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For more information about the Department of Agricultural and Resource Economics, and about training and career opportunities, please contact:

Undergraduate:
ugarec@ag.arizona.edu
Phone: (520) 621-6244

Graduate:
garec@ag.arizona.edu
Phone: (520) 621-2421

Related Links:

World Tourism Organization

Rural Tourism
Using Surveys to Direct Development

Williams is a small, historic town in Arizona. Known as "the gateway to the Grand Canyon," the local economy relies heavily on tourism. The community has a number of historic restaurants and shops from its Route 66 days and is also home of the Grand Canyon Railway depot and train. Despite these attractions, Williams faces fierce competition from Flagstaff and other cities for tourist dollars.

In order to reach prospective visitors, Williams and other rural communities need information about the types of visitors that come to the area, their expectations, and spending patterns. A visitor study was conducted in Williams as part of a larger tourism development project sponsored by Arizona Cooperative Extension and other state and federal agencies. A four-page survey was distributed to visitors over a one-year period. Using the survey data, economists estimated that visitors spent $37 million in the Williams area. This information was used to analyze the impact tourism had on the local economy—how visitor dollars translated into jobs and income for local residents.

The survey also indicated several characteristics of visitors, such as age, income level, and hobbies. This information can be used by local businesses to develop targeted marketing strategies and to improve service. For example, the study showed that most visitors came to the community between 6 p.m. and 9 p.m. Knowing this, local businesses may decide to have extended hours, or plan evening activities.

Faculty Involvement
Julie Leones has studied rural tourism in Arizona and conducted visitor surveys in Williams, Globe-Miami, and the Tucson area. She recently published a guide to help communities design visitor surveys (see below).

Student Involvement
Valerie Ralph, M.S. graduate and research assistant, helped conduct visitor surveys in Williams and Globe-Miami.

Additional Readings
Leones, J., and V. Ralph. The Williams 1995-96 Visitor Study. Arizona Cooperative Extension, The University of Arizona, September 1996.

Leones, J. A Guide to Designing and Conducting Visitor Surveys. Arizona Cooperative Extension AZ1056, The University of Arizona, September 1998.

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