At the request of the Panama City Beach Tourist Development council, The Klages Group put together a visitor profile survey to compile information about who is coming to our beaches. The report is on Quarter 1 2008 and is compared to Quarter 4 2007.
I’ve emailed and asked how to the study sample was chosen and asked how the data was collected. Having taken a class on survey methodology in undergrad school, I have some experience with this and am interested to see their reply. I had heard that their study sample was just under 500, but I want to know how the sample was chosen.
The entire study is available for download after the break.
I’m sure it would come as no surprise that more people travel here by car than anything else. Over 75% of all visitors to our area came here by car in the 1st quarter with over 90% of those here on spring break traveled here by car.
Under the category “Airport Deplaned”, I assume this is the airport they arrived at. I find it strange that Ft. Walton is not represented here. Maybe I am misunderstanding this. For those traveling here in Q1, it reades 49.6% Pensacola Airport, 32.2% Panama City Airport, 11.3% Tallahassee Airport, 4.3% Atlanta Airport.
There were clearly some trends evident and expected evidence of the younger generations. For example, for all those that traveled here during Q1, 42% found information about Panama City Beach on the internet, whereas, those that traveled here exclusively for spring break, 71% found information about Panama City Beach on the internet. Also, 44% of those spring breakers that traveled here found their accomodations online, whereas, those that were here during Q1, not for spring break, only 24% booked online.
82% of those here on spring break found the expense to be what they expected. 75% of the Q1 visitors found the expense to be as expected.
83% of those here on spring break said they would recommend Panama City Beach to their friends, whereas, 61% of those here during spring break, but not “on” spring break, and 64% of those here in Q1 said they would recommend our area.
The survey also concludes that those that are here during spring break, but not “on” spring break SPEND MORE MONEY than those here “on” spring break.
The calculations, however are wrong for what the survey concludes people here during spring break, but not “on” spring break spend per day. The survey states that those here “on” spring break spend $65.53 per day per person, yet those here during spring break, but not “on” spring break spend only $22.35 per day per person. Again, this is wrong if you calculate the “during spring break” the same as the survey calculates the “on spring break”, explanation:
First to give you enough information to do the calculation, numbers according to the survey:
Here on spring break
5.5 days: Average length of stay in Panama City Beach
3 people: Average number of people in traveling party
Here during spring break
5.6 days: Average length of stay in Panama City Beach
2.1 people: Average number of people in traveling party
Here on Spring Break
$1081.28 total spent per trip per party ($1081.28/3 people=$360.43)
$360.43 total spent per person per trip ($360.43/5.5 days=$65.53)
$65.53 total spent per person per day
Here during Spring Break
$1438.82 total spent per trip per part ($1438.82/2.1 people=$685.15) 33% more spent
$685.15 total spent per person per trip ($685.15/5.6 days=$122.35) 90% more spent
$122.35 total spent per person per day (the survey document says only $22.35) 87% more spent
The conclusion is still a little flaky as I’m not sure as to the demographic of what the survey describes as here during spring break, but not on spring break. I would love to say that families here during spring break, spend more than “spring breakers”, but there isn’t enough information provided in this survey to conclude that.
I should also note that these numbers include accommodations, food/entertainment, and retail purchases.
Also, when looking at other segments included in the survey, including Q4 2007 and Q1 2008, spring breakers consistently spent less than all the other segments. In fact, when calculating per day per person, the closest spring breakers get to spending as much as our visitors during the other segments is during Q4 2007 (when it is cheapest to come here, nonetheless) at 8.5% less, AND the Q4 visitors had an average length of stay of over 8 days.
Also, interesting was that 39% of all spring breakers surveyed thought of Panama City Beach as a family friendly place. 51% of spring breakers thought the beaches were “very safe” for children, whereas 25% of those here during spring break thought the beaches were “very safe” for children. 48% of spring breakers thought there were activities for all ages, whereas only 26% of those here during spring break thought there were activities for all ages. 56% of spring breakers thought there was too much traffic, whereas only 28% of those here during spring break thought there was too much traffic.
All in all, I think the survey is pretty good. I had heard comments that those that are in support of spring break have much to work with through this survey, but I actually beleive that this has some pretty strong arguments against spring break. Finding that one incorrect calculation causes a little discredit to the validity, and I would like to know how the study sample was determined and how the data was collected. If anyone has any insight to this, please chime in.
Ok, the complainer has spoken again, flame on!Print Story