Highlights from the Michigan Travel Market Survey
A Comparison of Past-Present Image of Michigan as a Tourist Destination
– From 1996 to 2002 –

Contributors: Azlizam Aziz, Asli D. A. Tasci, Chang Huh, Seung-Hyun Kim 

Image is an important element in the success or failure of tourism destinations. Due to its effect on tourist decision-making, it needs to be monitored and included in positioning and promotion planning activities. It is commonly acknowledged that once people form an image of a destination, it is difficult and time consuming to change it. This is a concern for destination marketing organizations especially those whose product offering has a degraded image in potential tourists’ minds. In an effort to monitor Michigan’s image for the surrounding tourist markets, the Travel, Tourism & Recreation Resource Center at MSU has been asking people's opinion on 15 image statements pertaining to Michigan with a 10-point Likert-type scale, where 1 means “do not agree at all” and 10 means “agree completely”. Since most image studies are one-time cross-sectional surveys, this longitudinal study is rather unique within the image related literature. Through a graphical depiction of the mean ratings of these 15 image items, it can be seen whether or not Michigan’s image has changed over a six-year period of time (see figure below).  Only those data gathered from 1996 to 1998 (N=17,690; Response rate=43%), and 2001 to 2002 (N=2,353; Response rate=47%) were analyzed for this text.  Click HERE for information on the methodology of this survey.

As can be seen in the graph below, the mean ratings of the 15 image statements measured indicate an overall improvement of Michigan's image between 1996 and 2002.  However, these image statements can be grouped into three categories based upon the observed change in reported ratings between 1996 and 2002: 1) big movers, 2) moderate movers, and 3) slow-to-no movers. The variables experiencing major change and thus worthy of being labeled as "big movers" are  "Close enough for a weekend getaway ", "Many interesting museums", and "Safe place to visit". Several image statements merit the label "moderate movers" including: "Great for summer outdoor recreation activities", "Exciting place to visit", "Place everyone should visit at least once in their lifetime", "Many interesting historic sites" and "Exciting nightlife and entertainment". The remaining statements can be labeled as "slow-to-no movers" since they improved only slightly.