Target Markets for Directing Utah Summer Tourism Promotion and Information

The characteristics of tourists visiting Utah that are pertinent to defining target markets for the direction of state promotion programs were studied and analyzed during the summer of 1966.Five significant geographical-party composition target markets were identified as prospective tourist markets. These were California families, East-West North Central families, Western families, East-West North Central couples, and California couples.Target markets of enroute tourist parties were also identified for instate promotional efforts. The markets identified were divided on their relative degree of vacation planning and willingness to deviate from a planned route to visit additional attractions.Significant differences among parties found in different regions of the State were identified. Some of the differential variables studied were education, income, occupation, and tourist party vacation area suggesters and decision makers.