Source Cost Per Inquiry (dollars) Sample N=536 React2Media $2.75 All Other Sources $4.74 Field and Stream $7.38 RV Toy Store $26.19 Total $4.54 Number of Parties Generated Overall, in 2014 a total of 5,306 visitor parties who drove through Canada into Alaska were generated by all sources tested, an decrease over 2013 (6,500). In comparison, the total visiting Alaska or a specific Canadian province (any mode) was 14,162 parties. A total of 7,741 parties visited Alaska (all modes), 6,409 visited Alberta (all modes), 9,992 visited British Columbia (all modes), and 5,999 visited Yukon (all modes). Number of Parties Generated by Source and by Jurisdiction 2014 Source Drove Through CAN & AK #1 Alaska Convert All Modes #2 Alberta Convert All Modes #3 B.C. Convert All Modes #4 Yukon Convert All Modes #5 Total Visit AK or CAN #6 Sample N=536 N=997 N=479 N=618 N=537 N=997 All Other Sources 5,068 7,151 6,028 8,447 5,237 11,656 RV Toy Store 104 146 82 186 82 208 React2Media 94 375 219 1,251 625 2,095 Field and Stream 40 68 80 109 54 203 Total 5,306 7,741 6,409 9,992 5,999 14,162 Number of Parties Generated by Jurisdiction 2009-2014 Year Drove Through CAN & AK #1 Alaska Convert All Modes #2 Alberta Convert All Modes #3 B.C. Convert All Modes #4 Yukon Convert All Modes #5 Total Visit AK or CAN #6 2014 5,306 7,741 6,409 9,992 5,999 14,162
per Party Total Party Expenditure $34,190,656 $42,074,357 $6,006,386 $10,662,770 $9,095,919 $78,434,946 Per Person Expenditure $2,526 $2,119 $378 $360 $509 $2,159 Return on Investment $82.32 $101.31 $14.46 $25.67 $21.90 $188.86 Revised ROI based on individual jurisdiction contribution only N/A $201.83 $70.91 $125.89 $107.39 N/A
Increased the Length of Trip Drove Through CAN & AK Alaska Convert All Modes Alberta Convert All Modes B.C. Convert All Modes Yukon Convert All Modes Total Visit AK or CAN Sample N=529 N=1003 N=723 N=993 N=565 N=1514 Yes 51% 46% 48% 48% 50% 47% No 49 54 52 52 50 53 Two of three (69 percent) of those who drove through Canada and into Alaska said the North to Alaska travel guide influenced their selection of a specific activity/attraction/restaurant. One in three (31 percent) said it did not influence their selection of communities to visit. Influence of North to Alaska Travel Guide in Selection of a specific activity/attraction/restaurant 2014 Selection of Communities to Visit Drove Through CAN & AK Alaska Convert All Modes Alberta Convert All Modes B.C. Convert All Modes Yukon Convert All Modes Total Visit AK or CAN Sample N=530 N=1007 N=725 N=995 N=565 N=1522 Yes 69% 62% 63% 61% 65% 59% No 31 38 37 39 35 41 Visitors Who Visited the North to Alaska Website
5 Passport required/Don’t have passport 6 Planning to go later 7 Time/No time 8 Too expensive 9 Too far to drive 10 Too late in the year 11 Took a cruise instead 12 Wasn’t our destination 13 Went somewhere else 14 Other (SPECIFY) 15 Don’t know 16 Refused Q6 What other reasons have kept you from driving to Alaska for vacation purposes in 2014? (DON”T READ LIST-DON”T PROBE, MULTIPLE RESPONSES OK) 1 Gas/Fuel prices 2 Have already done that 3 Health problem-All mentions 4 Other commitments 5 Passport required/Don’t have passport 6 Planning to go later 7 Time/No time 8 Too expensive 9 Too far to drive 10 Too late in the year 11 Took a cruise instead 12 Wasn’t our destination 13 Went somewhere else 14 Other (SPECIFY) 15 Don’t know 16 Refused (NON-CONVERTORS “NONE” IN Q3 SKIP TO Q79) Q7 Did the North to Alaska travel guide influence any of your following travel decisions? (READ LIST. RECORD MULTIPLE MENTIONS) The decision to drive to Canada and Alaska 1 Yes
1 Yes 2 No 3 Don’t know 4 Refused Q56 (If Q54=1) Using a scale of 1 to 7, where 1 means “not at all important” and 7 means “very important,” how important was visiting friends or relatives in the reason you decided to take your vacation in Alaska? 1 Not at all important 2 3 4 5 6 7 Very important 8 Don’t know 9 Refused Q57 How influential was the North to Alaska travel guide in your decision to visit Alaska? Use a scale of 1 to 7 where 1 means “it had no influence at all” and 7 means “it directly influenced your decision”. 1 No influence at all 2 3 4 5 6 7 Directly influenced your decision 8 Don’t know 9 Refused Q58 (IF VISITED NORTH TO ALASKA WEBSITE IN Q8) How influential was the website in your decision to visit Alaska? Use a scale of 1 to7 where 1 means “it had no influence at all” and 7 means “it directly influenced your decision”. 1 No influence at all 2 3 4 5 6 7 Directly influenced your decision 8 Don’t know 9 Refused
(’T READ) None Q77.1 (IF Q77 = 1) Which of the following Facebook pages do you visit 3 or more times a week? (Read list. Record multiple mentions). Your own Facebook page A destination Facebook page A business Facebook page (Don’t read) Other (Specify) (Don’t read) None Q78 Did your participation in any of these online community social networks or websites influence any of your following travel decisions? (Read List. Record Multiple Mentions) The decision to drive to Canada and Alaska 1 Yes 2 No Selection of driving routes or travel itinerary 1 Yes 2 No Selection of communities to visit 1 Yes 2 No Increased the length of my trip in order to see/do everything 1 Yes 2 No Selection of a specific activity/attraction/restaurant 1 Yes 2 No Q79 (NOT A QUESTION--INTERVIEWER ENTER GENDER OF RESPONDENT) Male Female Q80 What is your marital status? (READ ENTIRE LIST BEFORE ACCEPTING A RESPONSE--RECORD ONE MENTION ONLY) Married Living together, not married Single (never married) Divorced or separated