Evaluating the Tourism Market and Development Potential of the Itasca Area

The Blandin Foundation partnered with the University of Minnesota Northeast Sustainable Development Partnership and Depot Commons (Grand Rapids Area Convention & Visitor's Bureau and Chamber of Commerce). Dr. Dan Erkkila, tourism specialist and professor with the Tourism Center and researcher at the university's North Central Research & Outreach Center was the principal investigator.

The proposed study framed an approach from a broad, two-dimensional approach. First, demand was researched relative to consumer (visitor) wants and needs for tourism in the area. Second, supply issues that are critical to a fully functioning economic system were investigated. Issues to being examined include, among others, community infrastructure and values, organizational readiness and cooperation, and comprehensive strategic planning. A sustainable Tourism Development approach was used to support delivery of sustainable, quality products that conform to community values and contributing to an understanding of underlying problems.

The purpose of this study was to:

  • Profile visitors to the Itasca area and evaluate customer preferences for tourism products and services offered;
  • Apply a Tourism Development process to evaluate and document the region's capacity for effective rural tourism development, making recommendations for change as necessary;
  • Make recommendations, where appropriate, on actions that can be taken by both the private sector and local public officials and agencies to increase the county's tourism market share; and
  • Improve overall products and services.

For the "demand side" of the study an intercept survey was used to determine who is coming to the region over the course of a year, their vacation preferences, and other pertinent travel characteristics of travelers. On the "supply side," a Tourism Development model assessment process was used involving a mix of methods, primarily oriented around the collection of existing data relating to the region's tourism industry, communities, infrastructure, etc. and a process that involves community input and facilitated group processes.

Study outcomes will help:

  1. Identify different target markets for promotional activity;
  2. Relate images held by visitors of various destination areas to various market segments (visitor attributes); and
  3. Put all of this more complete and accurate knowledge of different market segments into the hands of Itasca area tourism businesses. The study was completed in the summer of 2002.

Final report and supporting appendices

For more information about the study contact:
Dan Erkkila, Principal Investigator


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