Maine Office of Tourism - MOT Partners · 2019. 12. 23. · 2018 Calendar Year Annual Report ......

Maine Office of TourismVisitor Tracking Research

2018 Calendar Year Annual Report

Regional Insights:Aroostook County

Prepared by

May 2019

Regional Insights:Aroostook County

TABLE OF CONTENTS

2

Introduction 3

Visitors to Aroostook County: How They Are Unique 4

Visitation and Economic Impact Summary 12

Overnight Visitors 14

Profile 15

Trip Experience 20

Day Visitors 33

Profile 34

Trip Experience 39

Research Objectives and Methodology 46

Aroostook County2018 Regional Report

Introduction

• This report provides a profile of visitors and their trips to the Aroostook County tourism region during 2018 from a survey of:

– 112 overnight visitors, and

– 67 day visitors.

• Throughout this report, data for the Aroostook County tourism region is presented alongside data for the state of Maine as a whole. Statistically significant differences between the tourism region and the state are calculated at the 95% confidence level and are noted throughout by < > around the larger figure. (A statistically significant difference means the observed difference is more than would be expected by chance 95 times out of 100.)

• Statistically significant differences between 2017 and 2018 are also highlighted for both Aroostook County 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.

3

Visitors to Aroostook County:How They Are Unique

4


Comparisons: Region vs. State

5

➢ Visitors to Aroostook County and visitors to the state of Maine as a whole in 2018 differed in ways that reflect the region’s northern location, its wooded surroundings, and its proximity to Canada. These variations can be seen in:

• Visitor origin,

• Visitor demographics,

• Reasons for traveling, and

• Trip interests and activities.

➢ The highlights of these differences are shown on the following pages.

Visitor Origin

Overnight Visitors

More likely to be residents of Canada.

Less likely to be from the Mid-Atlantic states.

6

Day Visitors

More likely to be residents of Canada.

Less likely to be from Massachusetts or New Hampshire.

More likely to be from Quebec or New Brunswick.

Visitors to Aroostook County, compared to visitors statewide, were…

Visitor Demographics

Day Visitors

Had a lower average income.

Were less likely to be married.

7

Visitors to Aroostook County, compared to visitors statewide…

Trip Interest Areas

Less likely to be visiting for business training and development.

Less likely to be coming primarily for history and culture activities.

Less likely to be interested in:• Foods and beverages,• Shopping,• History/culture, and• Water activities.

8


Overnight Visitors

More likely to be visiting primarily to shop.

Overall, less likely to be interested in:

• Foods and beverages, and

• Water activities.

Day Visitors

Trip Interests and Importance (Travel Driver Index)

9

More likely to have their trips driven by active outdoor (non-water) activities.

Less likely to have their trips driven by water activities.


Day Visitors

Trip Activities

10


More likely to ride all-terrain vehicles.

Less likely to:

• Enjoy ocean/coastal views,

• Explore state/national parks, and

• Eat lobster or other seafoods.

Overnight Visitors Day Visitors

More likely to:

• Ride all-terrain vehicles,

• Go hunting, and

• Enjoy unique Maine cuisine.

Less likely to:

• Go shopping in outlet stores,

• Enjoy ocean/coastal views, and

• Take a nature cruise or tour.

Future Intent to Travel to Maine

11


Overnight Visitors

More likely to have already made definite plans to travel to or within Maine over the next 2 years.

12

Visitation and Economic Impact

Summary


Visitation and Economic Impact Summary: Aroostook County

13

OVERNIGHT VISITORS

14

Visitor Profile

15


Overnight Visitor Demographics

16 indicates a significant difference between this region and the State 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.

Maine 2018

(n=2901)

Aroostook County 2018

(n=112)

Age:

< 35 46% 48%

35 - 44 23% 24%

45 - 54 14% 16%

55 + 17% 12%

Mean 39.0 37.8

Income:

< $50,000 27% 28%

$50,000 - $99,999 43% 35%

$100,000 + 30% 36%

Mean $86,400 $86,700

Female 66% 65%

College degree or higher 65% 61%

Married 47% 38%

Employed full-time 62% 69%

➢ The demographic profile of overnight visitors to Aroostook County in 2018 parallels that of overnight visitors across the state as whole.

➢ The average surveyed traveler to the region was 38 years old and had an income of $87,000. Seven out of ten were employed full-time, and six out of ten had a college degree. Four out of ten were married.


One-quarter of overnight visitors to Aroostook County in 2018 were from Canada.

*Regions/states/provinces of residence reported here reflect the geographic target area included in the Visitor Profile surveying. Though people from other areas of the country do visit Maine, this study only includes those residing in Maine’s core advertising markets. indicates a significant difference between this region and the State 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

STATE/PROVINCE OF RESIDENCE

41%

14%

74%

39%

35%

United States (NET)

New England (NET)

Mid-Atlantic (NET)

Canada (NET)

LOCATION OF RESIDENCE*Maine 2018 (n=2901) Aroostook County 2018 (n=112)

22%

6% 6%4% 3% 2%

17%

12%

6%3%

1%

MA ME CT NH RI VT

22%

10%7%

4%

18%

9%

4%2%

NY PA NJ MD

9%

3%1% 1%

18%

3% 3%1%

ON QB NB NS

➢ There were almost as many visitors to the region from Canada as from New England or the Mid-Atlantic.

➢ Most of the region’s Canadian visitors were from Ontario.

0%


Three out of ten overnight visitors to Aroostook County in 2018 were visiting Maine for the first time.

18Q11. Was this your first visit in Maine? indicates a significant difference between this region and the State 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% 31%

74% 69%

Maine 2018(n=2901)

Aroostook County 2018(n=112)

REPEAT VS. FIRST-TIME VISITORS

Repeat Visitors

First-time Visitors

Aroostook County2018 Regional ReportSimilar to overnight travel parties statewide, the average overnight group

visiting Aroostook County included about 3 people, and one-third included children.

19Q24. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip?Q25. How many of these people were: Children? indicates a significant difference between this region and the State 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%35%

3.02.8

Maine 2018(n=2901)


TRAVEL PARTY SIZE AND COMPOSITION

Percent Traveling With Children

Average Number of People inTravel Party

Trip Experience

20


Meetings and conventions, conferences, or trade shows were the most common purposes of overnight business trips in the region.

Q8. What was the primary purpose of your most recent business trip in Maine? indicates a significant difference between this region and the State 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. Use caution when interpreting results.

21

32%

31%

13%

3%

42%

37%

8%

8%

5%

Meeting

Convention, conference, or trade show

Sales or service

Training or professional development

Other

PRIMARY PURPOSE OF OVERNIGHT BUSINESS TRIPS

Maine 2018 Business (n=665)

Aroostook County 2018 Business (n=43*)

➢ Compared to similar travelers statewide, overnight business travelers to Aroostook County were less likely to be traveling for training or professional development.

Aroostook County2018 Regional ReportVisiting friends or family was the most common purpose of overnight leisure

trips to the region, followed by holiday visits, outdoor recreation, and family reunions.

Q9. What was the primary purpose of your most recent leisure trip in Maine? indicates a significant difference between this region and the State at the 95% confidence level. 22

26%

13%

23%

6%

6%

8%

1%

1%

32%

19%

16%

13%

6%

4%

4%

3%

2%

1%

General visit to see friends or relatives

Holiday visit

Outdoor recreation

Family reunion

Wedding

Shopping

Funeral

History or cultural tourism activities

Class reunion

Other

PRIMARY PURPOSE OF OVERNIGHT LEISURE TRIPS

Maine 2018 Leisure (n=2236)

Aroostook County 2018 Leisure (n=69)

➢ Overnight leisure travelers to Aroostook County were less likely than such travelers statewide to cite history or culture as the primary reason for their trip.


Most Important Interest Areas:Aroostook County

36%

31%

30%

60%

30%

32%

28%

Activities related to being outdoors, cuisine, and sightseeing were the most popular for overnight visitors to the region, followed by family fun and shopping. Family fun was, by far, the most likely to be seen as the most important interest.

23Q35. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.Q36. 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 this region and the State 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.

39%

51%

30%

4%

50%

48%

45%

38%

37%

23%

20%

7%

Active outdoor activities (non-water)

Food, beverage, or culinary

Touring or sightseeing

Family fun or children's activities

Shopping

History or culture

Water activities

Other

INTEREST AREAS

Maine 2018 (n=2901)

Aroostook County 2018 (n=112)

➢ Overnight visitors to Aroostook County were less likely than overnight visitors across the state as a whole to cite thefollowing interest areas as being part of their trip: foods/beverages, shopping, history/culture, and water activities.

Aroostook County2018 Regional ReportWhen combining interest and importance, family fun was the most influential

driver of overnight travel to Aroostook County, though outdoor activities, culinary activities, sightseeing, and shopping were also important trip drivers.

24Q32. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.Q33. 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 this region and the State 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%

13%

19%

20%

12%

8%

9%

4%

22%

17%

14%

13%

11%

7%

5%

7%





Shopping

History or culture

Water activities

Other

TRAVEL DRIVER INDEX

Maine 2018 (n=2901)


Travel Driver Index = percentage selecting

category as interest area X percentage ranking

same interest area as most important


A variety of family-fun activities are about equally popular in the region.

Q37. In which of the following activities did you participate during this trip? Please check all that apply. indicates a significant difference between this region and the State 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. Use caution when interpreting results.

25

46%

33%

15%

30%

39%

27%

11%

9%

9%

38%

31%

30%

29%

27%

18%

17%

12%

9%

Outdoor fun centers (mini-golf, go-carts, batting cages,etc.)

Amusement or theme parks

Horseback riding

Children's museums

Animal parks or zoos

Water parks

Agricultural fairs

Spectator sports

Summer camps

FAMILY FUN/CHILDREN’S ACTIVITIES(Base: Those who report family fun/children’s activities as an interest area for their Maine trip )

Maine 2018 (n=872)

Aroostook County 2018 (n=43*)

Aroostook County2018 Regional ReportHiking and related activities were the most common outdoor endeavors on

trips to Aroostook County, followed by biking, exploring state or nationalparks, camping, and riding ATVs.


26

63%

23%

26%

12%

6%

6%

5%

4%

2%

51%

30%

29%

29%

13%

10%

7%

7%

4%

Hiking, climbing, or backpacking

Bicycling or mountain biking

Exploring state and national parks

Camping

Riding all-terrain vehicles

Snowmobiling

Alpine skiing or snowboarding

Hunting (game or bird)

Snowshoeing

Nordic skiing

ACTIVE OUTDOOR ACTIVITIES – NON-WATER(Base: Those who report outdoor activities as an interest area for their Maine trip)

Maine 2018 (n=1143)


➢ Riding all-terrain vehicles was more common on overnight trips to Aroostook County than it was on such trips statewide, whereas exploring state or national parks was less common in the region than across the state.


A number of culinary activities were equally popular in the region in 2018.


27

49%

28%

45%

38%

30%

24%

19%

43%

41%

38%

37%

37%

28%

19%

14%

Consumed other locally produced Maine foods (i.e., blueberries, maplesyrup, or apples)

Visited Farmer's Markets

Enjoyed unique Maine food or beverages (i.e., whoopie pies or Moxie)

Going to local brew pubs or craft breweries

Enjoying local food at fairs or festivals

Ate lobster or other local seafood

Enjoyed high-end cuisine or five-star dining

Ate farm to table or organic cuisine

FOOD, BEVERAGE, OR CULINARY ACTIVITIES(Base: Those who report food, beverage, or culinary activities as an interest area for their Maine trip)

Maine 2018 (n=1786)


➢ Eating local seafood was much less common on overnight visits to Aroostook County than it was on such visits statewide.

Aroostook County2018 Regional ReportSightseeing in general was the most popular touring activity in the county,

followed by enjoying mountain views and going for pleasure drives. Many other sightseeing activities were also relatively popular, however.


28

72%

54%

57%

35%

27%

27%

22%

71%

55%

47%

39%

37%

32%

31%

25%

Sightseeing

Enjoying the mountain views

Driving for pleasure

Enjoying the ocean views orrocky coast

Wildlife viewing or birdwatching

Viewing fall colors

Taking tours of communities orlocal architecture

Nature cruises or tours

TOURING OR SIGHTSEEING ACTIVITIES(Base: Those who report touring or sightseeing as an interest area for their Maine trip)

Maine 2018 (n=1490)


➢ Not surprisingly, compared to overnight visitors statewide, those visiting Aroostook County were less likely to be exposed to coastal or ocean views.


Visitors engaged in a variety of shopping activities in a variety of venues within Aroostook County in 2018.


29

49%

47%

53%

39%

31%

28%

49%

49%

48%

43%

39%

23%

Shopping for gifts or souvenirs

General shopping at malls, downtown

Outlet shopping

Shopping for unique, locally produced goods

Shopping for products with the 'Made in Maine' identifier

Shopping for antiques, local arts and crafts

SHOPPING ACTIVITIES(Base: Those who report shopping as an interest area for their Maine trip)

Maine 2018 (n=1492)



Visiting historic sites, visiting art exhibits, and getting to know the local culture were the most common cultural activities in Aroostook County in 2018.


30

65%

45%

42%

17%

15%

17%

30%

8%

8%

58%

53%

36%

25%

19%

18%

17%

16%

14%

Visiting historic sites or museums

Visiting art museums or local artisan exhibits

Getting to know the local people and/or culture

Attending plays, musicals, or theatrical events

Attending popular music concerts or events

Painting, drawing, or sketching

Participating in nightlife or other evening entertainment

Attending sports events

Attending operas or classical music events

HISTORY OR CULTURE ACTIVITIES(Base: Those who report history or culture as an interest area for their Maine trip)

Maine 2018 (n=954)



22%

18%

15%

12%

11%

9%

9%

8%

8%

6%

6%

6%

5%

5%

Aroostook State Park

Acadian Village

Allagash Wilderness Waterway

Northern Maine Museum of Science

Presque Isle Air Museum

Ashland Logging Museum

Fort Fairfield Railroad Museum

Bouchard's Mill

Oakfield Railroad Museum

Big Rock Ski Area

Solar System Model

Fort Fairfield Blockhouse

Four Corners Motorcycle Park

Maine Winter Sports Center

TOP DESTINATIONS*

Aroostook State Park was the most popular destination for overnight visitors to the region, though a number of other attractions were almost as popular overall.

31Q32. Within the region(s) you visited, what specific attractions or locations did you visit? Please check all that apply.Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

* Does not include options selected by fewer than 5% of responding travelers.

(n=112)


Three out of four overnight visitors to Aroostook County have already made plans or definitely planned to travel in Maine within the next 2 years.

32Q44. How likely will you be to travel in Maine in the next two years? indicates a significant difference between this region and the State 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% 8%

15% 13%

37%

24%

75% 74%

Maine 2018(n=2901)


LIKELIHOOD OF FUTURE TRAVEL(NEXT 2 YEARS)

I already have specific plans

Definitely will

Probably will

Might/Might not

Probably will not

Definitely will not

Net: Already have plans/Definitelywill

➢ Compared to overnight visitors statewide, overnight visitors to the region were more likely to havespecific plans to return to the state, but were otherwise less likely to say they definitely will return.

DAY VISITORS

33

Visitor Profile

34


Day Visitor Demographics

35 indicates a significant difference between this region and the State 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.

Maine 2018

(n=1756)


Age:

< 35 37% 43%

35 - 44 18% 23%

45 - 54 16% 12%

55 + 28% 22%

Mean 38.6

Income:

< $50,000 38%

$50,000 - $99,999 39% 34%

$100,000 + 12%

Mean $57,100

Female 78% 66%

College degree or higher 58% 61%

Married 35%

Employed full-time 49% 49%

➢ On average, surveyed day visitors to Aroostook County in 2018 were younger (39 vs. 43) and had lower incomes ($57,000 vs. $74,000) than visitors to the state as a whole.

➢ Much like all travelers to the state, six out of ten had a college degree, and about half were employed full-time.

➢ Only one-third of surveyed day visitors were married, however, compared to half of visitors overall. This likely explains at least part of the income difference between visitors to the region and visitors to the state as a whole.

Aroostook County2018 Regional ReportJust over half of those visiting the region for the day were residents of the U.S.

(mostly Mainers), leaving a very strong share who were from Canada (mostly New Brunswick and Quebec).

36Q2. In which State or Province do you live? indicates a significant difference between this region and the State 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%

2%

2%

10%

5%

4%


Almost every day visitor to Aroostook County had traveled to or within Maine before.

37Q10. Was this your first trip to Maine?

indicates a significant difference between this region and the State 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.

6% 3%

94% 97%

Maine 2018 (n=1756) Aroostook County 2018 (n=67)

REPEAT VS. FIRST-TIME VISITORS

Repeat Visitors

First-time Visitors


The average travel party coming to the region for the day included between two and three people. Children were included in one-quarter of these groups.

38Q15. Including yourself, how many people (adults and children) were in your immediate travel party on this specific trip to Maine?Q16. How many of these people were: Children


34%

25%

2.92.6

Maine 2018(n=1756)


TRAVEL PARTY SIZE AND COMPOSITION

Percent Traveling With Children

Average Number of People inTravel Party

Trip Experience

Sample Size Exclusions: Data for some questions is not presented on the following pages due to small sample sizes. The results are not shown for:• Primary Purpose of Business Trips (n=21)• Trip Activities: Active Outdoor Activities – Water (n=12)• Trip Activities: Active Outdoor Activities – Non-aquatic (n=23)• Trip Activities: History/Culture (n=12)• Trip Activities: Touring or Sightseeing (n=21)• Trip Activities: Family Fun/Children’s Activities (n=19)

39


The most common purpose of leisure day trips to Aroostook County was shopping, followed by outdoor recreation and visiting friends or family.

40Q9. What was the primary purpose of your most recent day leisure trip in Maine? indicates a significant difference between this region and the State at the 95% confidence level.

22%

26%

21%

5%

5%

3%

5%

Aroostook County2018 Regional ReportShopping was the most common interest for daytrippers to the region, followed

by foods and beverages, active outdoor activities, sightseeing, and family fun.Active outdoor activities and family fun were particularly important interests.

41Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.Q19. 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 this region and the State 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 .

Most Important Interest AreaAroostook County

44%

18%

69%

33%

59%

11%

25%

56%

33%

41%

29%

18%

7%

60%

41%

35%

31%

28%

18%

18%

9%

Shopping





Water activities

History or culture

Other

INTEREST AREAS

Maine 2018 (n=1756)



When combining interest and importance, shopping and active outdoor activities emerged as the strongest drivers of day travel to the region.

42Q18. Which of the following interest areas did you want to pursue during this trip to Maine? Please check all that apply.Q19. 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.


16%

12%

15%

16%

17%

3%

6%

27%

17%

10%

7%

5%

2%

6%

Shopping





History or culture

Water activities

Other

TRAVEL DRIVER INDEX

Maine 2018 (n=1756)


➢ Compared to statewide day trips, active outdoor activities were stronger drivers for the region, while water activities were less of a driver.

Travel Driver Index = percentage selecting

category as interest area X percentage ranking

same interest area as most important

Aroostook County2018 Regional ReportShopping in malls or downtown areas was the most common shopping activity

among day travelers to the region, though other types of shopping were relatively popular as well.

Q20. In which of the following activities did you participate during this trip? Please check all that apply. indicates a significant difference between this region and the State 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. Use caution when interpreting results.

43

49%

32%

35%

23%

26%

61%

35%

31%

29%

25%

23%

General shopping at malls, downtown

Shopping for unique, locally produced goods

Outlet shopping

Shopping for gifts or souvenirs

Shopping for products with the 'Made in Maine' identifier

Shopping for antiques, local arts and crafts

SHOPPING ACTIVITIES(Base: Those who report shopping as an interest area for their Maine trip)

Maine 2018 (n=978)


➢ Outlet shopping was less common on day trips to the region than on day trips to the state as a whole.

Aroostook County2018 Regional ReportA number of culinary activities were popular on day trips to the region in 2018,

though the most popular ones involved eating foods that are unique or local to Maine (including seafood).

Q20. In which of the following activities did you participate during this trip? Please check all that apply. indicates a significant difference between this region and the State 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. Use caution when interpreting results.

44

45%

58%

50%

32%

26%

30%

16%

15%

50%

46%

38%

36%

31%

18%

16%

Enjoyed unique Maine food or beverages (i.e., whoopie pies or Moxie)

Ate lobster or other local seafood

Consumed other locally produced Maine foods (i.e., blueberries,maple syrup, or apples)

Going to local brew pubs or craft breweries

Visited Farmer's Markets

Enjoying local food at fairs or festivals

Ate farm to table or organic cuisine

Enjoyed high-end cuisine or five-star dining

FOOD, BEVERAGE, OR CULINARY ACTIVITIES(Base: Those who report food, beverage, or culinary activities as an interest area for their Maine trip)

Maine 2018 (n=980)


➢ Eating unique Maine foods (40% to 66%) and seafoods (18% to 50%) became much more popular in the region between 2017 and 2018.

➢ Day visitors to the region were more likely to enjoy unique Maine foods or beverages than were day visitors statewide.


28%

21%

19%

15%

14%

11%

9%

9%

9%

8%

7%

7%

7%

6%

Acadian Village

Presque Isle Air Museum

Solar System Model

Aroostook State Park

Fort Kent Blockhouse

Tingley House

Four Corners Motorcycle Park

Maine Winter Sports Center

Allagash Wilderness Waterway

Ashland Logging Museum

Nylander Museum

Big Rock Ski Area

Bouchard's Mill

Oakfield Railroad Museum

TOP DESTINATIONS*

Acadian Village was the most popular attraction among day visitors to the region in 2018, though several other attractions were relatively popular as well.

45Q24: Within the region(s) you visited, what specific attractions or locations did you visit? Please check all that apply. Red text indicates a significant decrease from the previous year and green text indicates a significant increase from the previous year.

* Does not include options selected by fewer than 5% of surveyed travelers.

(n=67)

Research Objectives and Methodology

46


47

Research Objectives and Instruments

Research Objectives:

Survey Instruments

NationalTravel Survey

Overnight Visitor

Day Visitor

Identify Maine’s share of the U.S. travel market

Estimate the number of visitors who come to Maine

Provide a profile of Maine visitors

Estimate the amount of spending generated by tourism in Maine

Determine the Maine traveler’s level of satisfaction and view of Maine

Three distinct online surveys are used to achieve the five primary goals of Maine’s visitor tracking research.

National Travel Survey

➢ Nationally-representative sample of the U.S. population

➢ Surveyed bi-weekly

Overnight Visitor

➢ Sampled from core advertising markets: New England, NJ, NY, PA, MD, DE, DC, and Canada

➢ Have taken an overnight trip to Maine in the last four weeks

➢ Surveyed monthly

Day Visitor

➢ Sampled from Maine and a 100-mile radius of Maine’s borders

➢ Have taken a day trip in Maine greater than 50 miles from home in the last four weeks

➢ Surveyed monthly

DESCRIPTION OF SURVEY INSTRUMENTS


48

Survey Fielding

Research Component

2018 Completed

Surveys

Overnight Visitor Survey 2,901

Day Visitor Survey 1,756

National Travel Survey 20,579

➢ Survey results were collected during calendar year 2018, for travel to Maine occurring from December of 2017 through November of 2018. The number of respondents participating for the statewide survey is:

2018 Regional ReportAroostook County

172 Commercial Street

Portland, ME 04101

207.985.7660

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