Transcript www.kentuckytourism.com

Kentucky’s Derby Region
Kentucky Visitor Profile Study
Kentucky’s Derby Region
September 2010 – August 2011 Visitors
Prepared for:
The Commonwealth of Kentucky
Department of Travel and Tourism
Prepared by:
1
Table of Contents
Kentucky’s Derby Region
•
•
•
•
•
•
Background………………..……………………………………………………………………….. 3
Trip Planning…………………………………………………………………………………..…… 5
Trip Characteristics………………………………………………………………………..……. 6
Trip Assessment……………………………………………………………………………..…… 7
Visitor/Travel Party Demographics………………………………………………..……. 8
Appendix
Methodology………………………………………………………………………………… 10
Regional Comparison Tables.………………………………………………………… 15
2
Background
Kentucky’s Derby Region
•
The Kentucky Department of Travel and Tourism has commissioned DPA to
conduct a research study profiling visitors within Kentucky during the period of
September 2010 through August 2011.
•
The findings from this research will be used primarily to inform the development
of future advertising and marketing plans for Kentucky’s tourism industry. To
fulfill this responsibility, the Kentucky Department of Travel and Tourism (KDTT)
requires accurate and timely information on tourism activity in the Kentucky.
•
This summary report focuses solely on Kentucky’s Derby Region, with
comparisons to the State in general.
3
Kentucky’s Derby Region
Summary Findings – Kentucky’s Derby
Region
4
Trip Planning
Kentucky’s Derby Region
•
Like visitors to Kentucky in general, visitors to Kentucky's Derby Region are generally coming to the area
for vacation or short pleasure trip (59%), on par with the Statewide average of 61%. Visitors to the Region
are more likely than visitors to Kentucky in general to say they are visiting friends or family (32% vs. 26%).
An additional 16% come to attend a festival or event.
•
Visitors to Kentucky's Derby Region plan their trips in a slightly different manner than do visitors to the
rest of the State.
•
Visitors to this region are more likely than Statewide visitors to use the Internet as a planning
resource (64% vs. 58%). An additional 40% use friends and family or co-workers for trip advice,
while 21% have ordered a Kentucky Visitors Guide.
•
Specifically, visitors use www.kentuckytourism.com (41%) more than the typical Kentucky visitor
(30%). They also are more likely to use online search engines (36% vs. 30%), and local/regional
tourism office websites (16% vs. 10%).
•
Kentucky’s Derby Region visitors are more likely than the average Kentucky visitor to recall promotions or
advertisements (68% vs. 62%).
•
The majority (52%) of visitors to Kentucky's Derby Region report making accommodations reservations
prior to leaving home. One in six (17%) say they stayed with family or friends, while just 9% say they did
not stay overnight.
•
A majority of travelers to the Region (57%) say they came to the area for a specific event, more than the
Statewide average (48%). Three in five (61%) also say they came to see the historic sites, above the 50%
State average.
5
Trip Characteristics
Kentucky’s Derby Region
•
Three-quarters (73%) of Kentucky's Derby Region visitors say they stayed in paid
accommodations, equivalent to the 76% doing so statewide.
•
Visitors to Kentucky's Derby stayed an average of 3.8 nights in Kentucky.
•
During their stay, three in five (62%) reported going shopping, more than the 54% doing so
statewide.
•
•
Kentucky's Derby Region visitors are more likely than Statewide visitors to say they attended events
(43% vs. 37%). These events focused on fairs or festivals (16%) and horse races (12%).
•
This group is more likely than Statewide visitors to dine out (78% vs. 70%), visit historical sites (36%
vs. 27%) and visit distilleries (28% vs. 12%).
The vast majority (82%) of visitors to the Region drove a personal vehicle, equal to the 84%
State average.
6
Trip Assessment
Kentucky’s Derby Region
•
Nearly all (95%) visitors to Kentucky's Derby Region say they were satisfied with their visit. In fact, the
proportion saying they were very satisfied with their visit is above the Statewide average (70% vs. 63%).
•
These visitors also are likely to return to Kentucky, with 75% saying they definitely will return and
15% saying they probably will return.
•
Additionally, 98% are likely to recommend Kentucky as a vacation destination, similar to the 96%
Statewide average.
•
Nearly three in five (58%) visitors to Kentucky's Derby Region say it is about as expensive as they thought
it would be, above the 45% Statewide average. However, 32% say it was less expensive than they
expected, while only 4% said the region is more expensive than expected.
•
Two in five (40%) visitors also feel the quality of accommodations exceeded their expectations. This
proportion is equal to the Statewide average.
•
Visitors to the region liked the scenery (68%) and friendliness of the people (60%) the most. These
proportions are above the Statewide averages of 63% and 49% respectively.
•
Thirty-three percent said they liked the variety of activities, above the Statewide averages (33% vs. 24%).
Derby Region visitors also liked the availability (29%) and quality (27%) of dining options, which is slightly
above the Statewide averages (22% for both).
•
Not having enough time to do all they wanted to do was the most commonly mentioned “least favorite”
feature.
7
Visitor and Travel Party Profile
Kentucky’s Derby Region
•
•
•
•
•
The typical visitor to the Kentucky's Derby Region is more affluent than the average visitor to
the State ($78,890 HHI vs. $74, 470 HHI).
These visitors are also slightly older than visitors to Kentucky in general (52.1 years old vs.
51.3).
Kentucky's Derby visitors are less likely then visitors to the State in general to bring children
on their trip, with only 23% of visitors to the Region traveling with children, compared to
28% doing so statewide.
The average travel party size to the Region is 2.8, roughly equivalent to the Statewide
average of 3.0.
Like the rest of the State, the Region primarily draws its visitors from the South (54%) and
Midwest (31%). Louisville (13%) and Lexington (10%) are the primary DMA’s feeding the
Region.
8
Kentucky’s Derby Region
Appendix
9
Methodology
Kentucky’s Derby Region
•
Given the composition of past and current travelers needed to provide an annual
profile of visitors, DPA employed a two-pronged data collection approach.
Past Visitors
Current Visitors
Online Survey
In-Person Intercept Survey
Among KDTT’s e-newsletter subscribers
Among visitors at locations known to have
tourists
Traveled in Kentucky during
Traveling in Kentucky during
September 2010 – May 2011
June 2011 – August 2011
10
Methodology
Kentucky’s Derby Region
Past Visitors
•
•
•
•
•
Kentucky travelers during September 2010 through May 2011.
DPA conducted an online survey among KDTT’s database of e-newsletter subscribers.
Potential respondents were sent an email with an invitation to participate in an online survey about travel
in Kentucky.
Qualified respondents had to have traveled in Kentucky during the specified time period, traveling more
than 50 miles from home or staying overnight on their trip.
In total 924 qualified respondents participated in the survey from June 16, 2011 – July 24, 2011.
Current Visitors
•
•
•
•
•
Kentucky travelers during June 2011 through August 2011.
DPA conducted a onsite intercept survey among Kentucky visitors at pre-determined locations, such as
outdoor recreation areas, attractions, tourist shopping areas, festivals/events, etc.
Potential respondents were approached by trained interviewers and asked to participate in a survey of
visitors to the area.
Qualified respondents had to be traveling more than 50 miles from home or staying overnight on their
trip. The questionnaire was to be completed by the respondent and returned to the interviewer.
In total 895 qualified respondents participated in the survey from June 24, 2011 through August 27, 2011.
11
Methodology
•
The data collected provides a readable sample of visitors in each season.
Respondents were grouped by season according to the month of their most recent
trip. The total number of completed interviews by season is shown below.
•
Number of
Respondents
Season
Month of Travel
Fall
September 2010 – November 2010
164
Winter
December 2010 – January 2011
90*
Spring
March 2011 – May 2011
670
Summer
June 2011 – August 2011
895
Total
•
Kentucky’s Derby Region
1,819
Throughout report * denotes sample size less than 100. Please interpret with
caution.
Throughout report a, b, c, etc. is significant at the 95 percent confidence level
12
Methodology
•
Kentucky’s Derby Region
Additionally, the data collected provides a readable sample of visitors in each of
Kentucky’s nine tourism regions. Respondents who visited multiple regions on their
most recent trip were counted as a visitor in each of those regions so the groups are
not mutually exclusive. The map below shows how each region is defined.
13
Kentucky’s Derby Region
Regional Comparison Tables
14
Trip Planning
Kentucky’s Derby Region
Discussion vs. Decision Timeline
Started Talking about Trip
Northern
Bluegrass, Kentucky's Kentucky
Caves,
Blues &
Derby
River Bluegrass Lakes &
BBQ
Region
Region
Region Corvettes
(n=244)
(n=549) (n=296) (n=562)
(n=384)
b
c
d
e
f
Southern
Daniel
Lakes &
Kentucky's
Boone
Rivers Appalachians Country
(n=296)
(n=298)
(n=329)
g
h
i
Total
(n=1,819)
Western
Waterlands
(n=346)
a
2011
64%
61%
62%
63%
69%afg
64%
61%
58%
63%
63%
2010
26%
30%h
24%
31%bh
25%
30%h
27%
30%h
22%
29%h
2009 or Earlier
3%
4%
2%
3%
3%
3%
2%
4%
4%
2%
Choose Kentucky for Trip
2011
66%
64%
61%
65%
71%bfg
67%g
61%
60%
64%
65%
2010
23%
27%
21%
28%bdh
22%
26%
26%
26%
21%
26%
2009 or Earlier
2%
3%i
1%
2%
2%
3%i
1%
2%
3%i
1%
Q3. When did you “start talking” about going on this trip?
Q4. When did you choose Kentucky for this trip?
15
Trip Planning
Kentucky’s Derby Region
Accommodations Reservations Timeline
Northern
Bluegrass, Kentucky's Kentucky
Caves, Southern
Daniel
Western
Blues &
Derby
River
Bluegrass Lakes & Lakes &
Kentucky's
Boone
Waterlands
BBQ
Region
Region
Region Corvettes Rivers Appalachians Country
Total
(n=346)
(n=244)
(n=549)
(n=296) (n=562) (n=384) (n=296)
(n=298)
(n=329)
(n=1,819)
a
b
c
d
e
f
g
h
i
Before Leaving Home
51%
47%
45%
52%e
47%
45%
52%e
58%abde
56%abde
53%e
On the road, but not in Kentucky
3%
5%
3%
3%
4%
4%
3%
4%
3%
3%
After arriving in Kentucky
7%
10%d
8%
8%d
5%
8%
10%d
7%
7%
11%d
I did not make reservations
12%
12%
14%
10%
13%
13%
14%
10%
14%
15%
I Stayed with Friends or Family
13%
13%
15%
17%fhi
13%
19%adfghi
10%
13%
10%
10%
I did not stay overnight in Kentucky
12%
12%gi
14%cgi
9%
17%cefghi
11%gi
10%g
6%
9%
7%
No Answer
2%
<1%
2%
1%
2%
1%
1%
2%a
2%
2%a
Q5. When did you make accommodations reservations for your stay in Kentucky?
16
Trip Planning
Kentucky’s Derby Region
Trip Planning Resources
Northern
Bluegrass, Kentucky's Kentucky
Western
Blues &
Derby
River
Waterlands
BBQ
Region
Region
Total
(n=346)
(n=244)
(n=549)
(n=296)
(n=1,819)
a
b
c
d
Bluegrass
Region
(n=562)
e
Caves,
Lakes &
Corvettes
(n=384)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=296)
(n=298)
g
h
Daniel
Boone
Country
(n=329)
i
The Internet
Friends/relatives/coworkers' advice
58%
57%
64%hi
64%ahi
60%h
60%h
60%
59%
52%
55%
35%
30%
30%
40%abfg
36%
39%abfg
31%
32%
38%
36%
Travel guides/brochures
15%
15%
11%
20%bdbd
13%
19%bd
22%abdh
18%b
15%
17%
14%
14%
13%
21%abdh
10%
20%abd
17%d
18%d
15%
17%d
11%
13%
11%
13%
14%
14%g
12%
9%
11%
11%
Travel books
Contact local convention and
visitors bureaus
Articles or travelogues
7%
8%
7%
10%d
6%
11%dh
7%
7%
7%
8%
6%
6%
5%
9%dh
5%
8%h
8%
7%
5%
6%
5%
4%
6%
6%
4%
7%a
5%
5%
5%
7%
Travel magazines
5%
5%
6%
7%
5%
6%
6%
7%
4%
5%
2%
3%
2%
3%
2%
4%d
2%
3%
3%
2%
1%
1%
2%
1%
2%
1%
2%
1%
2%
1%
Other
8%
8%
7%
6%
10%
10%c
8%
12%bc
8%
9%
None of the above
10%
11%
9%
9%
11%
10%
10%
10%
10%
10%
No Answer
1%
1%
1%
1%e
1%
<1%
-
1%
1%
<1%
Ordered Kentucky Visitors
Guide
AAA
Contact local Chambers of
Commerce
Travel agent
Q7. When you were planning this trip in Kentucky, which of the following sources did you
use? (Please check ALL that apply.)
17
Trip Planning
Kentucky’s Derby Region
Websites Used
Northern
Bluegrass, Kentucky's Kentucky
Western
Blues &
Derby
River
Waterlands
BBQ
Region
Region
Total
(n=346)
(n=244)
(n=549)
(n=296)
(n=1,819)
a
b
c
d
www.kentuckytourism.com
Online search engines (Google,
Yahoo, etc.)
Accommodation websites
Local/Regional Tourism Office
website
AAA
Booking websites (Expedia,
Orbitz, etc.)
Trip Advisor
Chambers of Commerce
websites
Airline web sites
Bluegrass
Region
(n=562)
e
Caves,
Lakes &
Corvettes
(n=384)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=296)
(n=298)
g
h
Daniel
Boone
Country
(n=329)
i
30%
32%d
27%
41%abdfhi
24%
38%abd
34%d
35%bd
33%d
34%bd
30%
29%
32%
36%ai
32%
33%
33%
30%
31%
27%
14%
13%
9%
18%bh
17%b
19%abh
15%b
15%b
11%
14%
10%
12%
13%
16%dfgh
8%
14%dg
11%
9%
11%
12%
9%
9%
12%
13%hi
12%
11%
11%
9%
8%
8%
8%
9%
7%
12%bfghi
13%bghi
9%i
8%
7%
7%
5%
6%
6%
6%
8%d
4%
7%
7%
8%
6%
7%
4%
6%d
7%d
5%d
3%
6%d
3%
5%
5%
5%
3%
2%
2%
3%i
2%
3%i
1%
2%
2%
1%
Travel blogs
2%
3%e
3%
2%
1%
1%
4%de
3%e
3%e
2%
Other Kentucky travel websites
7%
5%
6%
5%
5%
8%cdf
3%
8%f
10%abcdf
9%acdf
Other
8%
7%
12%ah
8%
12%afhi
9%
7%
9%
6%
7%
Did not use any of the above
26%
25%
26%c
19%
25%
23%
27%c
22%
27%c
26%c
No Answer
3%
2%
2%
3%
1%
2%
2%
4%def
2%
3%
Q8. While planning this trip, which of the following web sites did you visit? (Please check
ALL that apply.
18
Trip Planning
Kentucky’s Derby Region
Travel Decision Influences*
Northern
Bluegrass, Kentucky's Kentucky
Western
Blues &
Derby
River
Waterlands
BBQ
Region
Region
Total
(n=346)
(n=244)
(n=549)
(n=296)
(n=1,819)
a
b
c
d
Bluegrass
Region
(n=562)
e
Caves,
Lakes &
Corvettes
(n=384)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=296)
(n=298)
g
h
Daniel
Boone
Country
(n=329)
i
Peaceful/Relaxing
70%
71%
66%
72%
66%
74%bdf
66%
77%bdf
78%bcdf
81%abcdef
A safe destination
67%
67%
63%
71%b
69%
70%
68%
73%b
74%ab
74%ab
Convenient location
64%
64%
57%
67%b
67%b
67%b
62%
68%b
64%
66%b
Plenty to see and do
64%
64%
56%
74%abdfg
65%b
72%abdf
60%
66%b
69%bf
72%abf
Clean, unspoiled environment
64%
62%
60%
65%
63%
69%ab
65%
70%abd
66%
72%abcdf
Good value for the money
64%
60%
58%
70%ab
65%
68%ab
65%
70%ab
66%b
71%ab
A "family" atmosphere
58%
58%
59%
57%
54%
57%
60%
68%abcdef
64%cde
65%cde
Reasonably priced lodging
56%
55%
50%
62%bdf
53%
57%
52%
62%bdf
63%bdf
64%abdf
Affordable dining
51%
51%
48%
58%bf
51%
55%f
47%
58%bf
51%
54%
Historic sites
50%
50%
49%
61%abdfgh
48%
61%abdgh
55%
49%
52%
60%abdgh
Variety of accommodations
48%
50%
44%
54%bd
45%
49%
48%
52%
52%
52%
A specific event
48%
44%
51%fgi
57%afghi
58%afghi
52%afgi
38%
42%
45%
41%
Good campgrounds
26%
23%
26%
24%
22%
23%
23%
33%acdef
44%abcdefg
41%abcdefg
* Percentages shown reflect top 2 box scores (rating of 4 or 5)
Q10. When you were talking about visiting Kentucky, if one (1) is “Not at all influential”
and five (5) is “Definitely Influential,” how strongly did the following influence your
selection?
19
Trip Planning
Kentucky’s Derby Region
Recall of Promotions
Northern
Bluegrass, Kentucky's Kentucky
Western
Blues &
Derby
River
Waterlands
BBQ
Region
Region
Total
(n=346)
(n=244)
(n=549)
(n=296)
(n=1,819)
a
b
c
d
Bluegrass
Region
(n=562)
e
Caves,
Lakes &
Corvettes
(n=384)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=296)
(n=298)
g
h
Daniel
Boone
Country
(n=329)
i
Yes
62%
65%
64%
68%df
60%
71%dfh
61%
71%dfh
63%
66%
No
16%
14%g
12%
14%g
19%beghi
13%
14%g
9%
13%
12%
I can’t recall
19%
18%
17%
17%
16%
15%
21%e
19%
22%ce
21%e
No Answer
3%
3%
6%ceghi
1%
4%ce
2%
4%ce
2%
2%
2%
Q9. Over the past year, have you seen, read or heard any advertising, promotions or travel
stories for Kentucky?
20
Trip Characteristics
Kentucky’s Derby Region
Regions Visited
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
18%deghi
8%
12%
22%deghi
12%
11%
12%
12%deh
5%
7%
15%deghi
8%
7%
9%
9%di
4%
7%
12%deghi
7%
6%
5%
Kentucky's Daniel Boone
Appalachians
Country
(n=298)
(n=329)
h
i
Western (net)
22%
78%cdefghi
Western Waterlands
14%
72%bcdefghi 18%cdeghi
Bluegrass, Blue & BBQ
10%
17%cdefghi 75%acdefghi
North Central (net)
45%
27%
26%
84%abfghi
93%abcefghi
84%abfghi
36%ab
36%ab
31%
42%abh
Kentucky’s Derby Region
22%
20%
18%
72%abdefghi
24%gh
32%abdfghi
23%gh
16%
16%
22%h
Northern Kentucky River
Region
13%
4%
5%
13%abfh
81%abcefghi
17%abfhi
8%
12%ab
8%
9%a
Bluegrass Region
21%
14%
14%
31%abfgh
26%ab
67%abcdfghi
21%ab
24%ab
19%a
29%abfh
South Central (net)
23%
22%d
19%
25%bd
15%
22%d
73%abcdehi 73%abcdehi
22%d
29%abdeh
Caves, Lakes & Corvettes
15%
18%d
16%d
19%deh
9%
14%d
71%abcdeghi
22%bdeh
14%
16%d
Southern Lakes & Rivers
11%
8%
8%
11%
10%
13%ab
16%abcd
69%abcdefhi
12%
19%abcdeh
Eastern (net)
20%
16%b
9%
15%b
12%
23%abcdf
18%bd
24%abcdf
84%abcdefgi 72%abcdefg
Kentucky’s Appalachians
13%
7%
6%
8%
7%
13%abcd
10%
11%b
78%abcdefgi 30%abcdefg
Daniel Boone Country
11%
11%
7%
10%
7%
15%bcd
13%bd
19%abcdf
77%cdefghi
Q11. Earlier you said the [region selected ] region was your primary destination on your
most recent trip to Kentucky. IN what other regions of Kentucky did you visit during your
most recent trip? (Please check all that apply).
23%abcdef 58%abcdefgh
21
Trip Characteristics
Kentucky’s Derby Region
Mode of Transportation
Bluegrass, Kentucky's
Western
Blues &
Derby
Waterlands
BBQ
Region
Total
(n=346)
(n=244)
(n=549)
(n=1,819)
a
b
c
Northern
Kentucky
River
Region
(n=296)
d
Bluegrass
Region
(n=562)
e
Caves,
Lakes &
Corvettes
(n=384)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=296)
(n=298)
g
h
Daniel
Boone
Country
(n=329)
i
Drive a Personal Vehicle
84%
84%
83%
82%
85%
86%
83%
90%abcfh
83%
87%
Fly
6%
7%gi
5%
8%bghi
6%i
6%gi
5%i
3%
4%
2%
Drive a rental vehicle
3%
4%d
5%d
3%d
1%
2%
5%d
2%
3%
4%d
Travel by bus
2%
2%
4%deg
2%
1%
1%
3%d
1%
6%acdefg
3%d
Drive an RV
2%
2%
2%
2%
3%
2%
3%
3%
1%
3%
By Train
1%
<1%
<1%
1%
3%abceghi
<1%
-
1%
<1%
<1%
Other
1%
1%
1%
1%
1%
1%
1%
1%
2%
1%
Q1. How did you travel to our area? Did you…(Indicate PRIMARY MODE of transportation
ONLY.) Please check one.
22
Trip Characteristics
Kentucky’s Derby Region
Trip Purpose
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
Vacation/short pleasure trip
61%
59%
52%
59%
55%
60%b
62%b
71%abcdef
63%bd
69%abcdef
Visiting friends/family
26%
29%
24%
32%bdgi
23%
30%d
29%
25%
29%
25%
Festival/Event
13%
10%
29%acdefgh
16%afghi
i
14%f
16%afghi
9%
9%
9%
10%
Personal
11%
12%
9%
11%
13%
14%b
13%
13%
12%
12%
Business/Work
7%
9%b
5%
10%bg
7%
8%b
9%b
6%
11%bg
9%b
Convention/Conference
3%
5%b
2%
5%b
3%
3%
4%
3%
4%
4%
No Answer
2%
1%
3%
1%
6%acefgi
1%
2%
1%
3%
1%
Q12. What was your reason or reasons for visiting this area? (Please check ALL that
apply.)
23
Trip Characteristics
Kentucky’s Derby Region
Trip Length
Mean # of Days
Respondents who stayed
overnight
Western
Bluegrass,
Waterlands Blues & BBQ
Total
(n=304)
(n=207)
(n=1,578)
a
b
Kentucky's
Northern
Caves,
Southern
Daniel
Derby
Kentucky Bluegrass Lakes &
Lakes &
Kentucky's Boone
Region
River Region Region Corvettes
Rivers Appalachians Country
(n=496)
(n=241)
(n=495)
(n=341)
(n=272)
(n=266)
(n=300)
c
d
e
f
g
h
i
Away from Home
5.1
5.3
5.4
5.4
4.9
5.9dg
5.4
5.1
5.4
5.3
In Kentucky
3.6
3.7
3.9
3.8d
3.3
3.9d
3.7
3.8
4.3d
3.9d
Respondents who may have
stayed overnight
Total nights intended to stay in
Kentucky
Western
Bluegrass,
Waterlands Blues & BBQ
Total
(n=305)
(n=211)
(n=1,609)
a
b
3.5
3.6
3.8
Kentucky's
Northern
Caves,
Southern
Daniel
Derby
Kentucky Bluegrass Lakes &
Lakes &
Kentucky's Boone
Region
River Region Region Corvettes
Rivers Appalachians Country
(n=502)
(n=246)
(n=501)
(n=345)
(n=279)
(n=271)
(n=307)
c
d
e
f
g
h
i
3.8d
3.2
3.8d
3.7
Q6a/Q6b. On this trip, how many days will you be: Away from home, In Kentucky?
Q14. How many nights in total do you intend to stay in Kentucky?
3.6
4.2d
24
3.8d
Trip Characteristics
Kentucky’s Derby Region
Travel Party
Northern
Bluegrass, Kentucky's Kentucky
Caves, Southern
Daniel
Western
Blues &
Derby
River
Bluegrass Lakes & Lakes & Kentucky's Boone
Waterlands
BBQ
Region
Region
Region Corvettes Rivers Appalachians Country
Total
(n=346)
(n=244)
(n=549)
(n=296) (n=562) (n=384) (n=296)
(n=298)
(n=329)
(n=1,819)
a
b
c
d
e
f
g
h
i
Mean travel party size
3.0
2.9
2.8
2.8
3.0e
2.8
2.8
3.4abcdefi
3.1bcef
3.0ce
Mean adults in travel party
2.5
2.5bf
2.3
2.4
2.5
2.3
2.3
2.7bcdefhi
2.4
2.5bf
Travel with any children (net)
28%
23%
26%
23%
32%ace
25%
27%
34%abcef
34%ace
32%ace
Any younger than 6
10%
10%b
5%
9%b
13%b
9%b
9%b
11%b
11%b
12%b
Any 6 – 11 years old
14%
10%
11%
10%
19%abceg
10%
13%
13%
17%abce
18%abc
eg
12 -17 years old
15%
12%
18%ac
12%
14%
14%
14%
20%acdef
19%ac
15%
40%
49%bghi
33%
54%bdfghi
43%b
52%bdfghi
43%b
39%
37%
41%b
No children
Q18. Including yourself, how many people are in your immediate travel party?
Q19. How many of those people are: Younger than 6 years old/6-11 years old/12-17 years
old/Adults
25
Trip Characteristics
Kentucky’s Derby Region
Type of Accommodations
Total
(n=1,430)
Respondents Who Stayed
Overnight
Western
Bluegrass,
Waterlands Blues & BBQ
(n=275)
(n=182)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=455)
(n=211)
c
d
Bluegrass
Region
(n=451)
e
Caves, Lakes
& Corvettes
(n=298)
f
Southern
Lakes &
Rivers
(n=254)
g
Kentucky's
Appalachians
(n=256)
h
Daniel
Boone
Country
(n=278)
i
86%abcdef
39%
83%abcdef
41%
In paid accommodations (NET)
At a hotel/motel/historic inn
76%
50%
77%
52%ghi
74%
52%ghi
73%
61%abghi
74%
56%ghi
73%
55%ghi
76%
54%ghi
81%ce
41%
In an RV at a campground
10%
8%
9%
5%
6%
7%
8%
9%c
At a resort (cabin/other indoor
unit)
9%
13%cdef
8%
5%
5%
6%
7%
19%bcdef
15%bcdef
13%bcdef
In a tent at a campground
4%
1%
2%
1%
2%
2%
5%ac
5%ac
9%abcdef
13%abcdefg
4%
3%
4%
5%
5%
5%i
5%
5%
4%
3%
4%
7%cdehi
5%cdi
2%
1%
3%
5%cdhi
12%abcdefhi
2%
1%
30%
31%i
39%dhi
32%hi
29%
34%hi
32%i
32%hi
24%
22%
At the home of family or friend
25%
27%i
32%ghi
30%ghi
26%i
31%ghi
27%i
22%
20%
18%
At a borrowed vacation
home/condo/cabin/houseboat
2%
3%
3%
1%
2%
1%
4%e
6%cdehi
2%
2%
At your vacation
home/condo/cabin/houseboat
2%
3%
5%cehi
1%
2%
2%
2%
6%cdefhi
1%
1%
2%
2%
2%
1%
2%
-
2%
2%
1%
4%efgi
1%
1%
2%
1%
2%
1%
4%de
2%
3%
1%
At a Bed and Breakfast
At a vacation
home/condo/cabin/houseboat
you rented
In accommodations with no
charge (NET)
At a campground with no fee
No Answer
Q15. Are you staying overnight…
26%abcdefgi 19%abcdefg
26
Trip Characteristics
Kentucky’s Derby Region
Trip Activities
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
General (net)
83%
86%g
83%
87%g
89%bfg
87%g
83%
80%
84%
86%g
Dining out
70%
75%fghi
70%
78%bfghi
74%hi
75%fghi
69%
67%
64%
66%
45%
47%
40%
48%bd
41%
55%abcdfg
49%bd
47%
55%abdg
59%abcdfg
30%
33%d
27%
36%bd
22%
38%bd
34%d
35%d
37%bd
45%abcdefgh
Taking in city sites
19%
20%g
16%
26%abghi
21%g
24%bghi
23%bgi
14%
18%
17%
Nightlife/evening
Entertainment
11%
12%
11%
16%fgi
15%gi
12%
10%
10%
12%
10%
Visiting (net)
72%
66%b
56%
76%ab
74%ab
79%abf
72%b
75%ab
80%abf
80%abf
State/national parks
28%
28%bd
21%
25%d
17%
29%bd
32%bcd
Historic sites
27%
29%b
21%
36%abdh
24%
40%abdfgh
32%bd
32%bd
26%
37%abdh
Friends or relatives
24%
26%
24%
27%
26%
30%f
23%
25%
28%
25%
Other museums
15%
14%b
9%
18%bgh
26%abcefghi
14%b
17%bgh
12%
11%
13%
Distillery
12%
11%
9%
28%abdefghi
12%
21%abdfghi
12%
10%
9%
10%
Horse racetrack
6%
5%
7%
14%abdfghi
8%g
10%afghi
6%
4%
5%
5%
Art museums
6%
7%g
5%
10%bdghi
5%
9%dghi
6%
3%
5%
4%
Amusement parks/carnivals
5%
4%
6%
7%
5%
6%
7%
5%
7%
5%
Outdoor water parks
4%
7%def
4%
4%
3%
3%
4%
6%
7%de
6%
Other attraction
6%
4%
5%
5%
9%abci
7%a
7%a
8%a
7%
5%
Sightseeing/driving for
Pleasure
Driving on designated scenic
Byways
40%abcdef 56%abcdefg 53%abcdefg
Q13. Which of the following activities did members of your travel party participate in?
(Please check ALL that apply.)
27
Trip Characteristics
Kentucky’s Derby Region
Trip Activities
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
68%abcdef
Participating In (NET)
51%
48%
47%
46%
42%
48%
54%cd
71%abcdef
75%abcdef
Hiking
17%
15%
12%
14%
13%
19%bcd
15%
22%abcdf
39%abcdefg 37%abcdefg
Wildlife viewing
14%
18%cd
17%cd
11%
10%
14%
15%
22%cdef
28%abcdef
28%abcdef
Pool swimming
13%
14%
12%
13%
14%
14%
14%
19%bc
19%bc
21%abcdef
Fishing
12%
14%cde
14%d
10%
7%
9%
13%d
19%cdef
28%abcdefgi
20%cdef
Lake/river swimming
12%
12%
15%cde
9%
8%
9%
12%
29%abcdefhi
17%cde
17%cde
Motor boating/water skiing
7%
9%cde
6%
5%
4%
5%
7%
19%abcdefhi
10%cde
8%d
Bird watching
6%
9%d
7%
6%
4%
7%d
6%
7%
Golfing
5%
7%
5%
6%
4%
5%
5%
6%
7%
5%
Spelunking/Cave Exploration
5%
5%
4%
5%
3%
4%
16%abcdeghi
5%
7%d
7%d
Biking
4%
3%
5%
4%
5%
4%
4%
6%
9%abcdef
6%
Equestrian
3%
1%
3%
5%ai
2%
5%adi
3%
3%
3%
2%
Canoeing/Kayaking
3%
3%
3%
3%
3%
3%
4%
5%
6%abe
5%
Jet skiing
2%
3%
3%
2%
2%
2%
2%
8%abcdefhi
4%
2%
Off-road ATV driving
2%
1%
<1%
2%
2%
2%
1%
3%bf
5%abcdef
4%abef
Hunting
1%
3%
2%
2%
2%
1%
2%
3%
4%
3%
Other activity
6%
3%
5%
7%a
7%a
6%
5%
7%a
7%
6%
Q13. Which of the following activities did members of your travel party participate in?
(Please check ALL that apply.)
15%abcdefg 15%abcdefg
28
Trip Characteristics
Kentucky’s Derby Region
Trip Activities
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
Attending (NET)
37%
30%
57%acdefghi
43%afgi
40%afg
41%afgi
32%
31%
37%
33%
Fairs or festivals
14%
13%
25%acdfghi
16%
14%
19%afgi
13%
13%
15%
12%
Horse races
5%
4%
7%
12%abdefghi
6%
8%a
5%
5%
6%
6%
Bluegrass concert
5%
4%
21%acdefghi
6%d
3%
5%
6%
4%
6%
5%
Popular music concerts/shows
4%
4%
8%efg
5%
7%
4%
3%
3%
8%fg
5%
Theater performances
4%
5%
3%
6%
5%
4%
3%
5%
9%befi
4%
Amateur sporting events
4%
3%
11%acdefghi
4%
2%
4%
3%
3%
4%
2%
Professional sporting events
2%
1%
3%
3%
6%abcefghi
2%
2%
1%
3%
2%
An equestrian competition
2%
1%
2%
4%abfh
2%
5%abdfghi
2%
2%
2%
2%
Classical music concerts
2%
3%
4%
2%
2%
1%
1%
2%
3%
1%
Other events
9%
7%
7%
9%
11%
9%
10%
11%
7%
9%
Q13. Which of the following activities did members of your travel party participate in?
(Please check ALL that apply.)
29
Trip Characteristics
Kentucky’s Derby Region
Trip Activities
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
Shopping (NET)
54%
58%g
54%
62%bdgi
52%
64%bdfghi
56%
49%
56%
53%
For gifts or souvenirs
30%
30%
26%
36%bg
30%
35%bg
32%
26%
32%
31%
Arts, crafts, antiques
21%
25%
20%
23%
20%
32%abcdfgi
22%
23%
27%d
26%
General/mall shopping
19%
21%h
27%fghi
23%ghi
20%h
21%hi
20%h
16%
13%
15%
Outlet shopping
11%
14%
12%
14%
13%
13%
15%
12%
13%
12%
Business Activities (NET)
10%
15%bg
9%
13%g
13%
11%
11%
9%
14%g
11%
Conventions
3%
6%g
3%
6%bfg
6%
4%
3%
3%
4%
4%
Client meetings
3%
4%
2%
3%
5%
3%
3%
3%
4%
5%
Sales visit
2%
3%
2%
2%
3%
2%
3%
1%
3%
2%
Company retreat
1%
2%
2%
1%
1%
1%
1%
1%
2%
1%
Other business reason
3%
3%
3%
4%
4%
4%
4%
2%
5%
3%
Q13. Which of the following activities did members of your travel party participate in?
(Please check ALL that apply.)
30
Trip Assessment
Kentucky’s Derby Region
Satisfaction with Visit
Total
(n=1,819)
Satisfied
Northern
Bluegrass, Kentucky's Kentucky
Caves, Southern
Daniel
Western
Blues &
Derby
River
Bluegrass Lakes & Lakes &
Kentucky's
Boone
Waterlands
BBQ
Region
Region
Region Corvettes Rivers Appalachians Country
(n=346)
(n=244)
(n=549) (n=296)
(n=562)
(n=384)
(n=296)
(n=298)
(n=329)
a
b
c
d
e
f
g
h
i
92%
94%h
90%
95%bh
92%h
95%bdh
92%h
95%bh
86%
94%h
Very Satisfied
63%
64%
58%
70%bfh
63%
73%abdf
h
61%
67%b
60%
70%bfh
Satisfied
29%
30%e
32%e
25%
28%e
22%
31%e
28%
26%
25%
Neither
3%
3%
3%
2%
2%
2%
3%
2%
5%dei
2%
Dissatisfied/Very Dissatisfied
1%
-
1%
<1%
1%
<1%
1%
1%
3%bcdefg
2%e
Don’t know
2%
1%
4%cgi
1%
2%
1%
2%
<1%
2%
1%
No Answer
3%
1%
3%
1%
4%c
2%
2%
1%
4%acg
2%
Q24. How satisfied are you with your stay in Kentucky?
31
Trip Assessment
Kentucky’s Derby Region
Future Travel Intentions
Total Respondents
Total
(n=1,819)
Northern
Bluegrass, Kentucky's Kentucky
Caves, Southern
Daniel
Western
Blues &
Derby
River
Bluegrass Lakes & Lakes &
Kentucky's
Boone
Waterlands
BBQ
Region
Region
Region Corvettes Rivers Appalachians Country
(n=346)
(n=244)
(n=549) (n=296)
(n=562)
(n=384)
(n=296)
(n=298)
(n=329)
a
b
c
d
e
f
g
h
i
Top 2 Box
89%
91%d
91%d
90%d
85%
91%d
89%
92%d
88%
90%
Definitely will
71%
73%
69%
75%
69%
77%bd
74%
75%
76%d
78%bd
Probably will
18%
18%hi
23%cefhi
15%
16%
14%
15%
17%
12%
11%
Might/Might not
6%
6%
4%
7%g
8%g
5%
7%
3%
5%
5%
Probably will not
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
Definitely will not
<1%
-
-
-
-
-
1%
<1%
1%
-
No Answer
3%
2%
3%
2%
6%acef
3%
3%
3%
5%ac
4%
Q23. How likely will you be to travel to Kentucky in the future?
32
Trip Assessment
Kentucky’s Derby Region
Likelihood to Recommend
Northern
Bluegrass, Kentucky's Kentucky
Caves, Southern
Daniel
Western
Blues
Derby
River Bluegrass Lakes & Lakes & Kentucky's
Boone
Waterlands & BBQ
Region
Region Region Corvettes Rivers Appalachians Country
Total
(n=346)
(n=244)
(n=549) (n=296) (n=562) (n=384) (n=296)
(n=298)
(n=329)
(n=1,819)
a
b
c
d
e
f
g
h
i
Likely to Recommend Kentucky as a vacation
destination
96%
98%fh
95%
98%bfh
97%
98%fh
95%
97%
95%
96%
Likely to Recommend Kentucky as a place to
conduct business
84%
84%
85%
89%aeh
88%
85%
86%
85%
84%
87%
Q21. Would you recommend Kentucky as a vacation destination for your friends or relatives?
Q22. Would you recommend Kentucky as a place to conduct business?
33
Trip Assessment
Kentucky’s Derby Region
Most Liked Features
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
Scenery
63%
66%b
52%
68%b
63%b
72%bd
66%b
70%b
70%b
78%abcdfgh
Friendliness of the people
49%
50%b
40%
60%abdfgh
49%b
59%abdfh
52%b
52%b
49%b
54%b
Quality time with friends
and/or family
44%
44%
38%
44%
43%
49%b
43%
47%b
47%b
49%b
Weather
36%
31%
38%
40%a
36%
41%a
37%
42%a
36%
43%a
32%
30%
26%
32%
27%
34%bd
35%bd
46%abcdef
44%abcdef
51%abcdef
Variety of activities
24%
22%
18%
33%abdfgh
26%b
30%ab
27%b
25%b
26%b
28%b
Quality of accommodations
22%
27%bf
18%
24%b
26%b
27%bf
20%
24%
22%
26%b
Fairs/Events/Attractions
22%
20%
26%gh
30%afghi
28%afgh
26%afgh
20%
17%
19%
22%
Quality of dining options
22%
26%gh
20%
27%bgh
27%bgh
28%bfghi
22%
18%
17%
21%
22%
24%
22%
29%bghi
26%gh
30%bghi
25%h
19%
18%
21%
Availability of accommodations
21%
24%b
16%
22%b
26%bh
27%bh
23%b
21%
19%
29%bcgh
Customer service quality
18%
20%b
14%
23%bg
19%
23%bg
20%b
17%
20%
19%
Shopping
17%
21%ghi
17%
23%dfghi
17%
20%gh
16%
12%
14%
15%
Other
5%
5%
4%
6%
7%
6%
5%
5%
4%
4%
Nothing/No Answer
3%
3%
4%
3%
2%
2%
4%dei
3%
3%
2%
No Answer
3%
2%
4%e
2%
2%
1%
4%acdei
2%
3%e
2%
Outdoor activities
Availability of dining options
Q25. What features did you like the most about your trip to Kentucky? (Please check ALL
that apply.)
34
Trip Assessment
Kentucky’s Derby Region
Least Liked Features
Total
(n=1,819)
Not enough time to do all I
wanted to do
Insects
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
24%
25%
19%
26%b
26%
30%bf
22%
29%bf
30%bf
29%bf
12%
14%
15%
11%
10%
10%
10%
12%
14%
19%cdefg
Weather
11%
13%i
12%
10%
9%
10%
11%
9%
10%
8%
Traffic
9%
9%
10%
11%h
12%h
10%
9%
9%
7%
8%
Availability of dining options
5%
6%d
6%
3%
3%
4%
4%
6%d
11%abcdefi
6%d
Lack of nightlife
5%
7%d
6%d
4%
2%
4%
5%d
7%d
6%d
7%d
Quality of dining options
5%
4%d
4%d
4%d
1%
4%d
5%d
4%d
7%d
6%d
Little to do
4%
3%
5%d
3%
2%
3%
5%d
4%
7%acde
4%
High prices
4%
4%
5%
4%
4%
3%
5%
5%
6%e
3%
Quality of accommodations
4%
3%
5%
3%
2%
3%
4%
3%
7%acdeg
4%
3%
3%
5%cde
1%
1%
2%
3%
3%
6%cdef
3%
6%
4%
7%
6%
7%
5%
6%
8%a
8%
6%
Nothing
35%
32%
30%
36%hi
43%abghi
38%bghi
40%abghi
29%
27%
28%
No Answer
5%
4%
7%
4%
4%
4%
6%
5%
4%
4%
Availability of
accommodations
Other
Q26. What features did you like the least about your trip to Kentucky? (Please check ALL
that apply.)
35
Trip Assessment
Kentucky’s Derby Region
Value Perceptions
Northern
Bluegrass, Kentucky's Kentucky
Western
Blues &
Derby
River
Waterlands
BBQ
Region
Region
Total
(n=346)
(n=244)
(n=549)
(n=296)
(n=1,819)
a
b
c
d
Bluegrass
Region
(n=562)
e
Caves,
Lakes &
Corvettes
(n=384)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=296)
(n=298)
g
h
Daniel
Boone
Country
(n=329)
i
More Expensive
5%
3%
6%i
4%i
3%
3%
6%ei
6%ei
6%ei
2%
As Expected
45%
48%h
40%
58%abdfg
hi
43%
54%bdfgh
47%h
46%
40%
48%h
Less Expensive
41%
41%c
44%cf
32%
46%cef
37%
35%
39%
43%cf
41%c
Don’t know
8%
7%
8%
5%
7%
6%
10%ce
8%
11%ce
7%
No Answer
1%
1%
2%
-
1%
1%
2%
1%
1%
2%
Q20. From your experience, would you say that Kentucky is more expensive, less
expensive, or as expensive as you had expected?
36
Trip Assessment
Kentucky’s Derby Region
Quality of Accommodations
Respondents who
stayed overnight
Northern
Bluegrass, Kentucky's Kentucky
Western
Blues &
Derby
River
Waterlands
BBQ
Region
Region
Total
(n=280)
(n=184)
(n=460)
(n=216)
(n=1,447)
a
b
c
d
Bluegrass
Region
(n=458)
E
Caves,
Lakes &
Corvettes
(n=301)
f
Southern
Lakes &
Kentucky's
Rivers
Appalachians
(n=257)
(n=258)
g
h
Daniel
Boone
Country
(n=281)
i
Top 2 Box
39%
39%
40%
40%
45%
43%
38%
43%
38%
39%
Far exceeded
expectations
13%
14%
13%
14%
13%
13%
11%
14%
10%
10%
Exceeded expectations
26%
25%
27%
25%
33%c
30%
27%
29%
28%
29%
Met expectations
53%
51%
48%
54%
49%
51%
54%
49%
52%
54%
Did not meet
expectations
3%
4%
4%
3%
2%
3%
3%
4%
4%
2%
Far below expectations
1%
-
1%
<1%
1%
-
1%
<1%
2%
1%
No Answer
5%
5%
8%cde
3%
2%
3%
5%
4%
5%
4%
Q16. How would you describe the quality of your accommodations? Do you feel they…
37
Visitor and Travel Party
Demographic Profile
Kentucky’s Derby Region
Kentucky Visitor Demographic Profile-By Region
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
Mean # of times in last 5
years taken pleasure trip
to Kentucky
4.8
4.8
4.8
4.7
4.6
5.0
4.8
5.3cd
Vacations per year (mean)
2.4
2.5
2.6
2.5
2.4
2.4
2.2
2.4
2.5
2.4
Short getaways per year
(mean)
4.4
4.6
4.7
4.6
4.7
4.6
4.4
5.0
4.7
4.8
5.8abcdef 5.8abcdef
Q17. How many times in the last 5 years have you taken a pleasure trip in Kentucky?
Q30. How many vacations lasting FIVE (5) OR MORE NIGHTS AWAY FROM HOME, do you take
in an average year?
Q31. How many short getaway trips lasting AT LEAST ONE (1) BUT NOT MORE THAN FOUR (4)
NIGHTS AWAY FROM HOME do you take in an average year?
38
Visitor and Travel Party
Demographic Profile
Kentucky’s Derby Region
Kentucky Visitor Demographic Profile
Total
(n=1,819)
Age of respondents (mean)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
51.3
53.6dfghi
52.6h
52.1h
50.3
53.6dfghi
51.1
51.0
49.8
50.8
Female
59%
55%
57%
59%
60%
59%
58%
60%
56%
55%
Male
40%
45%
41%
41%
38%
41%
41%
39%
42%
44%
Married
68%
70%
67%
69%
68%
69%
65%
72%f
65%
70%
Single
13%
12%
13%
12%
14%
11%
12%
11%
12%
12%
Other
14%
14%
14%
15%
13%
16%
17%g
11%
14%
12%
No Answer
5%
5%
7%
4%
5%
4%
6%
5%
8%ce
5%
$74,470
$75,510fhi
$74,340
$78,890fhi
$79,330fhi
$78,220fhi
$69,310
$79,570fhi
$68,630
$68,560
American Indian
2%
2%
4%dei
2%
1%
1%
2%
2%
2%
1%
Asian
2%
2%
1%
2%
2%
2%
1%
1%
1%
2%
Black
3%
2%
1%
4%bei
4%bei
2%
2%
2%
2%
1%
Hispanic
2%
1%
3%i
2%hi
1%
1%
2%i
2%i
1%
<1%
White
90%
90%
91%
88%
90%
92%c
91%
91%
92%
92%
Other
2%
2%
1%
1%
2%
1%
2%
1%
2%
1%
Gender
Marital Status
Annual household income
(mean)
Ethnicity
Q27. What is your age please?/Q28. Are you: Male/Female/Q29. Are you: Married/Single/Other
Q34. What is your total annual household income before taxes?/Q32. Are you: American
Indian/Asian/Black/Hispanic/White/Other
39
Visitor and Travel Party
Demographic Profile
Kentucky’s Derby Region
Kentucky Visitor Demographic Profile
Total Respondents
Total
(n=1,819)
Western
Bluegrass,
Waterlands Blues & BBQ
(n=346)
(n=244)
a
b
Kentucky's
Northern
Derby
Kentucky
Region
River Region
(n=549)
(n=296)
c
d
Bluegrass
Region
(n=562)
e
Caves, Lakes
& Corvettes
(n=384)
f
Southern
Lakes &
Rivers
(n=296)
g
Kentucky's
Appalachians
(n=298)
h
Daniel
Boone
Country
(n=329)
i
United States
94%
94%b
89%
95%b
96%b
95%b
93%
95%b
95%b
96%b
South (net)
52%
53%d
50%
54%d
43%
55%d
54%d
63%abcdef
63%abcdef
61%bd
Midwest (net)
32%
34%fghi
33%gh
31%gh
45%abcefghi
31%gh
26%
22%
20%
26%
Northeast (net)
4%
2%
4%
6%agi
5%ag
6%agi
5%a
2%
5%a
3%
West (net)
2%
4%fi
2%
3%fi
3%
3%i
1%
2%
2%
1%
Lexington
12%
8%
5%
10%b
10%b
17%abcdf
8%
18%abcdf
Louisville
10%
8%
7%
13%abh
11%
10%
11%
11%
8%
9%
Cincinnati
8%
2%
3%
5%a
15%abcefh
9%abcf
4%
11%abcf
7%ab
10%abcf
Evansville
5%
5%eghi
2%
2%
4%
2%
2%
2%
Nashville
3%
6%dehi
5%dhi
4%dehi
1%
2%
7%dehi
6%dehi
1%
1%
Charleston-Huntington
3%
-
1%
1%
1%
2%
2%
1%
15%bcdefgi
3%cg
Indianapolis
3%
1%
1%
4%ab
5%ab
2%
3%
2%
2%
3%
Top DMA’s
11%cdefghi 18%acdefghi
23%abcdef 24%abcdefg
40
Q33. Are you currently a resident of: United States Home Zip Code/Another Country?
Kentucky’s Derby Region
Davidson-Peterson Associates
201 Lafayette Center
Kennebunk, ME 04043
207.985.1790
www.digitalresearch.com
41