Appalachian Regional Commission West Virginia Tourism Trails Initiative Attraction Segmentation...
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Transcript of Appalachian Regional Commission West Virginia Tourism Trails Initiative Attraction Segmentation...
Appalachian Regional Commission West Virginia
Tourism Trails InitiativeAttraction Segmentation
Analysis
Presented by
Economics Research Associates
In association with WMTH and BWSC
November 8, 2006
Objective
• Identify potential trail opportunities across the region– Highlight clusters of complementary
attractions that enhance market appeal and create a critical mass of visitor activities
– Identify potential niche marketing and cross-marketing opportunities
Methodology
• Iterative process– Identify Complementary / Related Attractions
from the Visitor Perspective to Create Themed
Experiences
– Identify Relevant and Proximate Visitor Services
– Identify Dominant Attraction Categories
– Identify Target Markets (seniors, families, etc.)
Attraction Inventory By Type
Historic Towns / Sites, 60
Mining Heritage & Tunnels, 25
Fishing, 20Hiking, 19ATV / Motorsports, 14
Golfing, 13
Scenery, 11
Theater, 11
Museums, 10
Railroad, 10
Other, 10
Boating, 9
Rafting, 9
Civil War / Military History / Slavery, 8
Stables / Equine, 7
Native American, 7
Biking, 6
Hunting, 6
Music, 5
Hatfields & McCoys, 4
Visitor Experience Themes
• History / Culture Travelers
• Active Outdoor Enthusiasts
• Gun & Rod Club
• Coal Heritage
• Historic Railroads
• Country Charm
Complementary Activities = Themed
Experiences COMBO 1 COMBO 2 COMBO 3 COMBO 4 COMBO 5 COMBO 6History/Culture Travelers
Active Outdoor Enthusiasts
Gun & Rod Club Coal Heritage Historic Railroads Country Charm
Related Attractions Related Attractions Related Attractions Related Attractions Related Attractions Related AttractionsCivil War / Military History / Slavery
Biking Fishing Mines, Tunnels, Towns Railroad Stables / Equine
Historic Towns / Sites Boating Hunting Railroad Historic Towns / SitesMuseums Golfing Archery MuseumsWineries Hiking SceneryBridges of Interest Skiing WineriesHatfields & McCoys Rafting Bridges of InterestCourthouse / Jail Motorsports MusicRailroadMusicTheaterNative AmericanHistoric Churches
Services Services Services Services Services ServicesAccommodations (except camping)
Accommodations (except camping)
Accommodations (except camping)
Accommodations (except camping)
Accommodations (except camping)
Accommodations (except camping)
Food Camping Camping Food Food FoodOther Visitor Services Food Food Other Visitor Services Other Visitor Services Other Visitor ServicesShops and Stores Other Visitor Services Other Visitor Services Shops and Stores Shops and Stores Shops and StoresBowling Shops and Stores Shops and Stores RV Park Bowling BowlingPicnicing RV Park RV Park Picnicing Picnicing PicnicingFarmers Market Picnicing Picnicing Farmers Market Farmers Market Farmers Market
Farmers Market Farmers Market
Theme 1: History / Cultural Attractions
• Historic Towns / Sites
(60)
• Theater (11)
• Museums (10)
• Railroads (10)
• Civil War / Military History (8)
• Native American (7)• Music (5)• Hatfields & McCoys
(4)• Bridges of Interest
(3)• Historic Churches (1)• Courthouse (1)
Theme 2: Active Outdoor Activities
• Hiking (19)
• ATV / Motorsports (14)
• Golfing (13)
• Boating (9)
• Rafting (9)
• Historic Churches (9)
• Biking (6)
• Skiing (1)
Theme 3: Gun & Rod Experiences
• Fishing (20)
• Hunting (6)
• Archery (4)
Theme 4: Coal Heritage
• Coal Mines / Tunnels / Towns (24)
• Historic Railroads (10)
Theme 5: Historic Railroads
•Historic Railroads (10)
Theme 6: Country Charm Attractions
• Historic Towns / Sites (60)
• Scenery (11)
• Museums (10)
• Stables / Equine (8)
• Music (5)
• Bridges of Interest (3)
Conclusions and Recommendations
Regional Strengths
• History / Culture– Historic Sites and Towns, Railroads
• Outdoor Activities– Fishing, Hiking, Rafting, Golfing, Scenic
Views
• Coal Heritage– Mines, Tunnels, Coal Towns, Coal RRs,
Music
Recommended Next Steps
• Use local knowledge of roads, physical and natural boundaries to define visitor ready and visitor marketable trails and corridors from themed experiences
• Identify individual anchor attractions and services within themed experiences that can be linked to secondary attractions and services
• Identify necessary improvements to attractions and visitor services to strengthen themed trails and corridors
• Use final corridor and trail themes and alignments to prepare marketing materials such as visitor maps, route signs, package tours, advertisements, web site, etc.