Appalachian Regional Commission West Virginia Tourism Trails Initiative
- Slides: 40
Appalachian Regional Commission West Virginia Tourism Trails Initiative Attraction Segmentation Analysis Presented by Economics Research Associates In association with WMTH and BWSC November 8, 2006
Objective • Identify potential trail opportunities across the region – Highlight clusters of complementary attractions that enhance market appeal and create a critical mass of visitor activities – Identify potential niche marketing and cross-marketing opportunities
Methodology • Iterative process – Identify Complementary / Related Attractions from the Visitor Perspective to Create Themed Experiences – Identify Relevant and Proximate Visitor Services – Identify Dominant Attraction Categories – Identify Target Markets (seniors, families, etc. )
Attraction Inventory By Type
Visitor Experience Themes • History / Culture Travelers • Active Outdoor Enthusiasts • Gun & Rod Club • Coal Heritage • Historic Railroads • Country Charm
Complementary Activities = Themed Experiences
Theme 1: History / Cultural Attractions • Historic Towns / Sites (60) • Theater (11) • Museums (10) • Railroads (10) • Civil War / Military History (8) • Native American (7) • Music (5) • Hatfields & Mc. Coys (4) • Bridges of Interest (3) • Historic Churches (1) • Courthouse (1)
Theme 2: Active Outdoor Activities • Hiking (19) • ATV / Motorsports (14) • Golfing (13) • Boating (9) • Rafting (9) • Historic Churches (9) • Biking (6) • Skiing (1)
Theme 3: Gun & Rod Experiences • Fishing (20) • Hunting (6) • Archery (4)
Theme 4: Coal Heritage • Coal Mines / Tunnels / Towns (24) • Historic Railroads (10)
Theme 5: Historic Railroads • Historic Railroads (10)
Theme 6: Country Charm Attractions • Historic Towns / Sites (60) • Scenery (11) • Museums (10) • Stables / Equine (8) • Music (5) • Bridges of Interest (3)
Conclusions and Recommendations
Regional Strengths • History / Culture – Historic Sites and Towns, Railroads • Outdoor Activities – Fishing, Hiking, Rafting, Golfing, Scenic Views • Coal Heritage – Mines, Tunnels, Coal Towns, Coal RRs, Music
Recommended Next Steps • Use local knowledge of roads, physical and natural boundaries to define visitor ready and visitor marketable trails and corridors from themed experiences • Identify individual anchor attractions and services within themed experiences that can be linked to secondary attractions and services • Identify necessary improvements to attractions and visitor services to strengthen themed trails and corridors • Use final corridor and trail themes and alignments to prepare marketing materials such as visitor maps, route signs, package tours, advertisements, web site, etc.
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