INDUSTRY RESEARCH

Research plays a vital role in all of Walton County Tourism'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 Lisa@WCFLTourism.com.

Primary Research:  

• CY 2022 Annual Visitor Tracking Report
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation

  
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• 2023 Winter Visitor Tracking Study
  • Economic Impact
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation

  
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• 2022 Fall Visitor Tracking Study
  • Travel Party Profiles
  • Trip Experience
  • Post-Trip Evaluation
  • Economic Impact

  
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• 2022 Summer Visitor Tracking Report
  • Economic Impact
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons between 2021 and 2022

  
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• 2022 Millennial Study
  • Generational Correlations 
  • Travel Party Profiles
  • Affordability of Walton County
  • Vacation Destination Likelihood

  
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• 2022 Spring Visitor Tracking Report
  • Economic Impact
  • Travel Party Profile
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2021 vs. 2022)

  
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• CY 2021 Economic Impact and Visitor Tracking Report
  • Visitor Profiles
  • Economic Impact
  • Trip Experiences
  • Yearly Comparisons

  
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• 2022 Winter Visitor Tracking Report
  • Economic Impact
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation

  
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• 2021 Fall Visitor Tracking Report
  • Economic Impact
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation

  
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• 2021 Potential Visitors Study
  • Visitor Profiles
  • Travel Party Profiles
  • Destination Planning Sources
  • Destination Awareness
  • Vacation Experiences

  
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• 2021 Summer Visitor Tracking Study
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2020 vs. 2021)

  
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• 2021 Spring Visitor Tracking Survey
  • Planning and Booking Cycle
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Economic Impact

  
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• 2021 First-Time Decision Making - Internet Survey
  • Decision Pathways
  • What type of Vacation is desired?
  • Deciding Where to go and Gathering Information
  • What are Important Deciding Factors?
  • Childrens Role in Planning
  • Mode of Transportation
  • Emotions and Sharing the Experience

  
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• 2021 Winter Visitor Tracking Report
  • Planning and Booking Cycle
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluations
  • Economic Impact

  
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• 2020 Economic Impact and Visitor Tracking Report
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluations
  • Yearly Comparisons (2019 vs. 2020)

  
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• 2020 Fall Visitor Tracking Study
  • Economic Impact
  • Travel Party Profiles
  • Trip Experience

  
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• 2020 Summer Visitor Tracking Report
  • Economic Impact--Summer 2019 vs. 2020
  • Visitor Profiles
  • Post Trip Evaluation

  
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• COVID-19 Impact on Walton County Tourism – Wave 3
  • Tourism Industry & Economic Shutdown—Overview
  • Financial Stimulus
  • Tourism Business Profile

  
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• 2020 Spring Visitor Tracking Report
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2019 vs. 2020)

  
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• 2020 Consumer Sentiment Report - Wave 4
  • Key Takeaways
  • Detailed Findings
  • Consumer Profile

  
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• 2020 Consumer Sentiment Report - Wave 3
  • Key Takeaways
  • Detailed Findings
  • Consumer Profile

  
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• 2020 Consumer Sentiment Report - Wave 2
  • Key Takeaways
  • Detailed Findings
  • Consumer Profile

  
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• 2020 Consumer Sentiment Report
  • Key Takeaways
  • Detailed Findings
  • Consumer Profile

  
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• COVID-19 Impact on Walton County Tourism – Waves 1 & 2
  • Economic Impact
  • Business Profiles
  • Financial Stimulus
  • Trip Experience
  • Yearly Comparisons (2019 vs. 2020)

  
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• 2020 Winter Visitor Tracking Study
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2019 vs. 2020)

  
  DOWNLOAD REPORT
• 2019 Economic Impact and Visitor Tracking Report
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2018 vs. 2019)

  
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• 2019 Fall Visitor Tracking Summary Report
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2018 vs. 2019)

  
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• Summer 2019 Visitor Tracking Report
  • Economic Impact
  • Visitor Profiles
  • Travel Party Profiles
  • Trip Experience
  • Post Trip Evaluation
  • Yearly Comparisons (2018 vs. 2019)

  
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• 2019 Spring Visitor Tracking Report
  • Economic Impact
  • Visitor Profiles
  • Yearly Comparisons (2018 vs. 2019)

  
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• Winter 2019 Visitor Tracking Report
  • Profile travel parties to South Walton
  • Likelihood of returning
  • Mode of transportation
  • Trip planning information
  • Noticed South Walton messaging
  • Demographic profile of visitors

  
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• Calendar Year 2018 Economic Impact of Tourism Report
  • Tourism metrics
  • Visitor spending
  • Visitor profiles
  • Information sources for visitors

  
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• 2018 Fall Visitor Tracking Report
  • Profile travel parties to South Walton
  • Likelihood of returning
  • Mode of transportation
  • Trip planning information
  • Noticed South Walton messaging
  • Demographic profile of visitors

  
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• 2018 Summer Visitor Tracking Report
  • 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

  
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• Spring 2018 Visitor Tracking Report
  • 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

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

  
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• Snowbird Analysis 2017
  • 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

  
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• 2017 Regional Research

  Regional Research by season that includes the top tier markets

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

  
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• Summer 2017 Visitor Tracking Report
  • Profile travel parties to South Walton
  • Motivation for visiting
  • Likelihood of returning
  • Daily expenditures & expenditures by category
  • Trip planning information
  • Demographic profile of visitors

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

  
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• 2017 Emerging Market Study
  • 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

  
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Secondary Research:

• Meeting Planner Study February 2019

  Explore meeting and event planners' perceptions of South Walton as an event/meeting destination.

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• Meeting Planner's Preference Study - January 2017

  Explore meeting and event planners' perceptions of South Walton as an event/meeting destination.

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