1. Missouri Brand Awareness & Destination Audit Study Fall 2003 Presented to: Missouri Association of Convention & Visitors Bureaus June 8, 2004

2. TNS – Confidential 2 Objectives of the Study n Assess awareness of Missouri as a tourist destination n Examine attitudes toward Missouri among leisure travelers n Identify potential visitors to Missouri

3. TNS – Confidential 3 Methodology n Web-based survey n Households in selected Designated Marketing Areas (DMAs) n TNS NFO Interactive Panel n Four tiers based on market viability l In-State Tier l Out-of State-Tiers I-III based on market viability (Tier 1 most viable; Tier III least viable) n Three sample groups l Representative, general market sample (1,222 completes) l General market oversample (1,042 completes) l African American oversample (435 completes)

4. TNS – Confidential 4 Methodology (cont) n Interviews conducted between November 6 – November 13, 2003 n Qualified respondents: l Took at least one pleasure trip in the past 12 months that required an overnight stay and/or consisted of traveling 50 miles or further from home l Are one of the principal travel planners in the household l Are 18 years of age or older

5. TNS – Confidential 5 Visitation Patterns For Missouri: By Segment

6. TNS – Confidential 6 Visitation Patterns For Missouri: By Segment (cont)

7. TNS – Confidential 7 Visitation Patterns For Missouri: By Segment (cont)

8. TNS – Confidential 8 Visitation Patterns: In-State Residents

9. TNS – Confidential 9 Visitation Patterns: Out-of-State Residents

10. TNS – Confidential 10 Frequency of Trips to Missouri

11. TNS – Confidential 11 Appeal of Missouri

12. TNS – Confidential 12 Appeal of Missouri (cont)

13. TNS – Confidential 13 Appeal of Missouri (cont)

14. TNS – Confidential 14 Seasonality of Travel to Missouri OUT-OF-STATE* IN-STATE* * Representative sample only

15. TNS – Confidential 15 Brand Awareness: Missouri Vs. Competitive States * Representative sample only

16. TNS – Confidential 16 Brand Awareness: Missouri Vs. Competitive States * Representative sample only

17. TNS – Confidential 17 Brand Awareness: Missouri Vs. Competitive States

18. TNS – Confidential 18 Attributes Importance & Missouri’s Scores Note: The attractions are listed “around the clock” in importance. The attraction importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by Tier

19. TNS – Confidential 19 Attributes Importance & Missouri’s Scores (cont) Note: The attractions are listed “around the clock” in importance. The attraction importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by Ethnic Markets

20. TNS – Confidential 20 Missouri’s Image: In-State

21. TNS – Confidential 21 Missouri’s Image Vs. Competitive States: In-State Note: The attractions are listed “around the clock” in importance. The attraction importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by In-State Markets: Part 1

22. TNS – Confidential 22 Missouri’s Image Vs. Competitive States: In-State Note: The attractions are listed “around the clock” in importance. The attraction importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by In-State Markets: Part 2

23. TNS – Confidential 23 Missouri’s Image: Out-of-State

24. TNS – Confidential 24 Missouri’s Image Vs. Competitive States: Out-of-State Note: The attractions are listed “around the clock” in importance. The attraction importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by Out-of-State Markets: Part 1

25. TNS – Confidential 25 Note: The attractions are listed “around the clock” in importance. The attraction importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by Out-of-State Markets: Part 2 Missouri’s Image Vs. Competitive States: Out-of-State

26. TNS – Confidential 26 Activities Awareness For Missouri Note: The activities are listed “around the clock” in importance. The activity importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by Tier

27. TNS – Confidential 27 Activities Awareness For Missouri (cont) Note: The activities are listed “around the clock” in importance. The activity importance score is based on a 5-point scale and shown in parentheses. The closer to the outer rim, the higher the score. Scores by Ethnic Markets

28. TNS – Confidential 28 Use Of Missouri Division Of Tourism (cont)

29. TNS – Confidential 29 Summary: Overall n Scores are generally highest among In-State residents, followed be ascending tier level. n Nearly two-thirds (61%) of Out-of-State residents have visited Missouri at some time. Only Illinois (64%) and Texas (60%) pose a serious competitive challenge. n Among In-State residents Missouri (90%) clearly leads other destination choices, including Illinois (74%) and Texas (58%).

30. TNS – Confidential 30 Summary: The Appeal of Missouri n Delivers high satisfaction. Three-quarters (73%) of Out-of-State visitors are extremely or very satisfied with their last Missouri visit; the number is even higher (87%) among Missouri residents. n A high number of repeat visits (Out-of-State visitors average 11 previous visits and In-State visitors average 29) indicates high satisfaction levels but also hints to a possible lack of new visitors. n Strongly attracts recent visitors. 61% of Out-of-State travelers have visited Missouri in the past; of those 37% were there in 2003. n Rates highly on key images. Two-thirds of Out-of-State residents consider Missouri a great road trip destination (62%), one that offers a slice of real America (64%), and a good place for a classic family vacation (63%); ratings are even higher among Missourians. n Generates future interest. A high proportion of residents in each market (In-State at 72%, Tier I at 38%, Tier II at 25%, and Tier III at 15%) expect to visit Missouri in the next 12 months.

31. TNS – Confidential 31 Summary: Missouri’s Image n Ranks high as a leisure destination. Out-of-State travelers consider only Colorado (57%) and Texas (47%) as leisure destinations more often than Missouri (40%). n Has a recognizable slogan. Texas’ slogan “It’s Like a Whole Other Country” is recognized most commonly, but Missouri (“Where the Rivers Run”) ranks in a respectable second place. n Missouri’s Image vs. Importance: Except for the top five attributes in importance, actual ratings for Missouri by In-State residents are higher than the importance level that respondents assign to them. Further, Tiers I – III residents rate Missouri above the importance level on half of the items.

32. TNS – Confidential 32 Summary: Missouri’s Image (cont) n Missouri’s Image by Market: Among In-State travelers Missouri tops the list for all but two of 17 items. Tier I residents usually place Missouri in the top third of 13 states. Tiers II and III travelers rank Missouri in the middle or slightly lower among 14 competitors. n Activities by Importance: Beautiful surroundings/ countryside (4.32) tops the importance list. Quality restaurants (4.04), hotels (3.88), historic sites/national monuments (3.69), and outstanding state parks (3.55) complete the top five with each receiving a score exceeding 3.5. n Missouri’s Activity Awareness by Market is very strong among In-State residents when compared to nine key competitors – Missouri outperforms all other states for 33 of the 37 activities. Those living in Tier I put Missouri in the top three states (of 13) on half (19) of the 37 activities; those in Tiers II and III place Missouri toward the middle or lower. Generally, Missouri achieves recognition for having a variety of activities, but awareness for all can be improved.

33. TNS – Confidential 33 Implications/Recommendations n Familiarity. In-State and even Tier I residents know where to find the things important to them. The challenge is to extend that familiarity level to markets with a lower viability level. n Consider Seasonal Promotions: Summer remains the peak time with winter as the least likely season to visit Missouri; winter activities or special events could be promoted. n Promotions: Materials and programs can support and acknowledge loyal visitors and engage their interests. n Internet Development: 10% of potential visitors are already frequenting Missouri’s website; this potential can be further explored by utilizing the website to appeal to potential first-time visitors.