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Maine Office of Tourism Visitor Tracking Research 2017 Calendar Year Annual Report Regional Insights: Aroostook County
Prepared by
May 2018
2017 Regional Report Aroostook County
Table of Contents
Research Objectives and Methodology
3
Overnight Visitors: Traveler Description Trip Experience
7 12
Day Visitors: Traveler Description
25
Trip Experience
30
Comparison of Aroostook County Visitors to All Maine Visitors
35
2
2017 Regional Report Aroostook County
Research Objectives and Methodology
3
2017 Regional Report Aroostook County
Research Objectives and Methodology
Three distinct online surveys are used to accomplish the five primary goals of Maine’s visitor tracking research. Survey Instruments
Research Objectives
National Travel Survey
Overnight Visitor
Day Visitor
a
a
Provide a profile of Maine visitors
a
a
Estimate the amount of spending generated by tourism in Maine
a
a
Determine the Maine traveler’s level of satisfaction and view of Maine
a
a
Identify Maine’s share of the U.S. travel market
a
Estimate the number of visitors who come to Maine
a
Description of Survey Instruments Overnight Visitor Survey National Travel Survey • •
Nationally representative sample of the U.S. population Surveyed bi-weekly
• •
•
Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada Have taken an overnight trip to Maine in the last four weeks Surveyed monthly
Day Visitor Survey • • •
Sampled from Maine and a 100mile radius of Maine’s borders Have taken a day trip greater than 50 miles from home in the last four weeks Surveyed monthly 4
2017 Regional Report Aroostook County
Research Objectives and Methodology •
Survey results were collected during calendar year 2017, for travel to Maine occurring between December 2016 and November 2017. The number of respondents participating in each survey statewide is:
Research Component
2017 Completed Surveys
Overnight Visitor Survey
2,922
Day Visitor Survey
1,782
National Travel Survey
22,070
5
2017 Regional Report Aroostook County
Research Objectives and Methodology •
The following report provides a profile of visitors and their trips to the Aroostook County tourism region during 2017, including: – 129 overnight visitors, and – 65 day visitors.
•
Throughout this report, data for the Aroostook County 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 are calculated at the 95% confidence level and are noted throughout by < >. (A statistically significant difference means the observed difference is more than would be expected by chance 95 times out of 100.)
•
Statistically significant differences between 2016 and 2017 are also highlighted for both the Aroostook County 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. 6
2017 Regional Report Aroostook County
Overnight Visitors: Traveler Description
7
2017 Regional Report Aroostook County
Overnight Visitor Demographics •
•
Overnight visitors to Aroostook County are 35 years old, on average, and have average annual household incomes just over $90,000. Two-thirds have at least a college degree and half are married. Seven in ten are employed full-time. Overnight visitors to Aroostook County are younger, on average, than visitors to Maine overall.
Overnight Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income Female College Degree or Higher Married Employed Full-Time
Maine 2017 (n=2922)
Aroostook County 2017 (n=129)
39% 23% 16% <22%> <40.7>
<59%> 22% 14% 5% 34.7
23% 43% 34% $92,700 <70%> 65% 50% 62%
23% 43% 34% $91,400 59% 64% 50% 69%
<> indicates a significant difference between this region and the State 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.
8
Nearly nine out of ten overnight visitors to Aroostook County are from the U.S., with most arriving from New England. • •
2017 Regional Report Aroostook County
Overnight visitors to Aroostook County are predominately from Maine. Further, compared to overnight visitors to the State of Maine overall, those visiting Aroostook County are more likely to be from Maine and less likely to be from Massachusetts. State/Province of Residence (% of Travelers Coming from State)
Location of Residence* Maine 2017 (n=2922)
<32%>
Maine
<26%>
Aroostoook County 2017 (n=129) 14%
14% 7%
88%
United States (NET)
86%
ME
MA
60%
New England (NET)
54%
Maine 14% 15%
28%
8%
4%
2% 3%
CT
0%
RI
NH
Aroostook County
11% 6%
Mid-Atlantic (NET)
Aroostook County
NY
6%
NJ
4%
2%
PA
2%
MD
32% Maine
Canada (NET)
12% 14%
8% 6%
ON
Aroostook County
2% 4%
1% 3%
1% 1%
QB
NB
NS
<1%<1% <1%<1% PEI
NFL
*Regions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets. <> indicates a significant difference between this region and the State 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.
9
One-third of overnight visitors to Aroostook county are visiting for the first time. •
2017 Regional Report Aroostook County
Overnight visitors to Aroostook County are more likely to be visiting for the first time, as compared to visitors to the State as a whole.
Repeat vs. First-Time Visitors
68% <80%>
Repeat Visitor First-Time Visitor
<32%> 20% Maine 2017 (n=2922)
Aroostook County 2017 (n=129)
Q11. Was this your first visit in Maine? <> indicates a significant difference between this region and the State 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.
10
2017 Regional Report Aroostook County
One-third of overnight visitors to Aroostook County are traveling with children. •
Aroostook County visitors travel in smaller parties than do visitors to the State of Maine overall.
Travel Party Composition <3.0>
2.7
36%
Percent Traveling with Children
32% Average Number of People in Travel Party
Maine 2017 (n=2922)
Aroostoook County 2017 (n=129)
Q24. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip? Q25. How many of these people were: Children? <> indicates a significant difference between this region and the State 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.
11
2017 Regional Report Aroostook County
Overnight Visitors: Trip Experience Sample Size Exclusions Data for some questions is not presented on the following pages because the sample sizes are too small. The results not shown include: •
Trip Activities: Water Activities (n=16)
12
2017 Regional Report Aroostook County
Business visitors to Aroostook County are most likely to cite a sales/service call as the primary purpose of their overnight business trip. •
One-quarter or more traveled for a convention/conference/trade show or meeting.
Primary Purpose of Overnight Business Trips
16% Sales or Service <36%>
24% Convention, Conference, or Trade Show 30%
35% Maine 2017 Business (n=377)
Meeting 24%
22%
Aroostook County 2017 Business (n=26*)
Training or Professional Development 10%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between this region and the State 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. Use caution when interpreting results.
13
The most common reason for an overnight VFR trip to this region, by far, is a general visit to see friends or relatives.
2017 Regional Report Aroostook County
Primary Purpose of Overnight VFR* Trips
60%
General visit to see friends or relatives
64%
9% Family reunion 16%
13% Holiday visit 9%
Maine 2017 VFR (n=1224) Aroostook County 2017 VFR (n=63)
11% Wedding 6%
3% Funeral 5%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between this region and the State 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. *VFR = Visiting Friends and Relatives
14
The most commonly pursued interest areas by overnight visitors to Aroostook County are shopping and food/beverage/culinary activities. •
•
2017 Regional Report Aroostook County
Though they remain top interest areas among Aroostook County visitors, shopping and food/beverage/culinary activities are less popular among this region’s visitors than they are to visitors to the State as a whole. Touring/sightseeing and water activities are also less popular among visitors to Aroostook County. More than half of Aroostook County visitors who are interested in touring/sightseeing list this as most important in their decision to visit.
Most Important Interest Areas: Aroostook County
2017 Interest Areas <50%>
Shopping
<60%>
Food, beverage, or culinary
40% <47%>
Touring or sightseeing
36% 35% 32%
Active outdoor activities (not water)
27% 28%
Maine 2017 (n=2922)
<25%>
Water activities
48% 19%
12% 5% 6%
57%
38%
32%
Family fun or children's activities
40%
46%
27%
History or culture
Other
36%
41%
Aroostook County 2017 (n=129)
100%
Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q36. 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 this region and the State 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.
15
When considering both interest and importance in deciding to visit, touring/sightseeing interests rank highest among overnight visitors to Aroostook County. •
2017 Regional Report Aroostook County
Food/beverage/culinary activities and water activities are less important as drivers of visitation to Aroostook County as compared to the rest of the State, while history or culture activities are a stronger travel driver for Aroostook County as compared to the rest of the State.
2017 Interest Areas Travel Driver Index 23%
Touring or sightseeing
21% <24%>
Food, beverage, or culinary
16% 10%
Shopping
15% 12%
Active outdoor activities (not water)
15% 13% 13%
Family fun or children's activities
Other
Aroostook County 2017 (n=129)
6%
History or culture Water activities
Maine 2017 (n=2922)
<12%> <8%> 2% 4%
6%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important
Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q33. 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 this region and the State 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.
16
Aroostook County visitors interested in touring/sightseeing were most likely to do some sightseeing while visiting.
2017 Regional Report Aroostook County
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73% 73%
Sightseeing 48%
Enjoying the mountain views
59% 57% 54%
Driving for pleasure
<65%>
Enjoying the ocean views or rocky coast
39% 24%
Viewing fall colors
31%
27% 27%
Wildlife viewing or bird watching
Maine 2017 (n=1383) Aroostook County 2017 (n=47*)
Taking tours of communities or local architecture
Nature cruises or tours
19% 20% 16% 16%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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. Use caution when interpreting results.
17
Aroostook County visitors interested in food/beverage/culinary activities enjoyed a wide variety of these activities. •
2017 Regional Report Aroostook County
Overnight visitors to Aroostook County are less likely than visitors to the State as a whole to eat lobster or other local seafood while visiting.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for their Maine trip 42% 37%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 24%
Visited Farmer's Markets
37% 48%
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
35% <59%>
Ate lobster or other local seafood
34% 34%
Going to local brew pubs or craft breweries
26% 22% 26%
Enjoying local food at fairs or festivals
Ate farm to table or organic cuisine
Enjoyed high-end cuisine or five-star dining
Maine 2017 (n=1761) Aroostook County 2017 (n=52)
16% 26% 18% 17%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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.
18
Hiking/climbing/backpacking is the most common outdoor activity among Aroostook County overnight visitors interested in active outdoor pursuits. •
2017 Regional Report Aroostook County
Though pursued by the highest proportion of Aroostook County visitors interested in active outdoor activities, hiking/climbing/backpacking is less popular in this region than it is among visitors to the State overall.
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip <60%>
Hiking, climbing, or backpacking
39% 40%
Exploring State and National Parks
28% 22% 26%
Camping 10%
Riding all-terrain vehicles
21% 16% 15%
Bicycling or mountain biking Hunting (game or bird) Snowmobiling Alpine skiing or snowboarding Snowshoeing Nordic skiing
Maine 2017 (n=1032)
5% 15%
Aroostook County 2017 (n=41*)
3% 5% 4% 2% 3% 2% 2% 1%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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. Use caution when interpreting results.
19
Visiting art museums/local artisan exhibits and visiting historic sites/museums are the most common history/culture activities pursued among overnight visitors to this region. •
2017 Regional Report Aroostook County
Aroostook County visitors interested in history/culture activities are less likely to visit historic sites or museums as compared to visitors to the State as a whole.
History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 41% 42%
Visiting art museums or local artisan exhibits
<61%>
Visiting historic sites or museums
38% 38%
Getting to know the local people and/or culture Attending sports events
28% 9% 20% 15% 15%
Attending popular music concerts or events
22%
Participating in nightlife or other evening entertainment Attending plays, musicals, or theatrical events Painting, drawing, or sketching Attending operas or classical music events
Maine 2017 (n=786) Aroostook County 2017 (n=42*)
14% 13% 9% 10%
6% 6% 4%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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. Use caution when interpreting results.
20
Overnight visitors to Aroostook County who are interested in shopping participate in a wide variety of shopping activities.
2017 Regional Report Aroostook County
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 43%
General shopping at malls, downtown
39%
<52%>
Outlet shopping
38% 42%
Shopping for gifts or souvenirs
34% 32%
Shopping for unique, locally produced goods
Aroostook County 2017 (n=53)
27% 24%
Shopping for products with the 'Made in Maine' identifier
Shopping for antiques, local arts and crafts
Maine 2017 (n=1464)
24% 22% 15%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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.
21
2017 Regional Report
Visitors to Aroostook County who report interest in family fun/ Aroostook County children’s activities also participate in a variety of these types of activities.
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip 29% 30%
Animal parks or zoos
40%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
28% 28% 24%
Amusement or theme parks
23% 20%
Children's museums
20%
Water parks
14% 11% 13%
Agricultural fairs Spectator sports Horseback riding Summer camps
Maine 2017 (n=800) Aroostook County 2017 (n=36*)
6% 13% 12%
7% 5% 5%
Q37. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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. Use caution when interpreting results.
22
Aroostook State Park and Acadian Village are the most visited attractions by overnight visitors to Aroostook County.
2017 Regional Report Aroostook County
Top Attractions/Locations Visited* Aroostook State Park
25%
Acadian Village
21%
Maine Winter Sports Center
10%
Northern Maine Museum of Science
10%
Big Rock Ski Area
8%
Ashland Logging Museum
7%
Solar System Model
7%
Presque Isle Air Museum
7%
Bouchard's Mill
6%
Oakfield Railroad Museum
6%
Allagash Wilderness Waterway
5%
Fort Kent Blockhouse
5%
Nylander Museum
5%
Fort Fairfield Blockhouse
5%
Aroostook County 2017 (n=129)
* Does not include response options selected by fewer than 5% of respondents.
Q32. Within the region(s) you visited, what specific attractions or locations did you visit? Please select all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
23
Four in five overnight visitors to Aroostook County intend to visit Maine again. •
2017 Regional Report Aroostook County
A greater proportion of Aroostook County overnight visitors indicate that they already have specific plans to travel in Maine in the next two years as compared to overnight visitors to Maine overall.
Future Travel Likelihood 77%
79%
Net: Already have plans/ Definitely will travel I already have specific plans to travel in Maine Definitely will travel to Maine
31%
<40%>
Probably will travel to Maine Might/Might not travel to Maine Probably will not travel to Maine
47%
39%
17% 5%
Definitely will not travel to Maine
15% 1%
Maine 2017 (n=2922) <1%
6% Aroostook County 2017 (n=129)
Q44. How likely will you be to travel in Maine in the next two years? <> indicates a significant difference between this region and the State 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.
24
2017 Regional Report Aroostook County
Day Visitors: Traveler Description
25
2017 Regional Report Aroostook County
Day Visitor Demographics •
Day visitors to Aroostook County are, on average, about 45 years old and earn about $74,000 annually. Half have a college degree (52%), and 37% are employed full-time.
Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income Female College Degree or Higher Married Employed Full-Time
Maine 2017 (n=1782)
Aroostook County 2017 (n=65)
33% 19% 19% 29% 44.1
29% 17% 17% 37% 45.3
32% 41% 27% $80,800 76% 54% 48% <52%>
43% 30% 27% $73,900 66% 52% 42% 37%
<> indicates a significant difference between this region and the State 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
In-state visitors and travelers arriving from New Brunswick comprise the greatest proportions of day visitors to Aroostook County. •
2017 Regional Report Aroostook County
Aroostook County day visitors are far more likely to be from Canada (especially New Brunswick), as compared to day visitors to the State of Maine overall. They are far less likely to be from Massachusetts.
State/Province of Residence <90%>
U.S. NET
58% 32% 34%
Maine
<37%>
Massachusetts
14% <18%>
New Hampshire Rhode Island
10% 2% <1%
Quebec Nova Scotia
Aroostook County 2017 (n=65) 10%
Canada NET
New Brunswick
Maine 2017 (n=1782)
<42%> 5% <31%> 5% 11%
<1% 1%
Q2. In which State or Province do you live? <> indicates a significant difference between this region and the State 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.
27
Nine in ten day visitors to Aroostook County have visited Maine previously.
2017 Regional Report Aroostook County
Repeat vs. First-Time Visitors
93%
92%
Repeat Visitor First-Time Visitor
7%
8%
Maine 2017 (n=1782)
Aroostook County 2017 (n=65)
Q10. Was this your first trip to Maine? <> indicates a significant difference between this region and the State 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.
28
One in four day visitors to Aroostook County are traveling with children. •
2017 Regional Report Aroostook County
On average, Aroostook County day visitors have smaller travel parties than visitors to the State as a whole.
Travel Party Composition <2.9> 2.4 Percent Traveling with Children 33% 25%
Maine 2017 (n=1782)
Average Number of People in Travel Party
Aroostook County 2017 (n=65)
Q15. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip to Maine? Q16. How many of these people were: Children <> indicates a significant difference between this region and the State 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.
29
2017 Regional Report Aroostook County
Day Visitors: Trip Experience Sample Size Exclusions Data for some questions is not presented on the following pages because the sample sizes are too small. The results not shown include: • Primary purpose of business trips (n=15) • Primary purpose of VFR trips (n=24) • Trip Activities: Water (n=5) • Trip Activities: History/Culture (n=9) • Trip Activities: Family Fun/Children’s Activities (n=17) • Trip Activities: Touring/Sightseeing (n=20) • Trip Activities: Food/Beverage/Culinary (n=24) • Trip Activities: Active Outdoor Activities (n=20)
30
Shopping is the most common interest area among day visitors to Aroostook County. • •
2017 Regional Report Aroostook County
Aroostook County day visitors are less likely than day visitors to the State overall to be interested in food/beverage/culinary activities, touring/sightseeing, and water activities. Two-thirds of day visitors selecting family fun or children’s activities as an interest area indicate that it was the most important interest area in their decision to visit. Most Important Interest Area Aroostook County
2017 Interest Areas 59%
Shopping
55% <62%>
Food, beverage, or culinary
37% <45%>
Touring or sightseeing
31% 37%
Active outdoor activities (not water)
31%
Water activities Other
Maine 2017 (n=1782)
20%
22%
14% <31%> 8% 8% 7%
46%
66%
26%
History or culture
22%
59%
30%
Family fun or children's activities
58%
Aroostook County 2017 (n=65)
7% 100%
Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. 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 this region and the State 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
2017 Regional Report
When considering both interest and importance in deciding to visit, Aroostook County shopping ranks highest by a large margin among day visitors to Aroostook County. •
Shopping is a more significant travel driver among day visitors to Aroostook County, as compared to day visitors to the State as a whole. Food/beverage/culinary activities and water activities are less significant drivers among day visitors to this region. 2017 Interest Areas Travel Driver Index 15%
Shopping
<32%> 14%
Active outdoor activities (not water)
18% 16% 17%
Family fun or children's activities
16% 14%
Touring or sightseeing
<21%>
Food, beverage, or culinary
Maine 2017 (n=1782)
8% Aroostook County 2017 (n=65) 3% 3%
History or culture Water activities Other
<9%> 1% 8% 7%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q19. 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 this region and the State 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.
32
Aroostook County day visitors interested in shopping are most likely to do some general shopping at malls and downtown. •
2017 Regional Report Aroostook County
Shopping for gifts/souvenirs and shopping for unique, locally produced goods are less popular among shoppers in Aroostook County than among shoppers in Maine overall.
Shopping Activities Base: Those who report shopping as an interest area for this Maine trip 50%
General shopping at malls, downtown
61% 55%
Outlet shopping
44% 23%
Shopping for antiques, local arts and crafts
23% Maine 2017 (n=1051)
Shopping for gifts or souvenirs
Shopping for unique, locally produced goods
Shopping for products with the 'Made in Maine' identifier
<39%>
Aroostook County 2017 (n=36*)
17% <30%> 17% 22% 13%
Q20. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between this region and the State 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. Use caution when interpreting results.
33
Aroostook State Park is the most popular attraction among day visitors to Aroostook County.
2017 Regional Report Aroostook County
Top Attractions/Locations Visited* Aroostook State Park
24%
Presque Isle Air Museum
18%
Acadian Village
15%
Fort Fairfield Railroad Museum
12%
Allagash Wilderness Waterway
11%
Fort Fairfield Blockhouse
11%
Solar System Model
9%
Big Rock Ski Area
9%
Bouchard's Mill
7%
Northern Maine Museum of Science
6%
Ashland Logging Museum
6%
Fort Kent Blockhouse
Aroostook County 2017 (n=65)
5%
* Does not include response options selected by fewer than 5% of respondents.
Q24: Within the region(s) you visited, what specific attractions or locations did you visit? Please select all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
34
2017 Regional Report Aroostook County
Comparison of Aroostook County Visitors to Maine Visitors
35
2017 Regional Report Aroostook County
Comparisons: Region vs. State •
Visitors to Aroostook County 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, the origin of the visitors, and the activities they participate in while visiting.
•
Highlights of these differences are shown on the following pages.
36
2017 Regional Report Aroostook County
Visitor Origin
Compared to visitors to the entire State, Aroostook County visitors differ in the following ways:
OVERNIGHT VISITORS
Higher proportion from Maine
Lower proportion from Massachusetts
37
2017 Regional Report Aroostook County
Visitor Origin
DAY VISITORS
Higher proportion from Canada (especially New Brunswick)
Lower proportion from the United States (especially MA and NH)
38
2017 Regional Report Aroostook County
Visitor Demographics
OVERNIGHT VISITORS
Younger
More likely to be visiting for the first time Smaller party size
39
2017 Regional Report Aroostook County
Visitor Demographics
DAY VISITORS
Smaller party size Less likely to be employed full-time
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2017 Regional Report Aroostook County
Trip Interest Areas
DAY VISITORS
OVERNIGHT VISITORS Less likely to want to pursue:
Less likely to want to pursue:
Touring or sightseeing
Food/beverage/culinary
Shopping
Water activities
Food/beverage/culinary Water activities
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Trip Interest and Importance (Travel Driver Index)
2017 Regional Report Aroostook County
OVERNIGHT AND DAY VISITORS
Less likely to place importance on:
Food/beverage/culinary Water activities
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Trip Interest and Importance (Travel Driver Index)
2017 Regional Report Aroostook County
DAY VISITORS
OVERNIGHT VISITORS
More likely to place importance on shopping
More likely to place importance on history or culture
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2017 Regional Report Aroostook County
Trip Activities
OVERNIGHT VISITORS
Less likely to be: Eating lobster or other local seafood Enjoying the ocean views/rocky coast Hiking/climbing/backpacking Visiting historic sites Outlet shopping
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2017 Regional Report Aroostook County
Trip Activities
DAY VISITORS
Less likely to be:
Shopping for gifts or souvenirs Shopping for unique, locally produced goods
45
2017 Regional Report Aroostook County
Davidson-Peterson Associates 172 Commercial Street Portland, ME 04101 207.985.7660 www.digitalresearch.com
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