The Cultural Traveler Market Research

The U.S. Cultural & Heritage Tourism Marketing Council, in partnership with the U.S. Dept. of Commerce/Office of Travel and Tourism Industries, is conducting the first segmentation study of U.S. cultural travelers. The study will identify the broad range of cultural travel in the United States, profile the various segments of cultural travelers, and provide insight into their economic value to travel companies and destinations.

By sponsoring this groundbreaking study, you will receive significant benefits, including the opportunity to add proprietary questions. The study is designed to serve the needs of the sponsors of the research, who will collectively, with the USCHT Marketing Council, and in consultation with the U.S. Dept. of Commerce, determine the specific questions in the survey. The sponsors will have input into each of the phases of the research. This is a unique opportunity to fine-tune your marketing and communications outreach to cultural travelers and fund work that will benefit the entire industry. Other benefits include the opportunity to participate in a joint presentation of findings at an industry conference; co-sponsor on all public communications, including news releases and public relations activities related to this report; acknowledgment as "Research Partner" and link on USCHT Marketing Council web site; and an invitation to attend the USCHT Marketing Council's news conference when the results are released.

The general areas of study in the consumer survey will include:
Psychographics
Travel behavior
Levels of involvement in cultural activities and overlap across activities
Traveler's definition of "cultural" activities and travel and its importance
Trip planning behavior
Demographics
Generational differences in cultural travel preferences
Overall economic value of this segment to the marketplace.

The study will be facilitated by Mandala Research, LLC, a top research firm in Alexandria, Virginia, that specializes in travel and tourism. Mandala Research will have responsibility for fielding the research and for the methodological design, analysis, and dissemination of the results. USCHT Marketing Council retains the right to publish the study findings, excluding any proprietary information related to questions paid for by the sponsors.

If you are interested in receiving more information on this valuable research opportunity or immediately taking advantage of a sponsorship, please e-mail laura@mandalaresearch.com. 

Someone from Mandala Research will be following up with you soon to answer any questions you may have and to provide additional background on the project, including proposed methodology, sponsorship levels with costs, and more. In order to get started and provide timely results, sponsorship agreements must be signed by March 22, 2009.

The USCHT Marketing Council, U.S. Dept. of Commerce, and Mandala Research look forward to working with you to design, conduct, and evaluate this study that is destined to define and shape our thinking about cultural travel. We hope you'll become a sponsor and make this industry effort possible. Thank you!