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Mike
Toma, director of AASU's Center for Regional Analysis, presents
the findings from the 2003-04 CVB tourism study at a news conference
held at the Juliette Gordon Low National Birthplace.
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AASU's
Center for Regional Analysis Announces Results
of a Tourism Study Conducted for the CVB
Savannah, January
25, 2005—Today the Armstrong Atlantic State University (AASU) Center
for Regional Analysis (CRA) announced the results of a recent study analyzing
current trends in tourism contacts and Savannah Area Convention and Visitors
Bureau (CVB)-related tourism activity in the Savannah Metropolitan Area.
The study explored several factors that are shaping CVB activity and local
tourism, including the demographics of visitors: ages, incomes, education
levels, spending patterns while vacationing, primary destination for travel,
reasons for visiting, and others. It also looks at the Internet as a factor
that motivates visits to Savannah and reports on how tourist activity
is changing as a result of Internet use.
CRA conducted the study by mailing 2,000 surveys to individuals who requested
information from the CVB from May 2003-April 2004. This year's study compares
the results of a similar study conducted in 2000.
The study reported on the characteristics of those requesting information
from the CVB and how these have changed since 2000. Most significantly,
57,000 individuals contacted the CVB for information, up from 35,000 in
2000, a 25% increase per year. Of those who contacted the CVB during the
time frame of the most recent study, 60% became tourists in Savannah.
Another significant finding involves the increase of Internet use among
those who contacted the CVB. 80% of contacts requested information from
the CVB via the Internet, up from 40% before 2000.
The CVB mails packets of information to all individuals who contact them
for information about the city of Savannah. Results from the study show
that 74% of those receiving CVB materials said the materials made it more
likely that they would visit Savannah. Roughly 1/3 of all respondents
said it made them stay longer and helped them choose Savannah as their
primary destination, instead of some other destination. An overwhelming
majority of respondents said the packets made them more aware of their
options and helped them choose accommodations and activities.
The study also reported on emerging trends for CVB-related activities.
Findings show total expenditures of $882 dollars per travel party. This
amounts to $31 million dollars in CVB-related tourist activity for the
group of individuals who requested information from the CVB and subsequently
visited Savannah. This figure is up $15 million dollars from the survey
completed in 2000. Spending per person per day is $86 dollars, up from
$67 dollars in 2000. This is a 10% increase per year after adjusting for
inflation.
The current study shows that since 2000 the contacts are somewhat younger,
wealthier, and increasingly have at least some college-level education.
For example, people age 18 to 34 and 50 to 64 are a greater source of
growth in contacts than are those over age 65. Additionally, individuals
having only a high school education are a falling proportion of these
contacts.
The study reported other interesting findings since 2000. For example,
potential visitors with incomes over $70,000 are a larger source of growth
in contacts than those with incomes below that amount. Additionally, a
recommendation from a friend is the largest and fastest growing source
of interest in Savannah.
Speakers were study co-authors Mike Toma, director of the Center for Regional
Analysis, and Rick McGrath, associate professor of economics at AASU.
Introductions were made by AASU President Thomas Z. Jones and Savannah
Area Convention and Visitors Bureau President Anthony Schopp.
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