Destination Experience Satisfaction Study2 — original pdf
Backup
A Global Marketing Information Company jdpower.com 2016 Destination Experience Satisfaction StudySM EXECUTIVE SUMMARY October 2016 Global Travel and Hospitality 1 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Table of Contents Introduction and Background ............................................................................................................................................................................ 2 Study Methodology Overview ............................................................................................................................................................................ 2 Destination Experience Satisfaction Study at a Glance ............................................................................................................................ 5 Industry Performance ...................................................................................................................................................................................... 5 2016 Key Facts and Figures ........................................................................................................................................................................... 5 Study Overview ........................................................................................................................................................................................................ 7 Industry Overview ................................................................................................................................................................................................ 11 Regional Summary........................................................................................................................................................................................... 11 Highest-Ranked Destinations...................................................................................................................................................................... 12 Region: Midwest ............................................................................................................................................................................................... 13 Region: Northeast/Mid-Atlantic ................................................................................................................................................................ 15 Region: South ..................................................................................................................................................................................................... 17 Region: Southwest ........................................................................................................................................................................................... 19 Region: West ...................................................................................................................................................................................................... 21 Visitor Spend ........................................................................................................................................................................................................... 24 Attachment, Loyalty, and Advocacy ............................................................................................................................................................... 27 Trip Type: Business and Leisure Travelers ................................................................................................................................................ 31 Destination Activities........................................................................................................................................................................................... 34 Trip Planning ........................................................................................................................................................................................................... 38 Appendix ................................................................................................................................................................................................................... 41 Sample Methodology ...................................................................................................................................................................................... 41 Index Model ........................................................................................................................................................................................................ 44 Counts ................................................................................................................................................................................................................... 49 Global 10-Point Response Scale ................................................................................................................................................................. 52 Questionnaire .................................................................................................................................................................................................... 54 2 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Introduction and Background The J.D. Power 2016 Destination Experience Satisfaction StudySM (DESS) analyzes travelers’ responses to more than 130 questions regarding their entire destination experience, from trip planning to cost and fees. The 2016 study includes 50 officially ranked destinations located within five regions of the United States: Midwest, Northeast/Mid-Atlantic, South, Southwest, and West. The Destination Experience Satisfaction Study, in its first year of publication, provides a single measure with which to assess the levels of overall satisfaction among the top 50 U.S. metropolitan areas based on the experiences of travelers who visited that metropolitan area within 60 days of being surveyed. The study highlights relevant trends and provides insights to help drive performance improvement initiatives and increase traveler satisfaction. The objectives of this annual study are to: Determine the critical factors that drive satisfaction among visitors Establish the relative importance of each factor to overall satisfaction Determine the performance of major U.S. metropolitan areas based on a single measure Analyze the relative strengths and weaknesses for each destination included in the study Provide detailed competitive benchmarking Track industry and region performance on an annual basis J.D. Power developed its index methodology in the early 1980s based on the premise that a number of drivers influence customer satisfaction. These drivers—called attributes—are grouped into subcategories—called factors—which are determined based on J.D. Power’s knowledge of the particular market and extensive pilot study research. The J.D. Power index model allows for the identification of the drivers that influence satisfaction, as well as the determination of their relative importance to overall satisfaction. Study Methodology Overview For the 2016 Destination Experience Satisfaction Study, J.D Power conducted an online survey to measure travelers’ overall satisfaction with the top 50 U.S. destinations. An initial screening was conducted to ensure respondents met the following criteria: 18 years of age or older Traveled to at least one destination within the past 60 days Destination was at least 50 miles from their primary residence Stay was at one of the 50 metropolitan areas included in the study 3 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study The 2016 pilot study is based on responses from 26,124 travelers who visited a U.S. metropolitan area between December 2015 and July 2016. The pilot study fielded for 6 months—between February 2016 and July 2016—whereas the ongoing annual study will field on a year-round basis. The top 50 U.S. destinations are ranked in the 2016 study. These destinations were selected using 2014 room demand to identify the top markets in the United States as provided by STR, Inc. For ranking purposes, to account for differences in weather and other potential impacts in terms of physical location, destinations were sorted into five regional segments: Midwest, Northeast/Mid-Atlantic, South, Southwest, and West. J.D. Power analyzed the DESS data using a factor regression statistical model. This regression analysis will be conducted on an annual basis to look for changes that warrant updating the model and index calculations and to help identify changing market conditions. All index scores are based on a 1,000-point scale. The factors and attributes used to calculate each destination’s index score are shown below. The regression weights, presented as percentages throughout the study, represent the impact each factor has on a traveler’s overall destination experience. Similarly, the attribute weights are presented as percentages that represent the impact each attribute has on its respective factor score. For more details regarding the index model, please refer to Appendix B. 4 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Travel/ArrivalEase of getting to destination from your point of origin (34%)Convenience of airport location (11%)Cost & FeesConvenience of train/bus station location (2%)Price paid for lodging (30%)Traffic condition at the destination (24%)Price paid for transportation/parking (24%)Clarity of signs/directions going into the city/destination (29%)Price paid for food and beverage (23%)Price paid for entertainment/activities (23%)LodgingAvailability of lodging (21%)Quality of lodging (34%)Variety of lodging options (23%)Convenience of lodging locations (23%)InfrastructureAvailability of public transportation (21%)Cleanliness of the metropolitan area (22%)Safety/Security of the metropolitan area (19%)Clarity of signage/directions (19%)Availability of public facilities (19%)ActivitiesOverall convention/conference experience (N/A)Overall sports & activities experience (N/A)Food & BeverageOverall sightseeing activities experience (N/A)Variety of food and beverage choices (25%)Overall entertainment activities experience (N/A)Quality/Taste of food and beverage (27%)Overall cultural activities experience (N/A)Convenience of location of food and beverage outlets (23%)Courtesy of food and beverage staff (26%) Destination Experience Satisfaction Index Model9%9%12%14%32%23% 5 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Destination Experience Satisfaction Study at a Glance Industry Performance At the industry level, overall satisfaction is 797 (on a 1,000-point scale) in the inaugural DESS. The highest-scoring factors are Lodging (841), Food & Beverage (837), and Activities (820). This year’s pilot study includes travel between December 2015 and July 2016, capturing both the prime holiday season and the majority of the summer vacation season. As the study continues, J.D. Power will capture true seasonality across a 12-month fielding period. The South and Southwest regions tie for the highest overall satisfaction score among the five regions, at 802 points each. o Orlando, Florida, with a score of 815, ranks highest in the South region. The destination ranks highest in two of the six factors: Infrastructure and Activities. o Austin, Texas, with an overall score of 818, ranks highest in the Southwest region. Austin ranks highest in the Infrastructure and Activities factors and ranks second behind Dallas in Cost & Fees. The West region follows closely behind the South and Southwest regions, with a satisfaction score of 801 points. o Las Vegas, Nevada, (827) ranks highest in the West region and scores highest in the study. Las Vegas ranks highest in the region in all factors except Food & Beverage and Activities, in which it ranks second in each factor behind Oahu Island, Hawaii. The Northeast/Mid-Atlantic region has an overall satisfaction score of 789 points. o New York, New York, ranks highest in the region with a score of 805. The city performs highest in four factors: Travel/Arrival, Lodging, Food & Beverage, and Activities. The Midwest region has the lowest overall satisfaction score among the five regions, at 782 points. o Columbus, Ohio, ranks highest in the region with a score of 799, and also ranks highest in three of the six factors: Infrastructure, Food & Beverage, and Cost & Fees. 2016 Key Facts and Figures Las Vegas’ overall satisfaction score of 827 points is the highest among all 50 metropolitan areas included in the study. Industry-wide, travelers spend $301 daily, on average, during a trip, or about $1,169 total, with the most money spent on lodging. The DESS classifies travelers into three levels of emotional attachment to their visited destination—high, medium, and low. Nearly half of travelers across all five regions fall into the medium attachment grouping. The West has the largest distribution of highly attached travelers at 42% and the Midwest has the largest proportion of travelers with low emotional attachment at 22%. 6 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study For the 2016 Destination Experience Satisfaction Study, 21% of visitors travel for business purposes, while 79% are leisure travelers. Overall satisfaction is 11 points higher among business travelers than among leisure travelers. The number of activities a traveler participates in impacts their overall satisfaction. Overall satisfaction among travelers who participate in eight or more activities during their trip is 46 points higher than among those who participate in only five to seven activities. Past experience and destination activity and entertainment options are the top two primary reasons travelers select their destination. However, choosing a destination based on an area’s reputation or a recommendation leads to the highest overall satisfaction score (839) among all choices. 7 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Study Overview Introducing the Destination Experience Satisfaction Study Before marketing any travel services, prospective visitors must be sold on the destination. While there have been many popular lists of “top cities to visit” published both online and in magazines, the 2016 Destination Experience Satisfaction Study employs the same type of independent methodological rigor that J.D. Power applies to its hundreds of other studies assessing customer experience. The study provides a satisfaction index based on a weighted average of the six factors previously referenced: Travel/Arrival; Infrastructure; Lodging; Food & Beverage; Activities; and Cost & Fees. The study also looks beyond how travelers rate their experiences in these destinations by also examining how well a city connects emotionally with its visitors, as well as how having a positive experience translates into enhanced financial outcomes for that city’s economy. The primary reason for conducting this study is to help destinations improve their visitors’ experiences, and subsequently flourish rather than to focus on which destinations are the most challenged. Certain locations have a distinct year-round climate advantage. For this reason, destination evaluations were divided by geographic region. The data validate this decision, as warmer regions (South and Southwest) generally outperform colder ones. The Midwest Columbus is the highest-ranked destination in the Midwest region, with an overall satisfaction score of 799 points, leading second-ranked Kansas City by 8 index points. While Columbus may not immediately come to mind as a top visitor destination, the city has been recognized with many accolades, as listed on columbusregion.com. Some of these include: Being the “Best City in the Midwest” (Money Magazine) Having the second-best minor league baseball team (SmartAsset) Ranking eighth as a “Top Metro for Finding New Friends” (realtor.com) Ranking second on the list of “Top Cities for Best Return on Salaries” (Benefits Pro) Ranking 18th on a list of America’s Friendliest Cities (Travel and Leisure) Columbus performs especially well in the Infrastructure and Cost & Fees factors. The city also outperforms Chicago in the Food & Beverage factor (841 vs. 835, respectively). Chicago, however, ranks highest in Lodging and Activities. Indianapolis ranks highest in Travel/Arrival. The Southwest With its music and film festivals highlighting the city’s attractions, Austin ranks highest in the Southwest region, with an overall satisfaction score of 818 points, outperforming second-ranked Dallas by 7 index points. Austin also performs highest among cities in the Southwest region in both Activities and Infrastructure. Although Dallas ranks highest in Cost & Fees satisfaction, Austin trails by only 2 points. Austin is another city that boasts a number of accolades: Ranked fifth by Conde Nast Traveler for friendly cities in October 2015 Named one of “The Best Cities to Shop Local” by yelp.com 8 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Austin-Bergstrom International Airport named one of 15 global airports where “You’ll Actually Want to Have a Long Layover” by Business Insider San Antonio is the highest-ranked destination in the region in Food & Beverage, surpassing Austin at second by 11 index points (861 vs. 850, respectively). Oklahoma City ranks highest in the Travel/Arrival factor (800), leading Austin by 9 points. Fort Worth achieves the highest score in Lodging, topping nearby Dallas by 11 points. The Northeast/Mid-Atlantic New York, New York, known as the city that’s “so nice, they named it twice,” ranks highest among Northeast/Mid-Atlantic cities, with an overall satisfaction score of 805 points. The city performs highest in the region in four of the six factors: Travel/Arrival, Lodging, Food & Beverage, and, not surprisingly, Activities. In the Infrastructure factor, New York trails Boston by 4 points (784 vs. 788, respectively). Even though New York is generally considered a very high-cost city, satisfaction with Cost & Fees (727) is relatively similar to satisfaction in other large Northeastern cities, e.g., Baltimore, Maryland, which ranks highest in the factor at 733 points. Although Orlando—in the South region—recently surpassed New York as the most visited U.S. city—according to the Orlando Sentinel—the Big Apple still remains competitive as a top U.S. destination. The South Orlando ranks highest among the top destinations in the South region, with an overall satisfaction score of 815 points. However, Orlando is followed very closely by Miami and New Orleans (in a tie at 814 each) and Charleston, South Carolina, (813). At the factor level, Orlando drastically outperforms the region average in Activities (861 vs. 826, respectively) and also ranks highest in Infrastructure (812 vs. 787). New Orleans ranks highest in Lodging and Food & Beverage; Myrtle Beach ranks highest in Travel/Arrival; and Miami ranks highest in Cost & Fees. When it comes to traveling to the South region, there are a number of strong competitive cities. The West Certainly, Las Vegas is unique among U.S. cities. It not only ranks highest in overall satisfaction in the West region (827), but it also achieves the highest score in the study. The city performs highest in the region in the Travel/Arrival, Lodging, and Infrastructure factors. Despite the proclivity of many Americans to unintentionally leave quite a bit of money behind, it also ranks highest in the Cost & Fees factor. Las Vegas outperforms overall second-ranked Oahu Island (813) by 14 points. Oahu Island ranks highest in two factors: Food & Beverage and Activities. Better Experience Translates into Greater Spend There is a direct relationship between the quality of the visitor experience and the money they spend during their stay. On average, travelers spend $1,169 during their visit, which is an average of $301 per day. Travelers who are either indifferent (providing an overall satisfaction rating of 6-7 on a 10-point scale) or disappointed (rating of 1-5) spend nearly $250 less per trip than average. Those who are delighted with their experience (rating their overall visit 10) spend, on average, $1,446 per trip, or $277 above average. 9 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study The key takeaway here is that the more satisfied travelers are with their overall visit, the more money they spend. The interesting thing is that while visitors spend more when they have a great experience, they are more satisfied with the cost and fees they paid, or the value they received for their expenditure. Therefore, visitors are spending more when the destination experience is outstanding and are happier because they did so. This represents a win for the both the traveler and the destination Loving the City You Visit Much of the current marketing research focuses on the importance of a traveler’s emotional connection with the city they visit. There are some places where travelers enjoy themselves and have a satisfying experience, but to which they don’t necessarily want to return. Despite the great weather offered in other regions, Northeast/Mid-Atlantic visitors tend to be the most likely to return and recommend their destination to others. However, visitors to cities in the West region have the strongest emotional attachment with their destination. For example, 39% of those who visit cities in the West say they would be “greatly disappointed” if they could not return; 36% say the “destination is a perfect fit”; and 25% say it’s a destination they “would like to move to.” Enjoying Yourself on Business An interesting finding is that those who travel to a destination for business reasons enjoy their trip slightly more than those who travel for leisure (806 vs. 795, respectively). The reason is fairly simple: someone else is frequently paying for their trip. There is a 34-point difference in satisfaction in the Cost & Fees factor between business travelers and leisure travelers (770 vs. 736, respectively). Further, Travel/Arrival satisfaction is also higher among business travelers than leisure travelers due to more appropriate expectations—they are more experienced with the processes and procedures in place. These results do somewhat undermine the common belief that business travel is “all work, no play.” The data suggest that business travelers may actually have a better time during their trip than leisure travelers. Most Activities Are Enjoyed Equally In a study such as this, it is challenging to compare the activities offered in a city like Las Vegas or Orlando with those in such cities as Washington, D.C., or Phoenix. Study findings show that there are five primary categories of activities travelers participate in during their stay: cultural activities (e.g., museums, galleries, concerts); conventions/conferences (both business and leisure conferences); entertainment (e.g., shopping, theme parks, nightlife); sightseeing (e.g., nature parks, landmarks); and sports and adventure (e.g., sporting events, outdoor and water activities). Among these categories, cultural activities generate the highest satisfaction scores, although there is not a statistically significant difference in satisfaction levels between any of the categories. Recommendations Lead to the Best Experiences The study finds that 7% of travelers selected their destination based on recommendations from others, while 5% chose a destination based on online reviews. While these were not the most frequently cited reasons for choosing a destination, subsequent trip evaluations were the highest as a result of using either personal or online recommendations as the basis for choice. In terms of booking travel, satisfaction is notably higher when travelers use a travel agent or are part of a travel club, compared to when they use other sources to plan their trip. These findings underscore the value of hearing from experienced experts about where to go or what to do while traveling. 10 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study The United States Is Still Considered Very Safe for Travel In a climate of growing fear of terrorist attacks, the study provides a reassuring statistic that 95% of respondents indicate feeling safe when traveling in the United States. This finding highlights the successful efforts made by the Transportation Security Administration (TSA) as well as federal and local leaders and law enforcement agencies to keep the U.S. travel industry thriving. Summary and Conclusions U.S. cities provide a wide variety of features and benefits for their visitors. While some cities may readily come to mind when considering a destination—e.g., New York City, Orlando, or Las Vegas—other cities like Austin and Columbus may not be as readily considered. But both groups of destinations demonstrate that their investments in creating a superb visitor experience have paid off. Giving visitors something to do during their stay—or perhaps put more appropriately, aggressively marketing the activities offered—can result in higher revenues, both during a visitor’s stay and later through word-of-mouth and online recommendations. Every city in the study has something unique to offer visitors, it is the intention of this study and future research endeavors to help each community realize its maximum potential as a destination, both for leisure travelers and business travelers who may have some free time for non-work activities during their stay. 11 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Industry Overview Regional Summary The industry average satisfaction score in 2016 is 797 points. At the regional level, the South and Southwest regions achieve the highest overall scores (802 for each), followed closely by the West region (801). The Northeast/Mid-Atlantic (789) and Midwest (782) regions perform below industry average. 12 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study At the factor level, the West, South, and Southwest regions perform highest across all factors, and the Midwest performs lowest in four of the six factors. Satisfaction is most varied in the Cost & Fees factor (with a 40-point gap between the highest- and lowest-scoring regions) while Lodging is the most consistent across regions (17-point gap). Highest-Ranked Destinations The highest-ranked destination in each region scores above the industry average of 797 points. 13 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Region: Midwest In 2016, Columbus ranks highest in the Midwest region with a score of 799 points. Kansas City ranks second (791), followed closely by Indianapolis (789). St. Louis ranks lowest with a score of 761 points, which is 21 points below the Midwest region average. Overall Satisfaction on a 1,000-point scale 14 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study In addition to ranking highest overall in the Midwest region, Columbus ranks highest in the Infrastructure (785), Food & Beverage (841), and Cost & Fees (759) factors. Indianapolis has the highest satisfaction score in Travel/Arrival (792), while Chicago performs highest in the remaining factors, Lodging (842) and Activities (812). 15 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Region: Northeast/Mid-Atlantic In the Northeast/Mid-Atlantic region, New York City ranks highest with an overall score of 805 points. It is the only destination to rank above the region average of 789. Boston ranks second (789) and performs on par with the region average. Washington, D.C., ranks third, performing below average. Overall Satisfaction on a 1,000-point scale 16 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study New York ranks highest in four of the six factors: Travel/Arrival (765); Lodging (846); Food & Beverage (863); and Activities (847). Boston ranks highest in Infrastructure (788), and Baltimore ranks highest in Cost & Fees (733). While Washington, D.C., ranks third overall, the city ranks lowest in Travel/Arrival (749) and Food & Beverage (816). 17 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Region: South Orlando ranks highest among destinations in the South region in 2016 with a score of 815. Miami and New Orleans tie for second at 814 each. Only 27 points separate the highest- and lowest-ranked destinations (Orlando and Raleigh/Durham/Chapel Hill), which is the smallest range among all the regions. There are multiple ties within the regional ranking, due in part to this narrow gap. Overall Satisfaction on a 1,000-point scale 18 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study In addition to ranking highest overall in the South region, Orlando ranks highest in the Infrastructure and Activities factors (812 and 861, respectively). New Orleans has the highest satisfaction score in Lodging (865) and Food & Beverage (879). Myrtle Beach performs highest in Travel/Arrival and Miami ranks highest in Cost & Fees. South Rankings by 2016 Index and Factor ScoresOverall Satisfaction IndexTravel/ArrivalLodgingInfrastructureFood & BeverageActivitiesCost & FeesSouth802 781 847 787 842 826 747 Orlando, FL815794 864 812 843 861 725 Miami, FL814 790 859 809 856 828 771 New Orleans, LA814 787 865 755 879 836 765 Charleston, SC813 784 850 801 857 835 761 Myrtle Beach, SC809 795 856 784 857 830 752 Norfolk/Virginia Beach, VA801 788 826 792 828 816 763 Charlotte, NC799 776 855 791 843 811 752 Fort Lauderdale, FL798 781 843 790 843 812 749 Knoxville, TN797 787 839 787 831 809 751 Tampa, FL797 783 839 779 832 823 745 Nashville, TN795 775 820784 845 829 720 Memphis, TN790 774 841 746 839 804 754 Atlanta, GA789 750 834 767 829 810 749 Jacksonville, FL789 780 836 772 816 792 766 Raleigh/Durham/Chapel Hill, NC788 783 836 780 826 801 746 19 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Region: Southwest Austin (818) ranks highest among destinations in the Southwest region in 2016, followed by Dallas (811). Falling below the Southwest region average score of 802 points are Fort Worth (801); Houston (797); and Phoenix (783). Overall Satisfaction on a 1,000-point scale 20 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study In addition to ranking highest overall in the Southwest region, Austin ranks highest in the Infrastructure and Activities factors (803 and 839, respectively). Fort Worth has the highest satisfaction score in Lodging (856), and Dallas has the highest score in Cost & Fees (784). San Antonio ranks highest in satisfaction with Food & Beverage (861), and Oklahoma City ranks highest in the remaining factor, Travel/Arrival (800). Phoenix ranks lowest in five of the six factors. Southwest Rankings by 2016 Index and Factor ScoresOverall Satisfaction IndexTravel/ArrivalLodgingInfrastructureFood & BeverageActivitiesCost & FeesSouthwest802 780 841 789 838 816 763 Austin, TX818 791 845 803 850 839782 Dallas, TX811 788 847 799 843 819 784 San Antonio, TX807 776 845 792 861 831 750 Oklahoma City, OK803 800 834 790 836 807 774 Fort Worth, TX801 771 858 786 831 808 781 Houston, TX797 769 838 785 832 809 759 Phoenix, AZ783 776 826 770 820 805 727 21 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Region: West The highest-ranked destination in the West region is Las Vegas with an overall satisfaction score of 827. The West region has the widest range of satisfaction scores, with a gap of 65 points between the highest- and lowest-ranked destinations. Riverside/San Bernardino, California, ranks lowest with a score of 762 points. Overall Satisfaction on a 1,000-point scale 22 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Las Vegas ranks highest in four of the six factors: Travel/Arrival (811); Lodging (872); Infrastructure (808); and Cost & Fees (769). Oahu Island ranks highest in the remaining factors: Food & Beverage (870) and Activities (856). The lowest-performing destination, Riverside/San Bernardino, ranks lowest in four of the six factors: Travel/Arrival (748); Lodging (805); Infrastructure (746); and Food & Beverage (796). 23 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Special Topics of Analysis Each year, J.D. Power will examine the results of the Destination Experience Satisfaction Study to identify new or emerging trends, insights, and/or topical areas of analysis that are of interest across the industry. The first year of the study focuses on the following special topics: Visitor Spend Attachment, Loyalty, and Advocacy Trip Type: Business and Leisure Travelers Destination Activities Trip Planning 24 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Visitor Spend According to the 2016 Destination Experience Satisfaction Study, there is a relationship between the amount of money spent and satisfaction. Travelers who were disappointed with their destination experience spent, on average, nearly $100 per day less than those who were delighted with their experience. The more satisfied the traveler is with their trip, the higher the amount of money spent. $913.94 $935.95 $1,193.58 $1,445.70 $258.38 $260.34 $302.40 $356.48 $- $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 $1,400.00 $1,600.00Disappointed(1-5)Indifferent(6-7)Pleased(8-9)Delighted(10)Zones of Overall Destination SatisfactionTotal Spend by SatisfactionTotal SpendTotal Spend Per Day 25 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study On average, visitors spend $1,169 during their trip—or an average of $301 per day. The largest amount of money is spent on lodging, which includes stays at a hotel, campground, rental home/condo, timeshare, or bed and breakfast. At an average of $61 per day, food and beverage is the second-highest cost for travelers. The lowest categorized expense is transportation and parking within the destination, at an average of $38 per day. Average Amount Spent per Trip$12.35 $37.87 $54.04 $55.09 $61.07 $116.18 $50.88 $144.77 $209.58 $217.64 $233.58 $449.02 $- $100.00 $200.00 $300.00 $400.00 $500.00OtherTransportation/ParkingEntertainment and ActivitiesShopping/SouvenirsFood and BeverageLodgingTotal SpendSpend per Day 26 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Travelers to the Midwest spend the least overall ($843, on average), compared with travelers to the other U.S. regions. In contrast, the largest amount of money is spent in the West, where travelers spend the most in total and in all spend categories. While visiting the West, the average total spend is $1,381, at least $190 more than in any other region. Lodging is the largest expense category across all regions, with travelers in the Northeast/Mid-Atlantic region spending the most—an average daily rate of $139. Travelers who are delighted with their destination (rating their overall experience 10 on a 10-point scale) are more satisfied with their overall cost and fees experience, especially with the price they paid for lodging. As overall satisfaction with the destination decreases, satisfaction with the total trip cost and fees also declines. IndustryMidwestNortheast/Mid-AtlanticSouthSouthwestWestTotal Spend1,168.99$ 843.12$ 1,112.04$ 1,188.11$ 1,049.92$ 1,380.51$ Lodging449.02$ 323.66$ 461.06$ 470.84$ 373.54$ 504.45$ Transportation/Parking 144.77$ 112.16$ 142.59$ 136.77$ 147.75$ 165.67$ Food and Beverage233.58$ 170.99$ 232.51$ 251.14$ 205.63$ 259.70$ Entertainment and Activities209.58$ 147.48$ 173.64$ 222.12$ 177.62$ 259.83$ Shopping/Souvenirs217.64$ 174.21$ 210.37$ 203.60$ 221.12$ 250.81$ Other50.88$ 27.34$ 45.88$ 38.93$ 55.15$ 71.97$ Total Spend Per Day301.30$ 261.41$ 312.47$ 283.45$ 296.52$ 330.10$ Lodging Spend Per Day116.18$ 98.09$ 139.38$ 113.41$ 101.88$ 120.13$ Transportation/Parking Spend Per Day37.87$ 32.67$ 40.76$ 33.77$ 41.23$ 40.58$ F&B Spend Per Day61.07$ 53.09$ 66.35$ 61.45$ 57.29$ 63.21$ Entertainment/Activities Spend Per Day54.04$ 50.51$ 48.19$ 50.25$ 49.46$ 63.89$ Shopping/Souvenirs Spend Per Day55.09$ 52.70$ 52.17$ 48.93$ 65.87$ 57.97$ Other Spend Per Day12.35$ 8.50$ 12.18$ 8.23$ 16.48$ 15.74$ Traveler Spending by RegionDisappointed(1-5)Indifferent(6-7)Pleased(8-9)Delighted(10)Price paid for lodging4.896.327.879.13Price paid for transportation/parking4.756.107.628.94Price paid for food and beverage4.856.227.708.93Price paid for entertainment/activities4.916.307.779.05Overall cost & fees satisfaction4.946.317.859.16Cost & Fees SatisfactionZones of Overall Destination Satisfaction 27 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Attachment, Loyalty, and Advocacy In the 2016 Destination Experience Satisfaction Study, travelers are classified into three levels of emotional attachment—high, medium, and low—based on their responses to the following statements (on a 5-point scale from “strongly disagree” to “strongly agree”): I love this destination. This would always be my first choice as a place to visit. I would be greatly disappointed if I could never return here. This is a destination I would like to move to/live in. Among all U.S. regions, only 43% say they “strongly agree” that they loved their destination. Those who traveled to the West have the highest emotional attachment to their destination, with 39% saying they would be greatly disappointed if they could not return and 36% describing their destination as a perfect fit. Travelers to Midwest destinations are the least likely to have a strong attachment. 28 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study The West region has the largest percentage of visitors with a strong emotional attachment to their destination (42%). By comparison, at 22%, the Midwest has the largest percentage of visitors with the weakest attachment. The majority of visitors in all regions fall into the medium attachment category, with the exception of those in the West region, where medium and high attachment distributions are the same. Those who travel to the Northeast/Mid-Atlantic region are the most likely to say they “definitely will” return, as well as the most likely to say they “definitely will” recommend their visited destination (73% and 65%, respectively). Those visiting the Midwest have the lowest levels of both loyalty (68%) and advocacy (57%) among the five regions. 22%18%19%17%16%45%46%42%43%42%33%36%39%40%42%0%20%40%60%80%100%MidwestNortheast/Mid-AtlanticSouthwestSouthWest% Attachment LevelAttachment ModelLowMediumHighRegion86876170%68%73%69%70%71%63%57%65%64%58%65%0%20%40%60%80%100%IndustryMidwestNortheast/Mid-AtlanticSouthSouthwestWest% Definitely WillDestination Loyalty and Advocacy% Definitely will Return% Definitely will Recommend 29 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Among the four zones of overall satisfaction, delighted travelers are more likely to return and recommend the destination: 89% say they “definitely will” return and 88% “definitely will” recommend the destination. In comparison, 33% of disappointed travelers say they “definitely will” return and 23% “definitely will” recommend the destination. Of those who are disappointed, only 4% say they “definitely will not” return to the destination. 33%54%77%89%23%41%69%88%0%20%40%60%80%100%Disappointed(1-5)Indifferent(6-7)Pleased(8-9)Delighted(10)% Definitely WillZones of Overall SatisfactionLoyalty and Advocacy by Zones of SatisfactionLikelihood to returnLikelihood to recommend 30 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Findings of the 2016 Destination Experience Satisfaction Study show that 37% of travelers post on social media about their trip. Travelers primarily posted positive messages on social media (83%), with overall satisfaction highest among those who make positive comments (843). Satisfaction among the 13% of travelers who posted negative comments is 51 points higher than among those who posted only to ask questions or obtain information. 86876183%13%2%2%843817766762020040060080010000%20%40%60%80%100%Made positivecommentsMade negativecommentsAsked questions/obtained informationOtherOverall Satisfaction% of Comments MadeSocial Media Usage and Satisfaction% of Comments MadeOverall Satisfaction 31 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Trip Type: Business and Leisure Travelers Travelers in the Destination Experience Satisfaction Study are grouped into two segments based on the primary purpose of their trip: business and leisure. For the 2016 study, 79% of visitors traveled for leisure/personal purposes, and 21% traveled for business purposes. Overall satisfaction among business travelers is 11 points higher than among those traveling for leisure. At the factor level, satisfaction among business travelers is either substantially higher than or on par with satisfaction among leisure travelers in all factors except Lodging and Food & Beverage. The largest gap in satisfaction between the two traveler segments is in Cost & Fees, with satisfaction 34 points higher among business travelers than among leisure travelers (770 vs. 736, respectively). Among leisure travelers, satisfaction is highest in the Lodging (841) and Food & Beverage (837) factors. Both factor scores are only 1 point higher than the scores among business travelers. 795771822841778837736806790815840796836770600650700750800850900OverallSatisfactionTravel/ArrivalActivitiesLodgingInfrastructureFood &BeverageCost &FeesIndex and Factor Scores: Business vs. Leisure TravelersLeisure TravelersBusiness Travelers 32 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Business and leisure travelers are similarly distributed among the five U.S. regions. The Southwest has a slightly higher percentage of business travelers than the other regions, whereas the South has the largest percentage of leisure travelers (26% and 81%, respectively). Overall satisfaction is highest among business travelers in the South and Southwest regions (810 each). Among leisure travelers, overall satisfaction is highest in the South region, followed closely by the Southwest and West regions (810, 799, and 799, respectively). 78078480079979979080581081080979%78%81%74%79%21%22%19%26%21%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%600650700750800850900MidwestNortheast/Mid-AtlanticSouthSouthwestWestOverall SatisfactionRegional Destination Satisfaction by Trip TypeLeisure TravelersBusiness Travelers 33 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Although business travelers do not personally choose their destination and instead visit due to a business meeting or event, they still make their trip as personally enjoyable as possible. In addition to lodging, business travelers spend the majority of their money on shopping and souvenirs, at about $70 per day. With 49% of business travelers extending their trip for leisure purposes, there are still visitors in this segment who enjoy a destination’s entertainment and activities, spending an average of $46 per day in this category. Most leisure travelers (83%) are partaking in one or more entertainment activities, which include shopping, nightlife, an amusement/theme park, a casino, or an aquarium/zoo. By comparison, 73% of business travelers are attending a conference/convention or partaking in an entertainment activity. Usage rates in the remaining three activity types (cultural, sightseeing, and sports and adventure) are comparable for both leisure and business travelers. $15.86$46.94$69.53$45.89$59.46$115.17$11.42$35.46$51.24$56.20$61.50$116.54$0.00$20.00$40.00$60.00$80.00$100.00$120.00$140.00OtherTransportation/ParkingShopping/SouvenirsEntertainment/ActivitiesFood & BeverageLodgingSpend Per DayBusiness and Leisure Trip SpendingLeisure TravelersBusiness TravelersCultural46%Entertainment83%Sightseeing65%Sports & Adventure40%Conference/Convention20%Leisure TravelersCultural52%Entertainment73%Sightseeing63%Sports & Adventure45%Conference/Convention73%Business Travelers 34 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Destination Activities Satisfaction is very similar among the different types of destination activities, with a 0.09-point gap (on a 10-point scale) between the highest- and lowest-rated activity types. Cultural activities—visiting a museum, art gallery/exhibit, theatre, or concert—receive the highest rating (8.44). Nearly one-fourth (24%) of travelers visit a museum on their trip, and about 14% of travelers engage in another cultural activity. Half (51%) of travelers shop while on their trip, which is by far the most often used activity. Nature/Parks follow with 30% visitor usage, and nightlife and landmarks/monuments closely follow at 29%. 8.358.378.398.408.447.007.508.008.509.00Sports & AdventureSightseeingEntertainmentConvention/ConferenceCulturalOverall Activity Experience18% Business 15% Leisure 51% Shopping29% Nightlife17% Amusement/Theme Park16% Casino/Gaming14% Zoo13% Aquarium30% Nature/Parks29% Landmarks/Monuments25% Sightseeingtours24% Buildings/Architecture18% Outdoor activities14% Sporting event13% Water sports8% Boat ours24% Museum15% Art gallery/exhibit14% Concert13% Theatre/Performance art 35 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Among all five regions, shopping is the most popular activity. Nature/Parks are more prevalent in the South, Southwest, and West regions, whereas landmarks and monuments have the second-highest incidence of use in the Midwest and Northeast/Mid-Atlantic regions. Following the same theme, buildings/architecture and museums have a larger incidence of use in both the Midwest and the Northeast/Mid-Atlantic regions compared with the other three regions. In the South, 25% of travelers visited an amusement or theme park, which is at least 6% more than in any other region. Casino/Gaming has a higher usage rate in the West region, at 26%, with usage rates in the other regions ranging from 9% in the Northeast/Mid-Atlantic to 14% in the Midwest. MidwestNortheast/Mid-AtlanticSouthSouthwestWestArt gallery/exhibit14%21%12%14%15%Concert13%12%13%14%15%Museum26%35%19%23%22%Theatre/Performance art12%16%11%13%15%Amusement/Theme Park11%10%25%15%19%Aquarium14%13%15%12%13%Casino/Gaming14%9%11%13%26%Nightlife26%28%29%28%32%Shopping51%50%51%51%51%Zoo17%14%12%16%14%Buildings/Architecture25%33%20%23%24%Landmarks/Monuments26%39%25%28%29%Nature/Parks25%29%29%30%33%Sightseeing tours22%26%23%22%27%Boat tours8%8%9%8%9%Outdoor activities15%14%17%21%22%Sporting event16%14%12%17%13%Water sports10%8%18%13%14%Business conference/convention17%18%16%21%19%Leisure conference/convention14%13%13%17%15%RegionActivityActivity TypeCultural ActivitiesEntertainmentSightseeingSports & AdventureConvention or Conference 36 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study The number of activities a traveler participates in has a direct correlation with overall satisfaction. Overall satisfaction among those who are involved in a low number of activities—one to four activities during an average 7-day trip—ranges from 767 in the Midwest region to 789 in the South region. By comparison, among travelers who participate in a high number of activities—eight or more activities during an average 7-day trip—overall satisfaction ranges from 847 in the Midwest to 867 in the Southwest. This same trend is comparable among all five regions. 767771789781784798800813819812847854859867852700725750775800825850875900MidwestNortheast/Mid-AtlanticSouthSouthwestWestOverall SatisfactionRegionOverall Satisfaction by Activity FrequencyLow (1-4 activities)Medium (5-7 activities)High (8+ activities) 37 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Across the industry, the primary reasons a traveler chooses a destination are past experience (17.3%) and attractions, activities, and entertainment options provided by the destination (17.2%). Interestingly, the desire for activities and entertainment increases as the age of travelers declines. For example, among Gen Z travelers,1 21% choose a destination because of the activity offering, in comparison to Pre-Boomers and Boomers, where 16% select a destination based on the activities. Gen Z and Gen Y don't follow with the industry in that the top primary reasons for choosing a destination are activity options and the location of an event or meeting. 1 J.D. Power defines generational groups as Pre-Boomers (born before 1946); Boomers (1946-1964); Gen X (1965-1976); Gen Y (1977-1994); and Gen Z (1995-2004). 24%25%18%14%13%16%16%19%17%21%0%5%10%15%20%25%30%Pre-Boomers(born before 1945)Boomers(born 1946 -1964)Gen X(born 1965 - 1976)Gen Y(born 1977 - 1994)Gen Z(born 1995 - 2004)% IncidencePrimary Reason for Choosing Destination by Generation GroupPast experienceAttractions/Activities/Entertainment options 38 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Trip Planning While past experience and activities/entertainment options are the most commonly cited reasons for choosing a particular destination, overall satisfaction is only slightly above average (797) among travelers who cite one of these two reasons (803 and 817, respectively). The reason generating the highest satisfaction score is reputation/recommendation (839); however, only 7% of travelers cite this as their primary reason for choosing a particular destination. Satisfaction is lowest among travelers who choose their location based on lower price/affordability (782). 839832829817816812803791784782700750800850900Reputation/RecommendationOnline reviewsAvailability oftravel pkgs.Activities optionsLandmarks/LandscapeWeatherPast experienceEase of getting thereLocation ofevent/meetingLower price/affordabilityOverall Destination SatisfactionPrimary Reason to Choose Destination7%5%3%17%5%4%17%7%15%6% 39 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Across the regions, reputation/recommendation as a primary reason for choosing a destination results in the highest satisfaction scores in the Southwest and West regions (865 and 847, respectively), while availability of travel packages results in the highest scores in the Midwest and Northeast/Mid-Atlantic regions (831 and 841, respectively). In the Midwest region, landmarks/landscape ties for the highest satisfaction score, at 831 points. Among travelers choosing their destination based on lower price/affordability, satisfaction is lowest in the Midwest, Northeast/Mid-Atlantic, and South regions. Among those choosing their destination based on location of event/meeting, satisfaction is lowest in the Southwest and West regions. Primary ReasonMidwestNortheast/Mid-AtlanticSouthSouthwestWestAttractions/Activities/Entertainment options796814826818817Availability of travel packages831841821819834Ease of getting there773783796807793Landmarks/Landscape831796820836818Location of event/meeting774783788785786Lower price/affordability764774783796787Online reviews816827837835835Past experience796802809798804Reputation/Recommendation823816836865847Weather822798815811812 40 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Once a location has been selected, the most common primary method of booking a trip is via an independent online travel website (e.g., Expedia or Travelocity) with just 28% using this option, followed by a travel provider website (e.g., airline, hotel, or cruise) used by 23% of travelers. Booking directly with a destination or through its website are the next most common planning methods, at 15% and 12%, respectively. Overall satisfaction is highest among the 7% of travelers using a travel agent and the 5% using a travel club to make their reservations/bookings, at 845 and 833 points, respectively. Booking methods vary across the generation groups. Younger generations—Gen X, Gen Y and Gen Z—are most likely to use an independent online booking site, while Pre-Boomers and Boomers rely more heavily on travel provider websites. Gen Y travelers—who are most likely to be traveling through a corporate travel agent or department—are least likely to book through a destination directly or to use the printed materials it offers. 845833813812812805800798700750800850900Travel agentTravel clubDestinationwebsiteCorporatebookingwebsiteCorporatetraveldepartmentIndependentonline travelwebsiteTravelproviderwebsiteDirectly withdestinationOverall Destination SatisfactionPrimary Source Used to Book Trip28%23%15%5%5%12%5%7% 41 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Appendix A Sample Methodology 42 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Methodology J.D. Power conducted a web-based survey resulting in 26,124 U.S. destination evaluations. For the initial pilot study, data collection consisted of a 6-month fielding time frame that began February 2016 and ended July 2016—traveler stays were between December 2015 and July 2016. An initial screening was conducted to ensure that respondents met the following criteria: 18 years of age or older Traveled at least 50 miles from primary residence Stayed overnight in at least one metropolitan area within the past 60 days Travel was to one of the 50 U.S. destinations listed on the screener In the screener, respondents were asked to identify all of the metropolitan areas they have traveled to during the past 60 days. From the destinations identified, one destination was selected for each qualifying respondent to evaluate. Sample Composition The sample utilized in the 2016 Destination Experience Satisfaction Study was drawn from Innovate; Survey Sampling Inc.; Instantly; and Lightspeed GMI panels using U.S. sample. These individuals were sent an email invitation with a link to the survey. Respondents completed a series of questions, and respondents who qualified, based on the aforementioned criteria, were then asked to participate in the survey to evaluate their destination experience. Sample Size A minimum of 100 evaluations were targeted for each of the 50 metropolitan areas listed on the screener—a J.D. Power requirement to have statistically accurate results and allow for a destination to be officially ranked in the study. This quota was reached for all 50 destinations. Destinations were provided a tiered quota (small, medium, or large) based on 2014 room-demand market share criteria. Additionally, a least-fill methodology was employed to ensure that the number of evaluations per destination was not skewed—quotas were reached per destination by month to account for the seasonal changes of the destination experience. Segmentation Only the top 50 U.S. metropolitan areas are reported and ranked in this study. These 50 markets were selected according to STR, Inc.’s room demand, or number of rooms sold, in 2014. Additionally, the destinations must have 100 completed surveys to be rank eligible. The destinations are broken out into five geographic regions: Midwest, Northeast/Mid-Atlantic, South, Southwest, and West. 43 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Industry results are comprised of five segments, which include the following destinations: MidwestNortheast/Mid-AtlanticChicago, ILBaltimore, MDCincinnati, OHBoston, MAColumbus, OHNew York, NYDetroit, MIPhiladelphia, PA-NJIndianapolis, INPittsburgh, PAKansas City, MO-KSWashington, DC-MD-VAMinneapolis/St Paul, MNSt Louis, MOSouthSouthwestWestAtlanta, GAAustin, TXAnaheim, CACharleston, SCDallas, TXDenver, COCharlotte, NCFort Worth, TXLas Vegas, NVFort Lauderdale, FLHouston, TXLos Angeles, CAJacksonville, FLOklahoma City, OKOahu Island, HIKnoxville, TNPhoenix, AZOakland, CAMemphis, TNSan Antonio, TXPortland, ORMiami, FLRiverside/San Bernardino, CAMyrtle Beach, SCSacramento, CANashville, TNSalt Lake City, UTNew Orleans, LASan Diego, CANorfolk/Virginia Beach, VASan Francisco, CAOrlando, FLSan Jose, CARaleigh/Durham/Chapel Hill, NCSeattle, WATampa, FL 44 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Appendix B Index Model 45 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study The J.D. Power 2016 Destination Experience Satisfaction StudySM is a customer-driven measure of the destination experience based on travelers who had a recent trip. The overall index score is comprised of six individual factors, each describing a unique element that affects customer satisfaction during the destination experience. The six factors are, in turn, comprised of individual attribute ratings (questions) that describe specific details of the destination experience within each factor. Hence, the overall destination score is comprised of six factors and a total of 23 individual attributes (questions). A two-level, hierarchical modeling technique using linear regressions was used to develop the destination index. First, the six top-level category factors were regressed against the dependent variable (How would you rate your Overall destination experience?) to determine the top-level factor weights (see chart below). Then, each of the individual attributes was regressed against its factor’s OSAT to determine each question’s relative importance weight to that factor (see chart on next page). To ensure statistical validity, each respondent must answer more than half of the eligible attributes (out of the 23 index attributes) in order to qualify for the index calculation. Destination Experience Satisfaction Index ModelTravel/Arrival9%Lodging9%Infrastructure12%Food & Beverage14%Activities32%Cost & Fees23% 46 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Travel/Arrival9%Ease of getting to destination from your point of origin34%Convenience of airport location11%Convenience of train/bus station location2%Traffic condition at the destination24%Clarity of signs/directions going into the city/destination29%Lodging9%Availability of lodging21%Quality of lodging34%Variety of lodging options23%Convenience of lodging locations23%Infrastructure12%Availability of public transportation21%Cleanliness of the metropolitan area22%Safety/Security of the metropolitan area19%Clarity of signage/directions 19%Availability of public facilities19%Food & Beverage14%Variety of food and beverage choices25%Quality/Taste of food and beverage27%Convenience of location of food and beverage outlets23%Courtesy of food and beverage staff26%Activities132%Overall cultural activities experienceN/AOverall entertainment activities experienceN/AOverall sightseeing activities experienceN/AOverall sports and adventure activities experienceN/AOverall convention/conference experienceN/ACost & Fees23%Price paid for lodging30%Price paid for transportation/parking 24%Price paid for food and beverage23%Price paid for entertainment/activities23%Factor/Attribute Weights1 The Activities factor utilizes a factor-level weight only. 47 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Attribute Weight Estimation To estimate the attribute weights, a multiple regression model is used in which the attributes predict satisfaction. For J.D. Power index models, the importance of each attribute is defined as the proportion of variance in satisfaction that is explained by each attribute. In an ideal situation, all the attributes would be uncorrelated with one another, and the variance of satisfaction that is explained by the attributes could be uniquely assigned to each individual attribute. In practice, however, the attributes are correlated with each other and, as a result of these “behind-the-scenes” correlations, not all of the explained variance in satisfaction can be attributed uniquely to each attribute using standard regression techniques. Some of the variance explained in satisfaction is shared among all the attributes. To remedy this situation, a transformation on the attribute variables is performed first so that the predictor variables in the regression equation are uncorrelated with each other. This allows the ability to uniquely attribute the independent effects (i.e., proportion of variance explained) of each attribute on overall satisfaction. Typically, to estimate the weights for a hierarchical index model, two sets of regression weights are calculated. Bottom-Level Weights: First, each set of factor attributes is used to predict the factor satisfaction score. This model produces the “bottom-level” weights, and is computed for each factor separately. The bottom-level weights are rescaled so that they sum to 1.0 within each factor. Top-Level Weights: Second, each factor overall satisfaction question is used to predict the overall destination satisfaction score. This model produces the “top-level” weights, and these weights are rescaled so that they sum to 1.0. 48 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study For this study, there is an additional level in the hierarchy that is required to account for systematic missing items. Systematic missing occurs when skip patterns exist within the questionnaire and/or attributes only apply to a subgroup of the total sample (e.g., Convenience of airport location only applies to travelers who arrived via airplane). The following list displays the factor attributes that were treated as systematically missing within the study: Travel/Arrival Convenience of airport location Convenience of train/bus station location In addition to the systematic missing attributes listed above, the Lodging and Food & Beverage factors are treated as systematic missing factors. Systematic missing items (attributes or factors) are handled by regressing the eligible items to the factor satisfaction question or the overall destination satisfaction question within each systematic missing pattern group (e.g., Quality/Taste of food and beverage is regressed toward the Overall rating of food & beverage only within the group of travelers who purchased food and beverage at an eating establishment other than a grocer). The overall effective weights for the systematic missing items are a weighted summation (using each systematic missing group’s proportion in the total sample) of the importance weights from each systematic missing pattern group. Although this approach adds another level of complexity to the overall Customer Satisfaction Index (CSI) model, it further enhances the flexibility of the model by allowing for differences in the destination experience. This approach reduces the need to impute missing values and allows for content to be included in the index model that might otherwise have been excluded. Additionally, it provides enhanced detail by providing another level of importance weights (e.g., attribute, subfactor, and factor). Significance Testing Significance testing is conducted at the 90% confidence interval utilizing a two-tailed hypothesis test, which looks for the difference between groups but would make no reference to the direction of the effect. A two-tailed test would test whether the mean of one group is equivalent to the mean of the comparison group. However, the results will not determine whether the difference is positive or negative. 49 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Appendix C Counts 50 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study .Unweighted CountsWeighted CountsTotal Midwest3,72382,617,451Chicago, IL90627,532,475Cincinnati, OH4046,113,666Columbus, OH4046,077,396Detroit, MI4039,903,067Indianapolis, IN4027,323,267Kansas City, MO-KS4027,392,985Minneapolis/St Paul, MN4009,479,119St Louis, MO4028,795,476Unweighted CountsWeighted CountsTotal Northeast/Mid-Atlantic3,829100,806,472Baltimore, MD4028,059,885Boston, MA60414,001,083New York, NY91434,464,406Philadelphia, PA-NJ60411,280,368Pittsburgh, PA4016,107,531Washington, DC-MD-VA90426,893,199Unweighted CountsWeighted CountsTotal South7,426159,327,048Atlanta, GA90523,231,587Charleston, SC4004,869,830Charlotte, NC4038,322,439Fort Lauderdale, FL4048,409,229Jacksonville, FL4016,538,347Knoxville, TN3966,110,754Memphis, TN4005,274,449Miami, FL60413,962,977Myrtle Beach, SC4045,793,715Nashville, TN4019,812,580New Orleans, LA4029,458,344Norfolk/Virginia Beach, VA4007,672,068Orlando, FL90232,289,522Raleigh/Durham/Chapel Hill, NC3986,543,479Tampa, FL60611,037,728MidwestNortheast/Mid-AtlanticSouth 51 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Unweighted CountsWeighted CountsTotal Southwest3,61485,296,309Austin, TX4018,218,770Dallas, TX60319,358,485Fort Worth, TX4027,425,752Houston, TX60419,927,646Oklahoma City, OK4005,455,042Phoenix, AZ60314,346,203San Antonio, TX60110,564,411Unweighted CountsWeighted CountsTotal West7,532191,244,802Anaheim, CA60415,220,701Denver, CO60411,598,058Las Vegas, NV90841,751,120Los Angeles, CA90527,930,178Oahu Island, HI3598,936,137Oakland, CA3965,444,634Portland, OR4026,898,132Riverside/San Bernardino, CA3509,770,149Sacramento, CA4015,698,755Salt Lake City, UT3985,257,459San Diego, CA60016,297,120San Francisco, CA60415,681,871San Jose, CA3959,489,864Seattle, WA60611,270,624WestSouthwest 52 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Appendix D Global 10-Point Response Scale 53 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study J.D. Power Global 10-Point Response Scale J.D. Power has earned its reputation in part through its skill in assessing satisfaction on a global basis. Response scales, in particular, are one of the most important elements impacting the quality of a measurement instrument. After rigorous examination of several scales,2 J.D. Power adopted a 10-point numerical scale with bipolar anchors (1-Unacceptable and 10-Outstanding) and a midpoint (5-Average). This scale exhibits strong validity (i.e., strong prediction of repurchase and recommendation), sensitivity (i.e., granularity), and discrimination and reliability. The following outlines the criteria used in the selection process and provides an overview of the examination conducted: Validity refers to the ability of a scale to accurately reflect what it is supposed to measure, to elicit sensible results, and to be predictive of a future actual event. These aspects of validity are known as content, construct, and predictive validity. Less prone to cultural bias than verbal scales, the 10-point numerical scale (with 5 as Average) shows stronger evidence of all three types of validity. This is evidenced by the high r-squared, or high variance explained, and the strong relationship to intended loyalty measures. Reliability is the ability of a scale to be consistently reproducible, meaning that similar results can be obtained over time and across situations. This is extremely important, as the difference in the performance between two brands must be attributed to the brands themselves rather than to the scale used. By calculating each scale’s contribution to Cronbach’s alpha, a measure of the scale’s internal consistency, reliability was tested. The results showed that the 10-point scale possessed strong reliability. Sensitivity and Discrimination refers to the ability of a measurement to reflect changes in what is being measured. The more sensitive a scale, the more likely respondents are to use the full range of options that the scale offers. A discriminating scale accurately distinguishes between respondents delighted by their experience and those who are merely pleased. J.D. Power testing showed three elements of a scale directly impact sensitivity: the use of bipolar anchors, a midpoint, and a negative-to-positive scale order. The results indicate: Bipolar anchors using the performance rating adjectives Unacceptable and Outstanding are significantly more discriminating than Very Dissatisfied and Extremely Satisfied. Using a midpoint (5) as Average effectively increases the sensitivity of the 10-point scale. The presence of the midpoint moves responses down, to the left of the scale. This heightened sensitivity helps detect differences from one brand to another. Response scales with a negative-to-positive scale order are more discriminating than those with a positive-to-negative scale order. This makes it harder for respondents to fall in the “top box” of a scale. Additionally, the numerical 10-point scale can be used across methodologies—self-administered (i.e., mail, internet) and non-self-administered (i.e., phone, personal interview) — and globally as cultural bias is minimized. 2 Global response scale testing was conducted to identify a single response scale that works best globally and across methodologies. Five response scales were tested in five countries to assess which scale possessed the highest degree of validity, reliability, and sensitivity and discrimination. 54 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Appendix E Questionnaire 55 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study SCREENER S1. In the past 12 months, how many times have you traveled within North America and outside of North America? 1 Leisure/Personal travel 2 Business travel 3 Both leisure/personal and business travel A Within North America 0-100 0-100 0-100 B Outside North America 0-100 0-100 0-100 [PROG: IF ALL S1=0, THANK AND TERMINATE, OTHERWISE CONTINUE TO S2] S2. How safe do you feel when traveling…? 1 Very Unsafe 2 Unsafe 3 Safe 4 Very Safe A Within North America B Outside North America S3. Please enter your zip or postal code. [NUMERIC BOX] S4. In the past 60 days, have you traveled at least 50 miles from your primary residence and stayed overnight in any of the following metropolitan areas? Select up to five. 1 Anaheim, CA 2 Atlanta, GA 3 Austin, TX 4 Baltimore, MD 5 Boston, MA 6 Charleston, SC 7 Charlotte, NC 8 Chicago, IL 9 Cincinnati, OH 10 Columbus, OH 11 Dallas, TX 12 Denver, CO 13 Detroit, MI 14 Fort Lauderdale, FL 15 Fort Worth, TX 16 Houston, TX 17 Indianapolis, IN 18 Jacksonville, FL 19 Kansas City, MO-KS 20 Knoxville, TN 21 Las Vegas, NV 22 Los Angeles, CA 23 Memphis, TN 24 Miami, FL 25 Minneapolis/St Paul, MN 26 Myrtle Beach, SC 27 Nashville, TN 28 New Orleans, LA 29 New York, NY 30 Norfolk/Virginia Beach, VA 31 Oahu Island, HI 32 Oakland, CA 33 Oklahoma City, OK 34 Orlando, FL 35 Philadelphia, PA-NJ 36 Phoenix, AZ 37 Pittsburgh, PA 38 Portland, OR 39 Raleigh/Durham/Chapel Hill, NC 40 Riverside/San Bernardino, CA 41 Sacramento, CA 42 Salt Lake City, UT 43 San Antonio, TX 44 San Diego, CA 45 San Francisco, CA 46 San Jose, CA 47 Seattle, WA 48 St Louis, MO 49 Tampa, FL 50 Washington, DC-MD-VA 0 None of the above [EXCLUSIVE] [IF S4=0, THANK AND TERMINATE] 59 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study BRAND IMAGE The images and reputations of destinations differ widely and we are interested in understanding what you think about various cities. In the following section, you will be given a list of characteristics that can be used to describe different destinations. Please click the button closest to the word or phrase that best describes that metropolitan area. When making your rating, please keep in mind that we want to know how destinations differ from each characteristic. For example, you might think one destination is a little more modern than another destination listed. [DESTINATION= EVALUATED CITY FROM SCREENER, DESTINATION2 = RANDOM CITY WITHIN THE SAME REGION AS EVALUATED DESTINATION] BI1. Environmentally Careless Environmentally Responsible Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI2. Boring Exciting Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI3. Expensive Affordable Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI4. Unfriendly Hospitable Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI5. Dangerous Safe Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI6. Bland Impressive Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI7. Old-fashioned Modern Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] BI8. Bad reputation Good Reputation Don't know 1 2 3 4 5 6 7 99 [DESTINATION] [DESTINATION2] 60 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study TRIP FACTS TF1. What were the dates of your most recent trip to [DESTINATION]? (As best as you can recall) [DO NOT ALLOW RESPONSES EARLIER THAN 60 DAYS PRIOR TO SURVEY DATE] A Arrival Date [CALENDAR] B Departure Date [CALENDAR] TF2. What was the primary purpose of your trip? Leisure 1 Visit friends/relatives 2 Entertainment/Sightseeing 3 Outdoor recreation 4 Honeymoon/Anniversary/Other special occasion celebration 5 Other pleasure/personal Business 6 Client/Customer meeting 7 Training/Seminar 8 Internal meeting 9 Convention/Conference 10 Other business [ASK IF TF2 = 6, 7, 8, 9, or 10] TF3. Did you extend your trip for leisure purposes? 1 Yes 0 No TF4. Who traveled with you? Mark all that apply. 1 Traveled alone [EXCLUSIVE] 2 Spouse 3 Friend(s) 4 Adult family member(s) 13 years or older 5 One or more children 12 years old or younger 6 Business colleague(s) [IF TF4=1, AUTOPUNCH 1 AND SKIP] TF5. Including yourself, how many travelers were in your party? [NUMERIC BOX; RANGE 2-20] Travelers 61 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study TF6. Was this your first ever visit to this metropolitan area? 1 Yes 0 No TRIP PLANNING P1. Who planned your trip to [DESTINATION]? 1 Self 2 Corporate travel department 3 Secretary/Assistant 4 Spouse/Friend/Family member 0 Did not plan prior to trip [ASK IF P1 = 1] P2. What resources did you utilize to research and/or plan your trip? 1 Printed travel guide/magazine 2 Destination website 3 Travel review sites (e.g., TripAdvisor, Yelp, etc.) 4 Social media 5 Travel agent/travel club 6 Independent online travel website (e.g., Expedia, Travelocity, etc.) 7 Travel provider website (e.g., airline, hotel, rental car, cruise, etc.) 8 Search engines (e.g., Google, Bing, etc.) 9 Family member/friend/personal recommendation 10 Other media (e.g., newspaper, TV, radio, etc.) 99 Don’t know [EXCLUSIVE] 0 Did not research prior to trip [EXCLUSIVE] [ASK IF P1 = 1] P3. Using a 10-point scale, please rate your trip planning experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Availability of information about the destination and its activities B Usefulness of information about the destination and its activities C Ease of finding desired information about destination and its activities 62 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study RESERVATION [SKIP IF P1 = 0] R1. How far in advance of your trip did planning begin? 1 Less than 1 week 2 1-2 weeks 3 2-4 weeks 4 1-2 months 5 3 months or more 99 Don’t know [SKIP IF P1 = 0] R2. Did you pre-purchase/reserve any of the following prior to your trip? Mark all that apply. 1 Lodging 2 Transportation to destination 3 Entertainment or activities 4 Food/Beverage/Dining 0 Did not purchase or reserve prior to trip [EXCLUSIVE] 99 Don’t know [EXCLUSIVE] [SKIP IF P1=0 OR R2 = 0 or 99] R3. What was the primary source used to book your trip? 2 Directly with destination/attraction in person or by phone 3 Corporate travel department 4 Travel club (e.g., AAA, etc.) 5 Travel agent 6 Travel provider website (e.g., airline, hotel, rental car, cruise, etc.) 7 Independent online travel website (e.g., Expedia, Travelocity, etc.) 8 Destination website 9 Corporate booking website 99 Don’t know/unsure [EXCLUSIVE] [SKIP IF P1 = 0] R4. How far in advance of your trip was the planning completed? 1 Less than 1 week 2 1-2 weeks 3 2-4 weeks 4 1-2 months 5 3 months or more 99 Don’t know 63 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study R5. Why did you choose this destination for your trip? Mark all that apply. 1 Location of event/meeting 2 Lower price/affordability 3 Reputation/Recommendation 4 Attractions/Activities/Entertainment options 5 Past experience 6 Online reviews 7 Ease of getting there 8 Availability of travel packages 9 Weather 10 Landmarks/Landscape 97 Other [SPECIFY] 99 Don’t know [EXCLUSIVE] [PROG: ASK IF R5=MORE THAN 1 RESPONSE] R6. What was your primary reason for choosing this destination? [PIPE RESPONSES FROM R5] DESTINATION ARRIVAL EXPERIENCE ARV1. How did you arrive at your destination? 1 Own vehicle [EXCLUSIVE] 2 Airplane 3 Rental car 4 Train 5 Bus 97 Other [SPECIFY] ARV2. How many miles did you travel to arrive at your destination? [NUMERIC BOX, RANGE 50-3000] Miles [IF ARV1 = 2] ARV3. Which airline did you fly? [DROP DOWN LIST OF AIRLINES] [IF ARV1 = 2] ARV4. Did you arrive at your destination on a direct flight from your point of origin? 1 Yes 0 No, my flight had connections 64 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study [IF ARV1 = 2] ARV5. Did your flight arrive on time? 1 Yes 0 No [IF ARV1 = 2] ARV6. At which airport did you arrive when you reached your destination? [DROP DOWN LIST OF AIRPORTS] [IF ARV1 = 2] ARV7. Were there a sufficient number of flights available to your destination? 1 Yes 0 No [ASK IF ARV1 = 3] ARV8. What rental car company did you use? [DROP DOWN LIST OF RENTAL CAR BRANDS] ARV9. Using a 10-point scale, please rate your experience with the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Ease of getting to destination from your point of origin B Convenience of airport location [ASK IF ARV1 = 2] C Convenience of train/bus station location [ASK IF ARV1 = 4 or 5] D Traffic condition at the destination E Clarity of signs/directions going into the city/destination Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 F Overall arrival/travel to destination experience 65 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study LODGING L1. Where did you stay during the majority of your trip? 1 Hotel 2 With friend(s)/relative(s) 3 RV/Tent (campground) 4 Rental home/condo (includes Airbnb, HomeAway, etc.) 5 Timeshare 6 Personal residence (second home/condo) 7 Bed & Breakfast 97 Other [SPECIFY] [IF L1=1] L2. Which hotel did you stay at? [DROP DOWN LIST OF HOTELS] [IF L1=1] L3. What is the primary reason you chose this hotel? 1 Lower price 2 Good customer service 3 Convenient location 4 Convenient process 5 Past experience 6 Reputation 7 Recommendation 8 Rewards/Loyalty program member 9 Corporate policy 10 Package deal 11 Online review (e.g., TripAdvisor, etc.) 12 Hotel amenities offered 13 Only available hotel 14 “Green” hotel (environmentally friendly) 15 View 16 Room size (spacious room) 17 Internet access 18 Renovated 19 Pet-friendly 20 Bidding website assigned hotel 21 Event location (e.g., wedding, conference, etc.) 22 Received discount/special rate 97 Other [SPECIFY] 99 Don’t know 66 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study [ASK IF L1 = 4 or 7] L4. Where did you reserve your rental home/condo/bed & breakfast? 1 Airbnb 2 HomeAway 3 VRBO 4 Tripping.com 5 FlipKey 97 Other [SPECIFY] [SKIP IF L1 = 2 or 6] L5. Using a 10-point scale, please rate your lodging experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Availability of lodging [HIDE IF L1=5] B Quality of lodging C Variety of lodging options [HIDE IF L1=5] D Convenience of lodging locations Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall lodging experience INFRASTRUCTURE INF1. What modes of transportation did you utilize while visiting the destination? 1 Bus 2 Train/Tram/Light rail/Subway 3 Rental car 4 Own vehicle 5 Walking/Bicycle 6 Taxi 7 Ride Sharing (e.g., Uber, Lyft, etc.) 97 Other [SPECIFY] 67 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study [ASK IF INF1 = 3 or 4] INF2. Was there adequate public parking available within the destination? 1 Yes 0 No 99 Don’t know [ASK IF INF1 = 1 or 2] INF3. Was the public transit that you used clean? 1 Yes 0 No 99 N/A [ASK IF INF1 = 1 or 2] INF4. Were public transit routes conveniently located? 1 Yes 0 No [ASK IF INF1 = 1 or 2] INF5. Was the public transit system timely in pickup and drop off service? 1 Yes 0 No [ASK IF INF1 = 1 or 2] INF6. Did you feel safe riding the public transit system? 1 Yes 0 No [ASK IF INF1 = 5] INF7. Were there enough pedestrian walkways or bicycle ways? 1 Yes 0 No 99 Don’t know [ASK IF INF1 = 5] INF8. Did you feel safe while walking/biking? 1 Yes 0 No 68 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study INF9. Would you say the traffic congestion in [DESTINATION] was… 1 Very heavy 2 Somewhat heavy 3 Moderate 4 Light 5 Very light 99 Don’t know INF10. Could you easily find the following public facilities when you needed to? Never or almost never Rarely (<25%) of the time Occasionally (25%-<50% of the time) Frequently (50%-<75% of the time) Almost always (75%-<100%) Always Don’t know A Public restrooms B Trash cans C Drinking fountains INF11. Was there sufficient police presence throughout the destination? 1 Yes 0 No 99 Don’t know INF12. Was there adequate lighting in public spaces? 1 Yes 0 No 99 Don’t know INF13. Using a 10-point scale, please rate your experience with the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Availability of public transportation B Cleanliness of the metropolitan area C Safety/Security of the metropolitan area D Clarity of signage/directions throughout the metropolitan area E Availability of public facilities (trash cans, public restrooms, drinking fountains, etc.) 69 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 F Overall metropolitan area infrastructure INF14. What about the infrastructure can be improved? [TEXT BOX] 98 No comment [EXCLUSIVE] FOOD AND BEVERAGE FB1. Where did you purchase food and/or beverage within [DESTINATION]? Mark all that apply. 1 Restaurant/Bar 2 Fast food chain 3 Convenience store 4 Kiosk/Street vendor 5 Grocery store 97 Other FB2. Were you able to find food and/or beverage(s) with local flavor? 1 Yes 0 No 99 Don’t know [SKIP IF FB1=5 ONLY] FB3. Thinking about your overall food and beverage experience, using a 10-point scale, how would you rate the…? Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Variety of food and beverage choices B Quality/Taste of food and beverage C Convenience of location of food and beverage outlets D Courtesy of food and beverage staff Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall food and beverage experience 70 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study ACTIVITIES ACT1. Which activities did you experience on this trip? Mark all that apply. Cultural activities 1 Museum 2 Theatre/Performance art 3 Concert 4 Art gallery/exhibit 5 Other cultural activities [SPECIFY] Entertainment 6 Shopping 7 Nightlife 8 Amusement/Theme Park 9 Zoo 10 Aquarium 11 Casino/Gaming 12 Other entertainment activities [SPECIFY] Sightseeing 13 Buildings/Architecture 14 Landmarks/Monuments (natural or man-made) 15 Nature/Parks 16 Sightseeing tours (self-guided or organized) 17 Other sightseeing activities [SPECIFY] Sports & adventure 18 Outdoor activities (e.g., hiking, mountain biking, etc.) 19 Boat tours 20 Water sports (e.g., swimming, boating, etc.) 21 Sporting event 22 Other sports and adventure [SPECIFY] Convention or conference 23 Business conference/convention 24 Leisure conference/convention (e.g., ComicCon, etc.) 25 Other convention or conference [SPECIFY] CULTURE [ASK C1-C3 IF ACT1=1, 2, 3, 4 or 5] C1. Which specific cultural activities did you attend/experience? [TEXT BOX] A Museum [ASK IF ACT1=1] [TEXT BOX] B Theatre/Performance art [ASK IF ACT1=2] [TEXT BOX] C Concert [ASK IF ACT1=3] [TEXT BOX] D Art gallery/exhibit [ASK IF ACT1=4] [TEXT BOX] E [PIPE SPECIFY TEXT FROM ACT1_5] [ASK IF ACT1=5] 98 No comment [EXCLUSIVE] 71 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study C2. Did any of your cultural activities or experiences stand out to you? If so, which one(s) and why? [TEXT BOX] 98 No comment [EXCLUSIVE] C3. Using a 10-point scale, please rate your overall cultural activities experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Variety of cultural activities available B Quality of cultural activities C Friendliness of cultural activities staff D Convenience of location of cultural activities Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall cultural activities ENTERTAINMENT [ASK E1-E3 IF ACT1=6, 7, 8, 9, 10, 11 or 12] E1. Which specific entertainment activities did you experience? [TEXT BOX] A Shopping [ASK IF ACT1=6] [TEXT BOX] B Nightlife [ASK IF ACT1=7] [TEXT BOX] C Amusement/Theme park [ASK IF ACT1=8] [TEXT BOX] D Zoo [ASK IF ACT1=9] [TEXT BOX] E Aquarium [ASK IF ACT1=10] [TEXT BOX] F Casino/Gaming [ASK IF ACT1=11] [TEXT BOX] G [PIPE SPECIFY TEXT FROM ACT1_12] [ASK IF ACT1=12] 98 No comment [EXCLUSIVE] E2. Did any of your entertainment activities experiences stand out to you? If so, which one(s) and why? [TEXT BOX] 98 No comment [EXCLUSIVE] 72 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study E3. Using a 10-point scale, please rate your entertainment activities experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Variety of entertainment activities available B Quality of entertainment activities C Friendliness of entertainment activities staff D Convenience of location of entertainment activities Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall entertainment activities experience SIGHTSEEING [ASK SS1-SS3 IF ACT1=13, 14, 15, 16 or 17] SS1. Which specific sightseeing activities did you experience? [TEXT BOX] A Buildings/Architecture [ASK IF ACT1=13] [TEXT BOX] B Landmarks/Monuments (natural or man-made) [ASK IF ACT1=14] [TEXT BOX] C Nature/Parks [ASK IF ACT1=15] [TEXT BOX] D Sightseeing tours (self-guided or organized) [ASK IF ACT1=16] [TEXT BOX] E [PIPE SPECIFY TEXT FROM ACT1_17] [ASK IF ACT1=17] 98 No comment [EXCLUSIVE] SS2. Did any of your sightseeing experiences stand out to you? If so, which one(s) and why? [TEXT BOX] 98 No comment [EXCLUSIVE] SS3. Using a 10-point scale, please rate your sightseeing experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Variety of sightseeing activities available B Quality of sightseeing activities C Friendliness of sightseeing activities staff D Convenience of location of sightseeing activities 73 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall sightseeing activities experience SPORTS & ADVENTURE [ASK SA1-SA3 IF ACT1=18, 19, 20, 21 or 22] SA1. Which specific sports and adventure activities did you experience? [TEXT BOX] A Outdoor activities (e.g., hiking, mountain biking, etc.) [ASK IF ACT1=18] [TEXT BOX] B Boat tours [ASK IF ACT1=19] [TEXT BOX] C Water sports (e.g., swimming, boating, etc.) [ASK IF ACT1=20] [TEXT BOX] D Sporting event [ASK IF ACT1=21] [TEXT BOX] E [PROG: PIPE SPECIFY TEXT FROM ACT1_22] [ASK IF ACT1=22] 98 No comment [EXCLUSIVE] SA2. Did any of your sports & adventure experiences stand out to you? If so, which one(s) and why? [TEXT BOX] 98 No comment [EXCLUSIVE] SA3. Using a 10-point scale, please rate your sports & adventure activities experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Variety of sports & adventure activities available B Quality of sports & adventure activities available C Friendliness of sports & adventure activities staff D Convenience of location of sports & adventure activities Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall sports & activities experience 74 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study CONFERENCE/CONVENTION [ASK CC1-CC3 IF ACT1=23, 24 or 25] CC1. Where did you attend your conference or convention? 1 Convention center 2 Hotel 97 Other [SPECIFY] CC2. Which specific conference/convention venue did you attend? [TEXT BOX] A Business conference/convention [ASK IF ACT1=23] [TEXT BOX] B Leisure conference/convention (e.g., ComicCon, etc.) [ASK IF ACT1=24] [TEXT BOX] C [PROG: PIPE SPECIFY TEXT FROM ACT1_25] [ASK IF ACT1=25] 98 No comment [EXCLUSIVE] CC3. Using a 10-point scale, please rate your conference/convention experience on the following. Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Ease of getting to/from conference/convention location B Friendliness of conference/convention staff Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 C Overall convention /conference experience OVERALL ACTIVITIES [ASK IF TWO OR MORE OF THE FOLLOWING ARE ANSWERED: C3_E, E3_E, SS3_E, SA3_E or CC3_C. IF ONLY ONE IS ANSWERED AUTOPUNCH SAME RATING RESPONSE TO ACT2] ACT2. Thinking about your culture, entertainment, sightseeing and sports & adventure experiences during your trip, using a 10-point scale, please rate your… Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 Overall activities experience 75 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study COST & FEES CF1. Over the course of your entire trip, approximately how much did you spend on each of the following, in total? Enter 0 if you did not spend anything in a particular category. [NUMERIC BOX] A Lodging [HIDE IF L1=2 or 6] [NUMERIC BOX] B Transportation/Parking (e.g., public transportation, taxi, rental car, fuel, parking within destination, etc.) [NUMERIC BOX] C Food and Beverage [NUMERIC BOX] D Entertainment and Activities [NUMERIC BOX] E Shopping/Souvenirs [NUMERIC BOX] F Other [SPECIFY] 99 Don’t know [EXCLUSIVE] CF2. Do you feel the cost and fees for each of the following were reasonable? 1 Yes 2 No 99 Don’t know A Lodging [HIDE IF L1=2 or 6; HIDE IF CF1_A=0] B Transportation within destination [HIDE IF CF1_B=0] C Parking within destination [HIDE IF CF1_B=0] D Food and beverage [HIDE IF CF1_C=0] E Activities [HIDE IF CF1_D=0] F Shopping [HIDE IF CF1_E=0] G [PIPE RESPONSE FROM CF1 OTHER] [FIXED; HIDE IF CF1_F=0] CF3. Did you purchase any destination-branded merchandise? 1 Yes 0 No CF4. Thinking about the cost and fees for your trip, using a 10-point scale, how would you rate the…? Unacceptable Average Outstanding N/A 1 2 3 4 5 6 7 8 9 10 99 A Price paid for lodging [HIDE IF L1=2 or 6] B Price paid for transportation/parking (within destination) C Price paid for food and beverage D Price paid for entertainment/activities 76 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 E Overall cost & fees satisfaction OVERALL DESTINATION EXPERIENCE DES1. Using a 10-point scale, taking into consideration all aspects of your destination experience, including the arrival, lodging, food and beverage, infrastructure, activities and cost, how would you rate your…? Unacceptable Average Outstanding 1 2 3 4 5 6 7 8 9 10 Overall destination experience LOYTALY & ADVOCACY LA1. Please indicate your level of agreement with the following statements. 1 Strongly disagree 2 Somewhat disagree 3 Neither disagree nor agree 4 Somewhat agree 5 Strongly agree A I love this destination B This would always be my first choice as a place to visit C I would be greatly disappointed if I could never return here D This destination is perfect for someone like me E This is a destination I would like to move to/live in LA2. How likely are you to return to this destination? 1 Definitely will not 2 Probably will not 3 Probably will 4 Definitely will 77 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study LA3. How likely are you to recommend this destination to a friend, relative or colleague? 1 Definitely will not 2 Probably will not 3 Probably will 4 Definitely will LA4. During the past 12 months, how many times have you mentioned [DESTINATION] to a friend, relative or colleague? If never, enter 0. A Positive recommendation(s) [NUMERIC BOX, RANGE 0-50] 99 Don’t know [EXCLUSIVE] B Negative comment(s) [NUMERIC BOX, RANGE 0-50] 99 Don’t know [EXCLUSIVE] LA5. Have you posted a comment about an experience with [DESTINATION] to a social media site not sponsored by [DESTINATION] (e.g., your social network site, a blog, a rating and review site, etc.)? 1 Yes 0 No [ASK IF LA5=1] LA6. Which of the following social media sites (i.e., not [DESTINATION] sponsored sites) did you use to post comments about an experience with [DESTINATION]? Mark all that apply. 2 Facebook 10 Instagram 5 LinkedIn 6 TripAdvisor 11 Tumblr 3 Twitter 1 Yelp 4 YouTube 7 Other blog 8 Other forum 9 Other rating/review sites 97 Other [SPECIFY] 99 Don’t know/don’t remember [EXCLUSIVE] [ASK IF LA5=1] LA7. For the majority of your comments about [DESTINATION], what was the primary reason for posting? 1 Make negative comments (e.g., complain about a product/service, etc.) 2 Make positive comments (e.g., compliment a product/service, make a recommendation, etc.) 3 Ask a question/get information 97 Other [SPECIFY] 78 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study DESTINATION INTEREST INT1. Which of the following options are most important to you when choosing a destination? Rank top 3 [PROVIDE DROP DOWN BOX ALLOWING RESPONDENT TO SELECT 1, 2, OR 3 FOR EACH RESPONSE OPTION; 1, 2 AND 3 CAN ONLY BE SELECTED ONCE EACH] 1 Outdoor activities (e.g., hiking, rafting, skydiving, zip lining, etc.) 2 Relaxation 3 Theme parks 4 Nature 5 Sightseeing 6 Accessible/Easy to get to the destination 7 Safety 8 Cost (e.g., lodging, transportation, food, etc.) 9 Food/Restaurants 10 Weather 11 Special events (e.g., local festivals, holidays, conferences, etc.) 12 Friend/Family recommendation 13 Family friendly 14 Convenient public transit system 15 Historical significance 16 Nightlife (e.g., clubs, bars, entertainment, etc.) 17 Pet friendly 18 Distance from where I live 19 Shopping 20 Conducting business 0 None [EXCLUSIVE] DEMOGRAPHICS D1. Are you…? [A: Gender] 1 Male 0 Female 98 Prefer not to answer D2. In what year were you born? [DROPDOWN LIST, RANGE 1916-1998] 98 Prefer not to answer [EXCLUSIVE] 79 © 2016 J.D. Power and Associates. All Rights Reserved. 2016 Destination Experience Satisfaction Study D3. What was the last year of school you completed? 1 8th grade or less 2 Some high school 3 High school graduate 4 Trade/Technical school 5 Some college 6 4-year college degree 7 Some graduate courses 8 Advanced degree 98 Prefer not to answer D4. What is your current marital status? 1 Married 2 Single (never married) 3 Widowed 4 Divorced/Separated 5 Living with domestic partner 98 Prefer not to answer D5. Are you…? Mark all that apply. 1 White/Caucasian 2 Black/African American 3 Asian/Asian American 4 Latino/Hispanic 97 Other 98 Prefer not to answer [EXCLUSIVE] D6. Which one of the following best describes your household’s total annual income before taxes? 1 Under $25,000 2 $25,000-$29,999 3 $30,000-$39,999 4 $40,000-$49,999 5 $50,000-$59,999 6 $60,000-$69,999 7 $70,000-$79,999 8 $80,000-$89,999 9 $90,000-$99,999 9 $90,000-$99,999 10 $100,000-$124,999 11 $125,000-$149,999 12 $150,000-$174,999 13 $175,000-$199,999 14 $200,000-$249,999 15 $250,000-$499,999 16 $500,000 or more 98 Prefer not to answer That concludes our survey. J.D. Power thanks you for participating.