tended to spend less in

general

Thanks to the Arizona Office of Tourism and the Arizona Humanities Council