Visitor Research and Reports
Research plays a vital role in all of Walton County Tourism's strategic activities including, but not limited to, marketing and branding. The most recent reports are listed below. To learn more about the research process, please contact Lisa@WCFLTourism.com.
2026 Winter Visitor Tracking Study
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2026 Tourism Trends
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General Travel Trends
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Travel Niches
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Traveler Demographic Trends
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Macro Trends
2025 Annual Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2025 Fall Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2025 Summer Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2025 Authentic Walton Visitor Tracking Study
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Economic Impact Summary
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2025 Spring Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2025 Winter Visitor Tracking Report
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Economic Impact Summary
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Visitor Profile Summary
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Yearly Comparisons
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Detailed Findings
2025 Tourism Trends
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General Travel Trends
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Travel Niches
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Traveler Demographic Trends
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Macro Trends
2024 Fall Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profile
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Trip Experience
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Post Trip Evaluation
Family Travel Experience (TEEN) Study - October 2024
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Research purpose and methodology
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Key takeaways
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Detailed findings
2024 Summer Visitor Tracking Study
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2024 Spring Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2024 Winter Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2024 Market Penetration/Market Potential Study
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Markets for Discussion
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Market Penetration & Market Potential
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Market Potential/Penetration Index
2024 Meeting Planner Study
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Strategic Takeaways
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Executive Summary
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Detailed Findings: All Planners
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Meeting Planner Types
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Detailed Findings: Three Planner Types
Walton County Tourism ROI 2024 Study
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Destination vs. Traditional Marketing: Key Differences
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How We Calculate ROI
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Visitors Attributed to WCT Marketing
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Detailed Methods
2024 Annual Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2023 Fall Visitor Tracking Study
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2023 North of the Choctawhatchee Bay Brand Positioning Study
This research identifies unique elements of the area north of the Choctawhatchee Bay in Walton County and interprets the destination’s draw from the perspective of its stakeholders and partners.
2023 Summer Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2023 Spring Visitor Tracking Report
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2023 Winter Visitor Tracking Study
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Economic Impact
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2023 Visitor Tracking & Economic Impact Study
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Economic Impact
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Pre-Visit
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
CY 2022 Annual Visitor Tracking Report
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2022 Fall Visitor Tracking Study
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Travel Party Profiles
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Trip Experience
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Post-Trip Evaluation
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Economic Impact
2022 Summer Visitor Tracking Report
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Economic Impact
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons between 2021 and 2022
2022 Millennial Study
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Generational Correlations
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Travel Party Profiles
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Affordability of Walton County
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Vacation Destination Likelihood
2022 Spring Visitor Tracking Report
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Economic Impact
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Travel Party Profile
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons (2021 vs. 2022)
2022 Winter Visitor Tracking Report
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Economic Impact
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
CY 2021 Economic Impact and Visitor Tracking Report
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Visitor Profiles
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Economic Impact
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Trip Experiences
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Yearly Comparisons
COVID-19 Impact on Walton County Tourism - Waves 1 & 2
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Economic Impact
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Business Profiles
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Financial Stimulus
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Trip Experience
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Yearly Comparisons (2019 vs. 2020)
2021 Fall Visitor Tracking Report
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Economic Impact
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
2021 Potential Visitors Study
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Visitor Profiles
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Travel Party Profiles
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Destination Planning Sources
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Destination Awareness
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Vacation Experiences
2021 Summer Visitor Tracking Study
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons (2020 vs. 2021)
2021 Spring Visitor Tracking Survey
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Planning and Booking Cycle
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Economic Impact
2021 First-Time Decision Making- Internet Survey
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Decision Pathways
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What type of Vacation is desired?
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Deciding Where to go and Gathering Information
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What are Important Deciding Factors?
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Childrens Role in Planning
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Mode of Transportation
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Emotions and Sharing the Experience
2021 Winter Visitor Tracking Report
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Planning and Booking Cycle
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluations
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Economic Impact
2020 Economic Impact and Visitor Tracking Report
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluations
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Yearly Comparisons (2019 vs. 2020)
2020 Fall Visitor Tracking Study
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Economic Impact
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Travel Party Profiles
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Trip Experience
2020 Summer Visitor Tracking Report
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Economic Impact--Summer 2019 vs. 2020
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Visitor Profiles
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Post Trip Evaluation
2020 Consumer Sentiment Report- Wave 4
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Key Takeaways
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Detailed Findings
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Consumer Profile
2020 Consumer Sentiment Report- Wave 3
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Key Takeaways
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Detailed Findings
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Consumer Profile
2020 Consumer Sentiment Report- Wave 2
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Key Takeaways
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Detailed Findings
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Consumer Profile
2020 Winter Visitor Tracking Study
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons (2019 vs. 2020)
2019 Economic Impact and Visitor Tracking Report
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons (2018 vs. 2019)
2019 Fall Visitor Tracking Summary Report
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons (2018 vs. 2019)
2019 Summer Visitor Tracking Report
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Economic Impact
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Visitor Profiles
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Travel Party Profiles
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Trip Experience
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Post Trip Evaluation
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Yearly Comparisons (2018 vs. 2019)
2019 Spring Visitor Tracking Report
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Economic Impact
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Visitor Profiles
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Yearly Comparisons (2018 vs. 2019)
2019 Winter Visitor Tracking Report
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Profile travel parties to South Walton
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Likelihood of returning
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Mode of transportation
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Trip planning information
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Noticed South Walton messaging
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Demographic profile of visitors
Meeting Planner Study - February 2019
Explore meeting and event planners' perceptions of South Walton as an event/meeting destination.
CY 2018 Economic Impact of Tourism Report
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Tourism metrics
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Visitor spending
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Visitor profiles
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Information sources for visitors
2018 Fall Visitor Tracking Report
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Profile travel parties to South Walton
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Likelihood of returning
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Mode of transportation
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Trip planning information
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Noticed South Walton messaging
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Demographic profile of visitors
2018 Summer Visitor Tracking Report
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Profile summer travel parties to South Walton
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Motivation for visiting
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Importance of vacation attributes and rating of South Walton
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Trip planning information
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Demographic profile of visitors
2018 Spring Visitor Tracking Report
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Profile spring travel parties to South Walton
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Mode of transportation
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Importance of vacation attributes & rating of South Walton
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Daily expenditures & expenditures by category
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Demographic profile of visitors
2017 Economic Impact of Tourism
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Visitor trends
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Tourism metrics
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Visitor direct spending
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Visitor profile and origins
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Mode of transportation
2017 Snowbird Analysis
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Profile snowbirds visiting South Walton
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Likelihood of returning
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Importance of vacation attributes & rating of South Walton
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Daily expenditures & expenditures by category
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Demographic profile of snowbirds
2017 Regional Research
Regional Research by season that includes the top tier markets
2017 Fall Visitor Tracking Report
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Profile travel parties to South Walton
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Likelihood of returning
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Mode of transportation
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Daily expenditures & expenditures by category
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Trip planning information
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Demographic profile of visitors
2017 Summer Visitor Tracking Report
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Profile travel parties to South Walton
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Motivation for visiting
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Likelihood of returning
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Daily expenditures & expenditures by category
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Trip planning information
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Demographic profile of visitors
2017 Emerging Market Study
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Profile travel parties to South Walton
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Awareness of South Walton
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Experience and perceptions with South Walton
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Assess sources of information
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Assess types of vactions that are taken
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Aided and unaided awareness of South Walton
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Investigate trip planning information
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Knowledge of South Walton
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Determine liklihood of vacationing in South Walton
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Define mode of transportation
Meeting Planner’s Preference Study - January 2017
Explore meeting and event planners' perceptions of South Walton as an event/meeting destination.