VISITOR CHARACTERISTICS OF TRAIL SYSTEM USERS
IN CEDAR FALLS/ WATERLOO
Prepared by
Oksana Grybovych, MSc, Doctoral Student
Sustainable Tourism and Environment Program (STEP)
School of Health, Physical Education, and Leisure Services
University of Northern Iowa
http://www.uni.edu/step/
Table of Contents
Purpose of the Study ........................................................................................................... 3
Methodology ....................................................................................................................... 3
Study Findings .................................................................................................................... 4
A. Socio-Demographic Characteristics........................................................................ 4
B. Income and Spending Patterns................................................................................ 9
C. Sources of Information ......................................................................................... 12
D. Satisfaction with the Visit..................................................................................... 13
List of Figures
Figure 1 Age of respondents ............................................................................................... 4
Figure 2 Method of travel to Waterloo/Cedar Falls............................................................ 5
Figure 3 Visitation frequency to Waterloo/Cedar Falls...................................................... 6
Figure 4 Number of nights spent in Waterloo/Cedar Falls ................................................. 7
Figure 5 Traveling party composition................................................................................. 8
Figure 6 Annual household income as of 2002 .................................................................. 9
Figure 7 Overall visitor expenditures during the trip........................................................ 10
Figure 8 Number of people in traveling party covered by the overall expenditures ........ 11
Figure 10 Satisfaction with the trip to Waterloo/Cedar Falls ........................................... 13
Figure 11 Possible factors preventing the future visit to the area..................................... 14
Purpose of the Study
The purpose of this study is to determine characteristics of trail users at George Wyth
State Park and Cedar Valley Trails. Socio-demographic characteristics and motivations of
the visitors will provide valuable information to be used by the Waterloo and Cedar Falls
tourism offices for future promotion of the trails.
Methodology
The study of visitors to Cedar Falls and Waterloo utilized both mail and intercept
surveys. In regards to the mail survey, sample for the study was randomly selected from
individuals who had recently requested information from either the Waterloo or Cedar
Falls tourism offices. Secondly, a number of visitors were intercepted at twenty-four
different locations, including sporting events, theatre, community festivals, museums, and
outdoor recreation areas.
This study focuses on the trail users at George Wyth State Park and the Cedar Valley
Trails. In total, 39 completed surveys were obtained. Almost two-thirds of respondents
were intercepted on the Cedar Valley Trails (n=27), while nearly one-third was
intercepted at George Wyth State Park (n=12). The following are some of the trail users
characteristics.
Visitor Characteristics of Trail System Users
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Study Findings
A.
Socio-Demographic Characteristics
59.5% of study respondents were male (n=22), and 40.5% were female (n=15). In regards
to the age, the two main groups of visitors were 10 to 19 years old (31.7%) and 60 to 69
years old (25.2%). In other words, the majority of trail users were families with children.
The age distribution is shown in Figure1.
Age
35
30
Percentage
25
20
15
10
5
0
10 to 19
20 to 29
30 to 59
60 to 69
70 and older
Figure 1 Age of respondents
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
Study respondents came from different locations, specifically, 49% of the visitors were
local residents of the Cedar Falls/Waterloo area, whereas 51% came from other counties
throughout Iowa. This shows that not only the people who live in the area, but also
visitors from neighboring counties are using the trail systems.
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Further, study participants were asked how they arrived to Cedar Falls/Waterloo. The
majority responded they arrived by the automobile (67%, or 20 respondents), thirty
percent arrived by motorhomes, and only 3% used airplanes. Figure 2 shows the
distribution of responses.
Method of travel to Waterloo/Cedar Falls
Air
3%
Motorhome
30%
Auto
67%
Figure 2 Method of travel to Waterloo/Cedar Falls
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
Majority of respondents indicated they have visited Cedar Falls/Waterloo before (97% of
responses), versus 3% first time visitors. The main reason for visiting the area was
pleasure (98% of responses), and only 2% were here for business.
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In regards to frequency of visiting the area, 66% of respondents answered they visit the
area frequently, 19% responded come occasionally, and 15% have been here once in the
previous year (see Figure 3).
Visitation Frequency to
Waterloo/Cedar Falls
Once in the
previous
year
15%
Occasionally
19%
Frequently
66%
Figure 3 Visitation frequency to Waterloo/Cedar Falls
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
Several other questions concerning the patterns of visiting Waterloo/Cedar Falls,
included the question of the number of nights spent in the area, and the traveling party
composition.
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Figure 4 depicts the distribution of the number of nights spent in Waterloo/Cedar Falls.
As the figure shows, over seventy-five percent of respondents stayed overnight, versus
thirteen percent who did not. Most often, visitors stayed in the area for 3 nights (40% of
responses). Thirteen percent answered they stayed two or seven nights, and around seven
percent stayed for either one, four or five nights.
Number of nights spent in Waterloo/Cedar Falls
45
40
Percentage
35
30
25
20
15
10
5
0
0 nights
1 nights
2 nights
3 nights
4 nights
5 nights
7 nights
Figure 4 Number of nights spent in Waterloo/Cedar Falls
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
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In regards to the composition of the traveling party, over thirty-eight percent were
traveling with their family, fourteen percent were solo visitors, ten percent were a part of
a sports team, almost seven percent came with either the tour group or a college group,
and over three percent came with the high school group. Figure 5 shows the distribution
of responses.
Traveling party composition
40
35
Percentage
30
25
20
15
10
5
0
Family
Alone
Sports team Tour group
College
group
High school
group
Figure 5 Traveling party composition
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
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B.
Income and Spending Patterns
When asked about their annual household income, the majority of the study participants
indicated they were earning less than $9,999 (almost 23%), followed by the two other
groups who were earning $25,000 - $34,999 or $75,000 – $99,999 (14.3% of responses
for each group). Figure 2 shows the distribution of the income categories among study
respondents.
2002 Annual household income
25
22.9
Percentage
20
14.3
15
14.3
11.4
10
8.6
8.6
5.7
5
5.7
2.9
2.9
2.9
0
Less than
$9,999
$10,000 to
$14,999
$15,000 to
$24,999
$25,000 to
$34,999
$35,000 to
$49,999
$50,000 to
$74,999
$75,000 to
$99,999
$100,000 to $150,000 to
$149,999
$199,999
$200,000 Chose to not
and Above
answer
Figure 6 Annual household income as of 2002
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
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Next, respondents were asked to indicate how much they spent during their visit for
lodging, meals/drinks, grocery, recreation etc. Figure 7 shows mean and median scores
for all categories.
Overall visitor expenditures during the trip
140
120
Dollars
100
Mean
Median
80
60
40
20
th
er
s
O
rta
in
m
en
t
en
te
xp
en
se
s
C
ar
e
R
ec
re
at
io
n
an
d
ro
ce
ry
G
rin
ks
ea
l/D
R
es
ta
ur
an
t/B
ar
M
Lo
dg
in
g
0
Figure 7 Overall visitor expenditures during the trip
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
Both mean and median scores were highest for the amounts spent on restaurants/bar
meal/drinks (mean score=$120; median score=$80), followed by spending on lodging
(mean score=$72; median score=$40), car expenses (mean score=$42; median
score=$25) and groceries (mean score=$29; median score=$20).
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Further, survey respondents were asked how many people in their traveling party these
overall expenditures cover. Figure 8 shows the distribution of responses.
Number of people in the traveling party
covered by the overall expenditures
14 (5.9%)
6 (5.9%)
1 (5.9%)
5 (5.9%)
2 (35.3%)
4 (11.8%)
3 (29.4%)
Figure 8 Number of people in traveling party covered by the overall expenditures
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
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C.
Sources of Information
The two other important issues to look at are the sources of information about the area
and the effect of advertising on the decision to visit the area. In regards to the first
question, respondents were asked whether they requested to receive any travel
information prior to their visit. Only 14% (n=) answered positively, whereas the majority
of 86% (n=) responded did not request any travel information.
Further, study participants were asked whether they saw any advertisement for travel to
Waterloo/Cedar Falls prior to their trip (see Figure 9).
Sources of information for the travel to Waterloo/Cedar Falls
I saw no advertising
I saw advertising, but I can't recall where
Other Medium
Newspaper
Website
Travel Publications
0
2
4
6
8
10
12
14
16
18
Frequency
Figure 9 Sources of information for the travel
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
Figure 9 shows that the majority of trail system users are not being intrigued to
Waterloo/Cedar Falls through any kind of information packet or advertisement. Those
using advertisement got information through newspaper, website, other medium, and
travel publications.
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D.
Satisfaction with the Visit
Study participants/ trail users were asked how satisfied they were with the visit to the
area (see Figure 10). The majority (90% of responses) answered they were either very
satisfied (48%) or satisfied (42%) with their visit, and only ten percent hesitated with
their answer (choosing to respond as “neutral”).
Satisfaction with the trip to Waterloo/Cedar
Falls
Neutral
10%
Very satisfied
48%
Satisfied
42%
Figure 10 Satisfaction with the trip to Waterloo/Cedar Falls
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
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To further explore the factors influencing the satisfaction with the trip, the survey
respondents were asked what would prevent them from visiting Cedar Falls/Waterloo in
the future. Figure 11 shows responses obtained.
Which of the following would prevent you from visiting the
Waterloo/Cedar Falls in the future
7
6
Frequency
5
4
3
2
1
fro
m
ho
En
m
vi
e
ro
nm
en
ta
lq
ua
lit
y
ta
nc
e
or
m
at
io
n
D
is
of
in
f
C
os
ts
La
ck
Fe
es
/
of
tim
e
La
ck
of
m
on
ey
La
ck
to
pl
ac
es
th
er
O
La
ck
of
ac
tiv
iti
es
go
0
Figure 11 Possible factors preventing the future visit to the area
Source: Waterloo-Cedar Falls Visitors’ Study, STEP-UNI, 2004
The figure depicts that the lack of activities had the highest frequency (n=6), followed by
having other choices where to go (n=5) and the lack of money (n=3). The other factors
that were indicated, included the lack of time, lack of information and the travel distance.
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