NEW HAMPSHIRE VISITOR SURVEY
2007- 2008
Background/Methodology
In an effort to continue developing demographic, activity, and expenditure profiles of New Hampshire visitors, the Division of Travel and Tourism Development (DTTD) embarked on collecting such information using new survey research methodologies. Unlike the efforts of previous years which relied on distributing printed survey instruments at various locations across the State and having recipients mail back completed forms, a decision was made to move to an online survey methodology using “panels” developed by an independent research firm - Global Market Insite (GMI).
This report summarizes OVERNIGHT visitor data based on visits to New Hampshire for each of the four travel seasons during FY 2008. For survey purposes, a “stratified” sample was employed among residents of the nine (9) Northeast states as follows:
● New England – MA (100), CT (70), RI (70), NH (50), ME (50), VT (50)
● Mid-Atlantic – NY (70), NJ (70), PA (70)
Methodological Comparisons/Comments
Recognizing that the online panel research methodology represents a significant departure from previous visitor survey efforts, some comments on the demographic comparisons are important. While specific quotas for age, gender, and income were not specified for the online panel research…
● Compared to respondents to previous mail surveys, GMI’s online panel participants reflect a younger, somewhat less affluent distribution.
● GMI’s panel composition generally favored females by a 2:1 margin over males.
It is recognized that the total sample by state is not proportionately representative of all New Hampshire visitors but was purposely chosen to reflect a 2:1 ratio of New England visitors to those in Mid-Atlantic states. Individual state’s sample sizes were chosen to be large enough for possible individual analysis while “capping” the sample size for Massachusetts, for example, known to provide a considerably larger base of visitors.
The reader is reminded that individual reports by season are available which present survey data for each of these two major markets differentiating between Overnight and “Day-Only” visitors (those not staying overnight in New Hampshire). Because of the survey sampling method employed, the reader is cautioned about extrapolating survey results to “all New Hampshire visitors” since the survey included only respondents from a specified number of people in specified states.
Research Highlights
A review of the survey data contained in this report indicates that, compared to their New England counterparts, overnight visitors from the Mid-Atlantic states:
● were often younger (particularly in the winter and spring seasons); conversely they were noticeably older in the summer season (Table 1).
● were more apt to have their trip planned by a male (Table 2).
● reported noticeably higher annual household incomes (Table 3).
● reported much greater incidence of “first-time” visits ranging from 30% in summer to 46% in the winter (Table 4).
● were more apt to use transportation other than the automobile (Table 5).
● cited “pleasure/vacation” noticeably more as a primary purpose of their visit in the spring and fall, “visiting friends/relatives” in the summer and fall, and “business” in all seasons except spring (Table 6).
● mentioned activities such as “sightseeing”, “historic sites/museums/galleries”, “state parks/national forests”, “golfing”, and “business/convention/seminar” more frequently (Table 7).
● reported 40% fewer average number of visits each season (Table 8).
● reported noticeably fewer number of adults in travel parties during summer and winter (Table 9).
● were much more likely to be traveling as part of a group tour (Table 10).
● reported longer average stays in NH (Table 11).
● reported higher incidence of staying overnight (Table 12).
● were more apt to stay in “chain hotels/motels” as well as “resort/spas” in all seasons as well as “B &B/Small Inns” in summer/fall and “home of friend/relative” in spring (Tables 13, 14).
● reportedly spent considerably more per travel party or per person/per day in NH (an average of 60-90%) with the exception of summer where the incremental spending averaged 14-17% (Table 15).
Conclusions/Opportunities
Those residing in Mid-Atlantic states (NY, NJ, and PA) remain strong prospects for making overnight visits to New Hampshire since they reportedly have high incomes, stay an average of 5 days, and spend an average of $52 to $69 per person/per day depending on the season.
Compared to their New England counterparts, their visitor profile includes some differentiating characteristics to consider when targeting marketing efforts:
● males play a stronger role in decision making.
● they are comparatively younger.
● business and pleasure (golfing, sightseeing) are strong reasons for visiting.
● they are more apt to stay in b&b/small inns, resport/spas.
● they expressed stronger interest in activities such as historic. sites/museums/galleries, state parks/national forests.