The Institute for Tourism and Recreation Research
In each of the past three strategic plans for Montana’s Travel and Tourism Industry, one goal has been to understand and then facilitate improved attitudes toward tourism in the state. Specifically, Montana's 2008-2012 Strategic Plan for Tourism and Recreation, Objective 10.5.c. says: “Continue regular monitoring of Montanans’ opinions about tourism and recreation.” This objective has a high priority designation. The Institute for Tourism and Recreation Research (ITRR) has contributed to the understanding of resident attitudes by polling Montana residents about their attitudes and opinions regarding tourism since 1991.
© 2009 ITRR