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Appalachian Regional Commission West Virginia Tourism Trails Initiative

Highlight clusters of complementary attractions that enhance market appeal and ... ATV / Motorsports (14) Golfing (13) Boating (9) Rafting (9) Historic ...

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Appalachian Regional Commission West Virginia Tourism Trails Initiative

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    1. Appalachian Regional Commission West Virginia Tourism Trails Initiative Attraction Segmentation Analysis

    Presented by Economics Research Associates In association with WMTH and BWSC November 8, 2006

    2. Objective

    Identify potential trail opportunities across the region Highlight clusters of complementary attractions that enhance market appeal and create a critical mass of visitor activities Identify potential niche marketing and cross-marketing opportunities

    3. Methodology

    Iterative process Identify Complementary / Related Attractions from the Visitor Perspective to Create Themed Experiences Identify Relevant and Proximate Visitor Services Identify Dominant Attraction Categories Identify Target Markets (seniors, families, etc.)

    4. Attraction Inventory By Type

    5. Visitor Experience Themes

    History / Culture Travelers Active Outdoor Enthusiasts Gun & Rod Club Coal Heritage Historic Railroads Country Charm

    6. Complementary Activities = Themed Experiences

    9. Theme 1: History / Cultural Attractions

    Historic Towns / Sites (60) Theater (11) Museums (10) Railroads (10) Civil War / Military History (8) Native American (7) Music (5) Hatfields & McCoys (4) Bridges of Interest (3) Historic Churches (1) Courthouse (1)

    15. Theme 2: Active Outdoor Activities

    Hiking (19) ATV / Motorsports (14) Golfing (13) Boating (9) Rafting (9) Historic Churches (9) Biking (6) Skiing (1)

    22. Theme 3: Gun & Rod Experiences

    Fishing (20) Hunting (6) Archery (4)

    26. Theme 4: Coal Heritage

    Coal Mines / Tunnels / Towns (24) Historic Railroads (10)

    30. Theme 5: Historic Railroads

    Historic Railroads (10)

    32. Theme 6: Country Charm Attractions

    Historic Towns / Sites (60) Scenery (11) Museums (10) Stables / Equine (8) Music (5) Bridges of Interest (3)

    38. Conclusions and Recommendations

    39. Regional Strengths

    History / Culture Historic Sites and Towns, Railroads Outdoor Activities Fishing, Hiking, Rafting, Golfing, Scenic Views Coal Heritage Mines, Tunnels, Coal Towns, Coal RRs, Music

    40. Recommended Next Steps

    Use local knowledge of roads, physical and natural boundaries to define visitor ready and visitor marketable trails and corridors from themed experiences Identify individual anchor attractions and services within themed experiences that can be linked to secondary attractions and services Identify necessary improvements to attractions and visitor services to strengthen themed trails and corridors Use final corridor and trail themes and alignments to prepare marketing materials such as visitor maps, route signs, package tours, advertisements, web site, etc.

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