2012 The Maine Highlands Regional Report


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Maine Office of Tourism Visitor Tracking Research 2012 Calendar Year Annual Report Regional Insights: Maine Highlands Prepared by

April 2013 1

Introduction and Methodology

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2012 Annual Report The Maine Highlands



The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide information on tourism activity in Maine and explore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey participants recruited from the ResearchNow national online panel.



Information is gathered using three main surveys on an ongoing basis: –

Regional Travel Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada; • Respondents are screened to see if they have taken an overnight trip to Maine in the past four weeks. If they have, they are asked to complete the Maine Overnight Visitors Survey.



Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-mile radius of Maine’s borders who have taken a day trip in Maine that is at least 50 miles from home within the past four weeks.



National Omnibus Survey • Includes a nationally balanced sample of US residents; and • Used to determine the incidence of travel nationwide and Maine’s share of that travel.

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2012 Annual Report The Maine Highlands



This report outlines results from calendar year 2012, with travel occurring between January 2012 and December 2012.



Data was collected between January 1st and December 15th 2012. The number of completed statewide surveys collected for each research component are as follows: – Maine Overnight Visitor Survey – 2,497 – Maine Day Visitor – 1,520 – National Omnibus Survey – 17,722

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2012 Annual Report The Maine Highlands



The following report includes data on leisure visitors to the Maine Highlands tourism region, and is based on: – 156 overnight leisure visitors, and – 67 day leisure visitors.

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Overnight Leisure Visitors: Traveler Description

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2012 Annual Report The Maine Highlands

Overnight Leisure Visitor Demographics •

There were no statistically significant changes in the demographic profile of overnight leisure visitors to the Maine Highlands between 2011 and 2012. Overnight visitors to this region do differ somewhat from visitors to the rest of Maine on a few characteristics. Overall, visitors to the Maine Highlands are younger and less affluent.

Overnight, Leisure Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,000 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time

Maine Leisure 2012 (n=1366)

Highlands 2011 (n=143)

Highlands 2012 (n=156)

22%q 17% 22% 39%p

27% 11% 32% 30%

28% 17% 32% 23%

48.7

45.7

45.3

10% 32% 43% $113.47 49%q 79%p 63% 60%

13% 39% 36% $99.19 44% 69% 64% 72%

15% 45% 28% $93.38 47% 73% 60% 65%

pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

Overnight Leisure Visitor Residence

Consistent with 2011, the largest percentage of overnight leisure visitors to the Maine Highlands region is from New Brunswick, a significantly higher proportion than of visitors to the rest of the State. The next highest proportion of visitors to this region arrive from Massachusetts, Maine, and New York. State/ Province of Residence 8% New Brunswick

43% 37% 22%

Massachusetts

5% 10% 7%

Maine

9% 10%

p

17% New York

9% 9%

Maine Leisure 2012 (n=1366) Maine Highlands 2011 (n=143)

p



New Jersey

4% 3%

Maine Highlands 2012 (n=156) 8% 9% 10%

Ontario 7%

Washington D.C.

2% p 2% 5% 8%p

Quebec

2% 4%

State/Province of residence. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

First-Time vs. Repeat Visitors •

One-fifth of overnight leisure visitors to the Maine Highlands region are visiting Maine for the first time, a significantly greater proportion than the rest of the State of Maine.

Repeat Overnight Leisure Visitors Average number of trips to Maine in past 5 years

Maine Maine Maine Leisure Highlands Highlands 2011 2012 2012 (n=122) (n=1159) (n=123) 13.5

12.6

85%

86% 78%

13.2

22% 15%

14%

First Time Maine Leisure 2012 (n=1366

Repeat Visit Maine Highlands 2011 (n=143)

Maine Highlands 2012 (n=156)

Regional Q9. Was this your first visit in Maine? Regional Q10. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

Party Size and Composition •

One-fourth of overnight leisure visitors to the Maine Highlands region traveled with children on their 2012 visit to the region, similar to the proportion doing so for the State as a whole. Percent Traveling with Children

Average Number of People in Travel Party

2.9

Maine Highlands 2011 (n=143)

2.8

2.7

Maine Leisure 2012 (n=1366)

Maine Highlands 2012 (n=156)

Maine Highlands 2011 Maine Highlands 2012 (n=143) (n=156)

Maine Leisure 2012 (n=1366)

23%

22%

22%

Maine Leisure 2012 (n=1366) Maine Highlands 2011 (n=143) Maine Highlands 2012 (n=156)

Regional Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Regional Q25. How many of these people were: Children? pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Overnight Leisure Visitors: Trip Experience

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2012 Annual Report The Maine Highlands

Primary Purpose of Overnight Leisure Trips • •

The lure of shopping opportunities and getting away to relax were the primary reasons overnight visitors to the Maine Highlands region planned their trip to Maine. There were several differences in the reported purpose of their trip between visitors to the Maine Highlands and visitors to the rest of the State. This region’s visitors were more likely to be visiting to shop and less likely to be visiting to get away to relax, to enjoy nature, for touring, and for outdoor recreation. Primary Purpose of Overnight Leisure Trips

To get away to relax

50% 34%

Shopping To enjoy nature

23%

Touring/seeing the sites

22%

Outdoor recreation/adventure

19%

It’s what we do every year

13%

36%

19%

38% 34%

Maine Leisure 2012 (n=1366) Maine Highlands 2012 (n=156)

8% 8%

Special event (such as concert, festival)* Cultural and heritage tourism

7%

To experience great cuisine and service

Other

45%

25% 23%

To spend time with friends or family

Wedding

60%

7%

12% 17%

1% 1% 4%

8% Regional Q7. What was the primary purpose of your most recent leisure trip in Maine? * Includes wedding before 6/2012. Due to a revision to response options in 2012, direct comparisons between 2011 and 2012 data cannot be made. 12 pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

2012 Annual Report The Maine Highlands

Overnight Leisure Trip Activities •

Consistent with 2011, three-fourths of overnight leisure visitors to the Maine Highlands region did some shopping while visiting, a proportion twice as much as the next most popular activities – resting/relaxing/unwinding and various outdoor activities. Consistent with visitors’ stated primary purpose of their trip, several activities are less popular in this region than in other parts of the State, as illustrated with the red circled items in the chart below. Top Trip Activities Shopping (NET)

62%

Resting, relaxing, unwinding

23% 24% 27%

Sightseeing

27% 26%

Visiting family and friends

Visiting historic sites/museums

16%

Highlands 2011 (n=143) Highlands 2012 (n=156)

30% 33% 33%

15% 18% 15%

14% 9% 10%

p

Wildlife viewing/bird watching

Maine Leisure 2012 (n=1366)

46%

16% 16%

57%

p

Driving for pleasure

47%

40%

16%

p

Searching for local cuisine or dining hot spots

10%

p

34%

Enjoying the mountain views

Enjoying the ocean views/rocky coast

55%

35% 35%

Outdoor Activites (NET)

69% 71%

p



12% 10% 9%

Regional Q32. In which of the following activities did you participate during this trip? (Please check all that apply). pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Overnight Leisure Outdoor Trip Activities •

2012 Annual Report The Maine Highlands

Among leisure visitors to the Maine Highlands region, various water activities are the most popular outdoor activities. 2012 saw an increase in kayaking in this region, and decreases in hiking/climbing, pool swimming, and outdoor swimming. Top Outdoor Activities

22% 22% 18%

Fresh Water Activities (NET) Going to the beach

8% 4%

p

Outlet shopping 17% 17%

13% 14%

General shopping at malls, downtown Shopping for antiques, local arts, crafts

Maine Leisure 2012 (n=1366)

Highlands 2011 (n=143)

Highlands 2012 (n=156)

69%

62%

71%

33%q

31%

31%

36%

24%

29%

31%

37%

42%

20%

9%

11%

1% 4% 2%

p

Water skiing/jet skiing

5%

p

9%

Pool swimming indoor or outdoor

Outdoor swimming lake, ocean, river

Shopping for gifts or souvenirs

7% 10%p

1%

Shopping Activities

Shopping (NET)

12% 11%

Hiking or climbing

White water rafting

57%

30% 12%

p

Kayaking

47%

26% 23% 22%

All Water Activities (NET)

Lake, stream, or river fishing

p

34%

p

Outdoor Activites (NET)

2% 1% 2% 2%

11%

15%

Maine Leisure 2012 (n=1366) Highlands 2011 (n=143) Highlands 2012 (n=156)

Regional Q32. In which of the following activities did you participate during this trip? (Please check all that apply). pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

Towns & Cities Visited





Following on the high proportion of overnight visitors citing shopping as their primary purpose for visiting, 70% of overnight leisure visitors to the Maine Highlands region spent time in Bangor. Old Town and Greenville both experienced an increase in the proportion of overnight leisure visitors to the region in 2012. Top Towns/Cities Visited

72% 70%

Bangor 7%

Old Town

14% p 16% 14%

Baxter State Park Greenville Dexter

3%

12%p

5%

11% 11% 10%

Moosehead Lake

Millinocket

7%

Orono

5% 7%

Newport

Maine Highlands 2011 (n=143) Maine Highlands 2012 (n=156)

10%

9% 7%

Dover-Foxcroft

3% 5%

Lincoln

3% 5%

Regional Q31: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

Future Travel Likelihood •

Three-fourths of overnight leisure visitors to the Maine Highlands region indicate that they will travel to Maine again in the next two years, a proportion similar than for visitors to the rest of Maine. Half say they definitely will visit Maine, and one-fifth say they already have specific plans to do so.

18%

17% I already have specific plans to travel in Maine* Definitely will Probably will

50%

55% Might or might not Probably will not Definitely will not

20% 21% 9% 2% 1% Maine Leisure 2012 (Base=1366)

6% 1% Maine Highlands 2012 (n=156)

Regional Q37. How likely will you be to travel in Maine in the next two years? * Added in Summer 2012. Due to a revision to response options and question wording in 2012, direct comparisons between 2011 and 2012 data cannot be made. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Day Leisure Visitors: Traveler Description

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Sample Size Caution: Please note the small sample size of day leisure visitors to the Maine Highlands region (67). Data on the following pages should be used for directional purposes only.

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2012 Annual Report The Maine Highlands

Day Leisure Visitor Demographics •

On average, day visitors to the Maine Highlands region are just under 50 years old. Most have a college degree, though this proportion is lower than for day visitors to the State of Maine as a whole. Household incomes are also lower among this region’s day visitors as compared to the rest of the State. Day, Leisure Visitors

Maine Leisure 2012 (n=803)

Maine Highlands Maine Highlands 2011 2012 (n=108) (n=67*)

Age: 19%q

16%

18%

35 - 44

17%

17%

27%

45 - 54

22%

27%

16%

55 +

41%

41%

40%

49.0p

49.7

49.0

< $50,000

15%

27%

19%

$50,000 - $99,000

44%

45%

53%

$100,000 +

41%

29%

29%

$101.11p

$85.87

$83.90

Female

47%

60%

41%q

College Degree or Higher

72%

59%

59%

Married

64%

66%

65%

Employed Full Time

60%

61%

52%

< 35

Mean Age (Years) Income:

Mean Income (Thousands)

*Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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< > notes significant year-over-year difference at 95% confidence level

2012 Annual Report The Maine Highlands

Day Leisure Visitor Residence •

Nearly half of leisure day visitors to the Maine Highlands region were from Maine, a result consistent with 2010 and 2011 levels. Aside from the relatively large percentage of Maine residents, the Maine Highlands region also attracts a large proportion of leisure day visitors from New Brunswick. The Maine Highlands region attracts a larger proportion of in-state day visitors and visitors from New Brunswick than the rest of the State, and a lesser proportion from Massachusetts. State/ Province of Residence

24%

p



Maine

53% 45%

12%

New Brunswick

28% 36%

44% p Massachusetts

5% 14% Maine Leisure 2012 (n=803) 2%

Quebec

4%

Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*)

4%

Day Q1A. In what State or Province do you reside? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

First-Time vs. Repeat Visitors •

The vast majority of day leisure visitors to the Maine Highlands region are repeat visitors, consistent with the State of Maine as a whole.

Repeat Leisure Day Visitors Average number of trips to Maine in past 5 years

Maine Leisure 2012 (n=510)

Maine Highlands 2012 (n=31*)

22.5

23.8

95%

5%

3%

98%

2%

First Time Maine Leisure 2012 (n=803)

97%

Repeat Visit Maine Highlands 2011 (n=108)

Maine Highlands 2012 (n=67*)

Day Q4. Was this your first trip to Maine? Q4a. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

Party Size and Composition •

Most day leisure visitors to the region are not traveling with children (86%).

Percent Traveling with Children

Average Number of People in Travel Party

Maine Highlands 2012 (n=67*)

14%

2.6 Maine Highlands 2011 (n=108)

2.5

15%

2.4

Maine Leisure 2012 (n=803)

Maine Highlands 2011 Maine Highlands 2012 (n=108) (n=67*)

Maine Leisure 2012 (n=803)

18%

Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*)

Q7. Including yourself and any children, how many people were in your immediate travel party on this trip? Q8. How many of these people were: Children *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Day Leisure Visitors: Trip Experience

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2012 Annual Report The Maine Highlands

Primary Purpose of Day Leisure Trips •

As was the case with overnight leisure visitation to the Maine Highlands region, shopping was the key primary trip purpose for this region.

Primary Purpose of Day Leisure Trips 48%

Shopping

62% 34%

To get away to relax

Touring/seeing the sites

28% 24% 11%

Maine Leisure 2012 (n=803) Highlands 2012 (n=67**) 21%

Outdoor recreation/adventure

11% 15% 11%

To enjoy nature

Special event (such as concert, festival)*

7% 8%

Day Q3. What was the primary purpose of your most recent leisure trip in Maine? * Includes wedding before 6/2012. Due to a revision to response options in 2012, direct comparisons between 2011 and 2012 data cannot be made. **Please note small sample size. Data should be used for directional purposes only. 24 pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

2012 Annual Report The Maine Highlands

Day Leisure Trip Activities •

Shopping was the most widely cited activity conducted by leisure day visitors to the Maine Highlands region, followed by driving for pleasure and resting/relaxing/unwinding. Top Trip Activities 61% 62% 59%

Shopping (NET)

24%

Resting, relaxing, unwinding

14% 16%

Enjoying the ocean views/rocky coast

29%

p

16%

Sightseeing

11% 11% 7% 6%

Viewing fall colors 2%

34%

Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108)

27%

Maine Highlands 2012 (n=67*) 38%

10% 13%

Enjoying the mountain views

Searching for local cuisine or dining hot spots

32%

21% 20%

Outdoor Activities (NET)

Casino gaming

28% 31%

p

Driving for pleasure

19%

11% 13% 10% 10% 10%

24%

6% 8% 8% Day Q10. In which of the following activities did you participate during your most recent trip to Maine? (Please check all that apply). *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

Attending fairs or festivals

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2012 Annual Report The Maine Highlands

Day Leisure Outdoor Trip Activities •

The most popular outdoor activity among day leisure visitors to the Maine Highlands region is hiking/climbing. Top Outdoor Activities

16% 9% 9%

Hiking or climbing

Pool swimming indoor or outdoor All Water Activities (NET) Kayaking Downhill skiing/snowboarding Going to the beach Golfing

2% 2%

Shopping Activities

4%

3% 6% 3% 15% 2% 1%

21%

General shopping at malls, downtown Shopping for antiques, local arts, crafts

1% 1% 1%

2% 0% 1%

4%

Shopping (NET) Shopping for gifts or souvenirs Outlet shopping

3% 5%

1%

34%

13%

p

Biking/mountain biking

29%

p

Outdoor Activities (NET)

Maine Leisure 2012 (n=803)

Maine Highlands 2011 (n=108)

Maine Highlands 2012 (n=67*)

61%

62%

59%

18%

23%

21%

32%

21%

29%

26%

42%

31%

15%

4%

6%

18% Maine Leisure 2012 (n=803) Maine Highlands 2011 (n=108)

Maine Highlands 2012 (n=67*) <1% 2% 1% Day Q10. In which of the following activities did you participate during your most recent trip in Maine? (Please check all that apply). *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

Hunting (game or bird)

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2012 Annual Report The Maine Highlands

Towns & Cities Visited



Consistent with overnight leisure visitors to the Maine Highlands region, Bangor is the most popular stop among day leisure visitors, with three-fourths having visited this city. Top Towns/Cities Visited

84%

Bangor Mt. Katahdin Greenville

78% 3% 7% 7% 6%

Dover-Foxcroft

6% 6%

Orono

5% 6%

Maine Highlands 2011 (n=108) Maine Highlands 2012 (n=67*)

Dexter

Brownville Moosehead Lake Lincoln

Millinocket

7% 6% 2% 4% 8% 4% 8%

3% 8% 3%

Day Q12: Within the region you visited, what specific towns or cities did you visit? *Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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2012 Annual Report The Maine Highlands

Future Travel Likelihood •

Nine in ten day leisure visitors to the Maine Highlands region indicate that they will visit Maine again in the next two years. As compared with day leisure visitors to the rest of Maine, a greater proportion of day leisure visitors to this region report that they already have specific plans to come back to Maine.

I already have specific plans to travel in Maine*

46%

Definitely will 64% Probably will Might or might not Probably will not 45% Definitely will not 29%

6% 1% 1%

2%

Maine Leisure 2012 (Base=704)

6% 1% Maine Highlands 2012 (n=60*)

Day Q19. How likely will you be to travel in Maine in the next two years? *Added in Summer 2012. Due to a revision to response options and question wording in 2012, direct comparisons between 2011 and 2012 data cannot be made. **Please note small sample size. Data should be used for directional purposes only. pq notes significant difference between 2011 and 2012 at the 95% confidence level. Red circled figures highlight significant differences between visitors for this region and visitors to the State as a whole.

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Comparison of Maine Highlands Visitors to Maine Visitors

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2012 Annual Report The Maine Highlands

Comparisons •

Visitors to the Maine Highlands region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen primarily in the average age and income of visitors, as well as their reasons for traveling and the activities they participate in while visiting.



Popular trip activities and stated purpose of trips closely follow the shopping opportunities in the Maine Highlands region (Bangor).



Highlights: – Visitor Origin • • • •

A greater proportion of overnight and day visitors from New Brunswick A lesser proportion of overnight and day visitors from Massachusetts A greater proportion of day visitors from Maine A lesser proportion of overnight visitors from New York and Quebec

– Visitor Demographics • A lesser proportion of overnight visitors over the age of 55, and a lower average age of visitors • A lesser proportion of overnight and day visitors earning $100,000 or more per year, and a lower average annual household income overall • A lesser proportion of day visitors with a college degree

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2012 Annual Report The Maine Highlands

Comparisons Continued •

Highlights Continued: – Primary Purpose of Trip • Overnight and day visitors more likely to be traveling for shopping • Overnight visitors less likely to be visiting to: – – – –

Get away to relax Enjoy nature Tour/see the sites (day visitors also) Participate in outdoor recreation (day visitors also)

– Trip Activities – Overnight and Day Visitors • Less likely to be: – – – – –

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Resting/relaxing/unwinding Participating in outdoor activities Sightseeing Enjoying the ocean views Searching for local cuisine

DPA 201 Lafayette Center Kennebunk, ME 04043 207.985.1790 www.digitalresearch.com

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