Alabama Gulf Coast Convention and Visitors Bureau

1
Alabama Gulf Coast Convention and Visitors Bureau
Perceptions of Area and Ads Online
Survey November 5-8, 2008
New South Research 3000 Riverchase Galleria Suite
630 Birmingham, AL 35244 Telephone (205)
443-5350 Fax [phone] jjager_at_newsouthresea
rch.com
2
Introduction

• In November 2008, New South Research conducted an
  online survey on behalf of the Alabama Gulf Coast
  Convention Visitors Bureau.
• The primary purpose of this project was to
  examine the image of the Alabama Gulf Coast and
  reactions to two magazine ads for Gulf Shores and
  Orange Beach. Other objectives included
• What is the awareness and visitation of beach
  vacation destinations?
• What is important in a beach vacation
  destination?
• What are perceptions of beach vacation
  destinations?
• What are evaluations of ads?
• What are demographics of the sample?
• The respondents for the online study were
  provided from 3 sources general population
  sample purchased by third party (N458), Alabama
  Gulf Coast Convention and Visitors Bureau
  inquirers (N572), and the Collinson list (N51).
• Respondents in the general public were required
  to meet the following criteria in order to
  participate
• Primary or joint vacation decision maker
• Primary residence in target markets (AL, GA, LA,
  MS, TN, and TX)
• Ages 35-59
• Annual household income above 50,000
• In total, 1,381 respondents participated in the
  online survey. Based on a sample of 1,381, the
  statistical margin of error is 2.6 percentage
  points at the 95 confidence interval. That is,
  the results will vary by no more than 2.6
  percentage points from the results in this report
  95 times out of 100.
• Some tables presented within this report may not
  add up to exactly 100 because of rounding or
  omission of non-pertinent data.

3
Key Points
4
Key Points

• What is the awareness and usage of beach vacation
  destinations?
• Awareness and visitation of Orange Beach, Gulf
  Shores and the Alabama Gulf Coast in the general
  population is similar to other area beaches, but
  significantly higher among those who have
  inquired at the Gulf Coast Convention and
  Visitors Bureau.
• The percentage who were unable to rate their
  overall perceptions of Orange Beach and Gulf
  Shores was substantially higher among the general
  population than the CVB inquirers. This suggests
  that there is a blank slate on which to develop
  perceptions of Orange Beach and Gulf Shores among
  those in the general population.
• What is important in a beach vacation
  destination?
• Atmosphere and logistics are the most important
  features in a beach, while entertainment features
  are the least important.
• What are perceptions of beach vacation
  destinations?
• The Alabama beaches were clearly not seen as
  being sophisticated. Rather, the area was seen
  as being quality, approachable, friendly,
  all-American, not pretentious and maybe even
  small town.
• The perceptions of Orange Beach and Gulf Shores
  were significantly different depending on the
  sample source general population were less
  positive, while Gulf Coast Convention and
  Visitors Bureau inquirers were more positive. On
  the other hand, both samples had similar
  perceptions of the Alabama Gulf Coast, which were
  less positive than either Orange Beach or Gulf
  Shores.

5
Key Points

• Overall, the respondents were substantially more
  likely to be willing to recommend Orange Beach or
  Gulf Shores than the Alabama Gulf Coast.
  Significantly, less than 15 of the general
  population and less than 6 of the CVB inquirers
  would be probably or definitely unwilling to
  recommend any of the beaches.
• What are perceptions of Orange Beach?
• For the CVB inquirer, the perception of Orange
  Beach is higher-end similar to a Cadillac or
  Mercedes. For the general population, the
  perception is closer to a practical, all-purpose,
  American Chevrolet.
• The perceptions of Orange Beach are more basic
  than sophisticated and come the closest to
  matching where the respondents see themselves.
• The strength of Orange Beach is the atmosphere on
  the beach and the white sand/blue water, while
  its greatest weakness is the nightlife.
• What are perceptions of Gulf Shores?
• For the CVB inquirer, the perception of Gulf
  Shores is higher-end similar to a Cadillac or
  Mercedes. For the general population, the
  perception is closer to a Chevrolet or the
  mid-range Toyota.
• The perceptions of Gulf Shores are more basic
  than sophisticated and are more basic than
  respondents see themselves.
• The strength of Gulf Shores is its
  family-friendliness, while its greatest weakness
  is its nightlife.

6
Key Points

• What are perceptions of the Alabama Gulf Coast?
• For both the CVB inquirer and the general
  population, the perception of the Alabama Gulf
  Coast is a practical, American Chevrolet. It is
  not low quality such as a Yugo, but is also not a
  status symbol such as a Mercedes or Cadillac.
• The perceptions of the Alabama Gulf Coast are
  much more basic than sophisticated.
• The strength of the Alabama Gulf Coast is the
  white sand/blue water, while its greatest
  weakness is the nightlife.
• How do the perceptions compare to other area
  beaches?
• Orange Beach is similar to Destin in the
  respondents perceptions. While it leans towards
  being basic, it is among the most sophisticated
  of the beaches rated. The evaluations of Orange
  Beach tended to be rated higher in its atmosphere
  and logistics than other area beaches.
• Gulf Shores fell slightly more basic than Orange
  Beach and in the middle of the continuum ratings
  not as sophisticated as Destin, but not as
  basic as Biloxi. The evaluations of Gulf Shores
  tended to be rated higher in its atmosphere and
  logistics than other area beaches.
• The Alabama Gulf Coast was the often rated at the
  most basic ends of the continuums along with
  Biloxi. It was also the least likely to be
  recommended and the lowest rated of all the three
  Alabama beaches evaluated.
• The self-identification with the more
  sophisticated ends of the scales suggest that the
  respondents would like Orange Beach and Gulf
  Shores to be more sophisticated. Based on their
  comments, offering higher end and a wider variety
  of restaurants and accommodations offer the most
  effective method of projecting an image of a more
  sophisticated beach.

7
Key Points

• What are evaluations of ads?
• Overall, the ads were well-received by the
  respondents. Over two-thirds rated the ads in
  the top 2 boxes of all attributes. Likewise,
  very few respondents rated the ads negatively on
  any of the attributes tested.
• The strength of the ads were their persuasion and
  appeal which an average of 78 of the respondents
  rated in the top 2 boxes for both ads.
• Easy to Understand (87 A, 87 B)
• Believable (83 A, 83 B)
• Overall Likeability (78 A, 76 B)
• Effective (72 A, 72 B)
• Fits My Perception (70 A, 72 B)
• The weakest area for the ads (although still
  rated in the top 2 boxes by over two-thirds of
  the respondents) was their ability to enhance the
  image of the beaches. The ads seemed to have a
  greater impact on those who already liked the
  beaches. Significantly, however, over 50 of
  those who initially had a neutral or negative
  perception of the beaches said that the ads
  enhanced their image.
• There was no statistical difference in the
  ratings of the two ads both were equally liked.

8
What is the awareness and visitation of beach
vacation destinations?
9
What is the awareness and usage of beach vacation
destinations?

• As expected, there was a substantial difference
  in the awareness and usage of beach vacation
  destinations between the general population and
  those who had inquired with the CVB for
  information about Orange Beach, Gulf Shores and
  the Alabama Gulf Coast.
• Top of Mind and Total Unaided Awareness
• General Population
• Top of mind awareness was strongest for the North
  Florida Gulf beaches (29) followed by Florida in
  general (15) and the Alabama Gulf beaches (12).
  
• Total unaided awareness of the North Florida Gulf
  beaches was more than double awareness of any
  other beach, followed by SC (36) and the Alabama
  Gulf beaches (32).
• CVB
• Top of mind awareness was strongest for the
  Alabama Gulf Coast (42), followed by the North
  Florida Gulf beaches (25) with all other beaches
  being mentioned by less than 10 of the
  respondents. In fact, more than 1 in 4 of the
  respondents thought of Gulf Shores when asked
  what beach first comes to mind. Significantly,
  almost 4 times as many respondents from the CVB
  sample first thought of an Alabama beach compared
  to the general population.
• Total unaided awareness of the North Florida Gulf
  beaches (85) and the Alabama Gulf beaches (79)
  was relatively equal and was more than 3.5 times
  higher than any other beach mentioned.

10
What is the awareness and usage of beach vacation
destinations?

• Visitation
• General Population
• The visitation of the beaches was fairly equal
  with slightly more respondents saying they have
  visited Orange Beach/Gulf Shores (28), Destin
  (27), Panama City Beach (24) or the Florida
  Atlantic Coast (24) in the last 2 years.
• There was statistically no difference in the
  percentage that recorded the following beaches as
  the one visited most often Orange Beach/Gulf
  Shores (11), Panama City Beach (9), SC coast
  (9), TX coast (9), Florida Atlantic Coast (8),
  Caribbean (8), Destin (7) or the GA coast (7).
• CVB
• Orange Beach/Gulf Shores was not only the beach
  that the largest number of respondents have
  visited in the past 2 years (68), but also the
  preferred beach by the largest number of
  respondents (40).
• The respondents who visited and preferred Orange
  Beach. Gulf Shores or the Alabama Gulf Coast had
  several characteristics in common
• Alabama Gulf Coast Convention and Visitors Bureau
  inquirers
• Residents of MS (88 visited, 67 visited most
  often), AL (84, 62), LA (74, 43), KY (72,
  44), AR (69, 61) and to a lesser extent TN
  (41, 28)
• Less educated High School (65, 47), Some
  College (55, 35), College Graduate (53, 34),
  Post-Graduate (50, 30)

11
What beach destinations first come to mind?
AL Beaches includes Gulf Shores (10 gen pop,
27 CVB), Orange Beach (2 gen pop, 12 CVB) and
the Alabama Gulf Coast (0 gen pop, 3
CVB). North FL Gulf Beaches includes Destin
(13 gen pop, 13 CVB), Panama City Beach (12
gen pop, 8 CVB), North Florida Gulf (3 gen pop,
4 CVB) and Fort Walton Beach (1 gen pop, 1
CVB).
12
What is total unaided awareness of beaches?
AL Beaches includes Gulf Shores (19 gen pop,
46 CVB), Orange Beach (7 gen pop, 25 CVB) and
the Alabama Gulf Coast (6 gen pop, 8
CVB). North FL Gulf Beaches includes Destin
(37 gen pop, 38 CVB), Panama City Beach (26
gen pop, 26 CVB), North Florida Gulf (12 gen
pop, 15 CVB) and Fort Walton Beach (3 gen pop,
6 CVB).
13
What beach locations were visited in the past 2
years?
14
What are demographic characteristics of those
who have visited Orange Beach, Gulf Shores or
the Alabama Gulf Coast?
15
Which beach locations are visited most often?
16
What are demographic characteristics of those
who visit Orange Beach, Gulf Shores or the
Alabama Gulf Coast most often?
17
What is important in a beach vacation destination?
18
What is important in a beach vacation
destination?

• Among the most important features of a beach
  vacation destination were the logistics
  (accommodations 70 very important cost 61)
  and atmosphere (atmosphere on the beach 67
  white sand/blue water 68). Entertainment
  options were among the least important features
  (nightlife 6 golfing 6 fishing 6 kids
  activities 16 shopping 16).
• While this is true regardless of the sample
  source, there are significant differences in the
  ratings by the sample source. The CVB inquirers
  were more likely to rate each of the features
  very important compared to those in the general
  population sample.
• Not surprisingly, younger adults (25-44) were
  most likely to be interested in having childrens
  activities available (51 of those between 25-44
  rated childrens activities as somewhat or very
  important, compared to 30 of those 45 and
  older).
• On the other hand, there were no differences in
  the importance of a nightlife at the beach by
  age. Furthermore, there were no gender
  differences in the importance of having golfing
  and shopping available.

19
How important are the following attributes for a
beach vacation destination?
20
What are perceptions of beach vacation
destinations?
21
What are descriptions and evaluations of Orange
Beach, Gulf Shores and the Alabama Gulf Coast?

• The respondents were asked what first comes to
  mind when they hear Orange Beach, Gulf Shores or
  the Alabama Gulf Coast.
• By far, the most frequent association with the
  region was the beautiful beaches.
• Very pretty area with a nice beach.
• Beautiful beaches and nice atmosphere not too
  touristy!
• I just love the beach and atmosphere at Orange
  Beach!
• I think the water is beautiful, the sand is warm
  and the food is great.
• Many respondents who have visited the region have
  fond memories of spending time with friends and
  family.
• Enjoyable time with family.
• I think of the great times weve had there.
• Our home away from home.
• This is the beach that my family would take me
  to when growing up. I have a lot of
  childhood/family memories there.
• My family and friends have a place to get away
  and relax and enjoy each other, along with
  something for everyone to do since we travel with
  2-75 year olds. It is memories that we make
  forever.
• A great place to rest and have fun. There is
  always something going on and somewhere to go.
• The restaurants appeal to those who have spent
  time in the region.
• Wonderful restaurants!
• Tacky Jacks and Docs Seafood.
• Great seafood. Fresh shrimp.
• Lamberts.

22
When you think of Orange Beach, Gulf Shores and
the Alabama Gulf Coast, what comes to mind?
23
What are descriptions and evaluations of Orange
Beach, Gulf Shores and the Alabama Gulf Coast?

• The respondents had largely positive perceptions
  of Orange Beach and Gulf Shores, although Orange
  Beach was viewed as slightly more upscale than
  Gulf Shores. The Alabama Gulf Coast, on the
  other hand, had an image that was distinctively
  lower quality than either Orange Beach and Gulf
  Shores.
• Both Orange Beach and Gulf Shores were most
  frequently described as a Cadillac by the CVB
  sample and a Chevrolet by the general population
  sample, while the Alabama Gulf Coast was
  described as a Chevrolet by both samples.
• Chevrolet
• Stands for quality, American, common,
  affordable, working man
• Associated with Alabama Gulf Coast (both
  samples) as well as Orange Beach and Gulf Shores
  among the general population
• Cadillac
• Stands for quality, American, expensive, status
  symbol, aspirational
• Associated with Orange Beach and Gulf Shores
  among the CVB sample
• Interestingly, less than 10 of the respondents
  described Orange Beach and Gulf Shores as the
  vehicles associated with lower quality Kia and
  Yugo. On the other hand, a much larger
  percentage associated these brands with the
  Alabama Gulf Coast.
• Those who have visited Orange Beach, Gulf Shores
  and the Alabama Gulf Coast clearly had a higher
  quality perception of the beaches equating them
  with higher-end, status symbol brands such as
  Cadillac and Mercedes. On the other hand, those
  who have not visited tend to associate the
  beaches with the more common, practical and
  mid-range Honda, Toyota or Chevrolet.

24
What type of vehicle best describes Orange Beach
and Gulf Shores?
25
What type of vehicle best describes the Alabama
Gulf Coast?
26
What vehicles best describe Orange Beach, Gulf
Shores and the Alabama Gulf Coast by visitation?
Like no other
Life, Liberty and the Pursuit
Built to Last ... Built to Love
Power of Dreams
27
Where does Orange Beach, Gulf Shores and the
Alabama Gulf Coast fit?

• The respondents were asked to place several area
  beaches and themselves on a continuum of two
  products and brands. This exercise highlights
  underlying perceptions of the beaches in relation
  to how the respondents see themselves.
• On one end of the continuums were brands and
  products that represented a basic, approachable,
  simple and local perception Hometown Newspaper,
  Mayberry, Andy Griffith, Hampton Inn, Ford, and
  Beer.
• On the other end of the continuums were brands
  and products that represented a more
  sophisticated, luxurious or higher-end
  perception Wall Street Journal, New York City,
  Paris Hilton, Ritz Carlton, BMW, and Wine.
• Overall, Orange Beach, Gulf Shores and the
  Alabama Gulf Coast were all located closer to the
  basic ends of the scales. The Alabama Gulf Coast
  was located closest to the basic ends of the
  scales with Gulf Shores a little closer to the
  more sophisticated ends of the scales and Orange
  Beach closest to being on the sophisticated ends
  of the scales.
• Through these continuums, the respondents
  expressed a perception of Orange Beach, Gulf
  Shores and the Alabama Gulf Coast as being local,
  but classy, as well as quaint and basic without
  any frills.
• Three of the scales represented greater
  simplicity and small town values (Hometown
  Newspaper Wall Street Journal, Mayberry New
  York City, Andy Griffith Paris Hilton). On
  these three scales, the region was rated closer
  to the basic/simplistic end of the scale.
• On the other hand, the ratings leaned toward the
  sophisticated end of the scales that represented
  greater luxury, class and quality (Hampton Inn
  Ritz Carlton, Ford BMW, Beer Wine).

28
Where does Orange Beach, Gulf Shores and the
Alabama Gulf Coast fit?

• Orange Beach and Gulf Shores came the closest to
  matching where respondents rate themselves
  (closer to the sophisticated end of the scales).
  Orange Beach was typically rated at or slightly
  higher than where the respondents rated
  themselves, while Gulf Shores was typically rated
  at or just below where the respondents rated
  themselves. The Alabama Gulf Coast was rated
  significantly more basic than where the
  respondents rate themselves.
• In comparison to other beaches in the area,
  Orange Beach, Gulf Shores and the Alabama Gulf
  Coast are rated similarly on all of the
  continuums. On average, Destin was rated the
  most sophisticated (followed closely by Orange
  Beach) and Biloxi was the most basic (followed by
  the Alabama Gulf Coast). Panama City Beach, Fr.
  Walton and Gulf Shores fell in the middle of
  these extremes.
• Consistent with the vehicle analogies and words
  used, the respondents who have visited Orange
  Beach, Gulf Shores and the Alabama Gulf Coast
  tended to rate the beaches higher on the scales
  that represented greater luxury class and quality
  (Hampton Inn Ritz Carlton, Ford BMW, Beer
  Wine).

29
Where does Orange Beach, Gulf Shores and the
Alabama Gulf Coast fit?
Numbers represent the average rating on a 7-point
scale.
Hometown Newspaper
Wall Street Journal
Mayberry
New York City
30
Where does Orange Beach, Gulf Shores and the
Alabama Gulf Coast fit?
Numbers represent the average rating on a 7-point
scale.
Andy Griffith
Paris Hilton
Hampton Inn
Ritz Carlton
31
Where does Orange Beach, Gulf Shores and the
Alabama Gulf Coast fit?
Numbers represent the average rating on a 7-point
scale.
Ford
BMW
Beer
Wine
32
What are differences in perception by visitation?
33
What are ratings of beach vacation destinations?

• The respondents were asked to rate their overall
  perception of eight beaches Orange Beach, Gulf
  Shores, Alabama Gulf Coast, Destin, South Walton,
  Ft. Walton, Panama City Beach and Biloxi.
  Overall, the CVB inquirers tended to rate all
  beaches slightly more positively than the general
  population sample, while the ratings for Orange
  Beach and Gulf Shores were roughly 4 times
  higher.
• It should be noted that the percentage who could
  not rate Orange Beach and Gulf Shores was also
  substantially higher among the general population
  sample.
• Consistent with the perceptions of the beaches,
  Destin was the highest rated among the general
  population (26 excellent), while Biloxi was the
  lowest rated (4). Likewise, Orange Beach (42)
  and Gulf Shores (43) were by far the highest
  rated by the CVB inquirers.
• After rating their overall perceptions, the
  respondents were asked to rate 15 individual
  features of each beach. These ratings bring out
  the features that are especially liked or
  disliked about their favorite beaches.
• Destin and Panama City Beachs strengths emerged
  as their entertainment (Destin restaurants and
  shopping PCB nightlife and restaurants). It
  should be noted that entertainment was the least
  important area when considering beaches.
• Orange Beach, Gulf Shores and the Alabama Gulf
  Coasts strengths were their logistics
  (accommodations) and atmosphere (atmosphere on
  the beach, white sand/blue water and family
  friendly).
• Ft. Waltons weakness was its logistics (cost).
• Biloxis weakness was its atmosphere (traffic).

34
What are ratings of beach vacation destinations?

• Interestingly, when evaluating the ratings of
  Orange Beach, Gulf Shores and the Alabama Gulf
  Coast by visitation to the area, it is clear that
  entertainment is a slight weakness for all
  groups.
• When asked the likelihood to recommend Orange
  Beach, Gulf Shores and the Alabama Gulf Coast,
  the willingness was greatest for Gulf Shores (66
  CVB, 24 general population) and Orange Beach
  (63 CVB, 22 general population) and
  substantially lower for the Alabama Gulf Coast
  (10 CVB, 11 general population).
• As seen in previous questions, the perceptions of
  Orange Beach and Gulf Shores was substantially
  different between the two samples, while the two
  groups had similar (lower quality) perceptions of
  the Alabama Gulf Coast.

35
What are overall ratings of the following beach
vacation destinations?
36
What are overall ratings of the following beach
vacation destinations?
Dont know is eliminated
37
What are evaluations of beach vacation
destinations overall?
38
What are evaluations of beach vacation
destinations?
Atmosphere
26 to 65 of the general population sample did
not know on different attributes for Orange
Beach, while 7 to 62 for Gulf Shores and 42 to
64 did not know. These D/K have been removed
in the above scores for all beaches.
Very Good and Excellent reported
39
What are evaluations of beach vacation
destinations?
Entertainment
26 to 65 of the general population sample did
not know on different attributes for Orange
Beach, while 7 to 62 for Gulf Shores and 42 to
64 did not know. These D/K have been removed
in the above scores for all beaches.
Very Good and Excellent reported
40
What are evaluations of beach vacation
destinations?
Logistics
26 to 65 of the general population sample did
not know on different attributes for Orange
Beach, while 7 to 62 for Gulf Shores and 42 to
64 did not know. These D/K have been removed
in the above scores for all beaches.
Very Good and Excellent reported
41
What are evaluations of Orange Beach, Gulf Shores
and the Alabama Gulf Coast by visitation?
42
Importance-Performance AnalysisOrange Beach,
Gulf Shores and the Alabama Gulf Coast

• The importance-performance analysis compares how
  well respondents think Orange Beach, Gulf Shores
  and the Alabama Gulf Coast are doing on specific
  factors to how important they feel that factor
  is. The chart depicting the importance-performance
  analysis is divided into 4 quadrants. Quadrant 1
  indicates factors respondents place little
  importance on, but rate the areas performance on
  those factors as high Quadrant 2 depicts factors
  that respondents value as highly important and on
  which the area is performing well Quadrant 3
  shows areas in which respondents are relatively
  less satisfied. However, little importance is
  placed on those factors.
• The main focus of concern should be on the
  factors listed in Quadrant 4, as they are rated
  as highly important by respondents whose
  satisfaction with the current performance on
  those factors is low. Similarly, many factors
  which were placed in Quadrant 2 are located
  either close to or on the border of Quadrant 4,
  which indicates that the areas performance on
  that feature is close to being characterized as
  low. In order to stay competitive with other
  beaches, it is also important to focus efforts on
  improving factors which the area is performing
  poorly on, even if respondents rated those
  factors as not highly important.
• Through this analysis, it is clear that the
  strengths for Orange Beach, Gulf Shores and the
  Alabama Gulf Coast are the atmosphere, white
  sand/blue water and accommodation (rated very
  important and high very good/excellent rating).
  On the other hand, the perception of cost and
  seclusion offer areas of improvement for Orange
  Beach, Gulf Shores and the Alabama Gulf Coast
  (very important, but low very good/excellent
  rating). Among those who have not visited,
  seclusion did not appear in Quadrant IV, however,
  the level of development was an area with room
  for improvement.

43
Importance-Performance AnalysisOrange Beach,
Gulf Shores and the Alabama Gulf Coast
High Performance/Low Importance I
High Performance/High Importance II
Mean 35
Atmosphere
Family Friendly
Accommodation
White Sand / Blue Water
Restaurants
Distance
Fishing Charters
Mean 54
Development
Shopping
Golfing
Cost
Childrens Activities
Secluded
Traffic
Nightlife
III Low Performance/Low Importance
IV Low Performance/High Importance
44
What are strengths and weaknesses of Orange
Beach, Gulf Shores and the Alabama Gulf Coast?

• In an open-ended question, the respondents were
  asked for the best and worst things about Orange
  Beach, Gulf Shores and the Alabama Gulf Coast.
  The respondents answers reiterated the strengths
  and weaknesses highlighted in the
  importance-performance matrix.
• Clean, open, beautiful beaches are the greatest
  strength for the region
• We love the beaches. They are so pretty.
• Beach is very clean and never crowded.
• Its 32 miles of sugar white sands!
• Beautiful white sand beaches and clear
  blue/green water.
• The gorgeous water and beaches.
• Having a beach that is close to home and easily
  accessible is also a strength
• Its a great getaway that is close to home.
• Close to home and easy to get to.
• Close to home with the amenities of other beach
  areas.
• There was less agreement among the respondents
  about the weaknesses of Orange Beach, Gulf Shores
  and the Alabama Gulf Coast. Many felt that no
  improvements were needed or did not feel they
  knew the beaches well enough to comment. Among
  the most frequently heard complaints were
• Traffic
• Too Far / Inaccessible
• Too Much or Too Little Development
• Too Expensive

45
What is the best thing about Orange Beach, Gulf
Shores and the Alabama Gulf Coast?
46
What needs improving about Orange Beach, Gulf
Shores and the Alabama Gulf Coast?
47
How likely are you to recommend?
48
What are evaluations of ads?
49
What are evaluations of ads?

• The respondents read two magazine ads for Orange
  Beach and Gulf Shores and evaluated each ad on 13
  attributes. Overall, both ads performed well on
  all 13 attributes with more than two-thirds
  rating each attribute in the top 2 boxes.
• The strength of the ads were the persuasion and
  appeal in which an average 78 rated each
  attribute in the top 2 boxes.
• The weakest area, on the other hand, was the
  ability to enhance the image of Orange Beach,
  Gulf Shores and the Alabama Gulf Coast in which
  roughly an average 68 rated each attribute in
  the top 2 boxes.
• There was statistically no difference in the
  ratings of the two ads suggesting that the
  respondents liked the ads equally.
• When comparing the ability to enhance the image
  of the beaches by the initial ratings of the
  overall perceptions of the beaches, it is clear
  that the ads have a greater impact on those who
  have initial positive perceptions. Importantly,
  however, roughly 50 of those with neutral or
  negative initial perceptions said that the ads
  made them feel better about the beach, made them
  want to visit and made them want to learn more
  about Orange Beach, Gulf Shores and the Alabama
  Gulf Coast.
• Likewise, there was a slight difference in the
  evaluation of the ads by visitation. Those who
  visit Orange Beach, Gulf Shores and the Alabama
  Gulf Coast most often tended to rate the ads
  slightly higher in all areas.
• There were also slight differences in the
  evaluations by sample source with CVB inquirers
  tending to rate the ads slightly higher in all
  areas.

50
What is the overall comparison of the ads?

• Below is an overall comparison of the attribute
  ratings of the ads. Differences based on the
  sample and on visitation are outlined on the
  following pages.

A B
Ability to Break Through the Clutter Gets attention 73 76
Ability to Break Through the Clutter Memorable 65 64
Ability to Break Through the Clutter Would read if saw 77 77
Relatability Is a place for me 72 71
Relatability Relatable 71 72
Persuasion and Appeal Believable 83 83
Persuasion and Appeal Easy to Understand 87 87
Persuasion and Appeal Fits my perception 70 72
Persuasion and Appeal Effective 72 72
Persuasion and Appeal Overall Likeability 78 76
Enhance Image Makes me feel better about 66 67
Enhance Image Makes me want to visit 69 69
Enhance Image Makes me want to learn more 68 67
Top 2 box reported
51
What is the overall evaluation of the ads?
Average top 2 box reported
52
How well do the ads enhance the image by overall
rating before seeing the ads?
Ad A
53
How well do the ads enhance the image by overall
rating before seeing the ads?
Ad B
54
How are the ads evaluated by visitation?
A
Average top 2 box reported
B
55
What are demographics of the sample?
56
What are your vacationplans for next summer?
57
What are vacation plans by demographics?
In the Alabama Gulf Coasts primary market (AL),
vacation plans are not expected to change for the
majority of the respondents.
58
What is most important as you make your vacation
plans for next year?
Cost is the driving factor for making vacation
plans in the upcoming year. Interestingly, this
is an attribute for which Orange Beach and Gulf
Shores are rated higher than other beaches (see
page 40).
59
What are the demographics of the sample?
60
Appendix Difference between sample groups
61
How well do the ads break through the clutter?
A
Top 2 box reported
B
62
What is the relatability of the ads?
A
Top 2 box reported
B
63
How persuasive and appealing are the ads?
A
Top 2 box reported
B
64
How well do the ads enhance the image of the
Alabama Gulf Coast?
A
Top 2 box reported
B
65
Importance-Performance AnalysisOrange Beach,
Gulf Shores and the Alabama Gulf CoastAmong
those who visit most often
High Performance/Low Importance I
High Performance/High Importance II
Mean 38
White Sand / Blue Water
Atmosphere
Accommodation
Family Friendly
Restaurants
Distance
Mean 69
Shopping
Development
Fishing Charters
Golfing
Cost
Secluded
Childrens Activities
Traffic
Nightlife
III Low Performance/Low Importance
IV Low Performance/High Importance
66
Importance-Performance AnalysisOrange Beach,
Gulf Shores and the Alabama Gulf CoastAmong
those who have visited in the past 2 years
High Performance/Low Importance I
High Performance/High Importance II
Mean 34
White Sand / Blue Water
Distance
Traffic
Shopping
Family Friendly
Accommodation
Golfing
Mean 50
Secluded
Fishing Charters
Childrens Activities
Cost
Development
Restaurants
Atmosphere
Nightlife
III Low Performance/Low Importance
IV Low Performance/High Importance
67
Importance-Performance AnalysisOrange Beach,
Gulf Shores and the Alabama Gulf CoastAmong
those who are aware, but have not visited
High Performance/Low Importance I
High Performance/High Importance II
Mean 33
White Sand / Blue Water
Distance
Shopping
Family Friendly
Traffic
Accommodation
Atmosphere
Mean 43
Restaurants
Secluded
Fishing Charters
Cost
Childrens Activities
Nightlife
Development
Golfing
III Low Performance/Low Importance
IV Low Performance/High Importance
68
Importance-Performance AnalysisOrange Beach,
Gulf Shores and the Alabama Gulf CoastAmong
those who know very little
High Performance/Low Importance I
High Performance/High Importance II
Mean 34
Distance
Shopping
White Sand / Blue Water
Golfing
Traffic
Family Friendly
Mean 37
Fishing Charters
Restaurants
Childrens Activities
Accommodation
Development
Cost
Nightlife
Atmosphere
Secluded
IV Low Performance/High Importance
III Low Performance/Low Importance
69
How important are the following attributes for a
beach vacation destination?