AHC Announces New Marketing Tool for Reaching the Cultural Heritage Tourist
From October 2004 through September 2005, the Arizona Office of Tourism commissioned research by Arizona State University West to conduct surveys at 18 cultural heritage attractions and three festivals in Arizona, resulting in a detailed profile of the typical Arizona cultural heritage tourist. The Arizona Humanities Council translated the information from the research into the Cultural Heritage Tourism Study, an appealing and practical marketing guide for Arizona's cultural heritage sites seeking to attract and serve this growing segment of in-state and out-of-state visitors to their venues.
The Cultural Heritage Tourism Study divides the data from the surveys about cultural heritage travelers into ten key sections covering who they are, where they come from, where they get their information, how they plan, what they like to do, and other pertinent areas.
Each section provides context for what the information means to a cultural heritage site seeking to attract these visitors, as well as listing specific questions for sites to consider when assessing their effectiveness in serving and marketing to the cultural heritage traveler. By providing the information in an easy-to-understand and easy-to-use format, the Cultural Heritage Tourism Study can help sites strengthen their exhibits and programs, and use simple, innovative techniques to focus their outreach to this growing market.
Cultural heritage tourists have an enormous economic impact in Arizona. In 2005, more than 3.2 million people participated in cultural heritage travel in Arizona, spending more than $2.6 billion. One and a half million visitors traveled to Arizona specifically for their cultural heritage experience and, in addition to out-of-state travelers, Arizona residents accounted for over 750,000 overnight visits, spending more than $425.6 million. Arizona residents also made at least 952,000 day trips in the state, spending almost $164.7 million.
Arizona is uniquely positioned to attract this growing visitor market. The Cultural Heritage Tourism Study will help guide the success of cultural heritage sites throughout the state in reaching this audience. The Arizona Humanities Council is sending the study to museums, archaeological sites, festival organizers and other cultural heritage attractions throughout Arizona. You can request a hard copy of the Cultural Heritage Tourism Study by contacting AHC at 602/257-0335 X21, or download the PDF.
The Cultural Heritage Tourism Study was commissioned and funded by the Arizona Office of Tourism. Data was collected from sites selected by the Arizona Office of Tourism and staff of the Arizona Humanities Council in consultation with the research team led by Kathleen Andereck, Ph.D., and Evelen Ng, Graduate Research Associate, Department of Recreation and Tourism Management, Arizona State University West. Sites selected emphasized Arizona history and culture, including Native American and/ Hispanic venues.