Institute for Tourism and Recreation Research
Visitors and potential visitors to Montana were surveyed regarding their desire to learn about Native American history and culture in Montana. Respondents were placed into four groups: Montana Residents, Avid Montana Visitors, Potential US/Canadian Visitors, and Potential International Visitors. Across all four groups surveyed, strong majorities indicated that they are interested or even very interested in exploring sites and experiences related to Native American culture and history. However, a quarter to a half of travelers do not stop while passing through a reservation because they don’t know what is available. This disconnect between travelers’ stated preferences for experiences and revealed actions provides an impetus and opportunity to increase the visibility of offerings to travelers throughout their journeys in Montana.
© 2019 ITRR