Social and Behavioral Sciences Commons^™

An Importance-Performance Analysis Of Local And Destination Visitors To Monocacy National Battlefield, Mckenzie Mosher, Colin Mccormack, Caleb Scruggs, Chris Zajchowski, Jessica Fefer

Undergraduate Research Symposium

The purpose of this study was to understand the evolving visitor experience at Monocacy National Battlefield (MONO) in Fredrick, Maryland and, specifically, the way this National Park Service site serves both its’ destination and local visitors. Using an Importance-Performance Analysis, segmented by visitors’ county of residence, we demonstrate key differences in the visitor experience across visitor type. Following survey design with MONO managers and approval from the U.S. Office of Management and Budget, onsite sampling occurred over 21 visitor contact days, stratified by day of the week and time of day, in summer and fall of 2021. 469 visitors were …