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Maine Office of Tourism Visitor Tracking Research 2017 Calendar Year Annual Report Regional Insights: Mid-Coast
Prepared by
May 2018
2017 Regional Report Mid-Coast
Table of Contents
Research Objectives and Methodology
3
Overnight Visitors: Traveler Description Trip Experience
7 12
Day Visitors: Traveler Description
26
Trip Experience
31
Comparison of Mid-Coast Visitors to All Maine Visitors
44
2
2017 Regional Report Mid-Coast
Research Objectives and Methodology
3
2017 Regional Report Mid-Coast
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 Mid-Coast
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
Research Objectives and Methodology •
The following report provides a profile of visitors and their trips to the Mid-Coast tourism region during 2017, including: – 291 overnight visitors, and – 173 day visitors.
•
Throughout this report, data for the Mid-Coast 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 < >. (A statistically significant difference means the observed difference is more than would be expected by chance 95 out of 100 times.)
•
Statistically significant differences between 2016 and 2017 are also highlighted for both the Mid-Coast 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.
2017 Regional Report Mid-Coast
6
2017 Regional Report Mid-Coast
Overnight Visitors: Traveler Description
7
2017 Regional Report Mid-Coast
Overnight Visitor Demographics •
The average overnight visitor to the Mid-Coast tourism region is 41 years old and has an average annual household income of about $95,000. Two-thirds have at least a college degree and half are married. Six in ten are employed full-time.
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)
Mid-Coast 2017 (n=291)
39% 23% 16% 22% 40.7
40% 22% 16% 22% 41.0
23% 43% 34% $92,700 70% 65% 50% 62%
19% 47% 33% $95,100 69% 66% 50% 61%
<> 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
2017 Regional Report Mid-Coast
Nine in ten overnight visitors to the Mid-Coast region are from the United States. •
The largest proportion of visitors to the Mid-Coast originate in Massachusetts.
State/Province of Residence (% of Travelers Coming from State)
Location of Residence* Maine 2017 (n=2922)
26%
Mid-Coast 2017 (n=291)
29%
Maine
Mid-Coast
8% 6%
7% 9%
NH
CT
14% 13%
88%
United States (NET)
90%
MA
ME
60%
New England (NET)
60%
28%
Mid-Atlantic (NET)
Maine
2% 2%
2% 1%
RI
VT
Mid-Coast
14% 15%
NY
6% 4%
6% 7%
PA
NJ
2% 4%
<1% <1%
MD
DE
29% Maine 8%
Canada (NET)
8%
12% 10%
Mid-Coast
1% <1% ON
NS
2% 1% QB
1% <1% NB
*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-fourth of overnight visitors to the Mid-Coast region are visiting for the first time.
2017 Regional Report Mid-Coast
Repeat vs. First-Time Visitors
80%
77% Repeat Visitor First-Time Visitor
20%
23%
Maine 2017 (n=2922)
Mid-Coast 2017 (n=291)
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
Three in ten Mid-Coast travel parties include children, with travel parties including an average of three people.
2017 Regional Report Mid-Coast
Travel Party Composition 3.0
2.9 Percent Traveling with Children
32% 29%
Maine 2017 (n=2922)
Average Number of People in Travel Party
Mid-Coast 2017 (n=291)
Q24. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? 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 Mid-Coast
Overnight Visitors: Trip Experience
12
One-third of overnight business travelers to the Mid-Coast region cite a meeting as the main reason for their business trip.
2017 Regional Report Mid-Coast
Primary Purpose of Overnight Business Trips
35%
Meeting 31%
24%
Convention, conference, or trade show
29%
22%
Training or professional development
24%
Maine 2017 Business (n=377) Mid-Coast 2017 Business (n=37*)
16%
Sales or service 11%
Other
3% 4%
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.
13
The most widely cited reason to visit the Mid-Coast for an overnight VFR trip, by far, is a general visit to see friends/relatives.
2017 Regional Report Mid-Coast
Primary Purpose of Overnight VFR* Trips
60%
General visit to see friends or relatives
60%
11% Wedding 15%
13% Holiday visit 12%
Maine 2017 VFR (n=1224) Mid-Coast 2017 VFR (n=119)
9% Family reunion 8%
3% Funeral 3%
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 common interest area pursued by overnight visitors to the Mid-Coast region includes food/beverage/culinary activities. •
2017 Regional Report Mid-Coast
Mid-Coast visitors are more likely to select history or culture as an interest area, as compared to overnight visitors to the State as a whole.
Most Important Interest Area Mid-Coast
2017 Interest Areas 60% 59%
Food, beverage, or culinary 50% 50%
Shopping
47% 47%
Touring or sightseeing 27%
History or culture
35% 27% 25% <25%>
Water activities Other
18% 5% 5%
52%
30%
31%
Family fun or children's activities
19%
22%
<35%>
Active outdoor activities (not water)
45%
Maine 2017 (n=2922) Mid-Coast 2017 (n=291)
54% 25% 87%
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, food/beverage/culinary activities and touring/sightseeing rank highest among overnight visitors to the Mid-Coast region.
2017 Regional Report Mid-Coast
2017 Interest Areas Travel Driver Index 24%
Food, beverage, or culinary
27% 23% 24%
Touring or sightseeing 13% 14%
Family fun or children's activities
12%
Active outdoor activities (not water)
9% 6%
History or culture Water activities Other
Mid-Coast 2017 (n=291)
10% 10%
Shopping
Maine 2017 (n=2922)
8% <8%> 5% 4% 4%
Travel Driver Index = percentage selecting category as interest area X percentage ranking same interest area as most important
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.
16
Sightseeing and enjoying the ocean views/rocky coast are the most common touring/sightseeing activities among Mid-Coast overnight visitors.
2017 Regional Report Mid-Coast
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73%
Sightseeing
78% 65%
Enjoying the ocean views or rocky coast
71% 57%
Driving for pleasure
47% 48%
Enjoying the mountain views
39%
Maine 2017 (n=1383) 24% 21%
Viewing fall colors Wildlife viewing or bird watching Taking tours of communities or local architecture Nature cruises or tours
Mid-Coast 2017 (n=138)
27% 20% 19% 18% 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.
17
2017 Regional Report Mid-Coast food/beverage/culinary
Overnight visitors to the region who are interested in activities are most likely to eat lobster/other local seafood while visiting. •
Consuming other locally produced Maine foods is also popular among visitors to the Mid-Coast region.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary activities as an interest area for their Maine trip 59% 62%
Ate lobster or other local seafood 48%
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
55% 42% 46%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie) 34% 34%
Going to local brew pubs or craft breweries 24%
Visited Farmer's Markets
Enjoying local food at fairs or festivals
Enjoyed high-end cuisine or five-star dining
Ate farm to table or organic cuisine
29%
Maine 2017 (n=1761) Mid-Coast 2017 (n=173)
22% 20% 18% 17% 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.
18
2017 Regional Report Two-thirds of overnight visitors interested in water Mid-Coast activities go to the beach while visiting the Mid-Coast region.
Water Activities Base: Those who report water activities as an interest area for their Maine trip 67% 67%
Going to the beach 46% 44%
Outdoor swimming (lake, ocean, river) 30% 30%
Canoeing or kayaking Pool swimming (indoor or outdoor)
25%
14% 12%
Motor boating
14% 12%
Water skiing or jet skiing
Sailing Surfing
Mid-Coast 2016 (n=54)
24% 23%
Fishing (ocean, lake, stream, river, ice)
White water rafting
Maine 2017 (n=723)
33%
9% 11% 9% 10% 5% 6%
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.
19
Hiking/climbing/backpacking is the most common pursuit among Mid-Coast overnight visitors interested in active outdoor activities.
2017 Regional Report Mid-Coast
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 60%
Hiking, climbing, or backpacking
68%
Exploring State and National Parks
40% 45% 22%
Camping
15% 16% 14%
Bicycling or mountain biking
Mid-Coast 2017 (n=90)
10% 10%
Riding all-terrain vehicles 5% 6%
Hunting (game or bird) Alpine skiing/snowboarding
4% 4%
Snowshoeing
3% 4%
Snowmobiling
3% 3%
Nordic skiing
Maine 2017 (n=1032)
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.
20
2017 Regional Report Mid-Coast
Mid-Coast overnight visitors who are interested in history/culture activities are most likely to visit historic sites/museums while in the area. History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 61% 66%
Visiting historic sites or museums 41%
Visiting art museums or local artisan exhibits
51% 38% 33%
Getting to know the local people and/or culture 22% 21%
Participating in nightlife or other evening entertainment 15% 14%
Attending popular music concerts or events
13% 12%
Attending plays, musicals, or theatrical events
Attending sports events
Painting, drawing, or sketching
Attending operas or classical music events
Maine 2017 (n=786) Mid-Coast 2017 (n=100)
9% 12% 10% 8% 6% 8%
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
Among Mid-Coast overnight visitors who are interested in shopping, half do some outlet shopping while visiting.
2017 Regional Report Mid-Coast
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 52%
Outlet shopping
52%
42%
Shopping for gifts or souvenirs
42% 43%
General shopping at malls, downtown
38% Maine 2017 (n=1464) 32%
Shopping for unique, locally produced goods
Shopping for products with the 'Made in Maine' identifier
Shopping for antiques, local arts and crafts
Mid-Coast 2017 (n=144)
32% 24%
29% 22% 23%
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.
22
Outdoor fun centers are the most popular family fun/children’s activity among overnight visitors to the Mid-Coast. •
2017 Regional Report Mid-Coast
Mid-Coast visitors are less likely to visit amusement or theme parks, as compared to overnight visitors to the State as a whole.
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
40% 42% 23% 21%
Children's museums
29%
Animal parks or zoos
18% 12% 15%
Horseback riding
20%
Water parks
11% 13%
Agricultural fairs
Summer camps
Mid-Coast 2017 (n=73) <28%>
Amusement or theme parks Spectator sports
Maine 2017 (n=800)
14%
12% 6%
3% 5% 3%
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.
23
Boothbay Harbor is, by far, the most frequently visited location among overnight visitors to the Mid-Coast region.
2017 Regional Report Mid-Coast
Top Attractions/Locations Visited* Boothbay Harbor
28%
Maine Lighthouse Museum
11%
Popham Beach
11%
Fort Knox
11%
Pemaquid Point Lighthouse
10%
Coastal Maine Botanical Gardens
9%
Moody's Diner
9%
Maine State Aquarium
8%
Maine Beer Trail
8%
Camden Hills State Park
8%
Maine Maritime Museum
Mid-Coast 2017 (n=291)
7%
Owls Head State Park
6%
Heritage Park
6%
Maine Lobster Festival
6%
Reid State Park
6%
Chocolate Church Arts Center
5%
Fort Popham
5%
* Does not include response options selected by fewer than 5% of respondents.
Q32: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
24
Seven in ten visitors to the Mid-Coast region intend to visit Maine again in the next two years.
2017 Regional Report Mid-Coast
Future Travel Likelihood
77%
71%
I already have specific plans to travel in Maine Definitely will travel to Maine
31%
29%
Probably will travel to Maine Might/Might not travel to Maine Probably will not travel to Maine
42%
47%
Definitely will not travel to Maine Net: Already have plans/ Definitely will travel
19%
17% 5%
1%
9%
1%
Maine 2017 (n=2922)
<1%
Mid-Coast 2017 (n=291)
<1%
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.
25
2017 Regional Report Mid-Coast
Day Visitors: Traveler Description
26
2017 Regional Report Mid-Coast
Day Visitor Demographics •
The typical day visitor to the Mid-Coast region is 45 years of age and earns about $83,000 annually. Half of day visitors to this region have a college degree, and 57% are employed full-time. Just under half are married.
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)
Mid-Coast 2017 (n=173)
33% 19% 19% 29% 44.1
32% 16% 19% 33% 45.5
32% 41% 27% $80,800 76% 54% 48% 52%
29% 44% 27% $82,900 77% 51% 47% 57%
<> 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
Three-fourths of day visitors to the Mid-Coast region originate from Maine or Massachusetts. •
2017 Regional Report Mid-Coast
The Mid-Coast region attracts a greater proportion of in-state day visitors compared to the State of Maine overall, while attracting a lesser proportion of visitors from Massachusetts.
State/ Province of Residence 90%
U.S. NET
97% 32%
Maine
<58%> <37%>
Massachusetts
20% 18% 15%
New Hampshire Rhode Island
2% 3%
Vermont
1% <1%
Canada NET
Mid-Coast 2017 (n=173)
10% 3%
Quebec
5% 3%
New Brunswick
5% <1%
Nova Scotia
Maine 2017 (n=1782)
1% <1%
Q2. In what State or Province do you reside? <> 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
Nine in ten day visitors to the Mid-Coast region have visited Maine before.
2017 Regional Report Mid-Coast
Repeat vs. First-Time Visitors
93%
91%
Repeat Visitor First-Time Visitor
7%
9%
Maine 2017 (n=1782)
Mid-Coast 2017 (n=173)
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.
29
One in four day visitors to the Mid-Coast region travel with children.
2017 Regional Report Mid-Coast
Travel Party Composition 2.9
2.6 Percent Traveling with Children
33% 26%
Maine 2017 (n=1782)
Average Number of People in Travel Party
Mid-Coast 2017 (n=173)
Q15. Including yourself and any children, how many people were in your immediate travel party on this trip? 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.
30
2017 Regional Report Mid-Coast
Day Visitors: Trip Experience
31
2017 Regional Report Mid-Coast
Two in five business day visitors to the Mid-Coast come for a meeting. Primary Purpose of Day Business Trips
33%
Meeting
41%
19%
Sales or Service
18%
13%
Convention, Conference, or Trade Show
Maine 2017 Business (n=218)
5% Mid-Coast 2017 Business (n=27*) 22%
Training or Professional Development 4%
Other
13% 32%
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.
32
The most common reason cited for visiting the Mid-Coast among VFR day travelers is a general visit to see friends/relatives. •
2017 Regional Report Mid-Coast
Day visitors to the Mid-Coast region on a VFR trip are more likely than day visitors to the State as a whole to be visiting to attend a wedding.
Primary Purpose of Day VFR* Trips 71%
General visit to see friends or relatives
Wedding
69% 4% <13%> 9%
Holiday visit
9%
Maine 2017 VFR (n=769) Mid-Coast 2017 VFR (n=73)
Funeral
Family reunion
Other
3% 3% 7% 1% 5% 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
33
Food/beverage/culinary activities are the most common interest pursued by Mid-Coast day visitors. •
2017 Regional Report Mid-Coast
Mid-Coast day visitors are more likely to be interested in history or culture than are day visitors to the State as a whole.
Most Important Interest Area Mid-Coast
2017 Interest Areas 62%
Food, beverage, or culinary
68% 59% 58%
Shopping
39%
45%
Touring or sightseeing
54%
45%
31%
Family fun or children's activities
38% 37% 39%
Active outdoor activities (not water) 31%
Water activities
22% 20%
History or culture Other
21%
<34%> 8% 5%
41% Maine 2017 (n=1782)
29%
Mid-Coast 2017 (n=173)
13% 12% 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.
34
When considering both interest and importance in deciding to visit, touring/sightseeing activities and shopping rank highest among day visitors to the Mid-Coast region. •
2017 Regional Report Mid-Coast
Touring/sightseeing and shopping are stronger visitation drivers for day visitors to the Mid-Coast region as compared to day visitors to the State as a whole. Food/beverage/culinary and water activities are less important visitation drivers to the Mid-Coast region among day visitors, as compared to the State overall. 2017 Interest Areas Travel Driver Index 16%
Touring or sightseeing
<24%> 15%
Shopping
<23%> 16% 16%
Family fun or children's activities
<21%>
Food, beverage, or culinary
14%
Water activities Other
Mid-Coast 2017 (n=173)
14%
Active outdoor activities (not water) History or culture
Maine 2017 (n=1782)
11% 3% 4% <9%> 3% 8%
5%
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.
35
The greatest proportion of Mid-Coast day visitors who are interested in touring/sightseeing activities spent time enjoying the ocean views/rocky coast while in the area. •
2017 Regional Report Mid-Coast
Day visitors to the Mid-Coast region are more likely than day visitors to the State as a whole to be enjoying the ocean views or rocky coast while visiting.
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for their Maine trip 73%
Enjoying the ocean views or rocky coast
<87%> 69%
Sightseeing
74% 65% 65%
Driving for pleasure 50%
Enjoying the mountain views 33% 31%
Wildlife viewing or bird watching
Mid-Coast 2017 (n=94)
29% 27%
Viewing fall colors 19% 21%
Taking tours of communities or local architecture Nature cruises or tours
Maine 2017 (n=804) 56%
12% 8%
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.
36
Day visitors interested in food/beverage/culinary activities are most likely to have eaten lobster/other local seafood or consumed other locally produced Maine foods while visiting the Mid-Coast.
2017 Regional Report Mid-Coast
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary activities as an interest area for their Maine trip 60%
Ate lobster or other local seafood
67% 48%
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
55% 38%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)
43% 28%
Enjoying local food at fairs or festivals
34%
Ate farm to table or organic cuisine
33% 16% 26% 33%
Going to local brew pubs or craft breweries
Enjoyed high-end cuisine or five-star dining
Mid-Coast 2017 (n=119)
25%
Visited Farmer's Markets
Maine 2017 (n=1096)
22% 14% 15%
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.
37
Going to the beach is the most common activity pursued by day visitors who are interested in water activities. •
2017 Regional Report Mid-Coast
Day visitors to the Mid-Coast region are more likely than day visitors to the State as a whole to canoe or kayak while visiting.
Water Activities Base: Those who report water activities as an interest area for their Maine trip 78% 75%
Going to the beach 30%
Canoeing or kayaking
<58%> 58% 55%
Outdoor swimming (lake, ocean, river) 28%
Fishing (ocean, lake, stream, river, ice)
41% 33%
Pool swimming (indoor or outdoor)
40% 19% 8% 6%
Water skiing or jet skiing
6% 5%
White water rafting Sailing
Surfing
Mid-Coast 2017 (n=38*)
13%
Motor boating
Maine 2017 (n=544)
7% 1% 4% 1%
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.
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2017 Regional Report Mid-Coast
Hiking/climbing/backpacking and exploring state and national parks are the most common active outdoor activities pursued by day visitors to the Mid-Coast.
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for their Maine trip 64% 67%
Hiking, climbing, or backpacking 46%
Exploring State and National Parks
64% 19% 19%
Bicycling or mountain biking 13% 10%
Riding all-terrain vehicles 6% 7%
Snowmobiling
5% 5%
Snowshoeing
Hunting (game or bird)
Mid-Coast 2017 (n=68)
5% 6%
Alpine skiing or snowboarding
Nordic skiing
Maine 2017 (n=664)
2% 5%
7% 4%
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.
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Visiting historic sites/museums is the most popular activity among day visitors to the Mid-Coast region pursuing history/culture activities.
2017 Regional Report Mid-Coast
History or Culture Activities Base: Those who report history or culture as an interest area for their Maine trip 66% 66%
Visiting historic sites or museums 39%
Visiting art museums or local artisan exhibits
48% 48% 46%
Getting to know the local people and/or culture 23%
Attending popular music concerts or events
28% 15%
Attending plays, musicals, or theatrical events
23%
Participating in nightlife or other evening entertainment
20%
Attending operas or classical music events
Mid-Coast 2017 (n=58)
14% 15% 14%
Painting, drawing, or sketching Attending sports events
Maine 2017 (n=358)
8% 6% 3% 2%
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.
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Mid-Coast day visitors who are interested in shopping participate in a number of different shopping activities while visiting.
2017 Regional Report Mid-Coast
Shopping Activities Base: Those who report shopping as an interest area for their Maine trip 55%
Outlet shopping
59% 50%
General shopping at malls, downtown
52% 30%
Shopping for unique, locally produced goods
46% Maine 2017 (n=1051) 39%
Shopping for gifts or souvenirs
Shopping for antiques, local arts and crafts
Shopping for products with the 'Made in Maine' identifier
42%
Mid-Coast 2017 (n=100)
23% 33% 22% 33%
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.
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2017 Regional Report Mid-Coast
Day visitors to the region who are interested in family fun/children’s activities are most likely to visit children’s museums and outdoor fun centers.
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for their Maine trip 34%
Animal parks or zoos
39% 24%
Children's museums
34%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
41% 28% 13%
Agricultural fairs
19% 30%
Amusement or theme parks
16% 11% 7% 11% 12% 10%
Summer camps Horseback riding
Mid-Coast 2017 (n=67)
23%
Water parks Spectator sports
Maine 2017 (n=556)
11% 6%
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.
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2017 Regional Report Mid-Coast
Boothbay Harbor, Camden Hills State Park, and Popham Beach are the most popular attractions enjoyed by day visitors to the Mid-Coast region. Top Attractions/Locations Visited* Boothbay Harbor Camden Hills State Park Popham Beach Maine Lobster Festival Pemaquid Point Lighthouse Fort Knox Coastal Maine Botanical Gardens Reid State Park Moody's Diner Chocolate Church Arts Center Maine Maritime Museum Fort Popham General Henry Knox Museum Maine Lighthouse Museum Boothbay Railway Village Farnsworth Art Museum and Wyeth Center Camden Snow Bowl Maine State Music Theatre Maine State Aquarium Heritage Park Common Ground County Fair Owls Head State Park Bowdoin College Museum of Art Owls Head Transportation Museum
28% 26% 25% 18% 17% 17% 14% 14% 14% 14% 13% 12% 11%
Mid-Coast 2017 (n=173)
9% 8% 8% 8% 7% 6% 6% 6% 5% 5% 5% * Does not include response options selected by fewer than 5% of respondents.
Q24: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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2017 Regional Report Mid-Coast
Comparison of Mid-Coast Visitors to Maine Visitors
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2017 Regional Report Mid-Coast
Comparisons: Region vs. State •
Visitors to the Mid-Coast tourism region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen in: – Visitor origin, – Travel interests, and – The activities they participate in while visiting.
•
Highlights of these differences are shown on the following pages.
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2017 Regional Report Mid-Coast
Visitor Origin
Compared to visitors to the entire State, Mid-Coast visitors differ in the following ways:
DAY VISITORS
Higher proportion from Maine
Lower proportion from Massachusetts
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Trip Interest Areas
2017 Regional Report Mid-Coast
OVERNIGHT AND DAY VISITORS
OVERNIGHT VISITORS
More likely to want to pursue history/culture activities
Less likely to want to pursue water activities
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Trip Interests and Importance (Travel Driver Index)
2017 Regional Report Mid-Coast
DAY VISITORS More likely to place importance on:
Less likely to place importance on:
Touring/sightseeing
Food/beverage/culinary activities
Shopping
OVERNIGHT AND DAY VISITORS
Less likely to place importance on:
Water activities
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2017 Regional Report Mid-Coast
Trip Activities
OVERNIGHT VISITORS
DAY VISITORS
More likely to visit amusement/theme parks
More likely to enjoy the ocean views or rocky coast
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2017 Regional Report Mid-Coast
Davidson-Peterson Associates 172 Commercial Street Portland, ME 04101 207.985.7660 www.digitalresearch.com
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