For all of the surveys, I used Qualtrics – a digital surveying program that has the huge advantage of saving me the time of typing hundreds of responses into the computer or sorting the data by hand. I’m sure many of you are thinking, “Who in their right mind would sort through 400 surveys by hand?”
I wanted to make a note, for those of you thinking something along those lines, that dozens of people who I surveyed reminded me of their pre-twenty-first century hardships when doing their own graduate research. I even had one professor say, in jest, “I kind of want to smash this tablet on the ground just so you have to do the pen and paper analysis”. So I thought I would include this as a friendly reminder that we live in an age of convenience, and the cross tabulations that literally take me seconds to do digitally used to take hours. Hours of sorting through a stack of paper data. Hours of math. Hours.
Now that we have all taken a moment to appreciate the convenience of our lives, here are my preliminary findings:
50% of respondents answered that their “primary form of transportation while visiting Key West” was – WALKING!
Aside from creating incentives and disincentives to driving, a good part of this research is aimed at how to market “car-free” to tourists. Knowing that half of people primarily walk around the island may be useful in marketing to tourists. “Car-free is carefree” or “walk in the park” sort of marketing angles may prove useful. Related to this is the finding that:
32% of visitors used a car zero times throughout their visit
Regardless of the number of days they visited, nearly a third of visitors never used a car. Can you remember the last time you went 1, or 5, or 8 days without using a car? Perhaps it was during your last visit to the Keys??
Finally, the most exciting findings of my early analysis: Going into this, the sustainability director for Key West, and one of my advisors for this research, had anecdotal evidence to suggest that first time visitors were more likely to arrive with a vehicle than repeat visitors.
Going into this, the sustainability director for Key West, and one of my advisors for this research had anecdotal evidence to suggest that first time visitors were more likely to arrive with a vehicle than repeat visitors.
|Rented a car for their visit||Drove Personal Vehicle|
|First time visitors||42%||31%|
|Second time visitors||21%||16%|
|Visited 3-5 times||18%||28%|
|Visited 5 or more times||9%||25%|
As you can see, her anecdotal evidence was confirmed by my research! For both rental and personal vehicle cases, around half as many second time visitors arrived with cars when compared to first time visitors. This jumps back to the question from my first post – How can we convey the knowledge of repeat visitors to first-time visitors?
Also from the graph you can see that while renters continue to drop over the number of visits, personal vehicle drivers, well, don’t. But the good news is, as I continue with my analysis, I should be able to dig deeper into these numbers. Perhaps personal vehicle drivers are mainly from Florida? So driving may actually be cheaper and easier than other options? We’ll see.
Beep. Bop. Boop.
Until next time….