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Developing Tourism in the Rural Pee Dee Region of South Carolina

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Developing Tourism in the Rural Pee Dee Region of South Carolina Developing Tourism in the Rural Pee Dee Region of South Carolina A Study Conducted by the SmartState Center of Economic Excellence in Tourism and Economic Development at the University of South Carolina SC Centers of Economic Excellence Developing Tourism in the Rural Pee Dee Region of South Carolina A Study Conducted by the SmartState Center of Economic Excellence in Tourism and Economic Development at the University of South Carolina This study was funded by Francis Marion University and the SmartState Center of Excellence in Tourism and Economic Development at the University of South Carolina April 2012 Table of Contents INTRODUCTION ............................................................................................................................................. 1 ACKNOWLEDGEMENTS ................................................................................................................................... 3 EXECUTIVE SUMMARY ................................................................................................................................... 4 OBJECTIVES AND METHODOLOGY ................................................................................................................... 8 PART I STAKEHOLDER FOCUS GROUP DISCUSSIONS ......................................................................................... 10 PART II CONSUMER RESEARCH – CURRENT/PAST VISITOR MARKET ................................................................... 25 PART III CONSUMER RESEARCH – POTENTIAL VISITOR MARKET ....................................................................... 52 PART IV COMPARISONS OF CURRENT/ PAST AND POTENTIAL VISITORS .............................................................. 78 RECOMMENDATIONS .................................................................................................................................. 84 REFERENCES .............................................................................................................................................. 89 APPENDIX ................................................................................................................................................... 91 Page | i Introduction Background Tourism is the fastest growing industry in the world and the number one industry in South Carolina. It is responsible for more than $15 billion in spending in the state and employs more than 200,000 people - approximately 10% of the state’s workforce. Tourism is labor-intensive and creates jobs that often do not require high, upfront investment. Tourism diversified local economies and positively impacts many economic sectors including hospitality, retail, transportation, and recreational sports activities. However, tourism in South Carolina is largely confined to the coastal areas. Rural areas of the state have been negatively affected by increased globalization and technological changes. In addition, dramatic reductions in county and city budgets have limited the ability of local stakeholders to create innovative projects designed to stimulate local economies. However, the potential for tourism development in rural South Carolina is enormous, as the state is blessed with a bounty of exceptional natural resources. More importantly, South Carolina provides unbeatable hospitality as well as deep culture and history that today’s visitors are seeking. “A flower waiting to bloom” was the conclusion of T.D.I. tourism consultants, who were brought in by the South Carolina Department of Parks, Recreation, and Tourism to analyze the tourism industry and to evaluate the state’s overall approach to tourism development. However, their evaluation of the Pee Dee region was not a positive one. They described the Pee Dee region as “clearly a weak tourism region at present,” and stated that “no town has sufficient substance to persuade the uncommitted traveler to choose to make a stop on their journey through the area.” They did suggest, however, that with strategic investment in product development, the level of visitor spending in the Pee Dee could rise to $750 million, more than double the present level. Virtually no original market research has been conducted on visitor behavior, attitudes, and motivations or on product development needs in the Pee Dee and other rural areas of the state (T.D.I., 2009). This study is an exploration of both industry stakeholders’ and consumers’ (current/past and potential visitors) perspectives on tourism development of the Pee Dee region. The document provides a better understanding of the stakeholders’ viewpoints of tourism development of the Pee Dee and the region’s collaboration with the coastal areas, as well as in-depth information on the interest, image, travel behavior, and future visiting intention of current/past and potential visitors to this region. Page | 1 About the SmartState Center of Economic Excellence in Tourism and Economic Development The SmartState Center of Economic Excellence in Tourism and Economic Development (The Center) is part of the South Carolina Centers of Economic Excellence Program, which was established by the General Assembly in 2002 to conduct research that will improve the state’s economy through job creation. The program has appropriated $200 million—which will be matched dollar-for-dollar by non-state funds—to the state's three main research institutions to fund research and create endowed professorships that will spur the state's economic development. This SmartState Center was established in 2010 to encourage research that is directly applicable to tourism in South Carolina. The Center is part of the College of Hospitality, Retail, and Sport Management at the University of South Carolina. The Center’s research will ultimately improve South Carolina's competitiveness as a tourism destination; thus, securing increased sustainable employment in the tourism sector. The Center performs tourism and hospitality-based research and grows this knowledge-base through policy work, publications, public seminars, workshops and forums. The Center has access to accomplished tourism and economic research leaders and can utilize in-house technology that supports data collection and analysis. Academic leaders are well versed in dissemination activities, guaranteeing that research and best practices discovered would be utilized on many critical levels, from guiding efforts to strengthen tourism, to securing additional funding from leading corporations with an interest in the state’s tourism industry. The Center continues to develop strong relationships with other universities to leverage existing resources and to ensure that no services or research is duplicated. Above all, the Center makes explicit the local-to-global connections between tourism and economic development and ensures that research is relevant and directly applicable to the state. Dr. Simon Hudson, the Center’s endowed chair, is internationally known and respected as a leading expert in tourism research and development. He has extensive experience in both tourism academia and the industry and has published five books, over 40 journal articles, and 20 book chapters from his work. He has project management experience with a variety of major operations in the United States, Canada, and the United Kingdom and is frequently invited to international conferences as a keynote speaker. For further information, please contact: University of South Carolina Dr. Simon Hudson Columbia, South Carolina, 29208 SmartState Center of Economic Excellence in Tourism Tel: 803.777.4290 and Economic Development Email: [email protected] College of Hospitality, Retail, and Sport Management Page | 2 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA ACKNOWLEDGEMENTS Acknowledgements Project Team: SmartState Center of Economic Excellence in Tourism and Economic Development, University of South Carolina Dr. Simon Hudson Endowed Chair, Professor Dr. Fang Meng Research Associate, Assistant Professor Dr. David Cardenas Research Associate, Assistant Professor Ms. Stefanie Benjamin Doctoral Student Ms. Karen Thal Doctoral Student Ms. Betsy Wolff, MPH Grant Writer Contributors Ms. Pei (Allison) Zhang Field Data Collection, Data Input, Analysis Ms. Ruiqin Peng Field Data Collection Ms. Karla Arocha Zambrana Field Data Collection Ms. Yao Hu Field Data Collection Mr. Amir Nowroozzadah Field Data Collection Ms. Plamena Berova Field Data Collection Ms. Nora Thomas Data Input Mr. Rupert Hudson Field Data Collection Mr. Christian Barker Field Data Collection Special Thanks Dr. Fred Carter President, Francis Marion University Mr. George Estes Director of Operations, Heritage Tourism, South Carolina Department of Parks, Recreation & Tourism Ms. Holly Beaumier Director, Florence Convention and Visitors Bureau Mr. Kendall Wall General Manager, Florence Civic Center Page | 3 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA EXECUTIVE SUMMARY Executive Summary Drive tourism in the U.S. is both enormous and complex, and it forms the backbone of domestic tourism in the country. Rural tourism, in particular, is heavily dependent on drive tourism, and rural and regional areas around the world are increasingly recognizing self-drive tourists as one of their most important markets. But drive tourists are not necessarily an “easy” market to attract, and maintaining effective collaboration among geographically dispersed, small and micro tourism businesses is notoriously difficult. This study looked at the rural Pee Dee region
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