VisitMO.com User Survey Results
Calendar Year 2013Conducted by Tourvey/Texas A&M
Compiled by Lorinda Cruikshank
2
Methodology
Survey developed by Dr. James Petrick, Professor, Research Fellow & Graduate Program Coordinator at Texas A&M University
This report is based on responses from January thru December 2013 compared to the same time period in 2012
Survey is administered primarily through a pop-up on VisitMO.com
Pop-up offers option to take survey to every 5th monthly unique visitor who has been on the website for at least 3 minutes
Survey of VisitMO.com users Data Source: Tourvey
Website Survey Sample Size
2012 20130
200
400
600
800
1,000
1,200
1,400
1,209
896
Sample Size
Survey of VisitMO.com users Data Source: Tourvey 3
How useful was VisitMO.com in planning your vacation?
Very
Usefu
l
Som
ewha
t Use
ful
Not A
t All Use
ful
0.0%
10.0%
20.0%
30.0%
40.0%
50.0% 42.8%49.1%
8.2%
42.7%48.8%
8.5%20122013
Survey of VisitMO.com users Data Source: Tourvey 4
How did you find VisitMO?
Search Engines
Web Links
Print TV Website Ads
Word of Mouth
Other0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
38.4%
24.2%
7.5% 7.8% 7.0%
3.6%
11.5%
43.2%
25.2%
6.5%
4.6% 3.7% 3.0%
13.9%
20122013
Survey of VisitMO.com users Data Source: Tourvey 5
When visiting a destination-sponsored travel website, what information would you hope to find? (Top 10 of 30)
2013 Rank & % 2012 Rank & %
Local attractions #1 – 79.3% #1 – 80.2%
Historical sites #2 – 67.8% #2 – 66.7%
Calendar of Events #3 – 59.8% #4 – 60.1%
State park information #4 – 58.0% #3 – 60.3%
Fairs & festivals #5 – 56.7% #5 – 57.4%
Museums #6 – 53.3% #7 – 52.4%
Outdoor recreation #7 – 51.3% #6 – 53.3%
Highway maps #8 – 50.4% #9 – 49.9%
Activity information #9 – 47.8% #8 – 52.3%
Accommodations #10 – 47.5% #10 – 49.8%
Survey of VisitMO.com users Data Source: Tourvey 6
Which of the following statements best describes why you visited Missouri's website?
Planning a trip, 41%
Trip already planned - wanted
to know what there was to do,
23%
Learn about Missouri, 23%
Just for fun, 17%
Decide whether or not to visit,
11%
Other, 13%
Survey of VisitMO.com users Data Source: Tourvey 7
What decisions had you made prior to visiting Missouri’s website?
0%
20%
40%
60%61%
35%24% 21%
18%
64%
34%20%
16% 18%
20122013
Survey of VisitMO.com usersData Source: Tourvey 8
How important is our website’s information for making your travel plans?
Very important Somewhat important
Not important0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%47.9% 48.6%
3.5%
44.0%
49.9%
6.1%
20122013
Survey of VisitMO.com users Data Source: Tourvey 9
Please rate the VisitMO homepage on the following attributes (5 point scale):
0.01.53.04.5
4 4.14 4.1
20122013
Survey of VisitMO.com users Data Source: Tourvey 10
Please rate the VisitMO homepage on the following attributes (5 point scale):
0.0
1.5
3.0
4.5 3.84.1 4.0 4.03.7
4.1 4.0 4.0
20122013
Survey of VisitMO.com users Data Source: Tourvey 11
Please rate the VisitMO homepage on the following attributes (5 point scale):
Overall impression0.00.51.01.52.02.53.03.54.04.55.0
4.1 4.0
20122013
Survey of VisitMO.com users Data Source: Tourvey 12
Gender
Female; 64%
Male; 36%
Survey of VisitMO.com usersData Source: Tourvey 13
Home State of Respondents (Top 10)
Missouri62%Illinois
11%
Kansas6%
Iowa5%
Texas4%
Arkansas3%
Minnesota3%
Oklahoma3%
Florida3%
Survey of VisitMO.com users Data Source: Tourvey 14
Children at home
No chil-dren; 62.3%
1 child; 13.7%
2 children; 14.1%
3 children; 6.0%
4 or more children; 3.9%
Survey of VisitMO.com users Data Source: Tourvey 15
Household Income
< $35K $35K - $55K
$55K - $75K
$75K - $95K
$95K - $115K
$115K+0%2%4%6%8%
10%12%14%16%18%20%22%24% 22.8% 22.9%
20.5%
13.3%
10.0% 10.5%
Survey of VisitMO.com users Data Source: Tourvey 16