Leisure Studies | Marketing
For 12 months, nonresidents were intercepted at gas stations, rest areas, and airports and completed a questionnaire about the activities they participated in while visiting Montana. Results were compared to activities promoted by CVBs and travel regions in Montana. Visitor’s primary and favorite activity were highlighted by quarter. Results showed that while scenic driving was a top activity in all four quarters (mass tourism type activity), more niche-type activities became their favorite: skiing/snowboarding, day hiking, car/RV camping, watching wildlife, fly fishing, hunting, river rafting/floating, snowmobiling, and visiting breweries. Marketing and policy suggestions were provided.
© 2017 ITRR
Nickerson, Norma P. and Grau, Kara, "Focus on Activities - Montana Visitors' Key Niche Activities" (2017). Institute for Tourism and Recreation Research Publications. 357.