Institute for Tourism and Recreation Research

Valley County Explores Tourism Potential

Report Number: Research Report 71
Authors: Thale Dillon
Month Published: January 2000

Executive Summary

This report presents information about tourism for Valley County, Montana, including present levels and characteristics of travel, residents' opinions and attitudes about tourism in Montana and in their county along with characteristics for a statewide sample. A mail-back questionnaire was administered to a randomly selected sample of 500 residents of Valley County, and to a statewide sample of 1,000 Montana residents during October and November of 1999. The initial mailing was followed up with a reminder postcard one week later. Two weeks after that, those residents who had not yet responded were sent a replacement questionnaire.

NONRESIDENT Visitors:

In 1998, over 3.8 million travel groups visited Montana. Of those, approximately 192,000 (5%) traveled through Valley County.
Over $1.5 billion was spent statewide in 1998 by nonresident travelers. This figure amounts to about $1,730 for every Montana resident.
In Valley County, nonresident visitors spent about $6.6 million during 1998, or about $802 per Valley County resident.
Travelers to Valley County tended to stay in Montana 5 days longer than statewide visitors.
While in Montana, visitors to Valley County reported that the best source of travel information was persons in motels, restaurants, gas stations, etc.
Forty percent of visitors to Valley County were in Montana primarily for vacation/recreation/pleasure, and 28 percent were in Montana to visit family/friends.
Primary attractions to Montana for travelers to Valley County were Glacier National Park, the mountains, fishing, and Yellowstone National Park.
Visitors to Valley County spent most of their money on gas & oil, lodging, and in restaurants/bars.

RESIDENT CHARACTRISTICS AND ATTITUDES ABOUT TOURISM:

Respondents from Valley County have resided in their communities for a longer time than the statewide sample, but in the state as a whole for a shorter time than the statewide sample.

Two-thirds of Valley County residents were native Montanans.
Valley County respondents feel tourism should be a more prominent industry in the county’s economy. They also ranked tourism high as a good opportunity for economic development.
The majority of Valley County residents do not feel that they are economically dependent on tourism.
Statewide residents have a stronger attachment to their community than do Valley County respondents. Both are concerned about the future of their communities.
Eighty-one percent of Valley County residents feel that the population of their county is decreasing.
Valley County residents feel that the quality of life in their communities can be improved by improving job opportunities and traffic congestion, and by decreasing cost of living.
Valley County residents feel that increased tourism will have a positive impact on museums and cultural centers, job opportunities, and parks & recreation areas.
Valley County residents are generally positive about tourism development. Although few feel that they will benefit personally from increased tourism, they agree that it will improve the quality of life for people in Montana.
Seventy-six percent of Valley County residents would support land use regulation to control the type of future development in their community.
Although Valley County residents think there is adequate undeveloped open space in their community, they are still concerned with its potential disappearance.
Valley County residents feel strongly that any decisions about tourism development should involve the local residents and not be left entirely to the private sector.
Overall economic benefit is the primary advantage of increased tourism in the Valley County area, while crowding and increased crime are seen as leading disadvantages.

CONCERNS OF VALLEY COUNTY RESIDENTS:

Residents seem to agree that St. Marie air base, city beautification, and a visitor center should be targeted for intensive tourism development/promotion.
The Fort Peck area, with its interpretive center and fish hatchery, topped the list of residents’ own suggestions for development and promotion.
Forty-seven percent of Valley County respondents participate in hunting activities, and 52 percent participate in fishing activities.
Valley County respondents suggest that increased promotion of hunting and fishing activities to out-of-state visitors will influence their experience in a slightly negative way, but generally find this influence to be acceptable.