Industry Research

Research plays a vital role in all of South Walton's strategic activities including but not limited to marketing and branding. The most recent research is listed below. To learn more about the research process, please contact [email protected].


Primary Research:
 

Summer Visitor Tracking Report 2018

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  • Profile summer travel parties to South Walton
  • Motivation for visiting
  • Importance of vacation attributes and rating of South Walton
  • Trip planning information
  • Demographic profile of visitors

 

Spring Visitor Tracking Report 2018
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  • Profile spring travel parties to South Walton
  • Mode of transportation
  • Importance of vacation attributes & rating of South Walton
  • Daily expenditures & expenditures by category
  • Demographic profile of visitors

 

Economic Impact of Tourism 2017
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  • Visitor trends
  • Tourism metrics 
  • Visitor direct spending
  • Visitor profile and origins 
  • Mode of transportation

 

Snowbird Analysis 2017
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  • Profile snowbirds visiting South Walton
  • Likelihood of returning
  • Importance of vacation attributes & rating of South Walton
  • Daily expenditures & expenditures by category
  • Demographic profile of snowbirds

 

2017 Regional Research
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  • Regional Research by season that includes the top tier markets

 

Fall Visitor Tracking Report 2017
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  • Profile travel parties to South Walton 
  • Likelihood of returning
  • Mode of transportation
  • Daily expenditures & expenditures by category 
  • Trip planning information
  • Demographic profile of visitors 

 

Summer Visitor Tracking Report 2017
Download Report (PDF)

  • Profile travel parties to South Walton
  • Motivation for visiting
  • Likelihood of returning
  • Daily expenditures & expenditures by category
  • Trip planning information
  • Demographic profile of visitors

 

2017 Geographic Analysis
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  • Visitor Tracking 
  • Web Traffic
  • Facebook Fans

 

2017 Emerging Market Study
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  • Profile travel parties to South Walton
  • Awareness of South Walton
  • Experience and perceptions with South Walton
  • Assess sources of information
  • Assess types of vactions that are taken
  • Aided and unaided awareness of South Walton 
  • Investigate trip planning information 
  • Knowledge of South Walton 
  • Determine liklihood of vacationing in South Walton 
  • Define mode of transportation 

 

2016 Winter Visitor Tracking Study & ADR Study
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  • Profile travel parties to South Walton
  • Size, length of stay, number of times visited
  • Assess motivation for visiting South Walton
  • Determine likelihood of returning
  • Define mode of transportation
  • Assess importance of vacation attributes
  • Capture rating of South Walton on vacation attributes
  • Calculate daily expenditures & expenditures by category
  • Investigate trip planning information
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center
  • Create a demographic profile of visitors

 

2016 Spring Visitor Tracking Study & ADR Study
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  • Profile travel parties to South Walton
  • Size, length of stay, number of times visited
  • Assess motivation for visiting South Walton
  • Determine likelihood of returning
  • Define mode of transportation
  • Assess importance of vacation attributes
  • Capture rating of South Walton on vacation attributes
  • Calculate daily expenditures & expenditures by category
  • Investigate trip planning information
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center
  • Create a demographic profile of visitors

 

2016 Summer Visitor Tracking Study
Download Report (PDF)

  • Profile travel parties to South Walton
  • Size, length of stay, number of times visited
  • Assess motivation for visiting South Walton
  • Determine likelihood of returning
  • Define mode of transportation
  • Assess importance of vacation attributes
  • Capture rating of South Walton on vacation attributes
  • Calculate daily expenditures & expenditures by category
  • Investigate trip planning information
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center
  • Create a demographic profile of visitors

 

2016 Fall Visitor Tracking Study
Download Report (PDF)

  • Profile travel parties to South Walton 
  • Visitor origins
  • Visitor activities 
  • Calculate daily expenditures & expendiatures by category 
  • Investigate trip planning information
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center

 

2016 November Lifestyle Segments Study
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  • This study examines key Lifestyle Segments (household income, house value, children vs. no children, type of neighborhood, married/unmarried, age, and education) for South Walton in 22 geographic markets that are key origin cities for South Walton.
  • These key Lifestyle Segments are compared to Upscale Households that South Walton has traditionally focused on in its marketing.
  • Results also determine which geographic markets to focus on and which zip codes within these markets are best for optimizing South Walton’s marketing and advertising dollars.
  • The study presents evidence for how best to market to Lifestyle Segments that are predisposed to vacation in South Walton.

 

2016 Economic Impact Report
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  •  Economic impact of tourism 
  • Impact on employment 
  • Marketing ROI 
  • Profile travel parties to South Walton
  • Travel party activities 
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center
  • Investigate trip planning information 

 

2016 Lifestyle Segmentation Study
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  • Find consumer groups that share characteristics that translate into similar buying behavior
  • Find consumer market segment that have the highest potential to visit South Walton
  • Set target markets for future marketing efforts
  • Determing lifestyle and media preferences

 

2016 Music City Food & Wine Festival On-Site Surveys, Pretest and Posttest
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  • The purpose of this research was to provide measures of the effectiveness of the Nashville activation. Three types of studies were conducted:

    • On-site surveys during the Music City Food & Wine Festival (MCFWF) (completed)
    • Pre/post event internet/telephone surveys in the Nashville area (completed)
    • Interviews at the Northwest Florida Beaches International Airport among passengers flying direct from Nashville into South Walton (to be conducted in late November 2016 through March 2017)

 

2016 Market Penetration and Market Potential for Key Origin Markets
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  • Data are from surveys with 3,578 visitors to South Walton from September 2015 through August 2016. Market Penetration is the number of unique visitors to South Walton living in households with incomes greater than $100,000 divided by the number of individuals living in households with incomes greater than $100,000 in the market.
  • Number of Potential New Visitors is the number of individuals living in households with incomes greater than $100,000 who have not been to South Walton.
  • It should be noted that the Number of Potential New Visitors does not take into consideration varying probabilities of success across markets in attracting visitors to South Walton.

 

2016 Event Economic Report
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  • Study Objective: Determine economic impact of events in South Walton.
  • Study Methodology: In-person intercept surveys of event attendees.
  • Note – economic impact for events is a function of the numbers of attendees, which were provided by the event sponsor.

 

2016 Boudin Bourbon & Beer Onsite & Follow-up Surveys Conclusions
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  • The purpose of this research was to provide measures of the effectiveness of the “New Orleans activation”.
    • Two types of studies were conducted:
      • On-site surveys during Boudin, Bourbon & Beer (BB&B)
      • Pre/post event internet/telephone surveys in the New Orleans area

 

2015 Potential Visitor Study
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  • Assess market potentil for South Walton
  • Determine best approach for attracting visitors
  • Inform future advertising strategies & tactics
  • Track results over time

 

Mar 2014 - Feb 2015_Economic Impact of Tourism Study
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This report on the economic impact of tourism on Walton County is couched in the timeframe of March 2014 through February 2015. This time period corresponds to seasons that Walton County has traditionally defined as follows:

  • Spring -March to May
  • Summer -June to August
  • Fall -September to November
  • Winter -December to February

 

Feb - Mar 2015_Economic Impact of South Walton Events: Sandestin Gumbo Festival, Wine Women & Shoes, Seaside Half Marathon, 30A Wine Festival
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  • Determine economic impact of events in South Walton.
  • In-person intercept surveys of event attendees.
  • Note economic impact for events is a function of the numbers of attendees, which were provided by sponsors of events

 

Spring 2014 - Winter 2015_ADR & Occupancy Report
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Provide key performance indicators for bed tax collectors including:

  • ADR
  • Occupancy rate
  • Average length of stay
  • Average total party size
  • RevPAR

 

Winter 2015_Visitor Tracking Study
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  • Profile travel parties to South Walton
  • Size, length of stay, number of times visited
  • Assess motivation for visiting South Walton
  • Determine likelihood of returning
  • Define mode of transportation
  • Assess importance of vacation attributes
  • Capture rating of South Walton on vacation attributes
  • Calculate daily expenditures & expenditures by category
  • Investigate trip planning information
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center
  • Create a demographic profile of visitors

 

Oct 2014- Jan 2015_Economic Impact of Events: South Walton Fashion Week, Baytowne Wharf Beer Festival, South Walton Mountain Film on Tour, 30A Songwriters Festival
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  • Determine economic impact of events in South Walton.

 

Spring 2014_Visitor Tracking Study
Download Report (PDF) 

  • Provide key performance indicators for bed tax collectors including:
    • ADR
    • Occupancy rate
    • Average length of stay
    • Average total party size
    • RevPAR

 

Summer 2014_Visitor Tracking Study
Download Report (PDF) 

  • Provide key performance indicators for bed tax collectors including:
    • ADR
    • Occupancy rate
    • Average length of stay
    • Average total party size
    • RevPAR

 

Fall 2014_Visitor Tracking Study 
Download Report (PDF)

  • Profile travel parties to South Walton
  • Size, length of stay, number of times visited
  • Assess motivation for visiting South Walton
  • Determine likelihood of returning
  • Define mode of transportation
  • Assess importance of vacation attributes
  • Capture rating of South Walton on vacation attributes
  • Calculate daily expenditures & expenditures by category
  • Investigate trip planning information
  • Assess use of South Walton Beach Finders App, Visitors Guide & Visitors Center
  • Create a demographic profile of visitors

 

Emerging Markets Advertising Effectiveness Post-test October 2014
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  • Determine the impact of Visit South Walton_s advertising campaign in 6 emerging markets.

 

Sept 2014_Potential Visitors Report with Strategic Implications
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  • To assess the market potential for South Walton,
  • To determine the best approach for attracting visitors, and
  • To inform future advertising strategies & tactics.

 

FY 2014-15_Logo Testing Study with Visitors and Potential Visitors 
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  • This report documents the testing of the six logo options and four fonts for South Walton among visitors, potential visitors, and local residents of South Walton.
     

Secondary Research:
 

Meeting Planner's Preference Study - January 2017
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