Georgia 2011 Visitor Report
Table of Contents
Introduction….....…………………...... 4
Methodology….…………………………………………………………………………………………………… 7
Georgia Regional Map…………..……………………………………………………………………………….. 9
Size & Structure of the U.S. Domestic Travel Market…………………………………………………………. 10
Size & Structure of Georgia’s Travel Market………………………………………………………………….. 16
Overnight Expenditures………………………………………………………………………………………….. 31
Day Expenditures…………………………………………………………………………………………………. 35
Overnight Marketable Trip Detail…...... …………….……………...…………………………………………… 38
Sources of Business………………………………………………………………………………………. 39
Traveler Profile…………………………………………………………………………………………...... 42
Planning & Booking………………………………………………………………………………………... 53
Trip Characteristics……………..…………………………………………………………………………. 69
Trip Experiences…………………………………………………………………………………………… 82
Civil War Site Visitation…………………………………………………………………………...... 102
2 Table of Contents (Cont’d)
Day Trip Detail………………………………………...... ………………………………………………………… 106 Sources of Business……..………………………………………………………………………………… 107 Traveler Profile………………………………………………………………………………...... 110 Planning & Booking………………………………………………………………………...... 121 Trip Characteristics…………………………………………………………………………………………. 131 Trip Experiences…………………………………………………………………………………....…...... 138 Civil War Site Visitation……………………………………………………………………………………. 155 Georgia’s Image & Product Delivery…………………………………………………………………………….. 159
3 Introduction
Longwoods International began tracking American travelers in 1985, and has conducted large-scale syndicated visitor research quarterly since 1990.
In 2007, our proprietary Longwoods Travel USA® program was migrated from mail to online, using the MarketTools Inc. ZoomPanel™, with the benefits of rapid turnaround, enhanced flexibility and interactivity, as well as greater respondent involvement.
Travel USA® is currently the largest ongoing study ever conducted of American travelers, providing our clients with more reliable data and greater ability to home in on key market segments of interest.
4 Introduction
In 2009, Longwoods International was commissioned by the State of Georgia to undertake a ongoing program of visitor research.
This report presents the detailed findings for the 2011 travel year.
The 2011 results are drawn from three studies conducted throughout the year by Longwoods International:
Travel USA® 2011 — Longwoods’ syndicated national study of domestic travel in the U.S.
Georgia 2011 Overnight Visitor Study — a custom study of overnight travel to Georgia, commissioned by the State
Georgia 2011 Day Visitor Study — a custom study of day travel to Georgia, commissioned by the State
5 Introduction
The results consist of:
Estimates of the volume of overnight and day travel to Georgia.
Characteristics and profile of overnight and day trips to the State.
Measures of visitation and intent to visit Georgia’s Civil War sites over the next 4 years
Ratings of Georgia’s image as a travel destination and perceived delivery on its product among overnight visitors to the State.
6 Methodology — Travel USA®
Each quarter, a random cross-section of 500,000 panel members is sent an e-mail invitation to participate in a national survey of the U.S. travel market. A reminder is e-mailed several days later to non-responders. In 2011, the completion rate for those accessing the Travel USA® questionnaire was 87%.
For the 2011 travel year, this yielded :
207,014 trips for analysis nationally:
138,771 overnight trips
68,243 day trips
For Georgia, the following sample was achieved in 2011:
7,048 trips:
4,816 overnight trips
2,232 day trips
For analysis, data were weighted on key demographics to correct for any differences between the sample and U.S. population targets. 7
Methodology — Custom Visitor Research
To augment the information from Travel USA®, we returned to a representative sample of overnight and day visitors identified through the syndicated program.
The overnight “return to sample” study yielded 1,005 trips for analysis
The day study yielded 426 trips
The goal of this custom research was to provide more in depth information about trips taken to Georgia in 2011. Visitors were asked to provide further detail about trip characteristics, planning and booking behavior and the specific regions and attractions visited within the state.
The State’s nine tourism regions were identified to respondents with the aid of visual map.
Respondents were also asked to rate their impression of Georgia’s tourism product based on a series of over 60 image attributes.
8 Georgia Regional Map
9 Size & Structure of the U.S. Domestic Travel Market Total Size of the U.S. Travel Market — 2009-2011
Base: Total Overnight Person-Trips
2,000 3.4%
1,500
1,000
1,312 1,367 1,413
Millions of Trips of Millions 500
0 2009 2010 2011
11 Size of the U.S. Overnight Travel Market — Adults vs. Children
Total Person-Trips = 1,413 Million
1,135 Million Adults 80%
278 Million Children 20%
12 Structure of the U.S. Travel Market— 2011 Overnight Trips
Base: Adult Overnight Trips
Visits to Friends/ Marketable Relatives Leisure Trips 45% 40%
Business- Leisure Trips Business 3% Trips 12%
1313 U.S. Market Trends for Overnight Trips — 2011 vs. 2010
Base: Adult Overnight Trips
All Overnight Trips 3
Marketable Trips 1
Visiting Friends/Relatives 4
Business Trips 3
-15 -5 5 15 Percent Change
14 U.S. Overnight Marketable Trip Mix — 2011 Travel Year
Base: Overnight Marketable Trips
Special Event 18
Touring 18
Outdoors 14
Casino 11
Resort 10
City trip 9
Business-Leisure 8
Theme park 6
Cruise 3
Shopping 1
0 5 10 15 20 25
Percent 15 Size & Structure of Georgia’s Travel Market Total Size of Georgia’s 2011 Travel Market
Total Person-Trips* = 122.5 Million
66.7 Million Day Trips 55%
55.8 Million Overnight Trips 45%
17 *Total volume includes both adults and children Georgia’s Share of Adult Domestic Trips
Share of Day Trips Share of Overnight Trips
5.0%
4.0%
3.0%
Percent 2.0% 3.9% 3.6% 3.5% 3.7% 3.8% 3.8%
1.0%
0.0% 2009 2010 2011 2009 2010 2011
18 Size of the Georgia’s Overnight Travel Market – 2011 vs. 2010
Base: Total Overnight Trips
+ 6.7% 80
60
40
52.3 55.8 Millions of Trips of Millions 20
0 2010 2011
19 Size of Georgia’s 2011 Overnight Travel Market — Adults vs. Children
Total Overnight Trips = 55.8 Million
44 Million Adults 79%
11.8 Million
Children 21%
20 Overnight Trips Including Georgia in 2011
Total Overnight Trips = 55.8 Million
4.57 Million Pass Through Trips (No Nights) 8.2%
21 Georgia’s Overnight Travel Market — By Trip Purpose
Base: Adult Overnight Trips
Visits to Friends/Relatives 48%
Marketable Trips 31% Business-Leisure 5% Business 16%
22 Georgia’s Overnight Marketable Trip Mix
Base: Overnight Marketable Trips
22 Touring 18 22 Special Event 18 13 Outdoors 14 12 Business-Leisure 8 10 City trip 9 8 Resort 10 6 Theme park 6 1 Golf 1 5 Other 16 0 5 10 15 20 25 Percent Georgia US Norm
23 Georgia’s Overnight Marketable Trip Mix
Base: Overnight Marketable Trips
22 Touring 23 22 Special event 24 13 Outdoors 12 12 Business-Leisure 13 10 City trip 9 8 Resort 10 6 Theme park 6 1 Golf 0 5 Other 3 0 5 10 15 20 25 Percent 2011 2010 24 Season of Overnight Trip
Base: Adult Overnight Trips
25 January-March 24
26 April-June 25
26 July-September 27
23 October-December 23
0 10 20 30 40 Percent 2011 2010 25 Size of Georgia’s 2011 Day Travel Market — Adults vs. Children
Total Day Person-Trips = 66.7 Million
52 Million Adults 78%
14.7 Million Children 22%
26 Georgia’s 2011 Day Travel Market — By Trip Purpose
Base: Adult Day Trips
Visits to Friends/Relatives 37% Marketable Leisure Trips 47%
Business-Leisure 4% Business 12%
27 Georgia’s Day Marketable Trip Mix
Base: Day Marketable Trips
24 Touring 18 19 Shopping 18 19 Special Event 16 11 City trip 11 10 Outdoors 11 7 Business-Leisure 5 5 Theme park 6 2 Resort 2 1 Golf 1 2 Other 11 0 5 10 15 20 25 Percent Georgia US Norm 28 Georgia’s Day Marketable Trip Mix
Base: Day Marketable Trips
24 Touring 23 19 Shopping 22 19 Special Event 16 11 City trip 12 10 Outdoors 11 7 Business-Leisure 7 5 Theme park 4 2 Resort 3 3 Other 2 0 5 10 15 20 25 Percent 2011 2010 29 Season of Day Trip
Base: Adult Day Trips
25 January-March 26
25 April-June 25
28 July-September 28
22 October-December 21
0 10 20 30 40 Percent
2011 2010 30 Overnight Expenditures Total Overnight Spending — by Sector
Total Spending = $10.2 Billion
Food & Beverage Lodging 24% 35% $2.4 Billion $3.6 Billion
Retail Recreation 18% 11% $1.8 Billion $1.1 Billion Transportation 12%
$1.3 Billion
32 Average Per Person Expenditures on Overnight Trips — By Sector
Base: Total Overnight Trips
80
60
40
Dollars $64 $64
20 $43 $44 $33 $30 $23 $23 $20 $17 0 Lodging Restaurant Food & Retail Purchases Transportation at Recreation/ Beverage Destination Sightseeing/ Entertainment 2011 2010 33 Average Per Person Expenditures on Overnight — by Trip Purpose
Base: Total Overnight Trips
350
300
250
200
Dollars 150 $301 $299
100 $163 $154 50
0 Leisure Business 2011 2010 34 Day Trip Expenditures Total Day Travel Spending — by Sector
Total Spending = $3.7 Billion
Food & Retail Beverage 33% 33% $1.2 Billion $1.2 Billion
Recreation Transportation 16% 18% $0.6 Billion $0.7 Billion
36 Average Per Person Expenditures on Day Trips — By Sector
Base: Total Day Trips
30
20
Dollars 10 $18 $17 $18 $18
$10 $9 $8 $7 0 Restaurant Food & Retail Purchases Transportation at Recreation/ Sightseeing/ Beverage Destination Entertainment 2011 2010
37 Overnight Marketable Trip Detail Overnight Marketable Trip Sources of Business State Origin Of Trip
Base: Overnight Marketable Trips to Georgia
Georgia 35 Florida 16 Alabama 6 Tennessee 6 North Carolina 5 South Carolina 4 Ohio 2 Illinois 2 Kentucky 2 Texas 2 California 2 Michigan 2 0 10 20 30 40
Percent 40 DMA Origin Of Trip
Base: Overnight Marketable Trips to Georgia
Atlanta, GA 24 Orlando-Daytona Beach-Melbrn, FL 4 Tampa-St. Petersburg-Sarasota, FL 3 Savannah, GA/SC 3 Birmingham, AL 3 Jacksonville, FL/GA 3 Macon, GA 3 Greenville-Spartan-Asheville, SC 2 New York, NY 2 Nashville, KY/TN 2 Mobile-Pensacola, AL/FL/MS 2 Charlotte, NC 2 Chattanooga, TN 2 Augusta, GA 2 0 10 20 30
Percent 41 Traveler Profile — Overnight Marketable Trips Gender
Base: Overnight Marketable Trips
45 Male 47
55 Female 53
0 20 40 60 80 100 Percent Georgia US Norm 43 Age
Base: Overnight Marketable Trips
Average Age Average Age Georgia US Norm = 43.9 = 45.6
16 18-24 years 12
39 25-44 years 38
30 45-64 years 34
15 65+ years 16
0 20 40 60 Percent Georgia US Norm 44 Household Size
Base: Overnight Marketable Trips
11 1 member 10
34 2 members 38
21 3 members 18
34 4+ members 34
0 10 20 30 40 Percent Georgia US Norm 45 Household Income
Base: Overnight Marketable Trips
$150K+ 6 10
$100-$149.9K 18 21
$75K-$99.9K 14 16
$50K-$74.9K 23 21
$25K-$49.9K 22 21
Under $25K 16 11
0 10 20 30 Percent Georgia US Norm 46 Marital Status
Base: Overnight Marketable Trips
66 Married/with Partner 70
25 Single/Never married 22
Divorced/Widowed/ 9
Separated 8
0 20 40 60 80 100 Percent
Georgia US Norm 47 Children in Household
Base: Overnight Marketable Trips
57 No children under 18 59
16 Any child between 13-17 16
19 Any child between 6-12 18
24 Any child under 6 21
0 20 40 60 80 Percent
Georgia US Norm 48 Education
Base: Overnight Marketable Trips
17 Post-graduate 19
39 College graduate 40
31 Some college 26
12 High school or less 15
2 Other 1
0 20 40 60 Percent
Georgia US Norm 49 Employment
Base: Overnight Marketable Trips
Full time/ self- 49 employed 50
8 Part time 10
24 Not employed/other 21
19 Retired 19
0 20 40 60 80 100 Percent
Georgia US Norm 50 Race
Base: Overnight Marketable Trips
80 White 87
13 African-American 5
7 Other 9
0 20 40 60 80 100 Percent Georgia US Norm 51 Hispanic Background
Base: Overnight Marketable Trips
5 Yes
7
95 No
93
0 20 40 60 80 100 Percent Georgia US Norm 52 Overnight Marketable Trip Planning & Booking Planning Cycle
Base: Overnight Marketable Trips
40
30
20 36
Percent 33
23 21 23 22 23 10 18
0 1 Month or Less 2 Months 3-5 Months 6 Months or More
Georgia US Norm
54 Planning Cycle
Base: Overnight Marketable Trips to Georgia
40
30
20
36 38 Percent 27 23 23 10 18 18 17
0 1 Month or Less 2 Months 3-5 Months 6 Months or More
2011 2010 55 Information Sources Used for Planning
Base: Overnight Marketable Trips
39 Online/Internet 40 16 Personal experience 16 13 Hotel/resort 13 10 Advice from friends/relatives 10 9 Auto club (e.g. AAA) 8 7 Government tourism office 6 6 Books 7 4 Airline/commerical carrier 7 3 Local visitors bureaus/CoC 5 3 Travel Agent 5 3 Magazines 5 3 Newspapers 2 3 A toll-free number 4 3 Group tour company 2 2 Television 1 1 Association/club 3 0 10 20 30 40 50 Percent 2011 US Norm 56 Information Sources Used for Planning
Base: Overnight Marketable Trips to Georgia
39 Online/Internet 42 16 Personal experience 12 13 Hotel/resort 10 10 Advice from friends/relatives 11 9 Auto club (e.g. AAA) 7 7 Government tourism office 3 6 Books 7 4 Airline/commerical carrier 3 3 Local visitors bureaus/CoC 4 3 Travel Agent 5 3 Magazines 2 3 Newspapers <1 3 A toll-free number 1 3 Group tour company 1 2 Radio <1 2 Television 1 1 Association/club 2 0 10 20 30 40 50 Percent
2011 2010 57 Online Sources Used for Planning
Base: Overnight Marketable Trips
19 Hotel websites 18 6 Online booking engines 12 5 Car rental website 4 5 Other destination websites 7 4 Airline websites 2 1 Social networking sites 1 <1 Blogs 1 9 Other 12 0 5 10 15 20 Percent
Georgia US Norm 58 Elements of Trip Planned Online
Base: Overnight Marketable Trips to Georgia
47 Accommodation 47
36 Car route/locations/maps 41
Local activities/attractions/ 28 things to see & do 28 22 Restaurants 22
19 Flight, train, bus, rental car 11
7 Packaged tours/cruises 3
5 Other 1
0 20 40 60 80 Percent 2011 2010 59 Use of Georgia Trip Planning Tools
Base: Overnight Marketable Trips to Georgia
9 Official Georgia Travel Guide 11
6 www.ExploreGeorgia.org 4
0 5 10 15 Percent 2011 2010 60 Percent Visited a Georgia Visitor Center
Base: Overnight Marketable Trips to Georgia
2011 18 82
2010 17 83
0 20 40 60 80 100 Yes No
61 Percent Booked in Advance
Base: Overnight Marketable Trips to Georgia
2011 81 19
2010 79 21
0 20 40 60 80 100 Yes No
62 Percent Traveled with Escorted Group Tour
Base: Overnight Marketable Trips
Georgia 6 94
US Norm 5 95
0 20 40 60 80 100 Yes No
63 Percent Traveled with Escorted Group Tour
Base: Overnight Marketable Trips to Georgia
2011 6 94
2010 7 93
0 20 40 60 80 100 Yes No
64 Percent Pre-Paid Travel Package
Base: Overnight Marketable Trips
Georgia 13 87
US Norm 12 88
0 20 40 60 80 100 Yes No
65 Percent Pre-Paid Travel Package
Base: Overnight Marketable Trips to Georgia
2011 13 87
2010 11 89
0 20 40 60 80 100 Yes No
66 Booking Cycle
Base: Overnight Marketable Trips to Booked in Advance
60
40
Percent 46 20 37
25 24 24 19 15 10 0 1 Month or Less 2 Months 3-5 Months 6 Months or More
Georgia US Norm 67 Booking Cycle
Base: Overnight Marketable Trips to Georgia Booked in Advance
60
40
Percent 52 46 20
25 24 19 12 10 12 0 1 Month or Less 2 Months 3-5 Months 6 Months or More
2011 2010 68 Overnight Marketable Trip Characteristics Distance Traveled to Georgia
Base: Overnight Marketable Trips
10 Over 1,000 Miles 14
20 500-1,000 Miles 12
28 300-499 Miles 15
27 100-299 Miles 36
11 50-99 Miles 14
4 Under 50 Miles 8
0 10 20 30 40 50 Percent
Georgia US Norm 70 Distance Traveled to Georgia
Base: Overnight Marketable Trips to Georgia
10 Over 1,000 Miles 9
20 500-1,000 Miles 22
28 300-499 Miles 29
27 100-299 Miles 29
11 50-99 Miles 8
4 Under 50 Miles 3
0 10 20 30 40 50 Percent
2011 2010 71 Transportation Used to Enter Georgia
Base: Overnight Marketable Trips to Georgia
74 Own car 80 10 Rental car 8 8 Bus 4 7 Truck/Van/RV 7 6 Plane 8 5 Taxi 1 4 Train <1 1 Ferry/Cruise ship/Boat 2 <1 Shuttle van <1 0 20 40 60 80 100 Percent 2011 2010 72 Transportation Used Inside Georgia
Base: Overnight Marketable Trips to Georgia
76 Own car 74 11 Rental car 12 7 Plane 6 7 Bus 5 5 Train 3 5 Truck/Van/RV 9 3 Motor/Sailboat <1 3 Taxi 5 2 Bicycle/Motorcycle 2 2 Shuttle van 4 1 Ferry/Cruise ship 2 0 20 40 60 80 100 Percent
2011 2010 73 Accommodations Used
Base: Overnight Marketable Trips to Georgia
62 Resort/Other Hotel 53 24 Motel 18 9 Bed & Breakfast 6 8 Rented Campground/trailer park site 10 6 Other Accommodation 7 5 Friends/Relatives dwelling 8 5 Time Sharing Unit 6 3 Wilderness Campsite 4 3 State Park Lodge 8 3 Boutique Hotel 8 2 Rented Home/condo 5 2 Country Inn/Lodge 3 2 Rented House/Cottage/Cabin 9 <1 Own House/Cottage/Cabin 3 <1 Ranch or Farm 3 0 20 40 60 80 Percent
2011 2010 74 Composition of Travel Party
Base: Overnight Marketable Trips to Georgia
68 Spouse/Partner 74 28 Child(ren) 33 14 Friend(s) 11 10 Other Relative(s) 8 8 Parent(s) 6 9 Just Myself 8 2 Business Associate 2
0 20 40 60 80 Percent 2011 2010 75 Total Nights Away on Trip
Base: Overnight Marketable Trips
Average Average Georgia US Norm = 4.4 Nights = 3.5 Nights
24 1 night 26 26 2 nights 27 24 3-4 nights 23 10 5-6 nights 10 10 7-13 nights 11 6 14 + nights 3 0 10 20 30 40 Percent
Georgia US Norm 76 Total Nights Away on Trip
Base: Overnight Marketable Trips to Georgia
Average Average 2011 2010 = 4.4 Nights = 4.5 Nights
24 1 night 24 26 2 nights 25 24 3-4 nights 21 10 5-6 nights 9 10 7-13 nights 14 6 14 + nights 6 0 10 20 30 40 Percent 2011 2010 77 Number of Nights Spent in Georgia
Base: Overnight Marketable Trips to Georgia
Average Average 2011 2010 = 2.6 Nights = 2.5 Nights
32 1 night 35
32 2 nights 30
27 3-4 nights 24
7 5-6 nights 7
4 7+ nights 4
0 10 20 30 40 Percent
2011 2010 78 Length of Trip
Base: Overnight Marketable Trips to Georgia
2011 2.6 1.8 Total = 4.4 Nights
2010 2.5 2.0 Total = 4.5 Nights
0 1 2 3 4 5
Average No. of Nights
Spent in Georgia Spent Elsewhere
79 Size of Travel Party
Base: Overnight Marketable Trips
Georgia 2.9 0.9 Total = 3.8
US Norm 2.7 0.7 Total = 3.4
0 1 2 3 4 Average No. of People Adults Children
80 Size of Travel Party
Base: Overnight Marketable Trips to Georgia
2011 2.9 0.9 Total = 3.8
2010 2.7 0.8 Total = 3.5
0 1 2 3 4 Average No. of People Adults Children
81 Overnight Marketable Trip Experiences Regions Visited on Overnight Marketable Trip
Base: Overnight Marketable Trips to Georgia
49 Atlanta Metro 44 27 Georgia Coast 26 13 Classic South 17 13 Northeast Georgia Mountains 16 9 Historic Heartland 12 7 Historic High Country 11 4 Presidential Pathways 4 4 Plantation Trace 6 2 Magnolia Midlands 3 0 20 40 60 Percent
2011 2010 83 Main Destination on Georgia Overnight Trip
Base: Overnight Marketable Trips to Georgia
46 Atlanta Metro 37 23 The Georgia Coast 22 10 Classic South 14 9 The Northeast Georgia Mountains 12 6 Historic Heartland 7 3 Historic High Country 4 2 Presidential Pathways 2 1 Plantation Trace 2 <1 Magnolia Midlands 2 0 10 20 30 40 50 Percent
2011 2010 84 Top Ten Local Attractions Visited on Georgia Overnight Trip
Base: Overnight Marketable Trips to Georgia
Georgia Aquarium 9
CNN- Headquarters 8
Atlanta Zoo 8
Atlanta Braves baseball event 8
World of Coca-Cola 8
Centennial Olympic Park 8
Savannah National Historic Landmark District 7
NE GA Mtn Lakes: Chatuge, Hartwell,… 5
Stone Mountain Park 5
Tybee Island 5
0 2 4 6 8 10 Percent 85 Georgia Attractions Visited by Region – Atlanta Metro
Base: Overnight Marketable Trips to Georgia
Georgia Aquarium 9 CNN- Headquarters 8 Atlanta Zoo 8 Atlanta Braves baseball event 8 World of Coca-Cola 8 Centennial Olympic Park 8 Stone Mountain Park 5 Martin Luther King Historic Site 3 Chattahoochee River 3 Atlanta Children's Museum 2
0 2 4 6 8 10 Percent 86 Attractions Visited by Region – Atlanta Metro (Cont’d)
Base: Overnight Marketable Trips to Georgia
Margaret Mitchell House 2 Piedmont Park 2 Jimmy Carter Library & Museum 2 W. Breman Jewish Heritage&… 1 Thrashers hockey event 1 Atlanta History Museum 1 Atlanta Botanical Garden 1 High Museum 1 Atlanta Dream WNBA event 1 Hawks basketball event 1
0 5 10 15 Percent 87 Attractions Visited on Overnight Trip – Georgia Coast
Base: Overnight Marketable Trips to Georgia
Savannah National Historic Landmark District 7
Jekyll Island/Natl. Historic Landmark District 6
Tybee Island 5
Lighthouses 3
St. Simons Island 3
SCAD Museum of Art 2
Sapelo Island 2
Colonial Coast Birding Trail 2
Georgia Sea Turtle Center 2
Religious Attraction: Church, Synagogue 2
0 2 4 6 8 Percent 88 Attractions Visited on Overnight Trip – Classic South
Base: Overnight Marketable Trips to Georgia
Lakes: Lake Oconee, Clarks Hill Lake 2
Augusta River walk 2
Augusta Museum of History 2
Flat Creek Lodge - Swainsboro 1
Durhamtown Plantation Sportsman's… 1
Union Point/ Greene County 1
Magnolia Springs (Site of Camp Lawton) 1
Laurel & Hardy Museum - Harlem 1
Confederate Powder Works Chimney 1
Outdoor Recreation: Fishing,… 1
Presidential Home of Woodrow Wilson 1
0 5 10 Percent 89 Attractions Visited on Overnight Trip – Historic Heartland
Base: Overnight Marketable Trips to Georgia
Georgia National Fairgrounds - Perry 4 Ocmulgee National Monument & Indian 2 Mounds - Macon
Old Governor's Mansion-Milledgeville 2 The Monastery of the Holy Spirit in 2 Conyers
Lane Southern Orchards-Ft. Valley 1
Museum of Aviation-Warner Robins 1 The Big House, The Allman Brothers 1 Band Museum - Macon
Madison Historic District - Madison 1
0 5 10 Percent 90 Attractions Visited on Overnight Trip – Historic High Country
Base: Overnight Marketable Trips to Georgia
Historic Banning Mills 4
New Echota Site 2
Paradise Garden 2
Sloppy Floyd State Park 1
Tellus Science Museum 1
Chief Vann House Historical Site 1
Etowah Indian Mounds 1
Cloudland Canyon State Park 1
Chickamauga /Chattanooga National… 1
Rock City/Lookout Mountain 1
0 5 10 Percent 91 Attractions Visited on Overnight Trip – Northeast Georgia Mountains
Base: Overnight Marketable Trips to Georgia
Lakes: Chatuge, Hartwell, Lanier, Richard B. 5 Russell, Burton, Rabun, Nottely, Seed,…
Waterfalls: Amicalola, Toccoa, Anna Ruby 4 Hiking Trails: Bartram, Benton MacKaye, 3 Appalachian
Brasstown Bald 2
Dahlonega - Gold Mines 2
Tallulah Gorge State Park 2
Alpine Helen 1
Chattahoochee National Forest 1
0 5 10 Percent 92 Attractions Visited on Overnight Trip – Plantation Trace
Base: Overnight Marketable Trips to Georgia
Swamp Gravy - Colquitt 2
Crime & Punishment Museum & Last 2 Meal Café - Ashburn
Sunbelt Ag Expo - Moultrie 1
0 5 10 Percent 93 Attractions Visited on Overnight Trip – Presidential Pathways
Base: Overnight Marketable Trips to Georgia
Jimmy Carter NHS - Plains 1
Sam Shortline Coca Cola Space 1 Science Center - Columbus
Silver Dollar Raceway - Reynolds 1
Little White House - Warm Springs 1
Andersonville NHS 1
Callaway Gardens - Pine Mountain 1
0 5 10 Percent 94 Attractions Visited on Overnight Trip – Magnolia Midlands
Base: Overnight Marketable Trips to Georgia
Vidalia Onion Museum 1
Vidalia Onion Festival 1
Dublin Farm B&B 1
0 5 10 Percent 95 Sightseeing/Things Experienced on Trip
Base: Overnight Marketable Trips to Georgia
Shopping 40 Landmark/historic site 24 Beach/waterfront 23 National/state park 22 Museum 20 Historic areas/attractions 18 A city park 16 Scenic drive 14 Zoo/animal attractions 13 Small towns/villages 13 Theme park 12
0 10 20 30 40 50 Percent 96 Sightseeing/Things Experienced on Trip (Cont’d)
Base: Overnight Marketable Trips to Georgia
Lakes 11 Interesting architecture 9 African-American attractions 9 Fair/exhibition/festival 9 A river walk 8 Amusement Parks 8 Cultural attractions 7 Musical performance/concert 6 Children's attractions/events 5 Haunted attractions/tours 5 Winery 5
0 10 20 30 40
Percent 97 Sightseeing/Things Experienced on Trip (Cont’d)
Base: Overnight Marketable Trips to Georgia
Rock/pop concert 5 Trolley tours 5 Brewery 4 Botanical garden 4 Eco-tourism attractions 3 Business Meeting 3 Convention/Conference 3 Local art gallery 2 Trade Show 2 A library/historical archive 2 A farm/agritourism attraction 1
0 10 20 30 40 Percent 98 Dining & Entertainment
Base: Overnight Marketable Trips to Georgia
Fine dining 29
Unique local restaurants 16
Bar/disco/nightclub 13
Unique local foods 12
Theater 8
Dance 7
Opera 2
Local music 2
Symphony 2
Other Leisure 7
0 10 20 30 Percent 99 Sports & Recreation
Base: Overnight Marketable Trips to Georgia
Swimming 20
Sporting event 18
Hiking/backpacking 11
Camping 10
Fishing 9
Boating/sailing 8
Professional/college sports… 7
Spa 6
Biking 5
0 10 20 30 Percent
100 Sports & Recreation (Cont’d)
Base: Overnight Marketable Trips to Georgia
Golfing 5
Tennis 3
Mountain climbing 3
Hunting 2 Canoeing /kayaking/ whitewater 2 rafting
Rodeo 2
Motorcycle Touring 1
Other Leisure 2
0 10 20 30 Percent 101 Civil War Site Visitation on Overnight Trips Percent Visited Civil War Site or Interpretation Center in 2011
Base: Overnight Marketable Trips to Georgia
Visited Civil War Site / Interpretation Center 21%
103 Intent to Visit a Civil War Site or Interpretation Center Within 1 Year
Base: Overnight Marketable Trips to Georgia
Intend to Visit Civil War Site / Interpretation Center 24%
104 Intent to Visit a Civil War Site or Interpretation Center Within 4 Years
Base: Overnight Marketable Trips to Georgia
Intend to Visit Civil War Site / Interpretation Center 19%
105 Day Trip Detail Day Trip Sources of Business State Origin Of Trip
Base: Day Marketable Trips to Georgia
Georgia 66
Florida 10
South Carolina 6
Alabama 6
North Carolina 3
Tennessee 3
0 20 40 60 80
Percent 108 DMA Origin Of Trip
Base: Day Marketable Trips to Georgia
Atlanta, GA 46 Greenville-Spartanburg-Asheville, SC 5 Savannah, GA/SC 5 Macon, GA 4 Jacksonville, FL/GA 4 Chattanooga, TN 3 Augusta, GA 3 Tallahassee-Thomasville, FL 3 Birmingham, AL 3 Albany, GA 3 Columbus, GA 2 Orlando-Daytona Beach-Melbrn, FL 2 0 10 20 30 40 50 Percent
109 Traveler Profile — Day Trips Gender
Base: Day Marketable Trips
44 Male 44
56 Female 56
0 20 40 60 80 100
Percent Georgia US Norm
111 Age
Base: Day Marketable Trips
Average Age Average Age Georgia US Norm = 46.2 = 45.8
12 18-24 years 12
36 25-44 years 37
36 45-64 years 35
16 65+ years 16
0 20 40 60 Percent
Georgia US Norm 112 Household Size
Base: Day Marketable Trips
10 1 member 10
38 2 members 37
19 3 members 19
33 4 members 35
0 10 20 30 40
Percent Georgia US Norm 113 Household Income
Base: Day Marketable Trips
5 $150K+ 7
14 $100-$149.9K 17
13 $75K-$99.9K 15
22 $50K-$74.9K 22
27 $25K-$49.9K 26
19 Under $25K 14
0 10 20 30 40 50
Percent Georgia US Norm 114 Marital Status
Base: Day Marketable Trips
69 Married/with Partner 68
22 Single/Never married 22
Divorced/Widowed/ 9 Separated 10
0 20 40 60 80 100
Percent
Georgia US Norm 115 Children in Household
Base: Day Marketable Trips
58 No children under 18 60
17 Any child between 13-17 16
21 Any child between 6-12 19
19 Any child under 6 20
0 20 40 60 80
Percent Georgia US Norm 116 Education
Base: Day Marketable Trips
15 Post-graduate 15
36 College graduate 38
33 Some college 29
16 High school or less 17
1 Other 1
0 20 40 60
Percent Georgia US Norm 117 Employment
Base: Day Marketable Trips
42 Full time/ self-employed 46
10 Part time 11
48 Not employed/retired/ other 44
0 20 40 60 80 100
Percent Georgia US Norm
118 Race
Base: Day Marketable Trips
81 White 87
13 African-American 5
7 Other 8
0 20 40 60 80 100
Percent Georgia US Norm
119 Hispanic Background
Base: Day Marketable Trips
4 Yes 6
96 No 94
0 20 40 60 80 100
Percent
Georgia US Norm 120 Day Trip Planning & Booking Planning Cycle
Base: Day Marketable Trips to Georgia
40
30
20
35 Percent 31
10 20 18 17 13 13 13 13 11 9 8
0 Same day 1 to 3 days 4 to 7 days 2 weeks 3 weeks More than 1 month in 2011 2010 advance 122 Information Sources Used for Planning
Base: Day Marketable Trips to Georgia
30 Internet/Online 26 14 Advice from relatives/friends 17 12 Past personal experience 13 12 The Official Georgia Travel Guide 9 9 Books 2 8 TV 5 5 State Tourism Office 3 4 Magazines 4 4 Newspaper 5 4 Auto Club 3 2 Toll Free Number 2 2 Association/club 1 2 Local visitors bureau/CoC 4 1 Hotel/resort 4 <1 Travel Agent 1 0 10 20 30 Percent
2011 2010 123 Information Sources Used for Planning — Internet
Base: Day Marketable Trips to Georgia
8 Hotel websites 4
5 Other destinations website 2
3 Online booking engines 1
3 Car rental websites 3
2 Social Networking Sites 1
<1 Airline websites 1
9 Other online sources 11
0 5 10 15 Percent 2011 2010 124 Elements of Trip Planned Online
Base: Day Marketable Trips to Georgia
44 Car route/locations/maps 56
37 Restaurants 43
Local activities/attractions/ 36 things to see and do 52 26 Accommodation 31
Flight, train, bus, rental 8 car 12 6 Packaged tours/cruises 1
3 Other 13
0 20 40 60 80 Percent 125 2011 2010 Use of Georgia Trip Planning Tools
Base: Day Marketable Trips to Georgia
11 The Official Georgia Travel Guide 9
4 www.ExploreGeorgia.org 4
0 5 10 15 20
Percent
2011 2010 126 Percent Visited a Georgia Visitor Center
Base: Day Marketable Trips to Georgia
2011 21 79
2010 15 85
0 20 40 60 80 100 Yes No
127 Percent Booked in Advance
Base: Day Marketable Trips to Georgia
2011 51 49
2010 38 63
0 20 40 60 80 100 Yes No
128 Percent Traveled with Escorted Group Tour
Base: Day Marketable Trips to Georgia
2011 8 92
2010 6 94
0 20 40 60 80 100 Yes No
129 Percent Pre-Paid Travel Package
Base: Day Marketable Trips to Georgia
2011 6 94
2010 5 95
0 20 40 60 80 100 Yes No
130 Day Trip Characteristics Distance Traveled to Georgia
Base: Day Marketable Trips to Georgia
10 Over 200 miles 16
10 150-199 Miles 8
14 100-149 Miles 24
66 Under 100 Miles 53
0 10 20 30 40 50 60 70 Percent 2011 2010 132 Transportation Used to Enter Georgia
Base: Day Marketable Trips to Georgia
Own car 79 90 Rental car 4 3 Bicycle/Motorcycle 3 0 Taxi 2 4 Bus 2 1 Truck/Van/RV 1 0 Shuttle van 1 0 Plane <1 1 0 20 40 60 80 100 Percent
2011 2010 133 Transportation Used Inside Georgia
Base: Day Marketable Trips to Georgia
84 Own car 89 9 Truck/Van/RV 2 7 Bus 4 3 Bicycle/Motorcycle 2 7 Rental car 6 1 Shuttle van 1 1 Motor/Sailboat 1 3 Train 2 2 Taxi 3 1 Plane <1 <1 Ferry/Cruise ship 2 0 20 40 60 80 100 Percent 2011 2010 134 Composition of Travel Party
Base: Day Marketable Trips to Georgia
62 Spouse/Partner 61
41 Child(ren) 40
16 Friend(s) 18
12 Parent(s) 12
11 Just Myself 7
10 Other Relative(s) 17
0 20 40 60 80 Percent
2011 2010 135 Size of Travel Party
Base: Day Marketable Trips
Georgia 2.4 0.8 Total = 3.2
US Norm 2.4 0.6 Total = 3.0
0 1 2 3 4 Average No. of People Adults Children
136 Size of Travel Party
Base: Day Marketable Trips
2011 2.4 0.8 Total = 3.2
2010 2.6 0.7 Total = 3.3
0 1 2 3 4 Average No. of People Adults Children
137 Day Trip Experiences Main Destination in Georgia
Base: Day Marketable Trips to Georgia
27 Atlanta Metro 32 24 The Northeast Georgia Mountains 23 19 The Georgia Coast 19 13 Classic South 11 6 Historic Heartland 4 5 Historic High Country 8 3 Plantation Trace 1 2 Magnolia Midlands 3 2 Presidential Pathways <1 0 10 20 30 40 Percent 2011 2010 139 Regions Visited in Georgia
Base: Day Marketable Trips to Georgia
32 Atlanta Metro 33 26 The Northeast Georgia Mountains 25 21 The Georgia Coast 19 16 Classic South 15 7 Historic High Country 10 9 Historic Heartland 6 2 Magnolia Midlands 4 5 Plantation Trace 2 3 Presidential Pathways <1 0 10 20 30 40 Percent
2011 2010 140 Top Ten Local Attractions Visited on Georgia Day Trip
Base: Day Marketable Trips to Georgia
Georgia Aquarium 8
Lighthouses 8
Alpine Helen 6
Georgia Sea Turtle Center 6
Savannah National Historic Landmark District 6
Chattahoochee National Forest 5
Atlanta Zoo 5
Waterfalls: Amicalola, Toccoa, Anna Ruby 5
Rivers: Chattahoochee, Nottely, Soque,… 5
Forts: Fort King George, Fort Morrison, Fort… 5
Tybee Island 5
0 5 10 15 Percent 141 Local Attractions Visited on Georgia Day Trip – Atlanta Metro
Base: Day Marketable Trips to Georgia
Georgia Aquarium 8 Atlanta Zoo 5 Atlanta Botanical Garden 4 World of Coca-Cola 4 Centennial Olympic Park 3 Stone Mountain Park 3 Piedmont Park 3 Margaret Mitchell House 2 Chattahoochee River 2 Atlanta History Museum 2
0 5 10 15 Percent 142 Local Attractions Visited on Georgia Day Trip – Atlanta Metro (Cont’d)
Base: Day Marketable Trips to Georgia
Fernbank Museum of Natural History 2 Jimmy Carter Library & Museum 2 Southern Museum of Civil War &… 2 Atlanta Motor Speedway 2 Dunwoody Nature Center 2 Atlanta Children's Museum 2 LegoLand 2 CNN- Headquarters 1 High Museum 1 Martin Luther King Historic Site 1 Marietta-Cobb Museum of Art 1 0 5 10 15 Percent 143 Local Attractions Visited on Georgia Day Trip – Northeast Georgia Mountains
Base: Day Marketable Trips to Georgia
Alpine Helen 6
Chattahoochee National Forest 5
Waterfalls: Amicalola, Toccoa, Anna Ruby 5 Rivers: Chattahoochee, Nottely, Soque, 5 Chattooga, Broad, Chestatee, Etowah
Babyland General Hospital 4 Lakes: Chatuge, Hartwell, Lanier, Richard B. 4 Russell, Burton, Rabun, Nottely, Seed,…
Dahlonega - Gold Mines 3 Hiking Trails: Bartram, Benton 3 MacKaye, Appalachian 0 5 10 15 Percent 144 Local Attractions Visited on Georgia Day Trip – Northeast Georgia Mountains (Cont’d)
Base: Day Marketable Trips to Georgia
Mark of the Potter 2
Canopy Tours: North Georgia, 2 Chattooga Ridge, Lake Lanier
Tallulah Gorge State Park 2
Zip Lines: Sunburst Stables, Zip N Time 2
Resorts: Lake Lanier Islands Resort, 2 Brasstown Valley Resort, Chateau Elan… Wineries: Crane Creek, Three Sisters, 1 Boutier, Hightowner Creek, Habersham,…
Brasstown Bald 1
0 5 10 15 Percent 145 Local Attractions Visited on Georgia Day Trip – Georgia Coast
Base: Day Marketable Trips to Georgia
Lighthouses 8 Georgia Sea Turtle Center 6 Savannah National Historic Landmark District 6 Forts: Fort King George, Fort Morrison, Fort… 5 Tybee Island 5 Cumberland Island National Seashore 3 Sea Island 3 Telfair Museum 3 Jekyll Island 2 Sapelo Island 2 Little St. Simons Island 2 Jekyll Island National Historic Landmark District 2 0 5 10 15 Percent 146 Local Attractions Visited on Georgia Day Trip – Historic Heartland
Base: Day Marketable Trips to Georgia
Museum of Aviation-Warner Robins 2
Lake Sinclair - Milledgeville 1
Lane Southern Orchards-Ft. Valley 1
Ocmulgee National Monument & 1 Indian Mounds - Macon Juliette - Home of 1 "Fried Green Tomatoes"
Georgia Museum of Art-Athens 1
0 5 10 15 Percent 147 Local Attractions Visited on Georgia Day Trip – Historic High Country
Base: Day Marketable Trips to Georgia
Mercier Orchards 2
Tellus Science Museum 2
Chief Vann House Historical Site 2
0 5 10 15 Percent 148 Local Attractions Visited on Georgia Day Trip – Presidential Pathways
Base: Day Marketable Trips to Georgia
Callaway Gardens - Pine Mountain 1
Little White House - Warm Springs 1
0 5 10 15 Percent
149 Local Attractions Visited on Georgia Day Trip – Plantation Trace
Base: Day Marketable Trips to Georgia
Lake Seminole - Blakely 2 Wineries: Horse Creek, Sparks & Still… 2 Pebble Hill Plantation - Thomasville 2 Sunbelt Ag Expo - Moultrie 2 Randolph County Cemeteries - Cuthbert 2 Georgia Museum of Agriculture and… 1 Swamp Gravy - Colquitt 1 Peach State Summer Theater - Valdosta 1 Wild Adventures - Valdosta 1 Crime & Punishment Museum & Last… 1 Albany Museum of Art - Albany 1
0 5 10 15 Percent 150 Sightseeing/Things Experienced on Trip
Base: Day Marketable Trips to Georgia
Shopping 33 Small towns/villages 22 Scenic drive 21 Historic areas/attractions 20 Landmark/historic site 15 Festivals/fairs 11 Cultural attractions 11 Lakes 10 Fair/exhibition/festival 10 A city park 9 A river walk 9 Zoo/animal attractions 9 National/state park 9 Interesting architecture 8 Museums 8 0 10 20 30 40
Percent 151 Sightseeing/Things Experienced on Trip (Cont’d)
Base: Day Marketable Trips to Georgia
Beach/waterfront 7 Children's attractions/events 7 A farm/agritourism attraction 6 Trolley tours 4 African-American attractions 4 Local art gallery 4 Botanical garden 3 Theater 2 Eco-tourism attractions 2 Haunted attractions/tours 2 Winery 2 Dance 2 Business Meeting 1 A library/historical archive 1 Convention/Conference 1 0 10 20 30 40 Percent 152 Dining & Entertainment
Base: Day Marketable Trips to Georgia
Unique local restaurants 14
Fine dining 12
Unique local foods 10
Bar/disco/nightclub 4
Musical performance/concert 4
Local music 3
Rock/pop concert 1
Brewery 1
Other Leisure 2
0 5 10 15 20 Percent 153 Sports & Recreation
Base: Day Marketable Trips to Georgia
Amusement Parks 14 Sporting event 8 Hiking/backpacking 7 Swimming 5 Golfing 4 Fishing 3 Professional/college sports event 3 Canoeing /kayaking/whitewater rafting 3 Boating/sailing 3 Biking 2 Camping 2 Motorcycle Touring 1 Spa 1 Tennis 1 Hunting 1 Mountain climbing 1 0 5 10 15
Percent 154 Civil War Site Visitation on Day Trips Percent Visited Civil War Site or Interpretation Center in 2011
Base: Day Marketable Trips to Georgia
Visited Civil War Site / Interpretation Center 8%
156 Intent to Visit a Civil War Site or Interpretation Center Within 1 Year
Base: Day Marketable Trips to Georgia
Intend to Visit Civil War Site / Interpretation Center 31%
157 Intent to Visit a Civil War Site or Interpretation Center Within 4 Years
Base: Day Marketable Trips to Georgia
Intend to Visit Civil War Site / Interpretation Center 19% 158 Georgia’s Image & Product Delivery
Travel Priorities for Georgia Visitors
Base: Overnight Marketable Trips
Adult Atmosphere Exciting Family Destination Unique Luxurious Worry Free Sightseeing Importance Entertainment Sports & Recreation Affordable Popular Climate
Relative Importance*
160 *A measure of the degree of association between each factor and whether destination is a place “I would really enjoy visiting.” Georgia’s Product Delivery
Base: Overnight Marketable Trips
Adult Atmosphere 54 Exciting 44 Family Destination 48 Unique 48 Luxurious 51 Worry Free 49 Sightseeing 49 Entertainment 41 Sports & Recreation 48 Affordable 44 Popular 36 Climate 48 0 20 40 60 80 100
Percent Who Strongly Agree* 161 *Rated Georgia 8 or above on a 10-point scale Hot Buttons
Base: Overnight Marketable Trips
1 A fun place for a vacation 8 Must-see destination
2 Good for families 9 Children would enjoy
3 Great for vacationing with friends 10 Modern/contemporary experiences
4 An exciting place 11 Unique vacation experience
5 Good for an adult vacation 12 Unique culinary experiences
6 Good place to relax 13 Vacation there is a real adventure
7 Lots to see and do 14 First-class hotels
162 Georgia’s Product Delivery — Adult Atmosphere
Base: Overnight Marketable Trips
Adult Atmosphere 54
Good for adult vacation 61
Great for vacationing with friends 48
0 20 40 60 80 100 Percent Who Strongly Agree 163 Georgia’s Product Delivery — Exciting
Base: Overnight Marketable Trips
Exciting 44
A fun place for vacation 54
Must-see destination 43
An exciting place 40
Vacation there is a real adventure 38
0 20 40 60 80 100
Percent Who Strongly Agree 164 Georgia’s Product Delivery — Family Destination
Base: Overnight Marketable Trips
Family Destination 48
Good for families 53
Children would enjoy 42
0 20 40 60 80 100
Percent Who Strongly Agree 165 Georgia’s Product Delivery — Unique
Base: Overnight Marketable Trips
Unique 48
Unique historical architecture 51
Unique vacation experience 50
Unique cultural destination 49
Modern/contemporary experiences 48
Unique culinary experiences 48
Interesting customs/traditions 45
Unique accommodations 44
0 20 40 60 80 100
Percent Who Strongly Agree 166 Georgia’s Product Delivery — Luxurious
Base: Overnight Marketable Trips
Luxurious 51
First-class hotels 58
First-class resorts 49
Elegant, Sophisticated restaurants 47
0 20 40 60 80 100
Percent Who Strongly Agree
167 Georgia’s Product Delivery — Worry Free
Base: Overnight Marketable Trips
Worry Free 49
Good place to relax 53
Warm/friendly people 49
Easy to fit in with the locals 48
Safe to travel anywhere 45
0 20 40 60 80 100
Percent Who Strongly Agree 168 Georgia’s Product Delivery — Sightseeing
Base: Overnight Marketable Trips
Sightseeing 49
Beautiful antebellum homes 63 Interesting cities 58 Noted for its rich history 57 Beautiful parks/gardens 57 Lots to see and do 56 Great Civil War sites 56 Beautiful mountains 56 Excellent coastal scenery 55 Well-known landmarks 55 Truly beautiful scenery 54 Beautiful rivers and lakes 53 Great historical sites/preservation areas 52 Excellent shopping 50 Beautiful fall foliage 49 0 20 40 60 80 100 Percent Who Strongly Agree 169 Georgia’s Product Delivery — Sightseeing (Cont’d)
Base: Overnight Marketable Trips
Sightseeing 49
Interesting architecture 49 Interesting small towns/villages 47 Excellent scenic trails 47 Interesting African-American tours/sites 47 Beautiful Botanical Gardens 46 Engaging museums 43 Interesting Native American sites 42 Excellent cityscapes 41 Interesting guided tours 40 Scenic churches and religious sites 39 Excellent art galleries 38 Charming & fun-filled festivals /fairs 37 Excellent wineries 33 0 20 40 60 80 100
Percent Who Strongly Agree 170 Georgia’s Product Delivery — Entertainment
Base: Overnight Marketable Trips
Entertainment 41
Exceptional live music events 43
Exciting nightlife/shows 42
Premier theatrical performances 41
World-class entertainment 39
0 20 40 60 80 100
Percent Who Strongly Agree
171 Georgia’s Product Delivery — Sports & Recreation
Base: Overnight Marketable Trips
Sports & Recreation 48
Excellent National/State parks 59 Great place for walking/strolling about 52 Large variety of outdoor options 52 Great for boating/water sports 51 Variety of walking/hiking/bike trails 51 Good for viewing wildlife/birds 44 Great for golfers 44 Good place for camping 43 Excellent hunting/fishing 38 0 20 40 60 80 100
Percent Who Strongly Agree 172 Georgia’s Product Delivery — Affordable
Base: Overnight Marketable Trips
Affordable 44
Not too far away for a vacation 63
Affordable luxury 39
Excellent value for the money 39
Good vacation packages 34
0 20 40 60 80 100
Percent Who Strongly Agree 173 Georgia’s Product Delivery — Popular
Base: Overnight Marketable Trips
Popular 36
Popular with vacationers 42
A place featured often in movies 37
I often notice advertising for this place 29
0 20 40 60 80 100 Percent Who Strongly Agree
174 Georgia’s Product Delivery — Climate
Base: Overnight Marketable Trips
Excellent climate overall 48
0 20 40 60 80 100
Percent Who Strongly Agree 175 Georgia’s Top 20 Image Attributes
Base: Overnight Marketable Trips
Beautiful antebellum homes 63
**Good for adult vacation 61
Excellent National/State parks 59
Interesting cities 58
First-class hotels 58
Noted for its rich history 57
Beautiful parks/gardens 57
**Lots to see and do 56
Great Civil War sites 56
0 20 40 60 80 100 Percent Who Strongly Agree **Indicates image Hot Buttons 176 Georgia’s Top 20 Image Attributes
Base: Overnight Marketable Trips
Beautiful mountains 56
Excellent coastal scenery 55
Well-known historical landmarks 55
Truly beautiful scenery 54
**A fun place for vacation 54
**Good for families 53
**Good place to relax 53
Beautiful rivers and lakes 53
Great place for walking/strolling about 52
Large variety of outdoor options 52
0 20 40 60 80 100 Percent Who Strongly Agree **Indicates image Hot Buttons 177