VisitSpokane.com Delivers Millions in Economic Impact
Research reveals facts about VisitSpokane.com users
(Spokane, WA, February 15, 2011) - Measuring the financial impact of a destination website isn't easy, but a yearlong study reveals VisitSpokane.com has direct influence on people's decision to visit Spokane and ultimately results in a huge economic impact in Spokane County. Destination Analysts, a marketing research company with an impressive list of tourism clients, just released its findings after analyzing close to 2,500 initial and follow-up surveys completed by VisitSpokane.com users. Most significant was the economic impact of incremental trip generation followed by days added to trips based on website visits.
Incremental trip generation
Incremental trip generation is based on users who came to VisitSpokane.com undecided about a destination and they were still evaluating locations for an upcoming trip. These users then chose to visit Spokane over other destinations based on information they found on the website.
On average, those trips lasted 3.1 days and travelers spent $216.50 a day while they were here.
After users went to VisitSpokane.com, survey results show incremental trips in 2010 generated
more than $6,417,290 in visitor spending in Spokane.
The surveys showed VisitSpokane.com also inspired users to spend additional days in Spokane. Business travelers and leisure travelers who were surveyed had already made up their mind to visit Spokane but stayed longer than planned based on content they found on VisitSpokane.com.
Nearly 1-in-10 said they lengthened their stay based on VisitSpokane.com content.
The typical length a stay was extended was 1.2 days, with an average spending of $216.50
Total spending estimated by users of VisitSpokane.com
The two components above - incremental trips and additional days in-market - make up the economic impact from this study. Calculations based on the survey show every unique visitor to VisitSpokane.com lead to an additional $31.60 in visitor spending in 2010, resulting in more than $7 million in economic impact by VisitSpokane.com users.