tampa/hillsborough county€¦ · 10 8 6 4 4 4 13 18 15 8 7 6 4 4 4 0 10 20 30 40...

2015 Visitor Report

Tampa/Hillsborough County

Table of Contents

2

Introduction………………………………………………………………………………..… 3

Research Objectives…………………………………………………………………..…….. 4

Methodology………………………………………………………………………….……….. 5

Key Findings…………………………………………………………………………………… 6

Size & Structure of the U.S. Travel Market……………………………………..……….. 10

Size & Structure of Tampa/Hillsborough County’s Domestic Travel Market……… 14

Overnight Trip Detail………………………………………………………………………….. 18

Overnight Expenditures……………………………………………………………...… 19

Overnight Trip Characteristics………………………………………………………… 24

Demographic Profile of Overnight Visitors…………………………………............… 59

Day Trip Detail…………………………………………………………………………….. 70

Day Trip Expenditures……………………………………………………………...… 71

Day Trip Characteristics……………………………………………………………… 76

Demographic Profile of Day Visitors…………………………………………...........… 96

Appendix: Key Terms Defined…………………………………………………………….. 107

Introduction

3

Longwoods International began tracking American travelers in 1985, and has

conducted large-scale syndicated visitor research quarterly since 1990.

In 2007, our proprietary Longwoods Travel USA® program was migrated from mail

to online, with the benefits of rapid turnaround, enhanced flexibility and interactivity,

as well as greater respondent involvement.

It is currently the largest ongoing study ever conducted of American travelers,

providing our clients with more reliable data and greater ability to home in on key

market segments of interest.

This report provides an overview for Tampa/Hillsborough County’s domestic tourism

business in 2015.

Research Objectives

The visitor research program is designed to provide:

Estimates of domestic overnight and day visitor volumes to Tampa/Hillsborough

County

A profile of Tampa/Hillsborough County’s performance within its overnight travel

market

Profiles of Tampa/Hillsborough County’s day travel market

Relevant trends in each of these areas

4

Methodology

5

Each quarter, a random, projectable sample of adult members (18 years of age and

over) of a major U.S. consumer panel is invited to participate in the Travel USA®

survey:

Selected to be representative of the U.S. adult population

For the 2015 travel year, this yielded :

337,164 trips for analysis nationally:

237,555 overnight trips

99,609 day trips

For Tampa/Hillsborough County, the following sample was achieved in 2015:

3,347 trips:

2,513 overnight trips

834 day trips

For analysis, data were weighted on key demographics to correct for any differences

between the sample and U.S. population targets.

Key

Findings

Key Findings

7

In 2015, Tampa/Hillsborough County had 33.1 million person trips. Of

these trips, 23% were overnight trips. The rest were day trips.

“Visiting friends and relatives” (at 48%) was the most frequent

purpose for an overnight trip to Tampa/Hillsborough County.

Marketable trips (those influenced by marketing efforts) were 38% of

the total overnight trips. Coming for a “theme park” was the highest

marketable trip purpose.

For overnight trips, the top state markets were Florida, New York,

Massachusetts, and Georgia. Among DMAs, the top three visitor

sources were New York, Tampa, and Orlando.

Key Findings

8

Two-thirds (66%) of visitors, were very satisfied with the overall trip

experience. All satisfaction elements were less than the national

average.

Of the overnight respondents, 81% have visited Tampa/Hillsborough

County at least once. Sixty-seven (67%) percent had visited in the

past year.

Similar to the national average, nearly half (49%) of the overnight

trips were planned 2 months or less before the trip. Less than the

national average, ten percent (10%) did not plan anything in advance.

“Online travel agencies,” “airline/commercial carrier,” and “hotel or

resort” were the most common planning sources for an overnight trip.

“Airline/commercial carrier” was the most common booking source.

Key Findings – (Cont’d)

9

The average number of nights spent in Tampa/Hillsborough County

for an overnight trip was 2.9 nights, up from 2.6 nights in 2014.

The average travel party size was 2.8 persons.

The top five overnight trip activities and experiences were

“Shopping,” “Beach/Waterfront,” “Swimming,” “Fine Dining,” and

“Theme Park.”

The highest social media activities on an overnight trip to

Tampa/Hillsborough County were “posting photos online,” “reading

travel reviews,” “looking at photos online,” and “accessing the

internet to learn about travel deals, news, events, or promotions.”

The usage of social media on the overnight trip remained

unchanged from 2014.

Size & Structure of the

U.S. Travel Market

Total Size of the U.S. Travel Market— 2011-2015

1,413 1,451 1,480 1,532 1,568

0

500

1,000

1,500

2,000

2011 2012 2013 2014 2015

Mill

ions

of T

rips

11

Base: Total Overnight Person-Trips

2.4%

Structure of the U.S. Travel Market —

2015 Overnight Trips

12

Visiting Friends/Relatives

44%

Marketable43%

Business10%

Business-Leisure3%


U.S. Market Trends for Overnight Trips

— 2015 vs. 2014

2

3

1

4

2

-10 -5 0 5 10

All Overnight Trips

Visiting Friends/Relatives

Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change

13


Size & Structure of Tampa/

Hillsborough County Domestic

Travel Market

Total Size of Tampa/Hillsborough Domestic Travel Market in 2015

15

Total Person-Trips = 33.1 Million

Day Trips51%

Overnight Trips48%

15.8 Million

17.3 Million

Tampa/Hillsborough County Overnight Travel Market — by Main Trip Purpose

16

VFR48%

Marketable38%Business

9%

Business-Leisure

5%

7.6 Million

6.0 Million1.4 Million

0.8 Million

Adult Overnight Person-Trips = 15.8 Million

Tampa/Hillsborough County Day Travel Market — by Trip Purpose

17

VFR36%

Marketable56%Business

6%

Business-Leisure

2%

9.7 Million1.0 Million

0.35 Million

Adult Day Person-Trips = 17.3 Million

6.25 Million

Overnight Trip Detail

Overnight Trip Expenditures

Average Per Person Expenditures on Domestic Overnight Trips — By Sector

20

$54$42

$19 $24 $18

0

20

40

60

80

100

120

Lodging RestaurantFood &

Beverage

RetailPurchases

Recreation/Sightseeing/

Entertainment

Transportationat Destination

Dol

lars

Base: Total Overnight Person-Trips to Tampa/Hillsborough County

Average Per Person Expenditures on Domestic Overnight Trips — by Trip Purpose

21

$145

$280

0

100

200

300

Leisure Business

Do

llars


Average Per Party Expenditures on Domestic Overnight Trips — By Sector

22

$152$119

$53 $66 $51

0

50

100

150

200

250

300

Lodging RestaurantFood &

Beverage

RetailPurchases

Recreation/Sightseeing/

Entertainment

Transportationat Destination

Dol

lars


Average Per Party Expenditures on Domestic Overnight Trips — by Trip Purpose

23

$419

$613

0

200

400

600

800

Leisure Business

Dol

lars


Overnight Trip Characteristics

Main Purpose of Trip

48

9

6

6

6

3

3

2

2

5

4

5

0 10 20 30 40 50 60

Visiting friends/relativesTheme Park

Special eventResort

TouringCity trip

OutdoorsCasinoCruise

Other business tripConference/Convention

Business-leisure

Percent

25

Marketable

Trips

38%


Main Purpose of Leisure Trip —Tampa/Hillsborough County vs. National Norm

48

9

6

6

6

3

3

2

2

44

4

7

5

8

5

6

4

2

0 10 20 30 40 50 60

Visiting friends/relatives

Theme Park

Special event

Resort

Touring

City trip

Outdoors

Casino

Cruise

Percent

Tampa/Hillsborough County U.S. Norm

26


Main Purpose of Overnight Leisure Trip to Tampa/Hillsborough County

— 2015 vs. 2014

48

9

6

6

6

3

3

2

2

45

10

6

5

7

4

4

3

2

0 10 20 30 40 50 60


Theme Park

Special event

Resort

Touring

City trip

Outdoors

Casino

Cruise

Percent

2015 2014

27


Main Purpose of Business Trip —Tampa/Hillsborough County vs.

National Norm

4

5

4

6

0 2 4 6 8 10

Conference/Convention

Other business trip

Percent


28


Main Purpose of Overnight Business Trip to Tampa/Hillsborough County

— 2015 vs. 2014

4

5

4

6

0 2 4 6 8 10


Other business trip

Percent

2015 2014

29


Sources of Business

30


States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%

State Origin Of Trip

35

10

5

5

3

3

3

3

3

3

3

0 10 20 30 40

Florida

New York

Massachusetts

Georgia

New Jersey

Texas

California

Illinois

North Carolina

Michigan

Virginia

Percent

31


DMA Origin Of Trip

11

8

8

6

5

4

3

3

3

2

2

2

0 5 10 15

New York, NY/NJ/PA/CT

Tampa-St. Petersburg-Sarasota, FL

Orlando-Daytona Beach-Melbrn, FL

Miami-Ft. Lauderdale, FL

Boston, MA

Ft. Myers-Naples, FL

Atlanta, GA

Jacksonville, FL/GA

Chicago, IL

Washington, DC

West Palm Beach-Ft. Pierce, FL

Philadelphia, PA

Percent

32


Season of Trip

29

24

22

25

0 10 20 30

January-March

April-June

July-September

October-December

Percent

33


34

Satisfaction with Tampa/Hillsborough County Trip - % Very Satisfied


66

58

56

56

49

45

41

75

66

66

64

57

51

43

0 20 40 60 80

Overall trip experience

Friendliness of people

Quality of accomodations

Quality of food

Sightseeing/ attractions

Value for the money

Music/ nightlife/ entertainment

% Very Satisfied


35

Past Visitation to Tampa/Hillsborough County


81

67

0 20 40 60 80 100

Ever in thePast

Past Year

Percent

36

Length of Trip Planning


4

14

23

20

29

10

3

13

18

17

35

14

0 10 20 30 40

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything inadvance

Percent


37

Trip Planning Information Sources


20

20

19

18

13

11

10

8

6

15

12

16

15

9

9

9

7

6

0 10 20 30 40

Online travel agencies

Airline/commercial carrier

Hotel or resort

Advice from relatives or friends

Travel company websites

Destination websites

Social Media

Auto club/AAA

Travel Agent/Company

Percent


38

Trip Planning Information Sources (Cont’d)


5

4

3

3

3

2

2

2

28

5

3

2

3

2

2

3

1

34

0 10 20 30 40

Travel guide/other books

800/888 number

Magazine articles/ad

Lodging sharing websites

TV program/ad

Newspaper articles/ad

Visitors' bureau/gov tourism office

Radio show/ad

None of these

Percent


39

Method of Booking


23

20

19

10

8

6

4

4

4

13

18

15

8

7

6

4

4

4

0 10 20 30 40

Airline/commercial carrier

Hotel or resort

Online travel agencies

Travel company websites

Advice from relatives or friends

Travel agent/company

800/888 number

Auto club/AAA

Destination websites

Percent


40

Method of Booking (Cont’d)


3

3

2

2

2

2

26

2

2

1

1

1

1

35

0 10 20 30 40

Travel guide/other books

Lodging sharing websites

Magazine articles/ad

Newspaper articles/ad

Radio show/ad

TV program/ad

None of these

Percent


41

Devices Used for Trip Planning


90

53

44

30

18

84

45

41

27

17

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Homecomputer

Smartphone

Tablet

Percent


42

Devices Used During Trip


86

69

38

36

78

65

33

28

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent


Total Nights Away on Trip

14

17

24

16

18

11

21

26

26

12

11

4

0 10 20 30

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent

Tampa/Hillsborough County U.S. Norm43

Average Tampa/Hillsborough County

6.1 nightsAverage U.S. Norm

4.0 nights


Number of Nights Spent in Tampa/Hillsborough County

38

24

22

8

8

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

44

Average Nights Spent in Tampa/Hillsborough County = 2.9

Base: Overnight Person-Trips with 1+ Nights Spent In Tampa/Hillsborough County

Number of Nights Spent in

Tampa/Hillsborough County

2015 vs. 2014

38

24

22

8

8

44

24

19

7

8

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2015 2014

45

Average

2015 = 2.9 nights

2014 = 2.6 nights

Base: Overnight Person-Trips with 1+ Nights Spent In Tampa/Hillsborough County

Size of Travel Party

46

2.2

2.3

0.6

0.6

0 1 2 3 4

Tampa/HillsboroughCounty

U.S. Norm

Average No. of People

Adults Children

Total = 2.8

Total = 2.9


Transportation

56

39

33

7

5

5

4

3

65

26

19

9

6

5

5

3

0 20 40 60 80

Own car/truck

Plane

Rental car

Traditional taxi cab

Bus

Online taxi service

Train

Ship/boat

Percent


47


Accommodations

52

33

7

6

5

4

3

2

2

2

6

54

28

4

4

4

5

2

4

3

3

6

0 10 20 30 40 50 60

Hotel/Motel

Home of Friend/Relative

Rented Home/Condo/Apartment

Own Home/Condo/Apt/2nd Home

Time Share

Bed & Breakfast

Boat/Cruise Ship

Campground/Trailer Park/RV Park

Country Inn/Lodge

Rented Cottage/Cabin

Other

Percent


48


Activities and Experiences

49

42

36

29

29

22

14

14

12

12

11

35

16

16

23

8

11

14

11

10

10

0 10 20 30 40 50

Shopping

Beach/Waterfront

Swimming

Fine Dining

Theme Park

Bar/Nightclub

Landmark/Historic Site

Museum

National/State Park

Casino

Percent



Activities and Experiences (Cont’d)

50

11

9

9

9

7

7

7

7

6

6

7

5

5

5

5

5

5

5

5

6

0 10 20 30 40 50

Theater

Zoo

Boating/Sailing

Fishing

Dance

Art Gallery

Fair/Exhibition

Spa

Brewery

Business Meeting

Percent




51

6

6

5

5

4

4

4

3

3

3

4

3

3

7

4

4

5

3

2

2

0 10 20 30 40 50

Golf

Biking

Pro/College Sports

Hiking/Backpacking


Winery

Camping

Rock/Pop Concert

Birding

Participated in adults sports event

Percent




52

3

3

2

2

2

2

2

2

2

2

2

1

1

1

0 10 20 30 40 50

Spectator at amateur/ youth sports

Tennis

Trade Show

Attended/ Participated in kids sports

Motorcycle Touring

Rafting

Symphony

Percent



Activities of Special Interest

53

26

22

20

12

7

6

5

4

4

3

2

22

17

21

11

5

4

5

5

5

3

2

0 10 20 30

Family Reunion

Cultural Activities/Attractions

Historic Places

Exceptional Culinary Experiences

Brewery Tours/Beer Tasting

Eco-Tourism

Winery Tours/Tasting

Wedding

Traveling with Grandchildren

Religious Travel

Medical Tourism

Percent



Online Social Media Use by Travelers

54

69

39

30

24

24

15

14

68

34

28

22

21

13

13

0 20 40 60 80

Used any social media for travel

Posted travel photos/ video online

Read travel reviews

Looked at travel photos/ video online

Accessed travel news/events/deals/promotions

Connected with others interested in travel

Read a travel blog

Percent



Online Social Media Use by Travelers (Cont’d)

55

69

13

12

11

9

9

6

5

68

11

11

9

9

9

6

5

0 20 40 60 80


Contributed travel reviews

Got travel advice

Gave travel advice

"Followed" a destination/ attraction

Tweeted about a trip

Subscribed to a travel e-newsletter

Blogged about a trip

Percent



Online Social Media Use by Travelers in Tampa/Hillsborough County – 2015 vs. 2014

56

69

39

30

24

24

15

14

70

33

27

24

22

14

14

0 20 40 60 80


Posted travel photos/ video online

Read travel reviews

Looked at travel photos/ video online



Read a travel blog

Percent

2015 2014


Online Social Media Use by Travelers in Tampa/Hillsborough County

– 2015 vs. 2014 (Cont’d)

57

69

13

12

11

9

9

6

5

70

12

13

11

10

9

6

5

0 20 40 60 80



Got travel advice

Gave travel advice

Followed a destination/ attraction




Percent

2015 2014


Organization Membership

58

48

26

3

2

43

22

4

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile of

Overnight Visitors

Gender

60

48

52

48

52

0 20 40 60 80

Male

Female

Percent



Age

61

12

17

16

19

15

21

13

21

19

17

13

17

0 5 10 15 20 25

18-24

25-34

35-44

45-54

55-64

65+

Percent

Tampa/Hilllsborough County U.S. Norm


Average Tampa/Hillsborough County = 47.3 Average U.S. Norm = 44.9

Marital Status

62

62

22

16

62

24

14

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/separted

Percent



Household Size

63

21

38

18

13

10

20

36

18

15

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



Children in Household

64

61

18

21

15

56

20

22

18

0 20 40 60 80

No children under 18

Any child between 13-17


Any child under 6

Percent


Base: Total Overnight Person Trips

Education

65

18

42

25

14

1

22

40

23

14

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



Employment

66

51

9

40

51

10

39

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent



Household Income

67

7

15

15

23

40

6

15

16

22

40

0 10 20 30 40 50

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent



Race

68

84

7

9

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent



Hispanic Background

69

88

12

91

9

0 20 40 60 80 100

No

Yes

Percent



Day Trip Detail

Day Trip Expenditures

Average Per Person Expenditures on Day Trips — By Sector

72

Base: Total Day Person-Trips to Tampa/Hillsborough County

$20

$14$17

$9

0

10

20

30

Restaurant Food& Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Dol

lars

Average Per Person Expenditures on Day Trips — by Trip Purpose

73

$60

0

50

100

Leisure Business*

Dol

lars


* Low base sizes

Average Per Party Expenditures on Day Trips — By Sector

74


$55

$38$46

$24

0

20

40

60

80

Restaurant Food& Beverage

Retail Purchases Recreation/Sightseeing/

Entertainment

Transportation atDestination

Dol

lars

Average Per Party Expenditures on Day Trip — by Trip Purpose

75

$166

0

50

100

150

200

Leisure Business*

Dol

lars


* Low base sizes

Day Trip Characteristics

Main Purpose of Trip

36

12

10

8

7

6

6

4

2

6

1

2

0 10 20 30 40

Visiting friends/relativesTheme park

Special eventCity tripTouringCasino

ShoppingOutdoors

Resort

Other business tripConference/convention

Business-leisure

Percent

77

Marketable

Trips

56%


Main Purpose of Leisure Trip —Tampa/Hillsborough County vs. National

Norm

78

36

12

10

8

7

6

6

4

2

37

3

8

8

11

4

8

7

2

0 10 20 30 40


Theme park

Special event

City trip

Touring

Casino

Shopping

Outdoors

Resort

Percent


Base: Total Day Person-Trips

Main Purpose of Day Leisure Trip

to Tampa/Hillsborough County —

2015 vs. 2014

79

36

12

10

8

7

6

6

4

2

34

11

9

8

6

6

7

5

2

0 10 20 30 40


Theme park

Special event

City trip

Touring

Casino

Shopping

Outdoors

Resort

Percent

2015 2014


Main Purpose of Day Business Trip — Tampa/Hillsborough County vs.

National Norm

80


1

6

2

6

0 2 4 6 8 10


Other business trip

Percent


Main Purpose of Day Business Trip to Tampa/Hillsborough County —

2015 vs. 2014

81


1

6

1

8

0 2 4 6 8 10


Other business trip

Percent

2015 2014

Sources of Business


82

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%

State Origin Of Trip

87

2

2

0 20 40 60 80 100

Florida

New York

California

Percent

83


DMA Origin Of Trip

39

26

7

6

3

3

2

2

0 10 20 30 40

Tampa-St. Petersburg-Sarasota, FL

Orlando-Daytona Beach-Melbrn, FL

Ft. Myers-Naples, FL

Miami-Ft. Lauderdale, FL

West Palm Beach-Ft. Pierce, FL

Jacksonville, FL/GA

New York, NY/NJ/PA/CT

Gainesville, FL

Percent

84


Season of Trip

27

22

25

26

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

85


Size of Travel Party

86

2.2

2.1

0.6

0.7

0 1 2 3 4

Tampa/HillsboroughCounty

U.S. Norm

Average No. of People

Adults Children

Total = 2.8

Total = 2.8


Activities and Experiences

87

34

23

20

16

13

10

8

8

8

7

29

8

6

12

7

7

5

9

8

7

0 10 20 30 40

Shopping

Beach/Waterfront

Theme Park

Fine Dining

Swimming

Casino

Zoo

Landmark/Historic Site

Museum

National/State Park

Percent




88

7

6

5

5

4

4

4

3

3

3

4

4

2

4

4

2

2

4

2

1

0 10 20 30 40

Theater

Fair/Exhibition/Festival

Rock/Pop Concert

Bar/Nightclub

Fishing

Boating/Sailing

Pro/College Sports

Business Meeting


Attended/ Participated in kids sports

Percent




89

2

2

2

2

2

2

2

2

2

3

3

2

1

6

2

2

3

1

0 10 20 30 40

Art Gallery

Brewery

Dance

Birding

Hiking/Backpacking

Golf

Biking

Winery

Spectator at amateur/ youth sports

Percent



Activities of Special Interest

90

16

16

15

8

5

4

4

2

2

1

1

16

14

17

8

4

3

4

4

3

2

2

0 5 10 15 20

Family ReunionCultural Activities/Attractions

Historic PlacesExceptional Culinary Experiences

Eco-TourismTraveling with GrandchildrenBrewery Tours/Beer TastingWinery Tours/Wine Tasting

WeddingReligious TravelMedical Tourism

Percent



Online Social Media Use by Travelers

91

66

34

31

24

19

14

13

11

67

32

27

23

22

12

9

13

0 10 20 30 40 50 60 70


Posted travel photos/video online

Read travel reviews

Looked at travel photos/video online




Read a travel blog

Percent



Online Social Media Use by Travelers (Cont’d)

92

66

10

9

9

7

5

4

67

11

8

9

8

5

4

0 10 20 30 40 50 60 70


Got travel advice

Gave travel advice

"Followed" a destination/attraction




Percent



Use of Social Media for Travel to Tampa/Hillsborough County –

2015 vs. 2014

93

66

34

31

24

19

14

13

11

62

29

26

21

20

11

7

12

0 10 20 30 40 50 60 70


Posted travel photos/video online

Read travel reviews

Looked at travel photos/video online




Read a travel blog

Percent

2015 2014


Use of Social Media for Travel to Tampa/Hillsborough County –

2015 vs. 2014 (Cont’d)

94

66

10

9

9

7

5

4

62

10

9

7

7

5

5

0 10 20 30 40 50 60 70


Got travel advice

Gave travel advice

Followed a destination/attraction




Percent

2015 2014


Organization Membership

95

43

24

1

1

37

19

3

2

0 10 20 30 40 50

AAA

AARP

National Motor Club

Better World Club

Percent



Demographic Profile of

Day Visitors

Gender

97

47

53

46

54

0 20 40 60

Male

Female

Percent



Age

98

11

14

18

24

15

18

13

21

19

19

14

14

0 5 10 15 20 25

18-24

25-34

35-44

45-54

55-64

65+

Percent



Average Tampa/Hillsborough County = 47.2 Average U.S. Norm = 44.3

Marital Status

99

57

23

20

61

25

15

0 10 20 30 40 50 60 70

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent



Household Size

100

24

38

17

12

9

19

34

19

16

12

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



Children in Household

101

61

17

18

16

52

21

23

20

0 10 20 30 40 50 60 70

No children under 18



Any child under 6

Percent



Education

102

17

41

24

17

1

18

38

25

17

1

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Other

Percent



Employment

103

49

9

42

49

10

40

0 10 20 30 40 50

Fulltime/self-employed

Part-time

Not employed/retired/ other

Percent



Household Income

104


3

11

13

20

53

4

12

14

22

48

0 10 20 30 40 50 60

$150K+

$100-$149.9K

$75-$99.9K

$50-$74.9K

<$49.9K

Percent


Race

105

84

8

8

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent



Hispanic Background

106

87

13

91

9

0 20 40 60 80 100

No

Yes

Percent



Appendix A: Key Terms

Defined

Key Terms Defined

108

An Overnight Trip is any journey for business or pleasure, outside your

community and not part of your normal routine, where you spent one more

nights away from home.

A Day Trip is any journey for business or pleasure, outside your community

and not part of your normal routine, that did not include an overnight stay. Day

trips involve travel of more than 50 miles from home.

A Person-Trip is one trip taken by one visitor.

Person-trips are the key unit of measure for this report.

Trip-Type Segments

109

Leisure Trips: Include all trips where the main purpose was one of the following:


Touring through a region to experience its scenic beauty, history and culture

Outdoors trip to enjoy activities such as camping, hunting, fishing, hiking, and boating

Special event, such as a fair, festival, or sports event

City trip

Cruise

Casino

Theme park

Resort (ocean beach, inland or mountain resort)

Skiing/snowboarding

Golf

Business Trips:

Conference/convention

Other business trip

Business-Leisure: a trip for business where, on the same trip, the visitor stayed for at least one

additional day to experience the same place or nearby area simply for leisure.

Marketable

Trips:

Include all

leisure trips,

with the

exception of

visits to

friends/relatives

Total Trips = Leisure + Business + Business-Leisure

tampa/hillsborough county€¦ · 10 8 6 4 4 4 13 18 15 8 7 6 4 4 4 0 10 20 30 40...

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