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Lewis & Clark Interest and Awareness Study
Report Number: Research Report 77
Authors: Plog Research
Month Published: May 2000
Executive Summary
Research Methods
The Lewis & Clark Interest and Awareness Study was conducted by Plog Research in March 2000 with a sample of 1,400 respondents. A four-page questionnaire was mailed to a random sample of individuals selected from NFO's consumer panel.
Limitations of the Study
The sample of respondents was not representative of the US adult population. Instead, the sample reflected the portion of the US population that travel for leisure at least once per 12 months. Overall, survey respondents are older, more wealthy, more educated, and much more likely to be female than the US population. Specifically, differences between the survey sample and the US adult population are:
- Survey respondents have an annual household income of $54,350, compared to $36,600 for the US population.
- Forty-one percent of respondents have a four-year college or post graduate degree, compared to 29% of the US population.
- Survey respondents are older than the average US adult, with a median age of 49 compared to 46. Only 30% are under 40, compared to 36% of US adults.
Key Findings
The key issues surrounding the Lewis & Clark Bicentennial Commemoration are related to the level of awareness of and interest in visiting the various historical sites and attractions associated with it.
Awareness
- The vast majority of the survey respondents (86%) have at least heard about the 1803-1806 Expedition and more than half (52%) are very or somewhat familiar with it.
- Nearly three quarters (74%) of the respondents are not familiar with the Bicentennial Commemoration and only about one-fifth (21%) have heard something about it.
- Among all respondents, 18% have heard of the Lewis & Clark Interpretive Center in Great Falls, 17% have heard of Pompey's Pillar, 13% have heard of Lemhi Pass, and 12% have heard of the Lolo Trail.
- Among those familiar with the original Lewis & Clark Expedition (52% of all respondents), 62% have heard of the Lewis & Clark Interpretive Center in Great Falls, 54% have heard of Pompey's Pillar, 44% have heard of Lemhi Pass, and 63% have heard of the Lolo Trail.
Interest
- Nine percent of all respondents are very interested in the story of the Lewis & Clark Expedition.
- Six percent of the respondents are very interested in visiting a Lewis & Clark site or attraction.
- Montana ranked fifth among the eleven trail states as the state that survey respondents are most likely to visit for Lewis & Clark events/attractions, but ranked third among those familiar with the Bicentennial Commemoration.
- Montana ranked fourth among the eleven trail states as the state that survey respondents plan to visit in the next three years (for any reason), while topping the list for those familiar with the Commemoration.
- Among all respondents, 13% are likely to visit the Lewis & Clark Interpretive Center in Great Falls, 13% are likely to visit Pompey's Pillar, 10% are likely to visit Lemhi Pass, and 9% are likely to visit the Lolo Trail.
- Among those familiar with the original Lewis & Clark Expedition (52% of all respondents), 32% are likely to visit the Lewis & Clark Interpretive Center in Great Falls, 39% are likely to visit Pompey's Pillar, 21% are likely to visit Lemhi Pass, and 20% are likely to visit the Lolo Trail.
Travel Behavior
- Twenty-seven percent of all respondents feel vacations are a time to gain knowledge of history and other cultures, while 36% of respondents interested in the Lewis & Clark Expedition share this sentiment.
- Shopping is by far the most common activity among all respondents (74%), but visiting historical sites/churches (44%), visiting museums/art galleries (39%), and visiting old homes/mansions (30%) are also popular.
- Respondents interested in visiting a Lewis & Clark site are more likely than all respondents to visit historic sites/churches, museums/art galleries, old homes/mansions, authentic locations, and interpretive centers, as well as participate in camping, hiking/backpacking, and nature travel/ecotouring.
Travel Information Sources
- Word of mouth is a key source of trip planning information for 61% of all respondents.
- History buffs and those interested in the Expedition are more likely than all respondents to utilize auto club brochures, state/local tourism bureaus, travel guides, and travel magazines as a source of trip planning information.
- Once they begin their trip, most survey respondents tend to rely on guidebooks and local maps for information.
Booking Travel
- Most respondents book hotels (62%) and car rentals (51%) directly, while travel agents are often utilized to book flights (51%).
- While it is a frequent source of travel information, the Internet/web is not a major means of making travel arrangements. However 21% of the younger respondents (under 40) do use the Internet for booking purposes.
Conclusions
- These results support projections for the Lewis & Clark Bicentennial Commemoration in Montana published by ITRR in May 2000. Planners should expect an additional 8.9 million visits for the Commemoration. See ITRR Research Report 76 for a complete discussion of those projections.
- Increasing general awareness of the Commemoration and promotion by individual sites and attractions along the trail can increase visitation for the Lewis & Clark Bicentennial Commemoration.
- Marketing and promotion should focus on key groups including those already aware of the Commemoration.
- Deliver a message that visiting Lewis & Clark sites will be fun, new, and different experiences that will provide opportunities for expanding knowledge of history and cultures.
- Local and state travel bureaus and the Internet/web should be used as direct channels to deliver the message.
- The Lewis & Clark Commemoration can be viewed as an enhancement to statewide marketing efforts rather than a substitution for those efforts.
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