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2015 Visitor Report

Jacksonville

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 Jacksonville’s Domestic Travel Market…………………………….. 14

Overnight Trip Detail………………………………………………………………………….. 21

Overnight Expenditures……………………………………………………………...… 22

Overnight Trip Characteristics………………………………………………………… 28

Demographic Profile of Jacksonville Overnight Visitors…………………............… 63

Day Trip Detail…………………………………………………………………………….. 74

Day Trip Expenditures……………………………………………………………...… 75

Day Trip Characteristics……………………………………………………………… 81

Demographic Profile of Jacksonville Day Visitors……………………………..........… 101

Appendix: Key Terms Defined…………………………………………………………….. 112

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 Jacksonville’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 Jacksonville

A profile of Jacksonville’s performance within its overnight travel market

A profile of Jacksonville’s performance within its overnight marketable travel market

Domestic visitor expenditures in Jacksonville, in co-operation with Tourism

Economics

Profiles of Jacksonville’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 Jacksonville, the following sample was achieved in 2015:

1,675 trips:

1,274 overnight trips

401 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, Jacksonville had 20.4 million person trips, increasing 9%

from 2013. Of these trips, 48% were overnight trips. The rest were

day trips.

The overnight trips generated $1.26 billion in spending, increasing

17% from 2013.

“Visiting friends and relatives” (at 47%) was the most frequent

purpose for an overnight trip to Jacksonville. Marketable trips (those

influenced by marketing efforts) were 40% of the total overnight trips.

Coming for a “special event such as fair, festival or sports event” and

to visit a “theme park” were the highest marketable trip purposes.

For overnight trips, the top state markets for Jacksonville visitors

were Florida, Georgia, and New York. Among DMAs, the top three

visitor sources were Jacksonville, Orlando, and New York.

Key Findings

8

Three-fourths (75%) of Jacksonville visitors, were very satisfied with

the overall trip experience. Most satisfaction elements were similar to

the national average. Satisfaction with the “quality of food” was higher

than the national average.

Of the overnight respondents, 67% have visited Jacksonville at least

once. Sixty-four (64%) percent had visited in the past year.

Similar to the national average, over half (51%) of the overnight trips

were planned 2 months or less before the trip. Also, similar to the

national average, thirteen percent (13%) did not plan anything in

advance.

“Online travel agencies,” “hotel or resort”, and “advice from relatives

or friends”, and were the most common planning sources for a

Jacksonville overnight trip. “Hotel or resort” and “online travel

agencies” were the most common booking sources.

Key Findings – (Cont’d)

9

The average number of nights spent in Jacksonville for an

overnight trip was 3.0 nights, up from 2.8 nights in 2013. The

average travel party size was 2.9 persons.

Over two-thirds (68%) of overnight Jacksonville travelers arrived by

personal car or truck.

The top five overnight trip Jacksonville activities and experiences

were “Shopping,” “Beach,” “Swimming,” “Fine Dining,” and “Theme

Park.”

The highest social media activities on an overnight trip to

Jacksonville 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 was similar to 2013.

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


Marketable Trips

Business-Leisure Trips

Business Trips

Percent Change

13


Size & Structure of Jacksonville

Domestic Travel Market

Total Size of Jacksonville Domestic Travel Market in 2015

15

Total Person-Trips = 20.4 Million

Day Trips52%

Overnight Trips48%

9.7 Million

10.7 Million

+9.0% vs. 2013

8.9 9.7

0

5

10

15

20

2013 2015

Mill

ions

of T

rips

16

Overnight Trips to Jacksonville

+9%

Base: Total Overnight Person-Trips to Jacksonville

Size of Jacksonville Overnight Travel Market — Adults vs. Children

17

Total Overnight Person-Trips = 9.7 Million

Adults76%

Children24%

2.4 Million

7.3 Million

Jacksonville Overnight Travel Market —by Main Trip Purpose

18

VFR45%

Marketable39%Business

12%

Business-Leisure

4%

3.3 Million

2.8 Million0.8 Million

0.3 Million

Adult Overnight Person-Trips = 7.3 Million

Size of Jacksonville Day Travel Market —Adults vs. Children

19

Total Day Person-Trips = 10.7 Million

Adults77%

Children23%

2.5 Million

8.2 Million

Jacksonville Day Travel Market —by Trip Purpose

20

VFR42%

Marketable48%

Business8%

Business-Leisure

3%

4.0 Million0.6 Million

0.2 Million

Adult Day Person-Trips = 8.2 Million

3.4 Million

Overnight Trip Detail

Overnight Trip Expenditures

Total Domestic JacksonvilleOvernight Spending — by Sector

23

Total Spending = $1.262 Billion

Lodging32%

Food & Beverage27%

Retail17%

Transportation12%

Recreation/Entertainment11%

$407.3 Million

$132.3 Million $157.3 Million

$219.9 Million

$345.2 Million

Source: Tourism Economics

+17.0% vs. 2013

Average Per Person Expenditures on Domestic Overnight Trips — By Sector

24

$44$33

$21 $19 $160

20

40

60

80

100

120

Lodging RestaurantFood &

Beverage

RetailPurchases

Transportationat Destination

Recreation/Sightseeing/

Entertainment

Dol

lars


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

25

$115

0

100

200

Leisure Business*

Do

llars

* Low base sizes


Average Per Party Expenditures on Domestic Overnight Trips — By Sector

26


$121$93

$57 $52 $44

0

50

100

150

200

250

300

Lodging RestaurantFood &

Beverage

RetailPurchases

Transportationat Destination

Recreation/Sightseeing/

Entertainment

Dol

lars

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

27

$335

0

200

400

600

800

Leisure Business*

Dol

lars

* Low base sizes


Overnight Trip Characteristics

Main Purpose of Trip

47

9

7

5

5

5

3

3

7

3

4

0 10 20 30 40 50 60

Visiting friends/relatives

Special event

Theme park

Touring

City trip

Resort

Cruise

Outdoors

Other business trip

Conference/Convention

Business-leisure

Percent

29

Marketable

Trips

40%


Main Purpose of Leisure Trip —Jacksonville vs. National Norm

47

9

7

5

5

5

3

3

44

7

3

8

5

5

2

6

0 10 20 30 40 50 60


Special event

Theme Park

Touring

City trip

Resort

Cruise

Outdoors

Percent

Jacksonville U.S. Norm

30


Main Purpose of Overnight Leisure Trip to Jacksonville — 2015 vs. 2013

47

9

7

5

5

5

3

3

53

5

5

5

3

4

3

4

0 20 40 60 80


Special event

Theme park

Touring

City trip

Resort

Cruise

Outdoors

Percent

2015 2013

31


Main Purpose of Business Trip —Jacksonville vs. National Norm

3

7

4

6

0 2 4 6 8 10


Other business trip

Percent


32


Main Purpose of Overnight Business Trip to Jacksonville — 2015 vs. 2013

3

7

3

8

0 2 4 6 8 10


Other business trip

Percent

2015 2013

33


Sources of Business

34

Base: Overnight Person-Trips to Jacksonville

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%

State Origin Of Trip

34

13

7

4

4

4

3

3

3

2

2

2

2

2

2

0 10 20 30 40

FloridaGeorgia

New YorkSouth Carolina

TexasVirginia

CaliforniaNorth Carolina

MarylandOhio

MassachusettsMichigan

IllinoisPennsylvania

New Jersey

Percent

35


DMA Origin Of Trip

10

9

7

5

5

4

4

3

3

2

2

2

0 10 20

Jacksonville, FL/GA

Orlando-Daytona Beach-Melbrn, FL

New York, NY

Tampa-St. Petersburg-Sarasota, FL

Atlanta, GA

Miami-Ft. Lauderdale, FL

Savannah, GA/SC

Washington, DC

Tallahassee-Thomasville, FL

Los Angeles, CA

Chicago, IL

West Palm Beach-Ft. Pierce, FL

Percent

36


Season of Trip

27

28

22

23

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

37


38

Satisfaction with Jacksonville Trip% Very Satisfied


75

80

62

60

55

52

49

75

64

57

66

66

51

43

0 20 40 60 80 100

Overall trip experience

Quality of food

Sightseeing/ attractions

Quality of accomodations

Friendliness of people

Value for the money

Music/ nightlife/ entertainment

% Very Satisfied


39

Past Visitation to Jacksonville


67

64

0 20 40 60 80 100

Ever

Past Year

Percent

40

Length of Trip Planning


5

12

19

18

33

13

3

13

18

17

35

14

0 10 20 30 40 50

More than 1 year in advance

6-12 months

3-5 months

2 months

1 month or less

Did not plan anything inadvance

Percent


41

Trip Planning Information Sources


19

18

18

13

12

12

11

8

7

15

16

15

12

9

9

9

7

6

0 10 20 30 40

Online travel agencies

Hotel or resort

Advice from relatives or friends

Airline/commercial carrier

Social Media

Travel company websites

Destination websites

Auto club/AAA

Travel Agent/Company

Percent


42

Trip Planning Information Sources -(Cont’d)


7

5

4

4

4

4

3

2

2

5

2

3

3

2

2

3

1

1

0 10 20 30 40

Travel guide/other books

Magazine articles/ad

800/888 number

Lodging sharing websites

TV program/ad

Newspaper articles/ad

Visitors' bureau/gov tourism office

Radio show/ad

Travel/ski show or exhibition

Percent


43

Method of Booking


19

18

14

10

10

7

6

5

5

18

15

13

8

7

6

4

4

4

0 10 20 30 40

Hotel or resort

Online travel agencies

Airline/commercial carrier

Travel company websites

Advice from relatives or friends

Travel agent

Destination websites

Auto club/AAA

800/888 number

Percent


44

Method of Booking – (Cont’d)


4

3

3

3

3

2

2

2

2

2

1

1

1

1

1

1

0 10 20 30 40

Lodging sharing websites

Travel guide/other books

Newspaper articles/ad

Radio show/ad

Magazine articles/ad

Visitors' bureau/gov tourism office

TV program/ad

Travel/ski show or exhibition

Percent


45

Devices Used for Trip Planning


86

46

46

30

20

84

45

41

27

17

0 20 40 60 80 100

Used Any Device (net)

Laptop

Desktop/Homecomputer

Smartphone

Tablet

Percent


46

Devices Used During Trip


78

69

36

33

78

65

33

28

0 20 40 60 80 100

Used Any Device (net)

Smartphone

Laptop

Tablet

Percent


Total Nights Away on Trip

16

22

25

13

15

8

21

26

26

12

11

4

0 10 20 30 40

1 night

2 nights

3-4 nights

5-6 nights

7-13 nights

14 + nights

Percent


47

Average Jacksonville

5.1 nightsAverage U.S. Norm

4.0 nights


Number of Nights Spent in Jacksonville

43

22

20

7

9

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

48

Average Nights Spent in Jacksonville = 3.0

Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville

Number of Nights Spent in Jacksonville

2015 vs. 2013

43

22

20

7

9

38

28

19

9

6

0 10 20 30 40 50

1 night

2 nights

3-4 nights

5-6 nights

7 + nights

Percent

2015 2013

49

Average

2015 = 3.0 nights

2013 = 2.8 nights

Base: Overnight Person-Trips with 1+ Nights Spent In Jacksonville

Size of Travel Party

50

2.2

2.3

0.7

0.6

0 1 2 3 4

Jacksonville

U.S. Norm

Average No. of People

Adults Children

Total = 2.9

Total = 2.9


Transportation

68

26

23

7

6

5

5

4

2

2

1

65

26

19

9

6

5

5

3

2

1

1

0 20 40 60 80

Own car/truck

Plane

Rental car

Taxi cab

Bus

Train

Online taxi service

Ship/boat

Camper, R.V

Bicycle

Motorcycle

Percent


51


Accommodations

58

31

7

5

5

5

4

3

3

2

5

54

28

5

4

4

4

2

3

3

4

6

0 10 20 30 40 50 60 70

Hotel/Motel

Home of Friend/Relative

Bed & Breakfast

Rented Home/Condo/Apartment

Own Home/Condo/Apt/2nd Home

Time Share

Boat/Cruise Ship

Rented Cottage/Cabin

Country Inn/Lodge

Campground/Trailer Park/RV Park

Other

Percent


52


Activities and Experiences

53

44

36

27

26

18

15

13

11

11

11

35

16

16

23

8

14

11

11

10

4

0 10 20 30 40 50

Shopping

Beach

Swimming

Fine Dining

Theme Park

Landmark/Historic Site

Bar/Disco

Museum

National/State Park

Zoo

Percent



Activities and Experiences – (Cont’d)

54

10

9

9

9

8

8

8

7

7

6

5

7

5

5

5

10

3

5

5

5

0 10 20 30 40 50

Fishing

Theater

Spa

Dance

Art Gallery

Casino

Biking

Boating/Sailing

Fair/Exhibition/Festival

Brewery

Percent




55

6

6

6

6

5

5

5

4

4

4

4

5

3

7

4

6

4

3

2

2

0 10 20 30 40 50

Golf

Camping

Rock/Pop Concert

Hiking/Backpacking

Winery

Business Meeting


Pro/College Sports

Tennis

Trade Show

Percent




56

3

3

3

3

2

2

2

2

2

2

2

2

2

2

2

1

1

1

1

1

1

2

0 10 20 30 40 50

Participated in adult sports

Attnd/Particptd in kids sports

Birding

Spectator at youth sports

Motorcycle Touring

Rafting

Skiing/Snowboarding

Symphony

Hunting

Participant in youth sports

Mountain Climbing

Percent



Activities of Special Interest

57

26

26

24

12

8

7

7

7

5

4

3

21

22

17

11

4

5

5

5

5

3

2

0 10 20 30 40

Historic Places

Family Reunion

Cultural Activities/Attractions

Exceptional Culinary Experiences

Eco-Tourism

Traveling with Grandchildren

Brewery Tours/Beer Tasting

Winery Tours/Tasting

Wedding

Religious Travel

Medical Tourism

Percent



Online Social Media Use by Travelers

58

67

38

29

24

21

16

15

68

34

28

22

21

11

16

0 20 40 60 80 100

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)

59

67

13

13

12

12

11

8

6

68

12

9

9

9

9

5

6

0 20 40 60 80 100


Got travel advice

Tweeted about a trip

Gave travel advice

"Followed" a destination/attraction

Contributed travel reviews

Blogged about a trip

Subscribed to a travel e-newsletter

Percent



Online Social Media Use by Travelers in

Jacksonville – 2015 vs. 2013

60

67

38

29

24

21

16

15

69

34

25

25

22

20

16

0 20 40 60 80 100



Read travel reviews




Read a travel blog

Percent

2015 2013


Online Social Media Use by Travelers in

Jacksonville – 2015 vs. 2013 – (Cont’d)

61

67

13

13

12

12

11

8

6

69

12

7

9

11

12

6

6

0 20 40 60 80 100


Got travel advice


Gave travel advice





Percent

2015 2013


Organization Membership

62

43

27

5

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

64

47

53

48

52

0 20 40 60 80

Male

Female

Percent



Age

65

14

19

17

16

12

22

13

21

19

17

13

17

0 10 20 30 40

18-24

25-34

35-44

45-54

55-64

65+

Percent



Average Jacksonville = 45.9 Average U.S. Norm = 44.9

Marital Status

66

58

26

16

62

24

14

0 20 40 60 80

Married/with partner

Single/never married

Divorced/widowed/separted

Percent



Household Size

67

20

33

18

15

14

20

36

18

15

11

0 10 20 30 40

1 member

2 members

3 members

4 members

5+ members

Percent



Children in Household

68

55

22

22

18

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

69

19

41

25

15

22

40

23

14

0 10 20 30 40 50

Post-graduate

College graduate

Some college

High school or less

Percent



Employment

70

47

9

44

51

10

39

0 20 40 60

Full time/ self-employed

Part time

Not employed/retired/ other

Percent



Household Income

71

6

14

15

22

43

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

72

75

16

9

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent



Hispanic Background

73

89

11

91

9

0 20 40 60 80 100

No

Yes

Percent



Day Trip Detail

Day Trip Expenditures

Total Jacksonville Domestic Day Trip Spending — by Sector

76

Total Spending = $626.4 Million

Restaurant Food & Beverage

32.6%

Retail30.0%

Recreation/Entertainment

17.6%Transportation

19.8%

$204.3 Million

$123.5 Million $110.4 Million

$188.2 Million

Source: Tourism Economics

+4.1% vs. 2013

Average Per Person Expenditures on Day Trips — By Sector

77

Base: Total Day Person-Trips to Jacksonville

$19 $18

$10$12

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

78

$57

0

50

100

Leisure Business*

Dol

lars


* Low base sizes

Average Per Party Expenditures on Day Trips — By Sector

79


$45 $45

$22$31

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

80

$151

0

50

100

150

200

Leisure Business*

Dol

lars


* Low base sizes

Day Trip Characteristics

Main Purpose of Trip

42

10

9

8

7

7

5

3

5

2

2

0 10 20 30 40

Visiting friends/relativesShopping

TouringSpecial event

City tripOutdoors

Theme parkResort

Other business tripConference/convention

Business-leisure

Percent

82

Marketable

Trips

48%


Main Purpose of Leisure Trip —Jacksonville vs. National Norm

83

42

10

9

8

7

7

5

3

37

8

11

8

8

7

3

2

0 10 20 30 40


Shopping

Touring

Special event

City trip

Outdoors

Theme park

Resort

Percent


Base: Total Day Person-Trips

Main Purpose of Day Leisure Trip to Jacksonville — 2015 vs. 2013

84

42

10

9

8

7

7

5

3

53

8

8

6

3

2

3

2

0 10 20 30 40 50


Shopping

Touring

Special Event

City Trip

Outdoors

Theme Park

Resort

Percent

2015 2013


Main Purpose of Day Business Trip — Jacksonville vs. National Norm

85


2

5

2

6

0 2 4 6 8 10


Other business trip

Percent


Main Purpose of Day Business Trip to Jacksonville — 2015 vs. 2013

86


2

5

0

7

0 2 4 6 8 10


Other business trip

Percent

2015 2013

Sources of Business


87

States contributing 5% or more

States contributing 3% - 5%

DMA’s contributing more than 2%

State Origin Of Trip

78

11

2

1

0 20 40 60 80

Florida

Georgia

South Carolina

North Carolina

Percent

88


DMA Origin Of Trip

32

27

7

6

6

4

3

0 20 40 60 80

Jacksonville, FL/GA

Orlando-Daytona Beach-Melbrn, FL

Tampa-St. Petersburg-Sarasota, FL

Savannah, GA/SC

Gainesville, FL

Miami-Ft. Lauderdale, FL

Tallahassee-Thomasville, FL

Percent

89


Season of Trip

28

26

24

22

0 10 20 30 40

January-March

April-June

July-September

October-December

Percent

90


Size of Travel Party

91

2.1

2.1

0.7

0.7

0 1 2 3 4

Jacksonville

U.S. Norm

Average No. of People

Adults Children

Total = 2.8

Total = 2.8


Activities and Experiences

92

40

21

16

13

13

11

10

10

9

7

6

29

8

12

5

7

6

8

9

7

4

4

0 10 20 30 40

Shopping

Beach

Fine Dining

Zoo

Swimming

Theme Park

Museum

Landmark/Historic Site

National/State Park

Theater

Fair/Exhibition/Festival

Percent




93

5

5

4

4

4

4

3

3

3

3

3

3

4

4

2

2

6

7

2

3

4

2

0 10 20 30 40

Art Gallery

Bar/Disco

Fishing

Dance

Pro/College Sports

Hiking/Backpacking

Casino

Spa

Brewery

Business Meeting

Rock/Pop Concert

Percent




94

2

2

2

2

2

2

2

2

2

2

1

2

2

3

2

1

1

1

0 10 20 30 40


Participated in adults sports event

Boating/Sailing

Camping

Winery

Biking

Participant in amateur/ youth sports…

Trade Show

Attended/ Participated in kids sports

Percent



Activities of Special Interest

95

21

21

20

7

3

3

3

2

2

2

1

16

17

14

8

4

4

4

3

3

2

2

0 10 20 30 40

Family ReunionHistoric Places

Cultural Activities/AttractionsExceptional Culinary Experiences

Brewery Tours/Beer TastingWinery Tours/Wine Tasting

Eco-TourismWedding

Traveling with GrandchildrenReligious TravelMedical Tourism

Percent



Online Social Media Use by Travelers

96

73

34

32

23

23

15

12

12

67

32

27

28

22

13

12

9

0 20 40 60 80 100



Read travel reviews



Read a travel blog



Percent



Online Social Media Use by Travelers –

(Cont’d)

97

73

10

9

9

8

7

5

67

11

11

9

9

5

6

0 20 40 60 80 100


Got travel advice


Gave travel advice




Percent



Use of Social Media for Travel

to Jacksonville – 2015 vs. 2013

98

73

34

32

23

23

15

12

12

66

28

21

29

20

12

17

10

0 20 40 60 80 100



Read travel reviews



Read a travel blog



Percent

2015 2013


Use of Social Media for Travel

to Jacksonville – 2015 vs. 2013 – (Cont’d)

99

73

10

9

9

8

7

5

66

6

6

6

11

10

6

0 20 40 60 80 100


Got travel advice


Gave travel advice




Percent

2015 2013


Organization Membership

100

31

12

1

37

19

3

2

0 20 40 60

AAA

AARP

National Motor Club

Better World Club

Percent


Less than 0.5%


Demographic Profile of

Day Visitors

Gender

102

41

59

46

54

0 20 40 60 80

Male

Female

Percent



Age

103

13

22

20

18

16

11

13

21

19

19

14

14

0 10 20 30 40 50

18-24

25-34

35-44

45-54

55-64

65+

Percent



Average Jacksonville = 43.4 Average U.S. Norm = 44.3

Household Size

104

18

35

20

15

12

19

34

19

16

12

0 10 20 30 40 50

1 member

2 members

3 members

4 members

5+ members

Percent



Household Income

105


1

11

10

24

54

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


Marital Status

106

60

23

17

61

25

15

0 20 40 60 80

Married/ with partner

Single/never married

Divorced/widowed/separated

Percent



Children in Household

107

47

22

24

23

52

21

23

20

0 20 40 60 80

No children under 18



Any child under 6

Percent



Education

108

16

38

29

16

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

109

49

9

42

49

10

40

0 25 50 75

Fulltime/self-employed

Part-time

Not employed/retired/ other

Percent



Race

110

77

13

10

82

8

10

0 20 40 60 80 100

White

African-American

Other

Percent



Hispanic Background

111

90

10

91

9

0 20 40 60 80 100

No

Yes

Percent



Appendix A: Key Terms

Defined

Key Terms Defined

113

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

114

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

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