California were presented. “Outdoors” and “Wine/Food & Wine” clearly generated the most enthusiasm, as these were seen as those that most wholly “engage the senses.” Outdoors Being outdoors—getting to spend time in nature surrounded by unique scenic beauty—is a key benefit both perceived about and sought in rural California travel. It is critical to note that “Outdoor Experiences” has a diverse interpretation and a wide range of applications, from picnicking in a bucolic field to hiking Half Dome. Activities and experiences that require less specialized skill and are thus more egalitarian—such as a scenic walk, horseback rides, etc.—will, of course, have appeal across a broader segment of travelers (and, thus, were brought up as examples of outdoor activities of interest by more study participants). However, if an area is known for somewhat more niche activities such as fishing, surfing, skiing, etc., travelers will be motivated by information pertaining to these activities. Wine Country/Wine & Food There appears to be a significant level of awareness that California offers wine-related tourism experiences, and a number of travelers enthusiastic to consume them. Food (in combination with wine or on its own) was also popular amongst study participants as a way to approach travel planning and destination selection in California. While the research showed these two experiential approaches to be the most broadly appealing, again, what is unique to the destination/region will be what will inspire interest in the area.
Top of Mind Destinations in Rural California In terms of top of mind destinations/regions, there is a strong association with “rural California” being concentrated in the Northern part of the state. As such, travelers demonstrated more familiarity (and comfort) with this area as offering interesting rural travel experiences (i.e. scenic beauty, outdoor recreation, wine). Coastal California, particularly the area between San Francisco and Los Angeles (i.e. along Highway 1), was also top of mind as representing rural California.
15 Destination Analysts, Inc.