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University Microfilms International A Bell & Howell Information Company 300 North Zeeb Road, Ann Arbor, Ml 48106-1346 USA Order Number 8912622 An analysis of Michigan county secondary data with recommendations ior utilization by public and private tourism planners and managers. (Volumes I and II) O’Halloran, Robert Mark, Ph.D. Michigan State University, 1988 Copyright ©1988 by O’Halloran, Robert Mark.' All rights reserved. UMI 300 N. Zeeb Rd. Ann Arbor, MI 48106 AN ANALYSIS OF MICHIGAN COUNTY SECONDARY DATA WITH RECOMMENDATIONS FOR UTILIZATION BY PUBLIC AND PRIVATE TOURISM PLANNERS AND MANAGERS Volume I By Robert Mark O'Halloran A DISSERTATION Submitted to Michigan State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Department of Park and Recreation Resources 1988 ABSTRACT AN ANALYSIS OF MICHIGAN COUNTY SECONDARY DATA WITH RECOMMENDATIONS FOR UTILIZATION BY PUBLIC AND PRIVATE TOURISM PLANNERS AND MANAGERS By Robert Mark O'Halloran In this study, the utilization and limitations of Michigan secondary tourism data were investigated and recommendations were made for the use of these data by public and private sector planners and managers. Data in the study included sales and use tax variables for selected tourism industries, county populations, travel expenditures, travel employment, and eating and drinking place sales. A tourism management information system conceptualized the utilization of these data. A survey was administered to a sample of tourism planners and managers to assess their attitudes concerning the usefulness of these data. Results indicated planners and managers feel there is a lack of quality data available. Results of this survey also indicated a need by planners and managers for data in a variety of easy to comprehend methods. The analyses of the data consisted of constructing statistical abstract based on county sales and use tax data. These abstracts illustrated county tax revenues, sales, per capita sales, etc. and utilized these data to develop other fact tools, i.e. graphs. Additionally, these data were converted to Z-scores and these scores were plotted on Michigan county maps. Further analyses of the data included a factor analysis. Results of the analyses indicated trends and seasonal differences in the data and allowed users to examine the data by several alternative methods. The analyses highlighted county differences and tourism as a component of overall economic development. Additionally, the factor analysis indicated that planners and managers need to select the one variable most relevant to their business and use it as a forecasting tool versus using a collection of variables from various tourism businesses. Secondary data utilized as forecasting tools and to construct abstracts, etc. will yield a quality data base for public and private tourism professionals to better plan and manage tourism activity. Copyright by Robert Mark O'Halloran 1988 Dedication This manuscript is dedicated to the most important aspect of my life , my family. Thanks Cindy and Kaitlin!!!! v ACKNOWLEDGEMENTS I would like to express my appreciation to the following people for their assistance in the development of this manuscript. I would first like to thank Dr. Donald Holecek, chairman of my advisory committee for his guidance in selecting a topic and for his assistance throughout the analysis and writing process. I would also like to thank the members of my graduate committee, Dr. Georgia Chao, Dr. Raymond Schmidgall and Dr. Lewis Moncrief for their insights and assistance in this process. Additionally, I would like to thank Ms. Gail Whiting, Ms. Diane Venzke and Ms. Freida Martin for their support in the preparation of this manuscript. I would also like to acknowledge my parents, Edward and Geraldine O'Halloran, for their continued support and encouragement throughout my degree program and throughout my life. Finally, I would like to thank my wife, Cindy, for her continued advice and support throughout this process and her help brainstorming ideas, editing my work and just being there when I needed her in those trying times. I would also like to thank her and my daughter, Kaitlin, for the affection and warmth they continued to show me when I was less than fun. TABLE OF CONTENTS List of Tables............................................................................................................. ix List of Figures................................................................................................................... x Chapter 1 - Introduction ................................................................................................. 1 Objectives ................................................................................................................... 5 The Study ................................................................................................................... 6 Chapter 2 - Literature R e v ie w ..................................................................................10 Chapter 3 - Data S electio n .................................................................................................37 Chapter 4 - Data Need Survey ............................................................................................44 Chapter 5 - Practical Data Uses and Lim ita tio n s ......................................................52 Chapter 6 - Statistical Abstract Construction and Use: Sales and Use Tax D a ta.................................................................................................................................60 Hotel/Motel Use T a x ......................................................................................................63 Hotel/Motel Sales Tax ............................................................................................. 72 Food Service Sales T a x .................................................................. 74 Sporting Goods Sales Tax .................................................................................... 78 Clothing Sales T a x ......................................................................................................80 Chapter 7 - Utilization of Z-Scores to Visually Analyze Sales and Use Tax D a ta....................................... 95 Z-Score Analysis ...................................................................................................... 95 Chapter 8 - Exploring SecondaryData Using Factor Analysis .................... 107 Correlation ........................................................................................................ 108 Conclusion ........................................................................................................................116 Chapter 9 - Summary and Conclusions .................................................................. 117 Recommendations .................................................... 121 Future Uses of the Study .................................................................................... 125 List of References .................................................................................................................128 Appendix A - Secondary Data S o u r c e s ........................................................................134 Appendix B - Data Need S u r v e y .....................................................................................136 Appendix C - Calculation of Non-Tourism and Tourism Sales (Family Restaurants) ............................................................................................ 138 Appendix D - Data Matrix 1983 D a ta ............................................................................141 Appendix E - Data Matrix 1986 D a ta ............................................................................147 Appendix F - Statistical Abstract for Hotel/Motel Use Tax by Quarter for Michigan Counties 1983-1986 ....................................................