Michigan's regional markets include: Chicago IL, Milwaukee WI, Indianapolis IN,. Cleveland OH, Akron .... Great for prof
Michigan
2013 Tourism Advertising Evaluation and Image Study
March 2014
Table of Contents
The 2013 Advertising Campaign…………………………………………………...3 Research Objectives………………………………………………………………...4 Research Method………………………………………………………………….... 5 Creative…………………………………………………………………………….….8 Detailed Findings…………………………………………………………………....12
Campaign Performance……………………………………….………….…………44
Advertising Awareness..……………………………………………………. 46 Impact of Advertising on Image…………………………………………….48
Bottom line Impacts…………………………………………………………………..53
Travel Motivators & Hot Buttons..…………………………………………. 15 Michigan’s Image……………………………………………………………. 20 Michigan’s Tourism Product……………………………………………….. 33
Pure Michigan Summary..………………………………………………….. 60
Appendix: I (Regional Market)……………………………………………………….63 Appendix: II (National Market)………………………………………………………108 2
The 2013 Advertising Campaign
The 2013 tourism advertising program for the State of Michigan involved the continuation of the highly successful Pure Michigan campaign in both the regional as well the balance of the national marketplace:
Michigan’s regional markets include: Chicago IL, Milwaukee WI, Indianapolis IN, Cleveland OH, Akron OH, Canton OH, Cincinnati OH, Columbus OH, Dayton OH, Toledo OH, St. Louis MO, South Bend IN, Green Bay WI, Ft. Wayne IN, and Southern Ontario.
The State invested a total of $13 million on the campaign in 2013: $4.3 million in the region and $8.7 million in the rest of the nation.
3
Research Objective
The purpose of this research was to provide:
strategic insights about the image of Michigan and its key competitors with respect to key destination choice factors; an evaluation of the impact of the 2013 campaign on both: short of sales measures:
advertising awareness and image
bottom line measures
travel to Michigan, traveler spending in Michigan and the state and local taxes related to that spending and finally the return on the advertising investment (ROI)
4
Research Method
The study was conducted among a representative sample of adult travelers residing in the U.S.
‘Travelers’ means respondents had taken a day and/or overnight pleasure trip anywhere in the past 3 years and intend to take another in the next 2 years.
The survey was conducted via a major American online consumer panel which is demographically balanced to represent the national population.
1,500 individuals responded to the research from Michigan’s regional marketplace 2,000 individuals responded to the research from the rest of the nation At the 95% confidence level, the margin of error for a proportion in the research is +/- 2%
5
Research Method (Cont’d)
The questionnaire addressed three key areas in the following order: Michigan’s Image as a Travel Destination
Travel to Michigan
Respondents rated Michigan and selected competitive states across an extensive list of characteristics or attributes. Respondents reported the number of day and overnight trips they took to Michigan during and shortly after the advertising campaign.
Advertising Awareness
Individual ads from the 2013 campaign were exposed and respondents reported recall of each.
6
Research Method (Cont’d)
ROI calculation:
The Longwoods R.O.EYE™ method quantifies the relationship between awareness of campaign elements and trip taking. A baseline measure is generated to estimate the level of visitation that would have occurred in the absence of advertising activity. Using the principles and techniques of experimental design, we control for the effects of internal and external factors that could otherwise influence the result.
7
Creative
Detailed Findings
Travel Motivators
Longwoods takes an innovative approach to profiling the factors that motivate travel and destination choice.
Direct questioning of respondents on this subject can often lead to misleading answers. Respondents’ answers tend to favor rational over emotional ideas because they are easier to call to mind and articulate.
Longwoods, therefore, takes an indirect approach to uncovering these motivators.
Through predictive modeling analytics, we get below the surface and uncover the true factors that drive overall ratings of destination appeal and choice.
13
The Indirect Approach
Respondents are asked to rate selected states across a robust list of destination attributes or characteristics.
The statistical correlation between each attribute rating and the overall rating for being “A place I would really enjoy visiting” is then calculated.
Attributes showing strong correlations are strong predictors of destination choice and those with the highest are the ‘Hot Buttons’ that should be included in the communications messaging strategy .
Travel Motivator factors reflect the aggregated importance across related attributes.
14
Travel Motivators & Hot Buttons
Travel Motivators in the Regional Market Base: Regional Market
Exciting Family Destination Adult Atmosphere Sightseeing Unique Entertainment Popular Worry Free Sports & Recreation Affordable
Relative Importance *
*A measure of the degree of association between each factor and whether Destination is a place “I would really enjoy visiting.”
16
Hot Buttons in the Regional Market Base: Regional Market
Top 10 Hot Buttons A fun place for vacation An exciting place Good place for families to visit A unique vacation experience Good for adult vacation A real adventure Lots to see and do Children would especially enjoy Popular with vacationers Excellent shopping 17
Travel Motivators in the National Market Base: National Market
Exciting Family Destination Adult Atmosphere Sightseeing Unique Entertainment Popular Worry Free Affordable Sports & Recreation
Relative Importance *
*A measure of the degree of association between each factor and whether Destination is a place “I would really enjoy visiting.”
18
Hot Buttons in the National Market Base: National Market
Top 10 Hot Buttons A fun place for vacation An exciting place A real adventure A unique vacation experience Good for adult vacation Good place for families to visit Lots to see and do Children would especially enjoy Interesting cities Popular with vacationers 19
Michigan’s Image
Michigan’s Image
To obtain travelers’ perceptions of Michigan and its key competitors, respondents were asked to rate each state across a battery of attributes, using a ten-point scale where 10 meant ‘Agree completely’ and 1 meant ‘Do not agree at all’.
A ‘0’ rating was allowed if they had no impression at all. Image charts report the proportion of respondents who rated a destination at 10, 9, or 8 on each attribute.
Competitive states included: Illinois, Indiana, New York, Ohio, Pennsylvania, and Wisconsin.
21
Michigan's Image in the Regional Market Base: Regional Market
Exciting
40 43
Family Destination
46 47
Adult Atmosphere
47 45
Sightseeing
43 43
Unique
46 47
Entertainment
29 29
Popular
45 46
Worry Free
33 34
Sports & Recreation
56 58
Affordable
55 52
0
20
40 60 80 Percent Who Strongly Agree
2013
100
2012 22
Michigan's Top Image Strengths in the Regional Market Base: Regional Market
Beautiful fall colors
68
Not too far away for a vacation
65
Excellent fishing
63
Great for boating/water sports
63
Truly beautiful scenery
62
Great for sailing
59
Good place for camping
59
Great for professional/college sports
56
Excellent state park facilities
56
Great for canoeing/kayaking
55
0
20
40
60
80
100
Percent Who Strongly Agree 23
Michigan's Image vs. the Competition in the Regional Market Base: Regional Market
Exciting
40 43
Family Destination
46 45
Adult Atmosphere
47 51
Sightseeing
43 50
Unique
46 46
Entertainment
29 46
Popular
45 35
Worry Free
33 33
Sports & Recreation
56 43
Affordable
55 55
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors* 24
* Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York, and Illinois
Michigan's Image Strengths vs. the Competition in the Regional Market Base: Regional Market
Great for boating/water sports
23
Excellent fishing
22
Great for sailing
21
Often notice advertising for this place
18
Great for canoeing/kayaking
17
Good place for camping
14
Good for hiking/backpacking
12
Truly beautiful scenery
10
Not too far away for a vacation
8
Beautiful fall colors
8
Great for golf
7
Excellent state park facilities
6
0
10
20
30
Difference in Percent Who Strongly Agree 25
Michigan's Image Weaknesses vs. the Competition in the Regional Market Base: Regional Market
Excellent museums/art galleries
-18
Great for theater and the arts
-18
Exciting nightlife/entertainment/shows
-16
Elegant, sophisticated restaurants
-15
Interesting architecture
-14
Excellent shopping
-14
Well-known landmarks
-13
Interesting cities
-11
Offers a variety of dining options
-9
An exciting place
-8
Lots to see and do
-6
Great place for a conference/convention
-5
-30
-20
-10
0
10
Difference in Percent Who Strongly Agree 26 Note: Circled attributes are some of the most important image hot buttons for travelers
Michigan's Image in the National Market Base: National Market
Exciting
31 33
Family Destination
35 36
Adult Atmosphere
35 36
Sightseeing
37 37
Unique
41 40
Entertainment
29 28
Popular
24 24
Worry Free
27 30
Affordable
36 34
Sports & Recreation
47 44
0
20
40
60
80
100
Percent Who Strongly Agree
2013
2012 27
Michigan's Top Image Strengths in the National Market Base: National Market
Beautiful fall colors
58
Excellent fishing
56
Great for boating/water sports
56
Truly beautiful scenery
53
Great for professional/college sports
49
Great for sailing
49
Good place for camping
49
Great for canoeing/kayaking
47
Excellent state park facilities
46
Good for hiking/backpacking
44
0
20
40
60
80
100
Percent Who Strongly Agree 28
Michigan's Image vs. the Competition in the National Market Base: National Market
Exciting
31 37
Family Destination
35 36
Adult Atmosphere
35 44
Sightseeing
37 44
Unique
41 42
Entertainment
29 42
Popular
24 28
Worry Free
27 28
Affordable
36 43
Sports & Recreation
47 37
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors* 29
* Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois
Michigan's Image Strengths vs. the Competition in the National Market Base: National Market
Great for boating/water sports
22
Great for sailing
20
Excellent fishing
18
Great for canoeing/kayaking
14
Good place for camping
10
Truly beautiful scenery
7
Good for hiking/backpacking
6
0
10
20
30
Difference in Percent Who Strongly Agree 30
Michigan's Image Weaknesses vs. the Competition in the National Market Base: National Market
Great for theater and the arts
-16
Exciting nightlife/entertainment/shows
-14
Excellent shopping
-13
Excellent museums/art galleries
-13
Interesting architecture
-11
Well-known landmarks
-11
Great place for a conference/convention
-11
Interesting cities
-10
An exciting place
-10
-30
-20
-10
0
10
Difference in Percent Who Strongly Agree 31 Note: Circled attributes are some of the most important image hot buttons for travelers
Michigan's Image Weaknesses vs. the Competition in the National Market (Cont’d) Base: National Market
Elegant, sophisticated restaurants
-9
Offers a variety of dining options
-9
Lots to see and do
-8
Good for adult vacation
-7
Popular with vacationers
-6
Interesting festivals/fairs/events
-6
Not too far away to consider for a vacation
-5
Interesting customs/cultures/traditions
-5
-30
-20
-10
0
10
Difference in Percent Who Strongly Agree 32 Note: Circled attributes are some of the most important image hot buttons for travelers
Michigan’s Tourism Product
Michigan’s Product Delivery vs. Image Base: Regional Market
Exciting
48 32
Family Destination
58 35
Adult Atmosphere
56 40
Sightseeing
50 37
Unique
51 41
Entertainment
36 27
Popular
56 35
Worry Free
40 29
Sports & Recreation
65 48
Affordable
63 47
0
20
40
60
80
100
Percent Who Strongly Agree
Recent Visitors*
Never Visited 34
* Visited in past two years
Michigan’s Product Delivery vs. Competitors Base: Regional Market who took a trip in the past two years
Exciting
48 48
Family Destination
58 56
Adult Atmosphere
56 60
Sightseeing
50 56
Unique
51 53
Entertainment
36 50
Popular
40
Worry Free
40 41
56
Sports & Recreation
65 51
Affordable
63 66
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors* 35
* Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois
Michigan’s Product Strengths in the Regional Market Base: Regional Market who took a trip in the past two years
Often notice advertising for this place
25
Great for boating/water sports
23
Excellent fishing
22
Great for sailing
21
Great for canoeing/kayaking
20
Good for hiking/backpacking
17
Truly beautiful scenery
13
Great for golf
12
0
10
20
30
Difference in Percent Who Strongly Agree
40 36
Michigan’s Product Strengths in the Regional Market (Cont’d) Base: Regional Market who took a trip in the past two years
Good place for camping
11
Great for bicycling/jogging
11
Popular with vacationers
7
A real adventure
6
Great roads and highways
6
Children would especially enjoy
5
Interesting small towns/villages
5
Beautiful fall colors
5
0
10
20
30
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
40 37
Michigan's Product Weaknesses in the Regional Market Base: Regional Market who took a trip in the past two years
Great for theater and the arts
-17
Excellent museums/art galleries
-16
Interesting architecture
-14
Exciting nightlife/entertainment/shows
-13
Elegant, sophisticated restaurants
-12
Excellent shopping
-11
Interesting cities
-11
Well-known landmarks
-10
Interesting local people
-9
-40
-30
-20
-10
0
10
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
38
Michigan's Product Weaknesses in the Regional Market (Cont’d) Base: Regional Market who took a trip in the past two years
Offers a variety of dining options
-9
Great place for a conference/convention
-7
Interesting festivals/fairs/events
-6
Safe to travel anywhere in this place
-6
An exciting place
-5
Lots to see and do
-5
Interesting customs/cultures/traditions
-5
-40
-30
-20
-10
0
10
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
39
Michigan’s Product Delivery vs. Image Base: National Market
Exciting
48 27
Family Destination
31
Adult Atmosphere
31
51 46
Sightseeing
54 33
Unique
54 37
Entertainment
45 25
Popular
50 19
Worry Free
41 24
Affordable
54 33
Sports & Recreation
58 43
0
20
40
60
80
100
Percent Who Strongly Agree
Recent Visitors*
Never Visited 40
* Visited in past two years
Michigan’s Product Delivery vs. Competitors Base: National Market who took a trip in the past two years
Exciting
48 53
Family Destination
51 50
Adult Atmosphere
46 57
Sightseeing
54 60
Unique
54 56
Entertainment
45 57
Popular
50 44
Worry Free
41 36
Affordable
54 64
Sports & Recreation
58 48
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors* 41
* Competitors include: Wisconsin, Indiana, Pennsylvania, Ohio, New York and Illinois
Michigan’s Product Strengths in the National Market Base: National Market who took a trip in the past two years
Great for boating/water sports
29
Great for sailing
20
Good place for camping
15
Great for canoeing/kayaking
14
Excellent fishing
14
Great for golf
11
Often notice advertising for this…
10
Great roads and highways
8
Excellent climate overall
6
Children would especially enjoy
6
0
10
20
30
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
40 42
Michigan's Product Weaknesses in the National Market Base: National Market who took a trip in the past two years
Excellent shopping Great place for a conference/convention Great for theater and the arts An exciting place Exciting nightlife/entertainment/shows Interesting architecture Well-known landmarks Offers a variety of dining options Excellent museums/art galleries Interesting cities Not too far away to consider for a vacation Elegant, sophisticated restaurants Lots to see and do Good for adult vacation
-20 -19 -18 -14 -12 -12 -12 -11 -9 -9 -8 -6 -6 -5
-40
-30
-20
-10
0
10
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
43
Campaign Performance
Advertising Performance Indicators
Longwoods’ R.O.EYE™ model evaluates campaign performance both on Short-
of-Sales as well as Bottom-line measures. The key indicators of campaign performance are:
Awareness of the advertising
Impact on the Image of Michigan
The advertising has to be seen or heard for it to have any effect. Actual advertising in each market was exposed during the online survey as recall stimuli. The advertising should enhance the impressions people have of the state as a destination.
Impact on travel to Michigan
Higher awareness and more favorable impressions of the state should translate into incremental reported as well as intended visits.
45
Advertising Awareness
Awareness of the 2013 Ad Campaign
Regional Market
National Market
Aware* 66%
Aware* 39%
Unaware 34%
*Saw at least one ad
Unaware 61% 47
Impact of Advertising on Image
Impact of Advertising on Michigan's Image in the Regional Market Base: Regional Market
Exciting
42 31
Family Destination
50 33
Adult Atmosphere
50 39
Sightseeing
45 35
Unique
47 42
Entertainment
25
Popular
25
31 51
Worry Free
35 29
Sports & Recreation
59 46
Affordable
57 49
0
20
40
60
80
100
Percent Who Strongly Agree
Aware* * Saw at least one ad
Unaware
49
Attributes On Which Advertising Had The Most Impact in the Regional Market Base: Regional Market
Often notice advertising for this place Popular with vacationers Good place for families to visit Great for golf Great for sailing Children would especially enjoy Excellent state park facilities Beautiful gardens and parks Beautiful fall colors A real adventure Great for canoeing/kayaking Good for hiking/backpacking Great for professional/college sports Lots to see and do
33 20 19 17 17 16 14 14 13 13 13 13 13 13
0
10
20
30
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
40 50
Impact of Advertising on Michigan's Image in the National Market Base: National Market
Exciting
37 22
Family Destination
27
Adult Atmosphere
27
41 40
Sightseeing
42 29
Unique
45 34
Entertainment
33 22
Popular
30 16
Worry Free
31 21
Affordable
40 31
Sports & Recreation
53 38
0
20
40
60
80
100
Percent Who Strongly Agree
Aware* * Saw at least one ad
Unaware
51
Attributes On Which Advertising Had The Most Impact in the National Market Base: National Market
Great for bicycling/jogging
19
Often notice advertising for this place
18
Beautiful gardens and parks
18
A real adventure
18
Great for canoeing/kayaking
18
Great for golf
17
Excellent state park facilities
17
A fun place for vacation
17
Excellent museums/art galleries
15
A unique vacation experience
15
Children would especially enjoy
14
Great for sailing
14
Interesting cities
14
0
10
20
30
Difference in Percent Who Strongly Agree Note: Circled attributes are some of the most important image hot buttons for travelers
40 52
Bottom-Line Impacts
Campaign Efficiency − Regional Market
Base: Regional Market
2013 Michigan Campaign Ad Investment
$4.3M
Incremental Trips
2.4M
Efficiency: Ad $’s per Trip
$1.77
Trips per Ad $
0.57
54
Visitor Spending & Taxes Due To Advertising − Regional Market
Base: Regional Market
2013 Michigan Campaign Trips
2.4M
Generated Incremental: Spending*
$618.4M
State Taxes
$43.3M
* 2013 Avg. Spending estimates and State Tax rate provided by Travel Michigan
55
The Bottom-Line in 2013 − Regional Market
Base: Regional Market
2013 Michigan Campaign Spending Per Ad $ Taxes Per Ad $
$143:1 $10:1
56
Campaign Efficiency − National Market
Base: National Market
2013 Michigan Campaign Ad Investment
$8.7M
Incremental Trips
1.6M
Efficiency: Ad $’s per Trip
$5.3
Trips per Ad $
0.19
57
Visitor Spending & Taxes Due To Advertising − National Market
Base: National Market
2013 Michigan Campaign Trips
1.6M
Generated Incremental: Spending*
$618.7M
State Taxes
$43.3M
* 2013 Avg. Spending estimates and State Tax rate provided by Travel Michigan
58
The Bottom Line in 2013 − National Market
Base: National Market
2013 Michigan Campaign Spending Per Ad $ Taxes Per Ad $
$71:1 $5:1
59
Pure Michigan Summary
‘Pure Michigan’ Out-of-State ROI Summary Advertising Investment
Trips Generated
New Visitor Spending
State Taxes Generated
ROI
2006 Region
$6.2M
0.7M
$188.0M
$13.1M
$2.11
2007 Region
$6.8M
1.3M
$287.4M
$20.1M
$2.94
2008 Region
$6.4M
1.1M
$270.3M
$18.9M
$2.97
2009 Region
$4.9M
1.4M
$374.4M
$26.2M
$5.38
2009 National
$7.8M
0.7M
$249.6M
$17.5M
$2.23
2010 Region
$2.2M
1.2M
$292.9M
$20.5M
$9.16
2010 National
$7.6M
0.9M
$313.0M
$21.9M
$2.88
2011 Region
$3.8M
2.0M
$531.9M
$37.2M
$9.85
2011 National
$10.5M
1.2M
$465.5M
$32.6M
$3.11
2012 Region
$5.0M
2.3M
$574.8M
$40.2M
$8.06
2012 National
$8.7M
1.5M
$554.9M
$38.8M
$4.45
2013 Region
$4.3M
2.4M
$618.4M
$43.3M
$10.04
2013 National
$8.7M
1.6M
$618.7M
$43.3M
$4.98
$83.0M
18.3M
$5,339.9M
$373.7M
$4.50
Pure Michigan Total
61
‘Pure Michigan’ Out-of-State ROI Summary Advertising Investment
Trips Generated
New Visitor Spending
State Taxes Generated
ROI
2006
$6.2M
0.7M
$188.0M
$13.1M
$2.11
2007
$6.8M
1.3M
$287.4M
$20.1M
$2.94
2008
$6.4M
1.1M
$270.3M
$18.9M
$2.97
2009*
$12.7M
2.1M
$624.0M
$43.7M
$3.44
2010*
$9.9M
2.0M
$605.9M
$42.4M
$4.30
2011*
$14.3M
3.2M
$997.4M
$69.8M
$4.90
2012*
$13.7M
3.8M
$1,129.7M
$79.1M
$5.76
2013*
$13.0M
4.1M
$1,237.1M
$86.6M
$6.66
$83.0M
18.3M
$5,339.9M
$373.7M
$4.50
Pure Michigan Total * Regional + National
62
Appendix: I (Regional Market)
Michigan’s Image in the Regional Market
Image Rating: “Would Really Enjoy Visiting” Base: Regional Market
Percent Who Strongly Agree
100
80 61
60 50
47
45 40
40
38
Pennsylvania
Indiana
Ohio
40
20
0
New York
Illinois
Wisconsin
Michigan
65
Michigan's Image vs. the Competition — Exciting Base: Regional Market
40
Exciting
43
44
A fun place for vacation
46 34
An exciting place
42 41
A real adventure
41
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 66
Michigan's Image vs. the Competition — Exciting Base: Regional Market
Percent Who Strongly Agree
100
80 62
60 44
43 40
40
38 34
33
Ohio
Indiana
20
0
New York
Illinois
Wisconsin
Michigan
Pennsylvania
67
Michigan's Image vs. the Competition — Family Destination Base: Regional Market
46
Family Destination
45
53
Good place for families to visit
51
39
Children would especially enjoy
38
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
68
Michigan's Image vs. the Competition — Family Destination Base: Regional Market
Percent Who Strongly Agree
100
80
60
52
49
46
43
42
41
40
Pennsylvania
Indiana
New York
Ohio
40
20
0
Wisconsin
Illinois
Michigan
69
Michigan's Image vs. the Competition — Adult Atmosphere Base: Regional Market
47
Adult Atmosphere
51
54
Good for adult vacation
56
41
Great place for a conference/convention
46
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 70
Michigan's Image vs. the Competition — Adult Atmosphere Base: Regional Market
Percent Who Strongly Agree
100
80 68 62
60 47
45
43
43
42
Pennsylvania
Ohio
Wisconsin
Indiana
40
20
0
New York
Illinois
Michigan
71
Michigan's Image vs. the Competition — Sightseeing Base: Regional Market
Sightseeing
43 50
Lots to see and do
47 53
Excellent shopping
35 49
Interesting festivals/fairs/events
44 48
Truly beautiful scenery
62 52
Interesting cities
40 51 49 50 50 48
Beautiful gardens and parks Interesting small towns/villages Interesting architecture
31 45
Well-known landmarks
38 51
Excellent museums/art galleries
33 51
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
72
Michigan's Image vs. the Competition — Sightseeing Base: Regional Market
Percent Who Strongly Agree
100
80 66 57
60
47 43
43
42
Wisconsin
Michigan
Ohio
40
39
20
0
New York
Illinois
Pennsylvania
Indiana
73
Michigan's Image vs. the Competition — Unique Base: Regional Market
Unique
46 46
A unique vacation experience
42 43
Interesting local people
41 45
Interesting customs/cultures/traditions
34 38
Beautiful fall colors
68 60
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
74
Michigan's Image vs. the Competition — Unique Base: Regional Market
Percent Who Strongly Agree
100
80
60
55 47
46
46
45
44
41
40
20
0
New York
Illinois
Michigan
Wisconsin
Pennsylvania
Ohio
Indiana
75
Michigan's Image vs. the Competition — Entertainment Base: Regional Market
29
Entertainment
46
33
Elegant, sophisticated restaurants
48
Exciting nightlife/entertainment/shows
27
Great for theater and the arts
27
44
45
0
20 40 60 Percent Who Strongly Agree
Michigan
80
100
Competitors 76
Michigan's Image vs. the Competition — Entertainment Base: Regional Market
Percent Who Strongly Agree
100
80
78
62
60
36
40
33
29
29
Michigan
Indiana
26
20
0
New York
Illinois
Pennsylvania
Ohio
Wisconsin
77
Michigan's Image vs. the Competition — Popular Base: Regional Market 45
Popular 35
45
Popular with vacationers
43
45
Often notice advertising for this place 27
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
78
Michigan's Image vs. the Competition — Popular Base: Regional Market
Percent Who Strongly Agree
100
80
60
55 45
41 37
40
29 24
23
Ohio
Indiana
20
0
New York
Michigan
Wisconsin
Illinois
Pennsylvania
79
Michigan's Image vs. the Competition — Worry Free Base: Regional Market
33
Worry Free
33
41
Great roads and highways
40 23
Excellent climate overall
23 36
Safe to travel anywhere in this place
38
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
80
Michigan's Image vs. the Competition — Worry Free Base: Regional Market
Percent Who Strongly Agree
100
80
60
40
39
39
34
33
33 29
27
Illinois
New York
20
0
Wisconsin
Indiana
Ohio
Michigan
Pennsylvania
81
Michigan's Image vs. the Competition — Sports & Recreation Base: Regional Market
Sports & Recreation
56 43
Excellent state park facilities
56 49 50 48
Great for bicycling/jogging Good for hiking/backpacking
54 42
Good place for camping
59 45
Great for boating/water sports
63 41
Great for canoeing/kayaking
55 38
Great for professional/college sports
56 53
Great for golf
46 39
Excellent fishing
63 42
Great for sailing
59 39
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
82
Michigan's Image vs. the Competition — Sports & Recreation Base: Regional Market
Percent Who Strongly Agree
100
80
60
56
53 46 42
42
Indiana
Illinois
40
39
39
Pennsylvania
New York
20
0
Michigan
Wisconsin
Ohio
83
Michigan's Image vs. the Competition — Affordable Base: Regional Market
55
Affordable
55
45
Offers a variety of dining options
54
65
Not too far away for a vacation 57
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
84
Michigan's Image vs. the Competition — Affordable Base: Regional Market
Percent Who Strongly Agree
100
80 65 58
60
57
57
55 46
46
Wisconsin
Pennsylvania
40
20
0
Illinois
New York
Indiana
Ohio
Michigan
85
Michigan's Product in the Regional Market
Michigan’s Tourism Product — Exciting Base: Regional Market who took a trip in the past two years
48
Exciting
48
55
A fun place for vacation
55 40
An exciting place
45 50
A real adventure
44
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 87
Michigan’s Tourism Product — Family Destination Base: Regional Market who took a trip in the past two years
58
Family Destination
56
63
Good place for families to visit
64
53
Children would especially enjoy
48
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 88
Michigan’s Tourism Product — Adult Atmosphere Base: Regional Market who took a trip in the past two years
56
Adult Atmosphere
60
62
Good for adult vacation
63
50
Great place for a conference/convention
58
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 89
Michigan’s Tourism Product — Sightseeing Base: Regional Market who took a trip in the past two years
Sightseeing
50 56
Lots to see and do
55 60
Excellent shopping
43 54
Interesting festivals/fairs/events
51 57
Truly beautiful scenery
68 55
Interesting cities
46 57
Beautiful gardens and parks
58 56
Interesting small towns/villages
62 57
Interesting architecture
35 49
Well-known landmarks
44 54
Excellent museums/art galleries
40 57
0
20
40 60 80 Percent Who Strongly Agree
Michigan
Competitors
100 90
Michigan’s Tourism Product — Unique Base: Regional Market who took a trip in the past two years
Unique
51 53
A unique vacation experience
48 47
Interesting local people
44 53
Interesting customs/cultures/traditions
40 44
Beautiful fall colors
72 67
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 91
Michigan’s Tourism Product — Entertainment Base: Regional Market who took a trip in the past two years 36
Entertainment
50
40
Elegant, sophisticated restaurants
52 34
Exciting nightlife/entertainment/shows
48 33
Great for theater and the arts
50
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 92
Michigan’s Tourism Product — Popular Base: Regional Market who took a trip in the past two years
56
Popular
40
54
Popular with vacationers
46
59
Often notice advertising for this place
34
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 93
Michigan’s Tourism Product — Worry Free Base: Regional Market who took a trip in the past two years
40
Worry Free
41
51
Great roads and highways
45 28
Excellent climate overall
28 43
Safe to travel anywhere in this place
48
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 94
Michigan’s Tourism Product — Sports & Recreation Base: Regional Market who took a trip in the past two years
Sports & Recreation
65 51
Excellent state park facilities
61 58 64
Great for bicycling/jogging
53
Good for hiking/backpacking
65 48
Good place for camping
64 52
Great for boating/water sports
72 49
Great for canoeing/kayaking
65 45
Great for professional/college sports
63 63
Great for golf
57 45
Excellent fishing
49
Great for sailing
49
72 70
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
95
Michigan’s Tourism Product — Affordable Base: Regional Market who took a trip in the past two years
63
Affordable
66
50
Offers a variety of dining options
59
75
Not too far away for a vacation
73
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 96
Advertising Impacts on Image in the Regional Market
Michigan's Image — Exciting Base: Regional Market 42
Exciting
31
47
A fun place for vacation
34 36
An exciting place
28 44
A real adventure
31
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 98
* Saw at least one ad
Michigan's Image — Family Destination Base: Regional Market
50
Family Destination
33
57
Good place for families to visit
39
42
Children would especially enjoy
27
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 99
* Saw at least one ad
Michigan's Image — Adult Atmosphere Base: Regional Market
50
Adult Atmosphere
39
56
Good for adult vacation
45
43
Great place for a conference/convention
33
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 100
* Saw at least one ad
Michigan's Image — Sightseeing Base: Regional Market
Sightseeing
45 35
Lots to see and do
50 38 37
Excellent shopping
30
Interesting festivals/fairs/events
47 34
Truly beautiful scenery
64 55
Interesting cities
41 35
Beautiful gardens and parks
52 38
Interesting small towns/villages
53 41
Interesting architecture
32 25
Well-known landmarks
39 33 36
Excellent museums/art galleries
24
0
20
40
60
80
100
Percent Who Strongly Agree
Aware* * Saw at least one ad
Unaware
101
Michigan's Image — Unique Base: Regional Market
Unique
47 42
A unique vacation experience
43 37
Interesting local people
41 41
Interesting customs/cultures/traditions
34 34
Beautiful fall colors
71 58
0
20
40
60
80
100
Percent Who Strongly Agree
Aware* * Saw at least one ad
Unaware
102
Michigan's Image — Entertainment Base: Regional Market 31
Entertainment
25
35
Elegant, sophisticated restaurants
28 28
Exciting nightlife/entertainment/shows
25 29
Great for theater and the arts
21
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 103
* Saw at least one ad
Michigan's Image — Popular Base: Regional Market
51
Popular
25
49
Popular with vacationers
30
52
Often notice advertising for this place
20
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 104
* Saw at least one ad
Michigan's Image — Worry Free Base: Regional Market
35
Worry Free
29
43
Great roads and highways
35 24
Excellent climate overall
20 37
Safe to travel anywhere in this place
31
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 105
* Saw at least one ad
Michigan's Image — Sports & Recreation Base: Regional Market
Sports & Recreation
59
46
Excellent state park facilities Great for bicycling/jogging Good for hiking/backpacking Good place for camping Great for boating/water sports Great for canoeing/kayaking Great for professional/college sports Great for golf Excellent fishing Great for sailing
59
45 52
41
56
43
61
51 56 58
44
59
46 33
49 58
20
40
65 63
46
0
65
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 106
* Saw at least one ad
Michigan's Image — Affordable Base: Regional Market
57
Affordable
49
46
Offers a variety of dining options
42
67
Not too far away for a vacation
56
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 107
* Saw at least one ad
Appendix: II (National Market)
Michigan’s Image in the National Market
Image Rating: “Would Really Enjoy Visiting” Base: National Market
Percent Who Strongly Agree
100
80 63
60 47 37
40
36
34
32 26
20
0
New York
Pennsylvania
Michigan
Illinois
Wisconsin
Ohio
Indiana
110
Michigan's Image vs. the Competition — Exciting Base: National Market
31
Exciting
37
34
A fun place for vacation
38 28
An exciting place
38 32
A real adventure
35
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 111
Michigan's Image vs. the Competition — Exciting Base: National Market
Percent Who Strongly Agree
100
80 65
60 39
40
31
30
30
29
25
20
0
New York
Pennsylvania
Michigan
Wisconsin
Illinois
Ohio
Indiana
112
Michigan's Image vs. the Competition — Family Destination Base: National Market
35
Family Destination
36
40
Good place for families to visit
41
31
Children would especially enjoy
32
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
113
Michigan's Image vs. the Competition — Family Destination Base: National Market
Percent Who Strongly Agree
100
80
60 44
41
40
35
35
35
33 28
20
0
Pennsylvania
New York
Michigan
Wisconsin
Ohio
Indiana
Illinois
114
Michigan's Image vs. the Competition — Adult Atmosphere Base: National Market
35
Adult Atmosphere
44
40
Good for adult vacation
47
29
Great place for a conference/convention
40
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
115
Michigan's Image vs. the Competition — Adult Atmosphere Base: National Market
Percent Who Strongly Agree
100
80 70
60 46
43
40
35
35
Michigan
Ohio
32
31
Indiana
Wisconsin
20
0
New York
Illinois
Pennsylvania
116
Michigan's Image vs. the Competition — Sightseeing Base: National Market
Sightseeing
37 44
Lots to see and do
38 47
Interesting cities
36 46
Interesting festivals/fairs/events
35 40 42 43
Beautiful gardens and parks Well-known landmarks
35 46
Interesting architecture
31 42
Excellent museums/art galleries
29 41
Excellent shopping
30 43 41 43
Interesting small towns/villages Truly beautiful scenery
53 46
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
117
Michigan's Image vs. the Competition — Sightseeing Base: National Market
Percent Who Strongly Agree
100
80 67
60 49 42
40
38
37
34 30
20
0
New York
Pennsylvania
Illinois
Ohio
Michigan
Wisconsin
Indiana
118
Michigan's Image vs. the Competition — Unique Base: National Market
Unique
41 42
A unique vacation experience
37 39
Interesting customs/cultures/traditions
30 35
Interesting local people
38 41
Beautiful fall colors
58 54
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
119
Michigan's Image vs. the Competition — Unique Base: National Market
Percent Who Strongly Agree
100
80
60
57 48 41
40
40
40 35
32
20
0
New York
Pennsylvania
Michigan
Wisconsin
Ohio
Illinois
Indiana
120
Michigan's Image vs. the Competition — Entertainment Base: National Market
29
Entertainment
42
28
Exciting nightlife/entertainment/shows
42 24
Great for theater and the arts
40 34
Elegant, sophisticated restaurants
44
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 121
Michigan's Image vs. the Competition — Entertainment Base: National Market
Percent Who Strongly Agree
100
80
79
60 48 37
40
31
29
25
23
Wisconsin
Indiana
20
0
New York
Illinois
Pennsylvania
Ohio
Michigan
122
Michigan's Image vs. the Competition — Popular Base: National Market 24
Popular
28
27
Popular with vacationers
34
21
Often notice advertising
23
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
123
Michigan's Image vs. the Competition — Popular Base: National Market
Percent Who Strongly Agree
100
80
60
58
40 29
24
22
21
20
20
0
16
New York
Pennsylvania
Michigan
Ohio
Illinois
Wisconsin
Indiana
124
Michigan's Image vs. the Competition — Worry Free Base: National Market
27
Worry Free
28
33
Great roads and highways
33 18
Excellent climate overall
20 29
Safe to travel anywhere in this place
32
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
125
Michigan's Image vs. the Competition — Worry Free Base: National Market
Percent Who Strongly Agree
100
80
60
40
32
30
30
29
27
26
Michigan
New York
23
20
0
Ohio
Pennsylvania
Wisconsin
Indiana
Illinois
126
Michigan's Image vs. the Competition — Affordable Base: National Market 36
Affordable
43
43
Offers a variety of dining options
52
30
Not too far away for a vacation
35
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
127
Michigan's Image vs. the Competition — Affordable Base: National Market
Percent Who Strongly Agree
100
80
60
60
45
44
42 36
40
34
33
Indiana
Wisconsin
20
0
New York
Pennsylvania
Illinois
Ohio
Michigan
128
Michigan's Image vs. the Competition — Sports & Recreation Base: National Market
Sports & Recreation
47 37
Excellent state park facilities
46 42
Great for bicycling/jogging
38 39
Great for professional/college sports
49 48
Good for hiking/backpacking
44 38
Great for golf
34 32
Great for canoeing/kayaking
33
Great for boating/water sports
33
47 56
Good place for camping
49 38
Great for sailing
49 29
Excellent fishing
56 37
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors
129
Michigan's Image vs. the Competition — Sports & Recreation Base: National Market
Percent Who Strongly Agree
100
80
60 47 42
40
40
39
37 32
31
Illinois
Indiana
20
0
Michigan
Wisconsin
New York
Pennsylvania
Ohio
130
Michigan’s Product Delivery in the National Market
Michigan’s Tourism Product — Exciting Base: National Market who took a trip in the past two years
48
Exciting
53
54
A fun place for vacation
54 42
An exciting place
56 47
A real adventure
49
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 132
Michigan’s Tourism Product — Family Destination Base: National Market who took a trip in the past two years
51
Family Destination
50
51
Good place for families to visit
54
51
Children would especially enjoy
46
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 133
Michigan’s Tourism Product — Adult Atmosphere Base: National Market who took a trip in the past two years
46
Adult Atmosphere
57
54
Good for adult vacation
59
37
Great place for a conference/convention
56
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 134
Michigan’s Tourism Product — Sightseeing Base: National Market who took a trip in the past two years
Sightseeing
54 60
Lots to see and do
58 64
Interesting cities
51 60
Interesting festivals/fairs/events
55 56
Beautiful gardens and parks
60 58
Well-known landmarks
51 62
Interesting architecture
47 59
Excellent museums/art galleries
53 62
Excellent shopping
39 59
Interesting small towns/villages
58 55
Truly beautiful scenery
64 61
0
20
40 60 80 Percent Who Strongly Agree
Michigan
Competitors
100 135
Michigan’s Tourism Product — Unique Base: National Market who took a trip in the past two years
Unique
54 56
A unique vacation experience
50 54
Interesting customs/cultures/traditions
48 47
Interesting local people
50 54
Beautiful fall colors
69 68
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 136
Michigan’s Tourism Product — Entertainment Base: National Market who took a trip in the past two years
Entertainment
45
Exciting nightlife/entertainment/shows
45
57
57 38
Great for theater and the arts
56 53
Elegant, sophisticated restaurants
59
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 137
Michigan’s Tourism Product — Popular Base: National Market who took a trip in the past two years
50
Popular
44
51
Popular with vacationers
48
50
Often notice advertising for this place
40
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 138
Michigan’s Tourism Product — Worry Free Base: National Market who took a trip in the past two years
41
Worry Free
36
45
Great roads and highways
38 37
Excellent climate overall
31 42
Safe to travel anywhere in this place
39
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 139
Michigan’s Tourism Product — Affordable Base: National Market who took a trip in the past two years
Affordable
54
Offers a variety of dining options
55
64
66
54
Not too far away for a vacation
62
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 140
Michigan’s Tourism Product — Sports & Recreation Base: National Market who took a trip in the past two years
Sports & Recreation
58
48
Excellent state park facilities Great for bicycling/jogging Great for professional/college sports Good for hiking/backpacking Great for golf Great for canoeing/kayaking Great for boating/water sports Good place for camping Great for sailing Excellent fishing
56
59
48 50 58
61
52 53 53
42
60
46
70
41 63
48 58
38
64
50
0
20
40
60
80
100
Percent Who Strongly Agree
Michigan
Competitors 141
Advertising Impacts on Image in the National Market
Michigan's Image — Exciting Base: National Market 37
Exciting
22
41
A fun place for vacation
23 33
An exciting place
22 39
A real adventure
21
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 143
* Saw at least one ad
Michigan's Image — Family Destination Base: National Market
41
Family Destination
27
45
Good place for families to visit
32
36
Children would especially enjoy
22
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 144
* Saw at least one ad
Michigan's Image — Adult Atmosphere Base: National Market
40
Adult Atmosphere
27
45
Good for adult vacation
33
34
Great place for a conference/convention
21
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 145
* Saw at least one ad
Michigan's Image — Sightseeing Base: National Market
Sightseeing
42 29
Lots to see and do
44 30
Interesting cities
28
Interesting festivals/fairs/events
28
42 39
Beautiful gardens and parks
49 31
Well-known landmarks
40 27
Interesting architecture
34 25
Excellent museums/art galleries
35 19
Excellent shopping
34 24
Interesting small towns/villages
45 34
Truly beautiful scenery
58 47
0
20
40
60
80
100
Percent Who Strongly Agree
Aware* * Saw at least one ad
Unaware
146
Michigan's Image — Unique Base: National Market
Unique
45 34
A unique vacation experience
43 28
Interesting customs/cultures/traditions
35 22
Interesting local people
40 34
Beautiful fall colors
62 53
0
20
40
60
80
100
Percent Who Strongly Agree
Aware* * Saw at least one ad
Unaware
147
Michigan's Image — Entertainment Base: National Market 33
Entertainment
22
32
Exciting nightlife/entertainment/shows
22 29
Great for theater and the arts
17 40
Elegant, sophisticated restaurants
26
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 148
* Saw at least one ad
Michigan's Image — Popular Base: National Market
30
Popular
16
31
Popular with vacationers
22
29
Often notice advertising for this place
10
0
20
40
60
80
100
Percent Who Strongly Agree
Aware
Unaware 149
* Saw at least one ad
Michigan's Image — Worry Free Base: National Market 31
Worry Free
21
37
Great roads and highways
26 23
Excellent climate overall
11 33
Safe to travel anywhere in this place
24
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 150
* Saw at least one ad
Michigan's Image — Affordable Base: National Market
40
Affordable
31
47
Offers a variety of dining options
37
33
Not too far away for a vacation
24
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 151
* Saw at least one ad
Michigan's Image — Sports & Recreation Base: National Market
Sports & Recreation
53
38
Excellent state park facilities Great for bicycling/jogging Great for professional/college sports Good for hiking/backpacking Great for golf Great for canoeing/kayaking Great for boating/water sports Good place for camping Great for sailing Excellent fishing
53
35 46
27
54
43 49
36 41
24
54
37
61
48 53
42
54
40
61
48
0
20
40
60
80
100
Percent Who Strongly Agree
Aware*
Unaware 152
* Saw at least one ad