Real Potential

The Power of authenticity to Reposition Your Destination

The current PGAV study explores authenticity, a challenging concept and rather hard nut to crack. We all think we know what the word means, but the truth is, it means different things to different people. Authenticity is context-dependent, and can be perceived differently by visitors to different places or settings. In the recent national survey of attractions visitors performed by Jerry Henry and Associates, one thing is crystal clear: the trend toward authenticity is indisputable and pervasive. Read More (PDF)

 

Survival of the Greenest

The Attraction Consumer’s Growing Interest in the Environment

A new study by PGAV Destinations in collaboration with the world-renowned Missouri Botanical Garden has a message for the attractions industry: Beware – Green Matters! Respondents to a national survey conducted by Jerry Henry & Associates report they want to see proof of being green. The survey found skepticism toward places that try to appear green without demonstrating bonafide sustainable practices. A closer look at demographics shows that young people are the driving force for environmental priorities ...so industry planners have much to gain long-term by paying attention to their voices. Read More (PDF)

 

The Splurge Traveler

Most travelers splurge. Yet this phenomenon is perhaps one of the least understood aspects of the travel and leisure industry. PGAV Destinations hired Jerry Henry & Associates to conduct a national study of splurging with travelers and attractions visitors. “Based on our experience, destination operators often overlook this trend,” says Mike Konzen, VP of PGAV Destinations. “We see a sharp increase in the number of destinations that are creating splurge opportunities as a means of business growth.” The purpose of this study was to measure the incidence of splurge behavior among travelers and attractions visitors and to evaluate who is most likely to engage in this trend. PGAV sought to fully understand the reasons why travel consumers make the decision to splurge. Read More (PDF)

 

Destinations and Social Responsibility

Biltmore’s Guests Get Green

As long-time stewards of the environment, Biltmore’s management team was intrigued by the recent PGAV national survey entitled “Survival of the Greenest.” That survey offered keen insights into how the general population of consumers thinks about sustainability. Because Biltmore frequently utilizes an Online Best of Biltmore Research Panel consisting of 5000 customers, they have a ready vehicle for communicating directly with their guests. Read More (PDF)