1. By: Kate Brannen + Becca Swanson Oklahoma Tourism Trends Presented to: Erfurt Tourism and Marketing Board

2. Participant Word Cloud in Relation to Germany

3. Background of Study: Main Research Questions What motivations bring Oklahomans to Europe, Germany and Erfurt? What are the most important expenses Oklahomans wish to spend when traveling abroad?

4. Summary of Secondary Research What we found from journal articles and social media posts: Strong economies translate to strong tourism “Normal Tourism” is being redefined Tourists weigh the perceived risk of traveling abroad

5. S.W.O.T. Strengths: A strong economy sets the foundation for tourism Weaknesses: Larger, neighboring cities overshadow small towns Opportunities: There is potential to draw in tourists from large nearby cities Threats: Potential crises associated with the European Union

6. Purpose of Primary Research Attitudes Beliefs Behaviors Demographics Motivations Values Researchers used surveys to further investigate:

7. Short Description and Justification of Method Surveys (Quantitative Method) Benefits Drawbacks Interviews (Qualitative Method) Benefits Drawbacks

8. The Survey What characteristics do Oklahomans who travel to Europe possess? What motivations bring Oklahomans to Europe, Germany and Erfurt? How does income influence the Oklahoma tourist’s European travel experience? We asked the following research questions:

9. Survey Methodology The facts: Study population: “Residents of Oklahoma” Sampling: Snowball and convenience sampling Instrument: Survey Monkey Distribution: Electronically through social media and email Estimated response rate: 236 completed surveys/ 3050 possible participants (7.47%)

10. Major Survey Results & Discussion

11. 1. What characteristics do Oklahomans who travel to Europe posses?

12. 2. What motivations bring Oklahomans to Europe, Germany and Erfurt?

13. 3.How does income influence the Oklahoma tourist’s European travel experience?

14. The Interview The facts: Methodology: Snowball and purposive sampling Semi-structured protocol Participants: 6 participants Diverse demographic and psychographic profiles Anonymity of participants Place: Holy Trinity Lutheran Church Edmond, OK Central state location Time: 5-8 p.m. Wednesday, Nov. 20

15. Interview Results and Findings “I am interested in how ordinary people live here, what do they shop, what do they eat?” –Participant 6 There were those who had been abroad… “Smaller cities are harder to navigate.” –Participant 2 [Big cities] “Been there done that.” –Participant 6

16. Interview Results and Findings “I want to see all the things you see in the movies, all the romantic touristy things.” –Participant 1 …and there were those who had not: “The past couple years we have planned vacations around them [the kids].” –Participant 3

17. Emerging Interview Themes Oklahomans who have previously gone to Europe seek more local and cultural experiences Oklahoma families are less likely to travel to Europe due to affordability and convenience Oklahomans are more likely to stay in big cities and travel to surrounding areas

18. Client Recommendations Promote: The small town feel Affordability, accessibility, comfort and security Family oriented activities in order to increase traffic of young families Target: Students and retired individuals more heavily

19. By: Kate Brannen + Becca Swanson