Appalachian Regional Commission West Virginia Tourism Trails Initiative Attraction Segmentation Analysis Presented by Economics Research Associates In.

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Presentation transcript:

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

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

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.)

Attraction Inventory By Type

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

Complementary Activities = Themed Experiences

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)

Theme 2: Active Outdoor Activities Hiking (19) ATV / Motorsports (14) Golfing (13) Boating (9) Rafting (9) Historic Churches (9) Biking (6) Skiing (1)

Theme 3: Gun & Rod Experiences Fishing (20) Hunting (6) Archery (4)

Theme 4: Coal Heritage Coal Mines / Tunnels / Towns (24) Historic Railroads (10)

Theme 5: Historic Railroads Historic Railroads (10)

Theme 6: Country Charm Attractions Historic Towns / Sites (60) Scenery (11) Museums (10) Stables / Equine (8) Music (5) Bridges of Interest (3)

Conclusions and Recommendations

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

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.