Ray NewtonRay Newton

Professor Emeritus Professor Emeritus

Northern Arizona UniversityNorthern Arizona University

Tourism Is Tourism Is Economic Economic

Development:Development:

Direct ImpactDirect Impact

Services – fuel, banks, Services – fuel, banks, medical, etc.medical, etc.

Retail businessesRetail businesses

LodgingLodging

Meals - RestaurantsMeals - Restaurants

Attractions – Cultural, Attractions – Cultural, Historical, Recreational Historical, Recreational (Spectator or (Spectator or Participant)Participant)

Tourism Is Tourism Is Economic Economic Development:Development:

Indirect ImpactIndirect Impact JobsJobs

Tax revenuesTax revenues

Community imageCommunity image

Commercial Commercial opportunities and growthopportunities and growth

Community growth, Community growth, expansion of goods and expansion of goods and servicesservices

Recent Trends 2008 - Recent Trends 2008 - 20092009

Employment Employment declined 5.7 declined 5.7 percentpercent

Spending declined Spending declined 10.2 percent10.2 percent

Tax receipts Tax receipts declined 8.1 declined 8.1 percentpercent

Visitation Visitation declined 7.5 declined 7.5 percentpercent

Source: Dean Runyan Associates (Portland, OR)Source: Dean Runyan Associates (Portland, OR)

Visitor Visitor SpendingSpending

Source: Dean Runyan Associates (Portland, OR)Source: Dean Runyan Associates (Portland, OR)

2008 - 2008 - 20092009

2008 Tax Impact of 2008 Tax Impact of TourismTourism

Graph 1 and 2

Source: Dean Runyan Associates (Portland, OR)Source: Dean Runyan Associates (Portland, OR)

What we Know About What we Know About Arizona VisitorsArizona Visitors

See handoutsSee handouts

Source: Arizona Office of TourismSource: Arizona Office of Tourism

Tourism = Tourism = Financial ROIFinancial ROIAndAndEmotional Emotional ROIROI

Effective tourism promotion is, “…selling Effective tourism promotion is, “…selling of memories”of memories”

Pre visitor expectations are positivePre visitor expectations are positive

Post visitor memories – positive or Post visitor memories – positive or negative or both?negative or both?

Most Vacation Most Vacation MemoriesMemories

Retention of experiences: Retention of experiences: Visual Visual

Emotional Emotional

Physical Physical

Sociological Sociological

HistoricalHistorical

EducationalEducational

Your Personal Tourism Your Personal Tourism ROIROI

What did you enjoy and why?What did you enjoy and why?

What did you not enjoy and why?What did you not enjoy and why?

Were your expectations met?Were your expectations met?

Did you have a positive ROI?Did you have a positive ROI?