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Profile of the Annual Fall Foliage Tourist in Vermont: Travel Year 2001
Prepared for The Vermont Department of Tourism and Marketing
Prepared for The Vermont Tourism Data Center
in Association with Community Development and Applied Economics and
School of Business Administration, University of Vermont
October 2002
Profile of the Annual Fall Foliage Tourist in
Vermont: Travel Year 2001
Report Prepared By
Logan H. Brown, Vermont Tourism Data Center, School of Natural Resources
University of Vermont
October 2002
Research Available through a partnership between the Vermont Department of Tourism and Marketing (VDTM) and Vermont Tourism Data Center(VTDC), School of Natural
Resources, University of Vermont
(802) 828-3230 (VDTM) (802) 656-0623(VTDC) http://snr.uvm.edu/vtdc
i
Table of Contents Background and Methods 1 Introduction 2 Executive Summary 5 Trips to View Fall Foliage 7 Demographics: Age 8 Demographics: Household Income 9 Demographics: Region 10 Demographics: Education Levels 11 Nights Spent in Vermont 12 Activities: Visiting Friends 13 Activities: Visiting Relatives 14 Activities: Buying Vermont Products 15 Activities: Romantic Getaways 16 Activities: Family Getaways 17 Activities: Visiting Historic Sites 18 Activities: Downhill Skiing 19 Summary and Conclusions 20 Appendix: 2001 National Survey of the Vermont Visitor 22 Bibliography 31
1
Background and Methods • This is a companion report to A National Survey of the Vermont Visitor 2001. This
research project is funded through the Vermont Department of Tourism and Marketing and conducted through the Vermont Tourism Data Center at the University of Vermont in partnership with the School of Business Administration and the Department of Community Development and Applied Economics.
• A panel of 224,412 consumers managed by Ipsos-NPD was mailed the initial screener
survey for this research. Ipsos-NPD is a full service international marketing research firm that maintains a nationally representative consumer panel of 225,000 households.
• This geo-demographically balanced sample of U.S. households was asked, “For each
month below, please indicate how many pleasure trips any member of your household made, or will make, to Vermont between December 1, 2000 and November 30, 2001.”
• A total of 154,083 panelists responded to the screening question (for an overall
response rate of 68.7 percent), with 3,957 (i.e., 2.6%) indicating that they or some member of their household made (or intended to make) at least one pleasure trip to Vermont between December 1, 2000 and November 30, 2001.
• A second, more detailed questionnaire was sent to those households that indicated
that they or some member of their household made (or intended to make) at least one pleasure trip to Vermont between December 1, 2000 and November 30, 2001.
• A total of 1,473 valid questionnaires were returned (a 40.1% follow-up response
rate). • This report explores information gathered from respondents regarding trips made to
view fall foliage in Vermont. • Of particular interest to this study are those respondents who indicated that made fall
foliage viewing trips to Vermont every year, and those Vermont visitors who report having never made a trip to view foliage in Vermont.
• Of the 1473 valid questionnaires we received, 1430 respondents answered the
question, “How often have one or more members of your household taken trips to Vermont to view its fall foliage?”
2
Introduction
A century ago, Vermont might have had a harder time making its name among
fall foliage connoisseurs. Both Charles W. Johnson (The Nature of Vermont :
Introduction and Guide to a New England Environment; Hanover, N.H. : University
Press of New England, 1980) and Jan Albers (Hands on the Land : A History of the
Vermont Landscape; Cambridge, Mass. : Orton Family Foundation, Rutland, Vt., by MIT
Press, 2000) report that by the late 1800’s, Vermont’s landscape was upwards of 80%
deforested. The mixed hardwood-softwood forests that existed in 1700’s Vermont had
been cleared to make way for sheep and dairy farming, and later re-growth was sacrificed
to support a burgeoning timber industry. The declining profitability of sheep farming and
the abandonment of family farms for work in more industrialized New England states
during the mid-1800’s, however, afforded the land a repast, and reforestation began.
White pines and birches quickly filled the Vermont landscape, setting the stage
perfectly for the eventual succession of hardwoods, allowing a return to the mixed
hardwood-softwood forests of Vermont’s earlier days. Forest composition has changed
due to natural and human-induced changes. Hardwoods that were once predominant
have, for reasons of disease and climactic changes, become less prevalent. Fortunately for
the foliage tourist, however, the red and sugar maples that give Vermont it’s hallmark
autumn colors allow today’s tourists to gasp at electric displays.
As tourist attractions go, fall foliage is a particularly interesting phenomenon. Not
only is the change in leaf color the result of (despite all the science) somewhat mystical
leaf chemistry, it is an event that happens each year in a slightly different manner.
3
Imagine the Grandmaster of a parade who one year whistled for his marchers to play
loudly and march quickly across the state, and the next year had them play quietly and
march slowly. No matter; the spectators come each year to watch the parade, and
however hard we may try to predict whether the colors will march quickly from North to
South, or how vibrant the reds and yellows will be, we never really know what to expect.
Perhaps this variability helps make the fall foliage event so enjoyable from year to
year; and tourists do come to see the leaves every year. Almost twelve percent (11.8%)
of our state’s visitors report coming to view the foliage each year. Indeed, fall is a busy
tourist season in Vermont. Second only to Summer, with 33% of total trips made, 28% of
2001 tourist trips to Vermont were made in the fall (September, October, November),
while nationally only 23% of tourist trips were made in the fall. Additionally, fall
visitation accounted for an estimated $1.06 billion in tourist expenditures in 2001 (The
Economic Impact of Tourism in Vermont: Fall 2001).
Vermont’s vivid fall foliage sets it apart from other tourist destinations in the
minds of many visitors (Message and Visual Appeal Analysis: A Study of Vermont’s
Image: 1998). Viewing fall foliage was the top reported primary purpose for visiting
Vermont in the fall of 2001, with 22.1% of the trips being categorized as fall foliage
touring (The Economic Impact of Tourism in Vermont: Fall 2001).
In light of the important role foliage plays in Vermont’s image and economy, this
report has been compiled in an attempt to better understand both the Vermont tourist that
makes viewing fall foliage a part of their vacation, and the Vermont visitor who has never
made “leaf peeping” an activity of choice. This report presents a profile of the Vermont
fall foliage tourist and a profile of visitors who do not view fall foliage to provide insights
4
into the demographic markets that have yet to participate in Vermont’s top fall tourism
activity. To date, very little has been written on the fall foliage tourist, making this
analysis a helpful tool for marketing Vermont’s fall foliage attractions.
The variables that were selected to examine were chosen because there was either
a significant difference between foliage visitation groups or the variable was of particular
interest to fall marketing efforts. Demographics are crucial to any visitor profile, and in
the case of foliage tourism, an examination of visitor age and region of residence lent
some valuable insights into who views fall foliage on a regular basis, as well as who does
not.
Within the fall season, a visitor to Vermont may engage in a wide spectrum of
activities not normally available across other seasons; warm weather hiking in
September, harvest festivals in October, and some early skiing in November. As a result,
examining what activities fall foliage tourists reported engaging in yielded some
interesting information.
5
Executive Summary
This report is a companion report to A National Survey of the Vermont Visitor
2001. This research project is funded through the Vermont Department of Tourism and
Marketing and conducted through the Vermont Tourism Data Center at the University of
Vermont in partnership with the School of Business Administration and the Department
of Community Development and Applied Economics.
Profile of the Annual Fall Foliage Viewer
• 11.8% of visiting households reported that they took fall foliage trips to Vermont
every year (p. 7).
• The average age of the Vermont visitor who views fall foliage every year is 53
years old (p. 8).
• This visitor has a mean income of $59,563 (p. 9).
• Annual foliage visitors are predominantly from New England and Middle Atlantic
states (p. 10).
• Most annual foliage visitors hold at least a high school education, while 21.7%
have a college education (p. 11).
• Annual ‘leaf peepers’ are more likely to make multiple visits to Vermont to visit
friends and relatives, and are more likely to make family getaways to Vermont
(pp. 13-14, p. 17).
• Tourists made 1.5 million trips to Vermont during September, October, and November of 2001, an increase of 20.2% over the same months in 1999.
• More than 70% of tourist expenditures during fall affected three industry sectors-lodging, retail, and restaurants.
• The total impact on the Vermont economy of fall tourism is estimated to be $1.06 billion on industry output, $383.5 million on labor income, and $69.1 million on indirect business taxes.
• Viewing fall foliage was the number one primary activity among 2001 fall tourists to Vermont.
6
• Annual foliage visitors purchase Vermont made products and visit historic sites in
Vermont more frequently that those that rarely or never view fall foliage
(p. 15, p. 18).
• Additionally, annual foliage visitors downhill ski in Vermont more often than
those visitors that rarely or never view fall foliage (p. 19).
Profile of the Vermont Visitor who Never Views Fall Foliage
• 37.3% of visiting households reported never having taken a trip to Vermont to
view fall foliage (p. 7).
• The average age of the visitor who has not viewed fall foliage is 47 years old, 6
years younger that the visitor who views foliage every year (p. 8).
• The average income of the visiting households that reported never having taken a
trip to Vermont to view fall foliage is $66,484, $6,921 more than the households
that visit every year (p. 9).
• Households that reported never having viewed fall foliage were predominantly
form the New England and Middle Atlantic states. This suggests that there is an
untapped fall foliage market within a day’s drive of Vermont (p. 10).
• 32.9% of visitors who reported never having taken a trip to Vermont to view
foliage hold at least a college degree (p. 11).
• Most visiting households that reported never having taken a trip to Vermont to
view foliage made one trip to Vermont to visit friends and relatives (pp. 13-14).
• 84.1% of visiting households that reported never having taken a trip to Vermont
to view fall foliage bought Vermont products during one trip to Vermont. 7.6%
reported buying Vermont products during two or more trips to Vermont. This
pales in comparison to the 44% of annual foliage visitors who reported buying
Vermont products during two or more trips to Vermont (p. 15).
• Visiting households that reported never having taken a trip to Vermont to view
fall foliage were no more likely than any other group to make family or romantic
getaways to Vermont, nor did they visit historic sites or go downhill skiing in
Vermont more often (pp. 16-19).
7
Trips to View Fall Foliage Percent of visiting household trips taken to view Vermont’s fall foliage:
Fall Foliage Trips Percent of Visiting
Households Every Year 11.8% More than once, but not every year 33.1% One time 17.8% Never 37.3%
• A small, but loyal set of visiting households (11.8%) reported that they took fall foliage trips to Vermont every year.
• Over one-third (37.3%) of visiting households indicated that they had never made
a trip to Vermont to view its fall foliage. Given that Vermont is a drive market for many of these households, an opportunity clearly exists to attract more of these households.
Trips to View Fall Foliage
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%
Every Year More thanonce, butnot every
year
One time Never
Percent of VisitingHouseholds
8
Demographics: Age
Percent of Visitors That Reported
Viewing Foliage Every Year
Percent of Visitors That Reported Never Viewing
Foliage Average Visitor Under 25 1.8% 2.6% 2.4% 25-29 6.5% 9.4% 7.3% 30-34 5.4% 10.3% 7.1% 35-39 7.7% 11.8% 9.4% 40-44 8.9% 10.9% 10.7% 45-49 10.1% 11.6% 11.4% 50-54 10.7% 12.9% 11.5% 55-59 9.5% 9.7% 10.3% 60-64 10.7% 5.2% 8.3% 65 and Over 28.6% 15.5% 21.5%
• 28.6% of those reporting that they view foliage every year are 65 and over, while 15.5% of those who never view foliage are 65 and older.
• Visitors that view foliage every year tend to be older than visitors who report never viewing fall foliage.
Age of Vermont Visitors
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Under25
25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65andOver
Percent of Visitors That ReportedViewing Foliage Every YearPercent of Visitors That ReportedNever Viewing Foliage Percent of Total Respondents
9
Demographics: Household Income
Percent of Visitors That Reported Viewing
Foliage Every Year
Percent of Visitors That Reported Never Viewing
Foliage Average Visitor Under $10,000 4.2% 3.4% 2.8% $10,000-$19,000 14.3% 6.6% 8.6% $20,000-$29,999 8.3% 9.4% 8.6% $30,000-$39,000 11.3% 10.9% 11.5% $40,000-$49,000 10.7% 9.2% 10.3% $50,000-$59,000 10.7% 11.2% 10.3% $60,000-$69,000 5.4% 12.0% 9.7% $70,000-$99,000 22.0% 21.2% 20.4% $100,000 and Over 13.1% 16.3% 17.9%
Average Household
Incomes Every Year $59,563.99 More than once but not every year $68,742.09 Only once $65,757.87 Never $66,484.55
• The average household income of repeat annual foliage visitors is $59,563.99. • There was no significant difference in household incomes among visitation
groups.
Average Income of Vermont Visitors
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Under
$10,0
00
$10,0
00-$1
9,000
$20,0
00-$2
9,999
$30,0
00-$3
9,000
$40,0
00-$4
9,000
$50,0
00-$5
9,000
$60,0
00-$6
9,000
$70,0
00-$9
9,000
$100
,000 a
nd O
ver
Percent of Visitors ThatReported Viewing Foliage EveryYearPercent of Visitors ThatReported Never Viewing Foliage
Percent of Total Respondents
10
Demographics: Region
Percent of Visitors That
Reported Viewing Foliage Every
Year
Percent of Visitors That
Reported Never Viewing Foliage
Percent of Total Respondents
New England 48.8% 27.9% 33.9% Middle Atlantic 42.9% 37.8% 35.2% East North Central 0.6% 7.5% 5.8% West North Central 1.8% 2.6% 1.9% South Atlantic 4.2% 14.2% 12.6% East South Central 0.6% 3.0% 2.0% West South Central 1.8% 3.6% 4.1% Mountain 0.0% 2.1% 2.0% Pacific 1.2% 1.3% 2.4% • The New England region includes ME, NH, MA, CT, and RI. • The Middle Atlantic states include NY, PA, and NJ. • Those tourists most likely to view Vermont’s fall foliage every year come
predominantly from New England and the Middle Atlantic states. • These statistics reinforce the notion that foliage tourism is dependent on tourists
within a drive region. • 65.7% of Vermont visitors that report never viewing fall foliage are within the
potential drive regions of New England and the Middle Atlantic.
Visitation by Census Division
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
New Eng
land
Middle
Atlanti
c
East N
orth C
entra
l
West N
orth C
entra
l
South
Atlanti
c
East S
outh
Centra
l
West S
outh
Centra
l
Mounta
inPac
ific
Percent of Visitors ThatReported Viewing Foliage EveryYearPercent of Visitors ThatReported Never Viewing Foliage
Percent of Total Respondents
11
Demographics: Education Levels
Percent of Visitors That
Reported Viewing Foliage
Every Year
Percent of Visitors That
Reported Never Viewing Foliage
Percent of Total Respondents
Grade School 1.2% .4% .4% Some High School 4.8% 4.1% 4.2% High School Graduate 37.3% 21.4% 24.8% Some College 19.3% 18.4% 19.8% College Graduate 21.7% 32.9% 30.3% Some Post-Graduate 15.7% 22.7% 20.5%
• There was no significant difference between the education levels of those who reported viewing fall foliage every year and those that reported never having viewed it.
• Among visitors that report viewing fall foliage every year, 21.7% are college graduates, while 32.9% of those who report never having viewed fall foliage hold college degrees..
Education Level of Vermont Visitors
0.0%5.0%
10.0%15.0%20.0%25.0%30.0%35.0%40.0%
Grade S
choo
l
Some H
igh Sch
ool
High Sch
ool G
radua
te
Some C
olleg
e
Colleg
e Grad
uate
Some P
ost-G
radua
te
Percent of Visitors ThatReported Viewing FoliageEvery YearPercent of Visitors ThatReported Never ViewingFoliage Percent of Total Respondents
12
Nights Spent in Vermont
View Foliage Every Year
More Than Once/Not Every Year
Viewed Foliage Only Once
Never Viewed Fall Foliage
Average Nights Spent in Fall 5.8 2.9 2.4 2.1
View Foliage Every Year
More Than Once/Not Every Year
Viewed Foliage Only Once
Never Viewed Fall Foliage
No Nights in Vermont 13.9% 19.5% 15.2% 36.1% One Night in Vermont 10.1% 13.6% 26.7% 14.8% Two Nights in Vermont 31.6% 20.1% 20.0% 20.4% Three or More Nights in Vermont 44.3% 46.7% 38.1% 28.7%
• Visitors that report viewing fall foliage each year stay an average of 5.8 nights in Vermont during the fall season.
• There is a significant difference between the average fall nights spent in Vermont by annual foliage visitors and those that have never viewed fall foliage in Vermont.
13
Activities: Visiting Friends
View Foliage Every Year
More Than Once/Not Every
Year Viewed Foliage
Only Once Never Viewed Fall Foliage
Did Not Visit Friends 25.5% 18.5% 26.2% 36.4% Visited Friends Once 39.2% 58.4% 60.7% 54.5% Visited Friends Twice 7.8% 11.8% 8.2% 7.3% Visited Friends 3 or More Times 27.5% 11.3% 4.9% 1.8% • 27.5% of Vermont visitors that reported viewing fall foliage every year also reported
visiting friends in Vermont 3 or more times, while 1.8% of those reporting never having viewed fall foliage visited friends 3 or more times.
• A Chi Square test1 revealed that there was a significant difference between the number of trips that included visiting friends in Vermont and whether the respondent viewed fall foliage every year or not, indicating that annual foliage visitors are more likely to visit friends in Vermont more often .
Visits to Friends by Fall Tourists
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Did Not VisitFriends
Visited FriendsOnce
Visited FriendsTwice
Visited Friends3 or More
Times
View Foliage Every YearNever Viewed Fall Foliage
1 Chi-Square Analysis is a statistical significance test used to evaluate the probability that any sample relationship observed might be due solely to sampling error (Dometrius, N. C. , Social Statistics Using SPSS , New York: Harper Collins.)
14
Activities: Visiting Relatives
• 29.7% of Vermont visitors that reported viewing fall foliage every year also reported
visiting relatives in Vermont 4 or more times. 2.9% of those reporting never having viewed fall foliage visited relatives 4 or more times.
• A Chi Square test indicated a significant difference between the number of trips that included visiting relatives in Vermont and whether the respondent viewed fall foliage every year or not, indicating that foliage visitors are more likely to visit relatives in Vermont more frequently .
Visitation of Relatives by Fall Tourists
0.0%10.0%20.0%30.0%40.0%50.0%60.0%
Did NotVisit
RelativesWhile in
VT
VisitedRelatives
OnceWhile in
VT
VisitedRelatives
TwiceWhile in
VT
VisitedRelatives
ThriceWhile in
VT
VisitedRelatives4 or More
TimesWhile in
VT
View Foliage Every YearNever Viewed Fall Foliage
View Foliage Every Year
More Than Once/Not Every Year
Viewed Foliage Only Once
Never Viewed Fall Foliage
Did Not Visit Relatives While in VT 20.3% 22.3% 32.9% 35.4% Visited Relatives Once While in VT 26.6% 50.3% 47.1% 49.1% Visited Relatives Twice While in VT 12.5% 11.4% 15.7% 10.3% Visited Relatives Thrice While in VT 10.9% 6.9% 2.9% 2.3% Visited Relatives 4 or More Times While in VT 29.7% 9.1% 1.4% 2.9%
15
Activities: Buying Vermont Products
• 44% of visitors that reported viewing fall foliage every year also reported
purchasing Vermont products during two or more visits to Vermont. • Only 10.3% of visitors that reported never viewing fall foliage reported
purchasing Vermont products during two or more visits to Vermont. • A Chi Square test indicated a significant difference between fall foliage viewing
groups indicating that those who visit Vermont to view fall foliage more frequently also purchase Vermont products on more occasions.
Purchase of Vermont Products by Fall Tourists
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
Bougt No VTProducts
Bought VTProducts
During 1 Trip
Bought VTProducts
During 2 ormore Trips
View Foliage EveryYearNever Viewed FallFoliage
View Foliage Every
Year More Than Once/Not
Every Year Viewed Foliage
Only Once Never Viewed Fall Foliage
Bought No VT Products 3.0% 4.3% 8.3% 10.6% Bought VT Products During 1 Trip 53.0% 70.6% 84.1% 79.0% Bought VT Products During 2 or more Trips 44.0% 25.1% 7.6% 10.3%
16
Activities: Romantic Getaways
• A Chi Square test revealed no significant difference between foliage viewing
groups and romantic getaways. • Repeat fall foliage visitors are no more likely to make a romantic getaway to
Vermont than other visitors.
Romantic Getaways Made by Fall Tourists
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Did Not Make aRomantic
Getaway to VT
Made 1Romantic
Getaway to VT
Made 2 or More
View Foliage Every YearNever Viewed Fall Foliage
View Foliage Every Year
More Than Once/Not Every Year
Viewed Foliage Only Once
Never Viewed Fall Foliage
Did Not Make a Romantic Getaway to VT 40.8% 50.5% 50.0% 52.5% Made 1 Romantic Getaway to VT 44.9% 43.0% 46.3% 44.3% Made 2 or More Romantic Getaways to VT 14.3% 6.5% 3.7% 3.3%
17
Activities: Family Getaways
• A Chi Square test revealed that visitors who view fall foliage every year make more family getaways to Vermont; 21% of those who reported that they view fall foliage every year also report making three or more family getaways to Vermont as compared to only 1.6% of those who have never viewed fall foliage. This may suggest that fall foliage viewing is a family activity.
Family Getaways Made by Fall Tourists
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Did Not TakeFamily Getaway
to VT
Took 1 FamilyGetaway to VT
Took 2 FamilyGetaways to VT
Took 3 or More
View Foliage Every YearNever Viewed Fall Foliage
View Foliage Every
Year More Than Once/Not
Every Year Viewed Foliage
Only Once Never Viewed Fall Foliage
Did Not Take Family Getaway to VT 22.6% 27.3% 28.6% 34.6% Took 1 Family Getaway to VT 45.2% 54.7% 61.9% 60.0% Took 2 Family Getaways to VT 11.3% 10.8% 9.5% 3.8% Took 3 or More Family Getaways to VT 21.0% 7.2% 0.0% 1.6%
18
Activities: Visiting Historic Sites
• 15% of Vermont visitors that reported viewing fall foliage every year also reported
making 3 or more trips to Vermont during which they visited historic sites. 1.1% of those reporting never having viewed fall foliage reported making 3 or more trips to Vermont during which they visited historic sites.
• A Chi Square test revealed a significant difference between foliage viewing groups and the visitation of historic sites in Vermont. Visitors that view fall foliage every year are more likely to visit historic sights in Vermont more often.
• This indicates that marketing fall foliage trips combined with visits to historic sights might be appealing to families.
Visitation of Historic Sites by Fall Tourists
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Visited NoHistoric Sites
VisitedHistoric Site
Once
VisitedHistoric Sites
Twice
VisitedHistoric Sites
3 or MoreTimes
View Foliage Every YearNever Viewed Fall Foliage
View Foliage Every Year
More Than Once/Not Every
Year Viewed Foliage
Only Once Never Viewed Fall
Foliage Visited No Historic Sites in VT 24.6% 18.2% 18.2% 33.1% Visited Historic Site Once in VT 52.3% 69.6% 75.8% 63.4% Visited Historic Sites Twice in VT 7.7% 7.7% 5.1% 2.3% Visited Historic Sites 3 or More Times in VT 15.4% 4.4% 1.0% 1.1%
19
Activities: Downhill Skiing
• 25% of Vermont visitors that reported viewing fall foliage every year also reported
making 3 or more trips to Vermont during which they went downhill skiing. 5% of those reporting never having viewed fall foliage reported also reported making 3 or more trips to Vermont during which they went downhill skiing.
• A Chi Square test revealed a significant difference between foliage viewing groups and the number of downhill skiing trips taken to Vermont Visitors that view fall foliage every year are more likely to visit go downhill skiing in Vermont more often.
• This possibly indicates a familiarity on behalf of the visitor of what Vermont offers in multiple seasons.
Downhill Skiing Trips Made by Fall Tourists
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Never Went D-hill Skiing
Went D-hillSkiing Once
Went D-hillSkiing Twice
Went D-hillSkiing 3 or
More Times
View Foliage Every YearNever Viewed Fall Foliage
View Foliage Every Year More Than Once/Not
Every Year Viewed Foliage
Only Once Never Viewed Fall Foliage
Never Went Downhill Skiing 42.3% 51.0% 47.4% 39.6% Went Downhill Skiing Once 25.0% 29.0% 45.6% 48.4% Went Downhill Skiing Twice 7.7% 11.0% 3.5% 6.9% Went Downhill Skiing 3 or More Times 25.0% 9.0% 3.5% 5.0%
20
Summary and Conclusions
Almost twelve percent of visiting households reported that they took fall foliage trips
to Vermont every year. The average age of the Vermont visitor who views fall foliage
every year is 53 years old, and this visitor has a mean income of $59,563. Annual foliage
visitors are predominantly from New England and Middle Atlantic states. Most annual
foliage visitors hold at least a high school education, while 21.7% have a college
education.
Annual ‘leaf peepers’ are more likely to make multiple visits to Vermont to visit
friends and relatives, and are more likely to make family getaways to Vermont. While
proximity to Vermont certainly influences the frequency of visits to Vermont as well as
the length of stay, it should be pointed out that Thanksgiving occurs during the fall
tourism season, and, may have an effect on visitation to family and friends in the state.
Annual foliage visitors purchase Vermont made products and visit historic sites in
Vermont more frequently that those that rarely or never view fall foliage. Additionally,
annual foliage visitors downhill ski in Vermont more often than those visitors that rarely
or never view fall foliage. According to The Economic Impact of Tourism in Vermont:
Fall 2001, while viewing fall foliage was the most reported activity, most visitors
engaged in more than one activities while they were in Vermont. This suggests that fall is
not a “one event season”; that is, a wide selection of fall attractions might play a key role
in attracting and prolonging the stay of the fall tourist.
21
However, 37.1% of visiting households reported never having taken a trip to Vermont
to view fall foliage. The average age of the visitor who has not viewed fall foliage is 47
years old, 6 years younger that the visitor who views foliage every year. The average
income of the visiting households that reported never having taken a trip to Vermont to
view fall foliage is $66,484; although not statistically significant, that is $6,921 more than
the households that visit every year. Households that reported never having viewed fall
foliage were predominantly from the New England and Middle Atlantic states. This
suggests that there is an untapped fall foliage market within a day’s drive of Vermont.
Almost thirty-three percent of visitors who reported never having taken a trip to Vermont
to view foliage hold at least a college degree. Most visiting households that reported
never having taken a trip to Vermont to view fall foliage made one trip to Vermont to
visit friends and relatives. 84.1% of visiting households that reported never having taken
a trip to Vermont to view fall foliage bought Vermont products during one trip to
Vermont. 7.6% reported buying Vermont products during two or more trips to Vermont.
This pales in comparison to the 44% of annual foliage visitors who reported buying
Vermont products during two or more trips to Vermont. Visiting households that reported
never having taken a trip to Vermont to view fall foliage were no more likely than any
other group to make family or romantic getaways to Vermont, nor did they visit historic
sites or go downhill skiing in Vermont more often.
One of the main issues that the Department of Tourism and Marketing should make
note of is the age demographic participating in fall activities in Vermont. Fall foliage
viewing is an activity predominantly enjoyed by an older demographic. The state might
expect an increase in fall foliage viewing as our nation’s population continues to age.
22
Alternately, a subsequent decline in foliage viewing might ensue if the demographic
shifts to a younger population.
Another market that needs to be considered is those that live within a day’s drive of
the state, who are apart of a large number of visitors from New England and the Mid-
Atlantic who have yet to view fall foliage suggests an untapped demographic market.
The one-third of visitors to Vermont who participate in other activities and seasons pose a
future market for the fall and may be interested in different activities that Vermont has to
offer in the fall.
Vermont’s foliage is currently its top rated fall attraction, and foliage is clearly an
icon of the state. Any loss of this icon would not only deliver an economic blow to
Vermont’s tourism economy, it would also be a blow to the state’s image as a fall tourist
destination. Vermont’s fall foliage is a unique natural gift that the state is lucky to have
received. While we can take for granted that fall will continue to arrive each year, that
there will always be such abundant, healthy trees to greet fall visitors with explosions of
colors cannot be taken for granted. Vermont must strive to protect its foliage resources,
this ensuring our role as a fall tourism destination in the Northeast.
23
Appendix
Vermont Visitor Survey
1.TRDe (Nonpumare
Fa(De
De JatrFe Ma ab 2.Vethsebe#1 (De
De#1 De
In a prior mini-survey, you indicated that a member of your household made, or intended to make, a pleasure trip to Vermont between December 1, 2000 and November 30, 2001. We request your help. Please think about any visits actually made by members of your household to Vermont during this time period, and answer the following questions as accurately as you can. NOTE: If no one in your household made a pleasure trip to Vermont between December 1, 2000 and November 30, 2001, please STOP HERE: do not complete or return this survey.
For each month below, please indicate how many PLEASURE IPS any member of your household made to Vermont between cember 1, 2000 and November 30, 2001.
ote: when household members travel together, count it as e trip. A pleasure trip is any trip that includes the rsuit of recreational or cultural activities. It may or y not also include business or other activities. Please spond based on the month in which the trip began)
Winter Spring Summer ll c ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01)
(Sep ’01 through Nov ’01)
c ’00____ trip(s)Apr ’01____ trip(s)June ’01____ trip(s)Sept ’01____ trip(s)
n ’01____ trip(s) May ’01____ trip(s) July ’01____ ip(s) Oct ’01____ trip(s) b ’01____ trip(s) Aug ’01____ trip(s)
Nov ’01____ trip(s) r ’01____ trip(s)
Total number of pleasure trips (i.e., sum of ove): __________
Below, please list, by season, the primary destination in rmont for each of these pleasure trips. Also, please list e number of trips made to each destination in the given ason. Be sure that the total number of trips reported low equals the total number of trips reported in question above.
Winter c ’00 through Mar ’01)
Spring (Apr ’01 through May ’01)
stination ____________
# of trips:___
Destination #1____________
# of trips:___
stination # of Destination # of
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#2____________ trips:___ #2____________ trips:___ Destination #3____________
# of trips:___
Destination #3____________
# of trips:___
All other destinations:
# of trips:___
All other destinations:
# of trips:___
Summer (June ’01 through Aug ’01)
Fall (Sep ’01 through Nov ’01)
Destination #1____________
# of trips:___
Destination #1____________
# of trips:___
Destination #2____________
# of trips:___
Destination #2____________
# of trips:___
Destination #3____________
# of trips:___
Destination #3____________
# of trips:___
All other destinations:
# of trips:___
All other destinations:
# of trips:___
3. What was the average number of people from your household in your travel party (include yourself) on trips during: Winter Spring Summer Fall (Dec ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01) (Sep ’01 through Nov ’01)
_____ person(s) _____ person(s) _____ person(s) _____ person(s) 4. If your trip included members of other households, what was the average number of all people (including you and your household members) in the travel party? (If any of your trips were with a motor coach group tour, do not include these in your average.) Winter Spring Summer Fall (Dec ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01) (Sep ’01 through Nov ’01)
_____ person(s) _____ person(s) _____ person(s) _____ person(s) 5. How many of your trips were with motor coach group tours?
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Winter Spring Summer Fall (Dec ’00 through Mar ’01) (Apr ’01 through May ’01) (June ’01 through Aug ’01)
(Sep ’01 through Nov ’01) _____ trip(s) _____ trip(s) _____ trip(s) _____ trip(s)
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6. In the space provided below, please write down the number of trips to Vermont that included each of the following activities (Write in number for each below)
Number of trips 1. Downhill skiing ___ 2. Cross-country skiing
___ 3. Snowmobiling
___ 4. Visited friends
___ 5. Visited relatives
___ 6. Visit a child/grandchild in school or visited a
potential school or college___ 7. Romantic get-away
___ 8. Family get-away ___ 9. Fall foliage touring
___ 10. Auto-touring (driving for pleasure)
___ 11. Water recreation (e.g., power-boating, sailing,
swimming) ___ 12. Canoeing and kayaking
___ 13. Fishing ___ 14. Hunting ___ 15. Hiking
___ 16. Biking
___ 17. Golf ___ 18. Bought Vermont made products (e.g., food, crafts,
furniture, antiques)___ 19. Visited historic sites (e.g., colonial homes,
forts, museums) ___ 20. Attended cultural events (e.g., music festivals,
arts/crafts shows, theater) ___ 21. Attended sporting events
___ 22. Attended fairs
___ 23. Watchable wildlife (e.g., bird watching, moose
watching) ___ 24. Agricultural tourism (e.g., farm visits, fruit
picking, farmer’s markets) ___ 25. Relaxed in beauty and serenity
___ 26. Shopping ___ 27. Other (specify)_________________________
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7. For each member of your household please indicate the total number of days in Vermont that were spent downhill skiing between Dec. 1, 2000 and Nov. 30, 2001. If your trip(s) did not include downhill skiing, please write in “ 0 ”. Household Member #1 __________ day(s) Household Member #4 ___________day(s) Household Member #2 __________ day(s) Household Member #5 ___________ day(s) Household Member #3 __________ day(s) Household Member #6 ___________ day(s)
All other household members _________ day(s)
8. Trips generally have a “primary purpose. ” Please list the primary purpose of each of your trips to Vermont, using the codes from Question #4 above (e.g., visited friends = 4, golf = 17). Be sure that the total number of trips reported below equals the total number of trips reported in question #1 above. Winter (Dec ’00 through Mar ’01)
Spring (Apr ’01 through Mar ’01)
Purpose #1____________
# of trips:___
Purpose #1____________
# of trips:___
Purpose #2____________
# of trips:___
Purpose #2____________
# of trips:___
Purpose #3____________
# of trips:___
Purpose #3____________
# of trips:___
All other purposes:
# of trips:___
All other purposes:
# of trips:___
Summer (June ’01 through Aug ’01)
Fall (Sep ’01 through Nov ’01)
Purpose #1____________
# of trips:___
Purpose #1____________
# of trips:___
Purpose #2____________
# of trips:___
Purpose #2____________
# of trips:___
Purpose #3____________
# of trips:___
Purpose #3____________
# of trips:___
All other purposes:
# of trips:___
All other purposes:
# of trips:___
9. On average, how many children from your household (i.e., under the age of 18) went with you on your trip(s) to Vermont?
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_________ = number of children under 18
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10. Please indicate how many times members of your household traveled to Vermont using each of the following types of transportation. The total number should equal the total number of trips you reported in question #1. Owned auto or truck.. ___________ Rented auto or truck............................... ___________ Group tour bus .......... ___________ Ferry ...................................................... ___________ Private plane.............. ___________ Commercial bus ..................................... ___________ Commercial airline... ___________ RV/motorhome……............................... ___________ Train .......................... ___________ Other (Specify): ______________________________ 11. Below you are asked about day and overnight trips to Vermont, by season: Winter Spring Summer Fall
(Dec ’00 through (Apr ’01 through (Jun ’01 through (Sep ’01 through
Mar ’01) May ’01) Aug ’01) Nov ’01)
(a) How many of your trips to Vermont were day trips (no nights spent)? _____ _____ _____ _____ (b) How many of your trips to Vermont were overnight trips? _____ _____ _____ _____ (c) What was the total number of nights you spent in Vermont? _____ _____ _____ _____ (d) For overnight trips, please indicate the total number of nights spent in each of the following accommodations:
. Winter (Dec ’00 through Mar ’01)
Spring (Apr ’01 through May ’01)
Summer (Jun ’01 through Aug ’01)
Fall (Sep ’01 through Nov ’01)
A locally owned hotel/motel
A hotel/motel chain
A private residence of a friend or relative
A vacation home that you
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own A bed and breakfast or country inn
State park campground
Private campground or RV park
A rented cabin, cottage, home or condominium
Other (Specify): ___________________
12. Overall, how would you rate the VALUE of your Vermont trip(s) relative to trips you’ve recently taken elsewhere?
Poor Fair Good Very Good Excellent Perfect
____ _____ _____ _____ _____ _____ 13. Overall, how SATISFIED are you with your Vermont trip(s) relative to trips you’ve recently taken elsewhere? Very Very Dissatisfied Satisfied
____ _____ _____ _____ _____ _____ 14. What is the likelihood that you will visit Vermont again sometime in the next 12 months?
Definitely will Definitely will not visit visit ____ _____ _____
_____ _____ _____
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15. For each season below, please estimate the amount your household spent per trip while in Vermont. If you made more than one trip in a season, please provide an average amount spent per trip during the season. (Note: Please do not include costs incurred outside of the state, such as airline tickets. Also, please round figures to the nearest dollar).
Winter Spring Summer
Fall (Dec ’00 through (Apr ’01 through (Jun ’01
through (Sep ’01 through Mar ’01) May ’01) Aug ’01)
Nov ’01)
A. LODGING (not including camping) $_________ $_________ $_________ $_________
B. LODGING (camping)
$_________ $_________ $_________ $_________ C. RECREATION/ENTERTAINMENT
Skiing $_________ $_________ $_________ $_________ Parks $_________ $_________ $_________ $_________ Movies & Theater $_________ $_________ $_________
$_________ All Other Recreation/ Entertainment $_________ $_________ $_________
$_________
D. TRANSPORTATION Gasoline $_________ $_________ $_________
$_________ All Other transportation $_________ $_________ $_________
$_________
E. SHOPPING PURCHASES (Not Including Food/Beverage or Recreation/Entertainment) $_________ $_________ $_________ $_________ F. FOOD/BEVERAGE:
Restaurant $_________ $_________ $_________ $_________ Grocery Store $_________ $_________ $_________ $_________
G. OTHER EXPENSES (Specify: ________________________) $_________ $_________ $_________ $_________ Average household spending per trip while in Vermont (the sum of A+B+C+D+E+F+G) $_________ $_________ $_________ $_________ Average amount spent on Vermont-made products per trip (e.g., crafts, furniture, antiques, maple syrup and other Vermont-made food) $_________ $_________ $_________ $_________
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16. How often have one or more members of your household taken trips Vermont to view its fall foliage (check the one that best fits)? Every year ____ More than once, but not every year ____ One time ____ Never ____ 17. On the scale provided below, please indicate how important each of the information sources were in influencing your decision to take one or more trips to Vermont? Check if do not recall obtaining information from this source Neither Very Somewhat Important nor Somewhat Very Unimportant Unimportant Unimportant Important Important
A newspaper article __ ____ ____ ____ ____ ____ Print advertising __ ____ ____ ____ ____ ____ Television advertising __ ____ ____ ____ ____ ____ A magazine article __ ____ ____ ____ ____ ____ The 1-800 Vermont telephone # __ ____ ____ ____ ____ ____ Vermont vacation kit __ ____ ____ ____ ____ ____ The internet __ ____ ____ ____ ____ ____ A friend, co-worker or relative __ ____ ____ ____ ____ ____ A travel agent __ ____ ____ ____ ____ ____ AAA or other auto club source __ ____ ____ ____ ____ ____ Vermont Life Explorer Magazine__ ____ ____ ____ ____ ____ Please ret
Thank you for your help on this important survey! urn your completed questionnaire in the enclosed postage paid
envelope as soon as possible.
33
Bibliography
Albers, Jan. Hands on the Land : A History of the Vermont Landscape. Cambridge,
Mass.: MIT Press. 2000.
Baker, William, Message and Visual Appeal Analysis: A Study of Vermont’s Image:
1998. Vermont Tourism Data Center The Vermont Department of Tourism and
Marketing.
Dometrius, N. C. , Social Statistics Using SPSS New York: Harper Collins 1992.
Johnson, Charles W. The Nature of Vermont : Introduction and Guide to a New England
Environment. Hanover, N.H. : University Press of New England. 1980.
Liang, Chyi-Lyi & Wood, N.C. , The Economic Impact of Tourism in Vermont: Fall
2001. The Vermont Tourism Data Center, The Vermont Department of Tourism and
Marketing.
Noordewier, Thomas, 2001 Geodemographic Analysis of the Vermont Visitor. Vermont
Tourism Data Center, The Vermont Department of Tourism and Marketing.