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Enhancing the Visitor Experience in Florida - Welcome Centers Study

Explore the study of consumer behavior in information search strategies and the role of Welcome Centers in Florida for driving tourists. Key findings, visitor services, recommendations, and future implications are discussed.

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Enhancing the Visitor Experience in Florida - Welcome Centers Study

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  1. MKT 642 - IMC VISIT FLORIDA PRESENTED BY PETER ATMALI MICHAEL MIYAGISHIMA

  2. Agenda • Introduction • Information Sources • Study of Consumer Behavior in Information Search Strategies • Facts on Welcome Centers • Recommendations • Q & A

  3. Introduction • Why do people go on vacation? • Escape from everyday life • Experience something new • Means to reach the goal • Purpose

  4. Automobile Clubs Brochures Commercial guidebooks Friends & Relatives Highway Welcome Centers Internet Local tourist offices Magazines Newspapers Official state travel guides Personal experience Travel agency Information Sources

  5. Study of Consumer Behavior in Information Search Strategies • Spatial Search Strategy • Internal search vs. External search • Temporal Search Strategy • Prepurchase search vs. Ongoing search • Operational Search Strategy • Decisive information vs. Contributory information

  6. Study of Consumer Behavior in Information Search Strategies

  7. Study of Consumer Behavior in Information Search Strategies

  8. Key Findings – Welcome Centers • First-time visitors • W.C. has complementary relationship with Friends & Relatives • Well-informed visitors

  9. Visitor Services • Operates five Official Welcome Centers • I-10, I-75, I-95, and US-231 • Tallahassee – State Capitol • Provides driving travelers with information • Welcome Center counselors • Brochure rack • Paid by advertisers & exhibitors • 14 millions brochures taken annually

  10. Welcome Center Locations US-231 I-75 I-95 I-10 State Capitol

  11. Visitor Services • Approximately 2.9 visitors to Florida Welcome Centers annually • Close to 50% of visitors to Florida drove • Cars, RVs • Buses • Most driving visitors come from Georgia, Alabama, and Ohio • State vs. City Welcome Centers

  12. Role of Visitor Services • Support role to overall ad campaign • Reinforce, lend credibility • Builds relationships with driving tourists • Hospitality • Information – brochures • Takes into consideration other stakeholders • Partners • Benefits to both customers and partners

  13. Future Implications • Since 9/11 driving on leisure trips has increased • Welcome Centers need to make visitors want to do more in Florida • If successful, Ad campaign & Welcome Centers should lure driving customers away from other locations (Carolinas, Virginia, DC)

  14. Recommendations • Perceived Florida hospitality • Friendly, informed counselors • Clean restrooms • Pet area • Refreshments • Promote wide range of interests & activities • Adventure seekers • Family attractions • Relaxation

  15. Recommendations • Cater to children • Powerful decision makers on vacations • “Hands-on” exhibits to promote attractions • Theme park characters • Video monitors playing Visit Florida ads • Museums & arts • Beaches • Theme parks • shopping

  16. Recommendations • Possibly add smaller Welcome Centers in major airports • Targets the 50% traveling by air • Business travelers • Other areas of Florida

  17. Questions?

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