University of Montana ScholarWorks at University of Montana Institute for Tourism and Recreation Research Publications Institute for Tourism and Recreation Research 2-1-2013 The Beartooth Highway: 2012 Summer Use and Image Jake Jorgenson The University of Montana-Missoula, [email protected] Norma P. Nickerson The University of Montana-Missoula Kara Grau The University of Montana-Missoula Follow this and additional works at: https://scholarworks.umt.edu/itrr_pubs Part of the Leisure Studies Commons, Recreation, Parks and Tourism Administration Commons, and the Tourism and Travel Commons Let us know how access to this document benefits ou.y Recommended Citation Jorgenson, Jake; Nickerson, Norma P.; and Grau, Kara, "The Beartooth Highway: 2012 Summer Use and Image" (2013). Institute for Tourism and Recreation Research Publications. 228. https://scholarworks.umt.edu/itrr_pubs/228 This Report is brought to you for free and open access by the Institute for Tourism and Recreation Research at ScholarWorks at University of Montana. It has been accepted for inclusion in Institute for Tourism and Recreation Research Publications by an authorized administrator of ScholarWorks at University of Montana. For more information, please contact [email protected]. he Beartooth Highway: 2012 ummer Use and Image Jake Jorgenson Norma Nickerson, Ph.D. Kara Grau, M.S. Institute H for College o f Forestry I and Conservation Phone (406) 243 5686- ourlsm and 32 Campus Dr. #1234 Fax (406) 243- 4845 kecreation The University of Montana www.itrr.umt.edu research Missoula, M I 59812 The Beartooth Highway: 2012 Summer Use and Image Prepared by Jake Jorgenson Norma Nickerson, Ph.D. Kara Grau, M.S. Institute for Tourism & Recreation Research College of Forestry and Conservation The University of Montana Missoula, MT 59812 www.itrr.umt.edu Research Report 2013 2 - January 2013 This report was funded by the Montana Lodging Facility Use Tax and The Friends of the Beartooth All American- Road Copyright© 2013 Institute for Tourism and Recreation Research. All rights reserved. Executive Summary The Beartooth Highway Is a 68 mile- travel corridor that reaches nearly 11,000 feet in elevation with sweeping vistas of snow -covered ridges, high plateau views, lakes and trails. A 54 -mile segment of the road is designated as the Beartooth All -American Road, one of only 31 All -American Roads highlighted as the most scenic byways in the United States. No visitor research had been conducted on the Beartooth Highway, therefore, the overall purpose of this report was to investigate traveler characteristics on the Beartooth highway including demographics, residency, activities, image, and travel patterns in the region with the gateway communities of Red Lodge and Cooke City, MT and Cody, WY. Data was collected from May 31^* through the end of September, 2012 at the three entry locations to the Beartooth Highway. A total of 4,267 nonresidents and 485 residents of the local counties were intercepted. Of the nonresidents given a follow up survey,- 1,473 mailbacks were returned (45% response rate). From May 31 - September 30*^ total traffic on the Beartooth highway was 178,904 vehicles. Nonresidents represented 91% of total traffic: 76,147 through YNP NE entrance; 57,727 from Red Lodge; 28,391 from WY highway 296. Visitors came from all 50 states (81% of visitors), 7 Canadian provinces (3% of visitors), and 30 foreign countries (5% of visitors with England and Germany the highest numbers). 32 percent of visitors primarily traveled the highway because it is a federally designated scenic byway, higher than any other reason for traveling the Beartooth. 54% of all visitors responded that the Beartooth Highway was a main destination. On average, nonresident visitors spent 2 nights in the Beartooth Region including Red Lodge, MT, Cooke City/Silver Gate, MT, Cody, WY and along the highway itself. 49 percent of the visitors also spent a night in Yellowstone; 27% spent a night in Billings; 25% spent a night in West Yellowstone and 25% spent a night in Jackson, WY. 44 percent of nonresidents were traveling the Beartooth Highway for their first time. Scenic driving (84%), nature photography (61%), and w ildlife watching (58%) were the most common activities along the Beartooth Highway. Repeat visitors were more likely to be wildlife watching, day hiking, camping, birding, and fishing than first time visitors.- The most frequently reported visitor motivations for traveling the Beartooth Highway focused around the scenic beauty, natural surroundings, and open space. The physical attributes of the highway generally received high marks however visitors were least agreeable to the statement that there were good interpretive signage. Emotive responses to traveling the highway show that first time visitors- were more reserved, nervous, stressed, and afraid than repeat visitors. The Beartooth Highway gateway communities are perceived in a positive light with Cody, WY receiving the highest marks of the three communities for image and beliefs about the community. Resident travel made up 10 percent of the total intercepts. Residents stated that they travel the highway on average 17 times per year. This study suggests that visitors perceive the Beartooth Region as more of a destination than a travel route to Yellowstone National Park. Continued and enhanced collaboration and funding between gateway communities, YNP, the forest service and the highway departments will ensure success of the highway as an economic contributor to the region and to help preserve the ecosystem for the future. Table of Contents Executive Summary .................................................................................................................................................... Ill Table of Contents ....................................................................................................................................................... IV Table of Figures and Tables .......................................................................................................................................IV Introduction ................................................................................................................................................................. 1 M ethods ........................................................................................................................................................................ 1 Results ........................................................................................................................................................................... 2 SECTION 1: Intercept Survey Results ...................................................................................................................... 2 Nonresident Visitors ..........................................................................................................................................3 Resident Visitors .................................................................................................................................................5 Intercept Survey Summary ...............................................................................................................................5 SECTION 2: Mallback Survey Results ....................................................................................................................... 6 Demographics ..............................................................................................................................................................6 OVERALL Trip characteristics: ................................................................................................................................... 8 Visitor Behavior ....................................................................................................................................................... 9 Highway Experiences and Reasons for Traveling the Beartooth Highway ..................................................12 Experiences and Feelings While Traveling on the Beartooth Highway ...................................................16 Gateway Communities ............................................................................................................................................. 20 Red Lodge, M T ..................................................................................................................................................20 Cooke City, MT ..................................................................................................................................................21 Cody, W Y ............................................................................................................................................................23 ............................................................................................................................................................................ 25 Gateway Community Summary ..................................................................................................................... 25 Visitor Comments ..................................................................................................................................................... 25 Themes ...............................................................................................................................................................26 Discussion ..................................................................................................................................................................