Journal of Travel Research

This study assesses the "quality" of visitors to Hawaii by their relative contributions to the economy. Differential economic multipliers for income and employment are calculated for vis itors by island visited, type of travel arrangement, visitor frequency, accommodation type, country of origin and over time. Although domestic visitors are the largest market segment, the results indicate that Japanese and Canadian visitors contribute proportionately more to the Hawaii economy owing to their spending patterns or length of stay.

Localities often develop a travel industry based upon a unique local asset. This paper reports on the locality of Reading, Pennsylvania and the role a unique asset—the factory outlet—has played in the development of its travel industry during the past decade. Re sults of a study based on surveys sent to outlets and other travel industry establishments are presented and analyzed.

The purpose of this research was to examine the relationship between unplanned or im pulse attraction visits and expenditures by travel-through visitors to Nebraska. Of 1,424 travel-through visitors to Nebraska who entered the state with no plans to visit an attrac tion, 136 (9.6%) made one or more unplanned or impulse attraction visits. As compared to travel-through visitors who did not make an attraction visit, these individuals spent sig nificantly more money in the state. Using a log-linear regression model, the number of attraction visits was significantly related to expenditures, even when controlling for length of stay and party size. Thus, for travel-through regions, the study results support the com mon marketing focus on "getting visitors off the interstate."

This article examines the relationship between personal values and travel or leisure deci sions. Travel/leisure "benefit segments" are developed through cluster analysis of the travel/ leisure criteria of members of a statewide consumer panel. Discriminant analysis models of respondent membership in the benefit segments are determined using personal values. In ad dition, value differences are determined between visitors and non-visitors to each of 10 major recreation/leisure attractions in the state of South Carolina. Application of the "value pro file" to the development of marketing strategy in also discussed.

Within the airline industry, demand curves can be derived externally by survey methods and cost curves can be generated internally by astute accounting procedures. The tradi tional tools of microeconomic analysis can be used in a practical way to arrive at profit maximizing fares. The optimizing procedures are not sensitive to the sampling ration in the survey and are therefore generally applicable. An empirical case study provides some useful insights on the competitive factors in the airline industry that help determine market segmentability, price elasticities of demand, and monopoly power.

The following paragraphs briefly summarize the 17th Annual Conference of the Travel and Tourism Research Association held in Memphis, Tennessee. Conference registrants and members of TTRA will automatically receive a copy of the conference proceedings when they are published. Other readers who wish to receive a copy of the proceedings may order copies for $50 from Mari Lou Wood, Executive Director, TTRA, Bureau of Economic and Business Research, University of Utah, P.O. Box 8066, Foothill Station, Salt Lake City, Utah 84108.