University of Northern Iowa
Sustainable Tourism and the Environment Program
Silos and Smokestacks National Heritage Area
2003-2004
Economic Impact and Visitor Survey
University of Northern Iowa
Sustainable Tourism and the Environment Program
204 WRC
Cedar Falls, IA 50614-0241
319-273-5826/273-6840
www.uni.edu/step
Sam.Lankford@uni.edu
Silos and Smokestacks National Heritage Area
2003-2004
Economic Impact and Visitor Survey
Research Team
Sam Lankford
Jill Lankford
Ariana Cela
Ricki Dieser
Renee Pieper
September 30th, 2004
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Executive Summary of the Project
Tourism makes a significant contribution on the communities to Northeast Iowa. Silos and
Smokestacks National Heritage Area (SSNHA) has the opportunity to improve the quality of life
for citizens, the economic viability of the area and the image of Northeast Iowa in the eyes of the
residents and tourists. This study, conducted in co-operation with the Sustainable Tourism and
Environment Program, at the University of Northern Iowa and SSNHA was initiated to help
partner sites effectively tell the story and better serve visitors to the SSNHA and therefore to
identify opportunities for future initiatives in the SSNHA.
•
The study includes an analysis of travel characteristics, visitors’ demographic profile,
economic and marketing assessment and also visitors’ satisfaction in 58 SSNHA sites.
•
The study concluded that:
o The SSNHA relies on repeat visitors (63%) and visitors who are not part of an
organized group (89%), whose primary purpose of their trip was specifically to visit
this heritage site. Visitors have had on average five trips to the region.
o Almost half of the visitors were on an overnight trip (48%) and the other half on a
day trip (47%).
o Generally the visitor to the SSNHA, for 36.1% of the respondents, is 56 years of age
and above. The average age is 51 years old. Most of the visitors (49%) are women
and 64.4% of the visitors either went to college or graduated from college.
o On average visitors to the SSNHA spent more on lodging and shopping than amounts
spent by visitors as collected by the Iowa visitor centers in the region. Spending did
not differ based on income level, except for spending on shopping. The estimated
direct economic impact from visitors visiting SSNHA is $58,069,543.3.
o Most of the visitors (63%) did not receive any information before they left on their
trip, since 44% did not plan before taking the trip. The most common medium where
they saw some advertisement before visiting the region was the newspaper (14.3%)
and the most common place to receive information was at the place of
accommodation (22.7%).
o Generally visitors were satisfied or very satisfied with the hospitality, visitor services,
attractions and things to do in the region.
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Table of Contents
List of Charts
List of Tables
List of Figures
Page
I.
II.
III.
IV.
Introduction
Purpose and Objectives of the Study
Methodology
Overall Survey Results
8
8
9
10
A. Trip Characteristics
11
1.
2.
3.
4.
5.
Previous Visits
Primary Purpose
Length of Stay
Being in an Organized Group
Travel Party Size
6. Other Sites Visited
11
14
16
20
22
23
B. Visitor Profile
26
1.
2.
3.
4.
Age
Gender
Location of Residence
Education Level
5. Income
26
27
27
29
30
C. Spending Patterns
31
D. Trip Planning and Information Seeking
35
1.
2.
3.
Information Used for Planning Trip
Source of Information While Traveling
Helpfulness of Information
4. Familiarity of SSHNA
36
39
41
41
E. Visitor Satisfaction
42
1.
2.
3.
Hospitality & Visitor Information
Cultural/Historical Attractions
Activities/Things to Do
4. Overall Visitor Satisfaction
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43
43
44
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5.
Qualitative Comments from SSHNA Visitors
V. Survey Results by Category of Site
45
47
A.
B.
C.
D.
E.
F.
Previous Visits in each Site Category
Primary Purpose in each Site Category
Length of Stay in each Site Category
Being in an Organized Group in each Site Category
Age and Gender in each Site Category
Spending in each Site Category
G. Overall Satisfaction in each Site Category
VI. Conclusions & Recommendations
48
49
49
50
51
52
53
54
A.
B.
C.
D.
Trip Characteristics
Visitors Demographic Profile
Economic Impact Assessment
Marketing Assessment
E. Visitor’s Satisfaction
54
55
55
56
56
APPENDIXES
Appendix 1 Survey
Appendix 2 Visitor’s Qualitative Comments
Appendix 3 t-test and One Way Anova Statistics
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List of Charts
Chart no. 1 Percentage of Visitors who Have Visited the Region Previously
Page
11
Chart no. 2 Previous Trips Taken to the Region in the Past Year by Repeat Visitors
13
Chart no. 3 Comparison of Average Number of Trips
13
Chart no. 4 Primary Purpose of Trip
14
Chart no. 5 Primary Trip Purpose for Day and Overnight Visitors
15
Chart no. 6 Type of Visit to Region
16
Chart no. 7 Number of Hours Spent in the Region while on a Day Trip
18
Chart no. 8 Total Number of Nights Spent in the Region
18
Chart no. 9 Comparison of Average Days Spent
19
Chart no. 10 Where Visitors Stayed Overnight
19
Chart no. 11 Comparison of Hotel Stay
20
Chart no. 12 Visitors Traveling with an Organized Group
20
Chart no. 13 Size of Travel Party
22
Chart no. 14 Comparison of Average Travel Party Size
22
Chart no. 15 Age of Visitors
26
Chart no. 16 Gender of Visitors
27
Chart no. 17 Level of Education
29
Chart no. 18 Visitor’s Income
30
Chart no. 19 Mean and Median of Spending Categories
32
Chart no. 20 Comparison of Spending Patterns
35
Chart no. 21 Visitors who Received Information before their Trip
36
Chart no. 22 Planning before Trip
36
Chart no. 23 Advertisements for the Region before Visiting
39
Chart no. 24 Where Visitors Received Information while in Iowa
40
Chart no. 25 Helpfulness of Information
41
Chart no. 26 Familiarity with SSHNA
41
Chart no. 27 Satisfaction with Hospitality and Visitor Information
42
Chart no. 28 Satisfaction with Cultural and Historical Attractions
43
Chart no. 29 Satisfaction with Activities or Things to Do
44
Chart no. 30 Overall Satisfaction
44
Chart no. 31 Overall Satisfaction for the Day Trip and Overnight Visitors
45
Chart no. 32 First time and Repeat Visitors per Site Category
48
Chart no. 33 Average Trips in Overall and per Each Site Category
48
Chart no. 34 Primary Purpose of Trip in Each Site Category
49
Chart no. 35 Day Trip versus Overnight Trip Visitors per Each Site Category
50
Chart no. 36 Part of an Organized Group in Each Site Category
51
Chart no. 37 Average Age and Gender of Visitors per Site Category
51
Chart no. 38 Overall Satisfaction per Site Category
53
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List of Tables
Page
Table no. 1 Primary Trip Purpose for First Time Visitors and Repeat Visitors
14
Table no. 2 Mean, Median and Total Spending Categories per Party Size
31
Table no. 3 Total Number of Visitors and Visitors Economic Direct Impact
32
Table no.4 Means and Standard Deviations of Spending Categories per Visitors’
Primary of Purpose
34
Table no.5 Frequency and Percentage of the Visitors in Each Site Category
47
Table no.6 Number of Nights Spent in Each Site Category
50
Table no.7 Average Spending and Total spending in Each Site Category
52
List of Figures
Page
Figure no.1 Residence of First Time and Repeat Visitors
12
Figure no.2 Residence of Day Trip or Overnight Visitors
17
Figure no. 3 Residence of Visitors Part or not Part of an Organized Group
21
Figure no.4 Location of Visitors’ Residence
28
Figure no.5 Residence of Visitors Planning or not Planning for the Trip
38
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I. Introduction of Silos and Smokestacks National Heritage Area
Silos and Smokestacks National Heritage Area (SSNHA) includes six important themes in all
of its attractions, as following:
1) The Fertile Land,
2) Farmers & Families,
3) The Changing Farm,
4) Higher Yields: The Science & Technology of Agriculture,
5) Farm to Factory: Agribusiness in Iowa,
6) Organizing for Agriculture: Policies and Politics.
The goals of SSNHA are as below mentioned:
‰
to present the story of America’s agriculture and agricultural industry though a
balanced and cohesive interpretation across the heritage area;
‰
to increase the public awareness of the SSNHA;
‰
to increase the capacity of partner sites to provide quality visitor experiences;
‰
to enhance the capacity of communities and local businesses to preserve and to
develop heritage resources and to become stronger partners in regional tourism
efforts;
‰
to obtain and allocate funding to support SSNHA projects and to sustain the Silos
and Smokestacks organization.
The mission statement of SSNHA is to provide opportunities through the development of a
network of sites, programs, and events that interpret farm life, agribusiness, and rural
communities-past, present, and future.
SSNHA has partnered with sixty diverse sites throughout the thirty-seven county area. These
sites are divided into three categories on the basis of the level of services and facilities provided,
as:
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•
Partner site, which provides full services including staff, exhibits, programs, and
restrooms. These sites are open on average thirty-two hours weekly and at least four
continuous months.
•
Affiliate site, which has limited hours of operation and does not provide as many
public services.
•
Point of interest, which may not be staffed or provide any public services.
II. Purpose and Objectives of the Study
The purpose of this study is to help partner sites effectively tell the story and better serve
visitors to the SSNHA and therefore to identify opportunities for future initiatives in the SSNHA.
University of Northern Iowa’s STEP (Sustainable Tourism and Environmental Program) has
been approached to conduct the study.
The objectives of the study are:
1. To identify trip characteristics of visitors to the SSNHA;
2. To identify the demographic profile of the visitors to the SSNHA;
3. To assess the economic impact of visitors to the SSNHA;
4. To assess marketing of SSNHA;
5. To assess the level of satisfaction of visitors to the SSNHA.
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III. Methodology
With the purpose of addressing the above-mentioned research objectives, a questionnairebased survey has been designed (see Appendix 1).
In the first part of the questionnaire, visitors were asked for travel and trip characteristics,
which included questions such as primary purpose of the trip, length of stay, travel party size,
previous visits, and other places and sites they visited. In the second part, the visitors were asked
how they planned their trip, including visitors planning process before they left, if they sought
out information while they were traveling, how helpful was the information they had, and how
familiar they were with SSNHA. In the third part of the questionnaire, they were asked about
their spending patterns for lodging, restaurants, groceries, transportation, admissions and
shopping and also about the level of satisfaction on services offered. In the fourth part of the
questionnaire, some questions on visitors demographic profile were included, such as age,
income, gender, education level, and where they came from.
The visitors were intercepted at 47 out of 58 partner sites (total number pf partners at the
time this study was initiated). Depending on the site, the surveys were handed out by students
from the University of Northern Iowa-STEP or by partner site staff.
Visitors intercepted
included anyone who was visiting the site whether or not they were residents of the area. The
intercept survey was initiated during the month of August 2003 and it continued through June
2004. This time frame was selected to gather representative data of visitors traveling in different
seasons. By the end of June 2004, 616 surveys were completed.
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IV. Overall Survey Results
A. Trip Characteristics
Several trip characteristics were asked in the questionnaire. Visitors were asked if they were
a return visitor or first time visitor, what their primary purpose was for visiting, how long they
stayed, if they were traveling with an organized group or not, what their travel party size
consisted of, and other places they were visiting in the area.
1. Previous Visits
The visitors were asked if they had ever visited the region before this trip.
Chart no. 1
Percentage of Visitors Who Have Visited
the Region Previously (n=616)
1%
36%
First Time Visitors
Repeat Visitors
63%
Did not respond
Source: UNI-STEP; 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors who visited the SSNHA sites have been to the region before (chart no.1).
Sixty-three percent said they had visited the region and 36% percent said they had never visited
the region.
Figure no.1 shows the residence of first time and repeats visitors.
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Figure no.1
Source: UNI-STEP; 2003-2004 SSNHA Economic Impact & Visitor Study
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Fourteen percent of the repeat visitors indicated that they visited the area one to two times
and almost 11% visited the area three to four times (chart no.2).
Chart no. 2
Number of Previous Trips taken to Region in the Past Year by
Repeat Visitors (n=616)
Percentages
14
14
12
10
8
6
4
2
0
10.9
5.4
3.9
2.1
1 to 2
3 to 4
5 to 6
7 to 8
10 to 100
Number of Trips
Source: UNI-STEP; 2003-2004 SSNHA Economic Impact & Visitor Study
Chart no.3 shows the comparison between the average trips undertaken in the region from the
SSNHA data collected in this study and data collected from visitor centers in the SSNHA.
Chart no. 3
Comparison of Average Number of Trips
5.27
Number of
trips
6
2.51
4
2
0
Northeast Iow a Visitor
Centers
Silos Data
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The average number of trips according to SSNHA data in this study is double compared to
the average taken from visitors’ centers data (chart no.3). Silos data shows that the visitors have
on average about five trips in the region. The visitors’ centers data show that the average number
of trips is two and a half times in the region.
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2. Primary Purpose of the Trip
Visitors were asked why they came to the region and on the questionnaire they had five
different options from which to choose. These options included a festival or special event, a
combined business/pleasure trip, to visit friends and/or family, a side trip on the way to another
place, or to visit specifically the SSNHA.
Chart no. 4
Primary Purpose of the Trip (n=616)
31.2
35
Percentage
30
22.9
19.3
25
20
16.1
15
8.8
10
5
0
Specifically this
heritage site
Friends/ relatives
Side trip
Special event/
festival
Business
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (31.2%) have as their primary purpose of their trip visiting this specific
heritage site (chart no.4). Other reasons for visiting were visiting friends or relatives (22.9%),
this heritage site was a side trip or a stop on a trip to another primary destination (19.3%), special
event or festival (16.1%) and for businesses purposes (8.8%).
Table no.1 compares the visitors’ primary purpose of trip for repeat and first time visitors in
the area.
Table no.1 Primary Trip Purpose for First Time Visitors and Repeat Visitors (n=616) (in percentage)
Purpose of the Trip
First Time
Repeat Visitor
Visitor
Specifically Visiting this
10.6
20.6
Side Trip
10.6
9.2
Friends or Relative
7.8
15.6
Business
3.5
5.5
Special Event or Festival
4.0
12.5
Heritage Area
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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Almost 11% of first time visitors indicated visiting specifically this heritage site as their
primary purpose of the trip (table no.1). Also, 10.6% of first time visitors shows being in a side
trip as their primary purpose of the visit. The majority (20.6%) of repeat visitors express visiting
specifically this heritage site as their primary purpose of the trip.
Chart no.5 shows the primary purpose of the trip for visitors who stayed overnight and for
the visitors who were taking a day trip.
Chart no. 5
Primary Purpose for Day and Overnight Visitors (n=616)
25
20.5
Percentage
20
15
17.9
11.7
10.5
10.7
10
Overnight Trip
6.0
3.8
5
0
Day Trip
8.1
Specifically this
heritage site
Side trip
Friends/ relatives
5.3
Business
5.3
Special event/
festival
Source:
UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The majority of visitors on a day trip (20.5%) made the trip specifically to this heritage area
and also 10.7% of them were in the area for special events or festivals (chart no.5).
The primary purpose of visitors who stayed overnight in the heritage area was visiting their
friends or relatives (17.9%). Also 11.7% of them visited this heritage site as a side trip or stop to
another primary destination and 10.5% visited specifically this heritage site.
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3. Length of Stay
On the questionnaire, the question was asked as to what type of visit they were making to the
region: a day or an overnight trip.
Chart no. 6
Type of Visit to Region (n=616)
5%
47%
Day Trip
Night Trip
Did not respond
48%
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Response to this question was nearly even with almost half of the visitors (48%) responding
they were on an overnight trip and 47% responding that they were on a day trip (chart no.6).
Figure no.2 shows the residence of day trip and overnight visitors.
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Figure no.2
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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Visitors were asked how long they had been in the region and how much longer they were
planning on staying in the region. The results of these two questions calculated together are
shown in chart no.7.
Chart no. 7
Number of Hours Spent in the Region on a Day Trip (n=616)
Percentage
31.2
35
30
25
20
15
10
5
0
12.5
2.4
1 to 6
7 to 12
12 to 20
Number of Hours
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most visitors (31.2%) stayed from one to six hours in the region when they were on a day
trip (chart no.7). Some others (12.5%) spent seven to twelve hours and 2.4% spent 12 to 20
hours.
Visitors were asked how many nights they had stayed in the area and how many more nights
they were planning on staying in the area. The results of these two questions, calculated together
are shown in chart no.8.
Chart no. 8
Number of Nights Spent in the Region (n=616)
29.1
30
Percentage
25
20
13.1
15
10
0
1.6
3.1
10 to 12
12 to 70
2.4
5
1 to 3
4 to 6
7 to 9
Number of Nights
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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Most visitors (29.1%) stayed from one to three nights in the region during their visit (chart
no.8). Visitors staying four to six nights included 13.1% of the respondents.
Chart no. 9 shows a comparison between the mean number of days spent in the region from
the SSNHA data collected in this study and data collected from visitor centers in the SSNHA.
Chart no. 9
Comparison of Average Days Spent
Number of
days
6
4.8
3.64
4
2
0
Northeast Iowa
Visitor Centers
Silos Data
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The visitor center data indicates that visitors stay an average of 3.6 days. The Silos data
found that visitors stayed on average five days (chart no.9).
The visitors who stayed overnight (48% of the respondents) in the SSNHA were asked about
the type of accommodation they were using. Five choices were provided, which included
staying outside the area, with friends and/or relatives, at a campground, at a bed & breakfast, or
at a hotel or motel.
Chart no. 10
W h ere V isito rs S tayed Overn ig h t
2 2 .4
Hotel or Motel
1 8 .5
Stay ing w ith Friends /Relativ es
9 .3
Campground
4 .4
Stay ing in Outs ide A rea
1 .9
Bed & Breakf as t
0
5
10
15
20
25
P e rc e nta ge
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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Most of the visitors (22.4%) stayed at a hotel or motel, but a large portion of the sample
(18.5%) also stayed with friends and relatives (chart no.10). While, 9.3% of the respondents used
campgrounds, 4.4% stayed overnight outside the local area and 1.9% used a Bed and Breakfast
type of lodging.
Chart no.11 shows the comparison between the number of visitors who stayed in a hotel from
SSNHA data collected in this study and data collected from visitor centers in SSNHA.
Chart no. 11
Comparison of Hotel Stay
53.8
Percentage
60
24.3
40
20
0
Northeast Iowa
Visitor Centers
Silos Data
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The visitor center data shows about 54% of the visitors stayed in hotels, compared to about
24% who stayed in hotels as reflected in the Silos data (chart no.11).
4. Being in an Organized Group
The visitors were also asked if they were with an organized group or traveling by themselves.
Chart no. 12
Visitors Traveling with an Organized Group (n=616)
3%
8%
Yes
No
No respond
89%
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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The visitors traveling with an organized group when they visited the heritage site represented
only 8% of the respondents (chart no.12). The majority (89%) were not part of an organized
group visiting the area.
Figure no.3 shows the residence of visitors who were part of an organized group.
Figure no.3
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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5. Travel party size
The survey included also a question that asked about the size of the party the visitors were
traveling with.
Chart no. 13
Percentage
Size of Travel Party (n=616)
45
40
35
30
25
20
15
10
5
0
41.4
14.6
14.6
9.9
5.2
1
2
3
4
5
8.4
3.4
6
7 to 60
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (41.4%) were traveling with two people (chart no.13). The next highest
with 14.6% was the group of three and four people, respectively for 14.6% of the respondents,
followed by the travel party of one, with 9.9% of the respondents. The median party size was
two.
Chart no.14 shows the comparison between the average travel party size between the SSNHA
data collected in this study and data collected from visitor centers in the SSNHA.
Chart no. 14
Comparison of Average Travel Party Size
4.3
Party Size
5
4
2.5
3
2
1
0
Northeast Iowa Visitor
Centers
Silos Data
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
SSNHA data shows the average travel party size as 4.3, while the visitor center data
concludes that the average size is only 2.5 (chart no.14).
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6. Other Sites Visited
Visitors were asked what other attractions or communities they were going to visit while they
were in the region. They were also asked what specific things they were going to do while they
were in the community (see Appendix 2/A).
Some of agricultural based tours, mentioned by the visitors, included Slayton Round Barn,
the John Deere Plant, Seed Saver Exchange, the Hardin County Farm Museum, Living History
Farms, and the REA Museum.
The town festivals mentioned were the Bee Festival, the Honey Festival, a fair in West
Union, and the Franklin County Fair. Some of the events visitors attended were a UNI football
game, a Blackhawks hockey game, a Waverly Draft Horse Sale, the State Tourism Conference, a
town sponsored 5-10K Triathalon, and an event at the State Fair grounds.
Some of the art museums included the Cedar Rapids Art Museum, the Waterloo Center for
the Arts, and the Grant Wood Art Gallery. The cultural museums included the VesterheimNorwegian American Museum and the National Czech & Slovak Museum. The museums that
are part of SSNHA included the National Mississippi River Museum and Aquaruim, Froelich
General Store and Tractor Museum, the Franklin County Historical Museum, the Grout Museum,
the National Farm Toy Museum, the Floyd County Museum, the UNI Museum, and Usher’s
Ferry. The museums visitors went to, that are not affiliated with Silos and Smokestacks, were
the Billy Clock Museum, the Botsford Victorian House and Doll Museum, the Ice House
Museum, the Fort Atkinson Museum, the Cody Museum, the Threashexman Museum, and the
Clarion Museum. Also included in this list were libraries and visitors specifically went to a
genealogical library, the Herbert Hoover Library, and the Hampton Public Library.
Historical attractions included Amana Colonies and also some historic houses such as Carrie
C. Cat House, Eldora Historical Society House, the Frank Lloyd Wright House, the Salisbury
House, the Botsford House, the Governor’s Mansion, the homesite of Herbert Hoover, and the
Old Stone House.
The churches included the Little Brown Church, the World’s Smallest
Church, New Vienna Catholic Church, Petersburg Catholic Church, and the Church in Spillville.
The other historic sites that were visited included the Bridges of Madison county, Burr Oak and
other Laura Ingalls Wilder Sites, Motor Mill, the Czech area, the Capital, the Amish specifically
the Buchanan county Amish, Brucemore, the Franklin county courthouse, and the Cedar Rapids
History Center.
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Visitors also went to a variety of nature or outdoors related attractions. The nature centers
that were visited were Indian Creek Nature Center, Osborn Nature Center, and the Botanical
Center. The parks included various public, local, and state parks. Specific parks mentioned were
Effigy Mounds, Pikes Peak State Park, Prairie City Park, Gray’s Lake Park, Beeds Lake, Ackley
Prairie Ridge Park, Harman Reserve, and Yellowstone National Park. The specific caves that
were visited were Spook cave, Crystal cave, and the Maqueoketa caves. Other visitors included
going to Blank Park Zoo, Reiman Gardens, the Devonian Fossil Beds, Fredricksburg Hawkeye
Buffalo Ranch, the Cedar Rock, Field of Dreams, and Grand Mesa in Colorado. Visitors also
went to an orchard, went on a river drive of the Mississippi, a pumpkin farm, went on a fall leaf
tour, and trout fishing at various streams.
The category of other attractions included anything from cultural to science related
attractions and anything in between. Some of the attractions that dealt with science included the
Science Station, the IMAX Theater, and the Bluedorn Science Imaginarium.
The cultural
attractions were the Carneige Cultural Center and the George Meyer’s Heritage Center. Other
attractions included the river walk, the Scenic City Empress, the Dubuque Elevator, Friend
Mansion, Ahoy Fountain, a casino, Basilica, Sundown Mountain, Duffy’s Collectible Cars, and
Maysville School.
Visitors also stated they just went to another city or town in Iowa or a city or town in the
surrounding states. The cities in other states visitors went to included Galena, Illinois, Rochester,
Minnesota, Mineral Point, Little Norway, and Prairie du Chien in Wisconsin. The visitors at the
Silos and Smokestack sites went as far west as Fort Dodge, Dubuque was the farthest east, as far
north as St. Ansgar, and they went as far as Mt. Pleasant in the south.
The cities people visited outside of the SSNHA counties were Fort Dodge, Winterset,
Oskaloosa, and Mt. Pleasant. The cities in the Silos and Smokestack area that do not have a
partner site at them included St. Ansgar, Mason City, Clear Lake, Waukon, Calmar, Festina,
Lawler, Nashua, West Union, Guttenberg, Hazelton, Waverly, Blairsburg, Woolstock, Eagle
Grove, Goldfield, and Rowan which are all north of Highway 20. The cities south of Highway
20 included Ames, Ankeny, Coralville, and Quasqueton.
The cities people said they were also going to visit that had partner sites north of Highway 20
included Decorah, Spillville, Postville, Fort Atkinson, Clermont, New Hampton, Elkader,
Charles City, Dows, Iowa Falls, Ackley, Cedar Falls, Waterloo, Independence, Dyersville, and
2003-2004 SSNHA Economic and Visitor Study
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Dubuque. Eldora, Morrison, Cedar Rapids, Iowa City, and Des Moines were all cities south of
Highway 20 that people visited and also was a partner site location.
The only restaurant named was Little Bo’s Restaurant. The malls visitors went to included
the downtown Pedestrian Mall, Steamboat River and School House Mall, Coral Ridge Mall, and
the Mall of America. There were people who were going to Tanger Factory Outlet and factory
stores in the Dubuque, Iowa and Galena, Illinois area or to antique malls including Monar
Antique and an Amish Furniture store. Some of the other places where they went shopping were
Valley Junction, a drug store, a craft shop, and the Cedar Falls Farmer’s Market.
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B. Visitor Demographic Profile
Several demographic questions were included at the end of the questionnaire.
These
included questions regarding age, gender, location of residence education level, and income.
1. Age
Chart no. 15
Age of Visitors (n=616)
4.9
76-94 years
10.6
66-75 years
20.6
56-65 years
19.2
46-55 years
17.9
36-45 years
10.9
26-35 years
5.2
25 and under
0
5
10
15
20
25
Percentage
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The largest group of respondents (20.6%) ranged from 56 to 65 years old, followed by the
age group 46-55 years old with 19.2% (chart no.15). About 5% of the respondents were either
over 76 years old or under 25 years old.
The visitor center data indicates that the average age of visitors is about 54 years old. The
SSNHA data corresponds with an average age of almost 51 years old.
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2. Gender
Chart no. 16
G e n d e r o f V is it o r s (n = 6 1 6 )
13%
Fe ma le
49%
Ma le
Did n o t r e s p o n d
38%
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
A slightly higher percent of visitors were females (49%). Males represent 38% of the visitors
(chart no.16).
3. Location of Residence
Figure no.4 shows the residence of the visitors coming to SSNHA.
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Figure No.4
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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4. Education Level
On the survey respondents were asked about their level of education. These categories
ranged from some high school to a post-graduate degree.
Chart no. 17
Level of Education (n=616)
1.3
Some High School
1.8
Other
2.1
Technical School
6.5
Post Graduate Work
14.6
High School Graduate
17
Post Graduate Degree
23.5
Some College
23.9
College Graduate
0
5
10
15
20
25
Percentage
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors went to college or graduated from college (chart no.17). Almost 24%
said they had received a college degree, 23.5 % said they attended college and 17% of the
respondents had a post graduate degree.
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5. Income
Visitors were asked about their current income level.
Chart no.18
Visitor's Income (n=616)
12
Chose not to answer
1.1
200,000 and above
1.5
150,000-199,999
7.1
100,000-149,000
8.4
75,000-99,999
17.2
50,000-74,999
12.7
35,000-49,999
7.8
25,000-34,999
4.1
15,000-24,999
1
10,000-14,999
2.9
less 9,999
0
2
4
6
8
10
12
14
16
18
Percentage
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Visitors income ranging from $50,000- $74,999 represented the largest category (17.2%) and
13% of the visitors indicated their income level at $35,000- $49,999 (chart no.18). The median
income for households in Iowa is $39,469 and at federal level $41,994 (US Census Data, 2000).
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C. Spending Patterns
Visitors were asked about their spending patterns during their trip in the area. Table no.2
gives the mean, median and total spent by visitor party size (mean party size=2.85, median party
size=2), while they were in the region.
Table no. 2 Mean, Median, Total of Spending Categories per Party Size
Spending
Categories
Lodging
Mean
Median
Total
175.4
120
31,755
Restaurant
Grocery
73.5
50
23,368
41.6
20
7,153
Transportation
45.5
30
9,413
Admissions
37.7
20
7,009
86.4
236.3
50
140
17,632
96,330
Shopping
Total Spending
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Lodging was the highest spending category followed by shopping. The average spending for
lodging is $175.4 per travel party, while the median is $120 (table no.2). The lowest spending
was for admissions with an average of $36.9 per party with a median of $20. The average total
expenditure per travel party is $236.3 with a median of $140. The total estimated average
amount spent by every visitor is $82.9 and in total all the surveyed visitors in SSNHA spent
$96,329.8.
In order to estimate the direct economic impact of the visitors in the SSNHA, the total
number of visitors is needed. In another survey conducted by the University of Northern IowaSTEP for SSNHA partner sites, the partner sites have reported the total number of visitors. Out
of 58 surveys sent to 58 partner sites, 35 surveys have been mailed back (response rate=60%).
The total number of visitors per year, taking into account the seasonality, resulting from this data
set is 420,286 visitors, from which, based on the assumption of the same kind of distribution, we
can extrapolate the total number of visitors per year in all 58 sites, which is 700,477 visitors in
total per year (table no.3).
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Table no.3 Total Number of Visitors and Visitors Direct Economic Impact
Surveyed per year
Estimated per year, for 58
partner sites
Total no. of visitors in 35
partner sites
420,286
700,477
(response rate=60%)
(420,286/0.6)
96,330
58,069,543.3
Direct Economic impact of
visitors to SSNHA
(700,477*82.9)
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Therefore, the estimated direct economic impact from visitors visiting SSNHA is
$58069543.3.
The chart no.19 shows the mean and median amount spent on each category per median
group size =2.
Chart no. 19
Mean and Median of Spending Categories
(Median Party Size=2, n=616)
20
Admissions
37.7
20
Grocery/Convenience
41.6
30
Transportation
45.5
50
Restaurant
Shopping
Median
73.5
Mean
50
86.4
120
Lodging
0
20
40
60
80
100
120
175.4
140
160
180
Amount of Dollars
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The visitors per party size (median=2) spent the most on lodging with a mean-spending
amount of 175.4 dollars (chart no.19). The next highest was spending in shopping with the mean
amount of $86.4 per party.
A t-test was run to see if there was a significant difference on the spending patterns between
repeat visitors and first time visitors (see tables in Appendix 3/A). On lodging, first time visitors
2003-2004 SSNHA Economic and Visitor Study
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(M=205.55, SD=236.72) spent more than repeat visitors (M=143.63, SD=123.026) significantly
at .028 level [t(139.959)=2.225]. Also, on the restaurant category, first time visitors (M=87.27,
SD=81.358)
spent
significantly
more
than
repeat
visitors
(M=66.20,
SD=66.372),
t(139.959)=2.225, p=.028. For spending on groceries, repeat visitors (M=43.05, SD=49.323)
spent more than first time visitors (M=39.17, SD=37.110). But this result was statistically
insignificant [t(169)= -.531, p=.596]. In transport expenses, first time visitors (M=56.22,
SD=59.439) spent significantly more than the repeat visitors (M=37.53, SD=40.828),
t(145.263)= 2.540, p=.012. For admissions spending, first time visitors (M=39.18, SD=45.825)
spent more than repeat visitors (M=37.05, SD=54.686), but this was statistically insignificant
t(183)= .265, p=.792. In shopping spending, first time visitors (M=113.23, SD=118.188) spent
significantly more than repeat visitors (M=70.20, SD=79.604), t(120.756)= 2.839, p=.005.
The same analysis has been conducted to see if there was a significant difference on spending
patterns between visitors belonging to the income category of less than $9,999 and visitors
belonging to $50,000- $74,999 income category (see tables in Appendix 3/B). In all spending
categories, the results show that there was no significant difference between mean scores, except
in the shopping spending category. Visitors belonging to the less than $9,999 category of income
(M=9.50, SD=.707) spent significantly less on shopping than the visitors belonging to $50,000$74,999 income category (M=55.41, SD=43.801), t(45.468)= -7.088, p=.0005.
One-Way Analysis of Variance was conducted to investigate if there were differences on the
spending patterns between visitors traveling for different purposes to the area (see tables in
Appendix 3/C). The means and standard deviations are presented in Table no.4.
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Table no.4 Means and Standard Deviations of Spending Categories per Visitors’ Primary Purpose
Spending
Categories
Mean/
Standard
Deviation
Primary Purpose of the Trip
Specifically to
visit this
heritage site
A side trip or
stop on a trip
to another
destination
Visiting
friends and
relatives
Business,
combined
business/
pleasure trip
Special event
or festival
Lodging
M
SD
255.32
306.941
115.87
102.207
170.63
144.768
144.89
84.673
186.24
156.256
Restaurant
M
SD
57.59
59.248
87.05
93.420
89.85
71.157
54.24
43.139
65.23
65.183
Groceries
M
SD
30.33
33.110
32.83
35.047
61.98
58.785
42.06
41.385
24.06
19.845
Transportation
M
SD
42.12
63.498
40.71
38.782
56.35
51.526
58.33
48.749
31.61
31.693
Admissions
M
SD
28.67
35.981
60.78
95.168
42.48
33.785
28.20
28.674
25.16
28.098
Shopping
M
SD
71.53
65.144
115.46
140.303
92.29
94.047
107.50
78.378
65.22
92.475
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The analysis of variance reveals a statistically significant difference in mean scores between
different primary purposes of the trip and spending on lodging, F(4, 175)=3.560, p=.008. The
average spending on lodging for visitors having as their primary purpose specifically visiting this
heritage site differs significantly from that of visitors being in the area as a side trip or a stop on a
trip to another destination (Mean difference=139.45). Also there is a statistically significant
difference in mean scores between different primary purposes of the trip and restaurant spending,
F(4, 311)=3.450, p=.009. The average restaurant spending for visitors having as their primary
purpose specifically visiting this heritage site differs significantly from that of visitors visiting
friends and relatives (Mean difference=-32.26). A statistically significant difference in mean
scores between different primary purposes of the trip and grocery spending is also found, F(4,
167)=4.856, p=.001. The average grocery spending for visitors having as their primary purpose
visiting friends and relatives differs significantly from that of visitors visiting specifically this
heritage site (Mean difference=31.65), from that of visitors being on a side trip (Mean
difference=29.15) and from that of the visitors being on a business trip (Mean difference=37.92).
A statistically significant difference between different primary purpose of the trip and admissions
2003-2004 SSNHA Economic and Visitor Study
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spending is also being observed, F(4, 180)=2.917, p=.023. The average admissions spending of
visitors having as their primary purpose visiting specifically this heritage site differs significantly
from that of visitors being on a side trip (Mean difference=-32.11).
There is no significant difference in mean scores between primary purpose of the trip and
transportation expenses, F(4, 202)=1.653, p=.162; and shopping expenses, F(4, 199)=1.929,
p=.107.
Chart no.20 shows the comparison of the average spending between SSNHA data collected
in this study and data collected from visitor centers in SSNHA.
Chart no. 20
Comparison of Spending Pattern
45.5
33.53
Transportation
41.6
42.86
Grocery
86.4
Shopping
Silos Data
29.54
175.4
Lodging
61.5
236.25
Total of Spending
Northeast
I
191.74
0
50
100
150
200
250
Percentage
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The Silos data shows that the average visitors spending are significantly higher than those
collected by visitors’ centers in all categories, except in groceries spending (chart no.20). In
particular, lodging expenditures from Silos data is higher by $113.9. Shopping expenditures are
also higher by $56.86, while for grocery spending there is an insignificant difference between
data collected from Silos and visitor centers. The average total spending per party size from Silos
data is $44.51 higher than that reported by visitor’s centers data.
D. Trip Planning and Information Seeking
Visitors were asked questions about the types of information they received before and during
their trip. They were asked if they received information prior to their trip and if so what type of
2003-2004 SSNHA Economic and Visitor Study
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information, what was their source of information while they were on the trip, how helpful was
the information they received, and how familiar were they with the Silos and Smokestacks
National Heritage Area.
1. Information Used for Planning Trip
The survey asked if visitors had received any travel information when they planned their trip.
Chart no. 21
Visitors w ho Have R eceived Inform ation b efore their Trip
(n = 616)
3%
34%
Yes
No
No respond
63%
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Over half of the visitors (63%), said they did not receive any information before they left on their
trip (chart no.21). Thirty four percent said they did receive information before they took their
trip.
Visitors were also asked how much they planned their trip prior to leaving. Their choices
were they planned carefully, they planned but they changed their plans along the way, or they did
little planning before they left.
Chart no. 22
Planning Before the Trip (n=616)
5%
19%
Planned carefully
Planned, but decided to change
Little or no planning
44%
No responding
32%
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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Most of the visitors (44 %) said they did not plan before they left on their trip and 32% said
they planned but then they changed their plans along the way (chart no.22). Only 19.3% said
they planned their trip carefully.
Figure no.5 shows the residence of the visitors not planning for the trip, planning only the
routes or planning the routes and the stops for the trip to SSHNA.
2003-2004 SSNHA Economic and Visitor Study
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Figure no.5
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
2003-2004 SSNHA Economic and Visitor Study
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The visitors were asked if they saw any advertisements before they came to the region and if
they did see any advertisements where did they see them.
Chart no. 23
Advertisements for the Region before Visiting
( n=6 1 6 )
5.7
Magazine
9.1
Websit e
11.2
Travel Publicat ions
12.3
Ot her medium
12.5
Do not remember where
14.3
Newspaper
38.6
No advert ising
0
5
10
15
20
25
30
35
40
P e r c e nt a ge
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (38.6%) did not see any advertisements for travel to this region on the
way to their destination (chart no.23). The most common advertisement that was seen was in the
newspaper (14.3%).
When responding to the newspaper, magazine, and other medium some visitors commented
where they found their information (see Appendix 2/B). The newspapers listed included the
Cedar Rapids Gazette, the Minneapolis Star Tribune ran an article entitled “Visit Iowa,” and the
Des Moines Register.
The magazines that were listed included Midwest Living, Cedar Rapids Gazette Tourism
Insert, Iowan, Red Power/Green Magazine, Country Magazine, and Farm Magazine.
Some of the other places visitors saw advertisements on paper were in the Iowa Travel
Guide, the Chamber of Commerce, television, the radio, a video, word of mouth, friends and
family, Moline Museum, or in an invitation letter.
2. Source of Information While Traveling
Visitors were asked where they received their information while they were in Iowa (see
Appendix 3/C).
2003-2004 SSNHA Economic and Visitor Study
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Chart no. 24
Where Visitors Received Information while in Iowa (n=616)
0.2
Welcome Center
3.1
Federal or state park office
3.4
NHA partner
4.5
NHA brochure
12.5
Website
17.7
Other
20.6
Local visitor bureau
22.7
Place of Accomodation
0
5
10
15
20
25
Percentage
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Almost 23% of the visitors received their travel information at the place they were
accommodated (chart no.24). The local visitor bureau was also a top choice (20.6%) of where
visitors received their information.
Websites were used by 12.5% of the visitors and included www.mapquest.com,
www.ushersferry.com,
www.iowa.gov,
www.yahoo.com,
www.iowariverbridge.org,
www.traveliowa.com, www.deere.com and www.iowa.com .
The other category, which accounted for 17.7% of the respondents, included different
responses such as asking a local business owner and salespeople, the paper, friends and family,
newsletter, guide book, county conservation, catalogue, book called Iowa Weekends, Iowa
Travel Book, phone book, State Vacation Guide, an atlas, signs along the road and at local
businesses, Interstate 35, a host at George Wyth State Park, AAA Tour books, brochures at the
hotel and rest stop, and television.
Some of the Welcome Centers that were mentioned on the survey included Amana, Route 61,
on Interstate 80 between Davenport and Iowa City, on Highway 80, Le Claire, Dows, Minnesota
Border, Dubuque, Bettendorf, and Living History Farms.
2003-2004 SSNHA Economic and Visitor Study
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3. Helpfulness of Information
Visitors were asked to rate the helpfulness of the information they received.
Chart no. 25
Helpfulness of Information (n=616)
Percentage
40
30
20
10
0
What to
see & do
Where to
stay
Special
events
Museums
Other
Very helpful
37.4
21.1
28.9
32.8
8.9
Somewhat helpful
18.5
19.2
16.1
17.2
9.3
1.3
5.7
4.1
2.7
2.1
Not at all helpful
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The majority of visitors thought the information they received about the region was very
helpful or somewhat helpful (chart no.25). Most of the visitors (37.4%) found the information on
what to see and do as very helpful, 21.1% for where to stay, 28.9% for special events and
festivals, 32.8% for the museums. There were only a few visitors who said the information they
used to plan was not helpful at all.
4. Familiarity of the Silos and Smokestacks Area
Visitors were asked if they were familiar with the location of the Silos and Smokestacks
National Heritage Area.
Chart no. 26
Familiarity with SSNHA (n=616)
9%
3%
25%
Very Familiar
Somewhat familiar
Unfamiliar
Not Sure
63%
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
2003-2004 SSNHA Economic and Visitor Study
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Only 25% of the visitors were somewhat familiar with the SSNHA (chart no.26). Over 70%
of the visitors were either unfamiliar or not sure about the SSNHA.
E. Visitor Satisfaction
Visitors responded to questions regarding how satisfied they were with the region. This
section included different choices from three general categories. These categories included
hospitality and visitor information, cultural and historical attractions and things to do/activities.
1. Satisfaction of Hospitality & Visitor Information
This category combined five different types of services that visitors would be likely to
encounter in the region. These services included restaurants and food, customer service, lodging
or camping, visitor information, and directional signage.
Chart no. 27
Satisfaction with Hospitality and Visitor Information
(n=616)
50
Percentage
40
30
20
10
0
Neutral
Dissatisfied
Very
Dissastisfied
41.4
9.3
2.3
0.8
1
29.2
12.2
0
0
9.9
29.1
35.4
7.8
1.5
0.3
2.9
25.3
33.3
9.7
1.0
0.2
3.9
28.4
29.4
8.6
0.0
0.2
3.4
Very satisfied
Satisfied
Directional Signs
21.6
Lodging or Camping
17.5
Restaurants and Food
Visitor Information
Customer Service
Don't Know
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
For the most part visitors to the region were either satisfied or very satisfied with the
hospitality and visitor information they received while they were in the area (chart no.27).
Restaurants and food had the highest percent in the very satisfied category with 29.1% of the
respondents, followed with the customer service with 28.4% and visitor information with 25.3%.
2003-2004 SSNHA Economic and Visitor Study
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Directional signs had the highest percent in the satisfied category with 41.4%, followed by
restaurants and food with 35.4% and visitor information with 33.3%.
2. Cultural/Historical Attractions
This category included four aspects of cultural and historical attractions within the region.
These
included
cultural
activities
and
events,
historical
attractions,
agricultural
activities/experiences, and scenery.
Chart no. 28
Satisfaction with Cultural and Historical Attractions (n=616)
Percentage
50
40
30
20
10
0
Neutral
Dissatisfied
Very
Dissastisfied
Don't Know
27.6
6.5
0.8
0.0
0.6
30.7
13.8
0.5
0.0
6.7
28.2
32.8
9.1
0.5
0.0
3.7
18.8
26.1
14.9
0.6
0.0
8.8
Very satisfied
Satisfied
Scenery
42.2
Cultural Activities or Events
18.5
Historical Attractions
Agricultural Experiences
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
For the most part visitors were very satisfied or satisfied with cultural and historical
attractions in the region. Visitors were very satisfied with the scenery in the region with 42.2%
(chart no.28). Visitors were satisfied with the historical attractions in the area with 32.8%,
followed by the cultural activities or events with 30.7%.
3. Activities/Things to Do
This category included three things to do while visiting the region and the state of Iowa. The
choices to respond to were recreational opportunities, things to do in the heritage area, and things
to do elsewhere in Iowa.
2003-2004 SSNHA Economic and Visitor Study
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Chart no. 29
Satisfaction with Activities or Things to do (n=616)
40
Percentage
30
20
10
0
Very satisfied
Satisfied
Neutral
Dissatisfied
Very
Dissastisfied
Recreation Opportunities
21.6
33.8
10.7
0.5
0.2
5.2
Things to do in the Heritage Area
25.0
32.3
9.3
0.6
0.0
4.9
Things to do elsewhere in Iowa
18.7
32.8
12.7
0.6
0.0
6.5
Don't Know
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors were very satisfied or satisfied with the activities or things to do in the
region. One fourth of the respondents were very satisfied with the things to do in the heritage
area (chart no.29). Nearly one third of the respondents were satisfied with each of the three
categories.
4. Overall Visitor Satisfaction
This graph shows how satisfied the visitors were overall within the region.
Chart no. 30
Overall Satisfaction (n=616)
33.3
35
Percentage
30
25
20
23.5
18.5
15
10
5.0
1.1
0.6
Dissatisfied
Don't Know
5
0
Very satisfied
Satisfied
Neutral
Very
Dissastisfied
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (51.8%) were either very satisfied or satisfied with their visit to the
region (chart no.30). However, almost 23.5% were neutral regarding their overall satisfaction in
the region.
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The chart no. 31 shows the overall satisfaction of day trip visitors and overnight visitors to
the area.
Chart no.31
Overall Satisfaction for the Day trip Visitors and Overnight
Visitors (n=616)
30
26.4
Percentage
25
20.6
20
15.8
17.0
15
10
5
0
Day trip
5.2
Overnight
4.5
Very satisfied
3.0
Satisfied
Neutral
4.5
Very
Dissastisfied
0.6 1.2
Dissatisfied
0.9
0.3
Don't Know
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The overnight visitors (26.4%) are more satisfied compared to 15.8% day trip visitors (chart
no.31). But 20.6% of the day trip visitors are neutral, compared to 17% of the overnight visitors.
5. Qualitative Comments from SSNHA Visitors
At the end of the survey visitors were asked to give any comments about sites they visited.
The visitors could comment on the strengths and weaknesses of the region. The comments were
compiled together into negative aspects of Iowa, positive aspects of Iowa, and specific comments
about particular sites.
“Iowa has many things to offer to people who are traveling”, visitors noted in the survey.
Many visitors commented on the beautiful scenery and they would love to come back because
there were things they did not get to see during there stay. Many complimented the richness of
culture and history in Iowa and how well it is interpreted through the area attractions. One
specific comment was: “One of Iowa’s greatest strengths is maintaining the history and
knowledge of agricultural practices and traditions.” Visitors also noticed how clean the state was
and how peaceful and relaxing their trip was. Visitors also complimented the nice, informative,
and friendly staff and the family-orientated events.
Even though Iowa has so many positive things to offer travelers there are also some negative
aspects. Advertising needs to addressed, including increased advertising in general, more
2003-2004 SSNHA Economic and Visitor Study
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publicity on local events, more visitor information at the airport in Cedar Rapids, and a website
to display up to date road construction. Also the rich agricultural and industrial heritage should
be cultivated in places other than John Deere in Waterloo and Moline and visitors would like
more information on the industrial tours that are offered. There were complaints about the four
way stops on Highway 151, the shops were not open later than five o’clock in the Amanas, not
enough trees and big parks and it was hard to find the Czech Village in Cedar Rapids. More
information was asked for the National Farm and Toy Museum in Dyersville about the
manufacturer and when toys were manufactured.
Specific comments were given for some specific sites. At Ushers Ferry Village many
visitors commented on how they enjoyed the Civil War Days. At the Grundy County Museum
visitors said it is a wonderful little museum, and the festivals every year were great. Some
visitors stated that the Laura Ingalls Wilder Park and Museum is top notch and one of the best if
not the best. The Hartman Reserve had much to offer and does a good job with young people on
their programs. The Carnegie Cultural Center is highly underrated. There were many comments
made about the National Farm and Toy Museum. Visitors said it is a very nice museum and that
their children loved it, but clerks and business people were cold and standoffish during their
visit. Visitors at the Dows Historical District really enjoyed the railroad memorabilia and said it
was very informative and helpful. The Wapsipinicon Mill Museum’s displays were interesting
and full of facts.
Visitors thought the information they received on the tours at the John Deere Waterloo
Operations was very informative and interesting. Visitors at the Jenison Meacham Memorial Art
Center said it was a great educational event depicting our Iowa Heritage. They thought the
people were very cordial and informative. They also thought it was a good event for the whole
family and it had lots of activities in which to participate.
The Froelich General Store and Tractor Museum contained a lot of history and the videotape
was excellent. Visitors at the Grout Museum District liked the hands-on activities for their
children. At the University of Northern Iowa Museum, they enjoyed the atmosphere and thought
the people there were very friendly. The exhibits were colorful and eye catching. Visitors at the
Cedar Rapids Museum of Art thought it was a very nice educational place with excellent staff.
One visitor was impressed with the Wood I Cone Art and the Roman Exhibit. However, they
needed more information on the parking, how to get to it, and how long the meters are enforced.
2003-2004 SSNHA Economic and Visitor Study
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V. Survey Results by Category of Site
To examine more in depth about visitors characteristics, their spending patterns and their
satisfaction, different SSNHA sites were classified, based on their area of activity, into five
categories:
ƒ
ƒ
ƒ
ƒ
ƒ
farm,
museum,
educational institution.
park/garden, and
other businesses, which included sites such as J.D. Waterloo Operations, stores and
etc.
Table no.5 shows the number of visitors intercepted at each site category.
Table no. 5. Frequency and Percentage of the Visitors in each Site Category
Site Category
Number of Sites
Number of
Visitors
Percentage
Farms
5
44
7.1
Museums
30
395
64.1
Educational institutions
2
33
5.4
Parks/Gardens
6
85
13.8
Other Businesses
4
59
9.6
47
616
100.0
Total
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (64.1%) were intercepted in the museums, followed by 13.8% of the
respondents intercepted in parks and gardens (table no.5).
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A. Previous Visits in Each Site Category
Chart no.32, shows a crosstabulation between first time and repeat visitors per site category.
Chart 32
First Time and Repeat Visitors in each Site Category
45.8
Other Businesses
Park/Garden
54.2
78.8
21.2
36.4
Educational Institutions
Museums
63.6
36.5
Farms
Repeat Visitor
62.3
First Time Visitor
84.1
15.9
0
20
40
60
80
100
Percentage
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
There are more repeat visitors rather than first time visitors to the farms, museums and parks
and gardens (chart no.32). Most of the visitors (84.1%) are repeat visitors to the farms, 78.8% are
repeat visitors to parks and gardens and 62.3% are repeat visitors in the museums. Most of the
visitors (63.6%) to educational institutions are first time visitors and also 54.2% are first time
visitors to other businesses.
Chart no.33 shows a comparison of the average number of trips taken by the visitors overall
and for each site category.
Chart no.33
Average trips in Overall and per each Site Category
9.04
Number of Trips
10
8
6
6.14
5.27
4.63
3.83
3.08
4
2
0
Silos Overall
Sites
Farms
Museums
Educational
Institutions
Park/Garden
Other
Businesses
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
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On average visitors have had 9.04 trips to farms, 4.63 trips to museums, 3.83 trips to
educational institutions, 6.14 trips to parks and gardens and 3.08 trips to other businesses (chart
no.33).
B. Primary Purpose of the Trip in Each Site Category
Chart no.34 shows the primary trip purpose of visitors in each of the five categories.
Chart no.34
Primary Purpose of Trip in Each Site Category
100%
Percentage
80%
60%
40%
Special event or festival
Business trip
20%
Visiting friends or relatives
0%
Special event or festival
Farms
Museums
18.2
12.9
Educational
Other
Park/Garden
Institutions
Businesses
15.2
34.1
A side trip
Specifically to visit this site
10.2
Business trip
9.1
5.3
18.2
18.8
11.9
Visiting friends or relatives
20.5
24.3
18.2
23.5
16.9
A side trip
11.4
20.8
21.2
3.5
37.3
Specifically to visit this site
40.9
34.2
24.2
20.0
23.7
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors to farms (40.9%) went to farms specifically to visit this heritage site
(chart no.34). Also, one third of the visitors to museums (34.2%) went to museums specifically
to visit them and the one fourth of the visitors (24.2%) to educational institutions. In comparison,
just over one third of the visitors (34.1%) to parks and gardens had as their primary purpose of
the trip attending special events or festivals. Many visitors (37.3%) to other businesses were on a
side trip or in a stop on the way to another destination.
C. Length of Stay in Each Site Category
Chart no. 35 shows the percentage of visitors staying for a day trip versus overnight trip
in each of the site categories.
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Chart no.35
Day Trip versus Overnight Trip Visitors per each Site Category
70
Percentage
60
68.2
63.6
57.6
56.8
51.4
50
38.6
40
43.0
40.7
33.3
Day trip
25.9
30
Overnight trip
20
10
0
Farms
Museums
Educational
Institutions
Park/Garden
Other Businesses
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (56.8%) to farms, and also 68.2% of the visitors to parks and gardens are
on a day trip (chart no.35). In comparison, 51.4% of the visitors to museums, 63.6% of the
visitors to educational institutions and 57.6% of the visitors to other businesses are on an
overnight trip.
Table no.6 shows the percentage of visitors per number of nights spent in each type of site
category.
Table no. 6 Number of Nights Spent in Each Site Category
Number of
nights
1 to 3
4 to 6
7 to 9
10 and more
Farms
Museums
Educational
Institutions
Parks/Gardens
Other
Businesses
22.7
11.4
2.3
2.3
27.6
14.9
2.8
3.8
48.5
24.2
0
0
10.6
3.5
1.2
5.9
44.1
10.2
3.4
8.5
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (22.7%) to farms, 27.6% of the visitors to museums, 48.5% of the
visitors to educational institutions, 10.6 % of the visitors to parks and gardens and 44.1% of the
visitors to other businesses stay from one to three nights in the area (table no.6).
D. Being in an Organized Group by Site Category
Chart no.36 shows the percentage of the visitors per each site category that were part of an
organized group.
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Chart no.36
Percentage
Part of an Organized Group in each Site Category
100
90
80
70
60
50
40
30
20
10
0
97.7
90.4
91.5
87.1
54.5
Yes
39.4
No
No respond
6.6
2.3
0
Farms
8.2
6.1
3.0
Museums
Educational
Institutions
6.8
4.7
Park/Garden
1.7
Other
Businesses
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
In every site category, except educational institutions site category, almost the absolute
majority of the visitors are not part of an organized group (chart no.36). However, most of the
visitors (54.5%) at educational institutions also are not part of an organized group, and 39.4% of
the visitors are part of an organized group.
E. Age and Gender by Site Categories
Chart no.37 shows the average age and gender of visitors per each of the site categories.
Chart no.37
Average Age and Gender of Visitorsin Each Site Category
Percentage
60
40
20
Average Age
Female
Male
0
Farms
Museums
Educational
Institutions
Park/Garden
Other
Businesses
Average Age
46.7
52.0
47.4
44.4
58.1
Female
54.5
48.6
42.4
56.5
39.0
Male
36.4
36.7
45.5
28.2
54.2
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors (54.5%) to farms, 48.6% to museums, 56.5% to parks and gardens are
women, while most of them (45.5%) to educational institutions and 54.2% in other businesses
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are men (chart no.37). The average age varies from 44.4 years old to parks and gardens to 58.1
years old to other businesses.
F. Spending Patterns in Each Site Category
Table no.7 shows the average spending per party size (median =2) in each of spending
categories per each of the site categories. Also, the average total spending and the total spending
per each site category is presented.
Table no.7 Average Spending and Total Spending per Party (median=2) in Each Site Category
Average
Spending Categories
and Total
Farms
Museums
Educational
institutions
Parks/
Gardens
Other
Businesses
Lodging
147.3
204.4
139.0
71.6
158.3
Restaurant
62.8
75.9
84.0
50.7
84.2
Grocery
41.9
37.5
26.7
49.0
62.3
Transportation
43.2
43.8
57.5
43.0
48.1
Admissions
29.2
31.5
47.0
37.5
108.5
Shopping
78.1
81.0
85.0
71.6
158.9
Overall
212.3
234.8
288.8
156.5
329.8
8706
60334.3
7560
7197.5
12532
Total Spending
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
The highest average amount of spending for lodging, $204.4, is in the museums category,
followed by other businesses with an average of $158.3 (table no.7). In restaurant and grocery
expenditures the highest average amount is respectively $84.2 and $62.3, in the other businesses
category. The highest average amount in spending for transportation, $57.5, is in the educational
institutions category. While, the highest average amount spent on admissions and shopping,
respectively $108.5 and $158.9, is in the other businesses category.
The highest average total spending per party size (median =2) is $329.8 in the other
businesses category. Visitors to museums contribute the highest total amount of spending,
$60,334.3, reflecting the number of museum sites where the visitors were intercepted, followed
by visitors in other businesses with $12,532.
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G. Overall Satisfaction per Each Site Category
In the chart no.38, the level of satisfaction has been presented for each of the site categories.
Chart no.38
Overall Satisfaction per Site Category
35
Percentage
30
25
20
15
10
5
0
Very satisfied
Satisfied
Neutral
Dissatisfied
Farms
4.5
34.1
18.2
2.3
M useums
5.6
23.3
20.5
18.2
21.2
Educational Institutions
Very dissatisf ied
Don't know
4.1
0.8
0.8
6.1
3.0
Park/Garden
4.7
21.2
32.9
4.7
Ot her Businesses
6.8
23.7
6.8
5.1
1.2
3.4
Source: UNI-STEP, 2003-2004 SSNHA Economic Impact & Visitor Study
Most of the visitors to museums are very satisfied (14.6%) or satisfied (24.5%), while 17.8%
of the visitors in this category are neutral regarding their level of satisfaction with their visit
(chart no.38). Most of the visitors to parks and gardens (6.1%) are neutral regarding the overall
satisfaction with their trip. In the other categories, most of the visitors are satisfied.
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VI. Conclusions and Recommendations
A. Trip Characteristics
The SSNHA relies on repeat visitors. Most of the trips (63%) are not first time trips and
visitors have had on average five trips to the region. There are more repeat visitors rather than
first time visitors to farms, parks and gardens and museums and the longest average trip (9) was
to farms. The primary purpose of the trip for most of the visitors (31.2%) was specifically to visit
this heritage site, and in particular for most of the repeat visitors (20.6%). Two other main
reasons for traveling included visiting friends/family (22.9%) and it was a side trip on the way to
another primary destination (19.3%). Most of the visitors staying overnight (17.9%) had as their
primary purpose of the visit visiting friends and relatives. While, 40.9% of the visitors to farms
and 34.2% of the visitors to museums had as their primary purpose of the trip specifically
visiting this heritage site. Most of the visitors to parks and gardens (34.1%) had as their primary
purpose of the trip attending special events or festivals and those in other businesses (37.3%)
were on a side trip or on a stop to another destination.
Almost half of the visitors were on an overnight trip (48%) and the other half on a day trip
(47%). Most of the visitors to parks and gardens (68.2%) and to farms (56.8%) were on a day
trip. Those traveling to museums (51.4%), educational institutions (63.6%) and to other
businesses (57.6%), were on an overnight trip. This has important implications in terms of
developing cooperative marketing strategies between the lodging industry and these attractions.
In a day trip, most of the visitors (31.2%) stayed from one to six hours, and those on an overnight
trip (42.1%), stayed one to six nights and on average spent almost five days in the area,
compared to three and half days according the visitor’s center data. Most of the visitors were
being accommodated in hotels or bed and breakfast (24.3%), compared to 53.8% of the visitors
according to visitor’s center data. They were also staying with friends or relatives (18.5%).
This data does not represent visitors on an organized tour. Only 8% of the visitors were part
of an organized group and only to educational institutions. The median party size was two, with
41.4% of the visitors stating they were traveling in a party of two persons.
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B. Visitors Demographic Profile
Generally the visitor to the SSNHA, for 36.1% of the respondents, is 56 years of age and
above. The average age is 51 years old. However, the average visitors’ age resulting from
visitor’s center data is 54 years old. Visitors to sites in the other businesses category had the
highest average age of 58.1 years old. Most of the visitors (49%) are women, and 38% of the
visitors are men. To farms (54.5%), museums (48.6%) and parks and gardens (56.5%) most of
the visitors are female, while to educational institutions (45.5%) and other businesses (54.2%)
most of the visitors were male. The majority of visitors (64.4%) either went to college or
graduated from college and 17% of those held a postgraduate degree. The largest group of
visitors (17.2%), had an income ranging between $50,000 to $74,999. Almost 13% of the visitors
indicated their income level at $35,000 to $49,999. The median household income in Iowa is
$39,469.
C. Economic Impact Assessment
Six categories of spending were selected: lodging, restaurants, grocery/convenience stores,
transportation, admissions, and shopping. On average visitors to the SSNHA spent more on
lodging and shopping than amounts spent by visitors as collected by the Iowa visitor centers in
the region. The average amount per party size (median=2) for lodging spending was $175.4, as
compared to $61.5 as reported by visitor center’s data. Visitors spent an average of $86.4
shopping, compared to $29.54 as reported by visitor’s center data. Average spending in
restaurants $73.5, on groceries $41.6 and on transportation $45.5, was similar to data collected
by visitor’s centers. The average amount spent on admissions was $37.7.
The highest average amount spent on lodging was by visitors to museums ($204.4), followed
by visitors to other businesses ($158.3). The highest average total spending per party size
(median=2) was by visitors to other businesses ($329.8), followed by those to educational
institutions ($288.8), to museums ($234.8), to farms ($212.3) and to parks and gardens ($156.5).
First time visitors spent on average significantly more than repeat visitors on lodging,
restaurants, transportation and shopping. Spending did not differ based on income level, except
for spending on shopping.
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The average amount spent on lodging for visitors whose primary trip purpose was
specifically to visit the heritage site was significantly higher than that of visitors being on a side
trip or stopping on a trip to another destination. These visitors, whose primary trip purpose was
to visit the heritage site, also spent significantly more at restaurants than those visitors visiting
friends or relatives.
The total estimated average amount spent by every visitor is $82.9 and in total all the
selected visitors in SSNHA spent $96,329.8. In order to estimate the direct economic impact of
the visitors in the SSNHA, the total number of visitors is needed. Based on an extrapolation of
the total number of visitors per year in all 58 sites to 700,477 visitors, the estimated direct
economic impact from visitors visiting SSNHA is $58,069,543.3.
D. Marketing Assessment
Most of the visitors (63%) did not receive any information before they left on their trip, since
44% did not plan before taking the trip. In addition, 38.6% of the visitors did not see any
advertisements for the region before they visited and 95% were flexible with their trip itinerary.
The most common medium where they saw some advertisement before visiting the region was
the newspaper (14.3%). While they were in Iowa, the most common place to receive information
was at the place of accommodation (22.7%), followed by local visitor bureaus (20.6%). Those
that received information thought the information was very helpful. A majority of the visitors
(63%) were not familiar with the SSNHA.
Since visitors did not plan before leaving on their trip to the SSNHA, information and
brochures at the attractions and places of accommodation relating to the SSNHA are needed.
Also new and better ways need to be found to reach people before they get to the area because
visitors are not seeing any advertisements for the heritage area until they are already here are not
familiar with SSNHA.
E. Visitor’s Satisfaction
Generally visitors were satisfied or very satisfied with the hospitality, visitor services,
attractions and things to do in the region. More than half of those responded (42.2%) were very
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satisfied with scenery. There was high level of satisfaction expressed for cultural activities
(30.7%) and historical attractions (32.8%).
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APPENDIX 1
Questionnaire of 2003-2004 SSNHA Economic and Visitor Study
Please take a few moments to fill out this questionnaire. The Silos & Smokestacks National Heritage
Areas (NHA) is studying our visitors in order to make their experiences here in our communities more
enjoyable. We thank you for your assistance. If you have a question, please call: Candy Streed, Program
& Marketing Director at (319) 234-4567 or by email at cstreed@silosandsmokestacks.org
1. Is this your first trip to this region? (See Map)
Yes
No, if no how many other trips have you taken to this region in 2002-2003? _______ (# of trips)
2. What is the primary purpose of this trip? (Check one)
Specifically to visit this heritage site
This heritage site was a side trip or stop on a trip to another primary destination
Visiting friends or relatives
Business or combined business/pleasure trip
Special event or festival
3. Is your visit to the region part of a:
Day trip
or
Overnight trip
If an overnight trip, what type of lodging are you using or do you plan to use in the local area?
Hotel or motel
B&B
Campground
Staying with friends or relatives in the area
Staying overnight outside the local area or just passing through
4.
How long have you spent, so far, in the local area?
_______ hours if on a day trip
_______ nights if an overnight trip
5. How much longer do you plan on staying in the local area?
______ hours if on a day trip
______ nights in an overnight trip
6. Did you travel to this region as part of an organized group tour?
Yes
No
7. The total number of people (including yourself) in your immediate traveling party is: ______ people
8. Did you receive any travel information from this region before you left for this trip?
Yes
No
9. How much did you plan this trip before you left home?
Planned our routes and stops carefully
Planned our route, but decided on stops as we went along
Little or no planning for either our route or our stops
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10. Prior to your trip did you see any advertisements for travel to this region?
I saw no advertising
I saw advertising, but I can’t recall where
Travel publications
Magazine (List if possible)______________________
Website
Other medium (Please describe)__________________________
Newspaper
11. While traveling within Iowa, what local source of information for travelers did you use? (Check
all that apply)
Hotel, motel, campground or other accommodation
Website (which one:______________)
National Heritage Area Partner Site
Federal or state park office
Local visitor bureau or chamber of commerce office
Other (please describe)____________
National Heritage Area Brochure
State-operated Welcome Center (which one:______________________)
12. How helpful was the information you received for planning and possibly taking a trip to this region?
(Circle one response for each item)
What to see and do
Where to stay
Special events/festivals
Museums
Other:
Very Helpful
1
1
1
1
1
Somewhat Helpful
2
2
2
2
2
Not at all Helpful
3
3
3
3
3
13. Are you familiar with the Silos & Smokestacks National Heritage Area?
Very familiar
Somewhat familiar
Unfamiliar
Not Sure
14. What communities, site, and/or attractions have you visited or do you plan to visit during your stay in this area?
(Please List)
___________________________________________________________________________________
___________________________________________________________________________________
15. How much money do you and other members of your travel party plan to spend on your trip? Include the
amount of money spent so far and money you intend to spend. Report all spending within the Northeast Iowa
region. (See Map) (Enter spending to the nearest dollar in each category below. Leave space blank if you spent
nothing in a category.)
Spending categories:
Spending in Northeast Iowa
Lodging (Hotel, Motel, Campground, Cabin)
Restaurant and bar meals and drinks
Grocery/Convenience store food and drink
Other Transportation expenses
Admissions (recreation and entertainment)
Shopping (e.g., souvenirs, film, clothes)
$_______
$_______
$_______
$_______
$_______
$_______
16. How many people in your travel party do these expenses cover? ________
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17. How would you rate the region with respect to each of the following:
(check one response for each item)
Very
Satisfie
Neutral Dissatisfied Dissatisfied
Very Satisfied d
Don't
Know
Recreation opportunities
Directional signs
Lodging or camping
Restaurants and Food
Scenery
Things to do in the Heritage Area
Things to do elsewhere in Iowa
Cultural activities or events
Historical attractions
Agricultural activities/experiences
Visitor information
Customer Service
About You
18. Where do you live? City _____________State ______ Country ____________
Postal or zip code ________
19. You are: ______ years old
Are you? ___ Female ___ Male
20. What level of education have you completed? (Select one)
Some High School
Some College
Post Graduate Work
High School Graduate
College Graduate Post Graduate Degree
Technical School
Other __________
21. Which statement best describes your total 2002 annual household income (from all sources and before
taxes)? (Check one)
Less than $9,999
$25,000-34,999
$75,000-99,999
$200,000 and above
$10,000-14,999
$35,000-49,999
$100,000-149,999
Choose not to answer
$15,000-24,999
$50,000-74,999
$150,000-199,999
22. And finally, please write any further comments you might have about your trip to this site, please include your
opinion on strengths and weakness of the region:
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
_________________________________________________________________________________
___________________________________
THANK YOU VERY MUCH FOR YOUR INFORMATION!
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APPENDIX 2
Qualitative Visitor Comments
A. What communities, site, and/or attractions have you visited or do you plan to visit during your
stay in this area (Question 14 in the questionnaire)?
-
Pedestrian Mall (#54)
Amana Colonies (#567)
Bridges of Madison Co. (#265)
Fields of dreams (#)
Reenactment at Usher’s Ferry (#55)
Dubuque River Museum (#81)
Galena (#103)
Factory Stores (#27)
Art Center (#63)
Indian Creek Nature Center (#81)
Cedar Rapids (#107)
Museum of Art (#27)
Museum of History (#75)
Science Station (#65)
Honey Festival (#27)
Iowa City (#140)
Carrie C. Catt House (#12)
Floyd County Museum (#12)
Osborn Nature Center (#40)
Frank Lloyd Wright House in Quasqueton (#98)
Spook Cave (#91)
Coralridge Mall (#40)
Blank Zoo (#40)
Decorah (#497)
Bily Clocks at Spill Ville (#596)
Burr Oak (#164)
Wankan (#56)
Vesterheim (#440)
Genealogical Library (#56)
Ames (#51)
Cedar Rapids (#107)
Effigy Mounds (#123)
Reiman Gardens (#3)
Mt Pleasant (#31)
Czech Village (#80)
Field of Dreams (#87)
Grout Museum (#107)
UNI (#37)
Waterloo Center for the Arts (#6)
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-
Arboretum (#6)
Little Brown Church (#72)
World’s Smallest Church (#48)
John Deere Plant (#216)
Giant Wood Art Gallery (#48)
Cedar Rock (#48)
Quasqueton, (#48)
Guttenburg (#78)
Fort Dodge - Fort Museum (#48)
Des Moines (#90)
Pikes Peak State Park (#156)
Crystal Cave (#36)
Ertl Outlet Farm Toy Museum (#72)
Dyersville Basilica (#72)
Dyer -Botsford Victorian House & Doll Museum(#72)
New Vienna Catholic Church & Petersburg Catholic Church (#36)
Mississippi Museum (#88)
Hazleton (#52)
Amish furniture (#52)
Norwegian American Museum (#101)
Harmony, Mall of America (#52)
Riceville (#52)
All Laura sites (#52)
Clermont (#52)
McGregor (#52)
Dubuque Mall (#25)
Maqueoketa Caves (#25)
Welcome center in Dows (#10)
Ankeny and Oskaloosa (#10)
Blairsburg (#10)
Heartland Museum (#23)
Carneige Cultural Center (#24)
Ice House Museum (#28)
Waverly horse sale (#84)
Madison City (#56)
Threashexman Museum (#28)
Cody Museum (#28)
Dike (#28)
Mason City (#74)
Clear Lake (#16)
Ft. Atkinson (#98)
Lawler (#59)
New Hampton (#83)
Frederickburg Hawkeye Buffalo Ranch (#8)
Gray Lake Park (#31)
Blarr Park Zoo (#31)
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-
Wapsipinicon Mill at Independence (#79)
President Hoover’s home site (#56)
Geneva, Il (#56)
Little Bo’s restaurant (#38)
Franklin Co. Hist. Museum (#42)
REA plant, Old Stone House - other places of interest - Beeds Lake(#14)
Clarion Museum (#14)
Ackley Prairie Ridge Park (#14)
Franklin Co. Court house (#42)
Hampton Public Library (#14)
Froelich, Motor Mill (#15)
River Boat Museum (#15)
Dubuque (#259)
Froelich General Store (#30)
George Meyer’s Heritage Center (#15)
Elkader (#111)
Postville (#41)
Eagle City Winery (#53)
UNI Museum (#163)
Cedar Falls only (#147)
Science Station, IMAX (#10)
Waterloo (#48)
Benington School #4 (#4)
Niagra Cave (#52)
Seed Savers (#52)
Hartman Reserve (#127)
McGregor (#85)
Ackley Prairies (#25)
Des Moines (#90)
Pike Peak State Park (#156)
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B. Prior to your trip did you see any advertisements for travel to this region? (Question 10 in the
questionnaire)
b. Travel publications
- Winnebago Forest City, IA (#10)
- AAA tour books (#32)
- Iowa Travel Guide (#60)
- Atlas of US Map, Good Sam Camper Guide (#31)
d. Newspaper
- Cedar Rapids Gazette (#55)
- Minneapolis Star Tribune did a “Visit Iowa” article in July. It had “10 things to do in IA”
(#15)
- Des Moines Register (#5)
f. Magazine
- Midwest Living (#72)
- Cedar Rapids Gazette Tourism Insert (#55)
- Iowan (#58)
- Red Power/Green Mag (#36)
- Highway - AAA (#72)
- Toy Farmer (#36)
- Backpacker (#35)
- Iowa touring (#28)
- Country Magazine (#31)
- Farm Magazine (#30)
g. Other Medium
- Iowa Travel Guide (#34)
- Word of Mouth, family, friends (#448)
- Radio (#55)
- Chamber of Commerce (#49)
- Moline Museum (#28)
- Television (#101)
- Radio (#106)
- Video (#26)
- Invitation/ personal letter (#15)
- Internet (#4)
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C. While traveling within Iowa, what local source of information for travelers did you use
(Question 11 in the questionnaire)?
e. State-operated Welcome Center
- Route 61 (#3)
- On interstate 80 between Davenport and Iowa City (#62)
- Le Claire (#48)
- Dows Center (#50)
- Amana Colonies (#34)
- Minn Border I35 (#38)
- Dubuque (#26)
- Bettendorf (#55)
- Living History Farms (#5)
- Hoover (#4)
- Airport (#48)
- Sioux City (#48)
f. Website
- www.mapquest.com (#55)
- www.ushersferry.com (#55)
- www.iowa.gov (#27)
- www.yahoo.com (#55)
- www.iowariverbridge.org (#20)
- www.traveliowa.com (#49)
- www.deere.com (#46)
- www.iowa.com (#28)
- www.LHF.org (#31)
- www.exploreminesota.com (#52)
- www.decorah-iowa.com (#52)
- www.iowadnr.com (#39)
- www.ci.des-moines.ia.us (#48)
- www.iowageneology.com (#48)
h. Other
- Asked local business owner (#34)
- Newspaper (#160)
- Friends/Relatives/ Family (#442)
- Newsletter (#27)
- Guide Book (#27)
- County conservation (#20)
- Walking by on the street (#56)
- Missouri Valley (#48)
- Book - Iowa Week Ends (#48)
- Iowa Travel Book - State Published (#129)
- Phone Book (#36)
- State Vacation Guide 2002 (#36)
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-
Road Atlas/ maps (#233)
Signs (#34)
I 35 (#28)
AAA Tour Books (#70)
Invitation (#8)
Airport (#56)
Brochures at rest stop (#74)
Elderhostel Information (#56)
Waterloo Chamber (#18)
Milwakee Museum Guide (#18)
Phone (#18)
T.V. (#18)
Good Sam RV info (#48)
Coast to Coast (#48)
Lonely Planet travel guide (#39)
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APPENDIX 3
t-test and One Way Anova Statistics
A. t-test for Spending Patterns between First Time and Repeat Visitors
Table no.1 Group Statistics
Spending Categories
Visitors
N
Mean
Std. Deviation
Std. Error Mean
Lodging
First Time Visitors
93
205.55
236.720
24.547
Restaurant
Repeat Visitors
First Time Visitors
88
107
143.63
87.27
123.026
81.358
13.115
7.865
Grocery
Repeat Visitors
First Time Visitors
209
59
66.20
39.17
66.372
37.110
4.591
4.831
Transportation
Repeat Visitors
First Time Visitors
112
88
43.05
56.22
49.323
59.439
4.661
6.336
Admissions
Repeat Visitors
First Time Visitors
119
63
37.53
39.18
40.828
45.825
3.743
5.773
Shopping
Repeat Visitors
First Time Visitors
122
78
37.05
113.23
54.686
118.188
4.951
13.382
Repeat Visitors
125
70.20
79.604
7.120
Table no.2 Independent Samples Test
Levene's Test for
Equality of Variances
Spending
Categories
Lodging
Restaurant
Grocery
Transportation
Admissions
Shopping
Variances
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
F
Sig.
t-test for Equality of Means
t
6.604
.011
4.171
.042
1.412
.236
9.107
.003
.001
.971
5.789
.017
df
2.190
2.225
2.470
2.314
-.531
-.579
2.681
2.540
.265
.280
3.099
2.839
Sig. (2-tailed)
179
139.959
314
179.897
169
148.829
205
145.263
183
146.207
201
120.756
Mean
Difference
.030
.028
.014
.022
.596
.564
.008
.012
.792
.780
.002
.005
61.92
61.92
21.07
21.07
-3.88
-3.88
18.69
18.69
2.13
2.13
43.03
43.03
B. t-test for Spending Patterns between less than $9.999 and $50,000-$74,999 Category of Income
Table no. 1 Group Statistics
Spending Categories
N
Mean
Std. Deviation
Std. Error Mean
Income
Lodging
Restaurant
Grocery
Transportation
Admissions
Shopping
less than $9.999
$50,000-$74,999
less than $9.999
$50,000-$74,999
less than $9.999
$50,000-$74,999
less than $9.999
$50,000-$74,999
less than $9.999
$50,000-$74,999
less than $9.999
$50,000-$74,999
2003-2004 SSNHA Economic and Visitor Study
4
39
9
69
4
35
7
48
6
35
2
46
120.75
143.36
43.76
66.99
58.00
33.51
19.00
41.30
20.83
38.14
9.50
55.41
68
135.507
107.941
40.225
67.789
64.415
34.829
12.503
49.873
19.177
31.348
.707
43.801
www.uni.edu/step
67.754
17.284
13.408
8.161
32.208
5.887
4.726
7.199
7.829
5.299
.500
6.458
Std. Error
Difference
28.278
27.830
8.533
9.107
7.320
6.713
6.972
7.359
8.045
7.606
13.885
15.158
Table no.2 Independent Samples Test
Levene's Test for
Equality of Variances
Spending
Categories
Lodging
Restaurant
Grocery
Transportation
Admissions
Shopping
Variances
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
Equal variances assumed
Equal variances not assumed
2003-2004 SSNHA Economic and Visitor Study
F
t-test for Equality of Means
Sig.
t
.409
.526
.377
.541
2.457
.126
1.278
.263
1.112
.298
4.312
.043
-.391
-.323
-1.002
-1.480
1.218
.748
-1.169
-2.590
-1.303
-1.831
-1.467
-7.088
69
df
Sig. (2tailed)
41
3.402
76
14.786
37
3.204
53
39.202
39
10.312
46
45.468
www.uni.edu/step
.698
.765
.320
.160
.231
.506
.248
.013
.200
.096
.149
.000
Mean
Difference
-22.61
-22.61
-23.23
-23.23
24.49
24.49
-22.30
-22.30
-17.31
-17.31
-45.91
-45.91
Std. Error
Difference
57.852
69.924
23.191
15.697
20.106
32.741
19.078
8.611
13.284
9.454
31.293
6.477
C. One way Anova for Spending Patterns between Visitors Traveling for Different Purposes
Table no.1 Descriptives
Spending Categories Primary Trip Purpose
Lodging
Restaurant
Grocery
Transportation
Admissions
Shopping
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
2003-2004 SSNHA Economic and Visitor Study
N
Mean Std. Deviation
44
55
38
18
25
95
74
80
23
44
42
41
55
17
17
56
51
54
18
28
61
34
49
10
31
60
41
51
12
40
255.32
115.87
170.63
144.89
186.24
57.59
87.05
89.85
54.24
65.23
30.33
32.83
61.98
42.06
24.06
42.12
40.71
56.35
58.33
31.61
28.67
60.78
42.48
28.20
25.16
71.53
115.46
92.29
107.50
65.22
306.941
102.207
144.768
84.673
156.256
59.248
93.420
71.157
43.139
65.183
33.110
35.047
58.785
41.385
19.845
63.498
38.782
51.526
48.749
31.693
35.981
95.168
33.785
28.674
28.098
65.144
140.303
94.047
78.378
92.475
70
Std. Error Minimum
46.273
13.782
23.485
19.958
31.251
6.079
10.860
7.956
8.995
9.827
5.109
5.473
7.927
10.037
4.813
8.485
5.431
7.012
11.490
5.989
4.607
16.321
4.826
9.067
5.046
8.410
21.912
13.169
22.626
14.622
www.uni.edu/step
3
7
11
10
10
2
5
5
5
10
1
2
2
5
4
2
3
8
20
5
2
6
4
5
4
2
9
2
20
2
Maximum
1500
500
600
300
600
300
400
300
200
300
120
150
300
150
70
300
200
300
200
150
200
500
120
100
100
200
600
500
300
400
Table no. 2 Test of Homogeneity of Variances
Spending
Categories
Levene
Statistic
Lodging
Restaurant
Grocery
Transportation
Admissions
Shopping
df1
7.459
4.441
5.648
1.563
4.122
2.261
df2
4
4
4
4
4
4
Sig.
175
311
167
202
180
199
.000
.002
.000
.186
.003
.064
Table no.3 ANOVA
Spending Categories
Lodging
Restaurant
Grocery
Transportation
Admissions
Shopping
Sum of Squares
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
2003-2004 SSNHA Economic and Visitor Study
496213.360
6098562.834
6594776.194
70579.292
1590701.911
1661281.202
36567.689
314390.002
350957.692
16541.249
505194.077
521735.326
29976.440
462431.811
492408.251
72942.348
1881113.692
1954056.039
df
Mean Square
4
175
179
4
311
315
4
167
171
4
202
206
4
180
184
4
199
203
71
F
Sig.
124053.340
34848.930
3.560
.008
17644.823
5114.797
3.450
.009
9141.922
1882.575
4.856
.001
4135.312
2500.961
1.653
.162
7494.110
2569.066
2.917
.023
18235.587
9452.833
1.929
.107
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Table no.4 Multiple Comparisons
Bonferroni
Dependent
Variable
Spending
(I) Q2
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Restaurant
Mean Difference
(I-J)
(J) Q2
Specifically to visit this site
Side trip
Visiting friends/relatives
2003-2004 SSNHA Economic and Visitor Study
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Business trip
Special event/ festival
72
139.45
84.69
110.43
69.08
-139.45
-54.76
-29.02
-70.37
-84.69
54.76
25.74
-15.61
-110.43
29.02
-25.74
-41.35
-69.08
70.37
15.61
41.35
-29.47
-32.26
3.35
-7.64
29.47
-2.80
32.81
21.83
32.26
2.80
35.61
24.62
www.uni.edu/step
Std. Error
37.758
41.341
52.231
46.754
37.758
39.379
50.692
45.029
41.341
39.379
53.415
48.073
52.231
50.692
53.415
57.706
46.754
45.029
48.073
57.706
11.089
10.852
16.620
13.042
11.089
11.535
17.073
13.615
10.852
11.535
16.921
13.423
Sig.
.003
.420
.359
1.000
.003
1.000
1.000
1.000
.420
1.000
1.000
1.000
.359
1.000
1.000
1.000
1.000
1.000
1.000
1.000
.083
.032
1.000
1.000
.083
1.000
.555
1.000
.032
1.000
.361
.676
Business trip
Special event/ festival
Grocery
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Transportation
Specifically to visit this site
Side trip
Visiting friends/relatives
2003-2004 SSNHA Economic and Visitor Study
Specifically to visit this site
Side trip
Visiting friends/relatives
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Business trip
73
-3.35
-32.81
-35.61
-10.99
7.64
-21.83
-24.62
10.99
-2.50
-31.65
-11.73
6.27
2.50
-29.15
-9.23
8.77
31.65
29.15
19.92
37.92
11.73
9.23
-19.92
18.00
-6.27
-8.77
-37.92
-18.00
1.41
-14.24
-16.22
10.51
-1.41
-15.65
-17.63
9.10
14.24
15.65
-1.98
www.uni.edu/step
16.620
17.073
16.921
18.402
13.042
13.615
13.423
18.402
9.526
8.891
12.472
12.472
9.526
8.952
12.516
12.516
8.891
8.952
12.040
12.040
12.472
12.516
12.040
14.882
12.472
12.516
12.040
14.882
9.680
9.538
13.550
11.575
9.680
9.765
13.711
11.763
9.538
9.765
13.611
1.000
.555
.361
1.000
1.000
1.000
.676
1.000
1.000
.005
1.000
1.000
1.000
.014
1.000
1.000
.005
.014
.999
.019
1.000
1.000
.999
1.000
1.000
1.000
.019
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
1.000
Business trip
Special event/ festival
Admissions
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Shopping
Specifically to visit this site
Side trip
Visiting friends/relatives
2003-2004 SSNHA Economic and Visitor Study
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
Side trip
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Visiting friends/relatives
Business trip
Special event/ festival
Specifically to visit this site
Side trip
74
24.74
16.22
17.63
1.98
26.73
-10.51
-9.10
-24.74
-26.73
-32.11
-13.81
.47
3.51
32.11
18.30
32.58
35.62
13.81
-18.30
14.28
17.32
-.47
-32.58
-14.28
3.04
-3.51
-35.62
-17.32
-3.04
-43.93
-20.76
-35.97
6.31
43.93
23.17
7.96
50.24
20.76
-23.17
www.uni.edu/step
11.646
13.550
13.711
13.611
15.108
11.575
11.763
11.646
15.108
10.848
9.723
17.292
11.180
10.848
11.313
18.234
12.587
9.723
11.313
17.588
11.632
17.292
18.234
17.588
18.433
11.180
12.587
11.632
18.433
19.700
18.517
30.745
19.846
19.700
20.394
31.911
21.607
18.517
20.394
.348
1.000
1.000
1.000
.784
1.000
1.000
.348
.784
.035
1.000
1.000
1.000
.035
1.000
.757
.052
1.000
1.000
1.000
1.000
1.000
.757
1.000
1.000
1.000
.052
1.000
1.000
.269
1.000
1.000
1.000
.269
1.000
1.000
.211
1.000
1.000
Business trip
Special event/ festival
Business trip
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Special event/ festival
Specifically to visit this site
Side trip
Visiting friends/relatives
Business trip
-15.21
27.07
35.97
-7.96
15.21
42.28
-6.31
-50.24
-27.07
-42.28
* The mean difference is significant at the .05 level.
2003-2004 SSNHA Economic and Visitor Study
75
www.uni.edu/step
31.194
20.535
30.745
31.911
31.194
32.001
19.846
21.607
20.535
32.001
1.000
1.000
1.000
1.000
1.000
1.000
1.000
.211
1.000
1.000