The Summer Vacation Planning Study of Maine Skiers (2009)
The purpose of this research was to identify visitor response to the current economic downturn, given the challenges in the financial markets and the spillover effects in the country’s mainstream economy, tourist were expected to react to the growing uncertainty about employment and the loss of investments by changing leisure travel behavior.
It also identified the reaction of Maine’s tourists in terms of vacation and leisure travel planning. The sample of skiers at Sunday River ski resort was exclusively travelers to Maine. The survey was conducted in 2 parts. Part one was an on-site survey conducted at Sunday River Ski Resort in Newry, Maine, on 3 weekends in March and April 2009. Part two was an on-line follow-up questionnaire that sought more in-depth information about summer travel in Maine.
Conclusions drawn from the study:
These findings have been replicated in national research conducted by Deloitte’s US Tourism and Hospitality Division. The decline in gas prices is offered as a reason for the resiliency in tourism and the decline in plans for “staycations” compared to last year. “Overall, the survey found only 42 percent of Americans plan a leisure trip this summer, down from the 49 percent who said they planned to take a summer trip in an AP-Ipsos poll conducted in May 2005.
Petroni, Christina (May 12, 2009), “Americans Warm Up to Summer Travel in 2009”