Segmenting State Travel Information Inquirers by Timing of the Destination Decision and Previous Experience

Abstract

In an effort to evaluate the effectiveness of its travel advertising programs, the Nebraska Department of Economic Development annually conducts an inquiry-conversion study. This survey gathers, among other data, information on the trip characteristics and travel decision-making behaviors of individuals who visit Nebraska. This article reports these data relative to when the destination decision was made (whether before or after receiving the Nebraska Travel Informationpacket) and to previous experience in Nebraska.