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Research Informs New Hampshire Tourism Trade
Tourism is one of New Hampshire's biggest businesses. More than $4 billion is spent annually in the Granite State by tourists, so finding out what visitors like and don't like is critical to keeping this economic engine running smoothly. Where do state officials turn to get answers to those questions? The state's Department of Resources and Economic Development recently awarded PSU's Institute for New Hampshire Studies a share of a $150,000 contract to provide important tourism research information.
Mark Okrant, director of INHS, has studied New Hampshire tourism trends for three decades and provides both quarterly and annual tourism updates to the state. He uses mail and telephone surveys, Internet questionnaires, data collected from tourism-related businesses and federal and state agencies to monitor tourism trends.
And what are some of the latest trends?
The Internet is being increasingly used for vacation planning. "That means Web sites maintained by individual businesses, Chambers of Commerce and towns have to make sure they're providing responsive, relevant information," Okrant says.
Other changes include an increase in Canadian visitors, due largely to a strengthening monetary exchange rate. High fuel prices will mean more short term rather than long term visitors. The state's natural and cultural heritage is another growing element affecting its tourism industry.
"I think the outlook is good, because people can look for things that are 'real.' For example, northern New Hampshire remains largely unspoiled; you can meet residents and see life that isn't gentrified. I think New Hampshire will continue to be a very attractive destination," Okrant concludes.
Okrant is conducting this research in conjunction with Laurence Goss of Salem State University and Stephen Thurston of the NorthMark Group.
