Explanation of Indicator
Florida's economy is largely based on tourism. In fact, it can be stated that the economic stability of the state depends on tourist dollars. Indeed, most of the businesses, particularly along the coast, are tourist-oriented and rely on revenue generated from tourists. These businesses depend on the ability of coastal areas to attract tourist dollars and, as with any business, it is important that coastal businesses have a reliable clientele. Thus, it is imperative that tourists want to return to Florida.
The best way to ensure the reliability of a tourist-based clientele is to satisfy the current customers so that they will want to return. To encourage future visits, coastal areas need to be attractive and offer a variety of recreational activities. Further, tourists should enjoy their stay because the best advertising is by word of mouth. If tourists are happy with their stay, they will tell others who will find the idea attractive and they, in turn, will be more likely to visit the state.
The number of visitors who would return to coastal areas in Florida is a good indicator of the revenue that can be expected from future visits. If visitors return to coastal areas in Florida, businesses located near the coast can rely on a steady source of revenue; however, if visitors do not intend to return, it can alert businesses that future sales may be lower. This information helps businesses plan for expansion or contraction.
Information about the number of tourists who would return to coastal areas in Florida is also helpful to the state because it indicates how much the state should invest to improve and maintain coastal areas. The state cannot justify spending millions of dollars on maintaining and improving the coast if visitors do not return to coastal areas. On the other hand, if tourists disclose that they do not intend to return to the coast, it may indicate to the state that a larger investment needs to be made in coastal areas.
Data Characteristics
SOURCE
Data on the number of tourists who would return to the state may be obtained from Berry Pitegoff who can be reached at the Florida Department of Commerce, Office of Tourism Research, 107 West Gaines Street, Room 324, Tallahassee, Florida 32399-2000, or at (904) 488-4952.
ACQUISITION
Since 1990, the statewide studies have been conducted annually. No data are available for figures prior to 1990.
COLLECTION
The data are collected statewide each year.
Data Limitations
The data collected now cover the entire state which includes coastal as well as non-coastal counties. The data are helpful for statewide purposes but, in current form, the data do not tell which coastal counties are visited. This information would help in determining which counties can expect more visitors and tourist revenue and, thus, should have more funding to maintain or improve their beaches. For this reason, it is crucial that data for expected return visits to coastal counties be collected annually.
Recommendations
The data currently collected are based on an annual survey which asks visitors whether they intend to return to Florida for future visits. The results from the survey are then compiled for the state. The state should, instead, ask the visitors to name all of the counties they would expect to visit again and when they anticipate a return visit (a map showing counties and cities be provided). The data should then be compiled by county.