Research Methods and Key Takeaways
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Slide 1 Slide 2 Research Methods and Key Takeaways To better understand consumers’ opinions of visiting Washington County and when it might be safe to patronize shops, museums and other attractions, an online survey of 1,219 consumers was conducted from May 13, 2020 through May 20, 2020. Two lists were used to gather feedback, including one maintained by Washington County Tourism Promotion Agency (WTC) representing individuals who had expressed an interest in tourism and one by CorCom, Inc., (SWPA research panel). For purposes of this report, the results are presented by total respondents and those living within 20- miles of the center of Washington County and those living farther than 20-miles. Consumers are divided on how long it will take for Washington County tourism to return, but many think it is safe to restart biking/hiking now. • Most think their region was affected by COVID-19 about the same or less than other regions in the U.S. • Consumers are divided on how long it will take for COVID-19 to subside in Washington County. Almost half (46%) think it will subside by the end of June. • Consumers have mixed feelings about the risks of being exposed to COVID-19. One-third are worried (34%), while one-third are neutral (34%) and one-third are not too worried (32%). • Three-fourths (72%) say their business travel plans have/will change because of COVID-19. • Concerns about COVID-19 are driving decisions to reduce travel plans more so than concerns about the economy. • Formal statements from the CDC, federal health experts and state health experts are most important indicators it is safe to travel. • Consumers think it is safe to start biking/hiking and playing golf, but all other activities will not be safe until June/July. 2 Slide 3 Consumers are more likely to visit outdoor activities and shops before other attractions, unless they are held later in the summer/fall. • Two-in-five have traveled to Washington County for vacation/ tourism/personal interest (43%) and to visit family/friends (41%). • While two-thirds are aware that Washington County has experienced a very low number of COVID-19 cases, one- third are not. Those living closest to Washington County are more aware of the low number of cases (91%) than are those living further away (60%). • The number of consumers willing to visit an attraction depends upon the type of attraction and when it is scheduled. o Half or more are likely to visit a park (75%), hike/walk (74%), go on a farm tour (63%) or boat/fish (48%). o Two-thirds (69%) say they are likely visit Tanger Outlet Center. Half (52%) are planning to visit small towns and do antique shopping, while 37% expect to attend the Washington Crown Center. Those living within 20- miles are much more likely to spend time shopping. o Two-in-five are planning to visit a winery (43%), distillery (40%) or brewery (40%). o Some are planning to visit museums. o One-third or less are planning to visit casinos or music venues. o The later the festival, the more consumers say they are planning to attend. • Two-thirds (65%) are interested in weekend getaway travel packages. • Two-thirds (64%) say a safety certification would positively influence them to patronize businesses. • Most get their information about travel through friends/family (75%) and websites they search (74%). 3 Slide 4 Consumers are divided on how long it will take for Washington County tourism to return, but many think it is safe to restart biking/hiking now. Slide 5 Most think their region was affected by COVID-19 about the same or less than other regions in the U.S., excluding New York and California. • Half (53%) think they experienced about the same level of COVID-19 as other regions, while 38% think they had less. • Those living within 20 miles of Washington, PA are more likely to think their region hit less than other regions (51%) compared to those living further away (33%). Q. Compared to other parts of the United States, how hard was your region hit by the COVID-19 pandemic? 100% 80% 57% 60% 51% 53% 38% 42% 40% 33% 20% 6% 3% 7% 3% 4% 3% 0% Less than most About the same as About the same as Unsure other regions other U.S. regions, the worst U.S. regions, except for NY and CA including NY and CA 5 Slide 6 Consumers are divided on how long it will take for COVID-19 to subside in Washington County. • One-in-five (22%) think it already has, with one-third (31%) of those living within 20 miles agreeing. • Almost half (46%) think it will subside by the end of June. Q. When do you believe the COVID-19 pandemic will start to subside in Washington County, PA? 6+ months 8.0 100% 7.0 80% 6.0 60% 5.0 4.0 4.1 4.0 3.7 40% 31% 3.0 22% 18% 18% 16% 16% 15% 16% 20% 12% 12% 11% 11% 11% 10% 10% 9% 9% 8% 8% 2.0 7% 8% 4% 3% 3% 4% 3% 2% Already has 1.0 0% Average Already has <1 week 1-2 weeks 3-4 weeks 1-2 months 3-4 months 5-6 months 6+ months Unsure (1) (2) (3) (4) (5) (6) (7) (8) 6 Slide 7 Consumers have mixed feelings about the risks of being exposed to COVID-19. • One-third are worried (34%), while one-third are neutral (34%) and one-third are not too worried (32%). • Results are fairly consistent, regardless of how far away they live from Washington County. Q. Overall, how worried are you about being exposed to COVID-19 when you go out? Very 5.0 100% worried 80% 4.0 3.0 3.1 60% 3.0 2.9 40% 34% 35% 30% 22% 22% 21% 21% 2.0 20% 19% 16% 20% 14% 13% 12% 12% 10% Not at all 1.0 0% worried Average 5 - Very worried 4 3 2 1 - Not at all worried 7 Slide 8 Three-fourths (72%) say their business travel plans have/will change because of COVID-19. • Of those who have changed travel plans, 59% have canceled them completely and 47% have reduced them. • Fewer have selected drivable destinations instead of flying (16%) or changed from international to domestic (7%). Q. During the next 6 months, have/will your travel plans for Q. How have your travel plans changed? Click all that apply. business, vacation or both change because of COVID-19? 100% 80% 72% 74% 70% 60% 59% 59% 60% 48% 47% 47% 40% 30% 28% 26% 16% 20% 16% 16% 11% 10% 9% 7% 7% 5% 0% Yes, travel plans No Canceled Reduced Changed to Changed from Other impacted completely travel plans driveable destination international instead of fly to domestic 8 Slide 9 Concerns about COVID-19 are driving decisions to reduce travel plans more so than concerns about the economy or travel cost. • Two-thirds (66%) say that COVID-19 has influenced their travel decisions during the next six months, while 40% are concerned about the economy/unemployment and 19% transportation costs. How much have these factors influenced your decision to travel in the next 6 months? 53% 13% 14% 9% 10% Coronavirus/COVID-19 55% 13% 15% 9% 9% 50% 15% 14% 10% 11% 23% 17% 20% 17% 23% Concerns about economy/unemployment 24% 16% 19% 16% 25% 22% 17% 21% 17% 23% 8% 11% 27% 18% 36% Transportation costs 9% 11% 28% 16% 36% 7% 10% 26% 22% 36% 0% 20% 40% 60% 80% 100% 9 Slide 10 Formal statements from the CDC, federal health experts and state health experts are most important indicators it is safe to travel. • Relaxing social distancing rules (4.0, with “1” being most important), state government advice (4.1), federal government advice (4.5), White House advice (5.1), travel deals/offers (5.7) and major attractions reopening (5.8) are seen as less persuasive. Q. Which of these are most important to you that it is safe to begin planning domestic U.S. travel? Please rank in order of importance, where 1=most important. Least 8.0 important 7.0 5.8 5.7 5.7 5.8 6.0 5.7 5.7 5.1 5.1 4.9 5.0 4.5 4.4 4.5 4.1 4.3 4.0 4.0 4.0 3.9 3.8 4.0 3.8 3.8 3.3 3.1 3.1 3.0 2.0 Most 1.0 important Official advice Official advice from Social distancing Official advice from Federal govt. Advice from Deals/offers from Major national from CDC/other state health dept. rules are relaxed in state govt. that advice that it's White House tourism industry attractions are federal govt. that you can travel your state and you can travel safe to travel Coronavirus promoting travel in reopening health experts within state surrounding within state domestically Task Force next 1-2 months (i.e., Disney) 10 Slide 11 Consumers think it is safe to start biking/hiking and playing golf, but all other activities will not be safe until June/July. • Based on consumers’ ratings of safety, the reopening order should be: • June/July: Outlet malls, breweries/distilleries/wineries, indoor shopping malls, restaurants/bars, outdoor festivals/events and museums. • August/September: Outdoor music venues, movie theaters and indoor performances. • Overall, those living within 20 miles of Washington, PA are more likely to say they would feel comfortable returning sooner than those living further than 20 miles away.