Image & Positioning Research - Travel Motivators and Hot Buttons What Really Motivates Byway Travelers? “Beware the rational response to an emotional question” Rather than use a direct line of questioning with respondents to determine what drives traveler interest in a byway experience, Longwoods employed a predictive modeling approach. Over time, Longwoods has found that the direct approach often leads to misleading answers; left-brain, rational, socially acceptable and th d responses tend to dominate. In our predictive modeling approach, we get below the surface veneer of data, and uncover the true consumer motivators and hot buttons for destination choice. Figure: U S Census Regions & Divisions WEST Pacific: WA, OR, CA, AK, HI Mountain: MT, ID, WY, NV, UT, CO, AZ, NM MIDWEST West North Central: ND, SD, NE, KS, MN, IA, MO East North Central: WI, MI, IL, IN, OH SOUTH West South Central: OK, AR, TX, LA East South Central: KY, TN, MS, AL South Atlantic: WV, VA, DE, MD, DC, NC, SC, GA, FL NORTHEAST Middle Atlantic: NY, PA, CT, NJ New England: NH, VT, ME, MA, RI Figure: Travel Motivators — National Importance* Ranking (most to least): Fun & Exciting Unique/Learning Experience Ensures A Great Experience Sogjtseeomg & Entertainment Risk-Free Planning Safe & Accessible Sports & Recreation Short Getaways *A measure of the degree of association between each factor and whether traveling on an America’s Byways® road is “an experience I would really enjoy.” Figure: Hot Buttons — National Top 20 Attributes 1. A fun experience 2. Great experience for adults 3. Everyone should experience in their lifetime 4. Good family experience 5. A real adventure 6. Opportunities to learn and discover 7. Lots to see and do 8. Interesting small towns and villages 9. Unique vacation experience 10. Interesting historic attractions 11. Confidence that we’re going to have a great experience 12. Unique scenery 13. Good photo opportunities 14. A uniquely American experience 15. Truly beautiful scenery 16. Helps select experiences that meett our iintterestts 17. Good for longer trips 18. Great National/State parks 19. Well-known landmarks 20. Opportunity to learn about unique people/cultures Figure: Travel Motivators — Northeast Region vs. National Importance* Ranking (most to least): National Fun & Exciting Unique/Learning Experience Ensures A Great Experience Sightseeing & Entertainment Risk-Free Planning Safe & Accessible Sports & Recreation Short Getaways Ranking (most to least): Northeast Region Fun & Exciting Ensures A Great Experience Unique/Learning Experience Sightseeing & Entertainment Risk-Free Planning Sports & Recreation Safe & Accessible Short Getaways *A measure of the degree of association between each factor and whether traveling on an America’s Byway® road is “an experience I would really enjoy.” Figure: Hot Buttons — Northeast Region Top Attributes 1. A fun experience 2. Great experience for adults 3. Everyone should experience in their lifetime 4. Opportunities to learn and Opportunities to learn and discover 5. Good family experience 6. A real adventure 7. Confidence that we’re going to have a great experience 8. Lots to see and do 9. Unique vacation expperience 10. Great for viewing wildlife 11. Best collection of outdoor, scenic, cultural, historic experiences 12. Makes trip planning easier 13. Good photo opportunities 14. Interesting small towns and villages 15. Truly beautiful scenery 16. Easy-to-follow routes 17. Uniquely American experience 18. Interesting historic attractions 19. Safe experience Figure: Travel Motivators — Southern Region vs. National Importance* Ranking (most to least): National Fun & Exciting Unique/Learning Experience Ensures A Great Experience Sightseeing & Entertainment Risk-Free Planning Sports & Recreation Safe & Accessible Short Getaway Ranking (most to least): Southern Regional Fun & Exciting Ensures A Great Experience Unique/Learning Experience Sightseeing & Entertainment Risk-Free Planning Sports & Recreation Safe & Accessible Short Getaway *A measure of the degree of association between each factor and whether traveling on an America’s Byway® road is “an experience I would really enjoy.” Figure: Hot Buttons — Southern Region Top Attributes 1. A fun experience 2. Everyone should experience in their lifetime 3. Great experience for adults 4. A real adventure 5. Good family experience 6. Opportunities to learn and discover 7. Lots to see and do 8. Interesting historic attractions 9. Interesting small towns and villages 10. Unique vacation experience 11. Uniquely American experience 12. Truly beautiful scenery 13. Good photo opportunities 14. Unique scenery 15. Confidence that we’re going to have a great experience 16. Helps select experiences that meet our interests 17. Great National/State parks 18. Opportunity to learn about unique people/cultures 19. Best collection of outdoor scenic Best collection of outdoor, scenic, cultural, historic experiences Figure: Travel Motivators — Midwest Region vs. National Importance* Ranking (most to least): National Fun & Exciting Unique/Learning Experience Ensures A Great Experience Sightseeing & Entertainment Risk-Free Planning Sports & Recreation Safe & Accessible Short Getaway Ranking (most to least): Midwest Regional Fun & Exciting Unique/Learning Experience Risk-Free Planning Ensures A Great Experience Sightseeing & Entertainment Sports & Recreation Safe & Accessible Short Getaway *A measure of the degree of association between each factor and whether traveling on an America’s Byway® road is “an experience I would really enjoy.” Figure: Hot Buttons — Midwest Region Top Attributes 1. Great experience for adults 2. A fun experience 3. A real adventure 4. Lots to see and do 5 Opportunities to learn and discover 6. Interesting small towns and villages 7. Everyone should experience in their lifetime 8. Good family experience 9. Makes trip planningg easier 10. Unique scenery 11. Unique vacation experience 12. Good photo opportunities 13. Good for longer trips 14. Great National/Sate parks 15. Interesting historic attractions 16. Well-known landmarks 17. A uniquely American experience 18. Truly beautiful scenery 19. Easy-to-follow routes 20. Helps select experiences that meet our interests Figure: Travel Motivators — Mountain & Southwest Region vs. National *Importance* Ranking (most to least): National Fun & Exciting Unique/Learning Experience Ensures A Great Experience Sightseeing & Entertainment Risk-Free Planning Sports & Recreation Safe & Accessible Short Getaway Ranking (most to least): Mountain & Southwest Region Fun & Exciting Ensures A Great Experience Unique/Learning Experience Risk-Free Planning Sightseeing & Entertainment Sports & Recreation Safe & Accessible Short Getaway *A measure of the degree of association between each factor and whether traveling on an America’s Byway® road is “an experience I would really enjoy.” Figure: Hot Buttons — Mountain & Southwest Region Top Attributes 1. A fun experience 2. Everyone should experience in their lifetime 3. Good family experience 4. Great expperience for adults 5. Confidence that we’re going to have a great experience 6. Opportunities to learn and discover 7. A real adventure 8. Unique scenery 9. Helps select experiences that meet our interests 10. Easy-to-follow routes 11. Interesting small towns/villages 12. Lots to see and do 13. Good for longer trips 14. Interesting historic attractions 15. Good photo opportunities 16. Unique vacation experience 17. Best collection of outdoor, scenic, cultural, historic experiences 18. Opportunity to learn about unique people/cultures 19. Well-known landmarks Figure: Travel Motivators — Pacific Region vs. National Importance* Ranking (most to least): National Fun & Exciting Unique/Learning Experience Ensures A Great Experience Sightseeing & Entertainment Risk-Free Planning Sports & Recreation Safe & Accessible Short Getaway Ranking (most to least): Pacific Region Fun & Exciting Unique/Learning Experience Risk-Free Planning Ensures A Great Experience Sightseeing & Entertainment Sports & Recreation Safe & Accessible Short Getaway *A measure of the degree of association between each factor and whether traveling on an America’s Byway® road is “an experience I would really enjoy.” Figure: Hot Buttons — Pacific Region Top Attributes 1. Great experience for adults 2. A fun experience 3. Good family experience 4. Opportunities to learn and discover 5. Lots to see and do 6. Everyone should experience in their lifetime 7 Helps select experiences that meet our interests 8. Unique vacation experience 9. Interesting historic attractions 10. Great for viewing wildlife 11. Well-known landmarks 12. A uniquely American experience 13. Interesting small towns and villages 14. A real adventure 15. Unique scenery 16. Easier trip planning 17. Great National/State parks 18. Truly beautiful scenery 19. Opportunity to learn about unique people/cultures 20. Confidence that we’re going to have a great experience Image & Positioning Research -What experiences appeal most to potential America’s Byways Travelers Scenic beauty remains important as it pprovides the canvas,, for the “totality of the experience” that visitors desire. Figure: Unaided: What appeals/attracts you to travel on America’s Byways® ?— Pre vs Post Communication Scenic beauty/views/routes Pre: 28% Post: 44% Interesting sites/location/place/people Pre: 11% Post: 21% Historic sites/history Pre: 8% Post: 16% Like everything/appealing/looks good Pre: 6% Post: 8% Less crowd/traffic Pre: 5% Post: 2% Good way to see America Pre: 5% Post: 4% Nature/natural beauty Pre: 4% Post: 6% Well-maintained roads Pre: 3% Post: 3% Easy to travel/less speed Pre: 3% Post: 2% More information has been provided about this route Pre: 2% Post: 4% Cultural value Pre: 2% Post: 2% Nothing/Don't know Pre: 31% Post: 8% Figure: Unaided: What appeals/attracts you to travel on America’s Byways® ?—travel on America s Byways ? National Scenic beauty/views/routes 28% Interesting sites/location/place/people 11% Historic sites/history 8% Like everything/appealing/looks good 6% Less crowd/traffic 5% Good way to see America 5% Nature/natural beauty 4% Well-maintained roads 3% Easy to travel/less speed 3% More information has been provided about this route 2% Cultural value 2% Nothing/Don't know 31% Figure: Unaided: What would make travel on America’s Byways® more appealing?—America s Byways more appealing? National Nothing/Don't know 29% More information/better publicity is needed 13% Scenery/make them more scenic 7% Never heard of them/not aware of scenic byways 6% Most rest stops/shops 5% Better/smoother roads 4% Cheap/cheaper gas 4% Good locations/destinations 4% More signs/road signs/more visible road signs needed/map 3% Less traffic/roads are too congested 3% Tour book/atlas/map/itenerary 3% More lodging/better rates for ledging/hotels 3% Figure: Unaided: What about this description of America’s Byways® does not appeal to America s Byways does not appeal to you?— National Nothing/Don't Know 44% Travel time/longer travel time/takes too long 8% Boring/unappealing 6% Too far/out of the way 4% Gas prices 4% Don't like car trips/driving 4% Prefer less traffic/roads are too congested 4% Need more information/don't know enough 3% For more information on the America’s Byways® Research Studies or Custom Analyses, please contact: Henry Hanka Special Projects Manager America's Byways Resource Center Ph 1.218.625.3306 hhanka@byways.org Scott Hanson President & CEO Longwoods International ph 1.800.509.8933 ext 205 shanson@longwoods-intl com Patricia McNally Marketing Communications Director DOT FHWA National Scenic Byways Program ph 1.800.429.9297 or 202.366.9766 pmcnally@byways.org