The purpose of this study was to describe visitors to a Florida county and determine if a CVB's promotional campaign strategies conformed with visitors' need for information. The research focused on the timing of visitors' activity decisions to assess whether promotional efforts were being channeled in ways that conformed to the timing of visitors' information needs and decision making. Responses from 546 completed surveys revealed that 71.5% of the respondents decided which recreational activities they would engage in prior to leaving home; 3.7% made that decision en route to the county; and 24. 9% after arriving in the county. Further analysis revealed that respondents who made their activity decisions after arriving in the county were typically a part of the long haul market, stayed significantly longer than the other counterparts, and spent, on average, nearly twice as much as those that made their activity decisions prior to leaving home. Implications for marketers are discussed.
Crotts, John C. and Reid, Laurel J.
"Segmenting the Visitor Market by the Timing of Their Activity Decisions,"
Visions in Leisure and Business: Vol. 12
, Article 2.
Available at: https://scholarworks.bgsu.edu/visions/vol12/iss3/2