“American Resident Sentiment Towards Tourism” Study Findings
Destinations International and Longwoods International recently released the first-ever “American Resident Sentiment Towards Tourism” benchmark study in response to the international concern over the sustainability of growth in tourism destinations. The report examines how Americans assess the tourism industry’s growth—both its benefits to their lives as well as the potential pitfalls. The report can be downloaded here.
Longwoods International conducted a national online survey with a representative sample of 1,500 adults drawn from a consumer research panel. The study found broad support of the tourism industry, its growth, marketing, and impact on the environment. In fact, more than 70 percent of those surveyed said they viewed the industry as positive for their state, and 63 percent viewed tourism as positive for the local community. However, the research also revealed that many Americans feel uninformed about local tourism development plans and projects.
“While the general support for tourism was gratifying for everyone involved in the industry, the study also pointed out some communications and planning failings which could damage the industry’s reputation,” said Amir Eylon, president & CEO and partner of Longwoods International. “We also learned there is a small but vocal minority of Americans who do not share our positive view of tourism’s benefits to local economies.”