1. Presented by Lisa Muldowney, Danielle Oakes, Christine
Hazelet, Shauna McGuay with Dr. Shazad Mohammed CHAUTAUQUA COUNTY
TOURISM STUDY
2. PROJECT OVERVIEW
3. PROJECT OVERVIEW Discover ways to increase visitor traffic
to the county?
4. PROJECT OVERVIEW Discover ways to increase visitor traffic
to the county? Needed to figure out who is coming to the county and
why?
5. PROJECT OVERVIEW Discover ways to increase visitor traffic
to the county Needed to figure out who is coming to the county and
why? Had to determine their demographics, their motivations to
visit, which information sources used, desirability of local
attractions, and details of their overall experience
6. PROJECT OVERVIEW Discover ways to increase visitor traffic
to the county Needed to figure out who is coming to the county and
why? Had to determine their demographics, their motivations to
visit, which information sources used, desirability of local
attractions, and details of their overall experience Created 5
surveys to examine these
7. OVERVIEW OF SURVEYS
8. OVERVIEW OF SURVEYS Survey 1: Visitor
9. OVERVIEW OF SURVEYS Survey 1: Visitor Survey 2: Tourist
13. SURVEY 1: VISITOR SURVEY Project Manager: Lisa
Muldowney
14. OVERVIEW Aimed at visitors coming to Chautauqua County
Intended to identify information related to these visits 274
respondents were surveyed at local establishments and attractions
in the area SURVEY 1
15. DEMOGRAPHICS 74.1% were visitors 75.2% were first time
visitors 59.5% were female; 40.5% were male SURVEY 1
16. DEMOGRAPHICS 74.1% were visitors 75.2% were first time
visitors 59.5% were female; 40.5% were male 52.9% were between
18-34 years old 87% completed high school or above 95.3% lived in
the US SURVEY 1
17. FINDINGS SURVEY 1
18. FINDINGS Visitors made 5 or more visits in past year 85.4%
of visitors took their own personal car to the area Main reasons
given were leisure and school Top reasons for coming to the area
were restaurant dining, outdoor activities, and wineries SURVEY
1
19. FINDINGS Average visitors stayed 1-2 days, 1-2 nights
Estimated day spend was $211 Spending categories: Dining: $100
Shopping: $100 Entertainment & Attractions: $85 SURVEY 1
20. FINDINGS Average visitors stayed 1-2 days, 1-2 nights
Estimated day spend was $211 Spending categories: Dining: $100
Shopping: $100 Entertainment & Attractions: $85 Estimated trip
spend was $281 SURVEY 1
21. FINDINGS Family and friends were their main source of
information with the internet being a secondary source Prior
planning led to higher levels of attendance SURVEY 1
22. FINDINGS Family and friends were their main source of
information with the internet being a secondary source Prior
planning led to higher levels of attendance Specific Places visited
SURVEY 1
23. FINDINGS Family and friends were their main source of
information with the internet being a secondary source Prior
planning led to higher levels of attendance Specific Places visited
Satisfaction level and repeat visit? SURVEY 1
25. OVERVIEW Aimed at tourists coming to Chautauqua County
Identify information and trends associated with tourists to
Chautauqua County 209 respondents were surveyed at area
establishments and attractions SURVEY 1
26. DEMOGRAPHICS 95.2% were tourist visitors 56% were male; 44%
were female 54.5% were in the 18-34 age bracket SURVEY 2
27. DEMOGRAPHICS 95.2% were tourist visitors 56% were male; 44%
were female 54.5% were in the 18-34 age bracket 93.4% completed
high school or above 98.1% lived in the US SURVEY 2
28. FINDINGS SURVEY 2
29. FINDINGS Visitors made 5 or more visits in past year 85.4%
of visitors took their own personal car to the area Main reason
given was leisure Top reasons for coming to the area were vacation,
visit family and friends, attend an area event SURVEY 2
30. FINDINGS Average tourist visitors stayed 3 days, between
5-10 days Groups of 1-2 adults, parties up to 5 or more SURVEY
2
31. FINDINGS Average tourist visitors stayed 3 days, between
5-10 days Groups of 1-2 adults, parties up to 5 or more Family and
friends were their main source of information with the internet
being a secondary source SURVEY 2
32. FINDINGS Average tourist visitors stayed 3 days, between
5-10 days Groups of 1-2 adults, parties up to 5 or more Family and
friends were their main source of information with the internet
being a secondary source Specific Places visited SURVEY 2
33. FINDINGS Average tourist visitors stayed 3 days, between
5-10 days Groups of 1-2 adults, parties up to 5 or more Family and
friends were their main source of information with the internet
being a secondary source Specific Places visited Favored Lodging
SURVEY 2
34. FINDINGS Average tourist visitors stayed 3 days, between
5-10 days Groups of 1-2 adults, parties up to 5 or more Family and
friends were their main source of information with the internet
being a secondary source Specific Places visited Favored Lodging
Satisfaction level and repeat visit? SURVEY 2
36. OVERVIEW Our aim was to reach students that have had
visitors within the past year Intention was to uncover why people
come to the county to visit students and learn what people took
advantage of during their stay 271 respondents Respondents
consisted of students attending SUNY at Fredonia and Jamestown
Community College SURVEY 3
37. OVERVIEW Aimed at student visitors coming to Chautauqua
County Discover information about people coming to visit students
271 respondents attending SUNY at Fredonia and Jamestown Community
College SURVEY 3
38. DEMOGRAPHICS 91% were students 49% were male; 51% were
female 37% live on campus Mostly Juniors and Seniors SURVEY 3
39. FINDINGS SURVEY 3
40. FINDINGS 63% had a guest stay with them within the past
year Total of 1,069 visitors, average of 89 per month SURVEY 3
41. FINDINGS 63% had a guest stay with them within the past
year Total of 1,069 visitors, average of 89 per month Specific
Places visited SURVEY 3
42. FINDINGS 63% had a guest stay with them within the past
year Total of 1,069 visitors, average of 89 per month Specific
Places visited Peak Times SURVEY 3
43. FINDINGS 63% had a guest stay with them within the past
year Total of 1,069 visitors, average of 89 per month Specific
Places visited Peak Times Favored Lodging SURVEY 3
45. OVERVIEW Aimed at residents with out-of-town visitors
coming to Chautauqua County Discover information about peak
visitation times and related trends, including the activities
participated while visiting the county 250 respondents in the
county SURVEY 4
46. DEMOGRAPHICS 100% were 18 or older 99% were current
residents Areas Fredonia, Dunkirk, Westfield, Jamestown, and Silver
Creek SURVEY 4
47. FINDINGS 89% had an out-of-town guest stay overnight within
the past year Total of 1,689 visitors, average of 141 per month
SURVEY 4
48. FINDINGS 89% had an out-of-town guest stay overnight within
the past year Total of 1,689 visitors, average of 141 per month
Prominent activities dining out, visiting the waterfront/boating,
picnicking, attending musical performances, and exploring local
wineries/bars SURVEY 4
49. FINDINGS 89% had an out-of-town guest stay overnight within
the past year Total of 1,689 visitors, average of 141 per month
Prominent activities dining out, visiting the waterfront/boating,
picnicking, attending musical performances, and exploring local
wineries/bars Summer was the busiest period accounting for 35% of
the out-of-town visitors, followed by Fall with 29% SURVEY 4
50. FINDINGS 89% had an out-of-town guest stay overnight within
the past year Total of 1,689 visitors, average of 141 per month
Prominent activities dining out, visiting the waterfront/boating,
picnicking, attending musical performances, and exploring local
wineries/bars Summer was the busiest period accounting for 35% of
the out-of-town visitors, followed by Fall with 29% Winter months
were the slowest period for out-of-town visitors, with the
exception of January SURVEY 4
52. OVERVIEW Aimed at tourists coming to Chautauqua County
Discover basic demographic information on visitors. 250 respondents
were surveyed at area establishments and attractions SURVEY 5
53. DEMOGRAPHICS 55.2% were male; 44.8% were female Two
clusters: 30.4% 18-24 20.8% 45-54 93.4% completed high school or
above SURVEY 5
54. DEMOGRAPHICS 55.2% were male; 44.8% were female Two
clusters: 30.4% 18-24 20.8% 45-54 93.4% completed high school or
above 98.4% lived in the US Primarily Caucasian 100% completed High
school or further schooling Most respondents earned an income
between $30,001 to $50,000 SURVEY 5
55. FINDINGS 64% of visitors reported they will or definitely
will return to the county in the next 2 years 38% of participants
had 4-year degrees 62% of visitors had an estimated household
income of $75,000 or less SURVEY 5
56. LIMITATIONS Time of year research was conducted Areas of
Chautauqua County that were not represented Need for ongoing
research
57. RECOMMENDATIONS Focus on outdoor activities geared towards
each season
58. RECOMMENDATIONS Focus on outdoor activities geared towards
each season Improve and increase the internet presence review
services on websites such as TripAdvisor and Yelp
59. RECOMMENDATIONS Focus on outdoor activities geared towards
each season Improve and increase the internet presence review
services on websites such as TripAdvisor and Yelp Utilize sites
like Groupon to promote attractions and restaurants in the
county
60. RECOMMENDATIONS Focus on outdoor activities geared towards
each season Improve and increase the internet presence review
services on websites such as TripAdvisor and Yelp Utilize sites
like Groupon to promote attractions and restaurants in the county
Take advantage of student orientations and other college events to
advertise and increase foot traffic and revenue for local
businesses - use the University website as a platform to advertise
attractions
61. RECOMMENDATIONS Focus on outdoor activities geared towards
each season Improve and increase the internet presence review
services on websites such as TripAdvisor and Yelp Utilize sites
like Groupon to promote attractions and restaurants in the county
Take advantage of student orientations and other college events to
advertise and increase foot traffic and revenue for local
businesses - use the University website as a platform to advertise
attractions Highlight the nightlife available
62. PROPOSED CAMPAIGNS Consider the following strategy
utilizing the existing Twitter account, @TourChautauqua. I
Chautauqua campaign. Choose 100 places to visit in the Chautauqua
County area. Target relevant hash-tags (ie: #30in30, expositing 30
places in 30 days) and invite users to visit and post pictures of
the area. The objective is to raise awareness of new visitors and
educate existing residents of some less known area
attractions.
63. #30IN30 PROPOSED CAMPAIGNS Consider the following strategy
utilizing the existing Twitter account, @TourChautauqua. I
Chautauqua campaign. Choose 100 places to visit in the Chautauqua
County area. Target relevant hash-tags (ie: #30in30, expositing 30
places in 30 days) and invite users to visit and post pictures of
the area. The objective is to raise awareness of new visitors and
educate existing residents of some less known area
attractions.
64. Travel Guides ensure availability Chautauqua County Coupons
PROPOSED CAMPAIGNS
65. PROPOSED CAMPAIGNS QR codes added to the countys travel
guide would direct visitors to its social media sites. The countys
facebook page or twitter account would be used to offer subscribers
at least one deal each week. The community giving back to the
Community
66. PROPOSED CAMPAIGNS QR codes added to the countys travel
guide would direct visitors to its social media sites. The countys
facebook page or twitter account would be used to offer subscribers
at least one deal each week. A certain number of people will need
to sign up for the offer before the coupon discount is valid.
Chautauqua County Coupons could be placed on the Chautauqua County
Visitors Bureau Website for exposure. Participating business are
encouraged to display the QR code at their building and their
advertisements.