kentucky visitor profile study bluegrass, blues & bbq september 2010 – august 2011 visitors

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Bluegrass, Blues & BBQ

Kentucky Visitor Profile StudyBluegrass, Blues & BBQ

September 2010 – August 2011 VisitorsPrepared for:

The Commonwealth of KentuckyDepartment of Travel and Tourism

Prepared by:

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Bluegrass, Blues & BBQTable of Contents

• Background………………..………………………………………………………………………..

3• Trip Planning…………………………………………………………………………………..……

5• Trip Characteristics………………………………………………………………………..…….

6• Trip Assessment……………………………………………………………………………..……

7• Visitor/Travel Party Demographics………………………………………………..…….

8• Appendix

Methodology………………………………………………………………………………… 10 Regional Comparison Tables.………………………………………………………… 15

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Bluegrass, Blues & BBQBackground• The Kentucky Department of Travel and Tourism has commissioned DPA to conduct

a research study profiling visitors within Kentucky during the period of September 2010 through August 2011.

• The findings from this research will be used primarily to inform the development of future advertising and marketing plans for Kentucky’s tourism industry. To fulfill this responsibility, the Kentucky Department of Travel and Tourism (KDTT) requires accurate and timely information on tourism activity in the Kentucky.

• This summary report focuses solely on the Bluegrass, Blues & BBQ region, with comparisons to the State in general.

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Summary Findings – Bluegrass, Blues & BBQ

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Bluegrass, Blues & BBQ• Like visitors to Kentucky in general, visitors to the Bluegrass, Blues & BBQ Region are generally coming to

the area for vacation or short pleasure trip (52%), although this proportion is just below the Statewide average of 61%. Visitors to the Region are more likely than visitors to Kentucky in general to say they are visiting for a festival or event (29% vs. 13%). An additional 24% come to visit family and friends.

• Visitors to the Bluegrass, Blues & BBQ Region plan their trips in a slightly different manner than do visitors to the rest of the State.• Visitors to this region are more likely than Statewide visitors to use the Internet as a planning

resource (64% vs. 58%). An additional 30% use friends and family or co-workers for trip advice.• Specifically, visitors use www.kentuckytourism.com (27%) and search engines (32%) to help plan

their trips.• Like visitors to Kentucky in general, about two-thirds (64%) of visitors recall promotions for Kentucky.• The plurality (45%) of visitors to Bluegrass, Blues & BBQ report making accommodations reservations prior

to leaving home. One in seven (15%) say they stayed with family or friends, while 14% say they did not stay overnight.

• The majority of visitors to Bluegrass, Blues & BBQ say their decision to go to Kentucky was influenced by the peaceful/relaxing atmosphere (66%), the fact that it is a safe destination (63%) and that it was a clean, unspoiled environment (60%). Visitors to the Bluegrass, Blues and BBQ region are slightly less likely than Statewide visitors to mention it is a convenient location (57% vs. 64%).

Trip Planning

http://www.kentuckytourism.com/

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• Three-quarters (74%) of Bluegrass, Blues & BBQ visitors say they stayed in paid accommodations, equivalent to the 76% doing so statewide.

• Visitors to Bluegrass, Blues & BBQ stayed an average of 3.9 nights in Kentucky.• During their stay, more than half (54%) reported going shopping, equal to the 54% statewide

average.• Bluegrass, Blues & BBQ Region visitors are far more likely than Statewide visitors to say they

attended events (57% vs. 37%). These events focused on fairs or festivals (25%), bluegrass concerts (21%) and amateur sporting events (11%).

• The vast majority (83%) of visitors to the Region drove a personal vehicle, equal to the 84% State average.

Trip Characteristics

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• Nearly all (90%) visitors to the Bluegrass, Blues & BBQ Region say they were satisfied with their visit. However, the proportion saying they were very satisfied with their visit is slightly below the Statewide average (58% vs. 63%).• These visitors also are likely to return to Kentucky, with 69% saying they definitely will return and

23% saying they probably will return.• Additionally, 95% are likely to recommend Kentucky as a vacation destination, similar to the 96%

Statewide average.• Two in five (40%) visitors to Bluegrass, Blues & BBQ say it is about as expensive as they

thought it would be, but 44% say it was less expensive than they expected, which is equivalent to the statewide average (41%).

• Two in five (40%) visitors also feel the quality of accommodations exceeded their expectations. Again, this proportion is equal to the Statewide average.

• Visitors to the region liked the scenery (52%) and friendliness of the people (40%) the most. These proportions are slightly below the Statewide averages of 63% and 49% respectively.

• Twenty percent said they liked the quality of dining options, which is equivalent to the State average of 22%.

• Not having enough time to do all they wanted to do was the most commonly mentioned “least favorite” feature.

Trip Assessment

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• The typical visitor to the Bluegrass, Blues & BBQ Region is no more or less affluent than the average visitor to the State ($74,340 HHI vs. $74, 470 HHI).

• These visitors are also slightly older than visitors to Kentucky in general (52.6 years old vs. 51.3).

• Bluegrass, Blues & BBQ visitors are as likely as visitors to the State in general to bring children on their trip, with 26% of visitors to the Region traveling with children, compared to an equivalent 28% doing so statewide.

• Like the rest of the State, the Region primarily draws its visitors from the South (50%) and Midwest (33%). Other DMA’s providing visitors to the Region include Evansville (18%) and Louisville (7%).

• It appears that the Region is attracting more international visitors than the State in general, with 11% of the Region’s visitors coming from outside the US compared to just 6% of Statewide visitors coming from an international base.

Visitor and Travel Party Profile

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Appendix

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Bluegrass, Blues & BBQMethodology

Past Visitors

Online Survey

Among KDTT’s e-newsletter subscribers

Traveled in Kentucky during September 2010 – May 2011

Current Visitors

In-Person Intercept Survey

Among visitors at locations known to have tourists

Traveling in Kentucky during June 2011 – August 2011

• Given the composition of past and current travelers needed to provide an annual profile of visitors, DPA employed a two-pronged data collection approach.

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• Kentucky travelers during September 2010 through May 2011.• DPA conducted an online survey among KDTT’s database of e-newsletter subscribers.• Potential respondents were sent an email with an invitation to participate in an online survey about travel

in Kentucky.• Qualified respondents had to have traveled in Kentucky during the specified time period, traveling more

than 50 miles from home or staying overnight on their trip.• In total 924 qualified respondents participated in the survey from June 16, 2011 – July 24, 2011.

Past Visitors

Current Visitors• Kentucky travelers during June 2011 through August 2011.• DPA conducted a onsite intercept survey among Kentucky visitors at pre-determined locations, such as

outdoor recreation areas, attractions, tourist shopping areas, festivals/events, etc. • Potential respondents were approached by trained interviewers and asked to participate in a survey of

visitors to the area. • Qualified respondents had to be traveling more than 50 miles from home or staying overnight on their trip.

The questionnaire was to be completed by the respondent and returned to the interviewer.• In total 895 qualified respondents participated in the survey from June 24, 2011 through August 27, 2011.

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Season Month of TravelNumber of

RespondentsFall September 2010 – November 2010 164

Winter December 2010 – January 2011 90*

Spring March 2011 – May 2011 670

Summer June 2011 – August 2011 895

Total 1,819

• The data collected provides a readable sample of visitors in each season. Respondents were grouped by season according to the month of their most recent trip. The total number of completed interviews by season is shown below.

• Throughout report * denotes sample size less than 100. Please interpret with caution.

• Throughout report a, b, c, etc. is significant at the 95 percent confidence level

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Bluegrass, Blues & BBQMethodology• Additionally, the data collected provides a readable sample of visitors in each of

Kentucky’s nine tourism regions. Respondents who visited multiple regions on their most recent trip were counted as a visitor in each of those regions so the groups are not mutually exclusive. The map below shows how each region is defined.

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Regional Comparison Tables

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Bluegrass, Blues & BBQTrip Planning

Started Talking about Trip

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b

Kentucky's Derby Region

(n=549)c

Northern Kentucky

River Region (n=296)

d

Bluegrass Region (n=562)

e

Caves, Lakes &

Corvettes (n=384)

f

Southern Lakes & Rivers (n=296)

g

Kentucky's Appalachians

(n=298)h

Daniel Boone

Country (n=329)

i2011 64% 61% 62% 63% 69%afg 64% 61% 58% 63% 63%

2010 26% 30%h 24% 31%bh 25% 30%h 27% 30%h 22% 29%h

2009 or Earlier 3% 4% 2% 3% 3% 3% 2% 4% 4% 2%

Choose Kentucky for Trip

2011 66% 64% 61% 65% 71%bfg 67%g 61% 60% 64% 65%

2010 23% 27% 21% 28%bdh 22% 26% 26% 26% 21% 26%

2009 or Earlier 2% 3%i 1% 2% 2% 3%i 1% 2% 3%i 1%

Q3. When did you “start talking” about going on this trip?Q4. When did you choose Kentucky for this trip?

Discussion vs. Decision Timeline

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Accommodations Reservations Timeline

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f

Southern Lakes & Rivers

(n=296)g


(n=298)h

Daniel Boone

Country (n=329)

i

Before Leaving Home 51% 47% 45% 52%e 47% 45% 52%e 58%abde 56%abde 53%e

On the road, but not in Kentucky 3% 5% 3% 3% 4% 4% 3% 4% 3% 3%

After arriving in Kentucky 7% 10%d 8% 8%d 5% 8% 10%d 7% 7% 11%d

I did not make reservations 12% 12% 14% 10% 13% 13% 14% 10% 14% 15%

I Stayed with Friends or Family 13% 13% 15% 17%fhi 13% 19%adfghi 10% 13% 10% 10%

I did not stay overnight in Kentucky 12% 12%gi 14%cgi 9% 17%cefghi 11%gi 10%g 6% 9% 7%

No Answer 2% <1% 2% 1% 2% 1% 1% 2%a 2% 2%a

Q5. When did you make accommodations reservations for your stay in Kentucky?

Trip Planning

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Bluegrass, Blues & BBQTrip Planning Resources

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

i The Internet 58% 57% 64%hi 64%ahi 60%h 60%h 60% 59% 52% 55% Friends/relatives/co-workers' advice 35% 30% 30% 40%abfg 36% 39%abfg 31% 32% 38% 36%

Travel guides/brochures 15% 15% 11% 20%bdbd 13% 19%bd 22%abdh 18%b 15% 17% Ordered Kentucky Visitors Guide 14% 14% 13% 21%abdh 10% 20%abd 17%d 18%d 15% 17%d

AAA 11% 13% 11% 13% 14% 14%g 12% 9% 11% 11% Travel books 7% 8% 7% 10%d 6% 11%dh 7% 7% 7% 8% Contact local convention and visitors bureaus 6% 6% 5% 9%dh 5% 8%h 8% 7% 5% 6%

Articles or travelogues 5% 4% 6% 6% 4% 7%a 5% 5% 5% 7%

Travel magazines 5% 5% 6% 7% 5% 6% 6% 7% 4% 5% Contact local Chambers of Commerce 2% 3% 2% 3% 2% 4%d 2% 3% 3% 2%

Travel agent 1% 1% 2% 1% 2% 1% 2% 1% 2% 1% Other 8% 8% 7% 6% 10% 10%c 8% 12%bc 8% 9%None of the above 10% 11% 9% 9% 11% 10% 10% 10% 10% 10%No Answer 1% 1% 1% 1%e 1% <1% - 1% 1% <1%

Q7. When you were planning this trip in Kentucky, which of the following sources did you use? (Please check ALL that apply.)

Trip Planning

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Websites Used

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

i www.kentuckytourism.com 30% 32%d 27% 41%abdfhi 24% 38%abd 34%d 35%bd 33%d 34%bd

Online search engines (Google, Yahoo, etc.) 30% 29% 32% 36%ai 32% 33% 33% 30% 31% 27%

Accommodation websites 14% 13% 9% 18%bh 17%b 19%abh 15%b 15%b 11% 14% Local/Regional Tourism Office website 10% 12% 13% 16%dfgh 8% 14%dg 11% 9% 11% 12%

AAA 9% 9% 12% 13%hi 12% 11% 11% 9% 8% 8%

Booking websites (Expedia, Orbitz, etc.) 8% 9% 7% 12%bfghi 13%bghi 9%i 8% 7% 7% 5%

Trip Advisor 6% 6% 6% 8%d 4% 7% 7% 8% 6% 7% Chambers of Commerce websites 4% 6%d 7%d 5%d 3% 6%d 3% 5% 5% 5%

Airline web sites 3% 2% 2% 3%i 2% 3%i 1% 2% 2% 1% Travel blogs 2% 3%e 3% 2% 1% 1% 4%de 3%e 3%e 2%

Other Kentucky travel websites 7% 5% 6% 5% 5% 8%cdf 3% 8%f 10%abcdf 9%acdf

Other 8% 7% 12%ah 8% 12%afhi 9% 7% 9% 6% 7%Did not use any of the above 26% 25% 26%c 19% 25% 23% 27%c 22% 27%c 26%cNo Answer 3% 2% 2% 3% 1% 2% 2% 4%def 2% 3%

Q8. While planning this trip, which of the following web sites did you visit? (Please check ALL that apply.

Trip Planning

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Bluegrass, Blues & BBQTravel Decision Influences*

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

iPeaceful/Relaxing 70% 71% 66% 72% 66% 74%bdf 66% 77%bdf 78%bcdf 81%abcdef

A safe destination 67% 67% 63% 71%b 69% 70% 68% 73%b 74%ab 74%ab

Convenient location 64% 64% 57% 67%b 67%b 67%b 62% 68%b 64% 66%b

Plenty to see and do 64% 64% 56% 74%abdfg 65%b 72%abdf 60% 66%b 69%bf 72%abf

Clean, unspoiled environment 64% 62% 60% 65% 63% 69%ab 65% 70%abd 66% 72%abcdf

Good value for the money 64% 60% 58% 70%ab 65% 68%ab 65% 70%ab 66%b 71%ab

A "family" atmosphere 58% 58% 59% 57% 54% 57% 60% 68%abcdef 64%cde 65%cde

Reasonably priced lodging 56% 55% 50% 62%bdf 53% 57% 52% 62%bdf 63%bdf 64%abdf

Affordable dining 51% 51% 48% 58%bf 51% 55%f 47% 58%bf 51% 54%

Historic sites 50% 50% 49% 61%abdfgh 48% 61%abdgh 55% 49% 52% 60%abdgh

Variety of accommodations 48% 50% 44% 54%bd 45% 49% 48% 52% 52% 52%

A specific event 48% 44% 51%fgi 57%afghi 58%afghi 52%afgi 38% 42% 45% 41%

Good campgrounds 26% 23% 26% 24% 22% 23% 23% 33%acdef 44%abcdefg 41%abcdefg

Q10. When you were talking about visiting Kentucky, if one (1) is “Not at all influential” and five (5) is “Definitely Influential,” how strongly did the following influence your selection?

* Percentages shown reflect top 2 box scores (rating of 4 or 5)

Trip Planning

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Bluegrass, Blues & BBQTrip Planning

Recall of Promotions

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

iYes 62% 65% 64% 68%df 60% 71%dfh 61% 71%dfh 63% 66%

No 16% 14%g 12% 14%g 19%beghi 13% 14%g 9% 13% 12%

I can’t recall 19% 18% 17% 17% 16% 15% 21%e 19% 22%ce 21%e

No Answer 3% 3% 6%ceghi 1% 4%ce 2% 4%ce 2% 2% 2%

Q9. Over the past year, have you seen, read or heard any advertising, promotions or travel stories for Kentucky?

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Bluegrass, Blues & BBQRegions Visited

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes & Corvettes

(n=384)f


g


(n=298)h

Daniel Boone Country (n=329)

i

Western (net) 22% 78%cdefghi 77%cdefghi 18%deghi 8% 12% 22%deghi 12% 11% 12%

Western Waterlands 14% 72%bcdefghi 18%cdeghi 12%deh 5% 7% 15%deghi 8% 7% 9%

Bluegrass, Blue & BBQ 10% 17%cdefghi 75%acdefghi 9%di 4% 7% 12%deghi 7% 6% 5%

North Central (net) 45% 27% 26% 84%abfghi 93%abcefghi 84%abfghi 36%ab 36%ab 31% 42%abh

Kentucky’s Derby Region 22% 20% 18% 72%abdefghi 24%gh 32%abdfghi 23%gh 16% 16% 22%h

Northern Kentucky River Region 13% 4% 5% 13%abfh 81%abcefghi 17%abfhi 8% 12%ab 8% 9%a

Bluegrass Region 21% 14% 14% 31%abfgh 26%ab 67%abcdfghi 21%ab 24%ab 19%a 29%abfh

South Central (net) 23% 22%d 19% 25%bd 15% 22%d 73%abcdehi 73%abcdehi 22%d 29%abdeh

Caves, Lakes & Corvettes 15% 18%d 16%d 19%deh 9% 14%d 71%abcdeghi 22%bdeh 14% 16%d

Southern Lakes & Rivers 11% 8% 8% 11% 10% 13%ab 16%abcd 69%abcdefhi 12% 19%abcdeh

Eastern (net) 20% 16%b 9% 15%b 12% 23%abcdf 18%bd 24%abcdf 84%abcdefgi 72%abcdefg

Kentucky’s Appalachians 13% 7% 6% 8% 7% 13%abcd 10% 11%b 78%abcdefgi 30%abcdefg

Daniel Boone Country 11% 11% 7% 10% 7% 15%bcd 13%bd 19%abcdf 23%abcdef 58%abcdefgh

Q11. Earlier you said the [region selected ] region was your primary destination on your most recent trip to Kentucky. IN what other regions of Kentucky did you visit during your most recent trip? (Please check all that apply).


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Mode of Transportation

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

i

Drive a Personal Vehicle 84% 84% 83% 82% 85% 86% 83% 90%abcfh 83% 87%

Fly 6% 7%gi 5% 8%bghi 6%i 6%gi 5%i 3% 4% 2%

Drive a rental vehicle 3% 4%d 5%d 3%d 1% 2% 5%d 2% 3% 4%d

Travel by bus 2% 2% 4%deg 2% 1% 1% 3%d 1% 6%acdefg 3%d

Drive an RV 2% 2% 2% 2% 3% 2% 3% 3% 1% 3%

By Train 1% <1% <1% 1% 3%abceghi <1% - 1% <1% <1%

Other 1% 1% 1% 1% 1% 1% 1% 1% 2% 1%

Q1. How did you travel to our area? Did you…(Indicate PRIMARY MODE of transportation ONLY.) Please check one.


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Trip Purpose

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g

Kentucky's Appalachian

s (n=298)

h

Daniel Boone

Country (n=329)

iVacation/short pleasure trip 61% 59% 52% 59% 55% 60%b 62%b 71%abcdef 63%bd 69%abcdef

Visiting friends/family 26% 29% 24% 32%bdgi 23% 30%d 29% 25% 29% 25%

Festival/Event 13% 10% 29%acdefghi 16%afghi 14%f 16%afghi 9% 9% 9% 10%

Personal 11% 12% 9% 11% 13% 14%b 13% 13% 12% 12%

Business/Work 7% 9%b 5% 10%bg 7% 8%b 9%b 6% 11%bg 9%b

Convention/Conference 3% 5%b 2% 5%b 3% 3% 4% 3% 4% 4%

No Answer 2% 1% 3% 1% 6%acefgi 1% 2% 1% 3% 1%

Q12. What was your reason or reasons for visiting this area? (Please check ALL that apply.)


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Trip LengthMean # of Days

Respondents who stayed overnight Total

(n=1,578)

Western Waterlands

(n=304)a


(n=207)b


(n=496)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=341)

f


g


(n=266)h

Daniel Boone

Country (n=300)

i

Away from Home 5.1 5.3 5.4 5.4 4.9 5.9dg 5.4 5.1 5.4 5.3

In Kentucky 3.6 3.7 3.9 3.8d 3.3 3.9d 3.7 3.8 4.3d 3.9d

Respondents who may have stayed overnight Total

(n=1,609)

Western Waterlands

(n=305)a


(n=211)b


(n=502)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=345)

f


g


(n=271)h

Daniel Boone

Country (n=307)

iTotal nights intended to stay in Kentucky 3.5 3.6 3.8 3.8d 3.2 3.8d 3.7 3.6 4.2d 3.8d

Q6a/Q6b. On this trip, how many days will you be: Away from home, In Kentucky?Q14. How many nights in total do you intend to stay in Kentucky?


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Travel Party

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country

(n=329)i

Mean travel party size 3.0 2.9 2.8 2.8 3.0e 2.8 2.8 3.4abcdefi 3.1bcef 3.0ce

Mean adults in travel party 2.5 2.5bf 2.3 2.4 2.5 2.3 2.3 2.7bcdefhi 2.4 2.5bf

Travel with any children (net) 28% 23% 26% 23% 32%ace 25% 27% 34%abcef 34%ace 32%ace

Any younger than 6 10% 10%b 5% 9%b 13%b 9%b 9%b 11%b 11%b 12%b

Any 6 – 11 years old 14% 10% 11% 10% 19%abceg 10% 13% 13% 17%abce 18%abceg

12 -17 years old 15% 12% 18%ac 12% 14% 14% 14% 20%acdef 19%ac 15%

No children 40% 49%bghi 33% 54%bdfghi 43%b 52%bdfghi 43%b 39% 37% 41%b

Q18. Including yourself, how many people are in your immediate travel party?Q19. How many of those people are: Younger than 6 years old/6-11 years old/12-17 years old/Adults


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Bluegrass, Blues & BBQType of Accommodations

Respondents Who Stayed Overnight

Total(n=1,430) Western

Waterlands (n=275)

a


(n=182)b

Kentucky's Derby Region (n=455)

c

Northern Kentucky


d


e


(n=298)f


g


s (n=256)

h

Daniel Boone

Country (n=278)

i

In paid accommodations (NET) 76% 77% 74% 73% 74% 73% 76% 81%ce 86%abcdef 83%abcdef At a hotel/motel/historic inn 50% 52%ghi 52%ghi 61%abghi 56%ghi 55%ghi 54%ghi 41% 39% 41%

In an RV at a campground 10% 8% 9% 5% 6% 7% 8% 9%c 26%abcdefgi 19%abcdefg

At a resort (cabin/other indoor unit) 9% 13%cdef 8% 5% 5% 6% 7% 19%bcdef 15%bcdef 13%bcdef

In a tent at a campground 4% 1% 2% 1% 2% 2% 5%ac 5%ac 9%abcdef 13%abcdefg

At a Bed and Breakfast 4% 3% 4% 5% 5% 5%i 5% 5% 4% 3%At a vacation home/condo/cabin/houseboat you rented

4% 7%cdehi 5%cdi 2% 1% 3% 5%cdhi 12%abcdefhi 2% 1%

In accommodations with no charge (NET) 30% 31%i 39%dhi 32%hi 29% 34%hi 32%i 32%hi 24% 22%

At the home of family or friend 25% 27%i 32%ghi 30%ghi 26%i 31%ghi 27%i 22% 20% 18%

At a borrowed vacation home/condo/cabin/houseboat 2% 3% 3% 1% 2% 1% 4%e 6%cdehi 2% 2%

At your vacation home/condo/cabin/houseboat 2% 3% 5%cehi 1% 2% 2% 2% 6%cdefhi 1% 1%

At a campground with no fee 2% 2% 2% 2% 1% 1% 2% 2% 4%de 3%No Answer 2% 1% - 2% 4%efgi 1% 1% 1% 2% 1%

Q15. Are you staying overnight…


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Bluegrass, Blues & BBQTrip Activities

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

iGeneral (net) 83% 86%g 83% 87%g 89%bfg 87%g 83% 80% 84% 86%g

Dining out 70% 75%fghi 70% 78%bfghi 74%hi 75%fghi 69% 67% 64% 66%Sightseeing/driving for Pleasure 45% 47% 40% 48%bd 41% 55%abcdfg 49%bd 47% 55%abdg 59%abcdfg

Driving on designated scenicByways 30% 33%d 27% 36%bd 22% 38%bd 34%d 35%d 37%bd 45%abcdefgh

Taking in city sites 19% 20%g 16% 26%abghi 21%g 24%bghi 23%bgi 14% 18% 17%Nightlife/eveningEntertainment 11% 12% 11% 16%fgi 15%gi 12% 10% 10% 12% 10%

Visiting (net) 72% 66%b 56% 76%ab 74%ab 79%abf 72%b 75%ab 80%abf 80%abf

State/national parks 28% 28%bd 21% 25%d 17% 29%bd 32%bcd 40%abcdef 56%abcdefg 53%abcdefg

Historic sites 27% 29%b 21% 36%abdh 24% 40%abdfgh 32%bd 32%bd 26% 37%abdh

Friends or relatives 24% 26% 24% 27% 26% 30%f 23% 25% 28% 25%

Other museums 15% 14%b 9% 18%bgh 26%abcefghi 14%b 17%bgh 12% 11% 13%

Distillery 12% 11% 9% 28%abdefghi 12% 21%abdfghi 12% 10% 9% 10%

Horse racetrack 6% 5% 7% 14%abdfghi 8%g 10%afghi 6% 4% 5% 5%

Art museums 6% 7%g 5% 10%bdghi 5% 9%dghi 6% 3% 5% 4%

Amusement parks/carnivals 5% 4% 6% 7% 5% 6% 7% 5% 7% 5%

Outdoor water parks 4% 7%def 4% 4% 3% 3% 4% 6% 7%de 6%

Other attraction 6% 4% 5% 5% 9%abci 7%a 7%a 8%a 7% 5%


Q13. Which of the following activities did members of your travel party participate in? (Please check ALL that apply.)

28

Bluegrass, Blues & BBQTrip Activities

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

i

Participating In (NET) 51% 48% 47% 46% 42% 48% 54%cd 71%abcdef 75%abcdef 68%abcdef

Hiking 17% 15% 12% 14% 13% 19%bcd 15% 22%abcdf 39%abcdefg 37%abcdefg

Wildlife viewing 14% 18%cd 17%cd 11% 10% 14% 15% 22%cdef 28%abcdef 28%abcdef

Pool swimming 13% 14% 12% 13% 14% 14% 14% 19%bc 19%bc 21%abcdef

Fishing 12% 14%cde 14%d 10% 7% 9% 13%d 19%cdef 28%abcdefgi 20%cdef

Lake/river swimming 12% 12% 15%cde 9% 8% 9% 12% 29%abcdefhi 17%cde 17%cde

Motor boating/water skiing 7% 9%cde 6% 5% 4% 5% 7% 19%abcdefhi 10%cde 8%d

Bird watching 6% 9%d 7% 6% 4% 7%d 6% 7% 15%abcdefg 15%abcdefg

Golfing 5% 7% 5% 6% 4% 5% 5% 6% 7% 5%

Spelunking/Cave Exploration 5% 5% 4% 5% 3% 4% 16%abcdeghi 5% 7%d 7%d

Biking 4% 3% 5% 4% 5% 4% 4% 6% 9%abcdef 6%

Equestrian 3% 1% 3% 5%ai 2% 5%adi 3% 3% 3% 2%

Canoeing/Kayaking 3% 3% 3% 3% 3% 3% 4% 5% 6%abe 5%

Jet skiing 2% 3% 3% 2% 2% 2% 2% 8%abcdefhi 4% 2%

Off-road ATV driving 2% 1% <1% 2% 2% 2% 1% 3%bf 5%abcdef 4%abef

Hunting 1% 3% 2% 2% 2% 1% 2% 3% 4% 3%

Other activity 6% 3% 5% 7%a 7%a 6% 5% 7%a 7% 6%



29


Trip Activities

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

i

Attending (NET) 37% 30% 57%acdefghi 43%afgi 40%afg 41%afgi 32% 31% 37% 33%

Fairs or festivals 14% 13% 25%acdfghi 16% 14% 19%afgi 13% 13% 15% 12%

Horse races 5% 4% 7% 12%abdefghi 6% 8%a 5% 5% 6% 6%

Bluegrass concert 5% 4% 21%acdefghi 6%d 3% 5% 6% 4% 6% 5%

Popular music concerts/shows 4% 4% 8%efg 5% 7% 4% 3% 3% 8%fg 5%

Theater performances 4% 5% 3% 6% 5% 4% 3% 5% 9%befi 4%

Amateur sporting events 4% 3% 11%acdefghi 4% 2% 4% 3% 3% 4% 2%

Professional sporting events 2% 1% 3% 3% 6%abcefghi 2% 2% 1% 3% 2%

An equestrian competition 2% 1% 2% 4%abfh 2% 5%abdfghi 2% 2% 2% 2%

Classical music concerts 2% 3% 4% 2% 2% 1% 1% 2% 3% 1%

Other events 9% 7% 7% 9% 11% 9% 10% 11% 7% 9%



30


Trip Activities

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

i Shopping (NET) 54% 58%g 54% 62%bdgi 52% 64%bdfghi 56% 49% 56% 53%

For gifts or souvenirs 30% 30% 26% 36%bg 30% 35%bg 32% 26% 32% 31%

Arts, crafts, antiques 21% 25% 20% 23% 20% 32%abcdfgi 22% 23% 27%d 26%

General/mall shopping 19% 21%h 27%fghi 23%ghi 20%h 21%hi 20%h 16% 13% 15%

Outlet shopping 11% 14% 12% 14% 13% 13% 15% 12% 13% 12%

Business Activities (NET) 10% 15%bg 9% 13%g 13% 11% 11% 9% 14%g 11%

Conventions 3% 6%g 3% 6%bfg 6% 4% 3% 3% 4% 4%

Client meetings 3% 4% 2% 3% 5% 3% 3% 3% 4% 5%

Sales visit 2% 3% 2% 2% 3% 2% 3% 1% 3% 2%

Company retreat 1% 2% 2% 1% 1% 1% 1% 1% 2% 1%

Other business reason 3% 3% 3% 4% 4% 4% 4% 2% 5% 3%



31

Bluegrass, Blues & BBQTrip Assessment

Satisfaction with Visit

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

i

Satisfied 92% 94%h 90% 95%bh 92%h 95%bdh 92%h 95%bh 86% 94%h

Very Satisfied 63% 64% 58% 70%bfh 63% 73%abdfh 61% 67%b 60% 70%bfh

Satisfied 29% 30%e 32%e 25% 28%e 22% 31%e 28% 26% 25%

Neither 3% 3% 3% 2% 2% 2% 3% 2% 5%dei 2%

Dissatisfied/Very Dissatisfied 1% - 1% <1% 1% <1% 1% 1% 3%bcdefg 2%e

Don’t know 2% 1% 4%cgi 1% 2% 1% 2% <1% 2% 1%

No Answer 3% 1% 3% 1% 4%c 2% 2% 1% 4%acg 2%

Q24. How satisfied are you with your stay in Kentucky?

32


Future Travel Intentions

Total Respondents Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

i

Top 2 Box 89% 91%d 91%d 90%d 85% 91%d 89% 92%d 88% 90%

Definitely will 71% 73% 69% 75% 69% 77%bd 74% 75% 76%d 78%bd

Probably will 18% 18%hi 23%cefhi 15% 16% 14% 15% 17% 12% 11%

Might/Might not 6% 6% 4% 7%g 8%g 5% 7% 3% 5% 5%

Probably will not 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%

Definitely will not <1% - - - - - 1% <1% 1% -

No Answer 3% 2% 3% 2% 6%acef 3% 3% 3% 5%ac 4%

Q23. How likely will you be to travel to Kentucky in the future?

Trip Assessment

33


Likelihood to Recommend

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues

& BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

iLikely to Recommend Kentucky as a vacation destination 96% 98%fh 95% 98%bfh 97% 98%fh 95% 97% 95% 96%

Likely to Recommend Kentucky as a place to conduct business 84% 84% 85% 89%aeh 88% 85% 86% 85% 84% 87%

Q21. Would you recommend Kentucky as a vacation destination for your friends or relatives?Q22. Would you recommend Kentucky as a place to conduct business?

Trip Assessment

34

Bluegrass, Blues & BBQMost Liked Features

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

i Scenery 63% 66%b 52% 68%b 63%b 72%bd 66%b 70%b 70%b 78%abcdfgh Friendliness of the people 49% 50%b 40% 60%abdfgh 49%b 59%abdfh 52%b 52%b 49%b 54%b Quality time with friends and/or family 44% 44% 38% 44% 43% 49%b 43% 47%b 47%b 49%b

Weather 36% 31% 38% 40%a 36% 41%a 37% 42%a 36% 43%a Outdoor activities

32% 30% 26% 32% 27% 34%bd 35%bd 46%abcdef 44%abcdef 51%abcdef

Variety of activities 24% 22% 18% 33%abdfgh 26%b 30%ab 27%b 25%b 26%b 28%b Quality of accommodations 22% 27%bf 18% 24%b 26%b 27%bf 20% 24% 22% 26%b Fairs/Events/Attractions 22% 20% 26%gh 30%afghi 28%afgh 26%afgh 20% 17% 19% 22% Quality of dining options 22% 26%gh 20% 27%bgh 27%bgh 28%bfghi 22% 18% 17% 21% Availability of dining options

22% 24% 22% 29%bghi 26%gh 30%bghi 25%h 19% 18% 21%

Availability of accommodations 21% 24%b 16% 22%b 26%bh 27%bh 23%b 21% 19% 29%bcgh Customer service quality 18% 20%b 14% 23%bg 19% 23%bg 20%b 17% 20% 19% Shopping 17% 21%ghi 17% 23%dfghi 17% 20%gh 16% 12% 14% 15% Other 5% 5% 4% 6% 7% 6% 5% 5% 4% 4%Nothing/No Answer 3% 3% 4% 3% 2% 2% 4%dei 3% 3% 2%No Answer 3% 2% 4%e 2% 2% 1% 4%acdei 2% 3%e 2%

Q25. What features did you like the most about your trip to Kentucky? (Please check ALL that apply.)

Trip Assessment

35

Bluegrass, Blues & BBQLeast Liked Features

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

i Not enough time to do all I wanted to do 24% 25% 19% 26%b 26% 30%bf 22% 29%bf 30%bf 29%bf

Insects 12% 14% 15% 11% 10% 10% 10% 12% 14% 19%cdefg

Weather 11% 13%i 12% 10% 9% 10% 11% 9% 10% 8%

Traffic 9% 9% 10% 11%h 12%h 10% 9% 9% 7% 8% Availability of dining options 5% 6%d 6% 3% 3% 4% 4% 6%d 11%abcdefi 6%d Lack of nightlife 5% 7%d 6%d 4% 2% 4% 5%d 7%d 6%d 7%d

Quality of dining options 5% 4%d 4%d 4%d 1% 4%d 5%d 4%d 7%d 6%d

Little to do 4% 3% 5%d 3% 2% 3% 5%d 4% 7%acde 4%

High prices 4% 4% 5% 4% 4% 3% 5% 5% 6%e 3%

Quality of accommodations 4% 3% 5% 3% 2% 3% 4% 3% 7%acdeg 4%

Availability of accommodations 3% 3% 5%cde 1% 1% 2% 3% 3% 6%cdef 3%

Other 6% 4% 7% 6% 7% 5% 6% 8%a 8% 6%

Nothing 35% 32% 30% 36%hi 43%abghi 38%bghi 40%abghi 29% 27% 28%

No Answer 5% 4% 7% 4% 4% 4% 6% 5% 4% 4%

Q26. What features did you like the least about your trip to Kentucky? (Please check ALL that apply.)

Trip Assessment

36


Value Perceptions

Total (n=1,819)

Western Waterlands

(n=346)a

Bluegrass, Blues &

BBQ (n=244)

b


(n=549)c

Northern Kentucky


d


e

Caves, Lakes &

Corvettes (n=384)

f


g


(n=298)h

Daniel Boone

Country (n=329)

i

More Expensive 5% 3% 6%i 4%i 3% 3% 6%ei 6%ei 6%ei 2%

As Expected 45% 48%h 40% 58%abdfghi 43% 54%bdfgh 47%h 46% 40% 48%h

Less Expensive 41% 41%c 44%cf 32% 46%cef 37% 35% 39% 43%cf 41%c

Don’t know 8% 7% 8% 5% 7% 6% 10%ce 8% 11%ce 7%

No Answer 1% 1% 2% - 1% 1% 2% 1% 1% 2%

Q20. From your experience, would you say that Kentucky is more expensive, less expensive, or as expensive as you had expected?

Trip Assessment

37


Quality of Accommodations

Respondents who stayed overnight Total

(n=1,447)

Western Waterlands

(n=280)a

Bluegrass, Blues &

BBQ (n=184)

b


(n=460)c

Northern Kentucky


d


E

Caves, Lakes &

Corvettes (n=301)

f


g


(n=258)h

Daniel Boone

Country (n=281)

i

Top 2 Box 39% 39% 40% 40% 45% 43% 38% 43% 38% 39%

Far exceeded expectations 13% 14% 13% 14% 13% 13% 11% 14% 10% 10%

Exceeded expectations 26% 25% 27% 25% 33%c 30% 27% 29% 28% 29%

Met expectations 53% 51% 48% 54% 49% 51% 54% 49% 52% 54%

Did not meet expectations 3% 4% 4% 3% 2% 3% 3% 4% 4% 2%

Far below expectations 1% - 1% <1% 1% - 1% <1% 2% 1%

No Answer 5% 5% 8%cde 3% 2% 3% 5% 4% 5% 4%

Q16. How would you describe the quality of your accommodations? Do you feel they…

Trip Assessment

38


Visitor and Travel Party Demographic Profile

Kentucky Visitor Demographic Profile-By Region

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

iMean # of times in last 5 years taken pleasure trip to Kentucky

4.8 4.8 4.8 4.7 4.6 5.0 4.8 5.3cd 5.8abcdef 5.8abcdef

Vacations per year (mean) 2.4 2.5 2.6 2.5 2.4 2.4 2.2 2.4 2.5 2.4Short getaways per year (mean) 4.4 4.6 4.7 4.6 4.7 4.6 4.4 5.0 4.7 4.8

Q17. How many times in the last 5 years have you taken a pleasure trip in Kentucky?Q30. How many vacations lasting FIVE (5) OR MORE NIGHTS AWAY FROM HOME, do you take in an average year?Q31. How many short getaway trips lasting AT LEAST ONE (1) BUT NOT MORE THAN FOUR (4) NIGHTS AWAY FROM HOME do you take in an average year?

39

Bluegrass, Blues & BBQKentucky Visitor Demographic Profile

Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

iAge of respondents (mean) 51.3 53.6dfghi 52.6h 52.1h 50.3 53.6dfghi 51.1 51.0 49.8 50.8

Gender

Female 59% 55% 57% 59% 60% 59% 58% 60% 56% 55%

Male 40% 45% 41% 41% 38% 41% 41% 39% 42% 44%

Marital Status

Married 68% 70% 67% 69% 68% 69% 65% 72%f 65% 70%

Single 13% 12% 13% 12% 14% 11% 12% 11% 12% 12%

Other 14% 14% 14% 15% 13% 16% 17%g 11% 14% 12%

No Answer 5% 5% 7% 4% 5% 4% 6% 5% 8%ce 5%

Annual household income (mean) $74,470 $75,510fhi $74,340 $78,890fhi $79,330fhi $78,220fhi $69,310 $79,570fhi $68,630 $68,560

Ethnicity

American Indian 2% 2% 4%dei 2% 1% 1% 2% 2% 2% 1%

Asian 2% 2% 1% 2% 2% 2% 1% 1% 1% 2%

Black 3% 2% 1% 4%bei 4%bei 2% 2% 2% 2% 1%

Hispanic 2% 1% 3%i 2%hi 1% 1% 2%i 2%i 1% <1%

White 90% 90% 91% 88% 90% 92%c 91% 91% 92% 92%

Other 2% 2% 1% 1% 2% 1% 2% 1% 2% 1%


Q27. What is your age please?/Q28. Are you: Male/Female/Q29. Are you: Married/Single/OtherQ34. What is your total annual household income before taxes?/Q32. Are you: American Indian/Asian/Black/Hispanic/White/Other

40


Kentucky Visitor Demographic Profile

Total Respondents Total (n=1,819)

Western Waterlands

(n=346)a


(n=244)b


(n=549)c

Northern Kentucky


d


e


(n=384)f


g


s (n=298)

h

Daniel Boone

Country (n=329)

iUnited States 94% 94%b 89% 95%b 96%b 95%b 93% 95%b 95%b 96%b

South (net) 52% 53%d 50% 54%d 43% 55%d 54%d 63%abcdef 63%abcdef 61%bd

Midwest (net) 32% 34%fghi 33%gh 31%gh 45%abcefghi 31%gh 26% 22% 20% 26%

Northeast (net) 4% 2% 4% 6%agi 5%ag 6%agi 5%a 2% 5%a 3%

West (net) 2% 4%fi 2% 3%fi 3% 3%i 1% 2% 2% 1%

Top DMA’s

Lexington 12% 8% 5% 10%b 10%b 17%abcdf 8% 18%abcdf 23%abcdef 24%abcdefg

Louisville 10% 8% 7% 13%abh 11% 10% 11% 11% 8% 9%

Cincinnati 8% 2% 3% 5%a 15%abcefh 9%abcf 4% 11%abcf 7%ab 10%abcf

Evansville 5% 11%cdefghi 18%acdefghi 5%eghi 2% 2% 4% 2% 2% 2%

Nashville 3% 6%dehi 5%dhi 4%dehi 1% 2% 7%dehi 6%dehi 1% 1%

Charleston-Huntington 3% - 1% 1% 1% 2% 2% 1% 15%bcdefgi 3%cg

Indianapolis 3% 1% 1% 4%ab 5%ab 2% 3% 2% 2% 3%


Q33. Are you currently a resident of: United States Home Zip Code/Another Country?

41


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kentucky visitor profile study bluegrass, blues & bbq september 2010 – august 2011 visitors

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