profile of the annual fall foliage tourist in vermont: travel...

Profile of the Annual Fall Foliage Tourist in Vermont: Travel Year 2001

Prepared for The Vermont Department of Tourism and Marketing

Prepared for The Vermont Tourism Data Center

in Association with Community Development and Applied Economics and

School of Business Administration, University of Vermont

October 2002

Profile of the Annual Fall Foliage Tourist in

Vermont: Travel Year 2001

Report Prepared By

Logan H. Brown, Vermont Tourism Data Center, School of Natural Resources

University of Vermont

October 2002

Research Available through a partnership between the Vermont Department of Tourism and Marketing (VDTM) and Vermont Tourism Data Center(VTDC), School of Natural

Resources, University of Vermont

(802) 828-3230 (VDTM) (802) 656-0623(VTDC) http://snr.uvm.edu/vtdc

http://snr.uvm.edu/vtdc

i

Table of Contents Background and Methods 1 Introduction 2 Executive Summary 5 Trips to View Fall Foliage 7 Demographics: Age 8 Demographics: Household Income 9 Demographics: Region 10 Demographics: Education Levels 11 Nights Spent in Vermont 12 Activities: Visiting Friends 13 Activities: Visiting Relatives 14 Activities: Buying Vermont Products 15 Activities: Romantic Getaways 16 Activities: Family Getaways 17 Activities: Visiting Historic Sites 18 Activities: Downhill Skiing 19 Summary and Conclusions 20 Appendix: 2001 National Survey of the Vermont Visitor 22 Bibliography 31

1

Background and Methods • This is a companion report to A National Survey of the Vermont Visitor 2001. This

research project is funded through the Vermont Department of Tourism and Marketing and conducted through the Vermont Tourism Data Center at the University of Vermont in partnership with the School of Business Administration and the Department of Community Development and Applied Economics.

• A panel of 224,412 consumers managed by Ipsos-NPD was mailed the initial screener

survey for this research. Ipsos-NPD is a full service international marketing research firm that maintains a nationally representative consumer panel of 225,000 households.

• This geo-demographically balanced sample of U.S. households was asked, “For each

month below, please indicate how many pleasure trips any member of your household made, or will make, to Vermont between December 1, 2000 and November 30, 2001.”

• A total of 154,083 panelists responded to the screening question (for an overall

response rate of 68.7 percent), with 3,957 (i.e., 2.6%) indicating that they or some member of their household made (or intended to make) at least one pleasure trip to Vermont between December 1, 2000 and November 30, 2001.

• A second, more detailed questionnaire was sent to those households that indicated

that they or some member of their household made (or intended to make) at least one pleasure trip to Vermont between December 1, 2000 and November 30, 2001.

• A total of 1,473 valid questionnaires were returned (a 40.1% follow-up response

rate). • This report explores information gathered from respondents regarding trips made to

view fall foliage in Vermont. • Of particular interest to this study are those respondents who indicated that made fall

foliage viewing trips to Vermont every year, and those Vermont visitors who report having never made a trip to view foliage in Vermont.

• Of the 1473 valid questionnaires we received, 1430 respondents answered the

question, “How often have one or more members of your household taken trips to Vermont to view its fall foliage?”

2

Introduction

A century ago, Vermont might have had a harder time making its name among

fall foliage connoisseurs. Both Charles W. Johnson (The Nature of Vermont :

Introduction and Guide to a New England Environment; Hanover, N.H. : University

Press of New England, 1980) and Jan Albers (Hands on the Land : A History of the

Vermont Landscape; Cambridge, Mass. : Orton Family Foundation, Rutland, Vt., by MIT

Press, 2000) report that by the late 1800’s, Vermont’s landscape was upwards of 80%

deforested. The mixed hardwood-softwood forests that existed in 1700’s Vermont had

been cleared to make way for sheep and dairy farming, and later re-growth was sacrificed

to support a burgeoning timber industry. The declining profitability of sheep farming and

the abandonment of family farms for work in more industrialized New England states

during the mid-1800’s, however, afforded the land a repast, and reforestation began.

White pines and birches quickly filled the Vermont landscape, setting the stage

perfectly for the eventual succession of hardwoods, allowing a return to the mixed

hardwood-softwood forests of Vermont’s earlier days. Forest composition has changed

due to natural and human-induced changes. Hardwoods that were once predominant

have, for reasons of disease and climactic changes, become less prevalent. Fortunately for

the foliage tourist, however, the red and sugar maples that give Vermont it’s hallmark

autumn colors allow today’s tourists to gasp at electric displays.

As tourist attractions go, fall foliage is a particularly interesting phenomenon. Not

only is the change in leaf color the result of (despite all the science) somewhat mystical

leaf chemistry, it is an event that happens each year in a slightly different manner.

3

Imagine the Grandmaster of a parade who one year whistled for his marchers to play

loudly and march quickly across the state, and the next year had them play quietly and

march slowly. No matter; the spectators come each year to watch the parade, and

however hard we may try to predict whether the colors will march quickly from North to

South, or how vibrant the reds and yellows will be, we never really know what to expect.

Perhaps this variability helps make the fall foliage event so enjoyable from year to

year; and tourists do come to see the leaves every year. Almost twelve percent (11.8%)

of our state’s visitors report coming to view the foliage each year. Indeed, fall is a busy

tourist season in Vermont. Second only to Summer, with 33% of total trips made, 28% of

2001 tourist trips to Vermont were made in the fall (September, October, November),

while nationally only 23% of tourist trips were made in the fall. Additionally, fall

visitation accounted for an estimated $1.06 billion in tourist expenditures in 2001 (The

Economic Impact of Tourism in Vermont: Fall 2001).

Vermont’s vivid fall foliage sets it apart from other tourist destinations in the

minds of many visitors (Message and Visual Appeal Analysis: A Study of Vermont’s

Image: 1998). Viewing fall foliage was the top reported primary purpose for visiting

Vermont in the fall of 2001, with 22.1% of the trips being categorized as fall foliage

touring (The Economic Impact of Tourism in Vermont: Fall 2001).

In light of the important role foliage plays in Vermont’s image and economy, this

report has been compiled in an attempt to better understand both the Vermont tourist that

makes viewing fall foliage a part of their vacation, and the Vermont visitor who has never

made “leaf peeping” an activity of choice. This report presents a profile of the Vermont

fall foliage tourist and a profile of visitors who do not view fall foliage to provide insights

4

into the demographic markets that have yet to participate in Vermont’s top fall tourism

activity. To date, very little has been written on the fall foliage tourist, making this

analysis a helpful tool for marketing Vermont’s fall foliage attractions.

The variables that were selected to examine were chosen because there was either

a significant difference between foliage visitation groups or the variable was of particular

interest to fall marketing efforts. Demographics are crucial to any visitor profile, and in

the case of foliage tourism, an examination of visitor age and region of residence lent

some valuable insights into who views fall foliage on a regular basis, as well as who does

not.

Within the fall season, a visitor to Vermont may engage in a wide spectrum of

activities not normally available across other seasons; warm weather hiking in

September, harvest festivals in October, and some early skiing in November. As a result,

examining what activities fall foliage tourists reported engaging in yielded some

interesting information.

5

Executive Summary

This report is a companion report to A National Survey of the Vermont Visitor

2001. This research project is funded through the Vermont Department of Tourism and

Marketing and conducted through the Vermont Tourism Data Center at the University of

Vermont in partnership with the School of Business Administration and the Department

of Community Development and Applied Economics.

Profile of the Annual Fall Foliage Viewer

• 11.8% of visiting households reported that they took fall foliage trips to Vermont

every year (p. 7).

• The average age of the Vermont visitor who views fall foliage every year is 53

years old (p. 8).

• This visitor has a mean income of $59,563 (p. 9).

• Annual foliage visitors are predominantly from New England and Middle Atlantic

states (p. 10).

• Most annual foliage visitors hold at least a high school education, while 21.7%

have a college education (p. 11).

• Annual ‘leaf peepers’ are more likely to make multiple visits to Vermont to visit

friends and relatives, and are more likely to make family getaways to Vermont

(pp. 13-14, p. 17).

• Tourists made 1.5 million trips to Vermont during September, October, and November of 2001, an increase of 20.2% over the same months in 1999.

• More than 70% of tourist expenditures during fall affected three industry sectors-lodging, retail, and restaurants.

• The total impact on the Vermont economy of fall tourism is estimated to be $1.06 billion on industry output, $383.5 million on labor income, and $69.1 million on indirect business taxes.

• Viewing fall foliage was the number one primary activity among 2001 fall tourists to Vermont.

6

• Annual foliage visitors purchase Vermont made products and visit historic sites in

Vermont more frequently that those that rarely or never view fall foliage

(p. 15, p. 18).

• Additionally, annual foliage visitors downhill ski in Vermont more often than

those visitors that rarely or never view fall foliage (p. 19).

Profile of the Vermont Visitor who Never Views Fall Foliage

• 37.3% of visiting households reported never having taken a trip to Vermont to

view fall foliage (p. 7).

• The average age of the visitor who has not viewed fall foliage is 47 years old, 6

years younger that the visitor who views foliage every year (p. 8).

• The average income of the visiting households that reported never having taken a

trip to Vermont to view fall foliage is $66,484, $6,921 more than the households

that visit every year (p. 9).

• Households that reported never having viewed fall foliage were predominantly

form the New England and Middle Atlantic states. This suggests that there is an

untapped fall foliage market within a day’s drive of Vermont (p. 10).

• 32.9% of visitors who reported never having taken a trip to Vermont to view

foliage hold at least a college degree (p. 11).

• Most visiting households that reported never having taken a trip to Vermont to

view foliage made one trip to Vermont to visit friends and relatives (pp. 13-14).

• 84.1% of visiting households that reported never having taken a trip to Vermont

to view fall foliage bought Vermont products during one trip to Vermont. 7.6%

reported buying Vermont products during two or more trips to Vermont. This

pales in comparison to the 44% of annual foliage visitors who reported buying

Vermont products during two or more trips to Vermont (p. 15).

• Visiting households that reported never having taken a trip to Vermont to view

fall foliage were no more likely than any other group to make family or romantic

getaways to Vermont, nor did they visit historic sites or go downhill skiing in

Vermont more often (pp. 16-19).

7

Trips to View Fall Foliage Percent of visiting household trips taken to view Vermont’s fall foliage:

Fall Foliage Trips Percent of Visiting

Households Every Year 11.8% More than once, but not every year 33.1% One time 17.8% Never 37.3%

• A small, but loyal set of visiting households (11.8%) reported that they took fall foliage trips to Vermont every year.

• Over one-third (37.3%) of visiting households indicated that they had never made

a trip to Vermont to view its fall foliage. Given that Vermont is a drive market for many of these households, an opportunity clearly exists to attract more of these households.

Trips to View Fall Foliage

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%

Every Year More thanonce, butnot every

year

One time Never

Percent of VisitingHouseholds

8

Demographics: Age

Percent of Visitors That Reported

Viewing Foliage Every Year

Percent of Visitors That Reported Never Viewing

Foliage Average Visitor Under 25 1.8% 2.6% 2.4% 25-29 6.5% 9.4% 7.3% 30-34 5.4% 10.3% 7.1% 35-39 7.7% 11.8% 9.4% 40-44 8.9% 10.9% 10.7% 45-49 10.1% 11.6% 11.4% 50-54 10.7% 12.9% 11.5% 55-59 9.5% 9.7% 10.3% 60-64 10.7% 5.2% 8.3% 65 and Over 28.6% 15.5% 21.5%

• 28.6% of those reporting that they view foliage every year are 65 and over, while 15.5% of those who never view foliage are 65 and older.

• Visitors that view foliage every year tend to be older than visitors who report never viewing fall foliage.

Age of Vermont Visitors

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Under25

25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65andOver

Percent of Visitors That ReportedViewing Foliage Every YearPercent of Visitors That ReportedNever Viewing Foliage Percent of Total Respondents

9

Demographics: Household Income

Percent of Visitors That Reported Viewing

Foliage Every Year

Percent of Visitors That Reported Never Viewing

Foliage Average Visitor Under $10,000 4.2% 3.4% 2.8% $10,000-$19,000 14.3% 6.6% 8.6% $20,000-$29,999 8.3% 9.4% 8.6% $30,000-$39,000 11.3% 10.9% 11.5% $40,000-$49,000 10.7% 9.2% 10.3% $50,000-$59,000 10.7% 11.2% 10.3% $60,000-$69,000 5.4% 12.0% 9.7% $70,000-$99,000 22.0% 21.2% 20.4% $100,000 and Over 13.1% 16.3% 17.9%

Average Household

Incomes Every Year $59,563.99 More than once but not every year $68,742.09 Only once $65,757.87 Never $66,484.55

• The average household income of repeat annual foliage visitors is $59,563.99. • There was no significant difference in household incomes among visitation

groups.

Average Income of Vermont Visitors

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Under

$10,0

00

$10,0

00-$1

9,000

$20,0

00-$2

9,999

$30,0

00-$3

9,000

$40,0

00-$4

9,000

$50,0

00-$5

9,000

$60,0

00-$6

9,000

$70,0

00-$9

9,000

$100

,000 a

nd O

ver

Percent of Visitors ThatReported Viewing Foliage EveryYearPercent of Visitors ThatReported Never Viewing Foliage

Percent of Total Respondents

10

Demographics: Region

Percent of Visitors That

Reported Viewing Foliage Every

Year


Reported Never Viewing Foliage


New England 48.8% 27.9% 33.9% Middle Atlantic 42.9% 37.8% 35.2% East North Central 0.6% 7.5% 5.8% West North Central 1.8% 2.6% 1.9% South Atlantic 4.2% 14.2% 12.6% East South Central 0.6% 3.0% 2.0% West South Central 1.8% 3.6% 4.1% Mountain 0.0% 2.1% 2.0% Pacific 1.2% 1.3% 2.4% • The New England region includes ME, NH, MA, CT, and RI. • The Middle Atlantic states include NY, PA, and NJ. • Those tourists most likely to view Vermont’s fall foliage every year come

predominantly from New England and the Middle Atlantic states. • These statistics reinforce the notion that foliage tourism is dependent on tourists

within a drive region. • 65.7% of Vermont visitors that report never viewing fall foliage are within the

potential drive regions of New England and the Middle Atlantic.

Visitation by Census Division

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

New Eng

land

Middle

Atlanti

c

East N

orth C

entra

l

West N

orth C

entra

l

South

Atlanti

c

East S

outh

Centra

l

West S

outh

Centra

l

Mounta

inPac

ific

Percent of Visitors ThatReported Viewing Foliage EveryYearPercent of Visitors ThatReported Never Viewing Foliage


11

Demographics: Education Levels


Reported Viewing Foliage

Every Year


Reported Never Viewing Foliage


Grade School 1.2% .4% .4% Some High School 4.8% 4.1% 4.2% High School Graduate 37.3% 21.4% 24.8% Some College 19.3% 18.4% 19.8% College Graduate 21.7% 32.9% 30.3% Some Post-Graduate 15.7% 22.7% 20.5%

• There was no significant difference between the education levels of those who reported viewing fall foliage every year and those that reported never having viewed it.

• Among visitors that report viewing fall foliage every year, 21.7% are college graduates, while 32.9% of those who report never having viewed fall foliage hold college degrees..

Education Level of Vermont Visitors

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%

Grade S

choo

l

Some H

igh Sch

ool

High Sch

ool G

radua

te

Some C

olleg

e

Colleg

e Grad

uate

Some P

ost-G

radua

te

Percent of Visitors ThatReported Viewing FoliageEvery YearPercent of Visitors ThatReported Never ViewingFoliage Percent of Total Respondents

12

Nights Spent in Vermont

View Foliage Every Year

More Than Once/Not Every Year

Viewed Foliage Only Once

Never Viewed Fall Foliage

Average Nights Spent in Fall 5.8 2.9 2.4 2.1





No Nights in Vermont 13.9% 19.5% 15.2% 36.1% One Night in Vermont 10.1% 13.6% 26.7% 14.8% Two Nights in Vermont 31.6% 20.1% 20.0% 20.4% Three or More Nights in Vermont 44.3% 46.7% 38.1% 28.7%

• Visitors that report viewing fall foliage each year stay an average of 5.8 nights in Vermont during the fall season.

• There is a significant difference between the average fall nights spent in Vermont by annual foliage visitors and those that have never viewed fall foliage in Vermont.

13

Activities: Visiting Friends


More Than Once/Not Every

Year Viewed Foliage

Only Once Never Viewed Fall Foliage

Did Not Visit Friends 25.5% 18.5% 26.2% 36.4% Visited Friends Once 39.2% 58.4% 60.7% 54.5% Visited Friends Twice 7.8% 11.8% 8.2% 7.3% Visited Friends 3 or More Times 27.5% 11.3% 4.9% 1.8% • 27.5% of Vermont visitors that reported viewing fall foliage every year also reported

visiting friends in Vermont 3 or more times, while 1.8% of those reporting never having viewed fall foliage visited friends 3 or more times.

• A Chi Square test1 revealed that there was a significant difference between the number of trips that included visiting friends in Vermont and whether the respondent viewed fall foliage every year or not, indicating that annual foliage visitors are more likely to visit friends in Vermont more often .

Visits to Friends by Fall Tourists

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Did Not VisitFriends

Visited FriendsOnce

Visited FriendsTwice

Visited Friends3 or More

Times

View Foliage Every YearNever Viewed Fall Foliage

1 Chi-Square Analysis is a statistical significance test used to evaluate the probability that any sample relationship observed might be due solely to sampling error (Dometrius, N. C. , Social Statistics Using SPSS , New York: Harper Collins.)

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Activities: Visiting Relatives

• 29.7% of Vermont visitors that reported viewing fall foliage every year also reported

visiting relatives in Vermont 4 or more times. 2.9% of those reporting never having viewed fall foliage visited relatives 4 or more times.

• A Chi Square test indicated a significant difference between the number of trips that included visiting relatives in Vermont and whether the respondent viewed fall foliage every year or not, indicating that foliage visitors are more likely to visit relatives in Vermont more frequently .

Visitation of Relatives by Fall Tourists

0.0%10.0%20.0%30.0%40.0%50.0%60.0%

Did NotVisit

RelativesWhile in

VT

VisitedRelatives

OnceWhile in

VT

VisitedRelatives

TwiceWhile in

VT

VisitedRelatives

ThriceWhile in

VT

VisitedRelatives4 or More

TimesWhile in

VT






Did Not Visit Relatives While in VT 20.3% 22.3% 32.9% 35.4% Visited Relatives Once While in VT 26.6% 50.3% 47.1% 49.1% Visited Relatives Twice While in VT 12.5% 11.4% 15.7% 10.3% Visited Relatives Thrice While in VT 10.9% 6.9% 2.9% 2.3% Visited Relatives 4 or More Times While in VT 29.7% 9.1% 1.4% 2.9%

15

Activities: Buying Vermont Products

• 44% of visitors that reported viewing fall foliage every year also reported

purchasing Vermont products during two or more visits to Vermont. • Only 10.3% of visitors that reported never viewing fall foliage reported

purchasing Vermont products during two or more visits to Vermont. • A Chi Square test indicated a significant difference between fall foliage viewing

groups indicating that those who visit Vermont to view fall foliage more frequently also purchase Vermont products on more occasions.

Purchase of Vermont Products by Fall Tourists

0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%

Bougt No VTProducts

Bought VTProducts

During 1 Trip

Bought VTProducts

During 2 ormore Trips

View Foliage EveryYearNever Viewed FallFoliage

View Foliage Every

Year More Than Once/Not

Every Year Viewed Foliage


Bought No VT Products 3.0% 4.3% 8.3% 10.6% Bought VT Products During 1 Trip 53.0% 70.6% 84.1% 79.0% Bought VT Products During 2 or more Trips 44.0% 25.1% 7.6% 10.3%

16

Activities: Romantic Getaways

• A Chi Square test revealed no significant difference between foliage viewing

groups and romantic getaways. • Repeat fall foliage visitors are no more likely to make a romantic getaway to

Vermont than other visitors.

Romantic Getaways Made by Fall Tourists

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Did Not Make aRomantic

Getaway to VT

Made 1Romantic

Getaway to VT

Made 2 or More






Did Not Make a Romantic Getaway to VT 40.8% 50.5% 50.0% 52.5% Made 1 Romantic Getaway to VT 44.9% 43.0% 46.3% 44.3% Made 2 or More Romantic Getaways to VT 14.3% 6.5% 3.7% 3.3%

17

Activities: Family Getaways

• A Chi Square test revealed that visitors who view fall foliage every year make more family getaways to Vermont; 21% of those who reported that they view fall foliage every year also report making three or more family getaways to Vermont as compared to only 1.6% of those who have never viewed fall foliage. This may suggest that fall foliage viewing is a family activity.

Family Getaways Made by Fall Tourists

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Did Not TakeFamily Getaway

to VT

Took 1 FamilyGetaway to VT

Took 2 FamilyGetaways to VT

Took 3 or More


View Foliage Every

Year More Than Once/Not



Did Not Take Family Getaway to VT 22.6% 27.3% 28.6% 34.6% Took 1 Family Getaway to VT 45.2% 54.7% 61.9% 60.0% Took 2 Family Getaways to VT 11.3% 10.8% 9.5% 3.8% Took 3 or More Family Getaways to VT 21.0% 7.2% 0.0% 1.6%

18

Activities: Visiting Historic Sites

• 15% of Vermont visitors that reported viewing fall foliage every year also reported

making 3 or more trips to Vermont during which they visited historic sites. 1.1% of those reporting never having viewed fall foliage reported making 3 or more trips to Vermont during which they visited historic sites.

• A Chi Square test revealed a significant difference between foliage viewing groups and the visitation of historic sites in Vermont. Visitors that view fall foliage every year are more likely to visit historic sights in Vermont more often.

• This indicates that marketing fall foliage trips combined with visits to historic sights might be appealing to families.

Visitation of Historic Sites by Fall Tourists

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Visited NoHistoric Sites

VisitedHistoric Site

Once

VisitedHistoric Sites

Twice

VisitedHistoric Sites

3 or MoreTimes



More Than Once/Not Every

Year Viewed Foliage

Only Once Never Viewed Fall

Foliage Visited No Historic Sites in VT 24.6% 18.2% 18.2% 33.1% Visited Historic Site Once in VT 52.3% 69.6% 75.8% 63.4% Visited Historic Sites Twice in VT 7.7% 7.7% 5.1% 2.3% Visited Historic Sites 3 or More Times in VT 15.4% 4.4% 1.0% 1.1%

19

Activities: Downhill Skiing

• 25% of Vermont visitors that reported viewing fall foliage every year also reported

making 3 or more trips to Vermont during which they went downhill skiing. 5% of those reporting never having viewed fall foliage reported also reported making 3 or more trips to Vermont during which they went downhill skiing.

• A Chi Square test revealed a significant difference between foliage viewing groups and the number of downhill skiing trips taken to Vermont Visitors that view fall foliage every year are more likely to visit go downhill skiing in Vermont more often.

• This possibly indicates a familiarity on behalf of the visitor of what Vermont offers in multiple seasons.

Downhill Skiing Trips Made by Fall Tourists

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Never Went D-hill Skiing

Went D-hillSkiing Once

Went D-hillSkiing Twice

Went D-hillSkiing 3 or

More Times


View Foliage Every Year More Than Once/Not



Never Went Downhill Skiing 42.3% 51.0% 47.4% 39.6% Went Downhill Skiing Once 25.0% 29.0% 45.6% 48.4% Went Downhill Skiing Twice 7.7% 11.0% 3.5% 6.9% Went Downhill Skiing 3 or More Times 25.0% 9.0% 3.5% 5.0%

20

Summary and Conclusions

Almost twelve percent of visiting households reported that they took fall foliage trips

to Vermont every year. The average age of the Vermont visitor who views fall foliage

every year is 53 years old, and this visitor has a mean income of $59,563. Annual foliage

visitors are predominantly from New England and Middle Atlantic states. Most annual

foliage visitors hold at least a high school education, while 21.7% have a college

education.

Annual ‘leaf peepers’ are more likely to make multiple visits to Vermont to visit

friends and relatives, and are more likely to make family getaways to Vermont. While

proximity to Vermont certainly influences the frequency of visits to Vermont as well as

the length of stay, it should be pointed out that Thanksgiving occurs during the fall

tourism season, and, may have an effect on visitation to family and friends in the state.

Annual foliage visitors purchase Vermont made products and visit historic sites in

Vermont more frequently that those that rarely or never view fall foliage. Additionally,

annual foliage visitors downhill ski in Vermont more often than those visitors that rarely

or never view fall foliage. According to The Economic Impact of Tourism in Vermont:

Fall 2001, while viewing fall foliage was the most reported activity, most visitors

engaged in more than one activities while they were in Vermont. This suggests that fall is

not a “one event season”; that is, a wide selection of fall attractions might play a key role

in attracting and prolonging the stay of the fall tourist.

21

However, 37.1% of visiting households reported never having taken a trip to Vermont

to view fall foliage. The average age of the visitor who has not viewed fall foliage is 47

years old, 6 years younger that the visitor who views foliage every year. The average

income of the visiting households that reported never having taken a trip to Vermont to

view fall foliage is $66,484; although not statistically significant, that is $6,921 more than

the households that visit every year. Households that reported never having viewed fall

foliage were predominantly from the New England and Middle Atlantic states. This

suggests that there is an untapped fall foliage market within a day’s drive of Vermont.

Almost thirty-three percent of visitors who reported never having taken a trip to Vermont

to view foliage hold at least a college degree. Most visiting households that reported

never having taken a trip to Vermont to view fall foliage made one trip to Vermont to

visit friends and relatives. 84.1% of visiting households that reported never having taken

a trip to Vermont to view fall foliage bought Vermont products during one trip to

Vermont. 7.6% reported buying Vermont products during two or more trips to Vermont.

This pales in comparison to the 44% of annual foliage visitors who reported buying

Vermont products during two or more trips to Vermont. Visiting households that reported

never having taken a trip to Vermont to view fall foliage were no more likely than any

other group to make family or romantic getaways to Vermont, nor did they visit historic

sites or go downhill skiing in Vermont more often.

One of the main issues that the Department of Tourism and Marketing should make

note of is the age demographic participating in fall activities in Vermont. Fall foliage

viewing is an activity predominantly enjoyed by an older demographic. The state might

expect an increase in fall foliage viewing as our nation’s population continues to age.

22

Alternately, a subsequent decline in foliage viewing might ensue if the demographic

shifts to a younger population.

Another market that needs to be considered is those that live within a day’s drive of

the state, who are apart of a large number of visitors from New England and the Mid-

Atlantic who have yet to view fall foliage suggests an untapped demographic market.

The one-third of visitors to Vermont who participate in other activities and seasons pose a

future market for the fall and may be interested in different activities that Vermont has to

offer in the fall.

Vermont’s foliage is currently its top rated fall attraction, and foliage is clearly an

icon of the state. Any loss of this icon would not only deliver an economic blow to

Vermont’s tourism economy, it would also be a blow to the state’s image as a fall tourist

destination. Vermont’s fall foliage is a unique natural gift that the state is lucky to have

received. While we can take for granted that fall will continue to arrive each year, that

there will always be such abundant, healthy trees to greet fall visitors with explosions of

colors cannot be taken for granted. Vermont must strive to protect its foliage resources,

this ensuring our role as a fall tourism destination in the Northeast.

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Appendix

Vermont Visitor Survey

1.TRDe (Nonpumare

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De JatrFe Ma ab 2.Vethsebe#1 (De

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In a prior mini-survey, you indicated that a member of your household made, or intended to make, a pleasure trip to Vermont between December 1, 2000 and November 30, 2001. We request your help. Please think about any visits actually made by members of your household to Vermont during this time period, and answer the following questions as accurately as you can. NOTE: If no one in your household made a pleasure trip to Vermont between December 1, 2000 and November 30, 2001, please STOP HERE: do not complete or return this survey.

For each month below, please indicate how many PLEASURE IPS any member of your household made to Vermont between cember 1, 2000 and November 30, 2001.

ote: when household members travel together, count it as e trip. A pleasure trip is any trip that includes the rsuit of recreational or cultural activities. It may or y not also include business or other activities. Please spond based on the month in which the trip began)

Winter Spring Summer ll c ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01)

(Sep ’01 through Nov ’01)

c ’00____ trip(s)Apr ’01____ trip(s)June ’01____ trip(s)Sept ’01____ trip(s)

n ’01____ trip(s) May ’01____ trip(s) July ’01____ ip(s) Oct ’01____ trip(s) b ’01____ trip(s) Aug ’01____ trip(s)

Nov ’01____ trip(s) r ’01____ trip(s)

Total number of pleasure trips (i.e., sum of ove): __________

Below, please list, by season, the primary destination in rmont for each of these pleasure trips. Also, please list e number of trips made to each destination in the given ason. Be sure that the total number of trips reported low equals the total number of trips reported in question above.

Winter c ’00 through Mar ’01)

Spring (Apr ’01 through May ’01)

stination ____________

# of trips:___

Destination #1____________

# of trips:___

stination # of Destination # of

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#2____________ trips:___ #2____________ trips:___ Destination #3____________

# of trips:___


# of trips:___

All other destinations:

# of trips:___


# of trips:___

Summer (June ’01 through Aug ’01)

Fall (Sep ’01 through Nov ’01)


# of trips:___


# of trips:___


# of trips:___


# of trips:___


# of trips:___


# of trips:___


# of trips:___


# of trips:___

3. What was the average number of people from your household in your travel party (include yourself) on trips during: Winter Spring Summer Fall (Dec ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01) (Sep ’01 through Nov ’01)

_____ person(s) _____ person(s) _____ person(s) _____ person(s) 4. If your trip included members of other households, what was the average number of all people (including you and your household members) in the travel party? (If any of your trips were with a motor coach group tour, do not include these in your average.) Winter Spring Summer Fall (Dec ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01) (Sep ’01 through Nov ’01)

_____ person(s) _____ person(s) _____ person(s) _____ person(s) 5. How many of your trips were with motor coach group tours?

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Winter Spring Summer Fall (Dec ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01)

(Sep ’01 through Nov ’01) _____ trip(s) _____ trip(s) _____ trip(s) _____ trip(s)

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6. In the space provided below, please write down the number of trips to Vermont that included each of the following activities (Write in number for each below)

Number of trips 1. Downhill skiing ___ 2. Cross-country skiing

___ 3. Snowmobiling

___ 4. Visited friends

___ 5. Visited relatives

___ 6. Visit a child/grandchild in school or visited a

potential school or college___ 7. Romantic get-away

___ 8. Family get-away ___ 9. Fall foliage touring

___ 10. Auto-touring (driving for pleasure)

___ 11. Water recreation (e.g., power-boating, sailing,

swimming) ___ 12. Canoeing and kayaking

___ 13. Fishing ___ 14. Hunting ___ 15. Hiking

___ 16. Biking

___ 17. Golf ___ 18. Bought Vermont made products (e.g., food, crafts,

furniture, antiques)___ 19. Visited historic sites (e.g., colonial homes,

forts, museums) ___ 20. Attended cultural events (e.g., music festivals,

arts/crafts shows, theater) ___ 21. Attended sporting events

___ 22. Attended fairs

___ 23. Watchable wildlife (e.g., bird watching, moose

watching) ___ 24. Agricultural tourism (e.g., farm visits, fruit

picking, farmer’s markets) ___ 25. Relaxed in beauty and serenity

___ 26. Shopping ___ 27. Other (specify)_________________________

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7. For each member of your household please indicate the total number of days in Vermont that were spent downhill skiing between Dec. 1, 2000 and Nov. 30, 2001. If your trip(s) did not include downhill skiing, please write in “ 0 ”. Household Member #1 __________ day(s) Household Member #4 ___________day(s) Household Member #2 __________ day(s) Household Member #5 ___________ day(s) Household Member #3 __________ day(s) Household Member #6 ___________ day(s)

All other household members _________ day(s)

8. Trips generally have a “primary purpose. ” Please list the primary purpose of each of your trips to Vermont, using the codes from Question #4 above (e.g., visited friends = 4, golf = 17). Be sure that the total number of trips reported below equals the total number of trips reported in question #1 above. Winter (Dec ’00 through Mar ’01)

Spring (Apr ’01 through Mar ’01)

Purpose #1____________

# of trips:___

Purpose #1____________

# of trips:___

Purpose #2____________

# of trips:___

Purpose #2____________

# of trips:___

Purpose #3____________

# of trips:___

Purpose #3____________

# of trips:___

All other purposes:

# of trips:___

All other purposes:

# of trips:___

Summer (June ’01 through Aug ’01)


Purpose #1____________

# of trips:___

Purpose #1____________

# of trips:___

Purpose #2____________

# of trips:___

Purpose #2____________

# of trips:___

Purpose #3____________

# of trips:___

Purpose #3____________

# of trips:___

All other purposes:

# of trips:___

All other purposes:

# of trips:___

9. On average, how many children from your household (i.e., under the age of 18) went with you on your trip(s) to Vermont?

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_________ = number of children under 18

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10. Please indicate how many times members of your household traveled to Vermont using each of the following types of transportation. The total number should equal the total number of trips you reported in question #1. Owned auto or truck.. ___________ Rented auto or truck............................... ___________ Group tour bus .......... ___________ Ferry ...................................................... ___________ Private plane.............. ___________ Commercial bus ..................................... ___________ Commercial airline... ___________ RV/motorhome……............................... ___________ Train .......................... ___________ Other (Specify): ______________________________ 11. Below you are asked about day and overnight trips to Vermont, by season: Winter Spring Summer Fall

(Dec ’00 through (Apr ’01 through (Jun ’01 through (Sep ’01 through

Mar ’01) May ’01) Aug ’01) Nov ’01)

(a) How many of your trips to Vermont were day trips (no nights spent)? _____ _____ _____ _____ (b) How many of your trips to Vermont were overnight trips? _____ _____ _____ _____ (c) What was the total number of nights you spent in Vermont? _____ _____ _____ _____ (d) For overnight trips, please indicate the total number of nights spent in each of the following accommodations:

. Winter (Dec ’00 through Mar ’01)

Spring (Apr ’01 through May ’01)

Summer (Jun ’01 through Aug ’01)


A locally owned hotel/motel

A hotel/motel chain

A private residence of a friend or relative

A vacation home that you

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own A bed and breakfast or country inn

State park campground

Private campground or RV park

A rented cabin, cottage, home or condominium

Other (Specify): ___________________

12. Overall, how would you rate the VALUE of your Vermont trip(s) relative to trips you’ve recently taken elsewhere?

Poor Fair Good Very Good Excellent Perfect

____ _____ _____ _____ _____ _____ 13. Overall, how SATISFIED are you with your Vermont trip(s) relative to trips you’ve recently taken elsewhere? Very Very Dissatisfied Satisfied

____ _____ _____ _____ _____ _____ 14. What is the likelihood that you will visit Vermont again sometime in the next 12 months?

Definitely will Definitely will not visit visit ____ _____ _____

_____ _____ _____

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15. For each season below, please estimate the amount your household spent per trip while in Vermont. If you made more than one trip in a season, please provide an average amount spent per trip during the season. (Note: Please do not include costs incurred outside of the state, such as airline tickets. Also, please round figures to the nearest dollar).

Winter Spring Summer

Fall (Dec ’00 through (Apr ’01 through (Jun ’01

through (Sep ’01 through Mar ’01) May ’01) Aug ’01)

Nov ’01)

A. LODGING (not including camping) $_________ $_________ $_________ $_________

B. LODGING (camping)

$_________ $_________ $_________ $_________ C. RECREATION/ENTERTAINMENT

Skiing $_________ $_________ $_________ $_________ Parks $_________ $_________ $_________ $_________ Movies & Theater $_________ $_________ $_________

$_________ All Other Recreation/ Entertainment $_________ $_________ $_________

$_________

D. TRANSPORTATION Gasoline $_________ $_________ $_________

$_________ All Other transportation $_________ $_________ $_________

$_________

E. SHOPPING PURCHASES (Not Including Food/Beverage or Recreation/Entertainment) $_________ $_________ $_________ $_________ F. FOOD/BEVERAGE:

Restaurant $_________ $_________ $_________ $_________ Grocery Store $_________ $_________ $_________ $_________

G. OTHER EXPENSES (Specify: ________________________) $_________ $_________ $_________ $_________ Average household spending per trip while in Vermont (the sum of A+B+C+D+E+F+G) $_________ $_________ $_________ $_________ Average amount spent on Vermont-made products per trip (e.g., crafts, furniture, antiques, maple syrup and other Vermont-made food) $_________ $_________ $_________ $_________

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16. How often have one or more members of your household taken trips Vermont to view its fall foliage (check the one that best fits)? Every year ____ More than once, but not every year ____ One time ____ Never ____ 17. On the scale provided below, please indicate how important each of the information sources were in influencing your decision to take one or more trips to Vermont? Check if do not recall obtaining information from this source Neither Very Somewhat Important nor Somewhat Very Unimportant Unimportant Unimportant Important Important

A newspaper article __ ____ ____ ____ ____ ____ Print advertising __ ____ ____ ____ ____ ____ Television advertising __ ____ ____ ____ ____ ____ A magazine article __ ____ ____ ____ ____ ____ The 1-800 Vermont telephone # __ ____ ____ ____ ____ ____ Vermont vacation kit __ ____ ____ ____ ____ ____ The internet __ ____ ____ ____ ____ ____ A friend, co-worker or relative __ ____ ____ ____ ____ ____ A travel agent __ ____ ____ ____ ____ ____ AAA or other auto club source __ ____ ____ ____ ____ ____ Vermont Life Explorer Magazine__ ____ ____ ____ ____ ____ Please ret

Thank you for your help on this important survey! urn your completed questionnaire in the enclosed postage paid

envelope as soon as possible.

33

Bibliography

Albers, Jan. Hands on the Land : A History of the Vermont Landscape. Cambridge,

Mass.: MIT Press. 2000.

Baker, William, Message and Visual Appeal Analysis: A Study of Vermont’s Image:

1998. Vermont Tourism Data Center The Vermont Department of Tourism and

Marketing.

Dometrius, N. C. , Social Statistics Using SPSS New York: Harper Collins 1992.

Johnson, Charles W. The Nature of Vermont : Introduction and Guide to a New England

Environment. Hanover, N.H. : University Press of New England. 1980.

Liang, Chyi-Lyi & Wood, N.C. , The Economic Impact of Tourism in Vermont: Fall

2001. The Vermont Tourism Data Center, The Vermont Department of Tourism and

Marketing.

Noordewier, Thomas, 2001 Geodemographic Analysis of the Vermont Visitor. Vermont

Tourism Data Center, The Vermont Department of Tourism and Marketing.

profile of the annual fall foliage tourist in vermont: travel...

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