UpDate - Vol. 15, No. 21, Page 3
February 22, 1996
Tourism studies; Surveys provide useful profiles of First State
          visitors

     Everyone talking about and looking forward to spring...and
summer: The symptoms of winter weariness are evident as people pore
over seed catalogs, start planning trips to local or distant
attractions and try to find that special summer cottage to rent at the
shore.
     For those in Delaware's tourist industry, January and February
are busy months preparing for the coming peak season, and the
University has been helping with in-depth studies of tourism in the
First State.
     Although Delaware is a small state, the Brandywine Valley and
shore attractions make tourism a big business, according to Eric
Jacobson of the Delaware Public Administration Institute (DPAI) in the
College of Urban Affairs and Public Policy.
     Jacobson has conducted two surveys of tourism in Delaware, one in
1987 and another just last year for the Delaware Economic Development
Office. He was assisted by graduate students Amy Droskoski and
Courtney Smith.
     Tourism is an important industry, Jacobson said, citing a
Washington Post article this fall reporting that travel and tourism
make up America's third largest retail sales industry, after
automobiles and food store sales. Travel/tourism is the second largest
employer, after health service, and it is the largest services export,
creating a $21.5 billion trade surplus in 1994, according to the
article.
     On a global scale, tourism is the number one industry, Jacobson
said.
     Tourism is important both economically and socially in Delaware,
he said. The industry creates jobs in lodging, transportation, food
service and entertainment, supports small, family-owned businesses,
such as gas stations and restaurants, and encourages the development
of the infrastructure, such as roads and water systems.
     It is interesting to note, Jacobson said, that when states across
the country cut budgets, items related to tourism research and
development generally remain untouched because of the industry's
significant impact.
     The 1987 survey of visitors to Delaware was statewide. In 1995,
two surveys were conducted--Brandywine Valley, 1994-1995 Visitor
Profile Study and Southern Delaware: Beach Region Visitor Profile
Study. Data were gathered on who visits Delaware and why, where
visitors come from, how long they stay, how much they spend and what
attracts them to the area.
     The studies revealed that there are differences in the groups who
visit the Brandywine Valley and those who visit southern Delaware.
     Brandywine Valley visitors tend to be older than those visiting
the shore. Less than 40 percent were under the age of 45, and 24
percent were 65 or older. They had fewer children living at home than
those visiting southern Delaware. While 60 percent were employed full
time, as opposed to 77 percent visiting Southern Delaware, 27 percent
were retired, a significant increase over 1987 when 20 percent were
retired.
     The level of education also was high for those visiting the
Brandywine Valley, with 62 percent of the visitors having completed
college or postgraduate work and 24 percent holding master's or
doctoral degrees, as opposed to 7.4 percent nationwide. Brandywine
Valley visitors also have a higher annual household income with 58
percent reporting $50,000 or more, versus 55 percent of southern
Delaware visitors.
     In terms of overall expenditures, 38 percent of all tourists
spent money for accommodations, versus 21 percent in 1987, and 79
percent spend money on restaurant meals, versus 69 percent in 1987.
More day trippers (56 percent) spend money on entertainment that
overnight visitors (36 percent).
     Delaware is gaining as a primary travel destination instead of a
pass-through to somewhere else, Jacobson said. In Southern Delaware,
95 percent, and in the Brandywine Valley, 78 percent listed the
regions as their main destination.
     The variety of activities and scenery were the main attractions
for Brandywine Valley visitors to the area.
     For Southern Delaware visitors, scenery and climate were the most
important factors in choosing Delaware as their destination, with tax
free shopping and visiting family and friends the least important. As
outlet shopping is promoted in southern Delaware, these statistics may
change in time, Jacobson said.
     The mid-Atlantic region is home to most of the state's visitors,
with the majority coming from Pennsylvania and Maryland. However, only
50 percent of visitors to the Brandywine Valley come from neighboring
states, as opposed to 85 percent in Southern Delaware.
     The surveys give useful profiles of visitors to the state and are
indicators of what attracts people to Delaware, their impressions of
the area, where efforts can be made to improve tourism and how to
market Delaware attractions, Jacobson said.
     According to Gigi Windley, director of Delaware Tourism Office,
the surveys are the basis for marketing and promotion decisions. The
information is shared with hotels, attractions and other tourism-
related facilities and also with those planning new development within
the state. The studies show what areas are up to capacity and where
more effort can be made to attract visitors.
     The University has been an important partner and knowledgeable
resource for the tourism industry in Delaware, Windley said.
                                                   -Sue Swyers Moncure