Institute for Tourism and Recreation Research
This study was conducted for the Whitefish Farmers Market to provide insights into the characteristics of attendees of the 2019 Whitefish Farmers Market. There were 192 surveys completed using tablets on site during the 2019 farmers market season. Of the valid residence responses, Montana residents made up 76% of the respondents and of those Montana residents, 83% were from Whitefish. Out-of-area respondents spent an average of 5.17 nights away from home. Of those nights, an average of 5.81 nights were in Montana and 3.44 nights (on average) were in Whitefish. Rental home/cabin/condo purchases received the highest total dollars spent during the event. Out of area respondents to the survey reported spending of $62,286.00 in Whitefish outside of the Whitefish Farmers Market. Those Whitefish Farmers Market purchases were reported by both locals as well as visitors and those purchases totaled $9,358.00. Results provide event organizers and the Whitefish Farmers Market with useful data for future event planning, making improvements to the event, event marketing/promotion, and understanding visitor spending as well as farmers market purchases.
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