1. Pagosa Springs Area Tourism Consumer Satisfaction and Demographic Information Study Jenalle Beaman, Candace Corrales, and Kayla Wright

2. Background  Pagosa Springs offerings  Pagosa Springs Area Tourism (PSAT)

3. Research Objectives 1. Determine consumer rationale for visiting Pagosa Springs 2. Rank Pagosa Springs’ attractions 3. Identify ways to advance PSAT’s primary and secondary conversion rates 4. Identify possible options to increase PSAT’s overnight stays

4. Limitations  Incomplete Surveys: 1,879 opted out, 2,298 started, 2,132 completed  Failed Emails: 1,385 failed  Non-Respondent Bias  Respondent Bias – list came from those who had requested Pagosa Springs information  “Not Applicable”, “Prefer not to Respond”, and “Other” options  Age Bias

5. Methodology  Definition of the Population and Sample Plan  Population: 27,624 emails  List had been groomed, removing duplicates  Data analysis completed with 2,132 responses

6. Methodology  Questionnaire Development  27 question survey: Qualtrics Survey Software (QSS) for survey creation, input, and distribution  Screening Question

7. Methodology  Data Collection Method  3 emails: 1) Pre-survey email, 2) Email containing survey, 3) Reminder email  Incentives

8. Methodology  Non-sampling and Sampling Error Reduction  2,298 responses, only 2,132 completed  Skip questions  Force response  Sample Error: 2.1 percent

9. Response Rate  27,624 surveys were sent  2,132 were completed  Gross Response Rate: 7.7 percent

10. Questionnaire Results

24. Q13: Based on your most recent visit to Pagosa Springs, how would you rate the quality of the following features? 1: Poor 2: Fair 3: Good 4: Very Good 5: Excellent

25. Questionnaire Results Q14: Please indicate your level of agreement with the following statements regarding your most recent visit to Pagosa Springs.. 2: I Completely Disagree 3: I Disagree 4: I Neither Disagree nor Agree 5: I Agree 6: I Completely Agree

26. Questionnaire Results Q15: On your most recent trip to Pagosa Springs, how satisfied were you with your overall visit? 1: Very Dissatisfied 2: Dissatisfied 3: Neutral 4: Satisfied 5: Very Satisfied

27. Questionnaire Results

29. Q18: If you had the opportunity, how likely would you be to return to Pagosa Springs? 1: Very Likely 2: Somewhat Likely 3: Undecided 4: Somewhat Unlikely 5: Unlikely 6: Very Unlikely

30. Questionnaire Results

36. Q25: What is the Zip Code of your primary residence?

37. Significance Tests  Chi Squared Analysis  Regression Analysis

38. Chi Squared Analyses

39. Chi Squared

42. Regression Analyses

43. Regression Analysis

45. Conclusions  Demographics  Trip information  Satisfaction  Quality  Comparison  November and April

46. Recommendations  Establish a relationship with local vacation rentals/cabins  Create a competitive edge through PSAT’s attractions  Design promotional efforts for attractions and activities for returning visitors

47. Thank You We welcome any questions at this time.