Summer 2019 Golden Visitor Survey Results – Final Report Submitted to: Submitted by: Joanne Sweeting and Alycia Weir Krista Morten and Jaime Der Tourism Golden Align Consulting Group Golden, BC Kamloops, BC 250-439-1111 250-510-1490
[email protected] [email protected] 2019 Golden Summer Visitor Survey EXECUTIVE SUMMARY Tourism Golden (TG) has provided tourism marketing services to the town of • Awareness levels of first-time visitors dipped from 48% in 2017 to 40% in Golden and Kicking Horse Country since 2007. TG’s 2019 marketing plan 2019. outlines a marketing research strategy that states, We will implement seasonal • On average, travel parties spent $606 while in Golden which was up 2% visitor studies, research destination reputation and support stakeholder efforts over 2017 results ($596). on sector-specific research. Subject to funding, we will undertake a study on the • The use of private home rental services (e.g. Airbnb, VRBO) was an economic impact of tourism, and specifically the impact of labour shortages. important accommodation booking source (12%) but declined slightly This report summarizes results from the 2019 summer visitor research from 2017 (15%). conducted to fulfill the above research strategy. Like 2017, a two-stage, multi- • Most summer visitors were in Golden for a family vacation, to take a location, in-person, on-site survey with an online follow up survey was break from driving, to visit National Parks, to mountain bike or for conducted. Also, in summer 2019, a second, incremental data collection general relaxation. Golden’s proximity to nature, National/Provincial methodology called the online visitor experience survey was implemented.