Using Social Media and Researching Customers' Demographics to Develop Adventure Tourism

A Presentation in Support of Promoting Future Trail Town Hazard, Perry County

on Social Media

Ngoc-Anh Cao

Entrepreneurship for the Public Good ProgramBerea College, Berea, Kentucky

June 27, 2014

Why Adventure Tourism?

• Total Water Trips in East South Central in 2012: - Day Trips: 6,866,346- Overnight Trips: 5,221,441

• Average trip expenditures:- Per a Water Day Trip: $58.94- Per a Water Overnight Trip: $171.17

• How much money are we probably missing in Perry County?- From Water Day Trips: $843,130- From Water Overnight Trips: $3,723,975

Example of Damascus, Virginia

Work done by students of the Entrepreneurship for the Public Good Program, Berea College in Summer

2014

1. Who we have met2. What we have done3. What we want to do

EPG students meet with Madison County Judge Executive Kent Clark

EPG students with Mayor Jason Medley of Trail Town Livingston, KY

EPG students listen to Shad Baker, UK Extension Agent in Letcher County, a catalyst of the Whitesburg Trail Town

EPG students at the Chamber of Commerce meeting, Leslie County, to introduce the significant benefits of adventure tourism

EPG students meet with Tawny Hoggs, Program Development Director at LKLP CAC, Inc. and John Epperson, Perry County Emergency Management Director

EPG students as adventure tourists on the Virginia Creeper Trail

EPG students rock climbing at Red River Gorge

EPG students prepare to zip line in Red River Gorge, Wolfe County

EPG students map the ATV trail in Leslie County with the help of local community

EPG students kayak on the Middle Fork river in Leslie County and map the river trail

EPG students meet with Sue Thomas, Manager at Buckhorn Lake State Resort Park

EPG students visit the Victorian Bed and Breakfast Harmony House

EPG students with the owner of Amish Deli & Grill Restaurant

EPG students visit Bobby Davis Memorial Park & Museum

ENVIRONMENTHigh ceiling, Cream-colored walls, Bright yellow lights, Several mirrors, Beautiful wooden furniture, Neatly arranged bottles, Soft instrumental music, Not very spacious, Cool temperature, Invisible security, Cash register at the corner, Stay longer, Influential,Another room: light blue walls, more spacious.

BEFORE ENTERINGClear sign (especially “Open for tasting”), Door closed but feels inviting, Beautiful house with beautiful surroundings

PERSONELImmediately, No Script, Ratio 2:6, Female, Age 30-50, Uniforms, Matching store image.

PRODUCTSOlive oil, Central shelves and display tables around the store, Arranged by brands, Sample available, Price on each bottle, Special products on 2nd floor

CUSTOMERSCustomers with friends and salespersons,Male and Female, Aged 25+, Same directions (inexperienced and experienced), 15 minutes or longer,Tasting available, Mission & Browsing.

ABINGDON OLIVE OIL COMPANY

Example of Store Observation Lab – Research on Local Businesses

EPG Students create social media reviews about Local Assets/Businesses

Map of the Middle Fork 7.5-mile River Trail in Leslie County

Map of the 27-mile ATV Trail in Leslie County

What Is Missing?

1. Presence of local assets/businesses on social media 2. Study on customers’ demographics

Why Social Media?

Hazardperrytourism.com

Social Media Platforms

TripAdvisor

* 150+ Millions Destination Reviews, 4+ Million Businesses and Destinations, 100 Million Downloads of Mobile App* Who use TripAdvisor? - Aged 45 - 70, primarily baby boomers, - 90% have household income 75k+, - 45% of users have children, - 35% of new TripAdvisor reviews are from FB connected

members.

Hazard, Perry County on TripAdvisor

Yelp

* 74,000 business accounts, 132 millions visitors monthly, 57 million business reviews, 200,000 calls daily* Who use Yelp? - Aged 35 - 54, - some college, - $100k household income (36% of reviews), - 60% of searchers come from Mobile

Hazard, Perry County on Yelp

Facebook

* Over 1 billion users, over 67% of Internet users are on Facebook, the most popular mobile app* Who use Facebook? - aged 25-34 (24%), 35-54 (31%), 55+ (15%)- 55+ years old have grown by 80%; some college- 73% of internet users with incomes over $75K+ are on FB- about 50% of all FB users login daily via mobile

A Local Restaurant in Hazard, Perry County on Facebook

Who Are Your Customers?

An Example of Studying Customers’ Demographics – Survey in Abingdon, VA

A 36-Hour Travel Plan in Perry County

An example of “Selling to the People” in tourism

Personas

Friday, 5:00 pm – Harmony House Bed & Breakfast

Friday, 5:00 pm – Harmony House Bed & Breakfast

Saturday, 9:00 am – Canoeing

Saturday, 12:00 pm – Lunch at Amish Deli & Grill

Saturday, 1:30 pm – The Mother Goose

Saturday, 2:30 pm – Challenger Learning Center

Saturday, 4:30 pm – Bobby Davis Memorial Park & Museum

Saturday, 6:00 pm – Dinner at Treehouse Café & Bakery

Saturday, 7:30 pm – Downtown Discovery

Saturday, 7:30 pm – Downtown Discovery

Sunday, 9:00 am – Holiday Farm and Garden

Sunday, 11:00 am – Lunch at Jabo’s State of Mind

Sunday, 1:00 – Buckhorn Log Cathedral

Sunday, 3:00 pm – Scenic View & Canoeing on Buckhorn Lake

After the trip

The whole family were very satisfied as they had a very meaningful and relaxing time together. David was delighted because he could show his kids where they are originally from. The children were happy because it was the first time they have experienced the taste of Appalachia. Reagen was very happy and she shared that with other travelers on TripAdvisor, Yelp and Facebook. Also she kept talking about the trip with people who do charity with her. Many more people heard about Hazard, Perry and wanted to go there. Financial Impact on the local community: $1000 in total Travel: $100 Lodging: $500 Food: $200 Souvenirs: $200

WHAT IS THE NEXT STEP?1. Motivate the increasing presence on social media of local assets/businesses

2. Focus on multi-county trail to take advantage of more the natural resources and local assets by signing the letter in support of City of Buckhorn to become a trail town.

THANK YOU!

July 3, 2014 Ngoc-Anh Cao 36 Hours in Perry County