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The Montana Vacation Experience: Part 1 University of Montana ScholarWorks at University of Montana Institute for Tourism and Recreation Research Publications Institute for Tourism and Recreation Research 1-1-2003 The Montana Vacation Experience: Part 1 Norma Nickerson The University of Montana-Missoula J. Al Ellard The University of Montana-Missoula Robert Dvorak The University of Montana-Missoula Follow this and additional works at: https://scholarworks.umt.edu/itrr_pubs Part of the Leisure Studies Commons, Recreation, Parks and Tourism Administration Commons, and the Tourism and Travel Commons Let us know how access to this document benefits ou.y Recommended Citation Nickerson, Norma; Ellard, J. Al; and Dvorak, Robert, "The Montana Vacation Experience: Part 1" (2003). Institute for Tourism and Recreation Research Publications. 96. https://scholarworks.umt.edu/itrr_pubs/96 This Report is brought to you for free and open access by the Institute for Tourism and Recreation Research at ScholarWorks at University of Montana. It has been accepted for inclusion in Institute for Tourism and Recreation Research Publications by an authorized administrator of ScholarWorks at University of Montana. For more information, please contact [email protected]. The Montana Vacation Experience Patti Research Report 2003-1 January 2003 INSTITUTE FOR TOURISM & RECREATION RESEARCH: THE MONTANA VACATION EXPERIENCE School of Forestry Phone (406) 243 5686- Institute for Tourism & The University of Montana www.forestry.umt.edu/itrr Missoula, MT 59812 Recreation Research The Montana Vacation Parti by Norma Nickerson, Ph.D., J. A! Ellard, Ed.D., & Robert Dvorak, M.S. student Research Report 2003-1 January 2003 Institute for Tourism & Recreation Research School of Forestry The University of Montana Missoula, MT 59812 www.forestrv.umt.edu/itrr INSTITUTE FOR TOURISM & RECREATION RESEARCH: THE MONTANA VACATION EXPERIENCE Table of Contents Introduction_____________________________________________________________________________________ 1 Methodology _______________________________________________________________________________ 2 Study Population and Sample __________________________________________________________________ 2 Interview Methodology and Response Rates _____________________________________________________ 2 Analysis____________________________________________________________________________________3 I. Visitor Aspects -Trip Planning ____________________________________________________________________ 4 Accommodations ____________________________________________________________________________ 4 Sources of Planning Information ________________________________________________________________ 5 Flexibility of Schedule________________________________________________________________________ 9 Plans to Return ___________________________________________________________________________ 10 Planning Time _____________________________________________________________________________ 11 Trip Planning (general statements) ____________________________________________________________ 12 II. Visitor Aspects - Activities and Experiences _______________________________________________________ 14 River Activities_____________________________________________________________________________ 14 Hiking ____________________________________________________________________________________ 14 Fishing/ Fishing Experience __________________________________________________________________ 15 General Activities _________________________________________________________________________ 17 III. Visitor Aspects- Attractions/Motivation ____________________________________________________________ 19 Motivation ________________________________________________________________________________ 19 National Parks _____________________________________________________________________________ 21 Native American Culture _____________________________________________________________________ 23 Montana History ___________________________________________________________________________ 24 Lewis and Clark ____________________________________________________________________________ 25 Family/Friends _____________________________________________________________________________ 27 IV. Visitor Aspects- Relationship to the Environment ____________________________________________________ 27 Wildlife Experiences ________________________________________________________________________ 27 Lakes and Rivers ___________________________________________________________________________ 29 Badlands and Plains ________________________________________________________________________ 30 Mountains and Forests ______________________________________________________________________ 30 Green and Lush ___________________________________________________________________________ 33 Open Spaces, Uncrowded Areas _____________________________________________________________ 33 V. Visitor Aspects- lmpressions _____________________________________________________________________ 36 Big 8 1 ^ __________________________________________________________________________________ 36 Population Scale/Level of Expansion __________________________________________________________ 37 Frontier-Western atmosphere _________________________________________________________________ 38 Surprises_________________________________________________________________________________ 39 Aesthetic and Spiritual _______________________________________________________________________ 40 Disappointments and Suggestions ____________________________________________________________ 42 Impressions of Montana s People’ _____________________________________________________________ 43 General Impressions of Montana _____________________________________________________________ 45 Sum m ary ______________________________________________________________________________________ 48 Vacation Experience Summary _______________________________________________________________ 48 Marketing _________________________________________________________________________________ 51 Programming or Policy Recommendations ______________________________________________________ 52 Future Research___________________________________________________________________________ 53 Appendix A : Interview Data Sheet _________________________________________________________________ 55 Appendix B: Interview Guide ______________________________________________________________________ 61 Appendix C: Interview Summary Examples _________________________________________________________ 65 INSTITUTE FOR TOURISM & RECREATION RESEARCH: THE MONTANA VACATION EXPERIENCE Acknowledgements This study could not have been completed without the cooperation of many people around the state of Montana and the many visitors who endorsed our study by answering our many questions. We are forever Indebted to the wonderful visitors who spent their trip time participating in our interviews while on vacation. A study of this magnitude had many locations where interviews were conducted. Thank you to all the locations and attractions for their cooperation including: Arts Depot in Red Lodge Museum of the Plains Indians Bannock State Park Museum of the Rockies Big Hole National Battlefield National Bison Range Big Sky Resort Old Eureka Village Bighorn National Battlefield Old Trail Museum in Choteau CM Russell Museum Pictograph Cave Copper King Mansion Pompey s’ Pillar Culbertson Visitor Center Range Rider s’ Museum in Miles City Gates of the Mountain Rocky Mountain Elk Foundation Giant Cedars of Ross Creek State Historical Society Museum Glacier National Park at Apgar Sweet Palace in Phillipsburg Grant Kohrs- Ranch The Smoke Jumpers Center Grizzly Discovery Center The town of Bigfork Holland Lake campgrounds The town of Columbia Falls Kootenai Falls The town of Ft. Benton Lewis & Clark Interpretive Center The town of Gardiner Lewis and Clark Caverns The town of Lewistown Makoshika State Park. The town of Whitefish Missouri Headwaters State Park Virginia City Moss Mansion Wolf Point Library We would also like to thank all the employees of these attractions across the state for their cooperation and support of the project. Finally, we would like to thank Monte Dolack who kindly reduced the cost of a select number of his prints to half price. These prints were used as an IncentiveAhank you and given to the vacationer interviewed upon completion of the interview. INSTITUTE FOR TOURISM & RECREATION RESEARCH: THE MONTANA VACATION EXPERIENCE Executive Summary The Montana Vacation Experience During June and July 2002, fifty- three nonresident vacationers in Montana agreed to be interviewed about their Montana vacation. Interviews, ranging from 20 minutes to one hour, were taped and transcribed verbatim then entered into the N-Vivo qualitative software package for analysis. Visitors were grouped into singles, couples, or families. Group analysis showed little difference in the vacation experience based on group type. The only difference occurred in trip flexibility. Families with small children were more likely to be set in their itinerary than any other group type. Results for all group types revealed five main themes that described a Montana vacation experience. 1. Trip planning: While the amount and type of planning conducted by vacationers varied drastically, one constant was the use of the Internet. The internet was used for ideas, to answer questions, and to reserve accommodations. Additionally, all other promotional mediums (e.g. guide books, brochures, maps,
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