2Destination Analysts, Inc.
This report summarizes the findings of a qualitative study of traveling consumers on
rural tourism assets. This research was conducted May 12
, 2011 by DestinationAnalysts, Inc. on behalf of the California Travel & Tourism Commission (CTTC). This study is part ofa larger research project being undertaken by the CTTC to evaluate its rural marketing program,in order to maximize benefits to rural stakeholders and ge
nerate tourism to the state’s rural areas.
For the sake of simplicity,
the word “rural” is used
in this report as an umbrella term todescribe areas of California outside its four major known metropolises (Los Angeles, SanFrancisco, San Diego and Anaheim).
The goal of this research project was to e
valuate California’s rural tourism product from the
perspective of its consumers. The research was structured to build an understanding of:
How travelers approach their trip planning in terms of their exploration of California
How travelers generally distinguish rural areas and how they refer to these areas
How travelers p
erceive California’s g
eographic composition and their perception of the
state’s geographic divisions
; what is the ideal regional breakout of the state for tripplanning
Interest levels in traveling within rural California, what would inspire interest in rural travel,and what constitutes the most attractive experiences in rural California
What potential names for rural California and California regions derived from separateindustry research offer the most potential to drive tourism