[PDF]2014 DownEast & Acadia Regional Report - Rackcdn.comhttps://9d2d4942db293a72d48a-483d7c2d30991038dc16c042d6541655.ssl.cf2.rack...
2 downloads
118 Views
862KB Size
Maine Office of Tourism Visitor Tracking Research 2014 Calendar Year Annual Report
Regional Insights: Downeast & Acadia Prepared by
May 2015 1 1
2014 Regional Report Downeast & Acadia
Table of Contents Research Objectives and Methodology
3
Overnight Visitors: Traveler Description Trip Experience
6 11
Day Visitors: Traveler Description
25
Trip Experience
30
Comparison of Downeast/Acadia Visitors to Maine Visitors
43
2
Research Objectives and Methodology
3
Research Objectives and Methodology
2014 Regional Report Downeast & Acadia
•
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 two national online panels – Research Now and Instantly (formerly Usamp).
•
Information is gathered on an ongoing basis through three surveys: – Maine Overnight Visitor Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada • Have taken an overnight trip to Maine in the past four weeks – Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-mile radius of Maine’s borders • 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 • To determine the incidence of travel nationwide and Maine’s share of that travel
•
Survey results were collected during calendar year 2014 for travel to Maine occurring from December 2013 through November 2014. The number of respondents participating in each survey is: – Maine Overnight Visitor Survey – 2,930 – Maine Day Visitor – 1,733 – National Omnibus Survey – 17,675
4
Research Objectives and Methodology •
The following report summarizes results among visitors to the Downeast & Acadia tourism region during 2014, including: – 435 overnight visitors, and – 207 day visitors.
•
Throughout this report, data for the Downeast & Acadia tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >.
•
Statistically significant differences between 2013 and 2014 are also highlighted for both the Downeast & Acadia region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.
2014 Regional Report Downeast & Acadia
5
Overnight Visitors: Traveler Description
6
2014 Regional Report Downeast & Acadia
Overnight Visitor Demographics •
•
Overnight visitors to the Downeast & Acadia tourism region are about 44 years old, on average, and have annual household incomes that average above $100,000. Three-fourths have at least a college degree and two-thirds are married. Nearly two-thirds are employed full-time. Overnight visitors to the Downeast & Acadia region on average are younger than visitors to Maine overall. Overnight 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 2014 (n=2930)
Downeast & Acadia 2014 (n=435)
29% 19% 20% <32%> <45.4>
34% 19% 20% 27% 43.8
16% 40% 44% $106,260 54% 74% 66% 62%
13% 44% 43% $106,860 50% 76% 67% 63%
<> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
7
2014 Regional Report Downeast & Acadia
Overnight visitors to the Downeast & Acadia region are most likely to reside in the United States. • •
US overnight visitors to the Downeast region are evenly divided between originating in New England (42%) and the Mid-Atlantic (44%). This region is more likely than other areas in Maine to attract overnight visitors from the Mid-Atlantic region and less likely to attract visitors from New England. State/ Province of Residence Maine 2014 (n=2930)
<22%>
Downeast & Acadia 2014 (n=435)
14%
12%12% 7% 8%
84%
United States (NET)
87%
MA
ME
CT
2% 4%
<7%> 3%
RI
NH
2% 1% VT
<52%>
New England (NET) 42%
19% <11%> 7%
NY
33%
Mid-Atlantic (NET)
16%
7%
PA
10% 3% 3%
1% 1%
MD
DE
NJ
<44%>
Canada (NET)
16%
7%
7% 3%
13% ON
2%
NB
4%
1%
QB
State/ Province of Residence <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
1%
1%
NS
8
One in four overnight visitors to Downeast & Acadia is visiting for the first time.
2014 Regional Report Downeast & Acadia
Repeat vs. First Time Visitors
<81%>
76%
Repeat Visitor
First Time Visitor
19%
24%
Maine 2014 (n=2930)
Downeast & Acadia 2014 (n=435)
Q11. Was this your first visit in Maine? Q12. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
9
One-third of overnight visitors to the region are traveling with children.
2014 Regional Report Downeast & Acadia
Travel Party Composition 3.1 2.9 35%
Percent Traveling with Children
32% Average Number of People in Travel Party
Maine 2014 (n=2930)
Downeast & Acadia 2014 (n=435)
Q18. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q19. How many of these people were: Children? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
10
Overnight Visitors: Trip Experience
11
The majority of overnight VFR visitors cite a general visit to friends or relatives as their primary reason for visiting the region.
2014 Regional Report Downeast & Acadia
Primary Purpose of Overnight VFR Trips
61%
General visit to see friends or relatives
62% 12%
Holiday visit
13% 12%
Wedding
12% 8%
Family reunion
Funeral
Class reunion
Other
7% 2%
Maine 2014 VFR (n=1142) Downeast & Acadia 2014 VFR (n=148)
2% 1%
4% 4%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
12
Overnight business travelers are most likely attending a meeting or a convention/conference/trade show while in the region.
2014 Regional Report Downeast & Acadia
Primary Purpose of Overnight Business Trips
25%
Convention/Conference/Trade Show
30%
33%
Meeting 29%
15%
Sales/Service
20%
Maine 2014 Business (n=468) Downeast & Acadia 2014 (n=49*)
18%
Training/Professional Development
19%
<9%>
Other 2%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.
13
Two in three overnight visitors to Downeast & Acadia are interested in touring or sightseeing activities. •
2014 Regional Report Downeast & Acadia
Overnight visitors to the Downeast & Acadia region are more likely than visitors to the State of Maine as a whole to be interested in touring/sightseeing activities, active outdoor activities, and history/culture activities.
2014 Interest Areas*
Most Important Interest Area Downeast & Acadia
49%
Touring or sightseeing
58% 60%
Food, beverage, or culinary Shopping
44% 32%
Active outdoor activities (not water)
28%
History or culture Family fun or children's activities
26% 24%
Water activities
27% 23%
Other
<65%>
5% 4%
<51%>
<43%> <40%>
54% 28% 12% 43% 19% 34%
Maine 2014 (n=2930)
17%
Downeast & Acadia 2014 (n=435)
87%
Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
14
When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest among overnight visitors to this region, even more so than for the State as a whole.
2014 Regional Report Downeast & Acadia
2014 Interest Areas* Importance Index 25%
Touring or sightseeing 11%
Active outdoor activities (not water) Food, beverage, or culinary
Water activities Other
<13%>
8%
20%
Maine 2014 (n=2930) Downeast & Acadia 2014 (n=435)
6% 8%
History or culture Shopping
<19>% 17%
Family fun or children's activities
<35%>
5% 4%
<11%> <9%>
5% 4%
Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important
Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
15
Three in four visitors participating in touring/sightseeing activities do so through enjoying the ocean views or rocky coast. •
2014 Regional Report Downeast & Acadia
Visitors to Downeast & Acadia are more likely to enjoy several touring/sightseeing activities than overnight visitors to Maine overall – enjoying the ocean views or rocky coast, enjoying the mountain views, wildlife viewing or bird watching, and nature cruises or tours.
Touring or Sightseeing Activities* Base: Those who report touring or sightseeing as an interest area for this Maine trip Enjoying the ocean views or rocky coast
64% <76%> 71% 72%
Sightseeing 43%
Enjoying the mountain views
<62%> 59% 59%
Driving for pleasure Wildlife viewing or bird watching
25% <33%> 25% 25%
Viewing fall colors 15%
Nature cruises or tours
<21%>
Taking tours of communities or local architecture Other
Maine 2014 (n=1434)
18% 17%
Downeast & Acadia 2014 (n=238)
2% 1%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
16
Eating lobster or other local seafood is the most common activity among overnight visitors to this region who are interested in food, beverage, or culinary activities. •
2014 Regional Report Downeast & Acadia
Visitors to the Downeast & Acadia region interested in food/beverage/culinary activities are even more likely to eat lobster or other local seafood and consume other locally produced Maine foods than overnight visitors to Maine as a whole.
Food, Beverage, or Culinary Activities*
Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 61%
Ate lobster or other local seafood
<71%>
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
45% <55%> 36%
Enjoyed unique Maine food or beverages (i.e. whoopee pies or Moxie)
42% 35% 33%
Going to local brew pubs or craft breweries 23% 26%
Visited Farmer’s Markets
20% 23%
Enjoying local food at fairs or festivals
Downeast & Acadia 2014 (n=262)
20% 20%
Enjoyed high-end cuisine or five-star dining 14% 12%
Ate farm to table or organic cuisine Other
Maine 2014 (n=1711)
3% 2%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
17
Going to the beach is the most common water activity pursued by overnight visitors to Downeast & Acadia.
2014 Regional Report Downeast & Acadia
Water Activities* Base: Those who report water activities as an interest area for this Maine trip 58% 54%
Going to the beach 44%
Outdoor swimming (lake, ocean, river)
34%
Canoeing or kayaking
27% 28%
Pool swimming (indoor or outdoor)
27% 25%
Fishing (ocean, lake, stream, river, ice)
26% 25%
11% 12%
Sailing
14% 11%
Motor boating
11% 11%
Water skiing or jet skiing
Other
Downeast & Acadia 2014 (n=102)
9% 10%
White water rafting Surfing
Maine 2014 (n=790)
6% 5% 2% 3%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
18
Overnight visitors to the region who are interested in active outdoor activities are most likely to hike/backpack/climb or explore State and National Parks.
2014 Regional Report Downeast & Acadia
Active Outdoor Activities – Non-Water* Base: Those who report outdoor activities as an interest area for this Maine trip 52%
Hiking, climbing, or backpacking
<61%> 39%
Exploring State and National Parks
<56%> 19% 24%
Bicycling or mountain biking
18% 17%
Camping Alpine skiing or snowboarding
7% 7%
Riding all-terrain vehicles
8% 5%
Nordic skiing Snowshoeing Hunting (game or bird) Snowmobiling Other
5% 5%
Maine 2014 (n=941) Downeast & Acadia 2014 (n=188)
4% 3% <5%> 2% 4% 2%
<9%> 4%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
19
2014 Regional Report Downeast & Acadia
Visiting historic sites or museums is the most popular activity among overnight visitors interested in history/culture.
History or Culture Activities* Base: Those who report history or culture as an interest area for this Maine trip 62% 63%
Visiting historic sites or museums 35% 40%
Getting to know the local people and/or culture
38%
Visiting art museums or local artisan exhibits
31% 19% 19%
Participating in nightlife or other evening entertainment 11% 10%
Attending popular music concerts or events
<13%>
Painting, drawing, or sketching
7% 10% 7%
Attending plays, musicals, or theatrical events Attending sports events
8% 6%
Attending operas or classical music events
8% 4%
Other
Maine 2014 (n=831) Downeast & Acadia (n=174)
2% 1%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
20
Overnight visitors to the region who are interested in shopping engage in a variety of shopping activities while visiting. •
2014 Regional Report Downeast & Acadia
Outlet shopping is less popular among shopping enthusiasts visiting the Downeast & Acadia region than among visitors to the State as a whole, while shopping for unique, locally produced goods is more popular in this region.
Shopping Activities*
Base: Those who report shopping as an interest area for this Maine trip <55%>
Outlet shopping
44% 37%
Shopping for gifts or souvenirs
41% 31%
Shopping for unique, locally produced goods
<39%> 40%
General shopping at malls, downtown
38% 21%
Shopping for products with the “Made in Maine” identifier
Downeast & Acadia (n=190)
23% 24%
Shopping for antiques, local arts and crafts
Other
Maine 2014 (n=1505)
22% 2% 3%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
21
Two in five overnight visitors to Downeast & Acadia interested in family fun/children’s activities spend time at outdoor fun centers.
2014 Regional Report Downeast & Acadia
Family Fun/Children’s Activities* Base: Those who report family fun/children’s activities as an interest area for this Maine trip 35%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
43%
Children’s museums
23%
Animal parks or zoos
24% 25%
31%
25%
Amusement or theme parks
19% 22% 18%
Water parks
12% 17%
Agricultural fairs Horseback riding Summer camps Spectator sports Other
11% 10%
Maine 2014 (n=772) Downeast & Acadia 2014 (n=106)
8% 9% 8% 5% 13% 12%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
22
A majority of visitors to the Downeast & Acadia region visit Acadia National Park during their trip. •
2014 Regional Report Downeast & Acadia
Cadillac Mountain and Mount Desert Island are the next most visited locations in this region.
Top Attractions/Locations Visited Acadia National Park
57%
Cadillac Mountain
30%
Mount Desert Island
26%
Penobscot Narrows Bridge and Observatory
12%
St. Croix Island International Historic Site
8%
Passamaquoddy Bay
8% Downeast & Acadia (n=435)
Roque Bluffs State Park
7%
Lamoine State Park
7%
Roosevelt Campobello International Park
6%
Quoddy Head State Park
5%
Burnham Tavern Museum
5%
Abbe Museum
5%
Asticou Azalea Garden
5%
Q26: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply)
23
Two-thirds of overnight visitors to the region either have definite plans to return to Maine or indicate that they definitely will return. •
2014 Regional Report Downeast & Acadia
Overnight visitors to the Downeast & Acadia region are less likely than visitor to the State of Maine as a whole to indicate that they already have specific plans to travel in Maine in the next two years.
Future Travel Likelihood
I already have specific plans to travel in Maine
<78%> 68%
<29%>
22%
46%
<20%> 5% 1% <1% Maine 2014 (n=2930)
Probably will travel to Maine Might/Might not travel to Maine Probably will not travel to Maine
49%
15%
Definitely will travel to Maine
<9%> 2% 1% Downeast & Acadia 2014 (n=435)
Definitely will not travel to Maine Top 2 Box
Q38. How likely will you be to travel in Maine in the next two years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
24
Day Visitors: Traveler Description
25
2014 Regional Report Downeast & Acadia
Day Visitor Demographics •
•
Day visitors to the Downeast & Acadia tourism region are about 47 years old, on average, and have annual household incomes just over $85,000. Three-fourths have at least a college degree and two-thirds are married. Half are employed full-time. Overnight visitors to the Downeast & Acadia region have lower annual household incomes than visitors to Maine overall. Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time
Maine 2014 (n=1733)
Downeast & Acadia 2014 (n=207)
24% 16% 22% 38% 47.9
28% 18% 16% 37% 46.9
22% 43% 36% <$93,610> 56% 69% 64% 54%
24% 46% 30% $86,330 53% 71% 66% 52%
<> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
26
The majority of day visitors to the Downeast & Acadia region are domestic visitors, with the highest proportion being from Maine. •
2014 Regional Report Downeast & Acadia
The Downeast & Acadia region attracts a higher proportion of day visitors from Maine and New Brunswick than does Maine as a whole. Day visitors from Massachusetts and New Hampshire, however, are less likely to be visiting this region than the rest of the State.
State/ Province of Residence 90%
U.S. NET
84% 29%
Maine
<46%> <43%>
Massachusetts
New Hampshire
Rhode Island
30% <15%> 6%
Quebec
Downeast & Acadia 2014 (n=207)
<2%> 1% 10%
Canada NET
New Brunswick
Maine 2014 (n=1733)
16% 6% <13%> 3% 2%
Q2. In what State or Province do you reside? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
27
2014 Regional Report Downeast & Acadia
Most day visitors to Downeast & Acadia are repeat visitors.
Repeat vs. First Time Visitors
Repeat Visitor 95%
95% First Time Visitor
5%
5%
Maine 2014 (n=1733)
Downeast & Acadia 2014 (n=207)
Q10. Was this your first trip to Maine? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
28
One-fourth of Downeast & Acadia day visitors are travelling with children, in party sizes averaging two to three people.
2014 Regional Report Downeast & Acadia
Travel Party Composition 2.7
2.6 Percent Traveling with children
28% 25%
Maine 2014 (n=1733)
Average Number of People in Travel Party
Downeast & Acadia 2014 (n=207)
Q14. Including yourself and any children, how many people were in your immediate travel party on this trip? Q15. How many of these people were: Children Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
29
Day Visitors: Trip Experience
30
2014 Regional Report Downeast & Acadia
Most day visitors to the region are visiting primarily for a general visit to see friends or relatives.
Primary Purpose of Day VFR Trips
75%
General visit to see friends or relatives
73% 6%
Holiday visit
10% 7%
Family reunion
Wedding
6% 4% 4%
Maine 2014 VFR (n=695) Downeast & Acadia 2014 VFR (n=84)
Class reunion
Funeral
Other
1%
3% 2% 1% 5% 3%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
31
Two in five business day visitors are in the Downeast & Acadia region for a general meeting.
2014 Regional Report Downeast & Acadia
Primary Purpose of Day Business Trips
39%
Meeting
38%
19%
Training/Professional Development
18%
13%
Convention/Conference/Trade Show
Maine 2014 Business (n=249)
18%
Downeast & Acadia 2014 VFR (n=41*)
17%
Sales/Service 8%
Other
12% 18%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.
32
2014 Regional Report Downeast & Acadia
Food/beverage/culinary activities and shopping are the interest areas most pursued by day visitors to this region. •
Day visitors to the Downeast & Acadia region are more likely than day visitors to Maine overall to participate in active outdoor activities.
2014 Interest Areas*
Most Important Interest Area Downeast & Acadia
61% 60%
Food, beverage, or culinary
56% 57%
Shopping 44%
Touring or sightseeing
Active outdoor activities (not water)
33%
Water activities
32% 33% 30% 26%
Family fun or children's activities 18% 20%
History or culture Other
8% 7%
52%
<47%> Maine 2014 (n=1733) Downeast & Acadia (n=207)
17% 23% 50% 34% 27% 65% 16% 75%
Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
33
When combining interest and importance, the highest ranked interest area among this region’s day visitors is touring or sightseeing. •
2014 Regional Report Downeast & Acadia
Touring/sightseeing ranks higher in the importance index among day visitors to the Downeast & Acadia region than among day visitors to the State overall, while food/beverage/culinary ranks lower than for the State as a whole. 2014 Interest Areas* Importance Index 19%
Touring or sightseeing
<26%> 16% 17%
Family fun or children's activities 13%
Active outdoor activities (not water) Shopping
16%
Downeast & Acadia 2014 (n=207)
<15%> 10% 12%
Water activities
Other
Maine 2014 (n=1733)
13%
Food, beverage, or culinary
History or culture
16%
9% 3% 3% 6% 6%
Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years
34
Enjoying the ocean views/rocky coast and sightseeing are the most popular activities among day visitors interested in touring/sightseeing activities.
2014 Regional Report Downeast & Acadia
Touring or Sightseeing Activities* Base: Those who report touring or sightseeing as an interest area for this Maine trip Enjoying the ocean views or rocky coast
75% 81% 71%
Sightseeing
76% 67%
Driving for pleasure
62%
44%
Enjoying the mountain views
<57%>
Wildlife viewing or bird watching
27% 32% 26% 30%
Viewing fall colors Taking tours of communities or local architecture
17% 16% 10% 11%
Nature cruises or tours Other
Maine 2014 (n=766) Downeast & Acadia 2014 (n=108)
2% 1%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
35
Among day visitors interested in food/beverage/culinary activities, the highest proportion ate lobster or other local seafood or consumed other locally produced Maine foods. •
2014 Regional Report Downeast & Acadia
Day visitors to the Downeast & Acadia region are more likely to consume locally produced Maine foods or visit a Farmer’s Market than are Maine visitors in general.
Food, Beverage, or Culinary Activities* Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 64% 67%
Ate lobster or other local seafood Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
48% <61%> 37% 42%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)
34% 37%
Going to local brew pubs or craft breweries 22%
Visited Farmer's Markets
<33%> 25% 25%
Enjoying local food at fairs or festivals 13%
Ate farm to table or organic cuisine
19%
Downeast & Acadia (n=125)
14% 16%
Enjoyed high-end cuisine or five-star dining Other
Maine 2014 (n=1053)
4% 2%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
36
Water activities commonly participated in by day visitors to the region include going to the beach and outdoor swimming. •
2014 Regional Report Downeast & Acadia
Downeast & Acadia day visitors are less likely to go to the beach than Maine visitors overall, and more likely to sail while visiting the region.
Water Activities* Base: Those who report water activities as an interest area for this Maine trip <71%>
Going to the beach
47% 56%
Outdoor swimming (lake, ocean, river)
44% 30%
Canoeing or kayaking
40% 25% 28%
Fishing (ocean, lake, stream, river, ice)
23% 23%
Pool swimming (indoor or outdoor) White water rafting
6% 7%
Sailing
<18%> 7% 9%
Water skiing or jet skiing
Other
Downeast & Acadia (n=68**)
12% 13%
Motor boating Surfing
Maine 2014 (n=559)
11%
5% 7%
3% 1%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.
37
Hiking/climbing/backpacking is the most popular activity among day visitors to the region who are interested in active outdoor activities. •
2014 Regional Report Downeast & Acadia
Downeast & Acadia day visitors interested in active outdoor activities are more likely to hike/climb/backpack and explore State and National Parks than Maine day visitors overall.
Active Outdoor Activities – Non-Water* Base: Those who report outdoor activities as an interest area for this Maine trip 63%
Hiking, climbing, or backpacking
<75%> 36%
Exploring State and National Parks
<51%> 28%
Camping
36% 18% 18%
Bicycling or mountain biking Snowshoeing
4% 7%
Snowmobiling
4% 4%
Hunting (game or bird)
4% 4%
Riding all-terrain vehicles Alpine skiing or snowboarding Nordic skiing Other
Maine 2014 (n=565) Downeast & Acadia (n=97)
6% 4% 4% 3% 1% 1%
<11%> 5%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
38
The most common history or culture activities Downeast & Acadia day visitors take part in are getting to know the local people and/or culture and visiting historic sites or museums.
2014 Regional Report Downeast & Acadia
History or Culture Activities* Base: Those who report history or culture as an interest area for this Maine trip 45%
Getting to know the local people and/or culture
60% 64%
Visiting historic sites or museums
55% 39%
Visiting art museums or local artisan exhibits
49% 20%
Attending popular music concerts or events
28% 21% 22%
Participating in nightlife or other evening entertainment
Painting, drawing, or sketching Attending operas or classical music events
6% 10% 4% 8% 14%
Attending plays, musicals, or theatrical events Attending sports events Other
Maine 2014 (n=315) Downeast & Acadia 2014 (n=41**)
8% 7% 8% 4% 1%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.
39
Downeast & Acadia day visitors interested in shopping are most likely to do some general shopping at malls/downtown. •
2014 Regional Report Downeast & Acadia
General shopping at malls/downtown is more popular among day visitors to the Downeast & Acadia region than it is for day visitors to Maine in general, while outlet shopping is less popular among day visitors to the Downeast & Acadia region.
Shopping Activities* Base: Those who report shopping as an interest area for this Maine trip 41%
General shopping at malls, downtown
<60%>
<63%>
Outlet shopping
50% 32%
Shopping for unique, locally produced goods
33% 24%
Shopping for antiques, local arts and crafts
25% 26%
Shopping for gifts or souvenirs
23%
Downeast & Acadia 2014 (n=118)
20%
Shopping for products with the 'Made in Maine' identifier
Other
Maine 2014 (n=972)
17% 2% 3%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years.
40
Outdoor fun centers are the most common family fun/children’s activity participated in by Downeast & Acadia day trippers.
2014 Regional Report Downeast & Acadia
Family Fun/Children’s Activities* Base: Those who report family fun/children’s activities as an interest area for this Maine trip 41% 40%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.) 17%
Children's museums
31%
Amusement or theme parks
21% 24%
Water parks
20% 24% 29%
Animal parks or zoos
23% 13% 17%
Agricultural fairs Summer camps
7% 10%
Spectator sports
8% 9%
Horseback riding Other
Maine 2014 (n=515) Downeast & Acadia 2014 (n=53**)
6% 4% 19% 14%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. *Questioning regarding interest areas and activities new for 2014; therefore, no comparisons can be made to prior years. **Please note small sample size.
41
2014 Regional Report Downeast & Acadia
Acadia National Park is the most visited attraction in the Downeast & Acadia region by day visitors. Top Attractions/Locations Visited Acadia National Park
55%
Cadillac Mountain
38%
Mount Desert Island
35%
Penobscot Narrows Bridge and Observatory
16%
Quoddy Head State Park
11%
Roosevelt Campobello International Park
8%
Passamaquoddy Bay
8%
Asticou Azalea Garden Roque Bluffs State Park
Downeast & Acadia (n=207)
6% 6%
Cutler Coast Public Reserve
5%
St. Croix Island International Historic Site
5%
Lamoine State Park
5%
Q23: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply)
42
Comparison of Downeast & Acadia Visitors to Maine Visitors
43
Comparisons: Region vs. State
2014 Regional Report Downeast & Acadia
•
Visitors to the Downeast & Acadia region and visitors to the State of Maine as a whole differ in a number of areas. These variations can be seen in some visitor demographics, their residences, their reasons for traveling, and the activities they participate in while visiting.
•
Popular trip activities and stated purpose of trips closely follow the sightseeing and outdoor activities available in the Downeast & Acadia region.
•
Highlights – Downeast & Acadia region visitors versus State visitors:
Visitor Origin • A greater proportion of overnight visitors from the Mid-Atlantic (especially Pennsylvania). • A lesser proportion of overnight visitors from New England (especially Massachusetts and New Hampshire). • A greater proportion of day visitors from Maine and New Brunswick, and a lesser proportion from Massachusetts and New Hampshire.
Visitor Demographics • Overnight visitors are younger than visitors to Maine on average, and day visitors have lower annual household incomes.
44
Comparisons: Region vs. State •
2014 Regional Report Downeast & Acadia
Highlights Continued: Trip Interest Areas – Overnight and Day Visitors • More likely to want to pursue active outdoor activities.
Trip Interest Areas – Overnight Visitors • Less likely to want to pursue shopping. • More likely to want to pursue: – Touring/sightseeing – History or culture
45
Comparisons: Region vs. State •
2014 Regional Report Downeast & Acadia
Highlights Continued: Maine Trip Interests and Importance (Importance Index)
Overnight and Day Visitors • More likely to place importance on touring/sightseeing
Overnight Visitors • More likely to place importance on active outdoor activities • Less likely to place importance on family fun/children’s activities, shopping, and water activities
Day Visitors • Less likely to place importance on food/beverage/culinary activities
46
Comparisons: Region vs. State •
2014 Regional Report Downeast & Acadia
Highlights Continued: Trip Activities – Overnight and Day Visitors • More likely to be: – Enjoying the mountain views – Consuming other locally produced goods – Hiking/climbing/backpacking – Exploring State and National Parks • Less likely to be: – Outlet shopping
47
Comparisons: Region vs. State •
2014 Regional Report Downeast & Acadia
Highlights Continued:
Trip Activities – Overnight Visitors • More likely to be: – Enjoying the ocean views/rocky coast – Wildlife viewing/bird watching – Nature cruises or tours – Eating lobster or other local seafood – Shopping for unique, locally produced goods
Trip Activities – Day Visitors • More likely to be: – Visiting Farmer’s Markets – Sailing – General shopping at malls/downtown • Less likely to be: – Going to the beach 48
DPA 201 Lafayette Center Kennebunk, ME 04043 207.985.1790 www.digitalresearch.com
49
