Tourism will Grow Smartly - World Tourism Day 2008 Think Tank
Madrid/Lima, Peru, 1 October 2008
Tourism growth must be pursued with increasing emphasis on ethics, local...
Oct 10, 2008
First-Ever Global Sustainable Tourism Criteria
Barcelona, Spain, 6 October 2008
Voluntary standards help travel suppliers around the world meet increasing consumer...
Oct 10, 2008
Facing Competitiveness with Destination Management and Marketing
Madrid/Brodeaux, France 16 September 2008
Constantly increasing global tourism competition in tourism...
Sep 27, 2008
UNWTO Welcomes Norway as a New Member State
Madrid, 23 September 2008
UNWTO is pleased to welcome the Kingdom of Norway as its 154th Member State, representing the 45th...
Sep 27, 2008
|
|
| Category: |
Tourism By Region |
| Title: |
Fairbanks Convention & Visitors Bureau
|
| Listing URL: |
http://www.explorefairbanks.com/
|
| Description: |
About Us
The Fairbanks Convention and Visitors Bureau is a non-profit marketing organization whose mission is to contribute to the economic well-being of the Fairbanks area by marketing to potential visitors.
We market Fairbanks as a year-round destination by promoting local events, attractions and activities to independent travelers, group tour operators, travel agents, meeting planners and the media.
The mission of the FCVB is to enhance the quality of the visitor experience and to contribute to the economic well-being of the Fairbanks region by marketing to potential visitors.
The FCVB annually refines and develops a long-term strategic plan that will help ensure the positioning of the Fairbanks area as an authentic, year-round Alaskan visitor destination.
Tourism Trends & Stats
The FCVB draws on a myriad of international, national and state visitor industry research in help develop its annual Strategic Marketing Plan. The following are excerpts from some recent studies that the FCVB used to aid decision making in this 2002 plan. In 2000, the FCVB initiated two new studies to better refine marketing activities: Annual Conversion Study and the Log Cabin Visitors Study. Both of these studies provide some baseline data and analysis on FCVB promotional efforts.
The FCVB has commissioned McDowell and Associates via the Alaska Travelers Survey (ATS) to study Fairbanks visitors in summer 2003. Data analysis will be available by early 2004.
FCVB Annual Conversion Study
The Conversion Study is a key research project that the FCVB conducts as needed. The purpose of the studies on inquiries in 2000, 2001 and 2002 was fourfold:
To determine the conversion rates of prospective visitors from FCVB-generated inquiries through in-house media placements (both paid ads and publicity efforts) and lead database purchases from the Alaska Travel Industry Association (ATIA).
To ascertain some demographic information of our visitors and inquiries.
To measure the effectiveness of FCVB marketing materials.
To deduce what the implications are for our marketing efforts.
Statewide Studies
Among other studies in 2004, the Alaska Travel Industry Association (ATIA) will commission a study analyzing the factors for the decline of highway travelers to Alaska. Two existing studies are available from the ATIA: Images of Alaska 2000 and Repeat vs. 1st Time Alaska Visitors. Both are prepared by GMA Research Corporation. These studies are available to read at the FCVB but may not be taken from the President/CEO's office and may not be copied. Images is $90 per copy and Repeat is $35 per copy. You can purchase either study from ATIA at (907) 929-2842 or contact via the web:
Alaska Travel Industry Association (ATIA): www.alaskatia.org
Some of the key findings of the Images of Alaska 2000 are:
29% of all adults (59 million) residing in the lower 48 states are prospective Alaska travelers
The West and Midwest offer the greatest potential
The cost (60%) and time (46%) are the top two reasons why high potentials have never taken a vacation to Alaska
The Internet plays a stronger role in arranging vacation travel than it did in 1996.
About half (49%) of visitors decided to visit Alaska within six months of actual travel
High potentials are very different from actual visitors in that they are more likely to: have a larger family size, be in a two-income family, have children at home, be younger, and work full time.
Some general observations from Repeat vs. 1st Time Alaska Visitors are:
The Repeat Visitor is much more likely to think of "hunting and fishing" than the 1st Time Visitor
The Repeat Visitor is much more likely that the 1st Time Visitor to say that "cost-expensive" was what they disliked most about their most recent trip to Alaska
The average number of trips to Alaska for Repeat Visitors is 3.6 times. One in five have made six or more trips
Compared to 1st Time Visitors, Repeat Visitors are significantly more likely to have participated in the following activities while in Alaska (in descending order): bird watching, fishing, car rental, tent camping, private RV campground, winter activities, and hunting.
|
| Clicks: |
2 |
| Link added: |
Apr 2, 2007 |
| Pagerank: |
|
| Link Rank: |
 |
This link is not rated yet. Be the first who rates it!
|
|
|
