Focus Groups: Utilizing Heritage Resources for Economic Development (2003)
Executive Summary
Introduction
According to the Travel Industry Association of America, “Cultural Heritage Tourism (CHT) is growing at more than twice the growth rate of other travel. That translates to a thirteen percent increase for this tourism segment between 1996 and 2002. Cultural heritage travelers spend an average of $623 per U.S.trip versus $457 for other U.S. travelers. Additional studies show that these tourists are more likely than others to shop in your stores, stay in your lodging facilities, eat in your restaurants and explore your attractions.
The national information certainly provides strong evidence of the economic opportunity that is provided by this travel segment. However, targeted research has not been conducted on cultural heritage tourism in markets that are important to West Virginia. We needed to ask visitors what their views are in order to confidently develop and implement strategies and business plans.
In response, five focus groups were conducted with three in Washington D. C. area and two in Charleston, WV to understand what these travelers are looking for in information, experiences and merchandise. From an even broader perspective, we were looking at the validity of the national research for the state. This is a first important step for West Virginia to better understand this market and the economic opportunity it brings.
The Preservation Alliance of West Virginia (PAWV) received a Housing and Urban Development (HUD) Grant-- part of which was to foster economic development by strengthening businesses through rural cultural heritage tourism. The Alliance’s grassroots partner for this project is the Appalachian Forest Heritage Area which is a regional approach to rural cultural heritage tourism. The grant’s specific focus was to assist this effort, but a great deal of the information was relevant to all of the state.
This project is part of a larger effort to enhance a statewide CHT program as overseen by the West Virginia Cultural Heritage Tourism Steering Committee. Especially important partners are the Claude Worthington Benedum Foundation, West Virginia Development Office and Potomac Heritage Partnership.
This research is a first step toward a better understanding of this market, and the information gathered will be utilized to work with grassroots organizations and businesses in enhancing or developing their cultural heritage tourism efforts.
Methodology & Process
Prior to conducting focus groups, secondary research was conducted on subjects related to rural cultural heritage tourism. Especially important was information gathered by the Travel Industry of Association of America, but we also looked at information from other sources working in this field.
We selected Shugoll Research of Bethesda Maryland (one of the leading privately-held research firms in the nation) to help develop our research model, to screen and select participants and to handle the logistics of the focus groups. They subcontracted with McMillion Research of Charleston to handle the two West Virginia focus groups.
The focus groups were two hours in length with 8 to 10 participants per group with a total of 44 participants. In order for focus groups to be effective, it is important that the participants are homogenous; therefore, we selected primarily baby-boomers that at least shared in leisure travel planning for their household. We also asked that they had visited a cultural heritage attraction in the past twelve months and that they make purchases while traveling. This market was chosen because most CHT professionals believe that boomers represent the key market for the next twenty years of travel in the cultural heritage field.
The overall purpose of these focus groups was to explore why “cultural heritage tourists” choose certain destinations, attractions, communities, experiences, stores and merchandise. The objectives are to better understand:
We also asked them to review potential slogans and logos for the AFHA based upon the organization’s forest brand.
Because of the number of topics and questions, ranking and selection questions were utilized for the most part to move the process along and gather information. Therefore we can provide both qualitative and quantitative findings.
Key Findings Summary
Below are the most compelling findings of the focus groups. While these in many ways substantiated national studies or information, the intensity and sometimes true passion of the participants provides even greater emphasis.
The following sections provide more detail.
According to the Travel Industry Association of America, “Cultural Heritage Tourism (CHT) is growing at more than twice the growth rate of other travel. That translates to a thirteen percent increase for this tourism segment between 1996 and 2002. Cultural heritage travelers spend an average of $623 per U.S.trip versus $457 for other U.S. travelers. Additional studies show that these tourists are more likely than others to shop in your stores, stay in your lodging facilities, eat in your restaurants and explore your attractions.
The national information certainly provides strong evidence of the economic opportunity that is provided by this travel segment. However, targeted research has not been conducted on cultural heritage tourism in markets that are important to West Virginia. We needed to ask visitors what their views are in order to confidently develop and implement strategies and business plans.
In response, five focus groups were conducted with three in Washington D. C. area and two in Charleston, WV to understand what these travelers are looking for in information, experiences and merchandise. From an even broader perspective, we were looking at the validity of the national research for the state. This is a first important step for West Virginia to better understand this market and the economic opportunity it brings.
The Preservation Alliance of West Virginia (PAWV) received a Housing and Urban Development (HUD) Grant-- part of which was to foster economic development by strengthening businesses through rural cultural heritage tourism. The Alliance’s grassroots partner for this project is the Appalachian Forest Heritage Area which is a regional approach to rural cultural heritage tourism. The grant’s specific focus was to assist this effort, but a great deal of the information was relevant to all of the state.
This project is part of a larger effort to enhance a statewide CHT program as overseen by the West Virginia Cultural Heritage Tourism Steering Committee. Especially important partners are the Claude Worthington Benedum Foundation, West Virginia Development Office and Potomac Heritage Partnership.
This research is a first step toward a better understanding of this market, and the information gathered will be utilized to work with grassroots organizations and businesses in enhancing or developing their cultural heritage tourism efforts.
Methodology & Process
Prior to conducting focus groups, secondary research was conducted on subjects related to rural cultural heritage tourism. Especially important was information gathered by the Travel Industry of Association of America, but we also looked at information from other sources working in this field.
We selected Shugoll Research of Bethesda Maryland (one of the leading privately-held research firms in the nation) to help develop our research model, to screen and select participants and to handle the logistics of the focus groups. They subcontracted with McMillion Research of Charleston to handle the two West Virginia focus groups.
The focus groups were two hours in length with 8 to 10 participants per group with a total of 44 participants. In order for focus groups to be effective, it is important that the participants are homogenous; therefore, we selected primarily baby-boomers that at least shared in leisure travel planning for their household. We also asked that they had visited a cultural heritage attraction in the past twelve months and that they make purchases while traveling. This market was chosen because most CHT professionals believe that boomers represent the key market for the next twenty years of travel in the cultural heritage field.
The overall purpose of these focus groups was to explore why “cultural heritage tourists” choose certain destinations, attractions, communities, experiences, stores and merchandise. The objectives are to better understand:
- Information sources that influence their leisure travel plans
- Types of attractions and experiences that they prefer and why
- What merchandise they seek when traveling and what motivates them to purchase
- What they like and don’t like about Web sites from a traveler’s perspective
We also asked them to review potential slogans and logos for the AFHA based upon the organization’s forest brand.
Because of the number of topics and questions, ranking and selection questions were utilized for the most part to move the process along and gather information. Therefore we can provide both qualitative and quantitative findings.
Key Findings Summary
Below are the most compelling findings of the focus groups. While these in many ways substantiated national studies or information, the intensity and sometimes true passion of the participants provides even greater emphasis.
- Web sites are the most crucial information and marketing tool for cultural heritage tourism. They must be well-conceived, written, designed, technology-friendly and constantly updated. This is for attractions, businesses, communities and regional efforts.
- Foods that are produced by West Virginia farmers and entrepreneurs are the most sought-after products for both the traveler and to take home as gifts. Relatively speaking, price is not a major factor.
- Almost all of the focus group participants want to eat in places where locals eat or in places that present regional foods.
- Crafts and other products made in West Virginia at all price ranges are equally sought-after merchandise. Stories about the craft person, the product or time invested will increase sales.
- Cultural Heritage Tourists want to support small communities, small businesses, craftspeople, farmers and attractions because they believe it preserves values and places that they support. Boomers are moving from success to significance in their actions.
- Prior knowledge, historic look, cleanliness and a sense of activity are the main reasons cultural heritage tourists stop in a community. Energy!
- Creative window displays that present WV merchandise attracts this market segment into the store.
- Self-guided tours or experiences that are well thought out and easy to follow with authentic and interesting information is how most of this tourist segment wishes to experience your places.
- Stories about people from another era that are compelling and provide authentic information are what these tourists are seeking. What was it like to live back in those days? Engage the senses whenever you can in presenting your cultural heritage tourism product.
- Development of a signature attraction, theme or activity for a community, attraction or business will attract tourists. What makes you special?
- Many in this tourist segment want the option to participate in some activity be it at a heritage attraction or in a store. This hands-on approach is especially relevant as it relates to food, crafts and re-enactments.
- Once in a community, the recommendations from local people for attractions, activities and places to eat and shop are highly valued by these tourists. Don’t send them to the chains or the malls.
- West Virginia’s proximity to metropolitan markets with baby-boomers that have cultural & heritage interests is a major community economic development opportunity.
- West Virginia seems to have more mystique than many of the surrounding states and connects on combining outdoor experiences with cultural heritage ones.
The following sections provide more detail.
Leisure Travel Overview Questions
Which of the following types of leisure travel do you generally take?
The two most popular choices by far were: mini-vacations two to three times a year (5 to 7 days in length) and weekend getaways. The least popular was the two-week or longer vacation. While this reaffirms national research, the slightly surprising element was that nearly 25 % of the participants are taking weekday getaways.
Why do you take vacations and are there any differences now versus five years ago? As would be expected, many mentioned getting away from stress, the routine and the rat race in order to get refreshed. Several participants gave heritage, nature and learning experiences as main reasons that they take leisure trips.
When we asked them,
Were there any differences why they take vacations now versus five years ago?
Examples of comments that reflect the dominant responses to the question:
The more frequent mini-vacations and weekend getaways reflect what other studies have found. For CHT, this means that there are multiple opportunities to attract these tourists to WV and not just during the summer season. Proximity to large urban markets with growing easy access to the state provides a ready market. Therefore, those developing CHT packages and experiences can create different approaches based upon the seasons and what will appeal to the market.
It also reflects what we have heard about the baby-boomer market -- they want to remain both active but in a much slower and relaxed pace. The statements provide clues on how to market to and sell to this market.
What information sources influence your travel plans?
The most popular response was that they already had an interest in their destination which was followed closely by recommendations from friends and relatives. This goes along with other studies and reflects that they trust their personal knowledge and people they know on where are the best places to travel.
From external information sources, Web sites were the critical source of information. When the group discussed the Internet, all but one of the 44 participants agreed that they were using the Internet more as the major way to plan their trips. Many agreed that the Web specifically influenced their decisions on what attractions or places they would go to upon their arrival. “Internet has changed things – can be enticed by a site”
Many stated that they didn’t use or write away for brochures but rather gathered them upon arrival. As one person stated, “we don’t have time to wait for the brochures so we just download the information.”
When asked about their arrival,
What influences where you go and what you do once you get to your destination?
The dominant answers were that they become “brochure pack rats,” and they ask local people for their recommendations. As one person stated, “If I can give a good description of what I am looking for, local people can help me.”
Prior to their arrival, participants were asked to review four heritage area or heritage tourism Web sites. The Web sites were selected for their differences in styles and approaches to presenting information. Lengthy discussions followed on what they like and didn’t like about these specific ones, but in general here are comments that summarize what makes a good destination Web site.
The following are the keys to this market on what makes a good website:
Below are some substantiating quotes:
Cultural Heritage Tourism Attractions & Experiences
The following definition for rural cultural heritage tourism was provided to the participants:
“The practice of traveling to experience historic and cultural attractions to learn about a community’s, region’s or state’s past in an enjoyable and informative way.” The following questions were asked following this statement.
What kinds of Rural Cultural Heritage Tourism attractions do you like or prefer? (Participants were asked to pick five out of 17 that did and two that they did not like or prefer.)
The top choices were:
The first three choices were a constant in popularity in not just this question but many of the subsequent questions and discussions. This, along with the importance of Web sites was the most dominant aspect of these focus groups. We will talk more about what they meant related to food and crafts in the merchandising selections. Their music desires were mostly to find both places with indigenous music but also to just listen to talented musicians.
As far as attractions go, their choices were more varied. For example, twelve people were not attracted to battlefields and ten people wanted to go to these places. Here were some expressions or thoughts that came up frequently:
What types of ways do you like to experience Rural Cultural Heritage Tourism activities? (Again, they were asked to select five ways they preferred and two ways that they don’t prefer.)
The top choices were:
The most dominant feeling that came forward was the need for attractions to provide choices for the ways that a visitor can experience a place. As one person said, “I don’t want structure…while on vacation.”
When discussing what makes a good museum, exhibit or community interpretation, it was harder for them to express their thoughts, but here are the more frequent responses.
There was considerable dislike, mostly from the men, for guided tours. There were lots of reasons: boring guides, canned presentations, too long and silly stories, but the most dominant reason was being stuck. Also, there was not much interest in group tours for similar reasons.
Yet a smaller group talked about how guided tours were the best way to truly understand a place’s significance that “slows you down to pay attention to interesting things to appreciate.” What is clear is that well constructed self-guided tours are a must for communities and attractions that allow the visitor to go at their own pace.
There was considerable interest in participation “because it’s not something to just watch but something to do.” To some it was making heritage crafts, to others it was living re-enactments to others it was “crush grapes at a winery.”
Participants were asked: What would get you to stop in a small town to explore it?
The top five were:
Questions Related to Heritage Tourism & Merchandise
Introduction: Below will be the questions that were asked of the three focus groups, each question is presented with qualitative and quantitative results. This is followed by analysis, recommendations and additional relevant information from other sources.
What influences you as a tourist to go into a store/shop? (Again, they were provided with a list and asked to select their choices.)
Participants were asked what might influence them in purchasing products. (Again, they were provided with a list and asked to select the four that might most influence their decisions.)
The top choices are:
Specific comments demonstrate what many of the participants were saying.
Participants were asked to look at 33 products as ones they would purchase on their trip. The products represented 3 types of merchandise: higher-end crafts, unique gift items and memory items from trip.
Their top choices were:
Both the Washington and Charleston focus groups indicate a growing desire of these baby-boomers to discover more about heritage places, while purchasing merchandise that come from the area where they are traveling. Capturing the cultural heritage tourism makes both business and community economic development sense.
The two most popular choices by far were: mini-vacations two to three times a year (5 to 7 days in length) and weekend getaways. The least popular was the two-week or longer vacation. While this reaffirms national research, the slightly surprising element was that nearly 25 % of the participants are taking weekday getaways.
Why do you take vacations and are there any differences now versus five years ago? As would be expected, many mentioned getting away from stress, the routine and the rat race in order to get refreshed. Several participants gave heritage, nature and learning experiences as main reasons that they take leisure trips.
When we asked them,
Were there any differences why they take vacations now versus five years ago?
Examples of comments that reflect the dominant responses to the question:
- “More relaxing and have flexibility instead of trying to see everything.”
- “You don’t have to plan for someone else’s needs. You have more intimate relationships with the towns you visit.”
- “Can go to things that interest us---getting back to what we used to do.”
- “Not have to do anything---we can go at our own pace.”
- “It’s now like Happy Hour---something for adults.”
- “…more sophisticated locations and destinations---not going to children places.”
- “Can now be more spontaneous”
- “Kids grown—now go to historic places to learn.”
The more frequent mini-vacations and weekend getaways reflect what other studies have found. For CHT, this means that there are multiple opportunities to attract these tourists to WV and not just during the summer season. Proximity to large urban markets with growing easy access to the state provides a ready market. Therefore, those developing CHT packages and experiences can create different approaches based upon the seasons and what will appeal to the market.
It also reflects what we have heard about the baby-boomer market -- they want to remain both active but in a much slower and relaxed pace. The statements provide clues on how to market to and sell to this market.
What information sources influence your travel plans?
The most popular response was that they already had an interest in their destination which was followed closely by recommendations from friends and relatives. This goes along with other studies and reflects that they trust their personal knowledge and people they know on where are the best places to travel.
From external information sources, Web sites were the critical source of information. When the group discussed the Internet, all but one of the 44 participants agreed that they were using the Internet more as the major way to plan their trips. Many agreed that the Web specifically influenced their decisions on what attractions or places they would go to upon their arrival. “Internet has changed things – can be enticed by a site”
Many stated that they didn’t use or write away for brochures but rather gathered them upon arrival. As one person stated, “we don’t have time to wait for the brochures so we just download the information.”
When asked about their arrival,
What influences where you go and what you do once you get to your destination?
The dominant answers were that they become “brochure pack rats,” and they ask local people for their recommendations. As one person stated, “If I can give a good description of what I am looking for, local people can help me.”
Prior to their arrival, participants were asked to review four heritage area or heritage tourism Web sites. The Web sites were selected for their differences in styles and approaches to presenting information. Lengthy discussions followed on what they like and didn’t like about these specific ones, but in general here are comments that summarize what makes a good destination Web site.
The following are the keys to this market on what makes a good website:
- Well-written descriptions with crisp language. Too much detail is often a negative. Therefore, it is key to work with a good copywriter who can describe your place in authentic but compelling language.
- Pictures and graphics need to be sharp with a good background. Most participants preferred light colored background with lots of white space. Since these tourists are trying to visualize themselves at your place, it is critical to have high quality images that authentically convey your attraction or business.
- Don’t confuse them with information about your organization, internal communications or recent local events. There should be a clear and easy way to find visitor information.
- Font size and colors were discussed because many felt the wrong choices make it not just less attractive but hard to read for an aging baby-boomer.
- Boomers like not only the technology, but “easy” technology that gets them back to the home page, provides links to their travel needs and provides maps that show and describe the various activities.
- They distrust sites that seem haphazard or poorly done perhaps with the results being that they wouldn’t go to that place.
Below are some substantiating quotes:
- “The language was quaint & very well-written…provided catchy titles.”
- “The Honeysuckle picture...I could almost smell it.”
- “…want sites that are up-to-date.”
- “Font size & color means both more interesting and easier to read.”
- “Very easy click through technology, always said print this page. Could get back to home site. Click on map numbers went right to it.”
- “Visualizing your trip there. If Web site functions, then you have confidence in their recommendations.”
Cultural Heritage Tourism Attractions & Experiences
The following definition for rural cultural heritage tourism was provided to the participants:
“The practice of traveling to experience historic and cultural attractions to learn about a community’s, region’s or state’s past in an enjoyable and informative way.” The following questions were asked following this statement.
What kinds of Rural Cultural Heritage Tourism attractions do you like or prefer? (Participants were asked to pick five out of 17 that did and two that they did not like or prefer.)
The top choices were:
- Local Foods (26)
- Crafts (20)
- Music (20)
- Historic Districts (19)
- Buildings of Historic Importance (18)
- Nature Trails (15)
- General Site Seeing (14)
- Scenic byways (13)
- Folklore (12)
The first three choices were a constant in popularity in not just this question but many of the subsequent questions and discussions. This, along with the importance of Web sites was the most dominant aspect of these focus groups. We will talk more about what they meant related to food and crafts in the merchandising selections. Their music desires were mostly to find both places with indigenous music but also to just listen to talented musicians.
As far as attractions go, their choices were more varied. For example, twelve people were not attracted to battlefields and ten people wanted to go to these places. Here were some expressions or thoughts that came up frequently:
- “Wants something you’ll never see again” They want their attractions to teach them something that they didn’t know before.
- “Authentic…don’t want to see Disney versions.” They want to make sure that what they are experiencing is the truth---warts and all.
- The following was a common sentiment …hated history but likes to go where places make it come alive. Williamsburg was often given as the good example.
- “People were living their lives, right where you are standing.” The interest in people and their lives was a dominant theme in this question and elsewhere.
- Historic districts offer flexibility for people to do different things. Most seemed to be saying they liked to get out to stroll around, learn a little history, shop and eat.
- Many talked about attractions that helped them relive their childhood or understand more about their parent’s lives.
What types of ways do you like to experience Rural Cultural Heritage Tourism activities? (Again, they were asked to select five ways they preferred and two ways that they don’t prefer.)
The top choices were:
- Museums (26)
- Exhibits/Interpretive Presentations. (20)
- Participation (19)
- Self-Guided Tours (18)
- Heritage Eating Places (17)
The most dominant feeling that came forward was the need for attractions to provide choices for the ways that a visitor can experience a place. As one person said, “I don’t want structure…while on vacation.”
When discussing what makes a good museum, exhibit or community interpretation, it was harder for them to express their thoughts, but here are the more frequent responses.
- Ability to explore on their own via written guides or interpretive exhibits.
- Quick and short presentations be it video, sound or written—there was an aversion to long presentations of any sort.
- Authenticity again was clear “desire” by most participants.
- Entertainment ---not to be bored was expressed here but also elsewhere during the focus groups. Engage the senses not like their history classes.
- Destinations that were mentioned were Colonial Williamsburg, Holocaust Museum and SpyMuseum in Washington.
There was considerable dislike, mostly from the men, for guided tours. There were lots of reasons: boring guides, canned presentations, too long and silly stories, but the most dominant reason was being stuck. Also, there was not much interest in group tours for similar reasons.
Yet a smaller group talked about how guided tours were the best way to truly understand a place’s significance that “slows you down to pay attention to interesting things to appreciate.” What is clear is that well constructed self-guided tours are a must for communities and attractions that allow the visitor to go at their own pace.
There was considerable interest in participation “because it’s not something to just watch but something to do.” To some it was making heritage crafts, to others it was living re-enactments to others it was “crush grapes at a winery.”
Participants were asked: What would get you to stop in a small town to explore it?
The top five were:
- Overall appearance (14)
- Key attraction (11)
- Unique eating experiences (10)
- Lodging (9)
- Parks and natural attractions (9)
- Unique shopping (8)
- Historical looking (8)
- Cleanliness “trash and overflowing trash cans show people don’t care.”
- Activity “energy: many of them don’t have it” “something going on”
- Quaintness/Historic
- Shopping/Eating Opportunities—especially restaurants that have unique personality.
Questions Related to Heritage Tourism & Merchandise
Introduction: Below will be the questions that were asked of the three focus groups, each question is presented with qualitative and quantitative results. This is followed by analysis, recommendations and additional relevant information from other sources.
What influences you as a tourist to go into a store/shop? (Again, they were provided with a list and asked to select their choices.)
- Window display (22)
- Unique items (22)
- Overall appearance (20)
- Special event (12)
- Quality merchandise (11)
- Sales event (11)
Participants were asked what might influence them in purchasing products. (Again, they were provided with a list and asked to select the four that might most influence their decisions.)
The top choices are:
- Uniqueness of merchandise (34)
- Made or grown in WV (31)
- Emotional—I want it. (25)
- Information on the craft or heritage of product. (16)
- Value on price (14)
- Value of craftsperson skill and time (13)
Specific comments demonstrate what many of the participants were saying.
- “When on vacation, we are always rich.”
- “You remember that you bought it from a person and place. Creating memories
- “If I find something that I like and it is special I know that person has to be special too because they couldn’t have made it. Everyone is trying to make a living. You should support them and reward them. Otherwise you are just supporting an importer which you can get anywhere and importer can live anywhere. Would like to have community survive.”
Participants were asked to look at 33 products as ones they would purchase on their trip. The products represented 3 types of merchandise: higher-end crafts, unique gift items and memory items from trip.
Their top choices were:
- Honeymoon Honey Product (gift/ liked design/food) (11)
- Wooden Rooster (Higher-end craft) (10)
- Glass Pitcher (Higher-end Craft) (10)
- Candles (10)
- High-end Magnet (Memory) (8)
- Ceramic Fish Bowl—Outdoor Design (7)
- Blackberry Wine (6)
- Wooden bowl (Higher End Craft) (6)
Both the Washington and Charleston focus groups indicate a growing desire of these baby-boomers to discover more about heritage places, while purchasing merchandise that come from the area where they are traveling. Capturing the cultural heritage tourism makes both business and community economic development sense.