New Hampshire Visitor Profiles

NEW HAMPSHIRE VISITOR PROFILES

SUMMERSEASONS – 2010/2011

Prepared for:

New Hampshire Division of Travel and Tourism Development

By:

Institute for New Hampshire Studies

Plymouth State University

Plymouth, NH 03264

March, 2012

OVERVIEW/SUMMARY

Background/Introduction

The New Hampshire Division of Travel and Tourism Development (DTTD) has employed two

different methodologies over the years to collect demographic, activity, and expenditure profiles

of New Hampshire visitors:

-Developing itsown survey instrument - most recently administered to qualified representatives of online panel providers.

-Purchasing data sets from organizations such as the Travel Industry Association’s TravelScope program or companies conducting syndicated travel surveys on a national basis.

This report is based on survey data for the summerseason (June, July, August)obtained

from TNS Global Market Research as part of their syndicated TravelsAmerica research program.

Each month, a national representative sample of 41,800 households is invited to participate in the

web-based survey (18,000 internet-based interviews among past 12-month travelers who have

traveled at least 50 miles from their homes). Initiated in July, 2005, the online survey draws a

representative sample from TNS’ 6th dimension US panel.

Due to relatively small sample sizes for New Hampshire visitors, survey data has been combined

for two summerseasons 2010 and 2011.

Report Format

The format will be to present narratives describing various aspects of New Hampshire visitors

and their visits while making reference to specific data tables contained in the Appendix. Data is

presented using a standard format as follows:

-All visitors to New Hampshire

-Overnight vs. day visitors (over 50 miles from home)

-All visitors from each of three geographic regions - New England, Mid-Atlantic, and “all other” geographic regions (outside the northeast)

-Overnight, leisure visitors from the above geographic regions

The base used to calculate survey statistics varies based on the appropriate measurement for each

particular variable. For example, the sample data represents:

-322 total respondents who visited New Hampshire

-458 trips made to New Hampshire

-428of which provided information on their NH trip (day/overnight, expenditures, activities, etc.)

-294 of those involved an overnight trip

Readers are cautioned about the small sample sizes for geographic regions outside New England.

Analysis will focus on overnight, leisure visitors/visits.

Major Research Findings

Demographics of Summer Visitors

-Among overnight leisure visitors, those residing outside the northeast were noticeably older than their counterparts from other regions of the country, (Table 1)

-While the overall ratio of females to males was 59%/41%, the incidence of female visitors on overnight leisure trips was reportedly higher among those residing in New England. (Table 2)

-Among overnight leisure visitors, those residing in New Englandreported noticeably higher incomes than their counterparts residing in other geographic regions with 42% reporting incomes of at least $100,000 per year. (Table 3)

-The greatest percentage of visitors reportedly reside in Massachusetts and, as would be expected, the percentage from New England was noticeably higher for day visitors than their overnight counterparts. Among overnight leisure visitors, just over two-thirds reportedly reside in New England with Connecticut the second leading state or origin mentioned. (Table 4)

Trip/Visit Characteristics

-In terms of primary purpose of trip, the most-mentioned (over 40% of overnight leisure trips) was “visiting friends & relatives” followed by “outdoor recreation”. Business-related purposes were mentioned noticeably more by day visitors than their overnight counterparts. (Table 5)

-Overall, close to 80% of all trips were reportedly made using the visitor’s own auto/truck – somewhat higher for day trips and those from New England. (Table 6)

-The four most-mentioned activities overall were: visiting friends/relatives, sightseeing, beach, and shopping. (Table 7)

Characteristics of Overnight Travel Parties

-The incidence of overnight visits ranged from 63% for those residing in New England to 87% for those residing in mid-Atlantic states. (Table 8)

-The incidence of first-time, leisure overnight visits was very low (3.5%) for those residing in New England but substantially higher for those residing in the Mid-Atlantic states (16%) and those residing outside the northeast (9%). (Table 9)

-While the average length of overnight leisure trips made by those residing in New England was 3.0nights, this average was noticeably higher for those residing outside the northeast. (Table 10)

-The incidence of leisure, overnight travel parties containing members 18 years of age or younger was highest (38-42%) for those residing in New England but noticeably smaller for those residing outside New England. The average party size reportedly was highest among visitors from New England and lowest among those from the Mid-Atlantic states.

(Tables 11 & 12)

-Over one-third (37%) of all overnight leisure trips by those residing in New England involved a “Private Home”. This percentage increased to 65% for those residing outside the northeast. The second most-mentioned accommodation type was “Hotel”. (Table 13) In terms of average number of nights, the highest was associated with “Timeshare” – particularly for those residing outside the northeast. (Table 14)

-While average total party expenditures were higher for visitors residing outside New England, person/day expenditures were highest for visitors from the Mid-Atlantic states. (Table 15)

Conclusions/Implications

A review of the research included in this report tends to corroborate a number of findings from

previous DTTD surveys. While subsequent analysis of visitor survey data for other seasons will

be important before coming to final conclusions, data suggest possible opportunities for targeted

marketing messages:

(1)Those residing in the Mid-Atlantic states exhibit somewhat different profiles than those residing in New England –noticeably higher mention of historic sites/museum activities, fine dining, and special events/festivals.

(2)The incidence of traveling with children is noticeably less for travel parties residing outside New England.

(3)The majority of overnight leisure visits don’t involve paid accommodations which is undoubtedly related to the high incidence of visiting family and friends.

As noted in previous reports, satisfying first-time visitors is very important for several reasons:

- Making a good first impression is critical to creating repeat customers.

- “Prior travel to New Hampshire” as a major factor in deciding to visit has been documented by numerous other DTTD research studies.

-It is generally accepted that it is considerably less expensive to retain a customer than obtain a new one.

In that light, it is recommended that specific research be conducted to gauge visitor satisfaction

with regard to various aspects of the visitor experience that might affect the willingness of these

first-time visitors to make a return visit.

DEMOGRAPHICS OF SUMMERVISITORS

Age

A review of the age data contained in Table 1 indicates relatively small differences by visitor

subgroup.

-Among overnight leisure visitors, however, those residing outside the northeast were noticeablyolder than their counterparts from other regions of the country.

Gender

Table 2 presents data on the gender of the panelist indicating visitation to New Hampshire.

While the overall ratio of females to males was 59%/41%, there were some noticeable

differences by subgroup:

-Among overnight leisure visitors, the incidence of female visitors was reportedly highestamong those residing in New England.

Annual Household Income

Table 3 presents the distribution of respondents/visitors by annual household income groups.

-The mean income of overnight visitors is higher than day visitors, primarily based on a noticeably higher incidence of incomes $100,000 or greater (37%)and a noticeably lower incidence of incomes under $50,000 (25%).

-Among overnight leisure visitors, those residing in New England reported noticeably higher incomes than their counterparts residing in other geographic regionswith 42% reporting incomes of at least $100,000. Unlike other seasonal visitor surveys, the income distribution of visitors from the Mid-Atlantic states was skewed noticeably lower due to the large incidence (38%) of incomes reported as under $35,000.

State of Residence

As indicated in Table 4, while the greatestpercentage of visitors (overall about 35%) reportedly

reside in Massachusetts, there were some other noticeable differences observed:

-As would be expected, the percentage from New England was noticeably higher for day visitors than their overnight counterparts (74% vs. 66%).

-Among overnight leisure visitors, just over two-thirds (68%) reside in New England while another 10% reside in Mid-Atlantic states and the balance (22%) reside outside the northeast.

-Among the “Other” states mentioned, Florida actually accounted for 5.7% overall.

TRIP/VISIT CHARACTERISTICS

Primary Purpose of Trip

As noted in Table 5, there were some notable differences among respondents with regard to

primary purpose of their trip.

-Overall, the most-mentioned purpose (some 42% of overnight leisure trips) was “visiting friends/relatives” -noticeably higher for those outside New England (70%).

-The second most-mentioned purpose (22% of overnight leisure trips) was “outdoor recreation” – noticeably higher for those residing in New England than their counterparts residing in other geographic regions.

-Business-related purposes were reportedly associated with 8% of all trips but noticeably higher for day trips.

Primary Mode of Transportation

Overall, 78% of all trips were reportedly made using the visitor’s own auto/truck although this

percentage was somewhat higher (83%) for day trips and those from New England (89%). The

only other significant mode of transportation (airplane) wastypically only associated with

overnight visits from those outside the northeast. Table 6 presents the specifics.

Activities

As indicated in Table 7, the four most-mentioned activities overall were: visiting friends/relatives, sightseeing, beach, and shopping.

-With regard to overnight leisure visits, “Visiting friends/relatives” was associated more with visits from those residing outside New England (74-95%) than within (40%).

-With regard to overnight leisure visits, “sightseeing” was associated much more with visits from those residing outside New England (36-50%) than their counterparts within (24%).

-“Beach” activities were associated with 27-28% of overnight, leisure visits by those residing in the northeast and noticeably less (16%) by those residing in other areas of the country.

-“Shopping” was associated noticeably more with overnight visits (20%) than day visits (11%). With regard to overnight leisure visits, it was associated noticeably more with visits from those residing in New England (22%).

-In terms of other observations, the following activities were mentioned noticeably more by visitors residing in…

New Englandhiking/backpacking, theme/amusement parks, camping

Mid Atlanticfine dining, historic sites/museums, special events/festivals

Otherwildlife viewing

CHARACTERISTICS OF OVERNIGHT TRAVEL PARTIES

Incidence of Overnight Visits

As indicated in Table 8, the incidence of overnight visits ranged from 63% for those residing in

New England to 84-87% for those residing outside New England.

Incidence of First-Time Visits

Those making overnight visits to New Hampshire were asked if it was a first-time visit. As

would be expected for leisure trips, the incidence was relatively low (3.5%) for those residing in

New England but increased to 16% for those residing in the Mid-Atlantic and 9% for those

residing outside the northeast. Table 9 presents the specifics.

Length of Overnight Trips

Table 10 presents data on the average number of nights spent on overnight trips to New

Hampshire. While the average for overnight leisure trips made by those residing in New

England was 3.0 nights, this average increased to 3.9 for those residing in Mid-Atlantic states

and 4.8 for thoseresiding outside the northeast.

Composition of Travel Parties

Data was collected on the composition of travel parties in terms of the average number of

children and adults. Table 11 presents data for all members of a travel party while Table 12

includes only those in the household interviewed. In terms of overnight leisure trips….

-The incidence of leisure overnight travel parties containing members 18 years of age or younger was highest (38-42%) for those residing in New England but the incidence was lowest for travel parties residing in the Mid-Atlantic states (25-28%).

-Similarly,the total average party size was highest among visitors from New England and lowest among those residing in Mid-Atlantic states.

Accommodations Used

In terms of the types of accommodations reportedly used on overnight leisure trips (Table 13)…

-Over one-third (37%) of all trips by those residing in New England involved a “Private Home”. This percentage increased to 53% for those residing in the Mid-Atlantic and 65% for those outside the northeast.

-The second most-mentioned accommodation type was “hotel” – mentioned by some 32% of those residing in mid-Atlantic states but noticeably less for those residing in other geographic regions.

-It was noticeable that those residing in New England reported somewhat higher incidences of “RV/tent” as an accommodation type.

In terms of the average number of nights spent at each accommodation type on overnight leisure

trips (Table 14)…

-The highest average was associated with “timeshare” accommodations – particularly for those residing outside the northeast (7 nights).

-The average length of stay involving “private homes” was reportedly 3.4for those residing in New England but considerably longer (4.8) for those residing outside the northeast.

Expenditures

Detailed information on travel party expenditures in New Hampshire is presented in Table 15.

Again, for overnight leisure trips…

-As would be expected, total expenditures for trips by those residing in New England were less than their counterparts residing in other areas.

-When looking a expenditures per person(household)/per day, however, the average for those residing in the Mid-Atlantic was highest.

APPENDIX

1

Table 1
Age of Visitors
(Base = Number of Respondents)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Age Group / (n=322) / (n=225) / (n=97) / (n=220) / (n=33) / (n=68) / (n=213) / (n=145) / (n=21) / (n=46)
18 - 24 / 4.5 / 3.7 / 6.3 / 4.1 / 13.6 / 1.4 / 4.0 / 3.3 / 12.3 / 2.0
25 - 34 / 14.0 / 12.9 / 16.5 / 13.2 / 13.6 / 16.9 / 12.0 / 11.9 / 14.8 / 11.1
35 - 44 / 20.1 / 21.9 / 15.8 / 23.3 / 14.8 / 12.5 / 21.0 / 27.1 / 5.3 / 9.3
45 - 54 / 27.7 / 29.6 / 23.3 / 28.2 / 29.0 / 24.5 / 30.5 / 30.7 / 35.0 / 27.3
55 - 64 / 17.5 / 16.5 / 19.7 / 18.1 / 8.5 / 19.9 / 16.7 / 16.9 / 9.2 / 19.8
65 or more / 16.2 / 15.4 / 18.4 / 13.1 / 20.5 / 24.8 / 15.8 / 10.1 / 23.4 / 30.5
Total / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0
Table 2
Gender of Visitors
(Base = Number of Respondents)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Gender / (n=322) / (n=225) / (n=97) / (n=220) / (n=33) / (n=68) / (n=213) / (n=145) / (n=21) / (n=46)
Male / 40.7 / 40.9 / 40.3 / 38.2 / 51.8 / 42.8 / 41.2 / 37.5 / 50.2 / 48.0
Female / 59.3 / 59.1 / 59.7 / 61.8 / 48.2 / 57.2 / 58.8 / 62.5 / 49.8 / 52.0
Total / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0
Table 3
Annual Household Income of Visitors
(Base = Number of Respondents)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Income Group / (n=322) / (n=225) / (n=97) / (n=220) / (n=33) / (n=68) / (n=213) / (n=145) / (n=21) / (n=46)
Less than $35,000 / 21.5 / 15.7 / 34.2 / 22.1 / 36.0 / 11.8 / 15.1 / 11.9 / 38.2 / 14.6
$35,000 - $49,999 / 9.1 / 9.2 / 8.5 / 8.3 / 9.1 / 11.1 / 8.9 / 8.5 / 8.7 / 9.8
$50,000 - $74,999 / 15.9 / 16.0 / 15.8 / 16.4 / 13.8 / 16.2 / 16.2 / 16.7 / 12.1 / 16.7
$75,000 - $99,999 / 21.7 / 22.0 / 21.0 / 19.6 / 22.5 / 27.0 / 22.4 / 20.7 / 26.1 / 24.3
$100,000 - $149,999 / 23.5 / 28.3 / 12.4 / 25.0 / 6.5 / 27.4 / 28.7 / 32.1 / 10.2 / 27.1
$150,000 or more / 8.3 / 8.8 / 8.1 / 8.6 / 12.1 / 6.5 / 8.7 / 10.1 / 4.7 / 7.5
Total / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0
Table 4
State of Residence of Visitors
(Base = Number of Respondents)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
State / (n=322) / (n=225) / (n=97) / (n=220) / (n=33) / (n=68) / (n=213) / (n=145) / (n=21) / (n=46)
Massachusetts / 34.7 / 35.9 / 31.9 / 50.8 / 0.0 / 0.0 / 37.5 / 55.0 / 0.0 / 0.0
New Hampshire / 12.7 / 9.9 / 19.3 / 18.6 / 0.0 / 0.0 / 9.7 / 14.2 / 0.0 / 0.0
Connecticut / 9.8 / 11.4 / 6.0 / 14.4 / 0.0 / 0.0 / 12.1 / 17.7 / 0.0 / 0.0
Vermont / 4.5 / 2.7 / 8.6 / 6.6 / 0.0 / 0.0 / 2.9 / 4.2 / 0.0 / 0.0
Maine / 4.0 / 2.6 / 7.2 / 5.9 / 0.0 / 0.0 / 2.8 / 4.1 / 0.0 / 0.0
Rhode Island / 2.6 / 3.1 / 1.4 / 3.7 / 0.0 / 0.0 / 3.2 / 4.8 / 0.0 / 0.0
Subtotal / 68.3 / 65.6 / 74.4 / 100.0 / 0.0 / 0.0 / 68.2 / 100.0 / 0.0 / 0.0
New York / 5.7 / 6.3 / 4.3 / 0.0 / 54.9 / 0.0 / 6.6 / 0.0 / 66.3 / 0.0
New Jersey / 3.1 / 3.8 / 1.4 / 0.0 / 29.8 / 0.0 / 3.0 / 0.0 / 29.5 / 0.0
Pennsylvania / 1.6 / 0.4 / 4.4 / 0.0 / 15.3 / 0.0 / 0.4 / 0.0 / 4.2 / 0.0
Subtotal / 10.4 / 10.5 / 10.1 / 0.0 / 100.0 / 0.0 / 10.0 / 0.0 / 100.0 / 0.0
Other / 21.3 / 23.9 / 15.5 / 0.0 / 0.0 / 100.0 / 21.8 / 0.0 / 0.0 / 100.0
Total / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0
Table 5
Primary Purpose of Trip
(Base = Number of Trips)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Purpose / (n=458) / (n=307) / (n=151) / (n=333) / (n=42) / (n=83) / (n=285) / (n=202) / (n=27) / (n=56)
Visit friends/relatives / 37.9 / 39.0 / 35.6 / 29.9 / 54.9 / 61.7 / 41.9 / 30.5 / 69.4 / 69.9
Outdoor recreation / 18.6 / 20.7 / 14.3 / 22.6 / 22.0 / 1.2 / 22.2 / 29.0 / 14.9 / 1.7
Entertain/Sightseeing / 14.0 / 14.8 / 12.2 / 15.6 / 6.9 / 10.9 / 15.9 / 17.8 / 6.7 / 13.7
Other pleasure/pers / 20.5 / 18.7 / 24.1 / 22.4 / 10.9 / 16.9 / 20.0 / 22.7 / 9.0 / 14.7
Leisure / 91.0 / 93.2 / 86.2 / 90.5 / 94.7 / 90.7 / 100.0 / 100.0 / 100.0 / 100.0
Business - general / 4.4 / 2.9 / 7.4 / 5.4 / 0.0 / 2.5 / 0.0 / 0.0 / 0.0 / 0.0
Personal business / 2.6 / 1.5 / 4.8 / 2.6 / 5.3 / 1.2 / 0.0 / 0.0 / 0.0 / 0.0
Conv/seminar/conf. / 1.4 / 1.5 / 1.0 / 0.5 / 0.0 / 5.6 / 0.0 / 0.0 / 0.0 / 0.0
Other / 0.6 / 0.9 / 0.6 / 1.0 / 0.0 / 0.0 / 0.0 / 0.0 / 0.0 / 0.0
Total / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0
Table 6
Primary Mode of Transportation
(Base = Number of Trips)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Transportation / (n=458) / (n=307) / (n=151) / (n=333) / (n=42) / (n=83) / (n=285) / (n=202) / (n=27) / (n=56)
Own auto/truck / 78.1 / 75.8 / 82.7 / 89.0 / 71.0 / 37.6 / 77.4 / 90.2 / 67.2 / 36.2
Airplane / 7.8 / 9.1 / 5.2 / 0.0 / 3.3 / 41.4 / 8.1 / 0.0 / 0.0 / 41.4
Rental car / 3.4 / 4.2 / 1.5 / 1.9 / 4.0 / 9.1 / 4.2 / 1.9 / 6.2 / 11.7
Camper/RV / 3.4 / 3.6 / 2.9 / 3.2 / 0.0 / 5.8 / 3.1 / 2.7 / 0.0 / 5.7
Motorcycle / 2.4 / 2.2 / 2.9 / 1.9 / 8.3 / 1.3 / 2.3 / 1.6 / 8.7 / 1.9
Bus / 2.2 / 2.0 / 2.4 / 2.4 / 0.0 / 2.1 / 1.6 / 2.2 / 0.0 / 0.0
Train / 1.1 / 1.6 / 0.0 / 0.0 / 11.6 / 0.0 / 1.7 / 0.0 / 17.9 / 0.0
Motorcoach/Tour / 0.2 / 0.3 / 0.0 / 0.0 / 0.0 / 1.1 / 0.3 / 0.0 / 0.0 / 1.6
Other / 1.4 / 1.2 / 2.4 / 1.6 / 1.8 / 1.6 / 1.3 / 1.4 / 0.0 / 1.5
Total / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0 / 100.0
Table 7
Activities Engaged In
(Base = Number of Visits)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Activity / (n=428) / (n=294) / (n=134) / (n=322) / (n=40) / (n=66) / (n=276) / (n=195) / (n=32) / (n=49)
Visit friends/relatives / 43.8 / 51.6 / 26.5 / 32.4 / 73.2 / 81.6 / 54.1 / 40.5 / 74.0 / 94.6
Sightseeing / 24.4 / 28.0 / 16.6 / 21.0 / 45.8 / 28.1 / 28.9 / 23.6 / 49.6 / 35.9
Beach / 19.2 / 24.5 / 7.7 / 18.7 / 31.5 / 14.1 / 25.5 / 27.5 / 27.7 / 16.0
Shopping / 16.9 / 19.5 / 11.3 / 17.2 / 20.4 / 13.6 / 19.9 / 22.1 / 18.2 / 12.7
Hiking/backpacking / 9.7 / 11.0 / 7.0 / 11.1 / 6.9 / 4.9 / 11.7 / 13.5 / 8.5 / 6.5
State/National Parks / 9.2 / 12.6 / 1.9 / 8.6 / 10.4 / 11.8 / 13.4 / 12.9 / 12.9 / 15.7
Theme/amuse.park / 8.5 / 11.2 / 2.7 / 11.0 / 0.0 / 1.6 / 11.9 / 16.9 / 0.0 / 0.0
Fine dining / 8.3 / 10.2 / 4.1 / 5.5 / 22.9 / 13.2 / 10.3 / 5.9 / 25.6 / 17.5
Camping / 8.3 / 11.6 / 1.0 / 9.1 / 6.3 / 5.3 / 11.9 / 13.8 / 7.8 / 7.1
Wildlife viewing / 8.0 / 9.8 / 4.0 / 6.9 / 12.6 / 10.2 / 9.9 / 9.0 / 9.4 / 13.6
Historic site/museum / 7.8 / 10.2 / 2.5 / 6.6 / 18.2 / 7.7 / 10.6 / 9.4 / 19.8 / 8.9
Nature tvl/ecotour / 5.7 / 7.0 / 2.8 / 6.1 / 2.9 / 5.7 / 7.5 / 8.7 / 0.0 / 7.6
Bird watching / 4.3 / 5.4 / 1.9 / 4.2 / 3.5 / 5.6 / 5.6 / 5.3 / 4.3 / 7.5
Family reunion/activ. / 4.1 / 4.2 / 4.1 / 3.9 / 3.5 / 5.8 / 3.9 / 4.0 / 0.0 / 6.2
Spec. Events/Festiv. / 3.3 / 4.8 / 0.0 / 2.2 / 11.8 / 3.5 / 5.1 / 3.7 / 14.5 / 4.6
Motorboat/Jet ski / 2.7 / 3.5 / 0.8 / 3.6 / 0.0 / 0.0 / 3.8 / 5.3 / 0.0 / 0.0
Golf / 2.5 / 3.5 / 0.4 / 1.7 / 5.4 / 4.5 / 3.2 / 2.6 / 2.3 / 6.0
Canoe/kayaking / 2.3 / 3.3 / 0.0 / 2.3 / 0.0 / 3.5 / 3.5 / 3.8 / 0.0 / 4.6
Fishing / 2.2 / 2.5 / 1.3 / 2.0 / 3.5 / 1.9 / 2.2 / 2.4 / 0.0 / 2.6
Water skiing / 2.0 / 2.3 / 1.2 / 2.3 / 2.4 / 0.0 / 2.5 / 3.0 / 2.9 / 0.0
22 others each less than 2.0% overall
Note: Percentages add to more than 100% due to multiple mentions
Table 8
Incidence of Overnight Visits
(Base = Number of Visits)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
(n=428) / (n=294) / (n=134) / (n=322) / (n=40) / (n=66) / (n=276) / (n=195) / (n=32) / (n=49)
% Staying Overnight / 68.7 / 100.0 / 0.0 / 63.2 / 86.7 / 84.3 / 100.0 / 100.0 / 100.0 / 100.0
Table 9
Incidence of First-Time Visits
(Base = Overnight Visits)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
(n=294) / (n=294) / (n=204) / (n=35) / (n=55) / (n=276) / (n=195) / (n=32) / (n=49)
% First-time visits / 6.7 / 6.7 / 3.6 / 14.8 / 13.1 / 5.8 / 3.5 / 15.8 / 8.6
Table 10
Length of Overnight Trips
(Base = Overnight Visits)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
(n=294) / (n=294) / (n=204) / (n=35) / (n=55) / (n=276) / (n=195) / (n=32) / (n=49)
Mean # nights - NH / 3.4 / 3.4 / 3.0 / 4.1 / 4.6 / 3.4 / 3.0 / 3.9 / 4.8
Table 11
Composition of Travel Party (All Members)
(Base = Number of Trips)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Travel Party / (n=458) / (n=307) / (n=151) / (n=333) / (n=42) / (n=83) / (n=285) / (n=202) / (n=27) / (n=56)
% with children <18 / 34.9 / 38.1 / 28.5 / 35.7 / 34.7 / 32.0 / 39.4 / 42.1 / 28.1 / 35.6
Average Party Size
# children < 18 / 0.6 / 0.7 / 0.5 / 0.7 / 0.5 / 0.5 / 0.7 / 0.8 / 0.4 / 0.5
# adults / 2.2 / 2.3 / 2.1 / 2.1 / 2.0 / 2.8 / 2.3 / 2.2 / 1.9 / 2.9
Total / 2.8 / 3.0 / 2.6 / 2.8 / 2.5 / 3.3 / 3.0 / 3.0 / 2.3 / 3.4
Table 12
Composition of Travel Party (Household Members Only)
(Base = Number of Trips)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Travel Party / (n=458) / (n=307) / (n=151) / (n=333) / (n=42) / (n=83) / (n=285) / (n=202) / (n=27) / (n=56)
% with children <18 / 31.8 / 34.9 / 25.5 / 32.1 / 32.7 / 30.5 / 36.0 / 38.3 / 25.0 / 33.4
Average Party Size
# children < 18 / 0.6 / 0.6 / 0.4 / 0.6 / 0.5 / 0.5 / 0.6 / 0.7 / 0.4 / 0.5
# adults / 1.8 / 1.8 / 1.7 / 1.8 / 1.8 / 1.8 / 1.9 / 1.9 / 1.5 / 1.9
Total / 2.4 / 2.4 / 2.1 / 2.4 / 2.3 / 2.3 / 2.5 / 2.6 / 1.9 / 2.4
Table 13
Relative Use of Accommodation Types
(Base = Overnight Trips)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
% Reporting Use / (n=294) / (n=294) / (n=204) / (n=35) / (n=55) / (n=276) / (n=195) / (n=32) / (n=49)
Private Home / 43.5 / 43.5 / 37.0 / 56.2 / 59.4 / 44.1 / 37.3 / 53.2 / 64.9
Hotel / 29.4 / 29.4 / 29.9 / 30.1 / 26.9 / 27.7 / 28.9 / 32.2 / 19.9
RV/tent / 14.8 / 14.8 / 18.4 / 6.3 / 7.1 / 15.6 / 19.0 / 6.8 / 8.0
Condo / 4.8 / 4.8 / 6.2 / 4.1 / 0.0 / 4.6 / 6.5 / 0.0 / 0.0
Timeshare / 3.0 / 3.0 / 3.4 / 0.0 / 3.4 / 3.2 / 3.5 / 0.0 / 3.8
Bed & Breakfast / 2.7 / 2.7 / 2.0 / 5.6 / 3.2 / 2.8 / 2.1 / 6.0 / 3.6
Other / 8.9 / 8.9 / 9.0 / 12.9 / 5.9 / 8.7 / 8.4 / 13.8 / 6.6
Note: Percentages add to more than 100% due to multiple mentions.
Table 14
Number of Nights at Accommodation Types
(Base = Overnight Trips)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
Mean # Nights / (n=294) / (n=294) / (n=204) / (n=35) / (n=55) / (n=276) / (n=195) / (n=32) / (n=49)
Time Share / 5.2 / 5.2 / 4.7 / 0.0 / 7.1 / 5.2 / 4.7 / 0.0 / 7.1
Private Home / 3.7 / 3.7 / 3.3 / 3.6 / 4.7 / 3.7 / 3.4 / 3.2 / 4.8
RV/Tent / 2.8 / 2.8 / 2.6 / 5.5 / 3.0 / 2.8 / 2.6 / 5.5 / 3.0
Hotel / 2.6 / 2.6 / 2.2 / 3.1 / 3.6 / 2.6 / 2.3 / 3.1 / 3.8
Condo / 2.2 / 2.2 / 2.2 / 2.0 / 0.0 / 2.2 / 2.2 / 0.0 / 0.0
Bed & Breakfast / 1.8 / 1.8 / 1.5 / 2.0 / 2.3 / 1.8 / 1.5 / 2.0 / 2.3
Other / 3.6 / 3.6 / 3.0 / 5.2 / 4.9 / 3.8 / 3.2 / 5.2 / 4.9
Table 15
Travel Party Expenditures
(Base = Number of Visits)
Leisure Overnight
Total / Overnight / Day / N.E. / M.A. / Other / Total / N.E. / M.A. / Other
$ Expenditures / (n=428) / (n=294) / (n=134) / (n=322) / (n=40) / (n=66) / (n=276) / (n=195) / (n=32) / (n=49)
Lodging / 121.0 / 176.0 / 0.0 / 113.0 / 119.0 / 164.0 / 179.0 / 184.0 / 147.0 / 181.0
Food/beverage / 73.0 / 95.0 / 24.0 / 66.0 / 128.0 / 75.0 / 98.0 / 95.0 / 145.0 / 81.0
Gasoline / 50.0 / 62.0 / 25.0 / 49.0 / 64.0 / 48.0 / 64.0 / 64.0 / 70.0 / 60.0
Groceries / 35.0 / 48.0 / 7.0 / 37.0 / 37.0 / 29.0 / 50.0 / 57.0 / 29.0 / 35.0
Shopping/gifts / 32.0 / 36.0 / 22.0 / 28.0 / 56.0 / 35.0 / 37.0 / 37.0 / 58.0 / 22.0
Entertainment / 31.0 / 38.0 / 16.0 / 33.0 / 39.0 / 17.0 / 40.0 / 45.0 / 35.0 / 19.0
Transportation / 22.0 / 30.0 / 4.0 / 6.0 / 28.0 / 94.0 / 30.0 / 10.0 / 35.0 / 105.0
Parking/tolls / 6.0 / 5.0 / 6.0 / 5.0 / 9.0 / 7.0 / 6.0 / 4.0 / 11.0 / 9.0
Amenities / 4.0 / 5.0 / 1.0 / 4.0 / 7.0 / 1.0 / 6.0 / 7.0 / 8.0 / 0.0
Other / 8.0 / 9.0 / 7.0 / 8.0 / 6.0 / 13.0 / 9.0 / 10.0 / 2.0 / 7.0
Total / $382 / $504 / $112 / $349 / $493 / $483 / $519 / $513 / $540 / $519
Household pp/pd / $47 / $62 / $53 / $48 / $52 / $46 / $61 / $66 / $73 / $45

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