Fredericksburg Visitor Research 2012-13

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Fredericksburg Visitor Research 2012-13

  1. 1. 1
  2. 2. 22012-’13
  3. 3. 32012-’13
  4. 4. 2012-’134The pattern is consistent, except the proportion with higher household incomes has increased.
  5. 5. 52000 2004 2008 201278% 76% 78% 80%22% 24% 22% 20%NOYESThe pattern is consistent, with 80% of the visitors choosing Fredericksburg as their main destination2012-’13
  6. 6. 2012-’1362000 2004 2008 201259% 63%69% 66%41% 37% 31% 34%NOYESAs in prior years, most visitors stay overnight
  7. 7. 7RV ParkWith friendsB&B/Guest HouseHotel/Motel7%7%38%47%6%39%43%7%8%39%43%2012200820042000Lodging patterns have not changed since the previous studies2012-’13
  8. 8. 88 hrs or less29%9-24 hrs17%2 days33%3+ days19%not sure2%2012-’13
  9. 9. 92000 2004 2008 201223%35% 28% 29%27%22%19% 17%28% 28%34% 33%21%15% 19% 21%3+ days2 days8-24 hrunder 8 hrOver half of the visitors stay at least two days, more than in 20002012-’13
  10. 10. 102012-’13
  11. 11. 112012-’13
  12. 12. 12AntiquingHiking/bikingVisiting familyPeachesFamily vacationWildflowersGerman atmosphereRomanticHistoric districtHistoric…Eat at restaurantTour wineriesShopping10%10%10%12%17%17%20%23%25%26%27%32%46%Shopping continues to be the top motivation to visit. The wineries,historic sites and restaurants are also primary draws.2012-’13
  13. 13. 13PeachesFamily vacationWildflowersGerman atmosphereRomanticHistoric districtHistoric…Eat at restaurantTour wineriesShopping11%17%18%24%21%32%23%32%11%63%10%17%19%22%21%27%25%28%24%51%12%17%17%20%23%25%26%27%32%45%2012200820042000Shopping is not as dominant a motivator as in prior years. Touring wineries is theonly activity that has increased substantially since prior surveys.2012-’13
  14. 14. 1424%21%32%23%32%11%63%20%23%25%26%27%32%45%The wine industry is havinga profound influence onvisitors’motivations.2012-’13KEY:2012=blue2000=redDirection:Positive = greenNegative = brownShopping is still a bigdraw, but it has exper-ienced significantdecline.
  15. 15. 15BestQuarter2000 2004 2008 2012RomanticGetaway1 32% 27% 28% 34%Wildflowers 2 44% 52% 36% 36%Peaches 3 25% 31% 22% 27%Shopping 3 70% 64% 61% 47%TourWineriesQ 1 or 4 10% (Q4) 27% (Q4) 29% (Q1) 38% (Q1)2012-’13
  16. 16. 16UNDER $10034%$100 - $50039%$500 - $1,00019%OVER $1,0008%2012-’13
  17. 17. 17UNDER $10019%$100 - $50044%$500 - $1,00027%OVER $1,00010%2012-’13
  18. 18. 18German heritageGreat storesFine diningVariety of attractionsUniqueaccommodationsTexas Hospitality42%45%43%42%51%58%37%41%40%40%41%59%201220082004Fredericksburg continues to make the strongest impression as a place with TexasHospitality. Chart displays only the “exceeded expectations” scores.2012-’13Note: this question added in 2004 survey
  19. 19. 2012-’1319RANK SPENDSan Antonio 1 $410Houston 2 $730Dallas 3 $592Ft. Worth/Arl. 4 $534East Coast 5 $582Hill Country 6 $517Austin 7 $385Galveston 8 $712Pasadena/Pearland9 $7711234586/79
  20. 20. 0%5%10%15%20%DFW Austin &Hill co.SanAntonioHoustonareaother Texas14%12%14% 14%18%17%14%16%13%16%2000 2004 2008 2012202012-’13
  21. 21. 21print adprint articlebrochuresinternetfamilyprior visit10%10%8%43%50%11%17%40%42%4%9%9%30%44%46%2012200820042000Word of mouth is still the best medium, and Internet sites have jumped up to the top ad sourceIncludes CVB, TripAdvisor,local merchants & FB sites2012-’13
  22. 22. 0% 2% 4% 6% 8% 10% 12%FacebookTrip AdvisorFredericksburg CVBOther Internet sitesAny Fred. Internet Site2%5%6%7%11%Q1 13Q4 12Q3 12Q2 12222012-’13Visitors conduct a range of web searches, which means all retail sites are valuable.
  23. 23. 232012-’13
  24. 24. 242012-’13
  25. 25. •••252012-’13

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