Developing Tourism in the Rural Pee Dee
Region of South Carolina
A Study Conducted by the SmartState
Center of Economic Excellence in Tourism
and Economic Development at the
University of South Carolina
SC Centers of Economic Excellence
Developing Tourism in the
Rural Pee Dee Region
of South Carolina
A Study Conducted by the
SmartState Center of Economic Excellence in Tourism and
Economic Development at the University of South Carolina
This study was funded by Francis Marion University and the SmartState Center of Excellence in Tourism and Economic Development
at the University of South Carolina
April 2012
Table of Contents
INTRODUCTION ............................................................................................................................................. 1
ACKNOWLEDGEMENTS ...................................................................................................................................3
EXECUTIVE SUMMARY ................................................................................................................................... 4
OBJECTIVES AND METHODOLOGY ................................................................................................................... 8
PART I STAKEHOLDER FOCUS GROUP DISCUSSIONS ......................................................................................... 10
PART II CONSUMER RESEARCH – CURRENT/PAST VISITOR MARKET ................................................................... 25
PART III CONSUMER RESEARCH – POTENTIAL VISITOR MARKET ....................................................................... 52
PART IV COMPARISONS OF CURRENT/ PAST AND POTENTIAL VISITORS .............................................................. 78
RECOMMENDATIONS .................................................................................................................................. 84
REFERENCES .............................................................................................................................................. 89
APPENDIX................................................................................................................................................... 91
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Introduction
Background
Tourism is the fastest growing industry in the world and the number one industry in South Carolina. It is
responsible for more than $15 billion in spending in the state and employs more than 200,000 people approximately 10% of the state’s workforce. Tourism is labor-intensive and creates jobs that often do not require
high, upfront investment. Tourism diversified local economies and positively impacts many economic sectors
including hospitality, retail, transportation, and recreational sports activities. However, tourism in South Carolina is
largely confined to the coastal areas. Rural areas of the state have been negatively affected by increased
globalization and technological changes. In addition, dramatic reductions in county and city budgets have limited
the ability of local stakeholders to create innovative projects designed to stimulate local economies. However, the
potential for tourism development in rural South Carolina is enormous, as the state is blessed with a bounty of
exceptional natural resources. More importantly, South Carolina provides unbeatable hospitality as well as deep
culture and history that today’s visitors are seeking.
“A flower waiting to bloom” was the conclusion of T.D.I. tourism consultants, who were brought in by the South
Carolina Department of Parks, Recreation, and Tourism to analyze the tourism industry and to evaluate the state’s
overall approach to tourism development. However, their evaluation of the Pee Dee region was not a positive one.
They described the Pee Dee region as “clearly a weak tourism region at present,” and stated that “no town has
sufficient substance to persuade the uncommitted traveler to choose to make a stop on their journey through the
area.” They did suggest, however, that with strategic investment in product development, the level of visitor
spending in the Pee Dee could rise to $750 million, more than double the present level.
Virtually no original market research has been conducted on visitor behavior, attitudes, and motivations or on
product development needs in the Pee Dee and other rural areas of the state (T.D.I., 2009). This study is an
exploration of both industry stakeholders’ and consumers’ (current/past and potential visitors) perspectives on
tourism development of the Pee Dee region. The document provides a better understanding of the stakeholders’
viewpoints of tourism development of the Pee Dee and the region’s collaboration with the coastal areas, as well as
in-depth information on the interest, image, travel behavior, and future visiting intention of current/past and
potential visitors to this region.
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About the SmartState Center of Economic Excellence in Tourism and Economic Development
The SmartState Center of Economic Excellence in Tourism and Economic Development (The Center) is part of the
South Carolina Centers of Economic Excellence Program, which was established by the General Assembly in 2002
to conduct research that will improve the state’s economy through job creation. The program has appropriated
$200 million—which will be matched dollar-for-dollar by non-state funds—to the state's three main research
institutions to fund research and create endowed professorships that will spur the state's economic development.
This SmartState Center was established in 2010 to encourage research that is directly applicable to tourism in
South Carolina. The Center is part of the College of Hospitality, Retail, and Sport Management at the University of
South Carolina. The Center’s research will ultimately improve South Carolina's competitiveness as a tourism
destination; thus, securing increased sustainable employment in the tourism sector. The Center performs tourism
and hospitality-based research and grows this knowledge-base through policy work, publications, public seminars,
workshops and forums. The Center has access to accomplished tourism and economic research leaders and can
utilize in-house technology that supports data collection and analysis. Academic leaders are well versed in
dissemination activities, guaranteeing that research and best practices discovered would be utilized on many
critical levels, from guiding efforts to strengthen tourism, to securing additional funding from leading corporations
with an interest in the state’s tourism industry. The Center continues to develop strong relationships with other
universities to leverage existing resources and to ensure that no services or research is duplicated. Above all, the
Center makes explicit the local-to-global connections between tourism and economic development and ensures
that research is relevant and directly applicable to the state.
Dr. Simon Hudson, the Center’s endowed chair, is internationally known and respected as a leading expert in
tourism research and development. He has extensive experience in both tourism academia and the industry and
has published five books, over 40 journal articles, and 20 book chapters from his work. He has project
management experience with a variety of major operations in the United States, Canada, and the United Kingdom
and is frequently invited to international conferences as a keynote speaker.
For further information, please contact:
Dr. Simon Hudson
SmartState Center of Economic Excellence in Tourism
and Economic Development
College of Hospitality, Retail, and Sport Management
University of South Carolina
Columbia, South Carolina, 29208
Tel: 803.777.4290
Email: shudson@hrsm.sc.edu
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
ACKNOWLEDGEMENTS
Acknowledgements
Project Team:
SmartState Center of Economic Excellence in Tourism and Economic Development,
University of South Carolina
Dr. Simon Hudson
Dr. Fang Meng
Dr. David Cardenas
Ms. Stefanie Benjamin
Ms. Karen Thal
Ms. Betsy Wolff, MPH
Endowed Chair, Professor
Research Associate, Assistant Professor
Research Associate, Assistant Professor
Doctoral Student
Doctoral Student
Grant Writer
Contributors
Ms. Pei (Allison) Zhang
Ms. Ruiqin Peng
Ms. Karla Arocha Zambrana
Ms. Yao Hu
Mr. Amir Nowroozzadah
Ms. Plamena Berova
Ms. Nora Thomas
Mr. Rupert Hudson
Mr. Christian Barker
Field Data Collection, Data Input, Analysis
Field Data Collection
Field Data Collection
Field Data Collection
Field Data Collection
Field Data Collection
Data Input
Field Data Collection
Field Data Collection
Special Thanks
Dr. Fred Carter
Mr. George Estes
Ms. Holly Beaumier
Mr. Kendall Wall
President, Francis Marion University
Director of Operations, Heritage Tourism, South Carolina Department of Parks,
Recreation & Tourism
Director, Florence Convention and Visitors Bureau
General Manager, Florence Civic Center
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
EXECUTIVE SUMMARY
Executive Summary
Drive tourism in the U.S. is both enormous and complex, and it forms the backbone of domestic tourism in the
country. Rural tourism, in particular, is heavily dependent on drive tourism, and rural and regional areas around the
world are increasingly recognizing self-drive tourists as one of their most important markets. But drive tourists are
not necessarily an “easy” market to attract, and maintaining effective collaboration among geographically
dispersed, small and micro tourism businesses is notoriously difficult.
This study looked at the rural Pee Dee region of South Carolina and its potential to capitalize on the hundreds of
thousands of drive tourists that come through every year on their way to coastal destinations such as Myrtle
Beach and Charleston. Specifically, the research objectives were fourfold:
1. To analyze existing tourism relationships between the Pee Dee and the coastal areas of South Carolina;
2. To explore tourists’ perceptions of tourism in the Pee Dee region and barriers that prevent drive tourists
from visiting this area when they drive to the coast;
3. To understand what tourism attractions in the Pee Dee region might tempt drive tourists off the highways
to visit this rural area; and
4. To make recommendations to tourism stakeholders as to how they can attract drive tourists.
Stakeholder Research
Data of the stakeholder research were collected by conducting three focus groups of tourism industry
stakeholders in the Pee Dee region and the coastal areas in South Carolina. The focus group discussions probed
the perceived constraints and opportunities for tourism development in the Pee Dee region. These constraints
included the lack of a clear brand, poor accessibility, limited cooperation among regions in the Pee Dee, lack of
cooperation between the Pee Dee and coastal regions, limited infrastructure and tourism products, very poor
signage, and limited marketing funds.
Despite these major constraints, many participants of the focus groups recognized opportunities for the Pee Dee’s
tourism development, such as a variety of unique historic and nature-based attractions that could interest drive
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
EXECUTIVE SUMMARY
tourists. In addition, participants generally recognized the importance of tourism and a willingness to collaborate
among stakeholders and regions.
Consumer Research
Two consumer surveys were developed to examine the tourists’ perceptions of tourism in the Pee Dee region. The
target population for the two consumer surveys were 1) potential visitors who had not visited the Pee Dee region
but who were staying in tourist destinations within a three hour driving distance to this area, and 2) current/past
visitors to the Pee Dee who were staying (or had stayed) there or had stopped in the region on their way to their
main destination. A total of 472 useable surveys were collected at sites in the Pee Dee and along the coast.
The survey respondents reported a very low awareness of the Pee Dee region. For example, the majority of
tourists on the coast had no idea that the Pee Dee was a tourist destination and had no information about tourism
offerings in the region. The same respondents had a low interest in visiting the Pee Dee and were willing to travel
no more than 2 hours from the coast to visit rural attractions. Despite the limited interest, research showed that
culinary tourism as well as festivals and events are more likely to attract drive tourists to the Pee Dee than other
offerings. Potential tourists also expressed an interest in natural beauty scenic drives as an alternative way of
reaching the coast. In terms of the barriers and constraints to visiting the Pee Dee, the major reasons respondents
showed no interest in this region were the lack of information participants had about the area, and they did not
know what to do and what to expect in the Pee Dee.
Not surprisingly, those potential visitors on the coast reported less awareness and more severe barriers to visiting
the Pee Dee than those tourists already in the area. They also reported a less favourable image of the Pee Dee and
showed less interest in visiting the region than current/past visitors. A multiple regression analysis highlighted
three major factors which influence their visit intention: time/budget and interest, affective image, and overall
perception of the destination. However, despite more negative responses than current/past visitors, potential
visitors showed more interest in some specific tourism activities such as food/wine/culinary tours and outdoor
activities.
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
EXECUTIVE SUMMARY
Major Recommendations
Based on the results, it is suggested that stakeholders in the Pee Dee region seeking to grow tourism need to
focus on the following strategies:
Destination branding
It is clear from the results of this study that the Pee Dee region has very little brand recognition both among
tourists from outside the state and among South Carolina residents. Marketers in the Pee Dee need to engage in
comprehensive destination brand building in order to develop a strategy that promotes a clear identity to
potential tourists.
Cooperative marketing
There is clearly a need for improved relationships between tourism stakeholders in the region and between
tourism stakeholders in the Pee Dee and the popular coastal regions. Cooperative strategies can create marketing
partnerships between local D.M.O.’s and individual operators in the tourism industry as well as between “umbrella”
campaigns and industry marketing expenditures.
Marketing strategy
The Pee Dee needs to be more aggressive in marketing to potential visitors. The most significant findings of this
study were a lack of awareness, a very weak destination image, and little desire on the part of the tourists to visit
the area. A multi-platform approach to marketing the Pee Dee including digital, print, and outdoor advertising is
recommended.
Accessibility and signage
Because a lack of accessibility hampers the area’s tourism development good directional signage is critical to the
success of drive tourism in the region. The Pee Dee has the potential to capitalize on the hundreds of thousands of
drive tourists that come through every year, but signage along the interstates and secondary roads must be
improved.
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
EXECUTIVE SUMMARY
New product development
There is potential for day trips and bus tours from the coast, especially if the Pee Dee can offer attractive packages.
However, this would require upgrading the basic tourism infrastructure such as accommodations, restaurants, and
attractions. Culinary tourism has the potential to pull tourists from the highway, and festivals and events could
also act as a draw for the Pee Dee. Potential tourists would also be interested in natural beauty scenic drives as an
alternative way of reaching the coast. This will require identification of possible routes, appropriate signage, and
marketing.
Converting visitors into residents
One interesting outcome was the relatively high percentage of respondents who stated that they would consider
relocating to the Pee Dee. Converting more visitors into residents will undoubtedly have a significant positive
impact on the region’s economy in terms of increased revenue and jobs. The scientific literature on tourism trends
confirms that retirees are looking for new small-town and rural destinations with lower housing costs, less traffic,
and more natural attractions. Stakeholders in the Pee Dee should therefore consider developing a strategy for
converting visitors into residents.
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
OBJECTIVES & METHODOLOGY
Objectives and Methodology
This study looked at the rural Pee Dee region of South Carolina and its potential to capitalize on the hundreds of
thousands of drive tourists that come through every year on their way to coastal destinations. The Pee Dee region
of South Carolina includes seven counties in northeast South Carolina: Florence, Darlington, Dillon, Lee, Marion,
Marlboro, and Williamsburg. The region is close to coastal destinations such as Myrtle Beach and Charleston and
convenient to the major interstate highway, I-95. Named for the original Native American Pee Dee Indians and
subsequently the Pee Dee Rivers, the region offers state parks, scenic rivers, rural landscapes, historic
preservation sites, outdoor activities, and many examples of the cultural heritage of traditional Southern lifestyle.
This study examined the Pee Dee’s tourism development opportunities as well as the constraints from the demand
(current/past visitors and potential visitors) and supply (tourism industry stakeholders) perspectives and finally,
explored business relationships between the Pee Dee and the coastal areas.
Objectives
The specific research objectives were fourfold:
1) To analyze existing tourism relationships between the Pee Dee and the coastal areas of South Carolina;
2) To explore tourists’ perceptions of tourism in the Pee Dee region and barriers that prevent drive tourists
from visiting this area when they drive to the coast;
3) To understand what tourism attractions in the Pee Dee region might tempt drive tourists off the highways
to visit this rural area; and
4) To make recommendations to tourism stakeholders as to how they can attract drive tourists.
Methodology
Multi-staged mixed methods were employed to achieve the research objectives and to capture the perspectives
from both the demand and supply sides. Three hour-long focus groups of 10 to 12 tourism industry stakeholders
were conducted to probe the perceived constraints and opportunities for tourism development in the region.
These participants included tourism practitioners in the hotel, golf course, marketing, and transportation sectors;
local counties and city officials with significant tourism duties; and other related leaders.
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
OBJECTIVES & METHODOLOGY
Two survey questionnaires were developed for potential visitors who had never visited the region but who were
staying in tourist destinations within a three hour driving distance of the area and visitors to the Pee Dee who
were staying there or had stopped in the region on their way to their main destination. Self-administered surveys
were distributed using the intercept approach in different counties of the Pee Dee region as well as in tourist
destinations within an extended radius of a 3-hour driving distance, particularly Myrtle Beach and Charleston. Data
collection sites included visitor centers, convention and visitors bureaus, hotels, restaurants, shopping malls, and
tourist attractions, as well as several gas stations along I-95. A total of 472 useable surveys were collected, which
included 226 current/past tourist surveys and 246 potential visitor surveys. The data analyses were conducted by
using the SPSS software version 19.0.
The appendix section of this document will include the focus group questions, a listing of focus group participants,
and the surveys used to conduct research into consumer data. In addition, The SmartState Center has additional
charts and graphs of results that can be provided upon request.
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PART I
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART I
STAKEHOLDER FOCUS GROUP DISCUSSIONS
Focus group discussions were held to obtain insights into the strengths, opportunities, obstacles, and
expectations of tourism development in the Pee Dee, and to explore existing and potential tourism collaboration
with the coastal areas of South Carolina.
Two Pee Dee focus groups and one Myrtle Beach focus group were held in November 2011. Approximately twelve
people participated in each of these one-hour discussions. Participants represented hotel, golf course, marketing,
and transportation sectors; local county and city agencies with significant tourism duties; and other community
organizations, such as schools and nonprofits (see the list of participants in Appendix I.1). An accomplished
facilitator led semi-structured discussions based on specific questions (see questions in Appendix I.2). The Myrtle
Beach focus group session took place at the Myrtle Beach Marriott at Grande Dunes on November 3, 2011,
following the Tourism Marketing Summit. Participants were from Myrtle Beach and nearby coastal areas, such as
Conway and Charleston. The other two focus group sessions were held in the Florence Civic Center on November 7,
2011. Participants represented the city and county of Florence and the towns of Marion, Mullins, Dillion, and
Darlington. All the focus group discussions were recorded, and the main themes were identified by reviewing the
discussion transcripts.
The findings indicate that focus group participants in each session had similar but non-identical perceptions of and
experiences with the tourism industry in the Pee Dee region and coastal areas. A number of themes emerged with
respect to obstacles, opportunities, and challenges for existing as well as potential tourism products and tourism
development in the Pee Dee.
The focus groups noted the following obstacles to tourism development in the Pee Dee:

No regional identity, a lack of awareness of location and physical boundaries of the Pee Dee region;
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA




PART I
Poor or absent signage on interstates and state roads;
The lack of a coherent identify in terms of image and brand recognition;
Very limited public transportation and poor air travel service; and
Limited tourism products and infrastructure (hotels and restaurants).
The focus groups suggested the following strategies to strengthen tourism in the Pee Dee:





Improved marketing, branding, and signage;
Development of a cooperative effort to pool resources and deliver similar messages;
Tourism product development to include heritage sites and experiences;
Outreach to encourage day-trips from the coastal area and to lure drivers from interstates and secondary
roads; and
Outreach to advertise the Pee Dee’s travel bargains and abundance of natural resources.
The following summaries of the three focus groups provide additional insights and quotations that will expand the
reader’s understanding of the group discussion and outcomes. The Appendix Section of this report contains lists
of focus group participants and the focus group questions.
MYRTLE BEACH FOCUS GROUP
Obstacles
1)
Area Identity / Identification
Participants noted an “overall awareness issue” of the Pee Dee region, including defining the region as a whole
and identification of salient characteristics and small town features that may be of interest to tourists. A
fundamental question of what constitutes the Pee Dee is problematic even for residents. One participant stated:
“Do we know what the Pee Dee region consists of - is it seven counties, is it eight counties?”
Tourism activities and points of interest are not clearly identified inside the region, and signage along highways is
limited. Tourists travelling through the area are not enticed off the highways; there is no “spontaneous turn-off”
to points of interest.
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
2)
PART I
Accessibility
A lack of accessibility hampers the area’s tourism development. There is no national airport in the Pee Dee and
limited “connectivity” between Myrtle Beach and Florence in terms of public ground transportation. While Amtrak
services Florence, no train service runs between Florence and the coast. Local and regional bus companies offer
residents a commuter service between the Pee Dee and Myrtle Beach, however, bus service is not extended to the
tourism market. Driving personal automobiles is also problematic with limited road access and frequent traffic
jams during peak seasons. One participant commented:
“The 800 pound gorilla in all this is there’s no road access…if people finally get here and they
have fought the 501 traffic…the last thing they want to do is get caught in that traffic again and
go back over to Florence… so we’ve got to have roads, that’s the main thing.”
3)
Perceptions
A number of perceptual hurdles with respect to the Pee Dee exist in terms of both tourists and inter-regional
relations. For tourists, the Pee Dee is viewed as an area to be traversed en route to a destination. According to one
participant:
“Florence, because it’s bisected by the I-95 corridor, you are getting a lot of people going to
destinations south of here and to Myrtle Beach. So they don’t even consider (Florence) as a
destination but merely as a stop-over for fuel, for food, for a rest break . . . there is a perception
that there is nothing there.”
Also no “cross-over” or “bridge relationship” exists between the Pee Dee and Myrtle Beach. Mall shopping in
Florence is not advertised to Myrtle Beach residents, and while Florence businesses and professional organizations
travel to Myrtle Beach for meetings, this travel pattern is not reciprocated. Instead, a pervasive disregard for the
Pee Dee region is evident:
“There is a huge disconnection between Myrtle Beach and the Pee Dee based on the people who
live in Myrtle Beach. They don’t look at the Pee Dee as anything special…[while] they have
fabulous festivals and farming and the greatest produce. There are a lot of people who want
the beach who could really thrive on things that the Pee Dee has to offer year round.”
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART I
4) Tourism Product and Infrastructure
Florence County was recognized as having worked to create tourism products, but region-wide efforts are
described as fractured and limited with many areas lacking basic tourism infrastructure such as accommodations,
restaurants and area attractions. Points of interest are spread out over a wide area. In the context of the potential
for organized bus tours, for example, one participant noted:
“You have to drive over eight counties, that doesn’t make sense to me…what are you going to
do, you’re going to go see Darlington, you’re going to go see Young’s Pecan Farm, you’re going
to go to Red Bone Alley, and Five Points in Florence…but can you convince someone to go over
to Coker College or Francis Marion…what are you going to go look for?”
Opportunities
Tourism Development: Daytrips, outdoor activities including festivals, and the “beach plus” concept were
described as holding potential for drawing Myrtle Beach tourists to the Pee Dee.
1) Daytrips and Heritage Tourism
The Regional Transportation Authority in Myrtle Beach reportedly receives inquiries regarding daytrips to
Florence. Tourist and visitors with extended stays have the potential for daytrips and bus tours as one participant
noted:
“I think it could have some potential with some of the bus tour seniors where they are wanting
to do something that’s a little more historic. Maybe it might not even be an overnight, it might
that they’re here and instead of taking a daytrip to Charleston or Wilmington, they could take a
day trip to the cotton museum.”
Developing niche markets in agri-tourism or in heritage tourism, such as war and African-American history tourism
was also suggested.
2)
Outdoors and Festivals
In addition to the Pee Dee’s appeal in terms of being generally less expensive and quieter than Myrtle Beach, one
participant recommended that the Pee Dee might:
“really showcase nature….biking, hiking, fishing.”
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART I
Festivals were also recommended. A “missed opportunity” in Marion County was identified with respect to the
Revolutionary War hero, Francis Marion. Ohio recently hosted its 25th annual Francis Marion Swamp Fox festival
even though Francis Marion was born in the Pee Dee and made his name as a hero in American Revolutionary
battles and skirmishes fought in South Carolina. Peaches from McLeod farms in the Pee Dee region may be used as
a focal point along the lines of Winchester, V.A.’s successful annual Apple Blossom festival which brings in half a
million visitors over a four day period each spring.
3)
Beach Plus
The Pee Dee region might also capitalize on the “beach plus” concept. For Myrtle Beach tourists, the primary
attraction is the beach, yet the region lacks well-established historical or cultural attractions. The region could
capitalize on this: once tourists have spent a few days at the beach and have been “burned out” from the sun
exposure, the Pee Dee region can promote itself as an alternative diversion highlighting the historic and cultural
features.
Challenges
1) Marketing and Branding
A multi-platform approach to marketing the Pee Dee, including print and outdoor advertising as well as online
strategies, were suggested. More traditional forms of advertising, such as placing print ads inside transportation
vehicles that ferry tourists around Myrtle Beach was suggested as well as more modern forms of advertising, such
as implementing digital ads and geo-targeting along bus routes. Capitalizing on frequented tourist routes, such as
Highway 501, especially considering the frequent bumper-to-bumper traffic to and from the beach, was also
recommended. Participants emphasized the importance of billboards and signage along routes as well as
suggested navigational apps and an outdoor text message campaign whereby operators can inform tourists about
surrounding points of interest. Paid online search advertisements were also recommended as well as content
linked to Myrtle Beach search queries and social media platforms to promote the Pee Dee.
2)
Coordinating Efforts
Participants argued that the Pee Dee has not developed strong brand recognition in part because branding is not
being implemented consistently across channels in the Pee Dee. Establishing an area identity will necessitate
greater coordination across counties with respect to promotion of identified assets. Myrtle Beach has set an
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PART I
example with a designated representative to coordinate strategic, jointly funded efforts. Potential areas for
tourism product development include downtown revitalization projects, heritage tourism, and medical tourism.
FLORENCE FOCUS GROUP 1
A distinction between attracting travellers en route to their destination versus bringing tourists back to the region
after reaching destinations at the coast was made. Distinct markets were also defined in terms of intra-regional
visitors, seasonal tourists, and part-time residents, such as “snow-birds” and retirees. Notable hurdles to tourism
development included the absence of a regional brand as well as a lack of tourism product and infrastructure.
Obstacles
1) Area Identity / Identification
Area identification was described as weak. One participant noted that the Pee Dee may be difficult even for
residents to define geographically, and there remained a lack of clarity with respect to “what we are” or a regional
identity as evidenced by this quote:
“I don’t think people know the Pee Dee… people don’t know what it is so we have to tell them
it’s the river, it’s the Indians, and it’s just a region…(but) is it nine counties or is it seven? We
don’t even know. I think we’ve never defined how many counties are in the Pee Dee.”
Outside the region, the name “Pee Dee” reportedly elicits a “blank stare”, and from a tourist perspective, the area
is considered “irrelevant” or’ “simply the area you pass through” on the way to a destination.
2)
Accessibility
Historically, attractions inland or “west of the (intracoastal) waterway” have had trouble sustaining interest
among seasonal tourists because visitors, especially families with young children, are apparently reluctant to
venture away from the beach once they have reached their destination. For instance,
“Once people travel to the beach, they are tired by the time they get there and they feel like
that last portion between Florence and the beach just took forever…I think it’s a concept more
than a problem with the road so much although there is a lot of congestion during the summer
time on certain days.”
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART I
Participants stated that road systems might also inhibit regional tourism flows. The proposed extension of the I-73
interchange that would open access to the beach, for example, is yet to be completed. Inadequate access may in
part explain why. According to one participant:
“Travel tends to be along the coastline, north and south as opposed to coming west.”
It was also noted that the lack of a national airport makes it difficult to bring in major acts for festivals or to
transport national conference attendees.
3)
Tourism Product and Infrastructure
Overall, the Pee Dee tourism product was described as “vague and dispersed.” A cluster of attractions, such as art
studios across the region, have been grouped together to offer the semblance of a tourism product, but
businesses on their individual merits cannot serve as area attractions. Darlington Raceway, a notable exception, is
a popular attraction among area residents and attracts tourists from along the coast and even nationwide, but it
only holds one event annually. Also, attractions were described as holding limited geographic appeal. In terms of
local festivals, for example, each:
“Plays well region-wide but it’s tough to divert some substantial tourism (through festivals on this kind).”
In the absence of large-scale attractions, it is challenging to draw vacationers away from the
beach evidenced by this comment:
“You are certainly competing with a lot of amenities when you are competing with the beach.”
The Pee Dee would need to develop a tourism product competitive enough not only to attract visitors off the
interstate but also to retain vacationers for more than a single night layover. One participant asked:
“How do you translate that from a one-night stay of a family passing through to a few nights
stay, especially where these families are on their way to destinations like Disney World? And the
question becomes do these families want to trade-off a few nights for an extra day or two in
Disney World? We lack an authentic tourism product.”
Products that cater to potential niche markets, such as heritage tourism, are also lacking. One participant stated:
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART I
“If we got a free sign from the Highway Department to acknowledge some kind of historical site
in the Pee Dee, what would you say and where would you put it?”
Developing a tourism product will also necessitate investments in infrastructure. Guided tours of battle grounds
and the achievements of local war hero, Francis Marion, in particular are already proving popular. But
opportunities to expand on this popularity are currently limited as this participant stated:
“What we lack is infrastructure. . . .everything from signs which identify historic sites, maybe
some kiosks in a few places and particularly interpretative centers. The reason that’s important
for this particular subject is that we don’t have much in the way of forts or things that are
visible still exist after two hundred and thirty years.”
Tourism related infrastructure, especially in smaller towns, is also apparently lacking. For example, sporting events
are popular in Dillon, where sports fields are “filled constantly.” However, a recent statewide baseball
championship held in Dillon was marred by insufficient lodging and eating establishments to adequately
accommodate families and spectators at the events.
The region lacks the resources and infrastructure to stage and promote festivals that would attract a national
audience or a major conference facility. Existing facilities cannot accommodate larger conferences and
conventions where break-out and meeting rooms may be required. Also, it was noted that the region must
compete with cities like Charlotte, N.C. and Atlanta, G.A. on a national scale:
“Who’s going to come to Florence, SC when you need 3,000 beds and support mechanisms?”
Opportunities
1) Existing Tourism Product
Florence was described as an area leader in terms of tourism product development. Magnolia Mall in Florence
draws area visitors from 45 minutes to an hour’s drive away. The recently completed performing arts center in
Florence has the potential for attracting coastal tourists as well as area residents. Perhaps this potential might be
reached with organized bus tours to ferry attendees between Florence and Myrtle Beach. I-95 exit 160 was
described as “inviting with hotels and restaurants clustered in that area.”
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Also, a conference facility has been built in Florence and is competing for statewide conferences. Feedback has
been positive so far with groups enjoying the area, and it is hoped that attendees will choose to visit again as
leisure travelers. The area further constitutes a “value proposition” and is less costly than its neighboring
competitors are.
Region-wide, day trips to small-scale attractions, such as the Cotton and Tobacco Museums, are promoted through
locally distributed brochures. Festivals including the South Carolina Pecan Festival, Arts International Festival, and
the Pee Dee Airshow are also area attractions.
Interstate convenience, with I-20 and I-95 intersecting around Florence, suggests potential for attracting travelers
off the roadways. The area is also well-situated along the Northeastern seaboard. As one participant stated:
“Geographically we are halfway between New York and Miami.”
2)
Tourism Development
Tourism product development in terms of downtown revitalization projects, medical tourism, culinary tourism,
outdoor and heritage tourism, and youth sports were suggested.
Downtown Revitalization Projects
Downtown revitalization, it was suggested, might entice travelers, especially retirees and snow-birds who have
fewer demands on their time, to spend a few days in the area. One participant noted:
“Once we can achieve bringing back an historic district with charm, and dining and
entertainment, and housing, and lodging and those type of things….especially the older
traveler who is not in a hurry to get some place, we have the potential of getting them here to
spend multiple days or nights.”
Medical Tourism
Facilities and quality of health care were described as superior to those along the Strand, and as having marked
potential for the development of medical tourism in the area. For example:
“Over the next decade as the two medical centers continue to grow and spread their expansion
efforts more comprehensively across the region…and that’s happening now….and as Francis
Marion develops stronger and stronger health competencies and disciplines, I think you will see
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the emergence of a very, very strong medical and health cluster in the Pee Dee….I think there is
enormous potential.”
Culinary Tourism
“Home grown” cuisine and authentic regional dishes were described as popular with among
focus groups participants and survey participants indicating a strong interest in culinary
tourism.
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Outdoor and Heritage Tourism
Outdoor activities and the area’s natural beauty may also hold promise according to participants:
“Eco-tourism…I think there is a huge market for outdoor-type activities, inland hunting, inland
fishing, kayaking, canoeing…you’ve got some of the best environmental and sight-seeing things
around here.”
Development of an “authentic tourism product” in terms of heritage and war themed tours was suggested.
Heritage tourism may involve collaboration with the state and may represent an opportunity to target nontraditional tourist populations. Many sites fall under the heritage category. For instance, African American heritage
and culture has had limited promotion and needs to be developed further. Besides, for tourists interested in
“historic flare,” heritage tourism may hold particular appeal for extended-stay and off-season guests. Retirees and
“snow-birds” who occupy second homes and rental units between the fall and the spring from “Conway to
Georgetown” were described as representing a possible market for bus tours and packaged day trips around
historical themes. For instance, one participant stated:
“there is some potential with heritage tourism, those type of things….although I don’t know
that it’s a very large part of the summer tourist market, it may be in the shoulder seasons.”
Challenges
1) Coordinating Efforts
Participants argued that the Pee Dee has not developed strong brand recognition in part because branding is not
being implemented consistently across channels in the Pee Dee. Establishing an area identity will necessitate
greater coordination across regions with respect to promotion of identified assets as well as future development.
Myrtle Beach has apparently set an example with a designated representative to coordinate strategic, jointly
funded efforts. Potential areas suggested for tourism product development included downtown revitalization
projects, heritage tourism, and medical tourism.
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PART I
FLORENCE FOCUS GROUP 2
Obstacles
1) Area Identity / Identification
The Pee Dee must craft a clear and consistent area identity that can be marketed to tourists. Participants felt
strongly that there were many differing messages delivered through diverse communication channels, but no
cooperation between groups or similarity of messages existed. For example:
“This area is marketed for its historical attributes more than anything. It will be important for us
to really find our identity – we have to nail that down and decide ‘this is what we are going to
identify in ads before we can put a message out for tourists.”
Limited signage on nearby interstates and highways was also noted, especially along routes leading to Marion.
While there were signs on I-95 for some small towns with historic areas, this type of signage was limited on the
interstate and on Highway 501. The absence of or inadequate signage was also noted within towns and with
respect to area attractions, including places of historic interest as noted by participants:
“If you are traveling on 95 there are signs that say get off here for historic Dillon, get off here for
historic Latta, but nothing that says get off for historic Marion. Nobody has ever put signage for
Marion out there. It matters. We’re left out.”
“My church which is Mt. Olive Baptist Church is a Black Baptist Church that is listed in the
National Register of Historic Places. There is no signage, not even in Mullins, except something
maybe eight by fourteen right on Church Street. That is the only thing.”
2)
Tourism Product and Infrastructure
One participant identified the need to develop tourism offerings around historic, artistic, or traditional practices
that might appeal to area visitors. There was general agreement that this kind of tourism product should be
developed and promoted. One participant asked:
“How can Marion County capitalize on the fact that millions of people come through (highway)
corridors every year, but they by-pass Marion County?”
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Limited infrastructure in Marion County was also cited as problematic. There is apparently a need for
accommodations and eating establishments that would appeal to an upscale market as and groups for
conferences and family reunions as well as appeal to people attracted to the area for outdoor activities. The group
felt that there were similar problems in virtually all of the smaller towns in the region with Florence offering the
most opportunity for hospitality infrastructure. One participant stated:
“Proximity to other hard infrastructure for tourism is key. We’ve gotta have hotels, gotta have
restaurants, gotta have all of those things needed by the tourism sector.”
Opportunities
1) Existing Tourism Product
The group agreed that events, historic sites, and outdoor attractions are already established in the Pee Dee. A
number of these were identified as follows:
 The Fox Trot Festival (Marion);
 The Golden Leaf Tobacco Festival (Mullins);
 The South Carolina Tobacco Museum (Mullins);
 Historic homes and gardens (several towns);
 Historic sites connected to the Civil and Revolutionary Wars (Francis Marion);
 Opportunities for outdoor activities – hunting, fishing, boating on rivers;
 Bird watching and other nature opportunities, such as scenic rivers;
 Dragonfly population that is biggest known population; and
 Military re-enactments (Britton’s Neck).
2)
Tourism Development
The group identified several thematic areas that could be developed as tourism attractions.
Heritage Tourism
Suggestions included a traditional working farm, blacksmithing, candle making, tobacco farming, and old cooking
techniques. Participants mentioned the need to develop sites and experiences related to African American history.
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Other potential opportunities identified were Red Doe Plantation and the history and accomplishments of Francis
Marion. For example participants noted:
“When you start talking history, the area is very rich. It is more (a question of) what do you
want to feature from a particular time period, not is there something from that time period. It
is there.”
“Francis Marion is something we are working on to increase awareness on. We need to
capitalize on Francis Marion.”
The group agreed that historical events and experiences related to Francis Marion should be increased. Several
interesting ideas were presented including developing a small town historic trail between Dillon and Latta,
developing sites of interest in Dillon and Latta, and possibly expanding to include similar activities in Marion
County.
Outdoors Experiences
Participants agreed that there are many natural resources in the county, including woodlands and rivers, but noted
that many hunting areas are private and are not accessible to visitors. Participants noted:
“I think we underestimate how well known this region is for hunting and fishing. When I told my
Dad in the Upstate that I was moving here years ago he said I would love the area because of all
of the hunting and fishing.”
“The outdoor recreation assets in this area are enormous and we’ve never really paid attention
to them.”
One participant noted that his organization is increasingly focused on sustainable development and eco-tourism
and suggested that this is a prime area for development. In particular, Marion County’s huge population of
dragonflies that converge in May could become an attraction, and the Lewis Ocean Bay Heritage Preserve was
likewise mentioned in the same vein.
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Challenges
1) Marketing and Branding
Festivals, historic sites, and events that already exist are not marketed to other parts of South Carolina, let alone
to other states. As one participant said:
“It is kind of sad to see that businesses in Florence don’t believe they need to advertise or
market in the lower parts of the county or in Marion County.”
The participants reached a consensus that increased marketing on the internet is essential but must be supported
by multi-pronged marketing efforts that include more directional signage, billboards, and printed pieces. There
was also strong consensus that branding is an essential component of developing tourism in the Pee Dee.
2)
Coordinating Efforts
Several participants commented that more conversation between organizations, between geographic regions in
the Pee Dee, and between the Pee Dee and the Coast was essential for success. An identified need for key
stakeholders to coordinate efforts and brand a tourism destination for the area as a whole was also underscored.
Through a coordinated effort, the Pee Dee may be able to pool resources, craft a cohesive message, streamline
related activities, and develop a regionally and nationally competitive marketing strategy. In the absence of such
coordination, efforts remained fractured and ineffectual or simply nonexistent as evidenced by the following
statements:
“Probably the single most identified problem is that there is not coordination of branding –
everyone is doing their own thing. We have the issue of trying to bring everything together but
when we do things there is a little bit of a divide.”
“Collaboration is key. There needs to be more discussion, round table discussions like we are
having today where ideas can be tossed around and solutions brought to the table.”
“Until we can get on one page and work together we will continue to have the stalemate we
have today.”
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PART II
CONSUMER RESEARCH – CURRENT/PAST VISITOR MARKET
Consumer Survey of Current/Past Visitors
This chapter addresses the demographics, travel history, and consumer perceptions of tourists visiting in the Pee
Dee region. The study employs established survey research methods for data collection. A consumer survey was
constructed for the current/past visitor market, and another survey was developed for potential tourists. All
participants were 18 years of age or older. Current/past visitors refer to those who were visiting or have visited this
area before, including day tripping, driving/passing through, and touring/staying overnight. Potential tourists
include those who have never visited this region. The radius for data collection extends to major tourist
destinations within a three-hour driving distance to the Pee Dee region.
Method
The survey for both target audiences shares many of the same questions, although the current/past visitor survey
exercise includes an additional section about visiting experiences in the Pee Dee region. The surveys asked about
respondents’ awareness of this region as a tourist destination and the attractions and activities this region
provides. Questions about general interest in the Pee Dee region are also included, such as the “willing-to-travel”
distance to parts of the Pee Dee as a primary and side-trip/secondary destination, preferred length of stay, and
interest in the features and activities in the region. Visitor barriers and constraints (16 items) were also included in
this section (Nyaupane and Andereck, 2008; McKercher, 2009; Haukeland, 1990). Survey questions for both survey
populations are included in Appendix II.1.
In the second section, respondents were asked about their cognitive image (17 likert-type items), affective image
(10 semantic differential items), future visit intention, and overall perception of the destination (Gartner, 1993,
1996; Echtner and Ritchie, 1993; Pike, 2002; Pike and Ryan, 2004; Baloglu and Brinberg, 1997). Questions about
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auto travel behavior in general, information search activities, travel party characteristics, and side-trips along
driving routes were included in the third section. The last section asked about demographic characteristics of the
respondents. Because of its importance, the demographic section is presented first in the following segment of
the report.
Data collection took place in September 2011. Self-administered surveys were distributed in different counties of
the Pee Dee region as well as in the popular tourist destinations of Myrtle Beach and Charleston, both located
within a 3-hours driving distance of the Pee Dee. The data collection employed the intercept approach at various
sites, including visitor centers, convention and visitors’ bureaus, hotels, restaurants, shopping malls, and tourist
attractions as well as at gas stations along I-95 in several Pee Dee locations. A systematic random sampling
method was used by approaching every 4th or 5th individual depending on the on-site traffic of the visitors.
The researchers handling the intercept surveys provided a brief explanation of the study to potential respondents
and asked two screening questions before handing out the survey. One question was used to exclude Pee Dee
residents from data collection, and the other question asked about past visits to the Pee Dee region so that the
respondent would receive the correct version of the survey (current/past or potential visitor survey).
Potential tourists who had not visited the Pee Dee before were given an official travel brochure that included a
map, description of the region, and detailed introduction of the tourist attractions, activities, and
accommodation/restaurant information in the region. A large number of pictures and photographs were included
in the travel brochure to illustrate the tourism resources in this area. The surveyors requested that the
respondents who answered the potential visitor survey check the travel brochure before completing the survey. A
total of 472 useable surveys were collected, which included 226 current/past tourist surveys and 246 potential
visitor surveys. The data analyses were conducted by using the SPSS software version 19.0.
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Summary of Current/Past Visitor Survey Results
Demographics of Survey Respondents
Intercept surveys identified important demographic information about study participants. This information is
critical to analyzing the potential of existing tourism products, potential tourism product development, and
marketing strategies. 63.4% of the survey participants were female, and the remaining 36.6% were male. Of
particular interest is the age breakdown of respondents as shown in the chart below.
Age
24
30
26
25
25.2%
24.2%
25
20
1
15
10
11
23.3%
5
11.7%
10.7%
5
4.9%
0
20 &
Younger
21 - 30
20 & Younger
31 - 40
21 - 30
31 - 40
41 - 50
41 - 50
51 - 60
51 - 60
61 & Older
61 & Older
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49.4% of respondents fell between the ages of 31 and 40 with the next largest age segment represented by 23.3%
who were between the ages of 21 and 30. Also, the presence of children presently living in households surveyed
was instructive. According to the chart below, 47.5% of respondents had at least one child living in their household.
Of those households with children in residence, 43.3% were “somewhat, mostly, or absolutely” interested in
special arrangements for their children while traveling.
Number of Children in the Household
104
120
100
72
80
60
47.1%
29
32.6%
40
12
13.1%
20
4
1.8%
5.4%
0
None
None
1-2 children
1-2 children
3-4 children
3-4 children
5 or more
children
5 or more children
Does not apply
Does not apply
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The majority of the respondents surveyed was Caucasian (70.5%), had a college education (32.7%) or postgraduate
degree (23%), and had middle-class annual household income of $40,000-$100,000 (50.9%).
The following three graphs provide more details of these demographics:
Race/Ethnicity
158
160
140
120
100
80
60
40
20
0
70.5%
Caucasian
44
19.6
African-American
10
4.5%
Hispanic
1
.4%
Asian
4
1.8%
7
3.1%
Native American
Other
The fact that close to one fifth of the intercept survey respondents were African American is instructive for future
tourism development. According to a report from Black Meetings & Tourism, the “African-American travel market
is one of the top three fastest growing segments in all areas of the industry” and “African-American travelers
spend more than $40 billion yearly.” In addition to this tourism data, South Carolina has an unusually significant
legacy of African American history and culture that has not been widely promoted, both for African American
visitors or for any visitor interested in this area of the state’s heritage.
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The intercept surveys also confirmed a relatively high level of education for respondents with just over 80% having
some college, a bachelor’s degree, and/or a master’s or doctorate degree.
Education Level of Respondents
71
80
70
60
50
40
30
20
10
0
53
27
15
12.4%
1
.5%
24.4%
50
32.7%
23%
6.9%
19.6%
4.5%
.4%
1.8%
3.1%
High school degree or lower
Vocational degree
Associate degree
Some college
Bachelor's degree
Master's/Doctorate degree
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The majority of the respondents (50.9%) reported an annual household income of $40,000-$100,000. 22.8% of the
respondents surveyed had an annual household income of less than $40,000. 34.2% of the respondents reported
an annual household income of $100,000 and above.
Respondents’ Total 2010 Annual Household Income (before taxes)
37
40
25
18
20
15
34
28
35
30
32
8.9%
25
18.3%
13.9%
15.8%
18
16.8%
12.4%
10
10
8.9%
5%
5
0
.4%
Less than $20,000
$20,000–$40,000
$40,001-$60,000
$60,001-$80,000
$80,001-$100,000
$100,001-$120,000
$120,001-$140,000
$140,001 or more
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In terms of primary residence of the respondents, the majority were from North and South Carolina. There were
also respondents from Florida, Tennessee, New York, Ohio, Wisconsin, Colorado, California, Vermont, New
Hampshire, and other countries such as United Kingdom and Australia. Additional examination of traffic data is
recommended to help shape future outreach and marketing campaigns.
The majority of the current and past visitors to the Pee Dee identified Myrtle Beach, S.C. (35%) and Charleston, S.C.
(27.9%) as their primary destination for this current trip. Only 8.8% of the respondents visited the Pee Dee as their
primary destination. While I-95 has traditionally been considered the major route between the Northeast and
Florida, only 6.2% of the surveyed identified Florida as their destination.
Visiting Patterns of Interest
79
80
70
60
50
40
30
20
10
0
63
50
35%
27.9%
Myrtle
Charleston,
Beach, SC
SC
Myrtle Beach, SC
14
20
6.2%
8.8%
Florida
Charleston, SC
22.1%
Pee Dee
Florida
Other
Pee Dee
Other
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The majority of the 221 current or previous respondents reported that they have visited the area more than once,
with 43.4% of respondents having visited more than five times. 30% of the respondents have only stopped briefly in
this region for food, gas, or bathroom visits, and 16.1% drove past the region but never stopped. 38.6% of the
respondents have visited the Pee Dee area for a substantial amount of time, indicating their reasons for visiting as
related to business, pleasure, and/or visiting family, friends, and relatives.
Past Visitation to the Pee Dee Region
N = 33 (15%)
N = 39 (17.6%)
N = 53 (24%)
N = 96 (43.3%)
More than 5 times
2-3 times
1 time
4-5 times
Regarding the purpose of the most recent trip to the Pee Dee region, most of the respondents (46.9%) reported
that the reason for their visit was pleasure/leisure. 24.8% visited friends and relatives, and 21.7% stopped on the way
for food, gas, bathroom breaks, information, or lodging. The most common activities identified in this intercept
survey were: food/restaurant, outdoor recreation, lodging, shopping, casual sightseeing, and gas.
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The majority of the respondents (52.9%) were willing to travel no more than one hour to visit the Pee Dee as a
primary destination, nor were they willing to make a side-trip of more than one hour to the Pee Dee when heading
for or staying at their primary destination (65.3%).
Willingness to Drive to the Pee Dee as a Primary Destination
59
58
50
60
50
40
26.7%
26.2%
30
32
22.6%
22
14.5%
20
10%
10
0
Less than 30minute drive
No more than
1 hour
Less than 30-minute drive
No more than 3 hours
No more than
2 hours
No more than
3 hours
No more than 1 hour
More than 3 hours
More than 3
hours
No more than 2 hours
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When asked about the length of their most recent visit, respondents reported that they either took a short break
of less than 3 hours (26.2%) or stayed overnight (16.3%). The majority of participants made the decision to visit this
area before they left home (58.9%). Existing signage on interstates and highways did not “tempt them” off the
highway to visit the Pee Dee (mean score = 2.28 in a scale of 1= “not at all” and 5= “very much/absolutely”). The
respondents were moderately satisfied with their overall experience of the Pee Dee region (mean score = 3.59 in a
scale of 1= “not satisfied at all” and 5= “very satisfied”).
If respondents were given a chance to visit the Pee Dee region, they were willing to spend a half-day or less (38.2%)
or a full day (16.4%) for their visit, but 45.4% of the respondents still would spend one night or more. 30.9%
indicated a willingness to spend more than one night.
Respondents’ Perception of Optimal Visit Length in the Pee Dee
45
40
35
30
25
20
15
10
5
0
44
40
18.2%
36
32
30
25
20%
16.4%
13
14.5%
13.6%
Less than 3 hours
Half day(4-5hours)
Full day
2 nights
3 nights
4 nights or more
5.9%
11.4%
Overnight
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The data collected through the intercept survey process confirms focus group results that on average people had
very limited awareness of the Pee Dee region as a tourist destination (mean score was 2.67 in a scale of 1= “not at
all” and 5= “very well”) and were not familiar with tourist attractions/activities in the Pee Dee region (mean score
was 2.37 in a scale of 1= “not at all” and 5= “very well”).
Awareness of the Pee Dee as a Vacation Destination
88
90
80
70
60
50
40
30
20
10
0
51
39.1%
38
24
24
10.7%
10.7%
22.7%
16.9%
Not at all
2
Not at all
3
2
4
3
4
Very much
Very much
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PART II
Perceptions of the Pee Dee
Respondents were asked to choose the words that they would associate with the Pee Dee or would use to
describe the Pee Dee. 35.4% of the respondents said they “really didn’t know”, others provided the descriptions as
follows (the numbers indicate the count of the words in respondents’ answers):

Really don’t know (80/35.4%)

Other (146/64.6%),
o Beautiful (beautiful/nice/fabulous/pretty/scenic/attractive/wonderful/excellent/awesome)
26
o Nature (trees/river/lakes/sand/green/flat land)
19
o Country/Rural (rural/country/redneck/small town atmosphere/tobacco
16
o Fun (fun/relaxing)
13
o Active (active/lively/lots of tourists/tourism)
14
o Friendly (friendly/inviting)
12
o Relaxing
11
o Culture/Historic (memories/historic/old times/heritage/African American)
9
o Boring (unattractive/boring/plain/lame/nowhere/nothing/unknown/entertaimment lacking)
9
o Surrounding towns (Florence/Darlington)
8
o Hot (hot/humid/hot in summer/warm)
7
o Poverty (poor/cheap/low income/high unemployment)
7
o Pass by (gas/bathrooms/way to Disney/went for a reason)
6
o Family oriented
4
o Don't know (not sure/don't know/no idea)
4
o Peaceful (peaceful/calm)
3
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Destination Features Attracting Visitors to the Pee Dee
Respondents reported that beautiful landscapes, pleasant weather, festivals and events, good food/restaurant,
and sightseeing activities were the top five features that would attract them to spend more time in the Pee Dee
region. The interest of the respondents was moderate with the mean score ranged from 3.40 to 3.50 on a 5-point
scale (1 = “not at all” and 5 = “absolutely”).
Destination Features in the Pee Dee
Beautiful landscapes
Pleasant weather
Festivals and events
Good food/restaurant
Sightseeing
Outdoor Activities
Historical/cultural heritage
Sociable local people
Scenic river experience
Shopping
Scenic drive through Pee Dee region
Scenic railroad experience
Native American’s history and life
Themed tourist routes
Sports activities
Rural area features
Rural life in general
Business/Conference
Auto racing
Special arrangements for children
Dietary and medical treatment
Mean
3.50
3.50
3.46
3.40
3.33
3.21
3.19
3.12
3.08
3.05
3.02
2.97
2.96
2.84
2.83
2.63
2.58
2.31
2.30
2.28
2.17
Standard
Deviation
1.14
1.21
1.14
1.19
1.11
1.23
1.24
1.29
1.27
1.39
1.25
1.27
1.34
1.28
1.44
1.30
1.26
1.36
1.51
1.32
1.26
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Page | 38
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondents’ Interests in Themed Driving Tours in the Pee Dee
Among the six potential themed driving tours in the Pee Dee region, respondents reported that they were most
interested in the natural beauty scenic driving tours and food/wine/culinary themed driving tours. The interest was
moderate with the mean scores ranging from 2.70 to 3.08 on a 5-poing scale (1=“not interested at all” and 5=“very
interested”).
Possible Themed Driving Tours in the Pee Dee
Natural Beauty Scenic Drive
Food/Wine/Culinary Tour
Native American Tribe Exploration Drive
Traditional Southern Lifestyle Exploration Drive
War-Memorial Drive
Film Location Drive
Mean
3.08
3.07
2.85
2.82
2.78
2.70
Standard
Deviation
1.25
1.40
1.32
1.24
1.35
1.33
Rank
1
2
3
4
5
6
The following graphs show more details of the top two driving trip possibilities selected by respondents. There are
additional facts about the remaining categories after the graphs.
Page | 39
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Natural Beauty Scenic Drive
The Pee Dee region has some geographic variability with flat farms areas, some gently rolling hills, swamplands,
and beautiful rivers. The major rivers that flow through the region are the Big Pee Dee and the Little Pee Dee.
Charming “farm to market” roads meander through small towns that often have some interesting historic sites.
60
51
44
42
50
32
40
30
20
10
51
20%
23.2%
23.2%
19.1%
14.5%
0
Not very
interested at
all
Somewhat
interested
Neural
Somewhat
interested
Not very interested at all
Somewhat interested
Somewhat interested
Very interested
Very
interested
Neural
Page | 40
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Food/Wine/Culinary Tour
65
57
70
60
50
37
32
31
29.3%
40
25.7%
30
20
14.4%
16.7%
Not interested
at all
Somewhat
uninterested
14%
10
0
Neutral
Somewhat
interested
Not interested at all
Somewhat uninterested
Somewhat interested
Very interested
Very
interested
Neutral

While there is limited promotion of Native American history and culture in the Pee Dee, this driving tour
category ranked third, followed by the traditional Southern lifestyle tours and War Memorial drives.

30.3% of the respondents ranked a tour through film locations as an experience they were “somewhat
interested in” or “very interested in.”
Page | 41
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Perceived Barriers / Constraints Affecting the Visit Intention
Regarding the barrier/constraints to visiting the Pee Dee, the most important reasons respondents showed no
interest in this region were because they were “unsure what to do in the area”, had a “lack of information from
tourist resources”, and “do not know what to expect there” (the measurement range extended from 1= “do not
agree”, to 5= “strongly agree”).
Barriers/Reasons Affecting Visit Intention
Unsure what there is to do
Lack of information from tourist resources
Don’t know what to expect there
Don’t want to change original travel plan to stop at Pee Dee
Have no time for the trip in Pee Dee
Not much fun for tourists in Pee Dee
It is not convenient to visit this place
Lack of good tourism facilities
Don’t have a good impression about this place
Nothing interests me in this place
Have no budget for it
Cannot afford to visit this place
Had unsatisfactory visiting experience there
Unsafe to visit this place
Don’t like unfamiliar places
Heard bad things about this place
Mean
2.76
2.64
2.62
2.60
2.51
2.46
2.45
2.37
2.29
2.24
2.22
2.18
2.05
1.99
1.98
1.88
Standard
Deviation
1.39
1.38
1.32
1.27
1.26
1.17
1.20
1.19
1.32
1.22
1.19
1.15
1.28
1.26
1.13
1.16
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Without enough knowledge about the Pee Dee, respondents reported that existing signage on interstates and
highways did not “tempt visitors” off the highway to visit this region (mean score = 2.28 in a scale of 1=”not at all”
and 5= “very much/absolutely”.
Page | 42
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondents’ Image of the Pee Dee
Respondents’ positive image about the Pee Dee region included nice weather, natural scenic beauty, lack of
crowds, good quality of accommodations and restaurants, reasonable cost, and convenient location from which to
access other destinations (mean score ranged from 3.28 to 3.58 in a scale of 1= “strongly disagree” to 5= “strongly
agree”).
Cognitive Image of the Pee Dee
The weather is nice
The destination offers natural scenic beauty
The destination is not crowded
Quality of accommodation is good
It has good restaurants
Tour costs are reasonable
It is close to other destinations
Goods/services offered have good value
The lifestyle at Pee Dee is unique
The destination is not too touristy
There are many things to buy in Pee Dee
Transportation is convenient in Pee Dee
It has a variety of festivals/events
There is a lot to do in Pee Dee
Quality of roads in this region is good
It provides opportunities for learning ethnic custom
It offers a good night life
Mean
3.58
3.46
3.36
3.35
3.33
3.28
3.28
3.25
3.20
3.16
3.15
3.13
3.11
3.09
3.07
3.01
2.93
Standard
Deviation
1.03
1.05
1.09
1.03
1.01
0.95
1.04
0.99
1.04
1.13
1.06
0.98
1.03
1.09
1.06
1.03
1.09
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Respondents had a moderately positive feeling about the Pee Dee (mean score ranged from 3.23 to 3.82 in a scale
of 1= “nasty, distressing, uncomfortable…” to 5= “clean, relaxing, comfortable...”).The overall image of the Pee
region was moderately favorable with a mean score of 4.70 (in a scale of 1= “least favorable” to 7= “most
favorable”).
Page | 43
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Future Visit and Relocation Intention
Respondents’ intent to visit the Pee Dee region in the future was neutral or slightly negative (mean scores ranged
from 2.74 to 3.01 on a 5-point scale from 1=”Unlikely at all” to 5=”very much likely”). In terms of relocation
intention for the future, 12.3% of respondents were “somewhat likely” or “very likely” to relocate to the Pee Dee
area and that 11.9% of this group are “somewhat likely” or “very likely” to bring a business with them.
Tourist Visit/Relocation Intentions
Visit Pee Dee region in the next 12 months
Combine primary trip with the Pee Dee tour
Relocate to South Carolina in the future
Relocate to the Pee Dee in the future
Bring business with you if relocated in the future
Mean
3.01
2.74
2.37
1.93
1.91
Standard
Deviation
1.41
1.26
1.47
1.25
1.22
Rank
1
2
3
4
5
Page | 44
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Willingness to Relocate to the Pee Dee Region in the Future
117
120
100
80
55.2%
60
32
37
15.1%
17.5%
40
20
14
12
5.7%
6.6%
0
Not likely at all
Not likely at all
Somewaht
unlikely
Neutral
Somewaht unlikely
Neutral
Somewhat
likely
Very likely
Somewhat likely
Very likely
Page | 45
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Likelihood of Bringing a Business (if applicable) upon Future Relocation
117
120
100
80
55.7%
60
31
37
14.8%
17.6%
40
20
13
12
6.2%
5.7%
Somewhat
likely
Very likely
0
Not likely at all
Somewhat
unlikely
Neutral
Not likely at all
Somewhat unlikely
Neutral
Somewhat likely
Very likely
Page | 46
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART II
The Effects of Demographics
Gender, marital status, education, and income level, as well as awareness and familiarity with the Pee Dee region
influenced people’s interest in the area and the activities they would participate in while visiting the Pee Dee
region.
Significantly, the features attracting respondents to spend more time in the Pee Dee region, festivals and events,
shopping, and auto racing were perceived differently due to a few group differences.
Males indicated they would be persuaded to spend more time in the region for business/conference(s), scenic river
experiences, and auto racing (but the interest overall was not high with the mean scores ranging from 2.59 to
3.36). In addition, compared to married respondents, single respondents reported that they would be motivated
to spend more time in the region for festivals/events and shopping.
Participants with a high school degree or less were more willing to spend time in the region for dietary/medical
treatment, auto racing, and shopping than those with a college degree or higher (mean scores ranged from 3.00
to 3.76). Those respondents with a vocational/associate degree were more likely to spend time in the Pee Dee
region for good food and restaurants (with a mean score of 4.13) than those with a college education.
Lastly, participants that indicated that they made less than $40,000 per year were more likely to spend more time
in the region for shopping compared to those making more than $80,000 (with a mean score of 3.58).
Group differences also existed with respect to reasons or barriers for not returning the region. Participants with a
high school degree or less indicated that an unsatisfactory experience and budget issues would significantly
influence a return visit to the region compared to those with a college degree or higher (mean score ranged from
2.74 to 2.85).
The region’s image and attributes were perceived differently among groups with different education. Participants
with a high school degree or less were more likely to perceive greater shopping availability (with a mean score of
3.74) and that transportation was convenient in the region (with a mean score of 3.63) than those with a college
degree or higher.
Page | 47
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Marketing and Information Channels Most Likely to Bring in Visitors
Travel Research in the Planning Phase
Survey respondents were asked to rank their top three choices of the information sources from the categories
listed below. When survey respondents were planning a trip, their most likely information source was travel
websites on the Internet, following by word-of-mouth recommendations from families and friends, and travel
books/brochures and TV. The choice of travel websites for information far exceeded more traditional marketing
channels.
Information Source
Travel Websites
Travel magazines
Travel books/brochures
TV
Radio
Word-of-mouth
Automobile clubs
Newspapers
Directed mail
Other
1st rank
149
6
4
4
2
21
8
0
2
5
2nd rank
20
28
17
24
6
47
16
4
8
5
3rd rank
10
21
26
26
8
43
10
9
6
4
Equal/no rank
10
4
6
5
5
6
4
0
1
9
Not chosen
30
162
168
162
200
104
183
208
204
198
Page | 48
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Travel Websites (Information Choice in the Travel Planning Phase)
149
160
140
120
67.4%
100
80
60
30
20
10
40
20
13.6%
9%
4.5%
10
4.5%
0
Not chosen
Not chosen
1st rank
1st rank
2nd rank
2nd rank
3rd rank
3rd rank
Equal/no rank
Equal/no rank
Page | 49
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Word-of-Mouth Recommendations from Family & Friends
(Information Choice in the Travel Planning Phase)
120
104
100
80
47.1%
47
60
40
21
20
9.5%
21.3%
43
19.5%
6
2.7%
0
Not chosen
1st rank
Not chosen
1st rank
2nd rank
2nd rank
3rd rank
3rd rank
Equal/no rank
Equal/no rank
Page | 50
PART II
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Travel Research during the Trip
Respondents were asked to rank the top three information resources from the list below, indicating where they
found information while en-route. Internet and GPS/Smartphone App were the most popular information sources
as the 1st choice, Brochures, Roadside signage, and maps/travel guide books were ranked as the 2nd choice, and
recommendations from family and friends was ranked high as the 3rd choice.
Information Source
CVBs/Tourist Info. Center
Local people
Gas stations along the route
Hotels/restaurant staff
Internet
Maps/travel guide books
Brochures
Recommendations from family & friends
Roadside signage
GAP/Smartphone App
Other
1st rank
15
12
9
3
92
7
9
5
8
29
1
2nd rank
5
18
9
19
25
24
29
13
26
10
1
3rd rank
9
32
6
17
10
14
18
36
16
9
2
Equal/no rank
4
6
3
5
15
9
10
1
4
6
1
Not chosen
189
154
195
178
80
168
155
167
168
168
216
Page | 51
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART III
PART III
CONSUMER RESEARCH –
POTENTIAL VISITOR MARKET
Summary of Potential Visitor Market
246 useable surveys were collected from the potential tourist market. The methodology for this survey is the same
as for the visitor survey summarized in the opening paragraphs of Part II.
Demographics of Survey Respondents
Intercept surveys identified important demographic information about the potential visitor market. 61.4% of the
respondents were female and 39.6% were male. 40.9% were twenty years of age or younger, while the age
categories of 21-30 and 31-40 each claimed 15.1%, with the remaining respondents (28.9%) over the age of 40. The
majority of respondents (52.9%) were single while 36.5% were married. The remainder were widowed, divorced, or
separated.
Page | 52
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Age
95
100
90
80
70
60
40.9%
50
35
35
40
34
26
30
15.1%
20
15.1%
14.7%
7
11.2%
10
3.0%
0
20 & Younger
21 - 30
20 & Younger
31 - 40
21 - 30
31 - 40
41 - 50
41 - 50
51 - 60
51 - 60
61 & Older
61 & Older
Page | 53
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
The majority of the respondents (72.8%) of the surveyed were Caucasian, a number similar to the findings of the
survey designed for people who were visiting or had visited the Pee Dee. While 11.7% of the participants were
African American, 6.3% were Hispanic, and only 1.3% of the participants were Native American.
Race/Ethnicity
174
180
160
140
120
72.8%
100
80
28
60
40
11.7%
20
15
6.3%
0
Caucasian
African-American
Hispanic
12
5%
Asian
3
1.3%
Native American
7
2.9%
Other
Page | 54
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
78.6% of respondents had attended college, held a bachelor’s degree, or a master’s and/or doctorate degree, while
11.9% had a high school degree or lower. It is interesting to note the differences in education and income between
this survey of potential tourists and the previous survey of current/past visitors, which could be explained by the
higher percentage of people twenty and under in this survey pool.
Level of Education
74
80
70
60
50
40
30
20
10
0
42
29
11.9%
76
20
3
1.2%
30.3%
31.1%
17.2%
8.2%
4.5%
.4%
1.8%
3.1%
High school degree or lower
Vocational degree
Associate degree
Some college
Bachelor's degree
Master's/Doctorate degree
Page | 55
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
As shown in the chart below, 17.2% of respondents earned less than $20,000 a year with the largest segment of
respondents (22.4%) making between $20,000 a year and $40,000 a year. The small percentage of respondents
with children was likely skewed by the age distributions, with 53.8% reporting no children and 28.3% reporting one
or two children. 14.2% of those with children were “somewhat” interested in special arrangements for children,
with 11.7% of this group “mostly” interested and 7.5% “absolutely” interested in special arrangements.
As shown in the chart below, respondents’ incomes fell to the lower ranges.
Income
52
60
50
42
40
40
30
20
17.2%
22.4%
18.1%
22
9.5%
10
24
10.3%
21
9.1%
13
5.6%
18
7.8%
0
.4%
Less than $20,000
$20,000–$40,000
$40,001-$60,000
$60,001-$80,000
$80,001-$100,000
$100,001-$120,000
$120,001-$140,000
$140,001 or more
Page | 56
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
In terms of primary residence of the respondents, the majority were from North and South Carolina. Respondents
also were from Alabama, Texas, Florida, Tennessee, New York, Ohio, Wisconsin, Colorado, California, and other
countries such as Canada, the United Kingdom, and Australia. Respondents usually traveled with their family
members (32.8%), their spouse/partner (31.5%), or their friends/relatives (28.6%) by car/auto on their
holiday/vacation. They used a car (81.7%) or rental car (9.8%) as their mode of transportation.
36.1% of the people surveyed identified Myrtle Beach as their destination, and 59% identified Charleston as their
destination. Destinations included other parts of South Carolina such as Folly Beach, Edisto Beach, Hilton Head,
and Sumter with only two (0.8%) of respondents driving to Florida. The majority of people surveyed had never
heard of the Pee Dee area.
Destination Patterns of Interest
144
160
140
120
88
100
59.0%
80
60
36.1%
2
0.8%
40
20
22.1%
10
4.1%
0
Myrtle Beach, Charleston, SC
SC
Myrtle Beach, SC
Florida
Charleston, SC
Other
Florida
Other
Page | 57
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondent Awareness of the Pee Dee
On average, respondents had a very low awareness of the Pee Dee region as a tourist destination (mean score was
1.42 on a scale of 1= “not at all” and 5= “very well”) and were unfamiliar with tourist attractions/activities available
in the Pee Dee region (mean score was 1.38 on a scale of 1= “not at all” and 5= “very well”). 73.6% of the
respondents did not know how to describe the Pee Dee region and showed limited interest in taking a tour of the
Pee Dee region (mean score was 2.62 on a scale of 1= “not interested at all” and 5= “very much interested”).
Awareness of the Region as a Tourism Destination
189
200
180
160
140
120
100
80
60
40
20
0
77.1%
27
18
11.0%
Not at all
0
7.3%
2
1.6%
3
Not at all
2
4
3
4
7
2.9%
Very well
Very well
Page | 58
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Awareness of Tourist Activities and Attractions in the Pee Dee
192
200
180
160
140
120
100
80
60
40
20
0
78.4%
28
22.7%
18
11.4%
Not at all
7.3%
2
3
Not at all
2
4
3
7
2.9%
0
4
Very well
Very well
Perceptions of the Pee Dee
While 73.6% said they “really didn’t know” how to describe the Pee Dee, some provided descriptions as follows
(the numbers indicate the count of the words in respondents’ answers):









Nature (beach/lake region/river/trees/adventure/outdoorsy)
Beautiful (attractive/pretty/scenic/great/fantastic)
Fun (happy/enjoyable/exciting/relaxing/vacation)
Historic (old/historic/quaint)
Nice (nice/sociable/amiable/nice people)
Small & Slow (small/small-town/slow-moving area without anything going on)
Country/rural (country/cotton/farming/agriculture/low country)
Family friendly
Unknown (unknown/somewhat below the radar)
16
15
12
8
7
7
7
3
3
Page | 59
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondents’ Interest in Visiting the Pee Dee
When asked about the interest in taking a tour in the Pee Dee region, 42.3% of the respondents indicated either
“not at all” or “not interested”, and 17.4% reported “interested” or “very much interested”. However, 40.2% of the
respondents had a neutral opinion, indicating that they had no idea or were not sure if they should visit the Pee
Dee or not.
Interest in Touring the Pee Dee
97
100
90
40.2%
80
70
55
47
60
50
40
30
19.5%
22.8%
27
11.2%
20
15
6.2%
10
0
Not at all
2
Not at all
3
2
4
3
4
Very much
Very much
Page | 60
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
The majority of the respondents (59.8%) were not willing to travel more than one hour to visit the Pee Dee region
as their primary destination, nor were they willing to make a side-trip of more than one hour to the Pee Dee when
heading or staying at their primary destination (76.7%).
Willingness to Drive to the Pee Dee as a Primary Destination
80
66
80
51
70
60
50
32.8%
27.0%
40
20.9%
23
24
9.4%
9.8%
30
20
10
0
Less than 30minute drive
No more than
1 hour
Less than 30-minute drive
No more than 3 hours
No more than
2 hours
No more than
3 hours
No more than 1 hour
More than 3 hours
More than 3
hours
No more than 2 hours
Page | 61
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Potential visitors were most likely to envision shorter visits to the Pee Dee with 22.8% identifying a visit of less than
three hours as their preferred option, and 31.7% would take half a day (4-5 hours) and 21% would take a full day
without staying overnight for visiting the Pee Dee. The sharp decline in numbers of potential visitors choosing
longer times for visits is most likely due to their lack of information about the area.
Respondents’ Perception of Optimal Visit Length in the Pee Dee
78
80
70
60
50
40
30
20
10
0
56
52
31.7%
22.8%
33
21.1%
13.4%
16
6
6.5%
5
2.0%
2.4%
5.9%
Less than 3 hours
Half day(4-5hours)
Full day without staying
Overnight
2 nights
3 nights
4 nights or more
Page | 62
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
The majority of the respondents reported no intention (25.8%) or limited intention (19.2%) to combine their primary
trip with a Pee Dee tour when traveling, while 18.3% had intention to visit the Pee Dee. 36.7% of the respondents
reported “neutral” indicating that they had no opinion or were not sure what to decide.
Willingness to Combine a Primary Trip with a Pee Dee Tour
88
90
80
36.7%
62
70
60
25.8%
50
46
32
19.2%
40
13.3%
30
12
20
5.0%
10
0
Not likely at all
Not likely at all
Somewhat
unlikely
Neutral
Somewhat unlikely
Neutral
Somewhat
likely
Very likely
Somewhat likely
Very likely
Page | 63
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Destination Features Attracting Visitors to the Pee Dee
Respondents were asked how much the following destination features would attract them to spend more time in
visiting the Pee Dee region. Beautiful landscapes, pleasant weather, festivals and events, good food/restaurants,
and outdoor activities were the top five features that would attract potential visitors to spend more time in the
Pee Dee region. Again, the interest of the respondents was moderate (mean score ranged from 3.47 to 3.74 on a 5point scale from 1= “not at all” to 5= “absolutely”).
Destination Features in the Pee Dee
Beautiful landscapes
Pleasant weather
Festivals and events
Good food/restaurant
Outdoor Activities
Sociable local people
Sightseeing
Scenic river experience
Scenic railroad experience
Scenic drive through Pee Dee region
Shopping
Historical/cultural heritage
Native American’s history and life
Sports activities
Rural area features
Themed tourist routes
Rural life in general
Special arrangements for children
Business/Conference
Auto racing
Dietary and medical treatment
Mean
3.74
3.69
3.60
3.57
3.47
3.39
3.36
3.31
3.14
3.12
3.03
3.00
2.87
2.87
2.71
2.67
2.50
2.08
2.07
2.05
2.02
Standard
Deviation
1.22
1.23
1.15
1.33
1.27
1.27
1.10
1.31
1.31
1.23
1.37
1.26
1.26
1.39
1.29
1.18
1.24
1.34
1.16
1.29
1.29
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Page | 64
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondents’ Interests in Themed Driving Tours in the Pee Dee
Among the six proposed themed driving tours in the Pee Dee region, respondents reported that they were most
interested in the food/wine/culinary themed driving tours (with a mean score of 3.59) and natural beauty scenic
driving tours (with a mean score of 3.27). The interest level was only moderate (based on a 5-poing scale from
1=“not interested at all” to 5=“very interested”).
Mean
Standard
Deviation
Rank
Food/Wine/Culinary Tour
3.59
1.40
1
Natural Beauty Scenic Drive
3.27
1.26
2
Traditional Southern Lifestyle Exploration Drive
2.99
1.30
3
War-Memorial Drive
2.80
1.30
4
Film Location Drive
2.74
1.38
5
Native American Tribe Exploration Drive
2.90
1.30
6
Possible Themed Driving Tours in the Pee Dee
Page | 65
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
The following graphs show more details of the top two driving trip possibilities selected by respondents.
Food/Wine/Culinary Tour
82
90
68
80
70
28.2%
60
50
37
35
40
30
34.0%
14.5%
20
19
15.4%
7.9%
10
0
Not very
interested at all
Somewhat
uninterested
Neutral
Somewhat
interested
Not very interested at all
Somewhat uninterested
Somewhat interested
Very interested
Very interested
Neutral
Page | 66
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Natural Beauty Scenic Drive
73
80
63
70
26.0%
60
50
40
30
20
30.2%
30
12.4%
43
33
17.8%
13.6%
10
0
Not interested
at all
Not interested at all
Somewhat
uninterested
Neutral
Somewhat uninterested
Somewhat
interested
Neutral
Very interested
Somewhat interested
Very interested
Page | 67
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Perceived Barriers / Constraints Affecting the Visit Intention
Respondents were asked which reason or barrier listed below affected their intention to visit the Pee Dee. The
measurement range extended from 1= “do not agree”, to 5= “strongly agree”. The most important reason of
respondents showing no interest in this region were “never heard of it”, “do not know what to expect there”, and
“unsure what there is do”.
Barriers/Reasons Affecting Visit Intention
Never heard of it
Don’t know what to expect there
Unsure what there is to do
Lack of information from tourist resources
Have no time for the trip in Pee Dee
It is not convenient to visit this place
Don’t want to change original travel plan to stop at Pee Dee
Cannot afford to visit this place
Have no budget for it
Nothing interests me in this place
Not much fun for tourists in Pee Dee
Lack of good tourism facilities
Don’t have a good impression about this place
Don’t like unfamiliar places
Unsafe to visit
this place
Heard bad things about this place
Mean
3.86
3.77
3.59
3.23
3.03
2.89
2.85
2.77
2.62
2.60
2.57
2.51
2.35
2.22
1.95
1.91
Standard
Deviation
1.48
1.37
1.40
1.44
1.33
1.25
1.78
1.36
1.28
1.24
1.14
1.12
1.31
1.19
1.17
1.20
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Page | 68
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondents’ Image of the Pee Dee
All potential respondents were shown a color travel brochure about the Pee Dee region before answering the
survey. They indicated slightly positive cognitive image of the Pee Dee, and indicated that the natural scenic
beauty, nice weather, good restaurants, and lack of crowds were the top destination attributes in the region
(mean score ranged from 3.07 to 3.17 on a 5-point scale from 1= “strongly disagree” to 5= “strongly agree”).
Cognitive Images of the Pee Dee
The destination offers natural scenic beauty
The weather is nice
It has good restaurants
The destination is not crowded
There are many things to buy in Pee Dee
It is close to other destinations
Quality of accommodation is good
It provides opportunities for learning ethnic custom
The destination is not too touristy
Transportation is convenient in Pee Dee
Goods/services offered have good value
The lifestyle at Pee Dee is unique
Tour costs are reasonable
It has a variety of festivals/events
There is a lot to do in Pee Dee
It offers a good night life
Quality of roads in this region is good
Mean
3.17
3.17
3.10
3.07
3.07
3.06
3.06
3.05
3.05
3.03
2.98
2.98
2.97
2.97
2.96
2.94
2.93
Standard
Deviation
0.95
0.88
0.85
0.82
0.85
0.87
0.80
0.96
0.84
0.83
0.84
0.80
0.75
0.84
0.88
0.87
0.79
Rank
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Overall, respondents reported neutral or slightly positive feelings about the Pee Dee region (mean scores ranged
from 2.91 to 3.31 on a 5-point scale from 1= “nasty, distressing, uncomfortable…” to 5= “clean, relaxing,
comfortable...”). The overall image of the Pee region was neutral / slightly unfavorable with a mean score of 3.94
on a 7-point scale from 1= “least favorable” to 7= “most favorable”.
Page | 69
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Future Visit and Relocation Intention
Due to the very limited awareness and image about the Pee Dee, respondents’ intent to visit the Pee Dee region in
the future was moderately negative (mean scores ranged from 2.51 to 2.52 on a 5-point scale). They also reported
low intention to relocate to the Pee Dee in the future. The charts below show that 5.8 % of respondents were
“somewhat likely” or “very likely” to relocate to the Pee Dee. In addition, 23.8% surveyed were “somewhat likely”
or “very likely” to relocate to the state, and 8.5% would bring their businesses with them in the move.
Mean
Standard
Deviation
Rank
Combine primary trip with Pee Dee tour
Visit Pee Dee region in next 12 months
2.52
2.51
1.16
1.29
1
2
Relocate to South Carolina in future
Bring business with you if you relocate in the future
Relocate to Pee Dee in future
2.38
1.82
1.78
1.48
1.11
1.08
3
4
5
Tourist Visit/Relocation Intentions
Page | 70
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Possibility of Relocation to the Pee Dee Region in the Future
160
140
141
58.3%
120
100
51
80
36
60
21.1%
40
14.9%
20
5
9
2.1%
3.7%
0
Not likely at all
Not likely at all
Somewhat
unlikely
Neutral
Somewhat unlikely
Neutral
Somewhat
likely
Very likely
Somewhat likely
Very likely
Page | 71
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Possibility of Relocation to South Carolina in the Future
120
100
106
44.2%
80
48
60
29
40
36
20.0%
15.0%
21.1%
20
21
8.8%
0
Not likely at all
Not likely at all
Somewhat
unlikely
Neutral
Somewhat unlikely
Neutral
Somewhat
likely
Very likely
Somewhat likely
Very likely
Page | 72
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART III
The Effects of Demographics
Gender, marital status, education, and income level, as well as the awareness and familiarity with the Pee Dee
region, influenced people’s interest in potentially visiting the Pee Dee region.
Males indicated they would be attracted to spend more time in the region for sporting activities, outdoor activities,
and business/conferences (but the interest was not high with the mean scores ranging from only 2.28 to 3.69).
While females indicated that shopping could persuade them to spend more time in the region (with a mean score
of 3.19), males were more interested in themed driving tours, specifically, the war-memorial drive (with a mean
score of 3.19).
Compared to married respondents, single respondents were more interested in taking themed driving tours such
as a film locations drive (with a mean score of 3.02) and a Native American tribe exploration drive (with a mean
score of 3.12). Further, single respondents were also more attracted to spend more time in the region for
festivals/events than married people (with a mean score of 3.42). Middle-class respondents were more attracted
to spend more time in special arrangements for children then low-income respondents (mean score ranged from
2.37 to 2.54).
Group differences also existed with respect to reasons or barriers for not visiting the region. Even though the
mean score was low, males indicated that safety was an important concern and a potential reason or barrier to
visiting the area (with a mean score of 2.22). In addition, “never heard of it” was a significantly stronger barrier for
single respondents than for married respondents (with a mean score of 4.53). For respondents with a high school
education or less, “cannot afford” or “have no budget” was a more important barrier than for those who had
higher education (with mean scores of 4.21 and 3.17 respectively). Similarly, respondents with low incomes
reported more monetary barriers than those with higher incomes.
The region’s image and attributes were found to be different among groups. Males more than other groups
perceived there was more to do in the Pee Dee Region (with a mean score of 3.16).
Page | 73
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Marketing and Information Channels Most Likely to Bring in Visitors
Travel Research in the Planning Phase
Similar to the current/past visitors survey results, when respondents were planning a trip, their most likely
information source was travel websites on the Internet, followed by word-of-mouth recommendations from
friends and family members, and travel books/brochures.
Information Source
Travel Websites
Travel magazines
Travel books/brochures
TV
Radio
Word-of-mouth
Automobile clubs
Newspapers
Directed mail
Other
1st rank
158
9
8
4
1
22
9
2
2
12
2nd rank
21
42
27
31
7
72
8
2
0
4
3rd rank
14
32
46
29
8
49
11
10
2
8
Equal/no rank
6
5
3
5
1
7
1
0
1
2
Not chosen
31
143
148
163
213
82
203
218
227
207
Page | 74
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Travel Websites (Information Choice in the Travel Planning Phase)
As shown below, 68.7% of respondents ranked travel websites as number one with just over 9% ranking this
category second. Altogether, 83.9% ranked travel websites as either 1st, 2nd, or 3rd choice when searching
information for trip planning.
158
160
140
120
68.7%
100
80
60
31
21
40
20
13.5%
9.1%
14
6.1%
6
2.6%
0
Not chosen
1st rank
Not chosen
1st rank
2nd rank
2nd rank
3rd rank
3rd rank
Equal/no rank
Equal/no rank
Page | 75
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
The combined total of the percentages for 1st ranking, 2nd ranking and 3rd ranking of the “word-of-mouth” category
is 62.1 %. In other words, 62.1% of the respondents considered this category important.
Word-of-Mouth Recommendation from Family & Friends
(Information Choice in the Travel Planning Phase)
90
82
72
80
70
60
50
49
35.5%
31.5%
40
22
21.1%
30
20
7
9.5%
10
3%
0
Not chosen
1st rank
Not chosen
1st rank
2nd rank
2nd rank
3rd rank
3rd rank
Equal/no rank
Equal/no rank
Page | 76
PART III
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Travel Research during the Trip
Respondents were asked where they found travel information when en-route and ranked their first three choices
as shown in the chart below. Again, use of internet travel sites and GPS/Smartphone Apps were the most frequent,
highly ranked choice of travelers.
Information Resource
CVBs/Tourist Info. Center
Local people
Gas stations along the route
Hotels/restaurant staff
Internet
Maps/travel guide books
Brochures
Recommendations from family &
friends
Roadside signage
GPS/Smartphone App
Other
1st rank
12
14
2nd rank
13
44
3rd rank
9
33
9
7
121
7
11
5
10
16
38
32
26
17
8
29
14
30
20
37
3
3
6
5
5
4
209
184
60
165
177
176
7
37
2
18
20
2
18
23
5
4
3
2
192
156
225
Equal/no rank
3
5
Not chosen
202
143
Page | 77
PART IV
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
PART IV
COMPARISONS OF CURRENT/
PAST AND POTENTIAL VISITORS
Summary of the Results
Comparisons were made in terms of individual questions on the survey in order to better understand the
differences between the current/past visitor market and the potential visitor market to the Pee Dee region.
The results indicate that current/past visitor respondents are significantly different from the potential visitor
respondents in many aspects.
Awareness and Familiarity of the Pee Dee Region
Current/past visitor respondents had better awareness of the Pee Dee region as a tourist destination and were
more familiar with the attractions/activities provided. However, the awareness and familiarity were still moderate
(with a mean score of 2.69 and 2.37 respectively on a 5-point scale from 1 =”Not at all” to 5 =”Very well”)
From 1 to 5, to what degree are you
aware of the Pee Dee region as a
tourist destination?
Current
Potential
226
245
2.69
1.42
Standard
Deviation
1.48
.91
From 1 to 5, how familiar are you
with the tourist attractions/activities
the Pee Dee region provides?
Current
Potential
225
245
2.37
1.38
1.37
.85
Awareness/Familiarity
N
Mean
11.074
Significance
(2-tailed)
.000
9.341
.000
t-value
Page | 78
PART IV
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Destination Features / Themed Driving Tours Attracting Visitors
Compared to current/past visitors, potential visitor respondents would be enticed to spend more time in the Pee
Dee region by certain destination features, like food/wine/culinary tours, outdoor activities, sociable local people,
and beautiful landscape (5-point scale from 1 =”Not at all” to 5 =”Absolutely”).
Food/Wine/Culinary Tour
Current
220
3.07
Standard
Deviation
1.40
Outdoor activities (e.g. hiking, paddling)
Potential
Current
241
218
3.59
3.21
1.40
1.29
Potential
242
3.47
1.27
Sociable local people
Current
Potential
218
243
3.13
3.39
Beautiful landscapes
Current
220
Business/Conference
Potential
Current
Potential
243
214
242
Destination Attributes/Themed Tours
-4.031
Significance
(2-tailed)
.000
-2.181
.030
1.29
1.27
-2.207
.028
3.50
1.14
-2.355
.019
3.74
2.31
2.07
1.13
1.36
1.16
1.997
.046
N
Mean
t-value
Page | 79
PART IV
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Barriers/Reasons Affecting Visit Intention
Potential visitor respondents reported significantly severe barriers/constraints in visiting the Pee Dee than those
who were visiting or had visited the Pee Dee region previously (5-point scale from 1 =“Strongly disagree” to 5
=”Strongly agree”).
N
Mean
Current
199
2.62
Standard
Deviation
1.32
Potential
Current
Potential
Current
Potential
Current
Potential
235
197
235
197
235
191
237
3.77
2.51
3.03
2.29
2.34
2.45
2.89
1.37
1.26
1.33
1.32
1.31
1.20
1.25
Current
Potential
Current
Potential
Current
Potential
Current
Potential
197
2.76
1.39
237
194
233
196
237
196
237
3.59
2.18
2.77
2.64
3.23
2.22
2.62
1.40
1.15
1.34
1.38
1.44
1.19
1.28
Current
Potential
196
235
1.98
2.22
1.13
1.19
Barriers/Reasons
Don’t know what to expect there
Have no time for the trip in Pee Dee
It is not convenient to visit this place
Unsure what there is to do
Cannot afford to visit this place
Lack of information from tourist resources
(guidebook, brochures, maps, etc.)
Have no budget for it
Nothing interests me in this place
Don’t like unfamiliar places
t-value
Significance
(2-tailed)
-8.910
.000
-4.157
.000
-3.685
.000
-6.222
.000
-4.936
.000
-4.332
.000
-3.298
.001
-2.967
.003
-2.148
.032
Page | 80
PART IV
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Respondents’ Image of the Pee Dee
Current visitor respondents reported significantly higher mean scores on the perception of the destination
attributes of Pee Dee, how they felt about the destination, and the overall image of the destination. They also
indicated higher intention to visit this area in the next 12 months. However, current visitors’ overall ratings of the
image items were just slightly above the “neutral” rating. The following four tables illustrate the detailed findings:
Image about the Pee Dee in terms of its Destination Attributes (5-point scale from 1 =”Strongly disagree” to 5 =”
Strongly agree”)
N
Mean
Current
Potential
Current
Potential
Current
220
236
219
236
215
3.46
3.17
3.28
3.06
3.58
Standard
Deviation
1.05
.95
1.04
.87
1.03
Potential
Current
Potential
Current
Potential
Current
Potential
Current
236
217
234
218
233
218
234
218
3.17
3.35
3.06
3.36
3.07
3.33
3.10
3.25
.88
1.03
.80
1.09
.82
1.01
.85
.99
Potential
Current
Potential
Current
Potential
229
2.98
.84
214
232
210
234
3.28
2.97
3.20
2.98
.95
.75
1.05
.80
Image of Destination Attributes
The destination offers natural scenic
beauty.
It is close to other destinations.
The weather is nice in Pee Dee.
Quality of accommodation is good.
The destination is not crowded.
It has good restaurants.
Goods/services offered have good
value for money.
Tour costs are reasonable.
The lifestyle at Pee Dee is unique.
t-value
Significance
(2-tailed)
3.038
.003
2.474
.014
4.550
.000
3.325
.001
3.113
.002
2.641
.009
3.050
.002
3.769
.000
2.436
.015
Page | 81
PART IV
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Feelings about the Pee Dee as a Tourist Destination (5-point scale from 1 =”Boring, distressing, snobbish…” to 5
=”Exciting, relaxing, friendly…”)
N
Mean
Current
Potential
215
229
3.36
2.98
Standard
Deviation
1.07
.95
Current
Potential
Current
Potential
Current
Potential
Current
Potential
Current
214
231
212
230
213
228
212
231
214
3.71
3.30
3.82
3.16
3.42
2.97
3.23
2.90
3.54
1.08
.98
1.12
.98
1.09
.95
1.02
.91
1.10
Potential
Current
Potential
Current
Potential
Current
Potential
230
211
231
213
230
212
231
3.17
3.71
3.26
3.63
3.17
3.73
3.27
1.01
1.08
1.02
1.06
1.00
1.06
1.05
Current
Potential
211
3.28
1.09
230
2.97
.99
Feelings about the Pee Dee
Boring to Exciting
Distressing to Relaxing
Snobbish to Friendly
Plain to Diverse
Sleepy to Arousing
Unattractive to Attractive
Uncomfortable to Comfortable
Nasty to Clean
Unpleasant to Pleasant
Traditional to Modern
t-value
Significance
(2-tailed)
3.917
.000
4.098
.000
6.591
.000
4.640
.000
3.639
.000
3.700
.000
4.528
.000
4.727
.000
4.601
.000
3.113
.002
Page | 82
PART IV
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Overall Image of the Pee Dee (7-point scale from 1 =”Least favorable” to 7 =”Most favorable”)
From 1 to 7, what is your
overall image of the Pee Dee
region?
N
Mean
Current
217
4.70
Standard
Deviation
1.36
Potential
229
3.94
1.27
t-value
Significance
(2-tailed)
6.052
.000
Intention to Visit the Pee Dee (5-point scale from 1 =”Not likely at all” to 5 =”Very likely”)
Visit the Pee Dee region in the
next 12 months.
N
Mean
Current
218
3.01
Standard
Deviation
1.41
Potential
244
2.51
1.29
t-value
Significance
(2-tailed)
3.987
.000
Factors Influencing Future Visit Intention to the Pee Dee
To current visitor respondents, the overall perception/image of the Pee Dee region was the only significant factor
that would influence their intentions to visit the Pee Dee region in the future. Potential visitor respondents,
however, who had never visited this destination before and were only exposed to the Pee Dee travel brochure,
indicated that their future visit intention would be determined by three major factors: time/budge and interest
barrier, feeling about the Pee Dee, and overall perception/image of this region. To potential visitors, feeling about
the Pee Dee and overall perception/image were not formed based on their own experiences but were generated
from external information sources such as the media and word-of-mouth, which illustrate the significance of
marketing strategies and communication channels to enhancing the potential visitor market.
Page | 83
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
RECOMMENDATIONS
Recommendations
Based on the results, a number of recommendations have been made in this report. It is suggested that
stakeholders who want to grow tourism in the Pee Dee region focus on the following:
Brand Research
It is clear from the results of this study that the Pee Dee region has very little brand recognition among both
tourists and South Carolina residents. In an increasingly competitive global marketplace, the need for destinations
to create a unique identity—to differentiate themselves from competitors—has become more critical than ever.
To create a successful brand, the Pee Dee will have to overcome a number of challenges (for instance, many
destination branding efforts have floundered for lack of focus). Marketers in the Pee Dee will have to reconcile a
range of local and regional interests as well as promote a clear identity acceptable to a range of constituencies.
There are four distinct stages to creating a destination brand (Hudson and Ritchie, 2009): assessing the
destination’s current situation; developing a brand identity and promise; communicating that promise; and then
measuring the brand’s effectiveness. We suggest the Pee Dee immediately engage an outside party to undertake
the first stage that will establish the core values of the Pee Dee region and its brand. This step involves considering
how contemporary or relevant the brand is to today’s tourist as well as examining how the brand compares with
key competitors. An objective viewpoint including the perspectives of visitors and influencers, such as meeting
planners, Destination Marketing Organizations (D.M.O.’s), and tour operators, is needed in order to capture an
independent situation analysis of the marketplace. Destination marketers in the Pee Dee can then move on to the
next three stages of the branding process.
Cooperative Marketing
Although there is evidence of marketing cooperation between Pee Dee tourism enterprises (the Soul of the Pee
Dee campaign is a good example), a need for improved relationships between tourism stakeholders in the region
clearly exists. For example, there are very few (if any) marketing partnerships between tourism stakeholders in the
Pee Dee and Myrtle Beach. Businesses in the Pee Dee are not promoted to Myrtle Beach tourists or residents, and
while Florence businesses and professional organizations travel to Myrtle Beach for meetings, this travel pattern is
not reciprocated.
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Cooperative strategies can create marketing bridges between local D.M.O.’s and individual operators in the
tourism industry, and between “umbrella” campaigns and industry marketing expenditures. Stakeholders in the
Pee Dee region, therefore, will need to aggressively form partnerships with travel, recreational, and other
businesses on joint promotional efforts. Stakeholders have probably already participated in SCPRT’s Tourism
Partnership Fund (http://www.scprt.com/our-partners/grants/tmpp.aspx), but they may also want to consider the
USDA’s Rural Cooperative Development Grants as they can be used for cooperative marketing purposes
(http://www.rurdev.usda.gov/BCP-RCDG_Grants.html). The primary objective of the latter grant program is to
improve the economic condition of rural areas through the creation or retention of jobs and development of new
rural cooperatives. Grant funds are provided for the establishment and operation of Centers that have the
expertise or the ability to contract out for the expertise to assist individuals or entities in the startup, expansion or
operational improvement of rural businesses, especially cooperative or mutually-owned businesses. Destinations
in the Pee Dee may also want to consider the ‘Our Town Program’ grants offered by the U.S. National Endowment
for the Arts. The purpose of this grant is to “invest in creative and innovative projects in which communities,
together with their arts and design organizations and artists, seek to: improve their quality of life; encourage
creative activity; create community identity and a sense of place; and revitalize local economies”
(http://www.nea.gov/grants/apply/OurTown/index.html).
Marketing Strategy
The Pee Dee needs to be more aggressive in marketing to potential visitors. As mentioned above, the most
significant finding of this study for the Pee Dee was a lack of awareness, a very weak destination image, and little
desire on the part of the tourists to visit the area. A multi-platform approach to marketing the Pee Dee including
print and outdoor advertising was suggested in the focus groups. Capitalizing on frequented tourist routes such as
Highway 501, especially considering the frequent bumper to bumper traffic to and from the beach, was
recommended. Billboards and signage along such routes to guide tourists off the road as well as navigational apps
and an outdoor text message campaign whereby operators can inform tourists on surrounding points of interest
were also suggested.
However, given that over two thirds of tourists surveyed receive their travel information from websites, it is clear
that a digital marketing strategy would be the best way to reach potential tourists. Pee Dee marketers should
consider paid online search ads or content linked to Myrtle Beach search queries, as well as social media platforms
in order to attract and engage with potential tourists. Today, 65 percent of online adults use social networking
sites (Madden and Zickuhr, 2011), and 24 percent of travelers use those sites to plan their travel (Google/IPSOS OTX
Media CT, 2011). Social media provides rich opportunities for interactivity between tourism marketers and their
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customers, and destinations in particular are capitalizing on this new phenomenon. The Pee Dee should not get
left behind in this new digital marketing era.
Accessibility and Signage
A lack of accessibility hampers the area’s development as a tourism region. There is no national airport in the Pee
Dee, and there is very limited ‘connectivity’ between Myrtle Beach and Florence in terms of public ground
transportation. While there is Amtrak service to Florence, there is no train service between Florence and the
beach. Local and regional bus companies offer residents a commuter service between the Pee Dee and Myrtle
Beach but bus service is not extended to the tourism market. Driving from the beach is also problematic with
limited road access and frequent traffic jams in peak seasons.
On a positive side, the majority of tourists going to South Carolina’s coastal areas are drive tourists. In fact, drive
tourism in the U.S. is enormous and forms the backbone of domestic tourism in the country (Dallen, 2011). Drive
tourism, more than any other form of travel, is more inclined to spread the economic benefits of tourism to more
communities and sectors, than all travel undertaken by coach, air, train or sea. The Pee Dee has the potential to
capitalize on the millions of drive tourists that come through every year. However, signage along the interstates,
at best, is limited. Tourists travelling through the area are not enticed off the highways; there is no “spontaneous
turn-off” to points of interest. Good directional signage is critical to the success of drive tourism routes (Carson
and Cartan, 2011), and the poor signage in the Pee Dee has already been recognized as a factor hampering tourism
development in the area (http://www.scprt.com/tourism-business/tourism-development-plan.aspx).
Tourism marketers in the Pee Dee should keep a close eye on changes in technology. Digital communications and
information technology will play a crucial role in the future of drive tourism (Ali and Carson, 2011). Mobile
technology, social media platforms and downloadable applications have changed the way tourists are making
decisions, and this will certainly impact the drive tourism market. Travelers are increasingly using apps to create
digital itineraries based on their specific interests, and built-in technology in cars continues to evolve.
New Product Development
The Pee Dee has four alternatives for new product development: market penetration (modifying an existing
product for the current market); market development (identifying and developing new markets for current
products); product development (developing a genuinely new product to be sold to existing customers); and
diversification (seeking opportunities outside the present business) (1 Holloway and Plant, 1992). We recommend
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an initial focus on product development followed by market development. Quality experiences need to be in place
before attracting the tourists.
The survey results suggest that culinary tourism has the potential to pull tourists from the highway, but there is a
lack of high quality restaurants in the Pee Dee, and no unique attraction such as a brew pub or a distillery. The
results also suggest that festivals and events could act as a draw for the Pee Dee. The region already experiences
moderate success with festivals such as the South Carolina Pecan Festival, Arts International Festival, and the Pee
Dee Airshow. But resources to stage and promote festivals that would attract a national audience are currently
lacking. Potential tourists would also be interested in natural beauty scenic drives as an alternative way of reaching
the coast. This will require identification of possible routes, appropriate signage, and marketing.
There is potential for daytrips and bus tours from the coast, especially if the Pee Dee can offer attractive packages.
Packaging destinations either for the general mass tourism market or for niche specialist markets can significantly
increase a destination’s appeal. But this would require upgrading the basic tourism infrastructure in the area such
as accommodations, restaurants and attractions. Retirees and snow-birds who occupy second homes and rental
units between the fall and the spring from “Conway to George Town” may represent a significant market for bus
tours, and packaged day trips around historical themes.
Converting Visitors into Residents
One interesting outcome of the intercept surveys were the relatively high percentage of respondents who stated
that they would consider relocating to the Pee Dee or to South Carolina. While these numbers may seem small at
the first glance, converting more visitors into residents will undoubtedly have a significant positive impact on the
region’s economy in terms of increased revenue and jobs. The scientific literature on tourism trends confirms that
retirees are looking for new small-town and rural destinations with lower housing costs, less traffic, and more
natural attractions such as mountains or lakes (Plane, Henrie and Perry, 2005; Del Webb, 2010; USDA, 2009). The
estimated 155,000 people that move to South Carolina each year bring a minimum $11 billion in cash to the
economy in the first year of their arrival and create on average two new jobs. In 2011, the Myrtle Beach Area
Chamber of Commerce announced that it was forming a partnership with the Regional Economic Development
Corporation and the Association of Realtors to capitalize on the number of new visitors to the area who might, at
some point, want to buy homes or businesses in the area. Stakeholders in the Pee Dee should consider developing
a similar strategy for converting visitors into residents.
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Conclusion
While this research has confirmed weaknesses in the tourism infrastructure and limited awareness of the area as a
tourism destination, it also offers good news on a variety of fronts. The focus groups identified many diverse sites
and activities available to visitors to the Pee Dee, along with a willingness to work together between the Pee Dee
region and coastal areas to create a stronger brand for potential tourists. The data gathered from surveys of
current/past and potential visitors showed a relatively high percentage of people who expressed some interest in
relocation to the area or the state. Many respondents identified the area as a welcoming place, which provides
opportunities for the industry stakeholders to generate or improve the image and brand of the Pee Dee through
careful marketing planning. Finally, the research team experienced a strong tradition of hospitality and
friendliness that is hard to capture on paper.
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REFERENCES
References
Ali, A., and D. Carson (2011). “Information and Communication Technology (ICT) and the Challenge of Sustainable
Self-drive Tourism”. In Drive tourism: Trends and Emerging Markets, Bruce Prideaux, Dean Carson (Eds.). Routledge,
Oxon, pp. 124-45.
Baloglu, S., and D. Brinberg (1997). “Affective Images of Tourism Destinations”. Journal of Travel Research, 35 (4),
11-5.
Carson, D., and G. Cartan (2011). “Touring Routes – Types Successes and Failures: An International Review”. In
Drive tourism: Trends and Emerging Markets, Bruce Prideaux, Dean Carson (Eds.). Routledge, Oxon, pp. 296-310.
Dallen, T. (2011). “Highways and Byways: Car-based Tourism in the US”. In Drive tourism: Trends and Emerging
Markets, Bruce Prideaux, Dean Carson (Eds.). Routledge, Oxon, pp. 172-93.
Del Webb (2010). Del Webb Baby Boomer Survey. Retrieved 30 September, 2011 from
http://dwboomersurvey.com/
Echtner, C. M., and Ritchie, J. R. B. (1993). “The Measurement of Destination Image: An Empirical Assessment.”
Journal of Travel Research, 31(4), 3–13.
Gartner, W.C. (1993). “Image Formation Process.” Journal of Travel and Tourism Marketing, 2 (2/3), 191-215.
Gartner, W.C. (1996). Tourism Development: Principles, Processes, and Policies. New York: Van Nostrand Reinhold.
Google/IPSOS OTX Media CT (2011), The Travelers Road to Decision 2011, think travel with Google.
Haukeland J.V. (1990). “Non-Travellers: The Flip Side of Motivation.” Annals of Tourism Research, 17(2), 172–84.
Holloway J.C., and R.V. Plant (1992). Marketing for Tourism. Pitman: London.
Hudson, S., and J.R.B. Ritchie (2009). “Branding a Memorable Destination Experience. The Case of ‘Brand Canada’.”
International Journal of Tourism Research, 11(2), 217-28.
McKercher, B. (2009). “Non-travel by Hong Kong Residents”. International Journal of Tourism Research, 11(6), 50719.
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Madden, M., and K. Zickuhr (2011). “65% of online adults use social networking sites”, Pew Research Center's
Internet & American Life Project, Available at http://www.pewinternet.org/Reports/2011/Social-NetworkingSites.aspx
Nyaupane, G., and K. Andereck (2008). “Understanding Travel Constraints: Application and Extension of a Leisure
Constraints Model.” Journal of Travel Research, 46(4), 433–39.
Pike, S. (2002). “Destination Image Analysis – A Review of 142 Papers from 1973 to 2000.” Tourism Management,
23(5), 541-49.
Pike, S., and C. Ryan (2004). “Destination Positioning Analysis through a Comparison of Cognitive, Affective, and
Conative Perceptions.” Journal of Travel Research, 42(4), 333-42.
Plane, D.A., C.J. Henrie, and M.J. Perry (2005). Migration Up and Down the Urban Hierarchy and Across the Life
Course. PNAS 102, No. 43, 15313-18.
Russel, J. A., and G. Pratt (1980). “A Description of Affective Quality Attributed to Environment.” Journal of
Personality and Social Psychology, 38(2), 311-22.
TDI (2009). Tourism Development International (TDI) Product Development Area (PDA) Plan for the Pee Dee.
Available at http://www.scprt.com/tourism-business/tourism-development-plan.aspx
USDA (2009). “Baby Boom Migration and its Impact on Rural America”. Economic Research Service, Report
Number 79 by John Cromartie and Peter Nelson.
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APPENDIX
Appendix
Appendix I.1 Focus Group Contributors
Name
Mary Henry
Jennifer H. Willard
Tiffany Andrews
Carla Ackley
Heather Williams
Wim Pastoor
Sally Hogan
George Mims
Yvette Jefferson
Rich Bartram
Sharon Kemerer
Rebecca Tompkins
Fred Carter
Holly Beaumier
Warren Snell
Kendall Wall
Ron Glancy
Rodney Berry
Jeff McKay
Maggie Riales
Ray Reich
Blaire Goodson
Bob Barrett
Title/Company/Organization
Advisory Board Member, Myrtle Beach Area Chamber of Commerce
Legislative Policy Council
Marketing & Sales Manager, Medieval Times Dinner & Tournament
Owner, The Andrews Agency
Business & Internet Consulting, Toucan Consulting
Account Executive, Adams Outdoor Advertising
General Manager, Premier Resorts
Tourism Manager, Georgetown County Chamber of Commerce
Board of Directors member, Myrtle Beach Area Chamber of
Commerce
Director, Marketing and Community Relations, Coast Regional
Transportation (RTA)
Director of Marketing, Bare Foot Resort and Golf
Group Sales Manager, Springmaid Beach Resort
Director of Communications, SPM resorts
President, Francis Marion University
Director, Florence CVB
Operating Partner, Fatz Restaurant
General Manager, Florence Civic Center
VP of Operation, Raines Development
Mayor, City of Marion
Executive Director, North Eastern Strategic Alliance
Revitalization Coordinator, City of Dillon
Downtown Development Manager, City of Florence
Director, Darlington County Tourism
Executive Director, Francis Marion Trail Commission
Location
Myrtle Beach
Myrtle Beach
Myrtle Beach
Myrtle Beach
Myrtle Beach
Georgetown
Myrtle Beach
Conway
Myrtle Beach
Myrtle Beach
Myrtle Beach
Florence
Florence
Florence
Florence
Florence
Marion
Florence
Dillon
Florence
Darlington
Florence
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Tom Marschel
Name
Mike Alexander
Blake Lanford
Cindy Lesieur
Fannie Simmons
Steve Pool
Ogleretta D. White
Dan Strickland
Judy Johnson
Dianne Owens
Andre’ Campbell
Lyles Cooper
President, Greater Florence Chamber of Commerce
Title/Company/Organization
General Manager, Hilton Garden Inn Florence
Extension Agent, Clemson University
Executive Director, Mullins Chamber
Board of Director, Mullins Chamber
Accent Signs and Printing
Marion County Grants Coordinator / Consultant, V'Amani Group
Superintendent, Marion County Schools
Executive Vice President, Marion Chamber of Commerce
Grant writer and Publicist, City of Marion
Account Executive, Adams Outdoor Advertising
Florence Economic Development Partnership
APPENDIX
Florence
Location
Florence
Conway
Marion
Marion
Marion
Marion
Marion
Marion
Marion
Florence
Florence
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Appendix I.2
APPENDIX
Focus Group Discussion Questions
Myrtle Beach Focus Group:
1. From your perspective, what are the strengths and weakness of the Pee Dee region as a tourist destination in
terms of its attributes to induce visit (e.g., features, attractions)?
2. Do you see any good practice and problems in Pee Dee’s tourism marketing in attracting visitors?
3. Based on your experience working with visitors/tourists, what are their awareness level, interest and image
about the Pee Dee region?
4. How would you describe the interaction and collaboration between the tourism business in the Pee Dee region
and the coastal area of South Carolina?
 Follow up question: How can those systems be improved?
5. What are the major difficulties or problems in attracting potential visitors from the coastal area of South
Carolina (e.g., Myrtle Beach) to visit the Pee Dee region?
6. What does the Pee Dee region need to improve to attract tourists?
7. What types of collaboration will you suggest or involve in working with Pee Dee region to improve the tourism
for mutual benefits?
8. What plans or strategies on tourism development in the Pee Dee region can be used to solve the issues
mentioned in the discussion?
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Florence Focus Group:
1. From your perspective, what are the strengths and weakness of the Pee Dee region as a tourist destination
in terms of its attributes to induce visit (e.g., features, attractions)?
2. Do you see any good practice and problems in Pee Dee’s tourism marketing in attracting visitors?
3. What visions or particular goals are there in terms of seeking more opportunity for Pee Dee’s tourism
industry?
4. Based on your experience working with visitors/tourists, what are their awareness level, interest and image
about the Pee Dee region?
5. How would you describe the interaction and collaboration between the tourism business in the Pee Dee
region and the coastal area of South Carolina?
 Follow up question: How can those systems be improved?
6. What are the major difficulties or problems in attracting potential visitors from the coastal area of South
Carolina (e.g., Myrtle Beach) and Highway I-95?
7. What does the Pee Dee region need to improve to attract tourists?
8. What types of collaboration will you suggest or involve in working with coastal areas (Myrtle Beach, Grand
Strand, etc.) to improve the tourism for mutual benefits?
9. What plans or strategies on tourism development in the Pee Dee region can be used to solve the issues
mentioned in the discussion?
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APPENDIX
Appendix II
Pee Dee Tourism Survey – Current and Past Visitors
Part I. Your Awareness and Interest of the Pee Dee Region
1. What is your destination for this current trip? (circle the corresponding number)
1) Myrtle Beach, South Carolina
2) Charleston, South Carolina
3) Florida
4) The Pee Dee region
5) Other (please specify): City/County: ____________ State: ________________
2. From 1 to 5, to what degree are you aware of the Pee Dee region as a tourist destination?
(circle the corresponding number)
Not at all
Very well
1
2
3
4
5
3. From 1 to 5, how familiar are you with the tourist attractions/activities the Pee Dee region provides? (circle
the corresponding number)
Not at all
Very well
1
2
3
4
5
4. Which situation best described your visiting experience to the Pee Dee region? (circle one answer)
1) I have driven past the Pee Dee region but never stopped
2) I have stopped shortly only for food/gas/bathroom
3) I have visited the area for a substantial amount of time (including business trip, pleasure trip, and
visiting family, friends and relatives, etc.)
4) Other (please specify) _______________________________________________________________
5. How many times have you been in the Pee Dee region (including this current trip)?
1) 1 time
2) 2-3 times
3) 4-5 times
4) more than 5 times
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6. What words would you use to describe or associate with the Pee Dee region?
1) _____________________________;
2) _____________________________;
3) _____________________________;
4) I really do not know.
7. How interested are you (or would you be) in taking a tour in the Pee Dee region?
Not at all
Very much
1
2
3
4
5
8. How far are you willing to travel to visit places in the Pee Dee region as a primary destination?
1) Less than 30-minute drive
2) No more than 1 hour
3) No more than 2 hours
4) No more than 3 hours
5) More than 3 hours
9. How far are you willing to travel to visit places in the Pee Dee region as a side-trip (or secondary
destination) when heading to or staying at your primary destination?
1) Less than 30-minute drive
2) No more than 1 hour
3) No more than 2 hours
4) No more than 3 hours
5) More than 3 hours
10. If you have a chance to visit the Pee Dee region, how much time are you willing to spend for your visit?
1) Less than 3 hours
2) Half day (4-5 hours)
3) Full day without staying overnight (8-10 hours) 4) Overnight (1 night)
5) 2 nights
6) 3 nights
7) 4 nights or more
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11. How interested are you in taking the following themed driving tours through the Pee Dee region? (1=Not
Interested At All, 2=Somewhat Uninterested, 3=Neutral, 4=Somewhat Interested, 5=Very Interested)
Themes
War-Memorial Drive (e.g. Francis Marion Trail /
Revolutionary War sites)
Natural Beauty Scenic Drive
Traditional Southern Lifestyle Exploration Drive
Food/Wine/Culinary Tour
Native American Tribe Exploration Drive
Film Locations Drive
Not Interested
At All
1
2
1
1
1
1
1
2
2
2
2
2
3
4
Very
Interested
5
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
12. Would the following features attract you to spend more time in the Pee Dee region?
(1=Not At All, 2=Slightly, 3=Somewhat/Moderately, 4=Mostly/Largely, 5=Absolutely)
Features/Activities
Historical / culture heritage
Sightseeing
Festivals and events
Outdoor activities (e.g. hiking, paddling)
Shopping
Special arrangements for children
Dietary and medical treatment
Good food/restaurant
Sociable local people
Beautiful landscapes
Pleasant weather
Scenic railroad experience
Scenic drive through the Pee Dee region
Native American’s history and life
Rural area features (e.g. farmlands/plantations)
Not
At All
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
Absolutely
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
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Rural life in general
Themed tourist routes
Scenic river experience
Sports activities
Business/Conference
Auto racing
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
13. If you do not intend to re-visit the Pee Dee area, how would each reason/barrier listed below apply to you?
(1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
Had unsatisfactory visiting experience there
Don’t know what to expect there
Have no time for the trip in Pee Dee
Don’t have a good impression about this place
It is not convenient to visit this place
Unsure what there is to do
Cannot afford to visit this place
Lack of information from tourist resources
(guidebook, brochures, maps, etc.)
Have no budget for it
Nothing interests me in this place
Don’t want to change my original travel plan to stop
at Pee Dee
Not much fun for tourists in Pee Dee
Lack of good tourism facilities (hotel/restaurant/etc.)
Don’t like unfamiliar places
Heard bad things about this place
Unsafe to visit this place
Strongly
Disagree
1
1
1
1
1
1
1
2
2
2
2
2
2
2
3
3
3
3
3
3
3
4
4
4
4
4
4
4
Strongly
Agree
5
5
5
5
5
5
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
1
2
3
4
5
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
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Part II. Your Past or Current Visiting to the Pee Dee Region
1. What was/were the primary purpose(s) of your most recent (including the current) trip to the Pee Dee
Region? (circle all that apply)
1) Business
2) Pleasure/leisure
3) Visiting friends/relatives
4) Stopped on the way to my primary destination for food/gas/information/lodging
2. What activities did you or plan to participate in while in the Pee Dee Region?
(circle all that apply)
1) Outdoor recreation
2) Food/restaurant 3) Rest stop 4) Gas
5) Lodging
6) Casual sightseeing 7) Shopping 8) Event/festival
9) Historical/cultural attractions 10) Conference
11) Medical treatment
12) Visiting family/relatives and friends 13) Other (please specify): _______________
3. How long was your most recent (including this current trip, if applies) stay in the Pee Dee region?
1) Short break (less than 3 hours)
2) Half day (4-5 hours)
3) Full day (8-10 hours)
4) Overnight (1 night)
5) 2 nights
6) 3 nights
7) 4 nights and more
4. When did you make the decision to visit the Pee Dee region in your most recent trip (including the current
one)?
1) Before I left home
2) En-route when I drove along to my primary destination
3) After I arrived at this area
4) Other (please specify) __________________________
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5. To what degree did the current tour signage of the Pee Dee region tempt you off the highway to visit when
you drive along to your primary destination?
Not At All
Not Much
Neutral
Somewhat Very much/Absolutely
1
2
3
4
5
6. How satisfied are/were you with your experience at the Pee Dee region overall?
Not Satisfied At All
Unsatisfied
Neutral
Satisfied
Very Satisfied
1
2
3
4
5
Part III. Your Image about the Pee Dee region
1. Please indicate how you think about the Pee Dee region in terms of its destination attributes. (1=Strongly
Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
The destination offers natural scenic beauty.
There is a lot to do in Pee Dee.
It is close to other destinations.
The weather is nice in Pee Dee.
Quality of accommodation is good.
The destination is not crowded.
There are many things to buy in Pee Dee.
It has good restaurants.
Goods/services offered have good value for money.
Tour costs are reasonable.
The lifestyle at Pee Dee is unique.
It has a variety of festivals and events.
It offers good night life.
It provides opportunities for learning ethnic custom.
Quality of roads in this region is good.
The destination is not too touristy.
Transportation is convenient in Pee Dee.
Strongly
Disagree
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
Strongly
Agree
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Page | 100
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
APPENDIX
Page | 101
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
2
Please circle the corresponding number for each word set that you feel best describes the image of Pee
Dee as a tourist destination (for example, 1 = boring, and 5 = exciting)
Boring
Distressing
Snobbish
Plain
Sleepy
Unattractive
Uncomfortable
Nasty
Unpleasant
Traditional
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
5
5
Exciting
Relaxing
Friendly
Diverse
Arousing
Attractive
Comfortable
Clean
Pleasant
Modern
3. From 1 to 7, what is your overall image of the Pee Dee region?
Least
Favorable
1
2
3
4
5
Most
Favorable
7
6
4. Please indicate how likely the following situation may happen to you in the future.
(1=Not Likely At All, 2=Somewhat Unlikely, 3=Neutral, 4=Somewhat Likely, 5=Very Likely)
Combine your primary trip with a Pee Dee tour.
Visit the Pee Dee region in the next 12 months.
Relocate to South Carolina in the future.
Relocate to the Pee Dee region in the future.
Bring your business (if applicable) with you if you
relocate in the future.
Not Likely
At All
1
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
Very
Likely
5
5
5
5
2
3
4
5
Page | 102
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Part IV. Your Auto Travel Experience
1. When you are planning for auto travel, where do you search information for your trip?
(Rank the top 3 choices by putting the corresponding number in the blanks below).
#1________________
#2________________
1) Travel websites
3) Travel books/brochures
5) Radio
7) Automobile clubs (e.g., AAA)
9) Direct mail (unsolicited or requested)
#3_______________
2) Travel magazines
4) TV
6) Word-of-mouth recommendation from family &
friends
8) Newspapers
10) Other (please specify)________________________
2. Where do you find information when you are en-route and driving for travel?
(Rank the top 3 choices by putting the corresponding number in the blanks below).
#1________________
#2________________
#3_______________
1) CVBs/tourist information center
2) Local people
3) Gas stations along the route
4) Hotels/restaurants staff members
5) Internet
6) Maps/travel guide books
7) Brochures
8) Recommendations from family & friends
9) Roadside signage
10) GPS/Smartphone App
11) Other (please specify) _____________________________
3. How likely do you include additional destination(s) for a short visit on a driving holiday?
Not likely at all
Very likely
1
2
3
4
5
4. When you travel by car/auto on a holiday/vacation, who is normally your primary travel party?
(please circle one)
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APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
1) Alone
2) Spouse/Partner
4) Friends/Relatives 5) Organized group
3) Family members
6) Other (please specify):_________
5. What mode of transport do you usually use if you drive for a holiday/vacation? (please circle one)
1) Car
2) Rental car
3) Recreational vehicle (RV)
4) Motorcycle
5) Caravan
6) 4-wheel-drive vehicle 7) Other (please specify): _______________
Part V. About You
1. Your primary residency: Zip code __________
2. Gender: 1) Male 2) Female
3. Year you were born: _______________
4. Marital status:
1) Single (never married) 2) Married 3) Widowed/Divorced/Separated
5. How many children (under 25) presently live in your household?
1) None
2) 1-2 children 3) 3-4 children
4) 5 or more children
5) Does not apply
6. What are the ages of children living in your household (check all that apply)?
1) 0-5 years old
2) 6-12 years old
3) 13-18 years old
4) 19 and older 5) Does not apply
7. Ethnic group
1) Caucasian
4) Asian
2) African-American
5) Native American
8. Education
1) High school degree or lower 2) Vocational degree
4) Some college
5) Bachelor’s degree
3) Hispanic
6) Other: ________
3) Associate degree
6) Master’s/Doctorate degree
9. Total 2010 annual household income (before taxes):
1) Less than $20,000 2) $20,000–$40,000 3) $40,001-$60,000
4) $60,001-$80,000
Page | 104
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
5) $80,001-$100,000
APPENDIX
6) $100,001-$120,000 7) $120,001-$140,000 8) $140,001 or more
10. At last, if you would like to participate in a further study of Pee Dee travel and get a chance to win $100, please
write down your email address here: ________________________________. We greatly appreciate your interest
and help in the project and assure you it is only for research purpose.
Thank you very much for filling out the survey!
Page | 105
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
APPENDIX
Appendix III
Pee Dee Tourism Survey – Potential Visitors
Part I. Your Awareness and Interest of the Pee Dee Region
1. What is your destination for this current trip? (circle the corresponding number)
1) Myrtle Beach, South Carolina
2) Charleston, South Carolina
3) Florida
4) Other (please specify): City/County: ____________ State: ________________
2. Have you ever heard of the Pee Dee region before?
1) Yes
2) No
3. From 1 to 5, to what degree are you aware of the Pee Dee region as a tourist destination?
(circle the corresponding number)
Not at all
Very well
1
2
3
4
5
4. From 1 to 5, how familiar are you with the tourist attractions/activities the Pee Dee region provides? (circle
the corresponding number)
Not at all
Very well
1
2
3
4
5
5. What words would you use to describe or associate with the Pee Dee region?
1) _____________________________;
2) _____________________________;
3) _____________________________;
4) I really do not know.
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DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
APPENDIX
7. How interested are you (or would you be) in taking a tour in the Pee Dee region?
Not at all
Very much
1
2
3
4
5
8. How far are you willing to travel to visit places in the Pee Dee region as a primary destination?
1) Less than 30-minute drive
2) No more than 1 hour
3) No more than 2 hours
4) No more than 3 hours
5) More than 3 hours
9. How far are you willing to travel to visit places in the Pee Dee region as a side-trip (or secondary
destination) when heading to or staying at your primary destination?
1) Less than 30-minute drive
2) No more than 1 hour
3) No more than 2 hours
4) No more than 3 hours
5) More than 3 hours
10. If you have a chance to visit the Pee Dee region, how much time are you willing to spend for your visit?
1) Less than 3 hours
2) Half day (4-5 hours)
3) Full day without staying overnight (8-10 hours) 4) Overnight (1 night)
6) 2 nights
6) 3 nights
8) 4 nights or more
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APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
12. How interested are you in taking the following themed driving tours through the Pee Dee region? (1=Not
Interested At All, 2=Somewhat Uninterested, 3=Neutral, 4=Somewhat Interested, 5=Very Interested)
Themes
War-Memorial Drive (e.g. Francis Marion Trail
/ Revolutionary War sites)
Natural Beauty Scenic Drive
Traditional Southern Lifestyle Exploration
Drive
Food/Wine/Culinary Tour
Native American Tribe Exploration Drive
Film Locations Drive
Not Interested
At All
1
2
3
Very
Interested
4
5
1
1
2
2
3
3
4
4
5
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
Page | 108
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
13. Would the following features attract you to spend more time in the Pee Dee region?
(1=Not At All, 2=Slightly, 3=Somewhat/Moderately, 4=Mostly/Largely, 5=Absolutely)
Features/Activities
Historical / culture heritage
Sightseeing
Festivals and events
Outdoor activities (e.g. hiking, paddling)
Shopping
Special arrangements for children
Dietary and medical treatment
Good food/restaurant
Sociable local people
Beautiful landscapes
Pleasant weather
Scenic railroad experience
Scenic drive through the Pee Dee region
Native American’s history and life
Rural area features (e.g.
farmlands/plantations)
Rural life in general
Themed tourist routes
Scenic river experience
Sports activities
Business/Conference
Auto racing
Not
At All
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
4
4
4
4
4
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
Absolutely
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
5
Page | 109
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
14. If you do not intend to re-visit the Pee Dee area, how would each reason/barrier listed below apply to you?
(1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
Never heard of it
Don’t know what to expect there
Have no time for the trip in Pee Dee
Don’t have a good impression about this place
It is not convenient to visit this place
Unsure what there is to do
Cannot afford to visit this place
Lack of information from tourist resources
(guidebook, brochures, maps, etc.)
Have no budget for it
Nothing interests me in this place
Don’t want to change my original travel plan to
stop at Pee Dee
Not much fun for tourists in Pee Dee
Lack of good tourism facilities
(hotel/restaurant/etc.)
Don’t like unfamiliar places
Heard bad things about this place
Unsafe to visit this place
Strongly
Disagree
1
1
1
1
1
1
1
2
2
2
2
2
2
2
3
3
3
3
3
3
3
4
4
4
4
4
4
4
Strongly
Agree
5
5
5
5
5
5
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
1
2
3
4
5
1
1
2
2
3
3
4
4
5
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
Page | 110
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
Part II. Your Image about the Pee Dee region
1. Please indicate how you think about the Pee Dee region in terms of its destination attributes.
(1=Strongly Disagree, 2=Somewhat Disagree, 3=Neutral, 4=Somewhat Agree, 5=Strongly Agree)
The destination offers natural scenic beauty.
There is a lot to do in Pee Dee.
It is close to other destinations.
The weather is nice in Pee Dee.
Quality of accommodation is good.
The destination is not crowded.
There are many things to buy in Pee Dee.
It has good restaurants.
Goods/services offered have good value for
money.
Tour costs are reasonable.
The lifestyle at Pee Dee is unique.
It has a variety of festivals and events.
It offers good night life.
It provides opportunities for learning ethnic
custom.
Quality of roads in this region is good.
The destination is not too touristy.
Transportation is convenient in Pee Dee.
Strongly
Disagree
1
1
1
1
1
1
1
1
1
Strongly
Agree
5
5
5
5
5
5
5
5
5
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
Page | 111
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
2. Please circle the corresponding number for each word set that you feel best describes the image of Pee
Dee as a tourist destination (for example, 1 = boring, and 5 = exciting)
Boring
Distressing
Snobbish
Plain
Sleepy
Unattractive
Uncomfortable
Nasty
Unpleasant
Traditional
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
5
5
Exciting
Relaxing
Friendly
Diverse
Arousing
Attractive
Comfortable
Clean
Pleasant
Modern
3. From 1 to 7, what is your overall image of the Pee Dee region?
Least
Favorable
1
2
3
4
5
6
Most
Favorable
7
Page | 112
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
4. Please indicate how likely the following situation may happen to you in the future.
(1=Not Likely At All, 2=Somewhat Unlikely, 3=Neutral, 4=Somewhat Likely, 5=Very Likely)
Combine your primary trip with a Pee Dee
tour.
Visit the Pee Dee region in the next 12
months.
Relocate to South Carolina in the future.
Relocate to the Pee Dee region in the future.
Bring your business (if applicable) with you if
you relocate in the future.
Not Likely
At All
1
2
3
4
Very
Likely
5
1
2
3
4
5
1
1
2
2
3
3
4
4
5
5
1
2
3
4
5
Part III. Your Auto Travel Experience
1. When you are planning for auto travel, where do you search information for your trip?
(Rank the top 3 choices by putting the corresponding number in the blanks below).
#1________________
#2________________
1) Travel websites
3) Travel books/brochures
5) Radio
7) Automobile clubs (e.g., AAA)
9) Direct mail (unsolicited or
requested)
2)
4)
6)
8)
10)
#3_______________
Travel magazines
TV
Word-of-mouth recommendation from family & friends
Newspapers
Other (please specify)________________________
Page | 113
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
3. Where do you find information when you are en-route and driving for travel?
(Rank the top 3 choices by putting the corresponding number in the blanks below).
#1________________
#2________________
#3_______________
1) CVBs/tourist information center
2) Local people
3) Gas stations along the route
4) Hotels/restaurants staff members
5) Internet
6) Maps/travel guide books
7) Brochures
8) Recommendations from family & friends
9) Roadside signage
10) GPS/Smartphone App
11) Other (please specify) _____________________________
4. How likely do you include additional destination(s) for a short visit on a driving holiday?
Not likely at all
Very likely
1
2
3
4
5
5. When you travel by car/auto on a holiday/vacation, who is normally your primary travel party? (please circle
one)
1) Alone
2) Spouse/Partner 3) Family members
4) Friends/Relatives
5) Organized group 6) Other (please specify):_________
6. What mode of transport do you usually use if you drive for a holiday/vacation? (please circle one)
1) Car
2) Rental car
3) Recreational vehicle (RV)
4) Motorcycle
5) Caravan
6) 4-wheel-drive vehicle 7) Other (please specify): _______________
Part IV. About You
1. Your primary residency: Zip code __________
2. Gender: 1) Male 2) Female
3. Year you were born: _______________
Page | 114
APPENDIX
DEVELOPING TOURISM IN THE RURAL PEE DEE REGION OF SOUTH CAROLINA
4. Marital status:
1) Single (never married) 2) Married 3) Widowed/Divorced/Separated
5. How many children (under 25) presently live in your household?
1) None
2) 1-2 children 3) 3-4 children
4) 5 or more children
5) Does not apply
6. What are the ages of children living in your household (check all that apply)?
1) 0-5 years old
2) 6-12 years old
3) 13-18 years old
4) 19 and older
7. Ethnic group
1) Caucasian
4) Asian
2) African-American
5) Native American
8. Education
1) High school degree or lower 2) Vocational degree
4) Some college
5) Bachelor’s degree
5) Does not apply
3) Hispanic
6) Other: ________
3) Associate degree
6) Master’s/Doctorate degree
9. Total 2010 annual household income (before taxes):
2) Less than $20,000 2) $20,000–$40,000 3) $40,001-$60,000 4) $60,001-$80,000
5) $80,001-$100,000
6) $100,001-$120,000 7) $120,001-$140,000 8) $140,001 or more
11. At last, if you would like to participate in a further study of Pee Dee travel and get a chance to win $100, please
write down your email address here: ________________________________. We greatly appreciate your interest
and help in the project and assure you it is only for research purpose.
Thank you very much for filling out the survey
Page | 115
Developing Tourism in the
Rural Pee Dee Region of
South Carolina
A Study Conducted by the SmartState Center of Economic
Excellence in Tourism and Economic Development at the
University of South Carolina
SC Centers of Economic Excellence