CenTRO, Center for Tourism Research and Outreach

MTMPP (Maine Tourism Marketing Partnership Program)

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MTMPP

(Maine Tourism Marketing Partnership Program)

Link to survey information and instructions below.

Project Flow Chart
(contingent on funding)

Project Flow Chart

CenTRO MTMPP Program

Program objective is to measure the impact of major projects that are funded by the MTMPP grants across Maine tourism regions individually.
The major projects and programs funded by MTMPP grants and evaluated by this project include programs commonly funded by MTMPP grants across the majority of regions. These include advertising/brochures/travel guides, trade show attendance and exposure to regional web sites.
MTMPP consists of two phases:

Phase I – Recruiting Survey (contingent on funding)

This is a short questionnaire that is to be linked to each region’s website. It is designed to capture contact information from website visitors seeking fulfillment pieces, and to build a sample of visitors to regions’ web site for Phase II, a future conversion study survey.
A version of this questionnaire will be made available for administration by telephone during telephone fulfillment requests
(Online Questionnaire Only) A question containing a graphic of regional print advertising will capture a web site visitor’s ability to identify advertisements he/she recalls viewing.
Supported by the promotion codes unique to each region that identify regions, their media outlets and types of printed advertisement.

Each code consists of:
1. The first group of letters corresponds to name of the region – for example DA – Downeast & Acadia;
2. The second group of letters corresponds to the name of the media outlet – for example MIY – Maine Invites You;
3. The third group of letters corresponds to the project type – for example PA – print advertisement;
4. The fourth group of letters and numbers corresponds to the time – for example S07 – Summer 2007.

The complete unique code is DA-MIY-PA-S07. Recovering this code from every potential future traveler upon their contact will be essential for the success of the tracking project. This code along with other information collected from a prospective visitor will be later shared with CenTRO.

Asks questions about previous visits to the region to aid in determining net conversion in Phase II, the future conversion study

Phase II – Follow Up Surveys (contingent on funding)

Features a controlled experimental design involving a test panel (Conversion Study among Respondents Recruited in Phase I) and a control panel (Recruited from a commercial e-mail panel representing the general population of the Maine tourism drive market)
Extensive on-line survey fielded among samples from both panels using a common questionnaire
Asks general questions about destination visited in past 6 months, and narrows down to New England, Maine, and its specific regions. Continues with questions about likelihood to visit by region, about spending on last visit, activities during the visit, perception of the destination, as well as demographic information
Final net impact will be measured by comparing the general population panel responses against Conversion Study responses. In other words, comparison of responses of those that may not have had media exposure with responses of those that were exposed to website and/or print advertisements and trade show contact.

MTMPP Grant Evaluation Proposal

MTMPP Presentation

Sample Recruiting Questionnaire

Draft Primary Data Collection Instrument

Those regions that handle fulfillment requests by phone should fill in the hard copy of the survey (link below) with the customer on the phone.