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1
Mississippi Gulf Coast
Visitor Conversion and ROI Study
January 2015
2
INTRODUCTION 3
About North Star Destination Strategies, and this Project 3
EXECUTIVE SUMMARY 4
METHODOLOGY 5
FINDINGS 6
Online Survey 6
Respondent Demographics and Origins 6
Information Sources and Perceptions 10
Advertising 15
Visitation Patterns 17
Visitor Assessment 27
Visitor Advocacy Barometer 28
Potential Visitors 31
Visitor Segments 37
Economic Impact and ROI Calculations 48
Tapestry Report 55
Regional Tapestry Who Report 57
Regional Tapestry What Report 64
Target Market Solar System 67
APPENDIX A: ONLINE SURVEY INVITATIONS
APPENDIX B: ONLINE SURVEY INSTRUMENT
TABLE OF CONTENTS
3
“The goal is to turn data into information, and information into insight.”
Carly Fiorina, former Executive, President, and Chair of Hewlett-Packard Co.
About North Star, Mississippi Gulf Coast, and this Project
North Star Destination Strategies has been working exclusively with communities for more
than a decade, helping them uncover, define, implement and integrate their own unique
competitive identities. In every case, research was the bedrock of the brand identities
discovered and the marketing implementation strategies developed.
Our experience has shown that there is no substitute for comprehensive visitor research when
it comes to establishing a foundation of solid support for all future marketing efforts. In
addition, ongoing research efforts offer numerous benefits that allow destinations to refine, reinforce, or redirect their competitive growth strategies to ensure increased visitation and
ongoing success.
In 2014 the Mississippi Gulf Coast Regional Convention and Visitors Bureau partnered with
North Star’s Research Division to quantify visitation patterns and measure the return on
marketing investment (i.e., a Visitor Conversion and ROI study). The study that follows
provides a detailed understanding of visitation patterns and perceptions associated with the
region, which is a critical part of designing marketing strategies that will attract more visitors,
more often. In addition, the measurement of visitor spending in response to marketing efforts
proves beyond a doubt that investments have resulted in a positive economic return.
The Executive Summary represents a snapshot of the critical insights from the research.
Detailed findings are compiled in the Research report that follows.
INTRODUCTION
4
• The Mississippi Gulf Coast Region serves as an enjoyable destination for many different groups
of people, satisfying its visitors and attracting potential visitors in a variety of ways. While there
are many different types of inquirers to the Mississippi Gulf Coast in general, the majority of
respondents were between the ages of 45-64 (57%), female (65%), and had household incomes
between $25K-$99K (54%). Respondents came predominantly from throughout the Eastern half
of the continental United States.
• Respondents associate the Mississippi Gulf Coast with great beaches (18%) and casinos (15%),
with lots to do (14%), as well as being scenic (10%), and friendly (9%). On a scale of 1 – 10 with
1 being “does not match” and 10 an “exact match,” respondents identify the area as being a
friendly / welcoming place (with an average score of 8.46), naturally scenic and beautiful (8.44), a
great place to stay and explore the Gulf Coast (8.37), rich in history (8.14), accessible (8.12),
and a great place for casinos/gaming (8.04).
• A majority of respondents had seen some kind of advertising for the Mississippi Gulf Coast
Region (66%), typically in the Mississippi Travel Guide (55%). Of respondents who viewed digital
or online advertising the majority saw advertising as a result of search engine marketing or via
third party sites such as TripAdvisor or directly from a given casino’s website.
• Of respondents, 83% of inquirers visited the Mississippi Gulf Coast. Repeat visitation was
common, with 48% of visitors visiting more than once; the largest group of repeat visitors,
visited two to three times (25%). Visitors most often came to getaway/sightsee (25%), or to go
to a casino (20%), or the beach (17%).
• Perception of the Mississippi Gulf Coast Region changed for 46% of visitors, with 86% reporting
that their opinion of the region became more positive after visiting.
• While planning their trips, the majority of visitors utilized visitor guides (61%), the
internet/websites (43%), brochures (36%) or personal or previous experience (35%). The use of
personal experience is typical of other communities who have a large number of repeat visitors
or whose visitor pool is from nearby.
• While visiting the Mississippi Gulf Coast, visitors most often went to Biloxi (85%) or Gulfport
(71%). A surprising 89% of visitors stayed overnight, typically staying for two to three nights
(50%) in a hotel or motel (44%) or at a casino (29%). They traveled with at least one other
person (45%). Visitors ate at restaurants (71%), went to a casino (52%), the beach (47%), or
shopping (42%).
• Visitors rated their trips at a mean of 8.47 out of ten – a high score for overall satisfaction. They
also indicated they were highly likely to return to the Mississippi Gulf Coast, with 73%
responding they were very likely and 17% somewhat likely.
• Visitors were also likely to recommend the destination to a friend, family, or colleague at a
mean of 8.62 out of 10. While 64% of visitors are promoters of the Mississippi Gulf Coast
brand, 12% are detractors and not likely to recommend visiting the region. This results in a net
promoter score of 52%, which far exceeds the national brand barometer score of 25% for
destinations.
• Visitor groups typically spent $1,607.93 on their trips, or $124.32 per person, per day. Total
estimated visitor spending in 2014 is $12,529,295, with an overall economic impact of
$17,165,134.
EXECUTIVE SUMMARY
5
Purpose
The Visitor Conversion and ROI study is designed to gain a quantitative measure of reactions
to advertising as well as to quantitatively establish visitation patterns and return on Visitor
Bureau marketing investment.
Respondents/Participants
Survey link was e-mailed to inquiry e-mail records (29,789) o Records span 19 months of inquiries from January 2013 - July 2014
o Survey invitations can be found in Appendix A.
Survey was open from August 18 –September 30, 2014
o 1306 respondents
1084 visitors
Methodology
North Star developed a survey instrument based on the Mississippi Gulf Coast Regional Convention and Visitors Bureau’s primary goals, objectives, and current situation. It was
designed to elicit reactions from the Mississippi Gulf Coast's consumers and potential
consumers, and to calculate visitor impact/ROI derived from visitor reported spending
amounts. The actual survey instrument can be found in Appendix B.
Questions were comprised of both multiple choice and open-ended structures, allowing for
qualitative explanations to quantitative measurements. Survey flow was designed so that
respondents received the appropriate questions, with visitors and “intending visitors” being
asked to answer more questions than non-visitors and residents.
The complete analyzed results of the survey can be found in the research report that follows.
Statistical Significance
o 95% Confidence Level
o +/- 2.65 Margin of Error
• The significance of this study can be summarized by the following statement: “We are 95%
confident that the quantitative results represent the total population of CVB engaged visitors
to the Mississippi Gulf Coast region within 2.65 points of the percentages reported.”
METHODOLOGY
6
ONLINE SURVEY
The findings portion of the report summarizes data from the online survey responses.
RESPONDENT DEMOGRAPHICS AND ORIGINS
Respondent Demographics: Respondents have typical ages, with the largest percentage falling into the
45-64 range (57%). Respondents were also mostly female (65%) and had household incomes
predominantly ranging between $25,000-$99,999 (54%).
FINDINGS
0%5%
10%15%20%25%30%35%
0% 1%6%
13%
26%31%
19%
3%
Respondent Distribution by Age
Male33%
Female65%
I prefer not to answer
2%
Respondent Distribution by Gender
0%
5%
10%
15%
20%
25%
Less than$24,999
$25,000 -$49,999
$50,000 -$74,999
$75,000 -$99,999
$100,000 -$149,999
$150,000+ I prefer notto answer
4%
15%
23%
16%
12%
6%
23%
Respondent Distribution by Household Income
7
Respondent Origins: Respondents were from around the United States, though mostly concentrated in
the Eastern portion of the continental US, spanning from the Great Lakes states throughout the
Midwest, and the South. Respondents also came from as far away as Alaska, Europe and even Australia.
8
A closer look at the region further highlights respondent origins from in the area. A significant
number of respondents originate from within Mississippi, with a high concentration in and
around Metropolitan Areas such as Atlanta, Little Rock, Memphis, Houston, Baton Rouge, New
Orleans St. Louis, Milwaukee, Chicago, Cincinnati, and throughout Florida, particularly localized
on retiree communities.
9
Northeastern & Midwestern Regional Close up
Southeastern Regional Close up
10
INFORMATION SOURCES AND PERCEPTIONS This section reveals what sources respondents used for information as well as their perceptions based on those sources.
Survey Source: Nearly all respondents (80%) received the survey link from an email invitation. Fifteen
percent (15%) of respondents accessed the link via the Mississippi Gulf Coast Regional Convention and
Visitors Bureau’s website. The top response from those who selected other include emailed links and
found during the course of internet searches, predominantly Google.
Survey Link & Consumer Population: The cross-tabulation below highlights how each survey
distribution method was broken down amongst respondent types. Nearly all respondent types received
the link via email, with 15% of visitor and resident/employee respondents discovering the link via the
CVB website.
0% 10% 20% 30% 40% 50% 60% 70% 80%
Direct Email Invitation
Via MGCRCVB Website
Other
80%
15%
1%
0%
4%
How did you find or receive the link to this survey?
Other: Email, Google search, and MGCRCVB website.
Direct Email Invitation
Via MGCRCVB Website
Other
77%
15%
2%
0%
6%
96%
3%
0%
0%
1%
80%
15%
1%
0%
4%
How did you find or receive the link to this survey?
Visitors Non-Visitors Residents/Employees
11
First Perceptions: Respondents were asked the open-ended question, “What is the first thing
that comes to mind when you think of the Mississippi Gulf Coast?” The word cloud below
represents all of the responses. The size of words represent the number of times that
word/concept occurred in the responses. The dominant responses with which visitors associate
the Mississippi Gulf Coast are “Beaches” or the variant “Beautiful Beaches,” as well as
“Casinos,” “Seafood,” “Relaxation” and “Fun.” These indicate that the MGCRCVB’s consumers
have highly positive associations with the Mississippi Gulf Coast as a vacation destination and a
place to relax with family and friends, have fun in the sun, and enjoy the white sandy beaches.
People seem to be quite taken by the friendliness of the locals and businesses and the amount
of activities available from the nightlife available for adults to family friendly entertainment.
2014
12
North Star conducted research for the Mississippi Development Authority in 2010 wherein
perceptions of the Gulf Coast were conducted in the aftermath of the BP Oil Spill.
Comparatively, 2010 perceptions indicated that people were still preoccupied with the
Deepwater Horizon Oil Spill and its contaminating effects. Only a small percentage of
responses from 2014 were related to the oil spill or the effects of Katrina. Whereas in 2010
respondents were focused on the safety and cleanliness of seafood and surrounding
2010
13
Adjectives: Respondents view the Mississippi Gulf Coast first and foremost as a place with
great beaches (18%). Respondents also associate it with casinos (15%). In addition, people
also consider the area as a place with lots to do (14%), that is scenic (10%) and friendly (9%).
A smaller percentage of respondents also consider the destination as being family-oriented
(6%) with easy to find amenities and attractions (5%), that is up-and-coming (5%), yet
historic (4%) as well as attractive and clean (4%). Only 2% of respondents described the
Mississippi Gulf as being cultural or outdoorsy with only 1% thinking of the destination as
being a good place to go shopping or artsy. Likewise only 1% of respondents chose it as
being boring, which remains a net positive for the area.
1%
1%
1%
2%
2%
3%
4%
4%
5%
5%
6%
9%
10%
14%
15%
18%
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Good shopping
Boring / nothing to do
Artsy
Outdoorsy
Cultural
Other
Historic
Attractive and Clean
Up-and-coming
Easy to find amenities and attractions
Family-oriented
Friendly
Scenic
Lots to do
Casinos
Great Beaches
What phrase or adjective below do you think best describes the Mississippi Gulf Coast?
14
Descriptors: Respondents view the Mississippi Gulf Coast very strongly as a friendly and
welcoming place (8.46 average rating), that is naturally scenic and beautiful (8.44), and a great
place to explore the Gulf Coast (8.37). They also view it almost as strongly as being rich in
history (8.14), accessible, and a great place for casinos/gaming (8.04). This provides further
insights into respondents’ first few phrases or adjectives for the Mississippi Gulf Coast as being
a sought after vacation destination with great beaches, casinos and ineffable southern
hospitality.
1 2 3 4 5 6 7 8 9 10
Great shopping
Great place for every season
A top getaway destination
Great place to experience uniqueattractions
A place rich in culture and arts
Great place for events
Lots to do
Variety of water sports/ outdooractivities
Attractive and clean
Family-friendly fun
Easy to find amenities and attractions
Great place for casinos/gaming
Accessible
Rich in History
Great place to stay and explore theGulf Coast
Naturally scenic and beautiful
A friendly/ welcoming place
7.13
7.48
7.49
7.53
7.57
7.64
7.8
7.81
7.83
7.84
7.93
8.04
8.12
8.14
8.37
8.44
8.46
Based on your perceptions, how well do the following descriptions match
your ideas of the Mississippi Gulf Coast? Match the following on a scale
of 1 - 10 with 1 being "does not match" and 10 being "exact match."
15
ADVERTISING
Visitor Exposure: A number of respondents first heard about the Mississippi Gulf Coast as a
destination through word of mouth from friends or family members. While another 17% do
not remember or have known of the destination for a long period of time, it is apparent from
the responses of 12 % of respondents that many respondents had been exposed to the
Mississippi Gulf Coast because of childhood vacations, having been in the military, or proximity,
having lived nearby.
A significant number of respondents (29%) first learned about the Gulf Coast as a result of
marketing efforts with the Mississippi Visitors/Travel Guide (12%), a website/online search
(11%), other advertisements/brochures (5%) or social media (1%) standing out as resources for
visitors.
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Attended / participated in a sports event or tournament
Facebook, Twitter, other Social Media
I live / work there
Advertisement for a particular community, shop,restaurant or attraction in the Mississippi Gulf Coast
Attended a festival, event or concert
Attended / participated in a meeting or convention
I live nearby
Advertisement / brochure for the Mississippi Gulf Coast
Drove by / passed through
Website / Online Search
Mississippi Visitors / Travel Guide
Other
I don’t remember. I’ve known about it for a long time
Friend or family member
1%
1%
2%
2%
2%
2%
5%
5%
6%
11%
12%
12%
17%
20%
How did you first learn about the Mississippi Gulf Coast region as a destination?
16
Unaided Recall: When asked if respondents had recalled seeing some kind of advertising for
the Mississippi Gulf Coast in the past 12 months, 66% responded that they had seen an
advertisement for the region.
Of those who recalled seeing advertisements, 55% saw them in the Mississippi Travel Guide.
Another 27% of respondents were exposed to ads on television, the radio or via casino direct
mailers.
Yes66%
No24%
I don't remember10%
In the past 12 months, do you recall seeing or hearing
any advertisements for the Mississippi Gulf Coast?
0% 10% 20% 30% 40% 50% 60%
In the newspaper
On a website/digital online advertising. Please specify.
Search Engine (i.e. Google)
Facebook / Twitter
In a magazine. Please specify.
Other
Mississippi Travel Guide
10%
12%
13%
15%
20%
27%
55%
Where did you see the advertisement(s)?
Other: TV, radio, casino direct mail,
Which magazine? Southern Living, AARP, Coastal Living, AAA, Mid-
West Living, Professional Golfer, Explore
Mississippi Gulf Coast, Mississippi Magazine
Which website/electronic means? TripAdvisor, Google, Mississippi Gulf Coast,
Harrah’s, Yahoo, Mississippi Tourism, Visit Gulf
Coast
17
VISITATION PATTERNS
Visitors: Of the respondents, 83% have visited the Mississippi Gulf Coast in the past two years,
with another 4% of respondents living or working there. Thus, the conversion rate for this
survey is 83% which far exceeds the North Star average conversion rate of 49%.
Conversion Influence: 34% of visitors were directly influenced to visit by an advertisement or
promotion. This is a conservative estimate that does not include the “maybe” category – 12%
of visitors. This rate of influence, like the conversion rate, is significantly higher than the
average North Star community which averages visitors influenced by advertising of 40%.
Yes83% No
13%
I live/work there4%
Have you visited or been to the Mississippi Gulf Coast?
Yes, 61%No, 27%
Don’t remember / maybe, 12%
Were you influenced at all by an advertisement, promotion, the
Mississippi Gulf Coast website, the Mississippi Gulf Coast
Visitors Guide, or the e-newsletter in your decision to visit the
Mississippi Gulf Coast?
18
Visitation Frequency: 48% of visitors have returned to the Mississippi Gulf Coast of which
25% have visited two to three times and another 23% four times or more – a modest indicator
of repeat visitation. The percentage of frequent visitors is consistent with visitors coming from
nearby, and also speaks to the appeal that the Mississippi Gulf Coast offers to visitors to draw
them back for repeat visits.
Why the Mississippi Gulf Coast?
Respondents were asked the open-ended questions, “What other destinations did you
consider besides the Mississippi Gulf Coast?” and “Why did you choose Mississippi over
other destinations?” As a whole, respondents had a variety of reasons for choosing the
Mississippi Gulf Coast. The majority of responses indicated that they had specfic reasons for
traveling to the area namely to see the beautiful beaches that were not crowded, the beautiful
coast, as well as recommendations from friends, ease of driving to other destinations such as New Orleans/Alabama/Florida, as well as being close to home. Respondents also cited
particular events and destinations within Mississippi such as casinos, civil war and historic sites,
weddings, conferences, casinoes, golf trips, and winter getaways. Some also expressed that it
was an all-around great destination for families. Additionally memories of great family
vacations kept bringing people back.
Other Destinations: Most respondents considered other coastal areas in Alabama and
Florida such as Destin, Tampa, Panama Beach, and Gulf Shores. Additionally New Orleans,
Atlantic City, and Las Vegas were also top contenders for those seeking nightlife and casinos. A
few also considered destinations in Michigan, Indiana, and Pennsylvania as well as points further
south such as Kentucky, Nashville, or the Carolinas. Overall, respondents chose the Mississippi
Gulf Coast because of perceptions of the value, affordability, and unsurpassed friendliness of the
locals over other areas.
0%
10%
20%
30%
40%
50%
60%
One time 2-3 times 4-5 times 6 or more times
53%
25%
10%13%
How many times have you visited the Mississippi Gulf
Coast in the past two years?
19
Primary Purpose: Respondents predominantly reported getting away or sightseeing (25%) was
the most common primary purpose for visiting the Mississippi Gulf Coast, followed by going to
a Casino (20%), or the beach (17%). Visiting friends / family was also a popular response for
visitation at 11%, as well as other activiites such as family and weekend get aways (10%).
Similarly a small percentage of people were passing through (4%), attending special events such
as a concert or festival (4%), came to see a certain attractions (3%) or attend a conference,
convention or trade show (3%). These responses correlate with previous themes of visitation
due to accessibility, proximity and interest in specific destination activities.
0% 5% 10% 15% 20% 25%
Shopping
Visit a college or University
Dining
Participate in water sport(s) / outdoor activities
Business / employment
Attend a conference, convention or trade show
To see certain attraction(s)
Attend a special event (like a concert or festival)
Just passing through
Other
Visit friends / family
Go to the beach
Go to a Casino
Getaway / Sightsee
0%
0%
1%
1%
1%
3%
3%
4%
4%
10%
11%
17%
20%
25%
What was the primary purpose of your most recent trip?
Other: Anniversary trip, attend a wedding, vacation/get-away, Cruisin’ The Coast, golf trip
20
Perceptions: In order to understand the impact of first impressions, visitors were asked
whether their perceptions changed on their first visit to the Mississippi Gulf Coast and whether
the change was positive or negative. Forty-six percent (46%) of visitors reported a change in
perception on their first visit, which is comparable to the North Star average of 47%. Given the
number of respondents who heard about the Mississippi Gulf Coast due to proximity or first-
hand accounts, this number is unsurprising. Of the 46% who felt that their perceptions changed,
86% felt that it changed in a positive way. This is extremely positive feedback for the area and
indicates that when visitors do not know what to expect, the Mississippi Gulf Coast surprises
and delights them!
What changed your perception of the Mississippi Gulf Coast?
Respondents were impressed with the friendly people, beaches, beautiful scenery, and
perseverance of rebuilding from Hurricane Katrina.
“I didn't realize it was so beautiful and full of historic/cultural places and activities.”
“It was wonderful being among the friendly people. We love the slower pace of life down there and the
genuine love the people have of their state.”
“Friendly people, beautiful sights, excellent food, fine service.”
“Having never been to Mississippi Gulf Coast I had no idea how beautiful and fun not to mention safe
the area was. I will for sure be returning and plan on vacationing here with my future family.”
“The Beauty and variety of things to do and ease of traveling to many other great sights and activities.”
“I heard Mississippi will never recover from Katrina. I have never seen such dedication and
perseverance from people like the residents of the coast. There are no negative attitudes. My favorite
destination.”
Positive, 86%
Negative, 14%
Did your perception change in a
positive or negative way?
Yes, 46%
No, 54%
Did your perception of the Mississippi
Gulf Coast change once you visited?
21
Areas Visited: Biloxi (85%) was the most commonly visited city within the Mississippi Gulf
Coast, followed by Gulfport (71%). Ocean Springs (34%) was visited by nearly one-third of
visitors while Bay St. Louis (27%), Long Beach (22%) and Pass Christian (22%) each were visited
by a quarter of visitors to the Gulf Coast. Of respondents who selected other, the majority
also visited New Orleans or Gulf Shores.
Resources Used: Visitor guides (61%) were heavily used by visitors to plan their trips, with
43% accessing information directly via the internet or websites. Personal or previous
experience was almost as equally important as a resource (34%) as brochures (36%). This figure
which remains consistent with figures from other communities correlates with the number of
visitors in proximity of the Mississippi Gulf Coast as well is indicative of the frequency of visits
since visitors who have been to the area multiple times have personal experience that is
relevant to planning future trips.
0% 10% 20% 30% 40% 50% 60% 70%
Other
Recommendations or suggestions from hospitality staff
Locals / Residents
Recommendations or suggestions from family or friends
Visitors Bureaus / Visitor or Welcome Centers
Personal or previous experience
Brochures
Internet / websites
Visitor guide(s)
4%
7%
12%
25%
26%
34%
36%
43%
61%
What resources did you use to plan or get information for your trip to the
Mississippi Gulf Coast?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Other
Gautier
Waveland
Pascagoula
Pass Christian
Long Beach
Bay St. Louis
Ocean Springs
Gulfport
Biloxi
5%
8%
10%
14%
22%
22%
27%
34%
71%
85%
Which of the following areas of the Mississippi Gulf Coast did you visit on
your most recent trip?
22
MGCRCVB: Just over a quarter of visitors (26%) accessed information regarding the region
from the Mississippi Gulf Coast Regional Convention and Visitors Bureau. Approximately 43%
of all respondents (and 43% of visitors) accessed information online. This percentage is
significantly less than the typical North Star community, which averages approximately 83% of
visitor access of information online. Additionally many communities have optimized their
websites for mobile devices since approximately 15 – 20% of visitors access information via
smartphones and mobile devices while on vacation.
To find out more about how respondents used the internet or websites for research on their
trips, respondents were asked two follow-up questions about websites and keywords used for
online searches. Respondents used a variety of websites for research, including those of
specific attractions as well as the state and regional tourism websites, travel websites, and basic
search engines such as Google.
Respondents who used websites / internet as a resource were also asked, “What keywords
did you use?” Respondents used both general terms, like “Mississippi,” “Mississippi Gulf
Coast,” “Gulf Coast Attractions,” “casinos,” and “hotels,” as well as more specific destinations
such as “Biloxi Seafood Festival,” “Beauvoir,” and “Harrah’s.” The word cloud below compiles
all of the open-ended responses, where word size represents the number of times it utilized.
“Which sites did you use?”
Mississippi Gulf Coast, Hotels.com, Harrah’s, Trip Advisor, Casinos, Gulfcoast.com, Google, and Bing
23
Overnight Visitors: Of visitors, 89% stayed overnight on their most recent visit (nearly double
the overnight visitors of other communities with visitors who visitors choose a destination for
its proximity). This figure indicates that the Mississippi Gulf Coast is primarily an overnight
destination not a daytrip /drive in location.
Nights Stayed: The majority of overnight visitors (50%) typically stayed for two to three
nights (at 25% each respectively). Interestingly, another 42% of visitors stayed for four or more
days. Only eight percent of overnight visitors chose to stay only one night.
0%
5%
10%
15%
20%
25%
One Two Three Four Five Six ormore
8%
25% 25%
14%
10%
18%
How many nights did you stay?
Yes, 89%No, 11%
Did you stay overnight during your most recent visit?
24
Lodging: Visitors generally stayed in a hotel or motel (44%) or at a casino (29%). An additional
10% of overnight visitors stayed in a condo rental. Of visitors who stayed overnight in a casino
44% received complimentary rooms.
Travel Groups: Visitors traveled with one other person (45%), two or three other people
(27%), alone (12%), or with 4 or more people (17%).
0% 10% 20% 30% 40% 50%
Bed and Breakfast
Campground
With friends and family
Other
Condo Rental
Casino
Hotel or motel
1%
4%
5%
7%
10%
29%
44%
Where did you stay?
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
One Two Three Four Five Six ormore
12%
45%
13% 14%
5%
12%
How many people did you travel with including
yourself?
25
Vacation Package(s): Only 22% of visitors were familiar with available vacation packages for
the Mississippi Gulf Coast. Of these only 3% purchased packages: predominantly hotel, airfare,
and golf packages.
Activities: Most respondents ate at restaurants (71%) or went to a casino (52%) while they
were visiting the Mississippi Gulf Coast. Going to the beach (47%) and going shopping (42%)
were also popular. Few visitors came to visit a university or art gallery or see a play or
performance.
0% 20% 40% 60% 80%
Visited a college / university
Visited an art gallery. Which did you visit?
Attended a play or performance
Conducted business
Visited with a group tour
Other
Attended a special event (like a concert or festival).
Attended or participated in a water sport(s)/outdoor activity
Visited family / friends
Visited a museum or historical landmark
Went to a local attraction(s)
Went shopping
Went to the beach
Went to a Casino
Ate at restaurants
1%
3%
3%
4%
4%
8%
12%
15%
21%
22%
31%
42%
47%
52%
71%
While you were visiting the Mississippi Gulf Coast, which of the following did you do?
(Choose all that apply)
Yes, 22% No, 78%
Are you familiar with available vacation
packages for the Mississippi Gulf Coast?
Yes, 3%
No, 97%
Did you purchase a vacation package for
your visit to the Mississippi Gulf Coast?
26
Please specify which attraction(s) you visited (31% of visitors). Casinos, beaches, Beauvoir, Biloxi lighthouse, visitor centers, Jefferson Davis’ residence, Ship
Island, shrimp boat tour, Marine Institute, gator ranch, amusement park, Friendship Oak, golf
courses.
What special event did you attend (12% of visitors)? 4th of July fireworks, Bay St. Louis Crab Festival, Cruisin’ The Coast, concert at Hard Rock,
shows and circus at Beau Rivage, Mardi Gras parades, Navy decommissioning, Gulfport Fishing Rodeo.
What museum or historical landmark did you see (22% of visitors)? Keesler Air Force Base, NAS Pensacola Aircraft Museum, Bay St. Louis Museum, Biloxi History
museum, Beauvoir Jefferson Davis Home & Presidential Library, Ship Island, Friendship Oak,
Biloxi Mardi Gras Museum, Children’s Museum, Hurricane Katrina and Hurricane Camille
Memorials, Lighthouse, USS Alabama.
What art attractions did you see (3% of visitors)? Biloxi Art Gallery, Ocean Springs art gallery, Ohr-O’Keefe Museum, Walter Anderson Museum,
Shearwater Pottery.
Please specify which casino(s) you visited (52% of visitors). Beau Rivage, Hard Rock, IP, Palace, Harrah’s, Golden Nugget, Island View, Boomtown, Biloxi
Grand, Margaritaville, Isle of Capri, Silver Slipper, Hollywood.
What outdoor recreational activity or watersport activities did you participate in
(15% of visitors)? Beach, swimming, fishing, deep sea fishing, jet ski, swamp boat tour, shrimping tour, boating,
kayaking, paddle boarding, parasailing.
Please specify which beach(es) you visited (47% of visitors). Bay St. Louis, Pass Christian, Biloxi, Gulfport, Long Beach, Ocean Springs, Ship Island,
Waveland.
27
VISITOR ASSESSMENT
This section provides feedback on how visitors assessed their experiences in the Mississippi
Gulf Coast Region.
Overall Experience: 59% of visitors rated their visits to the Mississippi Gulf Coast 9 out of 10
or higher, a high rating when one considers that only 9% of respondents rated their experience
lower than a rating of 6. The overall mean was 8.47 which also reflect a high degree of
satisfaction amongst visitors. These scores indicate that the Mississippi Gulf Coast delivers
visitor experiences that are rated at or near the very best.
Likelihood of Return: Visitors are also very likely (73%) in their desire to return to the
Mississippi Gulf Coast, another indicator of high satisfaction with the destination. Incredibly
nearly 90% of visitors report that they are “Very Likely” or “Somewhat Likely” to to return.
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5 6 7 8 9 10
1% 1% 0% 1% 2%4%
10%
22%
27%
32%
On a scale of 1 -10, with 1 being the worst possible experience and 10
being the best, how would you rate the overall expereience of your most
recent visit to the Mississippi Gulf Coast?
0% 20% 40% 60% 80%
Somewhat unlikely
Very unlikely
Undecided
Somewhat Likely
Very Likely
3%
3%
5%
17%
73%
How likely would you be to take another trip to the Mississippi Gulf Coast?
28
Visitor Advocacy Barometer
The Visitor Advocacy Barometer is a derivative of the well-known market research / customer
satisfaction principle known as the “Net Promoter Score*.” The premise of this method is that
respondents who score a community high on the following question actively recruit new
visitors through positive word-of-mouth marketing. By making a strong recommendation, they
are willing to risk their own character, trustworthiness and overall reputation for no tangible
reward. On a scale of 1 – 10, those whose recommendation score for a community is equal to
or below 6 are known as “detractors” who may even disparage a given locale. Those scoring a
community in the 7 – 8 point range typically neither promote nor deride and as such are known
as passives. The promoters are those who score a community in the 9 – 10 range and who are
positive advocates of a given brand.
Visitor Advocacy Barometer: 64% of visitors are promoters of the Mississippi Gulf Coast brand.
This provides strong advocacy and word-of-mouth marketing. Mississippi Gulf Coast’s Net Promoter
Score is 52%, indicating that visitors are much more likely to promote the brand than detract from it. A positive Net Promoter Score that is this high is very good news.
Net Promoter Score (Promoters – Detractors) is 52%
* See Fred Reichheld, “The Ultimate Question”
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
1 2 3 4 5 6 7 8 9 10
1.44%0.18%
1.35% 1.98% 2.97% 3.87%
8.01%
15.84% 15.93%
48.42%
Visitor Advocacy Barometer
Detractors
(12%) Passives
(24%)
Promoters
(64%)
29
COMPARISON RESULTS | BY NUMBERED RESPONSE
The charts below allow comparison of numbered responses between Mississippi Gulf Coast
visitors and the national sample in each of the categories tested. They illustrate how many
respondents selected each individual number as their response choice. For example, 27.3% of
all respondents in the national sample selected “10” when recommending the community they
visited as a place to visit - on a scale of 1 to 10 with 1 being "not at all likely" and 10 being
"extremely likely." Compare this to the Mississippi Gulf Coast Region which had 48.4% of visitors
select “10.”
Visiting Your Region
National Mississippi Gulf Coast
1 3.0% 1.4%
2 2.1% 0.2%
3 3.2% 1.4%
4 3.3% 2.0%
5 2.9% 3.0%
6 2.4% 3.9%
7 11.7% 8.0%
8 16.7% 15.8%
9 14.6% 15.9%
10 27.3% 48.4%
0%
10%
20%
30%
40%
50%
1 2 3 4 5 6 7 8 9 10
As a place to visit...
National Mississippi Gulf Coast
30
BRAND ADVOCACY SCORE
Brand Advocacy Score = % Promoters – % Detractors
By deleting the passive respondents who scored in the 7 and 8 categories, one can see that the
Mississippi Gulf Coast surpasses the National Average in the creation of passionate advocates of its
destination. With a Net Promotion Score at twice the national average, the Mississippi Gulf Coast can
easily leverage its visitors for purpose of promoting the area.
25.0%
52.6%
Visiting
Brand Advocacy Comparison
National Score
Mississippi Gulf Coast
2.1
X N
ati
on
al A
vera
ge
31
POTENTIAL VISITORS
This section addresses those who have not visited the Mississippi Gulf Coast in the past two
years, which represents only 13% of respondents.
Likelihood of Visiting: Only 25% of non-visitors were undecided about visiting Mississippi Gulf
Coast in the next year, though in general, respondents were far more likely (56%) than unlikely
(18%) overall to visit.
Yes, 83% No, 13%
I live/work there, 4%
Have you visited or been to the Mississippi Gulf Coast?
0% 5% 10% 15% 20% 25% 30%
Very likely
Somewhat likely
Undecided
Somewhat Unlikely
Very Unlikely
29%
27%
25%
8%
10%
How likely are you to visit the Mississippi Gulf Coast in
the next 12 months?
32
Reasons for Non-Visitation: Nearly one-half of non-visitors plan to visit the Mississippi Gulf
Coast in the future (49%), while 16% believe it is too far or out of the way. The majority of
those who chose “other” indicated that expense was the main factor in not visiting, and a few
stated they were fearful of being refused service or not welcome. Additionally, a small
percentage (12%) were unaware of things to do there. This indicates an opportunity for
increased marketing and promotion of attractions and activities in the Mississippi Gulf Coast as
well as the region’s affordability and hospitality.
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Nothing to do/boring
Don’t know where it is
Not interested
Don’t have time
Unaware of things to do there
Other
Too far away / out of the way
Plan to visit in the future
0%
1%
2%
8%
12%
14%
16%
49%
Why have you NOT visited the Mississippi Gulf Coast?
Other: Cannot afford, too far, health reasons, fear of being refused service.
33
Unlikely Visitors: Respondents who indicated they were undecided, somewhat unlikely or very
unlikely to visit were asked what would make them more likely to visit the area. Discounts on
lodging (55%), vacation value packages on lodging and attractions (52%) were the most popular
motivators, followed by discounts on food (40%), promotion of available offerings and activities
(33%), and access to more information about the Mississippi Gulf Coast (24%).
The need for value and discounts tracks was a macro trend of consumer interest in deals,
concessions, and any kind of economic added value that is true for many tourism destinations
across the US. However, this is focus on savings packages is less pointed for the Mississippi
Gulf Coast due to the significantly small number of respondents who did not visit.
Likely Visitors: Respondents who had not visited, but indicated they were either very likely or
somewhat likely to visit were asked a series of questions to assess what their future visits might
be like. Those responses are cross-tabulated with past visitors’ responses to compare the
intentions of potential visitors with travel behaviors of actual visitors.
0% 10% 20% 30% 40% 50% 60%
More nightlife / music
Easy to follow, personalized itineraries
More to do on weekends
More cultural and performing arts events
Casino value package
Other
Discounts on shopping
If a friend or family member recommended it
Access to more information about the Mississippi Gulf Coast
Better promotion of available offerings and activities
Discounts on food
Vacation value packages on lodging and attractions
Discounts on lodging
7%
7%
9%
14%
15%
18%
19%
19%
24%
33%
40%
52%
55%
What would make you more likely to visit the Mississippi Gulf Coast?
Other: All of the above, if I went with someone, camping, hot spots.
34
Likely Visitors – Primary Purpose: Both the largest group of visitors who came to the
Mississippi Gulf Coast and potential visitors who intend to visit there chose getting
away/sightseeing as their primary purpose. Potential visitors, however, listed going to the beach
as the second most popular selection while visitors preferred going to a casino.
0%
1%
1%
1%
3%
3%
4%
4%
10%
11%
17%
20%
25%
1%
2%
3%
0%
0%
5%
0%
3%
6%
4%
25%
8%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Shopping
Dining
Participate in water sports/ outdoor activities
Business / employment
Attend a conference, convention or trade show
To see the culture / heritage attractions; What
attractions?
Attend a special event (like a concert or festival)
Just passing through
Other
Visit friends / family
Go to the beach
Go to a Casino
Getaway / sightsee
What was/will be the primary purpose of your trip?
Potential Visitor Visitor
35
Likely Visitors – Areas Visited: Potential visitors are similar to actual visitors in many of the
top areas selected, in that the primarily chose Biloxi followed by Gulfport. Visitors however
were far more inclined to visit Ocean Springs and Pass Christian than potential visitors who
were more likely to select Bay St. Louis and Long Beach as places to visit.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Waveland
Gautier
Other
Pass Christian
Pascagoula
Ocean Springs
Long Beach
Bay St. Louis
Gulfport
Biloxi
10%
8%
5%
22%
14%
34%
22%
27%
71%
85%
4%
5%
6%
8%
13%
19%
20%
22%
62%
72%
Areas Visited / To Be Visited
Potential Visitor Visitor
36
Likely Visitors - Resources: Both visitors and potential visitors preferred the use of visitors
guides (61% / 81%) and the internet / websites (43% / 44%) as a means of planning their trip.,
however, potential visitors were more likely to use visitor bureaus/ welcome centers (47% to
26%). They were also more inclined to use printed materials such as brochures (42% to 36%).
Respondents used several different sites and keywords in their search for trip planning
resources.
Which sites? Travel sites; Biloxi, New Orleans, Mississippi Gulf Coast CVBs; Casino websites, Google, Yahoo, and
Bing.
What keywords did you or will you use to search? Mississippi Gulf Coast, attractions, travel, things to do, casinos, beaches, seafood, dining, Biloxi,
Pass Christian, Harrah’s. New Orleans, outdoors, Biloxi Seafood Festival.
0% 20% 40% 60% 80% 100%
Other
Recommendations or suggestions from…
Locals / Residents
Recommendations or suggestions from family…
Visitors Bureaus / Visitor or Welcome Centers
Personal or previous experience
Brochures
Internet / websites. Please list which site(s)…
Visitors Guides
4%
7%
12%
25%
26%
34%
36%
43%
61%
5%
8%
10%
31%
47%
1%
42%
44%
81%
What resources did you use to plan or get information for your trip to the
Mississippi Gulf Coast?
Potential Visitor Visitor
37
Likely Visitors – Activities: Potential visitors and visitors overwhelmingly plan on or did eat in
restaurants (85% / 71%), visit the beach (69% / 47%), and go to a casino (69% / 47%). Potential
visitors are less likely to plan on shopping (30%), but upon arrival 42% actually do shop.
Similarly, visitors go to more local attractions than then when they planned the trip (42% vs.
30%).
While 21% of visitors came to visit friends and family, only 5% of potential visitors planned to
do so. When one considers that recommendations from friends and family is a significant
reason why people visited the Mississippi Gulf Coast, the likely rational for the 16% variance is
that those with friends and family in the area have visited the area.
1%
3%
3%
4%
4%
8%
12%
15%
22%
21%
31%
42%
47%
52%
71%
4%
7%
5%
0%
8%
6%
10%
25%
35%
5%
24%
30%
69%
40%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Visit a college / university
Attend a play or performance
Visit an art gallery
Conduct business
Visit with a group tour
Other
Attend a special event (like a concert or festival)
Attend or participate in water sport(s) / outdoor activities
Visit a museum or historical landmark
Visit Family/Friends
Go to local attraction(s)
Go shopping
Visit the beach
Go to a Casino
Eat at restaurants
What activities did/will you plan on doing while in the Mississippi Gulf Coast
Potential Visitor Visitor
38
Likely Visitors – Activity Follow-Up Questions: Likely visitors were also asked questions about
specific activities and answered fairly similarly to past visitors.
Please specify which attractions you would like to visit:
Casino, Lighthouse, Keesler Air Force Base, wildlife and scenic attractions, golf, anything offered.
Please list or describe the water sport(s) / outdoor activities that you will attend or in
which you will participate.
Fishing, deep see fishing, shrimping, hiking, jet skiing, snorkeling, swimming at the beach.
What is the general city you will visit? Gulfport, Biloxi, Dauphin Island
Please list where you want to shop.
Edgewater mall, Gulfport outlets, local shops, antique shops, flea market.
Please list which event(s) you plan to attend.
Blues festival, Seafood festival, Steal Guitar show in Gulfport.
Which museums or historical landmarks do you plan to visit?
Beauvoir, Blues Trail Markers, nearby plantation home, Lighthouse, Fort off of Gulfport.
Which casino(s) do you plan to visit?
Beau Rivage, Golden Nugget, Harrah’s Grand Biloxi, Hard Rock.
Which beach(es) do you plan to visit?
Biloxi, Gulfport, Ocean Springs, Front Beach, Ship Island, Long Beach, beach closest to where we stay.
39
VISITOR SEGMENTS
When analyzing the data, five distinct segments of Mississippi Gulf Coast’s visitor population emerged:
family & friends visitors, casino visitors, beach vacationers, business/conference attendees and getaway /
sightseeing visitors.
Origins: The following maps compare origins amongst the visitor segments.
Family / Friends: Visitors come from throughout the Eastern US, especially the South,
Midwest, and Great Lakes region. A large number come from Mississippi, Louisiana, Alabama,
and Georgia.
Casino: Come predominantly from the South extending from Texas up to Virginia and down
throughout Florida, as well as from the Great Lakes and Northeast. Visitors in this segment also
came from as far away as Africa and Saudi Arabia.
40
Beach Vacationers: Unlike other visitor segments, do not typically come from coastal states
and areas, other than in Louisiana and Texas. Rather beach visitors come from a bandwidth
stretching from the Mississippi/Louisiana coast expanding northeast to the Great Lakes.
Additionally visitors also came from as far away as the UK, France, Denmark, and Lithuania.
Business / Conference Attendees: Are mostly from Mississippi, but also travel from across
the US.
41
Getaway / Sightseeing: Travel from across the eastern half of the continental US, with heavy
concentrations in Mississippi, Louisiana, Arkansas, and Great Lakes states.
42
Segment Comparisons: As part of the visitor segmentation analysis, specific question
responses were cross-tabulated to compare responses between segment groups.
Demographic profile: Respondents who identified themselves as Friends and Family Visitors
are 77% female with 63% in the 45 – 64 age segment. Casino Visitors are 58% female (this
subset had the largest number of male respondents). Casino Visitors were also composed of
older age segments with 62% falling into the 55 – 74 age bandwidth. Beach Visitor inquirers are
predominantly female (73%), and are far more evenly distributed across age segments with 35%
of respondents falling into the 45 – 54 age segment, but also having the largest number in the
35 – 45 age bandwidth. Likewise, Getaway/Sightseeing and Business/Convention Visitors also
are fairly evenly distributed in terms of gender and across age bandwidths.
0%
5%
17%
26%
37%
14%
2%1%
3%
7%
21%
32%
30%
7%
1%
12%
20%
35%
22%
7%
1%0%
6%
14%
24%
32%
22%
2%2%
10%
16%18%
35%
12%
4%
0%
5%
8%
28%
33%
24%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 25-34 35-44 45-54 55-64 65-74 75 or older
Age by Visitor Segment
Friends & Family Visitors Casino Visitors Beach Vacationers
Getaway / Sightseeing Visitors Business/ Convention Attendees Other Visitors
21%
77%
2%
41%
58%
1%
26%
73%
1%
39%
59%
2%
39%
61%
0%
36%
61%
3%
0%
50%
100%
Male Female I prefer not to answer
Gender by Visitor Segment
Friends & Family Visitors Casino Visitors
Beach Vacationers Getaway / Sightseeing Visitors
43
Overnight Stays: The chart below apportions the percentages of each segment that stayed
overnight on their most recent visits, as a function of where they chose lodging. Of Friends &
Family Visitors, 87% stayed overnight and while this segment typically is least likely to stay in a
hotel, 36% of this visitor type stayed in a Mississippi Gulf Coast hotel/motel, another 14% in a
casino hotel, with only 33% staying with friends and family. The majority of Casino visitors
(70%) stayed at a Casino of which 64% received complimentary rooms. A quarter (23%) of
Casino Visitors stayed at a hotel/motel. Beach Vacationers predominantly stayed in a hotel or
motel (55%) with 18% choosing to rent a condo. Business and Convention Attendees were the
most likely to stay in a standard hotel/motel, though 23% chose to stay in a casino. Getaway /
sightseeing visitors also preferred to stay in a hotel (52%) or casino (22%).
36%
2%
14%10%
33%
5%
23%
2%
70%
4% 2%
55%
1%3%
10%
18%
2%
11%
52%
2%5%
22%
10%
2%
64%
23%
5%8%
49%
2%
7%
20%
9%
3%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Hotel/Motel Bed andBreakfast
Campground Casino Condo Rental Friends & Family Other
Overnight Accomodations
Friends & Family Visitors Casino Visitors Beach Vacationers
Getaway / Sightseeing Visitors Business/ Convention Attendees Other Visitors
24%
76%64%
35%29%
65%
17%
83%
11%
78%
28%
70%
0%
50%
100%
Yes No
Provided Complimentary Room by Casino
Friends & Family Visitors Casino Visitors Beach Vacationers
Getaway / Sightseeing Visitors Business/ Convention Attendees Other Visitors
44
Activities: The chart below highlights the top yielding activities for visitors to the Mississippi
Gulf Coast by visitor segment. While each segment participated most in their primary purpose
for visiting activities (i.e. Casino Visitors went to casinos), other patterns were also apparent.
Each of the visitor segments ate in restaurants and went shopping in high proportions. Casino
Visitors were least likely to participate in other activities, such as in outdoor recreation, or
visiting local attractions. On the other hand, family / friends visitors participate in a number of
other activities, such as eating at restaurants (56%), shopping (49%), and visiting other
attractions.
2%
3%
23%
14%
17%
25%
35%
44%
40%
46%
70%
46%
15%
15%
4%
15%
17%
23%
33%
42%
40%
67%
2%
7%
9%
19%
12%
30%
39%
46%
53%
51%
80%
2%
3%
3%
20%
12%
16%
31%
44%
75%
30%
66%
1%
0%
9%
9%
8%
13%
18%
32%
23%
90%
63%
3%
2%
10%
15%
88%
22%
37%
45%
49%
41%
77%
0% 20% 40% 60% 80% 100%
Conducted business
Visited with a group tour
Attended a special event (like a concert or festival)
Attended or participated in a water sport(s)/outdoor activity
Visited family / friends
Visited a museum or historical landmark
Went to a local attraction(s)
Went shopping
Went to the beach
Went to a Casino
Ate at restaurants
Top Yielding Activities by Visitor Segment
Friends & Family Visitors Casino Visitors Beach Vacationers
Getaway / Sightseeing Visitors Business/ Convention Attendees Other Visitors
45
Resources: Most Mississippi visitor segments primarily utilized visitor guide(s), though Friend &
Family Visitors relied more on personal recommendations, followed by visitor guide(s).
Subsequent to visitor guide(s), most people utilized the internet and or websites.
Trip Planning and Information Resources by Visitor Segment
Friends &
Family
Visitors
Casino
Visitors
Beach
Vacationers
Getaway /
Sightseeing
Visitors
Business/
Convention
Attendees
Other
Visitors Total
Visitor guide(s) 49% 60% 69% 68% 50% 56% 61%
Brochures 38% 33% 38% 40% 23% 33% 36%
Recommendations from
family or friends 54% 20% 20% 21% 29% 21% 25%
Recommendations from
hospitality staff 8% 6% 5% 7% 8% 7% 7%
Internet / websites 35% 43% 46% 42% 48% 42% 43%
Personal or previous
experience 35% 36% 26% 34% 40% 38% 34%
Visitors Bureaus /
Visitor or Welcome
Centers 20% 24% 24% 36% 25% 23% 26%
Locals / Residents 18% 6% 11% 11% 4% 15% 12%
Other 2% 5% 4% 2% 0% 7% 4%
46
A chart graphically representing the resources used by visitor segment can be found below.
7%
7%
15%
21%
23%
38%
33%
42%
56%
0%
8%
4%
29%
25%
40%
23%
48%
50%
2%
7%
11%
21%
36%
34%
40%
42%
68%
4%
5%
11%
20%
24%
26%
38%
46%
69%
5%
6%
6%
20%
24%
36%
33%
43%
60%
2%
8%
18%
54%
20%
35%
38%
35%
49%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Other
Recommendations from hospitality staff
Locals / Residents
Recommendations from family or friends
Visitors Bureaus / Visitor or Welcome Centers
Personal or previous experience
Brochures
Internet / websites
Visitor guide(s)
Resources Used to Plan Trip by Visitor Segment
Friends & Family Visitors Casino Visitors Beach Vacationers
Getaway / Sightseeing Visitors Business/ Convention Attendees Other Visitors
47
Descriptions: Because these segments each have unique experiences, they often perceive
visited destinations differently. As such, visitor descriptions for the region were segmented by
visitor type. Naturally scenic and beautiful, A friendly/welcoming place, and Great
place to stay and explore the Gulf Coast are the strongest descriptors of the region
across the board, except for Casino Visitors who while they agree with the above see the
Mississippi Gulf Coast first and foremost as a Great place for gaming. Visitors least associate
the Mississippi Gulf Coast region a place for Great Shopping.
Top 2 Box: Mississippi Gulf Coast Descriptions by Visitor Segment
Friends &
family
visitors
Casino
visitors
Beach
vacationers
Getaway/
sightseeing
visitors
Business/
conference
attendees
Other
visitors Total
Family- friendly fun 58% 41% 52% 49% 41% 53% 50%
Great place to
experience unique
attractions
48% 40% 36% 41% 16% 43% 40%
Naturally scenic and
beautiful 67% 54% 59% 64% 57% 62% 61%
Great shopping 43% 26% 32% 36% 20% 33% 33%
Variety of water
sports/ outdoor
activities
59% 40% 44% 46% 33% 48% 46%
Great place for
casinos/ gaming 58% 80% 47% 56% 49% 59% 60%
A top getaway
destination 42% 44% 40% 46% 31% 43% 43%
Accessible 60% 53% 51% 56% 43% 58% 55%
Great place to stay
and explore the Gulf
Coast
66% 61% 62% 66% 49% 59% 62%
A place rich in culture
and arts 50% 34% 36% 45% 37% 44% 41%
Great place for events 52% 44% 36% 42% 35% 47% 43%
Attractive and clean 52% 51% 46% 48% 41% 51% 49%
Easy to find amenities
and attractions 54% 45% 45% 50% 35% 50% 48%
A friendly/ welcoming
place 66% 66% 58% 64% 61% 67% 64%
Lots to do 53% 50% 43% 49% 33% 48% 48%
Rich in History 58% 49% 48% 60% 43% 59% 55%
Great place for every
season 40% 41% 35% 42% 33% 42% 40%
Data reflects percentages of each visitor segment that rated the descriptor as a 9 or 10 on a 10-point scale where 1 is “Does Not Match”
and 10 is “Exact Match” for Mississippi Gulf Coast.
48
ECONOMIC IMPACT AND RETURN ON INVESTMENT CALCULATIONS
This section utilizes respondent spending figures reported in the survey in the categories of
food/dining, shopping, entertainment/attractions, lodging, transportation, and “other.” These
are fairly conservative estimates, operating under the assumption that an omitted category
response is a zero, rather than an unknown number. This method provides more conservative
averages for each category, and allows for increased confidence in the end ROI and economic
impact numbers reported.
Category Spending: The chart below includes what respondent groups (the person who
responded to the survey and the party they traveled with) spent in each category.
Category Spending Average
Food / Dining $ 292.70
Shopping $ 273.17
Casino $ 377.08
Entertainment / Attractions $ 169.63
Lodging $ 397.32
Transportation $ 85.41
Other $ 12.61
Spending per Person per Day: Each spending category was averaged, and all categories
totaled to create a total visitor spending figure for respondent groups on average: $1,607.93.
Estimated Total Visitor Spending: $1,607.93
Average Number of Days Stayed: 4.46
Average Number of People in Visitor Group: 2.90
To calculate the spending per person per day, the following formula was used:
Average Spending per Person per Day: $124.32
$1,607.93 ÷ 4.46 ÷ 2.90
49
ROI Calculation Factor Table: The following data was used to calculate direct spending and ROI.
They provide a basis for other calculations throughout this section.
Calculation Factors Visitors Directly
Influenced Visitors Non-visitors with
Intention to Visit*
Population: CVB Engaged
Consumers 29,918 24,832 3,102
Conversion 83% 61% (of visitors) 56% (of non-visitors)
Visits 24,832 15,147 1,737
Average number of annual
trips 0.91 0.91 0.91
Person trips (visits * # of
annual trips) 22,597 13,784 1,581
Average stay in days 4.46 4.46 4.46
Average daily per person
spending $124.32 $124.32 $124.32
Estimated Visitor Spending $12,529,295 $7,642,776 $876,612
* Includes those who are somewhat likely and very likely to visit within the year
50
CVB Engaged Consumers: In order to calculate the economic impact of visitor spending and
the resulting ROI, it is necessary to understand the survey sample population. The Mississippi
Gulf Coast’s consumers who have engaged with the CVB make up the consumer population for
this survey (this does NOT represent all visitors to the region, but only the ones that have
interacted in some way with the Visitors Bureau). The population of CVB engaged consumers is
considered to be the number of people who had access to the survey. For the purposes of this
survey, 29,918 people were emailed the survey.
To calculate the number of overall CVB engaged visitors, the total population of inquirers who were
emailed was applied to the survey’s conversion rate of 83% to yield 24,832 visitors (see ROI Calculation Factor Table, pg. 49).
CVB Engaged Consumers = 29,918
51
Estimated
Annual Trips
Person-Trips: Person trips are another important element of the ROI calculations. This figure
accommodates for the number of trips a visitor took in the year that is investigated, providing a
more accurate total ROI calculation.
To calculate the average number of trips a visitor took in 2014, the following process was used:
Average Trips per Visitor in 2 years: 1.82
Average Trips per Visitor in 2014 (1.82 ÷ 2): 0.91
Then, that number was applied to the total number of visitors to estimate person-trips (see ROI
Calculation Factor Table, pg. 49).
x =
x =
Estimated Direct Visitor Spending: With person-trips calculated, total estimated spending can
be calculated as well. Total direct visitor spending (of CVB engaged consumers) for 2014 is
$12,529,295.
x x
=
x x
=
24,832 0.91 22,597
Person-trips Spending per
Person per day
Average number
of days per visit
Estimated Visitor Spending in
2014
22,597 $124.32 4.46
$12,529,295
Estimated
Visits Person-trips
52
$17,165,134
Total Economic Impact of Direct Visitor Spending: When visitors spend money in a
community, that direct spending is multiplied in the economy by two major secondary effects:
indirect effects (increases in output, employment and income) and induced effects (employee
spending effects). Therefore, total economic impact is the sum of direct impacts, indirect
impacts and induced impacts. For the purposes of this report, we calculated the average
multiplier for the Mississippi Gulf Coast Region derived from Economic Modeling Specialists
Int’l data for Hancock, Harrison, and Jackson counties in the aggregate. The average tourism
multiplier derived from an evaluation of all six digit NAICS industries in the region was
calculated to be 1.37. This regional multiplier will be used to calculate the total economic
impact of visitor spending by CVB engaged visitors—$17,165,134.
x =
x =
Estimated Direct
Visitor Spending
Regional
Multiplier
TOTAL ECONOMIC
IMPACT OF VISITOR
SPENDING
$12,529,295 1.37
53
Total Directly Influenced Spending: Certain visitor respondents reported that they were
directly influenced by the MGCRCVB’s advertising. Their visitor spending represents income
that would not have been generated if it weren’t for the materials they received or the
advertisement they saw. When questions arise as to whether the Mississippi visitors’ reported
spending in this survey would have come anyway, this number provides an absolute minimum
amount of income brought directly to the region through the CVB’s marketing efforts. Direct
influence visitor spending provides an estimate of the total dollars spent by those directly
influenced visitors, as well as the total economic impact of this spending—$10,470,603
x x
=
x x
=
x =
x =
Direct Influence
Person-trips
Spending per
Person per day
Average number
of days per visit
Estimated Direct Influence
Visitor Spending in 2014
13,784 $124.32 4.46
$7,642,776
Estimated Direct
Influence Visitor Spending
Regional
Multiplier
$7,642,776 1.37 $10,470,603
TOTAL ECONOMIC
IMPACT OF INFLUENCED
VISITOR SPENDING
54
Total Potential Visitor Spending: Certain respondents had not visited the Mississippi Gulf
Coast Region in the past two years, but intend to visit in the coming year. By estimating their
projected spending, we can show that marketing dollars spent in FY2014 will continue to
generate revenue in 2015. The intending visitor spending accounts for the potential spending of
respondents who are “somewhat likely” or “very likely” to visit next year. The calculations
below represent an estimate of how much additional revenue is likely to be generated by
intending visitors (note: because Mississippi Gulf Coast’s conversion rate was so high, the
number of those who have not visited but intend to do so—and thus their projected
spending—is relatively low. The additional expected economic impact of potential visitor
spending is $1,200,958.
x x
=
x x
=
x =
x =
Potential Visitor
Person-trips
Spending per
Person per day
Average number
of days per visit
Estimated Potential Visitor
Spending
1,581 $124.32 4.46
$876,612
Estimated Direct
Influence Visitor Spending
Regional
Multiplier
$876,612 1.37 $1,200,958
TOTAL ECONOMIC
IMPACT OF VISITOR
SPENDING
55
TAPESTRY STUDY
An Introduction to Tapestry™
For the past 30 years, companies, agencies and organizations have used segmentation to divide
and group their markets to more precisely target their best customers and prospects. This
targeting method is superior to using “scattershot” methods that might attract these preferred
groups. Segmentation explains customer diversity, simplifies marketing campaigns, describes
lifestyle and lifestage of the residents and consumers and incorporates a wide range of public
and private data.
Segmentation systems operate on the theory that people with similar tastes, lifestyles and
behaviors seek others with those same tastes (hence the phrase “like seeks like”). These
behaviors can be measured, predicted and targeted. The Tapestry™ segmentation system
combines the who of lifestyle demography with the where of local neighborhood geography to
create a model of various lifestyle classifications or segments of actual neighborhoods,
identifying distinct behavioral market segments.
Based on the foundation of proven segmentation methodology introduced more than 30 years
ago, the Tapestry system classifies U.S. neighborhoods into 14 large LifeMode groups and within
those 14 larger groups, 67 more distinct market segments. Neighborhoods with the most
similar characteristics are grouped together while neighborhoods showing divergent
characteristics are separated.
Understanding your customers (residents and visitors), knowing customers‘ shopping patterns,
assessing the media preferences of customers, cross-selling to customers, and successfully
retaining existing customers for a lifetime are just some activities that are supported by mining
customer files. Some of these marketing activities include:
Customer profiling
Media targeting
Direct mail
Site analysis
The customer profiles reveal the demographics, lifestyles and product preferences of a
community‘s consumers. Consumers can be visitors, residents or businesses, anyone who
actively buys or sells goods in the city. By understanding who its customers are, more
appropriate responses can be formed to address their needs with better messaging, products
and services.
Said simply, the more you can learn about your customers (in this case your visitors), the
better you can serve them, keep them and find more like them.
Copyright © 2004 ESRI Business Information Solutions. All rights reserved.
56
Purpose
A Regional Tapestry Study was conducted to understand the target audience’s lifestyle in detail.
This included complete profiling reports for the Mississippi Gulf Coast’s inquiry records.
Methodology & Results
Tapestry represents the fourth generation of market segmentation systems that began 30 years
ago. This powerful tool classifies U.S. neighborhoods in several ways, including:
• LifeMode Groups:
o 14 summary groups based on lifestyle and lifestage
o Members share an experience (being born in the same time period, facing the
same lifestage, having a certain level of affluence, etc.)
• Tapestry Segments:
o 67 groups based on sociographic and demographic composition
o Considers income, occupation, educational attainment, ethnic origin, household
composition, marital/living arrangements, patterns of migration, mobility and
communication, lifestyle and media patterns
o Most distinct level of segmentation
The results from the Tapestry studies can be classified into two main reports:
• Who Report:
o Profiles the demographic and lifestyle segmentation of the population
o Classifies the population in each of the ways outlined above and indexes the population under study against national averages
• What Report:
o Provides a detailed profile of the core population for 37 separate lifestyle and
media groups in over 2,200 sub-categories
o Each category is indexed against the average U.S. resident to determine whether
a member of the population under study is more or less likely to exhibit the
specific behavior.
Key findings from the Tapestry reports are shown on the following pages.
For further explanation of any data or methodologies used to analyze the Tapestry reports,
please refer to the supplemental Regional Tapestry Poster and to this link:
http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf
57
REGIONAL TAPESTRY WHO REPORT | LIFEMODE GROUPS
The charts below highlight some of the key findings about the Mississippi Gulf Coast Visitor Profiles
as they relate to LifeMode Groups. Remember, members in a LifeMode Group share an experience
such as being born in the same time period, facing the same lifestage, having a certain level of
affluence, etc.
The number in front of each LifeMode corresponds with the LifeMode Group designation outlined
on the Regional Tapestry Poster. Please refer to the Regional Tapestry Poster that North Star
provided for more in-depth information on each LifeMode Group.
Below you can see how the Mississippi Gulf Coast visitors are divided into the 14 LifeMode Groups.
Visitors to the region represent all LifeMode Groups, but the largest groups come from semi-rural
and country lifestyles (Rustic Outposts and Country Living), with a mix of working professionals, middle
class families, the affluent, and urban visitors.
0.80%
0.70%
6.80%
4.30%
19.60%
3.80%
7.50%
5.10%
17.40%
12.50%
10.10%
0.80%
2.50%
7.80%
0% 5% 10% 15% 20% 25%
L14. Scholars and Patriots
L13. Next Wave
L12. Hometown
L11. Midtown Sinles
L10. Rustic Outposts
L9. Senior Styles
L8. Middle Ground
L7. Ethnic Enclaves
L6. Cozy County Living
L5. GenXurban
L4. Family Landscapes
L3. Uptown Individuals
L2. Upscale Avenues
L1. Affluent Estates
LifeMode Groups | Visitor Profile
58
Top Visitor LifeMode Groups: The U.S. average sits at 100
L10. Rustic Outposts (19.6%) – Indexed 233 against the U.S. average
• Country life with older families in older homes
• Rustic Outposts depend on manufacturing, retail and healthcare, with pockets of mining and
agricultural jobs
• Own affordable, older single-family or mobile homes; vehicle ownership is a must
• Residents live within their means, shop at discount stores and maintain their own vehicles
(purchased used) and homes
• Outdoor enthusiasts who grow their own vegetables, love their pets and enjoy hunting and
fishing
• Technology is cost prohibitive and complicated. Pay bills in person, use the yellow pages,
read the newspaper and mail-order books
• Median household income is $39,000
L6. Cozy Country Living (17.4%) – Indexed 142 against the U.S. average
• Empty nesters in bucolic settings. Homeowners with pets, residing in single-family dwellings
in rural areas; almost 30% have 3 or more vehicles and, therefore, auto loans
• Largest Tapestry group, almost half of households located in the Midwest
• Politically conservative and believe in the importance of buying American
• Own domestic trucks, motorcycles, and ATVs/UTVs
• Prefer to eat at home, shop at discount retail stores (especially Walmart), bank in person,
and spend little time online
• Own every tool and piece of equipment imaginable to maintain their homes, vehicles,
gardens, and lawns
• Listen to country music, watch auto racing on TV, and play the lottery; enjoy outdoor
activities, such as fishing, hunting, camping, boating, and even bird watching
• Median household income in this group is $53,800, although the range is broad
L5. GenXurban (12.5%) – Indexed 108 against the U.S. average
• Gen X in middle age; families with fewer kids and a mortgage
• Second largest Tapestry group, comprised of Gen X married couples, and a growing
population of retirees
• About a fifth of residents are 65 or older; about a fourth of households have retirement
income
• Own older single-family homes in urban areas, with 1 or 2 vehicles
• Live and work in the same county, creating shorter commute times
• Invest wisely, well-insured, comfortable banking online or in person
• News junkies (read a daily newspaper, watch news on TV, and go online for news)
• Enjoy reading, photo album/scrapbooking, playing board games and cards, doing crossword
puzzles, going to museums and rock concerts, dining out, and walking for exercise
• Median household income in this group is $56,200
59
L4. Family Landscapes (10.1%) – Indexed 138 against the U.S. average
• Non-diverse, prosperous married-couple families, residing in suburban or semirural areas
with a low vacancy rate (second lowest)
• Successful young families in their first homes (80%) with mortgages (second highest %), living
in newer homes, with a median home value slightly higher than the U.S of $69,000.
• Two workers in the family contributing to the second highest labor force participation rate,
low unemployment
• Do-it-yourselfers, who work on home improvement projects, as well as their lawns and
gardens
• Sports enthusiasts, typically owning newer sedans or SUVs, dogs, and savings accounts/plans,
comfortable with the latest technology
• Eat out frequently at fast food or family restaurants to accommodate their busy lifestyle
• Especially enjoy bowling, swimming, playing golf, playing video games, watching movies
rented via Redbox, and taking trips to a zoo or theme park
L1. Affluent Estates (7.8%) – Indexed 80 against the U.S. average
• Established wealth-educated, swell-traveled married couples
• Accustomed to “more”: less than 10% of all households, with 20% of household income
• Homeowners (almost (90%), with mortgages (70%)
• Married couple families with children ranging from grade school to college
• Expect quality, invest in time-saving services
• Participate actively in their communities. Active in sports and enthusiastic travelers
• The median household income for this group is $116,100
60
REGIONAL TAPESTRY WHO REPORT | REGIONAL TAPESTRY SEGMENTS
Tapestry Segments are the most distinct level of segmentation within the Tapestry System, dividing
members of a population into 65 groups based on sociographic and demographic composition.
Tapestry Segments take into consideration things like income, occupation, educational attainment,
ethnic origin, household composition, marital / living arrangements, patterns of migration, mobility,
communication, and lifestyle and media patterns.
The chart that follows illustrates delivery within all the Segments for the Mississippi Gulf Coast
Region visitors. The Segments are organized by level of affluence – Segment One is the most
affluent and Segment 67 is the least affluent Segment.
The Mississippi Gulf Coast Visitor Profile has a wide range of different Tapestry Segments, indicating
a diverse group of visitors. The largest portion of visitors appear to be clustered in LifeMode Group
10 and 6.
4.6%
5.5%5.0%
7.9%
5.3%
1 2 3 4 5 6 7 8 91
01
11
21
31
41
51
61
71
81
92
02
12
22
32
42
52
62
72
82
93
03
13
23
33
43
53
63
73
83
94
04
14
24
34
44
54
64
74
84
95
05
15
25
35
45
55
65
75
85
96
06
16
26
36
46
56
66
7
Tapestry Segments | Visitor Profile Segments
$$$ Affluence Range $
Top Visitor Segments: 1. 10A Southern Satellites 7.9%
2. 6A Green Acres 5.5%
3. 10B Rooted Rural 5.3%
4. 6B Rooted Rural 5.0%
5. 4C Middleburg 4.6%
61
Top Resident Segment Descriptions: The U.S. average sits at 100
10A Southern Satellites (7.9%) – Indexed 248 against the U.S. average
• One of the largest rural segments, they are typically not diverse, older, married, and
participate in the rural lifestyle.
• The median age is 38.7 and median HHI is $44,000.
• These consumers are more concerned about cost rather than quality or brand loyalty.
• They tend to be somewhat late in adapting to technology
• Read fishing/hunting and home service magazines. They are likely to own 2-3 vehicles,
servicing them themselves.
• Partial to eating at low-cost family restaurants and drive-ins.
• Use Walmart for all their shopping needs (groceries, clothing, pharmacy, etc.).
6A Green Acres (5.5%) – Indexed 171 against the U.S. average
• Rural enclaves in metropolitan areas, primarily (not exclusively) older homes with acreage
• Median Age: 43.0 and median Household Income: $72,000
• An older market, primarily married couples, most with no children.
• They are cautious consumers with a focus on quality and durability.
• Comfortable with technology, more as a tool: they bank or pay bills online; but the Internet
is not viewed as entertainment.
• Economic outlook is professed as pessimistic, but consumers are comfortable with debt,
primarily as home and auto loans, and investments.
• Purchasing choices reflect Green Acres’ residents’ country life, including vehicles from
trucks or ATVs
• Homeowners favor DIY home improvement projects and gardening.
• Media of choice are provided by satellite service, radio, and television, all with an emphasis
on country and home and garden.
• Green Acres residents pursue physical fitness vigorously, using home gym equipment or
playing sports
• Residents are active in their communities and a variety of social organizations from fraternal
orders to veterans’ clubs.
10B Rooted Rural (5.3%) – Indexed 260 against the U.S. average
• This market is dominated by married couples, few with children at home. Rooted Rural is
heavily concentrated in the Appalachian Mountain Range, Texas, and Arkansas
• Median age is 44.1 and median HHI is $38,000.
• Thrifty shoppers that use coupons frequently and buy generic goods.
• Far-right political values on religion and marriage.
• Do-it-yourself mentality; grow their own produce and work on their cars and ATVs.
• Only half of the households have a high-speed Internet connection.
• They use a satellite dish to watch CMT, the History Channel, and GSN (Game Show
Network).
62
6B Salt of the Earth (5.0%) – Indexed 170 against the U.S. average
• Median Age: 43.1 and Median Household Income: $53,000
• This large segment is concentrated in the Midwest, particularly in Ohio, Pennsylvania, and
Indiana. Due to their rural setting, households own two vehicles to cover their long
commutes, often across county boundaries.
• Steady employment in construction, manufacturing, and related service industries.
• Their net worth is double the national median.
• Cost-conscious consumers, loyal to brands they like, with a focus on buying American.
• Last to buy the latest and greatest products.
• Try to eat healthy, tracking the nutrition and ingredients in the food they purchase.
• Outdoor sports and activities, such as fishing, boating, hunting, and overnight camping trips
are popular.
• To support their pastimes, truck ownership is high; many also own an ATV.
• They own the equipment to maintain their lawns and tend to their vegetable gardens.
• Residents often tackle home remodeling and improvement jobs themselves.
• Due to their locale, they own satellite dishes, and many still require dial-up modems to
access the Internet.
• These conservative consumers prefer to conduct their business in person rather than
online. They use an agent to purchase insurance.
4C Middleburg (4.6%) – Indexed 165 against the U.S. average
• Median Age: 35.3 and Median HHI is $55,000
• Young couples, many with children; average household size is 2.73.
• Labor force participation typical of a younger population at 66.7% (Index 106).
• Traditional values are the norm here— faith, country, and family.
• Prefer to buy American and for a good price.
• Comfortable with the latest in technology, for convenience (online banking or saving money
on landlines) and entertainment.
• Residents are partial to trucks, SUVs, and occasionally, convertibles, or motorcycles.
• Entertainment is primarily family-oriented, TV and movie rentals or theme parks and family
restaurants.
• Spending priorities also focus on family (children’s toys and apparel) or home DIY projects.
• Sports include hunting, target shooting, bowling, and baseball.
• TV and magazines provide entertainment and information. Media preferences include
country and Christian channels.
63
TOP 10 CONSUMER SEGEMENT OBSERVATIONS
• Most segments in the top 10 are from LifeMode Groups, 10, 6, and 4. These segments are
primarily comprised of rural and country lifestyles. Segment 4 is comprised of visitors with
more suburban preferences.
• Most segments in the top 10 consider family and tradition very valuable.
• A majority of visitors are from the Southern United Sates. The only outlier within the top
ten is Illinois.
64
REGIONAL TAPESTRY WHAT REPORT | UNDERSTANDING THE WHAT REPORT
The following information can be used as a guide to help you more fully understand the What
Reports. When used correctly, this report will help you gain a much deeper understanding of the
consumer and inquiry populations and serve as a valuable tool for developing tourism product and
targeting marketing messages.
As explained previously, the Tapestry What Report provides a detailed analysis of the audience
under study for 37 separate Lifestyle and Media groups (see list on page 5) in over 2,200 categories.
Lifestyle and media groups are very broad (“Shopping”) while sub-categories are much more
specific (“shopped at The Gap in the past 3 months”).
Complete list of all Tapestry Lifestyle and Media groups:
• Apparel • Internet
• Appliances • Leisure
• Attitudes • Mail/Phone/Yellow Pages
• Automobiles • Watch
• Automotive/Aftermarket • Read
• Baby Products • Listen
• Beverage Alcohol • Personal Care
• Books • Pets
• Cameras • Restaurant
• Civic Activities • Shopping
• Convenience Stores • Smoking
• Electronics • Sports
• Financials • Telephone
• Furniture • Tools
• Garden Lawn • Toys/Games
• Grocery • Travel
• Health • Video/DVDs
• Home Improvement • Miscellaneous
• Insurance
65
READING THE WHAT REPORT CHARTS:
All categories are indexed against the national average of people who exhibit that certain lifestyle
trait. An index of 100 is average, thus anything above an index of 100 is above average and anything
below an index of 100 is below average. The example below can help you understand this indexing
system.
As an example, visitors to the region index 463 in listening to gospel-based radio. This means they
are over 4.63 times more likely to listen to gospel-based radio than the U.S. average.
Below you will find a summary of the What Report for the Mississippi Gulf Coast Region’s Visitor
Profile. The following pages contain selected charts that highlight some of the regional visitor’s key
preferences.
Note: The brands mentioned in the What Reports may not be present in the Mississippi Gulf Coast Region.
Although they may not be present in the area, seeking similar brands will be beneficial.
• Listen: Visitors likely listen to gospel and urban music. They are not as likely to listen to or purchase reggae music.
• Read: Likely to read fishing and hunting magazines as well as the classified section of the newspaper. Not as likely to
purchase women’s fashion magazines
• Watch: Likely to watch the Outdoor Channel using Dish Network. They are less likely to use pay-per-view to watch a sporting
event.
• Leisure: Visitors are likely to own an ATV and be members of veterans clubs. They are less likely to rent or watch foreign
films
• Restaurants: Visiting consumers enjoy eating at Hardee’s, Waffle House, or Cracker Barrel. They are less likely to eat at
Baskin-Robbins.
• Travel: Visitors are overall more likely to visit the North-Central region of the US and stay in a Hampton Inn. They are less
likely to use airline-specific sites for foreign travel.
66
67
TARGET MARKET SOLAR SYSTEM
Purpose
North Star‘s Target Market Solar System clearly lays out Mississippi Gulf Coast‘s targeting
prospects visually, allowing a quick and easy identification of the markets with the greatest
potential for return. Our proprietary “Likeness Index” ranks your top visitor markets according
to how well each market’s residents resemble your core visitors. Expansion markets, or the markets
which should be targeted most aggressively, are clearly identified in the upper left hand quadrant. The Solar System allows you to prioritize your marketing and media budgets, by
showing you where your spending would be most effective, and where it might be wasted.
Methodology & Results
The Target Market Solar System maps out and correlates four market variables in one visual
graph. These include:
• The volume of current visitors to the Mississippi Gulf Coast coming from each feeder
market indicated on the X, or horizontal, axis of the graph and listed from left to right.
• The calculated Likeness Index for each feeder market, or how well each market’s resident
psychographic profile matches with the Mississippi target visitor profile. This is indicated on
the Y, or vertical, axis of the graph and listed from top to bottom.
• Size of each of Mississippi Gulf Coast’s top 20 feeder markets, indicated by the relative size
of the market’s “planet.”
• Distance of each feeder market from the Mississippi Gulf Coast Region, indicated by the
color of each market’s “planet.”
The main take-away for the Solar System study is to identify ways in which you could move
markets from left (low visitation) to the right (high visitation). At a future date, this can be
reevaluated to measure progress.
North Star first geocoded visitor and inquiry records in order to determine the top feeder
markets (CBSAs).
Market Rank
Market (CBSA) Percent of Total Bookings
1 Dallas, TX 2.9%
2 Atlanta, GA 2.8%
3 New York, NY 2.5%
4 Houston, TX 2.5%
5 Memphis, TN 2.3%
6 Chicago, IL 2.3%
7 St. Louis, MO 2.2%
8 Jackson, MS 2.0%
9 Gulfport, MS 1.8%
10 New Orleans, LA 1.8%
11 Baton Rouge, LA 1.4%
12 Kansas City, MO 1.2%
13 Little Rock, AR 1.0%
14 Charlotte, NC 1.0%
15 Birmingham, AL 0.9%
16 Nashville, TN 0.9%
17 Tampa, FL 0.9%
18 Philadelphia, PA 0.9%
19 Detroit, MI 0.9%
20 Minneapolis, MN 0.8%
68
North Star then calculates the Likeness Index for each feeder market, or how well each
market’s resident psychographic profile matches with the Mississippi Gulf Coast Region’s target
visitor profile. to the we select the Tapestry segments that are most highly represented by the
region’s visitors.
The Mississippi Gulf Coast Visitor Profile has a wide range of different Tapestry Segments, indicating
a surprisingly diverse group of visitors with varying psychographic and lifestyle behaviors. From this
field of 67 Tapestry segments we selected the top five visitor segments and correlated those
segments to the number of households in each market that corresponds to the target consumer
profile.
Based on the percentage of visitors from each feeder market and their Likeness Index, we assign
each market to a graphical quadrant.
Guide to Target Market Solar System Quadrants:
Expansion Markets – Quad II Core Markets – Quad I
Markets in the expansion quadrant are a lot
like your typical visitor, but aren't yet
coming in large numbers. They represent
the biggest opportunity for attracting new
visitors and should be targeted aggressively.
Markets that fall into this quadrant are your
core markets (over 5% visitation, over 100
"likeness" index). Already coming in big
numbers and likely to keep coming, they
should be well maintained.
Non-Target Markets – Quad III Conversion Markets – Quad IV
Markets in this quadrant are "gravy", not
coming in big numbers and not like your
typical visitor. They originate from large
metro areas with a diverse population.
These markets should not be considered
targets but may present niche marketing
opportunities in narrow sub-sectors.
These are conversion markets: they are
coming in big numbers but are not like your
typical visitor. Somehow you've managed
to convert them; usually related to market
volume and/or proximity. Keep them on
the radar, but do not make them a priority.
69
Mississippi Gulf Coast Target Marker Solar System
Aspirational Core Visitor Market
The majority of Mississippi Gulf Coast’s “core” visitor markets fall within the Non-target Market
quadrant. This suggests that while these markets are not like your typical visitors in terms of
psychographic profile, they are being captured (perhaps related to sheer market volume coming from
large markets). These visitors most likely represent niche markets and represents the diversity of
interests and consumption demands that is the Mississippi Gulf Coast Region is able to fulfill. In other
words, the Mississippi Gulf Coast Region is truly able to offer something for everyone.
70
Not to be ignored however is the fact that a number of markets within the Expansion Market
Quadrant. This means that while still less than 5% of visitors are coming from these markets, they are
most similar to the top psychographic and lifestyle profile of the typical MGCR visitor. Focusing
immediate efforts on markets that have a higher likeness index are often easiest to draw or convert to
core markets. These markets include Little Rock, Birmingham, Charlotte, Baton Rouge, and Nashville.
Mississippi Gulf Coast Target Market Solar System
Core Visitor Expansion Market View
OTHER SOLAR SYSTEM CONCLUSIONS:
• A majority of the markets are well over 300 miles from Mississippi Gulf Coast. This implies
that the area has offerings that visitors feel cannot be found elsewhere and they are more
than willing to travel.
• Based on a lower Likeness Index, a large number of visitors fall into the Non-target Market
categories, meaning they may be niche visitors. Visitors from this quadrant typically visit
less frequently and are often one-time visitors
• Based on this sample of visitors, the Target Market Solar System did not identify markets in
the Core Markets or Conversion Markets Quadrants. While this may appear at first to be a
negative, it is most likely due to the high level of visitor market diversity.
• The easiest markets to target for expansion are those markets such as Charlotte, NC and
Nashville, TN which would provide both sizeable markets and similar resident/visitor
profiles.