VisitMO.com User Survey Results

Calendar Year 2013Conducted by Tourvey/Texas A&M

Compiled by Lorinda Cruikshank

2

Methodology

Survey developed by Dr. James Petrick, Professor, Research Fellow & Graduate Program Coordinator at Texas A&M University

This report is based on responses from January thru December 2013 compared to the same time period in 2012

Survey is administered primarily through a pop-up on VisitMO.com

Pop-up offers option to take survey to every 5th monthly unique visitor who has been on the website for at least 3 minutes

Survey of VisitMO.com users Data Source: Tourvey

Website Survey Sample Size

2012 20130

200

400

600

800

1,000

1,200

1,400

1,209

896

Sample Size

Survey of VisitMO.com users Data Source: Tourvey 3

How useful was VisitMO.com in planning your vacation?

Very

Usefu

l

Som

ewha

t Use

ful

Not A

t All Use

ful

0.0%

10.0%

20.0%

30.0%

40.0%

50.0% 42.8%49.1%

8.2%

42.7%48.8%

8.5%20122013

Survey of VisitMO.com users Data Source: Tourvey 4

How did you find VisitMO?

Search Engines

Web Links

Print TV Website Ads

Word of Mouth

Other0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

38.4%

24.2%

7.5% 7.8% 7.0%

3.6%

11.5%

43.2%

25.2%

6.5%

4.6% 3.7% 3.0%

13.9%

20122013

Survey of VisitMO.com users Data Source: Tourvey 5

When visiting a destination-sponsored travel website, what information would you hope to find? (Top 10 of 30)

2013 Rank & % 2012 Rank & %

Local attractions #1 – 79.3% #1 – 80.2%

Historical sites #2 – 67.8% #2 – 66.7%

Calendar of Events #3 – 59.8% #4 – 60.1%

State park information #4 – 58.0% #3 – 60.3%

Fairs & festivals #5 – 56.7% #5 – 57.4%

Museums #6 – 53.3% #7 – 52.4%

Outdoor recreation #7 – 51.3% #6 – 53.3%

Highway maps #8 – 50.4% #9 – 49.9%

Activity information #9 – 47.8% #8 – 52.3%

Accommodations #10 – 47.5% #10 – 49.8%

Survey of VisitMO.com users Data Source: Tourvey 6

Which of the following statements best describes why you visited Missouri's website?

Planning a trip, 41%

Trip already planned - wanted

to know what there was to do,

23%

Learn about Missouri, 23%

Just for fun, 17%

Decide whether or not to visit,

11%

Other, 13%

Survey of VisitMO.com users Data Source: Tourvey 7

What decisions had you made prior to visiting Missouri’s website?

0%

20%

40%

60%61%

35%24% 21%

18%

64%

34%20%

16% 18%

20122013

Survey of VisitMO.com usersData Source: Tourvey 8

How important is our website’s information for making your travel plans?

Very important Somewhat important

Not important0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%47.9% 48.6%

3.5%

44.0%

49.9%

6.1%

20122013

Survey of VisitMO.com users Data Source: Tourvey 9

Please rate the VisitMO homepage on the following attributes (5 point scale):

0.01.53.04.5

4 4.14 4.1

20122013

Survey of VisitMO.com users Data Source: Tourvey 10

Please rate the VisitMO homepage on the following attributes (5 point scale):

0.0

1.5

3.0

4.5 3.84.1 4.0 4.03.7

4.1 4.0 4.0

20122013

Survey of VisitMO.com users Data Source: Tourvey 11

Please rate the VisitMO homepage on the following attributes (5 point scale):

Overall impression0.00.51.01.52.02.53.03.54.04.55.0

4.1 4.0

20122013

Survey of VisitMO.com users Data Source: Tourvey 12

Gender

Female; 64%

Male; 36%

Survey of VisitMO.com usersData Source: Tourvey 13

Home State of Respondents (Top 10)

Missouri62%Illinois

11%

Kansas6%

Iowa5%

Texas4%

Arkansas3%

Minnesota3%

Oklahoma3%

Florida3%

Survey of VisitMO.com users Data Source: Tourvey 14

Children at home

No chil-dren; 62.3%

1 child; 13.7%

2 children; 14.1%

3 children; 6.0%

4 or more children; 3.9%

Survey of VisitMO.com users Data Source: Tourvey 15

Household Income

< $35K $35K - $55K

$55K - $75K

$75K - $95K

$95K - $115K

$115K+0%2%4%6%8%

10%12%14%16%18%20%22%24% 22.8% 22.9%

20.5%

13.3%

10.0% 10.5%

Survey of VisitMO.com users Data Source: Tourvey 16