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Maine Office of Tourism Visitor Tracking Research 2015 Calendar Year Annual Report
Regional Insights: Mid-Coast Prepared by
April 2016 1 1
2015 Regional Report Mid-Coast
Table of Contents Research Objectives and Methodology
3
Overnight Visitors: Traveler Description Trip Experience
6 11
Day Visitors: Traveler Description
25
Trip Experience
30
Comparison of Mid-Coast Visitors to Maine Visitors
43
2
Research Objectives and Methodology
3
2015 Regional Report Mid-Coast
Research Objectives and Methodology •
The Maine Office of Tourism has commissioned DPA to conduct a visitor research program designed to provide information on tourism activity in Maine and explore the motivations of visitors. The Maine Office of Tourism Visitor Research Program is conducted online, with survey participants recruited from two national online panels – Research Now and Instantly (formerly Usamp).
•
Information is gathered on an ongoing basis through three surveys: – Maine Overnight Visitor Survey • Includes travelers living in New England, NJ, NY, PA, DE, MD, DC, and Eastern Canada • Have taken an overnight trip to Maine in the past four weeks – Maine Day Visitor Survey • Includes travelers living within Maine or within a 100-mile radius of Maine’s borders • Have taken a day trip in Maine that is at least 50 miles from home within the past four weeks – National Omnibus Survey • Includes a nationally balanced sample of US residents • To determine the incidence of travel nationwide and Maine’s share of that travel
•
Survey results were collected during calendar year 2015 for travel to Maine occurring from December 2014 through November 2015. The number of respondents participating in each survey is: – Maine Overnight Visitor Survey – 2,779 – Maine Day Visitor – 1,755 – National Omnibus Survey – 17,812
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2015 Regional Report Mid-Coast
Research Objectives and Methodology •
The following report summarizes the results among visitors to the Mid-Coast tourism region during 2015, including: – 396 overnight visitors, and – 214 day visitors.
•
Throughout this report, data for the Mid-Coast tourism region will be presented alongside data for the State of Maine as a whole. Statistically significant differences between the tourism region and the State were calculated at the 95% confidence level and are noted throughout by < >.
•
Statistically significant differences between 2014 and 2015 are also highlighted for both the Mid-Coast region and the State of Maine. A statistically significant increase from the previous year is indicated by green text, and a significant decrease from the previous year is indicated by red text.
5
Overnight Visitors: Traveler Description
6
2015 Regional Report Mid-Coast
Overnight Visitor Demographics •
Overnight visitors to the Mid-Coast tourism region average 47 years old and have average annual household incomes of $103,000. Three-fourths have at least a college degree and 58% are married. Nearly two-thirds are employed full-time.
Overnight Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time
Maine 2015 (n=2779)
Mid-Coast 2015 (n=396)
30% 19% 19% 31% 45.4
28% 16% 23% 34% 47.2
17% 41% 42% $103,770 58% 73% 64% 63%
15% 40% 45% $103,100 61% 74% 58% 60%
<> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
7
2015 Regional Report Mid-Coast
Nine in ten overnight visitors to the Mid-Coast are from the United States, a higher proportion compared to visitors to Maine overall. • •
The largest proportion of visitors to the Mid-Coast originate in Massachusetts (19%) and New York (17%). The Mid-Coast region attracts a greater proportion of in-state overnight visitors compared to the State of Maine as a whole. State/ Province of Residence Maine 2015 (n=2779)
21% 19%
Mid-Coast 2015 (n=396)
<14%> 10%
87%
United States (NET)
<92%>
MA
5% 7%
6% 7%
NH
CT
ME
3% 3%
2% 2%
RI
VT
47%
New England (NET)
53%
17% 17% 10% 10%
40%
Mid-Atlantic (NET)
NY
8% 9%
PA
4% 4%
NJ
1% <1%
MD
DE
40%
13%
Canada (NET)
6%
5%
8% ON
3%
1%
QB
3%
1%
NB
State/ Province of Residence < > indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
1%
1%
NS
8
More than four out of five overnight visitors to the Mid-Coast region are repeat visitors.
2015 Regional Report Mid-Coast
Repeat vs. First Time Visitors
80%
83%
Repeat Visitor First Time Visitor
20%
17%
Maine 2015 (n=2779)
Mid-Coast 2015 (n=396)
Q11. Was this your first visit in Maine? Q12. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
9
One in four Mid-Coast travel parties includes children, with party sizes averaging about three people.
2015 Regional Report Mid-Coast
Travel Party Composition 2.9
2.7 Percent Traveling with Children
31% 26%
Maine 2015 (n=2779)
Average Number of People in Travel Party
Mid-Coast 2015 (n=396)
Q18. Including yourself and any children, how many people were in your immediate travel party on this specific trip to Maine? Q19. How many of these people were: Children? Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
10
Overnight Visitors: Trip Experience
11
The most widely cited reason to visit the Mid-Coast among overnight VFR travelers is a general visit to see friends or relatives.
2015 Regional Report Mid-Coast
Primary Purpose of Overnight VFR Trips
62%
General visit to see friends or relatives
64% 11%
Wedding
13% 12%
Holiday visit
8% 9%
Family reunion
Funeral
Class reunion
Other
10%
Maine 2015 VFR (n=1036) Mid-Coast 2015 VFR (n=165)
3% 3% <1% 0% 2% 2%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
12
Nearly half of overnight business travelers to the Mid-Coast region cite a meeting as the reason for their business trip.
2015 Regional Report Mid-Coast
Primary Purpose of Overnight Business Trips
36%
Meeting
47%
27%
Convention/Conference/Trade Show
31%
22%
Training/Professional Development 15%
10%
Sales/Service
Maine 2015 Business (n=494) Mid-Coast 2015 Business (n=60)
5%
4%
Other 2%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
13
Food/beverage/culinary activities are the most common interest areas pursued by overnight visitors to the Mid-Coast region. •
2015 Regional Report Mid-Coast
Mid-Coast overnight visitors are less likely to pursue family fun/children’s activities and water activities compared to visitors to Maine overall.
Most Important Interest Area Mid-Coast
2015 Interest Areas 61%
Food, beverage, or culinary
65%
35%
Touring or sightseeing
51% 52%
54%
Shopping
52% 52%
17%
History or culture
31% 34%
Active outdoor activities (not water)
35% 32% <27%>
Family fun or children's activities
21% <25%>
Water activities Other
19% 5% 8%
17% 39% Maine 2015 (n=2779) Mid-Coast 2015 (n=396)
41% 30% 98%
Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
14
When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest among overnight visitors to the Mid-Coast region, followed by food/beverage/culinary activities.
2015 Regional Report Mid-Coast
2015 Interest Areas Importance Index 26%
Touring or sightseeing
28% 20%
Food, beverage, or culinary
23% 12% 12%
Active outdoor activities (not water)
12%
Family fun or children's activities
9%
Water activities
Other
Mid-Coast 2015 (n=396)
10%
Shopping History or culture
Maine 2015 (n=2779)
9% 7% 6% 7% 6% 5% 8%
Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important
Q29. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q30. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
15
Sightseeing and enjoying the ocean views or rocky coast are the most common touring/sightseeing activities among Mid-Coast overnight visitors. •
2015 Regional Report Mid-Coast
Overnight visitors to the Mid-Coast region are more likely than visitors to Maine overall to spend time enjoying the ocean views or rocky coast while visiting.
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for this Maine trip 70%
Sightseeing
75%
Enjoying the ocean views or rocky coast
64% <72%> 53%
Driving for pleasure
60%
46% 43%
Enjoying the mountain views Wildlife viewing or bird watching
26% 22% 22% 19%
Viewing fall colors Taking tours of communities or local architecture
Mid-Coast 2015 (n=208)
21% 18% 17% 13%
Nature cruises or tours Other
Maine 2015 (n=1424)
1% 1%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
16
Overnight visitors to the region who are interested in food/beverage/ culinary activities are most likely to eat lobster or other local seafood while visiting. •
2015 Regional Report Mid-Coast
Eating lobster or other local seafood is a more popular food/beverage/culinary activity in the Mid-Coast region than it is in the State as a whole.
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 63%
Ate lobster or other local seafood
<70%>
Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
44% 48%
Going to local brew pubs or craft breweries
35% 38%
Enjoyed unique Maine food or beverages (i.e. whoopee pies or Moxie)
38% 38% 23% 25%
Visited Farmer’s Markets
22% 22%
Enjoying local food at fairs or festivals
Mid-Coast 2015 (n=257)
23% 21%
Enjoyed high-end cuisine or five-star dining
15% 18%
Ate farm to table or organic cuisine Other
Maine 2015 (n=1683)
<2%> 1%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
17
Over half of overnight visitors interested in water activities go to the beach and enjoy outdoor swimming while visiting the Mid-Coast region.
2015 Regional Report Mid-Coast
Water Activities Base: Those who report water activities as an interest area for this Maine trip 61% 58%
Going to the beach 45%
Outdoor swimming (lake, ocean, river)
52% 34% 35%
Pool swimming (indoor or outdoor) 21%
Canoeing or kayaking
28% 22% 22% 19%
Fishing (ocean, lake, stream, river, ice)
12% 14%
Sailing White water rafting
9% 5%
Surfing
8% 5%
Other
Mid-Coast 2015 (n=74)
15%
Motor boating
Water skiing or jet skiing
Maine 2015 (n=705)
11% 4%
2% 5%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
18
Hiking/climbing/backpacking is the most common pursuit among overnight visitors interested in active outdoor activities.
2015 Regional Report Mid-Coast
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for this Maine trip 55%
Hiking, climbing, or backpacking
64%
Exploring State and National Parks
40% 34% 20% 20%
Bicycling or mountain biking
5%
Snowshoeing
8% 10%
Riding all-terrain vehicles
Nordic skiing Hunting (game or bird) Snowmobiling Other
Mid-Coast 2015 (n=128)
17% 16%
Camping
Alpine skiing or snowboarding
Maine 2015 (n=961)
7% 4% 3%
3% 1% 5% 1% <3%> <1% 6%
3%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
19
Visiting historic sites or museums is the top history or culture activity in which Mid-Coast overnight visitors participate.
2015 Regional Report Mid-Coast
History or Culture Activities Base: Those who report history or culture as an interest area for this Maine trip 62% 67%
Visiting historic sites or museums 39% 43%
Visiting art museums or local artisan exhibits 29% 31%
Getting to know the local people and/or culture 20% 20%
Participating in nightlife or other evening entertainment 12% 10%
Attending popular music concerts or events
10% 10%
Painting, drawing, or sketching
<13%>
Attending plays, musicals, or theatrical events Attending sports events Attending operas or classical music events Other
6%
Maine 2015 (n=861) Mid-Coast 2015 (n=134)
9%
5% 6% 4% 2% 2%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
20
Outlet shopping is the most common shopping activity among Mid-Coast overnight visitors.
2015 Regional Report Mid-Coast
Shopping Activities Base: Those who report shopping as an interest area for this Maine trip 53%
Outlet shopping
47% 40%
Shopping for gifts or souvenirs
42% 32%
Shopping for unique, locally produced goods
37% 41%
General shopping at malls, downtown
34% 24%
Shopping for antiques, local arts and crafts
26%
Mid-Coast 2015 (n=207)
21%
Shopping for products with the “Made in Maine” identifier
Other
Maine 2015 (n=1445)
25% 1% 3%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
21
Animal parks and zoos are enjoyed by one in three overnight visitors to the Mid-Coast who are interested in family fun/children’s activities.
2015 Regional Report Mid-Coast
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for this Maine trip 31% 33%
Animal parks or zoos 25% 24%
Water parks Amusement or theme parks
23% 23%
Children’s museums
22% 23%
Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
Spectator sports
<34%> 22% 10% 14%
Agricultural fairs Summer camps Other
Mid-Coast 2015 (n=83)
11% 11%
Horseback riding
Maine 2015 (n=751)
11% 7% 7% 7% 13%
18%
Q31. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
22
Boothbay Harbor is the most frequently visited attraction/location among overnight visitors to the Mid-Coast region.
2015 Regional Report Mid-Coast
Top Attractions/Locations Visited* Boothbay Harbor
28%
Maine State Aquarium
14%
Camden Hills State Park
13%
Moody's Diner
10%
Pemaquid Point Lighthouse
10%
Maine Lighthouse Museum
9%
Maine Lobster Festival
8%
Coastal Maine Botanical Gardens
8%
Fort Knox
8%
Maine Wine Trail
8%
Farnsworth Art Museum and Wyeth Center
8%
Maine Beer Trail
7%
Maine Maritime Museum
7%
Owls Head State Park
6%
Popham Beach
6%
Heritage Park
6%
Reid State Park
6%
Boothbay Railway Village
6%
Eastern Maine Railroad
5%
Bowdoin College Museum of Art
5%
Mid-Coast 2015 (n=396)
* Does not include response options selected by fewer than 5% of respondents.
Q26: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
23
Four in five visitors to the Mid-Coast region intend to visit Maine again in the next two years.
2015 Regional Report Mid-Coast
Future Travel Likelihood
79%
81%
I already have specific plans to travel in Maine Definitely will travel to Maine
27%
25%
Probably will travel to Maine Might/Might not travel to Maine Probably will not travel to Maine
52%
55%
Definitely will not travel to Maine Top 2 Box
15% 5% 1% <1% Maine 2015 (n=2779)
11% 6%
1% <1% Mid-Coast 2015 (n=396)
Q38. How likely will you be to travel in Maine in the next two years? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
24
Day Visitors: Traveler Description
25
2015 Regional Report Mid-Coast
Day Visitor Demographics • •
Day visitors to the Mid-Coast region average 51 years of age, earning about $86,000 annually. Three in four have a college degree, and 56% are employed full-time. Two-thirds are married. Day visitors to the Mid-Coast region trend older compared to day visitors to Maine overall.
Day Visitors Age: < 35 35 - 44 45 - 54 55 + Mean Age (Years) Income: < $50,000 $50,000 - $99,999 $100,000 + Mean Income (Thousands) Female College Degree or Higher Married Employed Full Time
Maine 2015 (n=1755)
Mid-Coast 2015 (n=214)
<25%> 16% 21% 38% 48.0
15% 21% 15% <49%> <51.2>
22% 43% 35% $93,020 62% 68% 60% 55%
21% 47% 32% $86,140 59% 74% 64% 56%
<> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
26
The majority of day visitors to the Mid-Coast region originate from Maine. •
2015 Regional Report Mid-Coast
The Mid-Coast region attracts a higher proportion of in-state day visitors compared to visitors to the State of Maine overall, while attracting a lower proportion of Canadian day visitors and day visitors from Massachusetts.
State/ Province of Residence 89%
U.S. NET
<95%> 31%
Maine
<54%> <41%>
Massachusetts
Canada NET
New Brunswick
Mid-Coast 2015 (n=214)
27% 15%
New Hampshire
Rhode Island
Maine 2015 (n=1755)
12% 1%
2% <11%> 5% <5%> <1%
Q2. In what State or Province do you reside? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
27
Nearly all day visitors to the Mid-Coast region have visited Maine before.
2015 Regional Report Mid-Coast
Repeat vs. First Time Visitors
Repeat Visitor
95%
97%
5%
3%
Maine 2015 (n=1755)
Mid-Coast 2015 (n=214)
First Time Visitor
Q10. Was this your first trip to Maine? Q11. Including your most recent trip in Maine, how many times have you visited Maine in the past five years? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
28
2015 Regional Report Mid-Coast
One in four day visitors to the Mid-Coast region travels with children.
Travel Party Composition 2.8
2.6 Percent Traveling with children
29% 26%
Maine 2015(n=1755)
Average Number of People in Travel Party
Mid-Coast 2015 (n=214)
Q14. Including yourself and any children, how many people were in your immediate travel party on this trip? Q15. How many of these people were: Children <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
29
Day Visitors: Trip Experience
30
The most common reason cited for visiting the Mid-Coast among VFR day travelers is a general visit to see friends or relatives.
2015 Regional Report Mid-Coast
Primary Purpose of Day VFR Trips
70%
General visit to see friends or relatives
65% 10%
Holiday visit
Funeral
Family reunion
Wedding
Class reunion
z .Other
13% 3%
8% Maine 2015 VFR (n=716)
6%
Mid-Coast 2015 VFR (n=82)
3% 3%
1% 1%
1% 11%
Q9. What was the primary purpose of your most recent visit to friends or relatives in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
31
Business day visitors to the Mid-Coast are most likely to be visiting for a meeting.
2015 Regional Report Mid-Coast
Primary Purpose of Day Business Trips
43%
Meeting 33%
21%
Sales/Service
27%
18%
Training/Professional Development
22% Maine 2015 Business (n=210) 14%
Convention/Conference/Trade Show
16%
Mid-Coast 2015 Business (n=39*)
5%
Other 2%
Q8. What was the primary purpose of your most recent business trip in Maine? <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.
32
Food/beverage/culinary activities are the most common interests pursued by Mid-Coast day visitors. •
2015 Regional Report Mid-Coast
Mid-Coast day visitors are less likely to be interested in pursuing water activities while visiting than are day visitors to the State as a whole. Most Important Interest Area Mid-Coast
2015 Interest Areas 63% 64%
Food, beverage, or culinary 43%
Touring or sightseeing
49%
57% 56%
Shopping
47%
23%
31%
Active outdoor activities (not water)
32%
26% 27%
Family fun or children's activities
23% <30%>
Water activities
22% 18% 21%
History or culture Other
30%
9% 9%
Maine 2015 (n=1755)
49%
Mid-Coast 2015 (n=214)
39% 24% 100%
Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
33
When analyzing both interest and importance in deciding to visit, touring or sightseeing ranks highest among day visitors to the MidCoast region. •
2015 Regional Report Mid-Coast
When looking at both interest levels and importance in deciding to visit, Mid-Coast day visitors place more importance on touring/sightseeing and less importance on shopping and active outdoor activities than do day visitors to the State as a whole. 2015 Interest Areas Importance Index 19%
Touring or sightseeing
<28%> 18% 19%
Food, beverage, or culinary 15%
Family fun or children's activities
11% <16%>
Shopping
11% <16%>
Active outdoor activities (not water)
Other
Mid-Coast 2015 (n=214)
8% 10%
Water activities History or culture
Maine 2015 (n=1755)
8% 4% 5% 8% 9%
Importance Index = percentage selecting category as interest area X percentage ranking same interest area as #1 most important
Q17. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply. Q18. Of these interest areas you selected, please rank them in order of their importance in your decision to come to Maine, with 1 being the most important. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
34
A majority of Mid-Coast day visitors who are interested in touring/ sightseeing activities spent time enjoying the ocean views or rocky coast, sightseeing, and driving for pleasure.
2015 Regional Report Mid-Coast
Touring or Sightseeing Activities Base: Those who report touring or sightseeing as an interest area for this Maine trip Enjoying the ocean views or rocky coast
75% 77% 70%
Sightseeing
76% 64% 67%
Driving for pleasure 41%
Enjoying the mountain views
30%
Viewing fall colors
21% 23%
Wildlife viewing or bird watching
23% 19%
Taking tours of communities or local architecture
Mid-Coast 2015 (n=104)
16% 16%
10% 12%
Nature cruises or tours
Other
Maine 2015 (n=763)
2% 1%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
35
Two in three day visitors who are interested in food/beverage/culinary activities ate lobster or other local seafood while visiting the region.
2015 Regional Report Mid-Coast
Food, Beverage, or Culinary Activities Base: Those who report food, beverage, or culinary as an interest area for this Maine trip 61% 65%
Ate lobster or other local seafood Consumed other locally produced Maine foods (i.e. blueberries, maple syrup, or apples)
44% 48% 39% 39%
Enjoyed unique Maine food or beverages (i.e. whoopie pies or Moxie)
28% 30%
Going to local brew pubs or craft breweries
24%
Enjoying local food at fairs or festivals
Mid-Coast 2015 (n=137)
30% 23% 25%
Visited Farmer's Markets 14% 14%
Enjoyed high-end cuisine or five-star dining
12% 12%
Ate farm to table or organic cuisine Other
Maine 2015 (n=1099)
5% 6%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
36
Going to the beach is the most common activity pursued by day visitors who are interested in water activities.
2015 Regional Report Mid-Coast
Water Activities Base: Those who report water activities as an interest area for this Maine trip 71% 68%
Going to the beach 31%
Canoeing or kayaking
45% 50%
Outdoor swimming (lake, ocean, river)
40% 16%
Motor boating
31% 26% 23%
Pool swimming (indoor or outdoor)
14% 7% 9%
Water skiing or jet skiing
Surfing
5% 8% 4% 8% <21%>
Fishing (ocean, lake, stream, river, ice) Other
Mid-Coast 2015 (n=46*)
8%
Sailing
White water rafting
Maine 2015 (n=528)
7%
3% 3%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.
37
2015 Regional Report Mid-Coast
Hiking/climbing/backpacking is the most common active outdoor activity pursued by day visitors to the Mid-Coast.
Active Outdoor Activities – Non-Water Base: Those who report outdoor activities as an interest area for this Maine trip 57% 57%
Hiking, climbing, or backpacking 38% 37%
Exploring State and National Parks 22% 23%
Bicycling or mountain biking 10%
Riding all-terrain vehicles
13%
Mid-Coast 2015 (n=55)
6%
Alpine skiing or snowboarding
9%
Hunting (game or bird)
5%
Snowmobiling
4%
9% 8%
Snowshoeing
3% 3%
Nordic skiing
1% 3%
Camping
2% 3%
Other
Maine 2015 (n=540)
<12%> 5%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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Visiting historic sites or museums and getting to know the local people/culture are enjoyed by half of day visitors to the Mid-Coast region who are pursuing history or culture activities.
2015 Regional Report Mid-Coast
History or Culture Activities Base: Those who report history or culture as an interest area for this Maine trip 60%
Visiting historic sites or museums
55% 34%
Getting to know the local people and/or culture
50% 38%
Visiting art museums or local artisan exhibits
31%
Participating in nightlife or other evening entertainment
13% 22% 17%
Attending plays, musicals, or theatrical events
12% 14% 11%
Attending popular music concerts or events
10%
Attending sports events Attending operas or classical music events Painting, drawing, or sketching Other
6%
Maine 2015 (n=313) Mid-Coast 2015 (n=46*)
5% 3% 8% 3% 5% 3%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. *Please note small sample size.
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Outlet shopping is the most common shopping activity among Mid-Coast day visitors.
2015 Regional Report Mid-Coast
Shopping Activities Base: Those who report shopping as an interest area for this Maine trip 58%
Outlet shopping
49% 27%
Shopping for unique, locally produced goods
38% 42%
General shopping at malls, downtown
36% 24%
Shopping for antiques, local arts and crafts
33% 19%
Shopping for products with the 'Made in Maine' identifier
23%
Mid-Coast 2015 (n=101)
27%
Shopping for gifts or souvenirs
Other
Maine 2015 (n=977)
22% 3% 6%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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2015 Regional Report Mid-Coast
Day visitors to the region who are interested in family fun/children’s activities are most likely to visit animal parks or zoos and outdoor fun centers.
Family Fun/Children’s Activities Base: Those who report family fun/children’s activities as an interest area for this Maine trip 28% 27%
Animal parks or zoos Outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
36% 26% 23% 22%
Amusement or theme parks 17% 17%
Children's museums
21%
Water parks
13%
Summer camps
8%
Spectator sports
8% 6%
Horseback riding Other
Maine 2015 (n=477)
10% 13%
Agricultural fairs
Mid-Coast 2015 (n=50)
12%
7% 3% 21% 22%
Q19. In which of the following activities did you participate during this trip? Please check all that apply. <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.
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2015 Regional Report Mid-Coast
One-fourth of day visitors to the Mid-Coast region visits Boothbay Harbor. Top Attractions/Locations Visited* Boothbay Harbor
27%
Pemaquid Point Lighthouse
13%
Coastal Maine Botanical Gardens
13%
Camden Hills State Park
13%
Moody's Diner
Mid-Coast 2015 (n=214)
12%
Popham Beach
11%
Reid State Park
10%
Fort Popham
9%
Maine Lobster Festival
8%
Farnsworth Art Museum and Wyeth Center
8%
Fort Knox
7%
Maine Lighthouse Museum
7%
Owls Head Transportation Museum
6%
Maine Maritime Museum
5%
Maine State Aquarium
5%
Boothbay Railway Village
5%
Bowdoin College Museum of Art
5%
* Does not include response options selected by fewer than 5% of respondents.
Q23: Within the region you visited, what specific towns or cities did you visit? (Please check all that apply) <> indicates a significant difference between subgroups at the 95% confidence level. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year. Note: Does not include response options selected by fewer than 5% of respondents.
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Comparison of Mid-Coast Visitors to Maine Visitors
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2015 Regional Report Mid-Coast
Comparisons: Region vs. State •
Visitors to the Mid-Coast tourism region and visitors to the State of Maine as a whole differ in a few areas. These variations can be seen in visitor origin, their reasons for traveling, their travel interests, and the activities they participate in while visiting.
•
Highlights – Mid-Coast region vs. State visitors: Visitor Origin • • • •
A higher proportion of overnight and day visitors to the region from the United States. A lower proportion of day visitors to the region from Canada. A higher proportion of overnight and day visitors to the region from Maine. A lower proportion of day visitors to the region from Massachusetts and New Brunswick.
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2015 Regional Report Mid-Coast
Comparisons: Region vs. State •
Highlights Continued: Trip Interest Areas – Overnight Visitors • Less likely to want to pursue family fun/children’s activities and water activities.
Trip Interest Areas – Day Visitors • Less likely to want to pursue water activities.
Maine Trip Interests and Importance (Importance Index) Day Visitors • More likely to place importance on touring or sightseeing activities. • Less likely to place importance on shopping and active outdoor activities.
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2015 Regional Report Mid-Coast
Comparisons: Region vs. State •
Highlights Continued:
Trip Activities – Overnight Visitors • More likely to be: – Enjoying the ocean views or rocky coast – Eat lobster or other local seafood • Less likely to be: – Snowmobiling – Attending plays, musical, or theatrical events – Visiting outdoor fun centers (mini-golf, go-carts, batting cages, etc.)
Trip Activities – Day Visitors • Less likely to be: – Fishing (ocean, lake, stream, river, ice)
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