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Travel Market Research

In 2007, CTTC embarked on a comprehensive qualitative research project with Smith & Company and MeringCarson. The purpose of this study was to explore and refine California’s communication strategy, engaging in a direct dialogue with leisure travelers to ensure the State’s brand platform remains differentiating, relevant and motivational on a visceral level. While California’s brand advertising has been continuously tracked from a quantitative standpoint over the past decade by D.K. Shifflet & Associates and Strategic Marketing & Research, Inc. (SMARI), qualitative research of this scale had not been undertaken since 1997. Follow up studies were then conducted in several of California's top international markets to measure similarities and differences in the perception of California among domestic and international travelers.

IN-STATE INTERVIEWS AND DOMESTIC FOCUS GROUPS (Jan-Feb, 2007)

Executive Summary (PDF)

245 In-the-Moment Interviews with Leisure Travelers in California
   o 13% in-state
   o 47% out-of-state
   o 40% international

In-The-Moments Video

12 Focus Groups with Past Visitors and Prospects in Key Primary
Domestic (Seattle) and National Opportunity (New York, Atlanta,
Dallas, Chicago) Markets

Focus Groups Video

INTERNATIONAL FOCUS GROUPS AND QUALITATIVE RESEARCH (July, 2007- Feb, 2008)

Gauge how international travelers in target countries perceive CA on rational and emotional levels

Compare attitudes of international travelers to those of domestic travelers

International Focus Groups Overview and Highlights (PDF)

Australia