California Market Research

Quantitative Research

In 2012, Visit California implemented quantitative research project with Hall & Partners. The purpose of this study was to explore how potential travelers consider California and what it stands for, California's equities and how this measures up to the competition, and travel planning behaviors/methods. The study was conducted for 11 origin markets, which have been grouped into three categories: Brand, Mature and Growth.

View the Summary of Quantitative Research.

Quantitative Research by Market

Gauge how international travelers in target countries perceive California on rational and emotional levels & compare attitudes of international travelers to those of domestic travelers. View the International Focus Groups Overview and Highlights (July - October 2007) PDF.

 


Qualitative Research

In 2007, Visit California embarked on a comprehensive qualitative research project with Smith & Company and MeringCarson. The purpose of this study was to explore and refine California’s communication strategy, engaging in a direct dialogue with leisure travelers to ensure the State’s brand platform remains differentiating, relevant and motivational on a visceral level. While California’s brand advertising has been continuously tracked from a quantitative standpoint over the past decade by D.K. Shifflet & Associates and Strategic Marketing & Research, Inc. (SMARI), qualitative research of this scale had not been undertaken since 1997. Follow up studies were then conducted in several of California's top international markets to measure similarities and differences in the perception of California among domestic and international travelers. View the Qualitative Research Executive Summary.


International Focus Groups

Gauge how international travelers in target countries perceive California on rational and emotional levels & compare attitudes of international travelers to those of domestic travelers. View the International Focus Groups Overview.

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It's where California's travel industry connects and shares business insights.

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An Economic Engine

Visitors spent a projected $125.9 billion in California in 2016, providing $10.3 billion in state & local tax revenue.

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