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 of South Carolina and its potential to capitalize on the hundreds of thousands of drive tourists that come through every year on their way to coastal destinations such as Myrtle Beach and Charleston. Specifically, the research objectives were fourfold:
1. To analyze existing tourism relationships between the Pee Dee and the coastal areas of South Carolina; 2. To explore tourists’ perceptions of tourism in the Pee Dee region and barriers that prevent drive tourists from visiting this area when they drive to the coast; 3. To understand what tourism attractions in the Pee Dee region might tempt drive tourists off the highways to visit this rural area; and 4. To make recommendations to tourism stakeholders as to how they can attract drive tourists.
Stakeholder Research Data of the stakeholder research were collected by conducting three focus groups of tourism industry stakeholders in the Pee Dee region and the coastal areas in South Carolina. The focus group discussions probed the perceived constraints and opportunities for tourism development in the Pee Dee region. These constraints included the lack of a clear brand, poor accessibility, limited cooperation among regions in the Pee Dee, lack of cooperation between the Pee Dee and coastal regions, limited infrastructure and tourism products, very poor signage, and limited marketing funds.
Despite these major constraints, many participants of the focus groups recognized opportunities for the Pee Dee’s tourism development, such as a variety of unique historic and nature-based attractions that could interest drive
Page | 4 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA EXECUTIVE SUMMARY tourists. In addition, participants generally recognized the importance of tourism and a willingness to collaborate among stakeholders and regions.
Consumer Research Two consumer surveys were developed to examine the tourists’ perceptions of tourism in the Pee Dee region. The target population for the two consumer surveys were 1) potential visitors who had not visited the Pee Dee region but who were staying in tourist destinations within a three hour driving distance to this area, and 2) current/past visitors to the Pee Dee who were staying (or had stayed) there or had stopped in the region on their way to their main destination. A total of 472 useable surveys were collected at sites in the Pee Dee and along the coast.
The survey respondents reported a very low awareness of the Pee Dee region. For example, the majority of tourists on the coast had no idea that the Pee Dee was a tourist destination and had no information about tourism offerings in the region. The same respondents had a low interest in visiting the Pee Dee and were willing to travel no more than 2 hours from the coast to visit rural attractions. Despite the limited interest, research showed that culinary tourism as well as festivals and events are more likely to attract drive tourists to the Pee Dee than other offerings. Potential tourists also expressed an interest in natural beauty scenic drives as an alternative way of reaching the coast. In terms of the barriers and constraints to visiting the Pee Dee, the major reasons respondents showed no interest in this region were the lack of information participants had about the area, and they did not know what to do and what to expect in the Pee Dee.
Not surprisingly, those potential visitors on the coast reported less awareness and more severe barriers to visiting the Pee Dee than those tourists already in the area. They also reported a less favourable image of the Pee Dee and showed less interest in visiting the region than current/past visitors. A multiple regression analysis highlighted three major factors which influence their visit intention: time/budget and interest, affective image, and overall perception of the destination. However, despite more negative responses than current/past visitors, potential visitors showed more interest in some specific tourism activities such as food/wine/culinary tours and outdoor activities.
Page | 5 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA EXECUTIVE SUMMARY
Major Recommendations Based on the results, it is suggested that stakeholders in the Pee Dee region seeking to grow tourism need to focus on the following strategies:
Destination branding It is clear from the results of this study that the Pee Dee region has very little brand recognition both among tourists from outside the state and among South Carolina residents. Marketers in the Pee Dee need to engage in comprehensive destination brand building in order to develop a strategy that promotes a clear identity to potential tourists.
Cooperative marketing There is clearly a need for improved relationships between tourism stakeholders in the region and between tourism stakeholders in the Pee Dee and the popular coastal regions. Cooperative strategies can create marketing partnerships between local D.M.O.’s and individual operators in the tourism industry as well as between “umbrella” campaigns and industry marketing expenditures.
Marketing strategy The Pee Dee needs to be more aggressive in marketing to potential visitors. The most significant findings of this study were a lack of awareness, a very weak destination image, and little desire on the part of the tourists to visit the area. A multi-platform approach to marketing the Pee Dee including digital, print, and outdoor advertising is recommended.
Accessibility and signage Because a lack of accessibility hampers the area’s tourism development good directional signage is critical to the success of drive tourism in the region. The Pee Dee has the potential to capitalize on the hundreds of thousands of drive tourists that come through every year, but signage along the interstates and secondary roads must be improved.
Page | 6 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA EXECUTIVE SUMMARY
New product development There is potential for day trips and bus tours from the coast, especially if the Pee Dee can offer attractive packages. However, this would require upgrading the basic tourism infrastructure such as accommodations, restaurants, and attractions. Culinary tourism has the potential to pull tourists from the highway, and festivals and events could also act as a draw for the Pee Dee. Potential tourists would also be interested in natural beauty scenic drives as an alternative way of reaching the coast. This will require identification of possible routes, appropriate signage, and marketing.
Converting visitors into residents One interesting outcome was the relatively high percentage of respondents who stated that they would consider relocating to the Pee Dee. Converting more visitors into residents will undoubtedly have a significant positive impact on the region’s economy in terms of increased revenue and jobs. The scientific literature on tourism trends confirms that retirees are looking for new small-town and rural destinations with lower housing costs, less traffic, and more natural attractions. Stakeholders in the Pee Dee should therefore consider developing a strategy for converting visitors into residents.
Page | 7 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA OBJECTIVES & METHODOLOGY
Objectives and Methodology
This study looked at the rural Pee Dee region of South Carolina and its potential to capitalize on the hundreds of thousands of drive tourists that come through every year on their way to coastal destinations. The Pee Dee region of South Carolina includes seven counties in northeast South Carolina: Florence, Darlington, Dillon, Lee, Marion, Marlboro, and Williamsburg. The region is close to coastal destinations such as Myrtle Beach and Charleston and convenient to the major interstate highway, I-95. Named for the original Native American Pee Dee Indians and subsequently the Pee Dee Rivers, the region offers state parks, scenic rivers, rural landscapes, historic preservation sites, outdoor activities, and many examples of the cultural heritage of traditional Southern lifestyle. This study examined the Pee Dee’s tourism development opportunities as well as the constraints from the demand (current/past visitors and potential visitors) and supply (tourism industry stakeholders) perspectives and finally, explored business relationships between the Pee Dee and the coastal areas.
Objectives The specific research objectives were fourfold: 1) To analyze existing tourism relationships between the Pee Dee and the coastal areas of South Carolina; 2) To explore tourists’ perceptions of tourism in the Pee Dee region and barriers that prevent drive tourists from visiting this area when they drive to the coast; 3) To understand what tourism attractions in the Pee Dee region might tempt drive tourists off the highways to visit this rural area; and 4) To make recommendations to tourism stakeholders as to how they can attract drive tourists.
Methodology Multi-staged mixed methods were employed to achieve the research objectives and to capture the perspectives from both the demand and supply sides. Three hour-long focus groups of 10 to 12 tourism industry stakeholders were conducted to probe the perceived constraints and opportunities for tourism development in the region. These participants included tourism practitioners in the hotel, golf course, marketing, and transportation sectors; local counties and city officials with significant tourism duties; and other related leaders.
Page | 8 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA OBJECTIVES & METHODOLOGY
Two survey questionnaires were developed for potential visitors who had never visited the region but who were staying in tourist destinations within a three hour driving distance of the area and visitors to the Pee Dee who were staying there or had stopped in the region on their way to their main destination. Self-administered surveys were distributed using the intercept approach in different counties of the Pee Dee region as well as in tourist destinations within an extended radius of a 3-hour driving distance, particularly Myrtle Beach and Charleston. Data collection sites included visitor centers, convention and visitors bureaus, hotels, restaurants, shopping malls, and tourist attractions, as well as several gas stations along I-95. A total of 472 useable surveys were collected, which included 226 current/past tourist surveys and 246 potential visitor surveys. The data analyses were conducted by using the SPSS software version 19.0.
The appendix section of this document will include the focus group questions, a listing of focus group participants, and the surveys used to conduct research into consumer data. In addition, The SmartState Center has additional charts and graphs of results that can be provided upon request.
Page | 9 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
PART I STAKEHOLDER FOCUS GROUP DISCUSSIONS
Focus group discussions were held to obtain insights into the strengths, opportunities, obstacles, and expectations of tourism development in the Pee Dee, and to explore existing and potential tourism collaboration with the coastal areas of South Carolina.
Two Pee Dee focus groups and one Myrtle Beach focus group were held in November 2011. Approximately twelve people participated in each of these one-hour discussions. Participants represented hotel, golf course, marketing, and transportation sectors; local county and city agencies with significant tourism duties; and other community organizations, such as schools and nonprofits (see the list of participants in Appendix I.1). An accomplished facilitator led semi-structured discussions based on specific questions (see questions in Appendix I.2). The Myrtle Beach focus group session took place at the Myrtle Beach Marriott at Grande Dunes on November 3, 2011, following the Tourism Marketing Summit. Participants were from Myrtle Beach and nearby coastal areas, such as Conway and Charleston. The other two focus group sessions were held in the Florence Civic Center on November 7, 2011. Participants represented the city and county of Florence and the towns of Marion, Mullins, Dillion, and Darlington. All the focus group discussions were recorded, and the main themes were identified by reviewing the discussion transcripts.
The findings indicate that focus group participants in each session had similar but non-identical perceptions of and experiences with the tourism industry in the Pee Dee region and coastal areas. A number of themes emerged with respect to obstacles, opportunities, and challenges for existing as well as potential tourism products and tourism development in the Pee Dee.
The focus groups noted the following obstacles to tourism development in the Pee Dee: No regional identity, a lack of awareness of location and physical boundaries of the Pee Dee region;
Page | 10 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Poor or absent signage on interstates and state roads; The lack of a coherent identify in terms of image and brand recognition; Very limited public transportation and poor air travel service; and Limited tourism products and infrastructure (hotels and restaurants).
The focus groups suggested the following strategies to strengthen tourism in the Pee Dee: Improved marketing, branding, and signage; Development of a cooperative effort to pool resources and deliver similar messages; Tourism product development to include heritage sites and experiences; Outreach to encourage day-trips from the coastal area and to lure drivers from interstates and secondary roads; and Outreach to advertise the Pee Dee’s travel bargains and abundance of natural resources.
The following summaries of the three focus groups provide additional insights and quotations that will expand the reader’s understanding of the group discussion and outcomes. The Appendix Section of this report contains lists of focus group participants and the focus group questions.
MYRTLE BEACH FOCUS GROUP
Obstacles 1) Area Identity / Identification Participants noted an “overall awareness issue” of the Pee Dee region, including defining the region as a whole and identification of salient characteristics and small town features that may be of interest to tourists. A fundamental question of what constitutes the Pee Dee is problematic even for residents. One participant stated:
“Do we know what the Pee Dee region consists of - is it seven counties, is it eight counties?”
Tourism activities and points of interest are not clearly identified inside the region, and signage along highways is limited. Tourists travelling through the area are not enticed off the highways; there is no “spontaneous turn-off” to points of interest.
Page | 11 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
2) Accessibility A lack of accessibility hampers the area’s tourism development. There is no national airport in the Pee Dee and limited “connectivity” between Myrtle Beach and Florence in terms of public ground transportation. While Amtrak services Florence, no train service runs between Florence and the coast. Local and regional bus companies offer residents a commuter service between the Pee Dee and Myrtle Beach, however, bus service is not extended to the tourism market. Driving personal automobiles is also problematic with limited road access and frequent traffic jams during peak seasons. One participant commented:
“The 800 pound gorilla in all this is there’s no road access…if people finally get here and they have fought the 501 traffic…the last thing they want to do is get caught in that traffic again and go back over to Florence… so we’ve got to have roads, that’s the main thing.”
3) Perceptions A number of perceptual hurdles with respect to the Pee Dee exist in terms of both tourists and inter-regional relations. For tourists, the Pee Dee is viewed as an area to be traversed en route to a destination. According to one participant:
“Florence, because it’s bisected by the I-95 corridor, you are getting a lot of people going to destinations south of here and to Myrtle Beach. So they don’t even consider (Florence) as a destination but merely as a stop-over for fuel, for food, for a rest break . . . there is a perception that there is nothing there.”
Also no “cross-over” or “bridge relationship” exists between the Pee Dee and Myrtle Beach. Mall shopping in Florence is not advertised to Myrtle Beach residents, and while Florence businesses and professional organizations travel to Myrtle Beach for meetings, this travel pattern is not reciprocated. Instead, a pervasive disregard for the Pee Dee region is evident:
“There is a huge disconnection between Myrtle Beach and the Pee Dee based on the people who live in Myrtle Beach. They don’t look at the Pee Dee as anything special…[while] they have fabulous festivals and farming and the greatest produce. There are a lot of people who want the beach who could really thrive on things that the Pee Dee has to offer year round.”
Page | 12 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
4) Tourism Product and Infrastructure Florence County was recognized as having worked to create tourism products, but region-wide efforts are described as fractured and limited with many areas lacking basic tourism infrastructure such as accommodations, restaurants and area attractions. Points of interest are spread out over a wide area. In the context of the potential for organized bus tours, for example, one participant noted:
“You have to drive over eight counties, that doesn’t make sense to me…what are you going to do, you’re going to go see Darlington, you’re going to go see Young’s Pecan Farm, you’re going to go to Red Bone Alley, and Five Points in Florence…but can you convince someone to go over to Coker College or Francis Marion…what are you going to go look for?”
Opportunities Tourism Development: Daytrips, outdoor activities including festivals, and the “beach plus” concept were described as holding potential for drawing Myrtle Beach tourists to the Pee Dee.
1) Daytrips and Heritage Tourism The Regional Transportation Authority in Myrtle Beach reportedly receives inquiries regarding daytrips to Florence. Tourist and visitors with extended stays have the potential for daytrips and bus tours as one participant noted:
“I think it could have some potential with some of the bus tour seniors where they are wanting to do something that’s a little more historic. Maybe it might not even be an overnight, it might that they’re here and instead of taking a daytrip to Charleston or Wilmington, they could take a day trip to the cotton museum.” Developing niche markets in agri-tourism or in heritage tourism, such as war and African-American history tourism was also suggested.
2) Outdoors and Festivals In addition to the Pee Dee’s appeal in terms of being generally less expensive and quieter than Myrtle Beach, one participant recommended that the Pee Dee might:
“really showcase nature….biking, hiking, fishing.”
Page | 13 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Festivals were also recommended. A “missed opportunity” in Marion County was identified with respect to the Revolutionary War hero, Francis Marion. Ohio recently hosted its 25th annual Francis Marion Swamp Fox festival even though Francis Marion was born in the Pee Dee and made his name as a hero in American Revolutionary battles and skirmishes fought in South Carolina. Peaches from McLeod farms in the Pee Dee region may be used as a focal point along the lines of Winchester, V.A.’s successful annual Apple Blossom festival which brings in half a million visitors over a four day period each spring.
3) Beach Plus The Pee Dee region might also capitalize on the “beach plus” concept. For Myrtle Beach tourists, the primary attraction is the beach, yet the region lacks well-established historical or cultural attractions. The region could capitalize on this: once tourists have spent a few days at the beach and have been “burned out” from the sun exposure, the Pee Dee region can promote itself as an alternative diversion highlighting the historic and cultural features.
Challenges 1) Marketing and Branding A multi-platform approach to marketing the Pee Dee, including print and outdoor advertising as well as online strategies, were suggested. More traditional forms of advertising, such as placing print ads inside transportation vehicles that ferry tourists around Myrtle Beach was suggested as well as more modern forms of advertising, such as implementing digital ads and geo-targeting along bus routes. Capitalizing on frequented tourist routes, such as Highway 501, especially considering the frequent bumper-to-bumper traffic to and from the beach, was also recommended. Participants emphasized the importance of billboards and signage along routes as well as suggested navigational apps and an outdoor text message campaign whereby operators can inform tourists about surrounding points of interest. Paid online search advertisements were also recommended as well as content linked to Myrtle Beach search queries and social media platforms to promote the Pee Dee.
2) Coordinating Efforts Participants argued that the Pee Dee has not developed strong brand recognition in part because branding is not being implemented consistently across channels in the Pee Dee. Establishing an area identity will necessitate greater coordination across counties with respect to promotion of identified assets. Myrtle Beach has set an
Page | 14 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I example with a designated representative to coordinate strategic, jointly funded efforts. Potential areas for tourism product development include downtown revitalization projects, heritage tourism, and medical tourism. FLORENCE FOCUS GROUP 1 A distinction between attracting travellers en route to their destination versus bringing tourists back to the region after reaching destinations at the coast was made. Distinct markets were also defined in terms of intra-regional visitors, seasonal tourists, and part-time residents, such as “snow-birds” and retirees. Notable hurdles to tourism development included the absence of a regional brand as well as a lack of tourism product and infrastructure.
Obstacles 1) Area Identity / Identification Area identification was described as weak. One participant noted that the Pee Dee may be difficult even for residents to define geographically, and there remained a lack of clarity with respect to “what we are” or a regional identity as evidenced by this quote:
“I don’t think people know the Pee Dee… people don’t know what it is so we have to tell them it’s the river, it’s the Indians, and it’s just a region…(but) is it nine counties or is it seven? We don’t even know. I think we’ve never defined how many counties are in the Pee Dee.”
Outside the region, the name “Pee Dee” reportedly elicits a “blank stare”, and from a tourist perspective, the area is considered “irrelevant” or’ “simply the area you pass through” on the way to a destination.
2) Accessibility Historically, attractions inland or “west of the (intracoastal) waterway” have had trouble sustaining interest among seasonal tourists because visitors, especially families with young children, are apparently reluctant to venture away from the beach once they have reached their destination. For instance,
“Once people travel to the beach, they are tired by the time they get there and they feel like that last portion between Florence and the beach just took forever…I think it’s a concept more than a problem with the road so much although there is a lot of congestion during the summer time on certain days.”
Page | 15 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Participants stated that road systems might also inhibit regional tourism flows. The proposed extension of the I-73 interchange that would open access to the beach, for example, is yet to be completed. Inadequate access may in part explain why. According to one participant:
“Travel tends to be along the coastline, north and south as opposed to coming west.”
It was also noted that the lack of a national airport makes it difficult to bring in major acts for festivals or to transport national conference attendees.
3) Tourism Product and Infrastructure Overall, the Pee Dee tourism product was described as “vague and dispersed.” A cluster of attractions, such as art studios across the region, have been grouped together to offer the semblance of a tourism product, but businesses on their individual merits cannot serve as area attractions. Darlington Raceway, a notable exception, is a popular attraction among area residents and attracts tourists from along the coast and even nationwide, but it only holds one event annually. Also, attractions were described as holding limited geographic appeal. In terms of local festivals, for example, each:
“Plays well region-wide but it’s tough to divert some substantial tourism (through festivals on this kind).” In the absence of large-scale attractions, it is challenging to draw vacationers away from the beach evidenced by this comment:
“You are certainly competing with a lot of amenities when you are competing with the beach.”
The Pee Dee would need to develop a tourism product competitive enough not only to attract visitors off the interstate but also to retain vacationers for more than a single night layover. One participant asked:
“How do you translate that from a one-night stay of a family passing through to a few nights stay, especially where these families are on their way to destinations like Disney World? And the question becomes do these families want to trade-off a few nights for an extra day or two in Disney World? We lack an authentic tourism product.”
Products that cater to potential niche markets, such as heritage tourism, are also lacking. One participant stated:
Page | 16 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
“If we got a free sign from the Highway Department to acknowledge some kind of historical site in the Pee Dee, what would you say and where would you put it?”
Developing a tourism product will also necessitate investments in infrastructure. Guided tours of battle grounds and the achievements of local war hero, Francis Marion, in particular are already proving popular. But opportunities to expand on this popularity are currently limited as this participant stated:
“What we lack is infrastructure. . . .everything from signs which identify historic sites, maybe some kiosks in a few places and particularly interpretative centers. The reason that’s important for this particular subject is that we don’t have much in the way of forts or things that are visible still exist after two hundred and thirty years.”
Tourism related infrastructure, especially in smaller towns, is also apparently lacking. For example, sporting events are popular in Dillon, where sports fields are “filled constantly.” However, a recent statewide baseball championship held in Dillon was marred by insufficient lodging and eating establishments to adequately accommodate families and spectators at the events.
The region lacks the resources and infrastructure to stage and promote festivals that would attract a national audience or a major conference facility. Existing facilities cannot accommodate larger conferences and conventions where break-out and meeting rooms may be required. Also, it was noted that the region must compete with cities like Charlotte, N.C. and Atlanta, G.A. on a national scale:
“Who’s going to come to Florence, SC when you need 3,000 beds and support mechanisms?”
Opportunities 1) Existing Tourism Product Florence was described as an area leader in terms of tourism product development. Magnolia Mall in Florence draws area visitors from 45 minutes to an hour’s drive away. The recently completed performing arts center in Florence has the potential for attracting coastal tourists as well as area residents. Perhaps this potential might be reached with organized bus tours to ferry attendees between Florence and Myrtle Beach. I-95 exit 160 was described as “inviting with hotels and restaurants clustered in that area.”
Page | 17 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Also, a conference facility has been built in Florence and is competing for statewide conferences. Feedback has been positive so far with groups enjoying the area, and it is hoped that attendees will choose to visit again as leisure travelers. The area further constitutes a “value proposition” and is less costly than its neighboring competitors are.
Region-wide, day trips to small-scale attractions, such as the Cotton and Tobacco Museums, are promoted through locally distributed brochures. Festivals including the South Carolina Pecan Festival, Arts International Festival, and the Pee Dee Airshow are also area attractions.
Interstate convenience, with I-20 and I-95 intersecting around Florence, suggests potential for attracting travelers off the roadways. The area is also well-situated along the Northeastern seaboard. As one participant stated:
“Geographically we are halfway between New York and Miami.”
2) Tourism Development Tourism product development in terms of downtown revitalization projects, medical tourism, culinary tourism, outdoor and heritage tourism, and youth sports were suggested.
Downtown Revitalization Projects Downtown revitalization, it was suggested, might entice travelers, especially retirees and snow-birds who have fewer demands on their time, to spend a few days in the area. One participant noted:
“Once we can achieve bringing back an historic district with charm, and dining and entertainment, and housing, and lodging and those type of things….especially the older traveler who is not in a hurry to get some place, we have the potential of getting them here to spend multiple days or nights.”
Medical Tourism Facilities and quality of health care were described as superior to those along the Strand, and as having marked potential for the development of medical tourism in the area. For example:
“Over the next decade as the two medical centers continue to grow and spread their expansion efforts more comprehensively across the region…and that’s happening now….and as Francis Marion develops stronger and stronger health competencies and disciplines, I think you will see
Page | 18 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
the emergence of a very, very strong medical and health cluster in the Pee Dee….I think there is enormous potential.”
Culinary Tourism “Home grown” cuisine and authentic regional dishes were described as popular with among focus groups participants and survey participants indicating a strong interest in culinary tourism.
Page | 19 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Outdoor and Heritage Tourism Outdoor activities and the area’s natural beauty may also hold promise according to participants:
“Eco-tourism…I think there is a huge market for outdoor-type activities, inland hunting, inland fishing, kayaking, canoeing…you’ve got some of the best environmental and sight-seeing things around here.”
Development of an “authentic tourism product” in terms of heritage and war themed tours was suggested. Heritage tourism may involve collaboration with the state and may represent an opportunity to target non- traditional tourist populations. Many sites fall under the heritage category. For instance, African American heritage and culture has had limited promotion and needs to be developed further. Besides, for tourists interested in “historic flare,” heritage tourism may hold particular appeal for extended-stay and off-season guests. Retirees and “snow-birds” who occupy second homes and rental units between the fall and the spring from “Conway to Georgetown” were described as representing a possible market for bus tours and packaged day trips around historical themes. For instance, one participant stated:
“there is some potential with heritage tourism, those type of things….although I don’t know that it’s a very large part of the summer tourist market, it may be in the shoulder seasons.”
Challenges 1) Coordinating Efforts Participants argued that the Pee Dee has not developed strong brand recognition in part because branding is not being implemented consistently across channels in the Pee Dee. Establishing an area identity will necessitate greater coordination across regions with respect to promotion of identified assets as well as future development. Myrtle Beach has apparently set an example with a designated representative to coordinate strategic, jointly funded efforts. Potential areas suggested for tourism product development included downtown revitalization projects, heritage tourism, and medical tourism.
Page | 20 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
FLORENCE FOCUS GROUP 2
Obstacles 1) Area Identity / Identification The Pee Dee must craft a clear and consistent area identity that can be marketed to tourists. Participants felt strongly that there were many differing messages delivered through diverse communication channels, but no cooperation between groups or similarity of messages existed. For example:
“This area is marketed for its historical attributes more than anything. It will be important for us to really find our identity – we have to nail that down and decide ‘this is what we are going to identify in ads before we can put a message out for tourists.”
Limited signage on nearby interstates and highways was also noted, especially along routes leading to Marion. While there were signs on I-95 for some small towns with historic areas, this type of signage was limited on the interstate and on Highway 501. The absence of or inadequate signage was also noted within towns and with respect to area attractions, including places of historic interest as noted by participants:
“If you are traveling on 95 there are signs that say get off here for historic Dillon, get off here for historic Latta, but nothing that says get off for historic Marion. Nobody has ever put signage for Marion out there. It matters. We’re left out.”
“My church which is Mt. Olive Baptist Church is a Black Baptist Church that is listed in the National Register of Historic Places. There is no signage, not even in Mullins, except something maybe eight by fourteen right on Church Street. That is the only thing.”
2) Tourism Product and Infrastructure One participant identified the need to develop tourism offerings around historic, artistic, or traditional practices that might appeal to area visitors. There was general agreement that this kind of tourism product should be developed and promoted. One participant asked:
“How can Marion County capitalize on the fact that millions of people come through (highway) corridors every year, but they by-pass Marion County?”
Page | 21 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Limited infrastructure in Marion County was also cited as problematic. There is apparently a need for accommodations and eating establishments that would appeal to an upscale market as and groups for conferences and family reunions as well as appeal to people attracted to the area for outdoor activities. The group felt that there were similar problems in virtually all of the smaller towns in the region with Florence offering the most opportunity for hospitality infrastructure. One participant stated:
“Proximity to other hard infrastructure for tourism is key. We’ve gotta have hotels, gotta have restaurants, gotta have all of those things needed by the tourism sector.”
Opportunities 1) Existing Tourism Product The group agreed that events, historic sites, and outdoor attractions are already established in the Pee Dee. A number of these were identified as follows: The Fox Trot Festival (Marion); The Golden Leaf Tobacco Festival (Mullins); The South Carolina Tobacco Museum (Mullins); Historic homes and gardens (several towns); Historic sites connected to the Civil and Revolutionary Wars (Francis Marion); Opportunities for outdoor activities – hunting, fishing, boating on rivers; Bird watching and other nature opportunities, such as scenic rivers; Dragonfly population that is biggest known population; and Military re-enactments (Britton’s Neck).
2) Tourism Development The group identified several thematic areas that could be developed as tourism attractions.
Heritage Tourism Suggestions included a traditional working farm, blacksmithing, candle making, tobacco farming, and old cooking techniques. Participants mentioned the need to develop sites and experiences related to African American history.
Page | 22 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Other potential opportunities identified were Red Doe Plantation and the history and accomplishments of Francis Marion. For example participants noted:
“When you start talking history, the area is very rich. It is more (a question of) what do you want to feature from a particular time period, not is there something from that time period. It is there.”
“Francis Marion is something we are working on to increase awareness on. We need to capitalize on Francis Marion.”
The group agreed that historical events and experiences related to Francis Marion should be increased. Several interesting ideas were presented including developing a small town historic trail between Dillon and Latta, developing sites of interest in Dillon and Latta, and possibly expanding to include similar activities in Marion County.
Outdoors Experiences Participants agreed that there are many natural resources in the county, including woodlands and rivers, but noted that many hunting areas are private and are not accessible to visitors. Participants noted:
“I think we underestimate how well known this region is for hunting and fishing. When I told my Dad in the Upstate that I was moving here years ago he said I would love the area because of all of the hunting and fishing.”
“The outdoor recreation assets in this area are enormous and we’ve never really paid attention to them.”
One participant noted that his organization is increasingly focused on sustainable development and eco-tourism and suggested that this is a prime area for development. In particular, Marion County’s huge population of dragonflies that converge in May could become an attraction, and the Lewis Ocean Bay Heritage Preserve was likewise mentioned in the same vein.
Page | 23 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART I
Challenges 1) Marketing and Branding Festivals, historic sites, and events that already exist are not marketed to other parts of South Carolina, let alone to other states. As one participant said:
“It is kind of sad to see that businesses in Florence don’t believe they need to advertise or market in the lower parts of the county or in Marion County.”
The participants reached a consensus that increased marketing on the internet is essential but must be supported by multi-pronged marketing efforts that include more directional signage, billboards, and printed pieces. There was also strong consensus that branding is an essential component of developing tourism in the Pee Dee.
2) Coordinating Efforts Several participants commented that more conversation between organizations, between geographic regions in the Pee Dee, and between the Pee Dee and the Coast was essential for success. An identified need for key stakeholders to coordinate efforts and brand a tourism destination for the area as a whole was also underscored. Through a coordinated effort, the Pee Dee may be able to pool resources, craft a cohesive message, streamline related activities, and develop a regionally and nationally competitive marketing strategy. In the absence of such coordination, efforts remained fractured and ineffectual or simply nonexistent as evidenced by the following statements:
“Probably the single most identified problem is that there is not coordination of branding – everyone is doing their own thing. We have the issue of trying to bring everything together but when we do things there is a little bit of a divide.”
“Collaboration is key. There needs to be more discussion, round table discussions like we are having today where ideas can be tossed around and solutions brought to the table.”
“Until we can get on one page and work together we will continue to have the stalemate we have today.”
Page | 24 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
PART II CONSUMER RESEARCH – CURRENT/PAST VISITOR MARKET
Consumer Survey of Current/Past Visitors
This chapter addresses the demographics, travel history, and consumer perceptions of tourists visiting in the Pee Dee region. The study employs established survey research methods for data collection. A consumer survey was constructed for the current/past visitor market, and another survey was developed for potential tourists. All participants were 18 years of age or older. Current/past visitors refer to those who were visiting or have visited this area before, including day tripping, driving/passing through, and touring/staying overnight. Potential tourists include those who have never visited this region. The radius for data collection extends to major tourist destinations within a three-hour driving distance to the Pee Dee region.
Method The survey for both target audiences shares many of the same questions, although the current/past visitor survey exercise includes an additional section about visiting experiences in the Pee Dee region. The surveys asked about respondents’ awareness of this region as a tourist destination and the attractions and activities this region provides. Questions about general interest in the Pee Dee region are also included, such as the “willing-to-travel” distance to parts of the Pee Dee as a primary and side-trip/secondary destination, preferred length of stay, and interest in the features and activities in the region. Visitor barriers and constraints (16 items) were also included in this section (Nyaupane and Andereck, 2008; McKercher, 2009; Haukeland, 1990). Survey questions for both survey populations are included in Appendix II.1.
In the second section, respondents were asked about their cognitive image (17 likert-type items), affective image (10 semantic differential items), future visit intention, and overall perception of the destination (Gartner, 1993, 1996; Echtner and Ritchie, 1993; Pike, 2002; Pike and Ryan, 2004; Baloglu and Brinberg, 1997). Questions about
Page | 25 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II auto travel behavior in general, information search activities, travel party characteristics, and side-trips along driving routes were included in the third section. The last section asked about demographic characteristics of the respondents. Because of its importance, the demographic section is presented first in the following segment of the report.
Data collection took place in September 2011. Self-administered surveys were distributed in different counties of the Pee Dee region as well as in the popular tourist destinations of Myrtle Beach and Charleston, both located within a 3-hours driving distance of the Pee Dee. The data collection employed the intercept approach at various sites, including visitor centers, convention and visitors’ bureaus, hotels, restaurants, shopping malls, and tourist attractions as well as at gas stations along I-95 in several Pee Dee locations. A systematic random sampling method was used by approaching every 4th or 5th individual depending on the on-site traffic of the visitors.
The researchers handling the intercept surveys provided a brief explanation of the study to potential respondents and asked two screening questions before handing out the survey. One question was used to exclude Pee Dee residents from data collection, and the other question asked about past visits to the Pee Dee region so that the respondent would receive the correct version of the survey (current/past or potential visitor survey).
Potential tourists who had not visited the Pee Dee before were given an official travel brochure that included a map, description of the region, and detailed introduction of the tourist attractions, activities, and accommodation/restaurant information in the region. A large number of pictures and photographs were included in the travel brochure to illustrate the tourism resources in this area. The surveyors requested that the respondents who answered the potential visitor survey check the travel brochure before completing the survey. A total of 472 useable surveys were collected, which included 226 current/past tourist surveys and 246 potential visitor surveys. The data analyses were conducted by using the SPSS software version 19.0.
Page | 26 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Summary of Current/Past Visitor Survey Results
Demographics of Survey Respondents Intercept surveys identified important demographic information about study participants. This information is critical to analyzing the potential of existing tourism products, potential tourism product development, and marketing strategies. 63.4% of the survey participants were female, and the remaining 36.6% were male. Of particular interest is the age breakdown of respondents as shown in the chart below.
Age
30 24 26 25 25 20 1 25.2% 24.2% 11 15 23.3% 10 5 11.7% 10.7% 5 4.9% 0 20 & 21 - 30 31 - 40 41 - 50 51 - 60 61 & Older Younger
20 & Younger 21 - 30 31 - 40 41 - 50 51 - 60 61 & Older
Page | 27 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
49.4% of respondents fell between the ages of 31 and 40 with the next largest age segment represented by 23.3% who were between the ages of 21 and 30. Also, the presence of children presently living in households surveyed was instructive. According to the chart below, 47.5% of respondents had at least one child living in their household. Of those households with children in residence, 43.3% were “somewhat, mostly, or absolutely” interested in special arrangements for their children while traveling.
Number of Children in the Household
104 120
100 72 80
60 47.1% 29 40 32.6% 12 20 13.1% 4 1.8% 5.4% 0 None 1-2 children 3-4 children 5 or more Does not apply children
None 1-2 children 3-4 children 5 or more children Does not apply
Page | 28 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The majority of the respondents surveyed was Caucasian (70.5%), had a college education (32.7%) or postgraduate degree (23%), and had middle-class annual household income of $40,000-$100,000 (50.9%).
The following three graphs provide more details of these demographics:
Race/Ethnicity
158
160 140 120 100 70.5% 80 44 60 10 40 19.6 1 4 7 20 4.5% .4% 1.8% 3.1% 0
Caucasian African-American Hispanic Asian Native American Other
The fact that close to one fifth of the intercept survey respondents were African American is instructive for future tourism development. According to a report from Black Meetings & Tourism, the “African-American travel market is one of the top three fastest growing segments in all areas of the industry” and “African-American travelers spend more than $40 billion yearly.” In addition to this tourism data, South Carolina has an unusually significant legacy of African American history and culture that has not been widely promoted, both for African American visitors or for any visitor interested in this area of the state’s heritage.
Page | 29 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The intercept surveys also confirmed a relatively high level of education for respondents with just over 80% having some college, a bachelor’s degree, and/or a master’s or doctorate degree.
Education Level of Respondents
71 80 53 70 50 60 50 27 40 15 32.7% 30 24.4% 23% 20 12.4% 1 10 .5% 6.9% 0 19.6% 4.5% .4% 1.8% 3.1%
High school degree or lower Vocational degree Associate degree Some college Bachelor's degree Master's/Doctorate degree
Page | 30 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The majority of the respondents (50.9%) reported an annual household income of $40,000-$100,000. 22.8% of the respondents surveyed had an annual household income of less than $40,000. 34.2% of the respondents reported an annual household income of $100,000 and above.
Respondents’ Total 2010 Annual Household Income (before taxes)
37 40 32 34 35 28 25 30 25 18 18.3% 16.8% 18 20 13.9% 15.8% 12.4% 15 8.9% 10 8.9% 10 5% 5 0 .4%
Less than $20,000 $20,000–$40,000 $40,001-$60,000 $60,001-$80,000 $80,001-$100,000 $100,001-$120,000 $120,001-$140,000 $140,001 or more
Page | 31 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
In terms of primary residence of the respondents, the majority were from North and South Carolina. There were also respondents from Florida, Tennessee, New York, Ohio, Wisconsin, Colorado, California, Vermont, New Hampshire, and other countries such as United Kingdom and Australia. Additional examination of traffic data is recommended to help shape future outreach and marketing campaigns.
The majority of the current and past visitors to the Pee Dee identified Myrtle Beach, S.C. (35%) and Charleston, S.C. (27.9%) as their primary destination for this current trip. Only 8.8% of the respondents visited the Pee Dee as their primary destination. While I-95 has traditionally been considered the major route between the Northeast and Florida, only 6.2% of the surveyed identified Florida as their destination.
Visiting Patterns of Interest
79
80 63 70 50 60 50 35% 40 27.9% 14 20 30 22.1% 20 10 6.2% 8.8% 0 Myrtle Charleston, Florida Pee Dee Other Beach, SC SC
Myrtle Beach, SC Charleston, SC Florida Pee Dee Other
Page | 32 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The majority of the 221 current or previous respondents reported that they have visited the area more than once, with 43.4% of respondents having visited more than five times. 30% of the respondents have only stopped briefly in this region for food, gas, or bathroom visits, and 16.1% drove past the region but never stopped. 38.6% of the respondents have visited the Pee Dee area for a substantial amount of time, indicating their reasons for visiting as related to business, pleasure, and/or visiting family, friends, and relatives.
Past Visitation to the Pee Dee Region
N = 33 (15%) N = 39 (17.6%) N = 96 (43.3%) More than 5 times N = 53 (24%) 2-3 times 1 time 4-5 times
Regarding the purpose of the most recent trip to the Pee Dee region, most of the respondents (46.9%) reported that the reason for their visit was pleasure/leisure. 24.8% visited friends and relatives, and 21.7% stopped on the way for food, gas, bathroom breaks, information, or lodging. The most common activities identified in this intercept survey were: food/restaurant, outdoor recreation, lodging, shopping, casual sightseeing, and gas.
Page | 33 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The majority of the respondents (52.9%) were willing to travel no more than one hour to visit the Pee Dee as a primary destination, nor were they willing to make a side-trip of more than one hour to the Pee Dee when heading for or staying at their primary destination (65.3%).
Willingness to Drive to the Pee Dee as a Primary Destination
59 58 60 50
50 32 40 26.7% 26.2% 22.6% 22 30
20 14.5% 10% 10
0 Less than 30- No more than No more than No more than More than 3 minute drive 1 hour 2 hours 3 hours hours
Less than 30-minute drive No more than 1 hour No more than 2 hours No more than 3 hours More than 3 hours
Page | 34 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
When asked about the length of their most recent visit, respondents reported that they either took a short break of less than 3 hours (26.2%) or stayed overnight (16.3%). The majority of participants made the decision to visit this area before they left home (58.9%). Existing signage on interstates and highways did not “tempt them” off the highway to visit the Pee Dee (mean score = 2.28 in a scale of 1= “not at all” and 5= “very much/absolutely”). The respondents were moderately satisfied with their overall experience of the Pee Dee region (mean score = 3.59 in a scale of 1= “not satisfied at all” and 5= “very satisfied”).
If respondents were given a chance to visit the Pee Dee region, they were willing to spend a half-day or less (38.2%) or a full day (16.4%) for their visit, but 45.4% of the respondents still would spend one night or more. 30.9% indicated a willingness to spend more than one night.
Respondents’ Perception of Optimal Visit Length in the Pee Dee
44 40 45 36 40 32 30 35 25 30 25 18.2% 20% 20 16.4% 13 15 14.5% 11.4% 10 13.6% 5.9% 5 0
Less than 3 hours Half day(4-5hours) Full day Overnight 2 nights 3 nights 4 nights or more
Page | 35 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The data collected through the intercept survey process confirms focus group results that on average people had very limited awareness of the Pee Dee region as a tourist destination (mean score was 2.67 in a scale of 1= “not at all” and 5= “very well”) and were not familiar with tourist attractions/activities in the Pee Dee region (mean score was 2.37 in a scale of 1= “not at all” and 5= “very well”).
Awareness of the Pee Dee as a Vacation Destination
88
90 80 70 51 60 39.1% 38 50 40 24 24 22.7% 30 16.9% 20 10.7% 10.7% 10 0 Not at all 2 3 4 Very much
Not at all 2 3 4 Very much
Page | 36 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Perceptions of the Pee Dee Respondents were asked to choose the words that they would associate with the Pee Dee or would use to describe the Pee Dee. 35.4% of the respondents said they “really didn’t know”, others provided the descriptions as follows (the numbers indicate the count of the words in respondents’ answers):
Really don’t know (80/35.4%) Other (146/64.6%), o Beautiful (beautiful/nice/fabulous/pretty/scenic/attractive/wonderful/excellent/awesome) 26 o Nature (trees/river/lakes/sand/green/flat land) 19 o Country/Rural (rural/country/redneck/small town atmosphere/tobacco 16 o Fun (fun/relaxing) 13 o Active (active/lively/lots of tourists/tourism) 14 o Friendly (friendly/inviting) 12 o Relaxing 11 o Culture/Historic (memories/historic/old times/heritage/African American) 9 o Boring (unattractive/boring/plain/lame/nowhere/nothing/unknown/entertaimment lacking) 9 o Surrounding towns (Florence/Darlington) 8 o Hot (hot/humid/hot in summer/warm) 7 o Poverty (poor/cheap/low income/high unemployment) 7 o Pass by (gas/bathrooms/way to Disney/went for a reason) 6 o Family oriented 4 o Don't know (not sure/don't know/no idea) 4 o Peaceful (peaceful/calm) 3
Page | 37 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Destination Features Attracting Visitors to the Pee Dee Respondents reported that beautiful landscapes, pleasant weather, festivals and events, good food/restaurant, and sightseeing activities were the top five features that would attract them to spend more time in the Pee Dee region. The interest of the respondents was moderate with the mean score ranged from 3.40 to 3.50 on a 5-point scale (1 = “not at all” and 5 = “absolutely”).
Standard Destination Features in the Pee Dee Mean Rank Deviation Beautiful landscapes 3.50 1.14 1 Pleasant weather 3.50 1.21 2 Festivals and events 3.46 1.14 3 Good food/restaurant 3.40 1.19 4 Sightseeing 3.33 1.11 5 Outdoor Activities 3.21 1.23 6 Historical/cultural heritage 3.19 1.24 7 Sociable local people 3.12 1.29 8 Scenic river experience 3.08 1.27 9 Shopping 3.05 1.39 10 Scenic drive through Pee Dee region 3.02 1.25 11 Scenic railroad experience 2.97 1.27 12 Native American’s history and life 2.96 1.34 13 Themed tourist routes 2.84 1.28 14 Sports activities 2.83 1.44 15 Rural area features 2.63 1.30 16 Rural life in general 2.58 1.26 17 Business/Conference 2.31 1.36 18 Auto racing 2.30 1.51 19 Special arrangements for children 2.28 1.32 20 Dietary and medical treatment 2.17 1.26 21
Page | 38 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Respondents’ Interests in Themed Driving Tours in the Pee Dee Among the six potential themed driving tours in the Pee Dee region, respondents reported that they were most interested in the natural beauty scenic driving tours and food/wine/culinary themed driving tours. The interest was moderate with the mean scores ranging from 2.70 to 3.08 on a 5-poing scale (1=“not interested at all” and 5=“very interested”).
Standard Possible Themed Driving Tours in the Pee Dee Mean Rank Deviation Natural Beauty Scenic Drive 3.08 1.25 1 Food/Wine/Culinary Tour 3.07 1.40 2 Native American Tribe Exploration Drive 2.85 1.32 3 Traditional Southern Lifestyle Exploration Drive 2.82 1.24 4 War-Memorial Drive 2.78 1.35 5 Film Location Drive 2.70 1.33 6
The following graphs show more details of the top two driving trip possibilities selected by respondents. There are additional facts about the remaining categories after the graphs.
Page | 39 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Natural Beauty Scenic Drive The Pee Dee region has some geographic variability with flat farms areas, some gently rolling hills, swamplands, and beautiful rivers. The major rivers that flow through the region are the Big Pee Dee and the Little Pee Dee. Charming “farm to market” roads meander through small towns that often have some interesting historic sites.
51 51 60 44 42 50 32 40 30 23.2% 20 23.2% 20% 19.1% 10 14.5% 0 Not very Somewhat Neural Somewhat Very interested at interested interested interested all
Not very interested at all Somewhat interested Neural Somewhat interested Very interested
Page | 40 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Food/Wine/Culinary Tour
65 70 57 60 37 50 32 31 40 29.3% 30 25.7% 20 14.4% 16.7% 14% 10 0 Not interested Somewhat Neutral Somewhat Very at all uninterested interested interested
Not interested at all Somewhat uninterested Neutral Somewhat interested Very interested
While there is limited promotion of Native American history and culture in the Pee Dee, this driving tour category ranked third, followed by the traditional Southern lifestyle tours and War Memorial drives. 30.3% of the respondents ranked a tour through film locations as an experience they were “somewhat interested in” or “very interested in.”
Page | 41 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Perceived Barriers / Constraints Affecting the Visit Intention Regarding the barrier/constraints to visiting the Pee Dee, the most important reasons respondents showed no interest in this region were because they were “unsure what to do in the area”, had a “lack of information from tourist resources”, and “do not know what to expect there” (the measurement range extended from 1= “do not agree”, to 5= “strongly agree”).
Standard Barriers/Reasons Affecting Visit Intention Mean Rank Deviation Unsure what there is to do 2.76 1.39 1 Lack of information from tourist resources 2.64 1.38 2 Don’t know what to expect there 2.62 1.32 3 Don’t want to change original travel plan to stop at Pee Dee 2.60 1.27 4 Have no time for the trip in Pee Dee 2.51 1.26 5 Not much fun for tourists in Pee Dee 2.46 1.17 6 It is not convenient to visit this place 2.45 1.20 7 Lack of good tourism facilities 2.37 1.19 8 Don’t have a good impression about this place 2.29 1.32 9 Nothing interests me in this place 2.24 1.22 10 Have no budget for it 2.22 1.19 11 Cannot afford to visit this place 2.18 1.15 12 Had unsatisfactory visiting experience there 2.05 1.28 13 Unsafe to visit this place 1.99 1.26 14 Don’t like unfamiliar places 1.98 1.13 15 Heard bad things about this place 1.88 1.16 16
Without enough knowledge about the Pee Dee, respondents reported that existing signage on interstates and highways did not “tempt visitors” off the highway to visit this region (mean score = 2.28 in a scale of 1=”not at all” and 5= “very much/absolutely”.
Page | 42 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Respondents’ Image of the Pee Dee Respondents’ positive image about the Pee Dee region included nice weather, natural scenic beauty, lack of crowds, good quality of accommodations and restaurants, reasonable cost, and convenient location from which to access other destinations (mean score ranged from 3.28 to 3.58 in a scale of 1= “strongly disagree” to 5= “strongly agree”).
Standard Cognitive Image of the Pee Dee Mean Rank Deviation The weather is nice 3.58 1.03 1 The destination offers natural scenic beauty 3.46 1.05 2 The destination is not crowded 3.36 1.09 3 Quality of accommodation is good 3.35 1.03 4 It has good restaurants 3.33 1.01 5 Tour costs are reasonable 3.28 0.95 6 It is close to other destinations 3.28 1.04 7 Goods/services offered have good value 3.25 0.99 8 The lifestyle at Pee Dee is unique 3.20 1.04 9 The destination is not too touristy 3.16 1.13 10 There are many things to buy in Pee Dee 3.15 1.06 11 Transportation is convenient in Pee Dee 3.13 0.98 12 It has a variety of festivals/events 3.11 1.03 13 There is a lot to do in Pee Dee 3.09 1.09 14 Quality of roads in this region is good 3.07 1.06 15 It provides opportunities for learning ethnic custom 3.01 1.03 16 It offers a good night life 2.93 1.09 17
Respondents had a moderately positive feeling about the Pee Dee (mean score ranged from 3.23 to 3.82 in a scale of 1= “nasty, distressing, uncomfortable…” to 5= “clean, relaxing, comfortable...”).The overall image of the Pee region was moderately favorable with a mean score of 4.70 (in a scale of 1= “least favorable” to 7= “most favorable”).
Page | 43 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Future Visit and Relocation Intention Respondents’ intent to visit the Pee Dee region in the future was neutral or slightly negative (mean scores ranged from 2.74 to 3.01 on a 5-point scale from 1=”Unlikely at all” to 5=”very much likely”). In terms of relocation intention for the future, 12.3% of respondents were “somewhat likely” or “very likely” to relocate to the Pee Dee area and that 11.9% of this group are “somewhat likely” or “very likely” to bring a business with them.
Standard Tourist Visit/Relocation Intentions Mean Rank Deviation Visit Pee Dee region in the next 12 months 3.01 1.41 1 Combine primary trip with the Pee Dee tour 2.74 1.26 2 Relocate to South Carolina in the future 2.37 1.47 3 Relocate to the Pee Dee in the future 1.93 1.25 4 Bring business with you if relocated in the future 1.91 1.22 5
Page | 44 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Willingness to Relocate to the Pee Dee Region in the Future
117
120
100
80 55.2%
60 32 37 40 12 14 20 15.1% 17.5% 5.7% 6.6% 0 Not likely at all Somewaht Neutral Somewhat Very likely unlikely likely
Not likely at all Somewaht unlikely Neutral Somewhat likely Very likely
Page | 45 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Likelihood of Bringing a Business (if applicable) upon Future Relocation
117 120
100
80 55.7%
60 31 37 40 13 12 20 14.8% 17.6% 6.2% 5.7% 0 Not likely at all Somewhat Neutral Somewhat Very likely unlikely likely
Not likely at all Somewhat unlikely Neutral Somewhat likely Very likely
Page | 46 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
The Effects of Demographics Gender, marital status, education, and income level, as well as awareness and familiarity with the Pee Dee region influenced people’s interest in the area and the activities they would participate in while visiting the Pee Dee region.
Significantly, the features attracting respondents to spend more time in the Pee Dee region, festivals and events, shopping, and auto racing were perceived differently due to a few group differences.
Males indicated they would be persuaded to spend more time in the region for business/conference(s), scenic river experiences, and auto racing (but the interest overall was not high with the mean scores ranging from 2.59 to 3.36). In addition, compared to married respondents, single respondents reported that they would be motivated to spend more time in the region for festivals/events and shopping.
Participants with a high school degree or less were more willing to spend time in the region for dietary/medical treatment, auto racing, and shopping than those with a college degree or higher (mean scores ranged from 3.00 to 3.76). Those respondents with a vocational/associate degree were more likely to spend time in the Pee Dee region for good food and restaurants (with a mean score of 4.13) than those with a college education.
Lastly, participants that indicated that they made less than $40,000 per year were more likely to spend more time in the region for shopping compared to those making more than $80,000 (with a mean score of 3.58).
Group differences also existed with respect to reasons or barriers for not returning the region. Participants with a high school degree or less indicated that an unsatisfactory experience and budget issues would significantly influence a return visit to the region compared to those with a college degree or higher (mean score ranged from 2.74 to 2.85).
The region’s image and attributes were perceived differently among groups with different education. Participants with a high school degree or less were more likely to perceive greater shopping availability (with a mean score of 3.74) and that transportation was convenient in the region (with a mean score of 3.63) than those with a college degree or higher.
Page | 47 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Marketing and Information Channels Most Likely to Bring in Visitors
Travel Research in the Planning Phase Survey respondents were asked to rank their top three choices of the information sources from the categories listed below. When survey respondents were planning a trip, their most likely information source was travel websites on the Internet, following by word-of-mouth recommendations from families and friends, and travel books/brochures and TV. The choice of travel websites for information far exceeded more traditional marketing channels.
Information Source 1st rank 2nd rank 3rd rank Equal/no rank Not chosen Travel Websites 149 20 10 10 30 Travel magazines 6 28 21 4 162 Travel books/brochures 4 17 26 6 168 TV 4 24 26 5 162 Radio 2 6 8 5 200 Word-of-mouth 21 47 43 6 104 Automobile clubs 8 16 10 4 183 Newspapers 0 4 9 0 208 Directed mail 2 8 6 1 204 Other 5 5 4 9 198
Page | 48 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Travel Websites (Information Choice in the Travel Planning Phase)
149 160 140 120 67.4% 100 80 30 60 20 40 10 10 20 13.6% 9% 4.5% 4.5% 0 Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Page | 49 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Word-of-Mouth Recommendations from Family & Friends (Information Choice in the Travel Planning Phase)
120 104
100
80 47.1% 60 47 43
40 21 21.3% 19.5% 6 20 9.5% 2.7% 0 Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Page | 50 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART II
Travel Research during the Trip Respondents were asked to rank the top three information resources from the list below, indicating where they found information while en-route. Internet and GPS/Smartphone App were the most popular information sources as the 1st choice, Brochures, Roadside signage, and maps/travel guide books were ranked as the 2nd choice, and recommendations from family and friends was ranked high as the 3rd choice.
Information Source 1st rank 2nd rank 3rd rank Equal/no rank Not chosen CVBs/Tourist Info. Center 15 5 9 4 189 Local people 12 18 32 6 154 Gas stations along the route 9 9 6 3 195 Hotels/restaurant staff 3 19 17 5 178 Internet 92 25 10 15 80 Maps/travel guide books 7 24 14 9 168 Brochures 9 29 18 10 155 Recommendations from family & friends 5 13 36 1 167 Roadside signage 8 26 16 4 168 GAP/Smartphone App 29 10 9 6 168 Other 1 1 2 1 216
Page | 51 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
PART III CONSUMER RESEARCH – POTENTIAL VISITOR MARKET
Summary of Potential Visitor Market
246 useable surveys were collected from the potential tourist market. The methodology for this survey is the same as for the visitor survey summarized in the opening paragraphs of Part II.
Demographics of Survey Respondents Intercept surveys identified important demographic information about the potential visitor market. 61.4% of the respondents were female and 39.6% were male. 40.9% were twenty years of age or younger, while the age categories of 21-30 and 31-40 each claimed 15.1%, with the remaining respondents (28.9%) over the age of 40. The majority of respondents (52.9%) were single while 36.5% were married. The remainder were widowed, divorced, or separated.
Page | 52 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Age
95 100
90
80
70 40.9% 60
50 35 35 34 40 26 30 15.1% 14.7% 20 15.1% 11.2% 7 10 3.0% 0 20 & Younger 21 - 30 31 - 40 41 - 50 51 - 60 61 & Older
20 & Younger 21 - 30 31 - 40 41 - 50 51 - 60 61 & Older
Page | 53 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
The majority of the respondents (72.8%) of the surveyed were Caucasian, a number similar to the findings of the survey designed for people who were visiting or had visited the Pee Dee. While 11.7% of the participants were African American, 6.3% were Hispanic, and only 1.3% of the participants were Native American.
Race/Ethnicity
174
180 160 140 120 72.8% 100 80 60 28 15 12 40 3 7 11.7% 20 6.3% 5% 1.3% 2.9% 0
Caucasian African-American Hispanic Asian Native American Other
Page | 54 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
78.6% of respondents had attended college, held a bachelor’s degree, or a master’s and/or doctorate degree, while 11.9% had a high school degree or lower. It is interesting to note the differences in education and income between this survey of potential tourists and the previous survey of current/past visitors, which could be explained by the higher percentage of people twenty and under in this survey pool.
Level of Education
74 76 80 70 60 42 50 29 30.3% 40 20 31.1% 30 17.2% 20 11.9% 3 10 1.2% 8.2% 0
4.5% .4% 1.8% 3.1%
High school degree or lower Vocational degree Associate degree Some college Bachelor's degree Master's/Doctorate degree
Page | 55 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
As shown in the chart below, 17.2% of respondents earned less than $20,000 a year with the largest segment of respondents (22.4%) making between $20,000 a year and $40,000 a year. The small percentage of respondents with children was likely skewed by the age distributions, with 53.8% reporting no children and 28.3% reporting one or two children. 14.2% of those with children were “somewhat” interested in special arrangements for children, with 11.7% of this group “mostly” interested and 7.5% “absolutely” interested in special arrangements.
As shown in the chart below, respondents’ incomes fell to the lower ranges.
Income
60 52
50 40 42
40 24 30 18.1% 22 21 22.4% 18 17.2% 13 20 10.3% 9.1% 9.5% 7.8% 10 5.6% 0 .4%
Less than $20,000 $20,000–$40,000 $40,001-$60,000 $60,001-$80,000 $80,001-$100,000 $100,001-$120,000 $120,001-$140,000 $140,001 or more
Page | 56 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
In terms of primary residence of the respondents, the majority were from North and South Carolina. Respondents also were from Alabama, Texas, Florida, Tennessee, New York, Ohio, Wisconsin, Colorado, California, and other countries such as Canada, the United Kingdom, and Australia. Respondents usually traveled with their family members (32.8%), their spouse/partner (31.5%), or their friends/relatives (28.6%) by car/auto on their holiday/vacation. They used a car (81.7%) or rental car (9.8%) as their mode of transportation.
36.1% of the people surveyed identified Myrtle Beach as their destination, and 59% identified Charleston as their destination. Destinations included other parts of South Carolina such as Folly Beach, Edisto Beach, Hilton Head, and Sumter with only two (0.8%) of respondents driving to Florida. The majority of people surveyed had never heard of the Pee Dee area.
Destination Patterns of Interest
144 160 140 120 88 100 80 59.0% 60 22.1% 36.1% 10 40 2 20 0.8% 4.1% 0 Myrtle Beach, Charleston, SC Florida Other SC
Myrtle Beach, SC Charleston, SC Florida Other
Page | 57 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Respondent Awareness of the Pee Dee On average, respondents had a very low awareness of the Pee Dee region as a tourist destination (mean score was 1.42 on a scale of 1= “not at all” and 5= “very well”) and were unfamiliar with tourist attractions/activities available in the Pee Dee region (mean score was 1.38 on a scale of 1= “not at all” and 5= “very well”). 73.6% of the respondents did not know how to describe the Pee Dee region and showed limited interest in taking a tour of the Pee Dee region (mean score was 2.62 on a scale of 1= “not interested at all” and 5= “very much interested”).
Awareness of the Region as a Tourism Destination
189 200 180 160 77.1% 140 120 100 80 27 60 18 40 0 7 20 11.0% 7.3% 1.6% 2.9% 0 Not at all 2 3 4 Very well
Not at all 2 3 4 Very well
Page | 58 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Awareness of Tourist Activities and Attractions in the Pee Dee
192 200 180 160 140 78.4% 120 100 80 28 22.7% 60 18 40 0 7 20 11.4% 7.3% 2.9% 0 Not at all 2 3 4 Very well
Not at all 2 3 4 Very well
Perceptions of the Pee Dee While 73.6% said they “really didn’t know” how to describe the Pee Dee, some provided descriptions as follows (the numbers indicate the count of the words in respondents’ answers):
Nature (beach/lake region/river/trees/adventure/outdoorsy) 16 Beautiful (attractive/pretty/scenic/great/fantastic) 15 Fun (happy/enjoyable/exciting/relaxing/vacation) 12 Historic (old/historic/quaint) 8 Nice (nice/sociable/amiable/nice people) 7 Small & Slow (small/small-town/slow-moving area without anything going on) 7 Country/rural (country/cotton/farming/agriculture/low country) 7 Family friendly 3 Unknown (unknown/somewhat below the radar) 3
Page | 59 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Respondents’ Interest in Visiting the Pee Dee When asked about the interest in taking a tour in the Pee Dee region, 42.3% of the respondents indicated either “not at all” or “not interested”, and 17.4% reported “interested” or “very much interested”. However, 40.2% of the respondents had a neutral opinion, indicating that they had no idea or were not sure if they should visit the Pee Dee or not.
Interest in Touring the Pee Dee
97 100 90 40.2% 80 70 47 55 60 50 22.8% 27 40 19.5% 30 15 20 11.2% 10 6.2% 0 Not at all 2 3 4 Very much
Not at all 2 3 4 Very much
Page | 60 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
The majority of the respondents (59.8%) were not willing to travel more than one hour to visit the Pee Dee region as their primary destination, nor were they willing to make a side-trip of more than one hour to the Pee Dee when heading or staying at their primary destination (76.7%).
Willingness to Drive to the Pee Dee as a Primary Destination
80
80 66 70 51 60 32.8% 27.0% 50 20.9% 40 23 24 30 20 9.4% 9.8% 10 0 Less than 30- No more than No more than No more than More than 3 minute drive 1 hour 2 hours 3 hours hours
Less than 30-minute drive No more than 1 hour No more than 2 hours No more than 3 hours More than 3 hours
Page | 61 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Potential visitors were most likely to envision shorter visits to the Pee Dee with 22.8% identifying a visit of less than three hours as their preferred option, and 31.7% would take half a day (4-5 hours) and 21% would take a full day without staying overnight for visiting the Pee Dee. The sharp decline in numbers of potential visitors choosing longer times for visits is most likely due to their lack of information about the area.
Respondents’ Perception of Optimal Visit Length in the Pee Dee
78 80 70 56 52 60 50 31.7% 33 40 22.8% 21.1% 16 30 13.4% 20 6 5 10 6.5% 2.4% 2.0% 0 5.9%
Less than 3 hours Half day(4-5hours) Full day without staying Overnight 2 nights 3 nights 4 nights or more
Page | 62 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
The majority of the respondents reported no intention (25.8%) or limited intention (19.2%) to combine their primary trip with a Pee Dee tour when traveling, while 18.3% had intention to visit the Pee Dee. 36.7% of the respondents reported “neutral” indicating that they had no opinion or were not sure what to decide.
Willingness to Combine a Primary Trip with a Pee Dee Tour
88
90 36.7% 80 62 70 60 25.8% 46 50 32 40 19.2% 30 13.3% 12 20 10 5.0% 0 Not likely at all Somewhat Neutral Somewhat Very likely unlikely likely
Not likely at all Somewhat unlikely Neutral Somewhat likely Very likely
Page | 63 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Destination Features Attracting Visitors to the Pee Dee Respondents were asked how much the following destination features would attract them to spend more time in visiting the Pee Dee region. Beautiful landscapes, pleasant weather, festivals and events, good food/restaurants, and outdoor activities were the top five features that would attract potential visitors to spend more time in the Pee Dee region. Again, the interest of the respondents was moderate (mean score ranged from 3.47 to 3.74 on a 5- point scale from 1= “not at all” to 5= “absolutely”). Standard Destination Features in the Pee Dee Mean Rank Deviation Beautiful landscapes 3.74 1.22 1 Pleasant weather 3.69 1.23 2 Festivals and events 3.60 1.15 3 Good food/restaurant 3.57 1.33 4 Outdoor Activities 3.47 1.27 5 Sociable local people 3.39 1.27 6 Sightseeing 3.36 1.10 7 Scenic river experience 3.31 1.31 8 Scenic railroad experience 3.14 1.31 9 Scenic drive through Pee Dee region 3.12 1.23 10 Shopping 3.03 1.37 11 Historical/cultural heritage 3.00 1.26 12 Native American’s history and life 2.87 1.26 13 Sports activities 2.87 1.39 14 Rural area features 2.71 1.29 15 Themed tourist routes 2.67 1.18 16 Rural life in general 2.50 1.24 17 Special arrangements for children 2.08 1.34 18 Business/Conference 2.07 1.16 19 Auto racing 2.05 1.29 20 Dietary and medical treatment 2.02 1.29 21
Page | 64 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Respondents’ Interests in Themed Driving Tours in the Pee Dee Among the six proposed themed driving tours in the Pee Dee region, respondents reported that they were most interested in the food/wine/culinary themed driving tours (with a mean score of 3.59) and natural beauty scenic driving tours (with a mean score of 3.27). The interest level was only moderate (based on a 5-poing scale from 1=“not interested at all” to 5=“very interested”).
Standard Possible Themed Driving Tours in the Pee Dee Mean Rank Deviation Food/Wine/Culinary Tour 3.59 1.40 1 Natural Beauty Scenic Drive 3.27 1.26 2 Traditional Southern Lifestyle Exploration Drive 2.99 1.30 3 War-Memorial Drive 2.80 1.30 4 Film Location Drive 2.74 1.38 5 Native American Tribe Exploration Drive 2.90 1.30 6
Page | 65 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
The following graphs show more details of the top two driving trip possibilities selected by respondents.
Food/Wine/Culinary Tour
82 90 68 80 34.0% 70 60 28.2% 37 50 35 40 19 30 14.5% 15.4% 20 7.9% 10 0 Not very Somewhat Neutral Somewhat Very interested interested at all uninterested interested
Not very interested at all Somewhat uninterested Neutral Somewhat interested Very interested
Page | 66 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Natural Beauty Scenic Drive
73 80 63 70 30.2% 60 26.0% 43 50 30 33 40 17.8% 30 12.4% 13.6% 20 10 0 Not interested Somewhat Neutral Somewhat Very interested at all uninterested interested
Not interested at all Somewhat uninterested Neutral Somewhat interested Very interested
Page | 67 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Perceived Barriers / Constraints Affecting the Visit Intention Respondents were asked which reason or barrier listed below affected their intention to visit the Pee Dee. The measurement range extended from 1= “do not agree”, to 5= “strongly agree”. The most important reason of respondents showing no interest in this region were “never heard of it”, “do not know what to expect there”, and “unsure what there is do”.
Standard Barriers/Reasons Affecting Visit Intention Mean Rank Deviation Never heard of it 3.86 1.48 1 Don’t know what to expect there 3.77 1.37 2 Unsure what there is to do 3.59 1.40 3 Lack of information from tourist resources 3.23 1.44 4 Have no time for the trip in Pee Dee 3.03 1.33 5 It is not convenient to visit this place 2.89 1.25 6 Don’t want to change original travel plan to stop at Pee Dee 2.85 1.78 7 Cannot afford to visit this place 2.77 1.36 8 Have no budget for it 2.62 1.28 9 Nothing interests me in this place 2.60 1.24 10 Not much fun for tourists in Pee Dee 2.57 1.14 11 Lack of good tourism facilities 2.51 1.12 12 Don’t have a good impression about this place 2.35 1.31 13 Don’t like unfamiliar places 2.22 1.19 14 Unsafe to visit this place 1.95 1.17 15 Heard bad things about this place 1.91 1.20 16
Page | 68 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Respondents’ Image of the Pee Dee All potential respondents were shown a color travel brochure about the Pee Dee region before answering the survey. They indicated slightly positive cognitive image of the Pee Dee, and indicated that the natural scenic beauty, nice weather, good restaurants, and lack of crowds were the top destination attributes in the region (mean score ranged from 3.07 to 3.17 on a 5-point scale from 1= “strongly disagree” to 5= “strongly agree”).
Standard Cognitive Images of the Pee Dee Mean Rank Deviation The destination offers natural scenic beauty 3.17 0.95 1 The weather is nice 3.17 0.88 2 It has good restaurants 3.10 0.85 3 The destination is not crowded 3.07 0.82 4 There are many things to buy in Pee Dee 3.07 0.85 5 It is close to other destinations 3.06 0.87 6 Quality of accommodation is good 3.06 0.80 7 It provides opportunities for learning ethnic custom 3.05 0.96 8 The destination is not too touristy 3.05 0.84 9 Transportation is convenient in Pee Dee 3.03 0.83 10 Goods/services offered have good value 2.98 0.84 11 The lifestyle at Pee Dee is unique 2.98 0.80 12 Tour costs are reasonable 2.97 0.75 13 It has a variety of festivals/events 2.97 0.84 14 There is a lot to do in Pee Dee 2.96 0.88 15 It offers a good night life 2.94 0.87 16 Quality of roads in this region is good 2.93 0.79 17
Overall, respondents reported neutral or slightly positive feelings about the Pee Dee region (mean scores ranged from 2.91 to 3.31 on a 5-point scale from 1= “nasty, distressing, uncomfortable…” to 5= “clean, relaxing, comfortable...”). The overall image of the Pee region was neutral / slightly unfavorable with a mean score of 3.94 on a 7-point scale from 1= “least favorable” to 7= “most favorable”.
Page | 69 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Future Visit and Relocation Intention Due to the very limited awareness and image about the Pee Dee, respondents’ intent to visit the Pee Dee region in the future was moderately negative (mean scores ranged from 2.51 to 2.52 on a 5-point scale). They also reported low intention to relocate to the Pee Dee in the future. The charts below show that 5.8 % of respondents were “somewhat likely” or “very likely” to relocate to the Pee Dee. In addition, 23.8% surveyed were “somewhat likely” or “very likely” to relocate to the state, and 8.5% would bring their businesses with them in the move.
Standard Tourist Visit/Relocation Intentions Mean Rank Deviation Combine primary trip with Pee Dee tour 2.52 1.16 1 Visit Pee Dee region in next 12 months 2.51 1.29 2 Relocate to South Carolina in future 2.38 1.48 3 Bring business with you if you relocate in the future 1.82 1.11 4 Relocate to Pee Dee in future 1.78 1.08 5
Page | 70 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Possibility of Relocation to the Pee Dee Region in the Future
141 160 140 58.3% 120 100 80 51 60 36 21.1% 40 14.9% 5 9 20 2.1% 3.7% 0 Not likely at all Somewhat Neutral Somewhat Very likely unlikely likely
Not likely at all Somewhat unlikely Neutral Somewhat likely Very likely
Page | 71 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Possibility of Relocation to South Carolina in the Future
106 120
100 44.2%
80 48 60 36 29 40 20.0% 21 21.1% 15.0% 20 8.8%
0 Not likely at all Somewhat Neutral Somewhat Very likely unlikely likely
Not likely at all Somewhat unlikely Neutral Somewhat likely Very likely
Page | 72 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
The Effects of Demographics Gender, marital status, education, and income level, as well as the awareness and familiarity with the Pee Dee region, influenced people’s interest in potentially visiting the Pee Dee region.
Males indicated they would be attracted to spend more time in the region for sporting activities, outdoor activities, and business/conferences (but the interest was not high with the mean scores ranging from only 2.28 to 3.69). While females indicated that shopping could persuade them to spend more time in the region (with a mean score of 3.19), males were more interested in themed driving tours, specifically, the war-memorial drive (with a mean score of 3.19).
Compared to married respondents, single respondents were more interested in taking themed driving tours such as a film locations drive (with a mean score of 3.02) and a Native American tribe exploration drive (with a mean score of 3.12). Further, single respondents were also more attracted to spend more time in the region for festivals/events than married people (with a mean score of 3.42). Middle-class respondents were more attracted to spend more time in special arrangements for children then low-income respondents (mean score ranged from 2.37 to 2.54).
Group differences also existed with respect to reasons or barriers for not visiting the region. Even though the mean score was low, males indicated that safety was an important concern and a potential reason or barrier to visiting the area (with a mean score of 2.22). In addition, “never heard of it” was a significantly stronger barrier for single respondents than for married respondents (with a mean score of 4.53). For respondents with a high school education or less, “cannot afford” or “have no budget” was a more important barrier than for those who had higher education (with mean scores of 4.21 and 3.17 respectively). Similarly, respondents with low incomes reported more monetary barriers than those with higher incomes.
The region’s image and attributes were found to be different among groups. Males more than other groups perceived there was more to do in the Pee Dee Region (with a mean score of 3.16).
Page | 73 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Marketing and Information Channels Most Likely to Bring in Visitors
Travel Research in the Planning Phase Similar to the current/past visitors survey results, when respondents were planning a trip, their most likely information source was travel websites on the Internet, followed by word-of-mouth recommendations from friends and family members, and travel books/brochures.
Information Source 1st rank 2nd rank 3rd rank Equal/no rank Not chosen Travel Websites 158 21 14 6 31 Travel magazines 9 42 32 5 143 Travel books/brochures 8 27 46 3 148 TV 4 31 29 5 163 Radio 1 7 8 1 213 Word-of-mouth 22 72 49 7 82 Automobile clubs 9 8 11 1 203 Newspapers 2 2 10 0 218 Directed mail 2 0 2 1 227 Other 12 4 8 2 207
Page | 74 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Travel Websites (Information Choice in the Travel Planning Phase) As shown below, 68.7% of respondents ranked travel websites as number one with just over 9% ranking this category second. Altogether, 83.9% ranked travel websites as either 1st, 2nd, or 3rd choice when searching information for trip planning.
158 160
140
120 68.7% 100
80 60 31 40 21 14 13.5% 6 20 9.1% 6.1% 2.6% 0 Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Page | 75 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
The combined total of the percentages for 1st ranking, 2nd ranking and 3rd ranking of the “word-of-mouth” category is 62.1 %. In other words, 62.1% of the respondents considered this category important.
Word-of-Mouth Recommendation from Family & Friends (Information Choice in the Travel Planning Phase)
82 90 72 80 70 60 49 35.5% 50 31.5%
40 22 30 21.1% 20 7 9.5% 10 3% 0 Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Not chosen 1st rank 2nd rank 3rd rank Equal/no rank
Page | 76 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART III
Travel Research during the Trip Respondents were asked where they found travel information when en-route and ranked their first three choices as shown in the chart below. Again, use of internet travel sites and GPS/Smartphone Apps were the most frequent, highly ranked choice of travelers.
Information Resource 1st rank 2nd rank 3rd rank Equal/no rank Not chosen CVBs/Tourist Info. Center 12 13 9 3 202 Local people 14 44 33 5 143 Gas stations along the route 9 10 8 3 209 Hotels/restaurant staff 7 16 29 3 184 Internet 121 38 14 6 60 Maps/travel guide books 7 32 30 5 165 Brochures 11 26 20 5 177 Recommendations from family & 5 17 37 4 176 friends Roadside signage 7 18 18 4 192 GPS/Smartphone App 37 20 23 3 156 Other 2 2 5 2 225
Page | 77 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART IV
PART IV COMPARISONS OF CURRENT/ PAST AND POTENTIAL VISITORS Summary of the Results
Comparisons were made in terms of individual questions on the survey in order to better understand the differences between the current/past visitor market and the potential visitor market to the Pee Dee region. The results indicate that current/past visitor respondents are significantly different from the potential visitor respondents in many aspects.
Awareness and Familiarity of the Pee Dee Region Current/past visitor respondents had better awareness of the Pee Dee region as a tourist destination and were more familiar with the attractions/activities provided. However, the awareness and familiarity were still moderate (with a mean score of 2.69 and 2.37 respectively on a 5-point scale from 1 =”Not at all” to 5 =”Very well”)
Standard Significance Awareness/Familiarity N Mean t-value Deviation (2-tailed) From 1 to 5, to what degree are you Current 226 2.69 1.48 11.074 .000 aware of the Pee Dee region as a tourist destination? Potential 245 1.42 .91 From 1 to 5, how familiar are you Current 225 2.37 1.37 9.341 .000 with the tourist attractions/activities the Pee Dee region provides? Potential 245 1.38 .85
Page | 78 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART IV
Destination Features / Themed Driving Tours Attracting Visitors
Compared to current/past visitors, potential visitor respondents would be enticed to spend more time in the Pee Dee region by certain destination features, like food/wine/culinary tours, outdoor activities, sociable local people, and beautiful landscape (5-point scale from 1 =”Not at all” to 5 =”Absolutely”).
Standard Significance Destination Attributes/Themed Tours N Mean t-value Deviation (2-tailed) Food/Wine/Culinary Tour Current 220 3.07 1.40 -4.031 .000 Potential 241 3.59 1.40 Outdoor activities (e.g. hiking, paddling) Current 218 3.21 1.29 -2.181 .030 Potential 242 3.47 1.27 Sociable local people Current 218 3.13 1.29 -2.207 .028 Potential 243 3.39 1.27 Beautiful landscapes Current 220 3.50 1.14 -2.355 .019 Potential 243 3.74 1.13 Business/Conference Current 214 2.31 1.36 1.997 .046 Potential 242 2.07 1.16
Page | 79 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART IV
Barriers/Reasons Affecting Visit Intention Potential visitor respondents reported significantly severe barriers/constraints in visiting the Pee Dee than those who were visiting or had visited the Pee Dee region previously (5-point scale from 1 =“Strongly disagree” to 5 =”Strongly agree”).
Standard Significance Barriers/Reasons N Mean t-value Deviation (2-tailed) Current 199 2.62 1.32 Don’t know what to expect there -8.910 .000 Potential 235 3.77 1.37 Current 197 2.51 1.26 Have no time for the trip in Pee Dee -4.157 .000 Potential 235 3.03 1.33 It is not convenient to visit this place Current 197 2.29 1.32 -3.685 .000 Potential 235 2.34 1.31 Current 191 2.45 1.20 Unsure what there is to do -6.222 .000 Potential 237 2.89 1.25 Current 197 2.76 1.39 Cannot afford to visit this place -4.936 .000 Potential 237 3.59 1.40 Lack of information from tourist resources Current 194 2.18 1.15 -4.332 .000 (guidebook, brochures, maps, etc.) Potential 233 2.77 1.34 Current 196 2.64 1.38 Have no budget for it -3.298 .001 Potential 237 3.23 1.44 Current 196 2.22 1.19 Nothing interests me in this place -2.967 .003 Potential 237 2.62 1.28 Current 196 1.98 1.13 Don’t like unfamiliar places -2.148 .032 Potential 235 2.22 1.19
Page | 80 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART IV
Respondents’ Image of the Pee Dee Current visitor respondents reported significantly higher mean scores on the perception of the destination attributes of Pee Dee, how they felt about the destination, and the overall image of the destination. They also indicated higher intention to visit this area in the next 12 months. However, current visitors’ overall ratings of the image items were just slightly above the “neutral” rating. The following four tables illustrate the detailed findings:
Image about the Pee Dee in terms of its Destination Attributes (5-point scale from 1 =”Strongly disagree” to 5 =” Strongly agree”)
Standard Significance Image of Destination Attributes N Mean t-value Deviation (2-tailed) The destination offers natural scenic Current 220 3.46 1.05 3.038 .003 beauty. Potential 236 3.17 .95 Current 219 3.28 1.04 It is close to other destinations. 2.474 .014 Potential 236 3.06 .87 Current 215 3.58 1.03 The weather is nice in Pee Dee. 4.550 .000 Potential 236 3.17 .88 Current 217 3.35 1.03 Quality of accommodation is good. 3.325 .001 Potential 234 3.06 .80 Current 218 3.36 1.09 The destination is not crowded. 3.113 .002 Potential 233 3.07 .82 Current 218 3.33 1.01 It has good restaurants. 2.641 .009 Potential 234 3.10 .85 Goods/services offered have good Current 218 3.25 .99 3.050 .002 value for money. Potential 229 2.98 .84 Current 214 3.28 .95 Tour costs are reasonable. 3.769 .000 Potential 232 2.97 .75 Current 210 3.20 1.05 The lifestyle at Pee Dee is unique. 2.436 .015 Potential 234 2.98 .80
Page | 81 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART IV
Feelings about the Pee Dee as a Tourist Destination (5-point scale from 1 =”Boring, distressing, snobbish…” to 5 =”Exciting, relaxing, friendly…”)
Standard Significance Feelings about the Pee Dee N Mean t-value Deviation (2-tailed) Current 215 3.36 1.07 Boring to Exciting 3.917 .000 Potential 229 2.98 .95 Current 214 3.71 1.08 Distressing to Relaxing 4.098 .000 Potential 231 3.30 .98 Current 212 3.82 1.12 Snobbish to Friendly 6.591 .000 Potential 230 3.16 .98 Current 213 3.42 1.09 Plain to Diverse 4.640 .000 Potential 228 2.97 .95 Current 212 3.23 1.02 Sleepy to Arousing 3.639 .000 Potential 231 2.90 .91 Current 214 3.54 1.10 Unattractive to Attractive 3.700 .000 Potential 230 3.17 1.01 Current 211 3.71 1.08 Uncomfortable to Comfortable 4.528 .000 Potential 231 3.26 1.02 Current 213 3.63 1.06 Nasty to Clean 4.727 .000 Potential 230 3.17 1.00 Current 212 3.73 1.06 Unpleasant to Pleasant 4.601 .000 Potential 231 3.27 1.05 Current 211 3.28 1.09 Traditional to Modern 3.113 .002 Potential 230 2.97 .99
Page | 82 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA PART IV
Overall Image of the Pee Dee (7-point scale from 1 =”Least favorable” to 7 =”Most favorable”)
Standard Significance N Mean t-value Deviation (2-tailed) From 1 to 7, what is your Current 217 4.70 1.36 overall image of the Pee Dee 6.052 .000 Potential region? 229 3.94 1.27
Intention to Visit the Pee Dee (5-point scale from 1 =”Not likely at all” to 5 =”Very likely”)
Standard Significance N Mean t-value Deviation (2-tailed) Visit the Pee Dee region in the Current 218 3.01 1.41 3.987 .000 next 12 months. Potential 244 2.51 1.29
Factors Influencing Future Visit Intention to the Pee Dee To current visitor respondents, the overall perception/image of the Pee Dee region was the only significant factor that would influence their intentions to visit the Pee Dee region in the future. Potential visitor respondents, however, who had never visited this destination before and were only exposed to the Pee Dee travel brochure, indicated that their future visit intention would be determined by three major factors: time/budge and interest barrier, feeling about the Pee Dee, and overall perception/image of this region. To potential visitors, feeling about the Pee Dee and overall perception/image were not formed based on their own experiences but were generated from external information sources such as the media and word-of-mouth, which illustrate the significance of marketing strategies and communication channels to enhancing the potential visitor market.
Page | 83 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA RECOMMENDATIONS
Recommendations
Based on the results, a number of recommendations have been made in this report. It is suggested that stakeholders who want to grow tourism in the Pee Dee region focus on the following:
Brand Research It is clear from the results of this study that the Pee Dee region has very little brand recognition among both tourists and South Carolina residents. In an increasingly competitive global marketplace, the need for destinations to create a unique identity—to differentiate themselves from competitors—has become more critical than ever. To create a successful brand, the Pee Dee will have to overcome a number of challenges (for instance, many destination branding efforts have floundered for lack of focus). Marketers in the Pee Dee will have to reconcile a range of local and regional interests as well as promote a clear identity acceptable to a range of constituencies.
There are four distinct stages to creating a destination brand (Hudson and Ritchie, 2009): assessing the destination’s current situation; developing a brand identity and promise; communicating that promise; and then measuring the brand’s effectiveness. We suggest the Pee Dee immediately engage an outside party to undertake the first stage that will establish the core values of the Pee Dee region and its brand. This step involves considering how contemporary or relevant the brand is to today’s tourist as well as examining how the brand compares with key competitors. An objective viewpoint including the perspectives of visitors and influencers, such as meeting planners, Destination Marketing Organizations (D.M.O.’s), and tour operators, is needed in order to capture an independent situation analysis of the marketplace. Destination marketers in the Pee Dee can then move on to the next three stages of the branding process.
Cooperative Marketing Although there is evidence of marketing cooperation between Pee Dee tourism enterprises (the Soul of the Pee Dee campaign is a good example), a need for improved relationships between tourism stakeholders in the region clearly exists. For example, there are very few (if any) marketing partnerships between tourism stakeholders in the Pee Dee and Myrtle Beach. Businesses in the Pee Dee are not promoted to Myrtle Beach tourists or residents, and while Florence businesses and professional organizations travel to Myrtle Beach for meetings, this travel pattern is not reciprocated.
Page | 84 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA RECOMMENDATIONS
Cooperative strategies can create marketing bridges between local D.M.O.’s and individual operators in the tourism industry, and between “umbrella” campaigns and industry marketing expenditures. Stakeholders in the Pee Dee region, therefore, will need to aggressively form partnerships with travel, recreational, and other businesses on joint promotional efforts. Stakeholders have probably already participated in SCPRT’s Tourism Partnership Fund (http://www.scprt.com/our-partners/grants/tmpp.aspx), but they may also want to consider the USDA’s Rural Cooperative Development Grants as they can be used for cooperative marketing purposes (http://www.rurdev.usda.gov/BCP-RCDG_Grants.html). The primary objective of the latter grant program is to improve the economic condition of rural areas through the creation or retention of jobs and development of new rural cooperatives. Grant funds are provided for the establishment and operation of Centers that have the expertise or the ability to contract out for the expertise to assist individuals or entities in the startup, expansion or operational improvement of rural businesses, especially cooperative or mutually-owned businesses. Destinations in the Pee Dee may also want to consider the ‘Our Town Program’ grants offered by the U.S. National Endowment for the Arts. The purpose of this grant is to “invest in creative and innovative projects in which communities, together with their arts and design organizations and artists, seek to: improve their quality of life; encourage creative activity; create community identity and a sense of place; and revitalize local economies” (http://www.nea.gov/grants/apply/OurTown/index.html).
Marketing Strategy The Pee Dee needs to be more aggressive in marketing to potential visitors. As mentioned above, the most significant finding of this study for the Pee Dee was a lack of awareness, a very weak destination image, and little desire on the part of the tourists to visit the area. A multi-platform approach to marketing the Pee Dee including print and outdoor advertising was suggested in the focus groups. Capitalizing on frequented tourist routes such as Highway 501, especially considering the frequent bumper to bumper traffic to and from the beach, was recommended. Billboards and signage along such routes to guide tourists off the road as well as navigational apps and an outdoor text message campaign whereby operators can inform tourists on surrounding points of interest were also suggested.
However, given that over two thirds of tourists surveyed receive their travel information from websites, it is clear that a digital marketing strategy would be the best way to reach potential tourists. Pee Dee marketers should consider paid online search ads or content linked to Myrtle Beach search queries, as well as social media platforms in order to attract and engage with potential tourists. Today, 65 percent of online adults use social networking sites (Madden and Zickuhr, 2011), and 24 percent of travelers use those sites to plan their travel (Google/IPSOS OTX Media CT, 2011). Social media provides rich opportunities for interactivity between tourism marketers and their
Page | 85 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA RECOMMENDATIONS customers, and destinations in particular are capitalizing on this new phenomenon. The Pee Dee should not get left behind in this new digital marketing era.
Accessibility and Signage A lack of accessibility hampers the area’s development as a tourism region. There is no national airport in the Pee Dee, and there is very limited ‘connectivity’ between Myrtle Beach and Florence in terms of public ground transportation. While there is Amtrak service to Florence, there is no train service between Florence and the beach. Local and regional bus companies offer residents a commuter service between the Pee Dee and Myrtle Beach but bus service is not extended to the tourism market. Driving from the beach is also problematic with limited road access and frequent traffic jams in peak seasons.
On a positive side, the majority of tourists going to South Carolina’s coastal areas are drive tourists. In fact, drive tourism in the U.S. is enormous and forms the backbone of domestic tourism in the country (Dallen, 2011). Drive tourism, more than any other form of travel, is more inclined to spread the economic benefits of tourism to more communities and sectors, than all travel undertaken by coach, air, train or sea. The Pee Dee has the potential to capitalize on the millions of drive tourists that come through every year. However, signage along the interstates, at best, is limited. Tourists travelling through the area are not enticed off the highways; there is no “spontaneous turn-off” to points of interest. Good directional signage is critical to the success of drive tourism routes (Carson and Cartan, 2011), and the poor signage in the Pee Dee has already been recognized as a factor hampering tourism development in the area (http://www.scprt.com/tourism-business/tourism-development-plan.aspx).
Tourism marketers in the Pee Dee should keep a close eye on changes in technology. Digital communications and information technology will play a crucial role in the future of drive tourism (Ali and Carson, 2011). Mobile technology, social media platforms and downloadable applications have changed the way tourists are making decisions, and this will certainly impact the drive tourism market. Travelers are increasingly using apps to create digital itineraries based on their specific interests, and built-in technology in cars continues to evolve.
New Product Development The Pee Dee has four alternatives for new product development: market penetration (modifying an existing product for the current market); market development (identifying and developing new markets for current products); product development (developing a genuinely new product to be sold to existing customers); and diversification (seeking opportunities outside the present business) (1 Holloway and Plant, 1992). We recommend
Page | 86 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA RECOMMENDATIONS an initial focus on product development followed by market development. Quality experiences need to be in place before attracting the tourists.
The survey results suggest that culinary tourism has the potential to pull tourists from the highway, but there is a lack of high quality restaurants in the Pee Dee, and no unique attraction such as a brew pub or a distillery. The results also suggest that festivals and events could act as a draw for the Pee Dee. The region already experiences moderate success with festivals such as the South Carolina Pecan Festival, Arts International Festival, and the Pee Dee Airshow. But resources to stage and promote festivals that would attract a national audience are currently lacking. Potential tourists would also be interested in natural beauty scenic drives as an alternative way of reaching the coast. This will require identification of possible routes, appropriate signage, and marketing.
There is potential for daytrips and bus tours from the coast, especially if the Pee Dee can offer attractive packages. Packaging destinations either for the general mass tourism market or for niche specialist markets can significantly increase a destination’s appeal. But this would require upgrading the basic tourism infrastructure in the area such as accommodations, restaurants and attractions. Retirees and snow-birds who occupy second homes and rental units between the fall and the spring from “Conway to George Town” may represent a significant market for bus tours, and packaged day trips around historical themes.
Converting Visitors into Residents One interesting outcome of the intercept surveys were the relatively high percentage of respondents who stated that they would consider relocating to the Pee Dee or to South Carolina. While these numbers may seem small at the first glance, converting more visitors into residents will undoubtedly have a significant positive impact on the region’s economy in terms of increased revenue and jobs. The scientific literature on tourism trends confirms that retirees are looking for new small-town and rural destinations with lower housing costs, less traffic, and more natural attractions such as mountains or lakes (Plane, Henrie and Perry, 2005; Del Webb, 2010; USDA, 2009). The estimated 155,000 people that move to South Carolina each year bring a minimum $11 billion in cash to the economy in the first year of their arrival and create on average two new jobs. In 2011, the Myrtle Beach Area Chamber of Commerce announced that it was forming a partnership with the Regional Economic Development Corporation and the Association of Realtors to capitalize on the number of new visitors to the area who might, at some point, want to buy homes or businesses in the area. Stakeholders in the Pee Dee should consider developing a similar strategy for converting visitors into residents.
Page | 87 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA RECOMMENDATIONS
Conclusion
While this research has confirmed weaknesses in the tourism infrastructure and limited awareness of the area as a tourism destination, it also offers good news on a variety of fronts. The focus groups identified many diverse sites and activities available to visitors to the Pee Dee, along with a willingness to work together between the Pee Dee region and coastal areas to create a stronger brand for potential tourists. The data gathered from surveys of current/past and potential visitors showed a relatively high percentage of people who expressed some interest in relocation to the area or the state. Many respondents identified the area as a welcoming place, which provides opportunities for the industry stakeholders to generate or improve the image and brand of the Pee Dee through careful marketing planning. Finally, the research team experienced a strong tradition of hospitality and friendliness that is hard to capture on paper.
Page | 88 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA REFERENCES
References
Ali, A., and D. Carson (2011). “Information and Communication Technology (ICT) and the Challenge of Sustainable Self-drive Tourism”. In Drive tourism: Trends and Emerging Markets, Bruce Prideaux, Dean Carson (Eds.). Routledge, Oxon, pp. 124-45.
Baloglu, S., and D. Brinberg (1997). “Affective Images of Tourism Destinations”. Journal of Travel Research, 35 (4), 11-5.
Carson, D., and G. Cartan (2011). “Touring Routes – Types Successes and Failures: An International Review”. In Drive tourism: Trends and Emerging Markets, Bruce Prideaux, Dean Carson (Eds.). Routledge, Oxon, pp. 296-310.
Dallen, T. (2011). “Highways and Byways: Car-based Tourism in the US”. In Drive tourism: Trends and Emerging Markets, Bruce Prideaux, Dean Carson (Eds.). Routledge, Oxon, pp. 172-93.
Del Webb (2010). Del Webb Baby Boomer Survey. Retrieved 30 September, 2011 from http://dwboomersurvey.com/
Echtner, C. M., and Ritchie, J. R. B. (1993). “The Measurement of Destination Image: An Empirical Assessment.” Journal of Travel Research, 31(4), 3–13.
Gartner, W.C. (1993). “Image Formation Process.” Journal of Travel and Tourism Marketing, 2 (2/3), 191-215.
Gartner, W.C. (1996). Tourism Development: Principles, Processes, and Policies. New York: Van Nostrand Reinhold.
Google/IPSOS OTX Media CT (2011), The Travelers Road to Decision 2011, think travel with Google.
Haukeland J.V. (1990). “Non-Travellers: The Flip Side of Motivation.” Annals of Tourism Research, 17(2), 172–84.
Holloway J.C., and R.V. Plant (1992). Marketing for Tourism. Pitman: London.
Hudson, S., and J.R.B. Ritchie (2009). “Branding a Memorable Destination Experience. The Case of ‘Brand Canada’.” International Journal of Tourism Research, 11(2), 217-28.
McKercher, B. (2009). “Non-travel by Hong Kong Residents”. International Journal of Tourism Research, 11(6), 507- 19.
Page | 89 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA REFERENCES
Madden, M., and K. Zickuhr (2011). “65% of online adults use social networking sites”, Pew Research Center's Internet & American Life Project, Available at http://www.pewinternet.org/Reports/2011/Social-Networking- Sites.aspx
Nyaupane, G., and K. Andereck (2008). “Understanding Travel Constraints: Application and Extension of a Leisure Constraints Model.” Journal of Travel Research, 46(4), 433–39.
Pike, S. (2002). “Destination Image Analysis – A Review of 142 Papers from 1973 to 2000.” Tourism Management, 23(5), 541-49.
Pike, S., and C. Ryan (2004). “Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions.” Journal of Travel Research, 42(4), 333-42.
Plane, D.A., C.J. Henrie, and M.J. Perry (2005). Migration Up and Down the Urban Hierarchy and Across the Life Course. PNAS 102, No. 43, 15313-18.
Russel, J. A., and G. Pratt (1980). “A Description of Affective Quality Attributed to Environment.” Journal of Personality and Social Psychology, 38(2), 311-22.
TDI (2009). Tourism Development International (TDI) Product Development Area (PDA) Plan for the Pee Dee. Available at http://www.scprt.com/tourism-business/tourism-development-plan.aspx
USDA (2009). “Baby Boom Migration and its Impact on Rural America”. Economic Research Service, Report Number 79 by John Cromartie and Peter Nelson.
Page | 90 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Appendix
Appendix I.1 Focus Group Contributors
Name Title/Company/Organization Location Mary Henry Advisory Board Member, Myrtle Beach Area Chamber of Commerce Myrtle Beach Legislative Policy Council Jennifer H. Willard Marketing & Sales Manager, Medieval Times Dinner & Tournament Myrtle Beach Tiffany Andrews Owner, The Andrews Agency Myrtle Beach Carla Ackley Business & Internet Consulting, Toucan Consulting Myrtle Beach Heather Williams Account Executive, Adams Outdoor Advertising Wim Pastoor General Manager, Premier Resorts Myrtle Beach Sally Hogan Tourism Manager, Georgetown County Chamber of Commerce Georgetown George Mims Board of Directors member, Myrtle Beach Area Chamber of Myrtle Beach Commerce Yvette Jefferson Director, Marketing and Community Relations, Coast Regional Conway Transportation (RTA) Rich Bartram Director of Marketing, Bare Foot Resort and Golf Myrtle Beach Sharon Kemerer Group Sales Manager, Springmaid Beach Resort Myrtle Beach Rebecca Tompkins Director of Communications, SPM resorts Myrtle Beach Fred Carter President, Francis Marion University Florence Holly Beaumier Director, Florence CVB Florence Warren Snell Operating Partner, Fatz Restaurant Florence Kendall Wall General Manager, Florence Civic Center Florence Ron Glancy VP of Operation, Raines Development Florence Rodney Berry Mayor, City of Marion Marion Jeff McKay Executive Director, North Eastern Strategic Alliance Florence Maggie Riales Revitalization Coordinator, City of Dillon Dillon Ray Reich Downtown Development Manager, City of Florence Florence Blaire Goodson Director, Darlington County Tourism Darlington Bob Barrett Executive Director, Francis Marion Trail Commission Florence
Page | 91 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Tom Marschel President, Greater Florence Chamber of Commerce Florence Name Title/Company/Organization Location Mike Alexander General Manager, Hilton Garden Inn Florence Florence Blake Lanford Extension Agent, Clemson University Conway Cindy Lesieur Executive Director, Mullins Chamber Marion Fannie Simmons Board of Director, Mullins Chamber Marion Steve Pool Accent Signs and Printing Marion Ogleretta D. White Marion County Grants Coordinator / Consultant, V'Amani Group Marion Dan Strickland Superintendent, Marion County Schools Marion Judy Johnson Executive Vice President, Marion Chamber of Commerce Marion Dianne Owens Grant writer and Publicist, City of Marion Marion Andre’ Campbell Account Executive, Adams Outdoor Advertising Florence Lyles Cooper Florence Economic Development Partnership Florence
Page | 92 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Appendix I.2 Focus Group Discussion Questions
Myrtle Beach Focus Group:
1. From your perspective, what are the strengths and weakness of the Pee Dee region as a tourist destination in terms of its attributes to induce visit (e.g., features, attractions)?
2. Do you see any good practice and problems in Pee Dee’s tourism marketing in attracting visitors?
3. Based on your experience working with visitors/tourists, what are their awareness level, interest and image about the Pee Dee region?
4. How would you describe the interaction and collaboration between the tourism business in the Pee Dee region and the coastal area of South Carolina? Follow up question: How can those systems be improved?
5. What are the major difficulties or problems in attracting potential visitors from the coastal area of South Carolina (e.g., Myrtle Beach) to visit the Pee Dee region?
6. What does the Pee Dee region need to improve to attract tourists?
7. What types of collaboration will you suggest or involve in working with Pee Dee region to improve the tourism for mutual benefits?
8. What plans or strategies on tourism development in the Pee Dee region can be used to solve the issues mentioned in the discussion?
Page | 93 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Florence Focus Group:
1. From your perspective, what are the strengths and weakness of the Pee Dee region as a tourist destination in terms of its attributes to induce visit (e.g., features, attractions)?
2. Do you see any good practice and problems in Pee Dee’s tourism marketing in attracting visitors?
3. What visions or particular goals are there in terms of seeking more opportunity for Pee Dee’s tourism industry?
4. Based on your experience working with visitors/tourists, what are their awareness level, interest and image about the Pee Dee region?
5. How would you describe the interaction and collaboration between the tourism business in the Pee Dee region and the coastal area of South Carolina? Follow up question: How can those systems be improved?
6. What are the major difficulties or problems in attracting potential visitors from the coastal area of South Carolina (e.g., Myrtle Beach) and Highway I-95?
7. What does the Pee Dee region need to improve to attract tourists?
8. What types of collaboration will you suggest or involve in working with coastal areas (Myrtle Beach, Grand Strand, etc.) to improve the tourism for mutual benefits?
9. What plans or strategies on tourism development in the Pee Dee region can be used to solve the issues mentioned in the discussion?
Page | 94 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Appendix II
Pee Dee Tourism Survey – Current and Past Visitors
Part I. Your Awareness and Interest of the Pee Dee Region
1. What is your destination for this current trip? (circle the corresponding number) 1) Myrtle Beach, South Carolina 2) Charleston, South Carolina 3) Florida 4) The Pee Dee region 5) Other (please specify): City/County: ______State: ______
2. From 1 to 5, to what degree are you aware of the Pee Dee region as a tourist destination? (circle the corresponding number) Not at all Very well 1 2 3 4 5
3. From 1 to 5, how familiar are you with the tourist attractions/activities the Pee Dee region provides? (circle the corresponding number) Not at all Very well 1 2 3 4 5
4. Which situation best described your visiting experience to the Pee Dee region? (circle one answer) 1) I have driven past the Pee Dee region but never stopped 2) I have stopped shortly only for food/gas/bathroom 3) I have visited the area for a substantial amount of time (including business trip, pleasure trip, and visiting family, friends and relatives, etc.) 4) Other (please specify) ______
5. How many times have you been in the Pee Dee region (including this current trip)? 1) 1 time 2) 2-3 times 3) 4-5 times 4) more than 5 times
Page | 95 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
6. What words would you use to describe or associate with the Pee Dee region? 1) ______; 2) ______; 3) ______; 4) I really do not know.
7. How interested are you (or would you be) in taking a tour in the Pee Dee region? Not at all Very much 1 2 3 4 5
8. How far are you willing to travel to visit places in the Pee Dee region as a primary destination? 1) Less than 30-minute drive 2) No more than 1 hour 3) No more than 2 hours 4) No more than 3 hours 5) More than 3 hours
9. How far are you willing to travel to visit places in the Pee Dee region as a side-trip (or secondary destination) when heading to or staying at your primary destination? 1) Less than 30-minute drive 2) No more than 1 hour 3) No more than 2 hours 4) No more than 3 hours 5) More than 3 hours
10. If you have a chance to visit the Pee Dee region, how much time are you willing to spend for your visit? 1) Less than 3 hours 2) Half day (4-5 hours) 3) Full day without staying overnight (8-10 hours) 4) Overnight (1 night) 5) 2 nights 6) 3 nights 7) 4 nights or more
Page | 96 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
11. How interested are you in taking the following themed driving tours through the Pee Dee region? (1=Not Interested At All, 2=Somewhat Uninterested, 3=Neutral, 4=Somewhat Interested, 5=Very Interested)
Themes Not Interested Very At All Interested War-Memorial Drive (e.g. Francis Marion Trail / 1 2 3 4 5 Revolutionary War sites) Natural Beauty Scenic Drive 1 2 3 4 5 Traditional Southern Lifestyle Exploration Drive 1 2 3 4 5 Food/Wine/Culinary Tour 1 2 3 4 5 Native American Tribe Exploration Drive 1 2 3 4 5 Film Locations Drive 1 2 3 4 5
12. Would the following features attract you to spend more time in the Pee Dee region? (1=Not At All, 2=Slightly, 3=Somewhat/Moderately, 4=Mostly/Largely, 5=Absolutely)
Features/Activities Not At All Absolutely Historical / culture heritage 1 2 3 4 5 Sightseeing 1 2 3 4 5 Festivals and events 1 2 3 4 5 Outdoor activities (e.g. hiking, paddling) 1 2 3 4 5 Shopping 1 2 3 4 5 Special arrangements for children 1 2 3 4 5 Dietary and medical treatment 1 2 3 4 5 Good food/restaurant 1 2 3 4 5 Sociable local people 1 2 3 4 5 Beautiful landscapes 1 2 3 4 5 Pleasant weather 1 2 3 4 5 Scenic railroad experience 1 2 3 4 5 Scenic drive through the Pee Dee region 1 2 3 4 5 Native American’s history and life 1 2 3 4 5 Rural area features (e.g. farmlands/plantations) 1 2 3 4 5
Page | 97 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Rural life in general 1 2 3 4 5 Themed tourist routes 1 2 3 4 5 Scenic river experience 1 2 3 4 5 Sports activities 1 2 3 4 5 Business/Conference 1 2 3 4 5 Auto racing 1 2 3 4 5
13. If you do not intend to re-visit the Pee Dee area, how would each reason/barrier listed below apply to you? (1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
Strongly Strongly Disagree Agree Had unsatisfactory visiting experience there 1 2 3 4 5 Don’t know what to expect there 1 2 3 4 5 Have no time for the trip in Pee Dee 1 2 3 4 5 Don’t have a good impression about this place 1 2 3 4 5 It is not convenient to visit this place 1 2 3 4 5 Unsure what there is to do 1 2 3 4 5 Cannot afford to visit this place 1 2 3 4 5 Lack of information from tourist resources (guidebook, brochures, maps, etc.) 1 2 3 4 5 Have no budget for it 1 2 3 4 5 Nothing interests me in this place 1 2 3 4 5 Don’t want to change my original travel plan to stop 1 2 3 4 5 at Pee Dee Not much fun for tourists in Pee Dee 1 2 3 4 5 Lack of good tourism facilities (hotel/restaurant/etc.) 1 2 3 4 5 Don’t like unfamiliar places 1 2 3 4 5 Heard bad things about this place 1 2 3 4 5 Unsafe to visit this place 1 2 3 4 5
Page | 98 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Part II. Your Past or Current Visiting to the Pee Dee Region
1. What was/were the primary purpose(s) of your most recent (including the current) trip to the Pee Dee Region? (circle all that apply) 1) Business 2) Pleasure/leisure 3) Visiting friends/relatives 4) Stopped on the way to my primary destination for food/gas/information/lodging
2. What activities did you or plan to participate in while in the Pee Dee Region? (circle all that apply) 1) Outdoor recreation 2) Food/restaurant 3) Rest stop 4) Gas 5) Lodging 6) Casual sightseeing 7) Shopping 8) Event/festival 9) Historical/cultural attractions 10) Conference 11) Medical treatment 12) Visiting family/relatives and friends 13) Other (please specify): ______
3. How long was your most recent (including this current trip, if applies) stay in the Pee Dee region? 1) Short break (less than 3 hours) 2) Half day (4-5 hours) 3) Full day (8-10 hours) 4) Overnight (1 night) 5) 2 nights 6) 3 nights 7) 4 nights and more
4. When did you make the decision to visit the Pee Dee region in your most recent trip (including the current one)? 1) Before I left home 2) En-route when I drove along to my primary destination 3) After I arrived at this area 4) Other (please specify) ______
Page | 99 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
5. To what degree did the current tour signage of the Pee Dee region tempt you off the highway to visit when you drive along to your primary destination? Not At All Not Much Neutral Somewhat Very much/Absolutely 1 2 3 4 5
6. How satisfied are/were you with your experience at the Pee Dee region overall? Not Satisfied At All Unsatisfied Neutral Satisfied Very Satisfied 1 2 3 4 5
Part III. Your Image about the Pee Dee region
1. Please indicate how you think about the Pee Dee region in terms of its destination attributes. (1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
Strongly Strongly Disagree Agree The destination offers natural scenic beauty. 1 2 3 4 5 There is a lot to do in Pee Dee. 1 2 3 4 5 It is close to other destinations. 1 2 3 4 5 The weather is nice in Pee Dee. 1 2 3 4 5 Quality of accommodation is good. 1 2 3 4 5 The destination is not crowded. 1 2 3 4 5 There are many things to buy in Pee Dee. 1 2 3 4 5 It has good restaurants. 1 2 3 4 5 Goods/services offered have good value for money. 1 2 3 4 5 Tour costs are reasonable. 1 2 3 4 5 The lifestyle at Pee Dee is unique. 1 2 3 4 5 It has a variety of festivals and events. 1 2 3 4 5 It offers good night life. 1 2 3 4 5 It provides opportunities for learning ethnic custom. 1 2 3 4 5 Quality of roads in this region is good. 1 2 3 4 5 The destination is not too touristy. 1 2 3 4 5 Transportation is convenient in Pee Dee. 1 2 3 4 5
Page | 100 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Page | 101 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
2 Please circle the corresponding number for each word set that you feel best describes the image of Pee Dee as a tourist destination (for example, 1 = boring, and 5 = exciting)
Boring 1 2 3 4 5 Exciting Distressing 1 2 3 4 5 Relaxing Snobbish 1 2 3 4 5 Friendly Plain 1 2 3 4 5 Diverse Sleepy 1 2 3 4 5 Arousing Unattractive 1 2 3 4 5 Attractive Uncomfortable 1 2 3 4 5 Comfortable Nasty 1 2 3 4 5 Clean Unpleasant 1 2 3 4 5 Pleasant Traditional 1 2 3 4 5 Modern
3. From 1 to 7, what is your overall image of the Pee Dee region?
Least Most Favorable Favorable 1 2 3 4 5 6 7
4. Please indicate how likely the following situation may happen to you in the future. (1=Not Likely At All, 2=Somewhat Unlikely, 3=Neutral, 4=Somewhat Likely, 5=Very Likely)
Not Likely Very At All Likely Combine your primary trip with a Pee Dee tour. 1 2 3 4 5 Visit the Pee Dee region in the next 12 months. 1 2 3 4 5 Relocate to South Carolina in the future. 1 2 3 4 5 Relocate to the Pee Dee region in the future. 1 2 3 4 5 Bring your business (if applicable) with you if you 1 2 3 4 5 relocate in the future.
Page | 102 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Part IV. Your Auto Travel Experience
1. When you are planning for auto travel, where do you search information for your trip? (Rank the top 3 choices by putting the corresponding number in the blanks below).
#1______#2______#3______
1) Travel websites 2) Travel magazines 3) Travel books/brochures 4) TV 5) Radio 6) Word-of-mouth recommendation from family & friends 7) Automobile clubs (e.g., AAA) 8) Newspapers 9) Direct mail (unsolicited or requested) 10) Other (please specify)______
2. Where do you find information when you are en-route and driving for travel? (Rank the top 3 choices by putting the corresponding number in the blanks below).
#1______#2______#3______
1) CVBs/tourist information center 2) Local people 3) Gas stations along the route 4) Hotels/restaurants staff members 5) Internet 6) Maps/travel guide books 7) Brochures 8) Recommendations from family & friends 9) Roadside signage 10) GPS/Smartphone App 11) Other (please specify) ______
3. How likely do you include additional destination(s) for a short visit on a driving holiday? Not likely at all Very likely 1 2 3 4 5
4. When you travel by car/auto on a holiday/vacation, who is normally your primary travel party? (please circle one)
Page | 103 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
1) Alone 2) Spouse/Partner 3) Family members 4) Friends/Relatives 5) Organized group 6) Other (please specify):______
5. What mode of transport do you usually use if you drive for a holiday/vacation? (please circle one) 1) Car 2) Rental car 3) Recreational vehicle (RV) 4) Motorcycle 5) Caravan 6) 4-wheel-drive vehicle 7) Other (please specify): ______
Part V. About You
1. Your primary residency: Zip code ______
2. Gender: 1) Male 2) Female
3. Year you were born: ______
4. Marital status: 1) Single (never married) 2) Married 3) Widowed/Divorced/Separated
5. How many children (under 25) presently live in your household? 1) None 2) 1-2 children 3) 3-4 children 4) 5 or more children 5) Does not apply
6. What are the ages of children living in your household (check all that apply)? 1) 0-5 years old 2) 6-12 years old 3) 13-18 years old 4) 19 and older 5) Does not apply
7. Ethnic group 1) Caucasian 2) African-American 3) Hispanic 4) Asian 5) Native American 6) Other: ______
8. Education 1) High school degree or lower 2) Vocational degree 3) Associate degree 4) Some college 5) Bachelor’s degree 6) Master’s/Doctorate degree
9. Total 2010 annual household income (before taxes): 1) Less than $20,000 2) $20,000–$40,000 3) $40,001-$60,000 4) $60,001-$80,000
Page | 104 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
5) $80,001-$100,000 6) $100,001-$120,000 7) $120,001-$140,000 8) $140,001 or more
10. At last, if you would like to participate in a further study of Pee Dee travel and get a chance to win $100, please write down your email address here: ______. We greatly appreciate your interest and help in the project and assure you it is only for research purpose.
Thank you very much for filling out the survey!
Page | 105 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Appendix III
Pee Dee Tourism Survey – Potential Visitors
Part I. Your Awareness and Interest of the Pee Dee Region
1. What is your destination for this current trip? (circle the corresponding number) 1) Myrtle Beach, South Carolina 2) Charleston, South Carolina 3) Florida 4) Other (please specify): City/County: ______State: ______
2. Have you ever heard of the Pee Dee region before? 1) Yes 2) No
3. From 1 to 5, to what degree are you aware of the Pee Dee region as a tourist destination? (circle the corresponding number) Not at all Very well 1 2 3 4 5
4. From 1 to 5, how familiar are you with the tourist attractions/activities the Pee Dee region provides? (circle the corresponding number) Not at all Very well 1 2 3 4 5
5. What words would you use to describe or associate with the Pee Dee region? 1) ______; 2) ______; 3) ______; 4) I really do not know.
Page | 106 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
7. How interested are you (or would you be) in taking a tour in the Pee Dee region? Not at all Very much 1 2 3 4 5
8. How far are you willing to travel to visit places in the Pee Dee region as a primary destination? 1) Less than 30-minute drive 2) No more than 1 hour 3) No more than 2 hours 4) No more than 3 hours 5) More than 3 hours
9. How far are you willing to travel to visit places in the Pee Dee region as a side-trip (or secondary destination) when heading to or staying at your primary destination? 1) Less than 30-minute drive 2) No more than 1 hour 3) No more than 2 hours 4) No more than 3 hours 5) More than 3 hours
10. If you have a chance to visit the Pee Dee region, how much time are you willing to spend for your visit? 1) Less than 3 hours 2) Half day (4-5 hours) 3) Full day without staying overnight (8-10 hours) 4) Overnight (1 night) 6) 2 nights 6) 3 nights 8) 4 nights or more
Page | 107 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
12. How interested are you in taking the following themed driving tours through the Pee Dee region? (1=Not Interested At All, 2=Somewhat Uninterested, 3=Neutral, 4=Somewhat Interested, 5=Very Interested)
Themes Not Interested Very At All Interested War-Memorial Drive (e.g. Francis Marion Trail 1 2 3 4 5 / Revolutionary War sites) Natural Beauty Scenic Drive 1 2 3 4 5 Traditional Southern Lifestyle Exploration 1 2 3 4 5 Drive Food/Wine/Culinary Tour 1 2 3 4 5 Native American Tribe Exploration Drive 1 2 3 4 5 Film Locations Drive 1 2 3 4 5
Page | 108 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
13. Would the following features attract you to spend more time in the Pee Dee region? (1=Not At All, 2=Slightly, 3=Somewhat/Moderately, 4=Mostly/Largely, 5=Absolutely)
Features/Activities Not At All Absolutely Historical / culture heritage 1 2 3 4 5 Sightseeing 1 2 3 4 5 Festivals and events 1 2 3 4 5 Outdoor activities (e.g. hiking, paddling) 1 2 3 4 5 Shopping 1 2 3 4 5 Special arrangements for children 1 2 3 4 5 Dietary and medical treatment 1 2 3 4 5 Good food/restaurant 1 2 3 4 5 Sociable local people 1 2 3 4 5 Beautiful landscapes 1 2 3 4 5 Pleasant weather 1 2 3 4 5 Scenic railroad experience 1 2 3 4 5 Scenic drive through the Pee Dee region 1 2 3 4 5 Native American’s history and life 1 2 3 4 5 Rural area features (e.g. 1 2 3 4 5 farmlands/plantations) Rural life in general 1 2 3 4 5 Themed tourist routes 1 2 3 4 5 Scenic river experience 1 2 3 4 5 Sports activities 1 2 3 4 5 Business/Conference 1 2 3 4 5 Auto racing 1 2 3 4 5
Page | 109 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
14. If you do not intend to re-visit the Pee Dee area, how would each reason/barrier listed below apply to you? (1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
Strongly Strongly Disagree Agree Never heard of it 1 2 3 4 5 Don’t know what to expect there 1 2 3 4 5 Have no time for the trip in Pee Dee 1 2 3 4 5 Don’t have a good impression about this place 1 2 3 4 5 It is not convenient to visit this place 1 2 3 4 5 Unsure what there is to do 1 2 3 4 5 Cannot afford to visit this place 1 2 3 4 5 Lack of information from tourist resources (guidebook, brochures, maps, etc.) 1 2 3 4 5 Have no budget for it 1 2 3 4 5 Nothing interests me in this place 1 2 3 4 5 Don’t want to change my original travel plan to 1 2 3 4 5 stop at Pee Dee Not much fun for tourists in Pee Dee 1 2 3 4 5 Lack of good tourism facilities 1 2 3 4 5 (hotel/restaurant/etc.) Don’t like unfamiliar places 1 2 3 4 5 Heard bad things about this place 1 2 3 4 5 Unsafe to visit this place 1 2 3 4 5
Page | 110 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
Part II. Your Image about the Pee Dee region
1. Please indicate how you think about the Pee Dee region in terms of its destination attributes. (1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
Strongly Strongly Disagree Agree The destination offers natural scenic beauty. 1 2 3 4 5 There is a lot to do in Pee Dee. 1 2 3 4 5 It is close to other destinations. 1 2 3 4 5 The weather is nice in Pee Dee. 1 2 3 4 5 Quality of accommodation is good. 1 2 3 4 5 The destination is not crowded. 1 2 3 4 5 There are many things to buy in Pee Dee. 1 2 3 4 5 It has good restaurants. 1 2 3 4 5 Goods/services offered have good value for 1 2 3 4 5 money. Tour costs are reasonable. 1 2 3 4 5 The lifestyle at Pee Dee is unique. 1 2 3 4 5 It has a variety of festivals and events. 1 2 3 4 5 It offers good night life. 1 2 3 4 5 It provides opportunities for learning ethnic 1 2 3 4 5 custom. Quality of roads in this region is good. 1 2 3 4 5 The destination is not too touristy. 1 2 3 4 5 Transportation is convenient in Pee Dee. 1 2 3 4 5
Page | 111 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
2. Please circle the corresponding number for each word set that you feel best describes the image of Pee Dee as a tourist destination (for example, 1 = boring, and 5 = exciting)
Boring 1 2 3 4 5 Exciting Distressing 1 2 3 4 5 Relaxing Snobbish 1 2 3 4 5 Friendly Plain 1 2 3 4 5 Diverse Sleepy 1 2 3 4 5 Arousing Unattractive 1 2 3 4 5 Attractive Uncomfortable 1 2 3 4 5 Comfortable Nasty 1 2 3 4 5 Clean Unpleasant 1 2 3 4 5 Pleasant Traditional 1 2 3 4 5 Modern
3. From 1 to 7, what is your overall image of the Pee Dee region?
Least Most Favorable Favorable 1 2 3 4 5 6 7
Page | 112 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
4. Please indicate how likely the following situation may happen to you in the future. (1=Not Likely At All, 2=Somewhat Unlikely, 3=Neutral, 4=Somewhat Likely, 5=Very Likely)
Not Likely Very At All Likely Combine your primary trip with a Pee Dee 1 2 3 4 5 tour. Visit the Pee Dee region in the next 12 1 2 3 4 5 months. Relocate to South Carolina in the future. 1 2 3 4 5 Relocate to the Pee Dee region in the future. 1 2 3 4 5 Bring your business (if applicable) with you if 1 2 3 4 5 you relocate in the future.
Part III. Your Auto Travel Experience
1. When you are planning for auto travel, where do you search information for your trip? (Rank the top 3 choices by putting the corresponding number in the blanks below).
#1______#2______#3______
1) Travel websites 2) Travel magazines 3) Travel books/brochures 4) TV 5) Radio 6) Word-of-mouth recommendation from family & friends 7) Automobile clubs (e.g., AAA) 8) Newspapers 9) Direct mail (unsolicited or 10) Other (please specify)______requested)
Page | 113 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
3. Where do you find information when you are en-route and driving for travel? (Rank the top 3 choices by putting the corresponding number in the blanks below).
#1______#2______#3______
1) CVBs/tourist information center 2) Local people 3) Gas stations along the route 4) Hotels/restaurants staff members 5) Internet 6) Maps/travel guide books 7) Brochures 8) Recommendations from family & friends 9) Roadside signage 10) GPS/Smartphone App 11) Other (please specify) ______
4. How likely do you include additional destination(s) for a short visit on a driving holiday? Not likely at all Very likely 1 2 3 4 5
5. When you travel by car/auto on a holiday/vacation, who is normally your primary travel party? (please circle one) 1) Alone 2) Spouse/Partner 3) Family members 4) Friends/Relatives 5) Organized group 6) Other (please specify):______
6. What mode of transport do you usually use if you drive for a holiday/vacation? (please circle one) 1) Car 2) Rental car 3) Recreational vehicle (RV) 4) Motorcycle 5) Caravan 6) 4-wheel-drive vehicle 7) Other (please specify): ______
Part IV. About You
1. Your primary residency: Zip code ______
2. Gender: 1) Male 2) Female
3. Year you were born: ______
Page | 114 DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA APPENDIX
4. Marital status: 1) Single (never married) 2) Married 3) Widowed/Divorced/Separated
5. How many children (under 25) presently live in your household? 1) None 2) 1-2 children 3) 3-4 children 4) 5 or more children 5) Does not apply
6. What are the ages of children living in your household (check all that apply)? 1) 0-5 years old 2) 6-12 years old 3) 13-18 years old 4) 19 and older 5) Does not apply
7. Ethnic group 1) Caucasian 2) African-American 3) Hispanic 4) Asian 5) Native American 6) Other: ______
8. Education 1) High school degree or lower 2) Vocational degree 3) Associate degree 4) Some college 5) Bachelor’s degree 6) Master’s/Doctorate degree
9. Total 2010 annual household income (before taxes): 2) Less than $20,000 2) $20,000–$40,000 3) $40,001-$60,000 4) $60,001-$80,000 5) $80,001-$100,000 6) $100,001-$120,000 7) $120,001-$140,000 8) $140,001 or more
11. At last, if you would like to participate in a further study of Pee Dee travel and get a chance to win $100, please write down your email address here: ______. We greatly appreciate your interest and help in the project and assure you it is only for research purpose.
Thank you very much for filling out the survey
Page | 115
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