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California rural tourism

California rural tourism

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Published by SoparlaVerde
CALIFORNIA RURAL TOURISM RESEARCH
Qualitative Study of Traveling Consumers— Summary of Research Findings

Research prepared for the California Travel & Tourism Commission by Destination Analysts, Inc.

T able of Contents
SECTION 1
Research Overview Objectives Methodology 2 2 3

SECTION 2
Executive Summary 5

SECTION 3
Key Findings Perceptions of California Top of Mind California Destinations Interest in Rural California What Rural California Represents as a Travel Experience Motivations for Rur
CALIFORNIA RURAL TOURISM RESEARCH
Qualitative Study of Traveling Consumers— Summary of Research Findings

Research prepared for the California Travel & Tourism Commission by Destination Analysts, Inc.

T able of Contents
SECTION 1
Research Overview Objectives Methodology 2 2 3

SECTION 2
Executive Summary 5

SECTION 3
Key Findings Perceptions of California Top of Mind California Destinations Interest in Rural California What Rural California Represents as a Travel Experience Motivations for Rur

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Published by: SoparlaVerde on Nov 06, 2012
Copyright:Attribution Non-commercial

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05/27/2013

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CALIFORNIA RURAL TOURISM RESEARCH
Qualitative Study of Traveling Consumers
 — 
Summary of Research Findings
Research prepared for the California Travel & Tourism Commission by Destination Analysts, Inc.
 
 
iDestination Analysts, Inc.
Table of Contents
SECTION 1
Research Overview 2Objectives 2Methodology 3
SECTION 2
Executive Summary 5
SECTION 3
Key Findings 9Perceptions of California 9Top of Mind California Destinations 10Interest in Rural California 11What Rural California Represents as aTravel Experience 11Motivations for Rural Travel 13Experiences of Interest in Rural California 14Top of Mind Destinations in Rural California 15Labels for Rural California 16Marketing & Promoting Rural California toTravelers 17Rural California in Current CTTC Marketing &Advertising 18
 
 
2Destination Analysts, Inc.
Research Overview
This report summarizes the findings of a qualitative study of traveling consumers on
California’s
rural tourism assets. This research was conducted May 12
th
through 20
th
, 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.
 
Note:
 
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).
Objectives
 
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
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